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Why You Should Be Marketing to Women Online

May 11th, 2012 ::

By Rieva Lesonsky

It’s long been the stereotype that women are more “social” than men—in the offline world, they’re typically the ones who plan social events, keep family connections going and love to chat. Apparently, when it comes to the online world, women are even more social, according to a new study by Nielsen reported in The Atlantic.

Here are some of the findings:

Compared to the average online adult, women are 8 percent more likely to have a personal blog. Men are 9 percent less likely to have one.

Compared to the average online adult, women are 18 percent more likely to like or follow brands on social media sites. Men are 21 percent less likely to do so.

Compared to the average online adult, women are 6 percent more likely to have at least one social media account. Men are 7 percent less likely.

Not only are women more likely to get social online, they’re more likely to buy online. Compared to the average online adult, women were 12 percent more likely to have purchased a product they saw on TV. Men were 14 percent less likely.

What do these statistics mean for your business? If you’re marketing to women—and I sure hope you are—you need to get active where they are.

  • Reach out to women through social media accounts for your business and your brands. Create posts and content that resonates with women.
  • Find out which influential women in your industry or market have blogs of their own. Comment on them and encourage the bloggers to check out your own site or blog.
  • Don’t forget about women in business. Social media can be a powerful tool for selling BtoB to female decision-makers or women small business owners.
  • Connect your website, your print or offline marketing and your social media accounts so it’s easy for customers who see your product or service somewhere else to find you and buy from you.
  • Get active on rating and review sites, and encourage reviews from your customers. Respond to reviews in a positive manner and be part of the conversation.

By targeting women where they live today—online—you can raise your business’s profile and your sales.

Image by Flickr user Jerry Bunkers (Creative Commons)

 

 

 

 

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Posted in Branding, Business Development, Marketing, Sales Process, sales process, Small Business, small business, Social Media, social media, Uncategorized, Web Design | No Comments »

3 Unique Social Media B2B Ideas

May 8th, 2012 ::

Talking

I was so busy at this year’s SXSW, I am still catching up on what was showcased and discussed there. While I had the opportunity to meet tons of great people and learn a lot about technology for business, I missed out on one of the best B2B social media sessions.

In this article, I’ll share what I missed with you, so you can use the tips presented by the B2B social media panel in your own marketing strategy. So, whether you weren’t able to make it to SXSW this year – or like me, if you were just too busy to take it all in, you don’t have to miss out on these smart tips.

1.  Allow Website Logins with Facebook and OpenID

The panel suggested showing the connection between social and sales by using social logins with your B2B website. B2B companies can be just as social as B2C’s, but the key is to start where your customers are. Find out where your audience is hanging out, and listen to and engage them there. You can also determine who your company’s best social citizens are, and encourage and empower them to become brand evangelists for you. Encourage customers to begin connecting with you on social media by using Facebook and OpenID to browse your website.

2.  Get Employees Talking About Your Brand, Too

Companies like IBM understand that their employees must be aware they represent the company’s brand. Engaged and knowledgeable employees can be powerful brand ambassadors, even on social media. Cisco showcases real-time Twitter streams on large screens around its offices so employees can see what is being said about their company online. How can you encourage your employees to check out your brand on social media? Better yet, how can you encourage them to promote the company within their own social networks?

3.  Reward and Incentivize With Gamification

Companies like IBM and Cisco are using gamification to build leadership skills in their employees. Rewards and recognition programs can easily be gamified to keep everyone motivated and staying on track. You can even use gamification to get employees active on the company’s blog, which would help with the previously mentioned topic. Cisco employees earn badges for reading, commenting on, and sharing the company blog.

If you enjoyed these insights for using social media in your B2B marketing strategy, you can follow the panelists on Twitter for more tips:

Image courtesy of conversionpipeline.com

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Posted in Branding, Marketing, Social Media | No Comments »

Business Cards in the 21st Century: 10 Tips to Follow

April 11th, 2012 ::

There are a plethora of way that a business can attract customers, ranging from the traditional methods of advertising in the newspaper or going to trade shows to the latest and greatest Internet marketing tool such as PPC, SEO or social media. One of the most powerful, yet most ignored, weapons in your marketing arsenal is your business card. You give your business card to prospects and customers so they have your contact information. You tuck your business card inside of presentation folders, drop it in letters, and use it in a myriad of other ways to let people know who you are and what you do. Business cards are used by people in both big and small businesses and are one of the most important marketing tools you possess. And yet so many small businesses minimize the card’s usefulness.

What Are Business Cards Good for?
In an increasingly digital world, many wonder what the future of the business card is. Let me be the first to tell you that, love ’em or hate ’em, business cards are here to stay. But don’t take my word for it. In a 2011 study, over 95 percent of those surveyed said that business cards are still important to their businesses. In fact, you could argue that business cards have never been more relevant than they are right now. As businesses move to the digital arena, business cards may give you a unique advantage from a marketing standpoint. While everyone else is shouting from the rooftops about PPC, email, SEO and social media and drowning each other out, you can stand apart from the rest with a professional business card.

A nice-looking business card not only shows professionalism but can also build your level of legitimacy and credibility. Small and micro businesses rely on referrals more than any other business demographic, and business cards are an effective, inexpensive and long lasting channel for referrals and networking. As it has for many other products, the Internet has made business cards more accessible and less expensive than they were 10 years ago. They’re easier to design, purchase and hand out than ever.

Considerations and Benefits
Business cards help form a customer’s first impression of you. Using business cards gives an image of professionalism and shows that you take pride in your work, both of which are vital qualities for the customers of many small businesses. And if you include your business card with every product that you sell or to invoice that you send out to customers, you have an extremely powerful and long-lasting marketing and networking tool. Why? I can tell you in one word: longevity. Brochures and direct mail likely end up in the trash within a couple of weeks. (Even so, both methods still have a longer life than an email campaign whose average longevity is about a week before it’s deleted.) Promotional products can make a wonderful impression, but most of them will probably end up as a toy for someone’s kid. But the business card I give you today may stay with you for 10 years, and you will be reminded of that first impression every time you flip by it in your Rolodex or business card portfolio.

Business cards are also about image. I know many small ecommerce merchants who run their business out of their basements, yet they do phenomenal business due to the professionalism of the business cards that they distribute. A professional image builds credibility in the minds of the customer and can make all the difference in generating a sale or not.

Businesspeople who carry and distribute a stack of cheap, do-it-yourself, print-at-home, templated business cards wherever they go are doing themselves and their business a great disservice. Those cards are not likely to ignite or even support a great first impression in any way. And because of the longevity of a business card, the evidence of that failed opportunity may stick in your prospect’s files for years to come. Don’t think it doesn’t matter or that people don’t notice. People judge you on appearances, and your marketing materials play as much a role as your attire and demeanor. There are many top-notch printing companies out there  that can give you a completely customizable business card design. I recommend  you do it right and let the professionals do it for you.

Also remember that no matter how much you spend on your business cards, they will probably still be the cheapest and most effective piece of marketing collateral that you will ever buy. You get what you pay for, and saving $50, $100 or even $250 on business cards isn’t worth it when you consider what it could cost you in business in the long run.

Business cards can be an effective and long-living form of marketing that improves the legitimacy of your company and keeps it in the mind of the customer longer, especially if the card stands out. The design of the card quickly communicates what your company is about, and piques the interest of people who see it. Not only will they keep the card, which increases the likelihood of a future purchase and improves branding, but they are also likely to share it with others, which greatly extends your reach. Many businesses include two business cards in every package they send out strictly for this purpose: The customer gets to keep one and can distribute the other if necessary.

Maximizing the Effectiveness of  Your Business Cards

1. Include the Right Information: The information you put on your business card will  depend on you and your business. The average card includes your name, position or occupation, company or business, company address, your work phone number, mobile phone number and email address. However, you do not need to put each of these on your card. It really depends on your business. Make sure your website address is included regardless. When no website is listed on a business card, it communicates one of two things: Either you have a website and were not forward-thinking enough to put it on your business card, or you don’t have a website, which raises serious legitimacy issues.
2. A Picture Is Worth a Thousand Words: It is highly recommended that you put a picture or image on your business card. Studies have shown that people are more likely to keep a business card with a photo on it. It could be your picture (make sure it’s a professional image), a picture of your product or a combination of both. Picture cards get attention!
3. Consistent Branding: Make sure your business card has a look and feel that tells potential clients who you are and what you do. Ask friends to look it over for an outside opinion. Also, don’t forget about the aesthetics (colors, font choices, etc.) of your card. It is very important to ensure that there is consistency between your site’s branding and your card. Many small businesses forget this simple rule and select a business card simply because it “looked cool.” If your business card does not match your website and other collateral, then roll up your sleeves and make them match. Mismatched aesthetics can lead customers to believe they are at the wrong site and do not create the type of first impression one should strive for. Make them match and reap the rewards.
4. Taglines Are Remembered: Multiple psychological studies have shown that people remember a tagline before a company name. A tagline is a one-sentence benefit statement and can prove extremely valuable for your business. Their value builds for years, and over time, a good tagline can be your best and least expensive form of advertising. Make sure you include it on your business card.
5. Material Matters: Flimsy business cards do not impress prospective customers. It shows poor quality, and a low-quality business card creates an impression of low-quality service. Spend the extra pennies to get thicker card stock–it’s worth it.
6. Don’t Be Stingy. If you are not going through a few hundred business cards a year, you probably are not using every opportunity to market yourself and your business. Printing a few hundred business cards has never been easier. Order lots of cards, and give them all away. The more you hand out, the more opportunities you have to grow your business.
7. Stand Out From the Pack: Yes, your business card may very well wind up stuffed in a desk drawer with a stack of other business cards. This is why it needs to stand out in a crowd.  This is perhaps your greatest challenge when designing a business card, and it is why I prefer to let the experts do it. With so many amazing design options available today, there is no reason why you should be giving out a standard white business card.
8. It’s All About the Plan: The greatest cost associated with business cards is the initial setup and printing. But the best business card in the world is useless if it’s sitting in a box with 1,000 others like it. Devise a plan for how you will distribute your cards. You have plenty of opportunities. Take them to trade shows, tuck them inside of presentation folders, drop them in letters, and include them in packages and billing information to customers. You have a powerful tool at your disposal. Use it!
9. More Is Less: Think of your own reading habits. A business card holds your attention for mere seconds. Not only does your information need to be presented to the reader in a clear and concise matter, but you’d better make sure all of the information can be read and comprehended on the first pass.
10. Let the Experts Do It: Your business card should represent the perfect image of your company. A design that does not reflect what you do could have a negative impact on your business sales. That’s why I strongly believe designing your own business card design is not the right way to go. Leave the designing to the professionals, and use your time doing what you do best … selling your product or service!

Image courtesy Solid Cactus


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Posted in Branding, Business Development, Marketing, Sales Process, sales process, Small Business, small business | 8 Comments »

Are You Using QR Codes in Your Advertising?

February 10th, 2012 ::

By Rieva Lesonsky

What’s the deal with QR codes? The little black-and-white codes that users scan with smartphones to visit a Web page have been alternately praised and criticized by marketing experts in the past year. But one thing is for sure: QR codes are rapidly becoming ubiquitous in magazine advertising.

A survey by mobile marketing company Nellymoser of the top 100 U.S. magazines (based on circulation) found that the number of QR codes used in both advertisements and editorial content surged in 2011–from 352 uses in the first quarter issues to 1,899 in the fourth quarter.

The percentage of pages with codes climbed steadily, from 3.55 percent in March to 8.36 percent in December. And the average number of codes per issues rose from 2.3 in the first quarter to 6.5 by the fourth.

The bulk of QR codes in magazines were advertisement-based. The number of QR codes in ads outweighed those in editorial content by a ratio of 25:1 by September 2011.

So what are advertisers doing with their codes? When QR codes first came out, most companies were using them to drive customers to their websites. That has since been found to be less than effective. As social media use has increased, along with mobile phone and tablet use, the way QR codes are being used has changed, too. Today, most QR campaigns link to product demonstrations, social media tools, contests or sweepstakes, and m-commerce.

Here are some popular uses for QR codes:

  • 54 percent feature video to demonstrate products, provide a glimpse behind-the-scenes or explain how to do something.
  • 30 percent were used for list-building (i.e. capturing consumer information).
  • 23 percent allow users to share a video or product information with social media tools such as Facebook and Twitter.
  • 19 percent link to an e-commerce store.

The biggest users of QR codes, both in magazines and in retail store displays or windows, are beauty, home, fashion and electronics companies. QR codes are also predominantly targeting women; the top 10 magazines on the list, which accounted for 28 percent of all codes in 2011, primarily targeted women.

The way advertisers explain QR codes is also changing. In the second quarter of 2011, almost half of the codes had instructions for downloading a QR code reader. By the end of 2011, just 23 percent did—indicating that users are becoming comfortable with the technology and don’t need it explained to them anymore. Instead, by the end of 2011, 70 percent of codes were accompanied by information that explained what would happen when users scanned the code. Nellymoser says this type of call to action is a “best practice” for using QR codes.

Image by Flickr user Orangeadnan (Creative Commons)

 

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Posted in Branding, Marketing, sales process, Small Business, small business, Technology, Uncategorized | No Comments »

When It Comes to Mobile Shopping, Businesses Fall Short of Customers’ Expectations

February 6th, 2012 ::

By Rieva Lesonsky

It’s no secret that mobile shopping is hot, hot, hot. In fact, eMarketer estimates there will be 72.8 million mobile shoppers in the U.S. this year, of whom 94.3 percent will use a smartphone to research products and browse the Web. More than half (53 percent) of those users will make purchases on their phones, pushing m-commerce (mobile commerce) sales to $11.6 billion overall for 2012.

M-commerce is still a small part of the retail pie, but it’s growing in importance. Unfortunately, though more users are turning to smartphones to access retail brands, they’re often disappointed in the functionality they find from retailers’ mobile offerings.

December 2011 research by L2 Think Tank cited by eMarketer surveyed beauty/skincare, fashion, hospitality, retail and watch/jewelry brands about their activities online and found that, when it comes to mobile, these companies are falling far short of what customers expect.

The most popular feature for retailers to offer on their mobile sites was ecommerce capability (67 percent) and store locator features (67 percent). When it came to other tools that users might expect to find on retailers’ mobile sites, however, the numbers declined significantly.

Just 44 percent offered mobile product search—which could be a key competitive feature when consumers are out and about looking for a particular product. And only 23 percent of companies had video on their mobile sites, compared to 82 percent who offered video on their regular websites.

Retailers aren’t doing much better when it comes to mobile optimization of email. Although 78 percent of the companies surveyed were using email marketing, the majority (53 percent) sent emails with links to their standard website, which might not be mobile-friendly. Only 24 percent sent users an email message that was optimized for mobile viewing, and even fewer used mobile-friendly links (such as links to mobile apps or mobile-optimized websites).

Although eMarketer doesn’t specify, I’m assuming this survey focused on big-name retail brands. If even these companies aren’t yet taking advantage of the mobile market, the situation for small businesses is probably even worse. But that doesn’t give you an excuse. In fact, it should spark your competitive energies. If big companies are ignoring the mobile niche, you’ve got a chance to gain ground. So if you’re not taking steps to capture these customers, what are you waiting for?

Image by Flickr user rayand (Creative Commons)

 

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Posted in Branding, Email Marketing, Marketing, sales process, Small Business, small business, Technology, Web Design | 2 Comments »

Cyber Monday and SEO: The Pumpkin Pie and Ice Cream of Online Shopping

December 23rd, 2011 ::

By Joseph Baker

Pumpkin pie is generally a special holiday treat. The pie on its own is pretty good, maybe even great, but to really stand out as a stellar treat, something more needs to be added to the mix. Enter vanilla ice cream. The combination of the two is unstoppable. Websites offering holiday shopping deals and search engine optimization (SEO) have a similar relationship—with SEO being the “ice cream” that makes some websites stand out.

Cyber Monday, the most popular online shopping day of the year, may be over, but there is still profit to be had in the online shopping arena. With this year’s Cyber Monday sales up 26 percent over last year, according to USA Today, there is clearly plenty of interest in online shopping. How can your retail website stand out from the crowd? With SEO.

Search engines are the road maps of the Internet; if a site doesn’t show up prominently on them, most people won’t know they exist. SEO helps raise sites in search results and engages site current visitors while positioning them directly into your company’s conversion funnel. What are the keys to SEO?

First is branding. If your company’s website is the pie, branding is the scent that wafts through the kitchen, letting people know exactly what kind of pie it is without being overly aggressive. Building your company’s brand should be your foremost concern. Consumers become attached to brands, engendering loyalty and respect. If your company doesn’t display a coherent brand identity throughout its interactions with consumers, many will be confused or frustrated due to an inability to quickly perceive exactly what your business is all about.

Whether your marketing approach includes email newsletters, blog or printable coupons, all of it should offer a single, cohesive brand experience, including logos, color schemes, layouts and voice. Providing a unified experience cements your company in a consumer’s mind, making them more likely to recognize–and therefore purchase from–your business in the future.

But to stand out from the crowd, you need more than a unified branding experience. The second component of success is a blog. Blogs provide a place to establish yourself as a leader in your field, someone who knows what they’re talking about and wants to freely share their knowledge and expertise. Furthermore, it gives you a place to provide deep, rich content, the kind that search engines like Google love. If your content is good enough and you build a following, you’ll be linked by other websites, increasing your site’s overall standing with search engines. Though it’s too late in the season to start a blog and fill it with enough content to provide much benefit this year, a blog is something that will aid you and your business year round.

Last, but not least, your business should use branded keywords to spread knowledge of your products and services. Branded keywords are, essentially, including a brand name in a keyword phrase. Generally you’ll include your own brand, though if you sell name-brand products, you’ll also want to include those. Keyword branding can make a major difference in search engine referrals. Targeting specific brands with keywords will show the major search engines that your company has a legitimate connection with the brands, helping your site gain credibility and start climbing in rankings. Make branded keywords even more useful by creating a business blog, then using those branded keywords within a blog that informs readers and directs them to the products or services they desire. This not only provides value to readers but also creates the deep content that Google now looks for.

Every online retailer needs to use some form of SEO to ensure they’re featured prominently in search results. This goes double for the holiday shopping season. With the basic SEO tweaks described above, any online retailer can target special events, thus ensuring the maximum return on their investment.

Joseph Baker has worked in the business world for over 15 years, specifically in management.  He has led development and management teams, and implemented budget reductions both professionally and as an independent contractor.  In his many years of experience within the business world, from acclimating corporate America to social marketing trends to developing marketing/management strategies for small business.  In addition, he has led strategic planning and systems of implementation for nine organizations, both public and private, and worked extensively with small businesses. Visit his blog at www.professionalintern.com.

Image by Flickr user The Culinary Geek (Creative Commons)

 

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Posted in Branding, Marketing, Search Marketing, Small Business, small business | 1 Comment »

Sharpen and Polish Your Brand in 2012 #12SMBTips

December 21st, 2011 ::
This entry is part 7 of 12 in the series 12 Ways to Makeover Your Business in 2012

 

Jay Ehret, Dean of Marketing Know-How, The Marketing Spot (@jayehret)

 

What should your top marketing priority be in 2012? Distinguishing your brand. In a sea of businesses with the same offerings and services, a powerful brand will help cut through the clutter. Jay Ehret, the Dean of Marketing Know-How at The Marketing Spot, gives his tips for sharpening and polishing your brand in 2012.

 About Jay Ehret: Jay serves as Dean of Marketing Know-How at The Marketing Spot, a marketing education and resource center for entrepreneurs and small business owners. He celebrates the entrepreneurial spirit at The Marketing Spot and it is his mission to give power to local small business owners through knowledge of the great business equalizer: Marketing. For more from The Marketing Spot, check out the blog and learning resources.

Special Offer from Network Solutions: Ring in the New Year for your small business with a new domain name. This month only, purchase a domain name for $1.99, the lowest price of the year. This offer expires December 31. Visit this special offer site to redeem. Terms, conditions and limitations to this offer apply. Happy Holidays!

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3 Tips on Creating Effective Infographics

November 1st, 2011 ::

Infographics

Infographics are a great way to not only quickly explain a complicated idea or huge amount of information, but also grab your readers’ attention and engage them in a topic that might be dry or overly complex.

Easier said than done.  An effective infographic must be created with a purpose in mind.  You don’t want to end up with just a pretty picture – it really needs to help explain the information you are presenting. An infographic that is both engaging and useful combines visual interest, theme, detail, meaning and action—all in a single glance.

Use the following three tips to ensure that your infographics pop.

1. Make it fit.

You could squeeze an entire year’s worth of information into an infographic, but if you don’t take the time to fit the color and theme into your already-established company graphics, it might be a wasted effort.

Incorporate the colors and design you use in your branding – from your company logo to your website – as well as the typography and font. Taking time to give the function a little form will give your infographic an engaging and cumulative effect that adds to your presentation and enhances your brand.

2. Don’t rely on images.

In a well-designed infographic, an effective and modern image is almost a given. But if you stop there and fail to deliver detail and meaning to your image, the results will be less than stellar. The reason images are so powerful – and need a lot of attention in an infographic – is because they convey layers of meaning in an instant.

In an infographic, though, you are including a numerical quality with the visual, so make sure you choose information that is meaningful and relevant to your company and its goals.

3. Plan for action.

The worst thing an infographic can do is simply be a colorful repeat of information that can be easily accessed elsewhere. Give it a purpose by making sure your infographic will inspire action – does it teach something to the viewer? Does it compare data? Reveal new information?

By covering your bases with these three approaches, you will create an infographic that is informative, engaging, and visually appealing – all characteristics of a dream product. Distribute your infographic on your social networks, and your brand, audience and sales funnel will thank you!

Image courtesy of creative design agency Arrae

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Posted in Branding, Marketing | 1 Comment »

What Makes Users Click (or Not Click) on Your Online Ads?

October 13th, 2011 ::

By Karen Axelton

Your small business’s online advertising may be getting more results than you think—even if users are not directly clicking on your ads. New research from CrowdScience showed more than half of Internet users worldwide had clicked on an online advertisement in the past six months. And even if they didn’t click, more than three-fourths of users in the 25-54 age group had taken other actions, such as visiting the business’s website or doing online research about the company or product.

CrowdScience found some interesting results as to what age groups were most likely to click on ads. Surprisingly, older Internet users (age 55 and up) were the most likely to click on an ad; by comparison, just 58 percent of Internet users in the youngest age group surveyed (15 to 24) had clicked on an ad. College graduates (71 percent) are more likely than those with a high school education or less (59 percent) to have clicked on an ad in the past six months.

What made customers click on ads? Most often, it was because the ad either showed a product they were already interested in (39 percent) or sparked their interest in a product they hadn’t previously considered (39 percent).

What kept customers from clicking on ads? The reasons varied depending on age and gender, but in general, the top two reasons were that the ad wasn’t relevant or that they didn’t trust it.

Surprisingly, users aged 25 to 44 were the least trusting age group. Nearly one-fifth (18 percent) didn’t trust online ads in general; nearly one-quarter (24 percent) were worried about getting a computer virus from clicking on ads. Another reason younger users and men gave for not clicking on ads was that they didn’t want to navigate away from their current page.

Both users ages 25 to 44 and users ages 44 to 54 were significantly more likely to mistrust ads than those ages 55 and up. Most consumers 55 years and older did not click on ads predominantly for fear of viruses, spam or for lack of desire to navigate off their current page.

Both the oldest and youngest user groups were significantly more likely to say that they didn’t notice online ads. In particular, a whopping 28 percent of consumers ages 15 to 24 said they didn’t notice the ads, suggesting this age group is desensitized to online advertising.

If you think online advertising makes sense primarily for younger age groups, this study should give you something to think about. And even if your ads don’t make users click, they could have other influences that move customers along the buying cycle.

Image Courtesy: Karen Axelton

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Posted in Branding, Marketing, sales process, Small Business, small business, Technology | 3 Comments »

Small Biz Resource Tip: MOO

August 15th, 2011 ::

MOO

Don’t be fooled by the rapid race to put everything online. The printed word or picture can still make a lasting impression on the receiver, especially when it comes to your business’s marketing image. Business cards, postcards, stickers and labels—they all reflect the personality of your business, so you want to make sure you’re putting your best face forward. MOO.com can help you stand out from the crowd. You can upload your own images or artwork to the site, or use their online templates and tools to crop or position or customize your product. Even create a pack of business cards with varying designs!

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Posted in Branding, Marketing, Resources, Small Business, small business, Uncategorized | 2 Comments »

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