Here’s an example of why process is important:

A few weekends back, my friends asked me to join them in trying out a new wine store.

Upon entering the the store, my friend announces, “You need to get a card from the front counter.”  I had no idea what this meant but asked the girl at the counter, ”I guess I need to get a card?”   “Yes”, she replied, “but first I will need to get your credit card.”  I immediately handed it over. 

Now, this is my mistake. I didn’t question why she was taking my card.  (What can I say; I was caught up in the moment.)  Instead, I gave it to her.  She swiped it and handed it back with what looked like a plastic hotel room key and a large wine glass. 

My little card was my “ticket” to the night’s wine tasting festivities – a self-serve wine bar, no less!  Simply slide your card into the wine kiosk and push a button.  My beverage was dispensed, total displayed, and I pulled my card out.  We took our freshly poured glasses and sat on the patio. 

A server came to our table.  She gave us menus and water and left. 

One of our friends decided to leave early and went to the front counter to pay.  Ten minutes later she sent a text informing us that the counter attendant snippily told her she needed to pay her server regardless of what you ate or drank.

What was confusing to my friend and what she told the attendant, was that during her last visit, she paid at the counter without a problem.  The attendant let her pay, but informed my friend to pay her server upon her next visit.  Ok. 

When our “server” came around we handed her our “tab” cards and waited for our bills.  She returned with what looked like a receipt with nothing for us to sign.  Since they had already swiped our cards upon entering and we’d served ourselves, we gathered some cash for a tip for the water service. 

The “server” then came over to ask if our bills were ready to go.  We looked at her, confused.  “Weren’t these already processed?” we asked.  No, she informed us they needed to run our cards…again.  Ok.

So, here we are confused and feeling a little stupid.  Am I the only one who dislikes feeling ignorant in front of twenty something waitstaff?  Apparently not, as my friend wrote a note on her check telling management they needed to be clearer about their processes. 

Now I personally see this as a “good deed”.  Most customers would never tell you what was wrong and would just never come back.  So if someone takes the time to write you a note, you should thank them!

As we are about to leave, the owner arrives at our table.  We tell him about our friend and our confusion with his payment processes.  He informed us there is indeed only one way to pay – with the server. 

I reminded him that our friend was able to pay up front.  He then replied, “You are right, there are two ways to pay but we would rather you pay your server.”

There it is from the horse’s mouth.  He has such a confusing process that he can’t even get it straight. 

My suggestion for him and anyone opening a new business:  Give me directions! Ask me if I’ve been there before. If I say, “No,” then walk me through your process. This makes things easier on me, you and your staff.  Improving customer service and satisfaction will help you build long lasting relationships with customers.

Just in case you haven’t, search marketing is what you can do to promote yourself on the internet via a search engine. 

For example: 

If I go to Google and enter in “Pizza Delivery” I am going to see multiple results pop up.  The “Paid or Search Marketing” results are the ones highlighted at the top of my results and on the right of the screen.  These are the first things people see and make the probability of them clicking on them higher. 

Now after reading that, don’t you want to find out how/if this can work for you?  I mean, don’t you want to show up when someone searches for the products and services you offer?  It’s a great way to market your business.  I know because we do it every day!

If you are interested in learning more about search marketing, we are having a webinar on this very topic that I think you would find helpful.  We’ve brought in a search marketing expert to help you understand how it all works.  The webinar is free and only lasts 30 minutes.  Check it out if you have time. 

CLICK HERE to register. 

Let me know what you think about it.  If you would like webinars on any other topics shoot me some suggestions.  I’d be glad to pass on the word.

So, like any other socially minded social media aficionado, I decided to download the application to my iPhone and start exploring and checking in.

At first… I didn’t get it. It synched with Facebook and Twitter. Lovely. Now my friends (who, by the way, already think I update too frequently) will know exactly where to track me down when they’d like to tell me in person to shut my digital mouth. (Come to think of it, this takes cyber-stalking to a new level.)

And then I checked in at Gold’s Gym – Fit Happens for the second time. (I teach fitness classes there in my spare time.) Foursquare informed me that I had just become the mayor.

This had potential.

I started exploring and checking in at other nearby businesses. In fact, I make it a point to check in at every business I can, just to see what will happen. I found myself quickly hooked on the game aspect of Foursquare. (Eight badges and counting; hoping for “Gym Rat” soon!)

But the best thing happened when I checked into Nomad Lounge (a local bar) this past Saturday evening. I received a special offer from the establishment through Foursquare. When I checked in, I was eligible for a free drink. Now it was starting to make sense.

This leads me to three immediate benefits of Foursquare for small businesses:

1. Offer special deals/discounts when people check in. It encourages them to engage with your brand AND they often share their check-ins on the Facebook and Twitter feeds. It’s like a digital word-of-mouth recommendation!
2. Identify your best patron (Mayor) who frequents your establishment the most. Find him or her and roll out the red carpet! A free meal or beverage could be just the ticket to getting your biggest fan to constantly promote you.
3. Quickly and easily promote your business with tips and to-dos on a growing social media space. Newbies who check in via Foursquare will see your recommendations and the recommendations of others.

So now I’m curious… who else out there has played with Foursquare? Does anyone have stories about a special deal they received or any business owners jumping onboard?

(FYI, I am also using this post to give my Twitter tools suggestions.  Killing two birds with one post you could say.) 

My suggestions for him extend to any small business looking to use Twitter to drive traffic to their site, foot traffic to their business and to help with overall Brand awareness. 

In regards to using Twitter to improve natural search rankings. 

Yes, your tweets will show up in natural search results.  Though it doesn’t guarantee that you will appear higher than any other mentions out there, it does help that you will appear more.  Showing up more, will help with overall brand awareness and possibly drive more traffic your way.  Making sure your account/profile name is your business name, is also key.  In the case that your business name is taken, you could use Tweet Brand  to brand your tweets. 

 In regards to Twitter sweat equity…

Some tools in my opinion that can help you capitalize on your time spent:

Because of Twitters enormous popularity, there are many tools that have come along to help you to make Twitter more productive.  The ability to schedule tweets, track your results and group your followers is a huge time-saver.  Another bonus is that most of the tools are FREE to you.  Two tools for this are Hootsuite and Social Oomph.  They both offer free versions, but if I had to pick one, I would go with Social Oomph.  Social Oomph also has a paid version that is VERY cool and comes with lots of bells and whistles.   Here is a review on both that I also found informative.   

Some tips for Tweeting:

• Create some content up front. Content is key in driving traffic and you don’t want to run out of it.  Things come up in business, so keeping a stockpile is a good idea.
• Offer things on Twitter that are only available to your Twitter followers.  You should also syndicate regular specials & offers through this channel.
• Set up a time everyday, that you will be able to dedicate to this space.  If you aren’t present, you will not be able to make this work for you. 
• Have a sense of humor.  Don’t just post, “We have the best burgers”! Post about how “your burgers bring the boys to the yard…” 
• (If you didn’t get that, it’s a reference to a song by Kelis.  Send me a message and I’ll explain it to you if need be.) 
• Do not hire ”some college kid” to “do this social media stuff” for you.  Yes, college kids are hip to social media, but they don’t know your business like you do.  They also do not have a vested interest in helping your business succeed.  Would you give some college kid the keys to your new Corvette?  Didn’t think so…

In regards to using Twitter to get new business…

Sure!  Twitter could help you to get new business.  Twitter gives you more visibility.  Using keywords in your tweets that include your line of business and your products and services while linking back to your website is helpful.  People who are “listening” for them will key in and check you out…  Trust me, people are listening! 

If you don’t have a website…you really should get one. 

So many people go online to educate themselves on products, services and establishments before purchasing or becoming a patron.  If you aren’t out there…how can they find you?  You are missing the boat…heck, you are missing the cruise if you don’t have a website.  Don’t worry; up next I’ve got a suggestion for you,  if you don’t have a site.

My suggestion, if you don’t have a website right now, is that you get a Facebook Fan Page.  These fan pages give you the ability to list your hours of operation, phone number and address.  This will give you more visibility in the search world, allowing your customers and prospects to find you.  Remember, you won’t want privacy settings on this page.  You want EVERYONE to see it!  And please do not confuse your businesses Fan page with your personal page.  Seriously, don’t do it. 

All right everyone.  I hope you found my tips and suggestions helpful. 

Have a great weekend!

Christina

Out of the loop? You can check out the latest on any popular news site (CNN, Fox News, heck even BBC News is covering this as a top story).

The bill promises to provide universal health coverage for the American people. Some Americans previously without health coverage due to finances or pre-existing conditions are quite pleased with the bill. Others believe the bill was not the best solution. Economists, analysts, politicians… people from all walks of life are speaking out about how they believe this will affect heath care and the economy, but few are focusing on the impact to small businesses. One commonly cited impact of the legislation is that some employers offering pricier plans will be taxed on excess premiums. Other businesses will now be forced to offer coverage when they previously did not have to.

If you own are are involved with small businesses, we want you to have a voice. So today’s post is your opportunity to weigh in. There is enough creativity in our café to help small businesses make the most of what’s ahead.  RESPECTFULLY, and mindful of the diversity in opinion, we’re inviting you to speak up and speak out.

What have you heard regarding the great health care debate?

How do you anticipate it affecting small businesses?

And most importantly, if you yourself either own or help manage a small business, how do you plan to cope with the changes?

Many people feel as if their voices went unheard during the health care debate. This is your opportunity to share your thoughts (and better, your advice). With your contributions, we can provide some guidance for everyone else out there.

Leave your comments below! Then spread the word to your friends to get them involved! Use the “Share” link below to pass your thoughts along to Facebook, Twitter, Etc.

Very recently (a week ago) my father a restaurateur who is almost 70 asked me to help him set up a Twitter and Facebook for his business. I was totally floored. First and foremost because, well this is my dad we are talking about. He doesn’t usually ask me for advice. Like EVER.

He is one of my mentors when it comes to all things small business, including the marketing of small businesses. I usually bounce ideas off of him to get his feedback. Though most of his feedback finds me disagreeable (sorry Dad) …it’s really his experience that I am looking for and learning from.

He doesn’t really know what I do for work…I actually don’t even think that he knows that I write for a Blog. For the expressed reason that he will tell all of my relatives and they will all leave comments on my posts like “Good job honey,” and “Can’t wait to see you at Sunday Dinner.” It’s not Facebook… I don’t invite them here. Sheesh!

So for all of you who said “of course he would ask you about Twitter; you write about it and use it”. You would be wrong. He has no idea. And with my dad I’ve learned not to offer suggestions. It’s better to wait until my opinion is asked. And boy was it ever! So here is my chance to explain to my dad “this is how you can use Twitter for your business.”

So I asked him 3 Things:

1. Why do you want to be on Twitter?

2. What do you want to get from Twitter? (New customers, return business, to connect with your clientele…what?)

3. How are you going to measure the effectiveness this has on your business. (Site traffic, foot traffic…what?)

I was surprised by what my dad said, though looking back I don’t know why…. 

His Answers:

1. Well I know that by being on things like Twitter and Facebook I can improve my natural search rankings. (How does my dad know this?) I can reach my customers in their homes with little cost besides “sweat equity” on my part. (Jeez he is freaking amazing me here!) Is this the cool new thing? I thought I was ahead of the curve. (That you are Dad…that you are…but not that far ahead, so we’ve got to move QUICK!)

2. I want new business. (Totally saw that one coming!)

3. Measuring foot traffic is never really something I’ve done… Site traffic is something I will for sure measure. But my measurement will be in increased revenue. (HMM…well ok….but how will you know what is driving this since I know you are doing other marketing? Of course I didn’t ask him that!)

With his first answer surprising me…the other two are for the most part what I expect any other businessman to want from their social media efforts. After all, business owners aren’t doing this for the “fun” of it. They’re there to make money.

To Be Continued…..
For the suggestions I gave my dad please check out my next post.

Thanks
Christina Kudym

Unless you are a huge brand like Coke that had a “fan” create their Facebook fan page for them - imagine that…their customers taking the time to do their social marketing for them…and people talking all day about how they love their product…whoa – you will need to devote some time to figuring out a social media strategy.

Maybe you’ll start with a Facebook ad or Fanpage…Maybe a Twitter account…maybe all three.  Whatever you do, have a “game plan.” Look around and see what other businesses like yours are doing. I’m not saying you should copy them, but you can certainly learn from them.  Play around with Tweetdeck,  Seesmic,  HootSuite and other free services that help you organize your online presence and engagements.  Find the one that suits your needs and makes sense for your business.

Think your customers aren’t talking about you online?

Think again! Not only are they talking about you, they’re also sharing their opinions with their friends, relatives and total strangers.  Can you afford not to listen to what they are saying? Wouldn’t you like to be able to thank the people saying nice things about you…and have an opportunity to turn an unhappy customer into a happy one?

More and more small businesses are running targeted ads on Facebook, developing fan pages and keeping customers happy on Twitter. Why? Because that is where their customers are!  So that is where you need to be.  Not should be…NEED to be.  Did you know that Comcast, Southwest Airlines, QWEST and Verizon all use Twitter for customer service?

Here is a great article that gives you seven cases of businesses using Twitter to service customers.

Engagement is key. As most of you know, when you make a connection with a customer, they’ll keep coming back to your store.  They come in because they like something about you or your store.  They will tell you by their reactions to your small talk or smile what level or type of engagement they want.

What people who use SMS (Social Media Sites) are telling us/you is they want to engage on these sites and expect to be engaged with before they make a purchase.  Here is another great article that will give you some insight into how small businesses are using social media to compete with large brands.

There is a new breed of consumer coming…really they are already here.  If you don’t understand where they are coming from, you aren’t going to know where to look for them,  and more importantly, how to sell to them.

So…do you have time for social media?

Next week I will give you my thoughts on a few of the free tools I mentioned today -  Tweetdeck, Hootsuite and Seesmic for starters.

If you have any questions on anything you see here, just leave a comment on this post…I will be glad to help you out.

Until next week,
Christina Kudym

What small business owners may NOT know is that they need to get started RIGHT NOW.

Ireland’s LaCucina Limerick has a simple recipe for success that any small business can replicate to get their business on Facebook TODAY and start seeing results TOMORROW! The Simply Zesty blog featured them because they were able to use Facebook to:

• Connect with 2,000 people, the majority of which were local and their best prospective customers
• Ask questions, post pictures, and p interact with her customers and prospects (a simple status update of “Pineapple on pizza?” got more than 60 comments)
• Leverage the popularity of restaurant frequenters, such as the Munster rugby team, by posting stories and pictures and helping the team’s fans become their own
• And have fun with their products with a great give-away – “Tag the Pizza” (they post a picture of their pizza, ask fans to “tag” themselves in the photo for a chance at a freebie, spreading pictures of their food throughout their fans’ friends)
• (Click here to learn more about how they’re using Facebook.)

You cannot afford to wait any longer for success like this. If you don’t get your business on Facebook RIGHT NOW, then your customers won’t be talking about your business at all…or worse…they’ll be talking with your competitors.

Click here to get your business on Facebook RIGHT NOW. Then, leave us a comment below with your business’s name and a link to your page. (We want to become your fan, too! )

Does your business already have a page on Facebook? Leave us a link as a comment below and share your success!

We’ll follow up next week with some great tips on what to do with your page, and who knows…we might just feature YOUR BUSINESS!

Bryan D. Jennewein

Side Note:  I do also see the inherant value and benefits of multichannel marketing…and you can never rule something out for your business unless you try it yourself right?  Right!

So I signed up April 3, 2009…easy.

Then I started trying to find people I knew on Twitter to follow/friend whatever…it’s all the same right?  I used to think so.  Well let me tell you, that was not so easy.  I didn’t really know many people on the site and Twitter wasn’t anything like Facebook.  Also, people were saying weird things and speaking in this annoying Twitter language.  Tweeps and Tweets, # & @ signs flying all over the place.  I didn’t get it. I was busy and didn’t have time to learn a new language (so I thought), so I abandoned the site for a few months.

In August I took a new job as the Social Media Coordinator for Infogroup and decided that I really didn’t do my due diligence with Twitter.  So I gave it another go. 

Fast forward to present day… I LOVE Twitter.  I use it to ask questions and see what people who I “follow” are up to.  You can follow what anyone says…  seriously…you can watch the CEO of Kodak tweet about his love of peanut butter.  What’s that?  You like peanut butter too?  Well, what do you know…you have something in common with him.  Tweet @ him.  You might get a response.  (Totally an example – I have no idea if the CEO of Kodak likes peanut butter…guess I could tweet at him and ask.)  

Twitter is chock-full of interesting people.  They share events, new product releases, and anything fun and exciting going on in their industry.

I also use Twitter for work purposes.  (Well of course! ) I watch for brand mentions, customer complaints and competitor news.  Yes…you too can do this.  It’s simple and best of all, it’s FREE! 

So back to my original question.  Why should you use Twitter? 

1.  It will get you in direct contact with people just like you to ask questions and share ideas.

2.  It will get you in direct contact with your customers! 

3.  You can see mentions by customers or prospects of your brand or company name, services and products.  And you can respond immediately!

3.  Use shrunken URLs to track interest in what you are saying and doing.  Again FREE.  Don’t know what a “shrunken URL is? 

Check this out http://bit.ly/pages/about/

4.  Build a network of Tweeps – yes Tweeps – who will stick by you and help you reach your goals. 

Twitter…Try it!

Follow me @ChristinaKudym

Today’s caffeine-enhanced post is about this blog being rebranded. Yay!  I’ve been talking about branding over the last month, and now most of you probably know why. 

If you don’t, let me enlighten you.  Infogroup – our company/mothership – has rebranded.  We are now showing our united front to the world.  Yep…we’re global…so watch out world, and watch this really great video all about it. 

Since we are now showing a unified front through our product and service offerings, logos and branding, we will also be giving StormDawg a new look and feel.  The new look and feel will be one that represents our entire organization and all of our customers’ interests.  We are going to be launching this sometime in January so keep your eyes open.  We think you will really really like it! 

Although I cannot give you too many details, I will say that the new blog will be in one word…AWESOME!  We have been working with the design firm Dizzain on the new look for the blog.  They have been great and are a talented crew.  Thanks, guys – we can’t wait to see what you’ve cooked up!!

Meanwhile, Bryan and I have been gathering research like mad to put together some great content.  What we want to do is create a place that you will want to stop in every day for your daily dose of humor, sales and marketing tips…and well, I can’t give it all away.  You will have to stay tuned! 

In the meantime, stay warm!

Christina Kudym