How The Internet Can Help Entrepreneurs Grow

January 16, 2010 By 1 Comment

picture-2Here’s a good story about an entrepreneur using small business online marketing ideas who found a great niche and is now utilizing the Internet to “grow her footprint” in business. Diana Vanover is a woman with big feet. She always found frustration when trying to locate comfortable and stylish shoes in her size because few retail stores actually carry them. So she set out to create change.

While pursuing her MBA and playing on the women’s college basketball team she stumbled onto an idea to carve out a business niche in shoes for women with larger feet. In business for a few years now, Diana’s a rising entrepreneur and has been acknowledged by Entrepreneur magazine for her business acumen.

What’s more, Diana utilizes the Internet to grow her operations through lots of small business online marketing ideas. She utilizes a live chat feature on her Web site for customer service, and each person gets a coupon when they use the service, which is a great loyalty program strategy. She’s also launching an iPhone application (app) that entices people with available sizes, styles, promotions and new colors. She also uses Facebook, Myspace, LinkedIn, YouTube and Twitter for marketing her shoes and connecting with her customers.

Is your story similar to Diana’s? Leave us a comment below!

Filed Under: Small Business Tagged With: , , , , , ,

Client Gift Giving Tips For Small Business

January 14, 2010 By 1 Comment

picture-1We all love presents, right? Of course. Think about the times you’ve received a gift from a vendor. It probably made you smile, and you likely felt it was pretty thoughtful (unless you got fruitcake. Then you might have felt confused). Now think what you did after you got the gift. Did you buy from that company again? I bet you did.

Now flip that around. By giving gifts to your clients and customers, you further that connection you have, and increase the opportunity for your clients to do repeat business with you. You’ve heard the statistics that it’s cheaper to get a repeat customer than a new one. And at this time of the year, you can do it for the cost of a gift basket, bottle of wine or other thoughtful gift.

For all the money you spend on Yellow Page ads, Google AdWords and other marketing, you can get more bang for your buck during the holidays. While your gift giving efforts aren’t blatant advertising (skip the cheap tschotchkes with your company logo for bigger clients), they have the effect that good marketing provides. They help build a warm, fuzzy feeling toward your company.

What to Give
First, determine your budget. You might break down your client list into tiers, and dedicate a different amount to spend for each increasing level of revenue they provide your company. A $10,000 a year client certainly deserves a $100-200 gift, but if you work with smaller clients, you might limit the budget to $25 per person.

You can find corporate gift items like food gift baskets, chocolates, and sweets, or you can customize the gifts. If a client loves golf, consider a package from the local country club. If a client is a wine connoisseur, look to the liquor store for recommendations on a good bottle of Sangiovese.

Plan ahead. It’s already December, so start your client list, develop your budget, and decide what to buy soon. Then factor in shipping times, if your clients aren’t local.

In the Recession
You may not have the budget this year for client gifts. No one can fault you for that. If this is the case, get creative. Send custom e-cards that will make your clients smile, send a personalized card in the mail, or call your client on the phone (yes, I know, calling is so passé) to wish them happy holidays.

And while the orders may not roll in on January 1 as a result, you can be sure your clients have you on their minds, and when the time comes to buy, you’ll be the first one they call!

Editor’s Note: Susan Payton is the Managing Partner of Egg Marketing & Public Relations, an internet marketing firm specializing in blogger outreach, social media, and PR.

Filed Under: Small Business Tagged With: , , , ,

How To Build A Marketing Plan For Small Business

January 7, 2010 By 7 Comments

franchise_questionsAs a marketing consultant to small and mid-sized companies nationwide, I spend a great deal of time talking to business owners about the importance of marketing and communications, and the tremendous value these functions can deliver for their enterprises – but only when orchestrated strategically and effectively. As part of these discussions, I often ask if a dedicated marketing plan is in place, and the responses I receive are both astonishing and perplexing. Not only is the answer to this question generally “no,” but also many principals have absolutely no idea what a marketing plan should look like or contain, or worse, even where to begin. And that is where I usually come in and offer my counsel and services on how to build a marketing plan for small business.

Why is a marketing plan important? For starters, it’s helpful to put all components down in writing so they may be evaluated and refined (by business partners, employees, peers, and/or mentors) for maximum effectiveness. Secondly, it provides a definitive, comprehensive, and strategic framework under which all marketing efforts are conducted. Many business owners I encounter are content to market their offerings in a haphazard, uncoordinated fashion without any real strategy or objectives, but a well-written marketing plan takes much of the guesswork out of this approach. Finally, it gives one pause to review a wide range of marketplace conditions – all of which can positively or negatively impact the performance of a business – and then exploit them (if they’re positive), or make allowances (if they’re negative) to mitigate them.

However, you don’t need a consultant like me to put your own bang-up marketing plan together. The following are several helpful tips on how to build a marketing plan for small business:

1. Assess the Environment. This is a great place to start. Take a bird’s eye view of the geographical region, industry, and market segment you operate in. Are there specific economic, socioeconomic, demographic, or psychographic trends which are now impacting your space? How will these dynamics affect your business, either positively or negatively? What are your competitors doing? How are they marketing their products or services, and where are they spending money? Are there new entrants you need to monitor? Answering many of these questions will help build a marketing plan for small business.

2. Define The Target Audience. Many businesses only have a vague idea about the identity and location of their core audience. If you don’t know who your customers are, how can you possibly market to them? Some companies even have multiple audiences, which require different marketing tactics for each. What is your firm’s situation? Has your main target audience changed at all this year:  in size, in depth, or behavior? How has customer feedback been? Are customers turning to your company for an offering the competition does not provide?

3. Set Goals and Objectives. This is probably the most important section of the plan. All of your marketing efforts need to support specific goals (desirable qualitative results) and objectives (measurable, quantifiable results) over time. As a business owner, you should have a firm grasp on what you want to achieve, both in the short run, and over the long term. Your marketing plan should support these ambitions. Maybe it’s an annual revenue increase of 11.5%, generating 20-25 new leads per quarter, or securing 2-4 pieces of media coverage per month. Whatever these aims are, make sure they’re realistic and achievable.

4. Determine Appropriate Tactics. This is usually where many businesses drop the ball. Based on the information outlined in the previous three steps, decide on a set of appropriate marketing tactics, such as print advertising, public relations, social media, or direct mail, that you know are going to help you connect with and engage your target audience. For example, if you know (i.e., concrete research demonstrates) your customers routinely turn to two important trade magazines for decision-making information, it makes sense to place print and online advertising in these publications, and utilize PR to generate editorial coverage in these same outlets. Talk about a double whammy! How do you know what’s appropriate? In most cases, common sense will guide you. For instance, you wouldn’t use telemarketing to sell a high-end, expensive IT solution to a CIO. If you’re not sure, just ask your customers. They’ll tell you what they like and dislike, and how they wish to receive communications.

5. Allocate Financial Resources for Implementation. Last but not least, determine how much all of this is going to cost, and then allocate sufficient resources to begin implementing the plan. If you’re strapped for cash, focus on the activities at first are free or low-cost, such as updating your Web site, setting up and enhancing social media profiles, and professional networking in your region. Remember, not everything has to be done all at once. You can execute the plan in a phased approach over the course of the year to conserve money.

One last piece of advice: less is actually more. The marketing plan does not have to be lengthy or verbose to be on target. More than anything else, it must have substance, and it must reflect the realities of your business (or market/industry). If you still feel that you’re not on track, it never hurts to have a trusted partner or colleague constructively review your plan, and offer helpful feedback.

Editor’s Note: Keith R. Pillow, APR, MBA is president and CEO of Caddy Marketing and Communications, a full-service marketing consulting firm which works exclusively with small- and mid-sized businesses across multiple industries.

Filed Under: Small Business Tagged With: , , , , , , , , , , , ,

Small Business Online Marketing Advice For 2010

January 3, 2010 By 7 Comments

marketing-bldg-blocksEveryone writes and blogs about trends and predictions for the coming year, so we’ll join the crowd. John Arnold wrote about 10 online marketing trends for 2010 on Entrepreneur.com. We’d like to list them here and debate whether or not we agree with his assessment to “test, invest or rest” the tactics. Many we agree on but there are a few we disagree with so here’s our small business marketing advice for 2010.

1. Search Engine Optimization: SEO is useful because it’s all based on specially placed keywords that help your blog or Web site rank in Google and other search engines. People and businesses are going to continue flocking to Google to find everything that’s on their minds. But small businesses are still fuzzy on what makes a good keyword and how to use it to rank higher in searches. Add in the importance of long-tail keywords and you’ve got a situation ripe with confusion. Despite all of this, SEO is going to continue to be one of the biggest drivers of online marketing success for small business – and many know it. Plus, there’s lots of places on the Web to help small business learn how to do SEO successfully (ahem, you’re at one of those places). Here’s an additional resource to help you with SEO: Search Engine Optimization Bible

JA says test

UM (UnderstandingMarketing.com) says invest

2. Paid Search: Also known as Pay Per Click (PPC), paid search is the sister of SEO. You still rely on specially selected keywords to drive traffic to your site, but instead of natural placement in Google, you’re competing for the paid placements and ads on the Google pages. PPC works but only if you’re spot on with your keyword selection. Although the prices will continue to come down, those little costs can certainly add up if you’re not on target with your keywords. Because there’s an investment here we’re not as bullish as John, but we still feel you should test it out. For small business marketing advice here’s an additional resource to help you understand paid search techniques: Pay-Per-Click Search Engine Marketing Handbook

JA says invest

UM says test

3. Email Marketing: This is one area we both agree on. Email marketing is a great way for a small business to reach out to customers, existing and new ones, because of two primary reasons: 1) most people still prefer email as their number one source of information, and 2) it’s a relatively inexpensive way to do marketing. These two reasons, coupled with the big opportunities in landing pages for even stronger conversions, makes us very high on this tactic in 2010. Here are a few additional resources for you to do landing pages and email marketing: Landing Page 101, and of course The Constant Contact Guide to Email Marketing.

JA says invest

UM says invest

4. Social Marketing: Twitter, Facebook, Tumblr, and a host of other social networking tools came on strong in 2009, especially for small business. Every time I went to a small business in the last six months the owner not only told me he/she was highly interested in social marketing, but many of them were already using one or two tools. Look for social marketing to be even bigger in 2010 for small business because of it’s very inexpensive cost for marketing as well as it’s strength in local marketing focus. Here are a few more resources for social media marketing for small business – Twitter, or check out Facebook Marketing, or even take a peek at The Facebook Era.

JA says test

UM says invest

5. Blogging: More small businesses now have blogs either to complement their existing Web site or actually to replace their Web site. Small business online marketing advice says either one can be an effective strategy, even for events promotions. But John makes a good point in saying blogging to drive traffic is different than blogging to drive sales. Using a blog to drive traffic is still a good idea. But even we’re not sold on the notion that you can set up a blog and all of a sudden turn your blog into a cash register. Add in the fact that a blog is most successful when it’s a community and you may want to consider putting on the brakes if you want your blog to be a sales machine. Here is another resource for building a successful blog, 42 Rules of Social Media for Small Business.

JA says let it rest

UM says let it rest

6. Web Presence: This one is a bit interesting since it may not be what you think. Yes, having a Web presence is an important fact. John’s not debating this, nor will we. Where you place emphasis on your Web presence is the discussion here. In 2010 small business will have to change its way of thinking in that it’s all about getting traffic to your Web presence. Rather it’s more important now to place your Web presence where the traffic is. Do paid search on others’ Web sites or even places like YouTube.com, for example. If you know lots of eyeballs will be on other Web sites, you’ll want to consider placing your Web presence there as well. Here’s another resource for you The Online Advertising Playbook.

JA says invest

UM says test

mobile-marketing7. Mobile Marketing: An interesting marketing platform that will get more looks in 2010 is mobile marketing. Some companies now have the technology to beam messages to your cell phone from wherever you may be headed. For example, if you are walking through the doors of a Best Buy, imagine if you all of a sudden get a text message on your phone that includes a Best Buy coupon. Small business can take advantage of this kind of technology as well. It deserves more look, though. Here’s another small business online marketing advice resource for mobile marketing, The Mobile Marketing Handbook.

JA says test

UM says test

8. Podcasting: Ask yourself if you can name five podcasts or Internet-based radio shows/stations? If you failed to do so you’re probably in the majority. We like blog talk radio and we also like podcasting. But is it something you’ll want to focus heavily on for marketing as a small business in 2010? Probably not. Podcasting is a technology that has struggled to get on its feet and will most likely continue to struggle in 2010, and it doesn’t help that many small businesses are often intimidated about doing their own podcast. It may still be in its infancy with a bright future, but just not right now. There are some really fantastic shows on blog talk radio and you should put on your PR hat to take advantage of these. Here’s another resource for podcasting for small business, The Complete Guide to Audio and Video Podcasting or also check out Podcasting Bible.

JA says let it rest

UM says let it rest

9. Online Video: Not only are videos fun and easy to watch, but with YouTube also a part of Google, videos are very searchable with keywords and tags. Small businesses should definitely be running to purchase video cameras like the Flip to easily produce videos they can post online. 2010 will be a big year for videos and online marketing. Here’s another online video resource for you, Marketing With Video.

JA says invest

UM says invest

10. Coupons: The use of tools like social media marketing and mobile marketing will make coupon offerings pretty innovative, intuitive and exciting for small business. Technology even makes it easy to utilize coupon marketing for local audiences, too. Even some “older” marketing tools like landing pages, which have proven their worth in providing great ROI for incentives like coupons, will continue in 2010. We’re bullish. Here’s another resource for you in using coupons for your small business, Hug Your Customers, and also Customer Loyalty is Priceless.

JA says invest

UM says invest

Here’s John Arnold’s list.

What are some of your marketing predictions for small business and 2010? We’d love for you to chime in here.

Filed Under: Blogs/Web Sites, Customer Loyalty, Direct Mail, Email, Landing Pages, SEO - Search Engine Optimization, Small Business, Social Networking Tagged With: , , , , , , , , , , , , , , , ,

Advice On Running A Franchise As A Small Business

January 2, 2010 By Leave a Comment

picture-17Is your small business a franchise, or are you interested in running a franchise? If so then you don’t want to miss the #smbiz Twitter chat on Tuesday, Jan. 5, 2010, from 8-9 pm ET. Join the first #smbiz chat of the new year for a special session focused on running a franchise. Joel Libava, The Franchise King, will be our special guest answering all kinds of questions that pertain to operating a franchise.

Joel is well known for providing a wealth of tips, information and all-around solid advice on all things franchising. He’s an industry consultant and has appeared on national media outlets talking about a wide variety of franchise-related topics. Joel normally tweets as @franchiseking but will be tweeting during the chat under his @franchisedog profile.

Here are a few areas we’ll be covering during the chat:

What is a franchise and what does it take to operate your own franchise? How much money to start one?

What are the main differences between operating a franchise and your own small business?

What should you look for when deciding which type of franchise is best for you?

Is it better to go with a well-known brand or one that may have very little brand competition in your area?

What are financing requirements for getting a franchise? How do you line up financing in today’s climate?

What are the differences in marketing for your franchise vs. your own business?

Is there a social media opportunity when you run a franchise? Why or why not?

So be sure to join all the #smbiz Twitter chat small business professionals and Joel Libava, aka The Franchise King, to learn all kinds of great tips and advice on running a franchise. Leave a comment here if there are additional issues in running a franchise you’d like to see us cover during the chat.

Filed Under: #smbiz, Small Business Tagged With: , , , , , , ,

How To Use LinkedIn, Twitter & Facebook For New Customers

December 30, 2009 By 2 Comments

social-media3You’ve heard it before: social networking sites are useful tools for finding and connecting with new clients. But what are the best ways to do that? How can you use LinkedIn, Twitter and Facebook to find new clients? In this blog post I’m going to let you in on a few secrets and give you a guide to getting started on these social networking sites.

LinkedIn

Linkedin is a powerful networking tool. If you spend the time creating a strong profile, joining relevant groups and participating in timely discussions, you will display your expertise and garner respect and credibility from the community, which ultimately leads to influence.

Use this guide to start using LinkedIn effectively:

–Set your company apart from others in the industry with a detailed and interesting company profile. Include your company’s services, expertise, mission, interesting facts, etc. Show clearly what your company does for clients, how working with your company is different and generates results.

linkedin–Join relevant groups and participate in conversations. By answering questions in your field of expertise you can help others while showcasing your knowledge of your particular industry in front of a wider audience. This will allow you to connect with interesting people and bring in new contracts.

–Keep your connections strong. Write recommendations for people you have worked with, and request recommendations from people you have worked with and from clients. LinkedIn was designed for networking, so use connections to find new clients and business.

–Stay on top of industry trends and news. A good way to do this is to join and participate in a discussion group. You can learn about events and conferences, leads and prospects, new products and services, and other information that will keep you current and up-to-speed.

–Speed up your sales process by researching companies and individuals in LinkedIn. Review profiles to see if they’re a fit for your proposal and request an introduction through a common connection, or send an InMail directly to that person.

Twitter

Twitter is powerful tool for brand management and lead generation. To maximize Twitter as a marketing tool, you should be honest, genuine and respectful with each tweet.

The first thing you need to dois determine who are your potential clients. Who are you trying to reach? Once you have determined who your target audience is, you’ll want to seek out the people in that market. You can use Twitter tools like Twellow and TweetDeck to find relevant candidates.

twitterOne of the reasons why twitter works so well to help you gain clients is because it provides you with the opportunity to share content. Developing and sharing content will position you as an expert in your field. Additionally, there are several opportunities on Twitter to encourage followers to contact you for more information.

As a brand on Twitter, it is important to interact with users, and to be mindful of all of your brand mentions. Every Twitter user should be considered as either a customer or a prospect. The opportunities to respond to customer comments (brand management) or prospect questions (lead generation) on Twitter are great way to humanize your brand, develop customer loyalty and start conversations with prospects.

Here are some tips for using Twitter to find new clients:

•    Follow people who are relevant to your industry and target market
•    Make sure your employees and colleagues are on Twitter, and refer to them
•    Answer your mentions
•    Search for your name/business name
•    Use Twitter to ask your customers questions…and get good answers

There’s no refuting that this way of connecting and communicating is influential and effective, and increasingly important. Your business should be on Twitter now to get ahead of competitors and find prospects.

Facebook

Facebook is another social networking site you can use to establish credibility and expertise in your industry, and to find new business. Facebook marketing blends a combination of interactions with Fans and contributions to a community, rather than the broadcasting of promotional messages.

facebookStart by creating a corporate Facebook Fan Page and be social. A Fan Page is a way to connect with clients, prospects, communities and stakeholders, as well as to extend your brand’s reach, but it has to be interactive to succeed. Fan Pages offer a unique opportunity for brands to engage prospects and customers, provide ways to recruit new Fans, and create opportunities for Fans to interact. Companies should be social–creating content, posting status updates, adding photos, hosting events and contributing to the Fan community. Opportunities on Facebook Fan Pages allow companies to engage and interact with Fans in a meaningful way. The applications allow for brands to promote their brand in a way that users can connect with and appreciate.

To use Facebook effectively for business, consider these other opportunities for building your brand and community:
•    Posting links to your business blog on your page
•    Accepting friend requests and reaching out to friends, clients, acquaintances, etc.
•    Exploring advertising through Facebook
•    Promoting your business through your personal profile

LinkedIn, Twitter and Facebook are increasingly emerging as mandatory outlets for companies to utilize reach prospects. Including a social media plan in your marketing initiatives will help you gain momentum that will lead to new business.

Editor’s Note: AJ Gerritson is the founding partner of 451 Marketing.

Filed Under: Small Business, Social Networking Tagged With: , , , , , , , , , , , , , , , , ,
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