Why Facebook fan pages can help you grow your small business

It’s no secret that building strong, lasting relationships with customers and potential customers is one of the primary goals of marketing.

But to build those relationships… you must engage them by giving them useful and valuable information.

Of course… there are many ways to do that offline and online, but one way that’s building up a lot of steam and seems to work well for many local businesses…

It’s by taking advantage of a custom FaceBook Fan Page so you can  build up a list of loyal followers.

Now, I’m not talking a default fan page, but one that can be designed to look almost identical to your website design.

And it can also be used to integrate your social media comments and posts with your website, so they almost appear as one “site” to your readers.
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You still need to provide the content your readers want

Then it’s up to you to provide the actual information that persuades them to “Like” you, and read your promotions, news, and other info.

So how do you get started?

You know I am design challenged, so I won’t be doing it… But a local web designer I work with can whip up one for you in no time, and the low cost will blow you away.

Simply contact Amy Toussaint of Euforic Design at 603-534-3586, or e-mail her at info@euforicdesign.com.

You can get more information from Amy about her Custom Facebook Fan Page special at http://euforicdesign.com/special_facebook.html

(As a matter of fact, she’s offering a special promotion for custom Fan Pages through the end of September)

Note*** I’m not getting a penny from this… other than knowing you’re getting hooked up with a fantastic local designer, ( she’s local to me, but can help you no matter where in the country you are), and I know Amy will take great care of you.

Oh… and make sure you tell her Merrill sent you. -:)

What do you think? (Leave your reply in the white box below)

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Do you think a free or ridiculously low-priced website is going to be of any value to your business?

If you do, you may want to read this and re-think your answer.

I understand the price is right, but most free website or hosting accounts I’ve ever seen have severe limitations on what can be done with them. (Or more importantly, what can’t be done)

And the reason this is important is because these limitations also seriously limit your website’s chance to succeed.

There are lots of companies, even some pretty major players that promote free or almost free websites to business owners, but they don’t always tell you the whole story.

There’s even a free version of WordPress, which is a blogging platform that can also be used as a “traditional” website, but the free version is very limited.

Truth is… If you just want a website for your hobby, or just to say you have a website, then a free website will probably work fine for you.

Free business websites DO NOT EQUAL value for you!

But if your business needs a website that will get found, can be flexible, and is easy to update and modify, then free won’t going to cut it… for a couple of big reasons.

Perception by your web visitors (if you get any at all)
Many free website providers use advertising to offset the cost, so your site’s header or footer will include a blurb or ads from their non-website related company or ads from others.  Either way, it’s pretty easy to spot a free website.

C’mon…Do you want your prospective clients to know you weren’t committed enough to invest in a “real” website?

They’re usually not flexible and scalable enough
There are many settings and changes on a website or blog that are absolutely crucial for Search Engine Optimization, to get getting found online and converting your visitors to customers.

You’ll discover what components are really important on your website inside How Your Local Small Business Can  Get More Customers on the Internet. (Not to mention many other marketing techniques like email marketing)

Most free websites, including the free version of WordPress just don’t have the ability to change these settings or make the proper changes, and are impossible to upgrade or add features to.

What do you do if you have one of these free websites?

Each business, including yours, has unique goals and needs, so talk with an experienced web marketing professional to figure out the best web marketing strategy.

Only then can you make an informed decision that’s best for your business, and offers the best value for you.

Personally, I think the self-hosted version of WordPress (WordPress.org on your own paid hosting account with your own domain name) has all the capabilities, ease of use, and flexibility to handle just about anything.

You’ll only pay for hosting, app $10/mth with HostGator, your domain name, app $12/yr with GoDaddy, and a premium theme/template for WordPress, I use Headway on most of my sites, $87 flat fee.

If you’re currently using a free website, and it’s not getting people to call your company, contact me and we can discuss your options.

What do you think? (Leave your reply below)

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Using the power of video in business to strengthen Public Relations

In public relations and marketing, video can be an invaluable and cost-effective approach, reaching audiences in ways that are informative, engaging and entertaining.

Several months ago, I wrote an article about how you can market your small business using online videos, and got some great feedback.

Today, I want to share this short article about PR and video, from the perspective of PR expert, Stefanie Guzikowski of E&G Public Relations LLC in Portsmouth, NH.

She has graciously given me permission to give you a link to her recent article on the Portsmouth Herald.

You can read it here.

If you want to find out if using video in your marketing is right for you, please contact me via e-mail or call me at 603-686-5140.

What do you think – do you use video marketing? (Leave your reply below)

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Who said billboard advertising had to cost thousands of dollars a month?

When you think of billboards, we think of the giant roadside signs that are used by business to advertise their products or services.

And yes… the cost to advertise your business on one of those behemoths can run you some serious dough. And if your ad doesn’t get attention, deliver a message, and give a reason to contact you… Then your investment will be a big waste of money.

So here’s a kinda outside-the-box thought for you…

Everybody uses business cards, right?

Then why don’t you use your business cards as your own billboard?

Think about it… For about $95, you can get a box of 1000 high quality business cards from a local printing company. I use and recommend Elite Printing Group in Exeter NH.

If you take my advice, and instead of using them for branding purposes, use it like a space ad or billboard that will get some response.

Include an attention-getting headline that shows the recipient how they’ll benefit or how you’ll help them solve their problem. Do this instead of putting your name and business name in big letters. (Remember, nobody cares about your business name at this point in the relationship)

Use both sides, include a couple of bullet points, an offer, and a call to action that will prompt interested people to contact you.

And of course, don’t forget your contact info.

Here’s a general concept most businesses can use…

Front of card

Back of card

Now… there will be some who’ll complain about this advice, (usually graphic designers) and want to make it look pretty, instead of delivering a sales message.

My answer to that is: Of course you want it to look good, so make the design look pretty and professional as you want, but don’t sacrifice the message for the sake of design and looking pretty. Balance is key… grasshopper.

The bottom line – Do you want it to look pretty, or do you want to use it to get new customers to call you?

I know it’s not a real billboard… but if you do it right… ou’ll have your own personal billboard – for the price of a business card.

What do you think? (Leave your reply below)

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Real-life example of how terrible
customer service cost a sale

A couple of months ago, you might have read the article I wrote about the Sales Prevention department.

It basically described how many companies lose a ton of business because of the way they reply (or not reply) to customer service and sales inquiries.

I’m talking about questions from not only prospective buyers, but also from active customers.

Seems like many businesses don’t place a priority on the way they handle these requests. (Hopefully, yours isn’t one of them)

So today… I’m reprinting an actual e-mail inquiry and the actual reply from the company. The company name has been changed to protect the stupid.

Then you can decide whether their reply:

• Was a good reply
• It was a dumb-ass reply
• Maybe it was humorous
• Or they just plain don’t care about customers…

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But first a WARNING!

Whatever you do, don’t reply to your prospects and customers like this company did!

It could destroy your reputation and your business.
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My original e-mail

(with subject line to an online distributor of small engine parts…)

To: Joe Blow at parts place
Subject: Looking for part

I’m looking for a retainer bearing p/n 784-0357 for MTD (looks like it fits other mfgs)

Your online price says “call us”.

Whats the deal… Do you have them or can you get them?

Regards,

Merrill Clark
Web, SEO, Direct Response Copywriter
Marketing Advisor
603-686-5140

Sign up for free marketing tips…
delivered right to your Inbox

(Embedded picture of my book)
Author of…
“How Your Local Business Can
Get More Customers on the Internet”

Their reply: (short and sweet):

To: Merrill Clark
Subject: RE: Looking for part

Send your spam some where else

The end!

My immediate reaction was… “Huh?”  How could asking for part number information be spam? Jeesh…

Note** On a positive note, they did at least reply from a real person, and they replied quickly.

Truly customer service at it’s finest! NOT!

I have to admit — I was confused — I laughed — I got angry — I thought about it for a bit — then I replied.

(Professionally of course, since I know that everything online stays online forever.)

How would you have handled it? (Leave a reply below)

Oh… If you are curious about what my reply was, simply post a comment below, and I’ll send it to you.

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Using current news and events to boost response from your advertising

There’s an old saying from a legendary ad man (hmmm… don’t remember who though) that goes like this:

“When you write ad copy, you’ll get better results if you find a way to enter the conversation already going on in the reader’s head”.

Well… one of proven ways to do that is to tie your ad to a current news story.

Today, I’m going to give you a fictitious example using a current story, and your job is to see if you can use the concept to come up with an ad angle for your business.

Today’s News headline…

“Notorious Mob Boss Whitey Bulger hides
in rented apartment for 16 years”

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So let’s say you were a private investigator. You perform background checks, and you figure apartment and condo complex managers might want to hire you to make sure prospective renters were on the up-and-up, and not dangerous criminals.

I mean… The management has a duty to protect their tenants, don’t they?

He wants to send out a postcard to these managers to make sure they know about the background check he offers them, and comes up with a special offer they just can’t refuse.

Then the PI goes through his customer list, and also rents a list of local property/apartment managers.

His headline is based on the news… maybe something like this…

Attention Property Managers!

Learn how my “No-Hassle Criminal Background Check”
keeps you & your tenants safe from dangerous criminals
like Whitey Bulger…

Get two background checks for the price of one!

Offer good until 1-2-11!

“Frank weeded out one nasty dude – thank goodness
I hired him to check before I rented to him!”
Joe Schmoh – Boston MA

Call Frank today at 111-234-5678

If you really want to take advantage of this concept, use well-read headlines and reports to create a product or service that would cater to those people.

An example of this may be a financial planner using a published survey that says American’s between 40-60 #1 worry is if they’ll have enough money for retirement.

They could create a seminar or a course called “The Boomer’s Plan to Gurantee a Comfortable Retirement”, or something like that.

Always remember to use all the components of a good direct response ad. (You know, the ones you’ve been reading about in this blog for years) -:)

And remember, this is just to get your wheels turning.

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Does your business make this profit-killing mistake while trying to generate qualified leads for your sales team?

If you’re old enough, maybe you remember the song “One is the Loneliest Number” by Three Dog Night.

And if you’re not, surely you’ve heard the phrase “don’t put all your eggs in one basket”?

Now, you’re probably thinking… “What’s this got to do with getting more good sales leads for your business?”

Actually – a lot.

Too often, companies severely limit the number of good leads they could be getting, just because they are only using 1 technique that happens to be currently working.

And that’s bad! Considering there are hundreds, if not thousands of ways to generate leads, it doesn’t make sense to put all of your marketing eggs in one basket.

Smart marketers simultaneously use
multiple techniques to get new sales leads

Let’s say the only way you get new customers for your business is by attending local networking groups. So you don’t do any other marketing or lead generation such as direct mail, website marketing, or social media.

The problem with using only one technique is twofold…

First… Your potential customers are probably looking for you in more than one place. They may be on Twitter or Facebook, or searching for you on the Internet. And if you’re not there, you’ve lost your one and only chance with that person.

Wouldn’t you want to capture some of the prospects that no doubt you’re missing out on? If so, it’s just a matter of mixing and matching different techniques, media, and ideas. Try a targeted postcard, optimize your website for SEO and your readers, and connect with people on social media – all at the same time you go to your network groups.

The second problem is this…

Even though your current method of getting customers may be working, and you think you don’t have time to try anything else…

But what would happen if suddenly you couldn’t use your primary lead generation technique any more?

For example – remember back in the 90s when some businesses exclusively used fax marketing, and then WHAM…?

The government started handing out huge mega-fines for fax spammers, basically making it illegal to send a fax to someone who didn’t request it.

It pretty much shut down the fax marketing businesses – overnight.

Without a backup plans to generate leads and sales, these companies had to start marketing from scratch, and some of them just shut their doors for good.

Now I don’t want to see that happen to you, so play it smart, and use multiple ways to get new customers, not just one.

As your financial planner would say – “Diversify”! Don’t let your loneliest number be 1!

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

With very little effort, even a good company can force prospects and customers to the competition using their website’s contact form and customer service e-mail.

Oh… I get it! You want prospects and customers to contact your business – not your competition.

That’s great… but are you doing the right thing to make that happen?

Let me share with you this quick story…

As a business professional, I’m sure you know that consistent and timely follow-up with your prospect’s and customer’s questions is crucial to the success of your business.

And some people… and for certain questions… they’d rather shoot off an e-mail they found on your website instead of picking up the phone.

When I have a quick question, I do. Mostly, because I think it’s usually a more efficient use of my time, as opposed to finding the right phone number, and waiting on hold forever, just to get disconnected.

Actually, I’ve sent off short e-mails to customer service departments of two good-sized companies recently, both with simple questions, assuming I’d get a quick (or at least timely) response.

NOT!

In both cases, it’s been more than 2 weeks, and I even sent a second e-mail using the “email customer service” link on their websites. Grrr… Lack of follow-up really puts me in a foul mood.

Now… one will never get my business, and the other… they just lost any future business.

Come on… isn’t responding to your prospects and clients, no matter how they communicate with you, just common business sense? Not to mention common courtesy. Jeesh…

Seems like both are seriously lacking in today’s businesses, where many companies let their “Sales Prevention” department’s bad habits ruin any chance of profits or success.

No wonder they’re bitching about poor sales and profits. If people don’t think you care about their questions and comments enough to even respond to ‘em, you’ll push them right to your biggest competitor’s doorstep – gift wrapped with a big bow.

The moral to this story…

If you have a customer service e-mail address or contact form published on your website, and tell people to contact you with it… For crying out loud, when your prospects and customers use it… Give them the courtesy of a response!

If you’re like the two companies I spoke of, and not going to respond, you might as well tell people not to contact you, or at the very least, remove those pages from your website.

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Generate more sales and profits by simply going back to marketing basics

Do you know of a business owner, marketing manager, or a sales professional who doesn’t want more good leads and more paying customers?

I don’t… And if I did… I’d tell ‘em they should be in a different line of work.

Anyway – today you’re going to learn the 3 most important basics of marketing anything to anyone.

Though they are vital to your success – they’re so simple,  most people don’t even think about them.

Dan Kennedy, a world class marketing guru, calls it the Marketing Results Triangle.

The Who:

One leg is your market, or audience. To help clients figure this out, I ask them these questions…

“Who is your ideal customer or prospect?”  You can get this info in several ways including looking at your past sales, surveys, case studies, and simply talking with your existing customers. See if there are any commonalities such as where they live, their average age, income, marital status, etc.

Then, once you figure out the “who” you want to market to, you can find an appropriate mailing list.

Your message:

Next leg is your sales message, which must resonate and get the attention of the people (the who) you want to respond. Basically, use the right bait for the right fish, metaphorically of course. It’s the words you use to communicate your message, and include a kick ass offer that’s aimed squarely at your ideal prospect.

The media:

How do you reach your ideal prospect? Direct mail, radio, postcards, emails, flyers under windshield wipers?

The list is endless… but you need to try and use as many as possible that make sense. For example… pizza flyers on windshield wipers may get a good response… but a $100,000 financial opportunity… not so much.

In closing…

All 3 of these legs need to work together in order to be successful. If you only consider or use 2 out of any 3…

It just ain’t gonna work.

So spend some time, and figure out these 3 things. And I’ll bet you’ll start seeing better results almost immediately.

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

How to get your business listed on page 1 of Google’s search results – even if you don’t have a website

If your business depends on local customers, and want to get more of those customers, it’s simple math…

You see, 86% of your potential customers will search for your products and services on the Internet. And of those people, 75% of them will use the king of search engines, Google.

So the more often your company shows up in the first page of search results when someone searches on your keywords, the more people will call you.

More exposure to your prospects = more customers and profits.
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So how can you move up towards a top listing?

By optimizing your Google Places listing.

This is a cool feature from Google that kinda gives you a “mini” web page for free. First, they accumulate information about you from many other online sources like Yahoo, Bing, and other online business directories.

Then they compile the information they find into their own “Places” listing. And when someone searches on your type of business and adds a local identifier in the search (like a city, town, or zip code), Google will often list the local business “Places” listings at the top.

Generally speaking… the results are based on actual distance to your search and the relevance of your listing details.

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You can beat your local competitors online

And get this… if your listing is optimized properly, you can still get listed with or above your competitor’s listings… even if you don’t have a website! (Of course, if you’re in business, you put your company’s future at risk if you don’t have a website)

However, until you claim and optimize your listing, it’s likely to contain wrong and outdated information about you.

After you claim your listing, you can add descriptions, categories, pictures, videos, and maps, which will all help in getting found online.

Not to mention, it includes its own analytics, by displaying the top keywords people are searching for when your listing shows up. It also shows you how many times people clicked on your listing, your website, and got directions.

Even though your Google Places is free, if you want to optimize your listing in order to get better results and rank higher than your local competitors, you’ll have to spend some time learning the ropes…

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But spending time to learn Google Places will be worth it

To find your listing, claim it, and start making changes to it, simply search on your business name or service and add your zip code. Your local listing should show up with a little teardrop on the left, with a letter in it.

If it doesn’t show up, you’ll have to create a free Google account, or sign in to your existing one and click on “Places”.

Don’t wait to claim and optimize your listing!

Take advantage of it before your competition figures it out.

And…for a small investment, I can do all the work for you and optimize your Google Places listing so you’ll start to show up on page one of Google’s search results page more often.

Simply e-mail me or give me a call for details.

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…