5 Content Strategies for Small Business

I use these strategies in my business and consider it one of my work smarter, not harder processes that, as a small business and solopreneur, I must utilize to optimize efficiency.

It may take a bit of time up front, but in the long run it's a time-saver. Good habits and discipline go a long way. See if this might help you too.

1. Plan content ahead of time
If you have a seasonal business, this should be relatively easy since different times of the year warrant different promotions. But it works even if seasonality isn't a factor.

Brainstorm a dozen or so titles/ideas and then go back and add bullet points to expand your thoughts. Write them in the appropriate month/day on a calendar to keep yourself on track.

Here are some ways to dig up ideas for do-ahead content:

• Look through your analytics or Web site traffic tracking program. See if you can get some ideas by seeing what pages people are looking at, where they came from geographically, or what keywords they plugged into a search engine to find you.
• See if there is any current news that might be relevant to your business that will help you connect with your customers.
• Peruse the forums, blogs, Twitter or Facebook for chatter and conversations that relate to your business.
• If you have a bunch of content already produced, repurpose it to make it fresh, and reuse it. Think customer service issues, frequently asked questions, information you received at a conference/seminar, or read recently in a book or trade journal.

That way you won't be staring at a blank screen or blank paper trying to come up with new ideas.
 
2. Create brief content that is attention-grabbing
Visitors to Web pages often stay less than 1 minute. They are doing a quick scan of your content. Try giving it to them in easily consumed

• short bullet points 
• small paragraphs 
• formatted text -- font changes, bold text and/or italics. 

If more details are needed, link them from the short bullet point to another page, so they can read more if desired.

3. Optimize your content for the SE's
Use your industry keywords/key phrases in your file names, headings, links, images, META data, and naturally throughout your content. This makes it easy for the search engines to determine what it's about so it can be properly indexed.


4. Create links to your content
The search engines like to see back links to your content. Do this by

• leaving or responding to messages in forums, blog posts or other related industry sites. But don't be spammy just for the sake of a link. Be sure you have something relevant to say!

Other ways to create back links to your site or blog:

• List your site or blog URLs (domain names) in your Google profile, Merchant Circle, Yellow Pages accounts or any other place where you maintain a business listing.
• Look for opportunities in your new content to link to something you've already created.

5. Go social with your content

• Promote your content through all your social media accounts -- Facebook, Twitter, LinkedIn, etc.
• Post your content in any groups or forums you participate in.
• Use social sharing plugins/toolbars so others can spread your content for you.

Ciao for now, Paula


I adapted this post for my small business audience. I read the main article at Mashable. The original content appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.

3 Steps to Brand/Rebrand Your Company

1. Why brand or why does my brand need an update? Whether you're branding a new business or rebranding your existing business, ask yourself these questions to help you fully understand your purpose for doing so:

*What prompted me to update my brand?
*Am I going through a transition like a merger or growth?
*Am I introducing a new product or service? 

It's imperative to conduct research with your customers, competitors, and marketplace to help define your strategy and build a story that will resonate -- and differentiate you -- with your target customer.

*What do I want this company to be?
*Why should people do business with me/us?
*What's my value proposition? (What differentiates me from my competitors?)
*Who are my customers?

Keep this down to one page to simplify the process and make it as straightforward as possible. When your strategy and story are crystal clear, developing a brand name and identity will be easier than you think. The right choice will present itself if your decision is built on a smart, solid strategy.

2. Design the customer experience Stating your claim and lip service doesn't cut it -- customers need to experience your brand. Review all customer touch points; the space where you interact with customers. Review your sales processes and even your product or service design. Make sure all your touch points are aligned and designed to tell your brand's story. Develop processes for you and your team to assure that your message is consistent.

If you have employees, be sure they are on board making sure they understand and believe in your brand. Train them so the right customer experience actually occurs.

3. Start spreading the news
Now it's time to go public. Do what is right for your business' strategy and goals - advertising, public relations, target marketing, special events, social networking, etc. Review your brand strategy to determine what's the best fit to reach your target customer -- and get them to take action.

Be sure to track your success for each campaign so you know what worked and listen to what your customers are telling you to further define and refine your brand.

Related posts:
Someone Has Visited Your Web Site Once, What About Again?
Market Your Biz Online: Local is Key Area of Focus for Search Engines
Step by step process to create a viral marketing strategy


This content was adapted by me for local small business for this article post. 
Original content created by Molly Rice, Spyglass Creative, in a May article for iMediaConnection.com. Read the full article here.

Overstock Offers $1 Million Dollars

Overstock.com is offering $1 million dollars to anyone who can create a better algorithm for recommending products to their shoppers.

Following Netflix's offering in 2009 that offered $1 million for a better method for predicting which movies subscribers would like, Overstock is offering the same to any researcher, or team of researchers, who can develop an algorithm that can produce a 10% increase in sales.

Wow - that's no chump change! If that weren't enough, if the team works for a university, Overstock will donate an additional $25K to the university. Now that's tapping into the masses for a better solution.

Imagine if we could apply the same principle to solving some of the government's problems? Open up problem-solving and solicit solutions from the general population and we'd come up with some radical changes.

Please forward this to anyone you know that might have the knowledge to work on this project. Full details here.

Ciao for now, Paula

Text by Paula Bonelli based on an article in Internet Retailer Magazine, June issue.

Easier Online Advertising?

There may soon be an easier way for small businesses to advertise online. If you have an account and local business listing at Merchant Circle, look for a less complicated way to locally target your customers using a cost-per-lead and cost-per-click advertising model.

Merchant Circle will be merging with Rely Inc., a marketplace focused on local web advertising. The combined company will provide a practical and scalable solution for small, local businesses to market their services and products. Look for the deal to be finalized in the third quarter of this year.

If you've been frustrated by the complexity, effectiveness and cost of the major search engine's advertising models, maybe this will be the answer for you. Merchant Circle will surely be contacting it's current customers when this is available. If you don't already have a listing (basic is free), sign up now.

Founded in 2005, MerchantCircle serves 1.6 million merchants, Reply says. Ben T. Smith IV, MerchantCircle’s founder and CEO, will become president of Reply Media and report to Zamani.
 
Information adapted from the May 26, 2011 Internet Retailer article,Web advertising firm Reply buys MerchantCircle in a $60 million deal.

2011 Top eCommerce Trends

If you sell online or are thinking about it, check out these top eCommerce trends from Americaneagle.com

1. One Page Checkout
   Streamline your online checkout experience  - it's one of the best ways to improve online sales. While many e-commerce websites still employ a multiple-page checkout system, a simplified one page checkout system reduces the number of steps needed to checkout and can dramatically improve conversion rates. 
2. Mobile & M-commerce
   Mobile has taken off this year and will only continue to grow, especially for online retailers. Companies are finding great success with their m-commerce storefronts by taking advantage of some of the leading mobile technologies. If mobile is not something you have looked to, now is the time to develop your mobile strategy. 
3. Intelligent Search
   Online shoppers can become easily frustrated and leave your site if they are unable to find what they are looking for. Intelligent Search is a great tool which instantly queries your entire site, allowing your customers to quickly and easily locate products. See Google Custom Search, a free custom search engine you can add to your site with the help of your Webmaster.
4. Video
   Online video has been growing steadily over the last several years. Video is a staple on many e-commerce websites. Examples of how to use video on your site  - to introduce your company, for product demonstrations and to boost your brand.
5. Customer Loyalty Programs
   One of the biggest challenges an online retailer may have is keeping a loyal customer base. By developing a strategic customer loyalty program you can encourage first-time customers to become repeat customers.
6. Personalization
   By personalizing your website to each individual visitor or to segments of visitors, you are ensuring they see content that best suits their needs or wants. Take advantage of personalization by displaying items similar to those your customers have viewed or purchased in the past (think Amazon). This tactic will enhance the customer experience on your site and help grow sales.
7. Social Media Integration
   Social media has been a growing trend for several years. In 2011, we have seen many retailers leveraging social media sites like Facebook to not only grow awareness, but also to implement social shopping tools.
8. Interactive Solutions
   Customers visiting an e-commerce website are often discouraged if they cannot find what they are looking for in a timely manner. Interactive solutions, such as live chat, enable you to instantly engage with a site visitor and get their questions answered immediately so they can complete a purchase.  
9. E-commerce Blogs
   Many online retailers have discovered that blogging can be a very successful marketing tactic to help increase customer loyalty.

How many of these are you doing? What is working for your business? Share your comments below.

Ciao for now, Paula

Content adapted from a whitepaper developed by Americaneagle.com, a leader in website design, development, hosting, and marketing. Americaneagle.com has developed over 5,000 Web projects for online retailers and wholesalers.