In uncertain times it can be difficult to see a way forward and spending money is the last thing many business owners want to do. Yet here I am telling you to invest in your web site. What gives?

Here are THREE reasons you want to invest in your site now:

1. Get better efficiency. There are several ways to accomplish this: Put more information on your web site so you spend less time answering the same questions over and over again; Qualify your customers better through your site so that those you contact are ready to do business; Reduce or eliminate your store front and sell more from the web site. These are just a few of the ways you can be more efficient with an investment in your site.
2. While your competitors are giving up and going away, you can establish a firm or firmer foundation now on your web site without having to build a new building or sign an expensive new lease. Your site should look professional (good design), be functional (easy for customers to do what you want them to do) and be search-friendly (search engine optimization)
3. Get more customers. Beat the rest of the crowd that is still stuck on search engine optimization – which means driving more traffic to your web site – and get started on conversion optimization – which means getting the folks who visit your web site to buy, register, signup, or whatever your call to action is. If you have any degree of traffic you should look at what those visitors are doing and if they aren’t contacting you to do business, optimize the process to make it smoother for them to do business with you.

What does a social media marketing plan look like? That depends on what you want to accomplish and on what social media is doing when you create the plan. Remember that this technology or medium is very much in its infancy so what works in August of 2010 might not work come November. It really does change that quickly.

So what is the easy part of all this?

The most crucial part of your plan is to decide what action or actions you want people to take. A good starting action is getting people to LIKE you. On Facebook this means to click the like button. In the olden days (April of 2010 for example) you wanted people to become a fan but it changed, just that quickly. Now you want them to LIKE you.

So folks say liking isn’t enough. I say that depends on your plan. Once they’ve liked you, you can communicate with them more directly. If your company or purpose is based on a particular event such as a charity run, then getting them to click the like button might be enough because now you can share information with them about the event.

Other actions that could help you get what you want out of social media:

• Fill out the form to sign up for your newsletter (now these can be put right into facebook)
• Click through to your web site
• Click a link to a coupon or social media only special
• Call you directly from info on your profile
• Make a comment on your posting
• “LIKE” a particular post
• Start a new conversation
• Respond to a poll question
• Post a picture
• Post a video
• And the list goes on and on . . .

Now we’re to the easy part. Once you’ve got your goals and your desired actions, engage your friends / fans / followers accordingly. It really doesn’t take much time with a plan – or if it does take a lot of time, it does so because it’s paying off for you.

But don’t forget to measure the results. If they aren’t turning out as desired, then it’s time to revisit the plan.

Want help? That's what we do. Call 303 368-2245 ext. 4 to get started.

Madam Speaker, I rise today to recognize and applaud Brian and Maki DeLaet, owners of EduCyber Inc., for receiving the 2010 Wheat Ridge Business of the Year Award.

EduCyber Inc. began as a home based business in 1998 and has successfully grown under the leadership of Brian and Maki DeLaet. Its growth is attributed to the high level of personalized service provided to its clients and the business model used has become one that others seek to incorporate in their own businesses.

Brian and Maki DeLaet are active contributors to the business community. EduCyber is a member of The West Chamber of Commerce, Enterprise wheat Ridge, Wheat Ridge 2020 and the Applewood Business Association. In addition to their active participation in the community, they have lent their support to new city development projects such as new parks and new bike and walk-ways.

I extend my congratulations to Brian and Maki DeLaet, owners of EduCyber, on their recognition and thank them for their commitment to our community.

Seems pretty cool to let people know where you are, doesn’t it? Sometimes you might be bragging, “Waiting for roller coaster at DisneyWorld” and sometimes a bit more mundane, “Coffee at Starbucks with Tom”. But even letting your circle know that you’re talking to Tom might be a signal that the project is on, that the relationship has been solidified or even that you and Tom are an item again.

Emarketer’s report on Privacy and Geolocation shows that men and young people are much more likely to use location based media. It is a trade off. To have the convenience of sharing with friends (so they can join you or envy you or make decisions about where to go for the evening) you have to give up some privacy.

I read a very interesting article today in the Guardian on Foursquare and Cyberstalking. What can I say but understand the risks as you engage in location based media? You can also check out SafetyWeb.com, a site dedicated to helping parents keep their kids safe online. This is a fee for service site but they focus on keeping people safe and, for example, offered the tip of checking in on location-based social media AS YOU ARE LEAVING instead of when you arrive.

In any case, be aware that when you share your location, more than just your friends might be watching.

So if your goal is to get more business you’re going to have to refine it just a tad. Otherwise when you get one new customer you will have reached your goal. But what it a good measurable goal for social media marketing? That’s the heart of the matter for most folks. What does a goal look like?

Here are 9 measurable goals for social media that, if they don’t work for you, will hopefully spark something that will work:

1. 200 more followers on Facebook. This is definitely measurable simply check today and at the end of the time period and see what the change is.
2. 20 retweets a week on Twitter. This will help you figure out what really gets a lot of attention. Last week’s blog on “5 Biggest Social Media Marketing Mistakes” for example caught a lot of attention.
3. 15% more click thru’s from Social Media sites to your main web site. This is pretty easy to see how it would translate into more business.
4. 4. 20% increase in “fans” who “like” your posts on Facebook. Like #2, this will help you figure out what gets people’s attention.
5. 5. 20 check-ins a week on Foursquare (this is a great site for location based businesses like restaurants, bars or coffee shops). Again, this is easily measured and if you’re getting folks checking in, it gives you a chance to interact – give them a to do while they’re there.
6. 30 newsletter signups each month directly from Facebook. Check out FBML and learn how to add html to your page.
7. 10 sales each week from Twitter. You need to be careful about pushing the business too hard in social media but with the right plan and the right product(s) it could work well.
8. 4 leads each week generated through social media (best tracked if you create a separate landing page for social media). This is more marketing-focused but could really boost your business.
9. 15% decrease in returns because of customer outreach through social media. Took a different tack on this one to help you imagine the possibilities. It’s not necessarily directly sales related. If you’re saving costs on the backend, you’ll be more profitable.

Note that all nine of these are very measurable. Note also that these are just the goals. Once you have the goal established you need to develop the tactics you will employ to achieve your goal. What are your goals?
 

Here are the five biggest mistakes businesses make in Social Media Marketing:

5. Not being consistent
Some really good folks come up with a plan and start implementing it and then get distracted or busy and don’t consistently implement it. Using tools like HootSuite or TweetDeck can help you manage the flow and be more consistent.

4. Being too business focused
It’s called SOCIAL media for a reason. People want to get to know you. They want to understand you from the human perspective, not just the business side. Take some time to tell people what has your interest, even if it’s watching your daughter’s hockey game.

3. Not measuring the results
I often hear “I tried Facebook and it didn’t work.” I follow up with a “How do you know?” and get blank looks or vague answers. If you’re going to engage in social media marketing, measure your results in as quantifiable ways as possible.

2. Not following the plan
It is easy to get distracted in social media. You log on to post about your next event or a special you have coming up and the next thing you know you’re chatting with your high school football buddies or “friending” your college sweetheart. Be disciplined. Tape your plan or goals to your monitor to remind you of what you’re doing. Then follow through.

1. Not having a plan
Simple as it may seem, a huge number of businesses engaging in social media MARKETING don’t have a plan for what they want to accomplish – or their plan doesn’t fit with their business goals. I met a recently laid off individual who went on to LinkedIn and established links with 1000s of people – and he only knew about 25 of them. He asked me “What do I do now?” I had no idea what to tell him because he didn’t have a plan that he could articulate.

Create a plan that fits your business. Include measurable goals in your plan.

You’ll see results.
 

When it comes to investing in social media marketing, for him, there's a pesky problem. Measuring the return on investment, or ROI, of such a plan isn't pretty. The numbers don't stand alone.

Why? First, it's critical to understand that a business' social media marketing is tied directly to the success of the website in one critical area -- conversion. The goal of a successful social media plan in business is  to drive traffic to the company website. So, logically, if the website is optimized to convert traffic to sales, then the company can measure THAT success in business volume -- or response to the call to action on the site.

Even the best social media marketing plan might be dynamically effective at driving traffic to the website, a measurable statistic, but it is a stand-alone number. Then, the number to focus on is how well the website is doing at converting traffic to sales.

Savvy business owners get this. Still, the compelling factor for investing in any marketing is always the ROI.

Here's where the argument for using social media for marketing seems to come apart and why it can be so difficult to convince owners to invest in it. It isn't a stand-alone measurement. And, like the owner I mentioned before, businesses  are usually making decisions about marketing dollars based on the numbers.

There are lots of numbers that help a business owner feel good about their marketing investment. And, there are plenty of companies that will throw numbers together in a convincing way that promise a return on social media marketing.

But, let's be honest. It's only a tool to drive traffic to the website. Social media sites are a place for people to connect with a business online through interactive dialogue. They have a chance to informally "like" you. Then, they "like" you enough to use another tool in your marketing arsenal -- the website. Once folks are on the website, then you're talking about numbers that really count in business.

Social media marketing in business isn't talking about when you've brushed your teeth or what color your shoes are today. If it's done correctly, it's a way for businesses to generate a buzz about their passion -- whether it's culinary or construction or counseling.

It's a tool. It works and plays well with others in the overall online marketing plan. And all together, they build a business' online success. Collectively, the numbers matter.

First I heard a voice that was so soft I couldn’t hear what was said. I asked her to repeat what she said. She was ready for my order! So I ordered the breakfast meal I wanted and asked for coffee for the drink. A few seconds later she asked for my order. A bit confused I ordered again. She repeated my order and asked if that was all. I said yes. Then she asked what I wanted to drink with my meal. At that point I realized that she was not paying attention to me at all. She was so busy taking money from the customers in line ahead of me that she had no idea where I was in the ordering process. I pulled out of line and moved on.

Arriving at Starbucks I had to get out of my car but the staff inside were friendly and polite and they only paid attention to one customer at a time. I was struck by the difference as I ordered only once and got what I ordered.

So how does that apply to a web site? Too often web sites try to be all things to all people. In fact, it is not infrequent that a client or potential client will tell me, with a straight face, that their target market is everybody or at least every business.

If everybody is your target then you’re like the lady at McDonalds that is so busy taking money from customers that she couldn’t really pay attention to me as I ordered. She couldn’t figure out where to focus.

Take a look at your web site today. Think about it not as a business owner but as a potential customer. Are you paying attention? Is it clear what the next step is? Or in an effort to be all things to all people are you paying attention to no one?
 

The conversation begins with the usual exchange of what-do-you-do questions and answers. Since it's my passion and it also happens to be my business, I eventually lead the conversation to the topic of online marketing in business. Often, the CEO says, "I like my website. It's pretty good. We had it updated last year, and I really don't think we need to make any changes."

"Great!" I say. "Your conversion rate must be terrific. Do you mind me asking you what your numbers look like?"

"Conversion rate?" he asks casually.

"When people find you online -- in this case, your website -- what amount of that traffic is actually prompted to follow your call to action on the website? Do you get calls to your office, or do your visitors make a purchase on the website?" I ask.

"I'm not sure. I leave all that to our IT people. But, it must be good enough -- we're still in business," he states.

I can't argue with that. But, I can make an argument with "good enough." It's just not acceptable in business these days to have a website that does nothing more than conduct a one-way conversation with people online. Your website is not a brochure, although many owners think of it that way. It is vastly more powerful, if set up correctly.

When is "good enough" harming your business? When it's not bringing you the results you need. Here's what isn't good enough -- traffic to your site that leads to a dead end. No calls, no sales, no business. People aren't visiting your website to see beautiful graphics and Flash content, unless that's what your business specializes in. They visit your site to learn, to interact, to move in your direction, if you get them pointed that way. They begin to form a relationship with you online; they begin to make an emotional connection that leads to action in favor of your business' bottom line. That's a call to action. That's moving toward "better" instead of "good enough."

It's rough out there. Marketing dollars need to be invested more prudently than ever before. The competition for attention online, let alone business, is ferocious. You have to make sure that your website is working for you -- not just getting by on "good enough."

Think about the call to action on your own business website. This is NOT the phone number or contact us page. Your call to action acts as a green light -- a traffic signal -- to "DO THIS NOW." It's an imperative -- couched in a friendly little button or link that tells your visitor to take a left or a right turn, straight to you. When your website helps your visitors, it's helping your bottom line. That's good enough.

Except, I see a lot of new blog owners experience the dreaded "blogger's block." We've all experienced it. It's also known as I've-got-this-new-blog-now-what-the-hell-do-I do-now syndrome.

Here's my list of 8 Ways to Defeat The Evil Blogger's Block

1. Feel the fear of the blank post page. Embrace the fear. Then, write anyway. (What? You thought I had some magic way to overcome this? Silly you.) Seriously, you have to practice doing it even when you're not feeling especially motivated. Kind of like flossing your teeth.

2. Keep a file of stuff to steal, er, borrow from. You don't think Shakespeare made up all of his plots, did you? (He didn't.) Neither should you. If a topic is trending online that relates to your field, do your take on it. But strive for a bit of originality.

3. Keep up with what is trending in your field. Create a Google reader account and subscribe to blogs and news feeds about your field.

4. Answer customers' questions in your blog. Tired of answering that same question over and over? Create a category in your blog to answer them.

5. Review books written about your field. For bonus points, post that review on Amazon.com.

6. Got a meaty topic that you can stretch over several posts? Write a series over a week or two.

7. Repurpose your old content. Have you already written white papers, presentations, even a book? Chop 'em up into blog posts. (And don't worry they'll detract from your book sales. If people like your blog, they'll still buy your book.)

8. Post photos and video of sales, events, presentations, and seminars you're giving. Where is it written that your posts have to be, well, written?