“It practically pays for itself!”

When someone is trying to sell you something, this is often a phrase you will hear. By using their widget, you will end up saving so much money that it actually offsets the original cost of the widget. It’s a phrase that can make you instantly skeptical, and sometimes with good reason. That’s why I almost hesitate to use it here about website monetization. Almost. The truth is that while monetizing your website may or may not enable your website to completely pay for itself, it can definitely be a financial boon to your business when done well.

What do we mean by website monetization? Simply put, it’s turning website traffic into dollars. There are multiple ways to accomplish this. Here are a few.

1)   Banner or Side Ads – Once you have the analytics to show that you have a steady stream of traffic to your website, you may be able to convince potential advertisers to “rent space” on your website. The higher the number of daily visitors your analytics can show, the more you will be able to charge for ad space.

2)   Pay Per Click (PPC) or Cost Per 1,000 Impressions (CPM) Ads - PPC or CPM program are generally free to join. Once you are approved to participate, the ad networks will send ads related to the content on your website. With PPC, you earn money when your visitors click on those ads. With CPM, you get paid every time an ad is served regardless of the number of clicks. 

3)   Premium Membership Content – Depending on the type of services or products you provide, this method could be a viable solution for your business. Begin by offering some free information on your website to interest your readers, then ask them to sign up and pay for a subscription to your more in-depth information or specialized service.

4)   E-books – If you choose to write a book related to your business, consider making it an e-book. This would enable customers to purchase and download it from your website, saving you a lot of money in publishing costs.

Regardless of the methods you choose to employ, monetization should be done deftly, and not in an excessive or heavy-handed manner. Remember:

• -Your website content must not be eclipsed by ads. Be sure to keep meaningful content on your website. After all, that is why people are there. Do not stick in ads to fill up empty space. Your visitors, seeing little worthwhile content, will drift away… something that will show up in your analytics, resulting in your ad sales drying up.
• -Keep any monetization relevant. Whether they’re advertisements (banner, side, PPC, CPM, etc.), memberships, or e-books, they should be relevant to your target audience. They will only be truly effective if they are of some value to your visitors.
• -Do not sacrifice your website’s style and design. Make it a priority to keep any ads you will use in the same areas on each page. This sort of consistency is more pleasing to the viewer’s eye and creates a less “cluttered” look on your website.

Try experimenting with different monetization methods to determine which ones work well with your visitors. One size doesn’t necessarily fit all. With a little testing and analysis, however, your website may be well on its way to practically paying for itself.

Click the above link for more information about this October’s M2M-Marketing To Moms Conference! 

As Mother’s Day approaches, let us turn our thoughts to those dear ladies who add so much to so many lives. They’re our mothers, stepmothers, foster-mothers, “honorary” mothers, mothers-to-be…the list can go on. Whether working outside the home, driving the carpools, arranging schedules, shopping, cleaning, or all of the above and then some, mothers are a busy lot. Here are a few more little facts about mothers that entrepreneurs should find very interesting:

• -Mothers make 85% of the purchasing decisions in a household.
• -Mothers are 38% more likely to own smartphones than the regular populace and 58% more likely to shop via their smartphones.
• -Mothers spend twice as much time online as does the regular populace.

Clearly, the mommy-market is one that all entrepreneurs should find ways to reach. So what are their online habits? How do you reach them? Once you reach them, how do you keep them as customers?

Just ask MOTHER…

M – Move to where they are! 84% of moms visit social media sites like Facebook, versus 74% of all adults. If that’s where they are, then that’s where you need to be. Advertise there. Have pages for your business. Be a visible presence in the social scene.

O – Online video sites like YouTube are big with moms! Over 80 percent of moms look for online videos to see a product in action. Do you have a product that “does” something or “looks” a certain way? Do you perform a service? Reach more moms with a video of it!

T – Technology is a big part of the American mom’s life.  A Nielsen study indicates that moms have above-average smartphone ownership. What this means for you, the small business owner, is that it in order to reach this group, you need to make sure that your website is mobile optimized. Also, consider the benefits of having a mobile app for your business.

H – Humor is a highly effective way to make that important connection with the moms out there. Use caution, however. The kind of humor that appeals to some groups will not always resonate well with moms. When using humor in your ads, in your videos, or in your website content, try running it by women first. What might crack up the guys could actually offend moms.

E – Embrace diversity. While you do want to try to connect with the American mom, remember that not all households look alike.  How does your website content depict women? Could it use a little updating?

R – Reach out to the needy.  According to Kat Gordon, founder and Creative Director of Maternal Instinct, a marketing agency focused on helping brands connect with the mom market, when price and quality are equal, 82% of women report they are more likely to buy from companies that support a charitable cause they care about. Women also report they will try a product or switch brands if they feel doing so will help others. Consider finding a cause that is important to you and that aligns with your brand and highlight your company’s donation.

And one final thing…always remember to offer a sincere “thank you”, whether it’s for a sale, for the referral of a client, or even for expressing interest. So often, businesses forget this simple bit of courtesy, but for the moms out there, it speaks volumes about your brand and can be the thing that keeps them coming back to you.

And besides, your mother would want you to.

When Susan’s brother decided to create a website for his painting business, she seemed the perfect fit to do the copy writing. Graduating (with honors) with a degree in English, she was ready to make her brother’s website something special. She couldn’t wait to create!

The results? Imagine if William Shakespeare owned a painting business.

The content that Susan created was nothing short of a disaster. As floral as a valentine and as long-winded as certain politicians, it was completely wrong for this business’ (or any business’) website, stylistically and structurally.

The lofty prose that earned us As in our creative writing classes, while no doubt lovely, is not quite the stuff of which good website content is made. The vast, expansive paragraphs in our term papers that impressed our professors will not have the same effect on a website viewer. Website copywriting is its own game. It has goals that are different than those of other types of writing. It has its own guidelines which, when followed, may not win the Nobel Prize for literature, but can produce a website that delivers.

Tips For More Effective Website Copy Writing:

• 1) Headline is Number One – If you don’t grab readers right off the bat with a headline or title that is strong and solid, then not many people will read the rest. There isn’t one perfect way to do this, but some that are effective are the “reason why” headline (“10 Reasons Why Your Business Needs A Mobile App”) and the “how to” headline (“How To Give Your Site The “Write” Stuff”). Also, the headline or title is important from an SEO perspective, so choose your words wisely.
• 2) Use Bullet Points and Numbered Lists – When presenting a grouping of things (items or statements), bullet points and lists break up the monotony of the text and produce a page that is cleaner and more “digestible.” It makes your page so much easier on the eye of the customer.
• 3) Keep it Short and Sweet – On a web page, nothing is quite as off-putting as enormous blocks of text. Excessive wordiness often gets in the way of potential customers finding the information they seek. Know what it is that your viewers want when they come to your site, trim the fat away, and put the important information there.
• 4) Write in the Right Style – While you should not be striving to impress readers with your abounding vocabulary, neither should you “dumb it down” when it comes to your copy.  Know to whom you are speaking and speak to them in a way that represents your brand well. The type of language used to sell baby furniture would be different from that used to sell motorcycles. Also, remember to avoid specialized terms that are used mainly by people “in the know” in your business, as they are often meaningless to visitors to your website.
• 5) Know How To Use Keywords – It is important that writers of website copy understand how Google and other search engines rank websites and the role that content plays. Additionally, they must be able to grasp how customers are using keywords to search for their products or services in order to facilitate the connection.
• 6) Finish With A Call To Action – There isn’t much point to your excellent copy if it isn’t getting your readers to actually do what you want them to do. So what do you want them to do? Do you want them to join your email list? Add something to their cart? Call for more information? Spell it out for your visitors so they will have a clear and satisfying experience on your site.

By understanding the goals of website content and adopting the strategies listed here, a good writer can become an excellent website copywriter. While you may not create the great American novel on your website, the financial rewards you can reap will prove most satisfying.

It’s a sort of poetic justice, wouldn’t you say?

Effective branding is vitally important to all businesses, regardless of size. That said, larger businesses tend to have a distinct advantage when it comes to affording high-priced consultants who specialize in the conceptualization and execution of branding campaigns. This by no means says that a small business with a small budget cannot promote its brand in exciting and successful ways. One important (and easy and inexpensive) way is via the business’ own website.  

The American Marketing Association (AMA) defines a brand as “a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” Branding is more than simply a look, however. It’s your way of doing business. It’s your philosophy.  It’s what you communicate.  By keeping this in mind as you build your business’ website, you can create a perceived value of your goods or services that go well beyond their actual monetary value.

Remember “The 6 Cs of Effective Website Branding”:

• Color Scheme – When creating your brand, which will appear throughout your website, do not underestimate the importance of the colors used.  Think about the type of product or service you are promoting. Consider the group(s) you are trying to reach. Would vivid colors be more suitable than quiet pastels? Would red simply not convey the personality of your company as well as a more serene blue? It may serve you well to research a bit to learn what kinds of colors appeal to (or repel) people who are seeking the kinds of goods or services that you offer.
• Class – Your site must have a professional look and not be laden with cheap clip art. Your logo is the identifying mark of your business. It is what people will associate with you as soon as they see it. You do not want it to be lost in a sea of shabby and unnecessary graphics.
• Clarity – A well-branded site is clean and airy. The design is simple and lends itself to easy navigation. While color scheme is an important and personal choice in branding, a successful site will avoid heavy, dark backgrounds and excessively distracting elements such as flashy graphics, which are slow loading and often repellant to visitors.
• Content – This refers to not only what it is you offer, but also the way in which you offer it. Your website content needs to “speak” with your brand’s “voice”.” Defining this tone requires an understanding of whom you are reaching and what you wish to convey. Will your tone be businesslike? Friendly? Humorous? Comforting? If you have several writers creating your content, you must take great care to ensure that they are all on the same “tonal branding page” so visitors will have experiences that are consistent with your brand. This also applies to your social media postings.
• Communications – When current or potential customers email your business, do the responses look as though they were knocked off from someone’s laptop, or are they consistent with your brand? The color schemes, headers, logo, etc. that appear on your website should also be in your communications to your customers. Don’t overlook this important touch.
• Consistency – This is key. Consistency is what ensures that your brand makes an impact of credibility. Your brand needs to be consistent throughout your entire website. Your particular color scheme, vocal tone, logo, and slogan (if applicable) need to be found on every page of your site. Even keeping your website URL consistent with your name in social media sites promotes your brand.

Instant recognition of your brand is your goal. In a world where so much business is done online, establishing your brand and keeping it consistent on your website is crucial. Is your brand making a statement of consistency and credibility? The web designers at GTech Designs offer a free strategy session that can help you to pinpoint how your website can effectively advance your company’s brand. Take the step today and make your branding outstanding!

They’re fun! They offer great opportunities to connect with old friends. They’re full of witty (and not so witty) memes, one-liners, and cartoons. They’re brimming with news items, photos of people’s children, political opinions, inspirational quotes, and more cute kitty pictures than you ever dreamed existed. Whether it’s a hashtag or a tagged picture, social media is an almost inescapable presence in our lives. For many of us, platforms such as Facebook and Twitter can provide a great deal of enjoyment, with a little eye-rolling thrown in. If we’re smart, though, we can see the potential for more.

Networking, as many experienced entrepreneurs remember it, has grown. While nothing can replace a face-to-face meeting and the assurance of eye contact and a firm handshake, new trends have changed the face of how business gets done. Social networking is not meant to replace actual personal contact; it does, however enhance it. When you meet people at an event and invite them to connect with you and your company via Facebook or LinkedIn, new opportunities for social networking have begun. You are now able to learn more about these people and their companies by viewing their profiles. You are able to interact with them on these platforms. It’s just like when you make friends on Facebook, right?

Not exactly.

Anyone who has ever spent time on a social media site has seen them. The Angry Guy. The Drama Queen. The Braggart. The Would-be Politician. The Font of Too Much Information, The Over-Friendly Friend. You’ve read their posts, and likely you’ve been left shaking your head. While we may be able to laugh them off on a social media site, imagine seeing some of this behavior from someone with whom you are networking. It might cause you to think twice about advancing your relationship. Another thing to keep in mind is that while you may be developing business connections on these social sites, at some point too much business is too much. Where are the social and business lines of demarcation drawn on these sites? Before venturing into the murky waters of social networking, consider the ways that you can make it work for you, rather than against you.

• 1) No pitching. Yes, these are business associations. No, this is not the place for selling, pitching, or spamming. Just like networking at an event, social networking is not about selling. It’s about developing relationships so that your business can develop.
• 2) Opine cautiously. Bear in mind that when making business connections and developing these relationships, you will most likely be dealing with people from diverse backgrounds or with different viewpoints. While you may have very firm political beliefs, think twice about forcing your opinions on other people on these platforms. You may feel like you’ve won your political battle, but if you alienate people with whom you may have otherwise developed positive business alliances, you end up losing the war.
• 3) Count the “I’s”. Unless you’re an opera singer, it shouldn’t be all about me-me-me-me-me-me! Certainly you can let others know what new things you are doing, just be careful of making it all about you. If you’re noticing that there is a preponderance of the word “I,” you may want to turn the attention away from yourself a bit.
• 4) Make it interesting. People enjoy learning new things. These platforms are a fine way to share useful information with others. As an expert in your field, you are in a position to offer things to people that are of value and that will likely be passed along, resulting in the development of new relationships. Beneficial information in the forms of things such as blogs, tips, or infographics will be shared with other people by your network of friends. Photos of your foot surgery…not so much. This leads us to the next point…
• 5) Make personal connections, but…know what is too personal. You have a golden opportunity to develop pleasant associations with people. As you connect with them, be approachable and engaging, but know what sort of topics are best left not discussed or posted. Also, be cognizant of the fact that not everyone likes to engage in extended conversations. Learn to gauge how often and how long certain individuals like to chat. That sort of sensitivity is appreciated.
• 6) Learn something. Don’t just be a “poster” or a “tweeter.” Take the opportunity to look around at these people with whom you’re connecting. Read their articles and conversations. These will provide you with not only valuable information, but also a chance to ask questions, start conversations, and learn more about the people in your network. Also, take note of the groups to which people in your network belong. You’ll learn where you probably should be spending more of your online time and find out with whom you should also be networking.
• 7) Follow up. That same rule from event networking applies here. When you make a social networking connection, follow up and suggest a meeting. Granted, not all meetings can be over coffee or lunch due to distance, but Skype or a phone call can suffice when in-person meetings are impossible.

Remember, while your ultimate goal in networking is the growth of your business, you are not there, in person or online, to make a business pitch. Your connections know that you have a business. They most likely know exactly what it is or does. What they need to know is more about you. Are you reliable? What do you know? How readily will you share what you know? Like any relationship, this requires time and effort.  As the relationships solidify and the trust builds, members of your network will be comfortable in sending referrals or assisting you in other ways, as you also will for them. Successful networking is a vital ingredient in the growth of your business and the harvesting of its fruits. 

It’s funny…the things you remember about people.

I only met him once, although I didn’t actually meet him. It was at an engagement party, and this well-dressed 20-something, a friend of a guest, had put himself at the center of the conversation. I stayed along the perimeter of his circle of polite listeners as he pontificated about his business. I couldn’t tell you much of anything he said, except for one thing:

“You’re really on your own. If someone isn’t bringing me business, they are useless to me.”

I was only a teenager, but even I knew enough to realize that this big shot was not only boorish, but also tremendously shortsighted. As I grew older and eventually started my own business, I always remembered the importance of developing relationships.

Networking has added much to my life, as well as my business. We are fortunate to be entrepreneurs in a time that offers so many opportunities for networking. Whether in person or online, the chances to make connections are numerous. Keep in mind, however, that these opportunities can cut both ways. Used well, they can offer you many business relationships that can last for years. Used poorly, they can result in you doing your business far more harm than good. It is crucial to understand what networking is…and is not…to be able to do it effectively.  Remember this:

Networking IS building relationships and developing trust. It is about meeting people, asking questions, listening, and getting to know people.  It is about helping and sharing.

Networking IS NOT an opportunity for a sales pitch. This is neither the time nor the place for the hard sell, nor is it the venue in which your primary thought should be snagging new clients.

So how do you network effectively? Let’s start today with the valuable opportunities that present themselves in the form of live events (clubs, seminars, local events, etc.). You begin before you even enter the door.

BEFORE YOU GO

• Decide which events are best for you to attend. Not all events are a “fit” for you or your business.
• Attend with an open mind. Going in ready to learn something new is not only a healthy attitude, but it also keeps you from talking too much about yourself.
• Make sure that you are dressed appropriately and have your business cards readily available.
• Turn the cell phone to vibrate! Nothing turns people off quite like an incessantly chiming cell phone. Do not plan to take any non-emergent calls during this time.

ONCE YOU ARRIVE

• Stop and look around the room. This will give you the chance to take a breath and focus before approaching anyone.
• Break off from people you know. You are there to meet people you don’t know.
• See someone alone? Approach them and introduce yourself. It is very likely that they are nervous in this setting, and your reaching out to them will be appreciated and remembered.
• Since it will be difficult to remember everyone you meet, make an effort to connect very well with two or three people.
• When talking with someone, be mentally and physically present. Listen so that you can ask relevant questions. Maintain eye contact while engaged in conversation.  Letting your eyes wander around the room while talking or listening suggests to the individual that you are bored with them and looking for your next contact. Often people do not realize they do this, and yet it speaks unpleasant volumes about them!
• Speak pleasantly, confidently and clearly. Without making it into a sales pitch, let people understand how you can help them, even in a non-business way. For example, if the person with whom you’re speaking is a theater buff and you have access to discounted tickets, this would be a wonderful way to start a relationship.
• Disengage in a polite manner. For one reason or another, you may have to end a conversation. Some individuals make that easier for you to do than others. You can simply excuse yourself to the restroom. You can tell them that there is someone with whom you need to have a word. You can explain that you do not wish to take up all of their valuable time. Always remember to thank them for their time to ask for their business card. Deftly done, you can leave a conversation in a positive manner and with no hurt feelings.

AFTER THE EVENT

• Send along a note (handwritten is a nice touch) to the people you met. It could be to thank them for their time, to express the pleasure you had meeting them, or to offer to schedule a meeting, coffee, or lunch.
• When you do offer to arrange a one-on-one meeting with someone with whom you really connected, be sure to call and follow up on it.
• Put the email addresses of those people you met on your email, newsletter, or ezine list only if they requested that you do so.
• Do not forget to fulfill any promises you made to someone you met there (Remember the theater buff and your discount ticket connections?).

While your goal as an entrepreneur is to improve your business and increase your sales, these are not the first fruits of business networking. What comes initially are the relationships that develop with people we can help and who can help us.  Ironically, when we de-emphasize the selling aspect, these relationships will, in one way or another, lead to increased sales over time. Even that business owner who may not seem to have much to offer you today, may be the connection who, tomorrow, brings business to you in ways you hadn’t foreseen. Networking takes time and effort, but it proves to be more than worth the investment, sometimes in ways we hadn’t imagined.

“Short-cuts aren’t.”

One of the toughest teachers I ever had in all of my years of schooling drummed that little chestnut into my head. One year under her strict tutelage taught me to hesitate and resist when presented with something that promised to be “the easy way” of completing a task. As much as I might not have enjoyed it then, I’m grateful for that life lesson, as it has helped me to achieve all that I have.

But…and there’s always a “but”…should we shun all things that are easy?

There’s no easy way to succeed in business. If there is, I have yet to learn of it. Success comes through hard work: work done the hard way. That said, there are ways of achieving success and boosting business that are conceptually easy.

Consider the ezine.

For those unfamiliar with the term, an ezine is a type of electronic newsletter sent out to customers and/or subscribers. Business owners can center an ezine on any topic they deem suitable, although it is advisable to adhere to topics closest to their area of expertise. The ezine allows the business owner to share knowledge in meaningful ways with readers, enabling the business to grow in value to its customers and/or subscribers and to maintain an active and relevant presence in their lives. That is an enormous benefit to your business for, comparatively, a little work. Even so, there are some important strategies involved in creating an ezine that will work for your business. Here are a few:

• Know your audience. This means knowing not only the demographics of your readers, but also their interests, and writing accordingly. While it is best to stick to a topic on which you are an authority, you need to consider what areas of that subject are of greatest interest to your readers. Talk to your customers. More importantly, listen. You’ll find that the ideas will spring from these conversations and messages.
• Read some other ezines. This is in no way advocating plagiarism. What this means is to view other established ezines to understand what works and what doesn’t. Take notice of the way fonts and graphics are used (or not used). Are the articles using a “how-to” format? Are they humorous or serious in nature? Do they tend to have a more personal or businesslike tone? By reading other ezines you will be able to make decisions regarding the style and direction that will most likely be of interest to your potential readers and will be of greatest benefit to your business.
• Get assistance. The truth is that not everyone is a gifted writer. While you can certainly work on developing this skill, the best place to practice probably isn’t in a publication that will be sent out to your customers. It is highly advisable, if writing isn’t your strong suit, to seek out the help of someone in your company who does write well or to hire a writer to do the job for you (or with you). As trivial as it may seem, readers notice things such as poor grammar, spelling, and punctuation. Fairly or unfairly, this can give a negative impression of the way you conduct business.
• Be consistent! Determine how often you will send out your publication, and, by all means, stick to that schedule! Your consistency in the release of your ezine speaks volumes to your customers about the dependability of your company. This is an easy way to earn people’s trust, even before they actually become your regular customers. It tells them, “We’re here, we’re experts, and we’re reliable.” What a simple way to send a message that can take years to convey!
• Keep it pithy, yet informative. This is not War and Peace. Keep your articles brief and to the point, preferably between 300-500 words. Remember that your readers are there to take away something they did not have before. That is what makes your ezine (and your business) valuable to them. Always offer content that is interesting and will impart knowledge. You are building up your credibility with each article.

By keeping these strategies in mind, you will be able to craft an ezine with articles that attract readers and inspire confidence and trust in your company, converting readers into buyers.

How easy is that?

Dinner was at home in the crockpot, no doubt making my kitchen smell divine. All I wanted were a few ingredients to make a nice salad to go with it. A quick stop in the supermarket and I’d be home right away. How complicated could it be?

As I looked at the checkout line, lettuce and other salad accoutrements in hand, I suddenly remembered why I don’t like shopping at 5:30 pm. The only movement in the line I was seeing was the departure of those who simply gave up waiting. After several minutes of not moving, I put my few items back and left.

The frozen peas from my freezer did little to enhance my nice dinner, but at least I was home and out of that line!

Your business may have a great product on its website. It may be just what certain people want. Even so, people are not always going to be willing to walk through what seems like a maze to get it. Shopping cart abandonment happens with frequency and is a problem businesses need to address and hopefully reduce. A recent survey of 663 ecommerce executives and online marketers revealed the following suggestions for a higher conversion rate for a website:

• Offer free shipping. This may be a tough one for all businesses to deliver, but it has been shown to be a factor in the completion of a sale. The free shipping offer can be in conjunction with a minimum purchase price. Also, let any shipping offers be known up front and provide a link that will answer shipping questions.
• Offer guest shopping. It is not advisable to force shoppers to create an account simply to make a purchase. Offer the option to create an account at the end of the checkout process.
• Keep the process simple. From the browsing to the checkout, the process should be clean and easy. Make sure that it is always easy to view the items in the shopping cart for a less confusing shopping experience. Also, be certain the procedure by which customers can change quantities or colors is easy to use and does not require them to be sent back and forth, something that is sure to make them weary of shopping on your website.
• Limit checkout to one page. Shorter checkout means less time and opportunity for confusion and also less time for customers to overthink their way out the door. If multiple steps are required, be sure to include a progress indicator to help customers along their way.

A smartly designed shopping cart and a speedy, simple checkout will be an enormous help in closing the sale. Let GTech Designs remove the roadblocks and pave the way to a quick, user-friendly, profitable website!

His hair looked as if it had been gnawed by beavers… Irate beavers.

She wailed, “I figured ‘how hard could a boy’s haircut be?’ and before I knew it he looked like this!!!”

“It seemed like such a good idea at the time!”

The hairdresser had a look on her face that told me she had seen this sort of thing many times before as she tried valiantly to undo the do-it-yourself do.

The nice thing about hair is that it grows back in a relatively short time. The same cannot necessarily be said about the loss of business that can result from a do-it-yourself website.

No doubt you’ve seen the DIY website template sites. They’re tempting. When starting a business, often we look for areas in which we can cut costs, and these DIY sites certainly try to promise that.

It seems like such a good idea at the time.

Perhaps the initial cost of one of these website templates is lower than that of hiring a professional website designer. Unfortunately for the do-it-yourselfer, that is where the savings end.

Why does the cutting of corners on a website end up cutting into profits on the bottom line?

There are several areas in which the DIY route fails the entrepreneur.

 Time: Even on an “easy to do” template, a good deal of time still must go into the creation of a website. For starters, the do-it-yourselfer must decide what information will be included, plan how the pages will be laid out, and write all content (and we know the importance of strong content). Did I mention the upkeep of the website? If time is money, then the DIY website is bleeding your account dry on that score alone.

 The Look: It isn’t hard to spot the cheap and unprofessional websites. They look…cheap and unprofessional… and probably a lot like everyone else’s that sprang from the same template. Is that the message you want your business to send to potential customers?

 Glitches & Bugs: They happen on most websites, even professionally designed ones. The difference is that a good, professional web designer can diagnose and fix the issue. Can you afford to be away from your business to address these website annoyances that pop up?

 Limited: Many of these websites are limited in the amount of space and number of pages available, making it necessary to cram the available pages with information. The result is unattractive, cluttered, and off-putting to viewers.

 SEO-no!: Self-made websites are often hard to find in search engines. Bad search engine results render your website almost worthless… and certainly worth less than you paid for the template.

It’s like the old saying goes… you get what you pay for. Ironically, a professional website designer, such as GTech Designs, will know how to create a website that will fit within your budget and do what your business needs your website to do. They know this because of a few things they have that no template ever will: experience, creativity, and instinct. In the business world where every dollar counts, these things are… priceless. 

It had details about products, services, and special holiday packages. It had everything except for two things – visitors… and a “heartbeat.”

And then Tom started a weekly blog for his salon’s website.

Suddenly, the “patient” had a heartbeat – and more visitors than ever before.

It truly isn’t an overstatement to suggest that a blog is like the heartbeat of a business’ website.  For the most part, the website of a small business like Tom’s (and perhaps yours) has content that remains the same day in and day out. Unless someone actively goes there in search of information, the website may go unviewed. The posting of a blog adds vital new content, making your website dynamic, alive, and attractive to potential customers.

So how can you jump-start the old ticker of your website?

How do you blog?

Before you strike one key on your keyboard, there is one important thing to consider.

• WHO is your audience? First and foremost, you need to pinpoint exactly at whom you are directing your blog. If you are a small business, you are likely directing it at current and potential customers. Don’t stop there, though. Think about who your customers are. Consider age groups, gender, and interests – anything that will help you understand the people who will be reading it. This takes you to the next step.
• WHAT are you writing? The conundrum of many bloggers is the finding of worthwhile topics. Do not put this off until you are ready to write. Allow yourself some time once a month for topic planning. By this point you already know who will be reading it. Think about what interests or concerns them. Remember to also keep your topics as timely as possible. For example, Tom has a large teenage clientele at his salon. His choice to dedicate an entire month of blogs in the spring to prom planning (hairstyles, nails, etc.) was well timed and well received.
• WHEN should you post? Frequently and consistently. Certainly you are busy running your company, but that weekly (or even twice weekly) blog post is what will help you to have a stronger company to run. Understandably, not everyone is a writer. Some business owners don’t care at all for that part of the job. This is a good opportunity to reward one of your employees (who happens to write well) with an additional job. If that is not an option, there are many talented writers available who understand the ins and outs of blogging. Remember: should you decide to bring someone in to act as your blogger, communicate frequently with this person. This person will, in effect, become the voice of your company. Make sure that he or she knows your targeted audience and is aware of events in your business, ensuring that your content is timely and relevant.
• WHERE will people find out about my blog? The fastest way to reach the largest number of people is through your social media outlets. (If your business isn’t already using them, start today!) Facebook, Twitter, Linkedin, and others are avenues by which you can alert your friends and subscribers of your blog posts immediately. The content is viewed while it is fresh and relevant.
• WHY is content important? Volumes could be written in answer to this question. For now, let’s boil it down to this: Content is king. No matter how often you post it, advertise it, or shout it from the rooftops, people will not want to read a blog that does not effectively address their concerns and interests. Give your content value. Rather than re-posting statistics that readers could find anywhere (“55% of Women in their 30s Color Their Hair…”), offer an approach that actually teaches something of value. “How to…” formats and lists are very effective (“5 Ways To Decide if It’s Time To Color Your Hair”). Content is also very important from an SEO standpoint. Strong content with phrases that are frequently used in searches will help give your site a boost in rankings on search engines. Finally (and this always elicits groans), spelling and grammar are important! They do matter. A blog post that is rife with misspellings and poor grammar will be noticed, and not in a good way. These “little errors” send out a message (unfair though it may be) of carelessness and ineptitude.  Don’t do your business a disservice by failing to proofread your content.
• HOW can I avoid offending readers of my blog? The plain and simple truth is that occasionally people may disagree with what you have posted in a blog. Some may choose to comment. Address these posts with respect, and be open to learning new sides of an issue. That said, you should not feel ashamed to politely and pleasantly defend your point of view. We can disagree without being disagreeable. Remember, the ultimate goal of this small business blog is to attract customers. Mature discourse will do that. Defensiveness and vitriol will not.

If your website does not already have a well-written, consistently updated blog, now is the time to consider it. Get that heartbeat going! Don’t let your beautiful, well-crafted website be D.O.A..

And now there’s Pinterest…another relatively new and exciting social media forum that can help to keep your business relevant and visible. It was only launched in 2010, but in that short period of time, it has become one of the largest social networks online today.

What is Pinterest? Unlike Facebook’s timeline structure, Pinterest has a bulletin board style that allows its users to create themed “boards” to which they can post (or “pin”) images relating to that theme. Members can follow the boards of other members with similar interests.

So how can Pinterest help promote your brand? Here are some tips to help you get the most out of this increasingly popular social media site:

• Add the badge! First and foremost, add Pinterest to your website! It’s an easy first step that will get people sharing your brand with other people!
• Don’t wait…educate! Does your company have any educational materials, demonstration videos, or “how-to” handouts? These would be ideal for pinning. Karen Leland, President of Sterling Marketing Group, advises that this sort of information “…does well on Pinterest. Look at the materials your company has that educate, teach or inform your customers or prospects.”
• Put the dates out! Leland also recommends using Pinterest to promote upcoming events, meetings, or trainings that your business might be hosting. “…Create a board that introduces it to your audience. Some ways to promote the event without being overly “spammy” include pinning information about the speakers, workshops and other educational sessions, sponsors, location and surrounding area, and special events within the event.”
• Keywords are key! When creating boards, use specific, related keywords. The name of the board is used in its url which gets indexed in Google. This can have a very positive effect on its SEO.
• Sound the call! It’s fine if people see your image, but it’s better if they follow that image to where you want them to go. Add a call to action and tell the person viewing your image or video what it is you want them to do. It works!
• Name your price! Add your price to the images you pin so people will know that what you are offering is for sale. Why is this important? Many people may pin pictures of teapots, but if your business is selling teapots, you will want users to know that this is not just a lovely picture that you’re sharing. It is actually for sale, a fact that they will certainly find interesting!
• Show your work! …Just like your grade school math teacher always used to tell you! This is particularly important if you provide a service. For example, if your landscaping company did a beautiful job on a lot that was previously in horrid condition, think how persuasive pinning the before and after pictures would be to Pinterest users!
• Pin a winner! Generate a buzz for your biz by running a contest that requires a re-pin to enter. Also, you can run a contest from your website. When a user clicks it, that person is asked for his or her name and email address and is then forwarded to Pinterest to complete the pin.
• Count your pins! Before long you will be able to determine what people are and are not re-pinning. Pinterest makes it possible for you to keep track of your boards’ statistics. Don’t overlook this step. You want every pin you make to have a point!

Don’t let this dynamic and increasingly popular resource go untapped! Ask the website design experts at GTech Designs how to equip your website with a portal to Pinterest, and have your company’s brand circulated in brand new ways!

And while you’re there, see if your old teenage heartthrob has a board!

The seating hostess at a not-too-busy restaurant sat behind a podium engrossed in a novel. As my luncheon companions and I approached, she gave us the “talk to the hand” sign, indicating that we were to wait until she finished her paragraph.

Not kidding…and it gets better.

When she finally did bother to acknowledge my friends and me, she looked at us with disdain, mumbled something that none of us could understand, and then actually asked, “So…what do you want?” …as if there might have been some reason other than lunch that we were there interrupting her reading! One of my lunch companions (who does not suffer fools gladly) retorted, “To leave… immediately!” Out we went.

Talk about a bad first impression! Needless to say, we never went back. It was crystal-clear why this establishment was not too busy. It stayed that way… and closed months later.

You only get one chance to make a first impression. This even applies to your website! Think of your homepage like a seating host/ hostess in a restaurant. Is your homepage welcoming customers, knowing what they want, and meeting their needs, or is it causing them “to leave… immediately?”

Consider these “Do’s and Don’ts” to help your homepage help your business:

• DO include your contact information! It almost seems like a “no-brainer,” and yet it is sometimes accidentally omitted in an effort to include other things. The simple fact is that if you want a customer to call or visit, you must make yourself easy to find. At very least, include an email address and phone number. If you have an actual location, consider adding a map and/or directions. Put this information in a place that is visible for first-time visitors to your site
• DO use easy, clear, and uncluttered navigation. Place it across the top or down one side of the page. Be careful to not overdo the number of links, as this can result in a look that is confused and chaotic.
• DO make it a point to check your links periodically to be certain that they are functioning properly. A bad link can create the impression (however undeserved) of a business that doesn’t care or is run in a slipshod manner.
• DO offer an option to sign up for emails/ newsletters. This is an excellent way for you to know who your customers are and where they are. It is also beneficial for them as this is an excellent way for them to receive not only emails and news, but also valuable coupons and other offers from you. Be certain to let your site visitors know of the value of this submission!
• DO pay attention to the “look” of your page. Use large, attractive fonts and eye-pleasing colors. Include graphics that clearly convey the message of what your company does and for what it stands. Use bullets to provide information in a clear and concise way. Your homepage needs to convey your message very quickly and in a manner that is easy to understand.

• DON’T add music! As much as it may seem like a good idea (for setting the mood, conveying a message, etc.) or something that will make you memorable, avoid this temptation! Often people will be visiting your site in a public place such as an office or a café. A sudden blast of “That’s Amore” while visiting an Italian restaurant’s website may result in a quick hit of the back button and a trip to a quieter website. If, however, you are in a profession where music is necessary on your website, allow your visitors to press a Click to Play button to listen to it at their discretion.
• DON’T use Flash animation. This will slow down your loading time. Making website visitors wait for frivolous animated bits to load is a big no-no that will cause them to go-go to another site!
• DON’T overload your homepage with too much text. A website with a homepage that is almost all text can prove visually overwhelming and off-putting. Even if the information is interesting, by placing it all there on your homepage, you are essentially hitting your visitors squarely between the eyes with it. Rather than absorb it, they will often navigate away from it. Use this page to welcome customers and make them feel comfortable.
• DON’T use fonts that are overly stylized or too small. That Old English-looking font may seem just right for the atmosphere you want to create on your used bookstore website, but stop and rethink that! People must be able to read what is there on your website, and even though certain font styles may set the right mood, they will do you a disservice if they are difficult for your visitors to read. The same goes for fonts that are too small.  Your text should be clear and inviting, not migraine-inducing.

Chat with a professional web designer today at GTech Designs about even more ways that you can make visitors feel more at home on your homepage!

Tom’s website for his salon looked fabulous…but no one knew it.

It had details about products, services, and special holiday packages. It had everything except for two things – visitors… and a “heartbeat.”

And then Tom started a weekly blog for his salon’s website.

Suddenly, the “patient” had a heartbeat – and more visitors than ever before.

It truly isn’t an overstatement to suggest that a blog is like the heartbeat of a business’ website.  For the most part, the website of a small business like Tom’s (and perhaps yours) has content that remains the same day in and day out. Unless someone actively goes there in search of information, the website may go unviewed. The posting of a blog adds vital new content, making your website dynamic, alive, and attractive to potential customers.

So how can you jump-start the old ticker of your website?

How do you blog?

Before you strike one key on your keyboard, there is one important thing to consider.

• WHO is your audience? First and foremost, you need to pinpoint exactly at whom you are directing your blog. If you are a small business, you are likely directing it at current and potential customers. Don’t stop there, though. Think about who your customers are. Consider age groups, gender, and interests – anything that will help you understand the people who will be reading it. This takes you to the next step.
• WHAT are you writing? The conundrum of many bloggers is the finding of worthwhile topics. Do not put this off until you are ready to write. Allow yourself some time once a month for topic planning. By this point you already know who will be reading it. Think about what interests or concerns them. Remember to also keep your topics as timely as possible. For example, Tom has a large teenage clientele at his salon. His choice to dedicate an entire month of blogs in the spring to prom planning (hairstyles, nails, etc.) was well timed and well received.
• WHEN should you post? Frequently and consistently. Certainly you are busy running your company, but that weekly (or even twice weekly) blog post is what will help you to have a stronger company to run. Understandably, not everyone is a writer. Some business owners don’t care at all for that part of the job. This is a good opportunity to reward one of your employees (who happens to write well) with an additional job. If that is not an option, there are many talented writers available who understand the ins and outs of blogging. Remember: should you decide to bring someone in to act as your blogger, communicate frequently with this person. This person will, in effect, become the voice of your company. Make sure that he or she knows your targeted audience and is aware of events in your business, ensuring that your content is timely and relevant.
• WHERE will people find out about my blog? The fastest way to reach the largest number of people is through your social media outlets. (If your business isn’t already using them, start today!) Facebook, Twitter, Linkedin, and others are avenues by which you can alert your friends and subscribers of your blog posts immediately. The content is viewed while it is fresh and relevant.
• WHY is content important? Volumes could be written in answer to this question. For now, let’s boil it down to this: Content is king. No matter how often you post it, advertise it, or shout it from the rooftops, people will not want to read a blog that does not effectively address their concerns and interests. Give your content value. Rather than re-posting statistics that readers could find anywhere (“55% of Women in their 30s Color Their Hair…”), offer an approach that actually teaches something of value. “How to…” formats and lists are very effective (“5 Ways To Decide if It’s Time To Color Your Hair”). Content is also very important from an SEO standpoint. Strong content with phrases that are frequently used in searches will help give your site a boost in rankings on search engines. Finally (and this always elicits groans), spelling and grammar are important! They do matter. A blog post that is rife with misspellings and poor grammar will be noticed, and not in a good way. These “little errors” send out a message (unfair though it may be) of carelessness and ineptitude.  Don’t do your business a disservice by failing to proofread your content.
• HOW can I avoid offending readers of my blog? The plain and simple truth is that occasionally people may disagree with what you have posted in a blog. Some may choose to comment. Address these posts with respect, and be open to learning new sides of an issue. That said, you should not feel ashamed to politely and pleasantly defend your point of view. We can disagree without being disagreeable. Remember, the ultimate goal of this small business blog is to attract customers. Mature discourse will do that. Defensiveness and vitriol will not.

If your website does not already have a well-written, consistently updated blog, now is the time to consider it. Get that heartbeat going! Don’t let your beautiful, well-crafted website be D.O.A.. 

The holidays tend to be a high time for many businesses. Perhaps your company was one of those that saw a huge spike in sales during the month of December. Nothing lasts forever, though, and unfortunately, that includes the holiday spending rush. January rolls around, as do your customers’ holiday bills, and suddenly you hear the deafening sound of wallets snapping shut.

Almost all businesses, small and large, have times of the year that tend to be less profitable. Whether the dip is related to post-holiday thriftiness, seasonal weather conditions, or any other cyclical sales-slowing factor, there is no reason to take it lying down. In fact, this is the time to regroup and implement a 3-part strategy that will jump-start your sales and deliver your business from the valley of the seasonal slump.

Part One: Marketing Strategy – Even though your budget may be tighter now, do not make the mistake of seeing a slow period as a time to cut back on marketing. If anything, now is the time to ratchet it up. This does not necessarily mean spending large amounts of money (that you simply may not even have available at this time). There are perfectly acceptable marketing methods that are low-cost, or even no-cost!  Marketing strategist, Michele Pariza Wacek, offers some suggestions that would fit even the tightest marketing budget:

• Start an email newsletter, or if you already publish one, increase the frequency with which you send it out. (Weekly is best. The more often your list hears from you, the more responsive they’ll become.)

• Hold a free teleclass. Make sure you come up with a really great special offer to turn your listeners into customers.
• Hang out in the social networking scene. If you aren’t making the social networking rounds, you’re missing major business opportunities. No it’s not a waste of time (unless you let it become one). Make sure you’re focusing on connecting and creating more visibility.

Part Two: Financial Strategy – When times are lean in business, you need to examine things from two main financial perspectives, your company’s and your customers’. When pricing your goods or services, be sure you’ve considered your costs and that your business is able to turn a profit at that price point. Your price should be competitive, but still profitable. Ultimately, the right price is always the price the customer is willing to pay for the product or service. Listen to your customers’ feedback about your rates. It may be a little hard to hear that your company offers products at too high of a price, but if that’s the feedback you’re getting, you need to be doing something about it. The truth is that people are always looking for sales. In January, they actually expect them. Seasonal slump time might be the right time to offer “off-season rates” or run a big sale that will keep current customers and attract new ones.

Part Three: Creative Strategy – Shake things up a bit! Capture customers’ waning attention with new products or services. For example, Doug’s landscaping business was practically dormant during the winter months until he began to offer his customers services that were relevant to that time of year such as winter spruce-ups and even snow removal. Tom, whose hair salon was always slow after the holidays, sparked his clients’ interest by unveiling exciting new spa services in January (after building up a buzz in the previous months). If your business has a location to which customers will come (a boutique, an office, etc.), make use of attractive lighting, displays, or videos. Consider offering guest speakers or consultants who will come in to your establishment with presentations that are relevant to the season or to your customers’ interests. You can also give presentations of your own. A clothing boutique owner could announce the limited engagement of a color analyst who will help customers select clothing in shades that will complement their skin tones and lift their spirits during the dull, dreary winter months. A financial advisor would be wise to offer a seminar in January on “getting out of credit card debt” for all of those who maxed out their plastic over the holidays!

While there are no ways to avoid the “down times” in the business cycle, a smart entrepreneur can approach any time of the year with the right strategy that will make even the “off-seasons” seem holiday-bright! 

Ever take a look at the Facebook pages of some of today’s teenagers? It’s…interesting. You could run a successful coat factory with all of the fur that flies between those pages! “She said THIS…He did THAT…I just cannot STAND them!!!”

Thank goodness adults are beyond such behavior.

You can stop laughing now.

You don’t have to be a teenager to understand and experience the outright nastiness that occurs in the ever-growing world of social media. Today’s business owner is particularly familiar with it…and with the havoc it can wreak. Damaged reputation, loss of customers, and even the destruction of the business are some of the catastrophic fruits the words on a Twitter post or Facebook page can bear.  Generally these vitriolic comments come from one of two types of people. It is usually either:

• A customer who sought a positive experience with your company, was unsatisfied, and is simply looking to have the issues resolved
• Someone who is not interested in the resolution of an issue, but rather looking to draw you into a public fight

So how do you handle it? When I was young and someone said mean things about me, my mom always told me to ignore them. Just ignore them and they will go away. That may have worked on the playground, but mom’s advice won’t help here. Do NOT ignore the negative comments. This is your opportunity to take lemons and make lemonade by showing how seriously you take customer satisfaction. With the right approach, you can often satisfy an unhappy customer and attract new ones too.

Try these suggestions next time you are faced with negative comments in a social media setting:

1. Be Quick – Do not delay in responding to an unpleasant comment! The longer an unsatisfied customer waits for acknowledgement, the longer they have to stew…making it all the more difficult to rectify a problem that may have been easy to fix had it been addressed promptly. Also remember, if your business has a social media page, it is crucial that it is checked frequently. If a negative comment pops up on your Facebook page, someone will see it first. It’s best if that someone is you.
2. Be Cool – It is so tempting to want to lash out at someone who posts rude, snarky things about your company. It’s like you’ve been slapped in the face! Resist the urge. Breathe. Cool off and approach it calmly, even positively. Reacting in an emotional and negative manner is like throwing gasoline on a fire. It might feel good at first to get your shots in, but don’t be surprised when it blows up in your face.
3. Be Personal – No one is going to feel as though his or her complaint is being taken very seriously with an impersonal, canned, stock response. Any negative comment that shows up on your social media pages needs to be addressed in a personal manner. By using the name of the person posting the message and by using your own name (or the name of whomever handles your social media) you are demonstrating to the customer (and to all who see your page) your respect for your customers. 
4. Be Active – It’s good to be able to quell the customer’s anger, but don’t leave it at that. The person who posts an inflammatory comment needs to know that your company is doing all it can to resolve the conflict. The same goes for any potential customers who are viewing this page. While no reasonable person expects a company to be perfect all of the time, they usually prefer to do business with a company that provides real solutions, not simply lip service.
5. Be Private – While the initial discussion should be handled on the social media site where it originated so that others can see your quick response in the handling of the situation, it is advisable to move the follow-up offline (email, phone calls, etc.) in the interest of the customer’s privacy and your company’s good name. Once you do resolve the situation, don’t hesitate to post about it (or ask your customer to do it) so that other visitors to your page will see that you take customer satisfaction very seriously.

Let’s face it, even in the most well-intentioned and efficiently run business, things will occasionally go wrong and people will be less than satisfied. Some will even get downright mean about it. When handled properly, you can often turn these upsetting situations into learning experiences for your company and opportunities for the growth of your customer base. 

Is it making you stand out in the crowd…or is your logo…a no go?

Keep in mind that a logo is not just a drawing with a name attached. It is essentially a brand’s identity. More often than not, a logo is more identifiable than the brand’s name!

Is your website’s logo working for you or against you? Ask yourself these questions:

• Is it simple? Is your logo clean and uncomplicated without being boring and overly conservative? Consider the Nike logo. Clean, sleek, and uncluttered, we recognize it immediately. Simple, yet unique, it’s an image that makes a statement without saying a word (let alone a bunch of words). Is your logo overly packed with words? Are there excessive images that you can subtract that will leave you with a logo that is more powerful in its clarity?
• Does it engage your customers intellectually without being too esoteric? A logo that is too obvious and literal may be uninteresting and will not serve you well. Let your design give your customers the opportunity to figure out its meaning themselves. By allowing your customers to discover the significance of your logo, you are also giving them a memorable experience. Be careful to not make your design too abstract or demanding, as it may end up alienating customers rather than intriguing them.
• Is it versatile and easily adaptable? Your logo must be able to adapt to its surroundings and still remain true and distinct. It needs to look as good on your website as it does on your letterhead, business cards, and t-shirts. If your logo is beholden to one set color scheme or size, it will not be effective everywhere it will appear. A great logo will look as good in black and white as it does in color and will pack just as powerful a punch scaled down in size.
• Is it unique? It’s taking the usual and making it unusual. It’s taking the ordinary and making it outstanding. It sounds so simple, but logo-wise it is the true test of your creativity. Think about McDonald’s golden arches logo. It’s a letter M! When you get right down to it, that is all it is, and yet it is unlike any other, and it is one of the most easily identifiable logos in all of the business world! Is your design one that people will immediately associate with your business? Be sure to carefully research your industry to avoid infringement on the trademarked logos of other businesses.
• Is the typography effective? While it is not recommended that a logo be excessively wordy, the choice of font for the letters/words that do appear is extremely important. It can make or break the overall effectiveness of your logo. While there are many fonts available for use, many of them free, this may be a very poor choice. It is likely that other businesses will use the same font, causing you to blend in with the crowd. For this and other reasons, custom lettering is preferable to standard fonts.

Are you unsure if your logo design is up to the job? Try this little test. Show it to friends. After several days ask your friends to draw it from memory. If they can draw it easily, you have a memorable logo and are on the right track. Still not sure? Confer with your web designer and craft a logo that is not only memorable, but also is a true statement of your company’s identity.

There’s something else I do online. I read about Internet marketing trends. And something I read today took me a bit by surprise.

Vocus, Inc., a leading provider of cloud marketing software, recently released a holiday marketing guide with an eyebrow-raising statistic:

According to Deloitte’s 2012 Holiday Survey, 48% of shoppers expect social media to play a role in their holiday shopping process.

Almost half of the holiday shoppers will be using social media in their holiday shopping? That’s huge…and it’s a huge opportunity for a business owner to reach potential customers for holiday sales…one that you do not want to miss!

So how do you do it? What are some ways to make the most of this exciting “holiday socializing” trend? Think of it a little like hosting a terrifically festive holiday party!

1. Meet up with your customers where they “hang out” – The most popular social media sites are Facebook, Pinterest, and Twitter, but there are others as well. Find out which ones your customers frequent and make your presence known there. By asking about their needs, wants, and wishes for the holidays via these sites, you are engaging your customers as well as gaining insight.
2. Invite them over – Get your consistent message out there across the various social sites, but remember to direct them to the links that will bring them in to your business. There are festive, creative ways to do this. Contests are a terrific draw. They’re fun, exciting, and effective at bringing people in! Host one on your Facebook page, with the winner to be announced right there! Have a “Tweet of The Week” on Twitter, with a customer winning a nice little prize like a discount or coupon code. Whichever social sites you choose, if it is possible, make sure they can share it with their friends! Remember, at your holiday party, “the more, the merrier!” The possibilities for such contests are vast! You can also create a holiday video for YouTube that can be linked to your social sites, as well as promoted via email or mailings. It could be a group of employees singing a Christmas carol or even a holiday recipe demonstration! Again, the possibilities are sky-high. Customers will enjoy this personal little “gift” from you and be glad that they stopped by.

Engage in cheers, goodwill, and pleasant conversation – One of the benefits of social media is, while it gives you the opportunity to talk, it also gives you the chance to listen. Find out what topics are most important to your customers this holiday season. It could be about finding a certain type of gift, getting good deals, making holiday foods, or about helping those who are less fortunate. Think about how your business can help meet these current needs and capture the interests of your customers. Vocus offers these suggestions that will get you thinking and get your customers interested:

•      *Creating a discussion on one of your social channels for people to exchange and discuss gift ideas
•      *Offering holiday promotions through fun photo sharing contests, campaigns, and in-store events
•      *Donating a percentage of every purchase made at your business to a cause
•      *Holding a food, clothing, or toy drive at your business
•      *Featuring a guest Facebook or blog post from an expert on planning holiday parties and get-togethers

 No matter what kind of business you own, the opportunities for you to connect with customers via social media are many. As it turns out, the opportunities are greater than some of us even realized…and limited only by imagination!