Yahoo and Microsoft for Small Business
What does the Yahoo and Microsoft deal mean for small business internet marketing? The dust has officially settled on the announcement that Microsoft will be powering all of Yahoo’s search for the next 10 years. Well, at least according to the contract. Who really knows… in tech things move pretty quick and the world could look a lot different 5 years from now than it does today.
Microsoft and Yahoo deal.
Two Changes I Recommend:
- It is probably worth it to spend a little energy optimizing for Microsoft Bing search spiders. When it was a three-way race between Google, Yahoo and Microsoft, the market-share represented by 2nd and 3rd place on the list were each small enough to not typically return enough on your energy. Combined, however, they do. Estimates of course vary but their search reach can represent up to a third of all searches. That’s worth some effort…
- Get used to Microsoft AdCenter. Like AdWords from Google, AdCenter is where you bid on PPC and content placements for Microsoft websites and partners. Yahoo has a system called Panama to do the same thing in its world. Now, AdCenter is going to handle all the self-serve advertising across both sets of websites and partners. Much like for search optimization, it may not have been previously worth the trouble to manage campaigns in the also-rans but now the economics have changed. There is enough traffic here to make it worth messing with.
Most aspects of online marketing do not change with this shift in the landscape. While the underlying algorithms of the engines vary to some degree, they are similar enough that a sound strategy overall for one is a sound strategy for all. You still need to keep updating your site with fresh content, pursuing a link-building strategy, and optimizing your title, meta-tags, and content for keywords you want positioning for.
Your core focus will remain unchanged for online marketing. Cast a wide net for traffic. Make sure when that traffic comes to your site that you present yourself, your company, industry information, etc., in the way your customers need you to. Then, give awesome service and repeat. Good luck!
LocalVictor is Launching a Local Marketing Product
I’ve decided to launch a local marketing service. A lot of small business owners don’t have the time to research and put in place a core internet marketing plan. So I’ll do it for them. Here’s the plan… for $259 the first month and $159 per month thereafter I’ll implement an online exposure strategy for my clients. I’ll set up ads and keywords on major web properties, create a business profile specifically designed to be picked up by search engines for organic rankings, and report the results back on a monthly basis. I’ll monitor changes in the space (of course) and update the profiles, ads, etc. to adapt to the changes and keep my clients in front of their prospects.
For most business owners, the return on investment in figuring all this stuff out just isn’t there. There can be a great return on investment for the cost of internet marketing… the problem lies in the hours of time spent learning how to do it. So, for those of you who are already buried with running your business let me know. We’ll get you up and running!
Does that short sales pitch have you convinced? Didn’t think so! Interested though? Great! Get in touch with me through the contact form on my about page and we can talk about whether this fits your situation…
Your Internet Marketing – Better Than Yesterday?
I recently read a post entitled “The Big Question: Are You Better Than Yesterday?” which was written from the perspective of general improvement. However, I think it is a great read from the perspective of evaluating your internet marketing, business organization, and other activities. Is your business better because of the things you did today than it was yesterday? What about your internet marketing efforts? This philosophy is very much in keeping with the concept of working on your business instead of in your business. Here’s a link to the post… it’s a quick read and worth checking out…
Will Facebook Push Aside Twitter?
Facebook is purportedly going to release new features that will allow it to be much more Twitter-like. The two biggest changes in the offing (purportedly) were covered by Mashable in this article today. The question for us is… what does this mean for business? It’s too soon to know if Facebook will marginalize Twitter but it isn’t too soon to adapt.
The answer is that it means you need to consider your Facebook strategy all over again. Up until now, Facebook was largely a reciprocal relationship between you and your customers. They would friend you, you would acknowledge them and off you went. Fan pages changed that since anyone can be a fan but even then, your posts were limited to people who were actively looking for them. Now, Facebook is looking to allow you to make all of your witty repartee’ public and searchable if you choose.
For many people, that presents a problem. They have already established a community and style of communication that is working. That communication is usually designed for people who know you and what your business is about. The style of communication in Twitter is a bit different. Will shifting your Facebook communication to be a bit more universal alienate your loyal customers and lose some of the intimacy they’ve come to enjoy? It depends on the business and the format of the previous communication.
However, the sheer size and reach of Facebook makes choosing not to embrace the larger potential of engaging their entire audience irresistible. At last count Facebook was roughly 10X the size of Twitter for users! So here’s what I recommend… post an update or two about the upcoming change and maybe even post a note about it so your current users/fans will know what is going on, and then, start posting to Facebook like you would to Twitter. It’s a risk. You might mess up your “mojo” with your current community. However, given that this is a new change, your odds of being one of the early leaders in your niche is much higher. The reward for being the leader on a platform in a niche is worth a little risk.
All that stated, if you have the time and energy, it appears that the privacy settings will allow you to also post just for friends and not publicly as required. You could choose to make liberal use of that and keep some of the more personal touch in your communication. It depends on your returns from Facebook currently and the hours in the day to dedicate to these things.
What do you think? I’d like to know so if you have a moment shoot me a message or post a comment!
How to Write for Higher Conversions
What you put on your website is nearly as critical as getting people to see it in the first place. One of the leaders in the field of conversion tracking and testing is a guy by the name of Tim Ash. He literally wrote the book on landing page design and optimization. He also lectures, teaches, and in general has obtained guru status in the industry for knowing his stuff.
Tim is also a fellow Southern Californian and actually a very gracious guy if you get a chance to meet him in person. He recently wrote an article for Web Marketing Today which addresses “Writing for Higher Conversions”. While it isn’t an article specifically tailored to local businesses, all of the points apply equally well to either a small business or a national-level enterprise.
I recommend giving the article a read and then taking a look at your site and content pages. How well does your site reflect the principles he addresses in this article? Look for quick edits and changes you could make in the next couple of days to move in the direction of his advice. This guy knows what he is talking about!
Here’s a link to the article: Writing For Higher Conversions
Why Your Marketing Instincts Are Wrong
Your marketing instincts are wrong! Or, more accurately, the finely tuned marketing sense you’ve developed that makes your business successful is wrong when you go online.
Here’s why. Localized small businesses (and their owners) are almost always dependent on direct response marketing for the majority of their offline advertising. There are a few basic skills for that arena that become habits. The first is that every piece you send out has to create a response to justify itself and should generate ROI. So what do you do? You try and grab the audience’s attention forcibly with dynamic, engaging headlines. You create a clear, obvious call to action… you tell that prospect what you want them to do and how to do it. Then, you measure the results and repeat if there is a positive ROI. Hopefully you tweak it a little to keep experimenting and incrementally getting a stronger piece or method.
That approach is usually wrong online. Well, it’s right for Google PPC ads and landing pages. (Part of the reason Google makes billions is that AdWords is easy to adjust to from direct marketing conceptually.) It’s wrong for your company website in general. (Other than landing pages.) It’s wrong for social media and it is definitely wrong for your blog! The reason it is wrong is that online marketing and communication is not a series of individual shots at a prospect. It is an ongoing conversation wherein the prospects remember what you said last time and pair it with the message now. Sometimes this is called “conversation marketing” and it is a good way to look at it.
Direct mail is like a vendor at a swap meet yelling out “Special discount for you!” to each person going by. It can work at a swap meet but if you try the same approach at a business lunch, you won’t be going to lunch with many people! When you are communicating online with prospects, treat it like that lunch. Let them get to know you and perceive your integrity and dedication. Not because you say “I have integrity and am dedicated.” but because they can sense it in what you say and how you say it no matter what you are talking about.
So, when you are communicating online, imagine whatever you are putting together being read in a long line of other things you’ve generated online. For research, look at some Twitter pages of random people. It’s a great example in micro-cosm of what we’re talking about here and you’ll see it right away. When you hit a profile that is sales-heavy you won’t like it. Neither would your prospects. Set those direct-marketing instincts that tell you to always go for the sale aside… go instead for the positive impression. You’re going to get a lot more sales online that way!
Facebook Profile or Page?
Should your business use a Facebook profile or a Facebook page? One of my clients asked this question and I thought it would make a good post. The right answer, as always, depends on the business and the owner.
First, it is important to understand that you need to have a Facebook profile from which you can create a page. Even if you don’t want to actively use it, I recommend creating a page using your business name as the URL for the page just in case you want it later. It would be a shame a couple years down the road to want to have www.facebook.com/yourbusiness and have it be gone. At the moment if your business page doesn’t have 1000 fans you can’t specify the username yet but that criteria is purported to be released soon so be ready to check it. For other social media sites to secure your username on, check out my previous post Protect Your Business Name on 5 Social Media Sites.
There are a few key differences between a page and a profile. First, a profile is limited to a maximum of 5000 friends whereas a page can have an unlimited number of fans. If you reasonably expect to have more than 5000 fans/friends then the decision is made for you. Get a page. If not, keep reading.
Another difference is in the assumed public nature of a page. Facebook assumes that it is a public space and exposes it by default for search engines and the like. A profile has an assumption of relative “private-ness” which you can turn off but need to take steps to do. It isn’t a big deal but make sure to review your privacy settings if you stick with a profile. This difference in assumed privacy preference points to an underlying difference between a page and a profile. Facebook assumes that a profile is a single, specific person and a page represents a public entity of some kind other than a person. Even in the case of a celebrity, their page is not the person but the brand as a whole from Facebook’s point of view.
How does your business interact with it’s customers? My recommendation is that if you are a charismatic face for your business and deal with the majority of clients personally, go with a profile and use its personal nature to let clients be closer to you as a person. Share pictures of your family, updates of your thoughts on a wide range of topics and in general use your Facebook profile to promote your business by the quality of your personal relationships and integrity. This can be a very powerful approach and is in general great for lawyers, real estate agents, CPA’s, and other professionals/consultants. If your business is YOU and support around YOU then go with a profile.
If your business is based on a systemized interaction with your customers in which there isn’t a persistent personal connection between a given employee and client, or you have many such relationships, then go with a page instead. Save your profile for your own personal connections and friends. You can still connect with customers on a personal level through the profile if you wish. The page will serve as a more natural hub for your business with its own identity. This is a weaker connection in most cases but if it is the most appropriate then that is correct.
And now a note on the future… Nobody can predict with 100% accuracy what Facebook will do but it makes sense to assume that their internal perception of the uses of profiles vs. pages will continue and result in features and benefits that strengthen each of those types of identities. New features for pages are likely to be “broadcast” types of things while features for profiles are likely to be designed to strengthen the bonds between individuals. I hope that this information is helpful in choosing the correct path for your business. Good luck!
GoDaddy or 1and1 for Web Hosting?
Just getting online with your business website? One of the first decisions to make is which web hosting company to use. There are some free web hosting options advertised but they all seem to have strings attached or restrict your options in some way. So, for this post I’ll compare two of the most popular domain and web hosting companies for small business. GoDaddy and 1and1. You may have heard of either or both of them.
GoDaddy is perhaps best known for their “GoDaddy Girls” and Danica Patrick the racecar driver who they feature in lots of provocative ads. The girl advertising aside, this is a serious hosting company and their tech support is really quite good. I have some of my own domains and hosting with them and work with several clients who do. There are a couple of advantages GoDaddy has over 1and1:
- Their tech support is better. It is just simply easier to work with and more comprehensive. I’m not saying that 1and1 support is bad. Just not as good.
- Many domain traders use GoDaddy so if you pick up additional domains on the secondary market the transfer is going to be quicker and easier. This is mostly a peace of mind issue but it is nice when you do it.
1and1 is much quieter on the advertising front and is less well-know by the general population. They lean more heavily on large print ads in geek magazines and online. That stated, they are a big player and worthy of consideration. I have the majority of my domains with 1and1 and host some sites with them as well. A couple of strengths of 1and1:
- In general, their prices are a little lower than GoDaddy for comparable plans. If you are comfortable with hosting, etc. you might as well save a couple of bucks.
- They are attempting to be green. ”With Renewable Energy Certificates to match 100% of the energy consumed in our data center, 1&1 will help save 30,000 tons of CO2 emissions per year!” I’m not sure how impactful renewable energy certificates really are but at least they are trying.
You won’t be making a mistake picking either company. Both of them help you avoid the pitfalls associated with free hosting offers while offering full package of free tools and assistance to get you going. A note on both 1and1 and GoDaddy… well any host really… watch your load speed on your site. If it starts dragging, call in and ask about it. Sometimes it will be your connection. Other times, it will be them. When it is on their end they can usually improve it if you contact them.
I hope this information is helpful. Good luck!
Links to each company follow:
It’s 102 Degrees in the Shade. Free Coffee!
A business in Death Valley put signs out along the highway offering “Free Coffee”. In DEATH VALLEY!! It was 102 degrees in the shade the day I was travelling! Coffee? Wouldn’t ice water be more compelling? Free beer would probably work to draw people in… coffee? In the desert?
Coffee - You can sleep when you're dead!
It made me think about the business owner. Why would they do this? It clearly took effort to get the signs printed and placed. Where was that effort on what the signs should say? Now I could be wrong… maybe they have tested many signs and discovered free coffee works the best but I doubt it. Seems like they were caught up in their own thought process.
When is the last time you had someone take a look at your website who doesn’t work for you? Have you ever sat down with a customer and asked them to give you their thoughts and impressions? What about offering the next person who walks in a free bonus in exchange for 15 minutes of feedback?
You better do it. We’re all guilty of being too close to our industry and business to be able to think like a consumer. It’s like a film major watching a movie. They see camera angles and techniques while the rest of us just get immersed in the fantasy. So, you need to get outside input or you could be cluelessly offering coffee in the desert. (Or at least your message may be off-target.)
Here are some things to consider:
- First and foremost… what are visitors to your site actually looking for? Why does someone show up? You better have something specific to offer them.
- How quickly does a person visiting your site identify the most important message you want to communicate? Is it on the homepage?
- Does your message match what a customer would say? (For example does your website say “The Best Listings In The MLS!” or does it say “The Best Houses For Sale in San Diego!”?
- Are you offering coffee in the desert because it is cheap? Meaning… are you offering something that isn’t really what your customer wants because it is easier or cheaper for you? If so, stop it right now! You should know better…
- Is your online visitor the same demographic as your customers in general? A lot of businesses miss this one. While your overall customer base might have certain characteristics, the ones who visit your website might mainly consist of a sub-section of that larger group. Should you tailor your site to them? I would say yes but do it gently so you don’t alienate the rest.
- How long is it taking for your site to load? This can be a real killer… a lot of small businesses have rather cheap hosting and your load-times can get a bit slow. Usually if you call and complain a bit they can improve your load time. (The old squeaky wheel gets the oil issue.)
The main point is trying to step back and review your site with fresh eyes. If it has been more than 1 year since the last time you did this then it is time to do it again! Look, if you check it out and still like what you have then great! If not, you better take care of it quick… it’s already costing you money.
Should My Business Have a Blog?
The answer? Not necessarily! Most of the writing online right now about increasing exposure, internet marketing, etc. all would tell you that you must have a blog. It isn’t always the case that you need one. Let’s talk about why they are so often recommended and how to decide if you should invest the time and energy maintaining a business blog.
First, it is absolutely true that Google likes blogs. Or, more accurately, Google likes fresh content on websites and blogs are supposed to do that. If you don’t regularly post to and update your blog, you don’t get any points from Google. The search engine positioning potential of blogs is also very good since they generally do a lot of things for you automatically that work well for SEO and each post can be a little keyword targeted webpage. Also, since you can create one using free services such as Blogger, WordPress, or LiveJournal there is an assumption that it is free so why not? Well, lots of reasons… but there is one that really stands out.
Time! Look, running a business doesn’t leave a lot of free time laying around. So, anything you decide to spend time on means you aren’t spending time on something else. It’s just like money in advertising. Dollars in one place mean fewer dollars someplace else. So, here are some things to think about when considering if a blog is worth the time investment and potentially dollar investment for you business.
- Do you or does someone in your company have time available to create and work on the blog?
- How much competition do you have for the search terms you would like to be found for online?
- Are your customers active online or are they offline types? (How likely are they to see your blog?)
The answers to these questions will help shape your decision. If you are buried right now just running your business and adding anything else to the mix means you neglect core operations, don’t create a blog! You don’t have time. Focus on systemizing your business, delegating, etc. When you have room to breathe think about taking this on.
Also, if you have almost no competition in your community for the terms you care about and are positioned well just off of your basic business website you might not be in much of a hurry. On the other hand, if your customers are active online a blog might be a great way to make closer connections to them so maybe it is worth it anyway. It’s all about finding the balance of sacrifice vs. return that we all face in running our businesses.
A blog is never going to hurt you and can even be fun. (Well, it can hurt you if you embarrass your business with horrid writing or controversial opinions.) If you have time you should create one just based on the idea that it will likely increase in importance in the future as a hub for your social marketing efforts. It doesn’t necessarily deserve to be a top priority. There are a lot of other concerns that may supercede it so take the exhortations online to “create your blog now!” with a grain of salt. Do it if/when it makes sense for your business!
Trying to sort it out in your head whether you should invest time now? Post a comment below or get in touch with me through the email address in my about page and I’ll help you think it through. I won’t even try and sell you anything! Business blogs can be great but create one when it makes sense.
