The Role of a Home Page

Over on Seth Godin’s blog, there is a post called Blow Up Your Home Page.

Now Seth is talking about the fact people get information about people – and businesses – from all over the place, you can’t manage their experience through a home page. But the concept of home page thinking should be blown up for small business for another reason as well.

They aren’t that interesting. Readers aren’t really that interested in your brochure – they are more likely to be interested in solving a problem. Their problem. So create a home page that helps solve your prospect’s problem. They can find out about you later on – not on your home page.



The New Rules of Marketing and PR

New Rules of Marketing and PRBuilding your business through the power of positive publicity is a big theme for us over at PublicityShip, our main online venture. David Meerman Scott has now published The New Rules of Marketing and PR. If you are interested in how to publicise and market your business online, then you must read it. The idea that new rules apply is an important one, its not just hyperbole. The ‘old’ marketing industry is going to get a massive wake up call over the next few years, and if you read this book you’ll not only understand why it is happening, you’ll have ideas on how to take advantage of the new rules.

The new rules represent an incredible opportunity for small business, much more so than big business.

To get an idea of David’s early thoughts on how public relations has changed, you can read The New Rules of PR, a free ebook that David published last year. A great read in its own right, it will get you to ‘Think Like a Publisher’.

David publishes a great blog, and has generously acknowledged the people who had something to say about his new book while he wrote it. That includes me, and thanks to David’s generosity and the democracy that is the Internet, I crack a mention on the same page as Seth Godin and Guy Kawasaki. Hmm, I wish my readership bore some relation to theirs. Well David, I appreciate the link out, as I’m sure everyone who is included does. The New Rules of PR was extremely successful in getting attention from bloggers all around the world, and I think the launch of this book will be even more so.

Our posting frequency has dropped in recent weeks, as we are gearing up for the launch of two new ventures. The first is an online marketing service for small tourism operators, that makes it easy for them to get up and running with content marketing, search marketing and email marketing. The second is an online platform for change management, a tool to enable personal and conversational communications during a major change process. Not really for small business, so you won’t read about it much here.

As you can see, the interest in small business inspiration isn’t just theoretical, I get inspired by new opportunities for online business all the time. If you are running a business on the Internet, attention management is one of the most important skills you can have 🙂



Why it’s not the size of your business that counts…

We all remember that old saying “it’s not the size that counts, but how you use it”. Well, in business that hasn’t always been the case… until now.

The advent of e-commerce has resulted in a relatively even playing field for businesses. It seems that now, even as a small business, you have the same chance of grabbing the customer’s dollar as your larger competitor does.

One thing that’s misunderstood about online marketing, is that you don’t need to have the most flashy, graphics-driven site on the web. What you do need though is great content, and to distribute it through the right channels.

A recent article by eMarketer talks about how online marketing is resulting in massive changes in tourist research and buying behaviour. Specifically they mention how niche travel sites are overtaking the (often larger) online travel agencies in traffic and bookings.

More than ever, travellers are looking to RSS feeds, e-newsletters and blog postings (all tools that are well within reach of even the smallest business operation) to help them make their purchase decisions. That is, they are looking for information and stories from other travellers and the small businesses that are close to the action, not the large corporations with their flashy posters and catchy phrases.

This quote from eMarketer Senior Analyst Jeffret Grau sums it up nicely (and can be applied to all industries).

“Lower industry entry barriers have paved the way for new online travel business models. In this dynamic environment, current industry players must stay alert, otherwise they risk being blindsided by new competitors that fall off their radar screens.”



The secret to good milk…

Today we have more options than our brains can often handle. Take milk. Would you like that skim, light or full cream? More calcium or less sodium? Strawberry, mint, chocolate, banana or vanilla? Would you like that in a carton, a bottle or a jug? Powdered, fresh or long-life? Will that be paid by cash, cheque, credit or savings? Paper or plastic?

When your prospective customer is standing at the proverbial milk section, gazing at the seemingly endless options, what makes them reach out and grab yours? Essentially, you’re just a carton of milk; like the carton next to you, and the carton next to them and all the other cartons around you.

But there’s something unique about you. Sure, you’re a carton of milk like everyone else, but you offer something more. Your customer knows that when they’re pouring you on their cereal or in to their morning coffee, they’re pouring in added calcium, or a 10% saving, or the peace of mind you get from knowing that the cow this milk came from was grazed on environmentally-friendly grass in a big green paddock with absolutely no performance pressure at all.

Think about your competitors. What do they offer in addition to their core offering? Why do people by their product or service over everyone else’s?

Now look at your product. What is it that makes yours different to everyone else’s? Is it something customers would find valuable? And do they know about this unique trait of yours?

With so many options available, it’s nearly impossible to differentiate yourself based purely on your core offering. Very few people today buy purely to fulfil a practical need. Sure, that practical need gets them to the milk section. But it’s your unique selling proposition that moves them to choose your carton of milk.



What is so special about small business blogs?

Small businesses have special reasons to consider blogging. A business blog is a special tool for small business in particular – is it relevant for yours?

Something very significant happened with the Internet.  Businesses can only sell to customers in their addressable market.  Usually, this is a geographic distance from your outlet, and expansion means branch offices, distribution centres, franchises – whatever it takes to get your product or service in front of your customer.  Trouble is, our customers aren’t necessarily evenly spread (so surf stores are in range of a beach, in other words, near where their customers are).  The range of products and services that could be profitably carried depended on having enough customers within your addressable market. You don’t see surf stores in Alice Springs, and you don’t see book stores that sell just Noddy books.

The Internet really changed things for small business. A lot of the change is to do with the size of market that can now be addressed.  Small business has the opportunity to choose its audience – the more specific, niche and high value the better.

Interest in blogging is rapidly growing, and in all the rush its possible people aren’t tuning into the extraordinary opportunity that business blogging represents for many small businesses. Why is it an opportunity?  Well, Business Week describe why  it in Blogs Will Change Your Business.

You have an amazing advantage. Seth Godin makes the case that small is the new big so well that I suggest you read it right now.

A blog is a way to establish a conversation with your audience. Five years ago, even though the Internet let you establish a ‘global’ presence, acquiring a customer base was tough. Blogging has changed the game – cost is no longer the barrier to entry, content is.

So, you need to find out about business blogging. If you have a small business with a product or service that is of interest to a market outside your own geographic area (and you can see a way to sell your product / service to them), then you will be amazed at what you find.



Great example of email marketing

I was in Borders on Saturday, first time in their new store. What they do with email marketing is a great example for any business.

At the checkout, I was asked if I wanted to join the email list as they sent out offers from time to time. Simple, and effective.

On Monday morning, this arrived in my email:
Borders Email Coupon

What I really like about this approach is:

  • it was quick and easy to get involved (I just told them my email address and they wrote it down for me)
  • the turnaround was excellent
  • the offer itself was simple and powerful – 20% off another book, if I update my profile with favourite subjects

So they make me an offer in return for getting better information, that they will use to personalise their email in the future.

And if you think this type of email marketing must cost a bomb, it doesn’t. Small companies can start using email marketing just as effectively. Sure Borders have some fancy graphics, but that isn’t really that important. They’ve put together a good offer, targetted at the right person (me!) and executed with speed.

Small business has a fantastic opportunity with email marketing – are you building your own verified opt-in email lists and using email marketing effectively? If not, its a great time to look into it and perhaps start a trial.



The Long Tail of Marketing

David Meerman Scott, one of my all time favourite bloggers, has recently posted about his experiences with Apollo moon mission. Its a great post – have a read of it over at The Long Tail of Marketing and Apollo Moon Mission Artifacts

Banner Image for Farthest Reaches Space Artifacts siteDavid provides a great example of how the Long Tail creates opportunities for small business. The small business involved? A Space artifact dealer. For Farthest Reaches, all they need to invest to start a global business? A website, and content that connects them up to their community of interest. A blog is a great way to do this, however as you can see in this case, it isn’t necessary.

The key point from David’s post for small business owners is this:

“The space artifact dealers, for example Farthest Reaches, couldn’t have done business prior to the Web. The owner, Steve Hankow, could never find his market and we space collectors couldn’t find him. Now it is simple to market to people like me.”

When you reflect on what Farthest Reaches might mean for you, consider two different perspectives:

  • Existing businesses may have existing niche products or services that can be marketed online, and/or sold online. Online marketing is possibly the first step, online selling can follow.
  • Or maybe you can see the opportunity to find a new niche you can sell to.

The space artifacts segment is hotting up – time to stake your claim to the next big (small) segment 🙂



Two essential qualities for every entrepreneur

Frog“It must have taken a brave person to discover that frogs’ legs are edible.”

I came across this recently and thought – yeh and what about snails, and witchetty grubs? Bravery probably wouldn’t be enough. You’d need to be pretty hungry too.

In fact when you think about it, any new business enterprise takes these two qualities – bravery and hunger. Without these, success may well remain just out of reach.

You don’t literally need to be hungry (although you may be at first!), but you need a hunger for something, whether it be seeing your ideas come to fruition, fulfilling a need, reaching your potential, or success itself – whatever that means to you.

And bravery will see you through the doubts, the dips in confidence, criticism from the unenlightened – all those (and there will be those) who say ‘it can’t be done’.

Of course there are other qualities you need – but these two apply to every entrepreneur in every walk of life. And you need them right from the start. Others can be learned or acquired – persistence, pragmatism, confidence. And you can bring other skill sets into your enterprise as you grow.

But bravery and hunger must be yours from the word go.

Without them, frogs’ legs would still be attached to frogs, we’d still be communicating by snail mail, and no one would have heard of iTunes or amazon.com, or dreamed of flying into space or diving to the oceanbed.

Are you hungry? brave?

Thank you – the world would be a dreary place without you!



An Australian online business operating in 14 countries

I read a great review of World Wide Salon Marketing in My Business Magazine this month. It’s a perfect example of a long tail services business addressing beauty salons, day spas and hair salons. From their base in Perth they now have clients in fourteen countries. They help businesses market themselves by sharing marketing ideas.

As well as boasting a seven figure turnover this company is operating with a staff of six. Another online success story. Have a read of their website – they have a range of long copy sales letters, supported by information about how the business works in their About page. This is an inspiring example of what a small business can do online.



How to teach others and create a kick ass business while you are at it

If you like the combination of doing AND teaching, you’ll love hearing that Kicking Ass is More Fun.

What Kathy Sierra (one of the wonderful Creating Passionate Users team) is describing is a great way of thinking about our own businesses. Can we extend what we do to educate others? This hones our own skills, and creates a strong positive feedback loop.

I came across this post thanks to Lorelle VanFossen, herself a fount of inspiration if you are in the business of blogging with WordPress.