Setting up shop in the Global Village

Archive for the ‘Online business’ Category

I never thought I’d fall in love with Social Media. The first time I peeked at Twitter, I was reading “tweets” by people I didn’t know who were talking about rush hour traffic, how much work they had to do, and what they had to eat for lunch. All kinds of information I didn’t really need, and wasn’t sure what to do with.

Yet the popularity of Social Media is increasing exponentially. According to the video Social Media Revolution on YouTube, Ashton Kutcher and Ellen DeGeneres have more Twitter followers than the entire population of Ireland, Norway, and Panama.

Curiosity killed the …

Earlier this week I got curious about Twitter again. This time I signed up. Twitter’s welcome page presented some popular media celebrities I could choose to follow. Some of them had tweeted more than 10 posts within the hour. Wow, that’s a lot of attention.

Twitter offers you a number to text – 21212 – to start the Twittering. I wondered if my Asian-model phone with pre-pay chip could receive tweets. Then it began. My first message relay went something like this, to the tune of 40 cents a message:

Me (to 21212): START

Twitter: Welcome to Twitter! Reply with SIGNUP to begin. Already on Twitter? Reply with your ‘USERNAME’ instead. (Std msg rates apply. Reply with HELP for more.)

Me: HELP

Twitter: Tell Twitter what’s happening! Std msg charges apply. Send ‘STOP’ to quit. Visit Twitter.com or email help?Twitter.com for help.

Me: STOP

Twitter: OK, you are signed out and will not receive messages from Twitter.

Twittering isn’t cheap, but there’s money to be made by companies who know how to use Social Media effectively. To wit, Dell has earned 3 million dollars via Twitter posts since 2007 according to some sources.

And in this year’s book 33 million people in the room, PR consultant and founder of The Gathering Think Tank Juliette Powell presents a range of case studies showing how businesses and entrepreneurs are using Social Media to reach their customers. Dell, Microsoft, and other Fortune 500 companies are defining enterprise-wide best practices to woo paying customers through social networking advocates.

… Tweetybird.

Today I logged back into my Twitter account to see if anything had happened. On my personal page, there were stats in the top right-hand corner:

Following: 5

Followers: 1

What? Someone’s following me? Someone’s following ME!! Someone’s FOLLOWING – Oh. An advertiser. I wonder how I get someone to follow me…

You may have a flock of followers. Or maybe, like me, you’re just starting out.  If you haven’t fallen for Social Media, don’t be too hard on those who have. It could happen to you.

Small Business Week Speaker Series,  Seminar 3

Ottawa Public Library, Main Branch

Today at the Ottawa Public Library, Bernard Charlebois of Virtuo Web Technologies spoke about Internet marketing for your business.

Bernard talked about using online promotion to get a return on your investment in a website. Your online marketing strategy doesn’t replace traditional marketing, but complements it.

The most popular methods of online marketing are:

  1. Search engine optimization (SEO)
  2. Online display advertising
  3. Email marketing
  4. Social media

Here are some of Bernard’s tips for online marketing:

1. SEO

Good SEO increases the likelihood that your site will be ranked high (appear closer to the top spot) in Google results for searches related to your business offering. In the Google results, you see paid results (highlighted at the top, sidebar results) and organic results (main page content). Your site is ranked in the organic results according to how well the search engine understands your site, and how appropriate your site is to the search.

Google considers over 150 aspects of a website before placing results. When Google indexes your site, it considers:

How it is coded: Make sure your HTML tags accurately describe your website.

How it is written: Provide well-structured content with readable text, bullet points, and paragraphs of no more than five lines. Use meaningful keywords and phrases (more on this below). Make the content relevant to your visitors. Google doesn’t know if your site is interesting, but it does know when visitors click on the back button after arriving on your page.

How it is designed: Build your site with easy navigation and well-organized information.

Keywords – Make sure keywords are unique and relevant to each page. Google has an Adwords tool that provides keyword ideas. For some keywords, the competition is high. In this case, you may find it worthwhile to use paid advertising.

To improve your rank, you could also consider including an internal search engine or a site map on your site. Having other sites linking in to your site also helps.

2. Online display advertising

Banner advertising works well but costs vary considerably. Bernard advises to consider the advertising audience and the price in order to evaluate if this is a good investment for your business.

If you decide to go ahead, make sure you get the feedback you need to decide if the campaign paid off: Which visitors to your site were referred by the banner? What did they do on your website? Did they buy from you, or call or visit your business?

Google Adwords campaigns: You design a short, worded ad using keywords that are relevant to your business. The rank of your ad, or how close it is to the top of the paid results, is based on your keywords and other factors. The ad is sold on a pay-per-click or pay-per-impression basis. When someone clicks on the ad, it will cost you something. (It is actually your goal to get these clicks.) It’s important to set a budget when you launch your campaign.

3. Email marketing

Email newsletters are a low-tech and cost-effective way to market your business. Make sure you ask if people would like to receive your newsletter or flyer before you add them to your mailing list.

Here are some tips for writing good mailouts:

  • Use high-impact titles and sub-titles
  • Make sure your web address appears early
  • Identify your customer’s pain points and propose a solution quickly
  • Write with enthusiasm

4. Social media marketing

Promoting yourself or your business with social media raises your visibility and markets your products and services. If you haven’t already done so, consider using the following communities for business promotion:

  • LinkedIn
  • Twitter
  • FaceBook
  • MySpace
  • YouTube

Other social media tools you may want to try , especially if you have a website, include:

  • Blogging
  • RSS feeds
  • Social bookmarking (Digg)

Bernard Charlebois offers weekly 30-minute webinars on Internet marketing via the Virtuo website.

What is entrepreneurship all about? The word itself comes from entrepreneur, which is defined as

A person who organizes and manages any enterprise, especially a business, usually with considerable initiative and risk. –www.dictionary.com

Who among us is an entrepreneur? Thomas Edison, who printed newspapers in the baggage car of a moving train and then sold copies to the passengers, Bugsy Siegel, who built an ultra-luxury hotel in a lonely desert during wartime, and Bill Gates, who dropped out of his Harvard undergrad to start the multinational, billion-dollar Microsoft, are some of our most celebrated entrepreneurs. These people had more in common than a head for business and a stomach for risk. They had vision, and they were willing to persevere.

Ambition
This year, Bill Gates was ranked as the wealthiest person in the world by Forbes. In 1969, he was a prep school student learning to write code for mainframe systems. Access to computers was rare back then; limited system time was donated to Gates’s school by Computer Center Corporation (CCC), a local business. After Gates and classmate Paul Allen were banned from CCC for exploiting the mainframe’s poorly-written code to get more system time, Gates offered to fix the bugs in exchange for the access time he wanted. It was a win-win proposition that CCC did not refuse. Gates had a talent for programming, but it was his skill at negotiation that brought him the opportunity to excel.

Risk
Bugsy, who spent five million dollars of borrowed money to build the Flamingo hotel, was gunned down by his creditors. (Maybe that’s what you get for doing business with Murder, Inc.) The most common source of risk for entrepreneurs today still has to do with money. Small businesses rarely find their start-up capital through loans and investors. More often, they use savings, friends, and family. No matter where the capital comes from, leaving the safety of a job to go it alone is a heart-pounding experience. It also motivates you to succeed.

Vision
Thomas Edison was a prolific inventor. He holds more than a thousand US patents, including one for a light bulb much like the one we use today. Thinking big was something he did well. He revolutionized the distribution of electricity, and he got rich by using his concept of mass production to maximize profits. Having great, original ideas is a key to entrepreneurial success. So is tenacity – believing in your ideas enough to make them happen.

Genius is one percent inspiration, ninety-nine percent perspiration. -Thomas Edison

Entrepreneurship in the Internet Age

How has the Internet affected the way we do business? The lightning speed of communication has shortened business cycles. We no longer need to pay overhead for a physical storefront – clients can find us on the Web. Additional marketing channels are open to us. For markets that are easier to enter, increased competition produces better selection for the consumer.

It’s this consumer power that creates an advantage for the budding online entrepreneur. Customers have come to expect a level of intimacy and integrity that large businesses are challenged to provide. What’s more, the reach of the Web makes it easy for a small business to succeed in a niche market.

Examples of entrepreneurship have changed over the years. Today we see search engines and social networking sites worth billions. But, in the Internet Age more than ever, the essence of entrepreneurship lies within the entrepreneur. It’s all about you.


Older posts

Enter your email address to subscribe to this blog and receive notifications of new posts by email.