“You need to be where your customers are and your prospective customers are,” said Clara Shih, author of “The Facebook Era” (Pearson Education, 2009). “And with 300 million people on Facebook, and still growing, that’s increasingly where your audience is for a lot of products and services.”

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For most businesses, Facebook Pages (distinct from individual profiles and Facebook groups) are the best place to start. Pages allow businesses to collect “fans” the way celebrities, sports teams, musicians and politicians do. There are now 1.4 million Facebook Pages and they collect more than 10 million fans every day, according to the site.

Businesses can easily create a Web presence with Facebook, even if they don’t have their own Web site (most companies still should maintain a Web site to reach people who don’t use Facebook or whose employers block access to the site). Businesses can claim a vanity address so that their Facebook address reflects the business name, like www.facebook.com/Starbucks. Facebook pages can link to the company’s Web site or direct sales to e-commerce sites like Ticketmaster or Amazon.

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But not many businesses thoroughly understand the benefits of outsourcing. It’s true that outsourcing can save money, but that’s not the only (or even the most important) reason to do it. As many firms discovered during the outsourcing “mania” of the early 1990s, outsourcing too much can be an even bigger mistake than not outsourcing any work at all. The flat economy caused many companies into huge layoffs and subsequently outsourced functions that were better kept in-house. Wise outsourcing, however, can provide a number of long-term benefits:

Control capital costs. Cost-cutting may not be the only reason to outsource, but it’s certainly a major factor. Outsourcing converts fixed costs into variable costs, releases capital for investment elsewhere in your business, and allows you to avoid large expenditures in the early stages of your business. Outsourcing can also make your firm more attractive to investors, since you’re able to pump more capital directly into revenue-producing activities.

Increase efficiency. Companies that do everything themselves have much higher research, development, marketing, and distribution expenses, all of which must be passed on to customers. An outside provider’s cost structure and economy of scale can give your firm an important competitive advantage.

Reduce labor costs. Hiring and training staff for short-term or peripheral projects can be very expensive, and temporary employees don’t always live up to your expectations. Outsourcing lets you focus your human resources where you need them most.

Start new projects quickly. A good outsourcing firm has the resources to start a project right away. Handling the same project in-house might involve taking weeks or months to hire the right people, train them, and provide the support they need. And if a project requires major capital investments (such as building a series of distribution centers), the startup process can be even more difficult.

Focus on your core business. Every business has limited resources, and every manager has limited time and attention. Outsourcing can help your business to shift its focus from peripheral activities toward work that serves the customer, and it can help managers set their priorities more clearly.

Level the playing field. Most small firms simply can’t afford to match the in-house support services that larger companies maintain. Outsourcing can help small firms act “big” by giving them access to the same economies of scale, efficiency, and expertise that large companies enjoy.

Reduce risk. Every business investment carries a certain amount of risk. Markets, competition, government regulations, financial conditions, and technologies all change very quickly. Outsourcing providers assume and manage this risk for you, and they generally are much better at deciding how to avoid risk in their areas of expertise.

Anita Campbell from Small Business Trends is running a short information-packed webinar entitled:

Getting Found in Search Engines, for Beginners

These two bullet points jumped out at me, since I have clients who are trying to navigate this new frontier:

• Simple techniques you can do yourself to improve your website so you can get found by potential customers in the search engines more easily

• When and how to hire SEO professionals — over the years I have hired a number of search optimization and marketing experts and I will share some tips for what to look for

I’m planning to listen in and tweet about it. Please join in, if your schedule allows. If not, you can check the Twitter feed using the hashtag #SMBTOOLS. I’m a fan of TweetChat.com for these sorts of events, so you can use the hash tag to enter the room, as they call it.

For most people, especially for those just starting in business, the business card is the only marketing tool used.

People frequently think a business card that can be designed and printed on their home computer will be a good enough tool to get them noticed and remembered.  The truth is business cards are one of the most overlooked of all business tools.  A well-designed, professional card makes a professional presence; a homemade business card typically gives the impression of an amateur taking a stab at being in business.

Please post your comments below:

To some, branding might not feel like a tangible aspect of running a business. It can’t be seen like a product on the shelf, or counted like a cash drawer at the end of the night. But, branding is the reason people pay three times more for a product at one store over another.

Good branding is the product of a clear vision, and nobody knows more about vision than small business owners. But, with limited resources, creating a brand identity can be tricky. Fortunately, building brand awareness on the Internet doesn’t need to take a lot of money or resources.

Here are seven strategies to build your business brand:

Define the vision. Before moving ahead with the web site, create a brand positioning statement. “This isn’t just, ‘What kind of web site do we want to be?’ This is ‘Who are we?’” says Harley Manning, vice president at Forrester Research in Cambridge, Mass., a technology and market research firm that advises on the effects technology has on consumers and businesses. Good brand statements typically include the company’s mission, vision and values. “It’s succinct. It’s typically something that will fit on a page easily,” he says.

Build a brand worth believing in. “Do you so believe in what you’re creating that you would trademark it?” says Andrea Fitch, president and CEO of RedCarpet Creations, Inc., and national president of the Society for Marketing Professional Services, both based out of Alexandria, Va. Really consider what kind of brand could represent the business through the next decade. “Don’t have a logo that in five years you’re going to be tired of and discard for another,” she says.

Remember, the web site is the brand. “A web site is not just a communication medium,” Manning says. “It is actually a channel that must deliver on the promise.” Essentially, a web site should embody the promise that it makes to customers. If, for instance, a business claims to be innovative, the web site should look fresh and modern.

Create a cohesive experience between all mediums. Before she launched her company’s new web site, Fitch made sure it would be an event that her potential clients would never forget. RedCarpet Creations mailed 4,000 silver tubes containing scrolls that looked like rolled-up carpet. Inside the scrolls was an announcement about the web site’s launch. Once online, the web site was an extension of the invitations because it followed through on the themes of red carpet imagery and references to visitors being treated like a VIP. Customers should easily be able to recognize the company’s brand, whether it is print, online or some other form of media, Manning says.

Don’t sacrifice creativity. Once the brand’s guidelines are established, creative choices must bring those attributes to life, Manning says. Don’t let the company’s brand become so dominating that there is no room for new thoughts and ideas. Brand should be the jumping-off point for interesting ideas, not the place where every new idea dead-ends. Fitch stresses that a sense of fun and whimsy will only enhance the likelihood that people will take an interest in the web site.

Don’t communicate brand at the expense of delivering. While a web site can be a significant tool for building brand awareness, clarity and functionality are paramount. “Just be careful not to let the communication about your brand get in the way of delivering your message,” Manning says. People should be able to understand how to navigate the site without knowing a thing about the company’s catch phrases. “You can’t frustrate and annoy people into liking your brand,” he says.

Listen to the customers: They determine a brand’s true value. Pay attention to customer feedback about the site because, ultimately, it’s the customers’ opinion that counts. When it comes to building a brand, a company can incorporate everything from signature colors to catch phrases, but at the end of the day, it’s the consumer who decides what a brand is really worth. “It’s not what you say [about] yourself, it’s what others say of you,” Fitch says.

7 Ways to Build Brand Awareness

1. Keep in mind that networking is about being genuine and authentic, building trust and relationships, and seeing how you can help others.
2. Ask yourself what your goals are in participating in networking meetings so that you will pick groups that will help you get what you are looking for. Some meetings are based more on learning, making contacts, and/or volunteering rather than on strictly making business connections.
3. Visit as many groups as possible that spark your interest. Notice the tone and attitude of the group. Do the people sound supportive of one another? Does the leadership appear competent? Many groups will allow you to visit two times before joining.
4. Hold volunteer positions in organizations. This is a great way to stay visible and give back to groups that have helped you.
5. Ask open-ended questions in networking conversations. This means questions that ask who, what, where, when, and how as opposed to those that can be answered with a simple yes or no. This form of questioning opens up the discussion and shows listeners that you are interested in them.
6. Become known as a powerful resource for others. When you are known as a strong resource, people remember to turn to you for suggestions, ideas, names of other people, etc. This keeps you visible to them.
7. Have a clear understanding of what you do and why, for whom, and what makes your doing it special or different from others doing the same thing. In order to get referrals, you must first have a clear understanding of what you do that you can easily articulate to others.
8. Be able to articulate what you are looking for and how others may help you. Too often people in conversations ask, “How may I help you?” and no immediate answer comes to mind.
9. Follow through quickly and efficiently on referrals you are given. When people give you referrals, your actions are a reflection on them. Respect and honor that and your referrals will grow.
10. Call those you meet who may benefit from what you do and vice versa. Express that you enjoyed meeting them, and ask if you could get together and share ideas.

-by Stephanie Speisman

“A business card is like a mini-capsule of yourself,” Bodine says. “Why not make it interesting?”

Here are his suggestions for doing just that:

1. Add some pizzazz.

One advantage that smaller firms have over their white shoe counterparts is the ability to break away from the old black-and-white, block-letter mold.

Use color to make your cards pop. Add memorable pictures, and think of printing cards portrait style instead of the traditional landscape shape. Try using a glossy finish and nontraditional fonts – just make sure they are professional and easily readable.

2. A name and number isn’t enough.

Your cards should include things like Facebook pages, LinkedIn profiles and twitter and blog addresses.

“Make an effort to show that you are technologically hip,” Bodine says.

And of course, don’t forget your firm website address and email address – you’d be surprised how many lawyers omit such crucial information.

3. Make them user-friendly.

Print lines on the back, which allows the receiver to jot down notes.

“I always record the date and where and when I met a contact on the back of a card I receive” for easier reference later, Bodine says.

Make it easy for your contacts to do the same.

4. Banish cards from the wallet.

No one wants to wait for you to rustle through your pants or jacket pocket for a wallet, then watch you rummage through money and pictures of your kids before handing them a beaten-up, dog-eared card.

“That blows any classy impression you were trying to make,” Bodine says.

5. Make the experience special.

One hugely important – yet frequently overlooked – tool for good business card marketing: a card case.

Not only does it eliminate the wallet problem, but “when you pull a card out of a card container, people feel you are handing them something special,” says Bodine.

A leather case, silver card holder or even something more adorned – some cases look like “pieces of jewelry” Bodine notes – makes the experience memorable for the receiver.

Credit: Kimberly Atkins

While word-of-mouth is a great start you can always do more. Structure a campaign around the attributes of your business to create a buzz that will bring commitment to your product or service amongst the people with in your community. To save money, try using existing products, knowledge and resources.

One way to set your business apart from competitors is by becoming a trusted advisor in the subject that you specialize in. Contest and fundraisers are another good way to drive people to your business. These are unique because if organized properly they encourage good habits and build buzz at the same time. Contests and fundraisers often expose your good service and products to people who least likely to do business with you otherwise.

Keeping up with your clients is easier then ever before. Blog software and online newsletter services make contacting your client more efficient and less expensive. Internet applications such as these have transformed word-of-mouth communication to the point where one click of the mouse can reach thousands of potential customers.

Businesses are turning to Facebook, YouTube, blogs etc. to post customer reviews, information on new products and how-to tips. Customers appreciate free advice and when they need a service that your business offers, they are more likely to remember the name of your business.

Written by t.davis

Creating a business that follows money instead of your strengths. Without a passion for your product or service, you’re already at a disadvantage. Says Hanson: “If you’re unhappy or out of sync with your natural strengths, you may be diluting your main marketing tool.”

Matching your competitors instead of differentiating and finding your niche. “In so many industries, all the competitors are bobbing in a sea of sameness,” Hanson correctly notes. “Get out of the dogfight by serving unmet needs.”

Working one revenue stream instead of creating multi-faceted revenue models. From Hanson’s perspective, this means operating like a larger company in which your entire income is not derived from the hours you work and the fee you charge.

Packaging products from your perspective, not that of your customers. Today’s savvy consumers tune out spin and interruption. They’re looking for something that adds tangible value to their lives, so focus on real solutions.

Waiting for established media to cover you instead of creating your own. “Publishing is the new PR,” says Hanson. “Whether you create articles, checklists, resource guides, blogs, podcasts, video clips or quizzes, there’s a content strategy to fit your communication style and business goals.”

The Po!nt: Identify the pitfalls before you begin, and your business will stand a much better chance of finding success.

But many businesses might take regular customers for granted and may not realize if some of those familiar faces aren’t frequenting their establishments as often. These tips will help you keep them coming back.

• Get feedback: Customers come to your business because you meet a need or solve a problem for them. As time goes by you need to determine whether you are still meeting those needs or solving their problems. The only way to effectively do this is by reaching out to regular customers through written surveys, questionnaires, telephone surveys, and your Web site. Ask specific questions about past experiences and clients’ current needs.
• Break the high-tech barriers: Voice mail, computerized phone calls, kiosks, and e-mail form letters do nothing to bring you closer to your customers. While technology has made it faster and easier than ever to communicate, it has also taken the human element out of business transactions. Customers have gone full circle and are once again seeking human beings when they have questions or problems that need to be solved. Being accessible, especially to regular customers who have established a relationship with your business, is very important.
• Create loyalty programs: Pay for nine car washes and you get one free. Many business owners have never thought about creating their own clever twist on such a simple loyalty concept. Customers like to be rewarded for their loyalty, whether it comes from paying for a one-year membership and getting three extra months for free or getting discounts in a frequent-buyer program. Make it a point to reward regular customers.
• Maintain a database and use it wisely: Reach out to your regular customers through e-mail. You can use software programs to periodically send messages to your regular customers. Even though it is a mass mailing, you can send something with a personal touch that captures your customers’ attention and meets their needs, which might coincide with a holiday or the change of seasons. Also, keep in mind that too many businesses send the same old reminders again and again. Therefore you should vary your means of contacting your regular customers.

If you have lost a steady customer to the competition or because of dissatisfaction with your service, you need to work a little harder to regain that person’s trust. Here are some tips for bringing back lost customers or clients.

• Offer an incentive for reopening the lines of communication: Give a discount for filling out a survey that could divulge why the customer is dissatisfied or went elsewhere. If you have a personal relationship with clients, there is such a thing as a free lunch: Make the offer and reopen the dialogue.
• Rebuild trust: Offer to resolve the problem and give them a guarantee. This time if they are dissatisfied with your product or service, or find a competitor that is charging less, you will immediately rectify the situation, whether you provide the service for free or beat a competitor’s price.
• Be accountable: Customers respect honesty and accountability. Therefore if you’ve made mistakes, failed to deliver on a promise, or mistreated a customer in any manner, you can simply and sincerely say that you are very sorry. Accountability and an apology can go a long way to rebuilding a relationship.

Whether you are trying to maintain your regular customers or looking to bring back those you have lost, it is always important to remember that flexibility and good customer service should be an inherent part of your plans.