Small Business Internships

July 8, 2009 By 3 Comments

young_professionalMost small businesses are always in need of extra help for lots of tasks around the company. Entrepreneurs have a tendency to run their business with a “do it yourself” mentality, which is great for cost-cutting but also bad for productivity reasons. If you’re the head of the company, it can be difficult to “let go” of certain tasks and focus more on the big picture of driving your company’s growth.

At the same time, it’s always good to believe in giving back to your community. One way you can benefit from a little give and take this summer is by bringing on one or two interns for the summer (can be either full or part-time). Marketing and PR are fields that are filled with college students in every part of the country since they’re two very popular fields of study right now. You can give back to your community by allowing a college student to get some valuable experience outside the classroom working at your company, and in return they’ll provide you with an extra set of hands with quality work.

As I blogged about, PR is a great area where interns can be extremely valuable. College PR students are eager to take the skills they learn in the classroom and apply in a real world setting. They can be great at identifying story ideas, writing press releases and coordinating stories for you in the local media. Share your PR Toolkit with them so you can both secure additional media exposure for your company.

On the marketing side, students are well versed in all things social media. They can offer their time in helping you set up company accounts on Facebook, Twitter, LinkedIn and Flickr, to name a few. Interns can also provide you with some great tips on how to use each one effectively and brainstorm fun and compelling summer promotions to win over new customers.

But don’t wait too long because summer is already half over (unless you want to take the time to find the right student for an internship in the fall). Call your local college today or put out an ad on your local Craigslist classified offering exciting internship opportunities.

Are you currently employing interns this summer for your small business? Share your thoughts here.

Filed Under: Marketing & PR Strategies Tagged With: , , , , , ,

Search Engine Optimization – #smbiz Chat Recap

July 7, 2009 By 9 Comments

Glossy Robot with Magnifying GlassThe following is a recap of the #smbiz Twitter chat on Search Engine Optimization (SEO). Robert Brady and Victoria Edwards were the expert panelists for the SEO chat. Robert Brady (@LotusJumpSEO on Twitter) is the director at Vizad, Inc., focused on SEO, Pay Per Click (PPC) and social media. Victoria Edwards (@TallChickVic on Twitter) is a specialist in SEO and online marketing at LinkShare.

Here is the chat recap:

@smbiz Ok let’s jump into the fun. Q1 Can you give a basic explanation of what SEO is and why it’s important? #smbiz

@ScottBradley @smbiz SEO is creating content that is “friendly” for the search engines to find it easier based on certain keywords typed into goog #smbiz

@LotusJumpSEO Q1 SEO involves creating great content and helping search engines find and understand it #smbiz

@TallChickVic @smbiz Q1: SEO are things done on & off ur site to get noticed by search engines #smbiz

@ScottBradley @SternalPR Q1 the reason it is important is because you get free traffic for keywords in your niche to your content/store #smbiz

@TallChickVic @SternalPR You want to do SEO so you are seen in Google and other search engines #smbiz

@TallChickVic SEO done right you will appear on Google& ur result is basically your ad so it needs to be optimized properly #smbiz

@LotusJumpSEO Q1 SEO is critical because people are going to the internet to find products/services and you want to be found #smbiz

@ScottBradley @SternalPR Did you see this article talking about google vs. facebook? http://tinyurl.com/mgb4qb #smbiz

@LotusJumpSEO Q1 “Tail” terms can rank 1st page in as short as 6 weeks. “Head” terms take months #smbiz

@TallChickVic SEO is keyword, customer, competitor research. Once your site is optimized, track results and start all over again #smbiz

@smbiz Q2 How long does SEO take? #smbiz

@TallChickVic Q2: It is a long term strategy! It never ends, but done right offers great results #smbiz

@SternalPR @lotusjumpseo Whats the difference between a tail term and a head term? #smbiz

@LotusJumpSEO Q2 Consistency is critical since algorithms change so frequently #smbiz

@LotusJumpSEO @SternalPR Tail terms have lower search volume. Usually are longer phrases. Head terms have more volume and are shorter #smbiz

@merylkevans Q2 SEO takes regular commitment just like exercising. Stop doing it for a while, and you’ll fall out of shape. #smbiz

@merylkevans Your name may be unique, but are people going to look for your business using your name? Does everyone know you before they search? #smbiz

@smbiz Q3 What are the important elements of SEO? #smbiz

@ScottBradley @smbiz Q3 I think it is a 2 part process…part 1: doing the research of the market part 2: figuring out where you want to place #smbiz

@ScottBradley @smbiz Once you know where you want to be placed…you create content that “fits” into your goals for SEO then let it fly #smbiz

@SternalPR @ScottBradley I suppose theres also something to be said for a 3rd step – evaluating and adjusting strategy, no? #smbiz

@ScottBradley @SternalPR Yes that too…testing and re-evaluating I think is really important as well #smbiz

@LotusJumpSEO Q3 On-page optimization (title tags, meta tags, alt text, headlines, etc.) for content is a great start #smbiz

@tmcconnon Q3 1) keyword research 2) on-page optimization 3) accessible, quality content 4) linkbuilding 5) social engagement #smbiz

@marcbitanga Q3: 3 Pillars of SEO = Code/Structure, Content & Links. #smbiz

@LotusJumpSEO Q3 After on-page you go off-page to get links, increase authority, etc. #smbiz

@TallChickVic Linkbuilding IS relationship building and linkbuilding done right will help your SEO efforts #smbiz

@marcbitanga Q3: If you have a poor product or a website that isn’t up-to-date, any amount of SEO won’t help your sales #smbiz

@pincock Q3 quick on-page tip: create a sub-page that centers around the primary keyword you want to target http://bit.ly/14SyC8 #smbiz

@smbiz Q4 Once you have identified a handful of keywords, how do you know which ones to use first? #smbiz

@LotusJumpSEO Q4 One way is to look at ROI. Find terms that get the best prospects. Also consider search volume & competition #smbiz

@TallChickVic @SternalPR Q4: I look at the site 1st and see what keywords they can rank for. #smbiz

@johnreddish @getresults Q4 – Check key word searches. Ones w lots of action go 2 front of line. Also, highly targeted key words 4 hi tix items. #smbiz

@stephaniethum @TallChickVic The Am Mktg Assoc recently did a webcast featuring @TheRobRose re: content. Archived webcast is available, I believe. #smbiz

@TallChickVic Q4; If a site is new, I would build out a longtail keyword strategy #smbiz

@TallChickVic @smbiz If the store has specific products like ‘shoes’ the build around that #smbiz

@LotusJumpSEO @SternalPR PPC is also a great source of keywords and it will tell you how well they convert too #smbiz

@tmcconnon Q4 Pick a 2/3 ratio of tail terms to head terms. Tail terms can be a quick win while you tackle more difficult head terms #smbiz

@TallChickVic @ScottBradley put your url in websitegrader.com it will give you insight and outline on how to improve #smbiz

@swirleigh Q4 I would pick okeywords that are popular, below 10 mil google competitive results… and target location + Keyword. #smbiz

@smbiz Q5 How can you find out WHERE you rank for certain keywords? #smbiz

@LotusJumpSEO Q5 Tools like WebCEO or AuthorityLabs track for you. The RankChecker Firefox plugin or just manual searches work #smbiz

@swirleigh Q5 Fnd out where sites rank for certain keywords by doing manual searches… and using tools like Advance Web Ranking #smbiz

@TallChickVic Q5: HubSpot’s service lets you see where you rank and how much $ you save with your SEO efforts #smbiz

@smbiz Q6 What are the best SEO tools to use and how/when do you use them? #smbiz

@LotusJumpSEO Q6 LotusJump (self-promotional I know) will help you find relevant linkbuilding opps. in less time #smbiz

@TallChickVic @smbiz Google Analytics, Omniture, HubSpot, Raven SEO (cool stuff), SEO Moz #smbiz

@swirleigh Q6 One tool I use often to check how a server responds to a URL request is a Header Checker http://bit.ly/BntGg #smbiz

@LotusJumpSEO Q6 Some type of analytics are a must. Google Analytics is the best bang for your buck #smbiz

@marcbitanga Q6: SEOMoz & SEOBook have great toolsets. But working with a professional who knows how to use them is key #smbiz

@ScottBradley @smbiz How do you choose a SEO professional when so many people claim they know what they are doing? #smbiz

@pincock Q6 Google has great tools for small biz to help with SEO: Analytics, Alerts, External Keyword Tool are three I highly recommend. #smbiz

@LotusJumpSEO @ScottBradley Ask for references of companies they’ve worked for. Look at rankings. Can’t argue with success #smbiz

@smbiz Q7 Ho do you research what your competition is ranking for? How do you find this out? #smbiz

@TallChickVic @smbiz Q7: look at their meta, google their meta and see what happens. Also add their urls into websitegrader to get an overview #smbiz

@LotusJumpSEO Q7 Look at their site. Check their title tags, meta tags, headlines. Look for phrases they are targeting. Use Q5 advice #smbiz

@marcbitanga Q7: SpyFu, KeywordSpy, Compete.com + reverse analysis. #smbiz

@TallChickVic @ScottBradley..also does this SEO co. rank at all for terms THEY want to rank for #smbiz

@ScottBradley @TallChickVic Makes sense…question for you…how to you adjust with the eb and flow of google changing how they rank pages? #smbiz

@smbiz Q8 Should you use the same keywords your competition is using? #smbiz

@marcbitanga Q8: Helpful for research. But use what makes sense for your biz #smbiz

@TallChickVic @smbiz Q8: Depends if your site CAN rank for them, If they are too competitive, plan a longtail KW strategy and build ur way up #smbiz

@tmcconnon Q8 Depends on your ambition ;) Maybe play ball with a few, but do try 2 own some unique ones that have a fair amount of search volume #smbiz

@smbiz Q9 SEO is a daily task. What are your daily action items to make sure you are optimized? #smbiz

@merylkevans Q9 Keep adding new content somewhere online… your site, social media or elsewhere. Every bit helps. #smbiz

@TallChickVic @smbiz use social media outreach to get content out. Look at analytics. I also do alot of industry research daily #smbiz

@LotusJumpSEO Linkbuilding and content gen. should be daily. Mining analytics and on-pages changes less frequently #smbiz

@tmcconnon Q9 be involved in the conversation surrounding your keywords and brand…build relationships, build links, build awareness #smbiz

@jazzcat Q9 I’d also keep up on major SEO blogs, keep an eye out for emerging trends that you can ride ahead of your competition. #smbiz

@swirleigh Q9 Daily SEO tasks include checking analytics, pushing new optimized content, checking blogs + twitter for any news or tips to use #smbiz

@smbiz Q10 How can a small biz start doing link building? #smbiz

@tmcconnon Q10 Lo-tus-jump! Lo-tus-jump! Guess who’s team I’m on? ;) #smbiz

@LotusJumpSEO Q10 Use LotusJump (http://www.lotusjump.com) #smbiz

@marcbitanga Q10: Easiest links= Suppliers, vendors, partners, associations & charities u donate to. #smbiz

@jazzcat Q10 Use the link:{competitor website} search in Google to see competitor’s backlinks. Try to get links there as well. Usually fertile #smbiz

@smbiz Q11 How do you identify which sites you want to link to you & how do u ask them to link to you? #smbiz

@TallChickVic @smbiz Q11: Edu. sites. Gov sites….look for permalinks! Sites that have a strong PR and good content #smbiz

@merylkevans Q11 Don’t do the link exchange — smells like spam and 99% of the time, the other site is not a fit. #smbiz

@LotusJumpSEO Q11 Read prominent blogs in your industry. See who they cite. Offer to write a guest post #smbiz

@tmcconnon Q11 do competitive research! see where your competitors are getting links from with Yahoo’s Site Explorer tool #smbiz

@LotusJumpSEO Q11 Sometimes you only have to ask! #smbiz

@jazzcat If you’re interested in learning more about ranking factors, SEOMoz posted this the other day – http://bit.ly/y81a6 #smbiz

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

Dos & Donts Of Twitter – #smbiz Chat Recap

June 27, 2009 By Leave a Comment

twitter_birdFollowing is a recap and transcript of the June 9 #smbiz chat where Kim Fenolio (@kfenolio on Twitter) of America’s Best Companies gave tips on the best ways to use Twitter for business.

@smbiz Q1 Is there a right way to use Twitter for marketing your small business? #smbiz

@kFenolio Q1) Many argue there isn’t 1 right way. I say lots of wrong ways. So if there are wrong ways, there are definitely right ways. #smbiz

@kFenolio Q1) There is no one right way to use Twitter for marketing your business, you have to find the way that’s right for what it is that you do. #smbiz

@merylkevans Q1 What may be right to one person could be wrong to another and vice versa. #smbiz

@kFenolio Don’t use Twitter solely for self-promotion. If you don’t want other people’s adverts in your face, don’t do it to them. #smbiz

@kFenolio Snobbery. If you’re not social or even acting interested in others content you come across less approachable. #smbiz

@kFenolio @parisiensalon Twitter is part of social media, lending to the need to being social within it. Social and human. #smbiz

@smbiz Q2 What’s the worst way (or some of the worst ways) to operate a business on Twitter? #smbiz

@kFenolio Q2) Don’t claim to be something you’re not. Eventually you’ll be found out and it will be far worse for you. #smbiz

@merylkevans The definite no nos — doing nothing but linking to your site, nothing but quotes, and nothing but RT (no original ideas of your own) #smbiz

@SternalPR @kFenolio Are there certain “social rules” unique to the Twitter experience – compared to real life biz? #smbiz

@kFenolio Good Q @SternalPR! Twitter leaves pretty much a pernament footprint of interaction. A digital record. Not the quite the same offline. #smbiz

@nathanegan Q2: Best way: Strategically map it to your business model. #smbiz

@kFenolio Q2) Always using the buzz/ big words. They’re cool and all, but you have to relate to people. Be approachable! #smbiz

@nathanegan Q2: Keep in mind that ALL social media is just another communication and public relations tool, like the TELEPHONE. #smbiz

@smbiz Q3 How do I get more followers? #smbiz

@kFenolio Q3) Start by following people 1st. Find /follow in chunks, not hundreds or thousands at a time, otherwise u come across as a spammer. #smbiz

@SternalMrktg Q3: Be patient, follow slowly a few every day not hundreds all at once. People watch ratio of follows to followers #smbiz

@kFenolio Q3) If you’ve made some contacts on Twitter already, consider asking them to share with their network why they should follow you. #smbiz

@SternalPR @kFenolio How do u feel about those technologies that auto boost your follow numbers? Good for business use? #smbiz

@merylkevans Q3 If you use twitter in a genuine way, the followers will come. @kfenolio correct that following too many at once is spammy. #smbiz

@wordpost Q3: Follower count alone means little (cf http://bit.ly/11XeKc ) Better ?=How do I build better relationsihps w/ followers? #smbiz

@kFenolio Q3) Try to keep your following versus follower counts about even. It shows reciprocal interest and not 1-sided from you. #smbiz

@merylkevans Q3 @kFenolio exactly — if you find your numbers getting lopsided, do a little weeding. It takes time to build your numbers right. #smbiz

@SternalPR @kFenolio Are there any twitter apps that “advise” you and ur twitter account as you build your network? #smbiz

@marcbitanga Q3: Post RT worthy content & use hashtags. People will follow if you post worthy content. #smbiz

@kFenolio @DIYMarketers Twitter does not have a “governor” for followers/following lopsidedness. #smbiz

@Whistletree @merylkevans For weeding through who we are following I like Untweep and Tweepular. Any other suggestions? #smbiz

@parisiensalon Q3 @marcbitanga – Isn’t using too many hashtags make it look like you’re trolling for hits? #smbiz

@kFenolio @SternalPR That’s a good question about an app to advise you as you build. I’m unaware of one. If there is, I’d recommend it! #smbiz

@smbiz Q4 How do I keep my followers interested in my business? #smbiz

@kFenolio Q4) Make sure there’s a person behind the business who they can get to know and trust. Be relatable and personable. #smbiz

@merylkevans People can instantly tell when you’re racking up numbers instead of being genuine in building your network. #smbiz

@kFenolio Q4) Offer incentives for them to keep customers coming back. Entertain or Educate are the 2 most important things. #smbiz

@marcbitanga Q4: Post with the audience in mind. WIIFM test (What’s in it for me?) #smbiz

@kFenolio Q4) The wrong way: Don’t send auto DMs. Don’t badger. Don’t tell them that they SHOULD be interested in you. #smbiz

@smbiz Q5 What are some ways to get your business attention and get noticed on Twitter? #smbiz

@kFenolio Q5) Try to be the first one there. Be original. Be creative. Pursue those who can help you reach your goals. #smbiz

@kFenolio Q5) The wrong way: Don’t just do what everyone else is doing. The same thing gets boring and monotonous. #smbiz

@SternalPR @kFenolio If u have a blog, is it ok to promote ur own blog postings? If so, any rule on frequency? #smbiz

@SternalMrktg Q5: Search out both customers and influencial people in your industry #smbiz

@kFenolio Q5) Beyond conversations: Run contents, give-a-ways, trivia. Require people to RT your messages to enter. #smbiz

@marcbitanga #smbiz Use Twitter search or Y! Sideline to listen for topics relevant to your biz; then join the conversation or offer help

@kFenolio @SternalPR You’re there to make money for your biz, so yes promote yourself. Think how often you’d want to see someone elses promos. #smbiz

@kFenolio Moderatoin is the key in any self-promotion. You’re there to increase your bottom line so be smart. 80/20 ration = not bad! #smbiz

@SternalMrktg Q5: Share info about your industry, help people learn more and they will appreciate you plus RT #smbiz

@vpbx Q5: It’s good idea to find vocal niches. Ex: we’re big proponents of women in business exp has show that. You can build on that. #smbiz

@kFenolio The wrong way: Don’t jump in /out of social media. Maintain consistent presence, even if it’s only 1-2 msgs here & there. #smbiz

@kFenolio Don’t forget you’re creating relationships here. All relationships require time, energy, effort and attention. #smbiz

@smbiz Q6 What’s the best way to get into a specific niche or find someone’s specific need? #smbiz

@kFenolio @SternalMrktg Incentives can be discounts, coupons, a free year membership. Right now there’s one giving $50 Amex gift cards. #smbiz

@kFenolio Q6) I’ve found using Twitter searches to locate people who need what u have or have what u need works best. #smbiz

@TSFsmallbus Q6 Before entering into a niche one should make sure it consistent with the current business. If so, find mentors. #smbiz

@kFenolio Q6) Example at America’s Best Compaines we have health care discount plans w/in our membership (cont..) #smbiz

@ScottBradley @smbiz Best way to get into a specific niche is to first research what you are looking for…then create a strategy to approach mkt #smbiz

@kFenolio (..cont) So I could do http://bit.ly/sYzhS  to find and follow people who I could help. #smbiz

@SternalPR @kFenolio Any ideas on how ppl can do a local search on twitter? #smbiz

@dslatter @kFenolio for your survey you could try offering to make a contribution to a charity for each response, works well for me #smbiz

@SternalMrktg @TSFsmallbus Finding a niche is so important. Really building a natural relationship with the people in your niche is the way to go. #smbiz

@kFenolio @SternalPR Local search is much easier now with http://search.twitter.com in location and also pure search terms. #smbiz

@kFenolio Another great service is http://Twellow.com that allows you to categorize your Twitter ID and detaile search. #smbiz

@smbiz Let’s open up the chat and make it an open forum. Any specific questions or topics on Twitter 4 biz you’d like to discuss? #smbiz

@kFenolio I recommended specific term search, follow and connect. It can get touchy because you don’t want to come across too spammy. #smbiz

@SternalPR @kfenolio what is the best use of your twitter profile (what ppl read when they click on ur page) for your business? #smbiz

@kFenolio @ScottBradley I’m with you there Scott. Too many people talk the talk, but just because they’re on Twitter doesn’t mean they walk it! #smbiz

@merylkevans I created a Twitter landing page for whenever people click my profile link. Sums up who I am and what I do. #smbiz

@kFenolio @SternalPR Use your Twitter profile to say what you’re here on Twitter to do. State your purpose. Make it personal. #smbiz

@SternalPR @merylkevans Is it difficult to custom design a personalized “landing page” for ur twitter profile? How do u do it? #smbiz

@ScottBradley @TSFsmallbus Because the majority of them have the following because they followed them first…not the other way around #smbiz

@merylkevans My web site’s About page shoves too much info — so twitter landing page is lite version. Easy with WordPress. Create new page & link #smbiz

@kFenolio Remember that not everyone is going to click on your website link on your Twitter profile. #smbiz

@ScottBradley @SternalPR There are definite twitter backround creators search in google “custom twitter backgrounds” #smbiz

@TSFsmallbus We look at the quality of tweets on your page. If you have interesting comments we will follow you and hope you do the same. #smbiz

@KayHunter @merylkevans Checked out your landing page. That’s nice. Gives people an understanding of you right off the bat:-) #smbiz

@merylkevans @SternalPR No. I just took my logo, turned it sideways and it worked. So many image editors online now to make it easy. #smbiz

@kFenolio Custome Twitter profiles aren’t that difficult. Some people will create for free, or there are services you can use. #smbiz

@kFenolio The key here is to be as creative as you can. It keeps the interest in you high and encourages them to keep coming back for more. #smbiz

@ScottBradley @vpbx By using it effectively FIRST before claiming anything later….everything must be backed up with credibility #smbiz

@kFenolio ALSO! I get lots of response to my job title: Interface Monkey and New Media Super Hero. Choose a title that’s memorable and fun! #smbiz

@kFenolio I wrote a How-to for Twitter in America’s Best magazine. You can see it online here: http://bit.ly/A8Oki #smbiz

@kFenolioThe company I do my social media for is a national-level small biz association. We work to help small biz stay in business. #smbiz

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

Unemployment Is Small Business Opportunity

June 27, 2009 By 6 Comments

Woman standing at counter in restaurant smilingOne in four workers who are now unemployed are considering launching their own small business according to a recent CareerBuilder.com survey. Roughly seven million people have lost their job since the start of the current recession and many of them are now thinking of starting their own business.

The Miami Herald documented this trend in a recent article profiling a young couple who decided to start their own eco-design firm after being laid off. The article also includes information from Kauffman Foundation economist Tim Kane who says many under-capitalized small firms quickly go out of business. However, he also points out that half of the companies on the 2009 Fortune-500 list were launched during a recession or Bear Market (a period when the stock market continuously goes down).

The young couple documented in the Herald story are quick to point out that they have developed a solid business plan and have even secured a small business loan with help from a friend. They also mention their early success is as a result of their decision to start a business based on a skill set they already know, which can make the difference between early success or failure for any small business.

All small businesses and entrepreneurs must take calculated risks when launching a business. Even more daunting is the notion that you must try to learn all aspects of running your business, including areas like taxes, accounting, finances, legal, sales, marketing, social media and even HR. The UnderstandingMarketing.com creators have developed a weekly chat, called #smbiz and hosted each Tuesday night on Twitter, that offers access to experts in lots of these areas so that small business owners can network, share ideas and gain insight. Speaking of Twitter, anyone interested in starting their own small business should follow Kim Fenolio (@kfenolio on Twitter). She offers great daily tips on everything small business.

Here are a few good resources to check out if you’re thinking of starting your own small business:

Escape from Cubicle Nation: From Corporate Prisoner to Thriving Entrepreneur

The One Minute Entrepreneur

Entrepreneur magazine

Are you thinking of starting your own small business? If you have already launched, what kind of hurdles have you faced and how did you overcome them. Your comments are encouraged.

Filed Under: Marketing & PR Strategies Tagged With: , , , , , , ,

Copywriting Tips #smbiz Chat Recap

June 26, 2009 By 2 Comments

writing1

Following is the recap and transcript from the May 26th #smbiz chat on copywriting.

@Smbiz Please welcome tonight’s #smbiz panel of webinar experts: @lindadonahue @markdresner

@smbiz Q1 What is the difference between copywriting and the way you would regularly write for your business? #smbiz

@markdresner Q1:: Direct response copywriting is less formal in tone and style than normal “business” writing #smbiz

@markdresner Q1: The goal is to carry on a conversation with you prospect or client. #smbiz

@lindadonahue @smbiz Copywriting in general is about having a dialogue w/your audience. #smbiz

@markdresner Q1: Big fancy words aren’t necessary and can actually hurt your response #smbiz

@karatcopy have to really know yr audience to connect –need & solution #smbiz

@smbiz Q2 Should you approach copywriting differently depending on if you’re a B2B or B2C company? #smbiz

@markdresner Q2: Yes and no. You’re always dealing with people whether B2B or B2C – so the general approach is the same#smbiz

@lindadonahue Q2 Both are about knowing your audience, and that’s who you’re writing to. What’s the voice you want your company to have? #smbiz

@markdresner Q2: However, in B2B copy you’re selling to two different needs: the Company needs and the decision maker’s needs #smbiz

@markdresner Q2: Buying your product MAY be a good move for the company – but if it complicates (or creates risk) #smbiz

@lindadonahue Q2: I agree with @markdresner in that B2B is about reaching two audiences. #smbiz

@markdresner Q2: for the decision makes you may not make a sale. #smbiz

@karatcopy Q2 agree with panelists. Consumers still want to connect with people #smbiz

@karatcopy Q1 &2 In response to knowing yr audience, has everybody seen the ad age piece on dell’s failure with it’s Della brand? #smbiz

@DIYMarketers Q2: Businesses don’t make decisions to buy, people make decisions to buy. Write copy for people #smbiz

@smbiz Q3 Should you approach copy for a printed brochure differently than copy for a Web site or email? #smbiz

@markdresner Q3: The general rules of copywriting certainly apply #smbiz

@lindadonahue Q3 Absolutely. With a printed piece, you have something that has a shelf life. #smbiz

@markdresner Q3:And all the elements of a good sales letter are in the brochure #smbiz

@wvpmc Q3 Both the audience and the medium should lead to different styles of copywriting #smbiz

@markdresner Q3:For example the cover is your headline – used to pull the reader in. #smbiz

@lindadonahue Q3: You have offers that expire and information that changes. So the print piece should be more general and informative. #smbiz

@karatcopy Q3 More & more of my clients are moving away from brochures and “static” materials #smbiz

@lindadonahue Q3: On the otherhand, web copy is dynamic. You can change out content if info changes, or to run tests. #smbiz

@markdresner Q3: At the end of the day Brochures are, of course, sales tools. #smbiz

@lindadonahue Q3: Likewise, email copy can be targeted and tested until the cows come home. #smbiz

@markdresner Q3: Today, the definition of brochure has changed though. Your website may act as your brochure. #smbiz

@WayneLiew Q3 One great thing about an online copy is that you are able to conduct tests and choose the copy that works best. #smbiz

@karatcopy Q#3 Also with personnel changing so quickly these days, and services changing, they go out of date v. quickly #smbiz

@lindadonahue Q3: With emails, you can change out subject lines, offers and content to test content. You can version to different audiences. #smbiz

@smbiz Q4 What can ppl do to practice using as few words as possible for good copywriting? #smbiz

@markdresner Q4: This is a loaded question, isn’t it? Well, Twitter is a GREAT place to practice. #smbiz

@lindadonahue Q4: This question is a good transition from Q3, because people assume that web content gives them more latitude to use more words. #smbiz

@markdresner Q4: The 140 character limit forces you to make every word count. #smbiz

@BetterWriters @markdresner i see brochures and web copy very differently…but is that changing in your opinion? #smbiz

@karatcopy Q4 I also recommend that people try writing poetry, foorce writer to focus on every word #smbiz

@markdresner Q4: Practice is really important. Fact is you can never master anything without practice. #smbiz

@markdresner @BetterWriters web copy is different – though I believe ppl are using their web like they used to use printed brocures #smbiz

@drjfpmd Q4 as an author, I write daily blogs, articles in less than 500-1000 words. #smbiz

@lindadonahue @BetterWriters That’s my point. I have a few rules about copy. First, ppl in general have short attention spans. #smbiz

@intuitioneer Q4: #sixwords http://sixwordmemoir.com is my favorite warm up for writing w as few words as possible. #smbiz

@lindadonahue Q4: Because I think good copy is really a conversation with your audience, you don’t want to dominate the conversation. #smbiz

@_djh Q4 we are heading in a direction of less words, more space on many items. Be concise, people don’t have time for reading #smbiz

@smbiz Q5 Are there different steps involved when planning copywriting for a project? #smbiz

@markdresner Q5: Everyone’s work process is a little different. But I think we all start out the same … with research. #smbiz

@markdresner Q5:The customer comes first. It’s a MUST to figure out who you’re selling to #smbiz

@karatcopy Q5 hardest part is often getting precise vision from client #smbiz

@markdresner @DrFernKazlow Absolutely agree – all media must work together to reinforce the message – including a book (or ebook) #smbiz

@lindadonahue Q5: Think about what you want to accomplish. #smbiz

@lindadonahue Q5: Understand your audience/market. You’d be surprised how often clients don’t know their own markets. #smbiz

@smbiz Q6 What is the best way to get over “writer’s block” when writing copy? #smbiz

@markdresner Q6: I never start with a blank sheet of paper I start backwards by getting the offer down on paper first. #smbiz

@intuitioneer here’s an oldie-but-goodie must read: http://bit.ly/17tYR RT @wvpmc: People read words onscreen differently than they do in print #smbiz

@BetterWriters Q6: I like to use mind mapping. Don’t have to worry about getting things down “in order.” #smbiz

@lindadonahue Q6: Walk away from the project for a while. Do something crazy or different. Fresh perspective can really help get you unstuck. #smbiz

@smbiz Q7 How do you incorporate a visual aspect into good copywriting? #smbiz

@markdresner Q7: The visual aspects I have direct control over is spacing of copy, subheads, bold, underlining, etc. #smbiz

@markdresner Q7: Using these visuals strategically makes copy more readable and less boring #smbiz

@lindadonahue @markdresner It really what differentiates you from your competitor. Cruise lines, for instance, mostly offer the same things. #smbiz

@markdresner Q7: In printed pieces I’ll also suggest placement of sidebars and text boxes. These will be placed logically in the copy. #smbiz

@karatcopy Q7 ideally you and graphic designer discuss plan early on–of course reality is often far diff. from ideal #smbiz

@karatcopy Q7 Just avoid those horrible fake business stock photos–who are those automatrons #smbiz

@lindadonahue Q7: Writing is a solitary pursuit. Copywriting is not. Copywriters work with the design team to create a concept that works together. #smbiz

@smbiz Q8 How do you sell your product/campaign in copywriting without sounding too salesy? #smbiz

@lindadonahue Q8:… what you’re selling. #smbiz

@markdresner Q8: Once you’ve built a rapport in your copy – asking for the order is a natural next step. #smbiz

@smbiz Q9 What shld small business ppl keep in mind when planning their call to action? #smbiz

@markdresner Q9: People buy value – so your offer has to have high perceived value #smbiz

@markdresner Q9: Also urgency makes the offer stronger: time limit, limited supply, price increases, #smbiz

@markdresner Q9: At the end of the day, I always apply the “So what” test … #smbiz

@markdresner Q9: If I look at the offer, or call to action and say “so what” – I have to go back to the drawing board. #smbiz

@lindadonahue Q9: A call to action should do what you want it to do, whether it’s capture email addresses or sell product. #smbiz

@markdresner Q9: Everything MUST related back to the customer – WIIFM – what’s in it for me #smbiz

@smbiz Q10 How will social media affect copywriting? #smbiz

@lindadonahue Q10: Love this Q. The GREAT thing about Social Marketing is that you can target your message to a specific audience. Or audiences. #smbiz

@markdresner Q10: Social media is another way to reach people – and it should be a part of your marketing plan – like email, web and print #smbiz

@intuitioneer Q10: social media creates a soundbyte platform for copywriting #smbiz

@markdresner Q10: Keep in mind that social media extends beyond just Twitter and Facebook. It includes LinkedIn, YouTube and Blogs #smbiz

@markdresner Q10: The more ways you can connect with prospects and customers, the better off you are #smbiz

@merylkevans Q10 SM provides more connection opportunities to build relationships with customers and future customers. #smbiz

@lindadonahue Q10: And SM also creates new avenues for dialogue between you and your audience. #smbiz

@smbiz Q11 Can you talk a little about using an active voice vs. a passive voice in copywriting? #smbiz

@markdresner Q11: In general Active voice is clearer and more concise – and more interesting than passive voice. #smbiz

@markdresner Q11: . Which is good in “forced communication” The harder it is to understand the less likely they’ll read it – or act upon it. #smbiz

@smbiz Q12 Are there any good outside references you can share to help people become better cpywrters? #smbiz

@markdresner Q12: Books: Copywriter’s Handbook by Bob Bly, Breakthrough Advertising by Gene Schwartz The Psychology of Influence by Rbrt Cialdini, #smbiz

@markdresner Q12: also Adweek Copywring Handbook by Joseph Sugarman #smbiz

@lindadonahue Q12: For copywriters, I always recommend “Hey Whipple, Squeeze This” by Luke Sullivan. #smbiz

@stephaniethum Q12: Different guides good 4 different media. I’d say The Writer’s Reference by Diana Hacker is a good first place to start. #smbiz

@markdresner Q12: on the web, I like Claytom Makepeace’s makepeacetotalpackage.com – lots of good stuff there. #smbiz

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Small Business Newsletters

June 26, 2009 By 2 Comments

email_marketingDo you have something you want to share with your small business customers in a newsletter format? Have you ever thought about doing a newsletter but aren’t sure how or where to get started? Join the #smbiz Twitter chat on Tuesday, June 30, from 8-9 pm EDT. We will be talking everything newsletters:

–How newsletters are good for new customers and existing ones

–Newsletters as a customer loyalty tool

–Using social media along with your newsletters

–What kind of stories and content to have in a newsletter

–How to design your newsletter

–Should you have a print or electronic newsletter

–How to distribute your newsletter if it is print or electronic

–How to build and manage a list of newsletter subscribers

–Inexpensive tools available to help you build your newsletter from scratch

Join us for a great chat on June 30. Just log on to Tweetgrid.com and enter “#smbiz” to join the chat. Our special guest experts that evening will be Margot Lester (@margot_lester on Twitter), Wendy Ventura (@kodiakcreative on Twitter) and Kristine Dobson (@emaildirect on Twitter). Each have great experience in helping small businesses and entrepreneurs leverage the power of newsletters to help grow a healthy customer base.

What kind of newsletters have you written for your business?

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