Choosing an Internet Marketing Service

Internet marketing services are beneficial to those who want to increase their appearance on various search engines and enhance the visual presentation of their website. 

Use these tips as a guide when choosing Internet marketing services or hiring a marketing consultant:

Ask for Referrals.  Ask friends, family members and colleagues who have had success with Internet marketing services or a consultant for suggestions. Check out businesses through bbb.org to make read reviews and complaints.  

Understand Your Audience.  In order to hire marketing services that best suit your needs, you first need to understand the audience you are trying to reach. Awareness of your specific audience will condense your search to businesses that have experience targeting your potential clients.

Be Informed.  Before choosing services or a consultant it is important to do your research on current marketing strategies. This preparation will allow you to have a better grasp on the marketing concepts the consultant is discussing. Researching will also allow you to better avoid frauds. Inform yourself on topics such as, search engine marketing (SEM) and search engine optimization (SEO). 

Ask for References.  Ask the business for a list of references with a similar target audience and contact a few of the previous consumers. Ask about their experience with the business, if they met their needs, and if they have seen improvements. Keep in mind just because the business works for one consumer doesn’t mean they will automatically be right for you. Ask if the business will provide a proposal detailing how they plan to bring you success. 

Get All the Pricing Details.  Be sure to have the business lay out all the costs and fees associated with the marketing services. It is important not to invest too much money at one time. Ask the business if you can pay a portion of the price upfront and wait until you see results before making the final payment.  

Protecting Your Finances

Let's take a look at some good resources for small business owners on how to protect their finances.

The National Federation of Small Business (NFIB-The Voice of Small Business) offers a great checklist titled “Checklist for Managing Small Business’ Finances”. It’s a comprehensive in-depth list that focuses on every aspect of small business financing. You’ll be introduced to areas from “Cash-flow projections” to “Saving and Investing” to “Developing an overall plan so that every dollar coming in flows through proper channels."

The U.S. Small Business Administration (SBA) is the U.S. government’s dedicated organization for the small business owner. Comprehensive and easy to use, their “Managing Business Finances and Accounting” page offers topics from “Accepting Cash Only, Checks, and or Credit Cards” to “Online Payment Services” to “Setting up a payroll system.” All are tried and true topic areas that can lead to a successful small business operation.

There are other aspects to consider outside of having a well planned, well financed, and optimally running business. Cyber attacks must be taken seriously and anticipated. Protecting your businesses capital and assets means that you insure hackers can’t gain access to your information. Installing anti-virus software, Securing your Wi-Fi, and Systematically purging sensitive data are just a few prudent steps you can take. US News & World Report recently published a very helpful article specifically on this topic that any small business owner or potential small business owner should read.

Lastly, and of great importance, safeguarding your business finances means working with and partnering with reputable companies. Better Business Bureau (BBB) offers free business and charity reviews so that you have the right information about potential partners before you decide to engage in a partnership.

How do you safeguard and protect your small business finances?

Happy Labor Day!

Wishing you a happy and safe Labor Day!

Hiring a Business Consultant

Business consultants are great resources that can provide advice and guidance for your business ventures. It’s crucial to hire a consultant with specific experience who knows the industry forward and backwards. 

Use these tips as a guide when hiring a business consultant:

Do Your Research.  Before you start searching for a business consultant, be sure to determine your specific needs so you know exactly what to look for in a candidate. Ask friends, family members, and co-workers to suggest a business consultant. Check out consultants at bbb.org to read reviews or complaints.

Look at Credentials.  Ask consultants what type of business degree they have earned. Be sure to ask where they earned their degree and make sure it’s from an accredited institution. Although degrees are important, employment experience is even more crucial. Since you are hiring the consultant for business advice, you’ll want to hire someone that has first-hand experience running a business. Look for a consultant that has experience with your specific industry and dealing with your areas of concern.

Interview Candidates.  Once you have compiled a narrow list, meet with at least two candidates for an interview. Look for a consultant that shows organizational skills and professionalism. Ask if the consultant has prepared an outline that targets your specific business needs. If the consultant is associated with a business, ask if that may hinder their ability to cater to your needs in the future. Make sure the consultant clearly answers all of your questions and concerns. Think about if the consultant has relevant experience for the position but can also provide outside objectivity. Since it’s their job to help you, make sure the consultant is a good listener.

Request References.  A reputable business consultant will easily be able to provide testimonials from previous customers and a list of references you may contact. Ask the references about their relationship and experience with the consultant. Ask about the services the consultant provided and if the references were completely satisfied with the job that was done.

Review the Contract.  Be sure there is a written agreement with the business consultant. Make sure the agreement includes: the services the consultant will provide, when the services will be provided, and how much and when you will pay the consultant for their services.

What other tips can you offer?

Finding a Domain Name Service

For more tips, please visit http://www.bbb.org/boston/industry-tips/read/tip/domain-name-services-199. 

Making the Best Virtual Impression

You are representing yourself and your business through the World Wide Web on almost every online platform you use: email, social media, forums, e-commerce, etc. So with all the interactions that take place between computers, how are you expressing yourself? In today’s technology obsessed age, often the first place people go to learn more about someone else is the internet. We have kicked privacy to the curb and allowed ourselves to be searchable entities online.  That being the case, it is so important you are presented as your best self.

Open Forum believes this is especially important for professionals.  According to them, “with much business done online today, your online ‘handshake’—the way you answer an email or what you say on social media—directly affects people’s perceptions of you as a small-business owner.” No matter who you, your online image speaks volumes.

Open forum  came up with 6 rules of online etiquette that will help anyone (not just professionals!) make a great virtual impression.

1. Stay neutral. 

2. Follow grammar and punctuation rules. 

3. Know how to use online communication tools.

4. Consider your virtual recipients.

5. Take care choosing your professional user name.

6. Pick up the phone when necessary.

To read the full article, visit https://www.openforum.com/articles/online-etiquette-6-rules-for-making-a-great-virtual-impression/. 

Avoid These Marketing Pitfalls

When developing your marketing strategy, mistakes can be made on even then most elementary level. Here are some common mistakes that are often overlooked:

Mistake #1: Failure to be consistent in your marketing strategy. If you say one thing and do another, fail to keep a consistent marketing message, or have little follow through, you run the risk of losing trust in building relationships with your customers. 

Mistake #2: Not setting yourself apart from your competitors. Why would anyone want to buy from you if you don't offer anything different from your competitors? Whether it's price or increased value (even if it's only perceived value), if you don't individualize your brand, you may as well work for the competitor!

Mistake #3: Underestimating the power of unhappy customers. Some business owners are more concerned about bringing in new customers than keeping their current ones happy. This method of doing business is more costly, not to mention detrimental to one's image.

Mistake #4: Failing to create trust in the marketplace. Having trust in a particular business, product or service goes a long way when a consumer makes a buying decision.

Tips for Finding Legal Services

Many business situations require professional legal advice, such as accounting and labor relations.  An attorney can advise you on your rights under the law as well as provide information on legislation that may affect you.

Selecting an attorney is similar to selecting a physician. Attorneys concentrate on specific types of cases as do doctors. The first step is to define the nature of the matter, and then find the lawyer who can best address your needs.

Where to look for a lawyer:

Most people find a lawyer by asking friends, colleagues or neighbors for a recommendation. Another source of information is the Martindale-Hubbell Law Directory, found online or in your local public library. For over 100 years the directory has provided as complete a roster as possible of the members of the legal profession in the United States and Canada. The directory gives brief biographical sketches of many lawyers and describes the areas of the law in which they practice.

Also check with the Lawyer Referral Service of your state, city or county bar association, usually listed in area telephone directories. Under a referral service, the lawyer will consult with you for a half hour without charge or for a prescribed and nominal fee, and then render whatever services are requested for an agreed-upon fee. If the lawyer cannot handle your problem, he or she will refer you to another lawyer. You should be aware that a lawyer often can ask to be placed on a referral list. Being on the list does not automatically mean that the attorney is qualified to handle a particular area of the law. However, bar association lawyer referral services will attempt to refer you to an attorney experienced in the area of law relating to your problem.

Since lawyers can advertise their services, you may want to check the Yellow Pages of the phone directory. Make sure you verify the information contained in the claims made in these ads concerning both services and payment.

Don't forget to check out the business at bbb.org!

Time to Make More Money

Once you've established your business and built up clientele, it's time to focus on increasing your profit. The Direct Selling Education Foundation offers these tips for business owners:

Have a detailed plan, but be ready to adapt. Business plans can't anticipate every circumstance, so you need to be flexible and willing to adapt as necessary.

Be a creative problem solver.  Think outside the box to figure out what your business is lacking.

Persevere. Don't let the roadblocks keep you from success.

Have mentors. Seek out mentors who have been successful and pick their brains for ideas you may not have thought of. Most people are happy to share their success stories with others and "pay it forward". 

Stay lean with your budget.  Be careful with how you spend, be aware of every aspect of cash flow and find ways to decrease spending.

Believe in yourself.  If it's in your heart to succeed, you will always find the motivation to continue. It's a good idea to seek out people who can boost your self-esteem when you are facing doubt.

Can you offer any additional tips? 

National Grid Utility Scam Targets Businesses

National Grid is warning consumers about a utility bill payment scam. Scammers are calling National Grid customers and claiming to be a official representatives. They have been calling businesses in the Rhode Island area and claiming that the businesses have a past due account balance. The scammers threaten to turn off the business' utilities if immediate payment over the phone is not received. 

National Grid warns customers that they do call about past due balances, but they do not demand immediate payment over the phone. 

Customers should contact National Grid if they believe they have been contacted under fraudulent circumstances or if they believe they have been victim to this scam.

If you are contacted by an alleged National Grid representative, BBB advises you to end the conversation and contact National Grid. This way, customers will know who they’re contacting and can inquire about any outstanding bills.

As always, never give out personal or banking information to unfamiliar people. For more information, visit, http://www.abc6.com/story/23110034/national-grid-warns-customers-about-scam. 

Is Your Digital Marketing Outdated?

Businesses worry about keeping their computers up-to-the-minute. But what about your digital marketing strategies? Are they older than Windows 07? 

Here are 5 quick tips to keep in mind:

Dos:
1. Do your homework. Know that people only skim digital marketing, moving their eyes in an “E” or “F” pattern—not the older “Z” reading formation. 
2. Do give the reader visual stepping stones: subheads guiding the eyes to points of relevance in descending order. 
3. Do use sidebars, quotes, or graphics to break up large chunks of text. 
4. Do keep in mind that your website needs to reflect what your customers want to learn—not what you want to say. 
5. Do link to something your visitors will find valuable.

Don'ts:
1. Don’t assume email is the same as direct mail or that people are itching to read it.
2. Don’t treat your website like a brochure, with long sentences, long paragraphs, and no subheads. 
3. Don’t fill your company blog with irrelevant personal anecdotes and lofty pontifications. 
4. Don’t build the top of your marketing page around a pretty, generic image that has little to do with your business or your customers. 
5. Don’t clutter the top of your website by cramming too many elements into it.

What other tips do you have?

BBB is inviting YOU to write for our blog!

Do you have business knowledge? Want to share? BBB wants to hear from you!

We are looking for Accredited Business leaders and professionals, like you, to offer insight to the readers of our blog. This blog caters to small business owners, offering advice and trustworthy tips from BBB. As a guest blogger, you can write about your industry of expertise or any other relevant topic you choose. We have a few short guidelines to follow.

This is an excellent opportunity to bring more exposure to your business and make great connections. You will be able to showcase your writing skill and industry knowledge.

Submit your blog here, boston.bbb.org/blogsubmission/. We look forward to reading blog posts!

Helping Customers Find You

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? Here are some ways to make business 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 like-minded 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.

FTC Privacy Rules - What You Need to Know

Small businesses need to know what the Federal Trade Commission (FTC) is recommending in their report on consumer privacy about how customer personal information should be handled online and offline. 

Here are five points small businesses need to know about the FTC recommendations as U.S. data-privacy regulations evolve:

The report doesn't actually establish any rules. It does make recommendations to Congress for developing new consumer-privacy rules and offer best practices for businesses.

Some small businesses don’t need to worry. If you only collect “non-sensitive” consumer data and don’t share it with third parties, your business is exempt from the FTC guidelines. However, if you are collecting Social Security numbers and financial, health, children’s, and geo-location information, then take notice. Furthermore, if you collect any data from more than 5,000 customers each year, or if you share with third parties, following FTC best practices is recommended.

Common sense goes a long way. If you are practicing transparency and simplicity, you are doing well. Be upfront with customers about what information you collect and why. Keep privacy policies simple and easy to understand. Give customers a chance to opt out when applicable.

“Do Not Track” is coming. Web browsers such as Mozilla Firefox already have privacy tools that allow consumers the feature to limit data that is collected about them. The Digital Advertising Alliance has a tool for members, too.

Pay particular attention to mobile data. The FTC report says, “The unique features of the mobile phone which is highly personal, almost always on, and travels with the consumer have facilitated unprecedented levels of data collection.” As a result, expect more guidelines or regulatory requirements.

Be aware of what information is collected, what happens to it, and how the privacy policy is stated whether you are the business or consumer.

Five Steps to Building an E-Commerce Site for Your Small Business

Expanding your business into the world of e-commerce is a huge step. It can be expensive, time consuming, frustrating and at the same time, the most rewarding adventure you’ll ever take!

Here are five steps to help build an e-commerce site:

1. Start with a plan: Have a 3-year business plan before you get started, and update the plan as your business changes and grows. Local organizations and online webinars are available to assist small business owners with the development of a business plan.

2. Name your site: Creating a website is a primary goal for any e-commerce business. Before you get that far, you need to name and register your website. Choosing a name can be hard; it has to be unique, reflective of who you are and what you are offering, while being catchy and memorable.

3. Assemble your pages: You’ll need pictures and descriptions of your products and services to display on your site. There are copyright laws for pictures and content on the Internet, so be very careful when using anything without permission; fines can be very costly.

4. Setup Payment Processing: Once your web site is active, you need to be able to accept payments for your products or services. Before you start taking credit card payments, you need to make sure you are Payment Card Industry Data Security Standard (PCI DSS) compliant. This means you are able to protect your customers’ credit card information. Online merchants are prime targets for data thieves. If data is stolen and it is your fault, you can incur fines or penalties and may even lose your right to accept credit card payments. Most processing companies take care of this for you, but research ahead of time to avoid issues.

5. Start marketing: The most important part of the e-commerce puzzle is being found. There are many ways to help customers find your site, but most of them involve paying for advertising. Over time, your site will show up naturally in search engines, but the top positions can be purchased (known as pay-per-click). Writing articles and blogs with links to your products is also a free way to increase your relevance online. Lack of a good marketing strategy is the biggest pitfall to an e-commerce site. Spending money that doesn't turn into sales can sink a business. Constant testing of ads and writing information that readers are interested in will continue to build strong foundations for a successful e-commerce sites.

Does Your Business Plan Have ADD?

It doesn't matter how many great ideas an individual, team, or company comes up with. Until you implement one, you haven’t made any progress. Execution is what builds lasting success, and splitting your business’ energy among too many outcomes can hinder your ability to execute good ideas and achieve your goals.

Fragmentation vs Integration: Many organizations go through an elaborate planning process. While their goals may be strategic, their process is lengthy and involved. If your method is overly time consuming, it takes away from more important work. More problematic, reliance on the idea generation phase of planning frequently results in a fragmented outcome. Whether you measure the results of your planning process in goals, objectives, or KPIs, if you’re trying to achieve too many outcomes, your business starts to suffer from Attention Deficit Disorder. It’s tough to achieve your desired execution when your attention is split in a million directions.

Your Top Three Goals: One of the keys to execution is focus. You may want to achieve a hundred different things, but most of us find it impossible to focus if we’re intent on more than four all-important goals. In fact, four may be too many. I would suggest erring on the side of success: choose your top three goals and be uncompromising in your pursuit of excellence in these areas. A relentless focus makes a positive outcome all the more likely. 

Choose three goals on which to focus: Customer satisfaction, revenue and products (improving existing base or adding new ones). It may not seem like a lot on paper, but executing these three goals is a good focus, as well as, devoting one hundred percent of your efforts into their integration. It’s become a formula for success. Every year you should add or improve your products or services. Every day you should work to improve customer satisfaction. And every moment, you should seek to increase your revenue. For us, a focus on executing these three goals is the key to prosperity.

What's your business plan like? Does it include these goals?

Beware of "Free Directory Update" Calls

BBB advises small businesses to be careful when receiving phone calls that claim to be offering a free directory update.

BBB recently received complaints from companies that reported being contacted by representatives of IntegriTel Wireless of San Antonio, Texas who claimed to be with the Yellow Pages and later receiving bills for Search Engine Optimization (SEO) services they didn't order.

Bruce MacDonald of Massachusetts was among those who reported the company. MacDonald reportedly got a call on Feb. 19, 2013 at his business. MacDonald said the caller claimed to be updating a free directory with Yellow Pages, but later billed his company for services he did not ask for.

“They called, saying they wanted to update our free Yellow Pages listing,” MacDonald said. “They asked if I was authorized to speak for my company and I said ‘no.’ They asked the name of our company again and our phone number—the number he called. I asked, ‘This is a free listing?’ and they said yes, they were updating our business address. They told me our address and asked me to repeat it. The phone call lasted about three minutes.”

MacDonald said his company received a bill in the mail on April 2, 2013 from IntegriTel Wireless for $49.99 for SEO services. A week and a half later, he said, the company got another bill for $99.98 for two months for SEO services.

MacDonald said he researched IntegriTel and found it to be associated with a Yellow Pages scam. He filed complaints with the Massachusetts Attorney General, the Federal Trade Commission and Better Business Bureau and said he hasn’t heard any more from them or received another bill.

“We check every invoice and match them to purchase orders,” MacDonald said.

BBB offers these tips for business on “free directory” offers:

• Route the calls to a single employee. Any calls to confirm directory listings or advertising should be forwarded to one employee or small department. That employee should be trained in how to confirm that a directory is legitimate and keep a list of every directory your company has agreed to be in. This ensures that your advertising and directory listings are tracked, and prevents scammers from claiming that another employee agreed to charges.
• Watch for fraud. Alert your accounting personnel to be on the lookout for disguised solicitations, fake invoices and fraudulent phone calls. Read directory offers carefully, including any small print. Look for terms and conditions, as well as costs.
• Don’t give out damaging information. If you do receive a phone call about a directory update, be sure not to provide payment on the phone. Even a simple “Yes” answer to any question could be recorded and used to claim that your company agreed to be billed.
• File a complaint. If a scammer is sending you bogus bills, speak up. Visit bbb.org to complain to BBB. And let the FTC know by filing a complaint at ftc.gov or calling 877-FTC-HELP (1-877-382-4357). Concerned about business directory fraudsters’ threats to tarnish your credit if you don’t pay? 

Dun & Bradstreet Reports Phishing Email Scam

Did you receive a customer complaint email from Dun & Bradstreet recently? It may be a phishing scam. According to a recent release on the D&B website, a spammer sent out a large number of emails purporting to come from D&B (alert@dnb.com) alleging that a complaint requiring prompt action had been made against the recipient. Like many phishing scams, the email looks real. In this case, the scammer used the Dun & Bradstreet Credibility Corp. logo and even the correct contact information.

Dun & Bradstreet, is working hard to identify the spammer and recommends contacting D&B (866-584-0283) if you ever doubt the origin or content of a D&B email.

For any email that you suspect may be a phishing scam:

• Do NOT click on any links or attachments.
• Read the email carefully for signs that it may be fake (for example, misspellings, grammar, generic greetings such as “Dear member” instead of a name, etc.).
• Be wary of any urgent instructions to take specified action such as “Click on the link or your account will be closed.”
• Hover your mouse over links without clicking to see if the address is truly from the sender. The URL in the text should match the URL that your mouse detects. If the two do not match, it is most likely a scam.
• Delete the email from your computer completely (be sure to empty your “trash can” or “recycling bin,” as well).
• Run anti-virus software updates frequently and do a full system scan.
• Keep a close eye on your bank statements for any unexpected or unexplained transactions.

Read the full alert, here. 

How Does Malware Hurt a Business?

Right before Thanksgiving 2011, BBB became part of a huge phishing scam that continues to this day. Millions of pieces of email bearing our name and/or logo have been sent to consumers and business owners in the hopes the recipient will click on a link or open an attachment that launches malware. We responded aggressively to this illegal use of our name by assigning an IT professional on our national staff to manage the problem on the full-time basis, hiring a third-party vendor to help us shut down the referring websites, and launching BBB Scam Stopper (bbb.org/scam) to educate consumers about all kinds of scams.

Technology blogger Dan Steiner has an interesting post yesterday that just happened to mention “our” scam. He notes that globally malware is now a $100 billion problem, and he says all business owners need to think of IT security as a business necessity, not a luxury:

“How does malware hurt a business? By far the most damaging of cost of malware is on business reputation. Google, the world’s most popular search engine, protects users with its Safe Browsing Feature. If an online business, no matter how reputable, accidentally distributes a virus, Google automatically flags it. This leads to an ominous surfer warning or even removal from Google search results. Although a site can eventually be removed from blacklisting, it means weeks or months of lost business.  A lull like that is the kiss of death for many businesses.”

Read the whole story here on Business2Community.

Where are Consumers Spending their Money?

BBB offers a free online service, Consumer Purchase Planning Trends. This service is offered exclusively on BBB’s website and indicates current purchasing trends made by consumers for ten different industries. 

Business owners can check out the purchase planning trends from the last six to thirty-six months, which is a great indicator for future purchases. Each month the public checks out a business with BBB serving Eastern Massachusetts, Maine, Rhode Island and Vermont, over 300,000 times.

Last month, Home Remodeling, Construction & Maintenance saw a 2.01% increase in consumer purchase planning in June 2013 from May 2013, with 96,897 inquiries.

The purchase planning information will help predict where consumers are thinking of spending their money on a monthly basis.

To take advantage of this new feature or to learn more, visit bbb.org/boston/public/trends.