Marketing: Simple Search Engine Optimization SEO
What is SEO? Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a website from search engines such as Google, Yahoo and MSN.
There are numerous tactics used to help the search engines find your site and increase your “page rank.” The higher a site’s “page rank” the more visitors it will receive from the search engine. How do you accomplish this for your website?
The video below is a good place to start. It includes a few important tips from Google’s Matt Cutts, how to get better visibility:
1 comment February 13, 2009
Sales: Make that Sale - Especially Now!
Learn the Key to Sales Success
Remember that old advertising adage, “Sell the Sizzle Not the Steak.” Of course, it referred to getting the readers attention by making the promise of a memorable dining experience – rather than the availability of a well prepared meal to satisfy your hunger. Those marketing experts used the phrase as a metaphor in appealing to a customer’s perceived desire to get the most benefit from a product.
People don’t just buy products or services. They buy the benefits that fulfill their needs which are derived from the products.
The best sales people in the world understand human nature almost intuitively. Think of how much more you can sell if you see their needs or wants from THEIR perspective and not from yours. You must sell your product or service because that’s your business. They will only buy if it satisfies THEIR needs. So, once you ascertain what your customer’s real needs and wants are, you can adapt your sales approach to exactly fit what they want to buy.
Leave comments of some of your favorite sales ideas and they’ll be used in future posts.
Add comment February 12, 2009
Start: Plan to Succeed
Thinking about going into business? To be your own boss and control your financial destiny are powerful incentives to grab for the brass ring.
Fact:
90% of new businesses go under within the first, five years. This can include wiping out your assets, family strain and very bad memories. Fortunately, you can improve your odds of long term success by doing things the right way. The beginning starts long before you “open your doors.”
You must have:
A passion for your business.
The financial wherewithal or access to it.
The will to work very long hours for the first year or two.
A “niche business” or something that differentiates you.
Your family’s full support.
Knowledge of the business or willingness to learn before starting.
A well thought out business plan
Think twice if you do not meet these basic requirements.
Creating a Business Plan
This requires a tremendous amount of research, marketing and sales planning, financial projections, funding requirements and so on. Borrowing money? It is an absolute requirement. Plan to be successful? It is an absolute requirement. It’s your roadmap to success. Or, you can be among the 90%.
More next time…
Add comment February 11, 2009
Planning: SWOT
Ok, another acronym, SWOT; I’m sure I heard another collective sigh from many of you as you try to digest why do we have to use initials, why can’t we just write clearly? Point well taken, but SWOT does have a ring to it, no not three “swots” and you’re out, but STRENGTHS-WEAKNESSES-OPPORTUNITY-THREATS.
As we try to better manage our business and review our business plan, (more on B Plans next week) we really need quiet time to reflect on our customer, suppliers, banker and competition. Sales may be declining, receivables may be increasing and our lender may be “out to lunch” but your knowledge and experience can assist in understanding where the future can provide opportunity.
Reviewing your strengths in this market can assist how to take advantage of reduccost reductions from vendors, provide value to current and future clients and provide new pricing models to better compete.
Equally important, is assessing your weaknesses and how best to correct deficiencies: hiring a bookkeeper to provide monthly financial information, attending a trade association workshop or just asking for professional advice and coaching from our SCORE network can provide solutions for our short comings.
Opportunities are present; competition may be decreasing and new customers can be contacted, technological innovations in your indudtry can be used to educate past, present and future clients or just take advantage of social networking opportunities that have been previously discussed in this blog.
Last, but not least, staying abreast of your market, understanding the competition and analyzing your industry will provide you with the tools to understand what threats are on the horizon.
Utilize SWOT and control your business and be prepared to take advantage of opportunity that you will face in the future.
Add comment February 10, 2009
Procurement: Government Contracts Favor HUBZones
“Historically Underutilized Business Zones” can give small-business owners moneymaking advantages. Brad Scott, a regional administrator for the General Services Administration, says that government contracts to small businesses in HUBZones “will help stimulate economic development and create jobs in urban and rural communities, and also assist federal agencies in meeting their procurement preference goals.”
That is why Shirley McKenzie bought a building in Newtown, a low-income section of Sarasota, Fla., and located her business there. She owns The McKenzie Group and wants federal agencies to favor her company when she pitches them for facilities management contracts.
McKenzie says, “The principal business must be located in the HUBZone and 35 percent of the employees must live in the HUBZone.” Additionally, she has to prove that she was creating jobs for residents of Newtown.
Federal government preference goals require its agencies to set aside 23 percent of their total procurement dollars for small businesses, of which 3 percent targets companies in HUBZones. But even with the advantage, marketing is the key to landing contracts.
Learn more online at https://eweb1.sba.gov/hubzone/internet.
Jerry Chautin; SCORE Atlanta, Manasota, Western North Carolina
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Add comment February 9, 2009
Marketing: Building Relationships and Online Marketing
Are you wondering why millions of people and thousands of savvy marketing pros are flocking to online communities such as Facebook, LinkedIn, MySpace and Plaxo? What is the social networking buzz all about? And, what the heck is a tweet on twitter? Don’t know? Read on.
Advances in technology are allowing entrepreneurs to launch new products, test ideas, and effectively market to target audiences at a fraction of what it cost only a few years ago. More than likely, you are familiar with Facebook and MySpace; online communities generally referred to as social networks.
How about LinkedIn.com and Plaxo.com? Online communities as well, but more focus is on business networking. Are LinkedIn and Plaxo better for business marketing than the others? Well, not exactly.
Engage, Interact
Social networks offer a tremendous marketing opportunity with high ROI. But, there are a few things to keep in mind:
- Those focused on helping others gain the most value from online experiences and you must be sincere about helping others;
- Research your target market, understand your market’s needs and participate in an online community where you can fulfill those needs;
- Some self promotion is expected but don’t make it a daily habit. If you offer useful information to your community, you’ll get noticed for the right reasons and your network will steer the right referrals your way; and
- Social networking online is NOT not free – time is money and social networking requires quality time (schedule, human resources, budget).
Whether blogging, connecting on LinkedIn or sending tweets on twitter, the most important thing to remember is persistent, quality “interaction” is vital. If you’re not actively involved in the conversation, you’re going to waste a lot of time online and miss a huge opportunity to brand yourself as well as your business.
Useful resources for further reading:
- Definition on wikipedia, Twitter and Tweets
- Chris Brogan, “The Goal is the Interaction”
- Online marketing research, MarketingSherpa
3 comments February 8, 2009
Finance: Real Estate Developers Beware
Real estate developers beware
Attention residential real estate developers! I know you are looking for opportunities during this housing meltdown. But look carefully at history before you leap into alternatives without doing careful research. Extensive research is the heart of your business plan.
During real estate downturns in the past, single family and multifamily developers looked for alternatives to condominium and basic family rental property development. Invariably they look at the aging population demographics and think they can make the transition to housing for the elderly and assisted living facilities without understanding who their customers are.
Their most likely prospects are what we used to call “WWWW85+” or Wealthy White Widowed Women over 85 years old. They are single, fragile, can afford high monthly fees, and most importantly, have a caring family that insists they go into elderly or the assisted living facilities. The elderly rarely go there on their own.
There are some government programs for low-income, disabled and nonprofit sponsored facilities. But that’s for another post. (-:
Lots of research is the key.
Jerry Chautin; SCORE Atlanta, Manasota, Western North Carolina
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Add comment February 7, 2009
Planning: Exit Planning
The time to start exit planning is when you start your business. Instead, many business owners keep working until they burn out and destroy the vitality of the enterprise they’ve painstakingly molded.
You’ll eventually leave your business and a formal exit plan allows you to make the transition with dignity and grace — and on your own terms. The process involves setting goals and constructing a road map to point the way.
You can begin by asking how you want to live after leaving the company. Here are some of the other issues to think about:
- Continuing insurance and benefits for you and your family.
- Estate, tax and pension planning for your financial needs.
- Perfecting the company’s financial documents, especially if you sell, merge or go public.
- Updating your business plan, operations manual and organizational chart.
- Exploring hobbies, volunteerism and travel plans.
- And, perhaps most importantly, preparing for the unexpected.
Jerry Chautin; SCORE Atlanta, Manasota, Western North Carolina
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Add comment February 6, 2009
Sales: The Sale Begins With No!
How to REALLY Sell a Service or Product
You’ve heard the old adage about selling – The sale begins when the customer says “NO.” That’s when you start getting creative and thinking of ways to make that sale. I developed an approach – or a mantra – in my 40 years of trying to convince a client to use my services. I’ve always tried to hone my selling technique to a point that brings the customer to the conclusion: The quality remains long after the price is forgotten!
As a producer of message films – PSAs and video news releases – I found that many of our competitors offered the “same” services at a lower price. Undoubtedly, they were good mechanics and knew how to produce a film. So, it was my objective to convince the client, especially a new client, that my company would ALWAYS deliver the clearest, most creative message that would reach & change the attitudes of their target audience. We were experienced communicators, not just film production technicians.
Especially now, during this recession, it must be quality and service plus the perceived guarantee that the buyers will get more than their money’s worth. Don’t rely on competitive pricing because you do get what you pay for.
Quoting an associate: “When a SCORE client proposes their competitive advantage to be price, I always tell them that price differentials are only for commodities. I tell them they should be the highest price supplier.”
When selling creatively you must convince the customer that they will get MORE than what they pay for and, odds are, you will make the sale.
If you have some interesting sales tips, use the comment box to share them with me.
2 comments February 5, 2009
Finance: SBA 504 Loan, Part II
The SBA 504 loan program finances up to 90 percent of cost. An additional 5 percent is required for startups and 5 percent more for overly specialized structures. “The lower down payment, long-term, below-market interest rates make the program ideal for small businesses,” Guillermo Gutierrez says about 504 loans. He is the director of marketing for Florida First Capital Finance Corp., an SBA-approved certified development company based in Tallahassee. CDCs process 504 loans and obtain the debentures.
Jerry Chautin; SCORE Atlanta, Manasota, Western North Carolina
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Add comment February 5, 2009
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