Kristine's Small Biz Buzz

Part 2 - Do I Still Need a Business Web Site?

2011-04-25T10:17:00.000-04:00

As we saw in Part 1, in spite of the popularity of social networking sites, a business still needs a web site to survive online. That's just the beginning, though.

Fresh content is essential for web site success. New content keeps visitors coming back and is important in search engine rankings. Below are some ways to keep your web site from becoming dead weight:

* Change the content on your home page periodically
* Keep operation hours and addresses updated
* Add a blog to your site and add new posts at least twice a week
* Add informational content for customers that is related to your product or service

Never, never, never load your site with key word repetition and fluffy content. Google has recently implemented an upgrade that is, at the time of this writing, severely penalizing sites that use such practices. Be smart, write for your audience, and update your content often.

Why It Matters

2011-04-13T08:50:00.000-04:00

Some business owners lead double lives. They have a separate set of "business" ethics, apart from their personal lives. For some, anything goes when trying to make a buck. It's okay as long as they go to church on Sunday.

Small business owners sometimes engage in activities that harm or deceive customers. Stretching the truth about products, pushing the envelope when it comes to truth in advertising, and making promises that cannot be kept all seem like standard business practices. The problem is that running your business in the "standard" way is not good enough, not for you and not for your business.

There are fundamental ways of treating people, whether it is during the course of business or in our personal lives. Telling the truth, showing respect, making things right, and caring are as important in business as they are anywhere else.

Part I - Do I Still Need a Business Web Site?

2011-03-07T09:00:00.000-05:00

As each new trend appears, others take a back seat. Facebook and Twitter have far outdistanced MySpace as the top social networking sites. Entrepreneurs are obligated to keep up with trends and turn each into a marketing tool.

Using social media as a way to connect with customers, small business owners may question the necessity of having a web site. Is the web site concept outdated? Does a business owner still need to spend money having a site developed and updated?

The simple answer is yes. A web site serves a different purpose than social networking. Social networking is great for personal interaction with customers. A web site is the more professional side of a company. A smartly developed web site with informational content is the online version of a brick and mortar store. It enhances the perception of a solid, trustworthy business.

The majority of online businesses are still found through search engines. A business web site with enriched and useful content has a better chance of being highly listed and more easily found in the list of results. A first page search engine listing will increase your exposure.

A web site is a low-cost form of advertising that can reap wide dividends. A simple, informational, and easily navigable web site is an "always on" marketing broadcast, where people learn about your company, products or services, and discover why they should buy from you.

That said, a web site must update regularly or it will lose status with most search engines. In Part II, we'll talk about ways to keep your web site fresh, the search engines happy, and get returning web site visitors.

Have a Back Up Plan

2011-02-14T07:41:00.000-05:00

My mother passed away on January 26, 2011. I was unable to work for two weeks as I traveled to Illinois to attend to family matters and the funeral services. As a freelance writer, being gone for two weeks meant contacting clients and explaining my absence. I don't have employees depending me. What if I had, though? How would my company have survived during those two weeks?

Life throws us all kinds of curves. Small business owners must be prepared. If you had to be absent for any length of time, how would your business continue? You cannot make yourself so indispensable that your business would collapse if something happened to take you away for a while. A contingency plan must be in place before the unexpected happens. Trusted employees must be trained in all aspects of the business. Small business owners tend to be a controlling lot. That is what makes for success. It's difficult to give up the idea that, as the owner, you are the most important cog in the wheel. While that's true in essence, ensuring that your business can run without you is vital.

No New Articles for a Few Days

2011-02-02T08:40:00.000-05:00

There will be no new articles for a few days so I can attend the funeral services for my mother.

Your Niche?

2011-01-26T09:08:00.000-05:00

The word "niche" gets batted around a lot. If you have done any reading about running a small business, the word has undoubtedly cropped up. Every small business should have one, they say. What's unclear is exactly what having a niche means.

"Niche" literally means "nook" or, more descriptively, a corner. It's not large. In fact, it's a small, very specific place. And, all of your customers reside there.

Many new small business owners have a difficult time narrowing down their focus. Trying to sell a product or service to everyone is an easy trap to fall in to. Throwing precious advertising dollars into marketing campaigns and not targeting those who are the most likely buyers is a recipe for disaster.

Aspiring small business owners need to think about the following before going into business:

What problem will my service or product solve for customers?
Is there a need that is currently not being filled?
How can I serve customers better than existing businesses?
What will make my service or product more desirable than others?
Given my unique products or services, is there enough demand for me to become successful?

Existing business owners may also benefit from adding a new niche product or service. Moving into areas that you currently don't serve can be a great way to increase revenue. The key is being aware. For example, a local competitor may have gone out of business. Is there a way to step in and make the competitor's customers your own? Why did customers use them instead of you? Can you add products or services to increase your base?

Remember - you don't need a bazillion customers, you just need enough. Making them happy and keeping them coming back is the best recipe for success.

Friday Thought

2011-01-21T09:57:00.000-05:00

"Don't part with your illusions. When they are gone you may still exist, but you have ceased to live." -- Mark Twain

Finding Inspiration

2011-01-15T08:26:00.001-05:00

"You can't wait for inspiration. You have to go after it with a club."
-- Jack London

It's easy to fall into the trap of waiting. Waiting for inspiration, waiting for work to come to us, waiting, waiting, waiting for something to happen. The problem with waiting is that whatever we are waiting for may never find us. Isn't it better to go out and find it for yourself?

Inspiration can actually just happen. Those times come rarely during the course of our lives, though. Actively looking for inspiration can bring results much more often.

Business inspiration can come in any number of ways. Below are some methods for finding those sometimes illusive inspirational moments:

1. Brainstorm: Get a piece of paper and a pencil and write down whatever comes into your head. It may sound silly, seem impossible, or even stupid, it doesn't matter. A brainstorming session should be short, 15 minutes or less. After the session, put the paper away for at least 24 hours. You might surprised at what you came up with during that 15 minutes.

2. Look for inspiration: While running your errands, doing your grocery shopping, visiting the doctor - really look at everything around you. Don't take anything for granted.

3. Communicate: Talk with lots of different types of people, from other business professionals to family members. Don't forget the kids. Fresh ideas often come from those young minds.

Inspiration is out there. Sometimes we just have to open our minds to find it.

Prosperity

2011-01-11T09:19:00.001-05:00

"Prosperity is only an instrument to be used, not a deity to be worshiped." -- Calvin Coolidge

Oh, if we would only remember that. The pursuit of money over the best interests of our fellow human beings is all too common. Scams, selling potentially dangerous products, and identity theft are perpetrated every single minute of every single day. Most business owners are not in those categories, of course. But we may have been guilty of pursuing dollars to the detriment of our customers. Sometimes, there is a fine line between money and what's best for the customer. Business owners are human beings and temptation can be great.

We are in business to make money, to support ourselves and our families, and to enjoy life. Money is the ultimate goal. If we lose site of the fact that people are more important than money, we open ourselves up to feeling okay about selling substandard products or following procedures that hurt our customers, whether they realize it or not.

People first, business second is the most rewarding business philosophy you can live by. Nothing is more important than believing in your product or service, knowing it is beneficial to the customer, and treating customers like family.

Spelling It Out

2011-01-10T09:07:00.000-05:00

It's pretty common for small business owners to hire family and friends as employees. The wisdom of that decision is a subject for another post. Whether your employees are family, friends, or strictly staff, the best way to avoid the vast majority of employee problems and solve issues as they arrive is to have a detailed employee manual.

A precise employee manual should outline company procedures, rules, and consequences.

The following should be included:

1. Hiring procedures
2. Employee duties
3. Break and lunch time rules
4. Conduct
5. Internet use policy
6. Procedures for employee discipline
7. Procedures for employee termination
8. Employee responsibilities
9. Dress code, if any
10. Miscellaneous company rules and regulations

Each employee should have a copy of the employee handbook and be required to read it. Business owners should periodically update the manual and, again, require all employees read the updated material.

An employee handbook or manual is an essential part of successfully running a small business. It outlines expected employee behavior and defines procedures. Many employee problems could be avoided with an accurate employee handbook.

Forward or Backward?

2011-01-07T11:54:00.000-05:00

"In the business world, the rear-view mirror is always clearer than the windshield." -- Warren Buffett

Is that ever true! We know exactly what we "should have" done, but don't know exactly how to go on from there. Still, there is something to be learned in those "should have" dones, as well as in those "should not have" dones. Perhaps the path to the future is staring at us out of the past.

Small business is not just about finding the right product, service, or business model. Successful entrepreneurs have more than a few things in common. Drive, determination, and a willingness to take risks are a few. Another skill that most have in common is the ability to look at those "should" and "shouldn't" haves and perceive the road ahead. Learning from mistakes as well as successes often teaches us the most beneficial way to move forward.

Plans, Plans, and More Plans

2011-01-06T13:51:00.000-05:00

Everyone knows that it is important that a business start-up develop a comprehensive business plan. A well-done business plan can greatly improve the chances of obtaining financing and gives the new business owner a blueprint to follow in those first frantic months. Business plans are not just for start-ups, though. A yearly business plan can be of great benefit, allowing the business owner to refine procedures and plan for the future.

Business plans force a business owner to examine every aspect of the business. Discovering what's working and what isn't can be an eye-opening experience. A written business plan is the ideal way to learn whether the time is right to expand your business and, if so, how to go about doing it. A yearly business plan can, just as with a business start-up, help you gain financing to grow your business as well.

5 Steps Toward Resolving Customer Complaints

2011-01-05T07:56:00.004-05:00

Where are we without customers and clients? Out of business, that's where. The ability to relate to our customers is second only to our product or service. Our product or service fills a need or solves a problem for customers, but it doesn't stop there. We have to keep our customers engaged, informed, and satisfied.

Below are five steps to take when dealing with customer complaints:

1. Listen, listen, listen. If a customer is calling to complain about something, listen first. Don't try to think ahead to come up with an answer. Simply listen.

2. When a customer needs help with a problem, repeat your understanding of the situation - out loud - to your customer. Discern the exact nature of the complaint.

3. Ask questions. Customers want to be heard. By asking questions and taking complaints seriously, you have won half the battle.

4. Offer solutions. Give customers a choice of options.

5. Console the customer. Offer a discount on a future purchase, something of value for free, or otherwise give the customer some type of additional compensation.

Treat customer complaints as a way to improve your business. When customers experience difficulties with your product or service, it gives you an opportunity to think about how the problem could have been avoided in the first place.

Remember the Faithful - It's Good Business Sense

2011-01-04T10:25:00.000-05:00

Most businesses have a loyal group of customers who stick with them through thick and thin. They were won over a long time ago. They wouldn't dream of going anywhere else for the product or service. Or, would they?

In the rush to find new customers, small business owners often forget to reward their devoted customers for staying with them. In truth, it is much more cost-efficient to sell to existing customers than it is to search for new.

Loyal customers will leave if they feel unappreciated. Have you ever offered special deals and restricted them to "new customers only?" Have you rewarded returning customers in some way to compensate? If not, say goodbye to some of the faithful.

A few excellent ways to keep current customers happy include:
* Hold customer appreciation sales
* Conduct customer satisfaction surveys
* Talk to your customers

That last one may seem obvious. You probably talk to your active customers quite often. Engaging your customers in conversations about additional products or services they would like to see you offer and asking for suggestions about ways to improve your business can be of great benefit. You expose yourself to new ideas and your customers become part of your business family. It's a win-win!

Too Much of a Good Thing

2011-01-03T15:16:00.000-05:00

We all have the best intentions when we start a small business. I absolutely loved learning about programming and designing and becoming a successful web designer. After 10 years of designing web sites, however, I had a significant burn out. I was definitely not in love with web design any longer. There was one part of the web site building process I was still in love with, though. That was the writing part. Writing content had always been part of the territory. As I enjoyed designing less, I loved writing more. Writing had always been a passion, so it was like returning to my first love, in a way.

Moral of the story? Once your business becomes more of a burden than a joy, it might be time to think about moving on to something else.

And,in case you noticed, I didn't update this blog at any time during the year 2010. Let's just say that, for me, 2010 was not a year to remember!

Little Things Mean a Lot

2009-10-30T09:12:00.004-04:00

I was working with a client this week who was wondering if his web site was attracting any visitors and if it was really worth having. After reminding him about the statistics data we gather and showing him again how he can sign in and see that his site is absolutely attracting visitors, I asked him if he had recently checked the email we set up to handle contact form submissions from his web site. He replied that he had not. We went in and checked and guess what? There had been 13 form submissions, everything from questions about services to prices. One of the messages was two months old.

Several of these potential customers have probably moved on to someone more responsive to their needs. My client is an expert in his field, but not such an expert on making sure each customer contact is handled expertly. It is little things like this that can, especially in economic downturns, make or break a business.

Tough Times

2009-09-30T08:13:00.005-04:00

The experts are saying the recession is over, but it sure doesn't feel like it for this small business owner. Costs of running a business are higher and revenue is lower.

Below are a few helpful tips to save money during tough times:

1. Remember when we were told that computers would eliminate paper work? Well, it ain't true! Paper is still a major expense for most offices. However, a small business can save money by using less expensive copy paper for most internal paperwork. Save the high-end, more costly paper for customer correspondence.

2. Partner with other business when advertising. Advertising is one thing a small business should not cut back on during a recession, but by partnering with other businesses, costs can be shared.

3. Talk to other business owners. Brainstorm, share ideas - the more business heads that get together, the better.

4. Ask employees for ideas. These are the people who work in the trenches. They can offer practical suggestions about where to save and how to streamline. They have a vested interest in making sure the business stays afloat.

Maybe the recession is showing signs of improving. If we have hung on this long, we can do it for awhile longer.

Look Out for Inspiration and Remember the Passion

2009-08-10T09:48:00.004-04:00

After doing a job for several years, it's easy for the mind to stagnate. It's more difficult to come up with new ideas, more difficult to find inspiration and ways to branch out.

For example, as a web designer, I have been writing web content for years. Why is it that it was just recently that I discovered I could add writing web content as a service in addition to web design? If someone already has a functioning site, maybe all they need is the right content! I can do that! I have done that!

By realizing that I could be paid for writing, I have now branched out to other forms of writing. Writing was always my first passion, why did it take all this time for me to pursue it? It doesn't matter. I am doing it now.

Try to find your passion, no matter how much time has passed.

Creative Blocks

2009-07-29T07:53:00.005-04:00

In addition to being a web designer and small business consultant, I also write content for blogs and web sites. As every writer knows, there is nothing more frustrating than a writer's block. It gets to the point where I feel like I am writing the same things over and over again!

A block in the creative thought process can also keep your business stagnate. You seem to lack good ideas to move forward or give yourself new avenues.

Here are some ways to help break out of the block:

1. Stop thinking about it. Move to another project, focus on something else for awhile. Sometimes the perfect path to growth is not trying at all.

2. Brain storm. Get a pencil and a piece of paper and just let thoughts flow. Write them down, even if you think they are silly or unworkable. Don't think about what you are doing, just do it. You may surprised when you review your list and find some great ideas.

3. Look at what other similar businesses are doing. If possible, visit them. Check out their web sites. Obviously you do not want to copy exactly what another business is doing, but you may discover other ways you can move forward.

4. Talk to people. Get ideas. Family members, friends, staff and other business owners - get their feedback. Ask how you can improve or offer more. Bounce ideas off of them.

5. Talk to current customers. Ask them what other services or products they would like your business to offer. Ask them to suggest ways you can improve to serve them better.

By getting those creative juices flowing again, you will be able to come up with new ideas to move your business forward.

Word of Mouth Advertising

2009-07-06T08:36:00.004-04:00

One of the best forms of advertising is word of mouth. Satisfied customers telling others about your products or services. Best of all, it's free.

But, you do need to work for it. Always treat your customers with respect. Always go the extra mile. Treat your customers the way you would like to be treated, not as commodities. When you get down to it, word of mouth advertising is a result of one customer recommending you as a person. So, be a person worthy of recommending!

Do's and Don'ts of Emailing Customers

2009-06-25T08:21:00.006-04:00

A customer email list can be a valuable communication tool. You can keep your customers updated on sales and promotions and remind them about who you are and what you do.

Before you run out and start emailing everyone in your address book, though, consider this. If you send an email to someone who did not give you permission to contact them, you are sending SPAM.

In order to send emails to your customers, you must have been given permission by that customer in one form or another. Many businesses use sign up sheets or check off boxes on order forms, asking the customer to check a box if they would like to receive emails from you. Most businesses offer a sign up form on the company web site.

Technically, if someone has bought a product or service from you in the past two years, you can email them. However, I believe it is a good idea to get permission anyway.

Whenever you send an email out to your customer list, remind them that they are receiving the newsletter because they signed up for it and provide an easy way for them to unsubscribe.

None of us wants to be known as a spammer. Use your customer email list wisely.

Finding Business Sidelines

2009-06-22T07:58:00.004-04:00

Sidelines can be a very profitable source of income for both retail and service businesses. While your main business might be selling books, offering related items such as greeting cards, day planners and bookmarks might turn in to a profitable customer impulse buy.

Service businesses can offer related services, as well. As a web designer, I also offer web content and blog writing services to clients. These customers often have a web site they are happy with, but do not have the time to update it themselves. That is where my services come in.

It can be advantageous to diversify. Never offer something that you cannot deliver and make sure you count the cost first. But a well chosen sideline can be a real boon to your business.

Help Your Community and Your Business

2009-06-17T07:48:00.007-04:00

One way to help your business and yourself, is to think about ways to help others in the local community. Because of the current economic crisis, local food banks are overtaxed. Fewer donations and more people in need means that more adults and children are going hungry.

How about sponsoring a food drive for the local food bank? It could be a one day event or ongoing. Offer an incentive. Maybe 10% off a service or purchase for everyone who donates a non-perishable food item. Your incentive doesn't have to be big. It is the people helping people idea that counts here. A food drive also reflects well on your business and brings people into your store. It promotes good will and helps people right in your home town.

Click here for a list of food banks in your state.

Tips for Success While Working at Home

2009-06-11T08:11:00.004-04:00

As someone who has worked from home for many years, I know the rewards and the pitfalls that entails. It is wonderful to be able to skip the commute, head for the office in the morning and start to work right away. I am a morning person, so the earlier I get to the computer, the better. I also know that it is much easier to get sidetracked while working at home. Partners, kids, neighbors, pets, even the tv can take your mind off of what you should be doing.

Below are some strategies that might help you stay focused on the job at hand and still enjoy the benefits of working at home.

1) Keep regular office hours.
2) Close your office door if you have a problem with kids, partners, even pets interrupting you during office hours. Instruct family members to leave you alone if that door is closed.
3) Take breaks and lunch, just as you would if you worked in a regular workplace office.
4) If possible, the office should be in a room of its own, rather than the corner of the dining room or wherever. This will keep your "work" space separate from your "living" space.

Of course, working at home allows you to make your own choices about how you work. If you don't mind the cat coming in to keep you company once in awhile, great! But, if it becomes a problem, you can always close the door.

Newest Web Site Launch

2009-05-19T10:25:00.003-04:00

After working so hard on a web site, usually for weeks or sometimes months, it feels strange to launch a site and actually let it go. But, what a sense of accomplishment.

My newest launch, Kingdom Kids Childcare of Erie, PA, went live on Monday. It's a site I really enjoyed working on. Annie, Valissa and Shawn are the nicest people to work with and really care about kids.

Here's to small businesses working together, especially in these rough times.

Emphasizing Your Customer

2009-05-14T08:19:00.007-04:00

I can't tell you how many web sites or printed advertising materials I have seen that completely miss the point of advertising in the first place. We see a picture of the building, the company owner, read a history of the business, etc. But very little time is spent the most important aspect - letting the customer know the benefits they will receive by using the company product or service.

Most people have very little time these days. You have a few seconds at best to capture their attention and let them know how you can solve a problem for them. For example, see the differences in the following:

First: "Our company has been making energy efficient windows for over 25 years."

Second: "Save money by replacing your old windows with new energy efficient windows."

The second catches the reader's attention by letting them know exactly why they benefit from buying energy efficient windows from you.

When designing any kind of advertising material, be sure to emphasize the benefit to the customer first.

How NOT To Gain Trust Through Your Web Site

2009-05-01T07:23:00.007-04:00

I came across an interesting web design company web site this morning. I won't give the name or url, but this company has a web site that raises all kinds of red flags, were I looking for a web development company. The home page is attractive, albeit not designed for search engine optimization. There is not a lot of information on the home page so I clicked on a link at the bottom of the page that was entitled "CMS Web Design". That page however, is a form, asking for your name and email. In return you get free information about the "secrets" of web site design. OK, not what I wanted to know, so I go back to the home page and click on the "Professional Web Design" link. And, guess what? It takes you to the same form. I go back to the home page and click on all the links at the bottom. They all go to the same form. Whoa! This is a huge problem. This company has given very little information about itself but asks that you provide them with a name and email address? Not to mention the fact that the home page was obviously designed to trick search engines into listing it higher.

The point is, you have to give information to your web site visitors and potential customers that will make you seem real to them. Be honest. Do not "hard sell" or demand contact information. Trust is something that should be built upon from the first.

Remember Who Got You Here

2009-04-16T10:17:00.004-04:00

Every business has a group of select customers who were there from the beginning and helped the business get where it is today. It is easy to overlook these faithful clients while we pursue new ones.

But, stop and think. These loyal customers already buy from you. You don't have to spend a lot of money advertising to them, trying to win them over. So, why not target your best customers and keep them coming back? Have a "Current Customers Only" private sale or give them a discount. Let them know you appreciate them. Even if they don't need what you have at the moment, they have friends and family. Special treatment creates good will and people talk about that. And they will remember it when they do need what you offer.

Being Busy and Having a Cold Don't Mix!

2009-04-10T08:25:00.002-04:00

When my husband brought home his second cold in 8 weeks I thought, "No way am I going to avoid getting this one!" I was right. He gets colds more easily than I do, but I get them harder.

Imagine trying to work on a web site project while coughing, sneezing and generally feeling out of it! OK, enough of that. We have all been through it. Having to work when it would have been better for our bodies if we had stayed in bed.

Finally feeling more like myself, I decided I had better post something on this blog so everyone knows I am not dead. I just felt like it for a few days.

Maybe next week, things will be back to normal.

A Computer Virus Review

2009-04-02T10:32:00.005-04:00

What with all the attention that the Conficker worm received the last few days, now is a good time to review safe computer practices.

Install a reputable antivirus software program and keep it updated. The best way is to let the program automatically update.

Invest in either a software or hardware firewall.

If you use Windows, make sure automatic updates are turned on. You will get fixes as soon as they are released this way.

Never open an attachment unless you are expecting it.

Run any downloaded file through your anti-virus program before installing or opening it.

Run a full system scan of your computer system using your anti-virus software at least once a week.

Keep your fingers crossed at all times.

Starting a Business Now

2009-03-26T07:36:00.005-04:00

We have talked about it before. Starting a business during economical down times is an opportunity if you just reach out for it.

According to a recent CNN Commentary, No Job? Create Your Own by Peter Bregman:

"And this is the perfect time to start a new business. Marketing costs are way down because of the Internet and less competition. And as I wrote in a recent article about the new economy, small companies are replacing big ones because we trust people more than companies."

Figure out what you love and get going!

Make It Easy for Customers

2009-03-25T08:39:00.006-04:00

I was looking for veterinarians in the Yellow Pages yesterday. The actual printed yellow pages book, that is. I found a nice display ad and grabbed my pen so I could write the phone number down, but soon realized that the phone number was not in the display ad. I had to actually go to the regular listing, find the clinic's name and get the phone number there. Oh-oh!

This is such an easy thing for a business owner to overlook. I admit it, I have done this sort of thing myself. But the above experience is a reminder - always, always, always include your contact information in every ad, on every page of your web site and anywhere else you advertise. People are busy and if they have to take a few extra seconds to track down your phone number, they may use those extra seconds to look at your competitor instead.

Little things count in business. Make sure it is easy for current or potential customers to get in touch with you.

A Revamped Web Site is a Wonderful Thing

2009-03-20T14:55:00.003-04:00

Just launched the redesign of my web design services web site, TTR Design. Seems like the last web site that gets done is my own.

Have a great weekend!

Smelling the Roses

2009-03-19T07:03:00.003-04:00

A little off topic today. Thinking about the tragic death of Natasha Richardson and how fleeting life can be.

It's easy to get caught up the day to day stresses and let's face it, some if it is pure drudgery. Sometimes it takes news of someone's death to make us stop and realize just how precious life is.

So, this morning while I am having my coffee, I am listening to the sounds of birds tweeting, garbage men making their pickups, my little dog barking. And thinking how wonderful those sounds are.

Ways to Attract Customers

2009-03-18T08:22:00.010-04:00

In tough times like these, customers are understandably careful about when, why and how they spend their money. As a small business owner, it pays to offer customers an added bang for their buck.

Free is a very attractive word. It commands attention. By offering a free service or item, along with a purchase, you might be a able to persuade a customer to buy from you rather than your competitor.

For retail stores, one technique that works is to have a drawing for a prize of some sort. Not only can you bring people into your store this way, but you can, if done correctly, attain contact information so you can send out email or mailed newsletters to the entrants. Note: if you are gathering contact information and intend to send either email or mailings, you must state that on the entry form and ask the person to check off a box to give you permission to use the information that way. It is also advisable that you let them know that you will not be selling this information to any third party.

Before offering something for free think hard about what you will be giving away. Money is tight for small business owners, too, so you don't want to spend so much on your freebie that it negates the sales you bring in. For example, with TTR Design, my web design business, I will at various times offer one free additional web page with a package purchase, a free slideshow with package, free contact form or a percentage off the final invoice. If I can get someone to buy a web design package, adding an additional page is not too costly and it helped me get the job in the first place.

What Small Business Owners Say - Part 4

2009-03-12T08:46:00.008-04:00

Click here for Part 1 | Part 2 | Part 3

In Part 4 of our What Small Business Owners Say series, we continue our interview with Katie Rowan, the owner of Fresh Picked Vegetarian Delicatessen* in North East, PA.

Kristine: What are some of the ways you use to keep customers happy and coming back?

Katie: I try to be there to answer questions. I teach cooking classes so get more of a chance to do this. I also just try to make tasty, consistent food that isn't expensive.

Kristine: What advice would you give to someone who is thinking of starting his or her own business?

Katie: It's a lot of work for very little money (probably none) the first couple years. You can't get discouraged. You also have to adapt to changing markets and take it one step at a time. Better to start small and do it right.

Kristine: Any other comments or bits of advice?

Katie: BUY LOCAL!! It's the only way that you can support the economy. Where and how you spend your money is how you change the world.

Thanks to Katie for her advice and insights.

*Fresh Picked Vegetarian Delicatessen, inside Mary's Select Foods, is located at 22 South Lake St., North East, PA 16428 Phone:(814)725-5227. Made to Order 11-3 Sunday through Friday, Grab and Go during Mary's hours (Sat-Tues 9-5; Wed-Fri 11-7). Fresh Picked Deli's fabulous menu features 7 layer burritos, portabella cheezsteaks, hummus avocado wraps and much more. Fresh Picked strives to use local and organic foods and is always making healthy food that tastes GOOD!

What Small Business Owners Say - Part 3

2009-03-12T07:32:00.021-04:00

Click here for Part 1 | Part 2

In Part 3 of our What Small Business Owners Say series, we speak with Katie Rowan, the owner of Fresh Picked Vegetarian Delicatessen* in North East, PA. Fresh Picked opened in July of 2008. Currently Fresh Picked offers take out and delivery.

Kristine: What made you decide to start your own business?

Katie: I've been teaching cooking classes for the past 10 years and have had hundreds of people tell me I should open a restaurant. Both my parents own their own businesses (R.W. Rowan and daughters, Clymer Hardware & Melva's Beauty Salon) and I know what it takes to make it work in a small town.

Kristine: Why did you decide to open a vegetarian deli?

Katie: That's where my talent lies. I've been a vegetarian for 18 years and my mom was an excellent cook. I learned to make healthy and delicious food- it's an ongoing challenge- and even meat and potato kinda folks love it.

Kristine: What has been your best form of advertising so far?

Katie: It's hard to say, I feel like I'm always networking in one way or another. They say word of mouth is where it's at, and I think thats true, but I think you have to use all forms.

Our interview with Katie Rowan continues tomorrow.

*Fresh Picked Vegetarian Delicatessen, inside Mary's Select Foods, is located at 22 South Lake St., North East, PA 16428 Phone:(814)725-5227. Made to Order 11-3 Sunday through Friday, Grab and Go during Mary's hours (Sat-Tues 9-5; Wed-Fri 11-7). Fresh Picked Deli's fabulous menu features 7 layer burritos, portabella cheezsteaks, hummus avocado wraps and much more. Fresh Picked strives to use local and organic foods and is always making healthy food that tastes GOOD!

What Small Business Owners Say - Part 2

2009-03-10T07:58:00.007-04:00

Click here to read part 1

Megan Collins is the owner of The Last Wordsmith Book Shoppe in North East PA. We recently sat down and talked about what it is like to start and run a business these days. Below is part 2 of our interview:

Kristine: Is there anything you would have done differently when you started your business, knowing what you know now?

Megan: It’s really hard to say because you learn so much from your customers as to their wants and needs, and you can’t do that until you are actually interacting with them. Like, I had no idea that there would be a big call for Amish fiction. Your customers really determine your inventory in a book store. Personally, I like mostly non-fiction but I wouldn’t sell many books if that’s all I stocked.

I do wish that I had planned an advertising scheme of some kind. Something like, an ad that read, “Guess what’s coming to 17 East Main in North East?” one week and then for the next few weeks give clues and make people guess what it is. Something that would spark interest from the beginning and get people thinking. People remember stuff like that.

Kristine: What advice would you give others who are thinking of starting their own businesses now?

Megan: Be sure that you are ready to struggle, financially, personally and physically. Long hours, no pay and little time for family or entertainment. If you are patient and tenacious and absolutely love what you are doing, you will be fine.

Kristine: What measures are you taking to ensure that your business will survive during these tough times?

Megan: I have cut back on decorations and catered items for holidays and events. Plans for new sidelines are now on hold. I have also had to cut employee’s hours.

I have not cut back on advertising – I think you have to keep your name out in front of people. They have to get to know you and continue to be reminded that you are there.

Kristine: Any other comments, thoughts or bits of advice to potential or current small business owners?

Megan: Just to do whatever you can to get through this time. Other businesses started during down times and kept going, look at Disney, he started during the great depression. It won’t be easy, but if you can make it through, it will be worth it. At least I keep telling myself that!

Kristine: Thanks very much for your time and insight.

Later this week, we interview Katie Rowan, owner of Fresh Picked Vegetarian Delicatessen in North East PA.

Is It a Good Time to Start a Business?

2009-03-06T09:36:00.004-05:00

I just read that the nationwide unemployment rate in the U.S. has hit a whopping 8.1%. There is no doubt, times are tough. Many are without work.

If you are not working at the moment, it may be time to think about starting your own business. Business did not stop during the Great Depression. In fact, Allstate and Disney both started during the depression, as did others. Existing businesses held on and some even thrived through the depression. We know it is possible.

Start by looking at your skill set. Make a list. Include your job skills, natural talents, your hobbies, etc. Think about what you enjoy doing and decide if others might pay you for doing the same thing for them.

Oftentimes, the best things come out of adversity. This may be one of those times.

Building on Your Strengths

2009-03-03T10:12:00.005-05:00

Every small business is a reflection of its owner. We each have strengths, we each have weaknesses. The trick is to realize our strengths and build on those, while downplaying our weaknesses.

One of my strengths is working with people. I recently changed the focus of my web design business for this very reason. Previously, I was a web designer for all. I worked on large projects and small. I came to realize however, that when I worked on large projects, I was not able to give the personalized service I am good at and really enjoy. I discovered that I loved working with small business owners and getting to know them, even if they were hundreds of miles away. I loved the process when working with the Mom and Pops or even Sons and Daughters of the business world. I didn't like the stress and unpersonalized process when working on large projects where committees usually ruled. So, I recently made the decision to only serve small businesses. I do what I am good at and am much happier.

Sit down and think about what your strengths are and then grow your business with your strengths in mind. You will be happier and so will your clients and customers.

What Small Business Owners Say - Part 1

2009-02-26T15:19:00.014-05:00

Megan Collins is the owner of The Last Wordsmith Book Shoppe in North East PA. We recently sat down and talked about what it is like to start and run a business these days. Below is the first part of our interview:

Kristine: You started a business in August of 2008. The economy had not totally tanked then, but there were signs. What made you decide to start a business in a difficult economical climate?

Megan: My plan was to start up a small bookstore as my “retirement” job. So I had put money aside for a few years for that. When I was laid off from my job as a Human Resources Manager and had no promising prospects for work, I thought I might as well start it now.

Kristine: What kind of research did you do before starting your business?

Megan: I looked at several professional organizations and found The American Booksellers Association to be most helpful. Their forums helped tremendously. There is nothing like getting help from people in the business and several had been in for over 20 years. Their advice was priceless.

I also contacted PAZ & Associates. They are consultants who specialize in opening bookstores. Their books and workshops provide real life situations, budgets, business plans and so much more.

I can’t stress enough the value in talking to people who have been in the business for years. As a business owner, you will use their advice on a daily basis.

Kristine: Some people have predicted the death of independent bookstores because of Amazon, Barnes & Noble and the like. What is your take on this?

Megan: I really think that personalized service will always win out over big box and internet stores. Communities like to help their own. People who come into the book shop become more than just patrons, they become friends. We offer book clubs and writer’s workshops and personalized services that you never get from other bookstores.

People come in and take ownership and pride in the bookstore. I’ve had people come to the Last Wordsmith and call it “their bookstore.” It is a really nice feeling to know that they feel that way and they don’t want to see it close up, so they do what they can to make sure it stays in business.

Part 2 Coming Soon.

Why Use a Web Design Professional?

2009-02-26T08:36:00.014-05:00

OK, this is going to sound a bit like a rant. That's because it is!

I have just read yet another article about ways to make money online. Web design is listed as one of those ways. Yes, web design is a way you can make money online. But the part that really ruffles my feathers is where the author goes on to say that, if you don't know anything about web design, just pick up a couple of how-to books and you are good to go. Excuse me?

In part, I blame Microsoft for promoting the idea that anyone can build a business web site. While Frontpage was great for someone who wanted a personal web site to put pictures up of the new baby, it was not a good tool for creating a business web site.

An experienced professional designer will know how to create an attractive, easily navigated web site, will know about how colors look on the web, will know about designing for the different web browsers so the site looks good in all of them, will know how to optimize graphics for the web, will have learned and kept up with the techniques for rankings in Google and other search engines and a good web designer will walk you through the process so it is not a chore. You cannot gain this knowledge through a couple of how-to books.

The fact is that the public expects a business to have a professional looking web site that provides them the information they need. Unless a business owner has the time and knowledge to create such a site, he or she should seriously consider hiring a professional.

OK. Rant over. For now...

Herding Cats

2009-02-24T08:49:00.007-05:00

As a cat owner, or rather someone who is owned by cats, I know that herding them is impossible. They each go their own way. And it is usually the opposite way of where you want them to go.

If you have ever worked for a client on a project that depends on the decisions of a committee, you will probably have had that "herding cats" feeling. One person on the committee will tell you to do one thing, another will tell you the opposite. Or, you find it impossible to get timely answers to your project questions. That's about the time you sit back and think, "Wow. This 6 week project has turned into 6 months!" Ah, the frustration...

Over the years, I have developed a few strategies to keep the "cats" out of the process:

1) Insist that you deal with one person and one person only. A second back up person is a good idea, but when available, your contact should be the same person throughout the project.

2) Ask that you only be given instructions that are final decisions, not those still swirling around in the committee.

3) Use a realistic deadline to get answers when you have project questions. Otherwise, you could be waiting for a very long time.

There is no question that working with a committee on a project takes a little more time and effort, but there are ways that you can minimize the stress level.

Gotta Get Away!

2009-02-20T09:32:00.010-05:00

This is something I really struggle with. Especially since I work at home. It is just too easy to become consumed with the business. I can walk into the office at any time and work, work, work.

Do I have to say that this is NOT a good thing?

I have had to make a conscious effort to take time off during the week, as well as plan short vacation times away. I have even come to look forward to those times when we go off camping and the computer is left behind! Much as I love what I do, I have to get away from it sometimes.

Have you ever had a problem that you couldn't figure out, gone off, had some coffee, taken a walk and then come back to find the solution staring you in the face? The same principle applies to running our businesses. You have to have time away from the business to run it really well. Getting away, even if it is just for a few hours while you read a book, take a nap, go to the spa, can give you a whole new perspective.

Coming soon - interviews with business owners talking about their experiences and how they are dealing with the slow economy.

Working With People

2009-02-18T11:07:00.009-05:00

Because I sell services to other businesses, I have had to think of ways to work with other business owners who may be struggling in these tough times.

Under typical economic conditions, I ask for a certain amount of money before beginning a web site and then invoice for the rest of the project when the web site is up and running. In certain cases lately, though, I have relaxed those requirements just a bit. I still ask for some money upfront, but I have negotiated with a couple of clients to allow them to make several payments over time after project completion, instead of asking for the remaining amount in a lump sum. Is it a risk? Yes! But what isn't in business? I believe having some money coming in is better than none. I also believe that if you treat people well, you will build a long-lasting relationship with them. I decide payment requirements on a case by case basis, after speaking with the client or potential client first. (Note: any payment requirements should be in a written contract signed by all involved parties. Work with people, yes. But don't be foolish.)

Another way to work with other businesses is to barter. Now, this gets tricky and the agreement should be in writing, but bartering is certainly a viable way for each business owner to get something he or she needs.

A Reality Check

2009-02-17T07:56:00.003-05:00

Nothing like a power outage to bring everything to a stop for awhile. On Wednesday and Thursday of last week, our area had a very strong windstorm which toppled trees and power lines. We were without power at our house for 34 hours. Good thing I had several books on hand. And that we had a kerosene heater that my husband usually uses in his garage workshop!

Since I work at home, the power outage meant no work for me either. At this particular time it was not a big deal, but... what if I had a big project that was due? Lots of questions and thinking about solutions.

The good thing is that long term power outages don't happen a lot. But, they do happen and we should all probably stop and think about what that means for us and our businesses.

Helping Each Other

2009-02-10T12:24:00.005-05:00

In times like these, it is imperative that we as business owners remember that we are all in this together.

Our clients and customers are struggling and other business owners are struggling. People in our communities are struggling, some not having enough to eat. Pets are being turned in to humane societies or abandoned in record numbers because their families can no longer care for them.

Now is the time to focus on ways to help those who are less fortunate. Now is the time to work collaboratively with nearby businesses to offer your customers added value and help those in need at the same time.

How about having a food collection for the local food bank? Several local businesses could participate. Maybe give 5% off a product or service to those who bring in a can of food. Or, how about collecting items for the local humane society? Anyone who brings something is automatically entered into a drawing for a product or service.

If we can pull together and make bonds now, while times are rough, we will also have the strength of those bonds during the good times.

Your Web Site - Will They Come?

2009-02-05T08:50:00.007-05:00

"You build it and they will come". That may be true for a certain baseball field in Iowa, but it is not true of web sites.

If you have used a good professional web designer, he or she has probably done a lot of behind the scenes work to help your site show up in search engines. Your site is attractive, easy to navigate and has lots of relevant information for your web visitors.

Even so, getting visitors to your web site takes time. Search engines may choose not to index your site right away. People may be unaware of your site or the site address. It takes time to get the word out.

There are many things you can do to let people know about your web site and get them to visit.

You must advertise your web address everywhere. On your business cards, on any printed advertising material, in your yellow pages ad, in any media ad campaign - your web site address should be in a prominent place, not an afterthought.

Tell people when you talk to them!

Offer and send out a monthly email newsletter. Have a sign up form on your web site as well as a sign up sheet in your store. One word of caution when using a sign up sheet - always make it clear that people are signing up to receive periodic emails from your company. Never, never, never send an email newsletter to someone who has not requested it.

Build your site and... they will come with a little patience and a little work.

Choosing a Domain Name

2009-02-03T09:44:00.010-05:00

You should take some time with this decision. Your first step should be to write your ideas down. You probably want your company name as your domain, but it's possible that it has already been taken by another company or individual.

To find out, go to Internic's Who Is Registry and do a search. If it's not taken, great! Go ahead and register "yourcompanyname.com". If it is taken, you may be tempted to try your company name with a .net, .org or one of the other available extensions. Don't do it. You are a business, you should use a .com extension. If you don't, web viewers will be confused.

OK, your company name is already taken. What to do? Write down your company's main functions. Is there some combination of words that you can combine to come up with a good domain name? Maybe you sell specialty widgets. Is SpecialtyWidgets.com available? Some things to keep in mind when combining words for a domain. Your combination of words may already be taken and you think, "How about using a hyphen in the domain to separate the words"? Try not to do that, either. People will not remember the hyphen and have problems finding your site. They will certainly find the site without the hyphen, though. If you use a combination like SpecialtyWidgets.com, you can capitalize the first letter in each word when using it on your business cards, printed materials and your email address to help people see where one word ends and the next starts. It's much easier to remember SpecialtyWidgets.com than it is to remember Specialty Dash Widgets.com.

You also do not want your domain to be too long. Remember - you will be typing and writing it out when people ask for your web address. You will also have email addresses using the domain. Try to keep it short and memorable. Here's a chance to use your creativity!

Your Web Site IS you!

2009-01-30T08:34:00.005-05:00

Being a professional means that you have to project a professional image. You are an expert in your field and you should look like one.

So, you have a web site. You decided you didn't have the money to get a professional design, so your 13 year old nephew put it together for you. It has your business name and contact info, so you don't need anything else, right?

Well...

A professionally done web site can be a powerful marketing tool. Even a small, three page site can bring in more customers. But, it will not bring customers in if they cannot find your site or, if they do find it, do not stay on your site long enough to find out what you are about.

An experienced web professional does a lot of work to develop your site in a way that is easily navigated, downloads quickly, has all contact information visible immediately and is attractive to the eye. In addition, there are behind the scenes procedures that help your site rank well in search engines.

So maybe that site your nephew did for you; you know - the one with the frames, music and flashing text - is not the best web site for your business.

Yes, your web site IS you!

Small Business and Slow Times

2009-01-29T07:37:00.004-05:00

Wow. Another 9" of snow dropped on us yesterday. If your business is snow blowers, shovels, snowmobiles, snowplowing, etc., you are probably having a great winter season.

January in the US is typically a slow time for small businesses. It's after Christmas and the mad shopping rush is behind us. But, this is a great time to remind your current customers that you are there and have something they want or need.

One idea is to come up with a special offer. You can use post the offer on your web site, send it to your email newsletter list, do a few direct mailings. Make a flier, make copies and leave them somewhere visible so people see it as they enter the door.

Keeping your current customers coming back is much more cost-effective than trying to find new ones. Make it worth their while!

The Joys of Advertising!

2009-01-27T11:11:00.000-05:00

OK, I spent the morning creating a database of local business mailing addresses so I can print out address labels and get some direct mail pieces sent out. I finish the database, set up my labels for printing, merge the database and document and populate the fields on the label. Everything seemed to go so well. But alas, it was not to be. For some reason, my data field number plunked itself in front of the first line of each address. Why? Why? Why? The document will not let me go through manually and delete the numbers and I cannot print and send labels out that way. Looks unprofessional.

So, I go back to the old fashioned way. Use a template and a lot of copying and pasting. Finally, finish the addressing the second time, try printing a test run on a plain sheet of paper and... a paper jam! I tell ya, the frustration level can really rise fast. OK, fix that and finally have my sheets of labels printed and ready.

Now I just need to stick the labels on to the postcards and get them mailed out. Sounds almost as easy as printing out a few labels, doesn't it?

Little Things Mean A Lot

2009-01-24T13:20:00.000-05:00

Business relationships, especially for small businesses are based on so much more than the actual exchange of products or services and money.

Being more than just the company's web designer, or whatever you are, is key. You don't want that client for just the current project, you want the client for a long, long time. Not only that, you want the client to think of you as a friend.

Let's say, in the course of a telephone conversation with a client, you find out that his or her child is graduating from college soon. How about sending a greeting card to mark the occasion? It doesn't cost much and takes very little time, but it lets the client know they are in your thoughts, even when you are not trying to sell them anything.

Creative & Cheap Ways of Advertising Your Business

2009-01-23T11:39:00.000-05:00

Keeping a business afloat in early 2009 is certainly a challenge. It takes me back to when I first began my web design business and needed to advertise on a $50 advertising budget!

One thing I did then and am getting ready to do again now, is send out a few targeted mailings. I ordered some nice postcards from Vista Print, bought some postcard stamps from the post office, went through the phone book yellow pages looking for companies who might need my services and mailed a few cards out. I actually made a couple of contacts through those mailings that became long-term customers. It was well worth the initial cost. This time, I am searching online for local businesses who might need my services and will be sending out a few postcards at a time. I am also going to keep some postcards with me at all times to hand out or stick on public bulletin boards around town.

Since I am reestablishing myself in a new area, I am also handing a few business cards out to friends, relatives and business owners I have worked with, so they can pass them out to others. Believe me, my husband's wallet is full of my business cards!

Another thing I did recently was to post my services on one of the local television station's free online classified sections. I got lots of web site hits the first few days, when my ad was on the landing page. It dropped off after awhile because new ads were being posted and so did my hits, but it was free and is still up for someone who finds it.

In a business climate like this, we need to keep thinking of creative and economical ways to advertise our businesses. If we do, we may just be able to hang on.