Welcome to the January issue of Biz Talk! This publication is a free, subscription-based resource from Five Sparrows, LLC, which specializes in new web site development, web site re-designs, and complete online marketing services for small businesses.

We welcome your questions, comments, or inquiries at editor@fivesparrows.com. Enjoy!

The Secret to E-Marketing Success? Just Do It!

You probably already know that e-marketing is a very cost-effective way to reach customers and prospects, but do you know how well it works?  According to a new study by data analytics firm Prospectiv, people today get most of their product information from e-newsletters, followed closely by search engines as their primary source of product information. This is a huge vote of confidence for e-marketing, especially for e-newsletters! The power of digital marketing is growing quickly, so if you’re not already sending out e-newsletters or tracking your search engine rankings, it might be time to “just do it!”

"Dear Readers"

E-Newsletters have long been a favorite e-marketing activity, since they give businesses an opportunity to communicate consistently with customers and keep the company’s name and message in front of them.  If you have a small business with a small marketing budget, it’s also a great way to regularly publicize the latest information about your products and services, and can help build credibility and establish your expertise with readers. Since research now indicates that users rely on e-newsletters as a primary information source, sending out a company e-newsletter appears to be a “win-win” for most businesses.

Be Nice to Spiders

Another powerful e-marketing strategy is search engine optimization, also known as SEO.  Millions and millions of people use search engines every day (mostly Google, Yahoo, and MSN), and good search engine positions typically translate into more traffic, new leads, and improved sales for your business.  If you’re like most businesses, you want to show up on the first page of the search results, but it takes some very specific work (and maybe a little luck) to actually get there. 

If you haven’t optimized your web site for the search engines, consider investing in SEO as soon as you can, since it can take anywhere from a couple of weeks to a couple of months before you start seeing results.  In the meantime, make sure your site can be read correctly by search engine spiders, and that your web site is in compliance with industry “best practices” such as CSS, keyword-rich content, appropriate site structure, site maps (XML and HTML), complete meta data, etc.

Where the Customers Are

Consumers typically like e-marketing because it fits into their preferred method of receiving information – electronically – via email, web sites, and search engines.  Businesses are drawn to e-marketing because it’s easy to do, it’s low-cost, and it works. With so many affordable e-marketing strategies available, it seems logical to use them to get your business where the customers are already looking.  And according to recent research, they’re looking at e-newsletters, search engines, and other e-marketing messages - so make sure that your business can be found!

A Small But Mighty Marketing Tool

With all of the marketing techniques, tools, and tactics available today, it can be easy to overlook a basic marketing tool that you probably use all the time – your business card!

Business cards are the ultimate permission-based marketing approach. When you offer your business card to another person, he or she almost always takes it, reads it, maybe makes a note on the back, and then saves it somewhere in a collection of other business cards.  Business cards have staying power – people tend to hang on to them and actually re-visit them from time to time, unlike other kinds of marketing collateral that is read once or twice and then tossed.

To make the best impression, your business card should:

• Have consistent corporate branding – use the same logo, corporate colors, fonts, etc. that you use on other marketing collateral for your business
  
  
• Provide up-to-the-minute contact information – don’t cross out an old phone number and hand-write in a new one ( just order new business cards instead)
  
  
• Make use of white space – don’t cram too much information on the card, and make sure the layout is clean and attractive
  
  
• Be professionally printed – don’t print business cards yourself unless you absolutely have to.  If cost is an issue, try using a web-based printing service that prints high-quality, low-quantity jobs
  
  
• Include your slogan, marketing message, or call to action, if possible
  
  
• Be complete - don't forget to include your web address and email address on your business cards, and if either one changes be sure to print new cards!

Even though business cards present a large amount of information in a small amount of space, they can still be very creative and interesting.  Try using colored ink or colored card stock to add some interest, or consider using an image or photo as long as it doesn’t clash with your company logo. Be creative, but use good judgment.  Business cards are a great marketing tool, so make sure yours live up to their true potential!

A good web site is one of the most important assets a small business can have, but what exactly makes a business web site “good?”  To some extent, the answer depends on what type of industry you are in.  But certain elements are common to most business sites, and should be implemented regardless of your type of business.  To ensure that your business web site is professional, credible, and relevant, be sure it follows these basic principles:

1. Stand out from the crowd.  Make sure your site is unique and doesn’t look like everyone else’s, and don’t rely on pre-canned templates.  Templates are almost always a bad idea for business sites, since they are too cookie-cutter and don’t deliver anything compelling or unique to your users.  Be intentional about the message that you are sending to your visitors, and make sure your site is an appropriate reflection of your business.

2. Use consistent, user-friendly navigation.  Make sure the navigation system appears on every page so users can easily find their way around the site.  Try to keep information only two or three clicks deep, and use drop-down menus to organize information and keep things simple.
   
   
3. Give readers something to read!  First and foremost, great content gives visitors a reason to come your site.  It provides them with something of value, and can result in word-of-mouth recommendations to friends and colleagues.  Don’t waste your readers’ time with boring, irrelevant content that is too company-centric.  Readers don’t really care about your business, they care about how your business can help them solve their problems. Great content is the most important part of a business web site, so don’t skimp on providing readers with excellent content.
   
   
4. Provide complete contact information.  Few things are more frustrating than not being able to find out where a business is located or how to contact someone in the company. Make sure you have your complete contact information on your web site, including a physical address, and provide users with multiple ways to contact you (phone, email, etc.).  Providing detailed contact information reassures visitors that your company is real and gives your business additional credibility.
   
   
5. Present a strong call to action.  The purpose of having a web site is ultimately to get visitors to do something, whether it’s to buy something, contact you, join a mailing list, or remember your company the next time they need products or services.  Whatever it is that you want your visitors to do, you should always present a clear, strong call to action and make it easy for them to actually take that action.  Be specific, and don’t be afraid to be direct.  For instance, a link that says “keep reading here” is a call to action, as opposed to a more neutral link that says “continued.”  Even something as simple as “Buy Now” invites action because it is so direct.
   
   
6. Give readers something of value. Readers need a reason to follow your call to action and/or come back to your site again. Offer them a coupon, a tip sheet, free advice or information, or something entertaining like a crossword puzzle. This can also help build credibility with your audience and set your business apart from your competitors, too.

NEW! Competitive Web Analysis

Biz Talk is a Free Publication of Five Sparrows, LLC

Five Sparrows offers a complete line of web site and marketing services designed especially for small businesses, including web site development and re-design, online shopping, search engine optimization, e-newsletters, email marketing, search engine reporting & monitoring, and more.

Because Five Sparrows specializes in working with small businesses, we understand their specific needs and challenges.  We offer a full range of products and services at a fraction of the cost of what traditional marketing and web site firms charge, all designed to help small businesses get a big-company presence on a small company budget.

Contact us today at editor@fivesparrows.com, or call us at 810.923.1874 to see how we can help your business!

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