NY Times Tells us Why Facebook for Promoting Business

New York Times today makes a compelling case for using Facebook for business. As many already know, this social network offers an increasing array of tools for creating a Facebook Page that can easily replace a website in the cash-strapped early days of a small business.

Consider this example: "For Mr. Nelson, this is serious business. He and his wife, Candace, own Sprinkles, a cupcake bakery that relies on social media in lieu of traditional advertising. Mr. Nelson considers Facebook marketing essential. “People are out there talking about your business everyday, whether you’re looking or not,” he said. “This gives people a place to come and speak directly to us.”

Sprinkles uses Facebook to give customers a whiff of what’s cooking. Every day it posts a password on Facebook that can be redeemed for a free cupcake. Since April, its fan base has risen tenfold to 70,000."

Applying innovative thinking to Facebook could bring you face-to-face with a vast number of eyeballs who are ready to buy too.

Why Companies Need Websites

Many Crawford of Roaring Women interviewed Deborah Bourden, founding partner of Applecore Interactive about the changing role of websites in the SME marketing mix. Deborah talks about how websites are changing and how to strategically incorporate web 2.0 into your web marketing. The interview is filled with practical advice and real-life experience - ideal for the small to medium business that wants to turn its web marketing into results.

Small Businesses Spend Online

A recent City Bank/GfK Roper survey indicates that small-business (76%) owners are still not finding their feet and their dollars on social networking sites. An even larger % (86%) have not used social networking sites to get advice, business or information.

The survey indicates that small-business owners (61%) depend on search engine marketing to deliver the best value. 57% of small-business owners indicate that they have made greater use of their company’s website to generate business leads and sales during the past year.

Survey respondents are also using email marketing (28%) and online advertising (25%) to generate business leads and sales.

Video: How Twitter Can Help Achieve Business Objectives

Twitter must currently be the most confusing social tool with ordinary mortals trying to understand how to use Twitter as a business tool. One of my favourite tweets comes from @nltweets with daily tweet-releases of travel ideas and deals in Newfoundland and Labrador.

Dr. Ralph Wilson's Web Marketing Today had this video post with ideas for using Twitter for customer service, selling and fund raising.

Ways to Manage Your Online Reputation

The increase of user-generated content, comments and reviews on the Internet leaves your business vulnerable to unsolicited comments. All you need is to Google, Yahoo or Bing your business name to find what is being written about you - and not always BY you.

In this article, "Three Best Ways to Improve Your Online Reputation" the Wall Street Journal Online provides this advice:

1. Reach out immediately to dissatisfied reviewers.

2. Flood search engines with content you can control.

3. Appeal to bloggers to review your company or your product.

>>Read the full article...

Internet Marketing takes Team Work

If you're a business owner or manager that believes someone else can create your company web site or Internet marketing campaign without your direct involvement, read on...

A successful web project - whether it involves your web site or an Internet marketing campaign, requires your involvement as small business owner on some level. Discuss this up front before signing a contract. Typically this would include:

• setting the objectives for the project,
• providing the text in draft format, and
• approving the structure, design and the final project before launching it.
  

The stronger and better the team work between you and your supplier, the more effective the end results will be.

Progress Meetings
When working with a web development or Internet marketing company on an ongoing basis (such as for ongoing search engine marketing or social marketing), schedule regular meetings to discuss progress and results. Whether you delegate responsibility for your Internet marketing to someone in your business or handle it yourself, as business owner the buck stops with you.

Password Control
Another important role business owners / managers play, is to ensure that you control all passwords that relate to your Internet marketing. Ensure that you have a copy of every username and password - from domain registration to hosting to statistics to social networking sites (such as Facebook) to electronic newsletter services. Control its secure storage and who has access to it. Do not open your business to risk by leaving password control uncontrolled.

Measurement, Analytics and Setting Objectives
The last responsibility is the responsibility for measurement. When starting a web marketing process, you have certain clear objectives in mind. Ensure that they are met by measuring.

Ask your web programmer to integrate Google Analytics (free) into every page of your site and review these statistics regularly.

Almost every online initiative has some form of statistical measurement built in - online advertising, e-news communication, web statistics to name a few. Developing and managing a measurement strategy will help you stay on top of your results.

Finding the Right Web Contractor

Negotiate Upfront When you build or extend your house, you're highly aware of the importance of finding the right contractor, negotiating the price to include all known costs upfront and getting a time line nailed down. Ask for Referrals and Check References A successful web project requires the same. Find a web developer by asking your colleagues and associates who they worked with and whether they'll refer their web development company or look for sites you like and ask the owners who developed their site and whether it was a good experience. Know clearly what you want to achieve before you start the process. Check client references upfront. Get competitor quotes if you have never worked with this contractor before and getting as much as detail into your quote to make you feel comfortable that you know what is included and excluded. Negotiate a written contract that includes who will work on your project, costs, a time line, what your and the supplier's responsibilities will be and what the payment schedule will be. Do not pay in full until the work is completed as per contract. However, be fair and if you change the scope of the project, be prepared to cover the cost implications. Here is a suggested list of questions to ask a web developer before deciding to allocate the project. A Case for a full-service Internet Marketing Company An important point to remember is that a web designer and a web programmer or developer are separate roles requiring different skills - just like a builder and an architect. In most cases freelancers specialize in one or the other, but rarely equally in both. If you would like to discuss an online strategy, you'll again need a different skill set and may be best served talking to a full service interactive marketing agency.