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LinkedIn is one of the Social Media applications that I recommended in my post back in February.  I wanted to share some of the ways I am using it for my business, and encourage you to become a member.  As far as business is concerned and Social Media, I believe LinkedIn is better suited than Facebook in many ways.  You can use it to:

• Find potential employees
• Seek employment or consulting opportunities
• Find answers to your questions regarding most business subjects using the “Answers” component
• Build a network of people in your industry that you can collaborate with on projects
• Locate Seminars, Events and other educational opportunities with the “Events” component
• Join Discussion Groups that focus on your areas of interest

It truly is one of those Social Media tools that can be used in many ways for your business.  I participate in several Discussion Groups, some related to my industry and some that are more regionally or locally focused.  For example, I belong to the Siskiyou Business Chamber group where I hope that we will have many discussions that effect our section of California and doing business here.  I have also used the Answers component to find answers to technical questions and provide assistance to others.  I am working on some collaborative projects now through connections I have made using LinkedIn.

Anyway, if you don’t use LinkedIn, you definitely should!

Building a Blog can be a daunting task that truly must be kept current with useful information in order for it to be successful and draw readership.  This is something that I have fallen down on,  keeping my Blog more current.  I came across these articles below that have really helped me to turn my attention back to the basics of building a Blog.

Anyway, I was reading through my email, other blogs and forums as I do as part of my daily routine and I came across this article from Inc., posted by Peter Vanden Bos on April 29, 2010: How to Build a Loyal Blog Following.  This thoughtful post, has really helped me to realize how I have not committed myself to this Blog.  It really has been a matter of time and lack of focus, but I do realize the importance of posting frequently with useful information.

This Blog post by Beth Hrusch, 10 Tips for Launching your Business Blog has a “to the point” list of considerations and things to do in developing, maintaining and promoting a Blog.  Beth identifies several platforms one can use such as WordPress, Blogger, TypePad and others.  I would like to add one more to that list Quick Blogcast™ which also includes the ability to Videocast or Podcast.

Anyway, I hope you find these links useful,  you should check them all out as I believe  it will enlightened you!

In this WPN interview with Matt Bailey from SiteLogic, Abby Johnson gathers his perspective on using Social Media and its fit in a Marketing Plan.

Matt brings up a really valid point, that you should know how you are going to use Social Media in your business and that it should be identified in your Marketing Plan. I could not agree more as endless Twitter post are not only going to get annoying for your followers, but will be a waste of your efforts. If you are going to utilize Social Media in your Marketing efforts, you need to have a clear plan as to what you hope to accomplish and which of the many Social Media applications you are going to use in that effort. I would not use more that just a couple as it can become very time consuming and you will be unable to put your best foot forward in any one of them if you spread yourself to thin.

I recommend using Facebook, (Siskiyou Web Design Facebook), LinkedIn (Siskiyou Web Design LinkedIn ) and Twitter (Siskiyou Web Design Twitter) and that consistency in their use is important. Below are a few ways you can use each in your business:

Facebook

• Set up an account separate from your personal Facebook
• Keep in mind your Facebook profile will eventually be indexed by the Search Engines like Google so make sure your profile information is professional and directs people to your Website, your Blog and other Social Media applications you use
• Send a message to your personal Friends list to become a Fan of your new business listing
• You should set a goal to post at least 2 to 3 times per week in your business listing, something relevant to your business, your industry, your community, or start a Discussion on a related business topic
• If you find an interesting article related to your industry, post it on your Facebook
• Don’t just promote what you have on Sale, your Fan’s will get tired of it
• Put a link to your Facebook business profile from your business Website
• Put a link to your Website on your Facebook business profile
• Link your Facebook to your Twitter

I know I have probably left something out, so if you comment on this post, please feel free to add ways that you use Facebook in your business.

LinkedIn

• LinkedIn is designed for making connections with others in your industry or related industries and not so much a Social platform like Facebook or MySpace.  It is more about Networking and exchange of ideas.
• Link your WordPress blog to LinkedIn so your post will appear in your listing
• Join related Industry/Discussion groups that are available in LinkedIn and be active in those groups
• Post a link to your LinkedIn profile on your Website and email signature

If you use LinkedIn, please comment on how you use it in your business.

Twitter

• Set-Up your Twitter ID as a Keyword related to your business as the other complimentary tools that people use and index your ID using that keyword
• Put your logo, photograph or other related business information as your background for your profile
• Follow only people that might have some relevancy in your industry, community or company, don’t go out and follow everyone like it is some kind of competition to see who can gain the most Followers
• Post at least once a day something relevant to your business like a link to an industry related article, a special Sale, community news, company event.
• If you have a restaurant, you can post your daily lunch special as your Followers can opt in to receive your Tweets on their cellphone
• Link to your Twitter account from your Website and email signature

If you use Twitter for your business, please comment on how you use it.

Social Media applications are a good way to stay in touch with your customers and to potentially create new business with your contacts, Fans, Friends, Followers.  You do need to address how and what you will use these applications for in your Business and Marketing Plans.  Just like fresh content is required for your Website if you expect it to do well, so is it important to Social Media.  It is a way for you to become an authority figure in your industry and to build relationships with other businesses who may refer business to you.  You can advertise in Facebook as well which can be directed toward a Market and may very well be a tool to add in your mix.

I came across this nice video and article about “Giving Your Business A Dose of Passion” by Abby Johnson:

She discusses, Accountability, Sharpening Skills and Becoming an Expert as ways to revive the passion for your business.  I would agree and add a couple of things to provide yourself some additional power:

1. Accountability - Ask yourself: Are you promoting your business daily?  If not, you should by attending business/community events such as your local Chamber events where you can network.  You should Blog, use Twitter and other Social Media tools to promote your products, services and just simply yourself as an Expert.
2. Sharpen Your Skills - Ask yourself:  Are you educating yourself daily?  If not, you should be following your industry journals, checking on your competitors to see what they are up to or taking an online course or two.  CPA’s, Teachers and many professionals are required to take Continuing Education Units (CEU’s) in order to stay informed about current trends and to remain certified.  If you want to stay ahead of the game, you should be educating yourself daily!
3. Become An Expert - Part of educating yourself will lead you to this point of Becoming An Expert, but I would add, you need your current and future customers or clients to know that you have become an expert in your field.  Use Enewsletters, Blogs, Twitter, Social Media and Articles to write about subjects in your industry.  Not to brag about how great your are as an individual, but to provide useful information about your industry or areas of your business.  In your postings, provide links back to your Website or other articles you have made which will not only help in creating additional traffic for you,  but to really promote your business.  You want to become an Authority Figure in your industry which creates respect and return business or following.

Abby’s article got me thinking again and helped to provide some juice to recover from a slow Holiday season for me, so I would recommend viewing her video and reading the article.

Are you using Google Voice for your business?  If not, you should be!  I use it to create a second number that clients can use from an area that would otherwise be a Toll call for them.  The nice part is, it is totally FREE!  One of the many nice features of the service is that the Google Number will forward and ring on multiple devices like your cellphone, business number and home number all at the same time if you want.  You can also send SMS/Text messages from your PC to any number that will accept them.  The features are numerous, check it out and watch this video about the services from WebProNews with Abby Johnson:

If you are believing all the Media or are taking all the negative in about how bad things are in the economy, you are doing yourself an injustice.  Many a business has gone through the cyclical flow of our economy without a hitch.  While it is true that some have failed, many have survived to become more efficient and solid.  Some businesses have been started in an economic downturn with some being a great success!  Why can’t this be you, the successful story?  Well it can!  We don’t know the whole story of the financials of failing companies and I imagine if you did, the reasons would be clear.  I spent over 25 years in the corporate world in Accounting and watched companies come and go.  Businesses and the population as a whole were more than worried during the 1980’s when double digit inflation was taxing our world.  Look at what came out of that later, the DOW at 14,000 points!  Did it burst, yes, as we all know and have experienced! Will it recover again, heck yes!

Any way, watch this video I found at Small Business News on “Marketing Opportunities In A Down Economy”:

Then check out the blog post at Small Business Newz for further information. It is a great video and article!

One thing that I have noticed in our local community where I live is that some business owners seem to be just treating their business like a job and not the freedom from one!

I look at the storefronts and I really wonder sometimes whether they care about their business.  It does not appear that way with chipping paint and in some cases structure.  You would think that, with that as the first thing a customer sees, that they would care about how it looks?  Would you select a box of cereal that was damaged or  purchase something that was old and dusty, probably not!  I would select something else, wouldn’t you?  Look at the packaging inside and out for your business, be honest with yourself and ask the question:  Would I shop here if I had another choice?

I worked in retail for many years, whether as a clerk or in management and I worked both Saturday and Sunday.  Through the Holidays, my store was open expanded hours and I worked even more hours.  Well, you drive through our town on the Weekend, and many businesses are closed or have very limited hours on Saturday and most are closed on Sunday!  Surprise, surprise that people shop at our local Walmart or go to a neighboring town to shop where the stores are open! Most these businesses will use some form of local marketing to promote their businesses whether it be the newspaper or the local radio. Too bad that many of them close at 5:00pm during the week and are closed or have limited hours on the weekend.  Hmmmm, I guess consumers don’t work a regular job and they just want the retirees on fixed incomes to shop in their stores.  I doubt that any business here has ever done a “Busy Hour” study to determine their scheduling.  Maybe, just maybe, being closed Monday and Tuesday would be better than Saturday and Sunday.  Just maybe, being open 11:00am to 7:00pm might be better business week hours.  During the Holidays, if you are not open evenings and weekends, you should just close your business now.

Only a few of our local business owners take advantage of the variety of the local chamber functions we have where they have the opportunity to meet people and promote their businesses.  Instead, when they do show up, it is more about visiting with who they have not seen in awhile and not creating business.

Oh they do their share of blaming the folks that live here for not shopping local, but when you look at the packaging, the lack of open hours, and in some cases the crazy pricing, do you really blame them?  Do you just expect people to shop locally just because they should be loyal?  Customers have the freedom to make choices, and if you are a business owner, I would be concerned about how you can steer that choice to your business.  I believe the business owner needs to provide the first push to customer loyalty, not the other way around.

It not only takes the business owners doing right by the customer, but the customers to let the businesses know what they really want.  It takes the business owner believing in their business, caring about their business, caring about their customers to be successful, especially when consumer spending is at a 65 year low!

This post may not win me any friends and I may lose a few, but the bottom line is, if nobody speaks up about what they expect or see, nothing will ever change.  Change is hard, but with one voice, it can begin!

E-Newsletters are a way to stay in touch with your customer base.  Customer retention and creating repeat business is an important factor in staying afloat for a small business in today’s economy.  An E-Newsletter is not SPAM, as your customer base may opt in or opt out to receive your newsletter.  They have a choice!  If they are opting in, that of course means they would like to hear from you regularly, and it becomes your opportunity to promote your business to someoine who believes in what you have to offer.

You can collect contact list a couple of ways for this purpose.  One is to build in a form to your Website where your customers or potential customers can sign-up.  Another is to have a card in your place of business that the customer can complete.  Either way, you should do something to encourage sign-up by having a drawing and/or giving something away to those who complete your form.

At Siskiyou Web Design we offer this service by the name of Express Email Marketing.  Express Email Marketing shows you how to use email to your advantage and stay in-touch with your customer base.  Best of all, it offers all the tools you need to comply 100% with anti-spam laws.  A summary of the service is as follows:

• Provide prospects and customers a sign-up form for requesting emails from you. The opt-in magnet also offers the ability to create and manage special interest groups so that you can target e-mail campaigns to specific subscribers.
• Comply with anti-spam laws. You can now upload your existing customer list without an email confirmation requirement. In addition, an opt-out link is located at the bottom of every campaign mailing, allowing subscribers to opt-out of future mailings.
• Create dazzling, eye-catching emails. Image Library includes more than 1,500 images or upload your own! They’re automatically resized to fit your email. No design skills necessary! View Samples
• Track the results. Easy-to-use reports tell you how many emails you sent, how many were opened, how many people responded and much more.
• Create and send surveys of your customer base.

Whatever you do in your business, staying in touch with your customers or clients can build a positive long-term relationship with them and encourage repeat business.  It has the potential to create additional business as these preferred customers and clients refer other business to your company.

If you are not using Social Media tools such as Twitter, Facebook, LinkedIn or Plaxo, you should consider them for Marketing your website.  It is about building prominance on the Web and getting your business name out there in the world.  Along the way in using Social Media, you can post a link back to your site which might drive a few visitors to your site.  Here are a few examples of how you might use the Social Media tools in promoting your Web presence:

Twitter - If you are a restaurant owner, post your daily lunch special to Twitter.  Those following you on Twitter, have the ability to opt-in to receiving your Twitter post via a Text message on their cellphones.  Promote your Twitter account in your place of business, and make sure you use it and encourage your followers to get your post via Text.

Facebook, LinkedIn, Plaxo - You can establish a business account with Facebook where you can make informational post about your business, upcoming sales etc.  Promote it like you would your Twitter account and your Website.  You can link your Twitter post to your Facebook.  Build your “FAN” base, those that follow your business.  Have a few folks that have used your business, write testimonials for you.

You will find SEO/Marketing professionals who will be on both sides of the fence when it comes to using Social Media and its value.  I look at it that it is a FREE tool, other than your time, and the fact that you have the ability to touch a Global Market.  Just realize that it does not happen over night, effectivness using Social Media takes time and it is exponential.  The one person you know, may know 10 people you don’t, who know 10 people you don’t etc.  As time goes on, your base of “Followers”, “Fans”, “Friends” will grow and place your name in markets where it may have never been.

Check out this video for another view about Social Media at Web Pro News

If you are in business for yourself, one of your cost each month will be your Marketing and Advertising. How much should you spend? Where should you spend it? These questions are difficult to answer unless your understand and know your market. The information about your Market should be gathered and included in your Business Plan. The, WHO (who is your customer/client) in your Market is the first question to answer whether your building a Brick and Mortar business, Online business or a combination of both. Once you determine this, a good source for starting data is the U.S. Census. If your Market includes the local area, you can check with your County to see what information they may have available as well.

Once you know who your market is, you can decide on the HOW to get the word out. Unless you have an unlimited budget for advertising, you need to choose your avenues wisely. One of the least expensive and most effective forms of advertising is Networking. Join your local Chamber of Commerce and participate in all the events they offer or you can afford. Depending on your area, there may be business associations like the Rotary Club, Lions or other business network associations you can join. In our current technical world, there are many Online sources such as Twitter, LinkedIN, Plaxo and Facebook just to name a few. The social networks are a way to get the word out about your business.

On the more costly side of things are Magazines, Newspapers, and Websites. In these choices, you have to balance out how many potential customers/clients you can touch with the least amount of your Marketing dollars. Of course I am a Web Designer, so I am a little biased, but a Website is a very effective way to market your business as well as to sell on the Internet. That being said, over the long-term, I believe you will get the most “bang for your buck”. The things that are important here are Design and of course optimization for your market. This is a whole another subject which I will address in later post. I would guess that in today’s world, Websites are becoming more Traditional as a form of marketing your business, but what I see out there, is that there are many small, local, rural area businesses which have not jumped on the bandwagon. If you are one of those, you definitely should!

Newsletters are another Non-Traditional form of advertising.  Whether it be in print, e-mail or on your Website, they will keep your customers/clients informed about what is going on in your business.  The least expense forms of these are through your Website or e-mail.  I would send one out at minimum quarterly but I would try to do one monthly and include your specials that you have for the month.  You also need to include information about your business or feature a customer/client in each issue.  Be creative as it is another way to keep your customers/clients thinking about your business.

I wish you all the success in your Marketing efforts!  The above tidbits might be things you are already doing, and if so, I hope they have proven themselves in your business.  If they are not, I would try them out.