Category Archives: Small Biz Tips

Conversion: How to Double Your Revenue in the Next 24 Hours

When businesses decide to invest time/money/energy into SEO, the focus is on traffic, search result placement, and keywords.  I have seen business owners spend tens of thousands of dollars to get more traffic, only to have it not translate into more revenue.  My premise for everything I do related to SEO is, “If traffic does not turn into more revenue, I’m doing it wrong.”  To that end, in this article I will discuss conversions and how they can help turn traffic into revenue, then I will give you action steps to take immediately to improve your conversion rate.

What is Conversion Rate?

Conversion rate is the percentage of visitors that turn into buyers.  Conversions are important because they are the most direct route from traffic to revenue.  My specialty is Analytical Marketing, which means that I set up mathematical models to tell the future and make my clients more money.  But no one wants to read about mathematical models; people want to read about increasing their revenue!  However, money is math, so let’s do some dollar arithmetic. Continue reading

Is Your Commitment Engine Running?

I’m a huge fan of John Jantsch, the founder of Duct Tape Marketing. So when his book, The Commitment Engine, came out, I dove right in.

The book wasn’t what I expected. I guess I’m jaded from reading so many books that give you a high level theory about how to grow your business, but do little to actually help you do so. Jantsch’s book was nothing like that. From the first chapter, I was taking notes and responding to prompts he has in the book.

For example, Jantsch encourages readers to ask themselves these questions (which apply to business, but also to life in general):

  • What do you want in your life?
  • What don’t you want in your life?
  • What are you willing to give up in order to have what you want?

The answers aren’t as easy to come up with as they’d seem. Go on. Answer them yourself! Continue reading

Never Worry About Missing a Filing or Tax Deadline Again with CorpNet's B.I.Z.

I recently incorporated my business using CorpNet (here’s my story on the experience), a business filing company. They’re also a client of mine, so let me disclose that up front.

When you start talking about articles of incorporation and statements of information, my head swims. But if you are a corporation or LLC, you know there are certain documents you have to file to stay compliant, at least in the US. Miss a filing or fee payment, and your entity may be dissolved. Then you’ll have to start over again.

CorpNet recently launched its Business Information Zone (B.I.Z.) to help keep entrepreneurs on top of their business filings. The service is free, and you don’t have to be incorporated through CorpNet. You can store your filing documents in the cloud on the platform, making it easy to retrieve those documents when you need them (I’m always looking for my EIN document). And you’ll get compliance and tax alerts to help you stay on time and compliant.

biz Continue reading

How to Learn from Your Competitors

Looking to gain marketshare and increase revenues? See what your competitors are up to. Observing others in your industry can help you learn from their mistakes, get ideas for your own business, and fill in gaps that they’re not servicing with their customers.

Identify Your Competitors

This might sound easier than it is. Sure, there are probably a few key players who offer similar services to you in your town. But if you serve a national or even global audience, your competition pool gets bigger. Also consider indirect competitors: those that fulfill a similar need as your company, but in a different way. So if you sell copiers, you may be indirectly competing with companies that sell multi-function printers that also make copies.

Scope Them Out Online

Start your research by visiting a few key competitors’ websites. See what they sell, and also pay attention to how the site is designed. Is it easy to navigate? Appealing? How can you make yours better? Are there elements you’d like to include on your own website?

Also look at the social presence of your competitors to see how they’re using blogs, Twitter, Facebook, and LinkedIn to get new customers.

Learn From Their Mistakes

In your research, you’ll find many areas where your competitors are doing well. But if you pay attention, you can also see where they’ve fumbled. If the company has had negative PR due to some mistake it made, learn from that mistake and do better with your decisions. Paying attention to the mistakes of your competitors can help shorten your own path to success.

Look for What They’re Leaving on the Table

Your competitors have a focus: something they do really well. But they can’t do everything as well, so they’re leaving some opportunities on the table. Perhaps they’re not using social media for customer service. That’s an area you can easily dominate, in that case. Or they’re not moving into niche markets. You can.

By paying attention to what your competitors are (and aren’t) doing, you can build your strategy to find your own strengths. There’s plenty of marketshare for everyone, especially if you dive into different services or niches than the competition.

 

How to Determine How Many Times You Should Post to Your Blog

Blog orangeIf you had a dollar for every article read about how many times to post to your blog or social media site, what could you buy? A new TV? An iPad or two? You’ve probably read one of millions (yes, literally millions, according to Google) of articles that claim to have the answer to the elusive question, “How much is enough and how much is too much?” The articles often have catchy titles that say something like, “Here’s the real answer.”

Then there are those articles that have far less Facebook “likes” attached to them because they tell you the truth. They simply say, “It depends.” That, of course, is not what people want to hear. The truth is that it does depend. It depends on a long list of variables that may not apply to your business. Even if that article writer owned a business in the same industry as yours, if she were honest, she would still say, “It depends.”

That does not mean that there’s no help to be found. It just means that you have to do some testing on your own. Here’s how to take, “It depends” to a concrete answer.

How Much Can you Write?

Unless you’re a writer by trade, your primary revenue-driving activity isn’t writing blog posts. You should spend the bulk of your time performing tasks that directly translate to revenue. If you’re a financial adviser, you should spend most of your day meeting with clients. Blog or social media posting should happen in your spare time.

How much spare time do you have? How many posts can you write a month? Let’s go with 10 posts.

How Much Traffic is Enough?

When it comes to traffic, it takes a lot to make an impact but you don’t need millions of monthly users. If you don’t have a lot of traffic now, aim for growth and that growth might not take as many blog posts as you think. Set either an actual traffic target or a percentage of growth. If you have little traffic, 10 percent growth is an attainable goal.

Half Your Production

If you can produce 10 each month, produce only five in the next 30 days. If you meet your traffic goal, five per month is enough until you change your goal or start to slow down. If you’re well under your goal, add two or three in following days. If you’re close, add one.

If you surpassed your goal, keep the same schedule or if those five took more time than you expected, drop back to four.

What if changing the frequency of posts doesn’t change anything?

First, your posts should be of high quality. If you’re reposting other people’s content or it’s the same recycled information from other posts, readers won’t share your article. Make it high quality, actionable, and conversational.

Next, are you promoting your article on social media? Do you have friends that would help promote your article on their site? Consider something besides an article. Is there a white paper or other authoritative report you could produce? If it’s full of unique information, a little bit of promotion will result in widespread sharing.

Bottom Line

No article will give you the answers you need. Test the frequency of your postings, the type of content, the best places to promote it, and whether paying for a sponsored post on Facebook will produce results that allow you to meet your goal.

Why Being a First Mover is Overrated

We’ve heard of the “first mover advantage,” which essentially says that being the first in a market will establish a company as the leader and help it corner market share. But is that always true? Consider the first line of soldiers in battle. Aren’t they the first to get shot? Being the first in a market isn’t always a good thing.

The Benefits of Being Second to Market

In the book, The Art of Being Unreasonableby Eli Broad, the author explains why second movers sometimes have the upper hand: “…a second mover can beat the first mover on branding and market share by relying on an unalterable commercial fact: markets evolve. ” Often those first movers are so tired from trying to rush out ahead of the competition that they simply don’t have the energy to keep up with ever-changing technology. That leaves ample opportunity for that second mover.  Continue reading

How to Make Your Business a Part of the Growing Online Video Craze

Do you remember the early days of the online advertising? It was mostly about text with a few pictures thrown into the mix. As broadband Internet became the standard for consumers, videos, thanks to YouTube and higher resolution images, quickly found popularity.

Text is still integral to every online marketing strategy but video is what’s hot. Some will say it’s a fad but plenty of evidence indicates otherwise. According to comScore, Internet users watched 36.2 billion videos in January. YouTube had the majority of viewers at 150 million. Next, Facebook with 57 million.

What does that say for small-business owners? With the number of ad views at 9.1 billion in January, the popularity of online video is exploding. How can you leverage this growing trend? Here’s how.

Embrace Viddy

Haven’t heard of it? Think of Viddy as the video version of Twitter. Through its app, users can record 30 second videos to share with followers, much like Twitter. Also much like Twitter, Viddy is catching on with businesses as a branding tool. Brands like General Electric use Viddy to share short ad pieces.

In the world of social media, your customers expect to see you and your company uncensored. Viddy is a way to be real and add personality to your business.

The Traditional Route

Maybe you or an employee has some experience or expertise in video production. If you do, make a video on your own but keep these tips in mind.

1) Lose the cool background - Plain colors always look best. Have you seen an Apple commercial lately? If the highly paid, big budget producers of Apple’s commercials like a plain white background, it will work just fine for your video. Plain backgrounds look good even if you don’t have professional quality cameras.

2) Speaking of quality - If you want your video to look professional, you’re going to need high quality equipment and that’s going to cost a lot. If you don’t have that kind of budget, hiring somebody to make it look professional might be the best strategy. If not, play up the fact that your video is raw and real.

3) Simple edits - The key to a good web video is to keep it as small as possible. The bigger it is, the longer it will take to load. People won’t wait very long for your video to load. Keep the size down by minimizing panning, zooming, and other effects. These additions don’t compress well and will keep your video large and slow to load.

4) Use professional software - Although there are plenty of free video editing websites and apps to download, you get what you pay for. If you plan to make video a key part of your advertising strategy, invest in high quality software or hire somebody to edit for you. A video can be a big waste of your time if not done well.

5) Keep your message clear - What do you want the viewer to take away from your video? Know the goal before you start producing. The best creative minds know that less is more so keep the message simple and concise.

Finally

Before investing time into producing a video, remember that the time you take to produce the video is time away from activities that directly grow your business. If it’s going to take a week to produce it, hire somebody. However, make no mistake, video is worth the investment. It’s growing and it’s showing no signs of letting up.

For more on producing videos for your business, view our webinar, The Power of Video Optimization.

Why 'Get Rich Quick' Never Works

I have a cousin who wants to work from home. She’ll send me listings for things like envelope stuffing and other “amazing work from home opportunities” and ask if I think they’re worth her time. I tell her if it sounds too good to be true, it is. The same applies in business. There’s no shortcut to becoming an “overnight success.” In fact, the very concept is a myth. Startups we read about in magazines only seem like overnight successes. In fact, it can take years to get to the point where a publication cares enough about the brand to write about it.

Set the Proper Expectations

Knowing from the start what you should expect in terms of how quickly you’ll get rich (or whatever metrics you use to determine your success as a business owner) can help keep your expectations realistic. Know that there are no shortcuts to success. It will require a lot of hard work and sleepless nights to get your company where you want it to be. Many don’t have the stomach for the stress. But if you know it will take, for example, two years to get to profitability and longer to pay yourself more than you made at your last job, you’ll give yourself that timeframe to achieve those goals, rather than berating yourself when they don’t happen immediately. Continue reading

The Pros and Cons of Small Business Bank Loans

Nobody likes to ask for money but as a business owner, sometimes—often times—it is necessary. You can ask people you know but being on the hook to loved ones is not only awkward but also puts them in the position of having to break one of those unwritten rules: Don’t lend money to family and friends.

For businesses further along in their growth, venture capital or angel investors might be an option but even in a recovering economy, getting a meeting with them is difficult.

Bank loans are still the funding method of choice for small-business owners but if they are new to you, consider the pros and cons before applying.

Why Bank Loans are Popular

Bank loans come with autonomy. The lending officer might ask you about your plans for the funds but once the bank approves the loan, they won’t be concerned with how you use it unless it’s a large loan for a specific purpose.

Next, you don’t have to give away part of your company. If you were to partner with a venture capitalist or angel investor, the standard terms include giving away a portion of your company. For young companies, that portion (known as equity) could be higher than 50 percent.

Finally, the terms are better. In the beginning, you might have financed your company with your credit card. That came with high interest rates and a limited credit limit. Bank loans often have lower interest rates, higher credit limits, and as you build your small business credit file, paying back a bank loan carries more positive weight than a credit card.

The Drawbacks

You’re going to have to make it through the application process. Because the bank is taking all of the risk, it will want to know a lot of detailed information about you and your business. The bank will want to see your financials, revenue projections based on sound data, information about other investors and their stake in your company, and operating documents.

Especially if your company is small and young, the bank will want to know about you. Be prepared to disclose everything about your family finances. Then, much like a meeting with investors, you’ll have to answer some tough questions. (And, you’ll need really good answers.)

Banks are cautious in light of the credit crisis that is still fresh in lenders’ minds.

It’s likely that the bank will require you to personally guarantee the loan. If your company defaults, you may lose your home, your car, investment portfolio or other valuables.

Take Action

Despite the drawbacks, banks are still the best source for small business funding. Before you apply for a loan, talk to various lenders about their terms, interest rates, and various types of business loans.

Finally, make plans for the future. This is where being the hopeful optimist can be your downfall. Before applying for a loan, ask yourself what will happen if business slows down? What if the economy has an effect on your business that is outside of your control? Can you still make your loan payments even if business slows?

Don’t take on a loan that relies on your business performing at its peak in order to make the payments.

For more information on small business funding, check out our webinar, 10 Tips for Raising Finance.

Three Ways Entrepreneurs Turn Failure into Profits

You’ve probably read the stories already. Entrepreneurs fail—a lot. Many well-known names were failures the first time. The late Steve Jobs, cofounder of Apple, was fired from the company he created, then started a new computer company, which was close to bankrupt before Apple purchased it, and brought Jobs back.

Henry Ford started the Detroit Automobile Co. in 1899 which shut its doors not long after because the cars were too expensive and of low quality.

There are plenty of stories like that. Entrepreneurs fail but the ones who later went on to be pioneers used those failures to make their next endeavor even better.

Accept Responsibility

When you talk about your first attempt, what do you say? Do you blame it on the economy, having the wrong people on your team, customers not understanding you? There might be good reasons for your failure, but what investors, partners, and co-workers really want to hear is that you take responsibility.

If you take responsibility for your mistakes that says you reflected on the failure and learned from it. You understand that regardless of the circumstances, you are ultimately in control of your success. An investor who hears that is much more likely to believe in your ability to score a win this time around.

Don’t Forget About Past Relationships

So, your first attempt at starting a business failed. Now that you’re building a new business, are you going to forget about your past contacts? Regardless of the nature of your new endeavor, there are contacts from your last business that produced revenue for you. They may have many professional contacts in the community, and they can provide valuable insight into what didn’t work in your first endeavor. They might be your most valuable resource.

“What you build up when you start a company is a network of people–investors, vendors and suppliers,” says Shikhar Ghosh, Harvard Business School professor.

Realign Your Goals

If you started your first business to make money that might be why it failed. Entrepreneurs first love what they do. They believe that they have a mission to make positive changes in their field. They’re energized by making a difference. They value the relationships they build and know that building a business takes a long time, long hours, a lot of patience, and numerous hard times.

If you’re in it only for the money, you might have made choices that worked for the short term but didn’t build the business over the long term. Those who think only of the money burn out when the money doesn’t quickly flow in.

The fact is, the money won’t flow in fast. It may takes years of hard work and the only thing that will sustain you is your love of the business, your customers, and employees.

The second time, make it your goal to build a business independent of the money. Remember to make time for your family and personal growth. Above all, commit to being open to new ideas.

Some of what worked the first time will serve you well this time but doing exactly what you did before will only achieve the same results.