10 Ways to Increase the Reach, Popularity and Success of your Business

Are you having a hard time finding folks who want what you’ve got? It could be time to (re) evaluate the state of your business. There’s no shame in wanting to improve the reach, popularity and success of your business. You can -- and should -- make time to investigate where you’re falling short.

Wherever they go, you go. If your business is in a competitive marketplace, especially if your model includes a storefront, it might be worth considering moving communities to be closer to your primary audience.  If you can’t or don’t see a move as a manageable option, pursue your audience via marketing. Where does your customer base or potential clientele spend their free time? How do they travel to work? Maintain a presence through advertising to passively get your message in front of your ideal crowd.

Show up. It’s vital that your product and services are positioned in the right places online, in order to get noticed by your target demographic. BBB’s online Accredited Business directory serves as a reservoir of trustworthy businesses for the consumer when they make a purchasing decision. Will a potential client find you listed as Accredited? 83% of people are more likely to purchase from a business displaying the BBB Accreditation Seal. Plus, 7 out of 10 consumers prefer to do ‪‎business‬ with a BBB Accredited Business.

If you’re using social media to connect with potential customers (and you should be), don’t forget about YouTube. Producing how-to’s on topics that relate to your business or helpful tips trending in the industry can be excellent for framing your business as a marketplace leader. Demonstrating use of your product, your business’ participation in events you support in the community, and testimonials of your current customers sharing positive experiences are all worthwhile video content to further your reach.

Elementary, my dear business owner. Always err on the side of simple when it comes to messaging. Short customer attention spans are an obstacle all businesses face. With that said, thank you for continuing to read this post! Overcome the customer’s tendency to move on by keeping your message straightforward. Also, make it easy to share, so they can spread the word on social media when they “like” it. Shed all the fluffy stuff while painting a clear picture of what you’re offering and how it will solve their problem(s).

Yo, I’ll solve it. Speaking of which, is your product or service in fact solving a problem for the customer? Because, this is gold. Measure the importance of this concept in gold doubloons and it would be worth, well, A LOT. If you aren’t sure that you’re providing a solution for your customers, try polling them to determine if you’re filling a need. Social media makes conducting a survey painless.  Or, when you send email to your customers, ask them to write you a Customer Review. You’ll get priceless feedback on their experience, while they share what they’ve learned with others. 92% of consumers read reviews. They give you a leg-up on the competition and, bonus, it’s free marketing. Is your customer service stellar or stinking? Is the product or service living up to its promises? Find areas for improvement via what your loyal customers are saying and apply it to getting more exposure for your business. Brilliant.

Shout it from the rooftops. Once you establish what problems you’re good at solving, communicate this to the universe. Your social media accounts, blog and newsletter can be great vehicles to tell your story. If there’s a benefit -- such as the aforementioned problem-solving powers -- you offer, unlike others in your space or just one your customers love, highlight it! It could be your turnaround time on shipping orders, a “hidden gem” use for a product, or simply how effective your service has proven to be. Whatever it is, leverage it! Don’t be keep it a secret.

Comparison shop. Look at other businesses in your space, or one with a similar business model, or better yet -- one you admire. What is that thriving business doing to get their product or service into the hands of the people who want it most? How can you differentiate what you offer from what they offer? It’s never too late and always wise to be up to date on what “the others” are doing. Check out business(es) on bbb.org to see what complaints they have against them and what the issues focus on. Maybe there’s something missing in their business model that you have. Oh, and make sure you’re responding to your complaints, too. Sometimes a complaint is just a misunderstanding. Addressing it in a timely manner could alleviate an issue altogether and potentially offer insight into your business.

Convert them with care (and class). Make it easy for customers to leave the competition. Once you highlight your big benefit or service and it catches on, welcome them with open arms. Offer a new customer a sneak peek at your latest product or maybe it’s free shipping on their first order. Most importantly, if they leave someone else to choose you -- it’s imperative that you deliver. Be careful what measures you take to entice them. Biting off more than you can chew when luring in competitor’s clientele could come back to bite you. No one wants to try a new product or service, only to be disappointed.

Take advantage of your assets. Draw from your business’ strengths such as talented staff, a strong Board of Directors, connections in the industry or healthy financial backing. Tweak what needs tweaking, by using your existing resources. One free and easy-to-execute but easy-to-overlook strategy? Looking to your employees for answers. Your team is on the front lines dealing with the customer day-to-day and learning firsthand what isn’t working. What do they think could be at the root of the issue? They could hold the key to getting your brand into the right hands.

Don’t close the door on change. Just because you’ve been doing something for 10 years, doesn’t mean you should keep on keepin’ on. For example, be mindful of your sales cycle. When is product moving? When is it stagnant? If something isn’t selling and weighing you down, consider taking it out of the pipeline. If that invites anxiety over the thought of unsold merchandise, try creating a demand. Offers like “limited time only” could go a long way in moving product to be phased out. The market evolves and your business needs to as well.  Intimidating to-do lists are the hardest to tackle but the reward is far greater than the medial ones. Embrace change and look at it as an opportunity, especially if the writing’s on the wall that something needs to give.

Be the best, around. Ultimately, focus on what you do best. And if you’ve realized that you aren’t, get back to basics. Determine what it is that makes you unique and build from there. You already know what your strengths and weaknesses are because you asked your existing clientele. Use that feedback to determine how the customer benefits from choosing you and share it with the ones you’re trying to reach.

BBB’s News and Opinion Blog serves as your source for business topics and industry news like tips on hiring for your small business and ways to grow engagement with your audience using social media. For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and Instagram.

Written by Stephanie Benz, Senior Social Media Associate for Better Business Bureau Serving E. Massachusetts, ME, RI & VT.

How to Make Smart Hiring Decisions for your Small Business

Facing a competitive and crowded labor market is a common challenge for small businesses. Rather than “the talent” competing for your job openings, it’s other businesses competing for the same talent.  Add into the mix -- that as a small business owner -- a new hire essentially means adding a new family member. The employee becomes part of your presumably small inner circle. So as an entrepreneur, how do you acquire top talent -- against stiff competition -- who will also fit into your existing tribe? 9 ways to step-up your recruitment strategy:

REACH OUT. Consider looking outside your business’ immediate area to grow your team. If the locals don’t seem to fit the bill, or don’t answer your call for openings, stretch your reach to neighboring communities. The right candidate won’t mind making the move geographically and/or commuting a little further for the right workplace scenario.

SEEK OUT THE SEEKERS. Try looking on job search sites in the job ‘wanted’ section. This might include Craigslist and even the relevant newspapers. Candidates who are proactively and eagerly looking for work are likely ones you can count on to perform. Looking for new grads to fill empty shoes? Ensure your opportunities can be easily located and applied to via mobile apps and social media networking sites like LinkedIn and Indeed. Millenial job seekers are not just doing their job searching online. According to Accenture Strategy’s 2015 U.S. College Graduate Employment Study, 64% of 2015 graduates have used a mobile app to search for a new gig.  

TRY FLEXING. Still not finding the right full-timers or the local labor pool seems particularly barren? Consider hiring a freelancer. Freelancers are often excited about helping a growing business. They can learn something new and contribute in the early stages of building your brand. Most come armed with a variety of experiences and a diverse portfolio. Plus, freelancers can contribute to your business on an as-needed basis.

START SPREADING THE NEWS. Referrals from successful employees -- who are already happy working for and with you -- or investors in your business can provide qualified leads. A passive job seeker who is connected to you via a respected colleague might just be a star candidate. Consider this, they are experienced and dedicated to their craft and are recommended by someone you trust. Oh -- and they aren’t job searching, so the only competition you’ll have is their current place of employment.

HIRE FROM INSIDE THE LINES. 72% of 2015 college graduates participated in an internship program during their collegiate career (up from 65% in the prior year). An intern will have the opportunity to learn your business from the inside out and potentially get involved with a number of departments/projects/colleagues during their tenure. It’s a plausible solution to finding talent that fits. You have the advantage of determining if they will work well with your existing employees, while at the same time learning the business.  

BE MEMORABLE. There is both risk and reward in working for a small business. Do your potential hires know the reward, if they’re expected to set the DVR and burn the midnight oil? Promote your culture -- for example, what is unique about your business? Show candidates what they can expect via a tour of your space on their interview visit. It might even be worthwhile to have them shadow someone besides the hiring manager (namely you) before a decision is made. If an applicant rejects an offer, as for feedback about your culture. Maybe it’s time to re-evaluate. Ask your current crew what’s missing and you not only win brownie points for including them in the process but you’ll be poised to attract other people looking for the same benefits. Success for your growing business starts “at home” and if your employees aren’t “feeling” the culture you’re creating, they won’t be a long lasting investment.

GIVE A LITTLE. Be willing to offer more to your employees. The “more” doesn’t necessarily have to come in the form of dollar signs. Many new hires are satisfied with a well-rounded package of salary and benefits. Sixty percent of the class of 2015 said they would prefer to work at a company with a positive social atmosphere and earn a lower salary than make more money someplace where it's less fun to work. Flexibility also goes a long way and can gel nicely with the vibe of a young business. Think about allowing some role players the option of working remotely as a perk.

SCHOOL THEM. Skills can be taught but personality is a plus and drive is a must. During a search, consider potential employees who are ready to embrace the adversity that often crops up with a small business. Also, ask yourself if you'd enjoy lunch with the new worker bee because if personalities don't click, how will you connect on projects? Having skilled employees who match both your vision and your enthusiasm is inevitably important. If someone is in a constant state of discomfort, it will show in team meetings and in front of a client. A willingness to train the right person will prove fruitful in the long run.

TALK IT OUT. When you hold an interview, ask what a candidate does outside of the workplace? An employee’s hobby could prove to be a hidden gem skill set for your business. And this same line of questions, could also help you determine his/her potential fit in your workplace. Do they like to play softball and your business has a team or maybe he or she is active with local charities and your business encourages philanthropy. In a similar vein, how do they envision the future? While working at your small business may not be their life-long dream (although, bonus if so!) having this conversation can unveil how motivated the individual is to grow as a professional. Ambitious leaders-to-be will see working for you as a valuable experience and this exchange could reveal ideas worthy of being implemented by your brand when the new hire hits the ground running.

Does your small business have proven recruitment strategies? Share them in the comments!

BBB’s News and Opinion Blog serves as your source for business topics and industry news like tips for customer retention and how to use social media engagement to grow your business. For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and Instagram.

Written by Stephanie Benz, Senior Social Media Associate for Better Business Bureau Serving E. Massachusetts, ME, RI & VT.

Taxes: How Your Small Business Can Tackle Tax Season

For many business owners, tax season is perceived as headache season but taxes don’t have to be a hassle. Strategies like keeping your records in order all year long, familiarizing yourself or your staff with the relevant deductions and regulations as well as understanding your tax return post-filing will prove valuable. Here are several tips to help you master taxes.

Keep it Together

About 60 percent of small business owners say they spend more than 40 hours a year dealing with federal taxes. Dial down the stress and save some time by staying organized year-round. You don’t only need well-kept numbers for tax prep purposes but business owners often need to provide financials when in the pursuit of investors or lenders. Why not glean twice the benefits simply by being systematic about what you spend? Sifting through receipts and files a day before deadline is no one’s daydream. Stay one step ahead by making the time to be organized. Put a system in place or bring someone on board who has the time and expertise to assist.

Don’t Miss a Minus

Make the time you invest into organizing your tax records worth it. Understand what qualifies your personal effects and spaces as write-offs and keep accurate track of their usage. Don’t overlook deductions like your car and your home office. Track mileage and parking charges you’ve incurred for business travel. Is your home the primary location where you conduct your business? Or is there a space in your home dedicated exclusively to your business operations? You can deduct the relevant expenses. New to the business ownership bracket? Claim start-up business expenses like computers, furniture and inventory. Courting new clients? You can write-off 50% of business entertainment expenses like business lunches. Stick with the trend of being organized and record who attends and the nature of those outings. You won’t regret having records to back-up the deductions you’ve claimed when it means avoiding an audit or at least being prepared, in case the IRS randomly selects your return.

Make it your Business to Know, or Go Pro

According to the National Small Business Association, nearly 60 percent of business owners say administrative burdens were the biggest problems posed by federal taxes. Tax code is complicated -- especially with new regulations in place such as healthcare law and the permanent tax break via an extension to Section 179, which addresses deducting depreciable assets (equipment) up to $500,000 based on an organization’s gross revenue [Section 179 Infographic] -- perhaps so much so that code is a catalyst for many small business owners to hire a tax preparer come tax season. It’s crucial to check tax laws every year. If you have an in-house accountant or bookkeeper, confirm he/she has access to the most current information which is not only vital for tax filing in the present but for planning for your business’ future. Hiring a tax professional means added money and time spent for a typically already budget conscious small business but the NSBA’s report revealed that 85 percent of business owners surveyed relied on a professional to prepare their returns. With a looming hope for lower taxes on small businesses, make sure you take the time to research a trustworthy tax preparer before you pay someone to crunch the numbers for you. It’s important to avoid penalties and equally important that you’re getting all those deserved deductions.

Roll Call

It’s essential to accurately classify your employees. Full-time employees and freelancers (independent contractors) are two very different animals when it comes to tax filing and reporting income. Remote worker bees and telecommuters continue to make more appearances in workplace dynamics -- and on payrolls -- and in many cases are a necessary element for small business success. Be careful, don’t get fined because your employees’ roles with the business are not accurately defined. Intuit offers a worker “wizard” to help you classify team members as an independent contractor or employee.

Review to Avoid a Repeat

It takes time but it’s a simple practice to put into place. Reviewing your business’ return with an accountant will provide guidance for future endeavors. Understanding the return and what it means for your business will unveil areas needing improvement and how you can avoid tax mishaps or set yourself up for similar success moving forward.

Other Helpful Resources

IRS Calendar for Small Business and Self-Employed

Small Business and Self-Employed Tax Center

Watch out for Scammers Impersonating the IRS

Report a Tax Related Scam

Online Tax Tools for Small Business

Rhode Island Tax Awareness Workshop

Vermont Small Business Seminar

Massachusetts Business Taxes and Employer Obligations

Maine Secretary of State's Small Business Resources page

BBB offers a directory of qualified tax preparers and accountants, important IRS resources and tips on how to avoid tax scams for the 2016 tax season. 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 Stephanie Benz, Senior Social Media Associate for Better Business Bureau Serving E. Massachusetts, ME, RI & VT. Meet Steph.

11 Tips for Retaining Customers: Treat them like Royalty to Maintain their Loyalty

If you struggle to keep customers on board with your brand -- don’t worry, you aren’t alone. Via a 2015 survey conducted by Constant Contact, retaining existing customers (40%) is one of the top 3 leading concerns among U.S. small business owners.

Regardless of your business’ industry, age, location or demographic, holding onto your customers is vital to your brand’s lifeline. Your customer base is the bread and butter of your bottom line. So what can you do? Treating them a little like family will go a long way. If you want loyalty, treat them like royalty. Can’t be too hard, right? Here are 11 tips for retaining customers.

Start with a firm handshake. This works both literally and figuratively. Whether meeting your customers (or prospective customers) in person or virtually, first impressions are critical. Strive to position your business in a positive space in his/her memory. Making a strong introduction will serve you well when it comes time for a customer’s future purchase decisions.

Make them feel at home. A welcome package or program is an essential piece of your relationship with a customer. An introductory phone call, email or visit demonstrates that the brand is personally invested in the customer. Offering a welcoming environment to your customer base will allow you to set expectations, provide policies and learn more about those supporting your business.

Don’t fade away. Competition is fierce in every market. Nurture your customers with periodic phone calls, visits and recognition. BBB’s Community Outreach Team is out in the field, connecting with Accredited Businesses in our service area. Our Specialists take this time to answer questions, update on BBB offerings and align a face with the brand. According to Strativity, frequency of interaction builds loyalty and advocacy: 87% daily, 64% weekly, 49% monthly and 33% few times/year. Staying in touch with your customers allows you to show appreciation for their support as well as keep your brand top-of-mind (and hopefully in front of your competitors). It also presents an opportunity for educating on product and service offerings.

Easy like Sunday morning. Make working with your business painless. Daunting processes, especially online, detract from the customer experience. Keep things easy to navigate. The same goes for when it comes time to renew a contract with your customer. The easier it is for the user to stay loyal, the more appealing it will be and the higher likelihood they’ll continue to choose you. Customers crave an effortless and efficient experience.

Customers are the real MVP. Keep your regulars happy by incorporating the art of personalization. Whether it’s an email, phone call or marketing materials -- do your best to customize their experience with your brand. Make your MVP’s feel like VIP’s. A small gesture like a birthday email with a discount or recognizing their business’ milestone will go a long way. Personal offers and recommendations based on their past participation or purchases show you listen to what your customer needs.

Make memories. Just because you make it simple to engage with your business, doesn’t mean it can’t also be memorable. What’s the first thing you’re likely to discuss after interacting with a customer service specialist? Were they nice, helpful, patient or the complete opposite? SDL conducted a global study across three generations and 9 countries and found once a customer experiences what they consider a major customer experience failure, 64% will stop recommending the organization, start looking for an alternative brand or actively disparage the company via word of mouth, social media or other online channels. Be remembered for the right reasons.

Be timely and reliable. As is true in any relationship, communication is key. A study organized by Aspect Software on consumers and their preferences regarding customer service revealed 76% of American shoppers view customer service as a "true test" of how much a brand values them. This means the pressure is on to not disappoint. Don’t panic. Communicate in a timely fashion when fielding inquiries and be accessible. If customers can’t find you to communicate with you, how can you hold up your end of the relationship?  Offer official hours for customer service and when your team can’t be available -- ensure that your website offers as much info as possible for troubleshooting when you go dark. Include FAQ’s and how-to’s. Building a dynamic with your customers that includes consistent and reliable communication will breed loyalty. This is equally important when a customer is unhappy. If and when a business receives a complaint via BBB, there is an opportunity for your business to efficiently resolve what might have only been a misunderstanding.

  

Show gratitude. It goes without saying that producing a quality product or service is imperative in order to keep people coming back. After you’ve made that stellar sale, it’s equally important to thank your customers for well, being a customer. Don’t assume your customers know how much they mean to you. You appreciate them, so why not tell them? And while you are at it -- ask them to tell you about their experience. Customer reviews can provide helpful feedback to help you get a jump on competition, learn about improvements needed and grow your relationship with the customer. And when you get that feedback -- especially if constructive -- don’t let it fall on deaf ears. Let customers know you heard their suggestions and invite them to try something new, different or improved. In some cases, a simple survey with your long term customers can be very eye opening.

Celebrate, good times -- c’mon. The more your customers feel like an MVP, the more likely they’ll be to continue supporting your business. Try reminding them with rewards. The small time and money you spend to reward your devotees will pale in contrast to the return you could see. Offer renewal and or referral programs. Show appreciation for your customers who recommend your product or service to family and friends with a discount or added perks. Better yet, if rewards -- like that 10% coupon you offer, could be shared -- 70% of consumers would shop more often and 45% would spend more!

Keep spinning, to keep winning. Continue to win over your customers by staying relevant. The Earth will keep spinning and so should your brand. In order to continue to offer a solution to a problem, you may very well need to evolve. Stay mindful of what the marketplace is dictating along with what you’re learning from your loyal customers and adjust your business plan as necessary. For example, 80% of Internet users own a smartphone. Is your business mobile-ready? Having a presence where your customers are puts you in a position to succeed. Similarly, offering convenience will always win. Today that means interacting on social media platforms. From NewsCred, 62% of millennials feel that online content drives their loyalty to a brand. And those millennials (ages 18-34)...they make up approximately 75 million of the U.S. population.

All hands on deck. When trying to keep customers on board, make sure your team is on board with the importance of customer satisfaction. Retention doesn’t start and stop with the customer service team alone. The value of your existing customers should be understood business-wide. On average, customer retention rates are 18% higher when employees are highly engaged in the retention program.   

We want to know -- how loyal are your customers? What programs or practices do you implement to keep your customers loyal to your brand? 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 Stephanie Benz, Senior Social Media Associate for Better Business Bureau Serving E. Massachusetts, ME, RI & VT. Meet Steph.