business Archives - Page 19 of 36

Repair Your Marketing Message

March 9, 2016 by Thomas

In the world of marketing, getting your message out to the public can mean the difference between a sale and a missed opportunity.

No matter what brand you are marketing, it is critical that you get your message out there correctly the first time around.

So, do you feel confident that your brand’s message is being heard by the right people at the right time? If not, how can you go about repairing that message so you get it right more times than not?

Get Your Brand the Attention It Needs

To start with, take a good look at your brand and who you are trying to promote it to.

For example, say you want to market a repair manual, be it for electronics, vehicles, household appliances or a host of other items. Such manuals are all but a necessity for millions of people, especially just after they have purchased a new product.

You have several options to market such manuals, among which include:

Your website – First and foremost, your company website is your greatest tool when it comes to marketing your brand. That said too many companies drop the ball as it relates to their sites, having websites (specifically blogs) that are ho-hum at best. From boring copy to broken links, there can be (and oftentimes are) a host of reasons as to why consumers are simply passing your brand by. When that happens, it is oftentimes your competition that swoops in and scores the sales. In order to lessen the odds of that occurring on a regular basis, review your site often. Look for not only stale copy or copy that fails to gain you ground in Google searches, but also links that do not work, a lack of imagery, and failure to leave proper contact details for interested consumers;
Social media – If you’re one of those company heads, who still hasn’t jumped on the social media bandwagon, why is that? SM is a great tool whereby you can give your brand the attention it needs, all the while barely spending a dime in the process. If you’re yearning for inspiration, take a look at some competition’s social networking endeavors, seeing what clearly works for them and what may need to be tabled. One word of caution, do not try and be too many things for too many people. Instead of trying to be on multiple social sites and not having a true handle on things, focus-in on a couple of sites (typically Facebook, Twitter, Instagram etc. are good starters) and get to work. Your Facebook page is a great place to run surveys of consumers, offer specials and deals (contests are great too), and interact with those interested in your product or service. With Twitter, you can tweet and retweet messages about your brand and the industry you are a part of. Make sure you’re brand is part of any relevant discussions, as you can very well find new customer opportunities with just a few tweets and retweets. Whether you know it or not, Instagram has exploded in just the last year or two, giving businesses a great opportunity to market their products and services. Post images of your brand (including how-to manuals etc.) so consumers have a better idea of what you offer. As the word spreads from shares, your marketing message will better position itself to take off (see more below);
Employees – Stop for a moment and think about whom are some of your greatest marketing ambassadors. If you missed your employees, revisit that topic quickly. As part of your company, your workers should always be assisting you in getting the right marketing message out there. While you likely have a marketing coordinator (and or department) in place, there is no reason everyone in the company can’t do his or her part to help in repairing your marketing message when it is not working. Have company meetings from time to time, with instructions and feedback on how to better market your brand. Also consider letting your employees use social media on occasion to help push your marketing message to the public.

If your marketing message is in need of some repair, open the manual of commonsense and get it working today.

Photo credit: BigStockPhoto.com

About the Author: Dave Thomas covers business and marketing topics on the web.

Do You Elicit Great Followers in the Business World?

March 3, 2016 by Thomas

When it comes to gaining followers, quality trumps quantity especially in the business world.

Thanks to social media, it’s easy to become fixated on the numbers whether that’s how many employees you have working for you or how many people attend an event you host.

But attracting great followers, the right followers, can pay dividends.

They include:

Right followers make it happen.

If you’re a business owner, your followers are the people on the ground making your vision happen and helping you to realize your goals. Great followers are more than just foot soldiers or cogs in the wheel of your business machine.

Any qualified worker can complete the task they are assigned but loyal followers will fight the battles that go on behind closed doors. When you leave a meeting or log-off of a conference call, you want to know that the people you’ve hired will quash any toxic dissension.

They’ll challenge you to be better.

Quality followers will feel empowered to hold leaders accountable. That sounds dramatic and maybe counterintuitive to the idea that bosses are superiors, but it’s a positive sign of leadership.

Great followers respect your expertise and therefore hold you to a high standard. If they see you or your business slipping down the slope of complacency, they’ll challenge you to be better.

If for example, say you’re a thought leader in your industry with a considerable Twitter following. If you’ve attracted quality fans that care about your brand and reputation, they’re going to tweet at you with constructive criticism and not just blind praise.

They can help you get out ahead of conflict.

As the article “All Engineering Leaders Need Great Followers” points out, followers can teach leaders as much as leaders can teach followers. One of the primary roles of a follower is a responsibility to listen, take stock of situations, and learn from that input.

In a business environment, great employees will communicate to you problems as they happen rather than letting conflict fester.

They’re professional adults that know there’s a difference between “being a snitch” and proactive problem solving.

Passion is the best PR.

As Forbes explains, there’s a difference between a follower and a subordinate.

A passionate follower may not have authority in the form of a fancy title, but they hold a great deal of actual power.

When you are an innovative leader in the business world, you likely won’t need to take out a billboard announcing your talent because your passionate employees or men-tees will be spreading the positive word for you.

Today’s followers may be tomorrow’s leaders.

This isn’t hyperbole.

Industries like technology and media are in a constant state of change thanks to new mechanical innovations and strategic disruption.

Your intern today could be your peer at another company in a year. Taking the long view, that assistant could be your boss at some point. You want to have great followers because your future employment could depend on it.

Great followers can help you save money with positive PR, challenge you to be better, and help prevent future conflict or unemployment.

For these reasons it’s just as important that leaders consider the quality, not quantity of their followers.

Photo credit: BigStockPhoto.com

About the Author: Kristin Livingstone writes on a variety of topics including leadership and business.

Is Your Data Resonating with Customers?

February 17, 2016 by Thomas

When you’re running a business in today’s fast-paced world, how you use and store company and customer data goes far in determining just how successful your brand will be.

Not only do you need data that is up to date and valuable to both your company and your customers, but it also needs to be protected from the ever-growing number of hackers. With more of these criminals seemingly on the attack these days, companies can never be too careful and shielding themselves and customers from potential breaches.

With that in mind, look at the data you currently store and determine several factors in order to stand out from the competition.

When you have a business data center that provides you with current customer information in an easy-to-access setting, you are equal to or even one step ahead of the competition.

Data Delivers Details

To begin with, make sure everyone associated with your business truly understands why your customer data is so critical to the company’s success.

Remind employees that customer data gives your business:

A better idea of who the customer is;
What their income level is;
A glimpse into the products or services they may be interested in purchasing from you;
What their shopping history is.

With that information in front of you and your team, your company can then proceed with the necessary marketing campaigns to increase sales.

Start by identifying who the customer truly is.

Are they male or female? Are they in their childhood or teen years, 20’s, 30’s, 40’s, 50’s, 60’s or even older? Are they still living at home or are they out on their own? Are they typically purchasing goods and services just for themselves or others?

Customer Incomes Prove Informative

The next area of interest is their projected income level.

Are your customers poor, middle class or doing very well for themselves? Do they have minimal money to spend or can they shop regularly without too many financial restrictions?

For the former group, use the data you have on them and provide them with savings opportunities. Such possibilities include things like rewards cards, coupons, special deals at different times of the years (holidays etc.). While you may think that selling to such consumers at lower prices is not cost-productive to you, these individuals are more likely to keep coming back to you for business, ultimately leading to more sales.

Whether you offer a single product or service or myriad of options, knowing what many of your customers are oftentimes looking for allows you to keep such items well stocked.

For example, if you run a seasonal business, you have to be sure you make up for the slower times of the year.

Trying to sell pool equipment in the wintertime in Buffalo can be quite the challenge. That said it certainly does not mean you have to shut your business down for months at a time until the weather improves.

Survey your customers on what pool or outdoor related items and services they are most interested in. Outdoor pools in colder regions of the country need to be covered in the wintertime, plus you may also have some customers who are fortunate to have indoor pools. Lastly, some or many of your same pool customers could have Jacuzzi’s, something that can be used year-round.

The best way to get such details is by regularly talking to your customers (in-person, over the phone, emails, surveys) etc. and using such data to increase your selling opportunities.

You can also offer them special wintertime deals for the coming pool season, deals that will get them in a buying mood during the slower months.

Know the History

Finally, knowing and understanding customer histories when it comes to browsing and ultimately purchasing is truly valuable.

Face it; many consumers do in fact change their buying habits over time. As a result, you need to be able to adapt to such changes.

While the data you have on customers from the last year or so is certainly valuable, it can’t with 100 percent accuracy pinpoint when and how much of an item or service customers will demand tomorrow, next month, or even next year.

Use the accumulated data as a window in a customer’s buying habits, but always plan on updating it accordingly.

Given the fact that there appears to be no end in sight to the mounds of data out there on consumer buying habits, the key is to make sure you compile it, use it to your advantage, and ultimately make it resonate with customers looking to your brand as the first choice.

Photo credit: BigStockPhoto.com

About the Author: Dave Thomas covers business and technology topics on the web.

Your Company’s Data Can’t Be Breached

February 6, 2016 by Thomas

You’ve likely seen the stories in the news in recent years about company’s having their personal and customer data breached.

Whether it is major players like Sony and Target or smaller businesses that you have never heard of before, the financial damages have been staggering at times. Worse yet, a company’s trust with consumers can be severely crippled, leading it to have to try and win back many of those customers.

So, have you taken a look at your Internet security procedures, reviewing where you are strongest and where you need to do some work?

If not, think about how just one data security breach against your company could impact how you go about doing business in 2016 and hopefully beyond.

Security System Reviews

In order to lower the odds of your brand falling victim to a data breach, remember these key tidbits:

Security protection – First and foremost, do you have the proper security system in place to better thwart identity theft thieves? If not, look to see what is available on the market that will best suit your needs. Just as consumers can turn to an ITP Bureau or other such providers who can offer them critical information to protect against identity theft, business owners must do likewise, especially those who run online stores etc. Such a provider has a rating system in place to assess important factors that individuals would take into account when looking for a service to signal warning signs and ultimately thwart identity theft attacks;
Employee awareness – Given the fact those you employ (consider yourself the employee if you run a one-person small business) are your first line of defense against identity theft thieves, it is crucial that those on the frontlines stand guard against any data breach attempts. Yes, identity theft thieves are some of the smartest criminals on the lot, but they can be thwarted with the right security plan. Employees must be aware of and report any suspicious attempts to hack company computers. From questionable emails asking to download attachments to leaving company and customer data exposed in public places when employees might be working in a library, café or while on the road traveling for work, there are myriad of options for hackers to try and break-in to a company’s computer system. It is important that you have the same rigid standards regarding data protection in place for your mobile employees, including those you outsource work to. Whenever any of those employees leave your employ, make sure you change-up username and password entries into your system. While most of those who leave your employ are not ones to worry about, remember, just one identity theft thief can do a world of damage, including those who once might have been on your payroll. Lastly, properly assign customer and company data, so that not all employees have access to the most sensitive items. For example, there is no reason for someone on your marketing team to need access to customer financials, log-ins to customer sites etc. Be sure only those with a need for such data have access to it, along with making sure they do not share it with others in the company;
Are your providers truly secure? – Never overlook the importance of partnering with secure web hosting providers and others in the technology chain of your business. Any third parties you do business with should be required to sign a form indicating they have necessary security in place to oversee your company’s pertinent data. Also look at data encryption, including the idea of encrypting your company’s email when sensitive information is being passed around;
Review and remove – Finally, it is imperative that your company reviews its security procedures and those you do business with on a regular basis. Just like you should be reviewing your company culture from time to time, the same holds true for your company’s security procedures. Search for cracks in the armor, with the plan to fix such holes. Also remove any online data that is no longer of use to your business. This also means properly discarding any and all paper trails as it relates to company and customer data.

With all the different avenues that data breaches can come from, it may seem at times a tad overwhelming for you and your business to stay one step ahead of hackers.

Given all you and your brand stand to lose if a data breach is successfully committed against your business, make sure you’re prepared to stop hackers in their tracks.

Photo credit: BigStockPhoto.com

About the Author: Dave Thomas covers business and technology topics on the web.

Take Your Web Browsing to New and Safe Heights

February 3, 2016 by Thomas

With all the concerns in recent years over website security, you would think more businesses would make it their number one focus.

Sadly, however, there are still too many companies who fail to put the right time and effort into thwarting hackers at the front door of their computer systems.

As a result, these businesses leave themselves open to an attack, an attack which oftentimes has devastating public relations and financial repercussions.

As 2016 enters its second month, is this the year that you and your brand take a stand against hackers? If so, what are some means by which to do just that?

Have a Plan and Execute It

In order for your business to improve its odds of keeping hackers away from your brand, you must have a plan and execute it.

Part of the plan is regularly checking to see where your business might be most vulnerable (your website, in-house computers, social media etc.) and knowing how to limit the odds of being hit.

To start with, having total freedom in web browsing does come with a price, a price that you must be willing to pay.

Look at the size of your company and exactly how many employees (you might be the only member) are actively engaged online on a daily basis. With that, see where the cracks and holes may be, problems that could lead you to being the most vulnerable to hackers.

Among the potential problem areas to explore:

Working with a web hosting company who does not put an emphasis on security;
Allowing employees too much freedom on social media;
Falling victim to scams that compromise your computer network’s integrity.

In looking at just these three potential problems, first know who you are working with.

If your web hosting company is lackadaisical when it comes to protecting your website, it is time to find a new provider.

Ask them if they regularly do security checks to see what the latest tactics hackers are trying to implement. Does the provider also monitor your website on a regular basis, looking for anything out of the ordinary? Finally, what protocols do they have in place in the event your website is hacked? A provider that acts right away instead of when they get around to it is the one you want to opt for.

Next, how much freedom do your workers have when it comes to surfing the web during the business day?

Should Your Business Be More Social?

Some companies allow for a reasonable amount of time on social media and other approved sites, while other businesses all but forbid it.

You have to decide early on if your employees will be allowed certain Internet freedoms in the office or if they will be asked to focus squarely on their jobs. Keep in mind that social media usage by your workers can actually help promote your brand, so don’t be too fast to discount how it can help you.

On the flip side, social media can pose a danger to you and your business when used improperly.

For example, if one or more of your employees are using social media to discuss company operations, client data etc., a hacker can easily manipulate the conversation and gain access to your computer system.

The same holds true if someone with ill intent sends you a job application/resume. They could post a fake social media link on their resume, hoping you or someone in your office will download it. Once that happens, malware could be installed in your system, allowing hackers to gain access to company and/or client data that should never go public.

One final area to look at is the sites you and/or your employees browse.

Some sites may look innocent, but they in fact can be downright dangerous for your computer/s.

If you are the least bit suspicious about a site you or an employee comes across or someone proposing you download an attachment that just doesn’t feel right, plot the safer course and just avoid it.

Building and refining your brand takes time and effort.

Staying one step ahead of hackers should never be something you take lightly, especially in a day and age where the web is full of people with misguided intentions.

Photo credit: BigStockPhoto.com

About the Author: Dave Thomas covers business and technology topics on the web.

The Business of Helping Former Military Members

January 28, 2016 by Thomas

Retiring from a military position and moving into civilian life can be a challenge.

It’s a big transition, and if a veteran decides to stay in the work force, the question is what is a good career to take a look at?

Because many military personnel retire at a young age, they still want to work.

More and more companies are making it a higher priority to hire military vets; some that are known for doing a strong here are GE, USAA and Verizon.

Home Inspection – An example of a viable option

Some veterans may choose a career that they can do on their own rather than working for a big corporation, and that’s a good option, too.

One career to take a look at surprisingly could be a home inspector.

Here are 4 Reasons Why Home Inspecting is a Great Career Choice for Vets:

Low Startup Cost – You can start with some basic things like a laptop and a clear space to work – which can even be your kitchen table. Many jobs have higher start-up costs, but with home inspection, it’s fairly low. You will have to pay for training and licensing, but that should quickly come back to you;
Low Overhead – Once you’ve got your business going, it won’t cost much to keep it running. You don’t really need an office to pay rent on or anyone else working with you who you’d have to pay. You’re biggest expenses may be keeping your memberships current and paying for tools and mileage;
Education is easy – Licensing is fairly easy and can be flexible. You can do this at your convenience when it makes sense for you and on your own timeline;
Convenience – You can schedule your own hours and take time off when you need it. You can take clients and appointments on as you see fit, and you are the one who can best know what you can handle so you can keep your schedule manageable. You can set your hours and provide the freedom that may work so well for you.

Whether you are looking at a career in a big corporation, a small business or running your own business, you have some great options.

With a military background, you have excellent training and skills at the ready.

Now you can start something new that provides you convenience and satisfaction.

Photo credit: BigStockPhoto.com

About the Author: Heather Legg is an independent writer who covers topics related to social media, small business and education.