4 Quick Marketing Lessons: Some Learned The Hard Way

How much time have you wasted going round and round on solutions that just didn’t work? Or what about a mix and match business strategy? Where you do a little bit of this and little bit of that, does it really work out in the end?

online learning

I mean for a business, or any dream for that matter, to work we can’t just care a little bit, we have to go all in. Likewise, we can’t manage a little bit or market a little bit – we have to go all in. They’re fundamental to our business.

Here are some quick  marketing lessons learned the hard way that could same you real time and real money. And you know what they say about time . . .

Lesson #1: Do the work and then do it again. 

You have to do the work to create a great product. And then you have to turn around and do the work again to create a smart marketing strategy and management solutions. Having a great product doesn’t excuse poor management or weak marketing.

Lesson #2: Website strategy shouldn’t be an after thought. 

Every website is not the same. Some are like brochures, they just lay there until someone stumbles across it and picks it up. But others are like the energizer bunny, they just keep going and going and going. The owner creates new and relevant content and marketing campaigns that go out gets attention and visits. The energizer bunny website goes to work (just like you).

Lesson #3: Make my website simple please.

You don’t have to design your own website. You can put your energy into something else while you pay an expert to create it for you.  But in the end you still want something with a login, so that you or a member of your team can change the text, plus add a few videos when you want to. Beware of designer hijacked websites.

Lesson #4: One time around the marketing block is never enough. 

Just like we all want more than one client, then we have to market more than one time. Consistent marketing is a about a systematic approach, not a random collection of hodge podge solutions.

It’s hard to implement 15 marketing ideas at once, especially when you’re learning at the same time. It’s difficult to remember what everybody told you. But it’s easy to choose one strategy, study it, implement it and then start another.


Lessons Learned Photo via Shutterstock

From Small Business Trends

4 Quick Marketing Lessons: Some Learned The Hard Way

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Research Roundup: New Entrepreneurs and Online Consumers

January is always pretty slow in business research land and this month has been no exception. So, I’m a few days late getting this report to you but that’s a good thing because I managed to wait long enough for the release of the 2011 Global Entrepreneurship Monitor (GEM). This is their 13th annual survey and the news was good.

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Entrepreneurship: Alive and Well

In 2011, GEM researchers estimate that 388 million individuals worldwide were actively engaged in starting and running new businesses. That’s fantastic because previous research from Kauffman tells us that most net new jobs come from new businesses. And that is borne out by GEM’s numbers: about 36% of these new entrepreneurs expect to create at least 5 new jobs over the next five years. In fact, 16.8% of them expect to create at least 20 new jobs over the next five years.

In the United States, the 2011 GEM entrepreneurship rate is estimated at 12% — this is not much different from what it was ten years ago and it’s a little less than twice the global average. On average, about 17% were necessity driven and 57% or so were opportunity driven, while in the United States, an estimated 21% were necessity driven and 59% were opportunity driven. This is interesting, because it’s not what you’d expect to find, given the job losses over the last couple of years.

I have a feeling that, when the nonemployer numbers for 2011 come out later this year, we’re going to see them starting to recover from the two disastrous years before.

Selling? Selling Online?

A couple of studies on retailing caught my eye this month and both of them offer some interesting possibilities for small businesses engaged in retail.

For starters, the National Retail Federation proclaimed to the world sometime around mid-month that they expect overall retail sales growth to hit 3.4% in 2012. Presumably, before the world comes to an end later this year, a lot of people are going to want to buy things.

According to a survey by The NDF Group Inc., almost half of online consumers have bought books, stationery and office supplies in the last 12 months, making this the most active category for online retail. Must be all those home offices out there. Apparel and consumer electronics tie for second place, each with 46% of respondents saying they had bought in that category within the last year.

This survey also found that 25% of respondents follow a retailer or brand on a social media site and 27% say they’ve bought something because of what they’ve seen there. But another study, this one conducted by Puneet Manchanda of the University of Michigan’s Ross School of Business, found that the best social media site for your business may be your own.

Manchanda took a look at company-sponsored social networking sites, “using data from an unnamed retailer of books, CDs, and DVDs,” and found that unnamed retailer experienced a 19% increase in incremental revenue from their customers who joined their branded online community. In the community, members can recommend and review products, share favorites lists, make suggestions, and socialize with each other. The researcher also found that customers who were more active in the community, with larger numbers of friends, tended to spend more.

And this survey finds that you get a better return on the investment with your own branded community that you do by simply using Facebook. That will give you something new for you to factor into your online marketing strategy for 2012.


Ecommerce Photo via Shutterstock

From Small Business Trends

Research Roundup: New Entrepreneurs and Online Consumers

View full post on Small Business News, Tips, Advice – Small Business Trends

Enter to Win: The Big Biz Book Giveaway

Ready to win some amazing business books? Of course you are!  Now through February 7, 2012, you can enter to win business books like:

The Big Biz Book Giveaway is being held in conjunction with the Small Business Book Awards.  Many of the books we’re giving away are also nominees in the book awards, so be sure to vote for them now through February 16, 2012.

How to Enter

You can enter to win the book contest each day through February 7, 2012 by sending a tweet that includes the hashtag #BizBookAwardsWin. While most of the giveaways are for the United States or North America only, there is one for International winners on February 7, 2012, so be sure to check the day’s listing.

What: Big Biz Book Giveaway

When: January 31, 2012 through February 7, 2012

Where: Twitter

How to enter: Just send a Tweet that includes the hashtag #BizBookAwardsWin to enter or simply click the “Click here to tweet” link below to be entered:

Click here to tweet

You can also copy and paste the Tweet provided below into Twitter to enter:

I’m entering to win the Biz Book #Giveaway! Just tweet #BizBookAwardsWin to enter to win great biz books today http://ow.ly/8Q72h 

Good luck!

From Small Business Trends

Enter to Win: The Big Biz Book Giveaway

View full post on Small Business News, Tips, Advice – Small Business Trends

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10 Biggest Threats to Internet Freedom Now That SOPA/PIPA is Dead

 

 
If you missed the blackout of thousands of sites across the Internet on January 18th, including Wikipedia and a black bar over the Google logo…well what the hell are you doing reading this, grandma?! I told you not to Google my name.  SOPA and PIPA are two bills that would be absolutely devastating for freedom on the Internet.  Thanks to the Herculean organizing efforts behind the January 18th blackout, SOPA and PIPA are effectively dead
 
But SOPA/PIPA were not the first and will certainly not be the last attempts to stifle Internet freedom.  So prepare your DDoS attacks, don your Guy Fawkes mask, and definitely don’t forget your provisions of cute cat pictures; these are the next battlefronts in the war on the Internet.   
 

People Who Don’t Understand the Internet

 

 

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While it may seem adorable when old people ask you what “The Google” is, or what all the buzz about “Twatter” is—perhaps adding an Andy Rooney-esque vignette about actually talking to people in their day—it’s actually quite dangerous.  These older people are police officers, FBI agents, judges and politicians.  And they are the ones setting legal policy in regard to the Internet.  Too often, in their opinions, the internet—this strange newfangled thing their kids and nephews use—isn’t as sacrosanct as, say, a vault of physical files in your attic.   

The problem is, to those of us who’ve had the Internet for most of our lives, our gmail account is our dusty box of personal information in the attic.  But to the FBI, pretty much anything you post online is considered part of the public domain.  Let’s not even get started on the subpoena by the Boston Police department that ensnared thousands of innocent accounts simply because they included the hashtag #BostonPD.  If either the judge or the district attorney had any idea what a hashtag was, they would have never allowed the subpoena to go forward, because of its gross invasion of privacy.  It’s almost as if they’re feigning stone-cold-ignorance of how technology is used in a deliberate effort to expand their legal reach, which is actually a lot scarier.  For now let’s just hope that they’re actually that stupid.   
 

The RIAA and MPAA (even without legislation)

 

 

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The chief forces behind SOPA/PIPA and suing children, the MPAA and the RIAA are like the cackling, evil villains of the battle for Internet freedom.  If you believe their numbers, Internet piracy is destroying the American economy, disenfranchising artists (because we’ve all noticed the lack of entertainment being produced), and probably kicking puppies and molesting children (who knows?).  And if you don’t do what they tell you to, MPAA president Chris Dodd will straight up prison-shank you

Well SOPA/PIPA was defeated, right?  What do we have to fear from the MPAA and RIAA if they can’t get their legislation passed?  When you have millions of dollars and friends in high places, you can exert a lot of pressure even without laws.  Even excepting the RIAA’s practice of suing people for exorbitant amounts of money, there are plenty of examples of them pressuring search engines, ISPs, Universities and even entire countries to get what they want.   

The DMCA

 

 

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The Digital Millennium Copyright Act (DMCA) was a 1998 copyright law intended to take copyright law into the 21st century.  Ostensibly a good idea, the DMCA was supposed to allow the Internet to continue being awesome, while also protecting the legitimate copyrights that could be easily infringed in the new digital environment.  But of course you’ll notice that this law was passed almost a good decade before streaming video was extensively widespread.   

This has led to several interesting abuses of power.  Under the law (and subsequent court decisions refining its scope), the owner of a copyright has the right to request infringing content be taken down.  That sounds all fair and good, but we’re trusting overly-litigious, private companies to responsibly claim copyrights and not use it as a cudgel to suppress customers and competitors.  Which is exactly what they did (the cudgel part, not the responsible part).  They’ve repeatedly claimed that they don’t need to consider “Fair Use” when taking down a video.  And according to Google, almost 40% of claims are illegitimate, and as many as 50% of claims are directed as competitors. 

The law’s in desperate need of updating, but assuming that it will be re-written by politicians who openly admit they have no idea how the Internet works and are solidly in the pocket of companies that get physically ill whenever someone doesn’t pay them, odds are it will only get worse. 

Private Companies

 

 

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In all the talk about SOPA and dangerous government censorship, it’s worth remembering that your Internet check goes to a private company, full of fallible individuals that can’t be booted out of office in the next election.  And there are many, many companies out there with millions of dollars and vested interest in controlling how they are portrayed on the Internet. 

The list is extensive and reads like the lovechild of George Orwell and Eugene V. Debs.  The Boston Globe and Diebold edited Wikipedia extensively to make themselves look better.  Verizon blocked the messages of an abortion rights group because it policy forbids the transmission of “unsavory” information.  Multiple companies shut off third-party donations to Wikileaks.  The cases go on and on.   

Internet Service Providers

 

 

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You likely have a long, torrid relationship with your Internet Service Provider (ISP) that, like any good relationship, is filled with hate and resentment.  Many of you may be familiar with Comcast, the proud winner of “Worst Company in America”.  But aside from the worst customer service on the planet, they’re also have a long history of doing their damndest to section off the Internet into little boxes and charge an exorbitant admission fee.  All while tracking your personal information and handing it over to the government at the drop of a hat.  

All the major providers are quickly jumping on to the Tiered Pricing bandwagon, ostensibly to provide cheaper Internet to those who only use it for light browsing and e-mail, and bigger, more expensive Internet for those with huge bandwidth requirements. 

Then there’s something known as Deep Packet Inspection. To oversimplify, it basically allows an ISP to know just about everything about your online activity.  Whether you’re browsing webcomics or Lexis-Nexis for work.  Whether you’re on a Skype call or browsing porn.  They can use this information to selectively block traffic they don’t like (or hand over information about traffic to the government).  Award-winner Comcast has already used this to block P2P traffic, and then threatened to fire anyone who talked too loudly about it.  

Protecting Children from Pornography

 

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Who doesn’t want to protect children from being exploited for pornography? That’s the premise behind the Protecting Children from Pornography, and act that started working its way through the bowels of the American legislative process in 2011.  The purpose of this bill is to allow law enforcement personnel to peel back the protections of the anonymous Internet, and track down child pornographers. 

A noble goal that pretty much no one argues with.  The problem really needs no jokes, scare language or dressing up to be absolutely chilling: this bill requires your ISP to track all of your personal information—your name, address, credit card number, browsing history, etc…–for 18 months.  And they’re supposed to turn it over to law enforcement without a warrant.  All the officers need to do is ask.  To be fair, the bill specifies that they must say “please with sugar on top” and they have to promise to be “extra special careful that this isn’t used irresponsibly”.   

NSA Warrentless Wiretapping

 

 

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But before you get too up in arms about Protecting Children from Pornography, rest easy in the fact that the government can basically track you without a warrant anyway.  Remember that whole warrantless wiretapping thing a few years back?  Well despite all the hopey changey-ness floating around Obama, he’s continued using this method.  While it’s not a complete database on every American searching the Internet available at the drop of a hat, it’s pretty damn close. 

The “good” part about the NSA wiretapping, is that they still need to get approval from FISA courts, and the suspects need to be part of an ongoing investigation.  Which makes me feel so very safe knowing that this terribly powerful tool will never be misused or abused by our sterling elected officials and their record of professional ethics that are beyond reproach. 

Government Censorship (Under Existing Law)

 

 

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For all the dangers that private companies and groups and represent to Internet freedom, they have nothing on governments around the world, who have been censoring things since Caveman King Grog didn’t like Torg’s word for “rock” and ordered Torg executed by smashing.  We’re a little bit more civilized these days, and politicians at least have the decency to pretend like they’re protecting us from something terrible (usually pedophiles, sometimes democracy).  For all the fear surrounding SOPA/PIPA, the US government has no problem causing hell for websites it doesn’t like.  Just ask MegaUpload and Wikileaks, both which were shut down briefly without due process. 

And let’s not even get started on censorship in other countries.  Not even counting giant blockers like China, even developed nations who should know better have been blocking access to thousands of sites.  One of the more hilarious examples is the censorship regime in Australia, which is probably the most famous for using the “Won’t someone think of the children!?!?!” justification.  But when a secret blacklist of blocked sites surfaced, it turns out Australia was in fact using over half its time protecting its citizens from the dangers of dentists and dog kennel websites. 

Zombie SOPA

 

 

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Reports of SOPA’s death may in fact have been somewhat premature.  The bill is not becoming law any time soon, but it’s only been shelved for the time being.  It still enjoys the support of at least 65 representatives in the House, not to mention the piles of money the MPAA will continue to put into buy votes. 
 
It’s a guaranteed certainty that this bill, in some form, will rise from the grave and wreak havoc of the freedom of the Internet once again.  Lamar Smith, the bill’s chief sponsor, isn’t going anywhere and—keeping with the venerable Washington tradition—will continue to be dumber than a pile of rocks about the Internet.  The bill will likely be quietly passed through a committee and voted on before the Internet can notice and mobilize a counter-attack.  After all, you can’t expect apathetic Americans to care about politics all year long, right?  That’s just exhausting, we have episodes of Glee to catch up on.  And they can’t black out Wikipedia several times a year, can they?   
 

Anti-Counterfeiting Trade Agreement

 

 

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Sometimes referred to as “SOPA’s evil twin”, ACTA is a multilateral trade agreement designed to create a new and more robust system for protecting intellectual property.  Did you get the impression that this was a legitimate piece of legislation?  Sorry it’s actually a jumbled mess that was mostly negotiated in secret, outside of the current international body governing intellectual property, and without the input of most developing nation.  

So what’s so bad about it?  Well part of the problem is, no one really knows.  The treaty is too much of a chaotic mess of overlapping, overly-vague provisions that prescribe unnecessarily harsh punishments for levels of piracy that are never clearly defined.  One specific provision that has people especially worried is the removal of safeguards that shielded ISPs from legal repercussions as a result of the actions of their users.  Meaning that if you pirate a song on AT&T’s network, the copyright owner can go after AT&T.  And God knows what that lack of protection will do to ISP’s already draconian policies toward users.   

ACTA is so overwhelmingly unnecessary, and has already led to protests number in the tens of thousands in Poland and other cities in the European Union.  After the pitched battle over SOPA/PIPA and now this battle over yet another 4-letter word, it just leaves one wondering: in the middle of one of the worst economic downturns in recent history, with their approval ratings hanging around the single-digits, why are they so obsessed with passing an obscure and oppressive copyright law?


View full post on Business Pundit

The Third Way

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You’ve Started A Business: Is Your Brand Protected?

Nothing represents your company and brand more than your business name. It’s the cornerstone of your business and shapes everything that follows – from marketing tone to a customer’s first impressions.

trademark symbol

Have you protected this valuable asset? How well do you understand trademark law? Maybe you’re just starting your business. Maybe you’ve been running a successful business for years, but administrative details always seem to take a back seat to day-to-day operations. When it comes to your business name and trademark protection, a few proactive steps can go a long way toward protecting your business name, brand and identity.

I’ve registered with the state…isn’t that enough? 

Many new business owners often think that registering with their state (by incorporating or filing a DBA) is enough to protect them. Yet there is an important distinction. When you incorporate, form an LLC, or file a DBA (Doing Business As), this process registers your business name with that state’s secretary of state. Once approved, the business name is yours and yours alone to use within that state. It prevents anyone else from using the name within the state, but it doesn’t offer any kind of protection in the other 49 states.

What does this mean? If you’ve started a business that’s physically tied to your state (for example, a boutique shop) and never plan on expanding into other states, registering your name with the state or county might be enough brand protection for you. But if you’re planning on conducting business outside your own state, or even on the Internet, you should look into trademark protection.

The Benefits of a Trademark

A trademark is a word, phrase, symbol or design (or a combination of any of these) that identifies and distinguishes the source of the goods of one party from those of others. Trademarks are managed by the U.S. Patent and Trademark Office (USPTO).

There’s no legal requirement for you to register a trademark. Using a business name can give you ‘common law’ rights, even without formally registering it. However, as expected, trademark law is quite complex. Simply registering a DBA in your state doesn’t automatically grant you common law rights; in order to claim first use, the name has to be ‘trademarkable’ and in use in commerce.

By registering for U.S. Federal Trademark protection, you’ll be eligible for several benefits, including: treble damages in some cases of infringement, the right to use the ® in your trademark, and a streamlined process for securing your domains and usernames at social sites like Facebook, Twitter, and YouTube.

Trademarks registered with the USPTO enjoy significantly stronger protection than ‘common law’ (unregistered) marks. This can make it significantly easier to recover your property.  For example, if someone happens to be using your company name as their Twitter handle. Additionally, trademarks have value and can be sold as corporate assets.

How to Register a Trademark

To register a trademark, you’ll need to file an application with the U.S. Patent and Trademark Office. It’s approximately $325 (for online filing) per class that your mark falls under and the process can take anywhere from 6-12 months once you submit your application.

Before submitting an application, you should perform a trademark search first to make sure your proposed mark is available. This should include a free online trademark search to check availability. If that preliminary search shows the mark is available, follow up with a comprehensive trademark search that scours local databases, common law, and county registrars. Here’s why a comprehensive search is prudent. If your name turns out not to be available, your application will be rejected right away – meaning you’ll lose your application fee, not to mention all the time invested in the application.

If you have already incorporated or formed an LLC for your business, you should register your trademark under the umbrella of the corporation or LLC. And if you are considering incorporating or forming an LLC but haven’t gotten around to it yet, you should do so before registering any trademarks.

While the process of registering a trademark is more involved than registering a DBA, rights to your name will be enforced by both federal and state governments. And registering a trademark can save you a ton in legal fees down the road.


Trademark Photo via Shutterstock

From Small Business Trends

You’ve Started A Business: Is Your Brand Protected?

View full post on Small Business News, Tips, Advice – Small Business Trends

80% off while they last

The bestselling ShipIt journal has surprised me in how much impact it has had on the teams that have used it. I ended up selling tens of thousands of them.

I have about 600 left and rather than pay warehousing fees, I lowered the price a whole bunch and will leave it that way until they are sold out. (The rest of the inventory is here). I don’t expect to reprint them, sorry.

Also, Jess Bachman’s Death and Taxes poster is available at a great bulk price for the next 28 hours at an already funded Kickstarter. I think every classroom and office ought to have one.

View full post on Seth’s Blog

You will be disappointed

Sooner or later, you’ll ask for something or read something or expect something and you won’t like what you get. You’ll feel like I wasted your time, wasted your money or didn’t meet your expectations.

Not just me, of course. Everyone. Even you. You will disappoint someone, and the organizations you depend on will disappoint you. Expectations keep rising, and promises keep being made. We keep bringing more magic into the world, but rising expectations mean that there’s more disappointment as well.

That’s part of the deal of being in the world.

The alternative, I’m afraid, isn’t to choose a path where we make everyone happy and always exceed their expectations. Nope. The alternative is to hide, to fail to engage and to produce nothing.

A pretty easy choice.

View full post on Seth’s Blog

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