Article Contributed by Greg Gaskill
Social networking was once the domain of people looking for friendship on the internet, but savvy businesses have also begun to realize the value of linking up with others through the wide variety of networks that are springing up almost daily. They have learned to enjoy the ease with which they can keep in touch with clients, suppliers, and a host of others. In fact, there are now sites that cater specifically to businesses. Social networking benefits to business are many; here are just a few, and how they can help you.
Why Social Networking?
When you develop a page on a social networking site, you are setting yourself up to connect with everyone else who has signed up on that service. So if you sign up on a service with millions of members, you are instantly able to connect with that many new people. Although you would not generally be able to send out a global email–that would be spam–you could search for those who are interested in your product or service. In other words, you could do a targeted search for your perfect customer or supplier.
Which Networks are Best for Businesses?
Although the ever-popular services like Myspace and Facebook have quite a few businesses with well-developed pages, they are mostly for social contacts, artists, social causes, and bands. Those who want more professional connections often turn to LinkedIn, Tribe, and Ryze.
These services will work best for those who create the most complete and targeted online identity. For instance, if you are a professional freelance editor but have a page full of information about your accomplished children, you may miss a lot of opportunity. Of course you are proud of your children, but they probably will not get you gigs. So stick to business.
One of the ways to make the most of your social networking page is to hire an online marketing company to create and maintain it. That way it stays professional, up to date, and has enough of the right material on it to make an impact and improve your search engine rankings.
How Do Business Social Networking Sites Improve Search Engine Rankings?
One way is that you can choose your own URL. With some services you start out with one their system gives you, then you enter your own. If you enter your business name, you have increased your internet exposure–the search engine spiders will find you more easily. Important tip: Make sure you link up to your company home page; backlinks count in search engine rankings. If you have multiple pages, provide a link to your company’s page in each one.
This brings up the idea of multiple pages. Some services allow you to have multiple hubs, but some do not. Social networking benefits to business are best when you find a way to use more than one page, so it might benefit you to use multiple email addresses so you can have more than one page with the same service. Then link them together. Having multiple pages will increase your exposure on the internet.
You can also use your blog space to provide informative articles to your contacts–make sure the article bears your business name and uses keywords related to your business. This is called SEO, or Search Engine Optimization, and you will rise in the rankings when potential customers use your exact keyword phrases as a search term. Again, an online marketing company will know the best keywords to use and will have professional writers available to perform this optimization.
Social networking benefits to business are enormous, and a business that takes advantage of this tool will see better exposure often in the same day they create the page! These days, to ignore social networking is to do so at your own peril.
Article Contributed by Greg Gaskill
Author: Pamela Swift
Less Work, More Leads
Article Contributed by Mark Sneider
Whether an insurance agency, manufacturing firm, a law firm, or some other professional services organization, if you are like most other professional services organizations, your team may not be too well equipped to do what you need to do best to generate lifeblood leads.
Simply having your sales team drum up leads when they’re trying to manage existing clients or in the throws of presenting to new ones, or – let’s be honest here – relying on you, the president or principal to do it when you have to focus on managing the business – isn’t going to be the most effective or most efficient way to manage the lead generation process. And, do you really want to it anyway?
But if you choose to do so internally, likely how you’ve always done it and most of your competitors do so, here’s five best practices that make for successful lead generation programs – elements we’ve found at LeadArchitects: five critical steps central to building solid pipelines of new business opportunities for the organizations we represent.
1. Be Marketing Centric
Before you hand over the reigns to just anybody, establish a clear, concise, and well differentiated message for your “brand”. Without it, what will the prospect say when asked “Why should I consider you?”
I’ve learned from years of interviewing heads of organizations that most don’t know how to look at their business objectively when it comes to marketing and positioning. For example, consider this professional service: advertising agency principals (folks you think would “get it”) will more often than not say the same things when asked what makes them different. I recently presented to a group of agency executives and 15 out of 16 gave virtually the exact same answer when asked for their elevator pitch.
Before any prospecting is done by LeadArchitects on behalf of our clients, we develop what we call a “Brand Story” or communications strategy that highlights the firm’s reasons to believe (RTBs) that define what really makes a firm different. That differentiation could be expertise, process, insights, or some other dimension – or a combination of a number of these. The key is being objective, or bringing in a group that can take an objective look at your world.
Once you create this communications strategy, carry it throughout every touch point: letter copy, advertising, public relations, key talking points for your new business manager, and certainly the web copy. One must be able to see the big picture and navigate through the changes needed to ensure consistency in marketing communications.
2. Be Consistent
Asking sales people to sell, and manage accounts, and generate leads, and, and, and will not prove successful to the organization. We’ve also consistently found that having the principal or the president act as part time lead generator will only lead to less than part time success.
If you put a program together to generate leads, you need to make certain that there are no breaks in the action, because the lead generation “game” is as much an aperture marketing game as it is a positioning and process and skill set game. Maintaining consistency of reach-out is critical. Today your prospect may be fine with their existing service, however tomorrow they may have an issue or a problem that their current partner or law firm or accountant isn’t doing a good job of fixing – you need to be there.
3. Be Relevant
The last thing you want to do is simply pound on doors in the hopes of one opening up – doing so makes you look less than strategic. You don’t look like a good potential partner, and you don’t look like you understand your prospect’s business. Being relevant takes time and focus – the kind of focus a well-organized, strategic group can bring to the effort.
For example, before any call is made into any prospect, the new business manager at LeadArchitects conducts news searches on the prospect, checks the website for press releases, and scours the category’s e-publications for a nugget of an insight they can bring to the table. This way, you exhibit empathy and understanding when you connect and are better able to “bridge” the prospect’s situation back to challenges you yourself have solved for your own clients. Prospects appreciate this – they like to be heard, not to be told.
4. Be Particular
The problem with many prospecting efforts is they are more about numbers and not about the quality of the engagement. As the manager of a lead generator, you need to establish clear and measurable qualifying criteria upfront.
There are different points at which qualification can occur: when the list is built; when the list is cleaned; and when the prospecting begins. The key is making sure your person or your firm has a clear handle on what the qualifiers are, and stands up to deliver them.
For illustration, we build lists for 90 percent of our client programs. When building lists, we can screen for prospect size (e.g. revenue, employees, etc.) type, location. When we clean the list before it’s used, we can qualify for things like decision maker status, or insights relative to the nature of the business. And when the work really begins and we start prospecting, we can dial it down to a more granular level and glean information on virtually any dimension, so long as the prospect is willing to share it, of course.
One step we take that should be a step that any organization takes even if they manage the prospecting inside, is to conduct an open assessment after the first meetings to ensure that what’s being delivered is on par with expectations. If it isn’t, clearly define the deficiencies and put the plan in place to correct it so you maximize the productivity of the program.
5. Be a Value-Added Partner
The best long-term partner is one who goes beyond the task at hand and brings new thinking, new processes, and new ways of doing things to the table for your client. While hackneyed and overused it rings true when done properly: in the end, if you can be a real value-added partner, your clients will be more forgiving when things are going just right and more likely to keep you on board, longer.
The same holds true when you reach out to your prospects. Not only is it important to reach out with relevancy, it is critical to show that you understand your prospect’s situation. Show that you want to help the prospect by sharing news, ideas, suggestions with them to help their business. At LeadArchitects, we continually reach out to prospects on behalf of our clients with interesting industry news, updates on trends, or insights about competitors – all with the goal of suggesting we’re there to partner.
Bottom Line
There is a lot you need to consider if you’re going to build an effective lead generation program internally. Software, people, lists, branding, follow up, and on and on. It’s not as simple as picking up the phone and dialing for dollars. If you want to do it, at least do it properly – but you know you don’t want to do it.
Remember, also, to look at lead generation from a big picture standpoint. If you’re a law firm, you got into the business of helping manage your client’s well being. If you’re an accountant, you got into the business to manage client’s taxes, or if you’re in the manufacturing business, you got into to the business to build, create, and sell – not generate leads. In the end, you’re probably best off keeping overhead low by not trying to build up a sophisticated infrastructure to manage a process that can feed quality leads, better position your firm in the marketplace, and keep you looking like the real value-added partner you are.
About the Author
Mark Sneider is the president of LeadArchitects, an outsourced lead generation and sales firm. Prior to LeadArchitects, Mark spent ten years working for two top tier packaged goods companies, and ten years on the marketing services side of the business. He started his career at DDB Needham in Chicago. Mark is a graduate of Northwestern’s Kellogg Graduate School of Business with a major in Marketing and Economics. He can be reached at msneider@leadarchitects.com.
One of the best ways to save money is to start with the expenses that are the easiest to reduce. Over 68% of business owners cited “cost savings” as the primary reason they’d switch phone systems, according to a recent survey. Phone systems are an often overlooked source of cost savings. By switching to VoIP or a hosted service, you can save tens of thousands of dollars a year in service and maintenance costs alone. Here’s our real business-tested, expert approved, step-by-step strategy for switching to a more cost effective phone system:
Make a list of requirements. If you already have a phone system, this is easy. Do you need voicemail, videoconferencing, call monitoring features, or more? If you’re a brand-new business, start with the basics- ask around to see what kinds of features are absolutely necessary and pick a system where you can add features later on an as-needed basis.
Do a little research on types of systems. Phone systems basically come in 4 flavors- landlines, internet-based, and combination of both. Traditional landline systems (Regular PBX phone systems and KSU systems) that use routing software (if you need lots of extensions or features) can be housed in your office or off-site by a provider. Internet-based systems use an internet connection to route calls. The type of system you choose makes a BIG difference: according to a recent study, switching to VoIP can save a business with over 500 employees up to $300,000 yearly.
Work out the nuts and bolts. If you have a current provider, you’ll need to work out the particulars of the switch. Consider things like downtime, number portability, and installation timing. Switching from a traditional landline model to a hosted PBX or VoIP system can take up to a week.
Negotiate your contract. Before you sign a brand new contract with a new provider, consider bargaining with your current vendor for more services, features, and upgrades to save on your overall cost. If you’re satisfied with your current service, bargaining is a great way to save without the hassle of switching to a new provider. One of the best ways to lower your bill is to lengthen your contract, expanding it to include more services at a lower cost.
Consider all potential expenses. Consider costs beyond those quoted by your service provider for equipment and setup expenses. Training is a good example. VoIP or hosted systems can have complex features that employees will need to learn how to use. Make sure you have the available budget to pay for training- at the very least, to pay for the time it will take for employees to learn how to use the new system. Some setup costs might not be apparent in the quote, for example, fees associated with switching internet service providers or upgrading your connection to handle the additional traffic a VoIP system will create. Make sure you consider all costs associated with the switch to get the big-picture estimate for how much money you’ll end up saving.
Merrin Muxlow is a writer, yoga instructor, and law student based in San Diego, California. She writes extensively for Resource Nation, a company that provides resources for business owners, and is a frequent contributor to several sites and programs that offer tools for entrepreneurs, including Dell and BizEquity.
WBSOnline: The attached file contains a checklist for all the steps you should take before you start a new business. It’s a “to do” list for starting a new business in much the same way that a grocery list is a “to do” for grocery shopping.
It contains a general, high-level listing of the tasks you need to complete in starting your new business. So, for example, while it lists “prepare a business plan” as one of the tasks, it does not list every step you need to take to create a business plan.
File Description:
The file contains a one-page document in rich text format (RTF) that is suitable for use with most word processing programs used in the Windows environment.
Download:
Owner’s checklist for starting a new business
Special Features:
Included are the following:
* a listing of all the background steps you need to take, including establishing business goals, determining the best location for your business, and assessing your financial situation
* a listing of all the business transactions you need to take, such as hiring a lawyer, establishing a line of credit, and getting business insurance
* a listing of all the pre-opening steps you need to take, including reviewing building codes, obtaining business licenses, and joining professional organizations
Owner’s Checklist for Starting a New Business [WBSOnline]
Article Contributed by Roxanne Emmerich
Unmotivated employees have rightly been called “the black holes of the business universe.” Fortunately, motivation is not something a person is born with or without. Applying these Ten Commandments can go a long way to helping existing employees find their motivation.
1. Commit with all thy heart so others might follow
Before you ask your employees to commit, you must be fully committed yourself as a manager and leader of your organization. Throw your heart over the bar, make that complete commitment, and others will follow.
2. Declare a zero-tolerance policy for dysfunctional behaviors
These behaviors include people saying one thing and meaning another, giving lip service, gossiping and backstabbing. Enlist a company-wide commitment to stop every one of these workplace dysfunctions that lead to conflicts and lower employee productivity.
3. Show that you care, in every way
Show your team members that you care, not just about their productivity, but also about them. A kind word or a “good job,” a pat on the back or a question about someone’s health can go a long way toward motivating your employees.
4. Celebrate every victory
Recognition of achievements is high on the list of employee motivators. Every Big Project consists of scores of little victories along the way. Celebration builds confidence, and confident people are open to feedback. This means your employees will be more willing to grow with your company.
5. Clean up thy messes
As a manager and leader, you WILL inevitably make mistakes. It is critical to clean up your messes as you make them. Acknowledge the mistake then make a commitment to make things right and prevent a recurrence.
6. Use powerful and positive language
Say what you mean and communicate your position in a clear and powerful and positive manner. Your ability to motivate employees will be INCREDIBLE when people know what is expected of them and why.
7. Be unreasonable with thyself
Being “reasonable” doesn’t bring out the best of who you are. Show that you are willing to forego the excuses and happily do what needs doing, regardless of how “unreasonable” it seems. Your employees will then rise to the unreasonable themselves.
8. Reprogram thy limiting beliefs
We all come equipped with self-doubting mechanisms. Begin living “as if” you are smart enough, good enough, and up to the challenge, and guess what – suddenly you will be. Once those limiting beliefs fall away, your actual competence increases, which further reduces self-doubt… and places you in a happy feedback loop of motivation.
9. Choose joy
When you develop a habit of interpreting things as good instead of bad, it actually alters the neural pathways in your brain. Your brain will find it easier to interpret things as good. You’ve rewired your brain for happiness—and happy people are MUCH more likely to be motivated and engaged than unhappy ones.
10. Give, Give, GIVE
Life gives to the givers and takes from the takers, and life has a perfect accounting system. If you want your employees to shower your company with success, it’s time for you to dig in and give like crazy to your employees.
Give them your committed heart. Give them a functional environment. Give them care, celebration, integrity, clarity, and a vision of the impossible made possible. Give them a model of life without limiting beliefs. Most of all, show them the way by choosing joy.
Do these things and you will motivate your employees and end up in the Promised Land together.
About the Author
Roxanne Emmerich is renowned for her ability to transform “ho-hum” workplaces into massive results-oriented “bring-it-on” environments. To discover how you can motivate employees, ignite their passion and catapult performance to new levels subscribe to Roxanne’s FREE “Thank God It’s Monday” ezine at http://www.ThankGodItsMonday.com