Nineteen Oswestry shops stand empty today as the economic downturn takes its toll on the town, but Oswestry will survive, says the Chamber of Trade. Read more…
Categories: Articles · Business News
Local Online Advertising In Recessionary Times
September 14, 2008 · 2 Comments
Local Internet advertising is expected to increase 50% in 2008 to $13.1 billion as small and medium businesses facing a faltering economy turn to less expensive options for reaching consumers, according to a new study.
Data from Borrell Associates estimates local online advertising will increase to $13.1 Billion fuelled by Small and Medium Sized Business spending. But times like this where we are entering into a recession, how can anyone project growth in advertising, especially among Small and Medium sized businesses? According to Gordon Borrell, CEO of Borrell Associates, “What happens in a recession is advertisers are forced to make more economical decisions about how to spend marketing dollars. And the Internet, as they’ve tested it over the last several years, is cheaper and seems to work.”
Internet advertising CPMs (cost per thousand views), according to Borrell are almost three times lower than Yellow pages print ad CPM. There is a growing exodus of advertising funds shifting online caused by these starkly lower costs and the measurability that online advertising brings.
And for the Small and Medium sized business that has always had to be smarter than the big brand marketer with their big ad budgets, “recession” may actually mean it’s a good time for small and medium sized advertisers as well as local publishers.
A report by research body Forrester said online adverts would leap to 18% of market share, up from 9% currently. According to the study, 52% of people are now regularly online, spending more time doing so than watching television.
The report forecasts that the UK will continue to see the most online advertising in the next four years, ahead of Germany and France.
The research revealed that European internet users now spend 14.3 hours a week online, compared with 11.3 hours watching TV, and 4.4 hours reading newspapers or magazines. It is as a result of this increased internet usage that 36% of people who go online said they spent less time looking at the television as a result.
“After five years of dipping their toes into the online marketing waters, firms have come to realise that the net is a valuable medium for client acquisition, retention and market expansion,” said the study.
Advertising spending online overtook national newspapers’ share of the pie for the first time in 2006 as companies continued to chase a growing web audience. According to recent data from the Internet Advertising Bureau, online spending smashed through the £2bn barrier in 2006 while television revenues fell and press barely budged. A 41% leap put 2006 UK online spending at £2.016bn, representing 11.4% of total advertising revenues.
As advertisers rushed online to target Britain’s 31 million web users, their spending countered a 4.7% fall in the TV advertising market. There was a barely discernible 0.2% rise at national newspapers. At £1.9bn – or 10.9% of the total market – press advertising was behind the internet for the first time, in line with IAB’s predictions last year.
The online growth also contrasts starkly with commercial radio stations’ complaints about a tough market. Magic owner Emap said yesterday that the outlook for radio remained weak and rival GCap, home to Marcher Sound, Capital and Classic FM, said its like-for-like revenues would probably be down by about 3% for the year to end March.
Echoing that, IAB said the internet had overtaken radio as the second most popular medium after TV. The group’s chief executive Guy Phillipson is confident the strong growth is sustainable. “Advertisers are continuing to switch more of their budgets online to build their brands and interact with their customers,” he said. “With consumers now enjoying even faster broadband and installing wireless routers in their homes, the growth of online advertising in the UK is set to continue unabated.”
Advertisers are also increasingly using social networking sites such as Facebook to reach their target audience and businesses that don’t compete in the online space will lose market share.
Advertising via magazines or newspapers are effective but extremely costly. Companies invest large amounts for advertising in the anticipation of large rewards and therefore far greater risks. It is obvious that companies are willing to spend large amounts on advertising if the advertising that they are paying for makes them a profit. To find the advertising that is right for you can be a case of test and trial. Most importantly you need to find the form of advertising that brings profits to the business in the form of sales to balance out cost paid for the initial payment on your advertising campaign.
With the amount of people owning computers and buying online expanding, advertising online has grown to be one of the most cost effective forms of advertising. Stats show that the amount of users on the internet is growing at such a rapid rate that it is predicted that in five years time, eighty percent of the population in the United Kingdom alone will have a computer in their home that is connected to the internet . With this in mind one can only imagine how crucial it is to prepare yourself now in the UK advertising world online for that period when the web will be the number one place to get people buying from your company’s website. Advertising online is predicted to be the most cost effective form of advertising available. Have a look at the way the world is evolving where the consumer does not have to leave their home to buy anything. Website advertising can be the cheap way to get your business profiting
It is mainly price that is fuelling the exodus online and, says Burrell “Unfortunately, they’re contributing to the erosion of the print product, but if they don’t do it, somebody else will”.
Having an effective online presence involves more than just having a website: you have to let people know that you are there. Having an advert, for example, in the Wrexham Business Directory which will promote your business across the Wrexham Media network of websites with over 2,000 unique visitors a day will drive more customers to your website. Email jane@wrexhammedia.co.uk or see the next post for an unbeatable offer.
Categories: Articles · Business News
The importance of promoting your business online
July 30, 2008 · Leave a Comment
I’ve been talking to a few businesses recently about online advertising and it’s amazing how many businesses still haven’t recognised the power of the internet. Their attitude seems to be ‘Well I’m not on the internet and I’m OK so everyone else must be too” – or – “I’ve already got a website I don’t need to promote my business…”. But…in the words of Alan Sugar “It’s no good having an all singing all dancing website if nobody knows about it…”. If you’ve got a website for your business great – but don’t be lulled into a false sense of security. Getting a website is just the start, you then need to promote it and regularly add fresh content. If you don’t, how are new customers going to know about you?
There is no better way is there to share news and ideas than through the written word and what better way is there than on the internet?
A simple and cheap way to get an online presence is with a blog. A blog is like a shared on-line journal, set up as a website, where you post your news and visitors can read what’s new, then comment on it or email you. Blogging has enabled millions of people to have a voice and connect with like-minded individuals. It can be a powerful form of communication. Surveys show that over 25% of Internet users say they read blogs so it is an ideal medium to reach a wider audience.
Setting up a blog is free and easy to do. Visit a site such as www.blogger.com or www.blog.co.uk. You will be taken step by step through the process and can have your blog set up in minutes. You don’t need to be very technically minded. Obviously avoid breaching confidentiality when discussing real life situations or people. Bear in mind that even if you write your blog anonymously there are often ways that people will find out who you are.
Blogging encourages reader participation and offers a potential environment for support. It is a form of communication which allows feedback, and comments from its audience and it can be a very interactive and dynamic medium.
Teenagers today have grown up using the internet as their primary means of communication. A poll in the Guardian* back in 2005 reported that a third of 14-21 year olds have their own blog or website. Perhaps there is a lesson to be learned from this. What better way to connect with young people than through the medium they are obviously most comfortable with? New technologies allow businesses to communicate more effectively and visibly, whether through blogging, online conferences, discussion lists or email; debating and sharing useful ideas and knowledge and creating new networks of information exchange, potentially worldwide. So join in and get blogging – you might even enjoy it!
Some useful links:
Recommended Books:
Blood, R. (2002) The Weblog Handbook: Practical Advice on Creating and Maintaining Your Blog New York. Perseus Books.
Doctorow, C. et al (2002), Essential blogging. Sebastopol.
Hill, B. (2006) Blogging for Dummies. New York. Hungry Minds Inc.
*Source: Guardian/ICM poll of 14-21 year olds.
Categories: Articles
The big giveaway…
May 8, 2008 · Leave a Comment
Businesses of the future give away their goods for free http://tinyurl.com/66xaga.
International flights that don’t cost a thing? Books or music you don’t have to pay for? Even companies handing out cars? Traditional business is based on the certainty that everything has a price. But now US writer Chris Anderson believes we are at the dawn of a new consumerist era, governed by what he dubs ‘freeconomics’. A fascinating article from the Guardian.
Categories: Articles
Get the most out of using a forum
March 11, 2008 · Leave a Comment
Many business owners and managers are used to networking; we do it all the time under many different guises. Whether you play golf, go to lunch events, am a member of your local Chamber of Commerce, or simply going down the pub. Networking is all around us in everything we do and take for granted.
A friend of yours from your local pub is a plumber, and someone else you know asks you if you know a plumber, you naturally recommend your friend from the pub because he’s a mate and you know him. This is the most basic principle of professional networking which organisations around the world rely on, referrals and recommendations.
What millions of people around the world haven’t got to grips with yet is online networking. The use of social networking websites such as Facebook, MySpace and YouTube in business are frowned upon by many, but utilised to great success by many. The use of networking websites such as UK Business Forums and Ecademy are seen as time wasting and even skiving by many business owners. They are making such a huge mistake, and should be ranking their time on websites such as these up just as high as attending professional networking breakfasts and time on the golf course. In fact, they should be ranking them higher because the exposure they bring in worldwide.
If you in doubt as to what value online networking can bring to your business please read my previous article on the subject from my blog post ‘Networking as cost-effective marketing’. In an attempt to help those who have yet to utilise the exposure and value online networking can bring their business here is a follow up article on how to get the most out of using Internet forums, and how to present yourself to the world through them.
The first decision you need to make is choosing which forums to use. There are hundreds out there and no-one will have the time to use all of them, in the same way that it is not physically possible to attend every networking breakfast, lunch and dinner in your local area. My advice is to select one major, large forum to take part in and then a small handful of industry specific forums. Using a search engine such as Google and typing in business forum’ will bring you a nice selection to choose from.
Once you have found your list of forums to choose from read through some of the activity on there and get a feel for the ethos and atmosphere of the forum. Does this look like the sort of community you would feel comfortable in? If so, register an account and let’s get started.
When registering an account you will be given the option to create a Username. This is the name which you will become known by on the forums, how every one will recommend you to others and the ‘nickname’ you will become known by for ever more. For that reason you need to think carefully, do you want to use your real name or your company name? Or does your actual nickname sound professional enough to stick with? Give this some serious thought because in some circumstances it cannot be changed, and you could be stuck with whatever you choose here. Common favourites are the members company name, or an abbreviated name. Very rarely will someone choose something which could reflect them in a bad light, for very good reason!
Some forums require you to confirm your email address after you register, and your account will not be activated until you do this so look out for activation emails in your spam folder in your email and do what it says. This is usually just clicking a link, or visiting a web page on the forums and entering an Activation Code. Dont start posting or email the forum moderators sayings Why arent my posts showing up?’ if you havent activated your account. It can become very annoying for the moderators when this continuously happens.
So I’ve activated my account, do I start posting now? Nope, not quite yet! You need to check the rules of the forum and make sure you don’t break any. The last thing you want to do is start off on the wrong foot and be seen by the forum moderators as a spammer.
So what is a spammer? What constitutes a spammer varies from forum to forum, and you need to be sure you’re on the right side with each forum you take part in. For example, on some forums you will be allowed to openly promote your business as and whenever you wish and this is perfectly accepted, however on other forums this is not allowed and your account could be banned without warning. You need to either read the rules of the forum which should be displayed in either the FAQ page or a dedicated rules page, or in the case of some forums they evolve and you need to gauge what is and is not accepted by looking at how the conversations flow on the forum by reading it.
If in doubt, do not blaze in with lots of messages about how wonderful you and your business is, instead go for the softly softly approach. Even worse than the all guns blazing approach, for heavens sake do not try and pretend to be someone else recommending your service. It is very easy for the forum moderators to spot this sort of activity and then publicly make a mockery of you and your business to the whole world.
You want to get the most out of this forum, you want to be able to promote your business and become well known in this new community, so it is worth taking the time to do your research and find out about the people you are about to start socialising with and the rules of engagement for each forum. Just because this is the Internet it doesnt make it any different than real life. If you were about to attend a new networking event your area you would do exactly the same, so do it here online.
So now do I make my first post? Patience my friend, we’re almost there! Some forums allow you to setup a Profile for yourself. This is a little page on the forums that tells everyone else a little bit about yourself, your business, links to your website, and much more. When you make your first post this is the first thing that everyone will look at, so you want it to be as complete as possible and tell these people about you. Each forum is laid out differently, but look for a menu options such as Edit Profile or UserCP (short for User Control Panel). Go through all the options in these areas and complete them as best as possible. Her you can usually put all sorts of sales information about your company, the services you offer and links to your website.
Some forums also allow the use of signatures in your messages, and each forum has different rules about what is and is not allowed in the signature. As you would have checked out the rules of the forum you would by now know what is and is not allowed in the signatures.
What is a signature? This is a small message or strapline which is appended to the end of each message you post on the forums. Depending on the rules of the forum, this could be a link to website, your company slogan, or a special offer you are running at the time.
Some forums offer extra levels of membership, usually charged at a small fee, which allow you to have extra functionality for your account. This can be an increased profile, use of extra images for your profile or Avatar shown alongside your posts, and also increased or extra features for your signature. It is definitely worth giving consideration to what extra exposure you would get on the forum from having a heightened profile. An example would be the UK Business Forums which currently attract some 5,000 unique visitors a day. Is it worth paying a small fee to have your contributions and profile on these sorts of forums increased in exposure or not? Only you can make that decision.
Ok ok, I’ve got done all that. Now can I make my first post? YES!
One of the most important things you must keep in mind when you use the Internet to network is that how you present yourself is how your business will be perceived. If you are short and obnoxious then your business will be perceived the same. However, if you are polite, courteous and helpful then that is exactly how your business will be presented.
It amazing me sometimes when I participate on Internet forums and people seem to forget that they are talking to other human beings. I once changed my mind about doing business with a company based on the way they conducted themselves online, and I know that hundreds of other people have done the same. Speak to others how you would like to be spoken to yourself, be courteous, and friendly, and make use of smilies and emotions if you are ever in doubt about how your written message could be received. It is common knowledge that written messages (whether in emails, letters or forums) can be misinterpreted, so take this into account when you write your message.
What is a smiley? A smiley is an image which is commonly used in Instant Messaging, Emails and other Internet based communications. They are called Smilies because of the smiley faces they represent, and they are used to represent the tone in which the message is meant. Usually you will see a selection of smilies to insert into your message alongside the text box you type your message into. A smiley face to show you are happy, a sticky out tongue to show you are being cheeky, and so on.
Most forums have an Introductions or Welcome area. This is where it is generally regarded as good manners to make your first post and introduce yourself. Consider this area your elevator pitch, your 60 seconds as you will. Make a short post telling people a little bit about yourself, why you joined the forums, what you want to get out of them, and what it is your business does. You would then usually get a few welcome on board responses from some of the existing members, and also perhaps a little bit of interest in your business and what you do. Most people would have also taken a look at your profile, which is why it was important to get that setup before you started posting. Your profile would have told these people who have an interest in what you do more about your business.
You’ve said your hello, now how do I really start getting maximum exposure out of these forums? By helping out and becoming part of the community.
Do you ever wonder why some people are networking meetings seem to know everyone, why these people seem to be welcomed by everyone else. Wouldn’t you like to be as well known as these people? So everyone knows exactly what it is you do and what your name is?
These people are well known because they are always around, welcoming newcomers to the networking events they attend, getting to know the organisers, introducing themselves to others, and making connections between people they know. This is exactly the same on forums.
Look out for questions you can answer, or people looking for services where you know someone who can help them. Welcome other new members so they remember you as one of the friendly faces who made them feel welcome. Most importantly though, become known for a specialism on the forums, and ideally that should be your area of expertise in your business. So if you work in Sales and Marketing, help other members out with answers to their sales and marketing questions. You may feel you are giving information away for free which you may normally charge for, but that is the beauty of forums. They are a medium of sharing information which ultimately lead to warm leads and sales, because if that member you helped out with that question needs any more help the chances are they will remember that person who gave them that really helpful answer on those forums.
Don’t be a flash in a pan. If you pop along and spend a few days on the forums and then leave because you didn’t get any sales then I imagine you are also one of those people who tried networking but stopped because it didn’t work for you, yes? Networking is all about relationships, and that doesnt matter whether it is online or face-to-face, it’s exactly the same for both. You need to build relationships on these forums first, become known by many of the other regulars and before too long they’ll start recommending you to other members who they know you can help. The larger the forum the longer this can take, but the bigger the potential rewards. So it just depends on how patient you are.
Respect the moderators decision. The moderators of a forum are put in place to ensure the smooth operation of the forum, and to intervene when in their opinion something on the forum is not going in the best interests of the forum, or in the interests of the forum owners. Moderators are usually unpaid volunteers from the forum community, who do a task where every decision they make can be questioned by the community and shouldn’t be. Remember that you are in someone else’s venue so play by their rules, “When in Rome ” as they say. You may at some point have your own messages moderated or even removed; I have on a few occasions. Appreciate that this will happen occasionally, don’t dwell on it. Just move on and respect that you may have posted something which did not fit with that particular forums guidelines or rules. Would you walk into a pub for the first time and then start moaning at the bar staff that you don’t like the way they run their pub? Well you might, but you might not be welcome there again in the future.
Finally, manage your time well. Some people say that online networking is addictive, and it is. If you are not careful you could find yourself spending far more time on Internet forums than you should, so set a time limit and stick to it, just like you would manage the amount of time you would spend down the pub, at networking breakfasts, and so forth. Treat it as a business commitment just like any other which needs to managed as close as your diary.
Reproduced with kind permission of Richard ‘Ozzy’ Osborne.
Categories: Articles
Using Facebook to market your business
January 31, 2008 · Leave a Comment
Most new businesses fail simply because the people who matter never heard of them.
Traditional advertising and old-fashioned marketing methods such as cold-calling and postal-direct mail, apart from being expensive, just aren’t effective any more. But free advertising – now that is alive and well.
However it is not something that you can buy or manufacture – you have to earn it by engaging with your target market. Fortunately this isn’t hard to do, you just need to participate on Internet social networks.
Market your business by telephone or direct mail and the chance of getting a response from someone who didn’t know you would be about 2 per cent – and thats only if you do it right – but by using web 2.0 networks such as Facebook you can expect a response rate of over 80%. It is a powerful social networking service, and it is fast becoming one of the most effective networking tools for businesses to create awareness and interact with their community.
Some employers may have banned access to Facebook at work, but increasing numbers of people are using the site as a business networking tool. Many companies believe that Facebook can add value to their business – as an example more than 6,000 Citigroup employees are now signed up to Facebook, while consulting firm Ernst and Young’s network has over 16,000 members.
Professional networks can be invaluable to people running small businesses, helping to start and grow relationships with customers and within their industry. Any business owner, even one without computer skills, can easily post content that will draw interest from the target market. Getting started on Facebook may seem a little tedious to start with, and may not produce results for a while, but be persistent and if you are sincere people will start to notice. Your snowball will then start barrelling downhill purely from its own momentum.
How FaceBook Works
FaceBook allows its users to connect with each other and share information by posting online profiles, including personal information and photographs, and then connecting to other users who share common experiences and interests. It was initially launched as an online avenue where students could find one another, but has since been transformed into a social network that anyone can use. It become very popular mainly because of its ease of use, taking only a few minutes to update a profile or add new friends.
Getting Started with FaceBook
1. First you need to sign up. To get started with FaceBook you need to submit an online registration form. Creating your own account includes creating a profile about yourself or your business. Your profile is an ideal platform for you to share photos, videos, and audio. You can also include links to your business website. When you first create your profile, it’s up to you how much information you want to include. Don’t get too bogged down in the initial setup. It’s more important to get registered and start experimenting.
2. Connect with your community. Once you have a FaceBook account, it’s time to connect with people in your community. FaceBook offers a convenient Search feature, which can be used to locate people who may already members. Contact them and ask if you can be their friend. Add everyone you know to your list. As mutual friends and friends of friends get added to your list, your contact list will grow fairly quick.
3. Create or join groups that are associated with your line of business. Creating new groups or joining existing groups allows you to share interesting information, join in discussions, share pictures and make announcements relevant to your industry. If you are looking for exposure, make sure you create open groups that can be easily found and one where members can freely invite their contacts to join.
4. Promote your events. Create the event and then invite all your contacts to join. In addition to inviting groups, you also have the option of posting the event details in your profile so interested people can RSVP. To increase exposure keep your events open to anyone. What type of events can you create? Webinars and chats are popular for interaction. If you have a blog, ask people to make comments.
5. Promote your newsletter or blog – FaceBook allows you to share information that is on your blog by either posting a note or by importing your external blog. You also have the option of integrating an RSS feed into your blog with special notes. When the blog is posted, the note is displayed in your profile and all your friends are notified about it. Other members can also add comments.
Facebook can also be used as a research tool. Set up a poll and within a very short space of time you can find out what a representative sample of people think. Used as a research tool Facebook can produce the same results as an expensive, traditional direct mail campaign – and it’s free.
Just having a website is no longer enough – you need to exploit your online presence for all its worth. Not got a website? All businesses need a website if they want to be taken seriously. A good website needn’t be expensive and can be the cheapest and most effective marketing method for your business. Get one here! Facebook does not replace the need for a website for your business it compliments it, and will drive more traffic your way, as does an advert on Wrexham Today, and all can help your ranking in the search engines.
So what are you waiting for? Go to www.facebook.com now! Find me on Facebook here! I’ll be more than happy to be your friend!
Categories: Articles
Networking as Cost Effective Marketing
January 30, 2008 · Leave a Comment
The first time I was invited to attend a business networking event was some 8 years ago by a printer. He said it would be good for my business, and that they had a slot for my business category. I had no idea what on earth he was on about, so he then explained that all I needed to do was turn up at 6:30am with a one minute presentation prepared for my business. I would then have the perfect opportunity to stand up in front of about 30 business owners and present my business to them.
That was it; I near as hell had a heart attack and made my excuses. I was busy, family issue, sorry thanks for the offer but I won’t be able to make it. The very thought of walking into a room of other business owners and standing up in front of them scared the hell out of me.
I now realise that I had already been networking since I was about 5 years old. When you start school you go into a room of other people all in the same boat as you, and you start to make friends with them, getting to know them all one by one. Business networking is no different really, and it does help to realise that everyone feels the same as you no matter how confident you think they look or sound. They were all first time networkers once and were all just as nervous as you the first time they attended a networking event, or their first day at school.
So how can networking improve your profit?
Well first of, and more importantly than anything else, networking is not about the instant win. If you expect to walk into a networking event and come away with a signed order you are likely to be sadly let down. Networking is all about building relationships; it is called “Farming” in many networking circles. You also have to take it seriously, there is no point attending a networking venue once and never going back again as no-one will ever remember you. You need to attend these events on a regular basis. It is about getting to know those other people in the room, gaining their trust and respect, and then if that goes well they introducing you to other people they know who could use your services. This is referral marketing, and it only costs the price of a full English breakfast! What’s more, these people you meet will happily refer your business to everyone suitable that they meet forever more.
Networking is also a great way to meet new suppliers, new friends and also a great way to build a great support network. Before I started networking I was as nervous as hell standing up in front of people presenting my business. I now happily enjoy standing up in front of crowds of hundred or more people and giving a presentation on anything from networking to my own business. Networking has helped boost my confidence and improve my presentation skills, and it’s all included in the price of a breakfast.
Networking doesn’t have to just be face-2-face; there are online networking communities you can take part in also. There is obviously my old website at www.ukbusinessforums.co.uk, and on that website you can network with a community of over 17,000 other business owners. There is also www.ecademy.com, a hard core networking website which is broken down into what they refer to as “Clubs”. The same principles apply to online networking as do to personal networking. It all boils down to relationships and trust, not the instant sale which so many people fail to grasp. These are the same people that say “Networking doesn’t work for me or my business”, and they wonder why.
Can you imagine how laughable it would be if some crazed lunatic ran into a hall of 80+ business people, threw his business cards up in the air shouting “Buy my great widgets off my website, they are great” and then ran back out of the room never to be seen again. Everyone would laugh at how ridiculous he was and then forget about him by the next day. No-one would look at his website, and no-one would trust him or his products. This principle is even more important with online networking. Those who visit online networking forums, post a message online saying look at my website, and then are never seen again just have their messages deleted and no-one takes any interest in what they have to offer. Now those that contribute on the forums and become part of the online networking community become trusted and known as experts in their field. They are the ones that benefit from networking.
There are hundreds of different networking organisations and events in every area around the world. I’ve pre-booked myself into every single Chamber of Commerce and FSB networking event in my area from now until the end of the year. There are professional networking organisations such as BNI, BRE and others which I’d also recommend giving a try. There are even fun networking clubs, and next week I’m going to a Networking Curry Club and tomorrow I’m playing Golf at a professional golfing networking event. I’ve even been known to try my hand at Speed Networking, which was an experience!
If you want to try your hand at networking, and I strongly suggest you do, then the following are a few good places where you can find out what is happening in your area;
Contact your local Chamber of Commerce and ask their Events Team what networking events that have coming up.
Contact your local FSB representative and find out when their monthly breakfast is on and where.
Buy a copy of your local newspaper on that day that comes with the business supplement, they usually contain a list of up coming networking events.
There is most likely to a business advertorial paper in your area, subscribe to receive that on a regular basis as it is likely to also contain details on local networking events.
Look on the BNI and BRE websites for your area and contact their Chapter Directors’ saying you would like to come along as a visitor.
Finally, don’t forget to ask everyone you meet at every networking event if they know of any other networking events in the area that you could attend.
Another couple of tips to take into account when you do start networking first don’t waste the back of your business card.
Make sure your business card contains all your contact information as well as information on what your company does. I see hundreds of business cards that look really pretty, they do honestly, but I haven’t got a clue what the company does.
Secondly, there is almost nothing more embarrassing than going to a networking event and not having any business cards to hand out. I’d recommend taking no less than 50 business cards out with you when you go networking, but ideally take a hundred. The last thing you want to happen is to be talking to someone who says “Ah you’re just what a friend of mine was looking for, can I take one of your cards to pass to him?” and you reply with “Oops, sorry, I don’t have any”. Always make sure you have plenty of stock of your business cards and carry plenty around with you.
Why do I network? Well in year 2004 I spent just under £100,000 on PR and Marketing in my business and did no networking, in 2005 I spent just under £80,000 in PR & Marketing and just started networking in the summer of 2005. This year I might reach £20,000 in my PR & Marketing budget and I heavily network. My turnover for those 3 years remained fairly constant so where do you think that spare £80,000 I was spending on PR & Marketing has gone?
That, my friends, is why Networking is a Cost-Effective Marketing Strategy.
By Richard Osborne www.ozzy.co.uk
Categories: Articles
The Business Voice
December 9, 2007 · Leave a Comment
The sound that comes out of your mouth sets up a whole range of expectations about how you’ll behave, how accessible you are, whether you have a sense of humour, and how high your energy levels are. How many times have you spoken to someone on the phone and created a complete visual picture of him or her just based on the voice that you hear?
Being an effective public speaker is important in business, because it is often necessary to have to stand up and give presentations or speak to groups of people. But for many this is an ordeal to be endured rather than enjoyed. It is easy to get overanxious at the prospect of standing up to speak in front of an audience even if it is people you know. However the biggest block to giving a successful presentation is attitude. If you think that you can’t, and that you never will be able to, then you won’t. Giving effective presentations is something that anyone can learn to do. You can learn by going on courses or reading books, but there is no substitute for getting out there and actually doing it. If you dislike speaking in public then try and take every opportunity to do it – by speaking up in meetings, giving presentations to colleagues etc. Be positive and accept setbacks as being part of the learning process.
Here are some guidelines to help your presentation go well: -
· Know how long you are expected to speak for. If it is a short presentation lasting only fifteen minutes then you are not going to have time to make more than two or three main points. Don’t make the mistake of anxiously preparing a lot more material. You will end up having to present it so fast that your audience won’t be able to keep up and will switch off.
· Make sure that your presentation has a definite structure or format.
· Keep it simple – begin with a brief summary of the topic and explain why it is of interest.
· If it is research that you have done yourself explain what you were trying to find out and why before explaining what you actually did and found.
· Use diagrams and examples to illustrate the main points that you are making.
· If using an overhead projector or flip chart just write out a set of headings and bullet points. Don’t make the mistake of trying to write out everything you are going to say. Use the bullet points as a prompt and talk your way through each of the different points.
· Speak clearly and try to make eye contact with one or two people in the audience. Use simple words and keep sentences brief.
· Avoid ums and errs and other verbal punctuation like ’sort of’, ‘like’, ‘right,’ or ‘OK’ etc.
· If you are likely to be asked questions try to guess what you might be asked and prepare your answers in advance. If you are asked a question to which you do not know the answer then say so honestly. Offer to find out the information and ask the questioner for contact details.
Remember that all aspects of your appearance come under scrutiny during your presentation including posture, body language, and use of voice and facial expressions. Whatever you say and show it will be you, yourself who will remain as the focus of the audiences attention. Bestselling author Dale Carnegie says that we are defined by four things: what we do, how we look, what we say and how we say it.
Dress smartly, but in clothes that you are comfortable in. Don’t try to pretend that you are someone you are not. If you are usually the quiet serious type don’t try to give a humorous presentation – you will probably come across as false and will not gain the trust of your audience. Try instead to project an image of calm and respect for others. However, if you are naturally extrovert and outrageous you may be able to get away with using humour and shock tactics.
Prior to your presentation there is no substitute for rehearsal. You should run through your speech at least three times, making improvements as you go.
Try not to have sheets of paper from which you read out your whole speech – this can lead to a very uninspiring performance. If you need to support your talks with notes (you can’t manage just using the points on the transparencies as prompts) then use small cards which can be held unobtrusively.
The opening of your talk is important, not only because it is the first thing that you say, but also because it establishes your subject and your rapport with the audience. It will also help build your confidence so rehearse it a few extra times. The ending on the other hand, is the last impression that you make, so try and make it memorable. This is the time to remind them of what you meant them to hear in the middle.
Finally remember that the keywords for effective presentations are practice and preparation. To conquer the art of giving successful presentations you have to practice. Force yourself onto the platform to gain experience and confidence – but always, always make the time and effort for the preparation.
Showing that you are competent at public speaking can only serve to enhance your reputation. If it is something that you dislike doing you will find that the more you actually do, the more confident you will become.
Once you have succeeded in giving effective presentations you will find that your views are more often heard and your opinion more often sought. This is simply because you are known as an effective communicator – and you never know – you may even enjoy it!
Recommended Reading
In his book Set Your Voice Free voice coach Roger Love believes that your speaking patterns mirror those of other people in your profession. He says that it is possible to guess what a person does for a living, based simply on the intervals used in speech, and that our vocal habits hand our dossier to everyone we meet.
Categories: Articles
Goodwill giving is good for business
October 21, 2007 · Leave a Comment
Giving to charity either with money or time can benefit your business in a number of ways. Several research studies have shown that businesses which show social responsibility have improved financial performance, an enhanced brand image, increased sales and customer loyalty, and an increased ability to attract and retain employees.
Many businesses restrict support to local beneficiaries by sponsoring an event or helping a charity either financially or through the supply of labour or staff expertise. Working with your immediate community in this way brings a wide range of business benefits:
- *Loyal customers are often an important source of sales,
- *Improving your reputation may make recruitment easier.
- *A good relationship with local authorities can help eg councils prefer to award contracts to businesses with a record of community involvement.
Many businesses seek to align community involvement with their strategic business goals by getting involved in an activity related to their product. This makes commercial sense in that you can share your expertise as well as show the human face of your business. For example builders give free labour and materials to community projects, banks help to finance a project, or local shops may offer raffle prizes related to their business
Whatever road you take it is worth involving your employees – encourage them to volunteer for community activities – perhaps by giving them paid time off to do it. As well as improving your community relations, this can help motivate employees and develop their skills.
Remember that getting involved with charity is not the time to be shy. Your community involvement efforts should not be your best kept secret. Sharing your efforts will not only create positive publicity for your business, it will also help educate and remind others about the charity or cause you support, as well as inspire people to get involved.
Communicate your charitable efforts to your local media, customers and employees. Also make use of your website or company newsletter to get word out. A good photo connecting your business with the charity will help get your picture published.
Giving needn’t be taxing either. Setting up a payroll giving scheme is a simple, easy and tax-efficient way to encourage your employees to donate to charity. For more information on payroll giving schemes click here.
Perhaps your company could organise a one-off fundraising event such as a dress down day or put forward a team to take part in a local challenge. Could you organise a fundraising event at your Christmas party or sponsor the boss to do something amusing? It’s all for a good cause! You may want to match any funds employees raise, so consider offering match funding schemes.
A study by Walker Research found that when price and quality are equal 76% of consumers would switch brands or retailers when a company is associated with a good cause. So helping a charity can work both ways – good for the charity and good for business.
An example of a local organisation seeking support is the Glyn Valley Tramway Trust. The Trust is aiming to rebuild the steam railway that ran through the Ceiriog Valley and they are looking for support from local businesses. For more information visit the GVT blog at www.tramwayblog.co.uk.
Categories: Articles
Advertising Online
August 5, 2007 · Leave a Comment
Advertising can either make or break your business. There are various forms of advertising such as magazine advertising, newspaper advertising, internet advertising, direct mail. How do you choose the right one?
Advertising in magazines or newspapers is effective but very costly. It is obvious that companies are willing to spend large amounts on advertising if the advertising that they are paying for makes them a profit, but how do you find the best method of advertising for your business without risking losing a fortune? Obviously you need to find the form of advertising that brings profits to the business in the form of sales to balance out the cost of your advertising campaign.
The amount of people buying online is constantly expanding and advertising online has grown to be one of the most cost effective forms of advertising. Stats show that the amount of users on the internet is growing at such a rapid rate that it is predicted that in five years time eighty percent of the population in the UK will have a computer in their home that is connected to the internet. Bearing this in mind one can only imagine how crucial it is to prepare yourself now for that period when the web will be the number one place to get people buying from your business. Advertising online is already easily the most cost effective form of advertising. The world is evolving where the consumer does not have to leave their home to buy anything – groceries, books, clothes…
These days it is crucial to have an online presence for your business, but what is the best way to get it? There are a number of ways. If you already have your own website you can work at getting it high in the rankings of the search engines or you can take out an advert on a website such as Wrexham Today which already ranks highly, and will drive more traffic to your website. Alternatively you can pay for your website to rank high in sponsored listings through a service such as Google’s Pay Per Click but this can prove expensive.
There have been some recent studies that have shown that natural Search Engine Optimisation SEO advertising has several distinct advantages over the pay-per-click advertising. Some studies have shown that the level of trust is higher in natural SEO than with the pay-per-click. For example look up art and craft equipment wrexham in Google. Which would you be most likely to click on – the natural organic search result or the one on the right that the advertiser has paid to place there?
The cost of Pay-Per-Click advertising is high and rising. Click fraud (estimated by some to be as high as 35%) just makes things worse and increases click costs. And now, more and more people are saying they do not click on sponsored ads. Why you ask? Simple, they do not trust they will get relevant information when they click on a sponsored ad versus an organic link. Web surfers now understand through personal experience that PPC ads simply go to the highest bidder pretty much without regard for relevancy. In the early days (i.e. – 3 to 5 years ago); this was not the case. Back then, relevancy mattered (Overture, now Yahoo, was a leader in this area).
This is why at Wrexham Today we work hard on natural search engine results instead of costly pay-per-click. Not only is it far more effective, it also means that we can keep our costs down and offer advertisers an advert at a lower price and with better results. A listing needs to appear within the first three pages of Google to be effective. As another example, one of our most recent advertisers French Flavour (mentioned below), is listed under delicatessens. Try typing Wrexham delicatessens into Google. Delicatessens on Wrexham Today already rank in the top ten on the first page. Click on some of the other ads and see which one is most likely to tempt you to buy from French Flavour or take you to their website…
If you haven’t got your own website then an advert on Wrexham Today will give you that vital online presence. And, if you haven’t already got a domain name for your business, we will even give you a .co.uk domain that points to your webpage completely free of charge. For some examples of businesses with domain names pointing to their webpages on Wrexham Today take a look at www.balloonery.co.uk or www.revsdrivingtuition.co.uk.
Of course we don’t rely totally on search engine results to bring customers to our website. We aim to make Wrexham Today as interesting as possible to visitors – to get them coming back again and again – with free classified ads, events, news, community directory, forums etc, as well as our business directory.
Categories: Articles · Business News
