There’s just so much good stuff in this book, I might have to turn this into a multi-part series. Chapter 4, “Direct Response Marketing” (from Guerrilla Marketing on the Internet by Jay Conrad Levinson) really got me thinking about how many sites I’ve come across that don’t do anything for the business. In very few cases, having the simplest of ‘brochure websites’ (strictly informational and usually for credibility purposes) may be appropriate, but there are so many opportunities to get your web site to do more for your business.
The easiest thing any website can do is collect your visitor’s contact information. This can be used as a targeted list for your marketing offers (as long as you have their permission of course). There are many things you can offer your visitors in exchange for their contact info (specifically, e-mail address):
I’ve recently been browsing Jay Conrad Levinson’s latest book: Guerrilla Marketing on the Internet, and have come across quite a few gems that got me thinking. This article is a brain dump for a few of my thoughts while reading the book.
For those unfamiliar with the term ‘Guerrilla Marketing,’ Wikipedia explains, “is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.” These aren’t just strategies, they’re principles to live by.
1. Embrace Web 2.0 and Social Media
There is the old Internet and the new Internet. The old Internet was a one-way flow of information where a company, entity, or individual would put their content on a website. Visitors would view the content, and go on their merry way. The new Internet takes a collaborative, visitor-centric approach where the community creates the content and everyone benefits. Here are a few examples: Read more…
Besides a website being a necessity for PR, marketing, credibility and communications, it can also bring in revenue and drive sales. If your business sells a product (or many products), or a service that can be packaged as a product, consider having a storefront on your website. This will allow you to take orders 24/7 from anywhere in the world (you can always limit sales to “domestic” or “local,” but the capability for global sales is there). Additionally, there are options to seamlessly accept orders on your own website, or inexpensively process them on a third party site.
In order to make a sale, companies used to have to sendout an expensive catalog, personally contact potential clients, or wholesale their product to a retailer if they did not have their own store. Today, it is possible to make a sale without a per-customer cost (time or money) or applying a huge wholesale discount. The miracle of the Internet allows Read more…
The type of financing you need depends on what type of legal structure your new business will have, as well as the capital requirements at different stages of your venture. The most common sources are outlined below. Remember that no matter what entity you choose or where you get your start-up capital, maintain separate and thorough records for your business transactions and keep a separate bank account in the business name.
Personal Savings
Hands-down, the easiest way to finance a business is to use your own money. Make sure to complete appropriate paperwork that recognizes your investment in your company – a separate entity, to protect the Read more…
This topic usually breaks entrepreneurs into two categories: those who had a name picked out from the start, and those who have no idea. If you’re one of the creative ones with a name already chosen, there are a few things to check before going forward with it. Most importantly, has anyone registered a trademark to conduct similar business in the U.S.?
There are two ways to unofficially check: 1) search the Internet for the company name to see if anyone is using it, and 2) search the trademark database online: click here, click on “New User Form Search” and type in your idea for a name. If anyone has registered that name (not counting pending applications), you can see this information in the Read more…
Competitor analysis is vital for every business. Who could compete with you for your customer base? It’s an excellent idea to do a thorough analysis of possible competitors before you go further in your venture. Search the web, online forums, phone books, your chamber of commerce, and ask everyone you know (and some you don’t). Find out who’s out there, what their strategy is, and why your business will succeed alongside your competition (or put them out of business). Remember that for some types of businesses, competitors don’t have to be located in the same city, state, or even country to take customers away from you.
I like to break down competitors into 3 different categories:
Level 1 Competitors – These are people doing almost exactly the same thing you’re doing. If you’re running a flower shop on Oak Street, these are the guys 15 blocks down on Maple. You both might have your own specialty arrangements or selection, but if you’re both ‘flower shops’ they are considered Read more…
While sole proprietorships and general partnerships are the easiest legal structures to set up, they don’t provide any personal asset protection like C-Corps, S-Corps, LLCs, and Limited Partnerships. The idea of starting a business that can put 100% of your personal assets at risk is not a smart one.
There are volumes of books about choosing the right entity, but from my experience, LLC’s and S-Corps are the most multi-purpose for the startup. S-Corps have the advantage of easily morphing into C-Corps if you’re thinking about eventually going that route. They require more Read more…
Who will help your business become a success? In what areas are your skills inadequate for the best interest of your business (legal, design, technology, marketing, accounting, manufacturing, hiring, etc.)? Where will you find your team?
Be careful not to bring in friends or relatives just because they need jobs – that’s a good way to put a heavy strain on a relationship. Independent professional service firms can be considered partners as long as they’re committed to your business vision, but I’m talking specifically about Read more…
A great business starts with a great idea – filling an unmet need, tapping a new market, bringing new technology to improve an old process, etc. From there, a business plan will help you organize your plan of attack and how you will turn this idea into a feasible venture. A great resource and outline for writing a business plan can be accessed on Entrepreneur.com.
You will need your business plan to help you set goals and operate your business, as well as to show potential sources of capital including Read more…
If you never try any other SEO methods, at LEAST put these to use.
Most of us don’t have the time to implement every Search Engine Optimization technique we come across, and that is where this list comes in. These are the most effective SEO methods for todays search engine algorithms. Implementing these SEO techniques alone will do wonders for your website – you’ll wonder why you didn’t do them sooner.
1. Put your keywords in your <title> tag. Make sure each page has a relevent and unique title, emphasizing the keywords that are on that page. The title is what Read more…
Yes, I know, how could anyone possibly make Search Engine Optimization and Marketing interesting to the average Joe? Why, rap the information, of course. Check it out.
http://www.webaddict.co.za/2008/02/13/seo-sem-basics-rap-video-youtube/
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Tony Kau is co-founder of Portland web design and Internet marketing company Vanivo. For service inquiries, you can contact him directly at tony -at- vanivo.com.
Since it’s the new year, I know a lot of you are thinking about finally getting that dream business on its feet. Many people I’ve talked to about their business are astounded when I tell them how easy it is to set up their own Limited Liability Company here in Oregon. There are many advantages to registering as an LLC compared to a simple sole proprietorship or general partnership, including liability protection and tax benefits. I am not a lawyer, and this cannot be considered legal advice, but here is how to set up your Oregon LLC:
1) Google your business name – just check out what comes up if you type your desired business name into a search engine. If someone is already using the same name, not only would it Read more…
People are inherently lazy. Especially internet users. They’d much rather put off until tomorrow (or next decade) what they could easily do today. Your website’s job is to motivate them to overcome their lazy programming and actually DO SOMETHING today.
Creating an effective call to action is necessary to get your visitors to take the next step – contacting you, signing up for your newsletter, buying your product, etc. There are a few main techniques to achieve this, and I will detail them below:
Make your offer timely.
By putting a time limit on your offer, it encourages your audience to take action or they could miss out. By saying ‘This Weekend Only!’ or another relevant time constraint, you’ll receive a much better Read more…
Having a website for your business is not an option – it is a necessity.Everyone knows that having a sharp website is good for business, but most people don’t really know why. In this article I’ll offer several reasons why they are vital to reaching your potential.
1) Credibility. Today, everything is online, and to even keep up in your industry, you need a website. When a customer types your name into their favorite search engine, they expect your professional website to come up. If that’s not the case, they second guess doing business with you. Read more…
Promoting your business during tough times is easier than you think. In my last post, I addressed a few case studies and principles of businesses that came out of tough times ahead of their competition by continuing and even increasing their advertising exposure. Today, I’m going to give you some specific examples of how you can apply this to your own business.
A recession is a perfect time to consolidate, refocus and become more efficient across all aspects of your business. Running leaner is a necessity for survival, but that doesn’t specifically mean budget cuts, it means finding out what’s working and what isn’t, dropping what isn’t working and pursuing what is.
1. Survey your customers.
Find out how your customers Read more…