9 Powerful SEO Tips for your Small Business Website
Many business owners understand the importance of their site ranking well on Google and the other search engines, but for many search engine optimization (SEO) remains a mystery. Today we have David Gurevich sharing his top 9 tips to get your SEO on track the easy way.
SEO, or search engine optimization, is the practice of getting search engines to show your website when someone uses them. It can provide a great source of traffic for your website and build new customers and clients.
The Most Important Rules of SEO
The problem is, though, that most small business sites don’t have what it takes to rank well in search engines. This guide will help you with the basics.
The most important rules of SEO?
1) Use a keyword researcher tool like Wordtracker
Find what keywords are being searched for. Then create pages that specifically target those. How?
2) Use the keywords in your <title> tags. And once or twice in the body of your page.
Each keyword you’re targeting should have its own page specifically targeted at that keyword.
3) Then get people to link to you!
The hardest part is getting people to link to you. That is a major topic in and of itself.
9 Powerful SEO Tips for your Small Business Website
With the basics out of the way, here are 9 more powerful approaches. Enjoy!
Tip #1: Add Content!
Add a lot of content. Preferably in serviceable English, well written, and cogent. You want to get about 10-30 pages of new content a month and get this content linked to. If you write scholarly papers, you can get yourself linked to by .edu and high PR sites, which will sharply boost your site. Finally, by honing in your articles on specific keywords, you can target new areas and reap niche searches.
Remember, niche searches – as a group – are usually worth more than the major terms. This is for two reasons: a niche search indicates that the searcher is relatively more sophisticated. He or she knows what they want. They tend to buy product at higher rates. Secondly, around half of all searches are 2 or 3 words. Considering the vast amount of possibilities this creates, there is a world of marketing opportunity.
A spin on this is adding articles to other sites. While it may be hard to create an interesting article based on your subject, if you do so, and make it snappy, you may get some Digg or del.ico.ous love.
Also, many of the midrange keywords are not heavily contested. A lot of websites still think that a good search engine strategy is just repeating keywords, something that was true in the early years of 2000. Worst of all, because they may have OK search engine results, they may be complacent.
Often their good results come from a lack of competition, and an adept campaign can eat away at their share.
Tip #2: Beware Grand Promises
SEOs who promise to submit your site to thousands of search engines are misleading you. There are only a few major search engines, the top three of which are Google, MSN, and Yahoo for the US. For marketing in Asia and Europe, other engines hold reign, but again with a few industry leaders. The top search engines of every single country put together would be far less than 100.
There may be some special cases where your content is very, very specific, and you’d want to target quite selectively. In that case, submission to a specialized search engine would be fine. But in general, a promise to submit your website to thousands of search engines is meaningless.
Worse. After submission to thousands of search engines, your website may end up on a link-farm. Even if Google has not already devalued the links from that page, hurting your site, it may do so at will later.
Legit link building submission techniques are, of course, a component of online marketing. But ignore offers that sound too good to be true. Know what is happening with your information.
Tip #3: Avoid Black Hat Tricks
Your competitor is out-ranking you. You check their website out: two things stand out. They have hundreds of keywords stuffed on their page, and they use two titles (repeat the title tag). Thinking this is their key to success, you quickly copy that technique, or request your tech guys to do it for you.
Don’t!
Try this instead. Use a PR checker tool to evaluate their website. Analyze their backlinks. Most likely you’ll find that their position is not the result of high quality SEO – the competition is simply just doing a worse job.
Using Black Hat techniques to try to trick search engines won’t work in the long run and, in the worst case scenario, will result in your page being removed from the search index entirely. Car giant Mercedes Benz once had their site removed from Google due to such violations.
Tip #4: Make Everything Work
Optimize everything. Google is increasing its use of Universal Search, but is doing so subtly. It’s not hitting you over the head with images in every search. Search for Monet. First you’ll see "Image Results." Search for Bird Flu. First you’ll find a prompt to refine your results, then, scrolling down, perhaps a news entry. Then, on the bottom, images. Images, video, and news articles are now mixed in with regular search results. This is a cutting edge shift, and some laggards have yet to realize its potential.
You need to have every part of your website optimized.
What this means is giving images accurate titles. Instead of "02303212.jpg," have "widget-doing-dance.jpg." The better image title has some impact on search engines. Also, make sure to give your images alt text (by simply adding alt = "text-here" in the html that adds the image). This does three things: makes your website accessible to people who can’t see your image and helps your search engine rankings.
Your alt text should be pertinent, add mood, and if possible contain keywords.
Tip #5: Page Title is Important
Do not put your company name in your page title. Keep the titles short and focused on the keyword content. If someone searches for your company name, they will find your website. What about when they search for keywords related to it? Search engines value very highly the page title.
Also, having your company name repeat over many pages can negatively affect the behavior of search bots. It may seem like duplication. The page title holds a lot of weight with search engines. Don’t waste that power!
Tip #6: Use Wikipedia
Write a Wikipedia article if your website is big enough. If not, keep pumping out the content until it is. Although Wikipedia itself will not add much to your ranking, it is almost a search engine in and of itself. If and when a potential client/customer wants to look up your information, many times they’ll just plug it into Wikipedia and see what pops out. Also, many other websites copy the Wikipedia information, and those links to your website may add value.
In writing your Wikipedia article, make sure to be balanced. In general, try to create some conflict or story. Give free product to less well-off people. Start a scholarship. Find a celebrity to siphon attention from. Who knows?
Tip #7: Use YouTube (and others)
Create a YouTube video!
Consumers are very good at figuring out what is an ad and what isn’t, at least in the conventional sense. Online videos, however, can easily slip under the radar as long as they are entertaining. Take advantage of this by creating a few videos that deal with whatever it is you do.
Make the videos funny. Make them good-sized but not too long. Make sure to include a URL in the video itself. You probably won’t reach the fame of the Star Wars kid or the John Kerry girl, but you may make some more sales and increase awareness. Which should be enough, at least for your accountant.
Tip #8: Catch alternate URLs
Type in http://yoursite.com, where yoursite is, well, the URL of your site. Does it resolve? Does www.yoursite.com also resolve? Unless you are doing this on purpose, this could be a problem. The two URLs are treated as separate websites, and can confuse Search Engines.
In the worst case scenario, the Search Engine flags the two different pages as being duplicates of one another. Being flagged as duplicate material will, at the least, hurt your rating. At worst, it’ll send your site to the Supplemental index, which is like a garbage dump for websites.
To fix this problem, use this .htaccess code: (without the >>>:)
>>>: Options +FollowSymLinks
>>>: RewriteEngine on
>>>: RewriteCond %{HTTP_HOST} ^yoursite.com [NC]
>>>: RewriteRule ^(.*)$ http://www.yoursite.com/$1 [L,R=301]
This will redirect the http://yoursite.com to www.yoursite.com. The opposite can be done to redirect http://www.yoursite.com to http://yoursite.com, if so desired.
Tip #9: Help your users help you
Make it very easy for your users to spread the word. Include "Tell a friend" functionality where and whenever possible. Also make sure to make it really, really simple. Everyone likes it when something works without too much thinking.
Another form of this is to add Social Bookmarking (SB) capability. SB is relatively new by real world standards and old stuff by internet standards – what it is, basically, is sites like Digg, Del.icio.us, and others, that let users compile their website preferences with others. You want to make it easy for you users to SB you.
In addition to spreading the word, Social Bookmarks have tremendous influence on Search Engines. Expert SEO-ers have recently done experiments where, by using the power of Social Bookmarking, they were able to gain top ten positions for very, very competitive search terms.
Quite recently, though less by standard SB sites, a Google search for "Miserable Failure" would lead to George Bush’s as a first result. This was an orchestrated campaign that worked by having many people link to George Bush’s website with the link text "Miserable Failure." Their success in manipulating the results only underscores how important SB is.
Author Bio:
David Gurevich has 2 years of SEO experience, making him a granddad in the field. He combines his love of Biology and Business at his blog, Health, Life & Stuff. He particularly enjoys writing about if we’re going crazy answer: we’re not, and if Antidepressants really work
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Choosing a Payroll Provider — Five Key Questions to Ask Yourself
There comes a period in every small business owner’s life when they start thinking about moving payroll from the kitchen counter into the hands of hired professionals. Today we have Scott Brandt, VP of Marketing, SurePayroll providing his top questions to ask before you outsource the task.
Shopping for payroll, like anything else, requires a little research.
Before you commit to a payroll provider, consider these five questions.
1. What type of service will address my needs best?
Online payroll has been available for nearly a decade. This service usually allows you to enter payroll hours from one Web site and will make all payroll tax calculations and deductions. Paycheck stubs and W-2s are available for employers and employees on a secure Web site, and direct deposit is usually included. Some will file and pay payroll taxes on your behalf.
With traditional payroll services, you phone in or fax your payroll information every pay period. These methods require you to establish a set time every pay period for you to submit payroll. Traditional services also calculate taxes and other deductions and offer various payment methods for employees. Like some online payroll services, traditional services often file and pay your payroll taxes.
Payroll software, like online payroll, allows you to enter payroll information at your convenience and will perform necessary calculations. However, you are responsible for debiting your bank account, printing checks or arranging for direct deposit and handling IRS penalties and notices.
2. What are my biggest concerns about outsourcing payroll?
Most people agree that payroll would be a cinch if it weren’t for payroll taxes. If you don’t want to stay on top of strict IRS rules and regulations, choose a payroll service that will do the work for you.
Additionally, if you’re considering software or a phone/fax solution to process payroll, make sure they offer direct deposit. You’ll save your employees time, and you won’t have to be in on payday to hand out checks.
Although you probably won’t think of it immediately, online access for pay stubs and payroll records can save hours of tedious work. If an employee has ever asked you to provide the last six months worth of pay stubs for mortgage purposes, you know the advantages of offering employees self-service payroll accounts.
3. What happens if something goes wrong?
If it’s important for you to be able to speak with someone on the phone when you have a question about payroll, ask if they offer live, U.S.-based customer support. And if you’re one to work on Saturdays, you’ll want to make sure someone will be available to assist you then.
Phone support can be a lifesaver if you receive IRS penalties and notices. It’s not uncommon for businesses to receive these penalties or notices in error. If you don’t want to be on the phone directly with the IRS resolving the issue, make sure your payroll service has tax experts who will work with the IRS on your behalf.
Fitting in time for a call about a small payroll question is not on most small business owners’ lists of top priorities. Make sure your payroll service offers a comprehensive, easy-to-use online help database.
4. How will outsourced payroll help me stay in compliance?
Many services calculate payroll and provide direct deposits but don’t handle payroll tax deposits or filings. They may say they assist with those tasks, but if you want the most inconvenient and riskiest part of payroll off your plate, make sure your provider will deposit and file federal, state and local payroll taxes on your behalf.
If payroll taxes are the riskiest part of payroll, new hire reporting is the second. In a recent poll, 95 percent of business owners were not aware that federal and state law mandates that all new hires be reported to the state in an appropriate amount of time. To alleviate worries about compliance, select a payroll provider that reports new hires automatically.
Some payroll services offer more than payroll compliance. For example, your business must post the appropriate labor law posters. If you don’t want to worry about costly fines, ask a potential provider about labor law posters and poster updates.
5. Is it worth it?
Regardless of the method you choose — phoning-in, faxing, or entering payroll online or into software —outsourcing payroll is always faster and more reliable than doing it by hand. Homemade spreadsheets are useful, but a transposed number or erroneous formula can translate into a payroll nightmare as you try to rectify an employee’s pay and amend taxes.
If there’s one thing you can always count on changing, it’s tax laws. And they don’t always change at the beginning of the year — the recent stimulus bill changed income tax laws on April 1, 2009. Outsourced payroll, even payroll software, spares you the burden of keeping up-to-date with ever-changing tax tables.
Bottom Line
The bottom line for outsourced payroll is the same as other outsourced services: You can’t put a price on more time to grow your business and service your clients. That’s not to say the most expensive payroll service will provide you with the most free time. For example, traditional payroll services are usually the most expensive, yet they require you to set aside time during normal business hours to fax or phone in payroll. Likewise, the cheapest provider may save you money but will likely leave you scratching your head trying to decode payroll tax and compliance laws.
Look for the provider that meets your specific needs. Don’t pay for a service that charges for extras you won’t use. Likewise, don’t try to save money by selecting a service that meets just most of your needs. When you find the right payroll service, the benefits will justify the cost.
About the Author:
Prior to joining SurePayroll, he spent 13 years with Monster Worldwide, helping build the consumer relocation division, Moving.com, as well as directing the online advertising and lead generation efforts for Monster’s family of websites. Scott holds a bachelor’s degree in marketing from Indiana University and an MBA from DePaul University.
Scott Brandt is VP of Marketing for SurePayroll, the first full-service online payroll service. Scott, an online marketing veteran, has led the Marketing team since 2007.
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Keep Moving Fourward Entrepreneurship Competition
Frank Carnevale, of Keep Moving Fourward, has an exciting announcement in this guest post for High School students intereseted in entrepreneurship. Take it away Frank…
Attention High School Students Nationwide…
The Keep Moving Fourward Entrepreneurship Competition is officially under way!
Have you ever thought about what you’re going to do with your life after high school or after yougraduate college?
Have you ever thought about working for yourself, while doing something that you love? Even if you haven’t, now is the perfect time for you to find out if being an entrepreneur is right for you!
The Competition has Two Main Goals?
1) To show high school students that they do not necessarily have to work for someone else for the rest of their lives… They do have another option: They can be an entrepreneur. In other words, they can be in business for themselves, doing something that they truly like (or hopefully, LOVE) doing.
2)To give the competition winner the tools necessary to successfully get their business idea off of the ground.
Where Should I Start?
“So what kind of business should I start though?” a student might ask. Well, what are some things that make you want to keep moving fourward? What are you passionate about? What subject or topic can keep you interested for hours on end? What kinds of things make you the happiest? Thinking this way plus constantly asking yourself good questions, will usually lead to an idea you can run with.
Other Questions to Get You In the Entrepreneurial Mindset
Here are some more questions one might ask themselves to get their entrepreneurial juices flowing:The point of all these questions is that one question will lead to another question, and another question,and another question. At the end of your series of questions lies some type of solution.
What is it about X that you love so much? Is there anything you could think of that would make you love X even more? If so, do you think it would do the same for other lovers of X?
What is the one thing that annoys you most about X? Why does it annoy you? Do you think it annoys others as well? What two things could you immediately do to make X less annoying? And so on…
Now for a dose of reality: Just because you’re passionate about something, and have a good idea related to it to pursue, does not necessarily mean that it would make a worthwhile business.
You need to also ask yourself whether the idea has the potential to generate revenue. Can this improvement on X put some money in your pocket? Can you make money consistently from a business in X? How much money will it take to get X going?
Ready To Get Started?
Get the picture? Good, enough of these questions.
For more information on the competition, and to sign up, go to http://keepmovingfourward.com/.
If you have questions or comments please email me at: frank (at) gofourward.com
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Featured Entrepreneur – Independent Recording Artist Jennifer Grassman
Our latest Featured Entrepreneur is independent recording artist, Jennifer Grassman. I’m excited to have the opportunity to share her interview with you all, not only am I a music lover, but I think it gives a candid look at the business side of the music industry and when you’re an independent you’ll see that you have to be entrepreneurial to make it work.
Even though Jennifer operates in a very different business realm than our “typical” features at Smallbizbee.com, I decided to ask her the same questions I would of any businesses owner – and I’m glad I did.
What I realized from her answers was that we may all be in different businesses, but we are all dealing with the same businesses issues, and the drivers for success remain the same. Enjoy!
Tell us a little about yourself, your background
I am 24 years old and live in Houston with my husband, Jason, and my kitties, Agatha Mittens and Mr. Charles Bingley.
What is your business, what do you do?
I am a recording artist. I write songs, compose music, perform concerts, and distribute my music on CDs and through other digital media means. I also design all my own CD artwork and promotional graphics, book my own concerts, and manage my own website (which is www.JenniferGrassman.com).
When did you start the business?
I would say 2003 is when I really started thinking of my music seriously as a career option, and not just as a hobby or side business.
How did you get the idea for this?
It came about quite naturally. Music has always been a passion for me, so to be able to do it professionally was a dream come true. What really hooked me on songwriting was the ability to express myself and vent through the lyrics and composition of each piece. It’s great to be able to vent through your work!
By the time I was 18 I had acute “fly-the-coup” fever, and was determined to gain independence and escape my parent’s house somehow. I made up my mind that I had three choices:
1) Get a job and my own apartment
2) Get married to a really cool guy who lets me play piano all day
3) Get famous and go on a world tour
It turned out that option #2 presented itself during my freshman semester, and (even though I have entirely recovered from my “fly the coup fever”) I’ve been working on #3 ever since!
Where did your organization’s funding/capital come from and how did you go about getting it? How did you obtain investors for your venture? 
Originally, I was signed to an independent record label, which funded my first two album releases. However, I have since terminated that contract and set about managing my own career. In this way, I have much more creative freedom and control over how my business is run.
I am currently working on producing and releasing my third album (a venture which typically costs $7,000 – $10,000 – not to mention the travel expenses of a tour). Obviously, playing at coffee houses doesn’t get you that kind of pocket change. So, I began involving my fans and friends in my music business. I created some fun and easy ways that they can help me raise money in return for credit in the album booklet, free CDs, exclusive private concert invitations, and other cool gifts.
One way my fans can help me raise money is by hosting “house concerts.” So far, this has been my favorite way to generate funds. Here’s how it works: I perform a concert in their home (usually a living room or patio) for their friends and family (sometimes it’s a public gig, but not always). Every guest pays a cover of $15 to $20 and brings a bottle of wine. The proceeds then go toward funding my album.
Fans can also sponsor the album. So far, I’ve gotten sponsorships from as far away as Germany! Usually they’re not big ($20 here, $50 there), but it all adds up and every cent helps.
What was the biggest startup challenges?
I would have to say my own learning curve. I was only 17 when I started out. I trusted some people I should not have trusted, and was generally naïve about business and the music industry. I quickly found that I had a tendency to assume that other people were being nice to me out of the goodness of their hearts, and several times was rudely awakened to the realization that they were in it purely for themselves (and not always for the nicest reasons). It’s been an extreme growing process, but it’s been an amazing adventure, and I wouldn’t trade it for anything.
How did you overcome those challenges?
Thankfully, I have a wonderful husband, who has helped me overcome a lot of hurdles. We started dating when I was 18, and were married when I was 21. So, I feel that we really became adults together. I’ve become a lot more “people smart” since my teen years. I have worked hard to surround myself with ethical people who genuinely care about me and my music, and those are the people who I will be super happy to benefit should my music career really take off here!
What makes your business unique, what’s your “unique selling proposition”? Said another way, “why should I buy from you and not a competitor?”
I can honestly say that my music is very unique, both musically and lyrically. You should buy from me and not a competitor because I don’t HAVE any competitors! Haha! (One has to be slightly cocky to do what I do). In all seriousness though, people have compared my sound to that of Tori Amos, Sarah McLachlan, or Loreena McKennitt, but it’s really not something you can put in a box. You will either love it or you won’t.
Besides the fact that my music is quality art, I would also point out that I use it to promote and sponsor many wonderful causes. I prefer to write songs about things that are meaningful and inspiring … as opposed to boyfriends, drugs, and parties. For example, I love to use my music to artistically take a stand against domestic violence, abuse and sexism.
How do you go about marketing your business? What has been your most successful form of marketing?
Word of mouth is priceless. Even on the internet, I find that most of my fans heard about me through another fan, and not through some social networking profile or magazine article (although, those help too, and certainly play their part in taking one’s career to the next level).
In one word, characterize your life as an entrepreneur.
Intrepidity!
What do you feel is the major difference between entrepreneurs and those who work for someone else?
The Creative Mind. In order to be an entrepreneur you’ve got to have some kind of creative super-power. You may not be able to draw, or sing, or dance, but you’ve got to have an inspired vision that is unique enough that you can carve out your own little niche and thus not compete quite so doggedly with the major corporations who have million dollar marketing campaigns and would otherwise leave you in the dust. You’ve got to have the capacity to do something new and wow people with the novelty of it.
Do you believe there is some sort of pattern or formula to becoming a successful entrepreneur?
Gumption, determination, and a strong and unshakable belief that what you’re doing is what you are meant to be doing. If you’re planning to give up just because you aren’t rolling in the dough after the first 5 years of dog hard work, then you’re not going to have a happy adventure.
The other thing I highly recommend is bartering. For example, if you’ve got something that a website designer wants, get them to design your website in exchange for your services. I once had this running deal with a beautician. I performed for free in her coffee house in exchange for free hair cuts and highlights. It was awesome. I’ve never looked so posh!
Describe/outline your typical day?
My work comes in and out like the tide. Some days I have nothing to do but update my Twitter. Other days I have a tsunami of emails, phone calls, and bookings (but I still update my Twitter).
What sacrifices have you had to make to be a successful entrepreneur?
Friends! I rarely have the time (or the money) for a real “night out with the girls.” Since many of my concerts are on the weekends, my social life is limited to concerts where I can convince my friends to show up, and week nights.
What would you say are the top three skills needed to be a successful entrepreneur?
Independence and self confidence. You have to have the ability to make decisions quickly, wisely, and effectively on your own without a panel of counsel. You also have to be something of a jack-of-all-trades, because whenever you can’t afford to hire someone to get something done for you (for example, writing a press release or updating your wesbite), you have to be able to get the job done yourself.
What would you say to someone considering starting their own business?
Do your research! Have a game plan for what you’re going to do, when you’re going to do it, and how long it will take you. Also, you must be conscious of your business persona from a very early stage. Create an image and a brand and stick with it until it catches on.
If you had the chance to start your business over again, what would you do differently?
I would not sign a recording contract. I would find a way to fund my album independently and on my own terms.
Have any failures you’re willing to talk about? What have you learned from them?
When you’re an entrepreneur the first thing you learn is that there is no such thing as a failure! I once came up with a new marketing scheme. I was going to promote my Christmas album by hosting a secret concert for members of the press by invitation only. Only one person came. I could have viewed this as a failure. Instead, I decided that next time I would serve beer, and then the media would come! In other words, whenever you have a “failure,” critique what went wrong, and improve upon your foibles.
What was your greatest fear in starting a business? How did you manage that fear?
My greatest fear was a very basic and primitive one: No one will like me! I overcame that by challenging myself to do my best to prove myself wrong. You’ve got to have thick skin and lots of stubborn determination to be a small business owner.
What would say are the five key elements for starting and running a successful business?
- Self Confidence
- Creativity / Resourcefulness
- A Friendly Personality
- Determination
- Ethical Business Policies
What gets you out of bed in the morning, what inspires you?
What really solidified my business’s “mission,” was when I started getting emails, letters, and gifts from people all over the world who had suffered from terrible illnesses such as cancer, who were chronic pain sufferers, or who were abuse and rape victims, and who told me about how they derived comfort and hope from my music.
In particular, I got a letter from an adult male child abuse survivor who said that my songs comforted him when he had nightmares, panic attacks, or felt depressed. I cried when I read his story, and to know that my songs moved him toward hope … I was humbled, heartbroken, and overjoyed all at the same time. That was the biggest compliment anyone could ever give me, especially as I am a domestic abuse survivor myself. It motivated me to work harder every single day to expose more and more people to my music, in hopes that my songs would continue to propagate good in this oftentimes dark world.
What keeps you up at night, what worries you?
All the things I have to do tomorrow! I have dreams about forgetting to make important phone calls, and sometimes wake up in the wee hours of the night contemplating my next email campaign.
In one word, what’s the key to success?
Love – You’ve got to love what you do, hold onto it, and make it lovable to other people too.
Where you see yourself and your business in 10 years? 20 years?
In 10 years I think I will be recording my eighth album and touring the world with my husband (and possibly a kid or two). In 20 years, I’ll be recording my thirteenth album, and writing my autobiography (edited by Candace Runaas of Runaas Resources – www.runaasresources.com).
If you were conducting this interview, what question would you ask yourself, and what would the answer be?
Where do you want your business to take you eventually?
Actually, I made a deal with God. I said, “God, I don’t need 10 Hummers or a $15,000 dress that barely covers me. All I want is enough money and success that I can live comfortably off my musical career, support my Mom, send my four little sisters (and eventually, kids) through college, buy my Church their own building so that they don’t have to rent anymore, support our friends whenever they need help, and donate to charity as often as possible. That is my dream.”
Thanks for your time Jennifer, we wish you the best of luck!
Find out more about Jennifer’s music, get free MP3’s, and pick up a CD or two all at: Jennifer Grassman’s Offiial Website
Jennifer Grassman "Pretty Girls" Music Video
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5 Mistakes I Made When I Started My Business & How to Avoid Them
Today we have Rieva Lesonsky, CEO of GrowBiz Media, candidly sharing the top 5 mistakes she made when starting a business, and how you can avoid the same errors.
Every startup entrepreneur makes mistakes. That’s how we learn, right?
In the interests of helping you learn, I’m going to share 5 mistakes my partners and I made when we started our business—and how you can avoid making them.
Mistake #1: Pricing our services too low
Pricing for a product-based business can be simple because there are clear-cut costs involved, but pricing for a service business is a little hazier.
When we bid on our first job, we had no idea how to price our services. Even after we figured out an hourly cost (taking into account our overhead), it was hard to calculate how many hours the project would take. And we were in such a rush to put in our bid, we forgot to take into account all the costs we’d incur—such as the services of a Web designer.
After having to pay some unexpected expenses and barely breaking even, we learned the hard way that you need to build a little wiggle room into your pricing. That way, even if a job takes longer or costs more than you expect, you won’t lose money on the deal.
Mistake #2: Not asking for the sale
I’ve spent most of my life around salespeople, but I’m not a salesperson myself. That’s why when I first went out on my own to make sales, I often fell short.
At the last minute, I’d get cold feet and not ask for the sale. Deep down I’m shy and closing just didn’t feel natural to me. If you feel the same way, you’ve got to get comfortable with selling or your business will never succeed. Either build your own sales skills, or find someone to sell for you.
Mistake #3: Working without a contract
When you’re a startup hungry for the sale, this is an easy mistake to make. You go back and forth with a prospect for weeks or even months.
Finally, he likes your proposal, and says “Go ahead!” You eagerly get started on the project or the order. It feels like the deal is done – you’ve spent so much time hammering out the details! Only one problem: There’s no signed contract in place.
No matter how quickly the deadline is coming or how urgent the client says the order is, you need to let them know that you’re ready to start work as soon as you have their signature – but not before. This advice applies no matter how well you know the client or what type of prior relationship you have.
Mistake #4: Spending too much time and money on payroll
Even though we are a small company, we wanted to buy systems that would grow with us – not ones that we would quickly outgrow. So we got talked into subscribing to a payroll software system that was much bigger and more complex than we really needed.
After one of our partners spent literally months in training to learn the system, we finally faced the facts: This was a waste of her time. When our subscription ran out, we researched other options and found a great deal: Bank of America’s Easy Online Payroll®.Easy Online Payroll was perfect for us as a small business with fewer than 50 employees.
We can access everything online, with no software to buy or install – and the service calculates tax withholding, does direct deposit and tax filings and payments, tracks vacation and sick days and more.
Mistake #5: Sticking with an outdated business plan
OK, we didn’t really make this last mistake – but we easily could have. Fortunately, the recession, which hit as we were launching our company, forced us to reassess our business model.
Although we had spent lots of time and brainpower creating our business plan, we realized that this plan wasn’t going to work in the new economic reality. We had to revamp everything, targeting an entirely new market. It worked for us, and also reminded us how important it is to frequently ask yourself, “Is what I’m doing working?” If it’s not, you need to come up with a new strategy.
Rieva Lesonsky is CEO of GrowBiz Media, a content and consulting company that helps entrepreneurs start and grow their businesses. She recently conducted an expert forum on Bank of America’s Small Business Online Community, where she answered questions about navigating a small business through the current economy. You can also ask her questions at www.askRieva.com or follow her on Twitter at www.twitter.com/Rieva.
Photo Credit: daniel spils
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From Zero To Hero: 10 Ways to Grow Your Email List
We’ve been talking the last couple weeks about email marketing for your business, and so far we’ve covered a lot of ground and hopefully got you thinking seriously about integrating email into your marketing mix.
So far we’ve gone over:
The 5 Reasons your email marketing is not working
10 Reasons Your Business Should Be Using Email Marketing
How to Use Email to Effectively Grow Your Business
Today we’ll be covering how to take your email list from zero to hero so you actually have someone to use these marketing tactics on.
It’s In The List
The money is in the list. You’ll hear that saying a lot in the world of online affiliate marketing, the more people on the list the more people they have to buy their stuff.
The same is true with any email list, whether it be for an online biz or offline “bricks and mortar”. The more people on your list – more opportunity, especially if you’re taking the time to establish a trusted relationship with those on it.
So the goal should be to grow a list, and grow a big one.
5 Ways to Grow Your Email List Online
These strategies will work well on your small business website, or if your entire business is online.
1) Make it Visible
I have to see your sign up box in order to opt-in.
2) Demonstrate Relevance
What am I signing up for, and why do I care? Explain this if you can, right on your sign up form. Better yet have a section on your website that says “10 Reason You Should Get Our Newsletter” and then go into details on what they will receive by being on your list.
3) Give an Incentive
Give something away for free to entice sign-ups. A free report, discount on a product, access to a trial of your service, etc. The most bang for your buck here it to giveaway something that demonstrates you expertise, and proves your product/service rocks. Not only will they sign up to get the freebie, but if it rocks they’ll going to tell people about it. Word of mouth at it’s best – building your list and your immediate business.
4) Get Creative
If you can, use a creative medium to draw people to your sign up area. Right now video is hot, and a great way to get subscribers. Make the video yourself, of yourself, introducing what you do and what people will get for signing up to your list.
Video works well for two reasons 1) High perceived value 2)Builds trust as they can see you as a real live person
5) Include Your Privacy Policy
This can be as easy as stating “I hate spam and you won’t get any from me”…people are leery of giving their email address away to just anybody. Set their mind at ease for more sign-ups.
5 Ways to Grow Your Email List Offline
Have a brick and mortar storefront, or do most of your business offline – you should still be building your list. These strategies should help, and you’ll notice they don’t differ too much from the “online” world.
1) Make it Visible
Have a register or checkout area in your store – have a sign-up sheet by your register. Wrapping up with a client, ask them if they want to be a part of your mailing list. Since you will be getting subscribers face to face, be sure to focus on #2 below.
2) Explain Relevance
Tell them why they want to be on your list. How often they’ll hear from you, and what kinds of information you share.
3) Give an Incentive / Exclusivity
Freebies work well offline too. Sample products, coupon, or offer for free service is usually enough to get them onboard. Also, make sure you stress that you’ll be giving exclusive deals to your newsletter/subscribers only.
4) Get Creative
Every interaction with a customer or potential customer is an opportunity to get them on your list. Think about all the different opportunities you have to interact, and get creative with the how’s and why’s to get them signed up.
5) Include Your Privacy Policy
A must. Let them know you don’t spam, and that they’ll only hear from you on relevant matters. Also, be sure to stress you do not sell or rent your email list – for some reason this is more of a concern when someone signs up to a list offline as opposed to online.
Time to Get Married
There you have 5 strategies to get your email list growing both online and offline – now marry the two. Anyone who’s been with me long knows how strongly I believe all small businesses should have an online presence, so grow your list using both online and offline tactics even if you’re a brick and mortar.
Work exclusively online with your business? I bet you go to networking functions, or interact with somebody in the offline world who you can sell the benefits of you list too.
Work your list building from both sides of the fence and watch it grow faster than you thought possible.
Up Next
Well, email marketing summer school is about over. Up next we’ll put all this information together and have you using everything you’ve learned to start growing your small business using email. I think you’ll be pleased with the results.
See you soon…class dismissed.
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13 Ways to Win Customers for Free
If you’re like me you’ve spent many a day and night racking your brain on ways to attract new customers and keep the customers you have buying from you.
This acquisition/retention model is the foundation of what it takes to grow, reinforce our brands in the minds of our customers and bring us new customers for years to come.
Problem is we aren’t always flush with cash or time to work on ways to attract and retain.
Luckily Matt Heinz, of Heinz Marketing, released a new report called:
13 Ways to Win Customers for Free – Proven Best Practices for Increasing Current Customer Frequency and Driving New Customers to Buy
What’s in the Report?
In his report Matt identifies 13 ideas that will apply to nearly every reader, and they represent the mere tip of the iceberg for other opportunities across your business to organically grow revenue.
Use these first ideas as a starter pack, a launching pad to brainstorm more opportunities across your unique business to grow your customer base, and keep them coming back for more.
What Are the 13 Ways?
- Better Voicemails
- Your Email Address
- Freebies
- Newsletters
- Open Houses
- Testimonials
- Seminars and How-To Workshops
- Trivia
- Name Tags
- Tell-a-Friend Incentives
- Charities
- Thank You Notes
- Business Cards
Want the Details?
Download this report for free: 13 Ways to Win Customers for Free (.pdf – 16 pages)
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Using Email Effectively to Grow Your Small Business
Welcome to day two of Email Marketing Summer School, where the goal of our class is to have you using email effectively to market and promote your business.
We’ve already covered why many email marketers are not effective, and given you the Top 10 Benefits of using email as part of your marketing campaign.
Today You’ll Learn
Today we’ll look at some of the numbers behind email marketing that validate it as a powerhouse in the world of marketing.
We’ll look at the factors that make email marketing so effective. And lastly go over a couple tips you can start using in your emails today to make them resonate with your list.
It Works!
Email marketing has the potential to convert readers into customers as well as any other form of marketing. The main benefits come from the ability to reach a much larger audience (who have asked you to send them information), in less time, for less money, and have instant feedback on the results. Pretty sweet huh?
I think there is a misconception that email marketing isn’t very effective because of all the spam email we receive. We think that spam = email marketing. It’s not, it’s spam, and you won’t be doing it.
When done correctly, with a proper plan and intentions email really does work, consider this:
A Look at the Numbers
- According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $48.34 for every dollar spent on it in 2007. The expected figure for 2008 is $45.06, and the prediction for 2009 is $43.52. As such, it outperforms all the other direct marketing channels examined, such as print catalogs.
- The Ad Effectiveness Survey commissioned by Forbes Media in Feb/March 2009 revealed that email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO
- Shop.org’s State of Retailing Online 2009 survey of retailers found that "E-mail is the most mentioned successful tactic overall".
- In Datran Media’s 2009 Annual Marketing & Media Survey, 80.4% of industry executives said the email channel performed strongly for their company. This was the top result.
- A February/March 2008 retailer survey by shop.org revealed that email marketing has the second lowest cost per order (CPO) of any online marketing tactic. The CPO of $6.85 compares favorably with, for example, paid search’s CPO of $19.33.
To me those numbers seem pretty impressive.
Why Is Email So Effective?
By nature we are social creatures. Just look at the explosion of social networking sites over the past couple years. However, one of the most social things we still do on the internet is email.
We love getting and sending email to friends and family. Sharing information, forwarding jokes, and checking in with people we care about. We look forward to emails from people we know, we like the connection.
If done right, your email marketing will be one of the emails people on your list look forward too.
As far to the other end of the spectrum you can get from spam is where you’ll be operating. You’ll be making your email personal, and compelling. Informational, and looked forward too.
You’ll be building a relationship with those on your list, and that is the essence of why email marketing is so effective. As we discussed in the last class, you’ll be gaining their trust, building authority, and become a part of their inner circle.
Tips to Build the Relationship Through Email
When you email your customers and potential customers, those people who have signed up for your list to get more information from you, keep these tips in mind to build the relationship from day one:
You Don’t Sell – The Relationship Sells
Don’t treat your email list like a cash cow out there to do nothing but buy from you. Sure you can send a "BUY MY STUFF" email to 10,000 people and if 1% buy you just made 100 sales. But wouldn’t you rather build a relationship with your audience such that your list of 500 people buy from you every time?
80/20 Information to Selling
80% of your emails to your list should be informational, helpful, or authority building. The other 20% you can directly sell. Remember point number 1, you’re building trust and relationships…if every email is a sales pitch, that doesn’t seem very friendly!
Make Your Emails Personal
Write for an audience of one. Keep your emails sounding informal, and personal, much like you’d write to a friend. Everything should be spelled correctly, and keep in mind you are representing your business, but you don’t need to use the queens English.
Which sounds better?
You could do this:
"Matthew-
If I could have a moment of your time I think I’ve found a widget that will revolutionize the widget as we know it. I feel this widget will provide you with immense value, and suggest you consider purchasing this widget immediately as part of our special offer. Act fast, this offer will not last long, and you don’t want to miss this opportunity. Please come by our store for an instant 20% off!
Sincerely,
Widget GuyYour Widget Specialist for Life"
Or you could try:
"Hey Matt
Thought I’d pass this along since I know it’s something you’re interested in. I just found a pretty cool widget – does all the stuff those other widgets do, but a whole bunch more too.
Anyway, if you get a chance stop by the store and check it out, I’ll be around to answer any questions. If you decide you can’t live without it I’ll throw in 20% off so your wife doesn’t kill you for buying another one of these things!
See you soon."
See the difference? One is "selling you", the other is "helping you" by passing along some cool information. Keep it personal, you’ll be way ahead of the game.
Email Marketing is Not Drive-By Selling
This isn’t a quick hit kind of proposition. You’re emails are not intended to produce one major rush of sales.
To fully leverage email, you should be building something over time with your list.
You should get more “in house” traffic to your physical locations, some sales via the emails themselves, referrals, and much repeat business if you are approaching this from the right perspective – long term outlook.
In Summary
If you’re still with us I think you’re convinced that there may be something to this email marketing thing, and that it bears no resemblance to spam. The numbers are there to make it worth your while to explore as a marketing option, and if you keep our four tips in mind when you are sending out your emails – you’ll be building the foundation to an email marketing campaign that pays big dividends.
Homework
Brainstorm 10 topics you could email to your list that would be:
- Informational
- Helpful
- Trust building
- Authority building
No selling, no exceptions.
If you don’t have a list yet to email, don’t worry – you will by the time this course is over.
In Upcoming Sessions
In upcoming classes we’ll discuss how you can get your email campaign set up, get to building your email list, and then put it all together in a way that you can get out there and start using email to grow your business.
I know it sounds like a lot, but don’t worry – it’s summer school – and we’ll be going through all this at a nice leisurely pace.
Class dismissed…
Photo Credit: Mzelle Biscotte
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