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Wendy Montes de Oca

Muscle Marketing

By Wendy Montes de Oca

About Wendy

Often referred to as the "marketing maven" by industry peers, Wendy Montes de Oca, MBA has nearly 20 years of experience in marketing, media, and publishing with expertise in multichannel, direct response, and Web marketing. Wendy has generated more than $150 million in total revenues for Fortune 500 companies, top publishers, consulting clients, and her own firm, Precision Marketing and Media, LLC. She is the creator of the groundbreaking SONAR Content Distribution Model and author of the best-selling book Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz [Que Publishing, Paperback].

The Power Punch

Carolyn Goodman
Mistake or Clever Test?
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As marketers, we know that consumers are accustomed to providing personal information in exchange for something free. As business-to-business marketers,...

Triple Venti Dolce Data...

Vince Pickett
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So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...

Ruthless B-to-B Marketing

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I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...

Mobile-First Marketing

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Why Contextual Advertising Is Still Hard
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Contextualized advertising is serving the right message to the right person at the right time. Standing in the way of...

Marketing Sustainably

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Should USPS Retrofit Facilities for E-commerce Fulfillment?
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Three trends make me wonder if there's money to be found in U.S. Postal Service real estate. First, the Postal...

Reinventing Direct

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10 Storytelling-in-Content Marketing Lessons Learned
Aug 20, 2014

Storytelling lifts content marketing into more powerful messaging. Today we share 10 lessons learned as a result of a content...

Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
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Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...

Making Social Sell

Jeff Molander
Writing Effective InMail and Sales Emails: Don't Ask for the Appointment
Aug 22, 2014

Here's my best tip on writing effective sales emails or LinkedIn InMail messages: Don't ask for the appointment. Instead, earn...

SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....

Here's What Counts

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Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...

The Integrated Email

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When All Hell Breaks Loose
Aug 25, 2014

With automation comes risk. In the course of drafting, testing and deploying automated programs, many of us have suffered through...

Direct Mail for the Modern Marketer

Summer Gould
Empower Your Direct Mail With Mobile
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Direct mail marketing has been around for a long time; it's sometimes thought of as the "old goat" of marketing....

Brand Matters

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Season's Greetings!
Aug 21, 2014

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...


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Privacy in the Age of Big Data
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Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...

The Whole Magilla

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What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...

Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Beyond RFM Data
Aug 14, 2014

In the world of predictive analytics, the transaction data is the king of the hill. The master of the domain....

Marketing Nuggets

Michael Lowenstein
When Viral Marketing Goes Too Far
Aug 12, 2014

A couple of years ago, our local newspaper, The Philadelphia Inquirer, ran a disturbing story about how a mortgage loan...

Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Is Your Content Fresh, Frequent and Unique?
Aug 5, 2014

Today, your content plays a much larger role in getting top search results than ever before; therefore, it may be...

Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...

Think Mobility

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‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...

Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...

6 Steps to Building a Winning Brand on Virtually Any Budget

When you're launching a business, it's important to build your brand. But what does that really mean?

Your brand is your business—it should convey your USP—unique selling proposition. It's what makes your business unique, recognizable and accepted in the marketplace.

And despite what many think, building a brand doesn't take a lot of money. If you're a small business and have little to no budget, there are some creatively strategic ways to set yourself apart from the pack and establish your brand, as well as increase visibility, bonding and sales.

Here's some food for thought …

1. Name and Image. Make sure your name clearly reflects what you do. Especially with the Internet, business names are incorporated into your domain (or URL), so a name that is synergistic to what your business actually does and is keyword rich will help with search engine marketing. Your name should also be easy to understand—not using obscure words, lay jargon or nomenclatures. There's nothing worse than a business name that is not search engine or user friendly. If you chose to pick a "creatively challenging" name, make sure from a search and human reader perspective that your tag line, opening home page copy and meta data all reflect clearly what you do and your related keywords. Lastly, your name should have a long shelf life. This just means it shouldn't be tied to a specific point in time that will "date" it or make it seem obsolete.

Your image or logo should also clearly portray who you are in a symbol or graphic. It should be eye-catching and be on most every marketing you have—website, email auto signature, letterhead, PowerPoint slides, business cards, etc.

Branding tip! When it comes to banner advertising, aside from your primary mission of the campaign, which may be for leads or sales, it's a good idea to have your name and logo somewhere on the banner ad itself (perhaps the lower right corner) for a secondary goal of branding. Your banner is going to be rotating on many websites and in networks, getting perhaps hundreds of thousands of eyeballs … that exposure shouldn't be wasted.

2. Recognition. You want to place your name, logo, tag line and other information about your biz in front of your target audience. This means placing content (editorial material) and promotional material in places where your audience congregates.

Branding tip! Have a cost-effective multichannel marketing plan. Do your research, surf the Web and note the websites, forums and other locations your target audience frequents. Then, depending on each location, when applicable, upload banner ads (with your logo), relevant content, video snippets and articles that reflect your company in a snapshot. For offline locations, again, go to specific locations where your ideal prospect would visit, then post hardcopy marketing pieces. This is old-school, grassroots marketing. But it works for local branding and even is good for business development with local businesses. The marketing could be in the form of posters, tri-folds, business cards and handouts. Direct mail is another great venue that doesn't have to be expensive. Your most expensive items will be your list rental costs and postage. You can reduce list rental by refining your list to "selects" based on ZIP code(s) and your postage costs can be reduced if you pick something simple like a 6" by 9" postcard mailer.

3. Loyalty. Leverage social media. This may take a little time for word of mouth to spread, but if you talk to your audience, not at them, viral marketing will start to happen. Encourage friends, followers and fans to forward to friends and share news. Post exciting pictures. Engage with readers. Incent and reward your audience with special "social marketing"-only offers. Ask for comments and interact. This may seem like a waste of time but engaging with your prospects, and building and cultivating the relationship creates bonding and brand loyalty. It basically turns strangers into friends, friends into customers, customers into multi-buyers, and multi-buyers into advocates. And soon, your advocates will be marketing your brand for you (for free!).

4. Buzz. It's important when building your brand to cast a wide net and increase market visibility and exposure. Free press releases are a great way to complement your initiatives. You can create a schedule for continuity and presence to have a free press release go out two times a month. These releases should be newsworthy and have useful information. They should also be keyword-rich (which will help drive targeted traffic back to your website) and link back to the longer release on your website (i.e. Press Room). Some free press release services I like are and For breakthrough news or company milestones, you may want to complement your free release with a paid release. There are many online press release distribution companies that have cost-effective rates. Some that I like are and

Branding tip! Don't forget to upload excerpts (headline/synopsis) of your release to social marketing and bookmarking sites like Facebook, Twitter, LinkedIn, Digg, Stumble Upon and more-linking back to your "Press Room" for added distribution and website visits.

5. Quality. Your brand isn't worth anything if your product or service isn't of high quality. Make sure you offer a good, solid product or service. Do your surveillance, see what's going on in the marketplace with your competitors—with product, pricing, customer service, guarantees—and be a leader, not laggard. Unfortunately, good reviews don't spread as fast as bad ones. So make sure to deal with displeased customers promptly and swiftly. Offer to do them right by a "comp" or other gesture of goodwill. Do periodic, brief, customer surveys. These should be short (10 questions or less), easy (online) and have an incentive for participation (i.e. freebie). The data obtained from surveys are invaluable for customer service, product development and more.

Branding tip! Encourage customers to share their success stories. Solicit for customer testimonials and feedback. There's nothing more powerful than a great testimonial and customer advocates touting your business. With your customers' permission, you can republish these on your website and in other marketing material.

6. Website. Make sure your website is conducive for branding (among other business goals). As mentioned above, have an area for customer testimonials. Also, have visual and contextual features that reinforce your brand. For example, on the top of your home page have your name, logo, slogan or tagline. Include a personal welcome message to your visitors. Even better, if you have a spokesperson, figurehead or guru who is part of your "brand," include a picture of that person so visitors can connect a name with a face. If your brand is specific to a product, like a publication (book, newsletter, magazine), have a thumbnail image of that publication on your home page to make it more recognizable in the marketplace.

Branding tip! Have a social media/bookmarking icon or "favicon." Create a social bookmarking and website bookmarking icon so visitors can quickly, visually and easily identify your business in their list other bookmarked sites. A favicon is similar to a bookmarking icon, but a favicon also appears in the website browser window. For example, if you go to, you'll see their favicon (multicolored butterfly) next to their URL address in the browser window. Your icon should encapsulate your business and stand out. Use color, font and symbols to your advantage. For more information on creating a bookmarking icon, read "So You Want Your Own Bookmark Icon, Huh?"

Building a brand doesn't happen overnight. You'll need patience. And there may be some trial and error along the way. Depending on your niche, you may even be competing with others who have a strong foothold in the market. But hopefully, these tips will help give your brand a boost.


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