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Winning in Business on a Budget: Marketing

It is the digital age,  and technology advances seem to happen daily. So I try to pay attention.

Watching – and benefiting – from all these technology changes creates a desire to improve my own business. To update my systems. To simplify my processes. To enhance my marketing – to brand and expand.  In Ries’ Pieces, the blog on the business of branding, Laura Ries says, “All brands need to stay focused on the battles they can win. Not the ones they can’t.” As small business owners there are a lot of battles that we can’t win because of budget and access. But if we can shift our mind-set, there are more ways to win than we realize.

Budget

Make your mark in the right place.

It’s easy to watch TV and try to imitate what you see big companies do. But in reality most small business owners are not trying to take over the world or even the state—just their little part of the city.  If this is true for you, then work to make your mark in your area. You don’t need to blanket half the state with your marketing pieces if the the people you want to reach (at least in the beginning) are all in a few neighboring cities. This way you can maximize your marketing dollars.

Free is an option.

Money is a necessity.

Effective marketing brings in more money.

Yet, you need money to market.

Wait a minute—it that really true? Yes. No. Sometimes.

You don’t have to have bundles of company cash to start marketing. But you certainly can’t afford to skip the marketing part of your business. There are free options. It’s the difference between advertising (paid marketing) and publicity (free marketing).

Marketing guarantees attention.

Paying for marketing guarantees that people will have the chance to see your ad and hear about your business, but it doesn’t guarantee that they will care. With publicity, you give up the guarantee that your message will be seen — but if it is, it will be a more engaging story.  The reporter, the journalist, the voice has to find your story interesting and choose to share it. If they do, then you have the chance to get attention for your business without spending  money. For publicity, you pay in other ways.

What’s happening with your company that your local paper or news could get excited about? Take the time to find the story and once you do, write a press release and send it to the local paper. You just may get some great publicity out of it. For publicity to work, you will need combinations of the following:

  1. Authentic relationships with the storytellers in your city. Get known for letting them know about great stories in your community, even those that aren’t about you. Hip them to cool things happening with local charities, youth events and your business. And remember, you don’t have to do this yourself; someone else on your team can. Just be friendly, sincere and helpful.
  2. Engaging press releases that make it interesting and as easy as possible to tell your story. The media needs the facts and something interesting to share. A press release costs you the time it takes to write it. Again, if you’re not good with writing, then find a member of your team who is or take the time to learn—this skill will pay off in many areas of your business.
  3. Stories worth telling. That means something that matters to the community, not just to you. Figure out what matters to your city. Then share your story with your community in mind.

Want to know more about press releases? Janet Meiners Thaeler gives excellent advice in Five Killer Press Release Tips for Small Businesses.

From Small Business Trends

Winning in Business on a Budget: Marketing

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

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CityRyde’s Tim Ericson Explains His Winning Facebook Strategy

Want to win on Facebook? Command your niche, hire interns to put in some serious social media hours, and give away something you normally charge for. That was Tim Ericson’s strategy. And Tim, the CEO of CityRyde, has nearly 4,300 fans* and a Fairfield Small Business Challenge Facebook contest win–he gained the most followers in three weeks–to show for it. I asked Tim for his tips and techniques to help get serious small business traction on Facebook.

What strategy did you use to win the Facebook challenge?

We have two college-age interns that have been working with us. They know Facebook extremely well, so we basically gave them free reign to develop a strategy for getting additional followers.

The first thing we came up with was a way to tap into our existing network. We gave away our reports that we normally charge $120 about the bike industry for free to anyone who liked our Facebook page. We sent that to our newsletter list of thousands of people from transportation departments all around the world, and then got an amazing response. It didn’t cost us anything to do that campaign, but we got a huge response.

Since then, we’ve been leveraging the Facebook profiles that we have, and have been marketing directly to the people that have an interest.

How many hours did you put into that Facebook campaign?

The interns pretty much worked 20 hours a week each on that. They spent a good amount of timing building it, and we saw massive results in a short period of time.

How powerful a tool has Facebook been in growing your business?

Our strategy has been–instead of just having people like our business, what we’ve done is branded the generic bike sharing information portal. When people look bike sharing information, they find our information page and ultimately come to our website. It’s been a great tool that’s brought in a significant amount of traffic, 20-30% increase in traffic through our website. A lot of that was coming through Facebook.

We keep a pretty extensive blog on the industry. If you search for anything bike sharing related, our blog comes up first. Having this on Facebook, actually pushing it out to people who see the news feed, has gotten us a much better response from our existing followers. A lot of people who come to our website for the first time come through our blog, but if they like us on Facebook, they’re getting a constant reminder that we keep it up to date.

Can you give entrepreneurs any advice on expanding their businesses using Facebook?

This competition was kind of a kick in the ass, we really needed it to push this strategy forward. Everyone pops up a Twitter account and Facebook page, but very few people really go out there and create a campaign to generate followers, and then ultimately follow up to turn it into revenue. You’re better off not putting up a Facebook account unless you’re going to really go out there and create a campaign to make it worthwhile for your business.

We had 100 followers beforehand, which was nothing, and now we have something we can actually leverage.

How many followers do you have now?

4,301. We went from 100 to that. I think we were a little higher before–naturally some people dropped off after they got the free report–but kept the majority of people, which we’re really happy about. We’ve integrated our Facebook account with our email campaigns, Twitter and our blog, so literally Facebook is the portal where all of our social media directions come together in one feed. That makes it pretty attractive.

*At time of writing.


View full post on Business Pundit

Your Career Game: Make Winning Business Moves

Career GameAre you undecided on what direction your career should take? Maybe you need a fresh way to see your role in the game of business.   If you do, you may want to read Your Career Game: How Game Theory Can Help You Achieve Your Professional Goals.

Authors Nathan Bennett and Stephen Miles have  written a wonderful modern playbook for career decisions.  Bennet is a Professor of Management at Georgia Tech and owner of consulting firm Red Buoy Consulting, and Stephen Miles is  vice-chairman of Heidrick and Struggles‘ Leadership Consulting Practice.

I knew Bennett previously during my MBA studies at Georgia Tech in Atlanta.  While researching my next books to review, I came across this book while reading the business school website.  I reached out to Bennett, hoping the book’s topic would benefit small businesses.

So you may be asking yourself, “Why review a career book, a tool typically meant to aid a corporate career, when I have have already decided to be an entrepreneur?” The game theory steps outlined can show entrepreneurs and small business owners how to weigh partnerships, seek mentors and develop employees from the Gen X, Gen Y and Baby Boomer generations.  Your Career Game is also a good book for those who have decided to not be entrepreneurs but are still unsure how to better manage their business relationships and career choices.

See the game board and your moves on it

Your Career Game examines game theory as it relates to professional development. It explains how each person is a player who needs to understand the rules and potential impact from other participants and choices.  The early chapters of the book lay out the elements of game theory, some of which include:

  • Rationality – what choices would any reasonable player make
  • Payoffs – Values assigned to the outcome of a rational choice
  • Sequential/Simultaneous Move Games – Rules on the timing of the moves
  • Mixed and Pure Strategies – no best moves, usually with random selection of a player’s move

The authors then focus on how the game is framed and what kinds of moves are typically considered.  This is where featured conversations with various executives are held up as examples of career game theory at work. My favorite comments came from BHP Billiton CEO Marius Kloppers regarding resumes because it mirrored so closely to what I think value is in a background regardless of job type:

“The advice I give to early-career people is to think about their resumes as more than a history of places visited. For each point on their journey, they should be able to point to  something that truly is different today because they were a part of it – something that, if they weren’t there, wouldn’t have happened in that way.  It doesn’t mean that you have to lead it or be the sole contributor, but there should be an undeniable case that you have contributed towards something that is lasting.”

Keith Wyche, author of Good Is Not Enough and high-profile president of U.S. Operations at Pitney Bowes Management Service, comments about choosing a company based on its diversity record:

“I encourage people to look for an indication that the company “gets it” – even if they haven’t yet had success attracting large numbers of women or minorities, there can be signs that their commitment to doing so is real. As companies come to realize that diversity is not just the nice thing to do, you will see very visible efforts to make it clear that they understand and respect a diverse workforce.”

While the interviews are with executives from notable corporations like Home Depot, Xerox, Microsoft and Coca-Cola, there are a few entrepreneurial perspectives from professionals such as Chris Klaus, who left Georgia Tech to develop his startup, Internet Security Systems.  The authors note how Klaus “made timely moves that often trip up entrepreneurs – the ability to move away from the leadership position, to find others to push the company ahead…” Here are Klaus’s words on finding outside investors, with his decision reflecting the idea of understand moves and outcomes:

“One of the biggest decisions any entrepreneur faces is when to bring in outside partners…By bringing in investment, by giving up control, by getting the right people on the team, the idea can become much bigger.  Whether or not you as the founder can make that work is a big question.”

The book’s comments, particularly with regard to evaluating moves, translate well for the choices small business owners encounter.  For example, many articles recommend that new business owners who want to be seen as “an expert” should just claim the title. Well, read the comments from Carol Tome, Chief Financial Officer and executive vice president of corporate services for Home Depot, on how breadth and experience contribute to expertise:

Authors: Can you speak to the importance of experience, depth, and breadth with respect to building a resume?

Tome: It is an interesting point — some people grow up and become experts, yet their experience is a mile deep and an inch wide. One advantage of smaller companies is that it is less likely you will get pigeonholed. There are too many  things to do and never enough people, so you may get exposed to a broader range in the business…As you build your career, if you don’t have the opportunity to understand the business more broadly, it is critical that you surround yourself with good people who can fill in your blind spots.

This tip is helpful for solopreneurs looking to fill the blind spots in their skill set, be it seeking others through a partner or through their own training.  It also aids medium-sized businesses that need some guidance in developing employee skills.  The interviewees in Your Career Game are pragmatic and honest in discussing modern career concerns such as job sharing, generational differences in career decision-making, and having an exit plan.

You cannot help but have a better game plan after reading this book

I liked that the book is brief while intensely covering diverse applications of game theory to successful decision making.  Your Career Game offers excellent instruction for any young professional starting out or seasoned vet who needs a fresh outlook on his or her career or business choices.  Small business owners can apply the principles to their partnerships, their selection of mentors and their plans for growing an organizational structure.

I tip my hat to Nathan Bennett and Stephan Miles for advancing career planning in an accessible way. Whether hiring or partnering, small business owners will find their winning move by applying the concepts of Your Career Game. Game, set, match.

You can follow Nate Bennett on Twitter and visit the book’s web site at Your Career Game.

From Small Business Trends

Your Career Game: Make Winning Business Moves

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

5 Tips for Creating Winning Small Business Videos

Video content is in – it has been proven that websites yield better responses when a video is featured. It’s no surprise; the average Web surfer has a short attention span, and prefers a shiny moving picture to wading through pages of text.

Videos grab attention, engage viewers and, if executed properly, can succinctly communicate your entire value proposition in as little as two minutes.

The power of video continues to impress me. Some of my company’s videos have been viewed tens of thousands of times, and I can tell from our website’s analytics that customers who view our videos are more likely to buy from us.

Here are five tips that we learned about creating winning videos. These tips will not only tempt viewers to hit the play button, but keep them watching the whole way through.

1. Make it personal.

If your video doesn’t have a personality, then neither does your business – at least not as far as the viewer is concerned. Generic shots of b-roll office environments and stock photography tell viewers that your company is just that – a generic, stock, unoriginal service. People want professional, but they don’t want boring. Don’t be afraid to show footage of actual employees – maybe a few seconds of greeting from your CEO if possible. This will yield a more personal feel and a better connection with potential clients. A sense of humor can also establish a sense of personality – but don’t overdo it! You don’t have to be doing standup comedy in your office, but a few quirky scenes or funny lines can be what keep your viewers from clicking away.

2. You can get a big response without a big budget.

Just because you’re producing video content doesn’t mean you have to pay for a Hollywood movie. There are plenty of affordable services and software products that let you record, edit and produce videos from one interface. If your business provides a Web service or computer software, you can use applications to record screens of the product in action, and then add audio narration later. Just remember to try to get some human faces in there for the personal touch.

3. Make a tutorial.

Tutorial or how-to videos are a great excuse for providing video content. Not only will it provide another play button to hit, but the content can clarify any aspects of your service that are difficult to explain with text alone. Customers want to know exactly how a product or service works before purchasing. Providing a set of how-to’s will allow potential users a view into the user experience, and give current users a guide for using your product most effectively. Screen recording and adding narration is a perfect technique for this kind of content.

4. Add some tunes.

Adding light music to the background of your videos helps with flow and makes your content more memorable. There are plenty of open source tracks floating around the Net that you can use for free to add some character to your video. Music sets a tone for your content, whether that’s upbeat, fun, professional, modern or something else. In addition, music will help with the flow of the video by filling in any awkward gaps between voice narrations.

5. Post it on YouTube.

Posting your video on YouTube is a great way to increase the video’s views. Since your videos are marketing vehicles, you want them to be visible to anyone at anytime. YouTube is supposedly a bigger search engine than Yahoo, which means more people use YouTube to find information than most other search engines! Use the power of YouTube’s search to drive views of your videos. Pick short, optimized titles for the videos, and put keywords in the video description part of YouTube. When posting a video on YouTube, include a clear call to action both in the video and in the description. For example, encourage people to visit your website or call your sales number.

If you haven’t already taken on the realm of video production, those tips should get you started. I recommend starting with an introductory video to outline your business, and then moving on to tutorials and specifics. From there, use your videos to enhance your website, fuel your blog, build your Youtube/ social media channels–and watch the page views climb.

I’m sure I’ve got more to learn about successfully using video to sell! What have you found that works with video for your company?

From Small Business Trends

5 Tips for Creating Winning Small Business Videos

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