Now that you've passed out, dream about scaling a cliff without a rope.

"I didn't want to go to a big company and I didn't want to go to a startup. Scaling a company: that's the most enjoyable phase. That's what I like doing."

That's a quote from Bill Watkins, Ex-Seagate CEO, in a recent San Jose Mercury News article about him becoming the CEO of a clean-tech company.

Scaling a company. The most enjoyable phase. It kept ringing in my ear like the morning after a rock concert.

Aren't we always scaling our companies? (Man, I love that song...)

Most SMB businesses in the HR marketplace -- and most businesses across the board with fewer than 20 employees comprise 87 percent of the total U.S. private employer base (and they're doing better by the way) -- are actually having to do three things simultaneously, or at least in rapid repetitive and cyclical succession:

All of which share:

And all of business, big and small, are constantly starting up, scaling and nurturing -- especially in this erratic, post-economic-apocalyptic world. When you think of buzz-kill in terms of marketing investment, there's a lot of work to be done.

A lot of hard work that includes:

In order to take the three steps of starting up, scaling and nurturing, you've got to allocate staff and resources to take these three steps:

Step One: Strategy, Messaging and the Search-Optimized “Marketing” Web site

Before engaging in any marketing, you need to have a strategy –- a long-term plan of action designed to achieve a particular goal and the messaging to drive that strategy. Then you need a Web site with a strong online presence that is search-optimized to improve the volume and quality of traffic to a Web site from search engines via natural (“organic”) search results.

Step Two: Content. Content. Content.

How many times do we have to say it - a primary goal of your Web site is to convert visitors into prospects (then nurture them into true leads). But without site traffic, you have no prospects. And without great content, in addition to SEO, you have no site traffic, only virtual crickets chirping.

Step Three: Promotion.

Okay, now you have a winning strategy, powerful messaging, and a great Web site that is search-optimized. And you have lots of great content and processes in place to generate fresh content on a regular basis. Now you’re ready to promote and distribute that content to generate visibility, traffic and leads.

Promotional tactics being everything from:

Now that you've passed out, dream about scaling a cliff without a rope.

C'mon. You can do this marketing thing. We're here to help.

Post by Kevin W. Grossman (join me on Twitter, Facebook and LinkedIn - and now join HRmarketer on Twitter!)

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