Posts Tagged ‘Work Your Biz Wednesday’


Are You Getting Everything You Should Be Out of Google Apps?

If you’re like many small businesses, you might be using Gmail for your company email addresses. Or maybe you rely on Google Calendar to alert you about meetings and events from any mobile device. But those are just the tip of the iceberg for Google Apps. There are tons more features that help you collaborate with your team, work away from your desktop, and hold more productive meetings, both in person and virtual.

Build a Smarter Team

The great thing about Google products is they work so well together, as well as individually, especially for teams. While I’ve written about the best apps small business owners need to thrive, I’d be remiss if I didn’t mention Google Drive. When you’re collaborating on documents, sharing them in the cloud makes it easy for multiple people to access the documents and make their changes, without all that crossover of emails with different versions of that doc.You can create word processing documents, spreadsheets, forms, and presentations, and share them with anyone you want to have access to them.

And if your team isn’t in the office with you, Google Hangouts makes meetings easier. Up to 15 people can be on a call, and there are apps for mobile devices, so you’re not tethered to your desktop.

Google Calendar, too, is ideal when trying to schedule meetings for your team. You can share access of your calendar or see availability on others’ calendars, then send invites to your team. You can even include a video call in the invite (on Hangouts, of course!).

Taking it on the Go

There are compelling reasons for Google lovers to choose Android phones over Apple. They’re much more intuitive when it comes to using Google Apps, and many (like the Samsung S5) come standard with all of the apps built in. Sign in once and get access to your Hangouts, email, Drive, and calendar.

It’s the Little Things

Beyond these tools, there are plenty more. Like Google Vault, which helps you archive email and chats, making audits and legal research easy. Or Google Sites, a free tool with simple website templates. Groups let you channel your conversations into one place online, and Translate helps you understand foreign text.

Integrate What You’re Already Using

A little-known feature of Google Apps is its Marketplace (I myself didn’t even know about it until I did some digging). The apps here are from software and programs you’re likely already using, like CRM, workflow, and email marketing. Enabling your accounts to work within Google Apps streamlines the activity between the two.

For example, the Nimble app in the Marketplace gives Nimble users more functionality. It allows you to import contacts from your social stream with one click; link emails, tweets, tasks, and events to a profile; and allow your team to log into Nimble using their Google account.

You might even discover new tools, like the HelloFax app, which lets you fax documents from your Drive. Or QuoteRoller, which helps you build out quotes and proposals.

All This…at What Cost?

If you signed up for Google in 2012 or earlier, you’ve been grandfathered in to free services. But at only $50 a year (or $120 with unlimited storage and Vault), it remains an affordable option for any small business looking for easy productivity tools.

We’ve come to rely heavily on Google, and for good reason: the brand keeps providing useful tools that help us do more with our businesses.

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Understanding When It’s Time to Develop a Board for Your Small Business

?????????????????????????????????????As your business grows, you may seek additional input and support from others outside of your company. If you’ve reached that point, it might be beneficial for you to consider starting a Board. Whether it’s an Advisory Board or a Board of Directors, having the experience and insight of a well-rounded group of individuals can help you take your small business to heights you couldn’t have realized on your own.

The Difference Between the Two

There are two kinds of Boards you can consider developing: an Advisory Board or a Board of Directors. An Advisory Board includes a panel of people that have experience that can help guide you to making decisions for your company. A Board of Directors takes that one step further and has the power to vote on those decisions. If you incorporate your business, you’re required to have a Board of Directors, though you may not hold more than the required number of meetings. If you have shareholders you’ll also need a Board of Directors, as they’re the body that act in the interest of the shareholders.

How to Cultivate a Fabulous Board

Whichever type of Board you want to develop, here are a few ground rules to get started.

Start by determining what you hope to achieve with your Board. We’ve already covered the situations where you’re required to set up a Board of Directors, but if you want an Advisory Board (and you can certainly have both), you need a purpose and direction. Maybe you want to take your private company public, and want the right people on your team to guide you to success. Or maybe you want to enter a new industry that you know little about. Having experts in that field on your Board can help you navigate that transition.

Next, get the right people on board. (Pun. Get it?) Aim to find people with experience different than the rest of your Advisory Board or Board of Directors so you have a balanced panel. For example, you might invite one accountant to help with the financial side, one industry expert, a marketer, and a strategist. If you can find a well-known industry leader willing to participate, that’ll be great PR for your company.

You want to set expectations early so that potential members know what’s expected of them. How often will you meet? Will they be required to participate in email or phone call conversations between in-person meetings?

Then, set compensation. Board members are often shareholders, so they get compensated partially or completely in stock. For Advisory Board members, you might only pay for meals in meetings, or you might offer a stipend for their time. Remember: they are giving you some of their valuable time, so consider a fair and appealing compensation plan.

Developing Relationships Over Time

You may only meet with your Board once a quarter or once a year, so make sure to maintain communications throughout the year so they feel in touch with your business. Send a monthly newsletter updating them on what’s happening at your company. Check in with a phone call or coffee date occasionally. Ask if there’s anything you can do to help them. It’s important to make this a reciprocal relationship so they want to stay on your Board for years to come.


How to Lower Your Bounce Rate on Your Small Business Website

???????You have a beautifully designed website. Check. Targeted keywords on the website. Check. You have a way to capture email addresses on your website. Check. So why aren’t you getting more customers from your small business website? You might have a decent flow of people visiting your site, but if they’re not converting to sales, it’s time to look at the reasons why. Start by examining your bounce rate.

What the Heck is a Bounce Rate?

Just like a shiny rubber ball, your bounce rate happens when people land on your site and then quickly bounce away. You can find your bounce rate by looking at your Google Analytics once e month. The technical definition for bounce rate: the percent of people who leave your site after visiting just one page. The higher the bounce rate, the more people are leaving rather than looking around. The average bounce rate is 50%. Here’s an illustration:

  1. Someone searches for something they’re looking for online.
  2. Your site shows up in those search results. They click your link.
  3. They land on your home page, don’t see what they expected, then leave.

So the question is: why are they not finding what they want? Why do they leave before even exploring your site? Typically there are a few reasons for this.

1. Your Design is Unappealing

While you wouldn’t expect a visitor to your site to hold bad design against you, first impressions really do matter. And if your website hasn’t been updated for 5 years, or is cluttered with ads or popups, there’s not much you can do to convince people to stay, even if your products are amazing.

Fortunately, there’s an easy fix for this: get a new design! Website design has come way down in pricing, and there are even templates and platforms you can customize and manage yourself.

2. Poor Keywords

Let’s say the name of your company is Red Ball Marketing. You don’t actually sell red balls, but people still land on your site looking to buy red balls. You’re probably not willing to change your company name, but you can put more effort into appearing in search results for better keywords. You should know your top 6 keywords. If you haven’t really put much thought into your keywords, you’ll get a mix of traffic of people looking for lots of things, but not really what you sell.

Figure out the top keywords your audience is searching for and make sure you use them throughout your site, especially in your blog titles and static pages. For your marketing company, that would be terms like:

  • Content marketing
  • Marketing firm
  • Marketing for small business

If you continue to work to build your presence online with those keywords, as well as blogging, you should start to move up those search results and attract people who are looking for what you’re selling.

3. You Lack Calls to Action

Now that search engines have led leads to your website, it’s your job to make them drink the koolaid. If your home page lacks any call to action, how will visitors know what you want them to do? Consider your call to action your instructions for visitors to your site. Do you want them to:

  • Buy from you?
  • Get a free quote?
  • Subscribe to your newsletter?
  • Download a free ebook?

Then let them know! Make your call to action bold, colored differently from surrounding text, and simple to follow.

Your website holds the potential to convert visitors into customers. But you’ve got to ensure you’re targeting the right people with your content and keywords, and that your site is an inviting place to shop. Then you can lower that bounce rate and increase sales!


How to Find a Mentor for Your Small Business

??????????????????????????????????????????????????????Have you ever considered finding a mentor in your industry to ask for advice on running your small business? Having a mentor can help you avoid mistakes they’ve made and guide you to finding a faster path to profit and prosperity. And it’s also great to have someone to bounce ideas off of. Here are some suggestions for how to find the right mentor for your company.

First, Figure Out What You Need

Are you looking for a mentor who can advise you on running a business just like yours? Or someone who can help you in a particular area, like marketing, sales, or product development? Knowing what area you want to improve in can help you figure out where to start your hunt.

Look Around Your Industry

There are likely people who have worked in your field for years that are willing to help you along the same path. If you don’t know many people in your area, attend industry networking events to meet them. Ideally, you want to find someone who’s a little further down the path than you are so he can help guide you based on his experience.

Visit Local Small Business Resources

You’ve probably got a SCORE chapter or Small Business Development Center near you, so take advantage of the free access to business professionals. If they can’t help you, they may be able to connect you with willing folks to serve as mentors. The best thing about SCORE is that you can find a mentor online as well as in person. Also look for a Women’s Business Development Center, they offer great resources as well for men or women.

Check Your Online Network

Don’t overlook your online contacts in your search. While you might not be able to meet face-to-face, having a virtual mentor you can connect with on Twitter or LinkedIn can still provide the benefits you’re looking for. Pay attention to who you interact with on social media, or search for someone you think has the experience you need.

How to Approach a Potential Mentor

Finding a mentor is all about relationship-building, so be prepared for the long haul. Start by simply getting on this person’s radar so he or she knows who you are and what you do. Support him in any way you can, such as by sharing his blog articles or responding to his status updates online.

If the person you’re considering is local, invite him to coffee to get to know one another. If it feels right, mention that you’re looking for a mentor and see where the conversation goes. Be sure to highlight what the other person will get from the relationship. Many people might not even consider that you’d want them as a mentor, so don’t be afraid to ask flat out once you’ve built up the relationship. They’ll likely be flattered.

Lay out your expectations for the relationship:

  • How often you’d like to meet, and how (phone, email, in person)
  • What you’d like to learn from him
  • How you can reciprocate (offer business referrals, etc.)

Your potential mentor may have other ideas about how you can work together, so be open to hearing them.

As you build your mentor/mentee relationship, be grateful for the time he gives you, and find ways to show your appreciation. A heartfelt thank you note can go a long way, as can a thoughtful gift during the holidays.


How to Build a Massive YouTube Audience

?????????????????????????????????????????????YouTube is the #2 most commonly searched website online. In fact, how to videos are the most common content searched on YouTube, but when you are really trying to make a splash online you want to create a viral video. I don’t believe in luck, I believe in proven systems. There is a process for creating a viral video.

Three things all viral videos have in common they are authentic, entertaining, and memorable. In order to create a YouTube strategy your should develop a specific point of view. Think about the types of content you want to be known for, determine how you will distribute the content, to how you will optimize it along the way.

When it comes to building a massive YouTube audience. There are fundamentals that need to go into the copy and video production. As as a former television producer, I have some specific thoughts about quality production here my four basic rules.

  1. Keep is simple. A sixth grader should be able to understand the point.
  2. Keep it brief. Never produce a video over 2 minutes. (Honestly, keep it to 1 minute)
  3. Make sure it’s visual. Nothing is worse then using a video, when you really should have used audio.
  4. Invest in quality graphics. Professional artwork makes a big difference in how a video is perceived.

Many viral video campaigns fall flat because they don't follow these five steps:

  1. Create an emotional connection: Does your video make your audience reflect on a time in their past, have a good laugh or picture themselves in the future living their dreams. People share things that make them feel a certain way. Your content should create an emotional connection with your audience.  
  2. Make your message stick: We all love slogans, they are so easy to remember. Alliteration is another great tool wordsmiths like to use to create association with messages.  Pick something that is easy. What we share in social media defines who we are and our brand. Your message in your video needs to be clear and something people will want to be associated with.
  3. Teach em something: People love to learn new stuff. If you have developed a new way to do something that you share in an entertaining way, that can become viral. People respond well to easy steps. Try to incorporarte 3-5 action steps in your videos.
  4. Time your release: Pick a day and time to release your video when you'll need less overall views to reach the top of YouTube leaderboards in your chosen category. You’ll want your views to spike significantly during the first 24 hours to show YouTube algorithms high rates of views, likes, comments and shares.
  5. Rally your network: Get social proof for your video and some immediate views by emailing your fan list, inviting your Twitter followers, and Facebook fans to share it. You can use a platform like GroSocial to boost views from Facebook, where video is huge.

If you develop powerful viral video, you could create a whole new audience for your small business. 


How to Define & Refine Your Elevator Pitch

Stocksy_txpb08fd375357000_Small_170332First impressions really do matter. Think back to the last time you attended a networking mixer. Did you have a quick and smooth response to the question, “What do you do?” Or did you stutter and stumble over your words, finding it difficult to explain your business? If it was the latter, it’s time to define or refine your elevator pitch.

First, What Is an Elevator Pitch?

Consider it your verbal commercial; it’s how you explain what your business does and how it can benefit the person you’re talking to. Typically you can get it all out in 30 to 60 seconds. Any longer, and you will bore your audience.

What’s Wrong With Your Current Pitch

Think about the response you get with your current elevator pitch. Do people look confounded when you try to explain what your business does? Do they look around the room, bored and ready to escape? These are clues that can help you understand what needs to be fixed with your current spiel.

Your audience doesn’t care what you think is great about your company. They care about how it can help them. So if your current pitch is focused on the features of your business and not the benefits to your audience, you’re not succeeding in connecting with your audience the way you need to.

Perfecting Your Pitch

Now that you know what’s wrong with your old pitch, toss it aside and start brainstorming on your new one. Essentially, your elevator pitch should have these three components;

  1. The problem you solve for people
  2. How you solve it
  3. What makes you unique

Now, that doesn’t mean you have to be boring in addressing each point. Some of the most successful elevator pitches begin with a thought-provoking question, like:

Could you stand to make more money?

Tip: make the question an automatic yes to get your audience in a receptive frame of mind. Make it an obvious question to answer; who would answer no to the question above?

Next, look at where your audience is coming from. If you’re at a small business networking meeting, probably every small business owner is there to find potential customers.  Knowing this, you can move on to that pain point:

I’m Melinda Emerson, the “SmallBizLady,” and I help small businesses like yours bring in more money.

Now you’ve really got their attention. You’ve latched on to a problem they have, and now you’ve told them you can fix it. Now they want to know how.

I do that by looking at what’s not working in your business, helping you fix it, and guiding you to find new customers.

Now, I could have said that I offer marketing consultation services, product development, and marketing analysis, but I didn’t want my audience’s eyes to glaze over. They want the big picture: I can help them make money. How I do it is a conversation we can have one-on-one if they’re interested.

If you’re speaking to a crowd, you can also tell people how to find you. Typically mentioning your website is sufficient.

Don’t be afraid to have several versions of your elevator speech, especially if you meet with different groups. Tailor it to fit your audience.

How to Find Out if It’s Working

The best way to measure the success of your elevator speech is to gauge reactions. If people are engaged when you speak, you’re doing a good job. If they come up afterward to ask questions, even better. You want your elevator speech to be a teaser that makes people want to exchange business cards and learn more about what you do.

Armed with your new elevator speech, you’ll be ready to knock ‘em dead at your next networking event!


Work Your Biz Wednesday: Google Analytics

Google Analytics gives you a comprehensive look at your company's website. Learn how to use this tool to assess how your online marketing is working from the Small Biz Lady, Melinda Emerson.


Work Your Biz Wednesday: How to Hire a Manufacturer

If you have invented a product, how do you go about finding a manufacturing partner? Here are some tips from the Small Biz Lady, Melinda Emerson.


Work Your Biz Wednesday: Turning Negative Reviews

Manage the online reputation of your small business with these tips from Melinda Emerson, the Small Biz Lady.




 
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