June 2005 Issue:

Managing Web Content - Be Realistic
Business Cards - Not Just for Desk Drawers
A Call to Action for Invoices

Archived Issues

Managing Web Content - Be Realistic

As you probably know, when it comes to web sites, “content is King.” A site with good, quality, information that is updated regularly is a magnet for the search engines as well as for visitors looking for information. Well if content is “King”, then “fresh content” must be the Queen, or Prince, or Emperor, or something important!

Web sites that are not updated regularly go stale quite quickly and are dropped to the bottom of the search engine lists. But delivering fresh content to your readers means you must continually be focused on the quality of the material on your site.

Sounds like a big job, huh? Well it can be, which is why you should publish only the web content that you can manage effectively and maintain the quality of. Often, businesses put up as much information as possible on their web sites, just in case a visitor might find it useful or interesting. This may be a good idea in theory, but in practice, maintenance becomes an issue because staffers rarely have the time to write and/or update the content properly.

When the staff isn’t writing, updating, or editing the content regularly, the content is sure to go stale and become a hindrance to your site. When new content does actually get published, it often doesn’t get reviewed properly, which just increases the proportion of out-of-date or incorrect content on your site.

Web content is not about volume, it’s about good quality. If your web site content is poorly written, your reputation will suffer, and if the content is inaccurate, you’re publishing misinformation. If the content is stale, the search engines will drop you in their rankings, and people won’t be able to find you. With all of these things working against you, your web site will not have much value to anyone.

Most small businesses work really hard on their web sites, often with limited resources and budgets. However, trying to publish more content than they can professionally manage is a pretty ineffective approach to a sustainable, valuable web site.

Quality content, not quantity of pages, is the key to making your web site a success. Relevant, quality content that is easy to navigate makes it quick and easy for visitors to find the information they need, and keeps them coming back as your web site becomes a valuable resource for them.

So keep your focus on quality content. Publish only what you can effectively maintain, and ensure that your information is current, well written, and provides value to your visitors.

Business Cards – Not Just for Desk Drawers Anymore!

Business cards are an invaluable marketing device. Can you imagine trying to do business without the convenience of business cards to hand out to people you meet, prospective clients, or customers? Of course not.

But if you really think about it, handing out your business card may be doing only a partial job of making you and your business known to your customers and prospects. Mostly, business cards end up in a stack in a desk drawer, or maybe a business card file of some type. Your business card isn’t reminding anyone of your products and services if it is sitting in a desk drawer along with countless other business cards!

Consider turning your business card into a dynamic marketing tool that’s going to be visible all the time. Get your contact information printed on something that a customer or prospect might leave out in plain sight. That way, your name is in front of them often and they are reminded of you and your business regularly.

So I’m not really talking about replacing your traditional business cards, but instead I’m suggesting that you add promotional products to your marketing arsenal.

One great idea is to use refrigerator magnets as business cards. Most people actually do put promotional refrigerator magnets on their refrigerators – a place they see many times during the day. Your contact information and marketing message is in plain sight, and thus reinforced all day long.

Since printers can print information on almost anything today, use your imagination! Note pads, pens, calendars, and mouse pads are traditional items to print on, but be creative and think of things related to your business that may be good for this purpose.

Using items that will be kept out in plain sight are the best kind of “business cards.” Yes, you still need “traditional” business cards to hand out, but remember that they often just sit in a desk drawer. Try adding something memorable with your business information printed on it, and make it easy for your customers and prospects to remember your company and find your contact information quickly.

Give Customers a Call to Action – Even on Your Invoices

If you are a small business owner, then chances are that you’ve experienced a cash flow crunch at one time or another because of customers who may be a bit slow to send in that check. Being direct with your customers is probably a strong point in your selling process, so why not be direct with your invoicing as well?

What does the invoice you are sending out really say to your customer? If is says something like “Due Upon Receipt,” you could be sending the message that it’s ok to pay the invoice whenever it’s convenient for the customer, instead of really sending in the payment when they receive the invoice. There is no specific call to action for paying the invoice.

Sometimes, invoices have a history chart such as “current”, “30 days,” “60 days,” 90 days”, and “over 90 days” that shows your customer the progress of how the account is aging. What this may actually be saying to your customer is that there isn’t really any hurry to pay the invoice, since you are apparently willing to serve as a creditor for 90 days.

When invoicing your customers, be very clear and direct about your terms and expectations for payment. Invoices should state a specific date that the payment is due, such as “due on June 1, 2005,” instead of “payable upon receipt” or “due in 30 days.” Often, customers are much more likely to pay attention to a specific payment date, and you remove the possibility of any misunderstanding or misinterpretation.

If you really want to speed up the collection process, you may want to consider offering incentives for prompt payment. For instance, you could offer a small discount for payments received within ten days of the invoice date. A 2% discount for payment received within ten days is pretty common.

Encourage your customers to take action, especially when it comes to paying their invoices on time. Always be direct with your customers, use invoices that state specific dates that payments are expected, and consider offering an incentive for early payment. After all, anything that helps keep that cash flow moving is helpful for any small business!

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Copyright 2005 Five Sparrows, LLC. All Rights Reserved.
3889 Hartland Hills, Hartland, MI 48353
www.fivesparrows.com