If you've got questions, Marketing Research is your key to getting the answers you need to run your business and focus your marketing. Marketing Research is not a cookie-cutter approach and is so flexible, in fact, that small businesses with limited budgets can certainly get the information and insight they need at very affordable costs. Many years ago I was handed a tremendous project my first day on a new job in the credit card marketing department of a bank. My task was to try to help stem the tide of cardholders canceling their accounts. This was in the late 1980's when credit was abundant and many folks had 10+ credit cards in their wallets. We were losing ground to our competitors. So, in a nutshell we hired an outside marketing research firm to help us.
First, we mailed a sampling of 100,000 cardholders from our database. Those that didn't return the survey were called. In all, we anticipated a 2% response rate and were shocked when we got almost 10%.
The marketing research firm helped us do all sorts of statistical analysis and in the end what we found out was that cardholders wanted more control over their own accounts. This information led me and my team to develop a 'build your own' concept whereby we allowed cardholders to select from a list of terms, annual fees, due dates, and the like. We then created a 'credit card took kit' complete with graphics resembling tools. We went back to those same 100,000 with this new offer and they ate it up. It was a huge success. That then became our control offer that we used in acquisition for quite a while.
It seems people like to tell you what they think and what they want, and so small business owners should ask.
You don't need an outside research firm to conduct your own research. There are so many options both on and offline now, that this once burdensome and very expensive task is simpler than ever for small business owners to do themselves.
Here's how:
First, let's begin with an overview. There are two basic types of research: secondary and primary.
Secondary research is research that already exists. A good example of this is the US Census. While this isn't custom to your situation it can be a good place to begin. For example, you wouldn't want to open a retail store in a town whose population is declining 10% per year. Strategic industry research can also be very helpful to you. Many associations conduct research on behalf of their members. For example, many years ago in a new product development role I was tasked with creating new products that would best our competitors. At the time, pet clubs were very popular and so I found a published survey (that cost $700) that was tremendously helpful to me in creating a relevant product that pet owners would prefer over our competition's. It was another great success and was profitable over forecast (which is always good!)
Primary research is research that is created by/for you and is custom to your needs. For example, if you began with Census information and found that your city has had 15% growth in small businesses, you may be encouraged to finally open your consulting firm. If however, you specialize in family-owned businesses and succession plans, you would need to know of that growth, how many were family-owned. Most likely, the only way you could get this information would be to design your own research and begin asking around.
The next difference within these two basic types of marketing research is quantitative vs. qualitative. Quantitative research is numbers-based. For example, how many people purchase a certain product. Qualitative research focuses on the back story and will tell you why. Qualitative research tends to be more issues-based to explore consumer behavior in depth. Focus groups are a good example of qualitative research.
Choosing the method will depend on what it is you're trying to achieve. Without a clear goal, your research is worthless. So, keep the following in mind:
1. What do you want to know? Be specific and be clear so that you can create questions that will yield useful answers. For example, if you get price resistance and lose business to your competitors, you may want to know specifically if your pricing is too high.
2. What kind of question should you use? Closed ended questions look like this:
Where do you usually purchase your groceries?
___ Supermarket
___ Specialty store
___ Farmer's market
___ Online
Open ended questions look like this:
What is your favorite supermarket? _____________________
Be aware that tallying open-ended questions is more difficult but can yield better answers because that you may not have even thought of yourself.
3. Don't force people over the edge. I personally don't like it when I'm asked to fill out a survey that doesn't have a midpoint. By this I mean there are usually only positive or negative options. A good survey question has a neutral point, usually a 5-point scale that runs from Strongly Agree, Agree, Neither Agree or Disagree, Disagree, Strongly Disagree. If the "neither" option wasn't there you are forcing an answer that may not be accurate and losing the ability to get higher quality information that you can use.
Ways that you can put primary Marketing Research to work for your business include:
1. Feedback Forms - These are so flexible and can be used both on and offline. For example when you have finished a project, you can either send a thank you letter with a short survey, or if you have their email, can do this online. You'd be surprised at the information you can gather. The key here is to do it quickly while the experience is still fresh in the consumer's mind. Feedback forms can help you gather suggestions as well as get information about how your company performed for them.
2. Telephone Research - I don't advocate blind polling to a list of phone numbers (vis-a-vis political polling), but you can do this by calling former clients, current leads and asking them what you need to know. Be sure that you keep it short and tell them up front that their answers will be kept confidential. Always ask if this a good time to talk, and if not, ask when you can call back.
3. Mystery Shoppers - Many years ago I ran a shopper program for one of the largest banks in NYC. I had a few dozen hired 'customers' that were given money to open accounts and test the tellers. Then over time they were given scripts and asked to do various things such as close an account, request a service we didn't have, act in a certain way, etc. Each week they turned in a report so that we could gauge the effectiveness of teller training. It was very, very helpful. And, lest you think this was all negative and we were looking to fire employees, we often did something wonderful for a branch employee who went above and beyond.
4. General Surveys - Used for everything from customer service measurement to product satisfaction. A survey like this could be used to ask employees their opinion, members of an organization can be encouraged to give feedback, banks use these to rate their services - the list is endless.
5. In-store Service - It seems wherever I purchase something lately the cashier uses a highlighter and eagerly circles the "Take our Survey" portion on the receipt and then explains that the consumer can win a prize for their input. This is also done in restaurants frequently too.
6. Launch of a new Product or Service - Before you invest in the creation and launch of a new product or service, it may behoove you to ask your target audience for initial feedback of the idea. Those of you old enough to remember this, think "New Coke" and you'll get the idea.
Some good sources you can use:
-www.mra-net.org - Marketing Research Association's website
-US Census Bureau
-Bureau of Labor Statistics
-American Marketing Association - Demographic Statistics
-Internet Public Library
-Forrester Research
-Constant Contact.com - just added this new service
-SurveyMonkey.com
-Zoomerang.com
-Netreflector.com
To increase your chances of success, consider offering a small token of appreciation to get more feedback. No matter how you choose to go about your marketing research be sure to say "thanks" to those who took the time to participate and do your best to loop back to them so they know their feedback was received and appreciated. So, if you've got questions you now know how to easily get answers.
This blog uses CopyScape.com to protect against plagiarism
Copyright 2014 Affordable Marketing Solutions LLC
Friday, December 19, 2014
Saturday, December 6, 2014
Small Businesses: Tangibility Pays Off
Yes, we live in a digital world, however, the world of print is very much alive & doing well.
Let's start by looking at some very compelling reasons why small business owners should consider the tangibility success factor of printed materials as part of their marketing mix:
1. Think of how many business emails you receive during an average business day. If you're like me, probably at least 100 -- or more. But when I receive a postcard in the mail it immediately captures my attention.
2. A US Postal Service survey showed that for every marketing dollar spent on direct mail, small business owners could expect to earn almost $12 in revenue.
3. Author and Huffington Post editorial writer, Sarah O'Leary says that "to reach consumers in the Internet age, sometimes you have to lick a few stamps."
4. Another study proved that more than 75% of Internet users say direct mail influenced them to purchase something online.
5. The workforce is in such flux now that people are not in their jobs as long. Therefore, emailing to someone who is your contact or decision maker may bounce back. However, if you also mailed into the company that person's mail is always routed to someone - making sure your message is delivered.
6. Take-ones, brochures, sell sheets, flyers, press kits & other handouts used in stores, at trade shows, & at networking meetings are the tangibles that make sure people remember you & call.
7. Retail stores get a competitive advantage when there's a banner hanging out in front announcing a special.
8. FedEx Office just conducted a study of small business owners that examined marketing and advertising tools used to promote their businesses: 87% said that printed materials are very effective at driving customers to their business - even if their business was an online one!
9. Catalogs are making a comeback too. Many years ago companies would mail a several hundred page catalog twice a year. Now, online retailers are successfully using pared down catalogs of select targeted merchandise to mail to niche segments within their database.
10. A recent Direct Marketing Association report found that the average cost of acquiring a new customer is more than 2x as expensive using paid search than direct mail.
11. Another finding: retention rates of customers acquired through direct mail are higher than those acquired online.
12. Can't seem to get that decision maker on the phone? Want to touch base with someone you haven't spoken to in a while? Try a custom created greeting card - it works every time!
As you can see, ink on paper messages help break through the digital clutter. Here are some basic Do's & Don'ts of integrating printed messages with your other marketing channels:
DO -
• keep both an email & a snail mail address in both your customer & prospect databases
• follow up bounced emails with a letter or postcard - you can even ask for another email address if the person's company email server blocks marketing messages
• offer White Papers & eBooks from your website & other online marketing channels
DON'T -
• prospect via purchased email lists - is simply too expensive & too risky; use print for prospecting
• rely solely on just one method - combining them will produce better results
• make just one attempt at acquisition - studies show that it takes approximately 3-5 touches for a consumer to make a purchase decision & 9-10 touches for a business to make a buying decision
Often I hear "the minimums are too high," or "it's so expensive." Consider digital printing for these smaller run print needs. Many years ago, the only choice was conventional, offset printing where, yes, the minimums were at least 5000 pieces or more. Now, however, you do have a choice: digital printing.
The following are just some of the benefits of digital printing, including:
• no minimums
• lower pricing
• eco-friendly as there is no quantity waste nor are there any harsh chemicals or solvents used
• conducive to smaller, targeted offers & audiences
• get color for the same price as black & white
Once you've decided to print your marketing message, here are some important things to consider:
Phase I - Design
-If this is your first time going to print with a piece, it is strongly recommended that you speak with a printer before having your piece designed.
-This includes considering size, colors, design software (printers CANNOT use Word docs to print brochures!), type of paper stock for final product & use of the piece to be sure it meets your needs. I once saw a restaurant giving out coated business cards for customers to provide their email addresses on the back of the card. It is utterly impossible to write in ink on coated stock as it smudges!! I suppose that's why I never received any of their emails.
Phase II - Specifications
-Now that you have the design finalized, it's time to get to the nitty gritty details. Here you need to determine deadlines, quantity, & method of delivery (Will it be shipped? Picked up?)
-Ask your printer for a final estimate in writing so there are no surprises. One important item to be addressed is any additional charge for changes to the piece after reviewing the proof. It is not uncommon to realize "Oh, wouldn't it be nice to add...." once you see the piece.
-One note of caution: if this is a mail piece, it is very much in your favor to consult the Post Office to be sure your piece is the right size & conforms to their mailing regulations. For example, if it's a self-mailer brochure, it must be sealed with a mailing wafer; or if it is a postcard there must a blank area for the Post Office to imprint their barcodes.
Phase III - Proofing
-Always request a proof before giving the 'go ahead' to print the entire job. Digital printing allows for a digital proof which can be emailed to you for your approval. I strongly suggest that you print out the proof so that you can actually hold the piece in your hands & use it as if you were the receiver. I have encountered many instances where this did not happen & the piece came out wrong. For example, in the case of a brochure, print it out & staple it back to back, then fold it into the 'real' piece. Only in this way can you be sure to proof it completely & thoroughly.
-There are no dumb questions at the proofing stage. Better to ask than to have regrets once the piece is finished.
-Remember that printers are not responsible for proofreading. So be sure to thoroughly read all text, phone numbers, URLs, addresses, etc. If the final piece is delivered with an error, unfortunately there is no recourse once you have signed off on the proof.
-A further guarantee to be sure your piece meets your expectations is to be onsite during the printing so that you can see the final product. Ask your printer if this can be scheduled.
Phase IV - Delivery
-Not to be overlooked is delivery. Of course, if your printer is local you can pick it up. Some printers offer FREE local pick up & delivery as well. However, sometimes the final product must be shipped. If so, be sure to ask how it will be packed & if you have your own shipping account, provide your account number so the shipping charge isn't marked up.
So, go ahead & print - it's good for your business & for the environment.
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Copyright 2014 Affordable Marketing $olutions LLC
This blog uses copyscape.com to protect against plagiarism.
Let's start by looking at some very compelling reasons why small business owners should consider the tangibility success factor of printed materials as part of their marketing mix:
1. Think of how many business emails you receive during an average business day. If you're like me, probably at least 100 -- or more. But when I receive a postcard in the mail it immediately captures my attention.
2. A US Postal Service survey showed that for every marketing dollar spent on direct mail, small business owners could expect to earn almost $12 in revenue.
3. Author and Huffington Post editorial writer, Sarah O'Leary says that "to reach consumers in the Internet age, sometimes you have to lick a few stamps."
4. Another study proved that more than 75% of Internet users say direct mail influenced them to purchase something online.
5. The workforce is in such flux now that people are not in their jobs as long. Therefore, emailing to someone who is your contact or decision maker may bounce back. However, if you also mailed into the company that person's mail is always routed to someone - making sure your message is delivered.
6. Take-ones, brochures, sell sheets, flyers, press kits & other handouts used in stores, at trade shows, & at networking meetings are the tangibles that make sure people remember you & call.
7. Retail stores get a competitive advantage when there's a banner hanging out in front announcing a special.
8. FedEx Office just conducted a study of small business owners that examined marketing and advertising tools used to promote their businesses: 87% said that printed materials are very effective at driving customers to their business - even if their business was an online one!
9. Catalogs are making a comeback too. Many years ago companies would mail a several hundred page catalog twice a year. Now, online retailers are successfully using pared down catalogs of select targeted merchandise to mail to niche segments within their database.
10. A recent Direct Marketing Association report found that the average cost of acquiring a new customer is more than 2x as expensive using paid search than direct mail.
11. Another finding: retention rates of customers acquired through direct mail are higher than those acquired online.
12. Can't seem to get that decision maker on the phone? Want to touch base with someone you haven't spoken to in a while? Try a custom created greeting card - it works every time!
As you can see, ink on paper messages help break through the digital clutter. Here are some basic Do's & Don'ts of integrating printed messages with your other marketing channels:
DO -
• keep both an email & a snail mail address in both your customer & prospect databases
• follow up bounced emails with a letter or postcard - you can even ask for another email address if the person's company email server blocks marketing messages
• offer White Papers & eBooks from your website & other online marketing channels
DON'T -
• prospect via purchased email lists - is simply too expensive & too risky; use print for prospecting
• rely solely on just one method - combining them will produce better results
• make just one attempt at acquisition - studies show that it takes approximately 3-5 touches for a consumer to make a purchase decision & 9-10 touches for a business to make a buying decision
Often I hear "the minimums are too high," or "it's so expensive." Consider digital printing for these smaller run print needs. Many years ago, the only choice was conventional, offset printing where, yes, the minimums were at least 5000 pieces or more. Now, however, you do have a choice: digital printing.
The following are just some of the benefits of digital printing, including:
• no minimums
• lower pricing
• eco-friendly as there is no quantity waste nor are there any harsh chemicals or solvents used
• conducive to smaller, targeted offers & audiences
• get color for the same price as black & white
Once you've decided to print your marketing message, here are some important things to consider:
Phase I - Design
-If this is your first time going to print with a piece, it is strongly recommended that you speak with a printer before having your piece designed.
-This includes considering size, colors, design software (printers CANNOT use Word docs to print brochures!), type of paper stock for final product & use of the piece to be sure it meets your needs. I once saw a restaurant giving out coated business cards for customers to provide their email addresses on the back of the card. It is utterly impossible to write in ink on coated stock as it smudges!! I suppose that's why I never received any of their emails.
Phase II - Specifications
-Now that you have the design finalized, it's time to get to the nitty gritty details. Here you need to determine deadlines, quantity, & method of delivery (Will it be shipped? Picked up?)
-Ask your printer for a final estimate in writing so there are no surprises. One important item to be addressed is any additional charge for changes to the piece after reviewing the proof. It is not uncommon to realize "Oh, wouldn't it be nice to add...." once you see the piece.
-One note of caution: if this is a mail piece, it is very much in your favor to consult the Post Office to be sure your piece is the right size & conforms to their mailing regulations. For example, if it's a self-mailer brochure, it must be sealed with a mailing wafer; or if it is a postcard there must a blank area for the Post Office to imprint their barcodes.
Phase III - Proofing
-Always request a proof before giving the 'go ahead' to print the entire job. Digital printing allows for a digital proof which can be emailed to you for your approval. I strongly suggest that you print out the proof so that you can actually hold the piece in your hands & use it as if you were the receiver. I have encountered many instances where this did not happen & the piece came out wrong. For example, in the case of a brochure, print it out & staple it back to back, then fold it into the 'real' piece. Only in this way can you be sure to proof it completely & thoroughly.
-There are no dumb questions at the proofing stage. Better to ask than to have regrets once the piece is finished.
-Remember that printers are not responsible for proofreading. So be sure to thoroughly read all text, phone numbers, URLs, addresses, etc. If the final piece is delivered with an error, unfortunately there is no recourse once you have signed off on the proof.
-A further guarantee to be sure your piece meets your expectations is to be onsite during the printing so that you can see the final product. Ask your printer if this can be scheduled.
Phase IV - Delivery
-Not to be overlooked is delivery. Of course, if your printer is local you can pick it up. Some printers offer FREE local pick up & delivery as well. However, sometimes the final product must be shipped. If so, be sure to ask how it will be packed & if you have your own shipping account, provide your account number so the shipping charge isn't marked up.
So, go ahead & print - it's good for your business & for the environment.
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Copyright 2014 Affordable Marketing $olutions LLC
This blog uses copyscape.com to protect against plagiarism.
Friday, November 21, 2014
Small Business Press Kits Done Right
If you've ever wanted to get media coverage but haven't been sure how to do it, I'm going to walk you through the steps to create a Media Kit, also called a Press Kit, and depending upon the specific contents and objective, even a Sales or Promotion Kit.
So, why do you need one of these kits anyway?
First, the actual act of sitting down to create one helps you think through your business & its image. The way that you 'put it out there' in a nice package with small bites of information is helpful for you to view your business through the eyes of others.
Second, yes you probably have a website, however that depends on folks finding it. With the inherent tangible nature of a press kit, you can be sure it gets in the right hands to get you what you want. Once the tangible package is put together, it can also be turned into a digital kit which is discussed at the end of this newsletter.
Lastly, this kit has so many uses that the effort to put it together is well worth your time & will act as a company resume. For example, this kit can be used:
• to get media coverage for an event or a recent award, product launch, management hire, new acquisition or expansion
• to get sponsors
• as handouts at trade shows
• as leave behinds for potential new clients
• to land speaking engagements
• to secure funding or line up investors
• to quickly get new suppliers up to speed on your business
Here's what you'll need:
1. A Bi-fold Pocket Folder. Found in any office supply store, these inexpensive folders will be the way your kit is packaged & presented to someone. Try to get the glossy covers which have a more upscale look. I'm not a fan of white folders as they get lost on someone's desk. Instead, choose a color that if sitting in someone's in box, can easily be retrieved. For my company, I like green. It is my business's signature color. And, when I call to follow up I can refer to the 'green folder of information I sent to you last week' which helps them recall the package and gets the conversation off to the right start.
2. Business Cards. Tuck these into the pre-cut slits inside the folder. I usually insert two so that one can stay inside the folder & the recipient can take one out for their Rolodex.
3. Cover Letter printed on high quality paper. Depending upon the ultimate use of your kit, the cover letter will be written accordingly. Please - whatever you do, do NOT use run of the mill copy paper. Purchase a ream of high quality, bright white, 24 or 28 pound paper. Remember, this is the 'face' you are presenting to the world. And, your cover letter must be personalized. No "To whom it may concern" here. Get the spelling of their name & their title correct. Otherwise, the whole effort could easily backfire.
4. Bio Page(s). If you're a solo-preneur, then you'll just need one bio. If you have partners or a management team, each senior person should have their own bio page. Again, this should be on letterhead printed on high quality paper. If you have a digital headshot, this should also be placed on the page - especially if you're seeking speaking engagements.
5. Company Fact Sheet. This would include company history, a list of key personnel, markets served, mission statement, competitive advantages, core values, or anything else from a strategic perspective that will help your audience get the big picture of your business.
6. Testimonials. If appropriate for your purpose, a page of testimonials could be a great inclusion. Remember to ask for testimonials each time you finish a client project so that you can begin to build up this page.
7. Brochure. If you have a company brochure include one here.
8. Press Releases. Again, print these out on good quality letterhead & if there's more than one to include, place them inside the folder in descending date order, all stapled together so that when read as a package, they tell a story.
9. Product or Services Sheets. If you have more than one product or service, this is a good, concise way to present them to your audience. If appropriate they should be categorized or listed in a way that your audience can easily scan them to get the big picture.
10. Additional items. These can include: product samples if you are a manufacturer, client collateral materials if you are a designer or printer, a menu if you own a restaurant or catering company, a calendar of events if you are a performer seeking engagements, photos of your products or people, etc.
When compiling the kit, the cover letter should be placed on the right side of the folder on top.
Something to keep in mind is how many you will need to create. If you will be attending trade shows you should make up 100 kits or so leading up to the show, or if you'll just be using them on ad ad-hoc basis, then keep a dozen on hand at all times. If you make a lot of in person sales calls, or have a salesperson, then be sure to have enough on hand so you'll never have to scramble.
Now, it's easy to covert your kit to a digital format. The advantages of digitizing are that you can:
• Link all the documents in your kit to your website
• Link them to your social media sites
• Load them onto a CD ROM to mail to the press or others as needed
To do this you'll need to scan each document and create a PDF version for each of the included pages (yes, even your brochure!).
Then create a link on your website. If you have a Press section, it should go there as well as on your home page so that when someone clicks on the link the entire kit and all its pages open right up.
This PDF package can then be linked to your social media sites as well.
To create a CD ROM, each document can be saved separately then saved onto the CD ROM. I suggest going to an office supply store to purchase CD ROM labels to brand them with your company name, logo, website & phone number.
Now, you're well on your way to media success!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Copyright 2014 Affordable Marketing Solutions LLC
This blog uses CopyScape.com to protect again plagiarism.
So, why do you need one of these kits anyway?
First, the actual act of sitting down to create one helps you think through your business & its image. The way that you 'put it out there' in a nice package with small bites of information is helpful for you to view your business through the eyes of others.
Second, yes you probably have a website, however that depends on folks finding it. With the inherent tangible nature of a press kit, you can be sure it gets in the right hands to get you what you want. Once the tangible package is put together, it can also be turned into a digital kit which is discussed at the end of this newsletter.
Lastly, this kit has so many uses that the effort to put it together is well worth your time & will act as a company resume. For example, this kit can be used:
• to get media coverage for an event or a recent award, product launch, management hire, new acquisition or expansion
• to get sponsors
• as handouts at trade shows
• as leave behinds for potential new clients
• to land speaking engagements
• to secure funding or line up investors
• to quickly get new suppliers up to speed on your business
Here's what you'll need:
1. A Bi-fold Pocket Folder. Found in any office supply store, these inexpensive folders will be the way your kit is packaged & presented to someone. Try to get the glossy covers which have a more upscale look. I'm not a fan of white folders as they get lost on someone's desk. Instead, choose a color that if sitting in someone's in box, can easily be retrieved. For my company, I like green. It is my business's signature color. And, when I call to follow up I can refer to the 'green folder of information I sent to you last week' which helps them recall the package and gets the conversation off to the right start.
2. Business Cards. Tuck these into the pre-cut slits inside the folder. I usually insert two so that one can stay inside the folder & the recipient can take one out for their Rolodex.
3. Cover Letter printed on high quality paper. Depending upon the ultimate use of your kit, the cover letter will be written accordingly. Please - whatever you do, do NOT use run of the mill copy paper. Purchase a ream of high quality, bright white, 24 or 28 pound paper. Remember, this is the 'face' you are presenting to the world. And, your cover letter must be personalized. No "To whom it may concern" here. Get the spelling of their name & their title correct. Otherwise, the whole effort could easily backfire.
4. Bio Page(s). If you're a solo-preneur, then you'll just need one bio. If you have partners or a management team, each senior person should have their own bio page. Again, this should be on letterhead printed on high quality paper. If you have a digital headshot, this should also be placed on the page - especially if you're seeking speaking engagements.
5. Company Fact Sheet. This would include company history, a list of key personnel, markets served, mission statement, competitive advantages, core values, or anything else from a strategic perspective that will help your audience get the big picture of your business.
6. Testimonials. If appropriate for your purpose, a page of testimonials could be a great inclusion. Remember to ask for testimonials each time you finish a client project so that you can begin to build up this page.
7. Brochure. If you have a company brochure include one here.
8. Press Releases. Again, print these out on good quality letterhead & if there's more than one to include, place them inside the folder in descending date order, all stapled together so that when read as a package, they tell a story.
9. Product or Services Sheets. If you have more than one product or service, this is a good, concise way to present them to your audience. If appropriate they should be categorized or listed in a way that your audience can easily scan them to get the big picture.
10. Additional items. These can include: product samples if you are a manufacturer, client collateral materials if you are a designer or printer, a menu if you own a restaurant or catering company, a calendar of events if you are a performer seeking engagements, photos of your products or people, etc.
When compiling the kit, the cover letter should be placed on the right side of the folder on top.
Something to keep in mind is how many you will need to create. If you will be attending trade shows you should make up 100 kits or so leading up to the show, or if you'll just be using them on ad ad-hoc basis, then keep a dozen on hand at all times. If you make a lot of in person sales calls, or have a salesperson, then be sure to have enough on hand so you'll never have to scramble.
Now, it's easy to covert your kit to a digital format. The advantages of digitizing are that you can:
• Link all the documents in your kit to your website
• Link them to your social media sites
• Load them onto a CD ROM to mail to the press or others as needed
To do this you'll need to scan each document and create a PDF version for each of the included pages (yes, even your brochure!).
Then create a link on your website. If you have a Press section, it should go there as well as on your home page so that when someone clicks on the link the entire kit and all its pages open right up.
This PDF package can then be linked to your social media sites as well.
To create a CD ROM, each document can be saved separately then saved onto the CD ROM. I suggest going to an office supply store to purchase CD ROM labels to brand them with your company name, logo, website & phone number.
Now, you're well on your way to media success!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Copyright 2014 Affordable Marketing Solutions LLC
This blog uses CopyScape.com to protect again plagiarism.
Friday, November 7, 2014
Celebrity Books with a Marketing Message
I love to read a good juicy book. My favorites are autobiographies & biographies of people I admire or want to learn more about. What I've realized from the past few I've read is that whether they're a business icon (Cathie Black, for example), or a celebrity (Oprah) each story has had some marketing relevance.
Even though these books were written with a completely different spin, I'm going to share with you here some of the marketing & promotional lessons I've learned from these famous people.
Celebrity Reads With a Twist
Lesson #1: Extend Your Brand - There's just no one better at this than Oprah. What began with a local talk show is now a communications empire. Her brand expansion is into areas for which she had no previous experience including publishing, radio broadcasting, Broadway producer, and now of course, the premium cable channel, the OWN Network. How can a small business apply this lesson? A salon can brand its own hair care products; a consultant can expand by writing a book, a printer can expand by offering direct mail services. Just be open-minded & see the bigger picture.
Lesson #2: Never Say No - The late Joan Rivers (rest in peace, we miss you) is quoted as having said that early in her career as the token female comedienne of her time, she took on every gig offered to her. This got her in front of audiences & helped her hone her skills. She never thought anything was beneath her & was as professional on a free gig as she was on a high paid one. A small business owner can do the same by being creative & figuring out ways to make a customer happy even if that's not going to make the owner a lot of money. I have gone out of my way to do small things (sometimes for no charge) & it has always been appreciated & has usually resulted in a referral down the road.
Lesson #3: Take Risks - Cathie Black the former CEO of Hearst Magazines tells a story in her autobiography Basic Black, when she worked for Si Newhouse at USA Today. During the paper's infancy, she was hired as President & was unhappy with their advertising agency. Without telling anyone she brought in a new upstart agency to pitch the account, loved their innovative approach, then got buy-in from others. Once she had that buy-in she recommended the change to Si himself (a very difficult taskmaster) who agreed. Cathie risked having egg on her face & upsetting the apple cart but in the end, became a hero. You too should take risks now & again. Go full force after something you believe in even when others don't. A good visionary leader will see things others can't & these visions will often produce far greater results than safe ones.
Lesson #4: Treat Your Suppliers Like You Treat Your Customers - In Jack Mitchell's book, Hug Your Customers, he talks about how he makes annual trips to the designers overseas whose lines of clothing he carries. He swears this makes for a far better relationship than simply ordering from them via standard channels like all the other department stores do. Nurturing these relationships has allowed his small upscale chain of stores to offer special trunk shows, first run designs & other unique benefits because he goes out of his way & treats them well.
Apply this in your own business by showing your appreciation for those who support your business. If you're a retail location, treat your landlord well; offer to credit your suppliers online or in an ad, etc. Find a way to give credit & show respect & it will come back to you. (In this spirit, I'd like to thank Tim of Night & Day Media for his recent work on my book's website!)
Lesson #5: Shameless Promotion - Ava Gardner, once dubbed the most beautiful woman in the world, began her acting career in the days when movie studios practically owned their stars. This means you did whatever they told you to & didn't ask questions. Because she was so beautiful they promoted her like crazy. In her biography, there are numerous accounts of her being promoted using posters, newspaper ads, trade ads, even being cast in movies for her looks only to have her voice looped over by a better speaker. All this, however, helped to make her the biggest movie star of her time.
Small business owners now have more access than ever before to promotional opportunities, most of which are free easy to do yourself such as online press releases, YouTube uploads & other online social media. As a business owner it is your responsibility to get out there & make the most of any opportunity that will get you positive press.
Lesson #6: Be Your Own Brand Ambassador - One of my favorite biographies is American Son, about the life of JFK, Jr. The book is written by the former editor of George magazine. George was the brainchild of JFK, Jr. & he was it's spokesperson. Sure, it doesn't hurt to be the son of a former President, but in some ways that could have worked against him. JFK, Jr. attended all important meetings, made himself available to the press for PR, & worked around the clock to make the magazine a success. Someone of his stature may not have had to work that hard, but he felt a heavy burden to ensure its success & thought he owed it to his loyal employees - in fact, he worked harder than anyone on his staff. The rest of us who don't have the fame & fortune he did still have to be our company's best Brand Ambassador & make sure we set the tone for what we want our businesses to be.
If you're looking for a good small business marketing read, this will help you market like a pro! Visit http://www.myaffordablemarketinghandbooks.com.
Copyright 2014 Affordable Marketing Solutions LLC
This blog uses copyscape.com to protect against plagiarism.
Even though these books were written with a completely different spin, I'm going to share with you here some of the marketing & promotional lessons I've learned from these famous people.
Celebrity Reads With a Twist
Lesson #1: Extend Your Brand - There's just no one better at this than Oprah. What began with a local talk show is now a communications empire. Her brand expansion is into areas for which she had no previous experience including publishing, radio broadcasting, Broadway producer, and now of course, the premium cable channel, the OWN Network. How can a small business apply this lesson? A salon can brand its own hair care products; a consultant can expand by writing a book, a printer can expand by offering direct mail services. Just be open-minded & see the bigger picture.
Lesson #2: Never Say No - The late Joan Rivers (rest in peace, we miss you) is quoted as having said that early in her career as the token female comedienne of her time, she took on every gig offered to her. This got her in front of audiences & helped her hone her skills. She never thought anything was beneath her & was as professional on a free gig as she was on a high paid one. A small business owner can do the same by being creative & figuring out ways to make a customer happy even if that's not going to make the owner a lot of money. I have gone out of my way to do small things (sometimes for no charge) & it has always been appreciated & has usually resulted in a referral down the road.
Lesson #3: Take Risks - Cathie Black the former CEO of Hearst Magazines tells a story in her autobiography Basic Black, when she worked for Si Newhouse at USA Today. During the paper's infancy, she was hired as President & was unhappy with their advertising agency. Without telling anyone she brought in a new upstart agency to pitch the account, loved their innovative approach, then got buy-in from others. Once she had that buy-in she recommended the change to Si himself (a very difficult taskmaster) who agreed. Cathie risked having egg on her face & upsetting the apple cart but in the end, became a hero. You too should take risks now & again. Go full force after something you believe in even when others don't. A good visionary leader will see things others can't & these visions will often produce far greater results than safe ones.
Lesson #4: Treat Your Suppliers Like You Treat Your Customers - In Jack Mitchell's book, Hug Your Customers, he talks about how he makes annual trips to the designers overseas whose lines of clothing he carries. He swears this makes for a far better relationship than simply ordering from them via standard channels like all the other department stores do. Nurturing these relationships has allowed his small upscale chain of stores to offer special trunk shows, first run designs & other unique benefits because he goes out of his way & treats them well.
Apply this in your own business by showing your appreciation for those who support your business. If you're a retail location, treat your landlord well; offer to credit your suppliers online or in an ad, etc. Find a way to give credit & show respect & it will come back to you. (In this spirit, I'd like to thank Tim of Night & Day Media for his recent work on my book's website!)
Lesson #5: Shameless Promotion - Ava Gardner, once dubbed the most beautiful woman in the world, began her acting career in the days when movie studios practically owned their stars. This means you did whatever they told you to & didn't ask questions. Because she was so beautiful they promoted her like crazy. In her biography, there are numerous accounts of her being promoted using posters, newspaper ads, trade ads, even being cast in movies for her looks only to have her voice looped over by a better speaker. All this, however, helped to make her the biggest movie star of her time.
Small business owners now have more access than ever before to promotional opportunities, most of which are free easy to do yourself such as online press releases, YouTube uploads & other online social media. As a business owner it is your responsibility to get out there & make the most of any opportunity that will get you positive press.
Lesson #6: Be Your Own Brand Ambassador - One of my favorite biographies is American Son, about the life of JFK, Jr. The book is written by the former editor of George magazine. George was the brainchild of JFK, Jr. & he was it's spokesperson. Sure, it doesn't hurt to be the son of a former President, but in some ways that could have worked against him. JFK, Jr. attended all important meetings, made himself available to the press for PR, & worked around the clock to make the magazine a success. Someone of his stature may not have had to work that hard, but he felt a heavy burden to ensure its success & thought he owed it to his loyal employees - in fact, he worked harder than anyone on his staff. The rest of us who don't have the fame & fortune he did still have to be our company's best Brand Ambassador & make sure we set the tone for what we want our businesses to be.
Copyright 2014 Affordable Marketing Solutions LLC
This blog uses copyscape.com to protect against plagiarism.
Friday, October 24, 2014
Using White Papers to Boost Your Small Business Marketing
A white paper is an authoritative report or guide that helps readers understand an issue, solve a problem, or make a decision. This definition from Wikipedia also (surprisingly) states that white papers orginated in 1922 as a government tool, with the issue of The Churchill White Paper.
There are essentially three types of white papers:
• Backgrounder: Describes the technical and/or business benefits of a certain offering from a vendor, either a product, service, or methodology.
• Numbered list: Presents a set of tips, questions, or points about a certain business issue.
• Problem/solution: Recommends a new, improved solution to a nagging business problem.
White papers have evolved from use by the government to use in B2B marketing & now have become a popular marketing & communications tool for use in online lead generation.
Of course, white papers "in the old days" were exactly that - on paper, mailed or handed out in person. Now, they're downloaded & read electronically or printed out when desired by the reader. No matter, the goals are the same. A white paper is evidence of your expertise & when used correctly, is a vital credibility tool.
Here's how to get them right (or "write" as it were):
1. Decide which one is best for your use. Clients in the tech industry use backgrounders effectively. This gives them the platform to present their expertise in a broad-brushed way. Often effective is to use a case study within this format to further enhance your credibility. A numbered list is a great way to present "Top 10 Tips to...." Here you can lay out your expertise by showing insider tips or whetting the appetites of potential leads to get them to call you for more information. And, lastly is the Problem/Solution format which is best used for a breakthrough product or service. Here I always advise watching infomercials to see how that kind of presentation is best communicated.
2. How long should it be? I'm asked this frequently by clients. Normally, I advise no more than 10 pages for a small business. Mostly because you don't want to "drop all your candy in the lobby" or give away your secrets. Also, most people don't read anything much longer than that.
3. What other pages should I include? All white papers should have a nicely designed cover page. Some use a Table of Contents as well. Another page to keep in mind is a "final" page where you can thank the person for reading it, make an offer, restate your business philosophy, etc. And, feel free to say "keep this for future reference." In other words, make sure you don't lose them.
4. Don't forget the obvious. I've downloaded white papers that have no branding on them at all beyond the cover page. This is a missed opportunity. In the footer of each page should be your company name & URL as well as an email or phone # (depending upon how you want to be contacted). And, please number the pages - it's much more professional.
5. How do I promote it? A white paper should be "sold" on your home page. I think that if you're giving much-needed advice & leads are going to self-select by signing up, then an email should be required to "register" for it. How else will you/your sales team track/follow up? An hour or so of basic programming is worth the expense. Sometimes white papers are immediately available for download once an email address is entered, other times (my preferred method) an email is sent (to confirm it's not spam) as a well-written thank you note along with a link to download it themselves. This affords you another opportunity to ensure you've received a qualified email address and get in prospect's email inbox.
6. To track or not to track? If you can afford the additional programming fee, I strongly recommend incorporating the ability to track clicks on the download button. Otherwise, you can manually count how many emails your system sent out with the subject line that pertains to the download. A great subject line that spurs action & decreases the chance of it becoming spam is "Here is the white paper you requested from ABC Company." An amazing tool I've begun to use is bitly to track various online efforts I do to promote my business. In fact, you can get my newest white paper here! http://bit.ly/10White.
7. How else can a white paper be promoted? Social media is an obvious choice. Offer it up on a company page on LinkedIn (& don't forget if you use twitter, to check the birdie box to get it out on twitter too) or Facebook. Make an offer to your online circle by directing them to your site. Write a Press Release. Announce it in an email newsletter. Put it at the end of your email signature block. Be creative!
8. How much does design count? It should be designed for easy reading, but not so overly done that it looks like advertising, or uses up a zillion color ink cartridges if your prospect decides to print it. Don't use color bleeds, don't use too many design elements or many different fonts. Do use charts & tables for emphasis as well as stock photos & sub-headers to help break up heavy copy.
9. Decide follow up before you implement a white paper. Don't let a warm lead get cold. Follow up by offering a free consult, or a trial period, or lead them to a demo on your site.
10. Measuring effectiveness is key. If you normally close 3 of 10 regular leads, but you find you're closing substantially more using a white paper, then continue the process by writing new ones every so often on additional topics within your expertise. If the number is lower than normal then ask a trusted client or colleague to read through it with fresh eyes to point out any missed opportunities or room for improvement.
So, now that you know how go ahead and get started with White Papers - write now! Need help? Contact us...writing white papers is part of what we do for our small business clients!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Copyright 2014 Affordable Marketing Solutions LLC
This blog uses copyscape.com to protect against plagiarism.
Friday, October 3, 2014
Show Your Stuff at Trade Shows
There are two ways to participate in a trade show:
• Buy an exhibit hall pass
• Purchase a booth
Let's start with the first option which is less expensive & faster as you'll not be purchasing booth space or creating the exhibit. However, you'll still need prep time & a strategy:
• If the event is local, invite your colleagues, clients, prospects to meet you there. Trade shows are a very social environment and there is always an area with tables where snacks and coffee are offered so there is a place to sit down and talk away from the main hustle and bustle of the main floor area.
• If you are traveling to the event do your homework ahead of time to pinpoint companies you want to meet and call them and invite them to lunch somewhere near the show. They'll be impressed you thought ahead and may be going anyway, so it's not an inconvenience for them.
• Plan ahead for your collateral materials. Bring plenty of business cards, brochures, and other handouts to distribute when walking the trade show floor.
• Consider creating an offer especially for the event such as "Show Special - Save 15%."
Now, for the more expensive option of purchasing a booth:
• Don't try to save money and do it yourself. This is an impossible task and you will undoubtedly make every mistake there is. This is too important and should be left to professionals. You'll need graphics & help in creating banners, signage and other booth materials.
• Be sure to put a big splash on your website telling visitors that you will be exhibiting at the show along with the show's dates and your booth #.
• Put a tag at the end of your emails about a month or so ahead of time so that everyone who receives your emails will see the Trade Show event announcement.
• Event companies will often offer exhibitors a number of FREE passes to distribute, so be sure to ask. Then, distribute these passes to those prospects and customers you think will most benefit and attend.
• If possible, link your trade show splash to a FREE pass PDF that visitors can download from your website.
• Create a press release & release using an online distribution company. Those on a very tight budget should consider www.free-press-release.com.
• Every large event has its own website. Be sure you get a reciprocal link from there to your own website.
• Many event companies will send out pre-show attendee lists. If you get one, make the most of it by creating an email campaign announcing who you are and why they should stop by. Again, making a strong offer always helps.
• If you didn't get the best floor location consider doing some out of box marketing such as having balloons (visible from far away), or having someone with you at the show to walk around handing invitations out to come to your booth, etc. Be creative so you can make the most of this investment.
• Ask the show's event management company if there are any sponsorships available. For example, oftentimes exhibitors can sponsor a seminar for not that much more money. This will get you on the show's main website which means a link back to your site.
• Once onsite at the show plan to collect business cards. Have a small bowl or other container and ask "Would you like to drop in your business card?" If it makes sense for your business, create a raffle and have prospects enter to win something. If not, then ask if they'd like to receive company material such as your newsletter.
• Make your booth as friendly and approachable as possible. I learned this the hard way by not doing this. Don't block entry with a table as a barrier. Consider a tall table with bar stools so there's a place to sit and talk with prospects.
Here are some easy, affordable ways to make the most out of leads you will get from the trade show (that cost a lot of money, time and organizational effort to obtain):
• Plan to staff the booth with only your best employees or representatives. If possible, have back up with you as this frees you up to walk the floor, conduct meetings and network. However, too often I see staff text messaging, reading and NOT paying attention to or greeting people who came by their booth. If you are going to spend $10,000 or more to have a booth then be sure to have your BEST employees along with you to represent you. If you don't have employees, then bring a trusted friend who has your best interests at heart.
• Rehearse how you will speak to visitors so they don't feel pounced upon, but you don't want to leave it to chance or let a potential lead walk by without recognizing them.
• Quickly follow up. Within 2 weeks a phone call, email or other form of communication should take place. Don't spend too much time over thinking what to say, how it should look, etc. Just reach out with a sincere "it was nice to meet you" message. Send an email newsletter saying thank you for stopping by and here are our new products. Short, sweet and very effective.
• Be sure to strategize before you go. Have a plan in place to handle the leads. Depending upon the size of your organization, the follow up task should either be turned over to sales/marketing or an administrative support person who will get it done.
• Do not underestimate the power of perception. If you are selling an expensive Business to Business solution, your organization's reputation is very much on the line and the way you handle your leads is an indication of how a potential new client relationship will be handled. Believe me; decision makers absolutely notice these things. A short phone call is the best way to show your appreciation and is an easy and affordable follow up method.
Always take good care of your leads - they're your next customers!
Marketing TODAY keeps you in business for TOMORROW!
This blog uses CopyScape.com to protect against plagiarism.
Copyright 2014 Affordable Marketing Solutions LLC
• Buy an exhibit hall pass
• Purchase a booth
Let's start with the first option which is less expensive & faster as you'll not be purchasing booth space or creating the exhibit. However, you'll still need prep time & a strategy:
• If the event is local, invite your colleagues, clients, prospects to meet you there. Trade shows are a very social environment and there is always an area with tables where snacks and coffee are offered so there is a place to sit down and talk away from the main hustle and bustle of the main floor area.
• If you are traveling to the event do your homework ahead of time to pinpoint companies you want to meet and call them and invite them to lunch somewhere near the show. They'll be impressed you thought ahead and may be going anyway, so it's not an inconvenience for them.
• Plan ahead for your collateral materials. Bring plenty of business cards, brochures, and other handouts to distribute when walking the trade show floor.
• Consider creating an offer especially for the event such as "Show Special - Save 15%."
Now, for the more expensive option of purchasing a booth:
• Don't try to save money and do it yourself. This is an impossible task and you will undoubtedly make every mistake there is. This is too important and should be left to professionals. You'll need graphics & help in creating banners, signage and other booth materials.
• Be sure to put a big splash on your website telling visitors that you will be exhibiting at the show along with the show's dates and your booth #.
• Put a tag at the end of your emails about a month or so ahead of time so that everyone who receives your emails will see the Trade Show event announcement.
• Event companies will often offer exhibitors a number of FREE passes to distribute, so be sure to ask. Then, distribute these passes to those prospects and customers you think will most benefit and attend.
• If possible, link your trade show splash to a FREE pass PDF that visitors can download from your website.
• Create a press release & release using an online distribution company. Those on a very tight budget should consider www.free-press-release.com.
• Every large event has its own website. Be sure you get a reciprocal link from there to your own website.
• Many event companies will send out pre-show attendee lists. If you get one, make the most of it by creating an email campaign announcing who you are and why they should stop by. Again, making a strong offer always helps.
• If you didn't get the best floor location consider doing some out of box marketing such as having balloons (visible from far away), or having someone with you at the show to walk around handing invitations out to come to your booth, etc. Be creative so you can make the most of this investment.
• Ask the show's event management company if there are any sponsorships available. For example, oftentimes exhibitors can sponsor a seminar for not that much more money. This will get you on the show's main website which means a link back to your site.
• Once onsite at the show plan to collect business cards. Have a small bowl or other container and ask "Would you like to drop in your business card?" If it makes sense for your business, create a raffle and have prospects enter to win something. If not, then ask if they'd like to receive company material such as your newsletter.
• Make your booth as friendly and approachable as possible. I learned this the hard way by not doing this. Don't block entry with a table as a barrier. Consider a tall table with bar stools so there's a place to sit and talk with prospects.
Here are some easy, affordable ways to make the most out of leads you will get from the trade show (that cost a lot of money, time and organizational effort to obtain):
• Plan to staff the booth with only your best employees or representatives. If possible, have back up with you as this frees you up to walk the floor, conduct meetings and network. However, too often I see staff text messaging, reading and NOT paying attention to or greeting people who came by their booth. If you are going to spend $10,000 or more to have a booth then be sure to have your BEST employees along with you to represent you. If you don't have employees, then bring a trusted friend who has your best interests at heart.
• Rehearse how you will speak to visitors so they don't feel pounced upon, but you don't want to leave it to chance or let a potential lead walk by without recognizing them.
• Quickly follow up. Within 2 weeks a phone call, email or other form of communication should take place. Don't spend too much time over thinking what to say, how it should look, etc. Just reach out with a sincere "it was nice to meet you" message. Send an email newsletter saying thank you for stopping by and here are our new products. Short, sweet and very effective.
• Be sure to strategize before you go. Have a plan in place to handle the leads. Depending upon the size of your organization, the follow up task should either be turned over to sales/marketing or an administrative support person who will get it done.
• Do not underestimate the power of perception. If you are selling an expensive Business to Business solution, your organization's reputation is very much on the line and the way you handle your leads is an indication of how a potential new client relationship will be handled. Believe me; decision makers absolutely notice these things. A short phone call is the best way to show your appreciation and is an easy and affordable follow up method.
Always take good care of your leads - they're your next customers!
Marketing TODAY keeps you in business for TOMORROW!
This blog uses CopyScape.com to protect against plagiarism.
Copyright 2014 Affordable Marketing Solutions LLC
Friday, September 19, 2014
Just the Data, Ma'am
All business owners need to understand basic data points in order to make future decisions, spend budget, hire, move, expand, contract, and succeed. However, not all business owners make it a priority. For example, when I ask "How many hits did your website get after you launched this ad?", I often hear "I don't know," or "Oh...should I have done that?" Well, yes!
I suppose because my background is direct marketing, I'm a bit more data-driven than most, but in today's online environment results are more measurable than ever.
Here are some basic data points that every small business owner should check on a regular basis, along with some of my best tips for how to make the best use of each:
1. Web stats - Without a doubt the most important one of all. Log in to your hosting account and look at them. If you don't understand what they mean, call your hosting company to help you. Basic web stats include number of hits, page views, where traffic came from, time spent on site ad more. Tip: Once you understand the basics, you can graduate to Google Analytics which delve deeper and allow you to set up goals for your site, give you good keyword information and much more.
2. Shopping cart - Website Magazine says that 64% of ecommerce shopping carts are abandoned before the purchase is completed! That is a huge opportunity cost. If you have a shopping cart be sure you've enabled the stats for the cart so you can read those too. Tips: Order from your own cart to see where the fallout might be; install a pop-up that asks for an email address to be reminded of their incomplete purchase (art.com does this really well); even ask your online users for feedback.
3. Every second counts - According to Website Magazine, 40% of online shoppers will abandon a website if it takes more than three (yes, that's right just THREE seconds) to load. Talk about a short attention span! Tip: Get your webmaster to help you cut load time by doing some rearranging of graphics and other items that slow it down.
4. Mobile search - If your business is retail then you might want to optimize for mobile devices. Some changes will need to be made to your site to accomplish this, but it will serve you well. Website Magazine states that 90% of mobile searches led to an action such as a store visit or phone call and 50% of those led to a purchase. Tip: Get input from your webmaster about how best to optimize for mobile devices. One easy change I recently worked on for a client's site was to move the navigation bar from the left-hand side of the page to the right-hand side so mobile users get a full screen of content when they land on your site.
5. Maximize your online presence - One of the great benefits of digital marketing is the ability to link to directories and listings - both general and industry-specific. Tips: Visit moz.com it's a great way to get the most visibility you can. Just follow the simple instructions to get your score and then take the action steps suggested by claiming all your listings; search around for industry-specific compiled directory sites and submit a request to link to your site.
6. Email newsletters - If you take the time to research, write and publish these on a regular basis then you should absolutely track the results. Don't simply email everyone from your business email address as this is not only illegal (you need to use permission-based software), but is useless for your metrics. And, your ISP could label you a spammer! Tip: Use email software. You can track opens, click throughs and more with their easy-to-use capabilities. But most importantly, you'll have the tools you need to know for sure who is interacting with your business and allowing those who no longer want to, the option to opt-out. Contact me for your 15 minute no-obligation, email best-practices phone consultation.
7. SEO stats - One of best measures of the success of your website is your Search Engine Optimization score. The higher the better so you want to be sure to know what needs to be changed to make this number as good as it can get. Tip: Go to whois.sc and follow the prompts to get your score. If it's low (anything below a 90 is a good yardstick), then your site needs work on it's phrasing and perhaps other coding to score higher.
8. Social media - If you've invested the time to set up your social media, then take a few minutes each day to quickly post an offer, update, tidbit, shareable idea. Very soon you'll begin to see which one(s) are paying off. Tip: There are tutorials to show you how to measure each of the most popular sites. Get a basic understanding of your reach, influence, page views and more so you can see what's working and what's not thereby becoming more effective with your time.
Remember, marketing TODAY keeps you in business TOMORROW!
This blog uses copyscape.com to protect against plagiarism.
Copyright 2014 Affordable Marketing Solutions LLC
I suppose because my background is direct marketing, I'm a bit more data-driven than most, but in today's online environment results are more measurable than ever.
Here are some basic data points that every small business owner should check on a regular basis, along with some of my best tips for how to make the best use of each:
1. Web stats - Without a doubt the most important one of all. Log in to your hosting account and look at them. If you don't understand what they mean, call your hosting company to help you. Basic web stats include number of hits, page views, where traffic came from, time spent on site ad more. Tip: Once you understand the basics, you can graduate to Google Analytics which delve deeper and allow you to set up goals for your site, give you good keyword information and much more.
2. Shopping cart - Website Magazine says that 64% of ecommerce shopping carts are abandoned before the purchase is completed! That is a huge opportunity cost. If you have a shopping cart be sure you've enabled the stats for the cart so you can read those too. Tips: Order from your own cart to see where the fallout might be; install a pop-up that asks for an email address to be reminded of their incomplete purchase (art.com does this really well); even ask your online users for feedback.
3. Every second counts - According to Website Magazine, 40% of online shoppers will abandon a website if it takes more than three (yes, that's right just THREE seconds) to load. Talk about a short attention span! Tip: Get your webmaster to help you cut load time by doing some rearranging of graphics and other items that slow it down.
4. Mobile search - If your business is retail then you might want to optimize for mobile devices. Some changes will need to be made to your site to accomplish this, but it will serve you well. Website Magazine states that 90% of mobile searches led to an action such as a store visit or phone call and 50% of those led to a purchase. Tip: Get input from your webmaster about how best to optimize for mobile devices. One easy change I recently worked on for a client's site was to move the navigation bar from the left-hand side of the page to the right-hand side so mobile users get a full screen of content when they land on your site.
5. Maximize your online presence - One of the great benefits of digital marketing is the ability to link to directories and listings - both general and industry-specific. Tips: Visit moz.com it's a great way to get the most visibility you can. Just follow the simple instructions to get your score and then take the action steps suggested by claiming all your listings; search around for industry-specific compiled directory sites and submit a request to link to your site.
6. Email newsletters - If you take the time to research, write and publish these on a regular basis then you should absolutely track the results. Don't simply email everyone from your business email address as this is not only illegal (you need to use permission-based software), but is useless for your metrics. And, your ISP could label you a spammer! Tip: Use email software. You can track opens, click throughs and more with their easy-to-use capabilities. But most importantly, you'll have the tools you need to know for sure who is interacting with your business and allowing those who no longer want to, the option to opt-out. Contact me for your 15 minute no-obligation, email best-practices phone consultation.
7. SEO stats - One of best measures of the success of your website is your Search Engine Optimization score. The higher the better so you want to be sure to know what needs to be changed to make this number as good as it can get. Tip: Go to whois.sc and follow the prompts to get your score. If it's low (anything below a 90 is a good yardstick), then your site needs work on it's phrasing and perhaps other coding to score higher.
8. Social media - If you've invested the time to set up your social media, then take a few minutes each day to quickly post an offer, update, tidbit, shareable idea. Very soon you'll begin to see which one(s) are paying off. Tip: There are tutorials to show you how to measure each of the most popular sites. Get a basic understanding of your reach, influence, page views and more so you can see what's working and what's not thereby becoming more effective with your time.
Remember, marketing TODAY keeps you in business TOMORROW!
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Copyright 2014 Affordable Marketing Solutions LLC
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