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How Your Business Can Profit From Retail Showrooming

May 21st, 2012 ::

By Rieva Lesonsky

The proliferation of mobile devices—and shopping or price comparison apps to use on them—has retailers worried that consumers are using their stores as “showrooms” to check out merchandise, then go online on their phones or tablets to find the same product cheaper elsewhere. But a new study from Wave Collapse, reported in MediaPost, suggests that worry about showrooming may be overblown.

The study found that people who use shopping apps in-store to research products or compare prices aren’t necessarily more likely to go online to buy—they’re simply more avid shoppers in general, across all channels. In fact, 93 percent of those who used apps in stores also reported buying something at a physical retail store in the last week, compared to 84 percent of people who didn’t use shopping apps in stores.

While the research may ease your fears that people are standing in your store, checking out your products and then buying the same thing on Amazon for less, the news still doesn’t mean you can relax. Wave Collapse found that many people who use smartphones in-store aren’t looking for the same products online—they’re seeing if they’re available at other, nearby physical stores. In other words, they’re doing what they’ve always done—comparison shopping—but they can just do it faster now.

Wave Collapse’s data also shows that smartphone shoppers are desirable customers who aren’t limited to mobile purchasing. Some one-fourth of smartphone owners report buying a product on their mobile devices in the past week, 60 percent report buying something online, and 87 percent report buying something in a physical location.

It boils down to this: Mobile shoppers are power shoppers, whether online, on the phone or in the store. So if you see a customer whipping out a phone in your shop, don’t get grumpy. Get over and offer to help them by:

  • Providing more information about the product
  • Offering additional help such as setup or delivery
  • Explaining extras such as warranties and other offerings that might set you apart from the competition
  • Offering to find or order the product for them in a different size, color or style

Recognize mobile shoppers as power customers, and treat them accordingly.

Image by Flickr user whiteafrican (Creative Commons)

 

 

 

 

 

Measure What You Care About in Your Marketing Efforts

May 17th, 2012 ::

You learn throughout your life except for a short break in school, said George Bernard Shaw. This struck me as so true as I was sitting in the  patient’s chair of Dr. Alan Glazier, CEO of Shady Grove Eye & Vision @eyeinfo on Twitter). Dr. Glazier’s Twitter efforts have won him awards from the NVTC ( Northern Virginia Technology Council). Discussing social media with him is not new. In his book Searchial Marketing: How Social Media Drives Search Optimization in Web 3.0 he credits our conversations as the inspiration for his social media efforts.

I know Dr.Glazier is very efficient and I was curious about  what methods and technology he deploys and how he measures the results. In in his view, a very planned structure and strategy is important to prioritize which online tools to use and how much time to spend on them. Dr. Glazier’s strategy:

  • Search Engines:
    • As consumers’ usage of search to find  businesses increased, he moved his marketing budget from offline efforts to online.
    • Focus on where the business appears on search results.
  • Social Media: His social media efforts are focused on
    • Helping his business appear in search results for extremely local search terms
    • Connecting with customers
    • Learning and conversing with the community
    • Creating word of mouth for the business
  • Employ good-quality personnel even if it is expensive
    • Dr. Glazier’s business is not only dependent on providing great quality eye care but also on ensuring satisfied patients, beginning with the front office systems. His human resource costs are higher than the norm in the industry but he attributes the growth of his business to his employees.
  • Measure:
    • How many existing customers have come back
    • How many new customers you got and how many referrals you get

Over the past couple of years, Dr. Glazier found existing customer retention rates were leveling off  and new customer growth was slow–untll he started using social media. Along with the results of new patient growth, Dr. Glazier also saw another benefit:  thought leadership. As his peers have not started using these tools, he is often asked to speak at conferences on marketing in the new media. He was also interviewed by Small Biz Trends radio a few months ago.

How are you measuring your success of your marketing efforts? What new media has worked for you?

Image by Flickr user jamiesrabbit (Creative Commons)

FollowUp.cc: Email Reminder Solution: Small Business Resource

May 16th, 2012 ::

FollowUp.cc

If you’ve ever sent an email hoping you’ll remember to follow up (and who hasn’t?), FollowUp.cc can change your email life forever. When you send an email to a client, employee or whoever, you can set an email reminder for any time period. If you enter into the CC box: 4days@followup.cc, both you and the person you emailed will get a reminder email (if they haven’t responded) in four days. If you’d prefer for only you to get the reminder, you simply BCC the same address: 4days@followup.cc. To keep track of what reminders are coming up, you can integrate FollowUp with iCal and get RSS feeds of your upcoming reminders.

PDF to Word: PDF to Microsoft Word Converter: Small Business Resource

May 15th, 2012 ::

PDF to Word

With all the documents flying back and forth among you, your clients and your staff, it’s easy to come across a PDF (or two) you need to edit—and quickly! PDF to Word can convert any PDF into an editable Word document in the format of your choice. You can control the layout, the images and the header, and even use the font of your choosing. Convert one file at a time or a whole batch. Plus, the conversion happens on your desktop and not on a third-party site, so you enjoy greater security. Download the free trial version to try it out.

How to Hold Effective Online Meetings

May 15th, 2012 ::

By Thursday Bram

Being able to hold a meeting when the attendees are scattered all over the globe has changed the face of business. You can take on international clients or choose manufacturers in other countries with relative ease. You don’t even need to calculate the long-distance charges anymore: with cloud-based software, holding a meeting, even when you need to share large files, can be free.

But there are certain steps that you need to take to make sure that you have just as useful a meeting online as you would have if you were talking to the meeting attendees face to face. Cloud-based applications continue to evolve, as do the ways we use them, so you need to make sure that you’re up to date.

  1. Test your technical solutions: Technology is wonderful and offers us a lot of easy solutions for holding meetings online — but it doesn’t always perform perfectly. Test the tools you plan to use in advance, preferably with a similar load to what you expect during your meeting. You may not need to conduct tests after you’ve ran a few meetings with a particular piece of technology, but keep an alternative ready, just in case a particular site goes down.
  2. Write out directions for joining the meeting: If your tool of choice does not offer a step-by-step guide to joining a meeting that you can point attendees to, you need to create one of your own. There are a few exceptions: if you choose a solution that just requires attendees to open an app on their tablet or computer and then click the appropriate meeting, you may not need such detailed instructions. But the easier you can make it for attendees to join the meeting , the more likely you are to see things go off without a hitch. Your directions should also include other crucial details, like what time zone the meeting date is set in.
  3. Keep your data under control: One of the benefits to a meeting where everyone shows up in person is that any information that isn’t intended to be made public is a little easier to control — the only potential problem was if someone chose to repeat it. But with many cloud-based technologies, once you share a document, it’s tough to get it back. Make sure you choose a tool like Anywhere Pad that describes its options for controlling access to documents and presentations clearly.
  4. Set an agenda and stick to it: Some people have the bad habit of opening up their meeting in one window and working on something else in another window, so you need a way to keep everyone on track. Other potential issues, like people joining your meeting late or having a connection drop, make an agenda just as important as it was for in person meetings. The best practice is to write up the agenda and send it out in advance, as well as keep it up on the screen during your meeting when you’re not looking at other documents or a presentation. It’s worth sending out a follow up document, as well.
  5. Offer a back channel for the meeting: With a distributed audience, it can be harder for your attendees to catch someone after the meeting to confirm details or ask questions. By offering a way to have private messages or chat while the presenter is speaking, the people attending your meeting can make sure they have all the information they need. You may see an increase in interactions in the meeting, as well.

The etiquette for managing an online meeting isn’t yet carved in stone. You can make the changes necessary to ensure that your meetings accomplish everything they need to. But you do need to take the constraints of operating in the cloud into account. These steps can help you make minor modifications that can have big impacts.

Thursday Bram is a writer for Anywhere Pad.

Image by Flickr user Jessica Mullen (Creative Commons)

Are You Ready for the New Mobile Shopper?

May 14th, 2012 ::

By Rieva Lesonsky

U.S. consumers are more likely than consumers in other nations to shop online—and increasingly, they’re using mobile devices to shop online, according to the recently released Global Online Shopper Report, conducted by WorldPay and reported in Internet Retailer.

The study found that U.S. consumers spend an average of 23 percent of their disposable income on online purchases—above the overall average of 22 percent for consumers in all 15 countries that were surveyed. They also spend an average of 5.4 hours a month shopping online—above the global average of 5 hours.

The survey covered the three months prior to March 2012, and found that among customers who had made a purchase online during that time, 53 percent had used a smartphone or tablet to buy clothes, 46 percent had used a smartphone or tablet to buy books and 42 percent had used a smartphone or tablet to buy DVDs or online games.

Of course, purchasers of books or games could be simply downloading ebooks or games to use on their mobile devices. But to me, the fact that more than half of shoppers are buying clothes with their mobile devices shows a sea change is underway.

The report took a closer look at m-commerce spending among people who are “heavy spenders” online (spending 30 percent or more of their disposable income online) and who owned mobile devices.  Fifty-one percent of U.S. “heavy spenders” had made purchases on a smartphone and 55 percent had done so on a tablet. Globally, the figures were even higher, with 55 percent of heavy spenders having bought something via smartphone and 67 percent having done so on a tablet.

Other findings in the report:

  • 95 percent of e-commerce purchases worldwide are made at home;
  • 59 percent of online U.S. consumers watch TV while shopping online;
  • The most common time of day for online shopping among U.S. consumers is 10:30 a.m.

With online shopping rapidly moving mobile, it’s no surprise that the new Small Business Mobile Survey from Web.com found that 69 percent of small businesses say mobile marketing will be crucial to their growth in the next five years, and 64 percent plan to increase their investment in mobile marketing this year.

You can find a full copy of the Web.com Small Business Mobile report and Infographic at http://bit.ly/JwvrMU. Help your friends in the small business community go mobile during National Small Business Month by sharing this report on Twitter, Facebook and LinkedIn using the hashtag #smbmobile.

Image by Flickr user Lululemon Athletica (Creative Commons)

How to Keep Your Ecommerce Customers From Abandoning Their Shopping Carts

May 9th, 2012 ::

By Rieva Lesonsky

Do you despair over the high percentage of ecommerce shopping carts that go abandoned on your site? You might be worrying unnecessarily. Website conversion company SeeWhy reported that the shopping cart abandonment rate rose in 2011 (as it has for the past three years) and predicts this trend will continue in 2012. Why? SeeWhy says consumers are simply becoming more sophisticated about shopping online, meaning they’re more likely to fill carts, seek deals and leave their carts for prolonged periods either as “wish lists” or because they can’t find acceptable discounts for the items.

But that doesn’t mean there’s nothing you can do about abandoned carts. In fact, smart marketers look at them as an opportunity to convert to a sale. Here are some of the strategies you can try:

Remind them. You can send reminders via email to alert customers about an empty cart. Provide links consumers can use to follow up with you if the cart was abandoned due to a technical difficulty with your site, or because they had questions about a product. Season the pot with a discounted offer, if you like. Time is of the essence; aim to send the reminder within 4 hours of cart abandonment.

Advertise. If you use online advertising such as Google AdWords, you can “remarket” by using a conversion code so that remarketing ads (featuring the products customers were looking at) show up on the AdWords network. This keeps the products top-of-mind so consumers don’t forget their carts.

Don’t empty carts too soon. It’s a good idea to keep abandoned carts active for at least 60 days. With customers spending more time shopping online these days, you may need to be patient to grab the sale.

Consider the big picture. If you have a high percentage of abandoned carts that never get checked out, assess whether your checkout process is too complex, confusing or time-consuming. Make sure customers can easily get answers to questions about tax, shipping costs and delivery times without going through several steps of the checkout process. Make FAQs, customer service phone numbers and instant chat options easy to find.

Abandoned shopping carts don’t necessarily represent a lost sale. Treated correctly, they can represent opportunity for your business—as long as you know how to handle them.

Image by Flickr user Adele Prince (Creative Commons)

 

How and Why to Use Mobile Marketing to Reach Your BtoB Customers

May 7th, 2012 ::

By Rieva Lesonsky

We’re hearing a lot about mobile marketing these days, with the proliferation of smartphones and tablets. But while most of the talk is about consumers and their changing shopping habits, it’s equally important for BtoB marketers to realize their customers’ behavior is changing, too.

For years, business decision-makers have relied on smartphones to get stuff done on the go. The advent of tablets, and their increasing adoption with the introduction of the latest iPad over the holiday season, has only accelerated the trend. Enterprises are adding tablets for their teams or, if they aren’t, a growing number of employees and executives are just showing up with their tablets and expecting to use them for work purposes (BYOD, or “bring your own device”).

Busy execs, in particular, are taking to tablets and using them for all types of purposes, from catching up on their industry reading to giving presentations to watching videos to taking notes during meetings. How can you take advantage of the fact that decision-makers are spending more time on their tablets?

Make sure your website is optimized for mobile viewing. You’d be surprised how few entrepreneurs do this. According to Web.com‘s recent Small Business Mobile Survey,  only 26 percent of small business owners have a mobile-friendly website ( the same layout/content as standard site adjusted to suit a smartphone screen), and just 14 percent have a stand-alone mobile site. Of those who do have a stand-alone mobile site, however, a whopping 84 percent saw an increase in sales as a result. Consider both tablets and smartphones, and be sure to include all platforms. Although the iPad is by far the dominant tablet, when it comes to smartphones, the market is less clear-cut and, especially in big business, many execs still rely on BlackBerry smartphones.

Consider adding a mobile app. BtoB apps need to be useful and solve a problem your customers have by making a process more fun, easier or faster. Think about how typical activities your customers engage in could translate into apps, or how apps can make it simpler to communicate with your business.

Look into mobile advertising. With more execs reading and researching on the go, you may want to move part of your ad budget into mobile. True, you might not be able to afford an ad in the mobile version of The Wall Street Journal, but think about running ads in the mobile versions of your industry’s key trade publications or in their mobile apps.

Get visual. The popularity of video online is skyrocketing, and today’s tablets with their crystal-clear displays are ideal for video viewing. Think about creating short videos demonstrating your product or service, providing customer testimonials or talking about a key issue in your industry.

Whatever tactic you choose, keep in mind that when it comes to BtoB marketing, it’s all about relationships. How can mobile marketing improve your relationship with customers and prospects? How can you provide answers to their questions or solutions to their problems? Make yourself a mobile resource, and your relationship can continue wherever the customer is.

Image by Flickr user Siddartha Thota (Creative Commons)

RunRev: App Creator for Non-Techies: Small Business Resource

May 4th, 2012 ::

RunRev

If you’ve ever wished there was an app for your specific business need, your wait is over. RunRev has created an easy way for the no-way-am-I-a-developer people to quickly make their own mobile app. The Small Business App Academy teaches small business owners to create a mobile app in 30 days, or whatever you need, with no stress and no degree in computer science needed. The Academy just kicked off May 1, 2012, and the courses are free. Simply sign up and get instructional videos delivered directly to your inbox daily on such topics as database and cloud access, working with rich media, deployment devices and creating user interfaces.

SmartCalls: Solution for Mobile Specific Ads: Small Business Resource

May 1st, 2012 ::

SmartCalls

Capturing your local market has never been easier with Web.com’s new small business mobile advertising solution, SmartCalls. Taking action to reach the millions of Smartphone users, SmartCalls is a customized mobile marketing campaign tailored to your industry that enables customers in your area to click, call and find you. SmartCalls works with Google AdWords advertising service and Google mobile search ads and their “click to call” feature to connect local customers to your business by phone, then gets them to walk through your front door. The SmartCalls product also provides lead alerts, call tracking and call recording.