Archive for the ‘small business’ Category

Presentation gives tips on blogging for business

Tuesday, October 30th, 2007

Was invited to Cleveland recently to do a presentation about blogging for businesses. It seems there’s still a lot of confusion about what a blog is supposed to be, although more small business owners and corporations are realizing a blog is great for SEO (search engine optimization) and that this form of communication can’t be considered a passing fad–it’s a solid trend. Once you decide you want to set one up, the challenges include picking what to write and figuring out how to write it. So I addressed some of those questions in my presentation.

Business blogs are all about using the power of the Internet to communicate with your customers and prospects in a non-commercial, personal way. Why would you want to do that? Because we are all inundated with information and commercial messages today. We have to find new ways to cut through the noise–a blog is a powerful one.

You can review the presentation slides by going to “5 Reasons Why Blogging Is Good for Your Business.” Check out the links to some interesting CEO blogs. Email me if you have questions or want to discuss how a blog might work for your business.

What the heck is Web 2.0 and why should you care?

Tuesday, June 5th, 2007

Every other headline these days features “Web 2.0″ and many of us just let our eyes glaze over.  Here’s another software thing I’m supposed to “get” (we might think) but I don’t have time!

Just think of it this way: when you see Web 2.0 they’re talking about helping your prospects and customers interact with you online. Which means blogs, wikis and stuff like that. Everyone reading this knows what a blog is. Many people read blogs but choose not to leave comments (interact)–professional/corporate blogs are generally more about giving information in a personal way. You’ll find that most blogs that get a lot of comments are one of two kinds: 1) a personal blog that plays on controversy to get comments from people who like to argue, or b) the blog of a very high-profile person where commenters can touch the fame and glory of that person by appearing on their blog.

If you are an executive with a famous company, your blog may get lots of comments. That’s great. But don’t be worried if your blog doesn’t get comments. As long as you are providing value to your readers–information, entertainment, encouragement, or whatever–your blog is being read and is building credibility and trust in your company. You can be sure of that.

Wikis are another form of interactivity. In this case, users are the co-creators of documents that all hold to be of interest. Say, for example, you want to invite your customers to help you shape the next product you will invest in producing. How valuable do you think it is to get direct input from them on exactly the features they like and the things they don’t like? Talk about cheap and on-target research!

But Web 2.0 is also about giving you better access to information/data/reports. When you collect subscribers to your blog, you’re building a database of names of people who REALLY CARE about what you do and what you say. That’s the kind of market research businesses have traditionally paid huge sums for. And you’re collecting it simply and painlessly over time. There is no more valuable marketing resource in the world than a database of people who have volunteered to hear more about your products and services.

So if you’re still on the fence about blogging for your business, get off. It’s a trend of the future for direct marketing.–both for large and small businesses. Questions? Call me. 773.292.3294 or 216.472.8502.

Small business: make room for the boom in entrepreneurs

Thursday, May 10th, 2007

Some people get paid to look into the crystal ball for business. At Intuit, the Quicken/Quickbooks accounting software people, they decided recently to collaborate with the nonprofit Institute for the Future by sponsoring a study on small business trends. Smart business! If you know where your customers are headed, you can be like the wolf in the Red Riding Hood story–get there early and be ready for them.

Predictions at the Institute this year focus on the changing face of small business. More young people, more baby boomers, women, women-as-moms, and emigrant and minority entrepreneurs are going to mean more large companies can outsource–increasingly to people working from home or small offices rather than to other countries.

Multicultural marketing must reflect the growing diversity of both business owners and customers–and that doesn’t mean just language, according to Steven Aldrich, vice president, Strategy & Innovation, Small Business Division at Intuit. It also means identifying “the right media, influencers and distribution channels. One size does not fit all. Businesses will need their marketing to reflect the unique cultures and needs of their audiences. …small business[es that] may have been…serving a local audience…are now thinking globally in terms of marketing outreach, such as broader exposure on the Web and multi-lingual marketing campaigns…may discover new multi-cultural markets they hadn’t thought of before.”

More entrepreneurs can mean good news on the “green” front.
 
“As more and more entrepreneurs begin businesses in their homes,” says Aldrich, “the commute to work is reduced to a quick walk across the hall to the home office. These types of shifts can positively impact the environment by reducing traffic congestion.” As more talented people begin working on their own, fresh, creative ideas on all fronts–including the environment–are likely to come from these sources. An example, says Aldrich, is the small business Act Now Productions now working with Wal-Mart to help them become a sustainable enterprise.

Any way you cut it, if you’re an entrepreneur–whether self-selected or reluctant–you’re the future of small business. Corporate America is willing to do business with you, so get your ducks in order. Now we need to marshall more resources to help entrepeneurs find the funding and the support they need to meet the ongoing challenges of growing into their futures.

Write in your corporate blog about how you will reach out to small businesess. If you’re a small business, write in your business blog about how you’re preparing to help solve some of corporate America’s thorny issues. I think what this comes down to is two main differences in how we operate: 1) we’re becoming more personal (small business owners are personally engaged in delivering customer service), and 2) we’re going back to the frontier mentality…not finding jobs, as such, but exercising more passion and creativity in finding ways to discover our strengths and use them to earn a living.

Here’s the INTUIT-sponsored report on the Future of Small Business.