Blog

March 5th, 2014

BusinessValue_Mar03_CBusiness owners and managers are often looking for ways to connect with their customers, drive value and build brands. The difficulty is that there's no easy solution to achieve this. Many business have a website and social media profile but find these are often not enough to drive relationships and business forward. Another element you might want to try, that can help drive business connections, is blogging.

If you're looking to get people more involved and connected with your company, spread your brand image and message, and perhaps establish your company as an industry leader, then blogging might just be the answer.

There is little doubt that companies that blog effectively do see an increase in overall value. That being said, it can be a challenge to develop and maintain a successful blog.

Here are 7 tips for businesses looking to start a blog or develop an existing one into a more successful platform:

1. Define your topics and your audience

As with almost every business process, there needs to be a solid foundation on which to build your blog, such as the topics you write about and your audience.

Take a minute to establish who your target audience is, such as your average customer. Pick some basic characteristics that cover the majority of this group. Focusing on who you are writing articles for can make writing not only easier but more relevant and effective.

Many of the most successful business blogs choose blog topics based on their services or products and news. The key is to select topics based on what you think your audience will find useful or interesting. You might not want to spread your blogs over too many topic areas as these can be hard work to cover on a regular basis. About 4-8 is a good amount to aim for.

2. Be consistent

With defined topics and a target audience in mind, you are well on your way to establishing a solid foundation for your blog. The next element is to devise a calendar of how often you write blogs and cover certain topics. If, for example, you picked four topics this could equate to one article a month for each topic.

What you are striving for is consistency. You should be writing and posting a new article at least once a week, or more. If you establish a calendar based around your topics you will find it easier to write content on a regular basis and soon it will become a natural part of your weekly tasks.

3. Be relevant

Even with defined topics, it can be a struggle to come up with new ideas for blogs. It can be tempting to write about a new product or feature, but you have to be careful that it doesn't read too much like boring marketing material.

Instead, focus on what your audience would like to read. Often the most successful articles are those that answer common questions asked by clients, or talk about how a product or service can help a client. Other articles could be related to your products rather than directly about them. For example, if you own a coffee shop then writing about food that goes well with coffee might be an interesting blog idea.

Personal opinions can provide an interesting perspective and many readers find these types of business blogs refreshing. However, you do need to be careful of ostracizing those who might not agree with you or putting people off with negative blogs.

4. Don't forget the CTA

Remember, your business blog needs to have a purpose: You want to not only develop interest in the company, but to drive business. At the end of most if not all of your articles you can include a call to action (CTA) that suggests to the reader to contact you, come in for a visit or email.

5. Keep articles easy to read

It can be tempting to write a 4,000 word article with a ton of great information. Google and many search engines do look positively at long-form content and this might work well for your search rankings. The only problem is that when many of us read articles online we skim them, looking for salient points and skipping up to 90% of the article.

To that end, keep articles on the shorter side - around 500-1,000 words. Use shorter sentences and headings like H3 and bold to separate content and make it more scannable. Writing a longer article? Split it into two, three or even four parts. This helps drive interest to return to check out the new parts when they are posted.

6. Promote and share your content

Share your blog content on your social media profiles. This increases the reach of your blog, but also drives traffic to your website. You can put an easy to see link to your blog on your homepage and even in email headers.

Many writers also find success in contributing, or writing a blog for other websites. This helps not only spread your ideas, content, and company name, but can also help find content for your blog as other writers contribute to yours. Try contacting friends and colleagues to see if they would like you to write a post for their blog.

7. Remember you don't have to be the only contributor

Finally, you don't have to be the only person writing your blog. Ask your employees if they have any article ideas they would like to write about. The more writers contributing, the more content there is. This also takes the pressure off of you having to develop, write, and post everything, as well as offering a different voice for variety.

If you are looking to launch a blog, contact us to see how we can help.

Published with permission from TechAdvisory.org. Source.

February 5th, 2014

BusinessValue_Feb03_CMarketing is one of the most challenging aspects of business that companies face. One has to be constantly evolving and trying out new ideas and strategies in order to remain successful. Many businesses start with a website and social media platform, so that they can interact with customers and clients and create business relationships. While these can be effective, there is one really useful marketing tool that shouldn't be forgotten - the blog.

Define business blogging

When we talk about blogging, most people ask two questions: "What is blogging?" and "Is business blogging any different from personal blogging?"

A blog, a portmanteau of Web log, is usually a page on a website where authors post written articles. The content, usually called a post, can be incredibly varied, from along the lines of a journal style to breaking news or even thoughts and opinions to open up debate.

Business blogging is the act of creating content that is related to your business. The topics are usually narrowed down to relate to the products or services you provide. For example, you are reading this post on our blog, which largely focuses on technology in business. The vast majority of business blogs are not profit oriented (the company isn't out to make money directly from their blog articles) and is usually a part of their marketing plan.

Why do businesses blog?

There are 3 main reasons many businesses blog:

1. A blog can increase traffic to your website

One common complaint many business owners have about their website traffic, or the number of people who visit their site, is that it is lower than expected. There can be many reasons behind this, the most common being that the content on the website is static. Think about when it the last time you updated your whole site was.

Even if your site effectively explains what your business does, search engines generally look kindly on websites that are active. It is incredibly hard to keep re-writing your website, so one of the best ways to fix this is by blogging. When you create a new blog post, a new page on your website is usually indexed - added to the site structure, kind of like the index at the back of textbooks. This activity tells search engines that your website is active. Active websites will usually show higher in search results.

Blog articles are also great to share on social media services. By sharing content with your existing customers there is an increased chance of your name and profile being seen by people who aren't your customer yet but could be in the future.

If you have more people seeing your content in different places - search results, social media, etc. - you should see an increase in overall traffic to your website.

2. A blog is a great way to show your expertise

Think about the last time you needed to purchase a new item, say a computer. Did you pick the first shop you saw, then walk in and purchase a computer? Chances are high that you didn't. Most people research companies and retailers who have a good rating or who come across as an expert, and purchase from them.

As many people do this research online, it can be a challenge to establish your company as the expert in your field. Your blog can be the perfect tool to establish your company as a go-to expert. If you answer common questions and provide tips, there is a higher chance that your articles will be regarded as helpful and having potential customers contact you. What this means for you is an increased chance of conversion.

3. Blog articles have a positive long-term effect

When you search on the Internet you will often find a number of blog posts at the top, with some maybe even being from the last year or so. A well crafted blog post will often see a wealth of interest within the first few days of posting largely because of sharing via social media services and users who have subscribed to your posts.

If your posts get a fair number of shares, comments, etc. there is a good chance that search engines will begin to show it higher in results. What this means for you is that the post will continue to be seen in results for a of couple weeks to months or more, depending on keywords, etc. This translates to longer visibility, and a higher chance of traffic and leads in the future.

Of course, not every post will be a smash hit and bring leads pouring in, but an active blog that produces good content could prove to be of great value to your business. It will take time, but most bloggers do see increased payoffs.

Looking to learn more about blogging? Contact us today to see how we can help.

Published with permission from TechAdvisory.org. Source.

January 8th, 2014

BusinessValue_Jan07_CEach year there are a number of popular tech related trends that come and go, and some business owners often struggle to stay on top of what's hot and what's not. 2013 saw a number of important tech developments and changes, such as the continued rise of social media and the increased use of mobile devices. Now that the year is over, it's time to look forward to what tech advancements we can expect to see in 2014.

Here are five tech trends small to medium business owners and managers should keep their eyes on for 2014.

Tech we wear

Wearable devices like the smartwatch will become one of the hottest gadgets in 2014. While this concept really began in 2013, with devices like the Google Glass and the Samsung Galaxy Gear, you can bet that most device manufacturers are developing some form of wearable tech for this year.

The biggest evidence that supports this claim is the inclusion of newer, faster BlueTooth standards in both iOS and Android updates. These updates allow devices like phones and tablets to connect to existing wearable devices like fitness bands and wireless headphones.

What this means for businesses is a potential increase in the number of devices connecting to networks, such as from employees bringing devices into the office. Companies will need to look back at their mobile device policies to ensure that their systems remain safe. Concerns aside, these devices could pose a new way to interact with customers or even to create different, engaging content.

It really remains to be seen as to how businesses will benefit from this type of tech, but there is a good chance that many companies will find a productive use for it.

Changing views on the cloud

Many experts like to think of cloud systems as a new concept, but it's really reaching the end of this part of its life cycle. By now, most businesses are using at least one cloud-based system and have at least a basic grasp of what it is.

Because of its prevalence and increased use, it's difficult to actually completely avoid the cloud. Many have started to realize this fact and we think 2014 will see an increasing number of business owners begin to change their views on the cloud. They will start educating themselves and looking for systems that really meet their needs instead of simply picking one that everyone else uses.

This change of view, and increased education will likely lead to an increased adoption of cloud systems. This will be due to strategic decision-making rather than because business owners feel they simply need to be in on the cloud. This also likely means that many cloud providers will become even more transparent and likely more willing to help customers by creating systems that are truly useful to small businesses.

Mobile marketing will become mainstream

It is pretty apparent that mobile devices are the next big thing, and in 2014 mobile marketing will become one of the most popular forms of marketing. From developing mobile specific content to advertising only on mobile platforms through apps like Facebook, we should see a rise in the number of mobile ad campaigns.

Overall, this should lead to more ads being shorter, visually forward; essentially easily digested by mobile viewers. Beyond that, businesses of all sizes will start to pay attention to mobile related data, distinguishing mobile users from desktop users, and looking for ways to cater to both crowds through different campaigns.

Increased use of two-factor authentication

Security is always an issue that many business owners are worried about, as well it should be because there is a good chance that security concerns will increase in 2014 - especially if mobile wearable devices really take off.

In order to make it more difficult for accounts to be hacked, many of the larger companies like Google, have introduced two-factor authentication which requires users to enter a password and another form of information, usually a PIN number sent to a mobile device.

In 2014, it is highly likely that we will see an increase in the number of services that offer this form of authentication. What this means for many businesses is increased security, which should be welcomed.

IT becomes more of a core business function

Historically, IT has been seen as a separate business entity, something that supports core business functions. But, as many companies increasingly rely on technology, it has started to shift and become more of a core business function.

Many business owners will begin to question their existing technology and whether it really is giving them the best value possible and if they are using it effectively. Because of the largely complex nature of many systems, small business owners that take an interest in their IT will likely find that they struggle with managing and optimizing it. They will instead turn to an IT management partner who can help them find customized solutions.

While this isn't a new trend by any means, technology is becoming increasingly advanced and many companies are struggling. If you are looking to make IT more of a core business function, or would like to gain control of rampant systems please contact us today to see how we can help.

Published with permission from TechAdvisory.org. Source.

December 11th, 2013

BusinessValue_Dec09_CEmail is without a doubt one of the most important communication tools for businesses. Many companies even use email to conduct marketing, sending out newsletters and other collateral, such as email blasts, to their existing and potential customers. While this form of marketing can be really effective, there is always the chance that your emails will be blocked by spam filters.

If you are developing a new email marketing campaign, you need to first know a bit about spam filters. Because there are no set rules that all spam filter developers adhere to, you will notice that filters vary in how effectively they can block emails. Some filter nearly all spam while others filter only the most obvious spam messages. Getting past these filters takes trial and error but there are tips you can employ to succeed.

1. Take a look at your content

It is worthwhile looking at the coding of your email. Because some email scammers include hidden HTML or other coding that the recipient won't see in an email, many filters are now set up to scan the code of an email as well. You should get someone who is proficient to either develop a cleanly coded email template you can use, or to audit the code to ensure there are no problems.

Beyond this, take a look at the actual content you are including in your email message. If you are including special offers, sales, and content that isn't overly useful, there is a high chance that recipients will flag the email as spam, causing future communication that comes from you to be blocked.

The most successful emails tend to provide useful information like how the product or service can be used, updates from the company, and even industry-related articles. Basically, anything that drives interest and the desire in the recipient to contact you about the service you provide.

2. Know the common spam trigger words

In an effort to cut down on spam, many email providers scan the subject line of emails for potential spam words. If these keywords are found, the email will likely be blocked. The challenging part about this, is actually figuring out which words will get through filters and which will cause an email to be blocked.

One of the best resources we have found is this article on Hubspot. In general, good advice is to avoid cliche, and words that have come to be associated with sales oriented talk or jargon e.g., price, cheap, and no fees. Avoid special characters, like '$' and '!' in the subject line, as many spammers use these to try to grab the attention of the reader.

3. Audit your subscriber lists

In order to maximize the percentage of users who open your emails, clean out your subscriber list on a regular basis. Take a look for email addresses that have been deleted, or users who no longer work at the business. By auditing your subscriber list, you raise the chance that your emails will be opened and read by more recipients.

You should also look into the email addresses themselves. If you are sending an email to a general account i.e., sales@company.com, you may not be actually reaching a real person, but an account that automates tasks instead. Try to send your email to individuals instead of general accounts.

4. Test before you send

Testing your email before sending it out to your audience will help in ensuring that your email makes it through spam filters. The best way to test is to look for a spam testing solution. These solutions allow you to essentially send the email to a number of different services and clients, before presenting you with a report on whether your email managed to get through to the main services.

You can test the email itself in different browsers. While many Internet browsers can render or show most emails, they will often render them slightly differently e.g., text will be bigger, or content may not expand to fit screen size. If the content looks weird to the viewer, there is a high chance that it will not be read and may be flagged as spam instead.

5. Ensure you follow established verification procedures

As you may or may not know, there are actually verification procedures that users who send bulk emails must pass. These various procedures essentially let the different email services know that you, as the sender, are a legitimate business and not a spammer.

Many of the bigger email service providers have set guidelines on their websites for bulk senders, so try looking on the Internet for the different guidelines. Some of the more general requirements include:

  • The email be sent from the same IP and email address.
  • The same name, address and information is in the From: header of every bulk email you send.
  • Ensuring that the DNS (Domain Name System) records and address you use points to your company and are correct.
Of course, this can take time and some knowledge of how the Internet and email works, so one option is to work with an email expert who can help you set up your server or third-party platform so that emails from you will be verified. If you are looking for a way to make your email marketing efforts more successful, or to ensure that they make it through spam filters, please contact us today to see how we can help.
Published with permission from TechAdvisory.org. Source.

November 12th, 2013

2013Nov12_BusinessValue_CTesting is an integral part of any project. It usually  happens near the end of the development cycle and is important in helping businesses figure out what works best and what customers will react best to. One of the more common tests used by companies the world over is the A/B test. While invariably useful, is it really all it's cracked up to be?

A/B tests defined

The concept behind A/B testing is to release two different versions of  what is being developed, to see which performs best. This can cover a wide variety of business processes from traditional direct marketing to websites and even email marketing.

A good example of A/B testing would be developing an email marketing campaign where two different versions of an email are sent out with the goal of getting people to visit a page on your website. Version A may have slightly different content and images from version B, and half of your list would receive A with the other half receiving B. You then track the responses and visits to your site to see which version has worked better.

The information gained from this type of testing can then be used to improve future email campaigns or products and zero in on what is really effective in getting clients to do what you want.

A/B tests can actually vary in purpose. The most common being testing the difference between two versions of the same idea. Other times version A is a current version, while B contains improvements and is sent out to gauge customer reactions to these new developments.

What benefits can a business gain from A/B tests?

Compared with other testing methods, A/B testing offers four concrete benefits:

  1. It's cheap - While it may incur costs developing different versions, most of the time this is fairly minimal, with small differences between them. And, when it comes to testing, you can usually just split the groups in half, with no need to develop completely new groups for each version. Finally, when the test is complete and data has been gathered, it is usually not time consuming or costly. You can usually just decide to use the one that performed the best - with little need to invest in any big changes.

  2. It can accurately measure performance differences - A/B testing makes it easy to measure performance differences between two options. You really just have to collect the relevant data and then compare the results. Beyond that, this type of testing makes it easy to measure the difference between two options, even if this is small.

  3. It measures actual behaviour - During the development stage, it can often be difficult to accurately guess how products or different versions will fare when released to the public. By employing A/B testing, real customers are the ones who are testing, so you can better judge and see how your target market will react. This can go a long way in helping you create desirable products and services that will be well received.

  4. It can resolve trade offs - When unsure about wording, strategy and outcomes you can conduct an A/B test to see which option works best. A good example of this is offering a coupon. Do you offer it in the email or do you put a code on your site? If you include this in an email, other customers may react negatively if  they don't get the same discount. A/B testing can help you figure out what style works best, while minimizing problems.

When should they be used?

When A/B tests are used correctly, they can be a valuable tool in helping you add value to your business. That being said, they aren't great for all types of testing situations. In general, A/B tests are most successful when they are applied to projects with these three parameters:

  1. There must be only one clear goal - A/B tests work best when there is only one goal or outcome to measure. For example, which version of an email gets the most clicks, or which page gets the most amount of visitors clicking on a 'call to action'. If you try to measure more than one goal at a time, the results can get complicated.

  2. The outcome must be measurable - If you cannot measure an outcome easily from this type of test, then you likely won't be able to pick an option that works best. For example, it is difficult to easily measure satisfaction from A/B tests compared to what customers prefer.

  3. Designs need to be complete - A/B testing works best when you have a complete, or near complete, product, email, etc. The key here is to conduct A/B testing and possibly make minor changes to implement the option that provided the better results. The options are viewed to then be the final version employed.

If your project meets these requirements, then A/B testing will likely be useful and could help you improve your business profitability. To learn more about harnessing and gathering data from these and other types of testing, please contact us today.


Published with permission from TechAdvisory.org. Source.

October 17th, 2013

BusinessValue_Oct16_COne of the more integral business functions is marketing. Without it many companies would be missing out on sales revenue. With the increased adoption of the Internet, many companies have turned to digital marketing solutions like email marketing. The only problem is, while email marketing can be effective, it can be challenging to make it successful.

If you have been struggling with your email marketing campaigns, here are five helpful tips.

1. Sort out your contact database If you have had an email newsletter or marketing campaign for more than a couple of years you likely have a large or fair-sized contact database. A problem many businesses run into is that their contact databases are simply out of date. Emails are being sent to accounts that have been closed, or to recipients who have moved jobs. An out-of-date database can really hurt the effectiveness of email marketing.

It would therefore be a good idea to conduct a periodical audit of your database. Take the time to update information like names, positions, email addresses, etc. You should also look at how your database is organized.

Because of the varying nature of many email campaigns, it is highly likely that you will eventually develop email campaigns that target specific emails. If your database isn't segmented, it could be a nightmare to create effective campaigns. At the very least you should include information like the contact's:

  • name
  • position
  • email address
  • industry
  • location
  • referral source
2. Ensure people opt-in Because of its widespread use, email has become the medium of choice for spammers and even hackers trying to gain access to various systems. To counter this companies have adopted email scanning programs with strict filters that block any emails that could be spam. Beyond that, many states and countries have no spam laws which require that companies must get recipients to opt-in so that they can receive email marketing.

There are a number of ways you can get people to opt-in including:

  1. placing links in a clear spot on your website
  2. having a link in an email footer
  3. Having an opt-in link below sign up or inquiry forms.
3. Determine the purpose A common reason most everything fails in business is because it doesn't have a clearly defined process. The same can be said for email campaigns, if they lack a clearly defined purpose e.g., increasing sales, promote a product or move traffic to a website, then the chances of success will be low.

When developing a campaign take time to define the purpose, what do you want the recipient to do. From there, develop the content and layout around that purpose. Be sure to also define the type of people you want the email to reach because this will make it easier to define a recipient list from your database.

4. KISS Many email marketing initiatives fail because the company tries to include too much information or has an overly complex layout and sign up procedure. Try writing content that gets to the point and tells what the audience needs to know in a clear, concise and correct manner.

When developing the layout, aim for something that looks clean with ample white space and only essential information. Careful use of images and design should also drive attention to the most important content.

Beyond that, content should also be optimized for mobile devices. Because many recipients will deem your email marketing as non-essential, they may not look at it while at work. This means that they will likely look at it on their mobile device. If your content doesn't scale to fit smaller screens, this could lead to the reader simply deleting the email.

5. Don't be afraid to get some help Email marketing can get overly complex so, why not get some help? Try working with different email marketing providers to see what works for you, your content and what provides the best results.

By working with an email service like MailChimp or Constant Contact, you could drastically improve the effectiveness of your campaigns.

If you are looking for an email marketing solution contact us to see how we can help.

Published with permission from TechAdvisory.org. Source.

September 18th, 2013

BusinessValue_Sep16_CA common issue many businesses face is keeping their important files, ideas, products and information secure from prying eyes. Many small businesses would like to ensure that their intellectual property is secure, but have only a vague idea as to how to go about doing so, or about who actually owns what.

Here are four tips on how to keep your resources related to intellectual property (IP) secure.

1. Map it Before you can actually take steps to protect your data and property you need to actually know what information and files you have on your folder, along with how important they are. The best way to go about this is to have your managers or team leaders identify the type of information they use and store, along with its value and the risk you could face if it is lost or stolen.

Try to get them to ask questions like:

  • Are there items that should be marked as classified or encrypted?
  • How is data to be moved? Is it ok to use removable devices like USB drives or CDs?
  • Is printing of classified or important documents and information allowed?
  • Are employees connecting to the network with their own devices? If so, do we have access to the files they take/access from their devices?
  • Is there any information or property that needs to be patented?
2. Update or create an IP policy As you get the answers to the questions above and rank the importance and risks associated with data it is a good idea to either write or update any existing IP policy. You should take steps to ensure that you define:
  • The different levels of security for documents.
  • What classified documents are and how they are to be identified.
  • When employees should encrypt documents or mark them as classified.
  • What will happen when the policy is breached.
  • Who is cleared to mark documents and apply security elements.
  • Steps for recovering classified or important IP resources from employee's devices.
Once you have defined a clear policy, you should have employees acknowledge that they understand the policy by signing it, or an acknowledgement form which can be attached to the policy. Beyond that, it would be a good idea to periodically review your information and update the policy.

3. Enforce the policy If you are going to through the effort of producing a policy, you should follow through and enforce it. Once again, this information is often incredibly important to your company and if it goes missing this could prove disastrous. Policy monitoring and enforcement is essential, and should usually be done by the HR department, or the owner/manager of the company whose name has been applied to patents or other IP.

4. Test your policy All good plans need to be tested from time-to-time. IP policies are no exception, and should be tested at least once a year. The best way to test this type of policy is to actually try and steal it. Now, since you know about the company and the way data is stored, you are not the best person to try and steal your own data. This is where hiring an external firm or working with a managed service provider helps. They will often have ways to test your systems and can provide you with tips on where to make improvements and how.

If you are looking to take steps to protect your valuable IP and data, please contact us today to see how we can help.

Published with permission from TechAdvisory.org. Source.

August 21st, 2013

BusinessValue_Aug19_CA common reason many customers stick with a company and provide them their business is that the company offers great customer service. It's widely known that companies with poor customer service likely won't stay in business for long, so it is imperative that your company offers only the best service available. The question is, how can you do this especially since much of it is now done online?

Here are four ways to ensure that your company offers the best customer service - on and offline.

1. Ask questions It can be easy to discount customers as not knowing what they want or being overly demanding, but in reality, they are the ones supporting your business. Without your customers, you won't survive. One of the best things you can do to keep your customers is to get them on your side and invested in your company.

How do you do this? Ask them what they want and deliver on it. You should take steps to contact your customers - new and return - what they would like to see from you. If you run a small, local garden store and make an effort to reach out to your customers asking them what plants and material they would like to see you carry. Then, when you get your answers, try your best to meet the requests and communicate with your customers letting them know of the new products or changes.

Customers will see that you are listening to them and be generally more willing to return, often noting the great customer service. One of the best places to ask questions these days is on the platforms where your customers spend most of their time - most likely social media. Who knows, the proper question could net you next years big sale or product line!

2. Talk about both good and bad This tip is specifically aimed at your social media presence. It is now normal for customers to take to the networks to voice their complaints or unhappiness. If you ignore these complaints or sweep them under the rug, your brand and sales might take an unfortunate dive.

When you see complaints online, it would be a good idea to address these. Many experts agree that being candid and open while replying in a professional manner could go a long way in showcasing your customer service. If you can, try to engage them in a more personal manner like over the phone. If customers see that you are not only listening to their grievances but also doing something about them, you will most likely see an increase in loyalty.

3. Act Taking action is important for excellent customer service. If your agents or employees ask questions and are willing to deal with both the good and bad criticism, they should also be willing and free enough to act.

If you think about it, almost every company with excellent customer service has employees who take action to fix something when they see a problem. They don't have to go to their boss for approval, they just do. The key here is they need to communicate both with their teammates and the customers on what they are doing or will do in the near future.

Beyond that, utilizing social media and other online channels to monitor conversations is important. If you come across a complaint or request, following up and keeping the conversation going is great customer service. By communicating, acting and following through either online or offline, your company will show that you take customer service seriously.

4. Be approachable Think about the last time you were in a store and the staff were sitting around chatting. Did you feel bad about going up to one of them and asking a question? Nine times out of ten, unapproachable staff will cause lost sales. The same goes for your online presence.

If you have a website that is hard to navigate or customers have to go through hoops to find contact information, they will more than likely not even bother to contact you. This means you will lose the sale before you even know about it.

This also extends to your social networks. Because so many people use this medium to connect, it's important to be approachable here as well. If don't allow customers to comment on your Facebook Page or add suggestions on Google+ due to fear of spam or too many negative comments, then you could be turning customers away. Sure, there will be criticism online, some of it quite harsh but this could be a good thing especially if all interaction on social media is criticism. This shows that your customer service or product isn't working and is providing you with a way to identify what needs to be changed.

In general, don't delete negative comments as long as they are fair and try your best to respond to requests. This will indicate to customers that you care and can help convince them to do business with you.

If your company is looking for a better support system for customer service or ways to improve the connection with customers, contact us today to see how we can help.

Published with permission from TechAdvisory.org. Source.

July 25th, 2013

BusinessValue_July22_CBusinesses of all sizes are becoming increasingly invested in social media. One of the reasons for this is because they have seen how content that has gone viral has helped increase the name and value of brands and spread a marketing message. Businesses looking to replicate this usually have no idea about how to go about viral marketing though. However, there are actually tips you can follow to make your content more likely to go viral.

If you are looking to create content that has a higher chance of going viral, there are a number of key things you should be aware of.

Why content goes viral Before creating content that will hopefully go viral, you need to be aware of how and why content goes viral in the first place. At first glance, it would appear that this is determined simply on luck alone. In truth, however, although luck can be a factor this is only part of the reason. Content goes viral because it's shareable. Think of the last time you were told about a viral video or ad. Chances are, you heard about it on social media, and if you didn't the person who told you likely heard about it from there.

So, in order to go viral, content needs to be shareable, but not all content is share worthy. The question is, how do you create content that people will want to share? There are four factors you need to incorporate:

1. Content needs to be seen to be unique The vast majority of viral content is unique, as it often offers something new. If viewers of your content get the feeling that what they are reading is something different, they will be, a) more willing to consume it, and b) more apt to share it, if they like it. An important reality to realize is that most content on the Internet is not wildly original - someone has done something like it before. Therefore, if you read an article or see a video that interests you, maybe try thinking how you can improve on this and make it more interesting, relevant and practical for your audience. The content likely won't go viral world-wide, but it could go viral amongst your viewership, which is what's important, as this consists of your customers and potential customers.

2. People share what makes them look/feel smart There is a term associated with social media - social currency - that defines how a piece of content will make the sharer look. For the most part, content that makes the sharer look better, smarter and like they have something to contribute will be shared at a higher rate.

3. Content needs to be a trigger In general, humans rely on triggers for action. These triggers are stimuli, like sight and sound that evoke memory and association with products. A good example of this in action happened during the 2013 Super Bowl, where the stadium lights went out for the better part of half an hour. Because it was dark, people didn't know what to do. Oreo tweeted a picture that said, "You can still dunk in the dark." This tweet was retweeted over 10,000 times in less than an hour - going instantly viral. This was a clear message that it is highly likely that the next time this happens at a sporting event, people will remember Oreo. What Oreo managed to do was capitalize on a trigger - it's dark, reach for an Oreo.

In other words, if you can create content that capitalizes on common triggers, there is a higher chance that your content will go viral.

4. Content needs to be consistent It is important to realize however, that not all content will go viral; there is still some aspect of luck involved. To further improve the chances of your content going viral, you should strive to be consistent. What this means is posting on a regular basis and ensuring that whatever you post is consistent quality wise. If you do this, your content will come to be seen as valuable over time, and more likely to be shared.

If you take small steps to make your content generally more shareable, you will see the number of shares increase, bringing about more business, or at the very least cementing your brand image and reputation.

Looking for more ways to get your business name out there? Contact us today and we'll share our ideas with you.

Published with permission from TechAdvisory.org. Source.

June 26th, 2013

BusinessValue_June25_CCorporate reputation is the focus of almost every business manager and owner. They know that if the reputation of the business suffers a negative blow, they could see lost business, profits, or worse. What they often fail to take into account though, is that their personal online reputation may be just as important, especially if they are the face of the business. Do you take steps to manage your reputation?

Here are five tips that can help you manage your personal online reputation.

1. Be a little vain Growing up you were probably told that showing a high opinion of oneself isn't a positive. However, when it comes to your online reputation, being a little vain and promoting your good points, especially in relation to your business, could help define how others perceive you. It is a good idea to visit the major search engines and search for your name - full name, nickname and any aliases and see what comes up.

Be sure to also look at the different categories of search. For example, look at Images, News, Blogs, etc., on Google. You can also set up a Google Alert which will notify you whenever new content mentioning your name is posted. You can do this by visiting Google's Alerts site, entering your name in the Search Query box, setting how often you want the alerts, (we recommend once a week), and pressing Create Alert.

2. Secure your own little slice of the Internet It is a good idea to try and buy your own domain name, e.g., www.yourname.com. You can use this to create a website all about you, where you place a personal blog, pictures, etc. If you maintain the site, you can also link it to your social media profiles. If you keep this updated and keep up momentum then you may see a boost in followers. The best part is that this can be fairly inexpensive. Even if you don't launch a website straightaway, securing a web domain that is your own gives you options in the future, which you might want to use to promote aspects of your business, as well as yourself.

3. One platform to rule them all There are a wide variety of websites dedicated to content. Sites like WordPress, Tumblr, Blogger, etc., are all versatile and allow you to post nearly any type of content, or even create your own website. These sites usually allow you to link your personal domain name to them, so when someone enters this name they are taken directly to your content.

4. Get social Social media is a powerful reputation tool, and having a personal profile in the same place as your business profile can be beneficial. Be sure to fully fill out your profile information and be as active as possible, sharing content you produce, find, or generally enjoy. If you want to really interact that it is worthwhile to be on the major social media platforms - Twitter, Google+, Facebook and Pinterest.

5. Follow one of the golden rules of the Internet There are many rules when it comes to being on the Internet. One of the most important is: Watch what you put online. There are many stories of people sending an email, or posting a public Facebook post with content that is harmful to their reputation, when they intended this to be private.

In general, it's worth remembering that with anything that appears on the Internet, even if it's private, there is always a chance it will at some point become public. Therefore, you should think twice before posting anything that you definitely always want to keep private, or that could harm your reputation.

If you would like to learn more about managing your reputation, or that of your business, please contact us today to see how we can help.

Published with permission from TechAdvisory.org. Source.