TweetDeck: Manage Your Social Web Presence

TweetDeck is a great tool to manage your social media accounts (Facebook, Twitter, LinkedIn, etc.) all in one place. This service allows you to set up your account (it's free!) so each account's activity shows in your dashboard. It's a great way to stay on top of your social presence across all platforms and allows you the ease to post to multiple accounts at once. There is even a scheduling option so you can push out messages at a later date.You can download a desktop version (this is what I use) or they also have apps for iPhone, iPod Touch, iPad, and Android.

My creativity comes in bursts at times. The scheduling tool allows me to put several thoughts together at once, but to schedule them to 'drip' out to my customers in a more digestable way. You could also use this tool for scheduling updates while you're on vacation. You can do a week all at once and schedule it to post daily. What a great organizational tool!

Ideas for social media updates
Scheduling updates is a great way to get in the habit of creating content regularly. You know more about your business than anyone else. Here's some quick idea-generating thoughts for you to develop into content for your customers/visitors.

• Share some of your knowledge. It might be familiar and seemingly unimportant to you, but it could be just what they want to know.
• Think of things you find valuable and see if you can share this with them in a creative way that helps them 'do life' better.
• Life is busy. Can you make it easier?
• What can you do to deliver more than is expected? 
• Don't be afraid to share personal tidbits about yourself. After all, business is really about relationships. We buy from people not businesses.

Did you notice I never gave you any ideas about promoting sales or special offers? While this can be a valuable space to share your next sale or coupon, these social areas are more about building relationships instead of selling.

Think about this - if you always have a sale or special offer, you condition your customers to NEVER buy anything at retail price! Essentially, you dilute your retail price and people feel no sense of urgency to buy something until it goes on sale or until they can get it cheaper at a later date. Therefore, the appeal of a "sale" or "coupon" has little meaning if it's come to be expected.

How are you using social media? Have you done something with success you can share? Please tell me by leaving a comment below...it may just spark a good idea for someone else!

Keeping it real for local small businesses,
Paula

Minnesota Mentors: Help for small businesses | kare11.com

Sharing this article and quick video with you from KARE11 @ 4:00 PM. It aired Wednesday, January 19 @ 4PM.

You may recognize who Pat Evans is interviewing. It's Scott Taylor, professor of small business management at MnSCU’s South Central College in Mankato and an instructor in the new Small Business Management Core webinar series. Scott was in New Prague last fall to present a marketing seminar for small businesses that was held at City Hall and sponsored by The New Prague Chamber.

Here's the link to the clip on KARE11:
Minnesota Mentors: Help for small businesses | Minneapolis and St. Paul, MN | kare11.com

And this is the link to the Minnesota Mentors Web site where you'll find useful and valuable small business information from Scott and his colleagues. Check it out today!
http://www.sbmprogram.com/

Ciao for now, Paula

75% Doing, 25% Learning

I try to apply this principle to my business because it's awfully easy for me to get caught up in all the 'new' things I can learn, and never apply them or put them into action!

I take one day out of each week and I've deemed it my Business Development Day. I set all other things aside and I focus on learning something I need to know to move forward. Then during the other days, in addition to my other projects, I put it into action or at least I take one baby step toward my goal or the end result I want.

I don't know if you're like me, but here's what happens when I attempt to move my business to a new level: I get overwhelmed by how large the task is, suddenly all kinds of distractions get in my way, I get an uneasy feeling because I'm usually stepping out of my comfort zone, etc., etc. The result - NOTHING! It creates inaction in me and I dawdle with it forever and can't seem to get started . My Business Development day allows me to get out of my own way.

Here's something else I learned by setting this time aside. Often, I'll revisit materials/books I have, and lo and behold, I've seen things I didn't see the first time. It doesn't hurt to go back to some resources you think you may have learned all you can from. What I found is that different things jumped out at me because I'm in a different place now than I was then.

The latest epiphany from my most recent business development day - deal with or handle your business AS IT IS, not how you think it should be. OMG - light bulb moment for me. My tasks will take MUCH less effort this way! This can apply personally as well as professionally. I can't tell you how many times (as a woman and a mother and a former people-pleaser), that I approached things as I thought they should be rather than how they really were. I'm pumped about how much more productive I'm going to be. :-)

Have a great week! Paula

Traffic Tips eBook

I'm working on putting together a digital book (or 'ebook')that can be downloaded instantly to your computer and read or printed) It will have approximately 15-20 different ways to generate traffic to your Web site or business.

Not all the tips may be right for you--the idea is for you to choose a couple that will work for your business and market, then begin putting them into use.

As always, this is not a "get rich quick" tool. It's tips you choose and put into practice on a regular basis. Then as time goes by, you'll slowly build traffic to your site - and be on the forefront of your customers' minds.

I hope to have it available for purchase on or around December 1. It will be affordable for small business owners (under $50).

Stay tuned for more details in the near future.

Creating DIY Products for Web Site Promotion

Wow, has it really been 2 weeks since I added a small biz tip? Sorry for the delay!

I've been thinking about adding some do-it-yourself, downloadable products that small business owners can purchase (affordably) that will help them with their overall web presence. I need your input!

What are the top things you'd like to know how to do for your own Web site? Please add your comments and I will consider them as I develop new products.


Thanks, in advance, for your input :-)
Ciao, Paula

Smart Marketing in Recessionary Times

In a recent article in DMNews, Ashley Johnston of Experian Marketing Services talks about taking advantage of social media as part of your marketing mix and also how to spend smarter instead of spend more. It's a great follow-up to a conversation I had recently with a small group of business owners. We talked about doing the same kinds of things she discusses.

Excerpted from the June 1, 2009 issue:
"It's not a time to spend more, it's a time to spend smarter. Recessionary periods are a great time for customer engagement. Focus on tactics that increase customer loyalty and value. Some of the simplest activities don't take long to implement, require only a small investment and yield quick returns.

It's cost-effective to re-engage lost customers and current customers. By combining email marketing and Web analytics you can deliver a highly targeted message that can be adjusted as you move forward to best suit how your customers search, browse and shop. This will help engage them for the longterm.

Take advantage of the power of social media. Promoting your company through blogs, social networking sites where your customers hang out, and ratings and reviews programs are great ways to stay on their mind and keep the conversation open with them. Encourage customers to share what they like about your business and be a part of more conversations in your industry.

Don't overlook the power of really LISTENING to your customers. Make it easy for them to tell you what they want by using surveys, response cards, online forms - whatever works for your business and customers. Asking and then giving your customers what they want goes a long way in building loyalty and increasing the lifetime value of your customer.

Take time to re-evaluate your relationship with your customers. How do you interact with them? What will help you communicate more effectively? Making even the smallest adjustment will increase retention now and for the long haul through these tough economic times."

Ciao, Paula

Avoid these 9 SEO Mistakes

Take time to be sure your web pages are created so that these important things are avoided and your site will be search engine-friendly. DON'T assume your webmaster knows how to do this - there are SOME (very few) web designers that are also search engine optimization (SEO) experts. But most DO NOT design sites that are SEO-friendly. Do your own research or hire an SEO specialist to help you. You want to have control over these important parts of your site.

1. Search engine-friendly URLs
If possible, your domain name and subsequent page names (URLs) should contain keywords. This is good for your visitors and will help you rank better with the search engines.

Example of search engine-friendly URL: mysite.com/keyword-rich-page-title
Example of Dynamic URL that can't be followed or indexed: mysite.com/?p=abc123

2. Common Title Tag Mistakes

a. Same title text on all pages
Every page on your site should have a unique META title tag with your most important keywords in it. If you have the same title tags on every page you are telling the search engines that every page is about the same topic and one isn't more unique than another. Don't forget, search engines index PAGES not SITES. So make sure each page has unique content and unique META data (page META title and page META description).

b. Exceeding the 65 character limit
Don't use long titles. Search engine result pages use your title tag as the link heading. You have about 65 characters (including spaces). Any more than that will get cut off. Think of it as a headline - you only get one chance to make an impression to a person perusing lots of search engine results. Make yours count!

c. Keyword stuffing
Don't put too many keywords in the title tag. This will look like spam to the search engines. Use the most important (not more than 3) and use them in different ways if they have repetitive terms. Ex. "Search Engine Optimization for small business" and "small business SEO" - repetitive terms used in different ways. Your visitors may use either one when performing a search query.

3. Splash Pages
You've seen this mistake before…people put up a banner image and a "Click to enter" link on their main or home page. Worse yet, the "click to enter" link is embedded in a Flash object. This will make it impossible for the spiders to follow the link.

I've seen this commonly used for creative sites (like photographers). This is fine ONLY if you don't care about what a search engine knows about your site and if you don't care if you get placed in the search results. Your main or home page is most likely your highest ranking page and has the potential to get crawled frequently by search engine web spiders. No internal pages (pages beyond the "click to enter") will appear in the search engine index unless they have been properly linked so that they can be followed.

Your home page should have the keywords for your target market in the links to your other pages. All links to your other site pages should be within 1 or 2 clicks of your home page. Don't bury them too deeply or they might not be able to be followed by the spiders.

4. Don't Use Vague or Non-descript Link Anchor Text
I KNOW you've seen this and maybe you are guilty of it - using "Click here" or "Learn more" as link text. This is great if you want to be ranked highly for "Click Here"! What you want to do is tell the search engine what your page topic is by using the topic keyword in your link anchor text. It's more relevant and descriptive to use "learn more about {keyword topic}". Be careful not to use the exact same link anchor text everywhere. This can be seen as search engine spam. Instead, use variations of your keywords; it's more natural that way and the search engines are smart enough to make the relevant connection between versions of keywords.

5. Flash Menus that the spiders can't follow
Flash menus, links like fade-in or animated menus might look really cool, but they can't be seen by the search engines therefore can't be followed. Use text-based links.

6. Heavy with Graphic Images and/or Flash Content
Web spiders are text-based. They can't read text that is embedded in a graphic image or in Flash content. Don't embed your most important content and keywords in Flash or images.

7. Image Alt Attribute
Rarely do I see this being used! Always describe/name your images using the alt attribute that has a keyword in it. The alt attribute is what describes your image to a blind web user and this is the only way a search engine can 'see' images. This is an additional way for the search engine to determine the topic of your page. And it will help your images rank in the search results since images are indexed and made searchable by the major search engines.

8. Overuse of Dynamically Created Content
Some sites with many products choose to use this function because of the number of items they have to sell. But dynamically loaded content cannot be spidered or indexed by the search engines. Another disadvantage is that the URL (page address) is also dynamically created and doesn't reload. This doesn't allow the current page to be bookmarked or sent as a reference to someone.

9. Theme Design Versions in Subfolders
Don't put your design versions into sub level folders (Ex. yoursitename.com/v2, v3) and redirect to the new folder. Continually changing the main root location may cause loss of backlink counts and ranking.

Whew! That's a lot of stuff, but the more often you do it, the more naturally you'll remember it the next time you create a page or a new site.

Ciao, Paula

Email Marketing is a Powerful Tool for Building Customer Relationships

Email marketing is one of the most powerful tools at your disposal to build relationships. Don't immediately blast email subscribers with sales offers. First, build credibility and a relationship, so they feel like they know you.

First, you have to build a list. Then, drive traffic to an email signup form either in your place of business or on your web site.

Your email signup form should ask for a minimum amount of information:
o Name
o Email address
o Optional: One other qualifying question pertaining to your target market

Then, create an email or series of emails to establish your expertise, build trust and segment subscribers for appropriate offers.

3 tips for creating your emails:
1. Provide real value in messages
2. Segment your list
3. Deliver targeted, relevant offers

Provide real value in messages
(Be sure to include what to expect from the email series in the coming days/months.)

You can focus on trends and opportunities, details about your business field, educational information, inspirational messages, announcements, etc. Tell a story, give a brief history about you, or convey a customer's story which may interest your readers.
You can include a valuable resource in your emails so they aren't just hype and you’re not just trying to sell to them. Is there something you can give them free? A download? A valuable tool that pertains to your market? Be creative.

Qualify email subscribers to segment list
You can further fine tune your message to qualify subscribers based on (fill in the blank for your business). Examples: Do you need to know their regional preference? Do you need to know what budget they have to spend? What types of products or product line are they most interested in?

Here's an excellent spot for a survey! Have them answer a few questions about themselves to help you give them the right offers or information so you can send highly relevant information.

Deliver targeted, relevant offers
Based on the responses, you can create sub-lists within their main list. Use these sub-lists for targeted campaigns.

Offers to entire list
In addition to segmented mailings, you can send regular messages to your entire list. Ideas include:
o New items / offers
o Announcements / Updates
o Educational content
o Third-party offers from trusted associates/partners who have items/products that might interest your subscribers.** This can be a great opportunity to partner with like businesses by emailing your list and splitting the proceeds with the other business.

**Be very careful with this one. Only you know if your customers will be open to this type of offer.

RESULTS
If you've cultivated a list of people/customers who know you are for real and who find value in what you have to offer, a high percentage of your business can come from your email list!

Ciao for now! Paula
PaulaBonelli.com
MarketYourBizOnline.com

Ever feel like Superwoman one minute and the village idiot the next?!

Being a small business owner can be rewarding and humbling. Here are a few tips I picked up from a print publication I get at home. I thought they were worth passing along. They will have you working smarter, not working more!

Stay Informed - take time to peruse your industry's journals, print publications, forums, blogs,Twitter, etc. The better you know it and the upcoming trends, the better you'll know what your customers want. Use your street smarts when you're looking at online material...much of it is nothing but someone else's opinion. And be careful with this - it can be a HUGE time sucker; set aside a small amount of time (daily or weekly) to dedicate to this and then move on.

Feed Your Relationships - Networking with colleagues, vendors and others that are important to your business is important relationship development. Be an active participant, be giving and honest. The golden rule applies here - do unto others as you would have them do unto you.

Do Your Best and Leave The Rest - be wise about leveraging the experience of others and delegate what you can. Yes, sometimes you will wear all the hats, but at some point it really isn't going to be better for your bottom line to be scrubbing the toilets!

Put Systems in Place and Have a Backup - one of the biggest time savers is having processes for the regular things you do. If you document them well, then you have a great training tool for delegating the task to someone else. If you use your computer to run your business....have a backup offsite. That way when your computer crashes you aren't stuck.

Renew - make time for you! You are pulled in many directions. You need to take time away from your business to think clearly and let all your ideas come together. Running your business is just a means to an end. Give your brain a break from constantly thinking it. It is a great stress reliever and it will help you maintain some balance.

Ciao, Paula
MarketYourBizOnline.com
PaulaBonelli.com

Technorati Tags: small business owners, time management, business development

A better explanation of optimizing your web site (SEO)

Seth Godin does a better job than I've been doing......
He offers 2 common ways to use Search Engine Optimization (SEO).

Synopsis -

Step by step:

1. Make an incredible product, offer a remarkable service.

2. Associate a unique term or trademark with it. (Something that isn't generic, and preferably, not a crowded search term already).

3. Assuming that you do #1 and #2, you'll end up owning that word in the search engines. If you don't, revisit the first two steps.

Read the full article here so you can see the background behind these steps.

Ciao, Paula

Technorati Tags: search engine optimization, seo, website optimization, website promotion

Take a second look at your call to action

Drive consumers through your website and down your sales/conversion funnel by being clear and telling them exactly what you want them to do - your call to action.

A call to action is defined as any action which your customers take that completes your selling process. Don't be stuck in the traditional, non-specific "buy now", "add to cart" or "click here to order". Give your customers the information they need to make a better buying decision.

Combine an imperative verb with an implied benefit. Try these better alternatives:

* Buy today and get free shipping
* Save 10% now!

Look at your existing calls to action and see if there is even a call to action present. Is your call to action an image or text? Where is it on the page? Review the effectiveness of yours and make improvements right now!

There is no substitute for testing. Put aside your perceived notions about what you think your customers will do and try different combinations of text, image, placement, size, etc. All web sites are different. What will work for one business may not work for your sales process. The only way to know is to let your customers tell you. If you don't get a ton of traffic, you may have to test one version for 30 days (or more) to get enough conclusive evidence to tell you which version works better than another.

Happy testing =)
Paula

Copywriting Best Practices for your Website

You need to take steps for your users to find your website. Studies show more than 80% of Internet users begin their time online when searching for products and services. You want to increase the likelihood that your site will come up near the top of the search results.

The sophisticated algorithms of Google, Yahoo! and MSN match the best websites for each search. The search engines are looking for the content that matches the search most closely. The words you use on your web page(s) tell the search engines whether or not your page is relevant. Taking time to focus on good keywords will likely increase the traffic to your page.

Choosing Keywords/Keyword Phrases
Think about how your target audience is searching for you. What phrases would they enter into a search engine if they were trying to find a business/product like yours? Choose 3-5 keyword phrases per page that fit your business and also would likely be common phrases that people would use in a search. Here are some free keyword research tools:

-Google AdWords keyword tool
-NicheBotClassic.com
-GoodKeywords.com

Create Relevant Page Copy
It's essential to create relevant copy by spending time researching keywords and keyword phrases that match what visitors are searching for. Examples of relevant keywords and keyword phrases could include:

-Your company and/or product (ABC widgets)
-Local attributes (New Prague Minnesota widgets)
-Special attributes (Minnesota blue widgets)

In the examples above, the keywords would be relevant or "optimized" keywords or keyword phrases. Use these relevant keywords/keyword phrases in your web page copy, photo captions, links, etc.

Quick Tips About Page Text
1) Search engines place strong emphasis on the first words on your page; place keyword phrases at the beginning and in order of importance.
2) Avoid repeating them more than 3 times.
3) Be sure text is related to the overall theme of the page and organized in logical sentences or bullet points.

Other Details to Remember
1) Use text-based keyword phrases in headings. Avoid using only images/graphics as headers because search engines cannot "read" them. When posting photos or videos to your pages, add text descriptions/captions nearby that include a keyword/keyword phrase.
2) Search engines weigh link text more heavily than plain text; use keywords/keyword phrases in on-page links.

Updated features of Google's free Local Business Ads

Get the most recent updates from Google about your local business ads here.

Google has added great new functionality to your listing that allow you to learn more about your business. Starting in a few weeks, they will also be adding a new interaction report available through your account’s Report Center. The report
will help you accurately assess your return on investment with local
business ads by detailing how many users opened your info window and
clicked on each of the new interactive links. Read more here.

Let me know if you have questions and have fun using all of Google's great tools for small businesses!
--Paula

Effective Technique of Article Marketing

Article Source: http://www.ArticleBlast.com

Article marketing is a good way to get your link seen by millions of
potential customers and has been the most popular way to promote your
on-line business and increase your PR (page rank) for free. This
marketing technique is one of the most commonly discussed on the
internet today. Article marketing is becoming one of the most used ways
of advertising your site for free, it is definitely one method you
should try if you haven't already. Read more...

Rich Schefren's recent post says "Who's Been Talking About You?"

Interesting post about why it's important to know what your online reputation is, and a link to Reputation Monitor. So....who's been talking about you? Find out!

How to Get and Hold Your Web Site Visitors' Attention

This is a thought-provoking article by Rich Schefren. Although this is what we naturally do in our business each day, how do we translate it to our web sites?

Gourmet Coffee and Apple Sauce - Got Your Attention? | Strategic Profits

We Interrupt this Message...Workplace Interruptions and Distractions!

This is a great article and good reminder. It is SO easy to let ourselves become distracted by all the 'noise' around us during our work days. This is a quick read by Rich Schefren, and well worth your time!

We Interrupt this Message | Strategic Profits