Did you know I can help you assess or re-assess your online efforts and make dramatic improvements in the return you are seeing from your investment of time, resources, and money? Yes! In fact it is why I write all the articles… here’s one now.
Goals For Improving Online Performance
What better day could there be to talk about goals than here on the first full day of NFL football?
Suffice it to say most of us do not simply go out in the morning, get in the car, and start driving. Or, if you are one who uses public transit, you likely do not go to the subway and get on just any train. Generally speaking, we know where we are headed when we leave our homes. Perhaps it is to work, to school, or even to see a friend. Most of the time we know where we are going. In other words, we start with a goal.
For longer trips we have certain segments of our journey planned. On the subway you may know you need to take the M train to Sandler Ave., then change to the L train to Duncan Center. That change point is called a “waypoint”; it’s a method of knowing you are truly on the way, and on schedule, to your final destination.
Why is it, then, that we think it is okay to start a website, a blog, or a business profile in social media with no clearly defined strategy, waypoints, and goal?
Wait a minute, I know what you just thought. You just thought, “But Kenny, I started with a goal. Before I even registered my domain name I knew I wanted to tell people about my services and increase my business because of what I do online.”
It may seem an odd question to some but one of the most frequent questions I answer from people new to their own domain is, “What should I write about?” The question is valid, and deserves a solid answer. In order to properly answer the question, especially for business purposes rather than personal use, it is imperative to know a little more about the business, the site owner, the target audience, and the expect results. With this knowledge in hand it will be much easier to determine a set of topics for the blogger, or site owner to address. Keeping in mind the need for the answers to these questions let’s take a look at how I may advise a client in a coaching session.
What does your business offer to your clients?
Once we know what your business offers we can establish a mile-high view of what you should begin writing about. Other than the obvious, I am a real estate agent, or I am a used auto broker, there are details within your particular niche. In online marketing or search engine marketing we call these “long tails” although I prefer the old school word “highly targeted market segment”. Long tail is an abstract which is supposed to demonstrate the small end of the funnel by using the image of a brontosaurus to draw a parallel. That’s okay, I don’t really get that either.
Using the example of a real estate agent who writes for her own blog let’s look at some tip of the funnel ideas to help draw readership and encourage interaction from the site visitors. First off the term real estate, as of the writing of this article, returns about 1,300,000,000 results. In words that is over one billion search results. If one were looking for a haystack in which to hide a needle this would be an amazing place to begin. Let’s add the name of a mid-sized state like Georgia. By adding the name of the state, Georgia, the search results are trimmed all the way down to 1,200 on Google. However, this is not necessarily the direction we want to go. First we want to make sure that the search volume is high enough to make it worth our time blogging about “real estate in Georgia”.
Finding the number of searches for a particular keyword or keyphrase is simple if you have a Google AdWords account. Anyone can get one, and they are free. Making use of the Google Keywords Tool is quite simple, and I have included a short video hear to demonstrate.
Give tips on what you know, and what you do.
Many years ago someone asked, “Aren’t you afraid if you give away all of your secrets no one will need your services?” No, actually I am not afraid of that at all. Not everyone has the time, talent, skills, or tools to accomplish what I do. Therefore, I write articles just like this one. It is my hopes that my articles help many, and a few come to me to have me do the work for them. So far, so good.
Write about what you know about, and help people find it easier to trust you as the go-to expert in your field.
In keeping with the real estate marketing scenario any agent should be able to write about the process of buying or selling real estate. Most first time buyers do not know how important it is, for example, to have a professional home inspection. Many sellers do not realize how much more attractive their home will be after they purchase a home owner’s warranty for the new owners. It is not important that everyone know the agent receives a thank you check from the warranty company. It is important that people are aware of the power of such a tool.
Writing about the immediate area can help attract local searches, but be careful not to dilute the message of the site so much that your purpose in business is lost. I have literally visited websites that I thought were local service directories only to later find out the site was actually about a local business. Visitors are easily confused, and if they search for tips on keeping faucets from dripping and your site is about fishing, guns, and barbecue there are likely going to be missed opportunities.
Make sure your content is current.
Quoting statistics, which I do recommend, from 10 years ago in an industry which changes monthly is not such a good idea. People want relevant information, and they will leave if they detect something which does not apply, or is outdated. One of the best tips I give my clients is to anticipate what is going to be happening in your area. If you are, for example, a caterer you already know how this works. Heating and air conditioning companies know this trick as well. Build a buzz around your business by using relevant events to promote. If there is a parade coming up which is a big deal in your area be relevant, but write about it.
Other tips all over the web.
There are literally millions of pages of content about writing blog posts and website articles. Always defer to Google and Bing for the facts. Matt Cutts from Google is one of the best people to trust for sound advice in search engine optimization. More than anything write good, honest, well formed, well planned, instructive, content which asks for a connection from the reader. That connection may exist only in their mind, but that placed you just where you want to be with them.
About the author.
My name is Kenny Cook and I have been marketing online with digital content since 1988. You read that correctly. Back in those days there was no World Wide Web, but there were plenty of online networks to market to. Prodigy, Compuserve, and AOL were among the larges. If you need an answer to a question simply use the Contact form and I will answer as quickly as possible. Thank you for your time in reading this rather long article and watching my video. Share it if you like it!
Let’s face it. Most of us are small business operators, advisers or entrepreneurs. We wear many hats – often too many. For the majority of us having our message stick out from the masses is very important and vital to our continued success and growth. Far too often we are forced to work our own miracles and many times that ends with less than desired effects or even abject failure. Failure, as is said, really is not a viable option.
One Solution: Hire a Content Manager
Hire a copy writer or a seasoned content manager. It may not be as pricey as you think and you may also hire one just to review your content and make suggestions. Just about any reliable copy writer with SEO knowledge can quickly craft powerful titles based on your subject matter. Likewise a content manager can scour your writings and come up with titles geared to appeal to both the human reader and the search engine robots and algorithms.
Another Solution: Use A Title Analyzer
There are a few title analyzers available online. The image to the right is from the title analyzer at The Advanced Marketing Institute. Try it with the actual title of this article “Proven Results For Writing Powerful Titles Immediately“. This one actually compares the words in your title to their secret sauce database and provides a score for reference. I like the idea even though I am not necessarily sold on it because I do not, yet, understand fully what they are evaluating.
It is important for the search engines that your title fit certain parameters and it is important to the human that your title appropriately convey the content of your article or post. Nothing is much more disappointing than seeing a great title which has no relevance to the content. The worst offenders to this, so it seems, are on YouTube.
Use a meta analyzer like the one at MetaLength to evaluate some aspects of your title tag before you post your article and use just about any meta tag analyzer after you hit the publish button. All of these are designed to help you but not do it for you.
Use “Power Words” In Your Title
Copyblogger, Brian Clark, wrote one of my favorite posts on using words in your title to spark emotions. His article is better than most because of the simplicity of the list and the way he breaks the words and phrases down into specific emotional categories. It should serve as a good guideline for you to think about the words you are choosing. What emotions do you want to spark? Do you want to capitalize, as I often do for my political content clients, on frustration, anger and fear? Perhaps your content requires a more upbeat emotion from the reader like happiness, joy or excitement.
Make the words count. Keep the title short and on point. People will read your article if your title is successful in attracting them and if the title and the content are not relevant you will increase your bounce rate, decrease time on site, decrease share ratio, decrease number of pages visited, and generally fail at your goal. Wow, that really sounds bad! So make sure you craft the best title you can or hire a professional to assist. Please feel free to share links to your content in the comments below and the community of readers is always happy to help!
I spent a few minutes making this and it is not exactly what I was looking for. If you need a decent background for your Powerpoint or other slide presentation and want something not mass distributed feel free to use this. It is 1280 pixels by 720 pixels so it works great for video as well. It’s yours, free. Take it. Perfect for small business presentations, small business videos or any other purpose.
And with responsibility popular becomes more likely. Try missing your first couple of speaking engagement invitations where you are to be a speaker. You’ll have much greater difficulty in finding future invitations. Even though [insert star/starlet name here] can get away with it the average business person cannot. It only takes a few mistakes in today’s connected world to do deep and abiding damage to trust levels.
What does this mean to the small business operator?
Popularity, as you may already have calculated, can translate into business transactions. The more people who know your name and trust you to provide their needed product or service the more likely you are to make that sale. Of course you can be popular for all the wrong reasons, too, so keep in mind taking responsibility can avert building the wrong reputation.
Taking responsibility for your words and actions and doing so decisively can avert a great loss of community trust. We all make mistakes, how we respond to those mistakes is what makes the difference. In the Google search graphic for this article I simply searched for “worst restaurants in Atlanta” and those were the first few results. Of course these people could hire me, or someone like me, to help overcome the bad press and spend thousands of dollars (in these particular cases it would be quite costly to overcome) or they could have a pre-planned method for dealing with issues from the beginning.
Prevention beats recovery every time, hands down.
One of the greatest challenges we face as small business owners and independent business professionals is keeping all the balls in the air. If you drop one you’ve got a real need on your hands to get it back in play. The Internet makes it very easy to put way too many balls into play. Working with a social media consultant to help you establish or redirect your online marketing campaign may be in line for you. If you find yourself discovering negative or compromising content (posts, comments, etc) about you or your brand which have gone cold (more than a few days old) you need to take decisive action. Chances are, if you have been at this for very long, you have a dangling page out there somewhere you may have forgotten about and it may have a question or comment which has soured your reputation.
Staying ahead by keeping your exposure contained and regularly touching every place your name appears on a regular basis is crucial. If there is an unanswered question or a negative comment about you or your company on a high ranking website it could be damaging your reputation and costing sales or even the opportunity to make a sale. When someone Googles your name or your company name that is just one way negative or derogatory information is discovered. What is required is an in-depth evaluation of every where your name or your brand name appears. Removing old posts which contain outdated information or at least updating those posts may be one priority for you. You have the responsibility to provide accurate, timely information.
Be proactive in all methods of communication and interaction. Even if you are not online your customers and clients are. If they get good service they may post about you but if they are treated below expectations or receive lousy product or service you can almost bet they will post about you. It pays to follow up with customers regardless of how much you think it is “just inviting trouble” defense beats offense at all times. If you know what your customers are thinking and you are communicating with them you still have a chance to salvage the relationship.
Instead of leaving “small business” undefined let’s take this all the way down to the base: owner/operator, independent business professional, sole proprietors work from homers, and any other single person business operation. This is no small segment of the United States commerce system either. In 2008 the IRS received 22,614,000 tax returns for non-farm propietorships. While many of these businesses do have employees they are more likely to be single person companies than a corporation.
For the small business with only one person handling all of the decisions on daily operations marketing is just as important as it is for the corporation with thousands of employees. After all if your prospective customers have never heard of you it is going to be quit difficult for them to engage you for your product or service. In this short article we will examine some of the more efficient ways of marketing for those of us who have only ourselves to depend on to manage the job. Of course we will look at DIY as well as outsourced solutions to make this happen without devoting our entire, usually non-existent, budget to the process.
Remember for the sake of this article if you are a single person business when the word “brand” is used that means both your business and your person. For people like real estate agents, artists, insurance agents and others brand = the person. Other terms you may find while researching marketing techniques may seem as though they apply only to large corporations, for example “brand wars”, also apply to the independent business person albeit possibly on a smaller more localized scale. It really doesn’t matter if you are trying to sell lotions, potions and pills to a few hundred local people or soft drinks to billions. Without a recognizable brand, product or service you won’t be selling much of anything.
Step One: Know Your Goals
Young lives have many goals already set for them: learn to eat with utensils, learn to walk, graduate pre-school, get a merit badge, graduate middle school, make the team, win the championship, go to college. Now that you are in business or about to start a business the goals are yours. If you are a completely isolated island, in other words not part of an organization like Keller Williams, Avon or similar, you will likely be putting in extra hours even just goal setting. Make your goals realistic and mostly within your control for the first couple of years. Too many people I have consulted with like to start out with telling me about all the franchises they are going to sell when they don’t even have a model in place. Be realistic so when you begin to strategize your brand building you will be much more successful.
Step Two: Define A Plan
The importance of an effective Business Plan cannot be over stated. For the purpose of marketing some of the factors of highest important are: sales goals, sales likelihood (how likely transactions will be per capita in your market), fiscal budget, necessary return, and human capital available. A very important point appropriate at this time and others is to remind you it is not a requirement that you be an expert in every facet of business. Call in the professionals when needed. Get over the fact that it may have a fiscal cost and consider the return on your investment and how much more likely you will be to succeed when using service providers and consultants even, and maybe especially, early in the process.
Step Three: Put It To Work
Sure it would be lovely if this article laid out exactly step-by-step and ver batim how all of this should come together. Obviously it would be over-reaching to even assume such a short article could lay out A, B and C steps for every business to take. However if you have a goal and a plan putting it to work is the next logical step in the process. Because this order is ignored by so many independent business professionals it is important to state them in this manner. Far too many people go straight to step three without even considering steps one and two.
Step Four: Measure, Rinse and Repeat
Guilty, guilty, guilty of not revisiting steps one, two and three after failing to do step four. Understanding why something is working is just as important as knowing and understanding why it is not. Back in the seventies when I first entered the small business world the way of tracking client acquisition was usually asking, “How did you hear about us/me?” The trouble with this method is the survey could only be conducted once some sort of customer engagement occurred. Today we have many ways of tracking how our advertisement dollars and time are working instead of back then when we used averages provided by the people we were buying advertisement from like The Yellow Pages, local radio and local newspapers.
Internet marketing especially gives us so very many ways to measure results. Any competent online marketing consultant or provider will have knowledge and skills with tools from free Google solutions to proprietary data analyzing tools to help keep track of your online marketing dollars. Likewise with direct mail today it is simple to drive recipients to a specific landing page, provide unique customer ID numbers and even make use of single campaign inbound telephone numbers. Still it is highly recommended in using the old technique of asking, “How did you hear about us/me?”
Step Five: Leverage Your Greatest Assets
Regardless of how clever the marketing campaign is nothing beats good old word of mouth. Customer reward programs based on referral of new prospects is one of the best investments a business can make. Customer loyalty campaigns are the same. In my opinion companies like Comcast which constantly raises prices on customers who do not call in to complain about raising prices is almost evil. Creating a campaign using today’s almost free online services can be accomplished by DIYers who take a little time to learn or there are quite literally thousands of consultants and service providers who can do the heavy lifting for you.
Surely you wanted me to lay it out for you exactly how to do it step-by-step. This is no ploy to “get you to spend money” hiring me as your consultant because I truly do not care if you call me, learn yourself or call some other trusted consultant to help you. This is your business and it should be very serious to you. Too many business fail in the first couple of years and this dashes hopes, robs resources and creates a turmoil of distrust of small local businesses in the community. Success is never guaranteed though assembling and using the right team, which may be just you, may have an up-front cost but the long term gain and increased chances of five year survival is worth it.
The same spirit that drives us to become independent professionals often is our own worst enemy when it comes to task performance. Our ambition and our recognition “if anything is going to get done I’m going to have to do it myself” leads us to take on important functions we are neither qualified for nor prepared to handle. In the end it may, put some emphasis on may, turn out fine but even then at what cost?
My First Audit
Back in 1985 I had my first IRS audit of a business. I had done all of my own bookkeeping and taxes throughout the years and kept my own record. The visit from the agent was not as frightening as I had expected but the follow up was quite intense. In the end it did turn out fine but the very real stress and anxiety I faced as we went through to process was in no way worth the $750 it would have cost me (back then) to have had the part I did done by a professional. From that point on I never did my own.
Tasks Like SEO or Web Content
Or maybe they are not really less crucial but less well know. At that same business I took quotes on having a 4’x32′ sign painted with my logo and some text. The total cost would have been $900 not including installation. Of course I could do it myself and I sat out to prove it. My final cash investment was $230 including installation. How’d the sign look? Well, it wasn’t bad as they say. It also wasn’t the professional, sleek look I wanted for my business.
Things We Never Think of Doing
Most of us never think of installing our own alarm system, doing our own electrical work or building our own office furniture. What is the difference between the two functions I mentioned performing on my own earlier and these? Why not just go ahead and build my own executive chairs? If you answered like I did, “because I can buy one already professionally built that looks and works much better than mine”, you’d be on the thought track I was searching for.
So if there are things we simply never consider doing what is the line and how do we cross it to do things we “can” do but should not? I mean it’s almost common place for people to take on their own taxes, bookkeeping, advertising, web mastering, and other functions. Trust me, I’ve seen the websites that look like they came with the server for free and have all those free themes and plugins. Your clients and competitors see them too.
When you listen to the radio or watch cable it’s not very difficult on some ad spots to tell which ones were written by the business owner. Likewise for print ads with generic clip art you see in a dozen other ads throughout the year. Does performing these tasks save you money? What about that old “long run” view – do you win or lose over the term?
Get Some Advice
Perhaps one of the most crucial steps in the life, both business and personal, for the Independent Professional is finding a worthy go-to adviser. Without the few I have it would have been impossible to reach the levels of success I have enjoyed. Some may come from family, some from the community and some from your existing roster of close friends. When choosing and adviser make sure it is someone you can trust for the type of advice you’ll be needing.
Whatever you do take time to pause and think then spend a little time investigating the cost and benefit of paying a professional to perform the tasks with which you are faced. Not all tasks may have the dire consequences associated with doing your own business taxes (and I understand some of you are fully capable of handling that task) but their may be farther reaching, more fiscally damaging results from some of them.
I have realized several times without ever writing it that most people who say they are SEO experts are actually keyword users. Now there is certainly nothing wrong with appropriate use of keywords and, in fact, it is and essential factor in SEO. The problem, if you want to call it so, is many SEO professionals end at keywords. They don’t know how to really break down how a domain, site, page, article, or sentence actually work with or against the algorithms which result in higher ranking on the search engines.
One big example I recently encountered was a client who had contacted a “competitor” about doing SEO for their site and the first thing the SEO company suggested was they change their domain name because their domain does not contain their keywords. Really? That’s the best you can do and that’s the punch you lead with? In reality had the client changed their domain name and done so the way the SEO expert suggested they would have tanked and may never have been able to get back their PR5 on Google.
Another bit of talk I hear from people who have spoken with someone either before speaking with me or who speak with someone else after speaking with me about Search Engine Optimization is this: They told me I need at least 4% saturation on my keywords but no more than 6%. Okay. If we’re looking at keyword density chances are that’s not an unreasonable range but where are those keywords and how do they flow with the conversation? Are those keywords in the footer in font designed to blend into the background? Are those keywords in the meta keywords tag? (I know, that was snarky.) Or are those keywords in the headings and body text in a natural flow for human readers?
Recently I met someone and the way they introduced themselves to me was, “We do SEM, SEO and something else I don’t remember what it was because I lost interest.” Now admittedly I am a bit of an SEO snob. I’m also a web development and WordPress snob but that’s it. My snobbery ends there. Or at least close by. Chances are what that SEM/SEO marketing company does is SEM – you know the one where you get a phone call from a company who says, “We can guarantee you first page placement on Google for any keyword.” What they fail to mention is they are a Certified Google Partner … oh wait. This guy actually said that part. But he said it like this, “We’re one of only 17 Google Certified Partners in the United States.”
No, I’m not kidding. Get back up you peed your pants.
How can you know if you are getting ripped off on SEO?
If you don’t know much about SEO, SEM, search engines, keywords, etc., you’re probably prime bait. Now I say that like these SEO sales people are intentionally ripping you off. That’s not necessarily true. Most of them couldn’t tell you what affect page layout has on search results. Many of them have no idea how to increase Page Rank on your website. The vast majority of them could not tell you which is more important a description meta tag or a photo caption. Finally many of them really don’t care about SEO they just want to sell you pay-per click ads. After all it’s easy, they can’t be held responsible for the outcome and the commissions are pretty darned high!
On at least one occasion in the last few years I have been asked various forms of the questions, “how do I blog to be sure and get sales”, “what can I expect from my efforts on Twitter”, “how does this translate to food for my children”, and so on. The good news is I don’t know. The bad news is “they” don’t either. But in all hopefulness and by careful examination of the data we see it is possible and there are some guidelines to be followed which are more likely to lead to sales success than the poorhouse. I don’t like the poorhouse.
Being named a Reuter’s Top Ten Small Business Expert on Twitter is pretty cool. Translating that little puppy to a paycheck is work. In spite of what everyone may believe I don’t check my PayPal account daily and, surprise, see three or four thousand dollars that popped in there over-night just from me hosting Social Media Edge Radio and writing a few blog posts. In fact until I write some code or create some content the money flow direction is ebbing toward the negative. Chances are that’s not what you have in mind for yourself. You, like I, must sell some widgets or face the piper, er, spouse.
While the social media gurus who tout their wares and charge really small fees, snark, for their workshops and seminars may assure you their oil is the best for snakes you can bet most of their ROI is derived from the attendees. However, and let’s keep fairness in play, most attendees likely found out about the event through … social media. Hey, I do events. I get it. What you need to know, however, is not how to get people to attend your seminars and buy your books or your retweet campaigns, you have widgets for sale. Darned good ones, too! You need to sell those puppies and you need to sell a lot of them every week. You probably suffer from a food and shelter addiction – just guessing.
Listen, I can’t guarantee your success but I can give you a few pointers that I know work. How do I know? Been there, done that, got the t-shirt and finally paid off the credit cards I used for the trip. The first thing you can do is forget everything you’ve done to this point because you are now going to create a new plan, implement a strategy and learn to measure your success. In fact this topic is so broad I’m only going to look at one element and that is your website – you know, the one you may or may not have purchased from me. We’re going to look at three crucial elements of your website and a 10,000 foot view of marketing it – with some information contrary to what you may have learned from others. Or not.
Every Business Needs A Website
Every business needs a website. Seems like I may have read that somewhere before but it’s worth repeating. Every business needs a website. In today’s connected environment it is almost hard to imagine that even in 2012 about 1/2 of all small businesses do not have a website. I challenge you to come up with a small business which should not have a website and a single valid reason why. Every business from puppy daycare to vacancy clean-outs and restaurants to small airports, from my perspective, really needs today’s calling card. They need it because today’s yellow directory is Google. With that said …
Three Things Every Small Business Website MUST Have
Every small business website must have a landing page with some way to contact the business. It can be the phone number, an email address or a form which allows the visitor to send a message to the site owner. I recommend the form for every site because it can be automated, used to build your list and allows some level of anonymity if the site owner really needs it.
Every small business website must have relevant content which is indexed by Google. This is how Google knows to look for you and this is where the great and furious SEO battles are waged. Even if you’re not doing battle someone at least needs to be able to find you with a long tail search. I have looked at websites in the past to give quotes on helping them perform well that didn’t even turn up in a Google search when you searched for the name and address of the business. Scary.
Every small business website must have visitor tracking and analytics. There are hundreds if not thousands to choose from and these have been around for years. I developed the first one back in the mid 1990’s called PageGuard™ but now there are so many I don’t think it’s possible to get a correct count. The main things you need to know are: Who clicked on what to visit your site. That’s it, that’s the main thing. It actually will give you the search results in the referring URL. While this information is the most valuable piece of information to have, because it tells you who visited and where they came from, there are other very important bits of information you can learn from tracking services like Google Analytics. While GA is free and powerful it’s not necessarily as accurate for my purposes as I like for most of my clients to be. Still it is far better than nothing.
Getting the Word Out
We’ve come pretty far from smoke signals, cross country runners and town criers. Still the word needs to get out. Coincidentally and fortunate for us the Internet offers several options for a great platform to share the news. I bet you can name at least one way great to get the word out – Facebook, Twitter, Foursquare, LinkedIn, Craigslist, and the list goes on … and on. Some may be better for your needs that others but at least one should produce web traffic for you. That’s what you need – eyeballs.
My amazing uncle Ben Hale, Sr., told the story many times about how he was the number one Chevrolet salesman in his small, poor, West Virginia mining town because he went to where the people were. He went to the Five and Dime on Friday night and passed out business cards. Hello Facebook. Hello Twitter. Hello Craigslist, Backpage and Kijiji. You can do the same and in less time. Socializing on the Internet with a transactional intent does not take hours a day. It takes minutes. Once you have created your APE FUR you can trim your time way back.
Here is the most important part about social selling. Be consistent, be regular and be honest. Respond to questions and requests quickly and make sure you follow illegitimi non carborundum. If you make ripples your may ruffle a feather or two – just be polite, firm and consistent and you’ll be fine. Consistency means staying on topic or on topics of interest to your buyers. If you sell deer repellent and start talking about pink tutus you’ll probably mess up your signal. Badly. If you talk about football and fishing along with a little gardening you’re going to be okay. The idea is to engage, entertain and impress. Check your signal to noise ratio within what you say and make sure you’re on topic or topic relevant.
Facebook has two faces: your personal page where you can talk about the donuts you had for supper and your business page where you are all about business. You cannot, by Facebook and community standards, create a personal page for your business. If you do just plan on losing it when Facebook shuts you down. They make it simple and free to create a Facebook business page. In fact it’s so simple I’ll do it for you for a fee in just a matter of a couple of days.
LinkedIn really isn’t the place to sell. It is the place to connect, however, and you can pursue your sales after your connection. LinkedIn is also a great place to find qualified contractors such as web developers, list sellers and PR firms. Don’t worry about uprgrading your account just create one and start connecting to the people you most would want to meet at a community cookout.
Twitter is fast, small and spam crammed. When you get in the Twitter pool you need your big girl pants on because you only have 140 characters and professionals h8 abrvi8shns. Twitter is about engaging with others who have common interests. It’s not a place to monologue it’s THE place to dialogue. Some of the best relationships I have today are a result of connections made and nurtured on Twitter.
You know, that’s a lot of stuff and I’m far beyond my normal word limit. There is much to learn and if you’re not yet connected to me let’s connect.
Remember the good old days of the “Website Under Construction” banners? That is actually how I used to find a lot of clients. I would use my spider to go out and look for “construction.gif” and a short time later have a small business website client ready to go. It was almost like, well – you know, fish in a barrel. Only clients aren’t fish. Clients are people and they have the same personality traits as the rest of us. Heck, you’re a client to someone.
The web has changed a lot since I did my first site for Media Play back in 1994 – which never made use of the afore mentioned (and pictured sample) greeting. In fact I rarely see the sign but what I do see is equally or more disturbing. Many of these are simple to address and cure even if you, heaven forbid, do you own online development.
Five Tips To Drive Away Clients
Small business websites are just as crucial, perhaps more so, to a small business as enterprise sites are to major corporations. For the small business person a website usually handles part of the job of sales clerk, part of the job as communications tool and even part of the job as marketing intern. Converting casual visitors to dedicated clients is generally the goal so wasting their time in the first visit generally means that’s there last visit.
Noise that plays automatically – in crude terms people refer to this as ear rape and it’s a great way to have them click away from your site and even say negative things about your site in social media networks. Silent pop-ups, silent auto streaming videos and even silent redirects are all more acceptable to visitors than anything which makes noise when they visit your site. Imagine someone at work trying to sneak a visit to your site or someone in a shared workspace – or a parent who just got their children to sleep. Noise that plays automatically is here at the top of the list because it’s an horrible offense.
Broken Links – websites with broken links are generally websites with too many links and no dedicated webmaster. Promising someone a peak at your menu using a broken link generally results in them navigating away never to return. The worst broken link you can have is your “Contact Us” link but any broken link is not a good thing. Trim your links, use a service to scan regularly and have a human person double check at least monthly.
No live chat response – and I admit I have been guilty. If you are going to install one of the many “Live Chat Now” services on your small business website be sure to either (a) turn it off when you cannot monitor it or (b) pay someone to monitor it at all times. In addition be lite on the canned responses. For example if the user types in “small business help” as their user name and your system says, “Welcome small business help, what is your question?” then ten seconds later posts “Just one moment small business help I am answering your question”, then ten more seconds “While you’re waiting, small business help, please check our FAQ section” … you get the picture.
Past date events and announcements – not too long ago I stumbled on a site which offered a local meeting I was interested in. It was talking about “next week” and giving the date of May 11 and I was interested in going. As I was completing the free RSVP I noticed it was May 11, 2010 and this is 2012. Why is that still on this site? What else on this site will I waste my precious seconds reading?
Excerpt marketing – you’ve seen it. You go to your favorite search engine and typed in “price of 10k gold” and clicked on the link which took you to a page that simply has a link to another article about the price of gold. Just a short line designed to capture search engine traffic for page impression purposes. Google is trying to thin these out but they often pop-up, get high in the ranking and trick a lot of people before they are de-indexed. That’s the black hat method but you can also be guilty of it on a small business website by doing the same thing in innocence.
Small Business Websites and Customer Relationship Management Systems (CRM)
It is my belief every small business needs a web presence. While brochure sites are easy to build they don’t do much for the prospective client except ask them to pick up the phone or stop in. Contact automation has a powerful place but must be used wisely. Using the big name companies with fees of $30 to $100 per month just to manage a small list of contacts really doesn’t make sense when you can own your own, custom developed CRM for about the same as it costs to subscribe to a major service for a year. You never worry about a customer who forgot they signed up and reports you for spam or how many emails you can send to each contact per month when you own your own Customer Relationship Management System.