Could a virus cripple your PC network? If so, do you have enough cash reserves to make up for the downtime? What happens if the company you use to authorize credit card purchases goes belly up? Are you covered for lost revenue until you find a new company?
If you can't answer any of these questions, it may be the right time to call your insurance broker or agent and ask about cyber insurance. That's a catch-all term for policies that cover hacked computers, virus attacks, denial-of-service attacks, copyright infringement, Web content liability and other technology-related areas.
Cyber insurance also goes by e-commerce, e-business, information security, cyber risk, network security, or hackers insurance. For the sake of this article, I'll refer to it all as cyber insurance.
In recent years, as companies filed claims for denial-of-service attacks, data lost to viruses, and other security-related issues, insurers found themselves in new territory. Companies would make claims, insurers would balk, and everyone would land in court.
Unfortunately, courts often handed down conflicting judgments. So, insurance companies started changing their policies. They excluded data and
technology-related items from traditional policies, or they included data with higher premiums, or they wrote policies specifically for data.
Small businesses in particular should spend some time researching cyber insurance, says Robert Parisi, senior vice president at New York-based AIG. That's because they're often at the mercy of third parties, he notes. Small businesses often rely on someone else to host their Web sites, track inventory or authorize credit card purchases. They generally have no control over those systems' reliability and maintenance. Larger corporations usually do things in-house and can keep an eye on processes better.
So what do you need to know about cyber insurance? Here are three key points.
1. What cyber insurance covers. Sure,
your general liability policy covers physical property. So if your computer gets hit by lightning, you'll be reimbursed. But what if a virus destroys your data and causes serious downtime? Your liability policy may or may not cover the lost data or reimburse you for the time.Cyber insurance clears the confusion and writes policies that deal directly with technology. Like most policies, you can tailor it to your needs. Here are some main points covered:
2. What self-evaluation steps you'll need to take. Just like taking a physical for health benefits, your network security needs to get checked, too. Don't expect to get a policy if you have no firewall or antivirus protection.Cyber insurance policies require an assessment
of current conditions. Large corporations are generally assessed by independent third-parties, usually at their own expense. The assessment covers security configurations, documentation of security plans, password management, backup procedures and more.A small business has it easier because it can conduct a self-assessment. Instead of a 16-page checklist, the assessment is usually a page or two and covers basic computer security. You might see questions like: Do you have antivirus software? Do you update the virus definitions? Do you use a firewall? Do you conduct regular backups?Those are basic procedures you should already be doing. See our Small Business Security Checklist.
3. The possibility of buying redundant insurance coverage. Nobody in their right mind would buy duplicative auto insurance policies. So, why buy a policy for which you are already covered?Approach cyber insurance like you would any other type of policy. Look at your current coverage. Does your general liability insurance cover physical damage to your computers? Did you purchase a comprehensive warranty through your computer manufacturer? If so, have your agent strike physical property from the policy and reduce your premium.Don't accept a policy that covers things you'll never encounter. Your dry cleaning business may have a Web site, but it probably doesn't include a message board. So
you might want to forgo libel insurance.
Be smart about what you insure
Although cyber insurance has been around for more than five years, there still is little empirical data on incidents. Companies don't want the public to know about security breaches, so many incidents go unreported. Therefore, standardized insurance prices and policies are hard to come by.
Since there are no set rules, you may need to talk to an insurance broker and not an insurance agent. A broker will be able to break down what insurance companies
cover and what they don't. You might find one that covers data loss under a general liability policy, while another company may consider that extra.
And here's one last thought. Insurance companies are in the business to make money. So they want to insure those who are statistically unlikely to ever need the policy. That's why good drivers are warmly welcomed, and bad drivers are shunned. So insure only those things you cannot afford to self-insure. You may never have a claim.
Sunday, January 18, 2009
Disaster-proof your business by Jeff Wuorio
If you're a business owner, you need to know how to protect your business.
Try as we might, there's often no way to skirt disaster — whether it's national, personal or weather induced. But there are strategies to cope with it as best we can, no matter if its source is a burst river levee, a thoughtlessly discarded match or the deranged actions of others. Knowing what to do in the event of a disaster is crucial for anyone, of course, but particularly for a small-business owner, whose livelihood may depend on a small storefront or home basement office.
Start with some strategies. Here's a checklist that
can help you set up an effective and comprehensive small-business disaster plan:
1. First, map out a disaster plan. Many business owners haven't given a thought as to what they might do in the event of a fire, earthquake or some other sort of catastrophe that could damage their business severely. So, work up a detailed plan, taking into account as many variables as you can imagine.Take planning for earthquakes and other natural disasters seriously. You should know where you can move your merchandise to safety and where you can reach your insurance agent in a hurry. Draw up a map of shut-off valves for gas, electricity and other utilities. Draft the same sort of plan for other emergency situations, such as floods,
fires and even civil unrest. For example, one note to yourself might be that in the event of riots, or even just a rash of robberies, you would leave your lights on at night so the police could spot anyone trying to break in. "It's an old barber shop trick, but think about leaving the cash register open and in plain view," says Gayle Marco, an associate professor of marketing at Robert Morris College in Pennsylvania. "That way, everyone can see there's no money in there."
2. Back up computer files somewhere else. Any business owner with extensive computer files and records needs to back them up on a regular basis. But take that bit of common sense a step further and make certain your backups are located somewhere other than your business. For instance, look into mainframe computer services that offer backup space — those might be located across town
or across the continent, but just make certain that, should something happen to your business, your backup files are safely ensconced somewhere else. Even better: Ask anyone with whom you work, such as an accountant or attorney, how they back up their files that pertain to your business.
3. Don't forget to store physical papers and records off-site, too. Don't overlook the safety of tangible records, such as printed client lists, bills and receipts. Unless your stacks are the size of hay bales, a safety deposit box at the bank should be perfectly adequate. In fact, safe storage of business records of all sorts protects you from another type of tragedy, namely, disaster that occurs somewhere else but which affects you. "Those records are
your business's identity," says Marco. "I knew a company who exported items to the Middle East. During the Persian Gulf War, he went nine months without getting paid, so he had to supply the records to ensure that he was paid. Disaster can hit your business, but it also hits other places as well."
4. Keep insurance current. Growth is wonderful, but prosperity without commensurate insurance can be disaster knocking at your front door. Meet with your insurance agent on a regular basis to make certain that your coverage is up to date. That's particularly true with a home-based business. Since many homeowners' policies might not cover business equipment and supplies, check with your 6. Let others know your disaster strategy. Don't treat your disaster planning as a state secret. Make sure your employees understand what they need to do should the worst occur. Take that even further, and let your clients and customers know what you'll likely do in the event of some sort of disaster. Telling customers that you've got contingency plans in case of emergency will increase their confidence in you; they'll know you plan to keep your business up and running, no matter the circumstances. "You need to let all sorts of people know what you're going to do so they don't panic," says Marco. "The more they know that you're ready, the less likely they'll panic if something does happen."
Try as we might, there's often no way to skirt disaster — whether it's national, personal or weather induced. But there are strategies to cope with it as best we can, no matter if its source is a burst river levee, a thoughtlessly discarded match or the deranged actions of others. Knowing what to do in the event of a disaster is crucial for anyone, of course, but particularly for a small-business owner, whose livelihood may depend on a small storefront or home basement office.
Start with some strategies. Here's a checklist that
can help you set up an effective and comprehensive small-business disaster plan:
1. First, map out a disaster plan. Many business owners haven't given a thought as to what they might do in the event of a fire, earthquake or some other sort of catastrophe that could damage their business severely. So, work up a detailed plan, taking into account as many variables as you can imagine.Take planning for earthquakes and other natural disasters seriously. You should know where you can move your merchandise to safety and where you can reach your insurance agent in a hurry. Draw up a map of shut-off valves for gas, electricity and other utilities. Draft the same sort of plan for other emergency situations, such as floods,
fires and even civil unrest. For example, one note to yourself might be that in the event of riots, or even just a rash of robberies, you would leave your lights on at night so the police could spot anyone trying to break in. "It's an old barber shop trick, but think about leaving the cash register open and in plain view," says Gayle Marco, an associate professor of marketing at Robert Morris College in Pennsylvania. "That way, everyone can see there's no money in there."
2. Back up computer files somewhere else. Any business owner with extensive computer files and records needs to back them up on a regular basis. But take that bit of common sense a step further and make certain your backups are located somewhere other than your business. For instance, look into mainframe computer services that offer backup space — those might be located across town
or across the continent, but just make certain that, should something happen to your business, your backup files are safely ensconced somewhere else. Even better: Ask anyone with whom you work, such as an accountant or attorney, how they back up their files that pertain to your business.
3. Don't forget to store physical papers and records off-site, too. Don't overlook the safety of tangible records, such as printed client lists, bills and receipts. Unless your stacks are the size of hay bales, a safety deposit box at the bank should be perfectly adequate. In fact, safe storage of business records of all sorts protects you from another type of tragedy, namely, disaster that occurs somewhere else but which affects you. "Those records are
your business's identity," says Marco. "I knew a company who exported items to the Middle East. During the Persian Gulf War, he went nine months without getting paid, so he had to supply the records to ensure that he was paid. Disaster can hit your business, but it also hits other places as well."
4. Keep insurance current. Growth is wonderful, but prosperity without commensurate insurance can be disaster knocking at your front door. Meet with your insurance agent on a regular basis to make certain that your coverage is up to date. That's particularly true with a home-based business. Since many homeowners' policies might not cover business equipment and supplies, check with your 6. Let others know your disaster strategy. Don't treat your disaster planning as a state secret. Make sure your employees understand what they need to do should the worst occur. Take that even further, and let your clients and customers know what you'll likely do in the event of some sort of disaster. Telling customers that you've got contingency plans in case of emergency will increase their confidence in you; they'll know you plan to keep your business up and running, no matter the circumstances. "You need to let all sorts of people know what you're going to do so they don't panic," says Marco. "The more they know that you're ready, the less likely they'll panic if something does happen."
4 battery tips for your mobile gadgets by Christopher Elliott
Mention the words "battery life." The first gadget that comes to mind is probably the energy-consuming laptop computer — particularly if you're on the go a lot.
If not, it should be. There never seems to be enough juice to run your portable PC, as I griped about in a previous article. Ah, but if laptop PCs were the extent of your battery blues, you might not feel so, well, powerless.
But power problems plague other mobile devices. For example, a 2003 In-Stat/MDR survey found that long battery life ranked as the most important feature to business users when selecting a wireless handset. Users
of personal digital assistants (PDAs) are just as concerned about a possible energy crisis. I know because I am one and I never seem to stop worrying about running dry.
So, what about mobile gadgets? How do you make sure your batteries last as long as possible? Here are four tips.
1. Follow instructions and use them right — right from the start. "All batteries should be properly conditioned prior to first use," says Larry O'Connor, chief executive of Other World Computing, a Woodstock, Ill., developer of battery solutions and computer enhancement products. "You must properly prepare the battery by following the first charge and use instructions." And
what if you don't? O'Connor warns that failure to follow can shorten the life or runtime of your battery. "Follow the instructions to the letter and that battery will give you a lot more," he says.
2. Don't overcharge them. When it comes to batteries for small devices such as PDAs, cell phones or Tablet PCs, the single biggest mistake users make is leaving them plugged in to the charger for lengthy periods after they've been fully recharged. "Leaving the batteries, at least those types associated with these devices, on charge for endless periods will reduce the overall life of the battery," warns Paul Klatt, a quality assurance engineer for Batteries Plus, a Hartland, Wis., commercial-battery distributor. He says battery chargers normally taper down when the battery is fully charged. "However, enduring weeks of even a 'trickle charge' creates heat buildup and will eventually
cause premature battery failure," Klatt says. How do you avoid overcharging? Remove the charger right after the battery is fully charged.
3. Use them at regular intervals. This is a problem that affects spare batteries, but it can also be a factor on a backup unit, such as a second cell phone. O'Connor says batteries have to be used in order to get the most out of them. "If you have spares, cycle them at least once every six months — or even better, every three months," he says. "This will go a long way in keeping your batteries maintained to properly perform."
4. Stay away from cheap-o replacements.
"Quality is very important when it comes to replacement batteries," says Stefan Betesh, vice president of product development for Sakar International, an Edison, N.J., consumer electronic products manufacturer. Many lesser-known but cheaper brands cut corners when they make their batteries. That can affect the overall life expectancy and performance of the battery. Worse, the batteries may be defective because "most low-end batteries are refurbished or just not working with quality control," he says. His recommendation? Go with a recognized brand and buy from a reputable source.
If not, it should be. There never seems to be enough juice to run your portable PC, as I griped about in a previous article. Ah, but if laptop PCs were the extent of your battery blues, you might not feel so, well, powerless.
But power problems plague other mobile devices. For example, a 2003 In-Stat/MDR survey found that long battery life ranked as the most important feature to business users when selecting a wireless handset. Users
of personal digital assistants (PDAs) are just as concerned about a possible energy crisis. I know because I am one and I never seem to stop worrying about running dry.
So, what about mobile gadgets? How do you make sure your batteries last as long as possible? Here are four tips.
1. Follow instructions and use them right — right from the start. "All batteries should be properly conditioned prior to first use," says Larry O'Connor, chief executive of Other World Computing, a Woodstock, Ill., developer of battery solutions and computer enhancement products. "You must properly prepare the battery by following the first charge and use instructions." And
what if you don't? O'Connor warns that failure to follow can shorten the life or runtime of your battery. "Follow the instructions to the letter and that battery will give you a lot more," he says.
2. Don't overcharge them. When it comes to batteries for small devices such as PDAs, cell phones or Tablet PCs, the single biggest mistake users make is leaving them plugged in to the charger for lengthy periods after they've been fully recharged. "Leaving the batteries, at least those types associated with these devices, on charge for endless periods will reduce the overall life of the battery," warns Paul Klatt, a quality assurance engineer for Batteries Plus, a Hartland, Wis., commercial-battery distributor. He says battery chargers normally taper down when the battery is fully charged. "However, enduring weeks of even a 'trickle charge' creates heat buildup and will eventually
cause premature battery failure," Klatt says. How do you avoid overcharging? Remove the charger right after the battery is fully charged.
3. Use them at regular intervals. This is a problem that affects spare batteries, but it can also be a factor on a backup unit, such as a second cell phone. O'Connor says batteries have to be used in order to get the most out of them. "If you have spares, cycle them at least once every six months — or even better, every three months," he says. "This will go a long way in keeping your batteries maintained to properly perform."
4. Stay away from cheap-o replacements.
"Quality is very important when it comes to replacement batteries," says Stefan Betesh, vice president of product development for Sakar International, an Edison, N.J., consumer electronic products manufacturer. Many lesser-known but cheaper brands cut corners when they make their batteries. That can affect the overall life expectancy and performance of the battery. Worse, the batteries may be defective because "most low-end batteries are refurbished or just not working with quality control," he says. His recommendation? Go with a recognized brand and buy from a reputable source.
Sunday, March 9, 2008
Change your business' name? 7 issues by Jeff Wuorio
1. Identify a substantive reason to change the name. Never change your business' name simply because the current one bores you. Instead, think carefully about what might warrant such a decision — and make sure it's genuinely compelling. "It's always a difficult decision," says Luda Kopeikina, author of "The Right Decision Every Time: How to Reach Perfect Clarity on Tough Decisions." Your name is a brand that touches a lot of people, and that's a major consideration, Kopeikina says.
2. Know what a name change really entails. Don't ignore all the ramifications of a name change. It doesn't just affect the sign over your front door. Think about business cards, stationery, sales materials and, in particular, any relevant Web sites that will have to be updated. All those taken together can run into a fairly hefty price tag. Kopeikina recommends that any business changing its name maintain two Web sites for at least several months so that customers going to the old site can be redirected. Still, know that a name change isn't 100% customer safe: "You're bound to lose some customers along the way," says Kopeikina.
3. Can you reestablish a brand name? Even the smallest business brands its products and services with its name. If, for instance, you acquire a family-named business with a long-established history associated with that name, determine whether it's feasible to expect that a new name will hold onto even a portion of that valuable branding. "It may often be the better decision to keep the old name and merely say that the company is under new management," says Kopeikina.
4. Keep an eye on your core functions. Up to now, a fairly compelling case can be made to stick with an existing name under most circumstances. But that's not always the case. An effective name must always mirror the primary focus of your business' activity. With that in mind, give some thought to a fresh name if what you do has changed substantially so that a new name would better reflect that activity. Case in point: Seattle-based Curecorp changed its name to 1-800 Water Damage to focus on the company's central purpose: Addressing homes with water damage. "For small businesses, it's a good idea that the new name includes precisely what the business does," says Kopeikina.
5. If a new name makes sense, check it out. If circumstances suggest that a new name may, in fact, benefit your business, don't just slap it on. New York attorney Keith Emmer recommends extensive due diligence — see if the name is strikingly close to the name of another business. In particular, watch for registered trademarks: "If your name is even something close to a registered trademark, using it could have expensive legal consequences," he says. Do the same work on the Internet registry if you hope to have an online presence with the new name.
6. Run the new name by customers. Even a new name that strikes every chord with the owner may hit nothing but sour notes with clients and customers. Set up focus groups or conduct extensive interviews with everyone from customers to suppliers. Have them tell you how they feel about the new name. Do they think it captures the essence of your company? Will they remember it a few weeks from now? Do they share your reasoning behind the possibility of a name change? Soliciting feedback from others not only broadens your perspective, but also gives you a feel for how things will actually go if, in fact, the name change moves forward.
7. Above all, take the process slowly. No matter how immediate or compelling a quick decision may seem, it's imperative to approach the decision of a name change as slowly, and as thoughtfully, as possible. The one thing you want to avoid above all is a knee jerk decision that carries destructive consequences for years to come. If you devise a rationale for a name change, review it in a week or two to see if the argument holds up. If you come up with a killer new name, sit on it for a bit to see if it keeps its charm. Ask a customer about a new name, then pose the same question a month later to see if her reaction changes. "You're essentially losing your identity if you decide to change your name, so sleep on it for quite a while," says Kopeikina. "Given enough time, you may realize that it's not worth it. You've got to have a business name that you can live with for a long time."
2. Know what a name change really entails. Don't ignore all the ramifications of a name change. It doesn't just affect the sign over your front door. Think about business cards, stationery, sales materials and, in particular, any relevant Web sites that will have to be updated. All those taken together can run into a fairly hefty price tag. Kopeikina recommends that any business changing its name maintain two Web sites for at least several months so that customers going to the old site can be redirected. Still, know that a name change isn't 100% customer safe: "You're bound to lose some customers along the way," says Kopeikina.
3. Can you reestablish a brand name? Even the smallest business brands its products and services with its name. If, for instance, you acquire a family-named business with a long-established history associated with that name, determine whether it's feasible to expect that a new name will hold onto even a portion of that valuable branding. "It may often be the better decision to keep the old name and merely say that the company is under new management," says Kopeikina.
4. Keep an eye on your core functions. Up to now, a fairly compelling case can be made to stick with an existing name under most circumstances. But that's not always the case. An effective name must always mirror the primary focus of your business' activity. With that in mind, give some thought to a fresh name if what you do has changed substantially so that a new name would better reflect that activity. Case in point: Seattle-based Curecorp changed its name to 1-800 Water Damage to focus on the company's central purpose: Addressing homes with water damage. "For small businesses, it's a good idea that the new name includes precisely what the business does," says Kopeikina.
5. If a new name makes sense, check it out. If circumstances suggest that a new name may, in fact, benefit your business, don't just slap it on. New York attorney Keith Emmer recommends extensive due diligence — see if the name is strikingly close to the name of another business. In particular, watch for registered trademarks: "If your name is even something close to a registered trademark, using it could have expensive legal consequences," he says. Do the same work on the Internet registry if you hope to have an online presence with the new name.
6. Run the new name by customers. Even a new name that strikes every chord with the owner may hit nothing but sour notes with clients and customers. Set up focus groups or conduct extensive interviews with everyone from customers to suppliers. Have them tell you how they feel about the new name. Do they think it captures the essence of your company? Will they remember it a few weeks from now? Do they share your reasoning behind the possibility of a name change? Soliciting feedback from others not only broadens your perspective, but also gives you a feel for how things will actually go if, in fact, the name change moves forward.
7. Above all, take the process slowly. No matter how immediate or compelling a quick decision may seem, it's imperative to approach the decision of a name change as slowly, and as thoughtfully, as possible. The one thing you want to avoid above all is a knee jerk decision that carries destructive consequences for years to come. If you devise a rationale for a name change, review it in a week or two to see if the argument holds up. If you come up with a killer new name, sit on it for a bit to see if it keeps its charm. Ask a customer about a new name, then pose the same question a month later to see if her reaction changes. "You're essentially losing your identity if you decide to change your name, so sleep on it for quite a while," says Kopeikina. "Given enough time, you may realize that it's not worth it. You've got to have a business name that you can live with for a long time."
6 ways to build trust and ramp up your marketing by Joanna L. Krotz
1. Honor exceptional promises. Many companies tout service but few deliver. If you make promises you cannot keep, you're doing business on the consumer fault line. Then it's only a matter of time. Customers will eventually cease to believe anything you have to say or offer. False promises not only waste resources, they bankrupt brand equity.To gain market share, think creatively about what you can guarantee that will make you stand out. "Tell customers you'll return every inquiry within 12 hours or that all appointments will be met on time," suggests Sharron Senter, a marketing consultant based in Merrimac, Mass. "State some facts that distinguish you from the competition and fulfill them over and over again."
2. Watch your language. Your fab new widget will not "revolutionize" business or "totally change" life as we know it. Consumers are dead weary of howitzer marketing. They've seen and heard it all.These days, keep it straight and simple. "Use terms that are direct, on message," advises Winter Prosapio, director of marketing for Sports Clips, a Georgetown, Texas-based hair care franchisee. "Whether it's two-for-one or 0% financing, stick to the brand-sell formula." You can also use humor to crack the trust wall, she says, so long as it's on message and makes customers remember you. "Humor disarms the skeptic."
3. Work the relationship. The best methods
for forging connections with customers will vary with the industry. But technology has multiplied your options. With the CAN-SPAM law and all the filtering software, e-mail marketing is used more effectively now to retain and reward valued customers — in other words, to build trust. (Customer acquisition is moving into direct mail and other channels.) Password-protected Web sites and premiums also provide possibilities that can satisfy your best customers. Still, you don't need bells and whistles to show customers you care. Send personal thank-you notes. Call valued customers to chat about deals and sales. Don't take any such customer for granted."Relationships are reciprocal, meaning I'll tell you a secret if you tell me one," says Steve McKee, president at McKee Wallwork Henderson, an Albuquerque, N.M., ad agency.An old ad adage says if you admit a negative, you gain a positive, says McKee. "So a car dealer might admit that shopping for cars is an awful process. Or a retailer could apologize for its poor parking situation." The idea is to admit sincere vulnerability, which, over time, builds trust.
4. Get customers to vouch for you. "To overcome suspicion and win trust, include lots of customer testimonials in your marketing, with full names, cities and states, to show the results that real people get using your product," says author and consultant Kevin Donlin at Guaranteed Marketing in Edina, Minn.The cheapest and most effective marketing, of course, is one friend recommending your product to another. Whatever you do to build customer referrals and word of mouth — including frequent-buyer programs, prizes or discounts — will be well worth it. For more about referral marketing, see this story.
5. Adopt a cause. In 1991, Sunny Kobe Cook opened the doors to her first Sleep Country USA shop in Seattle. Less than a decade later, Sleep Country had grown into a 28-store retail mattress chain with more than $350 million in sales. Yet the startup initially had several strikes against it."We were a new business in a market dominated by a well-established, large retailer," Cook says. "We were in an industry that has many unscrupulous players." Dollars to spare for marketing were nil to none. The solution? "We got publicly involved with the community."Cook recycled old mattresses for charity and made that part of the company's advertising. She partnered with local media to create drop-off centers in the stores to collect old coats, school supplies or holiday gifts for kids. Sleep Country donated mattresses to local homeless shelters and then paid to air radio and TV spots about the organizations. "The exposure was a huge benefit to small organizations that could never justify the expense. And we became known in the community as something more than just another retailer," Cook says.The result for Sleep Country was a boost in market share. "More than 25% of our customers cited our visible community role as the reason for selecting our store," says Cook, who has since retired. (For more about cause marketing, see this story.)
6. Create missionaries. All the advice about how to treat customers also applies to staff. Treat employees the way you want them to interact with customers and you'll be developing brand missionaries."Role model how you want employees to behave and act, and they will follow suit," says Roberta Guise, a San Francisco marketing consultant. "Create messages that express these values. Hang message posters on the walls and in the lobby. Use the value messages as anchor themes for your promotions." That way, your marketing is seamless. Everywhere employees go, they will talk up the benefits of your company.Today, amid mounting marketing clutter and ads beamed everywhere, from satellite TV and radio to elevator and doctors' offices, it's important to gain profile as a company that customers remember and can rely on. Says Cook, "Building trust with consumers is an essential element of success."
2. Watch your language. Your fab new widget will not "revolutionize" business or "totally change" life as we know it. Consumers are dead weary of howitzer marketing. They've seen and heard it all.These days, keep it straight and simple. "Use terms that are direct, on message," advises Winter Prosapio, director of marketing for Sports Clips, a Georgetown, Texas-based hair care franchisee. "Whether it's two-for-one or 0% financing, stick to the brand-sell formula." You can also use humor to crack the trust wall, she says, so long as it's on message and makes customers remember you. "Humor disarms the skeptic."
3. Work the relationship. The best methods
for forging connections with customers will vary with the industry. But technology has multiplied your options. With the CAN-SPAM law and all the filtering software, e-mail marketing is used more effectively now to retain and reward valued customers — in other words, to build trust. (Customer acquisition is moving into direct mail and other channels.) Password-protected Web sites and premiums also provide possibilities that can satisfy your best customers. Still, you don't need bells and whistles to show customers you care. Send personal thank-you notes. Call valued customers to chat about deals and sales. Don't take any such customer for granted."Relationships are reciprocal, meaning I'll tell you a secret if you tell me one," says Steve McKee, president at McKee Wallwork Henderson, an Albuquerque, N.M., ad agency.An old ad adage says if you admit a negative, you gain a positive, says McKee. "So a car dealer might admit that shopping for cars is an awful process. Or a retailer could apologize for its poor parking situation." The idea is to admit sincere vulnerability, which, over time, builds trust.
4. Get customers to vouch for you. "To overcome suspicion and win trust, include lots of customer testimonials in your marketing, with full names, cities and states, to show the results that real people get using your product," says author and consultant Kevin Donlin at Guaranteed Marketing in Edina, Minn.The cheapest and most effective marketing, of course, is one friend recommending your product to another. Whatever you do to build customer referrals and word of mouth — including frequent-buyer programs, prizes or discounts — will be well worth it. For more about referral marketing, see this story.
5. Adopt a cause. In 1991, Sunny Kobe Cook opened the doors to her first Sleep Country USA shop in Seattle. Less than a decade later, Sleep Country had grown into a 28-store retail mattress chain with more than $350 million in sales. Yet the startup initially had several strikes against it."We were a new business in a market dominated by a well-established, large retailer," Cook says. "We were in an industry that has many unscrupulous players." Dollars to spare for marketing were nil to none. The solution? "We got publicly involved with the community."Cook recycled old mattresses for charity and made that part of the company's advertising. She partnered with local media to create drop-off centers in the stores to collect old coats, school supplies or holiday gifts for kids. Sleep Country donated mattresses to local homeless shelters and then paid to air radio and TV spots about the organizations. "The exposure was a huge benefit to small organizations that could never justify the expense. And we became known in the community as something more than just another retailer," Cook says.The result for Sleep Country was a boost in market share. "More than 25% of our customers cited our visible community role as the reason for selecting our store," says Cook, who has since retired. (For more about cause marketing, see this story.)
6. Create missionaries. All the advice about how to treat customers also applies to staff. Treat employees the way you want them to interact with customers and you'll be developing brand missionaries."Role model how you want employees to behave and act, and they will follow suit," says Roberta Guise, a San Francisco marketing consultant. "Create messages that express these values. Hang message posters on the walls and in the lobby. Use the value messages as anchor themes for your promotions." That way, your marketing is seamless. Everywhere employees go, they will talk up the benefits of your company.Today, amid mounting marketing clutter and ads beamed everywhere, from satellite TV and radio to elevator and doctors' offices, it's important to gain profile as a company that customers remember and can rely on. Says Cook, "Building trust with consumers is an essential element of success."
Monday, October 15, 2007
30 Tips for Marketing Your Blog by Lee Odden
With so many blogs being created every day, it’s a mystery to many bloggers how to make their blog stand out. There are many types of blogs or purposes for blogs and a certain number of tactics are applicable to just about all of them.
Some companies choose to hire a blog consultant, but others like to try things internally. For those “DIY” companies and individuals interested in practical tips for marketing and optimizing a business blog, try out the following list of blog marketing and optimization tips:
1. Decide on a stand alone domain name www.myblog.com or directory of existing site www.mysite.com/blog. Sub domain is also an option blog.mysite.com. Avoid hosted services that do not allow you to use your own domain name!
2. Obtain and install customizable blog software - WordPress and Moveable Type are my favorites.
3. Customize blog look and feel templates - aka design.
4. Research keywords and develop a glossary - Keyword Discovery, WordTracker, SitePoint, SEOBook Keyword Research.
5. Optimize the blog:
*Template optimization - RSS subscription options, social bookmark links, HTML code, Unique title tags, URLs, Sitemap
*Add helper plugins specific to WordPress or MT
*Create keyword rich categories (reference your keyword glossary)
6. Enable automatic trackback and ping functionality.
7. Create Feedburner Pro account and enable feed tracking.
8. Setup a Google account for Sitemap, validate and prep for future submission.
9.Identify authoritative blogs, web sites and hubs for outbound resource links and blogroll.
10. Format archived posts, related posts.
11.Enable statistics for tracking - Google Analytics, ClickTracks.
12.Submit RSS feed and Blog URL to prominent RSS and Blog directories / search engines.
13.Engage in an ongoing link building campaign.
14.If podcast or video content are available, submit to Podcast and Vlog directories.
15.Submit blog url to paid directories with categories for blogs - Yahoo, BOTW, bCentral, WOW, JoeAnt.
16.Optimize and distribute a press release announcing blog.
17.Request feedback or reviews of your blog in relevant forums, discussion threads. If you have a resourceful post that will help others, point to it.
18.Research and comment on relevant industry related blogs and blogs with significant centers of influence.
19.Post regularly. If it’s a news oriented blog, 3-5 times per day. If it’s an authoritative blog, 3-5 times per week, but each post must be unique and high value.
20.Monitor inbound links, traffic, comments and mentions of your blog - Google Alerts, Technorati, Blogpulse, Yahoo News, Ask Blogs and Feeds.
21.Always respond to comments on your blog and when you detect a mention of your blog on another blog, thank that blogger in the comments of the post.
22.Make contact with related bloggers on AND offline if possible.
23.When making blog posts always cite the source with a link and don’t be afraid to mention popular bloggers by name. Use keywords in the blog post title, in the body of the post and use anchor text when you link to previous posts you’ve made.
24.Use social networking services, forums and discussion threads to connect with other bloggers. If they like your stuff, they will link to you.
25.Remember when web sites were a new concept and the sage advice to print your web address everywhere you print your phone number? The same advice applies for your blog.
26.If your blog’s goal is to promote you as an authority, interview other prominent bloggers in your industry. Your own credibility will improve by association.
27.Build out your online networks through services such as MyBlogLog, Twitter and Facebook and leverage them to promote particularly useful content on your blog.
28.Once your blog has 1000 or more subscribers, show your Feedburner badge
29.Host images with Flickr making sure to include an anchor text link in the image description back to the post where the image is used.
30.Use your blog to gain press/media credentials at relevant industry conferences and use the event to create content, connections and increase your knowledge.
Some companies choose to hire a blog consultant, but others like to try things internally. For those “DIY” companies and individuals interested in practical tips for marketing and optimizing a business blog, try out the following list of blog marketing and optimization tips:
1. Decide on a stand alone domain name www.myblog.com or directory of existing site www.mysite.com/blog. Sub domain is also an option blog.mysite.com. Avoid hosted services that do not allow you to use your own domain name!
2. Obtain and install customizable blog software - WordPress and Moveable Type are my favorites.
3. Customize blog look and feel templates - aka design.
4. Research keywords and develop a glossary - Keyword Discovery, WordTracker, SitePoint, SEOBook Keyword Research.
5. Optimize the blog:
*Template optimization - RSS subscription options, social bookmark links, HTML code, Unique title tags, URLs, Sitemap
*Add helper plugins specific to WordPress or MT
*Create keyword rich categories (reference your keyword glossary)
6. Enable automatic trackback and ping functionality.
7. Create Feedburner Pro account and enable feed tracking.
8. Setup a Google account for Sitemap, validate and prep for future submission.
9.Identify authoritative blogs, web sites and hubs for outbound resource links and blogroll.
10. Format archived posts, related posts.
11.Enable statistics for tracking - Google Analytics, ClickTracks.
12.Submit RSS feed and Blog URL to prominent RSS and Blog directories / search engines.
13.Engage in an ongoing link building campaign.
14.If podcast or video content are available, submit to Podcast and Vlog directories.
15.Submit blog url to paid directories with categories for blogs - Yahoo, BOTW, bCentral, WOW, JoeAnt.
16.Optimize and distribute a press release announcing blog.
17.Request feedback or reviews of your blog in relevant forums, discussion threads. If you have a resourceful post that will help others, point to it.
18.Research and comment on relevant industry related blogs and blogs with significant centers of influence.
19.Post regularly. If it’s a news oriented blog, 3-5 times per day. If it’s an authoritative blog, 3-5 times per week, but each post must be unique and high value.
20.Monitor inbound links, traffic, comments and mentions of your blog - Google Alerts, Technorati, Blogpulse, Yahoo News, Ask Blogs and Feeds.
21.Always respond to comments on your blog and when you detect a mention of your blog on another blog, thank that blogger in the comments of the post.
22.Make contact with related bloggers on AND offline if possible.
23.When making blog posts always cite the source with a link and don’t be afraid to mention popular bloggers by name. Use keywords in the blog post title, in the body of the post and use anchor text when you link to previous posts you’ve made.
24.Use social networking services, forums and discussion threads to connect with other bloggers. If they like your stuff, they will link to you.
25.Remember when web sites were a new concept and the sage advice to print your web address everywhere you print your phone number? The same advice applies for your blog.
26.If your blog’s goal is to promote you as an authority, interview other prominent bloggers in your industry. Your own credibility will improve by association.
27.Build out your online networks through services such as MyBlogLog, Twitter and Facebook and leverage them to promote particularly useful content on your blog.
28.Once your blog has 1000 or more subscribers, show your Feedburner badge
29.Host images with Flickr making sure to include an anchor text link in the image description back to the post where the image is used.
30.Use your blog to gain press/media credentials at relevant industry conferences and use the event to create content, connections and increase your knowledge.
Sunday, October 14, 2007
Tips To Help You Make Money Through Online Surveys by Terence Young
The idea that you can make money from your opinion, earn rewards & get paid cash to take surveys appeals to many people from a variety of backgrounds. But is there really money to be made?
How many times have you come across ads related to online survey programs while surfing on the Internet. When you come across such ads, you might wonder as I do whether you can really make money from online surveys.
While many people are certainly earning a comfortable second income or part time income from working from the comfort of their homes, there are scams out there that are just ready to take advantage of unsuspecting people.
In order to help you navigate the online survey programs out there, let us discuss some tips that may prove helpful in making money through the online surveys.
Tips To Make Money through Online Survey Programs
Follow Through
This is an important aspect to making money from online survey programs. Simply ignoring the opportunities of an online survey opportunity to make money is of no help. You should follow through, once you sign up to participate in the program. Passing on the surveys may result in no surveys being offered to you. Therefore, the simple way to make money is to follow through.
Sign Up
Signing up for various free programs is the key to making money from online surveys. You have a better chance to make money if you have five companies offering you a few surveys every month, rather than one company offering the same opportunity. Therefore, it is advisable to sign up for various online survey programs to make money.
Be General
You need to fill up questionnaires for the online survey programs to give them general information about you and your interests. Your probability of qualifying for the program increases when you give all the information asked for in a general manner.
Be Careful
You need to be careful while signing up for companies. You should go ahead only after getting feedback from those people who were signed up before. Moreover, you should do research and understand the process to make money through online surveys.
Following the above-mentioned tips, you can make money from online survey programs. Apart from making money through the surveys, you may even receive free coupons from various companies. You should try to be a part of online survey programs to have great fun. Follow the tips to make more money through survey programs.
The idea that you can make money from your opinion, earn rewards & get paid cash to take surveys appeals to many people from a variety of backgrounds. But is there really money to be made?
How many times have you come across ads related to online survey programs while surfing on the Internet. When you come across such ads, you might wonder as I do whether you can really make money from online surveys.
While many people are certainly earning a comfortable second income or part time income from working from the comfort of their homes, there are scams out there that are just ready to take advantage of unsuspecting people.
In order to help you navigate the online survey programs out there, let us discuss some tips that may prove helpful in making money through the online surveys.
Tips To Make Money through Online Survey Programs
Follow Through
This is an important aspect to making money from online survey programs. Simply ignoring the opportunities of an online survey opportunity to make money is of no help. You should follow through, once you sign up to participate in the program. Passing on the surveys may result in no surveys being offered to you. Therefore, the simple way to make money is to follow through.
Sign Up
Signing up for various free programs is the key to making money from online surveys. You have a better chance to make money if you have five companies offering you a few surveys every month, rather than one company offering the same opportunity. Therefore, it is advisable to sign up for various online survey programs to make money.
Be General
You need to fill up questionnaires for the online survey programs to give them general information about you and your interests. Your probability of qualifying for the program increases when you give all the information asked for in a general manner.
Be Careful
You need to be careful while signing up for companies. You should go ahead only after getting feedback from those people who were signed up before. Moreover, you should do research and understand the process to make money through online surveys.
Following the above-mentioned tips, you can make money from online survey programs. Apart from making money through the surveys, you may even receive free coupons from various companies. You should try to be a part of online survey programs to have great fun. Follow the tips to make more money through survey programs.
How many times have you come across ads related to online survey programs while surfing on the Internet. When you come across such ads, you might wonder as I do whether you can really make money from online surveys.
While many people are certainly earning a comfortable second income or part time income from working from the comfort of their homes, there are scams out there that are just ready to take advantage of unsuspecting people.
In order to help you navigate the online survey programs out there, let us discuss some tips that may prove helpful in making money through the online surveys.
Tips To Make Money through Online Survey Programs
Follow Through
This is an important aspect to making money from online survey programs. Simply ignoring the opportunities of an online survey opportunity to make money is of no help. You should follow through, once you sign up to participate in the program. Passing on the surveys may result in no surveys being offered to you. Therefore, the simple way to make money is to follow through.
Sign Up
Signing up for various free programs is the key to making money from online surveys. You have a better chance to make money if you have five companies offering you a few surveys every month, rather than one company offering the same opportunity. Therefore, it is advisable to sign up for various online survey programs to make money.
Be General
You need to fill up questionnaires for the online survey programs to give them general information about you and your interests. Your probability of qualifying for the program increases when you give all the information asked for in a general manner.
Be Careful
You need to be careful while signing up for companies. You should go ahead only after getting feedback from those people who were signed up before. Moreover, you should do research and understand the process to make money through online surveys.
Following the above-mentioned tips, you can make money from online survey programs. Apart from making money through the surveys, you may even receive free coupons from various companies. You should try to be a part of online survey programs to have great fun. Follow the tips to make more money through survey programs.
The idea that you can make money from your opinion, earn rewards & get paid cash to take surveys appeals to many people from a variety of backgrounds. But is there really money to be made?
How many times have you come across ads related to online survey programs while surfing on the Internet. When you come across such ads, you might wonder as I do whether you can really make money from online surveys.
While many people are certainly earning a comfortable second income or part time income from working from the comfort of their homes, there are scams out there that are just ready to take advantage of unsuspecting people.
In order to help you navigate the online survey programs out there, let us discuss some tips that may prove helpful in making money through the online surveys.
Tips To Make Money through Online Survey Programs
Follow Through
This is an important aspect to making money from online survey programs. Simply ignoring the opportunities of an online survey opportunity to make money is of no help. You should follow through, once you sign up to participate in the program. Passing on the surveys may result in no surveys being offered to you. Therefore, the simple way to make money is to follow through.
Sign Up
Signing up for various free programs is the key to making money from online surveys. You have a better chance to make money if you have five companies offering you a few surveys every month, rather than one company offering the same opportunity. Therefore, it is advisable to sign up for various online survey programs to make money.
Be General
You need to fill up questionnaires for the online survey programs to give them general information about you and your interests. Your probability of qualifying for the program increases when you give all the information asked for in a general manner.
Be Careful
You need to be careful while signing up for companies. You should go ahead only after getting feedback from those people who were signed up before. Moreover, you should do research and understand the process to make money through online surveys.
Following the above-mentioned tips, you can make money from online survey programs. Apart from making money through the surveys, you may even receive free coupons from various companies. You should try to be a part of online survey programs to have great fun. Follow the tips to make more money through survey programs.
Subscribe to:
Posts (Atom)
