5 Online Marketing Myths Businesses Believe

5 Online Marketing Myths Businesses Believe
Signpost Shifts Focus to Marketing Campaigns and Promotions
Family Businesses Gear Up for Growth, But Stumbling Blocks Remain
20 Tricks of the Trade to Develop Superior Customer Service
Beginner Social Media Tips for Local Business Marketing
Apple Growth Slows Despite Record iPad, iPhone Sales

Posted: 24 Jan 2013 01:00 PM PST

online marketing Below are 5 myths I hear on a regular basis from businesses. If you have some common myths to share, please do so in the comments.

1). All Websites are Created Equal

Not all websites are created equal and your goal should be to have good/safe hosting, good code, good optimization and a design that meets the needs of your target audiences.

It is never good to rush into having a website or hiring the company that can get it done the fastest. A good website design should be thought about and planned. Make sure the usability for your audience is good, the design is pleasing and you have everything you need to keep the website going.

The information that the reader needs to see for you to make a sale should be easy to find on your website, easy to read and easy to understand. Design and planning are critical.

2. Cheap Websites Will Get You Found

False. I see all the commercials from online businesses offering websites for really cheap and saying:

“Get found.”

You can’t get found unless your site is optimized. You can’t be optimized without good coding, SEO, a marketing strategy and content that supports the strategies put in place.

Cheap is never a good idea for a business. Don't waste your time on cheap websites. Remember, time is money.

3. Social Is Easy

Social is not easy. Social takes a ton of researching, planning, daily time and monitoring. A successful social campaign is not sticking things on Facebook or randomly tweeting something and never looking for responses. It also isn't having a lot of friends on Facebook.

Social media is all about strategy. These questions are just the start of social:

Which social media platform will work best?
Which audiences are you targeting?
How will you reach your audiences?
Who will interact with your social audience daily?
How will you measure the effectiveness of a social campaign?
What is the ROI?
What are competitors' doing? What is working or not working for them?

4. If We Get More Website Traffic We Will Make More Money

This is false. Traffic is just traffic. What you want is to reach the audience(s) that needs your products and/or services. Random traffic makes you no money, so it is essentially useless. I will give you an example. When I first started blogging for business, I had a picture of Yoda on my contact page. I named the picture "Yoda" and Google Images picked it up and it was the 3rd image out of all of them for "Yoda."

I was getting tens of thousands of visits each month to the contact page and not one of those visits made me any money. In analytics, I could see they were searching for Yoda. So traffic was great, but it made me no money.

The goal of website traffic is to make money. Focus on ROI with Web traffic and if what you are doing is not giving you a return – you need to try a different strategy.

5). If Our Website, Online Marketing and Content are Perfect, We Will Make Money

This is false. Everything online can be perfect, but if the service people receive when they call and/or email your company is not good you will not make money.

We had a client with a perfectly coded website that was optimized and ranking well. They were getting great traffic and had many new contacts in their contact form daily. But they complained business wasn't getting better. We couldn't figure it out.

Then both myself and a colleague, without knowing it, referred friends to the business. They both came back saying the same thing:

"They won't answer the phone and it just rang and rang."

They also said they called after 5PM and left messages and no one returned their call. Both people claimed they called the business multiple times and never got a response. About 9 months later, I referred someone else to them and they said the people were so rude they refused to use the business.

You have to make sure that your staff is as perfect as you try to make your website and online marketing if you are hoping to make money. Both online and offline you have to give your very best.

Unicorn Photo via Shutterstock

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Signpost Shifts Focus to Marketing Campaigns and Promotions

Posted: 24 Jan 2013 11:00 AM PST

More and more small businesses have begun questioning the validity of daily deals services like Groupon in recent months. But many local businesses still need a way to boost sales and get customers through the door in a tough economy.

Enter Signpost, an online advertising startup that used to offer deals similar to those found on sites like Groupon, but now offers a different way for local businesses to run promotions and manage their marketing efforts.

signpost

Signpost used to offer local business deals that were ongoing and didn't expire. But toward the end of 2012, the company shifted its focus to software that helps businesses automate and run marketing campaigns and promotions. Said VP of Marketing at Signpost Jacco de Bruijn:

"Our distribution of campaigns is not focused on reaching deal seekers that signed up for a deal email, instead we work with web and mobile partners that feature a local business as part of search results, local content or business listings."

To use the marketing tool, you simply provide some information about your company and allow Signpost to put together a marketing campaign that is automatically syndicated to search engines, local media sites, directories and mobile apps. Signpost partners with other sites and services such as Google and eBay in order to reach consumers. Across all of Signpost's partner sites, there are about 75 million consumers that can be reached through these marketing campaigns.

The photo above shows how businesses can track their marketing campaigns and statistics. It shows how many consumers are viewing and taking advantage of an offer, and also where deals are being seen and which of Signpost's partner sites are featuring the offer.

De Bruijn said that this type of promotion can help businesses both gain and keep more high quality customers – those who are more likely to become loyal customers rather than those who are just searching for easy deals.

In addition to helping local businesses reach new customers and run ad campaigns, Signpost also gives mobile and online publishers access to relevant ad content from local businesses.

Signpost originally launched at the end of 2010, and the company raised $4 million during a Series A funding round with Google Ventures and Spark Capital. The company currently works with 6,000 clients in the U.S. and is headquartered in Manhattan, with an additional office in Austin, Texas.

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Family Businesses Gear Up for Growth, But Stumbling Blocks Remain

Posted: 24 Jan 2013 09:00 AM PST

After a few years of caution, U.S. family businesses are feeling optimistic and ready to grow again, according to PwC U.S.'s third Family Business Survey. Some 93 percent of U.S. family business owners feel confident about their future growth prospects, compared to 81 percent of family business owners globally.

That's not to say it's all smooth sailing.

The economy is still a key issue for family businesses in the coming year, with 68 percent saying market conditions are a primary concern. However, that's down from 88 percent who were worried about market conditions in the prior survey two years ago.

In addition to greater optimism about external factors, family businesses in the U.S. also feel more confident about their internal operations, with more than three-fourths saying they plan to pass their business on to the next generation (up from 55 percent two years ago).

Although family businesses are planning growth, they're not rushing into it but instead taking a long-term view. The majority (82 percent) say they plan to grow steadily over the next five years. Just 11 percent of businesses say they will grow quickly and aggressively.

Overall, however, family businesses are taking a more proactive stance seeking opportunities for growth. Companies in the study were focused on investing in innovation and expanding to international markets. More than half (58 percent) see innovation as key to growth, while almost half (47 percent) are expanding overseas, and 54 percent expect to do so in the future. This is a significant increase from the 30 percent who had plans to sell internationally two years ago.

What are the biggest challenges for family businesses, and how can they overcome them? PwC identified two key areas:

Talent Shortage – Both Internal and External

More than half (52 percent) say it's hard to find employees with the skills they need to compete. Within the family, succession planning is a concern, with 50 percent worried that the next generation doesn't have the skills or drive to lead the business going forward.

What can they do?

Focus on grooming successors now. Succession planning is still a stumbling point for family businesses, with 38 percent of the survey respondents saying this is a major challenge for them. Develop a plan and work to ensure your family members will be ready to move into key positions when the time comes. If they don't have the aptitude or desire, your plan should involve developing talent among non-family key employees or bringing in outside expertise.

Even among those family business owners who plan to pass ownership of the business on to their heirs, 24 percent say they will bring in outside management to help run the business.

Technology Changes

Family business owners see technology as a double-edged sword. While technology has enabled many family businesses to scale and thrive, the rapid pace of change makes it hard to keep up. More than one-third (39 percent) say the need for new technology will be a substantial challenge for them over the next five years.

What can they do?

Take advantage of the younger generation's natural relationship with technology. Groom in-house talent to keep up with technological change and learn the IT skills that will be needed to keep your business competitive in the future. Then give the younger family members the freedom to make real changes in how your business is run.

What challenges is your family business facing this year and beyond?

Farming Couple Photo via Shutterstock

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20 Tricks of the Trade to Develop Superior Customer Service

Posted: 24 Jan 2013 07:00 AM PST

customer service tips Every brand has a mandate to attract new customers at all times. Indeed, attracting new customers is one sure way to guarantee funds without going bankrupt.

Everyone has an opinion about the way their customers feel towards them. The more you show that you care about your customer, the more they'll likely want to continue patronizing you and recommending new customers.

With that in mind, providing good customer service to your clients should naturally be a major priority in your day-to-day schedule.

Here are 20 “tricks of the trade” to develop superior customer service that will also attract new customers:

1. Respond to Clients as Soon as Possible

Speed is everything, especially when a client is requesting something that's time sensitive. When you respond to your clients swiftly, they are satisfied and will hold nothing back at recommending your brand.

2. Keep Clients Updated

Let your customers know what you're working on and how things are progressing, give them reinforcement that they're involved. Hence, you must bring your customers up to date – always.

3. Show Them You Care

Put your customers first. It's rare to find good customer support, but you can get a jump on the competition and attract new customers by focusing on this crucial area of your business. Show them you really care and you will earn their patronage.

4. Listen Carefully

Do you clearly understand the needs of your customer? Listening intensely to what they have to say creates a great rapport.

5. Understand Your Customer's Needs and Meet Them

Listen to the "voice of the customer" and take action accordingly. Listening to customers can be done in many ways. For example, using feedback forms and satisfaction surveys. Listen to ensure decisions benefit the customer as much as your company.

6. Be Consistent

Customers expect consistent quality of service. Acting nice today and acting nasty another day will only scare your customers away. Be consistent and follow through. Let them know that consistency is really what you are about.

7. Open Communication Channels

The customer wants to contact you in many ways – face to face, by mail, phone, fax, and email – and will expect all of these communication channels to be open and easily accessible. Therefore, put in place adequate measures to be reached when you are needed.

8. Reward Customers

Put in place an adequate reward system for your customers. When you do this, you increase the confidence customers have in your brand. Reward them adequately and on time for that which you have gained from them.

9. Know Your Customer Value

One way to know this is to interact highly with your customers. When you are close to them, you are able to draw an inference on what they want. Mingle closely with them to gain whatever information necessary.

10. Stay in Contact

Encourage customers by staying in touch with them through a blog, newsletter, or some other means that affords ongoing communication. Just ensure that you keep the conversation going.

11.Don’t Make Promises Unless You Intend to Keep Them

Reliability is crucial to any good relationship and good customer service is no exception. Think before you make promises – because nothing annoys customers more than a broken one.

12. Deal with Complaints

No one likes hearing complaints, so it’s little wonder why many hate when folks complain. Deal with customer complaints maturely and you will reap the benefits of good customer service.

13. Be Helpful – Even if There’s No Immediate Profit

Be open to being helpful at all times. Do not be nice only when there's a reward in it for you. Helping your clients, even when they least expect it, will impress them and build their trust in you.

14.Take the Extra Step

If you want to provide good customer service, go beyond what your clients want. Going the extra mile surely adds a sense of satisfaction.

15. Stay Loyal

Loyalty is key to attracting new customers. When your existing customers know that you are loyal, they hold nothing back when it comes to introducing new customers to you and your business. This is marketing that is done passively for you.

16. Introduce Promotions

In a bid to get your customers glued to your brand, introducing mouth watering promotions can act like magic. Promotions that provide true savings and value causes current customers to introduce others to you and your business in an effort to pass those savings along.

17. Throw a Party

Here’s a thought. Why not throw parties for your customers? It’s an opportunity for customers to meet, for you to cultivate relationships with them, for you to gain an understanding of what they want and why they purchased from you, and it builds a sense of community – they might even bring a friend. Lexus, the luxury vehicle division of Toyota Motor Corporation, has programs such as this in place. One of them is featured in the video below:

18. Keep Them Up to Speed

If the need for you to raise prices occurs, inform your customers in advance. Their feedback will serve as a good measure to know if they welcome the change or not and it also provides them the opportunity to make purchases prior to the price hike.

19. Be Appreciative

Say thank you at all times for your clients' patronage. Never feel above being thankful. After all, you are in business because of them.

20. Build Trust

There are various ways in which you can build trust and providing consistent value is one of them. Decide which works best for you and carve a niche around it.

Master these items above and before long, you’ll be amazed at how loyal your customers become to your brand. Never forget that more customers, equals more profit. Therefore you have all the opportunity in the world to increase your customer base by putting in place top notch customer service.

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Beginner Social Media Tips for Local Business Marketing

Posted: 24 Jan 2013 05:00 AM PST

Local businesses that don’t use social media platforms are missing out on opportunities that could attract more customers and help them reach new markets. When you want a local business to thrive, you have to include social media in your marketing plan. Start with these items below:

Keep up With Current Trends

Twitter Photo via Shutterstock

When you look at the number of people using social media platforms like Twitter and Facebook, it quickly becomes obvious that businesses need to make this an essential part of their marketing strategy.

A local search study conducted by Localeze, comScore, and 15 Miles shows that 63 percent of the 4,000 people surveyed prefer using local businesses that offer information on social networks.

Websites like Facebook have become so prevalent, that people simply expect to find everything they need there. If they don’t find a business, they simply move on to a similar option that maintains a better online presence.

Establish a Brand Identity

Establish Your Brand Photo via Shutterstock

Local businesses face a lot of competition from larger corporations that often sell products at lower prices. As a smaller business, you have to convince potential customers that it makes sense for them to come to your store instead of that big box store with the big discounts.

Establishing a brand identity can help bring in customers who crave a personal shopping experience. Social media lets you create a personality for your business. Instead of a faceless corporation, you can make your local business seem more organic.

Using Twitter, for instance, gives your business a voice. Choose a voice that targets and motivates your intended audience.

Reach Out to New Customers

local business marketing Reach New Customers Photo via Shutterstock

Social media lets people share content with each other just by clicking a button. Local businesses can use this trait to reach new customers. To do this, though, you need compelling content.

Shareable content isn’t necessarily as difficult or expensive as you might think. Try using YouTube to let your customers get a behind-the-scenes look at your store. If you have a creative spark, you could even spice things up with music, a plot, or a humorous script.

If you make something that appeals to your customers, their more likely to share it with other people. That exposes your name to more people, who could potentially become your newest customers.

Get Your Customers Involved

Social Media Deals Photo via Shutterstock

If you’re going to get the most out of Facebook, Twitter, Yelp, and other social media outlets, then you have to be social. When you create content about your business, you’re not sending it out to an audience that never has a chance to respond. You’re communicating with people who can offer their own comments and suggestions.

Local businesses have several options that can get their customers more involved. You could set up a contest for people who share a photo or video advertising your business. Those who share the content get a chance to win a gift card. You can also use services like Twitter and Foursquare to advertise limited-time deals. That can boost business on slow days.

Social media will continue to become more important to businesses of all sizes.

Which aspects of social media serve your business best?

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Apple Growth Slows Despite Record iPad, iPhone Sales

Posted: 24 Jan 2013 02:30 AM PST

The most important question you should be asking about your business is what it wants to be when it grows up. Your current sales and customers are the life blood of your company, but you should also think about who will be buying those things from you in the future. Your strategy should always be one of constant growth, seeking to outdistance competitors and discover new markets. Our roundup looks at some ideas to consider.

Survival of the Fittest

Back to the future. Apple has enjoyed steady growth in recent years, but that trend is changing. Numbers show growth is slowing, despite record sales of the company’s top products last quarter. However, it’s not clear where Apple is headed in the future. With no announced plans for new products, the company’s growth path is unclear. The question many ask is where future revenue will come from as sales on current products plateau. Your company must answer the same question. Gigaom

A bigger bite. Martin Lindeskog reviews Stefan Engeseth's book “Sharkonomics: How to Attack Market Leaders” looking at how smaller “sharks” can attack larger competitors in the deep waters of an ever changing economy. The book also devotes time to how market leaders can defend themselves against these attacks from smaller competitors. No matter what category your business may occupy, there is something here for you. In his review, Lindeskog also pulls out 10 tips smaller businesses can use for attack or defense in a competitive market. Small Business Trends

The Best Defense

From breakdown to breakthrough. No, we’re not advising you to have a breakdown because of the stress of running your business in a highly competitive market.:) Instead, Lew Turnquist explores the need to break down your business model from time to time and find new ways to expand and grow. For example, Turnquist recalls an instance in which a company worried over decreasing profitability despite increase sales. Sound familiar? Here’s what a break down found. Kirchner Private Capital Group

A SWOT at the competition. Small business coach Elli St.George Godfrey gives an overview of the SWOT analysis, standing for strengths, weaknesses, opportunities, and threats. One of the purposes of the SWOT is to look at strategic issues connected with your business, including factors that might impact your company’s strategic future and success. “These are external factors such as obstacles in the marketplace, cash flow issues, new trends, or competitors' focus,” Godfrey writes. Ability Success Growth

A better workout. Just as exercise is important to keep your body fit, so a business strategy workout can help you get rid of bad habits in your day-to-day operations and make your company more fit and competitive. Business consultant Olwen Dawe takes your business through its paces in this lively post that gives you an idea of how better to create the business you’ve always wanted. The workout includes research, analysis, creating new products and services, understanding what success for your company should look like and more. Start exercising your business today. Tweak Your Biz

The Digital Arena

A face in the crowd. Sometimes the best way to move your business forward lies with your audience or customer base. The people who buy your product or use your service are probably best equipped to tell you what they need next. Blogger Julie Joyce suggests this same crowdsourcing approach can work well for creating your content and telling your company’s story. Here Joyce takes a poll to see what other Search Engine Optimization professionals think of crowdsourcing content. SEO Chicks

The perfect words. With the coming of online marketing, the emphasis on keyword research has totally changed the way we think about the competition and about how to effectively grow a business in a competitive market. Here blogger D. Dixon looks at a new kind of competitor, not a rival company making a similar product, but the competition for a keyword or series of keywords to be used in a cost per click campaign. Here’s how to research your competition correctly. 1 Singular Sensation

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