3 Empowering Small Business Tips for Today, 2019, and a Better Future

Posted by MiriamEllis

“American business is overwhelmingly small business.” – SBE Council

Small businesses have created 61.8% of net new jobs in the US since the early 1990s. Local business is big business. Let’s celebrate this in honor of Small Business Saturday with 3 strategies that will support independent business owners this week, and in the better future that can be attained with the right efforts.

What’s Small Business Saturday?

It’s an annual shopping event sponsored by American Express on the Saturday following Thanksgiving with the primary goal of encouraging residents to patronize local merchants. The program was launched in 2010 in response to the Great Recession. By 2017, Small Business Saturday jumped to 7,200 Neighborhood Champions (individuals and groups that organize towns for the event), with 108 million reported participating consumers spending $12 billion across the country.

Those numbers are impressive, and more than that, they hold the acorn of strategy for the spreading oak of a nation in which independently grown communities set standards of living, set policy, and set us on course for a sustainable future.

Tips for small businesses today

If your community is already participating in Small Business Saturday, try these techniques to enhance your success on the big day:

1. Give an extra reason to shop with you

This can be as simple as giving customers a small discount or a small free gift with their purchase, or as far-reaching as donating part of the proceeds of the day’s sales to a worthy local cause. Give customers a reason to feel extra good that they shopped with you, especially if you can demonstrate how their purchase supports their own community. Check out our Local Business Holiday Checklist for further tips.

2. Give local media something to report

Creativity is your best asset in deciding how to make your place of business a top destination on Small Business Saturday, worthy of mentions in the local news. Live music? A treasure hunt? The best store window in town? Reach out to reporters if you’re doing something extra special to build up publicity.

3. Give a reason to come back year-round

Turn a shopping moment into a teaching moment. Print up some flyers from the American Independent Business Alliance and pass them out to customers to teach them how local purchasing increases local wealth, health, and security. Take a minute or two to talk with customers who express interest. Sometimes, all it takes is a little education and kindness to shift habits. First, take a few minutes to boost your own education by reading How to Win Some Customer Back from Amazon this Holiday Season.

AMIBA has a great list of tips for Small Business Saturday success and American Express has thebest examples of how whole communities have created memorable events surrounding these campaigns. I’ve seen everything from community breakfast kickoffs in Michigan, to jazz bands in Louisiana, to Santa Claus coming to town on a riverboat in California. Working closely with participating neighboring businesses can transform your town or city into a holiday wonderland on this special day, and if your community isn’t involved yet, research this year can prepare you to rally support for an application to next year’s program.

Tips for small businesses for the new year

Unless your town is truly so small that all residents are already aware of every business located there, make 2019 the year you put the Internet to work for you and your community. Even small town businesses have news and promotions they’d like to share on the web, and don’t forget the arrival of new neighbors and travelers who need to be guided to find you. In larger cities, every resident and visitor needs help navigating the local commercial scene.

Try these tips for growth in the new year:

  1. Dig deeply into the Buy Local movement by reading The Local SEO’s Guide to the Buy Local Phenomenon. Even if you see yourself as a merchant today, you can re-envision your role as a community advocate, improving the quality of life for your entire town.
  2. Expand your vision of excellent customer service to include the reality that your neighbors are almost all on the Internet part of every day looking for solutions to their problems. A combination of on-and-offline customer service is your key to becoming the problem-solver that wins lucrative, loyal patrons. Read What the Local Customer Service Ecosystem Looks Like in 2019.
  3. Not sure where to begin learning about local search marketing on the web? First, check out Moz’s free Local SEO Learning Center with articles written for the beginner to familiarize yourself with the basic concepts. Then, start following the recognized leaders in this form of marketingto keep pace with new developments and opportunities as they arise. Make a new year’s resolution to devote just 15 minutes a day, 5 days a week, to learning more about marketing your small local business. By the end of a single year, you will have become a serious force for promotion of your company and the community it serves.

Tips for an independent business future: The time is right

I’ve been working in local business marketing for about 15 years, watching not just the development of technologies, but the ebb and flow of brand and consumer habits and attitudes. What I’m observing with most interest as we close out the present year is a rising tide of localistic leanings.

On the one hand, we have some of the largest brands (Google, Amazon, Facebook, etc.) losing the trust of the public in serious scandals surrounding privacy, human rights violations, and even war. On the other hand, we have small business owners uniting to revitalize their communities in wounded cities like Detroit and tiny towns like Bozeman, in the wake of the Great Recession, itself cited as a big brand product.

Where your company does business may influence your customers’ take on economics, but overall, the engrossing trend I’m seeing is towards more trust in smaller, independently owned companies. In fact, communities across the US are starting to map out futures for themselves that are as self-sustaining as possible. Earlier, I referenced small business owners undergoing a mental shift from lone merchant to community advocate, and here, I’ve mapped out a basic model for towns and cities to shift toward independence.

What most communities can’t access locally are branded products: imported big label clothing, packaged foods, electronics, cars, branded cosmetics, books. Similarly, most communities don’t have direct local access to the manufacture or mining of plastics, metals, and gases. And, very often, towns and cities lack access to agroforestry for raw lumber, fuel, natural fibers and free food. So, let’s say for now that the typical community leaves these things up to big brands so that they can still buy computers, books and stainless steel cookware from major manufacturers.

But beyond this, with the right planning, the majority of the components for a high standard of living can be created and owned locally. For example:

There are certainly some things we may rely on big brands and federal resources for, but it isn’t Amazon or the IRS who give us a friendly wave as we take our morning hike through town, making us feel acknowledged as people and improving our sense of community. For that, we have to rely on our neighbor. And it’s becoming increasingly clear that it’s up to towns and cities to determine whether neighbors are experiencing a decent standard of living.

Reading the mood of the economy, I am seeing more and more Americans becoming open to the messages that the percentage of small businesses in a community correlates with residents’ health, that quality social interactions lessen the chances of premature death by 50%, that independent businesses recirculate almost 4x as much community wealth, and that Main Street-style city planning massively reduces pollution vs. big box stores on the outskirts of town.

Small Business Saturday doesn’t have to be a once-a-year phenomenon. Small business owners, by joining together as community advocates, have the power to make it a way of life where they live. And they have one significant advantage over most corporations, the value of which shouldn’t be underestimated: They can begin the most important conversations face-to-face with their neighbors, asking, “Who do we want to be? Where do want to live? What’s our best vision for how life could be here?”

Don’t be afraid to talk beyond transactions with your favorite customers. Listening closely, I believe you’ll discover that there’s a longing for change and that the time is right.

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Reblogged 1 month ago from tracking.feedpress.it

Google updates mobile-friendly test, rich results test tools to better support JavaScript sites

Is your site heavily built in JavaScript? No worries. Google just updated two of its popular tools to support it.

The post Google updates mobile-friendly test, rich results test tools to better support JavaScript sites appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 8 months ago from feeds.searchengineland.com

Repeat after me: I will make my email better in 2018!

Each December I traditionally write a predictions blog where I look at what has happened during the outgoing year and look to the year ahead. It is a fun thought exercise that usually involves the team kicking around various ideas of what will happen in the following year. The challenge is always finding the balance between practical stuff that you know will come true, the things that you hope come to pass and the really interesting stuff that would only happen if life were a J.J. Abrams film. Back in December we did the thought exercise and I took copious notes, but it looked just like last year’s predictions and those from the year before that. So instead of predictions, let’s set some goals for 2018 that we will aim to achieve together.

Resolution 1 – Crawl, walk, run

Some of the emerging technology in marketing is really cool (AI, VR, Omnichannel, etc.), but this year we must resist our natural magpie instincts and not chase after the shiny new thing until we are getting the basics right in the channels we currently use.

Resolution 2 – Testing

That said, we want to be able to leverage these new technologies. Whether it is getting the basics right or deciding which new technology to employ, we need to get better at testing by following these four simple rules:

  1. Test the big things first
  2. Clearly define what you are testing
  3. Test one thing at a time
  4. Measure the test with a metric that is as close to your desired outcome as practical to get a meaningful result in a timely manner

Resolution 3 – Reporting more than opens and clicks

Opens and clicks are great process metrics. They are great at telling you how a particular campaign performed, and they allow for easy comparison between campaigns. For almost all of us however, we do not make any money from opens or clicks. In fact, of more than 4,000 dotmailer customers, I only know of one that makes money from opens (they are in publishing). The rest of us on the other hand, need to drive sales either directly or indirectly to make money. We need to start measuring the success of our marketing efforts based on how they are driving sales not based on whether a message drove the most clicks.

Resolution 4 – Write better copy

The reality is that most of us are marketing professionals writing our copy and NOT copywriting professionals. This has become the standard across all digital channels and while we could argue the whys, we cannot argue that our copy is not as good as it could be. Copywriting is a craft and like any craft it takes talent, skill and time to do well. I am not saying that marketing professionals cannot write good copy but, in 2018, we should commit to writing better copy. One of the easiest ways we can make our copy better is by following through on resolution 2 and testing different copy styles, lengths etc. We also need to spend more time working on our copy, from subject lines to alt tags.

Resolution 5 – Focus on what we can achieve with the budget and resources we have

The final resolution is going to be tougher. We need to change our view from ‘glass half empty’ to ‘glass half full.’ Let’s not dwell on what we cannot do but rather celebrate what we can. Let’s not get hung up on changes to consumer attitudes, changes to local regulations or political factors we cannot control. The 2017 Hitting the Mark report clearly showed us that both the brands with whom we compete and the brands we aspire to emulate are not smashing it. If we focus on the first four resolutions the foundations will be laid to allow us to go after the new technologies, channels and tactics.

The post Repeat after me: I will make my email better in 2018! appeared first on The Marketing Automation Blog.

Reblogged 11 months ago from blog.dotmailer.com

Darryl, the man behind dotmailer’s Custom Technical Solutions team

Why did you decide to come to dotmailer?

I first got to know dotmailer when the company was just a bunch of young enthusiastic web developers called Ellipsis Media back in 1999. I was introduced by one of my suppliers and we decided to bring them on board to build a recruitment website for one of our clients. That client was Amnesty International and the job role was Secretary General. Not bad for a Croydon company whose biggest client before that was Scobles the plumber’s merchants. So, I was probably dotmailer’s first ever corporate client! After that, I used dotmailer at each company I worked for and then one day they approached a colleague and me and asked us if we wanted to work for them. That was 2013.  We grabbed the opportunity with both hands and haven’t looked back since.

Tell us a bit about your role

I’m the Global Head of Technical Solutions which actually gives me responsibility for 2 teams. First, Custom Technical Solutions (CTS), who build bespoke applications and tools for customers that allow them to integrate more closely with dotmailer and make life easier. Second, Technical Pre-sales, which spans our 3 territories (EMEA, US and APAC) and works with prospective and existing clients to figure out the best solution and fit within dotmailer.

What accomplishments are you most proud of from your dotmailer time so far?

I would say so far it has to be helping to turn the CTS team from just 2 people into a group of 7 highly skilled and dedicated men and women who have become an intrinsic and valued part of the dotmailer organization. Also I really enjoy being part of the Senior Technical Management team. Here we have the ability to influence the direction and structure of the platform on a daily basis.

Meet Darryl Clark – the cheese and peanut butter sandwich lover

Can you speak a bit about your background and that of your team? What experience and expertise is required to join this team?

My background is quite diverse from a stint in the Army, through design college, web development, business analysis to heading up my current teams. I would say the most valuable skill that I have is being highly analytical. I love nothing more than listening to a client’s requirements and digging deep to work out how we can answer these if not exceed them.

As a team, we love nothing more than brainstorming our ideas. Every member has a valid input and we listen. Everyone has the opportunity to influence what we do and our motto is “there is no such thing as a stupid question.”

To work in my teams you have to be analytical but open minded to the fact that other people may have a better answer than you. Embrace other people’s input and use it to give our clients the best possible solution. We are hugely detail conscious, but have to be acutely aware that we need to tailor what we say to our audience so being able to talk to anyone at any level is hugely valuable.

How much of the dotmailer platform is easily customizable and when does it cross over into something that requires your team’s expertise? How much time is spent on these custom solutions one-time or ongoing?

I’ll let you in on a little secret here. We don’t actually do anything that our customers can’t do with dotmailer given the right knowledge and resources. This is because we build all of our solutions using the dotmailer public API. The API has hundreds of methods in both SOAP and REST versions, which allows you to do a huge amount with the dotmailer platform. We do have a vast amount of experience and knowledge in the team so we may well be able to build a solution quicker than our customers. We are more than happy to help them and their development teams build a solution using us on a consultancy basis to lessen the steepness of the learning curve.

Our aim when building a solution for a customer is that it runs silently in the background and does what it should without any fuss.

What are your plans for the Custom Tech Solutions team going forward?

The great thing about Custom Technical Solutions is you never know what is around the corner as our customers have very diverse needs. What we are concentrating on at the moment is refining our processes to ensure that they are as streamlined as possible and allow us to give as much information to the customer as we can. We are also always looking at the technology and coding approaches that we use to make sure that we build the most innovative and robust solutions.

We are also looking at our external marketing and sharing our knowledge through blogs so keep an eye on the website for our insights.

What are the most common questions that you get when speaking to a prospective customer?

Most questions seem to revolve around reassurance such as “Have you done this before?”, “How safe is my data?”, “What about security?”, “Can you talk to my developers?”, “Do I need to do anything?”.  In most instances, we are the ones asking the questions as we need to find out information as soon as possible so that we can analyse it to ensure that we have the right detail to provide the right solution.

Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

We talk a lot about working with best of breed so for example a customer can use our Channel Extensions in automation programs to fire out an SMS to a contact using their existing provider. We don’t force customers down one route, we like to let them decide for themselves.

Also, I really like to emphasize the fact that there is always more than one way to do something within the dotmailer platform. This means we can usually find a way to do something that works for a client within the platform. If not, then we call in CTS to work out if there is a way that we can build something that will — whether this is automating uploads for a small client or mass sending from thousands of child accounts for an enterprise level one.

What do you see as the future of marketing automation technology?  Will one size ever fit all? Or more customization going forward?

The 64 million dollar question. One size will never fit all. Companies and their systems are too organic for that. There isn’t one car that suits every driver or one racquet that suits every sport. Working with a top drawer partner network and building our system to be as open as possible from an integration perspective means that our customers can make dotmailer mold to their business and not the other way round…and adding to that the fact that we are building lots of features in the platform that will blow your socks off.

Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m a dyed in the wool Gooner (aka Arsenal Football Club fan) thanks to my Grandfather leading me down the right path as a child. If you are still reading this after that bombshell, then food-wise I pretty much like everything apart from coriander which as far as I’m concerned is the Devils own spawn. I don’t really have a favorite band, but am partial to a bit of Level 42 and Kings of Leon and you will also find me listening to 90s drum and bass and proper old school hip hop. My favorite holiday destination is any decent villa that I can relax in and spend time with my family and I went to Paris recently and loved that. Guilty pleasure – well that probably has to be confessing to liking Coldplay or the fact that my favorite sandwich is peanut butter, cheese and salad cream. Go on try it, you’ll love it.

Want to meet more of the dotmailer team? Say hi to Darren Hockley, Global Head of Support, and Dan Morris, EVP for North America.

Reblogged 2 years ago from blog.dotmailer.com

Meet Dan Morris, Executive Vice President, North America

  1. Why did you decide to come to dotmailer?

The top three reasons were People, Product and Opportunity. I met the people who make up our business and heard their stories from the past 18 years, learned about the platform and market leading status they had built in the UK, and saw that I could add value with my U.S. high growth business experience. I’ve been working with marketers, entrepreneurs and business owners for years across a series of different roles, and saw that I could apply what I’d learned from that and the start-up space to dotmailer’s U.S. operation. dotmailer has had clients in the U.S. for 12 years and we’re positioned to grow the user base of our powerful and easy-to-use platform significantly. I knew I could make a difference here, and what closed the deal for me was the people.  Every single person I’ve met is deeply committed to the business, to the success of our customers and to making our solution simple and efficient.  We’re a great group of passionate people and I’m proud to have joined the dotfamily.

Dan Morris, dotmailer’s EVP for North America in the new NYC office

      1. Tell us a bit about your new role

dotmailer has been in business and in this space for more than 18 years. We were a web agency, then a Systems Integrator, and we got into the email business that way, ultimately building the dotmailer platform thousands of people use daily. This means we know this space better than anyone and we have the perfect solutions to align closely with our customers and the solutions flexible enough to grow with them.  My role is to take all that experience and the platform and grow our U.S. presence. My early focus has been on identifying the right team to execute our growth plans. We want to be the market leader in the U.S. in the next three years – just like we’ve done in the UK –  so getting the right people in the right spots was critical.  We quickly assessed the skills of the U.S. team and made changes that were necessary in order to provide the right focus on customer success. Next, we set out to completely rebuild dotmailer’s commercial approach in the U.S.  We simplified our offers to three bundles, so that pricing and what’s included in those bundles is transparent to our customers.  We’ve heard great things about this already from clients and partners. We’re also increasing our resources on customer success and support.  We’re intensely focused on ease of on-boarding, ease of use and speed of use.  We consistently hear how easy and smooth a process it is to use dotmailer’s tools.  That’s key for us – when you buy a dotmailer solution, we want to onboard you quickly and make sure you have all of your questions answered right away so that you can move right into using it.  Customers are raving about this, so we know it’s working well.

  1. What early accomplishments are you most proud of from your dotmailer time so far?

I’ve been at dotmailer for eight months now and I’m really proud of all we’ve accomplished together.  We spent a lot of time assessing where we needed to restructure and where we needed to invest.  We made the changes we needed, invested in our partner program, localized tech support, customer on-boarding and added customer success team members.  We have the right people in the right roles and it’s making a difference.  We have a commercial approach that is clear with the complete transparency that we wanted to provide our customers.  We’ve got a more customer-focused approach and we’re on-boarding customers quickly so they’re up and running faster.  We have happier customers than ever before and that’s the key to everything we do.

  1. You’ve moved the U.S. team to a new office. Can you tell us why and a bit about the new space?

I thought it was very important to create a NY office space that was tied to branding and other offices around the world, and also had its own NY energy and culture for our team here – to foster collaboration and to have some fun.  It was also important for us that we had a flexible space where we could welcome customers, partners and resellers, and also hold classes and dotUniversity training sessions. I’m really grateful to the team who worked on the space because it really reflects our team and what we care about.   At any given time, you’ll see a training session happening, the team collaborating, a customer dropping in to ask a few questions or a partner dropping in to work from here.  We love our new, NYC space.

We had a spectacular reception this week to celebrate the opening of this office with customers, partners and the dotmailer leadership team in attendance. Please take a look at the photos from our event on Facebook.

Guests and the team at dotmailer's new NYC office warming party

Guests and the team at dotmailer’s new NYC office warming party

  1. What did you learn from your days in the start-up space that you’re applying at dotmailer?

The start-up space is a great place to learn. You have to know where every dollar is going and coming from, so every choice you make needs to be backed up with a business case for that investment.  You try lots of different things to see if they’ll work and you’re ready to turn those tactics up or down quickly based on an assessment of the results. You also learn things don’t have to stay the way they are, and can change if you make them change. You always listen and learn – to customers, partners, industry veterans, advisors, etc. to better understand what’s working and not working.  dotmailer has been in business for 18 years now, and so there are so many great contributors across the business who know how things have worked and yet are always keen to keep improving.  I am constantly in listening and learning mode so that I can understand all of the unique perspectives our team brings and what we need to act on.

  1. What are your plans for the U.S. and the sales function there?

On our path to being the market leader in the U.S., I’m focused on three things going forward: 1 – I want our customers to be truly happy.  It’s already a big focus in the dotmailer organization – and we’re working hard to understand their challenges and goals so we can take product and service to the next level. 2 – Creating an even more robust program around partners, resellers and further building out our channel partners to continuously improve sales and customer service programs. We recently launched a certification program to ensure partners have all the training and resources they need to support our mutual customers.  3 – We have an aggressive growth plan for the U.S. and I’m very focused on making sure our team is well trained, and that we remain thoughtful and measured as we take the steps to grow.  We want to always keep an eye on what we’re known for – tools that are powerful and simple to use – and make sure everything else we offer remains accessible and valuable as we execute our growth plans.

  1. What are the most common questions that you get when speaking to a prospective customer?

The questions we usually get are around price, service level and flexibility.  How much does dotmailer cost?  How well are you going to look after my business?  How will you integrate into my existing stack and then my plans for future growth? We now have three transparent bundle options with specifics around what’s included published right on our website.  We have introduced a customer success team that’s focused only on taking great care of our customers and we’re hearing stories every day that tells me this is working.  And we have all of the tools to support our customers as they grow and to also integrate into their existing stacks – often integrating so well that you can use dotmailer from within Magento, Salesforce or Dynamics, for example.

  1. Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

In addition to the ones above – ease of use, speed of use and the ability to scale with you. With dotmailer’s tiered program, you can start with a lighter level of functionality and grow into more advanced functionality as you need it. The platform itself is so easy to use that most marketers are able to build campaigns in minutes that would have taken hours on other platforms. Our customer success team is also with you all the way if ever you want or need help.  We’ve built a very powerful platform and we have a fantastic team to help you with personalized service as an extended part of your team and we’re ready to grow with you.

  1. How much time is your team on the road vs. in the office? Any road warrior tips to share?

I’ve spent a lot of time on the road, one year I attended 22 tradeshows! Top tip when flying is to be willing to give up your seat for families or groups once you’re at the airport gate, as you’ll often be rewarded with a better seat for helping the airline make the family or group happy. Win win! Since joining dotmailer, I’m focused on being in office and present for the team and customers as much as possible. I can usually be found in our new, NYC office where I spend a lot of time with our team, in customer meetings, in trainings and other hosted events, sales conversations or marketing meetings. I’m here to help the team, clients and partners to succeed, and will always do my best to say yes! Once our prospective customers see how quickly and efficiently they can execute tasks with dotmailer solutions vs. their existing solutions, it’s a no-brainer for them.  I love seeing and hearing their reactions.

  1. Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m originally from Yorkshire in England, and grew up just outside York. I moved to the U.S. about seven years ago to join a very fast growing startup, we took it from 5 to well over 300 people which was a fantastic experience. I moved to NYC almost two years ago, and I love exploring this great city.  There’s so much to see and do.  Outside of dotmailer, my passion is cars, and I also enjoy skeet shooting, almost all types of music, and I love to travel – my goal is to get to India, Thailand, Australia and Japan in the near future.

Want to find out more about the dotfamily? Check out our recent post about Darren Hockley, Global Head of Support.

Reblogged 2 years ago from blog.dotmailer.com

BrightLocal Opens Its 2015 Local SEO Industry Survey

The poll aims to gain a better understanding of the local SEO community, offering insight into agency and consultant services and fees.

The post BrightLocal Opens Its 2015 Local SEO Industry Survey appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 3 years ago from feeds.searchengineland.com