So What Exactly Is Content Marketing Anyway?

Content marketing is a buzz word thrown around often by marketing gurus and in business how-to articles. It's touted as a must have in any effective overall marketing strategy...but do you know what it really is? Here are 5 quick insights to help you understand it and do something with it!

What It Is
The creation, publishing and sharing of materials online that do not explicitly promote a brand but are intended to stimulate interest and engagement in its products or services. Videos, blogs, articles, social media posts, eNewsletters – the list is pretty extensive of what is included so don’t think it’s just about social media.

It Doesn’t Have To Be Costly, But It Does Require A Plan
Sure, social media is free but content marketing is so much more than posts on Facebook and fun pictures on Instagram. From eNewsletters to articles, photos, videos and website content, you need to be strategic in creating quality items that are interesting and/or informative…then delivering that content to your target markets where they are. That takes time and effort. And if not your time, hiring a professional to strategize and execute might be the way to go. Set a budget (maybe as much as 25% of your total marketing budget) and implement the plan.

It’s A Long-Term Game With Measurable ROI
Brand growth is usually slow and gradual with content marketing. So along with a plan and tangible goals, your strategy has to include patience. The first weeks or even months might not provide big returns. However, over the longer term, your efforts should start producing results that reflect your goals. As you focus on building relationships with customers, sending traffic to your website and informing potential customers about your brand, the metrics you track will help you determine effectiveness.

ANY Business Can Benefit
There is not a single niche or business that can’t see gains with a strategic, well played plan for content marketing. It’s true. But note, success hinges on strategy, goals, execution, measurement, adjustment…repeat.

Your Strategy Must Fit Your Niche
While there are some proven efforts that work really well in content marketing, there are others that may work exceptionally well for your target market. Or those that just don’t resonate with your customers (or potential customers.) So don’t just plan to copy another company’s content marketing strategy. You have to take the time to create your very own strategy that works for your company. Sure, you’ll have things in common with competitors or other businesses, but keep your specific target market in mind and tailor your efforts and goals directly to them.

Now is the time to dive deep and learn how effective content marketing can be for your business. With the overall ease of publishing and sharing content, it’s a powerful tool in a marketing toolbox that can provide long term benefits for any business.

Owning Your On Line Presence

The big social media platforms are always changing, searching for new ways to gain users, keep engagement up and make money. Yesterday, Google+ announced new leadership and the reorganization of some of the features. Within the last year, Facebook has changed the way business pages are able to reach followers, drastically dropping organic reach. Twitter is working on implementing more advertising and native video. And the list of changes goes on and is happening on every single social media platform.

With the adoption of social media as a 'required' marketing element for business, one important reality is often overlooked...that every single one of the platforms is owned by someone else. As a user of any of those platforms, you have absolutely no control over what they decide to change, how they decide to present your information and when they will require paid inclusion. While I don't underestimate the value social media can provide right now, I don't think it's a good idea to have your on line efforts solely focused there. The best questions you can ask yourself are,

"What if (social-media-platform-of-choice) disappeared today?  

                 Would I still have an effective on line presence for my business tomorrow?"

The very best approach to social media is to use it as a supplemental tool, not as the end-all-be-all of your on line presence. It is time for you to own your on line presence and not leave it in the hands of others. So how do you accomplish that?  Develop and maintain a good website.

Now more than ever, your website needs to be the hub of information, content, calls to action and marketing efforts. With your website, YOU are in control of your company message, brand identity and business information, both how it is presented and the way it reaches your target audience. Investing in the development of your site is a long-term strategy that allows you to utilize short-term tools to boost effectiveness. (Read my blog post, "Is Your Business Internet Presence A Well-Oiled Machine?" to see how social media fits to an effective on line presence equation.)

So in the end, make the effort to develop your website - it is truly the element of your on line presence that will stand the test of time.

The Real Difference Between Low-Cost Website Builders & Professional Development

There is no shortage of free or low-cost website builders, stating you can have a site up and running in no time. Their packages say it's easy to have a professional, successful site. But if it sounds too good to be true....

However, not every website builder is "too good to be true" and not every single small business needs a professional developer to have a good site. There are pros and cons to both ways of getting a website put together. What I want to outline here are some considerations that should be taken into account when entrepreneurs decide how to go about website development.

1. Learning Curve
   While the site builders are typically easy to use, it does take some time getting used to them and even learning the terminology and navigation of working within their systems. There are many drag-and-drop features but learning how they work within the builder can be time consuming. On top of that, content creation and layout considerations take more time. There is a learning curve even for the technically savvy.
   
   Using a professional developer eliminates that learning curve. They manage the complete process of the design and implementation of website development. A good developer also helps guide and educate about content creation and good usability for the design. That allows the entrepreneur to concentrate on their business.


2. Short-term and Long-term Flexibility
   Any site builder has limitations as far as customizing and even hosting. Free and low cost development tools typically offer a set number of templates and while they can be customized to some extent, knowing how to make the most of those designing options takes considerable time to figure out. And once the site is developed, it is tied to that site builder and it's template. Change hosts or want to move to another builder, design and content creation have to start from scratch.
   
   A professional has the skills and knowledge to be able to design the look and function of exactly what is wanted. They can build the site on any platform to make it easy to scale as well as flexible for future changes in hosting or design.


3. Design
   Drag and drop builders have come a long way in helping people make attractive sites. However, good design isn't just about aesthetics - usability is a major factor. If the site looks good but the navigation doesn't make sense or the overall layout does not draw on design best practices, the site won't perform well with visitors.
   
   A professional web designer knows the best practices for site layout, to not only make the site attractive but functional. If a site doesn't provide a good experience for visitors, they won't stay/interact/buy/contact. And ultimately, that's the point of building a website - visitor action!


4. SEO and Content Know-how
   This is probably the biggest difference and what should be the major consideration for entrepreneurs building a website. Knowing the most up to date methods for effective search engine optimization (SEO) and how to craft compelling content is not something that can be researched and understood overnight. Site builders offer suggestions and provide apps, add-ons and tools but again, knowing how to use them requires time and research. Business owners can't expect a website to do well in search engines just because it looks good or because they have an added tool in their builder proclaiming "optimization."
   
   Effective search engine results and content creation is one of the specialties of good website developers. They know the technical requirements as well as the standards for making the most of every element, graphic, line of code and bit of text. And without SEO and compelling content, a website it just a shrimp in the ocean of over 1 billion websites worldwide (www.internetlivestats.com), without much of a chance of being found by the target audience. A professional designer uses their expertise to put a website in front of the people and businesses most likely to respond and take action.

As Richard Branson said, "If you really want to grow as an entrepreneur, you've got to learn to delegate."  By considering the real differences between do-it-yourself websites and professional development, most business owners will see the benefit in delegating that task to a professional. And that allows them to concentrate on why they're in business in the first place - to develop their company into a growing, thriving organization. 

Respect the Fold

While screen sizes are constantly changing these days and responsive design is all the rage, user studies tell us that content "above the fold" — a term borrowed from print terminology and used to reference what is visible on the webpage without scrolling — is still very important and relevant. Regardless where the fold lands, what is at the very top of your webpage needs to be some of the most important content you are offering - or at the very least hold the promise of great content if a user scrolls.

So how do you make the most of the very top of your webpages? Here are some quick tips to consider:

1. Exceptional Visual Elements
   Engaging graphics and great pictures can help draw the eye down the page. They don't have to be large but they do need to be high quality and placed in a way that enhances content.
   


2. Compelling Content
   Write with user-focused language and give site visitors information they are looking for. Your visitors should be so engaged with your content they want to explore, scroll and navigate.
   


3. Detailed Links
   Show users what is available below the fold with clear, well-placed links that will take site visitors right to that content. This includes descriptive navigation as well as links within on-page content.

And if you're still not sure that the fold matters much anymore, recent quantitative studies estimate the fold's impact on the user experience. On average, content above the fold was viewed 84% more by users than content below the fold. (Nielson Norman Group, Feb. 1, 2015)

So respect the fold when considering website layout, content placement and navigation. Your website visitors engage with top-of-page content so help them uncover your important below the fold elements. And they will scroll, click and navigate if you deliver on the expectation of valuable content.

3 Content Marketing Tips for 2015

Many small businesses are under the false assumption about a web site, "if you build it, they will come." We are at a time when more web sites exist than ever before and that number grows significantly every single day. So how do you go about getting your site - your content - noticed by the users that matter most to your business? It takes some careful thought, ingenuity and marketing. Here are three tips to help you market your content more effectively in 2015:

1. Focus on your audience
   Your content is for people...not Google, Bing, bots and crawlers. Every item of content you create for your site should be uniquely targeted to your audience. Clearly define and get to know your potential customers. Create content that speaks to their interests, needs, preferences and provides information that is relevant to them.
   
   And the result? Your site will develop positive search engine optimization scores. Google's search algorithm has evolved enough to now take into consideration user experience factors along with programming protocols. So site content that is optimized for users will organically begin to perform better in search engine results. Not to mention the fact that your chances to convert site visitors to paying customers is much greater as well.


2. Promote - Promote - Promote
   Half the battle of content marketing for small business is just getting it published. If it's a blog post, a product video on YouTube, a new page on your web site or a new product picture on Instagram, making the time to do it is the challenge. But once you make that happen, it's time to promote and share that content through every means you have - email, newsletter, social media, guest blog post, maybe even a press release. And a key element is to direct people who see your content to your main information hub - your web site. It's fair to say that you should strive to put as much effort into promoting your content as you do creating it.


3. Align your message
   For every place you publish content - whether it's blogs, web sites, social media accounts, emails - make sure your message is consistent for your target audience. That doesn't have to stifle creativity but it does require some alignment in the way you present your information. As users follow your content and visit your web site they get a cohesive message. And as those users transition into customers, they value the content you provide and will be keenly aware of the fact that you meet their needs.

So make 2015 a year for content ingenuity, not just creation. Your small business has a value-added message for others and it's time to share it!

3 Simple Ideas To Create Effective Business Goals

Whether it's the beginning of a new year or you're starting a new business venture, goals are an important aspect of planning and strategic thinking. However, many small business owners struggle with the concept - because it's either viewed as a waste of time or they just don't know where to start. But setting goals is a key element of success. Earl Nightingale said it best, "People with goals succeed because they know where they are going...It's as simple as that." Use the following ideas as a road map to begin creating goals that help your small business succeed:

1. Make goals achievable yet challenging
   It doesn't do any good to set targets that are truly unrealistic. If your goal is to have $1 million in sales this year and you only had sales of $25,000 last year, there is not much validity in your target. Be honest and thoughtful when creating the expectations. Feel free to use industry standards or comparisons for ideas but keep in mind the goals you set will be unique to your business and circumstances.
   
   Also, consider realistic time frames for making things happen. As a small business, take into consideration your time, abilities, strengths and current project load when setting targets. For example, if you know the first quarter is usually busy, don't make all of your goals focus on things that need to happen in February. Common sense goes a long way in creating achievable business goals!


2. Use specific benchmarks
   A vague goal of "increase sales" or "grow the business" isn't much of an aspiration without specifics. A simple $1 increase in sales is an increase. But is that really what you meant? And for business growth, does that mean by number of employees, a larger physical location, or any other number of achievements that would fit the circumstance?
   
   To develop goals worth striving for, make measurable, calculated determinations of what you want to accomplish.  For example, if your goal is, "Increase sales to $250,000," it is now measurable and tangible. Partner that with realistic due dates or time lines and you have a goal that can motivate as well as hold you accountable.


3. Plan and act
   For every goal you develop that is a realistic challenge and has some specifics behind it, you need a list of actions to make it happen. Goals don't just magically fulfill themselves. For example, I can't decide to run a marathon in 6 months, register and get to the starting line with the expectation of finishing if I did not train. Finishing a 26.2 mile race requires a training plan as well as the resolution to follow through with the plan.
   
   In business, that 'training' looks like a list of tasks for each goal that will bring about the desired objective. Using the example goal of increasing sales to $250,000, we may decide the following things need to happen : 1) hire one salesperson by March 31; 2) outsource accounting functions by February 15; 3) update website content by July 31. That's a simple outline of tasks to make follow through clear and measurable.
   
   And remember, your plans and actions may vary from others in your industry because your unique business situation is different. What one small business needs to do to increase sales could be completely different than what another needs. So while the overall goals may be similar, the benchmarks and actions will be individually yours.

Knowing where you want to go is half the battle of business success. Now get moving by creating effective goals and follow through...it's as simple as that!

Create A Simple Content Strategy

If you are a follower of any online trends in digital marketing, social media, search engine optimization or branding, you have undoubtedly heard that content creation is exceptionally important. From a website to blogs & social networking sites, high-quality content is increasingly making the biggest impact for online success. Knowing it's important isn't enough though...making it happen is the key.

So how can entrepreneurs and even small to medium-size businesses forge a path to successful content creation? It's about planning and keeping it simple!

1. Review website content
   Your website should be the most important access point for content in your online presence. It doesn't do much good to spend time blogging, Tweeting, Pinning or making videos for YouTube if your website is not optimized for quality content. So clean up your site first, then consider what off-site channels you will use.
   


2. Devote time to it
   That's the hard one, I know. For small businesses there is never enough time in any given day. However, the importance of good content can't be overlooked any longer. So consider a way to carve out some time to devote to brainstorming ideas, creating outlines for articles, taking photos of your business or products, etc. Keep all these ideas and resources in one place, then set aside some specific time to flush out the ideas to create content. The exact amount of time and how you pull it all together is going to vary, but the important point here is that you are intentional about devoting some amount of time to content creation.
   


3. Play on your strengths
   Be sure to use the channels that are providing you with the most interaction with current and potential customers...but also that you are the most comfortable with. Blog if you feel confident writing articles. Create white papers for industry specific topics if you have the knowledge. Publish press releases about your company if you have the know-how. Learn to leverage social media platforms if you use them already. Getting started with content creation can be daunting if you try to learn and utilize every possible channel on top of learning to generate effective information. Stick with what you know and expand your options as you grow.
   


4. Make a schedule
   Hold yourself accountable to publishing content by creating a reasonable plan. Consider how many sensible ideas and content posts you can create in a week/month/quarter. Then create a schedule and consistently stick to it. This is important to keep your content strategy moving but it also creates a constant flow of high-quality information associated with your business. 

Make an impact by becoming a publisher that is known for insightful, genuine and helpful content by planning and keeping it simple.

Read the Fine Print & Know Your Providers

Another unscrupulous attempt to trick website owners into giving up their information came across my desk today.  It made me think it would be good to share a little more information with others and caution about taking quick actions.

Because many domain registrations have information that can be accessed publicly, devious scammers use that information to send legitimate-looking invoices or renewal notices to domain owners. These invoices or notices usually have very fine print somewhere that hints at their sneaky motives but they use language that is particularly confusing. Many times they talk about "registration", "renewal" or "expiration notice" and the due dates are often within a few days of when you receive it. They are designed to catch your attention, take you off-guard and make you think some part of your website domain or hosting registration is about to become inactive if you don't act immediately.

If you ever get an e-mail, invoice or some type of notification that requires action & payment, look it over carefully. Be aware of who your domain registrar is and the company that you have your hosting account with. Also being aware of your renewal dates for each of these accounts is helpful.   If something doesn’t seem quite right, trust those instincts and keep investigating.  If you don’t feel confident you understand what you are being asked to pay for, contact your registrar, hosting company or a website development professional to help you sort out the details.  Your diligence will pay off!

Is Your Business Internet Presence A Well-oiled Machine?

When a vehicle is in top condition & running great, it is often said it is like “a well-oiled machine”. Can you say the same of your business Internet presence? I define “Internet presence” as any place on-line where your business information, brand or image is represented. From your website, to search results and Internet ads to social media – all of this plays into how your business is presented & viewed on-line. A “well-oiled” Internet presence requires several components...using a car analogy we’ll review the four most important.

1. Website = Engine
The basis for any on-line presence must be a website. Opinions vary on this greatly in the age of social media, blogs, etc. but I believe the best and only place to be in complete control of your company message, brand identity and business information is your company website. It is the core & center of everything you do on-line. Just like an engine is the core of the vehicle & it is involved in every function of the machine, so is the company website the center of an Internet presence.


2. Search Engine Optimization = Chassis
Although the engine is the core of a vehicle, without a chassis, that engine can't be taken anywhere. In that same thought, a business website is the center of a professional message but if it is not optimized to do well in search engines, the message never goes anywhere. Search engine optimization allows the website (and really all on-line communications) to do more than sit and wait. It gives the on-line message the framework to actively attract business.


3. Marketing = Wheels
Marketing efforts are what give a website and other areas of the Internet presence the ability to really move. Internet marketing creates the opportunity to increase visibility of a company message and move traffic to and from the various on-line activities. It could be paid advertising or have no monetary cost at all, but the interaction of your marketing message on the Internet will give greater return for your efforts.


4. Social Media = Super Charger
If we consider marketing to be the wheels of the 'well-oiled machine' then we now consider social media to be the super charger of the Internet presence. With social media use hitting all-time highs, it only makes sense that a business profile on Facebook, LinkedIn or even YouTube can be a powerful & valuable asset. Generating daily, weekly or even monthly interactions on social media sites has proven to be an exceptional way to increase a business Internet presence.

It is worth saying that an engine can be started, a chassis can be formed, a wheel can roll and a super charger can be built all independently of the other components in our analogy. However, it is only when they are all put together correctly do they make the vehicle function as intended. And the exact same goes for our on-line components. For a business to have a "well-oiled machine" of Internet presence, all of the components mentioned - a website, search engine optimization, marketing & social media - need to be a part of the plan, be implemented correctly and work in coordination with each other.

Consider how your business information, brand & image exist on-line now...and commit to taking steps to make it better. Let's get your Internet presence running like a well-oiled machine!

Barcodes For Small Business Marketing

With the explosive growth in the use of smartphones & other mobile devices, there comes new opportunities for small business marketing. None is more intriguing right now than the use of barcodes.

Known as mobile tags / barcodes, action codes, 2-dimensional barcodces or QR (quick response) codes, these little pictures are starting to show up in all kinds of places...from billboards to business cards and everything in between. They have been used extensively in Japan for several years & have been very successful. So what are they and how can small business benefit?

To start, these barcodes are generated using special programming. Contained within the picture that you see is information that instructs a computer application what to do & where to go. So a smartphone, tablet or other mobile device scans them (using the camera of the device, an application & a mobile Internet connection) and information is automatically pulled up on the device. These barcodes can be created to lead devices to text, photos, videos, websites and more.

A good example of this is being used in the real estate market. A house that is for sale has a special sign out front with a mobile barcode on it. An interested home buyer drives by, stops and scans the sign with a smartphone. Instantly, information is available on the buyers cell phone about the house - maybe the listing on the real estate's web site, maybe a video of the house interior, maybe details about the asking price - the potential is virtually unlimited.

So small business has new opportunities to reach customers with mobile messages. A good example is a QR code that leads mobile devices to a coupon or special deal. This QR code can be included on printed brochures, business cards, print advertising and even a storefront window. Not only is the business marketing to customers with traditional methods, they are engaging the growing mobile market. It is easy to see that the possibilities are endless!

The excitement of new possibilities should be tempered with cautious optimism. Technology is moving at a rapid pace and each new advance requires some adjustment time. While more consumers are becoming familiar with the QR codes, not all mobile users associate them with action. So while it is a good idea to consider how they might be of benefit to your business, don't pin all your marketing plans & hopes to this single aspect of technology.

Watch for more posts in the future about suggestions to implement QR codes and creative ideas for small business to use the barcodes alongside current marketing strategies.

The Importance Of "About Us" On A Website

In the last 10 years, Internet usage in the United States has grown over 150%, with over 77% of the whole US population utilizing the Internet, according to Internet World Stats. That is astounding growth and it is a huge jump in the number of people potentially visiting websites. Even with millions of websites on the web, an optimized, well-built site has the potential of being seen by lots of people. So what sets a site apart, giving it a personal feel in an impersonal Internet experience? The "About Us" page.

Although most sites have them, they are usually undervalued and ignored once they are written. However, with lots of users on the Internet finding lots of information, this "About Us" page is an opportunity to let site visitors know more about a company, its products & services and earn the company a customer. When a consumer is interested in a site, the "About Us" page is among the first three pages they visit. That in itself reveals the importance of this page on any web site.

So here are some practical, easy steps to making more of the "About Us" page:

1. Make a personal connection.
   This page is really a story about the organization - how it started, who is behind it, it's long term goals and mission. But it is also a way to bring a personal connection into the impersonal Internet world. Consider adding pictures and bios and even include some details about hobbies or activities. Include e-mail addresses and links to appropriate contact information, blogs, publications, etc. Site visitors interested enough to read the "About Us" page want to know, like and trust the organization and those involved with it.
   
   


2. Make sure it is up to date.
   This should go without saying but it is necessary to review this page at least once a year, if not more often. Add details about recent projects, major milestones and mention recent awards, recognition or community events. Let the site visitor see that this page is updated often enough to keep them informed of timely details about the business. An outdated page sends the message that the organization does not really value the perception of the site visitor.
   
   


3. Share testimonials from current customers and incorporate social media.
   It is great to speak about an organization in first-person to fill in potential customers about the story of the company. But it is even more interesting and influential to incorporate testimonials. New site visitors are just becoming familiar with the business and what better way to set the stage of loyalty, service and credibility than to use current & past customer testimonials. This is also a great place to incorporate social network links. Potential consumers have the ability to view the company interactions and see discussions & comments made outside the framework of the organizations web site. Touting company accomplishments is one thing but having customers share their experiences goes a long way in developing trust in a potential new business relationship.
   
   


4. Break-up the text with visually interesting additions.
   The "About Us" page is a 24-hour billboard for your company. Spice-up the layout of the page with photos, highlighted text, bullets, links, etc. If the page is paragraph after paragraph of bland text, the 'billboard' is boring, stale and uninviting. Without disrupting the purpose of the page, introduce visual additions to break-up text, provide easy reading and substantiate information. Everything from pictures of the building to graphics depicting the company mission are great options.
   
   


5. Incorporate keywords and other appropriate search engine optimization strategies.
   Just because the "About Us" page is written a little differently and created to appeal to the personal/relationship side of business, that does not mean it should ignore the basics of effective web page design and optimization. Keywords and phrases should be introduced as much as possible within the text on the page. Follow the rules for optimizing a business web page so the "About Us" page is effective on all levels.

An effective, memorable "About Us" page is relatively easy to achieve with some thought, determination and a little know-how. The tips above can help any company web site offer a personal touch to one of the most important pages of the site...that 24-hour billboard where the world learns all "About Us".

Tips For Optimizing Your Small Business Website

Search engine optimization is something every website needs. But before you can make that happen, you need to understand what it is. Search engine optimization (SEO) is the process of refining website content and using various programming techniques to improve a web site's ranking in search engine results. So how does a small business owner go about optimizing their site? Here are 5 basic tips to get started:

1. Good content.
   Text on your site should read well for humans. That may sound silly but in the past, people making sites have tried to do all kinds of things to get search engines to rank them well, including filling pages with hard to read, link-filled, run-on sentences. Search engines have evolved to be able to know what good content looks like. Not to mention the fact that you want site visitors who get to your site to be able to read and navigate through your information effectively.



2. Chose appropriate keywords for your business.
   Focus on no more than 15 key phrases. The goal is to rank well in search engine results for the most important terms and phrases to your business. This takes some time and consideration, as well as using some tools to determine the words that will give you the best quantity and quality of site visitors. A good tool is to use Google Insights. Then once you narrow down the keywords that will be the best for you, start incorporating them into all the pages of your website.



3. Use keywords in content, page titles, page descriptions and links.
   Search engines use very complex algorithms to determine search result rankings and no one really knows all the variables. However we do know that quality, keyword rich content & links help the search engines determine what a website is really all about. So by using your list of 15 key phrases in the text of your pages, in the HTML page titles & descriptions and in any links on your site, you are helping the search engines know even more about your site content.



4. Put names on all images.
   To a search engine, an image is just empty space unless it has what is called an alt attribute. Getting keywords and phrases into the alt attribute of all images on the page replaces the 'empty space' with quality content that the search engine can use to help rank the page.



5. Publish new content and pages regularly.
   Of course, that is a tough one for a small business owner but the more you can share updated information, the more attention your site can get from search engines. An easy way to do it is add RSS feeds of related subjects to a page on your site. Or add a Facebook Page Badge if you have begun working with social networking. Fresh content is important to returning site visitors as well.

Getting a higher search engine rank for your web site is not as straight-forward as following a list of rules and recommendations for search engine optimization. As I noted before, no one outside of the programmers at Google, Bing, Yahoo and other search engine operations really know all the details about how it works. But a foundation of good content, appropriate keywords, smart keyword placement and fresh content is the best place to start building your SEO strategy.

The Case For Cash

An important emphasis has been put on local, small business in the wake of the recent financial problems around the country. Here in Michigan, we are urged to "buy local", "support Michigan business" and put "Michigan first". I have always done my best to do that but I will admit I am doing it more often and with more focus than ever before. In considering how I can personally support local business, I am also trying to use cash as often as possible. Why am I making this case for cash? Let me share a few thoughts.


1) Using cash helps reduce small business costs.
The same purchase made with a debit or credit card costs the business more than if paid for with cash. The costs associated with the convenience of a business accepting debit/credit cards usually consists of a set transaction fee and a percentage of sales fee. Other bank and processing fees may also be applicable. Obviously none of those fees are incurred by the business when purchases are made with cash.

2) Cash can be withdrawn without cost to the consumer.
Many small businesses have the ability to accept debit/credit card payments but on certain sales (say those under $5) they have little or no chance to cover their costs. As a consumer, consider using cash as often as possible for purchases under $10. With ATM's on every corner, it is easier than ever to get cash conveniently. And with free cash withdrawals, it does not cost a dime to have cash in hand.

3) It is a win-win-win.
If the consumer supports small business through patronage and helping keep costs down, that small business has a chance to keep prices down and stay in profitable business. If that small business provides good products & services at good prices along with local expertise & service, consumers will want to support the business. The consumer wins, the business wins and the local economy wins.

It is obviously not rocket science, but the case for cash has clear benefits to local economies. So the next time you are at the ice cream shop, the fruit farm, the pizza place, etc., I urge you to support them with your patronage as well as your cash!

Tips For Better Web Site Performance

Web site performance is a unique topic among small business owners - some are aware that an effective web site can be a great asset, while others are satisfied just having some kind information on the Web regardless of it's performance. I suggest that all small businesses can see a dramatic ROI from improvements to their web site. Here are a few tips to achieve better site performance:

1. Make sure the site design is appealing and follows good usability standards.
   A web site can be optimized for good performance and even rank well in search engine results but no conversions result. If the site is too cluttered, has bad design or is just basically unappealing, site visitors will not find what they are looking for and will give up using the site. Usability tells us web sites have 4-6 seconds to grab a first-time visitors attention - so be sure the design & layout of the site is effective.
   


2. Utilize keywords visitors would use to find the site.
   Turn your focus to the site visitor. The actual purpose of the site is not necessarily self promotion, it is to serve the site visitor. So build your site around keywords that Internet users would type in a search to find your products or services. Then help them find that information quickly and easily on your site.
   


3. Get the right people doing the right jobs.
   With the ease of web site builders and content management systems offered by hosting companies, many small businesses develop their own web sites. Their are literally thousands of new sites created every day. Many site owners believe they can administer the technical, content and search optimization aspects of their site, not to mention the Internet marketing of the site. I suggest that using a professional in those areas can make all the difference in your site performance. It is very unlikely small business owners know all the ins-and-outs of web site development. The ROI for using professionals in at least one those areas far outweighs the cost to get it right.
   


4. Make quality a goal of your site.
   Don't settle for a pieced-together, half-hearted web site - it won't attract many site visitors, it won't rank well in search engines and it certainly won't have many conversions. A small business would never think of creating other marketing materials of poor quality - so why should they settle for a poor quality web site, which has the potential to reach significantly more people? They should do what it takes to create a high quality site, even if that means hiring a consultant or designer.

Just like many other aspects of doing business, what is put into a site is likely what will come out of it. So I suggest small businesses take the steps necessary to achieve better web site performance and enjoy the significant results of doing things right!

Facebook Community Pages & Your Social Marketing Plan

Well, there has been lots of buzz the last few weeks about changes being made on the social networking site Facebook...and reaction has been both critical and optimistic. The changes went live this week and it has left many wondering what it all means!

Just about the time businesses and on-line marketing gurus really got a good feel for using Facebook for business promotion, the new "Community Page" has been introduced. So what does that mean to your marketing plan? First, let's look at a quick run-down of how these pages function (at least as of this writing):

1. Group Page - Created by a user and those that become group members may have various posting rights, as determined by the group administrator. Content may or may not generate stories in News Feeds of those who are members of the group. Content of the page is not indexed by search engines.
   
2. Community Page - Created by Facebook and maintained by them, updating information & profile pictures using Wikipedia. Related posts from other people on Facebook may be displayed also. Content does not generate stories in News Feeds of those who "like" the page. Content on this page is indexed by search engines. As is stands right now, once the Community Page becomes very popular (a certain number of fans), it will become a community administered page which means everyone will have the ability to post on the page.
   
3. Official Page - Created and maintained by authorized representative of a business, brand, celebrity or organization. Content is created by authorized user and it generates stories in News Feeds of those who "like" the page. Content on this page is indexed by search engines.

So the idea that Facebook is trying to get across through this change is that Group Pages are for interaction about specific subjects, Community Pages provide information about specific topics from Wikipedia (and potentially other sources) and Official Pages provide professional content from a business, brand, celebrity or organization.

In considering what this means for your social marketing plans, I suggest taking the wait and see approach for now. Things are literally changing by the minute as these new updates work through the Facebook system. Don't panic just yet about the impact of Community Pages but also, don't bury your head in the sand.

Who's On Facebook?

Remember the great comedy routine, "Who's On First?". The hilarious and ambiguous skit by Abbot and Costello left you wondering who really was on first. And many people are asking the same question these days about Facebook - who is on there and what does that mean to me?

Well the answers are easier to find and decipher than those in the comedy routine. Facebook tracks that information themselves and provides the details through their Social Ads Platform. And here are some interesting details, taken right from those statistics :

1. The largest number of U.S. users on Facebook are ages 35-54 years old - that is 29% of the user base.


2. The largest increase in users came in the 55+ age group - up 922% since 2009. That turns out to be over 8.8 million new Facebook members over the age of 55 in the last year.


3. During 2010, Facebook grew to over 103 million users in the U.S. That is up 144% from 2009.
   

So what does that mean to businesses trying to get the most out of the social networking site? It tells us that Facebook is still growing - at an impressive rate. And that growth continues to represent an excellent opportunity for marketing - so it is worth the time and effort to use it as a part of any marketing campaign.

It also tells us that the use of Facebook is not as lop-sided as it once was. Even over the last year, Facebook has morphed into a place for those over the age of 25 to connect, discuss and develop business. Before that, it was often assumed it was a phenomenon for those under 25. The new reality is that the middle age demographic is engaged in the social networking community.

So now that you know who is on Facebook, use the information to tailor the social networking portion of your marketing. And if your business has not started working with social networking, maybe now is a good time.

Tips For Web Site Success

Creating a successful web site can be quite challenging for small businesses. However, with a few tips and thoughtful plans, the puzzle pieces begin to come together so any web site can increase its effectiveness.

1. Define "success" for your site. Web sites are diverse and can serve any number of purposes - from on-line brochures to dynamic sales portals. Take time to decide what the function of your site is and then determine what is success for that function. Would success for your site be a specific number of visitors? Or would it be an increased percentage of sales? Or possibly success would be an increased number of visitors that register on your site. Regardless, once you know what success is in your eyes, you can tailor the site to meet your goals.
   
   
2. Concentrate on good design principals. There are basic design principals and concepts that all web sites should employ. Sites should be user-focused and easy to navigate. Keeping things simple helps users find what they need quickly and almost effortlessly. There are many cool, cute & clever functions that can be created on a site but if it does not serve the visitor, leave them off the site and stick with good, basic designs.
   
   
3. Make sure your site is usable. This may sound odd but it is important to consider. Once visitors make it to your site, they need to be able to use the site and understand the content. This is closely related to the good design principals noted above. The navigation should be clear and in a prominent place. Again, cute & clever won't get you very far if the site visitor can't decide how to get around your site. Make sure content is well organized and tailored to help users find what they need.
   
   
4. Promote, promote, promote. Make sure everyone knows you have a web site. Put your URL on business cards, letterhead, e-mails...anything that leaves your office. Market your site like you would a new product or service. The more people that know about your site, the more potential visitors you can get. And as your web site traffic increases, you can begin measuring the effectiveness of your efforts.

So having an effective web site isn't rocket science but it does take some time, thought and persistence. It helps to have assistance from a professional developer but the tips noted above are practical and can be used by any web site owner. As with most marketing tools, a web site only increases its success with your commitment and effort.

Search Engine Optimization For Every Business

Search engine optimization is something that every business with a web site needs to know about and needs to address often. The good news is, it is relatively easy and it does not have to be costly...and the ROI can be priceless!

Effective web sites provide the right information to the right site visitors at the right time. Web sites that are effective in search engines utilize that right information to help lead those right visitors to their sites at the right time - when someone is searching for them! So how can every business take advantage of search engine optimization? With 3, equally important, simplified practices:

1. Keywords. Consider the exact words & phrases that will bring people to a site. And not just bring people to a site but bring the right people to a site. Use those words in text on the web pages, in titles and in descriptions.
   
   
2. Content. If the site text utilizes keywords, matches page descriptions and confirms the message of the business, it will naturally do well in search engines. Content developed to serve the site visitor will also serve the search engines - no magic tricks or smoke & mirrors - just good, quality content that is informative and uses terms that best describe the products or services.
   
   
3. Links. Inbound links are important to search engines. All the top search engines use what is called "link analysis" and it helps the search engines determine many things about any given web site. Along with popularity (how many other sites link to it), link analysis determines the validity & relevance of page content & keywords. If inbound links are meaningful and make sense with the content on the page, search engines will consider the links as a valuable measurement variable of the site.

Please note that these 3 items work in coordination with each other and are not ways to unduly influence search engines in favor of any given web site. The true purpose of search engine optimization is to make sure the information presented in a web site is being appropriately indexed by the search engines by using technology the search engine programs can analyze. If the information is accurate, straight-forward and what customers need, there will be great results from the web site...the right visitors at the right time!

Keywords, keywords & more about keywords

Without question, if you are involved with anything on the web, you have heard the term "keywords" mentioned more than you care to admit. Although this may be a relatively new word in web-popular lingo, the concepts behind the term are as old as marketing itself.

The popular term "keywords" refers to a list of words or phrases that are important to the description of any given product or service. For purposes of search engine optimization and web site development, these words or phrases are critical to the success and performance of the web site. Simply put, the keywords are those words or phrases that your customers would use to describe you, your products or your services.

Those that work in search engine marketing and optimization have much to say about keywords and many of them act as if this is a new idea. But the reality is, successful companies have always tried to consider the thoughts and actions of the customer. When companies have a handle on what terms and concepts resonate with their customers, their marketing efforts - digital or in print - will be effective and have a high ROI.

So here a few quick tips to develop an effective list of words or phrases that are used to describe your company, your products or your services:

1. Think like the customer.
   Ask yourself, "What would I look under in the yellow pages, in a search engine, in the classifieds, etc. if I wanted the products or services I provide?". Be honest and avoid any industry lingo unless it is a brand name or very specific description. And ask your employees & close associates to consider the same question.
   
2. Think like your newest employee.
   Sometimes it is hard to have a fresh perspective about your products & services when you are right in the heat of the battle. So, why not ask your most recent addition to the team to come up with a list of words. If you are a small business, you can always ask friends, family & close associates to do the same.
   
3. Think like the competition.
   It never hurts at this stage of the game to see what the competition is doing. Compare the list you have put together so far with what you see in your competition's advertising, on their website, in their printed materials, etc.

After considering the 3 points above, you can have a great start to an effective list of words or phrases that can help you reach your customers more effectively. The reality of the term "keywords" brings marketing full circle...taking the focus off what you are trying to tell the customer and putting the focus back on giving the customer what they are looking for.

Searching From Your Customer's Point Of View

There is a lot written about search engine optimization (SEO)...how to achieve it, how to do it better, why you should pay professionals to do it for you and the list goes on and on. But the reality of it is quite simple - you have to put yourself in your customer's shoes.

This is no earth-shattering revelation but it is not easy to remove yourself from the depths of your business and look at it from a fresh perspective. That is exactly what good SEO principals begin with. When you are trying to develop your message and get your point across to web site visitors, you need to stop and think, "What do they need...what is the message they want to hear...how can I help them find what they are looking for?" It is no doubt a shift in thinking for most and it is a hard transition to make without some thought.

Following just a few simple suggestions will help:

1) Avoid industry jargon and language whenever possible. This may vary by industry of course, but really focus on the concept of using more standardized terms. Consider what the largest population of your web site visitors might call your products or services - and use those terms when developing keywords.

2) Keep your information organized and simple. Over-the-top web site design and intricate, hard-to-follow navigation does nothing to help your customers. Remember, it is not about having a "cool" site - it is about serving web site visitors and helping them find what they are looking for!

3) Enlist the help of trusted contacts to look at your site. Ideally, have someone who is not overly familiar with your business give you a fresh perspective. Have them review your site and even have them try to find your site using search engines. You will be amazed the insight you can get from those looking at your site (and your products & services) for the first time. Note those comments and consider them as valuable nuggets of insight as you work on SEO.

Again, not earth-shattering suggestions, but important considerations to help you get started. Regardless of your SEO budget, every web site owner needs to consider these things. It will put you in a better position as you develop content and try to service the very customers you have a web site for in the first place.