Make the Most of Holiday Deals

Posted on November 17, 2011 | Leave a comment

When I walked into Starbucks this morning Christmas decorations were up and holiday drinks and bakery items were on display. Ready or not the holiday season has arrived. The Small Business Trends website ran an article yesterday called 3 Ways to Get More from Running Holiday Deals I thought might be of benefit.

1. Social Media Coupons provide a great way to incentivize users who already have an affinity with your brand and are looking for last minute deals. According to Nielsen, nearly 60% of social media users in the U.S. visit social networks for coupons and promotions and 23% say they do so weekly.

In my neighborhood one of my local take-out places lists free offers and discounts on Facebook all the time. All I have to do is walk in on the day of the offer and show the person at the register my phone with the Facebook page of the business to receive the savings.

2. Email Marketing Offers. I know I’ve mentioned this repeatedly but building your own list is a powerful way to deliver specials, deals or simply build a relationship with your customers. Just in time for the holidays, why not create holiday-themed email newsletters with special holiday offers. The article says building your own list is one of the strongest assets SMBs can acquire.

3. Mobile or On-the-Go Discounts. Foursquare is a great tool to reach your most tech-savvy customers. Foursquare allows customers to check into your business on their website. Additionally businesses can add a deal or special to their listing. If you are unfamiliar I will be posting more about this rapidly growing and powerful SMB tool in the coming weeks.

As a NALA member, you have access to powerful social media and email marketing tools in our Multi-Messaging program. If you are unsure how to make the most out of these member benefits please contact info@theNALA.com for more information.

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Promising Social Media Statistics for Small Business

Posted on November 9, 2011 | Leave a comment

Back in August I posted a blog called Steps to Social Media, offering simple steps to use this powerful tool for your business. A new blog from Social Media Examiner offered statistics showing the power of this medium for small business. I thought I’d highlight a few here but you can find the full list in the blog called 26 Promising Social Media Stats for Small Business.

1. There are more than 800 million active Facebook users and over 200 million of those joined in 2011.
2. Over 80% of ALL Americans use a social network of some kind and 40% of those users do so on a mobile phone.
3. American’s spend more time on Facebook than any other website. According to Facebook, more than half of their users long in every day, on average have 130 friends and are connected to 80 pages, events and groups. (Once such page could be yours!)
4. On average Facebook users spend 20 minutes in their account on each visit and most log in three to four times per week.
5. 44% of small-to-mid-sized business decision-makers use social media, 86% of which use Facebook, 41% use LinkedIn and 33% use Twitter.
6. 51% of Facebook and 64% of Twitter users are more likely to buy from brands they follow.

The bottom line? If you are not engaging in social media you are missing out! NALA Members have a useful tool in their Multi-Marketing solution to tie all your social media accounts together and coordinate with your email and text message marketing efforts.

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Lead Generation for Local Business

Posted on October 26, 2011 | Leave a comment

I came across a great blog about lead generation for local business I thought had some great tips to share.  The full article is called 6 Lead Generation Strategies for Local Business on a great site for small business tips, reminders and information called SmallBizTrends.com.

The first tip is focus on lead capture.  The best time to do this is at time of sale.  Train your employees to ask for email addresses, cell phone numbers, or any other information that would enable you to communicate with that person in the future.  I know I’ve mentioned before how valuable that customer email and text message list is and I’m mentioning it again.  Grow that list and you can grow the relationship with your customers.

Next they recommend using local SEO.  This is the conversation we had recently about SEO and if you missed it you can find it here.  The NALA offers an easy way to get listed on the major networks in one simple step with their eListing product.

The third tip is to segment your contact database.  The more you know about your contacts the more tailored your message can be.  Big companies like Amazon do so by watching buying patterns and sending suggestions to customers based on their interests.  You can do it too.  If a customer has kids one product may be a good fit while it does not make sense for a single person.

The fourth tip is to create partnerships.  I personally love this.  Cross promoting is a great way to increase your reach.  If the partnership adds value to your customers it can potentially be very powerful for you and your partner.  The NALA also suggests charity partnerships with have what I call the “feel good” added value.  Partnering with local charities supports the community.

Promoting locally is another important tip for local business.  There are many coalition organizations that support local owned business.  Check out Local First and the chamber of commerce to stay involved and increase visibility in the community.

Lastly develop a referral strategy.  Constantly incentivize your customers and employees to refer their friends and family.  The NALA has a VIP card they offer members to distribute to their special customers.  That card offers discounts to national brands and services through a special program that the NALA member is already enjoys.  Don’t forget to track referral volume and conversation rates monthly.

The same site I found this article also offers a previously recorded webinar on the subject of lead generation.  For more information check it out.

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Posted in Search Engine Optimization, Small Business

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Privacy Controls for Facebook

Posted on October 19, 2011 | Leave a comment

Privacy Controls for Facebook

I am a Facebook junkie and I admit I hear all the privacy talk and worry about it from time to time. I came across a blog on Social Media Examiner offering tips on this topic called 5 Ways to Control Your Facebook Privacy and thought I would share it with you.

1. Facebook Subscribe Button The subscribe button allows people to subscribe to your public posts as opposed to requesting a friendship. You don’t approve subscribers so anyone can read your posts. Fortunately you are not opted-in unless you choose to be. When you do make an update you can decide who will see it, public, friends or custom. Custom can include friend lists you create. I have lists of family, friends, business associates, clients, etc. so that I only share what I want with who I want. If you do want to opt into Subscribe go to www.facebook.com/about/subscribe to learn more and opt-in.

2. Changing your Facebook privacy settings Privacy setting has been streamlined. Click on the down arrow button in the upper-right corner of Facebook and select Privacy Settings. You have options ranging from How You Connect to How Tags Work, Limit the Audience for Pasts Posts, and Blocked People and Apps. The How you Connect section allows you to determine who people send you requests, if they can post on your timeline, send you messages, and more.

3. Controlling how people @tag you. People can tag you in photos and posts using the @ symbol and typing your name. You might not want your old school friends to post embarrassing pictures of you and tag you for all of your friends to see. Within the How Tags Work section you have the option of controlling tags so that you must approve any tag of you before it is posted. If you don’t want to review you also can remove tags after the fact.

4. Controlling apps and websites. Facebook apps are third-party plugins that can enhance or detract from your Facebook experience. Unfortunately they can also be a big source of spam in your posts. It’s a good idea to review apps that can access your information and be choosey about it. If you use the networked blogs app you want to make sure your privacy settings allow that blog to be shared with others. This is not the case for other apps however. I clicked a link once for an app of an IQ test and the next thing I knew my Facebook was taken over and spamming everyone on my list. I had to change my password to resolve the situation.

5. Facebook Ads. Facebook has a feature pairing friends with ads. If you “Like” a business then your name may show up on the ad for that business on your friends pages. If you do not want that you can change it by clicking on the down arrow on the upper right hand corner of the page again. This time go to Account Settings and choose Facebook Ads. Under “Ads and Friends” you can Edit social ad setting. You can choose to “Pair my social actions with ads for only friends, or no one.

So those are some privacy basics. If you have any questions or tips you would like to share please post them in the comments section. I’d love to hear from you.

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QR Code Basics

Posted on October 11, 2011 | Leave a comment

A few months ago I posted a blog called “What, Where, How to use QR Codes to grow your business.”  The NALA’s featured charity this quarter, International Crisis Aid is features a QR code on the poster we are sending members.  I thought I’d offer some more information on this technology for those who missed it.  If you have no idea what this is I will offer some really basic information.  If you are familiar, the previous post linked here can give you ideas to get started for yourself.

QR codes are similar to the bar codes used by retailers to track merchandise but these codes can hold a great deal more information.  QR codes can be read by iPhones, Blackberry, Android phones or any other Smartphone with a camera.  When the user takes a picture of the code using the QR Code Software application the software will decipher that information.  (If you have never done this before you must download QR Code Software.  Simply taking a picture with your phone’s camera will not work.)

To make use of QR codes personally you can follow these simple steps.

  1. Depending upon which Smartphone you have, open Blackberry App World, Android Market or iTunes App Store.
  2. Once in your app program search for QR Code Reader.  Several options may come up.  It should not be necessary to pay for it as there are several good free options.
  3. Once the software is installed on your phone, open it.  With the software open you should be able to take a picture of the code.
  4. Once you take the picture the reader will decipher the information and your phone will give you further instructions.  For instance if the code contains business card information you phone might ask you if you want to add it to your contacts.  If the code is a link to a website your phone might ask you if you would like your browser to open.

QR codes can contain links to a website, business card information instantly downloaded into the phone’s contact list, coupons, directions, and just about anything else you can think of.   For ideas as to how your business can use these codes check out the previous post here.

 

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Posted in Online Advertising, Small Business

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What, Where, How to use QR Codes to grow your business

Posted on October 11, 2011 | Leave a comment

Repost from July 8, 2011.

If you read the title and said to yourself, “grow my business with what?” then keep reading.  If you know what they are but are not sure how to use them to grow your business, keep reading.  If you have used them but are open to new ideas…well you might want to keep reading too.  Social Media Examinerhad a great article earlier this year and in case you missed it, I thought I’d offer some highlights here.

QR Codes are similar to bar codes used by retailers to track inventory but QR codes hold a lot more information.  The codes can be read on any camera-enabled Smartphone and from there they can upload business card information, link to your website, driving directions to your business and an endless list of other possibilities.

Microsoft also has a product similar to QR codes called MS tags.  Unlike QR codes that can be read by a variety of tag readers, Microsoft’s product can only be read by their tag reader.  The other difference between the two is the MS tags are in color offering more creative possibilities.

Now that you know what they are, how can they be used to grow your business?

Initially you can use QR codes to build community in a couple of ways.  For one, customers can use your QR code to join your email to text messaging list or to “Like” you on Facebook.    Once your community is built, you can use codes for Calls to Action.  One example is links to coupons or special offers that you can change as often as you like.   Additionally they can be used to link to installation instructions, directions to your business, recommendations for complementary products and services, and customer feedback forms.

So where can the codes be used?  Business cards are a good spot as well as brochures and other marketing materials.  They can be placed on the side of a truck, product tags, convention and event nametags, restaurant menus, and point of sale receipts to name a few.

There are many practical examples already in use.  Many airlines have begun adapting these codes as boarding passes that are scanned directly from your Smartphone.   Google Places will send you a QR code when you register your business that links to your company’s website.

Acquiring your free QR Code is simple.  There are a variety of QR Code creators out there.  For the code on this page I used qrstuff.com.  I like this site because you can have your code printed directly from the site onto business cards, stickers, buttons, cups and apparel.

According to the blog in Social Media Examiner, the next generation of QR Code will hold even more information and will not require an Internet connection.  As a small business QR Codes provide a great opportunity to create, build and maintain relationships with your customers in your community.

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Ready to market on Facebook…but how?

Posted on October 4, 2011 | Leave a comment

My Facebook page is open on my desktop even when I am not at my computer.   I know people who make purchases and purchase decisions online spend time on Facebook, because I know I do.  As a marketer though, Facebook is a vast ocean that requires direction to navigate successfully.  I came across a great blog from Entrepreneur.com called Facebook Posting Techniques that Really Work.  They offered such great suggestions I couldn’t resist sharing here.

  1. When should you post?  The blog recommends posting in off-peak hours from 2pm to 5am when other page administrators are less likely to post but interactions are higher.  Avoid Thursdays because for some reason Thursday has the highest number of postings but the lowest number of interactions.  The challenging part here is that I have heard different responses to this question so I suggest testing for the best results.
  2. How often should you post per day?  This is a balancing act.  Reports suggest the more frequently you post the more interaction you receive.  This must be balanced against people who unsubscribe because you post too often.  The balance will be different for every business.  Starbucks is one of my favorite Facebook pages because they often have specials and I’m a Starbucks junkie.  They post about once a day.   Mashable is another favorite of mine for social media news and information.  They post once or twice an hour during regular business hours.
  3. What type of content elicits the most interaction?  Photos, video, music, and links in that order.
  4. Should you ask fans to like or comment on posts?  In a word, yes.  If your post has a call to action using the words “Like” or “Comment” you receive a huge boost in interaction rates….216%!
  5. Should you ask fans questions?  Interaction rates do not improve by asking questions.  Posing the questions and asking fans to reply with comments achieve the highest comment rates.
  6. How long should your status message be?  More often businesses use shorter posting sizes, often staying within the 140-character Twitter limits.  This enables them to post on both networks at once.  Interaction rates increase with status message length however.  In this case longer is better.
  7. How long do my messages remain in the Newsfeed?  90% of clicks occur within the first 9 hours and half of the users who will click do so within the first hour.

Facebook is a fantastic place to interact and build relationships with your customers and potential customers.  Some of the above may work for your business and some may not.  The important thing to do is test, tweak and test again.

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Posted in Facebook, Social Media

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Small Business Tips in an Uncertain Economy

Posted on September 27, 2011 | Leave a comment

I ran across a great article a few weeks ago called 5 Small Business Tips for an Uncertain Economic Climate.  The article is written by Jeff Stibel, CEO of Dun & Broadstreet Credibility Corp.   He talks about the uncertainty of our current economy, that consumer confidence is at a 30-year low while consumer spending hit a record high, and wild fluctuations in the stock market tightening spending and putting pressure on small businesses.

He suggested five tips for adopting methods to bring stability to an otherwise unstable and uncertain marketplace.

  1. Request better payment terms.  Banks may be tightening access to capital but alternative financing may be available in the form of trade credit.  Try asking for longer payment terms such as 60, 90, or even 120 days.  In this way, small businesses receivables can turn into a form of operating capital.
  2. Social Networking is not just for fun anymore.  Facebook and Twitter are free, powerful marketing and customer outreach tools.  Chances are your customers are already on social networks.  Seth Godin says, “five thousand people who want to hear your message are more valuable than five million who don’t.”  In that spirit, try targeting your audience inexpensively on Facebook and Twitter.
  3. Improve customer service.  Resist the impulse to cut expenses by cutting customer service.  It’s more expensive to acquire a new customer than keep existing ones, so make improvements to your service and get your company will get noticed.
  4. Use online directories.  Seek out web directories that are free or registration is inexpensive.  If your NALA membership includes the eListing product you are already receiving the benefit of directory placement increasing traffic to your business on and off-line.  If you are not receiving eListing or want more information let us know.
  5. Separate your Personal from your Business credit.  Apply for a credit card under your business name as opposed to your personal name, enabling your business to establish a distinct credit history.  This will enable your business to receive better payment terms, credit lines, loans, and other forms of capital.

If you are interested in acquiring a loan for your business check out the NALA’s loan program.  You can qualify for up to $150,000 with a simple 5-minute application.  To take advantage of this item as a member start here, with your Member Login and access the loan program in the NALA Marketplace.

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Posted in Small Business

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Improve your Email Marketing with Direct Marketing Principles

Posted on September 20, 2011 | Leave a comment

I came across a blog on Clickz called Direct Marketing Principles to Improve Your Email Marketing and I think it provides a good reminder of marketing basics.  These principles we all may know but don’t necessarily apply to our email marketing.

The first principle is Return on Investment.  (I warned you these were obvious.)  Often we get so involved in creating and sending email that once we hit the send button we are on to our next email.  Taking time to analyze the results is essential.  The blog suggests setting a goal before sending the email so you know what to analyze.  They also recommend calculating revenue-per-email as opposed to return on investment because the former may be easier to calculate.

Testing is another element of direct marketing that should not be ignored.  If you want to change an email, ether because the ROI is high or it leaves something to be desired, create a test version incorporating those changes.  Then try an A/B split test which randomly splits your list and sends one group the control version and the other the test.  The winner becomes your control group for the next send.  If you want more testing suggestions, the same author of this blog offers a series of articles on this topic.

The last principle mentioned is a brief discussion on third-party list rental.  If you are making an investment, it’s important to make sure you have a high quality list.  A good list starts with a data card detailing how the list was built and providing demographic information about the people on the list.   It also tells you about how to break apart the list to better target your marketing.  For more information on data cards, see this blog post.

Another word about list rental is building your own list is still the best way to have a solid list of people who actually want to receive information from you.

In a world going crazy over social media, email marketing is still delivering a much higher ROI.  If you want to do well, it’s a good idea to not only keep up with the latest trends but remain grounded in the principles that have served marketers in the past.

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Posted in E-mail Marketing

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Effective Email Marketing Tips

Posted on September 13, 2011 | Leave a comment

I came across a helpful blog from a website called Top Ten Reviews entitled Create an Effective Marketing Email.  Some of this may be review or seem obvious but if you are an email marketer reminders never hurt.

  1. Target your audience.  I’ve mentioned before how important it is to create that customer email list.  If you haven’t yet, now is a great time to start.  If you are a NALA customer, the VIP Invite Postcards is a great way to get started with this process.  Additionally, segmenting your list is a good idea for some.  If you are a hair salon you might have a segment of your list for customers with children so you can offer them specials the rest of your list would not be interested in, making your email more personally relevant to each customer.
  2. Make your audience feel safe.  To avoid the SPAM impression there are a couple of tips.  First, your emails should all look familiar with a company logo and identifiable subject line.  Additionally, consistency helps so send at the same time each month, week, or day.   Also never ask for personal information in your email and clarify in your privacy policy that you do not share customer information.
  3. Get readers attention.  As email recipients we receive many emails a day and few grab our attention.  Make sure whatever headline you use grabs attention but avoid things like “Look at This!” or “You Won’t Believe This Deal”.  We are all too savvy for that at this point.
  4. Focus on creating a lead instead of selling.  Email is all about relationship building so begin with providing accurate and valuable information and suggest a product or service later.
  5. Make your email marketing easy to read.  Don’t overwhelm your readers with too many graphics or too much text.  Use white space, large and easy to read fonts, put the most important information in the upper left, and use attractive but not overdone graphics.  Also, many email programs block images so make sure your email makes sense without them.
  6. Discuss the benefits.  Ask yourself why your customer needs this product and briefly answer that question in your email.
  7. Don’t betray your audience.  Make sure you can fulfill the promises made by your email.
  8. Create a sense of urgency.  If recipients don’t take action immediately your email will likely sit in a forgotten pile underneath newer emails.  For this reason set a quantity or time limit on any promotion you market.
  9. Obey the law.  Make sure you are CAN_SPAM compliant.  That means your email must include the sender’s physical address, opt-out instructions, and avoid deceptive subject lines and false headers.   For more information on this read SPAM Law Basics.
  10. Use the NALA Multi-Messaging Tool to Reach Out to Your Customers.  As a NALA member you mostly have access to the Multi-Messaging component.  This tool enables you to easily create, organize and send effective marketing emails and text messages.  If you have any questions regarding how to use this tool utilize the link at the top of your Member Resources (Dashboard) to the Multi-Messaging Help Videos or directly access the tool under the Package Features section, and feel free to contact a NALA Team member at info@thenala.com for assistance.

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