Marketing has always been a contentious subject. For many people just the mere word makes their hackles rise and there can be no doubt that at a lot of marketing can be viewed as intrusive and unwanted.
Let’s look at the Ugly side first off. There has been a lot of recent debate about the promotion of sugary high energy drinks to youngsters and a lot of the advertising for unhealthy foods is aimed at sites and TV channels that specifically appeal to children. There is also talk of banning in-play betting adverts which can lead to or aggravate gambling addiction.
I expect many of you are aware of Checkatrade and use their site. I spotted a useful blog recently which I thought I should share with you as it concerns ways in which small businesses like yours can save money.
1. Switch your energy supplier and save pounds. Business energy can be a huge expense. If you stick to the same supplier year after year you run the risk of paying outdated rates. If you use a site such as Love Energy Savings you can compare rates and potentially save pounds.
2. Shop around for business insurance. The same applies to business insurance. Studying the market and regularly switching helps you get the best deal and saves your business money. Take a look at the Simply Business website for a starter.
I expect you know from your own experience that reading online is different from reading print. It therefore follows that writing online needs to be different to the way you were taught to write for print.
To get technical for a moment, research has come up with the concept of the bi-literate brain. This describes the differences between reading print, known as deep reading processes, and online, described as non-linear reading.
So how do digital readers differ from print readers?
• Online people read up to 25% more slowly.
• They tend to scan text looking for key words, hence writers need to use SEO (search engine optimisation) techniques and include these key words.
• Online readers tend to have a specific objective and to want to complete that objective quickly. They want relevant information, so put it at the top of the page.
• If your page doesn’t provide what a reader wants easily and quickly, they will search for one that does!
• Online reading is not linear. Readers will be jumping about from site to site, topic to topic, so bear in mind that interactivity is the key.
Let’s hope we have dodged the worst of the winter weather and can get ready to welcome Spring. It often pays to get a promotion or two in at this time of year as people are generally feeling a bit more optimistic.
Here is a note of some significant dates coming up in the next three months:
Fri 1st March St David’s Day
Tue 5th March Shrove Tuesday
Wed 6th March Ash Wednesday
Tue 12th March Cheltenham Festival starts
Sun 17th March St Patrick’s Day
Sun 31st March Mother’s Day
I understand that some people find it really difficult to say “No”, especially if it means turning down work. On the other hand, if you say “Yes” to everyone you leave yourself wide open to all sorts of problems.
You can soon find yourself bogged down with too many tasks to do, not able to prioritise them and ending up making a poor job of most of them. In the short term you may make plenty of money that month but longer term your clients and customers will be taking their business elsewhere.
Think about these four ways of turning away work while knowing that you are doing the right thing in the longer term:
• An existing client asks you to do “just one more small job”. You already have a heap of work on for them. Say you’d love to do the extra job but ask which of the other jobs you are doing for them it can replace as you just don’t have the time to do them all equally well.
As we move into a new year, you may well have been thinking of ways of improving your business. You might have decided that you want more customers, for instance. My question to you would be, “How many?” If you in turn say “I don’t know”, then you’ve got a problem.
You can’t hit a target unless you have a target to aim for!
Just saying you want more customers won’t work because it has no real meaning without an actual number attached to it. You need to decide instead that you want, say, twenty new customers in the next twelve months.
I know it is still August, the sun is still shining and the kids are still on their summer break but it is time to think about some important dates and interesting anniversaries for your promotions over the next three months:
Mon 3rd Sept School term begins*
Tue 4th Sept Google was founded 20 years ago by Stanford University students Larry Page and Sergey Brin
Sun 23rd Sept September Equinox
Thu 11th Oct 60 years ago the first edition of BBC sports programme Grandstand aired
Fri 19th Oct School half term holiday begins*
If you are looking for some quick and easy ways to increase the number of enquiries you receive and sales you achieve, I have got some tips for you.
1- Be there when they want you. This might seem a no-brainer but you would be surprised at the number of businesses who set their working hours by the strictures of their own industry and merely copy competitors, such as 9.00am to 5.00pm Monday to Friday. That is making life easy for yourself, not necessarily for your customers.
2- Flexible payment methods. It has never been easier for companies to accept payment via credit, debit or charge card and from services such as PayPal. Providing you factor any charges into your prices, these transactions won’t cost you anything.
I read the other day that nearly a quarter of the world’s population use Facebook. That’s a huge potential market and while I don’t expect you to reach those figures it shows the potential audience social media has.
So what can you do to increase your share of the social media market? Here are 10 tips to get you thinking:
1. Outsource. You’ve got plenty on your plate already without adding the time needed to market successfully on social media. You need a specialist to help you. You could hire someone to dedicate themselves to your social media marketing but it might make more sense to hire someone who is an expert, such as an agency or freelancer.
Well I’ve got my Xmas tree put up – put up in the loft, that is! Nevertheless it will soon be time for those seasonal decorations to make an appearance.
Time then to be thinking about the important dates for your promotions over the Xmas and the New Year:
Fri 21st Dec Schools break up for Xmas* & Winter Solstice
Mon 24th Dec Xmas Eve
Tue 25th Dec Xmas Day
Wed 26th Dec Boxing Day
Mon 31st Dec New Year’s Eve
Tue 1st Jan New Year’s Day
Sat 5th Jan FA Cup Third Round weekend
Mon 7th Jan New school term begins*
Fri 25th Jan Burns’ Night
Tue 5th Feb Chinese New Year
Thu 14th Feb Valentine’s Day
Fri 15th Feb Schools break up
Mon 25th Feb Back to school
* These are the recommended Gloucestershire school term dates. Individual schools and colleges may differ.
I know that if you are working for yourself one of your most valuable commodities is time. Why is it, then, that there never seems to be enough of it?
If you want to create more time for yourself you have to learn to work harder, faster or smarter. The chances are that you are already working flat out so that rules out both harder and faster.
Instead you can use these four simple tips to work smarter and save time into the bargain.