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Make an App Work for Your Business

February 1, 2017 by Thomas

Are you satisfied with where your business is as the New Year unfolds?

If the answer is not really, what do you plan to do about it?

Some business owners will simply sit back and hope that things improve, though they know that doing so is certainly taking a chance.

Others, meantime, will be much more pro-active about the situation.

If you’re in that latter group of owners, what do you plan to do this year and for down the road to make your business all the better?

Technology Can Drive Your Business

In the event you have been slow to the wave of technology over the years, you’re likely seeing the ramifications for it when it comes to your revenue.

While you do not have to be a technology geek, you should at least be aware of the different tech products and services out there, both of which could very well help your brand move forward.

With millions of consumers spending time on their mobile devices these days to browse for and ultimately buy goods and services, are you on the other end ready to serve them? If you’re not, there’s a very good chance your competition is.

If you haven’t figured out just yet why an app is a necessity for your business, follow along.

For starters, creating your own app can be a challenge, especially if your skills with such a device are limited at best.

If that’s the case, you are much better off going out and seeking the best app makers available.

Such companies in the app industry can come up with an app that not only will be worth the time of consumers to download on their mobile devices, but it will all but guarantee more cash flow for your business.

In finding the right app maker, be sure to do some research online, looking to see which app makers come with the highest recommendations from experts in the industry. Don’t just assume you are saving time and/or money by selecting the first one that pops up. Compare multiple apps side-by-side, seeing which one truly looks like it would provide you with the best technology, best customer service, and ultimately the best opportunity to bring in sales.

Promoting Your App

Once you have your own business app in place, the next big step is promoting it.

As with any device you try and promote, keep in mind that your competitors are likely doing the same thing. That then begs the question, how can you stand out from the competition?

To start with, put both your website and your social media initiatives to work.

For the former, your blog can be a great tool in marketing your app.

Writing content not only about your own company’s app, but also how consumers can benefit from downloading various business apps, is great information for the latter. Also be sure to put out any notable press releases when you are making additions etc. to your current app and what it has to offer the public.

As for social media, make sure you are as active as possible in promoting your app on the social channels.

This means the likes of Facebook, Twitter, Instagram, Snapchat and others.

Also be ready to answer any and all questions from consumers about your app. As with any social media chatter you get from consumers, be sure to answer them back in a courteous and timely manner.

Speaking of consumers, don’t hesitate to ask satisfied customers to help promote your app for you. As they begin to tell their family members and friends about you app and all it has to offer, word spreads, leading to more downloading of your app.

Your app can do so many positive things for your business, so start talking it up today.

Photo credit: Pixabay

About the Author: Dave Thomas covers business topics on the web.

Your Marketing Funnel is Actually a Rube Goldberg Device

December 29, 2016 by Rosemary

The traditional marketing funnel is gone, folks.

It’s been replaced by a gigantic, unpredictable, over-the-top Rube Goldberg device.

Giant rube goldberg device — Foto: Johannes Abeling

There was a time when the “marketing funnel” was as simple as a consumer seeing a television ad, driving to the store, looking for your branded product, and then purchasing it.

Now, the consumer of that same product can receive a suggestion from his Amazon Echo, then decide to go read some reviews online, get sidetracked by a related (native advertising) article on the product, ask a few questions of the live chatbot on the product ordering page, decide to wait until Christmas, then go into a physical store to make the purchase.

This critical shift in the consumer mindset is going to require a similar shift in the marketing mindset.

5 Key Mindset Shifts to Deal with the New Marketing Funnel Reality

First of all, it’s not linear – the original funnel concept assumed that the customer went through a defined, linear process that was highly predictable. With the new, complex customer journey, there are sidetracks, cul de sacs, and fast-forwards. Each facet of your marketing approach needs to be able to stand alone, to account for consumers who jump into the middle of your marketing/sales process.

Second, you don’t know what they know – studies have claimed that up to 70% of the pre-purchase research is done before the customer even approaches a salesperson. In the new mindset, you can’t just launch into a canned pitch. You need to do a lot of questioning and listening, to find out what the person already knows or assumes about your product. This is so important to start building trust with your customer.

Third, agility is key – your marketing content arsenal needs to be diverse and refreshed frequently. You absolutely must be willing to experiment, pivot, and A/B test like a mad scientist. Schedule time to look at your analytics on a regular basis to see where your customers are coming from, where they’re going on your website, and which content is resonating (or not). Don’t forget to ask your prospects about their journey when you speak to them as well. “Oh, I decided to visit your site after an agency friend of mine recommended you at a conference I just attended.”

Fourth, spread your wings – the old funnel had a single output. You could stand there and take in the leads. Now, you need to put yourself out there and be ready to catch the ball wherever it emerges from the Rube Goldberg device. The new customer might reach out via a Tweet, a Facebook comment, an email, or by filling out your online inquiry form. It’s imperative that you have someone available to “answer the phone,” whatever that means to your customer.

Oh, and fifth, sales is different now too – HBR described this piece of the sales shift in an excellent article. The old sales playbook has been tossed out along with the marketing funnel.

How are you dealing with the new marketing funnel reality?

Author’s Bio: Rosemary O’Neill is an insightful spirit who works for Social Strata — makers of the Hoop.la community platform. Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee

Featured image via Flickr CC: Arne Hendriks

Build Mobility for Your Business

December 22, 2016 by Thomas

As 2016 nears its close, what sights do you have set on the New Year, allowing you to take your business to new heights?

For some business owners, a new year can mean many new twists and turns. Others, meantime, will play things closer to the vest, looking to not deviate too far from what they have done over the last 12 months.

That said having a business that is not weak when it comes to technology is crucial, especially in a business world where tech is seemingly always playing a part.

So, are you ready to build more mobility for your business as 2017 unfolds?

Where Do You Start?

In the event you feel the need to put more mobility into your business, where do you start?

It is typically best to begin by assessing where your needs are most prevalent.

Are you a business that is behind the curve when it comes to technology? If so, why is that the case?

For some business owners, it comes down to embracing technology, not fearing it for one reason or another.

With the right technology on your side, your business can do myriad of things. Most notably, you can meet the demands of many customers, many of whom are big on technology.

That said does your business have an app? If the answer is no, 2017 would be a great time to come up with one.

If you are wondering about how to make an app, it actually isn’t as hard as one might think.

Whether you make the app in-house or outsource such needs, having that app ready to do business is where you need to get to.

In the event you decide to stay in-house in your efforts to make an app, you may have already hired someone (or more than one individual) more than capable of doing it.

Should you need to go outside for such help, you are best-served by doing some homework, seeing which companies (or even individuals) are qualified to put an app together for you.

Among the areas to look at:

How long have they been designing apps?
What are the approximate costs for them to design your app?
What kind of guarantees will they provide so that you truly get what you pay for (and need)?
Will they be available whenever you need them to answer pertinent questions and/or fix any problems your app presents you with?

Once you have the design of your app going, you can then focus on where your app is destined to take you.

Putting Your App to Work

So that you are able to truly understand how a mobile app can catapult your business forward in 2017 and beyond, keep these factors in mind:

Numbers – First and foremost, more and more consumers these days are using technology to not only shop for goods and services, but ultimately purchase them. As a result, you’re literally going to be left behind if you do not fully embrace technology. Consumers will also look at your business with more respect when you have your own app, knowing you are staying up to date with the times;
Speed – While there are still some businesses out there that avoid technology as much as possible (they seem to become fewer and fewer by the year), many companies love the speed with which technology can bring them together with consumers. That said see how having an app changes the fortunes of your business in many cases. With a successful mobile app in play, you can be in contact literally instantly with many consumers, giving you an opportunity to beat the competition to the punch.

Once you have a handle on how you will build your app, be prepared to move forward with marketing and using it when ready.

In the end, the app will build mobility for your business, something that ultimately should translate into more dollars and cents.

Photo credit: Pixabay

About the Author: Dave Thomas covers business topics on the web.

Keep Your Eyes Focused on Global Expansion

December 2, 2016 by Thomas

With the recent American presidential election in the books (or seemingly so despite some recount efforts), many U.S. business owners will have a keen eye on where President-Elect Donald Trump takes things in 2017 and beyond.

Will there be opportunities for some U.S. companies to eye new business around the world under Trump’s leadership? Will some foreign companies be looking to partner with American companies on global projects? Lastly, will the dollar find strength worldwide with a new leader in the White House?

What seems like so many questions and so few answers right now is exactly the case.

If your American business is thinking about global expansion, would the next year or two be the time to go for it?

Knowing When to Pull the Trigger

So that you are better suited to know when to consider expanding worldwide, keep your eyes on the following items:

Conditions on the ground – First and foremost, know the conditions in any country you consider doing business in. What are the economics in that area? Are there any political issues now or down the road that could impact businesses there? Have companies been leaving in droves or coming in droves? Knowing the metrics involved in any area you may want to expand to is crucial, especially for your financial well-being;
Are you ready to expand? Along with the conditions on the ground globally, you need to know if you and your brand are ready at this time to expand. Although that may seem like a difficult proposition to gauge at times, it is nonetheless an important one. If you are leaning towards global expansion to Dubai, Shanghai, Brazil, Russia, China etc. it is important to be ready when you actually pull the trigger on such moves. This means not only having the financial ability for such a move, but also being able to market and sell your brand overseas. If you are a little behind the eight ball when it comes to marketing, advertising, search engine optimization (SEO) etc. be sure to get those matters worked out before any possible expansion. The SEO matter is especially important due to the fact millions and millions of consumers turn to company websites and social media pages for information. If you are not meeting consumer needs in such areas, your brand and ultimately your wallet or purse will suffer for it. Reaching out to a SEO company in Dubai or similar business can put you on the right track for both website and overall business growth;
Necessary manpower – Finally, if expansion possibilities are on the horizon for you, do you have the manpower to push forward with them? Even though many companies in recent years have gone to more automation in handling daily business tasks, you can never truly replace the needed human element. As a result, making sure you have enough hands available to meet the needs of consumers is critical. If you’re an American business opening new offices overseas, you may very well end up hiring all locals to staff the places. Among the advantages in doing so is locals know the culture and speak the language of that given country and/or region.

Only Expand When Absolutely Sure the Time Has Come

As you ponder the possibilities of global expansion in 2017, make sure to give yourself as much information as possible.

In terms of getting that data and properly analyzing it, you should be sure of the following:

Having updated metrics with which to work with – How a country or countries did financially and politically even six months ago could have changed rather quickly up to now. If you have contacts on the ground, even better;
Having a website that continues to draw traffic – If your website is continuing to grow in terms of traffic (especially overseas traffic), study that data. It can tell you a number of things about potential for overseas growth. Use your website analytics to help forecast if moving to one or a number of places makes sense financially;
Having your brand front and center – Lastly, even though you want as much information about possible overseas expansion, you also want to give consumers (current and potential customers) reason to want to do business with you if you expand. By using blog content, press releases, videos, social media and more, you can do just that. Spreading the message when you are ready to expand is critical to successfully achieving such growth.

As an American business owner, when will you decide it is time to expand your boundaries?

Photo credit: Pixabay

About the Author: Dave Thomas covers business and marketing topics on the web.

Is Your Business as Productive as It Should Be?

November 25, 2016 by Thomas

If your business isn’t as productive as it should be, can you put your finger on the reason or reasons why?

For too many business owners, that problem is one that can ultimately cost them more than just money. It can ultimately lead to hanging a closed sign on the front door permanently.

So, how productive would you say your business is these days?

Being productive doesn’t just mean churning out products and/or services.

It also means giving your customers the best service possible, putting your employees in position to succeed, and showing investors (if applicable) why they should continue to support you (not to mention invest in you).

With that being the case, how productive is your business as you take it into 2017?

Business Productivity Comes in All Shapes and Sizes

In order for your business to keep productivity as a main staple, keep these pointers in mind:

Customer service – First and foremost, is your customer service as strong as it should be? Even if your products and/or services are top-notch, you can’t overlook the importance of customer service. When it comes to customer service, you have to always be better than your nearest competition. Keep in mind that customers today typically have numerous options when it comes to shopping; so many times you are not the only game in town. In order for you to stand out from the crowded field, your customer service efforts must resonate with customers. Go above and beyond the simple customer service initiatives, allowing you and your brand to grab and keep their attention;
Employee tools – Unless you are running a one-person show, you rely on your employees’ day in and day out to deliver for you. As such, it is imperative that they have all the resources necessary to be successful. From the latest in technology to educating them on how best to market and network in and out of your business, give them what they need. If that means taking a little extra time to find the best tools and/or spend a little more in money, certainly consider doing it. Whether their needs involve audio dictation for your business or countless other necessities that make time management more effective (see more below), give your workers as much assistance as they require. Remember, the goal when all is said and done is to give your customers more for less. When you allow your employees to get more done in a shorter amount of time, it is a win-win for both you and those doing business with you.

Time Management Can’t Be Overlooked

Time management – When it comes to running a productive business, time management is a huge factor. Stop for a moment to think about you and your customer needs when you play the role of consumer. The last thing you want is to be kept waiting for products and/or services. When left to do so, you might simply walk away, never to come back to that business ever again. The same oftentimes holds true for those consumers doing business with you. Most consumers expect to be waited on in a timely manner, along with that time being used wisely. If your time management efforts are coming up a little short, work on improving them sooner rather than later;
Customer feedback – Finally, do you truly listen to your customers? If the answer is yes, that is definitely something to be proud of. Unfortunately, too many businesses turn a deaf ear to those they are supposed to be taking care of. As a result, they can oftentimes end up losing those customers after a short period of time. Make sure you try and answer your customers’ questions whenever and wherever possible. If this means doing occasional surveys, do just that. In many cases, providing a little incentive (discounts etc. on products and/or services) will prod customers to take a few minutes to answer your questions.

When all is said and done, business productivity is essential to your company’s success.

Stop and see if you’re truly being as productive as possible as a business.

Photo credit: Pixabay

About the Author: Dave Thomas covers business topics on the web.

Express to Impress: Expert Tips for Professional Communication

November 2, 2016 by Thomas

To realize your professional potential and reach your goals, your communication etiquette needs to be on point. The details of how you get your message across can make a huge difference in the way you are perceived in the workplace.

Tanya White-Earnest, Director of Trident University International’s Center for Career Planning & Workforce Strategies, believes that communication skills can make or break professional opportunities and relationships. She put together an outstanding webinar called Professional Communication Etiquette to help job seekers and employees be more successful.

Below are some helpful and insightful tips from that expert webinar. We’ve broken them down into things that work well and things that don’t work so well in a professional setting.

“Whether you’re applying for a job and want to be sure you communicate well with recruiters and hiring managers or if you’re already in a position where you want to present yourself well to superiors, coworkers, and clients, these tips will help,” said White-Earnest.

Things that Work

According to White-Earnest, there are some things you can do when dealing with professional contacts that help make your interactions more positive, polished, and easy. These are a few:

A hand-written thank you note after a good interview. This helps you stand out as a candidate and shows your sincere desire to earn the position. Some people are tempted to text after a job interview because they want to get in touch immediately. While immediacy is important, you can accomplish this by sending an e-mail and then follow up with your hand-written letter.
Use good posture and smile when talking on the phone. The person on the other end of the conversation may not be able to see you, but scholars of communications find that these behaviors make a real difference in the way you are perceived. By sitting up straight and smiling, you can help ensure you leave a positive impression. You can even put a mirror in front of your face when on an important call to ensure you convey your meaning with the appropriate expression.
Make sure your personal phone is job search/office ready. Ensure you have a basic ring tone and voicemail greeting that projects an image of professionalism.
Turn your personal phone off whenever you are in interviews, meetings, or other professional settings. Not doing so is disruptive and makes you seem unorganized.
Fully read all of your e-mails and reply appropriately. Do not skim! Address each point that is brought up. If a person brings up three issues, don’t address only two. If you cannot answer all of their questions, tell the person you will find out the information they are seeking and get back to them.
Use autoresponder when on vacation or at a conference. That way if you don’t get back to someone right away, they will not be left to wonder why you didn’t respond or assume you are nonresponsive and unreliable.
Be sure to have an e-mail signature. This should include all of your contact information and a link to your LinkedIn profile. That way the person will be able to easily contact you in terms with which they are comfortable.
Respond even when you’re not interested. If you receive an e-mail requesting an interview for a position you’ve decided you do not want, don’t ignore it. Write the person back, thank them, explain that you don’t think it’s the right position for you, and if you know someone who might be a good fit, mention that person and put them in touch. That way, if an opportunity that does suit you opens up within their company, they will remember your courteous communications and helpful attitude. If you ignore them, consider the bridge burned.
Make sure all of your social media profiles are up-to-date and thorough. You want to be sure that anything they check really shows what you bring to the table. And they will check!

Things that Don’t Work

Just like there are things that help your work image, there are also actions that can harm it. Below are some to avoid:

Initiating text messaging. Generally speaking, you should never initiate texting with a professional contact. They should text first and then it is okay to answer them. However, just because they texted first, this time, doesn’t mean it is okay to use text the next time you need to communicate with them. E-mail or phone should still be used. Texts should be on a response-only basis in the professional sphere, unless specified otherwise by the contact.

Note: About 60% of recruiters use text. This is because 98% of texts are opened and 90% are replied to in 3 minutes. They know if they text they will probably hear back from you quickly, which is an advantage when they are scheduling multiple interviews. While it is obviously fine to respond to these texts, it is important to remember that other communications should take place via e-mail or phone – never text.

Text talk, social media abbreviations, and emoticons should not be used in job search materials. These are simply too casual and personal. Plus, many people will see you as juvenile, LOL. 😉
Misspelling the contact’s name or addressing them as the wrong gender. These types of mistakes are a great way to make a bad impression. This is especially important when the stakes are high, as in job search e-mails or when writing to a superior. If you are writing to that person, chances are you want them to help you in some way. Take the time to find the person on LinkedIn or their company website to determine their correct name spelling and whether they are male or female. Note: never assume you know gender by name!
Emails without subject lines. Always make sure to write a clean, accurate subject line for your e-mail. Emails without subject lines sometimes end up in spam folders. Subject lines also help your e-mail to stand out and be searchable if someone wants to reference the information in it later.
Applying to jobs for which you are unqualified. Recruiters get hundreds and hundreds of applications. Wasting their time by applying to a job for which you don’t qualify is a surefire way to ensure that company never hires you. Of course, more qualifications are possible with an online bachelors degree.
Not proofreading and spellchecking. Errors will project an image of carelessness when you want to come across as detail-oriented. Sending sloppy communications is also somewhat disrespectful as it indicates you don’t care enough about them to ensure your communication is correct and professional.
Following up more than once or twice per week. If you’ve written your follow-up e-mail clearly and appropriately, you will probably not have to do this anyway. But if you find yourself attempting to contact a company on a more than bi-weekly basis, you should probably realize this opportunity is not for you and move on.

In addition to these dos and don’ts, White-Earnest says there is one thing that will help you earn favor more than anything else in business communications: “The most important thing is to make connections and build relationships,” she said.

In the words of Maya Angelou, “people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” If you made your contact feel friendly, at ease, and confident in your abilities, then you are well on your way to success.

Good luck!

Photo credit: Pixabay