How A Website Can Benefit Your Small Business

It is not uncommon for small business owners to resist developing an online presence for their business. The prospect of creating and maintaining a website can seem like a hassle to owners who juggle many different responsibilities. However, in today's world having a website is vital to business growth and customer relationships. 

Your business's website does not need to be elaborate or complicated. Start with a couple of pages that describe your business - the services and/or product you offer - and your contact and location details. Purchasing a domain to host your website should only cost a few dollars annually and provides a permanent space on the web for clients and future clients to learn more about your business.

Benefits of building a website for your small business:

1. It acts as a sales tool. Your website is a place for consumers to learn more about your product and/or service. This online platform will allow you to share trusted information about your business and create compelling calls-to-action which can incentivize consumers to make a purchase. It can even serve as an online marketplace for customers to buy your product or service and expand existing sales opportunities.
2. Your business's visibility increases. With the growing popularity of online directories, more and more consumers are doing their research online before making a purchase. If your web presence is non-existent, there is less chance your business will appear in search results. With an online footprint, you strengthen your reach and become more discoverable to potential customers when they conduct searches.  
3. You enhance credibility. Because consumers are deliberately decision-making online, having a website enables you to share carefully curated information about your business. You are in control of the message the consumer receives and in turn, they can trust that the data they find is legitimate.
4. It means you can capitalize on less expensive and free forms of advertising. Printed media, TV, and radio can be pricey. Your website will be a relatively minimal investment and provide any information you want to share with clients and prospective clients.

To learn more about how to create a website for your business, see our tips here.  

For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and LinkedIn.

Free Advertising Ideas for Your New Business

One of the most important goals for a new business is to reach clients and promote your mission.   You want to advertise, but you don’t want to spend all of your hard-earned profits in the meantime.  Fortunately, there are several ways to accomplish this goal without breaking the bank.  The following are a few ideas you can utilize to effectively promote your business at little or no cost.

1. Network - The most efficient and productive way to advertise is word of mouth or good old-fashioned networking.  Attend free events such as happy hours or dinners, anywhere you can discuss what you are passionate about and spread the word of your new endeavor.  Use the traditional method of cold-calling on the telephone to reach out and market your business. Technology is great but people still appreciate when you take the time to make a personal connection.  It also gives you a stronger platform to explain your goals.

2. Utilize Social Media – Blogging is a great (free!) way to self-promote.  Start your own blog and follow others in hopes they will return the favor. You can also periodically and methodically have guest bloggers support your site and write pieces once in a while. Establish a professional presence on Facebook, Twitter, Pinterest, Instagram, etc. and keep up with the current social trends.

3. Giveaways - Offer a referral system to current clients where they receive a discount or free services, if they refer new customers to you.  Alternatively (or additionally) offer a loyalty program to encourage return business.  You can also offer a first time discount through websites like Gilt, Groupon and Living Social.

4. Cross-promotion – Advertise and cross-promote with other local small businesses on your website, social media and promotional events. This can cut back on costs and reach a larger group of potential clients.

5. Self-promote - Always have your business cards handy. They are a simple takeaway to leave with potential prospects. Also, include your company website and links to your business’ social media at the bottom of your email signature which will reach everyone you communicate with daily.

Are you a rising new business less than a year old? Take advantage of the New Business Sponsor Program for guidance with topics like technology, marketing and customer service.

For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and LinkedIn.

Written by: Adam Koncius, Koncius Digital Marketing

The Benefits of Crowdsourcing to Help Build Your Brand

What is Crowdsourcing?

Crowdsourcing is the use of social media outlets to identify what channels are best to target your content. If your business finds itself having to tighten its belt when it comes to spending, crowdsourcing can be a great tool. Here are a few benefits of using crowdsourcing to create content for your business:

1. Speeds up the process of content creation- Writing all the content for a business can be exhausting, inviting consumers the chance to do it every once in a while gives you free time to do other things.

2. Gets your customers and potential customers involved- Social media outlets are thriving because people are always willing to give their opinion. Let your consumers do some of the sales work for you by offering reviews of your product or service. Be sure to use a social media monitoring tool to help filter out spam!

3. Helps you narrow down your target demographic, and gets them involved- Giving potential customers the opportunity to voice their opinion gives them fifteen minutes of fame, and gives you the leverage of a newly invested customer. 

4. Helps shine light on a target audience you haven’t considered- Crowdsourcing gives you the opportunity to explore multiple target audiences without much consequence. The feedback is almost instantaneous and it might give you ideas about approaching markets you haven’t thought about!

How to Help Customers Find You

Think about the last time you wanted to make a purchase that required some research, whether it was a new car, a new TV, some furniture, or a bike for your child. What was the very first thing you did? If you’re like most people, your answer can be summed up in one word: Google. When consumers are in the early stages of buying something, they are likely to turn to Google. So how can you use this to your advantage? Read on for some ways to make yourself more visible online and offline.

Online Commenting. This is a very effective way to drive traffic to your website. Write brief but meaningful comments on sites that are relevant to your business. You can also write reviews of books about your industry on sites like Amazon or Google Books. Participating in this type of online discourse will allow you to network with other likeminded people in your field, and eventually make your name more recognizable on the web. Furthermore, frequent commenting on well-chosen sites can increase the likelihood that people will find you on search engines like Google.

YouTube and Podcasts. These are valuable resources for you to use in your search for new customers. Do not dismiss YouTube as solely a website for young people watching viral videos. Many businesses are now using YouTube channels to post all kinds of videos such as tutorials, product demonstrations, and mini-advertisements. Include the link to your website so viewers know where to go for more information. The same goes for podcasts; for people on the go, they are a necessity. Consider using this medium to communicate with not only prospects, but current customers as well.

Smartphone apps. Apps are a must for any brick and mortar business. By registering for popular apps like FourSquare, Google Places, Yelp, and GoWalla, you can take advantage of the ever increasing use of smartphones by current and potential customers. Most of these apps are available for iPhones as well as Android and Blackberry phones. People use these apps not only to find the location of a business, but also to link to the business website and read reviews by other users.

Here are some more ways:

Signage on cars
Fun signage/banner/T-shirts for your clients to display
Testimonials
Online/printed Reviews
Follow up cards, emails and phone calls
Seasonal promotions for your community
Sponsor charities and causes in your community
Weekly workshops and/or presentations in community hubs
Partnering with other businesses
Referral exchange – where you refer business to them and they refer business to you.
Sporting/community event meet and greet
Offer online/offline contest and give-a-ways
Joining or starting organizations and clubs

Many of the methods listed above are low-cost ways to help customers find you. Make the most out of your online presence, but don’t forget to also make it easy for your local community to find you offline as well.

What have you done to help your customers find you?

Advertise with BBB

Promote your business on a billboard, bus or bulletin advertisement at a third of the cost.

When “Free” Doesn't Mean “Free”

Recently, a mailer was sent out that advertised a FREE service valued at over $800.  A consumer called and asked how it could be free. The answer… “It wasn't.” Sometimes, consumers get so caught up in the excitement of a valuable product or service being offered at a free or reduced rate that they forget to ask this very important question. Of course, the advertisement says “free” so how could it not be, right?

Technically, businesses should not use the word at random, unless you truly mean it. There are exceptions though. Frequently in advertisements, businesses will promote something as being “free,” but then in order to get the product or service, there are accompanying fees. This practice is not uncommon and is used in various industries.

It is not acceptable to mask or to try and hide costs with small print or confusing verbiage. The BBB Code of Advertising specifically says that if a “free” offer is contingent upon another purchase, this fact must be stated “clearly and conspicuously together with the offer.” The use of an asterisk next to the word “free” referencing a footnote is not an acceptable practice.

Do you offer anything for free? How do you advertise it?

How To Avoid Six Common Advertising Offenses

Small business owners often have to add the title of Advertising and Marketing Director to their long list of duties and may not be aware of the various laws regarding common advertising claims. Creating an effective advertising strategy isn't just about where and when ads are placed, but also what claims are being made. 

The following are six examples of commonly used phrases and tactics in advertising that are often misleading when not used properly:

“Free”

The word “free” may be used in advertising whenever the advertiser is offering an unconditional gift. If the shopper has to purchase an item in order to receive the free gift, the advertiser must clearly and conspicuously disclose the conditions. Also, an advertiser may not increase the price of the purchased item, nor decrease quantity or quality in conjunction with the free offer. Additionally, free offers should not be advertised when the item to be sold is customarily a negotiated-priced item such as an automobile or home.

“Save up to…”

Price reduction claims that cover a range of products or services should state both the minimum and maximum savings without a misleading emphasis on the maximum savings. Also, the number of items available at the maximum savings should comprise typically 10 percent of the items being sold unless local or state law requires otherwise.

“Lowest price in town…,” “Our prices can’t be beat…,” etc.

Prices for products and services fluctuate regularly and it can be extremely difficult for an advertiser to claim with certainty that their prices are lower than their competitors. Such claims should be avoided unless the advertiser can provide substantiation.

“Best,” “Most,” “Tops,” and other superlative claims.

Superlative claims can be objective, based on fact, or subjective, based on opinion. Objective claims relate to tangible qualities and performance which can be measured against accepted standards. When making objective claims, an advertiser must be able to substantiate all claims.

Obvious use of puffery, such as an advertiser stating they think they offer the best customer service in town, may not be subject to truth-in-advertising standards. However, advertising is all about trust from the consumer’s perspective and businesses should be vigilant against making subjective superlative claims that are misleading.

“Factory direct,” “Wholesale prices,” “Direct from the maker,” etc.

Claims such as these imply significant savings from the actual price being offered by retailers. These claims should not be made unless the implied savings can be substantiated. Furthermore, claims such as “factory to you” or “factory direct” should not be used unless the advertiser actually manufactures the merchandise or owns the factory where the advertised products are made. Similarly, an advertiser cannot falsely claim to be a wholesaler, nor can an advertiser claim to offer “wholesale prices” or items “at cost” unless the items are being sold at the same price as would be purchased by a retailer for resale.

*Use of Asterisks

Asterisks can be used in advertising if they offer additional information about a word or term that is not inherently deceptive. However, an asterisk or similar reference symbol cannot be used as a means to contradict or substantially change the meaning of the statement. The information referenced by the asterisk should also be clearly and prominently disclosed.

What Does it Mean to be Green?

Many products advertised as “green” or “organic” can sway purchasing decisions, but companies can also position themselves as socially conscious at a corporate level to attract customers. Such position begs the question though, what does it mean to be green and how can you communicate it in your advertising?

To help promote your company’s green efforts to all audiences, BBB offers the following advice for making “green” claims in advertising and marketing:

Tell the truth. A recent study by a Canadian-based marketing firm found that many products aren't as earth-friendly as they say they are. While most products reviewed made exaggerated claims, a few carried outright lies – mostly involving supposed certification from watchdog organizations. Few things destroy a company’s credibility with consumers faster than false advertising – tell the truth in all marketing efforts.

Make concrete claims. An honest advertiser will not make vague statements such as “environmentally friendly” or “sustainable” without providing solid examples to back up the claim. If your packaging is made from recycled paper, then say so. If your company has reduced energy costs, then brag about! Making fuzzy claims, however, can get you into trouble with any and all consumer segments.

Provide evidence. Being a green company isn't just about putting a recycling bin by the copier. You also need to be able to explain how you’re making the world a better place. Consider creative ways of quantifying your company’s impact such as: How many hours have your employees volunteered? Who has benefited and how have they benefited from your firm’s efforts.

Get a stamp of approval. While there is no universal “Good Housekeeping Seal of Approval” for green claims, there are independent third-party organizations that will certify your environmentally-friendly statements such as EcoLogo (www.ecologo.org) or Green Seal (www.greenseal.org).

Get expert help. As a result of the green-frenzy, many boutique marketing and advertising firms have sprung up that specialize in branding companies as environmentally friendly and socially responsible. Getting professional PR help is typically costly; however, the rewards could be substantial in terms of revenue, reputation and goodwill.

Baby Boom Your Branding Strategy

When looking to create or update the branding strategy foryour business, it’s always important to take every demographic intoconsideration. According to the International Council of Active Aging (ICAA), the majority of adults over the age of 55 feel that advertising does notreflect their current lifestyle, and they are turned off by marketing messages targeted to them. Better Business Bureau is reminding business owners toinclude aging baby boomers in their branding and marketing.

Creating ads that work is one of the top goals for allbusinesses. And while many boomers are much more apt to rely on referrals thanthe younger generation, 90 percent of adults 50 and older also rely on andcomfortably use email, according to ICAA. Forrester Research found that 49 percent of consumers who are 66 or older rely on personal emails to direct themto sites, compared to 28 percent of non-seniors.

One of the problems in today’s marketing world is the fact that many businesses don’t even have a viable strategy for targeting thenation’s 77 million baby boomers, ICAA notes. When creating or sprucing up yourbranding strategy, the best way to make sure that it doesn’t neglect the agingpopulation is to get input from them directly.

BBB and ICAA recommend the following four steps tobusinesses that are looking to make their branding strategy more baby boomerfriendly:

• Create ads that work. Don’t assume that you’ll reach the aging population by default. Actively design ads to portray babyboomers in a positive, uplifting light. Don’t use negative stereotypes of older adults to humor younger audiences.
• Deliver the message effectively. Tell a storyinstead of lecturing. Let your ad arouse emotions and tug at the heart stringsof your audience. Help your audience understand the message by breaking uplengthy facts into short snippets.
• Use terms that work. The key to tugging at thehearts and minds of older adults is to speak their language. Make every wordcount. Business owners should focus their advertising using language thatimplies health, well-being and productivity.
• Focus your ad photos using realistic images. Accordingto a recent study by AARP, researchers discovered that images showing exercisethat looks like too much work turns off older adults. Grimacing, sweaty, straining models won’t entice many 50-plus adults to become engaged. Make sureyour business branding strategy uses images that are both realistic and fun.Baby boomers are more likely to engage with your brand if they feel accuratelyrepresented.

For more information on engaging the aging population visit theInternational Council of Active Aging, www.icaa.cc.

Six Tips to Build Relationships

Every business owner wants their company to succeed. While many factors contribute to the success of a business, the leadership team has great influence on internal and external factors that can make or break a company.

To help businesses strengthen relations and build trust, BBB offers the following six tips:

1. Start from the inside out. Focus on your employees. Employees are the backbone of a business and taking time to communicate with them daily, could help foster a positive company culture. Remember, employee respect is just as important as customer respect.
2. Get to know your vendors. To help build trusting relationships with vendors right from the start, review lists of BBB Accredited vendor companies at SearchBBB.org. Choosing vendors who are committed to ethical behavior will help create strong, lasting relationships that could, over time, ensure you are getting the best service for your buck.
3. Protect your customers’ identities. Make sure all customer information is handled properly and securely. Ensure your business is protected from a security breach by having the right security measures in place.
4. Advertise honestly. Adhere to established standards of advertising and selling and always represent products and services truthfully, including clear and adequate disclosures of all terms and conditions.
5. Connect on social media. While many businesses use social media for marketing, these platforms provide great opportunity for engaging the online community. Connecting with consumers and organizations on social media can create awareness about your brand and help build trust.
6. Be a community advocate. Participate in the betterment of the community. Customers are loyal to businesses that are involved in programs that support their local community, such as philanthropic groups, chamber organizations and business networks.

Guest Blog: A Cost Effective Way To Advertise Online

If you have a website for your local business and would like to attract more customers to your store front or if you sell a service to local people in surrounding towns and would like to get more leads, adding your business to Google Maps is a cost effective way to get these customers and leads. 

1. If you haven't already claimed your local Google Places/Map listing, do that now. Just do a search on Google for "Google Business Directory" or click this link: www.google.com/placesforbusiness/ and list your business. 
2. You want to find all the searches that result in Google showing their local business directory. Google's local listings don't appear for all searches, so you need to do some research to find out which keywords or phrase make them show up. Example: If your a plumber try a search for plumber, or plumbers. If there isn't a local result for that, try adding your town like: "Boston Plumbers" or Plumbers in Boston MA". Find all the keyword phrases that produce a Google Maps result for your industry, include other town names in your service area.
3. Create one page for each phrase or keyword that Google shows their local directory listings for on your website. The best way to do this is to incorporate a blog on your website. If you do not have a blog, this is an easy addition. Write one new blog post a week about the keywords and phrases you found trigger the local maps listings. You could write a post about a job you did in that town, include reviews and testimonials from people you serviced in the town, include pictures of the job, whether or not you pulled a permit, what traffic was like in the area, etc. Make sure each page is about the single phrase or keyword. It should be the first words in the title of the page, include it in the "alt" text of an image on the page, and you page content should be somehow relevant to the phrase. 

PRO TIP* Start by writing about towns that are recession proof, neighborhoods where the median income is above average, and where you aren't likely to have many DIY types. 

A Google places listing is free, advertising does not get any more cost effective than that. Free is Good! showing up for searches by locals in your home town will certainly get you some leads every year. But, showing up in 10-20 local towns will get you enough work to stay busy every week.

Michael Kern is the Founder of Inform Local, a BBB Accredited Business since 2012.

BBB Study Shows Radical Change In Advertising In Cyber Age

Cyberspace is changing the advertising scene radically, both in terms of where consumers look for ads and what businesses say is their most effective advertising medium, according to a study done by our BBB counterpart in St. Louis, Mo.

The study, “Believe It or Not: A BBB Study of the Perceptions of Advertising by Consumers and Business,” is based largely on surveys of 1,360 consumers and 442 businesses.

Consumers were asked what the most and least trusted media were for advertising. The two results were combined to create a “trust factor.” With a rating of a positive 17 percent, they ranked company websites well ahead of such common media as mainline newspapers, television and radio.

Businesses were asked to indicate their most effective medium for advertising. A third of respondents said their own websites were the most effective, and company websites led the list of where businesses spend their most advertising dollars.

Businesses also ranked search engine optimization (SEO) high in both dollars spent and effectiveness. The study recommends “that businesses that have not done so explore the opportunities available through search engine optimization and search engine marketing.”

Eight-five percent of consumers responding to the survey said they use an Internet search engine to find a company with which to do business, according to the study.

To view the complete study please go to http://stlouis.bbb.org/Storage/142/Documents/ADStudy.pdf.