Mirna Bard » Small business

How Do I find Ideal Clients in This Economy?

Mirna Bard — Mon, 16 Aug 2010 07:00:58 +0000

It’s easy to find out who your Ideal Clients are, no matter what the economy is like. Here’s how.

How do I find ideal clients in this economy? That was a question one attendee asked in a recent panel I hosted, and it’s not the only time I’ve heard such a question. How can I survive in this economy? How can I convince people to buy in this economy? How can I make this work in this economy? The heartache and discouragement rise like a damp mist over the moors.

The answer comes in two parts:

1. Stop thinking about the economy. Now, I know that sounds over simplified because everyone these days is stewing over the economy, right? And it is true that some industries naturally falter in tough times. The fine dining business, for example, has been struggling. So, go ahead and take a look at what you’re doing. Is it valid when wallets are tight? Do people still need your coaching? Your advice? Your expertise? Fact is, people need more help in tough times than ever before. So, stop thinking about the economy and start thinking about your perfect prospect. Does he or she still need you? If yes, then move on to #2.
2. Are you clear on who your Ideal Clients are? That’s Square One in marketing. You need to know your Perfect Prospect no matter what economy you are in. Then you can focus on reaching them and only them. It will add so much power to your marketing that finding them won’t be a problem because they’ll find YOU.

Finding out who your ideal clients is is easier than you think. If you’re still stumped, think about the one person you love to work with and who gets tremendous value from your services. Start with them.

Guest Author: Still puzzled about who your perfect prospects are? Pick up your free assessment at http://LetsGetRealmarketing.com. Award-winning author Rosey Dow is a casting director. She casts the missing clients who will take your business to the next level. That’s why she’s called The Prospect Profiler.

The Visa Business Network Invites Mirna Bard to Help Mentor 100,000+ Business Owners

Mirna Bard — Sat, 14 Aug 2010 17:58:47 +0000

A couple months ago, Visa Business Network’s Outreach team discovered my blog and reached out by completing the form on my site to let me know that they find my blog to be very impressive and a valuable resource to businesses. They asked if they could feature my blog on the Visa Business Network as part of their public blog roll.

And what was even more exciting was Visa’s invitation the following week, inviting me to be one of the expert mentors for their 100,000+ active member community. Of course, I accepted and anxiously waited for their announcement this week. Yeah!

Recently, the Visa Business Network launched enhancements and new features to their community site to help small businesses connect learn, and accomplish goals. Visa quickly realized that social media is playing a huge role in business and wanted to provide its community with a better way to connect, learn, and grow.

The new features include:

Business Goal Toolkits – These are step-by-step “how to” guides that lead small business owners through the process of setting and achieving business goals.

Small Business Mentor Program – Small businesses will now get personalized help and guidance from other successful small business owners through a question and answer forum. Through the mentor program, members are able to collaborate by asking questions related to their goals and receive personalized advice and responses from small business peers and mentors with experience across a wide range of industries.

Mentors were invited based on the following criteria:

- Expertise in the topic/goal area

- Previous mentor experience

- Small business experience. Since this is a community of peers, owning or working for a small business is required

- Previous active online community involvement

- Ability to help provide initial goal content

- Enthusiasm for selected goal and helping small businesses succeed

“We are thrilled to have our new mentors on board as we launch the Visa Business Network with new features. Our mentors are leaders in their respective fields and will lend their expertise to small business owners on the Visa Business Network, who are looking for guidance as they work to grow their businesses. The mentors will be vital both as a resource and participant in the growing Visa Business Network community, and we look forward to working with them to encourage and foster small business growth.” Rich Yang, Head of Small Business Marketing

I will specifically be mentoring businesses on creating and promoting Facebook business pages to help businesses grow and thrive on this giant social networking site. My answers will enable many business owners to gain more clarity, eliminate confusion, and reduce overwhelm when it comes to promoting their businesses on Facebook. So, I invite you to ask away!

Content Ranking – Their new ranking system will also provide small businesses with quick access to the resources and articles fellow small business owners have declared most useful.

I am sharing this with my readers for two reasons:

1. This opportunity happened due to my content strategy and online visibility. So, this is a reminder to all of you. By showcasing your expertise online, you will open many possibilities. As I always say, you never know who is reading, watching, listening and sharing your content online. Transparency does equal opportunity, and this can come from anywhere and anyone (including people who you think are competitors).

2. It is easy and free to join Visa’s rapidly-growing community. You can quickly create your profile by visiting www.visabusinessnetwork.com. You can also join their Facebook community.

What do you think of Visa’s idea? And, do you have any great success stories due to your blogging efforts? I would love to read them in the comments below!

Case Study: One B2B Increases Business One Tweet at a Time

Mirna Bard — Fri, 12 Mar 2010 08:02:00 +0000

Twitter, how I love thee! Twitter has truly been the best tool for connecting with some fascinating tweeps. One tweep, Imad Naffa (@imadnaffa), a civil engineer and small business owner caught my attention a couple of weeks when I read that one of his tweets was retweeted by Queen Rania of Jordan. I mean come on, how often does that happen? If you look at @QueenRania‘s Twitter stream, you can see retweets are extremely rare, if any! [Read the full story on @markwschaefer's blog].

What caught my attention even more was how Imad was effectively using Twitter to increase brand awareness and grow his B2B business, NAFFA International in Fresno California. He increased one aspect of his business by 25 percent in six months just by using Twitter. Since Imad was already following me I sent him a direct message requesting to chat since I thought his story would be of interest to many B2B companies. For a while now, the big question has been: “Does Social Media Work for B2B Companies?” Imad and I say: “Heck ya, it does!” Right Imad?

Imad believes that the smartest peeps are using social media (aheeem …wonder if he was referring to me too? LOL). Listen to what Imad has to say about social media and tell us what you think!

I will be posting more case study interviews like this on a regular basis. If you are using social media successfully in your business and would like to be interviewed, please reach out to me. I love hearing social media success stories!

7 Simple Social Networking Tips for Business

Mirna Bard — Thu, 04 Mar 2010 20:16:19 +0000

A huge part of business success is networking by meeting people and building relationships. Many already network for business in the offline world, but now small business owners and entrepreneurs have a huge opportunity to network online through social networking web sites. For some, social networking is a skill that may take effort. It truly is easier than you think. You need to approach social networking the same way you do in the offline world. The same rules apply!

Here are seven simple social networking tips to help you connect:

1. Gather a list of business connections you would like to have as part of your community on social networks. Once you’ve compiled your list, reach out to each of them.

2. Share your personal interests and seek commonalities before you reach out to someone. People will do business with you when they feel comfortable and can personally identify with you.

3. Know your audience. Once you know what their wants and needs are, what their interested in, what engages them or what they respond to, you’ll be ready to deliver exactly that.

4. Show energy and passion for your business. People sense these things even behind the computer.

5. Have a natural conversation with people instead of pitching to them with pre-written messages that you just copy and paste.

6. Before you approach anyone to promote your product/service or to ask for a favor, ask: “What’s in it for them?” Remember, it’s not about you. It’s always about them.

7. Don’t destroy communication by being a one-upper (always wanting to be bigger and better than everyone else).

If you are looking for more tips on aligning your online and offline networking efforts, you can read the blog and listen to the podcast I recorded last year with my favorite mentor, Dr. Ivan Misner: Aligning Offline & Online Networking.

What other social networking tips have helped you in your business? Please share in the comments below.

Top 50 Social Media Mistakes Made by Small Businesses

Mirna Bard — Sun, 28 Feb 2010 17:34:14 +0000

An increasingly number of small businesses (SMBs) are starting to use social media to attract new customers. A recent Small Business Success Index™ report sponsored by Network Solutions and the University of Maryland’s Smith School of Business shows:

- Social media adoption by small businesses has doubled from 12 percent to 24 percent in the last year

- 75% surveyed have a company page on a social networking site

- 61% use social media for identifying and attracting new customers

- 57% have built a network through a site like LinkedIn

- 45% expect social media to be profitable in the next twelve months

Despite the increase in social media activity among small businesses and the increase of social media education, I still see many mistakes being made by SMBs. Here are the top 50 mistakes I observe on a daily basis (in no particular order):

Lack of planning (Huge one!)
Lack of clear and measurable objectives
Not learning about social media
Lack of knowledge about target audience
No commitment
Lack of consistency
Not realizing that there is a time dedication
Worrying too much about negative comments and brand haters
Focusing too much about the technology aspect
Passing the buck to assistants and interns
Spreading themselves too thin by creating profiles everywhere
Not completing profiles
Uploading pictures of pets or children for avatars
Fake friending just to pitch
Only talking about oneself, brand or products
Hard selling
Using the same tactics on every site
Responding to every negative comment
Not thinking before commenting
Not measuring (Another huge one!)
Giving up on social media too easily
Forgetting it’s about 2-way dialogue
Setting profiles and forgetting them
Thinking social media is a magic solution to their business problems
Jumping on without having a hub (web site or blog)
Neglecting to put links back to their web site or blog
Not taking a enough time to do research and listen/observe
No systems in place
Not focusing on core tasks
Not separating business and personal social media time
Putting eggs all in one basket
Continuing with tactics that are clearly not working for them
Not taking the time to put a social media schedule in place
Not setting time boundaries
Not paying attention to customer needs
Not providing value
Not knowing how to integrate with other marketing/advertising efforts
Not knowing how to use all the social media categories together
Focusing too much on number of fans/followers/friends
Not making enough effort to seek out the right sites for their target audience
Neglected (not updating) websites or blogs
Using generic or auto responses
Spamming people with private messages, DMs or e-mails
Using social media as a replacement strategy
Not willing to experiment
Being close-minded about adding strangers to network
Not learning from mistakes
Bribing bloggers and others to write about products and services
Not spending time finding evangelists and influencers
Forgetting that building relationships can be lots of fun

Some of the above mistakes, I already mentioned in a previous blog post: Are You Making These 10 Social Media Business Blunders?

Have you seen any other social media mistakes that I forgot to mention? Please list them in the comments below.

Are You Making These 10 Social Media Business Blunders?

Mirna Bard — Thu, 27 Aug 2009 00:37:00 +0000

Small business owners are discovering the power of social to promote their products and services every day. While tweeting or stumbling can be an excellent method of getting your business name out there and gathering fans, it is really only powerful when used correctly.

Unfortunately, many small business owners are eager to take part in this free method of promotion but fail to understand exactly how to make use of it. Here are some of the most common blunders made in social media.

1. Bookmarking every single blog post. Stick to promoting the best content you have and people will pay a lot more attention. As a side note, you should be bookmarking other people’s great content, too, not just your own.

2. Asking for help to promote a website or blog post. This is usually done once the post has been submitted to every social bookmarking site under the sun. Again, stick to only your best posts or people will quickly become jaded.

3. Add everyone as a friend. Having the most friends doesn’t mean you’ll get more clients. It does mean you will sort through more spam and if you spam thousands of people, you could destroy your business reputation.

4. Advertising in blog comments. Everyone loves a comment on their blog, but when you leave a business ad instead of a legit comment; many blog owners will just delete it or mark it as spam.

5. No image branding. Not only is your profile picture important on social media sites, but some allow you to have a background image that can be put to good use, as well, such as Twitter. Make sure you use the opportunity.

6. Leaving holes in your profiles. Completing all your social media profiles with all the important information (hobbies, your business info., etc.) helps you attract like-minded members but it also shows people that you’re not only here to spam.

7. Not interacting. Social media, by its very definition, requires interaction. If you are just posting and ignoring everyone else, you will end up with fewer interested followers.
8. Taking on too much. There are hundreds of social media sites, but you won’t be able to effectively use them all, or even a percentage of them. Stick to just 2-3 quality sites or get some help.

9. Hard selling. Direct marketing can work in social media, but you need to create the relationships before you try and call on them. If you immediately start selling, no one is going to listen. You will be know as spammer and damage your reputation. Trust me, you cannot afford to do that with social media because the news spreads fast online.

10. Not measuring your results. You need to review your strategy and know what your goals are. Then through your metrics you have to see if you are meeting these goals. Otherwise, there really will be no reason to jump into social media.

Social media can make or break your business. With more and more consumers online these days, it is the perfect opportunity to present your small business as a human business and offer your services to a willing audience. Doing things the right way will pay off.

What other social media blunders you have seen businesses make?

Can Twitter Retain More Users and Businesses?

Mirna Bard — Fri, 14 Aug 2009 21:45:00 +0000

Twitter, the fast growing social network, has gained a lot of traffic recently – According to Nielsen, nearly 2,000% growth in the U.S. over last year. Approximately 21 million monthly unique visitors and 628 million page views.

Twitter is gaining so much traffic recently. Does this mean that there are more people who better understand how to use it effectively? Nope! Countless numbers sign up for a Twitter account and either never use it or try it for a week or two and decide that they aren’t interested.

A Nielson study showed 60 percent of Twitter users stop using the much-hyped service after a month. This study did not include people who use Twitter via third-party apps. The main reason people leave Twitter is because they just don’t get it. They might see it as only another gossip forum or a haven for soccer moms to brag about their kids.

Not only is the retention low, but common folk surveyed still have little idea of what Twitter is. According to a new LinkedIn Research Network/Harris Poll, out of 2,025 U.S. adults surveyed, 69% said they didn’t know enough about Twitter. Compare that to just 17% of advertisers who admitted to not knowing much about the website.

This only says two things: First, Twitter is not doing the greatest job at explaining its benefits to consumers and businesses. Second, it’s not doing a good job at promoting any changes they are making to help consumers and businesses understand Twitter better.

In the last few weeks, Twitter revamped their home page to help newcomers decipher the point of the website. The new home page enables visitors who don’t have accounts or aren’t logged in to try out the site before signing up.

Also, to help boost the “stickiness” of Twitter and keep new users, Twitter has just issued an online guide titled Twitter 101. The guide is designed to teach new users the absolute best way to use the social media site for the good of their business. While it might be a little late in coming, this could be the key to the site boosting the number of recruits that they retain.

Covering everything from explaining what Twitter is and how it can be used for the benefit of business, this guide is quite informative. It includes best practices, case studies and even suggested techniques to help business owners turn the social marketing tool into something beneficial for their business, thus encouraging them to use it.

After speaking at a few events and asking dozens of people about if they know about the new Twitter guide, I’ve discovered that still not too many people know about it. Twitter definitely needs a better strategy of informing its users.

Even if you use Twitter on a regular basis, the guide is a good read (I read every page) and worth checking out. You could pick up a few tips and learn how brands and small business owners are using Twitter successfully.

Also, if you have not seen the CommonCraft Video explaining Twitter in plain English, you can watch it here.

What Is Social Media and How Does It Help My Business?

Mirna Bard — Tue, 17 Feb 2009 12:03:00 +0000

We are getting many calls and e-mails from small business owners asking us: What is social media and what can it do for our business? So, we thought this deserved a blog post.

What is Social Media?

Social Media is a collection of online communities that enable us to connect with people socially, share stories and experiences as well as publish and promote content. Blogs as well as many social networking sites including Facebook, Twitter, Flicker, YouTube and LinkedIn have help us connect with people across the world in ways we never thought possible. Engaging in social media is similar to business networking events or social cocktail parties without the restriction of time and space. On a personal or business level, social networking is about:

• Building relationships
• Starting online conversations
• Creating word-of-mouth
• Answering questions or helping others
• Asking questions
• Trusting recommendations
• Taking Advice

Why is Social Media important for your business?

More than likely, your business, products, services, or industry is being discussed somewhere online. When you actively participate in social communities with your customers, you stand out greatly by being a company that people want to interact with. You are able to include customers on your decisions, ideas, and thoughts. Social media is an excellent PR tool which sets you apart from competition as well as increases visibility and accessibility of your business. It allows you to:

Manage your reputation online

Build recognizable identity or branding of your products or services

Create “Buzz” or online conversations about products or services

Form relationships with customers, prospects, employees, business partners, investors, colleagues, or friends

Invite positive or critical feedback, dialogue, and discussion

Speak directly, openly and honestly with your customers

Articulate your viewpoints, knowledge & expertise pertaining to your industry

Reach millions of people globally who could potentially become customers

The truth is that it is only the beginning for social media, and it is not going away. So, you cannot afford to ignore it for your business.

The information we shared is a good start and will get you thinking about your business. Stay tuned for more posts about social media. We hope we answered your basic questions. Please leave your comments and feedback, and we promise to respond back and assist you in any way we can. We are here to help and we would love to hear from you!

Building Web Presence for Small Businesses

Mirna Bard — Thu, 11 Dec 2008 04:38:00 +0000

While browsing through online forums, I noticed one question being asked over and over: I have a small business so why do I need web presence? This is a great question because many small businesses often do not have a clue why they have a website.

The Internet is an affordable, convenient, and effective medium which has become the best source of information for many computer-savvy consumers; therefore, it is very important for even the smallest of businesses to have web presence. It is not necessary for all businesses to have a website, but some sort of presence (i.e., online local directory listings, an e-mail address to communicate with customers, etc.).

In my opinion, there are seven reasons why businesses of any size can benefit from being active online:

Visibility: With a click of a mouse, millions of people are turning to the Internet to research products and services. If you want them to find your products/services, then you need to be on online.
Reach: A small business is no longer limited to marketing its products or services to its local area and can expand to national or international markets. The Internet is a great way to announce to the world that a business exists! Your business may be in California, but you may have potential customers in Japan.
Increased Revenues: Since you are now reaching more people, the chances of closing a sale are much better. On the Internet, there are no geographic boundaries to keep you from selling to potential customers across the world.
Increased Savings: An online business decreases administrative costs, telecommunications costs as well as marketing costs. Research shows that Internet Marketing has one of the best returns on investment (ROI) then any other form of marketing.
Customer Service: With online presence, your business is available to customers 24/7. If your website is operating on auto-pilot, there is no need for your customers to wait for you to open your store, they can log onto your website and find the information or products they are looking for anytime (We all know how many insomniacs there are out there!).
Credibility: The Internet can assist in building a strong corporate identity. In addition, having a professional looking website will add to your reputation and increase customer confidence in your business.
Competition: The Internet has given an opportunity to smaller businesses to compete with larger corporations. If potential customers cannot find you online, chances are they will find your competitors.

A small business can build its web presence with a minimal budget. The creation of a web site does not have to be outsourced. There are software programs such Adobe Dreamweaver or Microsoft Expression Web that will assist in building a professional looking website for a few hundred dollars, or you can use the free software provided by your web hosting company.

A well designed site will communicate your vision and display your products and services. Once the site is built, optimized for the search engines, and ready to be introduced to potential customers, you can use the major search engines, such as Google and Yahoo! Both have very effective local search capabilities.

You do not have to be listed in 20 search engines, only the major players because that is where the customers are going. There are also many marketing tactics on the Internet that often do not require a financial investment, but can produce amazing results. These include article writing, forum marketing, viral marketing (i.e., Email, instant messaging, blogs, social bookmarking sites such as del.icio.us and digg, and media sites such as YouTube and flickr. etc.)

So, regardless of the size of your business, establishing online presence can only offer a world of benefits for your industry.