Shaping Your Product/Service

Customer feedback is probably one of the best ways to make your business successful. Think of it like this; through negative feedback, you can shape your product/service into something you know the market will love.

Most people think that bad feedback comes from people they have never even done business with, or with some of their ‘bad’ clients, so they decide to ignore it. This is, in fact, a complete myth; most of the negative feedback you will get will be from some of your most loyal customers. Not because they want to put you down; because they want to remain your best customers.

Think of it like this; ‘bad’ customers, if they encounter a problem of flaw with your product/service, they will simply move on to the next company who will solve this problem for them. Whereas for a loyal customer, they want to tell you about the problem, hoping that you will fix it and they can remain customers of yours.

Think of it like this; customer feedback is a free way to conduct market research. Your clients will tell you how they want their product/service. They will tell you about any problems they have; although you may have to prompt them to do so; perhaps through a quiz of survey.

Free Marketing

Well, who would say no to some free marketing? Quite a few businesses actually, so it seems! Customer feedback, when it is good, can be used in a multitude of ways, the obvious one being testimonials.

Every time you get some good feedback, you should ask the client if you can use it as a testimonial on your website, leaflets, sales letters; anything which you send to a prospective client. Likewise, when you get bad feedback, you should act upon it immediately, because it really will result in not only your product/service getting better, but perhaps some more business!

Think about it; if you had a problem with a company that you bought from, and you complained about the problem then it was solved, how much more likely would you be to talk about that than just receiving a product and there being absolutely no flaws to it?

We regularily publish white papers, tip books, interviews with small business experts and research on industry-relevant topics and issues you may find useful for your business.

Be sure to visit our Small Business resource document library and download the various documents you’re interested in.

You’re ready to launch your next big direct marketing campaign.  The offer is set, the creative piece is ready, now you need to determine who to send it to.  You’ve put in a tremendous effort to create an attractive direct marketing piece with a great offer.  Effective marketing is all about getting the right message, to the right prospect, at the right time.  When it comes to getting your message to the right prospect, the quality of the data in your list has a direct influence on the success of your campaign.

The Importance of Coverage

Depth of coverage is a critical measuring stick for evaluating the overall penetration and effectiveness of a direct-marketing campaign. The greater the coverage, the more likely a campaign will be successful in reaching an optimal number of prospective customers. With larger contact quantities, more sales conversions are possible. While you may not be interested in a national campaign, greater coverage also means that more individuals and households are available within your local market, ensuring that you reach as many people in your marketable area as possible.

Modeled vs. Actual Data

A common question we receive from businesses purchasing lists is, “How do we know the specific demographics of the prospect?”  List providers compile data from a variety of sources.  In some cases, customers provide actual data. It is also common practice for data suppliers to develop predictive models to fill in data elements where the information is unavailable or unknown.  Modeled data is not necessarily bad and enables you to reach a larger audience.  However, many suppliers do not indicate if the data provided is based on known information or if it is an estimate from a model. Having the ability to differentiate between known versus inferred data is often important to the success of your campaign. For example, if your marketing campaign is specifically tied to prospects of a certain age, then it’s important that you select prospects with known age data rather than modeled.  If however, your campaign targets a broader age range, then you may have greater coverage by including known and modeled data.  What’s important is knowing the kind of data that is available in order to make the best match to your campaign.

Don’t Be Fooled by Higher Counts

It is often said that direct marketing follows the law of large numbers. You need to get your message to as many people as possible.  While there is some truth to this approach, with limited budgets, small business marketers need to use each dollar wisely. Spending limited funds on bad data can seriously impact the effectiveness of your campaigns. Some list providers will include records in their data files that may not be the most accurate, such as unoccupied, deceased, commercial, or households that have moved, resulting in significantly inflated counts.   You may think that you are getting a much larger list of prospects, but often it is more important to have a smaller, but highly clean, prospect list, rather than one that may be full of irrelevant or bad data.

The Bottom Line

In the world of direct marketing, not all marketing lists are created equal.  Selecting the right list will enable you to accurately target and segment your prospects which will help to improve both your customer experience and your bottom line.

How often do you, as a business owner look at your company’s website?  No, seriously – do you recall the last time you looked at every page, clicked every link and read every word on it?

If it’s been a while, it’s probably time to refresh both your site’s content and its look. Here 7 easy things you can do to give your site a tune-up.

Get Back To Basics And Simplify.  Look at each page of your site and ask yourself what one action you’d like visitors to take — sign up on your email list? Pick up the phone and call you? Whatever it is, make that the only action to take on that page. Too many choices cause confusion and make prospects leave.
 

Check Each Page. If you’ve updated your website from time to time, you may start to notice that elements in the site design tend to get a bit “wonky.” One page uses a different color or font. Another has different margins or a different template. Links get broken. Your customers and prospects are sure to notice that the whole site looks chaotic or sloppy. Take the time to check each page, smooth out the bumps and make sure information is accurate and links are working.
 

Consider A Redesign. If your site hasn’t gotten a new look in several years, it’s probably starting to look dated. Customers may become bored and feel nothing new is happening at your company. Consider a redesign that reflects your company’s current direction and attitude.
 

Press Releases Are Your Friend. Want some free media coverage? Start putting out press releases and posting them on your site. When reporters visit, they’ll scan those and get the sense that your business has a lot going on. Each of those releases might spark media interest on their own, too. 

Don’t Neglect Your “About” Page. Your About page is usually the second-most visited page of any site, which means it’s an important page that needs to put a friendly ‘face’ on the company. Rewrite it to include fresh company news — awards won, new products introduced, offices opened or new team members who’ve joined.
Blog Or Don’t – Just Decide.  Blogs can drive new prospects to your site, but a dusty, dated blog doesn’t send a good message. Make a decision to either kick that blog back into gear — posting at least once a week — or get rid of it.
 

Pay Attention To The Small Stuff. Check your site to see if your vital info can be easily found – the phone number, address, contact names, product prices and hours of operation, etc. Get those contacts in bigger fonts, up higher, and visible on every page of your site, not hidden under a ‘contact’ tab.

If you’d like a professional review of your site along with tips to make it perform better, click here.

If you want more of the right kind of customers for your business…

If you want to increase sales and customer loyalty…

Check out this video now!

Technology enthusiasts from all over the world are descending on Las Vegas this week for the 2012 International Consumer Electronics Show (CES), which kicks off tomorrow. Most consumers will be on the hunt for advancements in products including smart cars, smartphones and high-definition televisions. But small-business owners can also find value at this massive electronics show.

For example, there will be advancements in work tools such as notebook PCs, improvements in consumer products with unexpected business applications including Internet-connected televisions. Also, expect plenty of upgrades to popular business software.

Here are the major business tech trends to watch for:

1. Smart TVs: The Next Small Business Display

What is it: It should come as no surprise that there will be a vast number of consumer-oriented TVs on display at CES. But with a slew of Internet-connected “Smart TVs” expected to be unveiled, next-generation TVs aren’t necessarily a passive device anymore. They might actually have a place inside your business as high-tech signage, a waiting room addition or a conference room display.

Who’s doing it: Google TV has been leading the smart TV charge, but it is expected that mainstream makers such as South Korea-based Samsung and Irvine, Calif.-based Broadcom will show updated Android-powered sets. On top of that, Apple Inc. is expected to announce its own advanced interactive television solution later in 2012.

How to make it work for you: These smart displays should function like a giant smartphone or tablet, able to display weather, news, sports and other content side by side with company marketing material on-demand. A retail store or bakery might use it as part of its point-of-sale marketing, displaying menus with client-created pictures or other content. Or a smart TV can be deployed as a Web-enabled employee kiosk on the sales floor or in the break room.

2. Microsoft Making the Call on Windows 8

What is it: Tech giant Microsoft is expected to focus this year on its upcoming Windows 8 operating system. Windows 8 will likely become available for public beta testing sometime early in 2012, raising the question: What’s in it for small companies?

What will work: In early demos, Windows’ new user interface works similar to the Windows Phone mobile environment, with a start screen that features a well-laid-out grid of apps that let users quickly dive into programs. Windows 8 also manages multiple monitors, has full integration for Microsoft’s cloud-based Office 365 and the Windows Phone tools, and security has been improved.

What won’t: Even though Windows 8 boasts what might be Microsoft’s best user interface ever, it might be a difficult sell for small businesses. A number of companies still have not upgraded to Windows 7. Many still use Windows XP. So, Windows 8 might be a couple steps ahead what many firms are currently used to. Plus, some businesses might not be able to justify the expense and hassle of migrating to a new OS when so many of the changes are merely cosmetic.

3. The Business Case for Ultrabooks

What is it: Ultrabooks are a new family of super-thin, ultra-light notebook computers. Upwards of 50 new models are expected to be demoed at CES this year from the major laptop makers. Asus, Toshiba, Lenovo and Acer have either announced, or already have their own Ultrabooks in circulation.

The term Ultrabooks is actually copyrighted by Intel, which is pushing for this new breed of notebook as it struggles to keep the PC relevant in the age of mobile devices. Ultrabooks usually don’t weigh more than about three pounds, are less than an inch thick and offer rapid start-up times.

Who can use it: Ultrabooks can potentially be a useful tool for just about any business. They are similar to tablets in terms of portability, convenience, weight and bulk. But they also have built-in keyboards and powerful processing speeds compared to tablets. They are comparatively priced at about $1,000.

If you get in on these three trends, these latest tools can offer your business a serious technology boost.

This article was first seen in Entrepreneur on January 9, 2012 and written by Jonathan Blum.  (Jonathan Blum is a freelance writer and the principal of Blumsday LLC, a Web-based content company specializing in technology news.)

Getting Your Biz Ready for 2012

It is that time of year again, a time to look at what you have accomplished this year and what you need to set in place to grow your business next year. I call this the year end check system- Failure check, success check, change check. Where can I learn from my failures, successes and where can I change?

I have made it a tradition with my business for the past five years at this time to set up all of my marketing and new products so that they can launch for 2012. I spend 1-2 weeks and focus on it every single day until done. I also stay up for 20-24 hours straight on December 31st to get rid of the old and make room for the new. This means- close out client relationships or projects that just aren’t working, or set up better organizational systems and get rid of programs that are not benefiting my company etc… Basically, I clear my space and make necessary changes to my company/brand for the benefit of my clients as well as moi and my family. I love the quote- “the business that doesn’t change…dies”. I believe this to my core and I am constantly looking to change my brand, services, products, business and marketing…as well as my mind set.  I have come up with a few tips below as to how you can prepare your business for 2012 and embrace change. Comments welcome.

1) Do a Client/Customer Check- If you are stressed, spending more time on a client or with a customer than you are getting paid for OR the client/customer does not respect your time and or fees then it is time to say goodbye. Trust that you are closing out the good (or not so good) to make room for the great. This is often one of the most difficult things to do, however this can be the most profitable in the long run. I have fired/closed out hundreds of thousands of dollars in revenue simply because the client is not a good fit, does not respect my time or is too difficult to deal with. Quality of life is important to me and my family and that always comes first. Do this check now and take action.

2) Incorporate New Technologies- take 1-2 days right now to check out new technologies, software, programs etc… to see where you can simplify systems as well as gain more brand exposure. Check sites such as www.mashable.com, www.techcrunch.com or www.marketingsherpa.com to read about the latest and greatest tech stuff and marketing studies. Of course, don’t forget about StarrHall.com too

3) Create New Products & Services- If you have the same products and offerings that you started with in 2011, then you need to add a new offering, bonus, service/product. People get bored with the same offerings and you can saturate your current reach and list in a matter of weeks. What can you offer that is new, different and can help ease a client or prospect’s pain points? What pain are they in? Ex: need more revenue, an easier way to do something, need to save money etc… If you can cure a pain point with your services/offerings then you are way ahead of the business growth game.

4) Create New Opportunity- The best way to do this is to get exposure for your brand. How? PR!!!!!!!! Create a new media list, new media pitch, reach out to new blogs and connections. Commit to reaching out to at least 50 new people before 2012 starts, make at least 40 of them media contacts. Do this, do it today!

So there you have it- a few tips for you to hit the ground running in 2012. Your success is my commitment and true passion. Please feel free to leave comments, feedback or ask questions. I am here to help and I can only help if you chat/post/talk with me.

To 2012, let’s kick some ass! (yes, I cursed, it had to be done!)

Starr Hall

This is an original post from Starr Hall on December 20th, 2011.

Engage Your Existing Customers With The Ease Of Email

Differentiate your marketing for Small Business Saturday and the upcoming holiday season. Understand that as the holiday shopping season goes full throttle, so do the marketing messages that prospects receive. Make your message clear and concise. That means shorter emails, fewer emails and emails that are more effective.

As with direct-mail coupons, you can use email coupons to drive traffic in on Small Business Saturday. Consider sending a series of emails with your coupon offer to create urgency. For example, try designing a promotional email offering a “Five-Day Sale” that expires on Small Business Saturday. Follow up on Wednesday with a “Three Days Left” email message and then a “Don’t Miss Out! Final Sale Day!” email on Saturday. Announce the remaining number of days for the sale in your subject line, and include calls to action throughout your email.

You also can send your existing customers a special “customer appreciation” email in advance of Small Business Saturday letting them in on even more exclusive deals that the general public wouldn’t be privy to. This strategy will help to build on your customer loyalty now and during the rest of the year.

Remember, email marketing is often a catalyst for Web users to purchase offline. More than half of users in one survey had made a purchase offline after receiving an email promotion. Make it easy for customers to find your business by including your address, phone and hours of business in every email you send during this holiday season.

Try our email campaign builder for a FREE 60-day trial, and start sending your emails today.  And don’t forget to download our ebooklet of tips to help you drive in traffic during Small Business Saturday and the rest of this holiday season.

Create buzz with direct mail.

Make sure you generate buzz for your business on Small Business Saturday! For some customers, your holiday ads and direct mail will be their first introduction to your business, so you want to make a good impression and inspire them to buy.

The most effective forms of direct mail include some type of offer. To determine the most effective offer, ask yourself, “What do I want to accomplish on Small Business Saturday?” More customers and increased sales are probably the overall objective.

Your offer must be strong enough to make your audience respond, so be sure your direct mail includes:

·         A unique selling proposition that sets you apart from your competition.

·         Quality design that gives you a professional image.

·         A clear description of your offer and a call to action that encourages the reader to buy, such as “Shop now! Offer expires November 26.”

·         A coupon or a discount that encourages new and repeat business as well customer loyalty.

·         A free gift for signing up for your email list or stopping by your store location.

Another increasingly popular marketing tool to include on your direct mailer is a personalized landing page, known as a pURL. pURLs are unique Web addresses that direct your targeted recipients to a Web page designed specifically for them. By including a pURL on your mailer, you can capture responses that offer valuable information about your customers — all while promoting your company’s products and services.

During this busy time of year, our Personal Marketing Consultant can help you create your Small Business Saturday marketing campaign from start to finish — quickly and affordably. Get your FREE consultation today.  And remember, make sure you register to receive our entire book of tips that can help you prepare for Small Business Saturday.

Welcome back to our series on getting your business ready for November 26th – Small Business Saturday.  Part II focuses on how you can find new, ideal prospects and create a local following.

No matter what kind of business you run, Small Business Saturday and the holiday season offer numerous opportunities to boost your visibility among new customers. So while you may be putting a lot of effort into your newsletter or customer email campaigns, don’t forget also to look outside of your current customers to attract new prospects. Small businesses of all kinds can get creative with targeted marketing offers that encourage new and repeat business among niche audiences.

To increase your sales during this important time, focus on improving your marketing campaigns with the best possible list of prospects who look like your best customers. With Experian’s customer cloning technology, you can drive in more business on Small Business Saturday by concentrating your efforts on finding and targeting more of the right kind of customers for your business.

With that kind of exposure, you’ll have more eyes on your Website, more foot traffic through your front door and more money in your registers during this crucial time of year. Who wouldn’t want that?  Start cloning today.

For our complete booklet of tips, be sure to visit us here.