Tag Archives: Marketing

Business, Marketing

Small Businesses Can Learn A Lot From Colonial Entrepreneurs

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shopping @ the greenhow store
happy via / Foter / CC BY-NC-ND

If you live in or near a city that was a major hub for one of the Thirteen Colonies, there is much more history to learn that doesn’t pertain to the Revolution, but more importantly how small businesses operated in the 18th century. While I know there will be a few who will roll their eyes because there is the perception that these business methods are outdated in the 21st century. That attitude couldn’t be more wrong. The way these entrepreneurs lived and worked on a daily basis can easily be applied to how we conduct business with other small businesses today.

In the 18th century, what was marketing? There was no yellow books yet, newspapers were only a handful of pages thick at best, printing presses were just becoming the revolutionizing method of the distribution of news, and the town cryer wasn’t one of those TV marketers who yells at the screen to buy the product now. So how did small businesses acquire clients, besides being on a street with a lot of foot traffic? It was being selfless, while also looking to gain a profit for themselves.

In a day in which we all want everything, and have this attitude as to what the other person can do for me, business owners and entrepreneurs of the 18th century were more concerned about helping their neighbors and fellow business owners than we are today. Small businesses were connected through the needs that they offered and services they provided. If the butcher needed clothes, the small clothing store made them and delivered it to him; and when the clothes store owner needed meat the butcher would then help that individual.

While this sounds like one of those feel good stories where everyone in the town is all wearing smiles, there is a process to this way of business that supersedes the business transaction itself. Both stores and business owners will get exposure through word of mouth. If someone asks the butcher where he got those clothes, he refers that person to the clothing store he got them from, and the business cycle continues to spin from there. In the 21st century however, we’re more concerned about making the quick business transaction, cash the check and move on to the next client. By building strong business relationships with other small businesses as the colonials did, the endless referrals from that happy customer will be worth more than the ROI on a marketing campaign.

Even in the relative modern world, during the 1920’s and 1930’s, this way of business was still alive, and the endless cycle of helping the business owner next to him, which created referrals and exposure for both companies were highly effective. When big businesses took over, we all lost what American entrepreneurship and business was all about. Yes, it was nice to make a profit off a client, but by helping the fellow businessman, these entrepreneurs grew their customer base because the butcher’s customers would then buy clothes from the clothing store, and vice-versa. There was no need to spend a few thousand dollars on a marketing campaign when their real marketing was through being active in the local community and by shopping in local stores.

People will say that those days are over due to distribution of work and how less connected we are, despite the fact that the internet and social media were supposed to make us closer. If you’re a small business owner, and a fellow business owner asks for your services, don’t just see the cash that you’ll make, but find a way to help that business owner too. We all discuss how important it is to make a lasting impression, and by helping someone who didn’t ask, this will leave a lasting impression that helps your business and that other person’s business as well.

The key to being successful is to be selfless and give back to those who are keeping your business dreams alive. 18th century history probably put you to sleep in class, but the way those people conducted business and their lives is certainly worth looking into and learning. Just remember, without those first entrepreneurs, none of us would be where we are today.

Business, Marketing

When Is Subscription Based Content Really Necessary?

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RSS Subscribe button
Scott Monty / Foter / CC BY-NC

If you’re a blogger, entrepreneur, or experienced professional in your niche market, when is it the right time to implement opt-in forms and pop up subscription ads to grow your following base? This question is brought up by a lot of novices, and even people who’ve blogged for a while want to know how to gain an upper hand on competition, or as Gary Vaynerchuck says, they’re looking for the right hook.

Being a follower of entrepreneurs and fellow marketers, how I subscribed to their content were all different. For some, it was through word of mouth and being recommended by friends or family to read articles from people who provided invaluable insight. Others, such as Gary Vaynerchuk, had such great content that they were willing to share without forcing readers to give e-mail addresses. This certainly made a lasting impression, as the quality of their content is what kept me coming back for more, and not because there was exclusive content offered. For the remaining few, I subscribed because there would be no other way to view their full content and insight.

I’m personally a believer in the idea of posting quality content that attracts readers and followers, and with that quality content, those readers voluntarily subscribe. As a reader who is hungry for knowledge, I’m turned off by the pop up opt-in forms, which is one of the reasons why I don’t go subscription based at this point in time with my own blogs. Anyone can add an opt-in form to their site, but very few are able to post content that is valuable to the consumer of that content. It’s one thing to get views, but it’s quite another to have that viewer continuely come back over a period of days, weeks, and months. It’s safe to say that a loyal follower who visits your site every day won’t need a subscription to learn of new content, unless you’re exclusively on YouTube.

Social media has certainly played a role in how people learn about a blogger or entrepreneur, as Facebook and Twitter have become the extended arm of a subscription button. While it’s nice that you have thousands of e-mail addresses on a subscription list, how many of those e-mail subscribers are opening and reading them?

This is why I’m more focused on quality content. The quality of my work is what’s going to drive traffic to my sites and social media accounts, and while I post on WordPress, the subscription tab is always there for people to voluntarily sign up for updates.

In the final analysis, I feel that the people who play the subscription card too much come across as a pushy marketer that consumers can’t stand. If you have insightful and quality content on your sites, you’ll have a more meaningful group of followers who are willing to interact, share, and recommend your content to their friends and family.

Blogging, Business, Marketing

Social Media Is So Much More Than Likes, Retweets, and Endless Statuses

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For us millenials, social media can have many different meanings. It could be used for keeping in touch with friends, chatting with other people who share our interests who may live across the country, or marketing for our own businesses or companies we work for. But when it comes to how we use these platforms universally, we’re cheating ourselves out of growing as individuals, maybe not in a social sense, but in a business and career sense that can propel us to levels previous generations could only dream of.

Most likely you’ve had a hobby or passion, but never made it into something more, such as a career. For instance, being from Boston I was an avid Boston Celtics fan, and some of my friends described my fanhood as unhealthy. For years I watched basketball, constantly learning every aspect of the game which made me grow as a fan to a journalist. After starting my first ever blog, Bostonbball.com, I began writing constantly and growing a following that eventually led me to an editor job at HardwoodHoudini.com, which is a blog on the Fansided Network.

Eventually it was time to move on and that’s where my passion for marketing grew as I picked up experience from running social media accounts for my own blog and the blog I was an editor for. The path that lead to me to marketing, and later starting a business, wouldn’t have been paved for me had I not used social media to my advantage.

Some of you may be reading this who have a hobby or passion, and speaking from experience, I say start writing about whatever it is that makes you happy. Become the guru, a leader, the go-to man of your hobby and begin to acquire a following. Make yourself an expert in your field and people will notice.

With social media, your articles and small blog posts can be shared across the globe, reaching people that would have never heard your name otherwise. We have an opportunity, more than any other generation, to make a passion into a career, as long as it can be sustainable and profitable in the long run. Sites such as Medium, WordPress, and Tumblr can help distribute your content, and don’t just rely on one site, use them all! Someone who read your article on Medium may have never heard of your blogs on other sites, and right there you may have just acquired a reader and follower for life.

As an entrepreneur, and someone who wants to help others pursue their dreams and goals, I share this info because as a generation, we don’t use social media correctly, or in reality we use it selfishly. If you want to be selfish, share the content from your blog posts and start showing your friends, co-workers, and followers that you have experience in your field and that you are worthy of their attention!

Business, Marketing

The Information and Resources Needed To Succeed Is In Front Of Us

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Not a productive workspace
boltron- / Foter / CC BY-SA

Whether it was studying for a history test, searching for information about your favorite car, or wanting to pick up and learn new moves on the basketball court, all the answers and resources were right in front us. The same can be applied when starting a business or making that hobby into something more. Sports teaches us a lot, from where hard work and dedication gets you, to learning the importance of teamwork and going through adversity together that makes you stronger as a team. Yet there is one aspect of our love of sports that’s never applied to in the real world, our answer to someone telling us we can’t.

In the business world we’re constantly told we can’t; we can’t compete with the big companies; we’re not going to acquire clients because the more experienced business will attract them with their flashy website or ads they use. It wasn’t too long ago when we were in high school and felt the disappointment of not making one of the sports teams. However, even without consciously thinking about it, you got back up and started playing pickup basketball, or got a group of friends together and played a game of tackle football. You said, “Yes I can”, to the coach and the players who made the team, but you also continued to pursue what you loved, playing the one sport that made you happy despite not being a good player.

In that time your love for that sport grew, and it didn’t become a chore because that’s what you loved to do, which showed to the people around you. You might ask how this relates to business. In business, you’ll always hear the word no or you can’t because you weren’t gifted with an ability, or you didn’t have the right qualifications because you had the wrong degree. However, just as with sports, this business is your passion, and you’re willing to learn whatever is necessary to make it work. That information can be researched on the Internet, but the resources that are at you disposal that can make your dreams a reality are already in front of you, but you have to make it work.

For the kid who loved basketball, all he needed was a basketball court, sneakers, and hoop to continue playing the sport he loved, even if he didn’t make the team. Or the car enthusiast who loves talking about the newest vehicles on the road, has endless videos on Youtube to watch, countless magazines to read, and may even have a few cars at his disposal to drive and write a few reviews on to show his knowledge in that field.

Small businesses and aspiring entrepreneurs have resources in their fields that can help them become experts and experienced companies and business owners. The idea that you have to be an expert from day one is a lie. For those who scratch and claw their way to success, they’ll be better for it in the end because they went through those battles and experiences. What kept them in the game was the passion to be successful in something they loved.

Business, Marketing

Not Having A Website For Your Business Is A Costly Mistake

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Boston Web Worx

Boston Web Worx

In the age of social media, Yelp, and Angie’s List, some might think that websites for small businesses may have lost their effectiveness, but that belief couldn’t be more wrong. As an owner of a web design business, BostonWebWorx, I’m constantly looking for businesses that desperately need a website or a redesign, but more often then not, I’m noticing small businesses, especially in the contacting industry, just advertising and using Yelp, Angie’s List, and the Yellow Pages. While it seems that business owners have bought into the social media age, they’re missing out on one key component to a marketing strategy that helps them stand out, a website.

The biggest issue with this is the fact that these companies are just one of millions trying to compete with others who may have a better looking profile on these sites. Not only are they competing for clients, they’re competing against themselves to have a more enticing profile, and that’s a complete waste of energy. There is a belief that since we are in the 21st century, websites have become obsolete because a Facebook or Twitter profile can provide all the necessary information for clients and customers. But with this attitude and flocking towards modern marketing, the door is wide open for a strong, classy website that portrays you as a professional business that exudes experience and class.

Anyone can create a good looking Facebook or Twitter profile by having a nice cover and profile photo, and a strong statement consisting of 140 characters, but the real selling point is when you show your client that you’re offering much more with a quality website. You’re showing that you’re not some young social media marketer behind the scenes posting content on a profile everyday, but you’re a legitimate business that presents itself with class and shows the customer that you’re going to provide them with the best service or product that your competitors can’t offer.

Don’t get me wrong, having accounts on all social media platforms is great for brand awareness, but those profiles can’t reflect one quality, and that’s professionalism. Your websites needs to be where the traffic for your social media sites ends up, and that’s where you make the final sale. You’re basically leaving a breadcrumb trail on the Internet, which eventually ends up at your site with all the contact information and further reasons as to why that customer should choose your business.

Let’s also remember that while businesses are becoming “social” with their customers, they’re forgetting that there still needs to be the final call to action, and that’s to make the sale. With a quality web design, and strong message, you’ll stand out from all the other small businesses in your industry. For those of you in the contracting field, while you’re still competing with other businesses, you have the one card that makes all the difference, the website.

Don’t become a victim of the game where you start out competing on Yelp or Angie’s List; your website needs to be on the front page, at least first or second on this list after searching your company on Google. Too often do I see Yelp and Angie’s List first and no business website, and that is a major mistake that puts you in the backseat, while the other businesses who do have websites of their own are driving the car and they’re getting all the attention and looks. Become the driver of your own vehicle, get the attention that you deserve and provide the quality service that your customers deserve, because you have the experience and professionalism to give it to them.

Business, Marketing

How Did Chevrolet Go From “Like A Rock” to “The Dollar Menu”?

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14 Chevrolet Sonic RS Turbo & Spark
DVS1mn / Foter / CC BY

Chevrolet has been launching campaigns to attract an assortment of consumers for years by offering cheap prices for those who have poor credit or can’t afford buying a new car due to their financial situation. While that is a noble cause, one that has probably been successful, there are major implications the auto manufacturer faces by making such offers. After the launching of their latest marketing campaign, “Chevrolet’s Dollar Menu”, they’ve unofficially solidified their fate as being the McDonald’s of the automotive world.

The deal is one dollar down payment in a lease offer for the Chevy Cruze and Chevy Silvarado, making them the cheapest lease offers on the market today. Forgetting about the incentives, limited mileage because of a lease, and the deal itself, let’s take a step back for a minute and let this sink in. A dollar menu for an auto brand, not a fast food restaurant, but an American auto manufacturer.

With all the recalls Chevy has had to endure, and now offering some of their lineup for a dollar, they’ve now opened themselves up to the perception of being the car equivalent of McDonald’s. When it comes to the food McDonald’s offers, you could say, “It’s cheap, but in the long wrong could cause obesity”. Chevys are now cheap, but could break down 2,000 miles later. This is not the best approach for a struggling auto maker and completely makes the brand look bad by subliminally saying, “Our cars are lemons and no longer of good quality”.

Chevrolet was once a proud American auto maker, the Camaro and Corvette were highly coveted by young adults, the Silverado was a very popular and durable pickup truck, and the Impala and Malibu were decent four door sedans that could hold their own against their American counterparts. Even the commercials sent better messages by going with the slogan “Like a rock”. In a matter of 15 years, Chevrolet has gone from being a respected manufacturer, to being the prime example of not buying American when it comes to cars.

Instead of the dollar menu approach and sounding like a fast food restaurant, Chevy should try a strategy similar to Honda. The Honda Fit is being marketed as an affordable, yet fun and efficient compact hatchback that fills every need for young adults, as they’ve been the target of this recent advertising effort. Chevy has the Spark, Sonic, and Cruze, all with starting prices under $20,000, and this should be the basis of a marketing campaign. Honda isn’t playing the Chevy game by being a Burger King or Wendy’s, and instead has a sound marketing strategy to a specific audience who are in the market for the hatchback.

The Sonic is a fun, hot, little hatchback for Chevy, and they should roll with it as being the backbone of affordable cars in their lineup. In all honestly, if a Cruze is only $1 down, I don’t think I’d be willing to pay the $169 a month as it doesn’t seem worth it, and would then think that the Sonic or Spark should be offered for $.50 or $.75 down on a lease offer.

When it comes to the automotive world, there should never be a dollar menu. ‘Like a rock” was a better slogan as it promoted a durable and quality vehicle lineup by an American automaker. Chevy has a lot of work to do when it comes to brand image after the countless number of recalls, but if they really want to be respected again, they need to drop the dollar menu immediately.

Business, Marketing

You Don’t Need To Become A Conglomerate To Be Successful

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Pancakes mini-tower
GloriaGarcía / Foter / CC BY-NC-ND

The entrepreneurial spirit is alive and well in the United States in the 21st century as adults, and even teenagers, are looking to different ways to make a living during trying times in a struggling economy. New and growing businesses will be the helping hand that gets this country back on it’s feet and revitalizes this nation as a whole. We’ve been blessed with the ability to learn from our predecessors that lived before, during, and after the Great Depression and by ripping a page out of history, we can once again hold our heads high and bring back a winning and thriving attitude that has been lacking since 2008.

While some of the biggest corporations that we know today were started in the early 20th century, they weren’t the only businesses that cured local economies, and later the United States, of the Great Depression. Regionally around the country there may be a very successful business that was started in the 1930’s, but it’s not a conglomerate and it could be possible that it took this company decades to get where they are today, as technology has allowed businesses to reach more people in a broader area.

You may ask why am I pumping the brakes on being a national brand, or why focus on successful regional businesses. The answer I can give is that you don’t have to be a conglomerate to be successful, own a big house, have exotic cars, and live a life that you think is out of the realm of possibility without being nationally recognized. It’s a lie, and with determination, passion, and thinking outside the box, you could run a seven figure company from your office without getting the recognition of some of the biggest companies today.

TV shows such as Shark Tank and The Profit prove that one store, or a company that distributes their products regionally, can be prosperous if they manage the business properly and there is a need for the product or service the business is offering. During an episode of Shark Tank last season, a company called Kodiak Cakes went into the tank to pitch their pancakes to the sharks. They were selling their product in Target stores and were making $2.5 mil in sales that year, with projections of sales doubling in the following year. However, the issues the sharks had was the name of the company and the packaging of the product itself because they believed it sounded too much like a hiking product, and a kodiak bear was on the box which somehow confused them.

After doing some research, Kodiak Cakes are based in Salt Lake City, Utah. The name of the company and having a bear on the packaging makes sense because of where they are regionally in the United States. While the sharks didn’t see them becoming a nationally recognized business, they certainly have the branding to appeal to customers in the region of the country in which outdoors and hiking is more of a pastime, than in a densely populated city where the great outdoors is skyscrapers and taxi cabs.

Another great example of successful regional business that would later go national is Dunkin’ Donuts. Founded in Weymouth, Massachusetts, this once small donut shop now has the slogan, “America runs on Dunkin”. Their coffee is what makes people come back for more, and through word of mouth, and growing gradually, they’ve become a empire that if they didn’t exist, America might cease to function.

You should always have dreams and aspirations of growing into a conglomerate, but always know that you can run a multi-million dollar business by staying local and or regional. By being smart and managing the business right, you can be successful and watch your business grow through the years.