Helpful Small Business Articles

Are You Sticking To Your Marketing Plan?

2008-02-05T14:45:00.000-08:00

Do you ever get distracted at work and neglect your marketing?

As a small business owner or marketing executive, you have a lot on your plate. Sometimes the daily fire-fighting can drive you crazy and get in the way of doing the essential marketing you need to attract new clients. What's the solution, the one thing that can help you keep clients and profits flowing in?

In business, it's having a marketing plan and sticking to it, that makes the difference.

Last week, my own plans almost got sidetracked. My wife and I had scheduled a week's vacation before a nephew's wedding in Denver. For years, we've wanted to hike and explore Utah's "color country", Zion and Bryce National Parks and the Grand Staircase Monument. The wedding gave us the perfect excuse to finally make the trip happen.

We were looking forward to the trip when our vacation plan was nearly thrown off by a tsunami of work and family matters. By the end of the week, my wife and I were wondering if taking 10 days off was such a good idea after all.

We tried to shorten the trip by a couple of days to catch up with missed days of work. But try as we might to rearrange our plans, the airlines wouldn't cooperate. We were looking at higher fares and fees that just didn't seem worth it. We stuck to the plan.

And we're glad we did. We flew out of New York last Thursday and have spent the last 4 days hiking, relaxing and enjoying the incredible scenery of southern Utah for the first time.

Whether you're planning a vacation or trying to grow your business, it pays to have a plan and follow it despite distractions.

Do you need a marketing plan? Do you need help sticking to it?

It's rare that a business will take off on its own and grow by itself. Most need marketing to bring in prospects and turn them into buyers. I wrote Insider Secrets to Highly Effective Marketing to give you a plan to grow your business, one you can stick to. Use this link to get the details >>

Is your marketing working as well as it could
be?

Ask yourself the following questions:

How many leads did you generate last week?
How many leads did my ad generate relative to the cost and number of people who saw it?
How many leads did my sales letter generate relative to the number of letters I sent out?
Then ask yourself:
Given the number of leads generated, how many did I convert into sales?
What was the dollar volume of sales generated from each lead?

It's not a matter of time. If your marketing materials aren't pulling in clients within a few days, they're not going to do much better after a few months.

A Strategy for Success: Small Business Consulting, Coaching and Mentoring

2007-12-17T20:13:00.001-08:00

Many organizations are placing increasing emphasis on personal attributes in selecting and developing staff. This can bring a number of benefits, primarily where the development of a motivated, cohesive team is required, for instance in high pressure Call Center environments, or where the company recognizes that its success depends largely on their corporate culture. However, it does not come without significant challenges, not least of which may be significant gaps in the core skills or knowledge required to perform the job. Whilst a formal training course may offer wholesale transfer of many of these skills, it is unlikely that the employee will 'hit the ground running' without further guidance.

Coaching and mentoring schemes are recognized as a highly effective way to quickly ramp up an employee's performance. The IPD 'Training & Development in Britain 1999' survey of 800 Training Managers suggests that around 87% of businesses in the UK utilize coaching and mentoring.

The character of such schemes will vary widely between organizations but may adhere to the following structures:

Personal business coaching programs employing external or internal coaches
'Traditional' or peer-to-peer mentoring schemes
Buddy schemes, a form of two-way peer-to-peer mentoring

The best model will depend largely on objectives, which may range from the development and fine tuning of specific job-based skills through to a more holistic approach including career planning or work/life balance. The company's culture also needs consideration: there is little point in introducing an isolated buddying relationship between two individuals if their working environment does not recognize the value of mutual support, perhaps in a highly competitive sales environment where staff are measured only on their individual performance.

Whichever approach is adopted, it is essential that an appropriate relationship and working style is established between the coach/mentor and recipient, particularly in internal schemes where the coach, mentor or buddy role is 'secondary' to the employee's primary function. In this scenario, the employee may be unaware of the responsibilities of the role and the skills they need.

To ensure the success of a program the organization should take ownership for:

Developing the culture, processes and procedures to support such programs
Redesigning jobs so that the coaching / mentoring function is integrated into the individual's role and awarded sufficient time and priority
Undertaking skills assessment of their coaches, mentors and buddies and for providing these individuals with appropriate ongoing training and development
Ensuring that these staff appreciate the responsibility they are assuming for their colleague's professional development, and that they are suited to this role in terms of attitude, emotional maturity and motivation
Defining the scope of the relationship and where it fits within a broader development program. This may include defining boundaries, objectives and key performance indicators as well as offering guidelines for how the program should be delivered.
Monitoring, measuring and recording effectiveness at both individual relationship and program-wide levels, through implementing comprehensive feedback and review procedures.

Many companies employ coaching skills as a means of providing ad hoc one-to-one training but only a small percentage adopt coaching as their core strategy for ongoing staff development. Indeed, for every company that achieves this there are a number whose programs never made it off the paper or whose success was short-lived and unquantified.

However, by ensuring that coaching programs are properly designed and implemented, well-monitored and integrated into the corporate learning culture, business in the 21st century can look forward to developing a workforce better able and motivated to meet the ever-increasing demands of working life.

Are You Spending Advertising Dollars Wisely?

2007-11-26T19:09:00.000-08:00

The following article gives you 3 strategies for determining if you're spending your advertising dollars wisely. As a small businesses consultant, it's important that I share with my clients how not to spend money on ineffective marketing efforts and instead place those dollars where they can maximize results.

You can't always track the effectiveness of your advertising dollars. No matter how powerful and persuasive your ad, most of the people you're paying to reach won't currently need what you're selling. But if your ad makes a deep enough impression on them, they'll remember you when they need you later.

With that said, keep in mind that I didn't say ad results can never be tracked. When you want to hold your ad dollars accountable, there are basically three ad-tracking strategies to choose from:

Strategy #1: Under-price a well-known product
This is the classic "loss leader" strategy. The general idea is that enough customers will buy additional items to offset the losses created by the under-pricing of the lead item. Would you make a trip to the grocery store if they were advertising milk at 75 cents a gallon and eggs at 25 cents a dozen? You can easily track the effectiveness of the advertising through the number of units sold, or by the increase in customers. The losses created through the under-pricing of the item will be relative to the amount of traffic generated. Think of it as pro-rated advertising: The better it works, the more it costs. The downside to this strategy is that customers who switch to you for reasons of price alone will switch from you just as quickly, and for the same reason.
Don't confuse the loss-leader strategy with couponing. Generally, coupons appeal only to the lowest quality of customer. If you're going to offer a bargain, do it openly. Your best customers--the relational ones--will be offended by the idea that some customers pay a higher price than others.

Strategy #2: Feature an item with a powerful story
The quantity of customers generated through this strategy will be less than when using the loss-leader strategy, but they'll be a better quality of customer. The keys to this strategy are:

* You must find an item with a powerful story, then
* You must find a writer capable of telling that story well.

Again, the effectiveness of the ad can easily be tracked through sales of the item and/or a general increase in customer count.

Both strategies 1 and 2 must be limited-time offers--"While supplies last" is always a bad idea. You must name a specific calendar date when the offer will expire and then be sure you have enough of the promotional item in stock to satisfy every inquiry. "Limit 1 per customer" is usually okay as long as it's plainly disclosed in the ad.

Strategy #3: Plant a word-flag in the ad
A word-flag is an unexpected, memorable name, word or phrase that customers will voluntarily mention in their efforts to be friendly or to "connect" with you. For example: I once ended a radio ad by having an unintelligent-sounding caller call the store and ask, "How much should a hamster weigh?" The flustered clerk responded by saying he wasn't sure. To which the caller replied, "I got one that's up to 72 pounds! You think maybe it's a wolverine?" Customers were smiling and asking, "Where do you keep those 72-pound hamsters?" for several months after that radio schedule had expired.

Another ad campaign explained the unusual childhood of "Little Freddie," the owner-operator of an obscure Mexican restaurant. Fred had never actually been called "Little Freddie" in his life, but a few hours after the ad campaign was launched, new customers were asking, "Are you Little Freddie?"

"Fat-bottom diamonds" was the word-flag planted for a jewelry store. Within a few weeks, dozens of customers were asking every jeweler in town, "This isn't one of those fat-bottom diamonds is it? I wouldn't want one of those." The downside of the word-flag strategy is that is produces less immediate traffic than strategies 1 or 2, but usually of a higher quality. The customers responding to word-flag ads will be coming to you because they've decided they like you. Note: It's not a word-flag to say, "Mention this ad and receive a 20-percent discount." Those ads will only make you seem unfocused and desperate.

Is it possible to combine one, two, or even all three strategies in a single ad? Yes. But you've got to have a brilliant ad writer.

Do you?

Marketing on a Shoestring

2007-10-27T20:37:00.000-07:00

In the ever-changing world of marketing one thing remains constant, the high cost of traditional marketing. If you're a small business, or even a medium to large size business with a small marketing budget, then you need to explore marketing tactics that cost little or no money but have the promise of generating large returns.

It is possible to create effective marketing campaigns on a small budget. The most cost effective techniques can be found in print and online. In particular, affiliate programs, link building campaigns, and post card/landing page campaigns can generate significant returns at little or no cost. Depending on your list and offer, such campaigns can generate a better return than some traditional forms of media.

1. Affiliate Programs

Established affiliate programs like Commission Junction (CJ) charge publishers
hundreds, even thousands of dollars to join their publisher network. However, you don't need to join an established affiliate program to begin affiliate marketing. Although sites like CJ provide many benefits such as a large pool of potential websites who can display your ads and manage commission payments, the expense may be too large for those on a tight budget. A simple alternative is to start your own affiliate program and market the program through your own website, business cards, and email.

Beginning your own affiliate program is easier than you think. Although it does require some programming knowledge, there are many examples out there you can follow. Additionally, a quick Google search on affiliate programs can produce information on affiliate program software vendors that can help you get up and running in as little as 2 to 3 days for a few hundred dollars.

Once your program is up and running, you can easily advertise it on your web site. Additionally, you should think about other touch points (email signatures, receipts, etc.) where you can communicate your affiliate program and the benefits to others willing to sell your products or services.

2. Link Building Campaigns

Increasing your natural search results is a surefire way to increase web traffic. The more targeted traffic you receive, the more transactions you can potentially create on your site. One of the most effective ways to improve search engine results for your website is to increase the number of in-bound links. To do so, begin a link building campaign.

Simply start your link building campaign by visiting Google and typing in the keyword or keyword phrase that you have optimized your website for. Write down the top 10 URLs that appear in the results list. Now, visit a Google search box and type in the name of the first URL on the list preceded by "link:" For example, "link: www.marketingscoop.com", this will show you how many sites link to that URL (your top competitor's website) and who they are. Follow the same procedure for the remaining nine websites and enter the information into a spreadsheet.

Once you've identified the top competitive sites, and the sites that link to them, you can take a variety of approaches to receive a link from those sites. The simplest way is to visit the sites and contact the site administrator requesting a link. Your message can simply state that you would like a link to your site, providing access to free content or information. You can also proactively place a link for the site you're contacting on your website's partner page (or a link page that you create) and note that you have already linked to them and say that you would appreciate a reciprocal link.

The second way to receive a link is to actually call the website, if an 800 number is provided, or send a letter requesting a link. Although time consuming, this could generate some important links for your website.

3. Post Card/Jump Page

Direct marketing experts say that results are 40% dependant on your marketing list, 40% on the offer, and 20% on your creative. This is a good rule to follow when thinking about a direct mail campaign. Post cards provide a good way to reach a targeted audience at a low cost. Even if you are not a designer, it's relatively simple to create a post card. Search the internet for a provider who can design a post card for you. Be sure to shop around though, pricing varies a great deal among online designers and printers.

An effective way to leverage your post card campaign is to provide an online offer. If you target individuals appropriately and give them a compelling reason to visit your website, then you will generate traffic and transactions. Be sure to capture an individual's name, address, and/or email once they hit your website and ask for permission to market to them on a going forward basis.

Track your campaigns carefully and continue to experiment with new lists and offers. It's best to develop your own marketing list with an opt-in on your registration pages or by offering free information - usually in the form of a newsletter. Many sites are now offering RSS feeds, a great way to get information to your registrants in real time.

Making Your Marketing Work

The key to making your marketing work on a shoestring budget is to begin with low cost, effective marketing tactics. Once you've begin your marketing campaigns, you can expand your success by trying different things with your audience. Don't be afraid to experiment, try new tactics - new lists, new offers, new partnership opportunities. Track your results and continue to refine your approach. Follow the suggestions above and before you know it you'll have more than a shoestring marketing budget to work with!

Danger of Success

2007-06-07T11:10:00.000-07:00

Success! It's something that makes its way into the signature lines of marketers across the world. Everyone in the world wants it. If you are an athlete you dream of making it on the team, in the pros and then to the highest trophy in the sport. Those in the sales and management industry aspire to make more sales and make more money. Yes, Success is the driving force of any venture big or small. But a danger exists when you pursue success in whatever field you are in. In fact I can guarantee any person who finds success will be in danger.

What is the danger we are talking about when it comes to success? Simply it is success itself. Now you may think that is strange. That success is a danger onto its own achievement. Perhaps though I can illustrate by this simple scientific fact, "What goes up has to come down". When you first throw a ball up in the air you'll find that it loses its steam when it reaches the pinnacle of its climb. It does not have the same force or push that it had when it started. You could say the ball has lost interest because it has reached its target.

Or what happens in sports when teams win the championship in their league. Is the desire as strong as when the team did not have that success of winning it all? The answer can vary. However when the other teams and players see the success of the winning team it makes them want what the winning team has. Their hunger and their desire eclipses the team that previously won it all. Thus our former champion becomes the hunted.

Now granted sports players in professional leagues are usually taken care of for life after their 10-20 year career. Perhaps even just 1 or a couple years would make them set for life. For most of us that's not the case. If we see some success it's probably only going to last us a fraction of our lifetime monetarily. If we fall into the lull of thinking that we can take it easy on ourselves we risk losing the passion we need for the profession we are in. Face it, any profession you take up now a days you need to keep that fire in your belly to stay in good form. Seeing success can soften you and turn you into a procrastinator. This may not happen at first; but over time you could see that trend developing in yourself. Your upcoming projects will then suffer.

What's the solution? When lunch comes around and you missed breakfast what is it that drives you to find that lunch time meal? It is hunger! Hunger is what drove you to success in the first place. Hunger is what made you work those long hard hours to get where you are at. You saw a vision in your mind and there was nothing that would satisfy you until you made it happen.

Do whatever you need to keep that hunger alive. If it is getting additional education and learning a new slant on the industry you are in - do it. If it is being a part of a support group - do it. If it's maintaining your lifestyle - by all means do it.

Remember that hunger is what got you success in the first place. That hunger is like a fire that burns within you. A shift in your mindset may also help. Instead of viewing success by monetary numbers view it as projects you were able to complete in a time frame. Education is also important. It can inspire you to try new things in your business ventures and keep things fresh.

To conclude I'm not going to just wish you some success. My hope is that your future success does not make a failure out of you.

By: Tim Allen

Article Directory: http://www.articledashboard.com

Timothy Alan is currently promoting an Internet Marketing Cash Success system at: www.duvetsdollars.info/. You can also sign up for Timothy's free newsletter by emailing him at marketing123@aweber.com.

Network Without Fear or Rejection

2007-05-27T13:29:00.000-07:00

In establishing tradition with this blog we will offer sound business articles that offer affordable business advice that any one can put in place. If you are a business consultant and specialize in small business consulting, then we would like to here from you to publish your articles as well.

It’s a fact that most of the business that is conducted today is the direct result of network marketing efforts. Most people have to see a product or service advertisement seven times before they will buy, but are more likely to purchase much sooner if a friend, family member, colleague, or some person of influence refers them to that product or service.

The biggest issue for most small business owners that attempt networking is fear. They have the fear of public speaking and they have the fear of rejection, and these are the issues I want to address.

First lets address the fear of public speaking. This is not as difficult as you may think; it does take a little bit of practice and preparation. I have listed a few things you can do help you get over this.

· Be prepared – practice, practice, practice what you are going to say. Professional athletes practice the same drills and plays over and over again day in and day out; so that those actions become habit and can performed without thinking and can react to the situation. You have to do the same thing.

· If you are going to a networking event, make sure to have everything you need the night before, if not sooner, and make sure you get plenty of rest.

· Some may say on the way to a function, listen to your favorite type of music to help you relax. I personally do the opposite and listen to music that motivates me and gets me pumped up. Which ever works for you to put you in the zone!

Now you might ask, well how do you deal with the fear of rejection? Well that’s easy. Develop a rejection free 30sec or so advertisement for your business. Part of what lends to this fear is that you feel that you are trying to sell everyone in the room your product or service. This is the wrong attitude to have. Your goal when networking needs to be making contacts and how can you help them and how they can help you. Not selling them. Now if they need what you offer that’s great and it becomes a selling opportunity; but it is not your goal. Follow steps here in order to develop your own spiel.

Hello my name is (your name) and I’m with (your company name)
Now rather then saying what it is you do like I am a business consultant, or I am a landscaper. Create a 1-sentence statement of what you do, for example “I help small businesses to achieve their business goals and aspirations.”
Insert one maybe two important industry fact, for example if you’re a landscaper you may say there are over 50 different types environmental factors that can destroy a persons yard.” (Now I’m not a landscaper, and I’m shooting at the hip here. This is just an example of the type of thing I’m talking about.)
This is the last step and it is what makes it rejection free. Tell them who the perfect client is for you. Again if you were landscaper “the perfect client for me would be someone that wants to improve the look of their yard or is feed up with the upkeep of maintaining their yard. If you know anyone like that please refer them to me.” Do you see what this statement does? You are asking them in a very casual way if they know someone then let them know about you. Your not trying to sell them, if they are now interested in your product or service they will ask you.
Try to keep it to no more than 30 seconds.

Welcome

2007-05-27T13:25:00.000-07:00

Welcome to our blog, which will be filled with plenty of small business advice.

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