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Generating Affordable Leads for Your Small Business: Part Two – Search Engine Marketing

By: | Published: August 6, 2010 | Filed under: Small Business Advice, Small Business Tools

This post is a continuation a series about how to utilize various internet advertising platforms to generate leads for your business.Search engine marketing is a very effective, targeted way to help your business generate new leads. The beauty of search engine marketing is that you only have to pay for the advertisements when someone successfully expresses an interest in your offering. This is achieved by paying on a “cost-per-click” model. Let’s dive into which search engines you can advertise on, how this type of advertising works, what it costs, and some tips for successful campaigns.Each of the three most prominent search engines, Google, Yahoo and MSN “Bing,” all have their own ad platform. Their respective platforms are AdWords, Yahoo Search Marketing, and adCenter. Something very important to remember with this model is how the targeting works. On this platform, you can indicate which keywords are relevant to what your business is offering. When a surfer enters one of the keywords that you are bidding on into a search query, assuming you are one of the highest bidders, your ad will be displayed. Noting this, consider what type of information or services your ideal client would be searching for and target accordingly. A great tool to help you generate lists of relevant keywords is the Google External Keyword Tool. Start by entering a few phrases that your audience might search for in the “word or phrase” box. Then click “Search” and browse the keyword ideas. From here you can check off each keyword that you feel is relevant and download the list.Search engine advertising pricing tends to be very reasonable. You are only charged when someone who sees your ad, clicks on it. For the most part, a click on your ad indicates that the person clicking is somewhat interested in your offering. Since you’re only showing your ad on relevant search results, and only paying when someone is clicking your ad, this is one of the most targeted advertisement platforms available. Pricing is set based on a bidding model. The higher your bid, the higher on the results page your ad will be displayed.In addition to having to target relevant keywords, it is very important to make sure your ad copy clearly indicates what you are offering. This is crucial because you want as many relevant people to your site as possible. For example, if you are offering something for free in exchange for completing your lead form, indicate it. At the same time, make sure the verbiage of the ad clearly states what your company offers. It is not worth attracting people to click your ad if they are not interested in what you are selling since you have to pay for these clicks. Using numerous ad copies can help you determine which is driving the most relevant traffic for the cheapest price.For best results, you will want to drive the search engine traffic to the lead page that you have created for your service offering. (For tips on how to create or optimize your lead page, read Part One of this series.) Each of the advertising networks will have a very useful feature called “conversion tracking.” it is highly recommended that you take full advantage of this functionality so that you can optimize your campaigns accordingly. Conversion tracking will give you a small line of code to place on the page after the successful completion of your lead form. This will pass information back to the advertising platform about which ad copy and keyword delivered the conversion. Data from conversion tracking can help you quickly determine which of your keywords and ad copies are performing the best, and which are too expensive to maintain.
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Generating Affordable Leads for Your Small Business: Part One – Lead Form Optimization

By: | Published: August 4, 2010 | Filed under: Small Business Advice, Small Business Tools

This post is the first in a series about how to utilize various internet advertising platforms to generate leads for your business.One of the most obvious problems that small businesses face is struggling to get new customers or targeted leads for their business. Luckily, the internet makes this process easier and even more cost effective than ever before. There are numerous different ways to generate leads online including Search Engine Marketing, Social Network Marketing, Affiliate Marketing and client referrals. Before you start attempting to collect leads, your first priority should be to create or revamp your lead capture landing page.One of the most important factors in determining the success of your landing page is the content. Most landing pages focus too much on what they are offering as opposed to why what they are offering is so beneficial to their potential leads. As author David Meerman Scott says, “Nobody cares about your products (except you). What people do care about are themselves and ways to solve their problems.” Keeping this in mind can have an incredible impact on how well your landing page converts. Putting it in perspective, consider if you came across a page that discussed a certain product. Are you really going to give your information over just because the product is somewhat relevant to your interest? Maybe. But consider if you find a page that explains how the same product will, in one way or another, make your life significantly easier. Chances are, you will be a lot more interested in the latter. The same goes for your potential clients.Another huge factor in determining landing page conversion rate is the placement of the lead form. Ideally, the entire form should sit “above the fold.” This means that the visitor should be able to view all of the fields, as well as the submit button, without having to scroll down.Lead page conversions will also increase if you have a very strong and clear call to action. The call to action is where you specifically tell visitors what they need to do to receive the benefits that you outlined for them in your page content. “Looking to solve XYZ problem? Contact us!” Consider offering a special offer of some type to get people to complete the form. Any thing from a special discount, “free consultation,” even a free short report can tremendously help you get more conversions on your page. Never forget that people like anything free, as long as it has a perceived value to it.So what should you ask for on your form? Most of this depends on your business model. Lead forms often work on a “less is more” basis. The less information you request, the more leads you will capture. A great method to implement this is ask questions that are relevant to your offering, but only requiring crucial fields like “name,” “email address” and “phone number.”There are simple other ways to help increase landing page conversions. Using an autoplaying video or audio can help gain the attention of a user and reinforce the call to action. Putting testimonials on this page can really help add social proof for your potential clients. Also consider using a time scarcity tactic. Anything from “limited time offer” to “expires (today’s date) at midnight!” are effective.On Friday, we will begin to cover how to drive relevant visitors to this landing page using search engine marketing.
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Diversifying Your Accepted Payment Methods

By: | Published: July 28, 2010 | Filed under: Entrepreneurs, Small Business Advice, Small Business Tools

Small business owners tend to accept the majority of payments one way: paper check. While this is one of the easiest payment methods to accept, there are a plethora of downsides to it as well. You should know, that as a small business owner, you do have options and can offer these options to your customers as well. Let’s explore what of the downsides of checks are, what other payment options are available, and how to go about bringing them on board as part of your offering.Accepting checks can be a tremendous hassle compared to most other payment options. One of the largest downsides of accepting paper checks is all of the waiting involved. Wait for your client to receive their invoice in the mail, wait for them to write you the check, wait for them to mail it, wait for the check to come in the mail, etc. Once you receive the check, it still needs to be taken to the bank for deposit, which also occupies time. In addition to being tremendously time consuming, accepting paper checks is by far one of the least green payment methods. You usually have to mail a paper invoice, which not only consists of the invoice itself, but the envelope it’s contained in and sometimes even a remittance envelope. Then your client needs to send a check, meaning another envelope is being used in the process. This also involves two stamps, and the price of a stamp is only increasing.One of the easiest payment methods to accept from your clients is PayPal. It’s 100% free to sign up, bears no monthly fee and no processing minimum. PayPal allows your clients to pay you from their PayPal balance, credit or debit card, and even their bank account. If you have clients who don’t have PayPal accounts, and don’t want one, they can still pay you with their credit or debit card without even signing up for an account. PayPal charges a $.30 fee per transaction they process, and a variable percentage rate based on your volume. This fee ranges between 1.9% and 2.9% of each transaction. Once the money is in your PayPal account, you can withdraw it using the PayPal debit card, spend it online at any merchant that accepts PayPal, or transfer it to your bank account. You’re given instant access to the cash once your client has completed the payment.Another way to accept instant payments is with a bank merchant account. This allows you to accept credit cards directly from your client without PayPal. This has some huge advantages over accepting cards through PayPal. First, the transaction rates will be significantly lower. Second, you will have a lot more control over when you charge your clients. With PayPal, you have to wait for your client to put their card information in and approve the transaction. With your own merchant account, you can retain your clients credit card information and charge them on terms that you and your client agreed upon. The guarantee of getting paid on time, every time can often do wonders for small business cash flow. Merchant accounts will sometimes include monthly charges and even processing minimums. While the easiest way to obtain merchant processing is from your bank, you can shop around online for lower rates and more flexible terms. Note, due to the large amount of power involved with being able to charge clients cards at any time, there application process will include a check of your business credit. It can really help your odds if you know you are applying for the account when you have already established good credit for your business. For tips on how to build up credit for your small business, read our post about establishing small business credit.One of the most flexible, yet least noted payment method is remote bank capture. This allows you to withdraw the amount due from your client’s bank. Much like a merchant account, this gives you the flexibility to get paid on your terms since you are in control of when you make the withdrawal. Accepting this payment method will normally include a small per transaction charge, usually around $.30. This gives you the flexibility for maximum cash flow, without all of the processing fees and hassle of credit card processing. Talk to your bank about if they can arrange for you to have the option to accept these types of payments.PayPal, a merchant account and remote deposit capture will add flexibility to your business, give your clients more options, save you time and even save paper. While paper checks may still be the norm, diversifying your accepted payment methods can tremendously benefit your business and may even result in happier clients since they no longer have to worry about mailing you a paper payment. Considering all of these benefits, how can you possibly go wrong accepting more payment types?
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Growing Your Small Businesses With Remote Labor

By: | Published: July 15, 2010 | Filed under: About small businesses, Entrepreneurs, Small Business Advice, Small Business Tools

When it comes to starting or successfully operating a small business, there are some tricks to help keep your small business not only afloat but awash in black ink. With global and even local competition becoming fiercer and fiercer in this down economy, it helps to have a few tricks up your sleeve that will help you keep a leg up on the competition while keeping over head costs low. Due to the emerging resourcefulness of the internet as well as the global workforce being brought closer and closer together through the internet, it has become easier and more cost effective for small business owners to outsource a significant portion of their daily tasks, tasks they generally have to pay handsomely for if completed within the states. When it comes to effectively outsourcing work for small business owners, here are a few tips, tricks, and pointers to get you going in the right direction.First off, you need to take a look at the daily tasks that take place within your business no matter how miniscule they are. Quite often, it is the smaller tasks that are actually the most time consuming when the amount of man hours that goes into completing them daily is tallied up. On an average day, head to the office with a simple mindset- “Could someone do this task instead”. As you complete your daily tasks, jot down in a notebook different tasks that you think could be completed off site and sent back to you. At the end of the day, compile this into a list and go through each one and give each some serious thought. Think about how the task would be completed, how much it would cost you to have it outsourced, as well as how long the turn around time for completion is.Do you employ email marketing? Do you use a website and have an in house webmaster? What about E-Commerce, do you sell anything online through your website? If you answered yes to any of these questions, you could easily find someone to efficiently complete outsourced tasks.Once you have this list narrowed down, take to the net or fellow small business owners and ask around about the different merchants they use for outsourcing. Gather another list, this one of vouched for outsourcing merchants and contact them to see what services they provide and whether or not their services would be conducive with the work you need outsourced. When looking at pricing for merchants, don’t dwell exclusively on price. You need to find a good balance of price, quality, and turn around time so that you don’t end up with either poor quality yet cheap work or good quality yet overly expensive work.After you have found the perfect merchant for your small business it’s time to get down to business. Draw up a contract that allows for you to test the waters. You don’t want to sign a long term contract without knowing for sure if the tasks you need completed will be needed for a long duration and also you don’t want to end up signing a multi year contract before you are 100% sure the cost effectiveness of this merchant is present. If you follow these steps as well as research others, you will be on the path to more profits for you and your small business.We want to hear from YOU! Have you ever successfully outsourced tasks? Any outsourcing horror stories? Let us know in the comments!
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5 Simple Ways to Make Your Business More Green

By: | Published: June 9, 2010 | Filed under: Small Business Advice, Small Business Tools

“Going green” is demonstrating a concern for the environment through your actions. Running your small businesses, while trying to be as “green” as possible can be extremely beneficial to your company and the environment. When you make your business as environmentally conscious as possible, you get the satisfaction of knowing you’re doing the right thing for the world you live in.Sure, cutting back on resources will help you run your business in a way that respects the environment, but it can also save you money in the process. Most of the green efforts listed below will help you eliminate unnecessary waste so you will not be using more than you need. Being a green company is not only admirable, but something many people look for when conducting due diligence on your product of service. Isn’t it worth it to make a few simple changes to impress your potential clients?-Print responsibly: The less you print, the more ink and toner you are saving, resulting in less deforestation. Printing less isn’t as hard as you may think. Start by determining if you really need to print the document. Most records can be read, exchanged and stored electronically. When you do need to print, check if your printer has a “duplex” feature, as most do. This will print your documents on both sides of the page. This very simple action will result in saving a tremendous amount of paper over time.-Online Invoicing: You can eliminate a lot of wasted paper if you stop sending out paper invoices to your clients. Of course, you are saving the page for the invoice and the envelope that you have to send it in. On top of that, your client doesn’t need to use a paper check and a return envelope to pay you. While this may not seem like a big difference, when you factor in all of your clients, this can make quite an impact.-Eliminate checks: Determine if your vendors will accept another, paperless method of payment, this is preferable to sending a check. Mailing a check involves the paper the check is written on, as well as the envelope you need to mail it in. Many companies now accept credit cards, or bank transfer payments which do not entail the paper that checks do.-Paperless statements: Check with all of your financial institutions and credit card companies to see if they can send you online statements. These statements tend to be multiple pages each and sent monthly. From here, you can simply store the report on your computer as opposed to in paper files. By just receiving them in a different medium, these page will add up big time over the course of the year.-Video conferencing / Remote Desktop Meetings: A lot of small business owners will take time and effort to go meet with their clients to discuss ongoing efforts. This commute consumes resources that can easily be prevented with the use of simple technology. Making use of tech like video conferences and remote desktop presentations with your clients. Video conferences are more affordable than ever using a simple webcam and free services like Skype. As for remote desktop meetings, check out a free service called Adobe ConnectNow.
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5 Services to Help Simplify Contact Management

By: | Published: June 3, 2010 | Filed under: About small businesses, Small Business Advice, Small Business Tools

Small business owners who are effectively networking with other business professionals are often acquiring a plethora of contacts. When you combine this with all of your current clients, former clients, leads, etc, it can become a lot to manage. Let’s explore some services that are available to help simplify managing all of your contacts.

Business Card Handling Services:

Both of these services handle business card management. They’re painless to use and can help you save a lot of time managing your contacts. With each of them, you simply take the business cards that you acquire and send them to the service. You can physically send them in, or snap an image with your cell phone’s camera and email them in. Each of these services will receive your cards, scan the data, and convert the data to an easy to manage CSV format.
  • Showboxed: We covered how to use ShoeBoxed in our past post about how to utilize their service to handle your receipts. Shoeboxed can also scan business cards and enter all the data from them into a CSV. The genius behind this is that, like with receipts, they will give you an image of the card, as well as convert the data on it to text. While this may not seem important, it is great in the event you wrote notes on the card. Shoeboxed is structured as a monthly package. You determine how many cards (and receipts) are going to send in and pick a package accordingly. They have plans that start at just $9.95 per month for up to 50 scans.
  • Cloud Contacts: Cloud Contacts is very similar to what Shoeboxed offers. The primary difference is they don’t offer monthly solutions. You can simply use Cloud Contacts when you need cards scanned. Cloud Contacts will pick up your business cards if you live or work in NYC and are having over 300 scanned. They also take all of the guess work out of ordering. When you place an order and you’re not sure how many cards you have, they will let you know and give your the option to adjust your order accordingly. The only downside of this solution when compared with Shoeboxed, is the pricing. Scanning 100 cards will set you back $29.95, or $0.30 per card, on their lowest plan. The lowest plan Shoeboxed offers, would let your scan your cards for $0.20 each.

Web Based Contact Managers.

Once you’ve scanned all of your contacts, you have a few options about how to manage them. Ideally, keeping them online will help ensure that you can access them from anywhere you are. There are many affordable and free solutions that will help you do just that.
  • Google Spreadsheets: Since each of the card scanning solutions will provide you with the data in a CSV, you can easily store this file in Google Documents and access it from anywhere. A quick search will help you find any record that you are seeking with ease. Sharing access to the spreadsheet is painless and requires only a few clicks. This is a really simple, free solution to get your contacts online, but there are plenty of others.
  • High Rise HQ: High Rise is a very simple, easy to use contact manager. It makes it easy to record notes on each contact and leave yourself simple indicators about when to follow up with them, if nessecary. The biggest benefit of High Rise is the ease of use. It’s practically “so easy, a caveman can so it.” It is completely free to store up to 250 contacts with 2 users, but if you need more space they offer paid plans from $24 per month.
  • Batch Books: Batch Books is a little more elaborate than High Rise. It offers some powerful capabilities such as their unique “Super Tags.” Super Tags allow you to add fields to certain type of contacts and then sort by those fields. Interesting enough, more power doesn’t come with a higher price tag. They offer plans that start at just $9.95 per month to manage unlimited contacts. It certainly gives High Rise a run for the money, but both are terrific solutions.
Keeping your contacts organized can help streamline your small business. Better follow-up communications will result in more sales. When you are aware of who you need to contact, when you need to follow up with them, and have all of their information handy, you can be assured that your better organization will pay off!
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Replace Your Bookkeeper for Under $1 a Day

By: | Published: May 21, 2010 | Filed under: Small Business Advice, Small Business Tools

Small business owners shouldn’t have to struggle to keep their cash flow organized. Many either struggle to manage their books themselves using software like Quick Books, or bring in a bookkeeper. Using various services, small business owners can easily automate a lot of the day to day bookkeeping hassle that comes with running a business. Let’s look at some of the hottest tools that are available to making your bookkeeping as quick and easy as possible.

Outright

Outright helps you keep track of your income and expenses. At face value, it’s quite simple. Type in every payment you receive and every expense you incur. It uses this information to help you prepare your tax paperwork, as well as generate you a wide variety of reports to show you where your company stands financially.Outright can streamline the process of working with contractors, which many small business owners do. With the click of a button, you can request your contractor to complete an electronic version of a W9 for your records. When tax time comes, it will automatically prepare each contractor their own 1099. Additionally, if you would like to e-File your copy of the 1099’s, you can do so from Outright for just $5 each.Taking advantage of the “bookkeeper access” feature will allow you to grant your accountant or bookkeeper access to your information. You remain in full control of who has access to what.At the surface, these features seem very basic compared to QuickBooks. The huge benefit is that all your data is accessible from anywhere and can be easily shared. At the same time, you can rest assured that it’s secure on the Outright server.Like what you see so far? It’s just the beginning. Most of the income and expense entries can be imported from other sources. These include:
  • Online Credit Card Statements
  • Online Banking Statements
  • PayPal
  • eBay
  • Invoices (from FreshBooks)
  • Receipts (from ShoeBoxed)
  • Mobile Expenses (from Xpenser)
  • Existing Data (from a CSV file)
The real power of Outright comes into play when you begin using some of the tools listed above to help you manage other facets of your bookkeeping, then import them into Outright. Check out the Outright Website and if you like what you see, sign up. Remember, it’s free so you have nothing to lose.Let’s look at how some of these other components work.

Invoicing with Fresh Books

Pricing: Manage up to 3 clients for free, then pricing starts at $19.95 per month.Fresh Books makes invoicing painless. Signing up with Fresh Books allows you to send and manage all of your invoices online. Let’s look at how easy a typical work flow is:
  • A new client is interested in your service. They explain what they want done and request an estimate.
  • You compile an estimate for them and send it to them with one click.
  • Upon review, the client can accept the estimate, giving you the go ahead to start the job.
  • Once completed, you simply locate the estimate and convert it to an invoice with another click. Of course, you are able to make adjustments if you need to.
  • Your client is advised of your payment terms and as long as you have PayPal enabled, is able to pay you instantly.
The brilliance behind this is how fast and efficient the entire process is. When you send the invoices via email and accept payments via PayPal, the whole process can take a few seconds. Small business owners know that time is money.A similar process is available in QuickBooks, but it requires elaborate configuration to run smoothly. Additionally, it is only accessible from the computer where QuickBooks is installed. Using Fresh Books lets you send and manage your invoices from any internet enabled computer or smart phone.Fresh Books automatically updates itself when payments are made and generates the client an invoice marked “PAID” for their records. In the event that a client does not pay within the terms you set, they will be sent reminders automatically. If they still fail to pay, Fresh Books can automatically add a late fee based on your specifications.While QuickBooks has the ability to manage these things, most need to be done by hand. Fresh Books will save you precious minutes with each payment that you don’t have to enter manually. While it may not seem like a lot, they do add up. Determine how long it takes you to input each payment. When you determine how many payments you manually input a month, you can clearly determine how much time this alone will save you. Chances are, if you spend a total of only 30 minutes a month entering payments by hand, Fresh Books has paid for itself, and then some.There are some more benefits of Fresh Books that should not go overlooked. One is how easy it makes the process for your clients. Demonstrating a concern for your customers time by making it fast, and intuitive to pay you will not go unnoticed. Second, by managing all of your invoicing online, you are saving money on postage and envelopes as well as all of the time associated with paper billing. If you have a client that prefers to receive a paper invoice, you can send them one with one click from Fresh Books for a very reasonable cost. Finally, due to the tremendous amount of paper you save by not sending physical invoices, you are demonstrating concern for the environment. Let’s face it, every little bit counts ;) .Visit the Fresh Books Website and look over what they have to offer. You can also, sign up very quickly. They offer a free plan which will let you manage your first 3 clients without paying a dime. After that, it’s only $19.95 per month to invoice up to 25 clients. If you need more than that, they offer a package for $29.95 that includes unlimited clients.Once you have your work flow established in Fresh Books, it is only a matter of clicks to import your invoices into Outright.

Accept Instant Online Payments with PayPal

Don’t you hate waiting for checks to come from clients? Most small business owners would be able to dramatically increase their cash flow if they were able to receive payments faster. That’s where PayPal comes in. Singing up is quick, and you can be accepting payments in a matter of minutes. PayPal allows your clients to pay you from their credit card, bank account, or existing PayPal balance. When you integrate PayPal payments with your Fresh Books invoices, you give your clients the chance to pay you instantly with just a few clicks.It’s completely free and easy to sign up. Once you do, you will pay a nominal fee on each transaction that they process. It’s often very worth it since it can really help your cashflow. Integration with Fresh Books is a cinch, and you can even import your transaction log into Outright.No other payment solution is this easy to sign up for and use. If you are not already working with PayPal, you are missing out on a huge opportunity to get paid faster.Additional information about how PayPal works is available on their site

Manage Receipts and Expenses with Shoeboxed

When you make a business related purchase, what do you do with the receipt? Many small business owners keep them in a pile (or a shoe box) to either enter later, or have their book keeper log. Once they’re entered, you’re still required to save the receipts in case anything comes into question with the IRS. This leads to a lot of paper being retained, and a lot of effort being wasted entering the expenses. Enter Shoeboxed.Shoeboxed’s mantra is simple. They want to help you “focus on business, not paperwork.” They do this by letting you mail in all of your receipts for them to process. Here’s how it works:
  • Sign up for a paid plan, starting at only $9.95 per month or for $99.95 a year.
  • Each month, gather your receipts and send them through the mail to Shoeboxed. (You can also use your mobile phone to take a picture and submit the receipts via email.)
  • Shoeboxed receives your receipts and scans images of them into your account for your records.
  • They will also retrieve all of the data off the receipts and record all of the expenses in your account in an easy to manage format.
That’s it! Drop your receipts for the month in the mail and let them worry about the data entry. From your account, you can export the data in any format you need. It can generate expense reports in PDF, Excel, CSV, QuickBooks or Quicken formats. Even better, you can import your Shoeboxed expenses into Outright with just a couple clicks.The benefits of Shoeboxed are outrageous. Since you have scanned copies of all the receipts, you don’t need to retain the paper copies. The IRS will accept an exact scan that Shoeboxed creates. At the same time, you never need to worry about the time consuming task of entering all of your expenses by hand. Shoeboxed will enter up to 50 receipts a month for just $9.95. Consider how long it would take you to enter 50 receipts by hand, or how much you would have to pay a book keeper to do it for you. If you save just two hours a month, that is two more hours that you are able to complete billable work for your clients. Get more information, or sign up on their site.

Record Your Expenses on the Go With Xpenser

Xpenser is a free, simple to use service that will help you keep track of your expenses in real time. What makes Xpenser so easy is that you can submit expenses form a wide variety of real time communication platforms such at email, instant message, twitter and an iPhone app. As soon as you incur an expense, shoot Xpenser a message with simple details about the transaction and it will be logged. It’s that easy. You can even attach a scan of the receipt. Check them out atXpenser.com

The Numbers

The savings here are unbelievable and really a no-brainer. Let’s look at what this whole automated setup will cost you:Outright: Free Fresh Books: $19.95 per month for a total of $239.40 per year. Shoeboxed: $99.95 per year PayPal: No monthly fee Xpenser: FreeYou can enjoy the benefits of all the aforementioned automation for just $339.35 per year. Just under $1 per day. Who WOULDN’T pay $1 a day to cut out all the stress, hassle and frustration that comes with bookkeeping? I would.
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