Archive for: May 2007

You may find it a bit surprising, but blogs are turning out to be a very effective method of promoting your business on the web!  Not too long ago, lots of people thought of blogs as little more than a tool for teenagers to journal every mood swing online. But today blogs have become quite mainstream, and people from all walks of life are embracing the technology and finding value in using blogs, especially for business purposes.

So what exactly is a blog, anyway?  A blog (short for “web log”) is basically a simple web site with an interactive format that allows users to “post” comments and add new information (entries) to the site.  This interactivity is really what differentiates blogs from other web sites.  Blog entries are typically posted in reverse chronological order, with the oldest information appearing at the bottom of the page and the most recent information at the top.

There are blogs on almost every topic imaginable, and businesses are finding that having a company blog helps them communicate with customers, get better search engine rankings, and attract a much larger customer base.  Here are a few highlights of how a blog can help promote your business online:

• Search engines LOVE blogs because the content is being updated constantly, resulting in higher search engine rankings for your business.
• Niche visitors are more likely to discover your business because blog entries can be very specific, often containing words that might not otherwise be in your web site text.  This will attract customers that would not have otherwise found your business!
• Blogs can be organized by topic, making it easy for readers to find topics that interest them.
• Blog entries continue to bring in web traffic 24/7.  Like many other forms of marketing on the web, blogs provide content and links that act like ripples in a pond – they continue to be shared, indexed, and published all over the web long after you have finished doing the work.
• Information on your blog can be easily distributed directly to your readers with an RSS newsfeed. RSS feeds automatically notify your readers whenever new content has been posted to your blog.
• You can differentiate yourself from your competitors with your blog.  You may even find that your competitors don’t offer this type of interactive communication with customers, which gives you an excellent opportunity to stand out.

So if you’re looking for a low-cost marketing strategy that can help extend your reach, improve your search engine rankings, and give your business an edge with customers, then you may want to consider a blog!

Most businesses already know the importance of having a professional-looking web site that provides visitors with a positive impression of their company.  Typically, business web sites offer their visitors something of value, which might be anything from simple company information to a completely interactive user experience. 

With web technology changing all the time, it can be hard for small business owners to keep up with what’s new on the web, and even harder to know what’s really important as opposed to what’s simply “bells and whistles.”

But as the new, interactive features of Web 2.0 continue to gain widespread acceptance and implementation, many small businesses find that their existing web sites are quickly becoming outdated and are no longer leaving such a good impression on their customers and prospective customers.

So how do you know if your web site is ready for an update? Do you really need a blog, video, RSS feeds, or other interactive elements on your small business web site?  How do you know when it’s time to re-design your web site?

The answer of course is different for each business, but here are some important factors to consider when thinking about a web site re-design:

1. A well-maintained, updated web site demonstrates a commitment to your business. If you want customers and potential customers to take you seriously, you have to provide them with a web site that is useful, informative, and up-to-date.  What message does it send to your customers if you allow your site to become outdated, or if you don’t embrace new technology and changing web standards?  (And what message does it send to your competitors?)
2. The cost of a web site re-design is often less than the cost of other marketing or advertising initiatives. It also typically reaches more people and lasts a lot longer, too.  Of course, your overall marketing plan should consist of a variety of marketing activities across multiple channels, but a web re-design often gives you a lot of bang for your buck.
3. Your web site differentiates you from your competition, and can even be a deciding factor for customers evaluating your products and services.  Studies in consumer behavior have shown that when people are presented with multiple options all at once, they often rely on “mental shortcuts” to help them make buying decisions.  The way your web site looks and functions when compared with your competitors will have a great deal of influence on how customers perceive your company, your capability, and your credibility.
4. Decide which new web features are simply “bells and whistles” and which ones are solid, useful web site improvements.  Don’t limit your idea of a “re-design” to include only things like Flash animation, new graphics, or a different color scheme. Instead, consider adding useful features such as a blog, an improved navigation system, upgraded content or articles, or even video and podcasts. Anything you can do to provide a better, more interactive, and more contemporary web experience for your customers is an excellent investment of marketing dollars.

                                                     
Most companies find that investing in a web site re-design ultimately improves their bottom line, mostly because of the positive impact it has on customers and prospects alike. Not only do customers end up coming back over and over again, they also tell their friends and colleagues about the great web experience they had at your site, which leads to more web traffic, more prospects, and more sales. A re-designed, up-to-date web site reflects well on your company, shows that you are serious about your business, and demonstrates that you care about your customers and are committed to giving them a useful experience on your web site.

If you run a small business, then you probably already know that one of the most successful, cost-effective marketing strategies available today is email marketing.  Email campaigns are great for small businesses because they are typically inexpensive, very targeted, and the results are measurable, allowing you to track things like click-thru rates, opens, bounces, and resulting web traffic patterns. But like most other marketing initiatives, there are some basic strategies you can use to improve your chances of success.  To make your email campaign as effective as possible, try to follow these best practices:

1. Make sure your e-mail looks related to your other marketing materials, especially your web site.  Always include your logo, and keep the same “look and feel” so that your email campaign matches not only your web site, but all of your other corporate branding and marketing materials as well. 
   
2. Design for the “Preview Pane” first.  The “preview pane” is the area in an email tool (such as Outlook) that displays even if a user doesn’t actually open the email. Most preview panes are between two and four inches tall, so use this space wisely. Be sure your company name is clearly displayed, and include an interesting, benefits-oriented headline that encourages the reader to actually open the email and take some type of action.
3. Use links to drive traffic to your web site. One of the advantages of email marketing is that you can add links that take your readers directly to more information, to an online ordering page, or to another targeted page on your web site. These links can also help you determine reader interest in certain topics or information.
4. Don’t overload your email with photos and graphics. Many people have the images turned off in their email programs anyway, and email security filters may block the email from even reaching your customer’s inbox.  Instead use good, clean html formatting and use fonts, headlines, colors, and other layout elements to make your email piece attractive.
5. Use columns in your email layout to improve readability and organization.  Because columns have shorter lines, the text is more easily read and understood by most recipients.  Columns also allow you to fit more content into a space than just plain margin-to-margin text, which gives you more options for organizing the information as well.
6. Always use a professional ListServ service to deliver your email campaigns. These services ensure that your list management functions (like opt-in/opt-out, sp@m compliance, etc.) are handled appropriately, and also provide you with the ability to track and measure campaign results.