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Related News

Yes, Social Media is even for you, and you and you!

Social media marketing is growing in popularity and is being used by companies small and large. Through the networks for social media marketing, people share information, share opinions, tell people what they think about products, share their positive and negative experiences with brands or products and services that they’ve bought, and even influence buying decisions of their buddies who are on these networks. That’s why social networks have become a powerful tool for companies of all sizes to listen to, learn, and understand what their target audience may be saying about them or their products and services.

Social media marketing is fun. Social media marketing is addictive. And Social media marketing is labor intensive. Social media marketing is a huge opportunity for small business owners because it helps level the playing field. Small business owners can reach global audiences and extend their reach just as if they were a larger company because they can leverage the Internet to do so.

Impact of Social Media on Our Daily Lives
Our daily lingo has changed to include cryptic phrases like “tweet me,” “hit me up online,” and “skype me.” If you haven’t succumbed to this cryptic phraseology, Congratulations! But then again, don’t get too happy, you’re going to start talking in the same weird lingo very, very soon!

As if the weird lingo (including short forms such as LOL, ROFL, BTW, L8TR, etc.) isn’t enough of a shock to deal with, almost on a daily basis our emails are bombarded with invitations to join this social network or that. Yes, I know right! There’s barely enough time in the day to do our work, never mind join yet another network!

The Business Owner Dilemma
To go online or not? To engage on social media platforms or not? How to find the time? How to determine how much time to spend online? Who to assign to do the online marketing? Hire an outsider or give it to the admin to do it as part of her job? Do it themselves or hire an intern? How to calculate ROI (return on investment) of their online investment? And so on and on and on…you get the point!

Social Media is Just Another Channel
As a business owner, you must look at Internet Marketing as “yet another channel and the MOST cost-effective channel” to promote your business.

If we could all afford to place an ad on a billboard that is on the most popular highway in town, we’d all do it, right? Similarly if as business owners we could afford radio and television advertisement, we’d all do it in a jiffy. But those media are all expensive and not really cost-effective for most of us.

This is where people are flocking to search, recommend, discuss, and influence buying decisions. So why shouldn’t you be there?

Social Media for Lead Generation
You go to networking events to meet people in person to help showcase your business. The more you meet them the more you learn about them and their business. Over a period of time, this becomes your trusted network for leads and new business opportunities.
Similarly, social media websites allow business owners to conduct networking except it is online so it provides ease of use and allows you to reach a wider audience. The purpose however remains the same as face to face networking: build relation-ships with others, create a trusted network, find new referral sources, and influence buying decisions.

Traditional Marketing Versus New Media
Internet marketing doesn’t replace the need for traditional marketing activities that still do work. There are traditional marketing methods that do work such as email marketing (Yes, I call it traditional), radio, television, and yes even billboards and direct mail. These traditional marketing methods can complement your social media activity or vice versa.

Do You Have an AED In Your Small Workplace?

by Tracy Panich, Regional Director of Preparedness and Health and Safety for the Mid Michigan Chapter of the American Red Cross. From SBAM’s member-only Focus on Small Business magazine.

On average 500,000 Americans die of cardiac arrest each year. The American Red Cross warns that sudden cardiac arrest occurs most of the time with no prevailing symptoms or warning signs. Statistically, one out of every three American women dies as a result.
The American Red Cross is encouraging CPR training and public access to automated external defibrillators (AED). All businesses, with as little as two employees or more than 1,000 should be prepared for this type of emergency. Approximately 95 percent of sudden cardiac arrest incidents occur at work or outside the home.

Businesses Need to be Prepared.
Starting cardiopulmonary resuscitation (CPR) right away can be beneficial; however, an automated external defibrillator is needed in some cases to return the heart to normal rhythm. The current survival rate for sudden cardiac arrest (SCA) is under seven percent, with CPR alone. If a shock from an AED is delivered in the first minute after a SCA, the survival rate increases even more; up to 86 percent. With widespread access to defibrillators, it is estimated that an additional 50,000 lives could be saved each year in the U.S.

According to a recent survey, one of the main reasons people fail to act in an emergency situation is because they are afraid of doing something wrong. Taking a class at the American Red Cross will help ease these fears and instill confidence. Find a class near your location by going to www.redcross.org.

AEDs are user friendly, light weight portable devices and require minimal maintenance. The American Red Cross:

  • Has taught more than 15 million people how to respond to and prepare for emergencies that occur in their homes, schools, workplaces and communities.
  • Has assisted in placing thousands of AEDs in public buildings nationwide. Some businesses are required to have AEDs available for public use according to state and federal law.
  • Can facilitate the purchase of AEDs or answer questions about AEDs for your business. The American Red Cross makes training your staff easy with many options, your life, the life of a loved one, or coworker may depend on it. For more information visit our website at www.redcross.org.

DIVERSIFICATION – One Path to Increasing Revenue

By Nancy Boese, Michigan Small Business and Technology Development Center. From SBAM’s member-only Focus on Small Business magazine.

Companies have different stages of development and the decision to diversify into new markets or new products can be daunting. There are several situations that indicate a company may be ready to diversify. Companies should consider diversifying for any of the following reasons:
  • One customer is over 50 percent of the total revenue
  • One industry is over 50 percent of the total revenue
  • Company has reached a plateau in sales and the market is saturated
  • Company has reached a plateau in sales and opportunities are available
  • Company has excess cash and can purchase a business to expand its markets

There are many options to solve these situations. One factor to consider is the risk the company is willing to take to expand. A renowned business tool is the Ansoff matrix. The Ansoff Matrix provides four options for diversification:

  • Market Penetration: The company increases revenue with existing products in existing markets. The intent is to increase its market share.
  • Market Development: The company sells existing products to new market segments.
  • Product Development: The company develops new products/services to sell to its current customers.
  • Diversification: The firm grows by developing new business opportunities with new products for new markets.

What are the Risks?

There is risk involved with each quadrant. The Market Penetration quadrant with existing products and existing customers is the least risky, takes the least amount of money, and provides the quickest results. The highest risk section would be Diversification. This area takes the longest to develop and requires extensive investment of time, people, resources, and money. The Product Development and Market Development both have a higher level of risk than using the Market Penetration strategy. The level of risk for these two areas is dependent on development time, financial commitment, and company resource requirements.

To determine which opportunity the company should pursue, several steps need to be completed.

1. The first is to conduct market research. This can include any or all of the following: Primary research, which could include surveying current or future customers, in-depth interviews, focus groups, and various other techniques. A wealth of information is also available through secondary sources. Research conducted by various government offices, trade associations, or private companies can help provide a base for discussion and analysis. For example: If the company decided to use the Market Development Strategy and wanted to diversify geographically, information could be gathered on the area’s economic situation, number of customers in the area that meet the target market definition, and other vital information.

2. Once the information has been gathered and analyzed, the company needs to establish what they want to accomplish with their strategy. Establishing realistic goals that will accomplish the outcomes desired by the company is vital to evaluating if the diversification strategy is working. The outcomes should be easily extracted from the accounting system or customer relationship management system.

3. Reaching an agreement on which diversification strategy to use can be the most challenging step. There are different decision making models which can be utilized. In general, the company wants to determine which opportunity will best help accomplish the goals already established. In addition, the company may need information on costs, staffing, new infrastructure requirements, etc to identify the best diversification strategy.

A Business of One is Really a Business of Many

By David Fant, chairperson of SBAM’s Strategic Communications Advisory Committee. From SBAM’s member-only Focus on Small Business magazine.

Sitting here in my home office, I got to thinking about the idea of a company of one. Working alone can be a daunting task. Basically isolated, so many distractions (television, the kitchen, the couch for a nap are just a few) that focusing can be difficult at times. I remember when I first started my business 20 years ago. My wife would come home from her work, ask how my day was and I would recount the various talk show topics of the day. Her immediate question to me was, “Are you actually doing work? ” To which I answered, “Yes, I am!” But in the beginning business is slow and prospecting is difficult-so you find distractions to fill your time.

Now, 20 years later, I find myself in a totally different world. I have clients who need the attention, vendors who need prodding to get me information I need. Marketing, accounting, client meetings, administrative work – not to mention volunteer work with the Small Business Association of Michigan, the American Marketing Association and the Advertising Federation – all take up time and energy in the day. However, I got to thinking about my business and what resources a business of one may need to have at their finger tips and came up with a daunting list of support options for a company of one.

Accountant – This person is critical to understanding your cash flow, what purchases will most positively impact your bottom line, and most importantly, your accountant can provide you with a realistic view of profitability today and in the future.

Banker – If you need a loan, or cash to build/grow your business, your banker can be your best friend. He can also help you better understand your needs for bank accounts and how to best utilize them to maximize your cash flow and minimize processing costs. In addition, your banker is in touch with hundreds of other small and large businesses and may be able to assist you in identifying new or growing markets.

Trade Associations – Meeting others is one way of getting out of the office. Networking can be the lifeblood of a business when first starting, and later on in a business life cycle you become a resource for others to turn to for advice.

Customers – Each of them can provide input regarding new products/services to sell, and they can offer ideas as to other areas you may want to expand in to. Last year, a client of mine told me about a conference I should be a sponsor for. I decided to try it and got eight new clients with gross sales over $20,000. Not bad for an investment of $2,500. Use your customers as a sounding board for new/innovative ideas.

Vendors – The number of new products in the marketplace never ceases to amaze me. Talk to your vendors, see what’s hot, what’s working and what’s not. This knowledge can help you in the long run develop new and innovative products and services.
Family – There is no one more attuned to my business than my wife. She can tell when something isn’t going well. She will listen, offer advice – she is someone who I can count on to help me talk through a problem or issue that I am having difficulty solving. An asset often over looked in a small business.

What does this all mean? A company of one is not just you. It’s you and everyone you come in contact with. Everyone has friends/family/customers/vendors/service providers who can and will help you when needed. All you need to be is open, willing to share and most importantly, be willing to ask.

David Fant is a long-term SBAM member and the chairperson of the Strategic Communications Advisory Committee.

Finding Balance: Family, Work, Personal Interests, New Ideas for 2011

By Paul Hense, CPA. From the Small Business Association of Michigan’s member-only Focus on Small Business magazine.

I love to spend time with my wife, kids, grandkids, brothers, my farm in Cheboygan, my Boston Whaler, the apple orchard and berry patch, our vineyard, vegetable garden, University of Detroit basketball, making wine, fishing, reading history, traveling, eclectic music , writing articles, my SBAM activities, politics, and hiking, etc. I also have to work, exercise, and pay bills. All of those things are important to me. Obviously they are not all going to be satisfied. They therefore must be prioritized. And at the start of the New Year, trying to prioritize all of these things together with the natural sense that you have to start the year off with a bang can be a challenge!

I think it was Bruce Springsteen who wrote a line in a song that went, “cause tramps like us baby we were born to run.” Bruce may be expressing a universal truth. Some of us were born to race and some to plow-and you can’t interchange them. Maybe entrepreneurs were born to attempt to live three lives at once. Being married to, the child of, sibling to, employee of or any other relationship with self employed people is probably difficult. But it’s never boring.

So what is the solution to balancing business, family and yourself in our hectic world – and satisfying the goal to start the year off with a refreshed and reenergized team, new ideas and a finely-tuned strategic plan? Be creative, use your gifts and personal strengths to positively affect the areas important to you, delegate and realize that you cannot do it all alone!

I realize that’s easier said than done. Here are a few things I’ve done to help achieve balance in my life:

1. Your business provides your family with its sustenance. In the current economic situation, having a source of income is a blessing, and in order to maintain the business, you must attend to it. Make sure your family understands that. Have a family meeting to discuss your need to be attentive to the business. Don’t assume they understand. You are important in their lives and they would like more of your time. Not having as much of your time as they would like might be easier for them if they understood everything you have on your plate and adjust expectations to avoid disappointment.

2. Include family time in your priorities. I have been in business for 38 years. At the end of the day, week, year – your family will be by your side long after a demanding customer is forgotten. My kids eventually understood my dilemma when they faced adult responsibilities. I think it’s important to let your family know you love them and that providing for them is the driving force in your business.

3. As you start the New Year, ask the people you consider family and friends what they would like from you. You make business commitments everyday and you honor them. Honor your commitment to friends and family. Take it as seriously as you take your delivery dates and meeting commitments. Your rewards may be greater.

4. Then there is you. What feeds your soul? Take a day off and think about that. In order for me to be happy, I have to grow things. Some people need to hunt. What blows your hair back? Do it. You work hard. You deserve it. If you love work, you are lucky. But that is still only one aspect of your life.

Life is difficult. Being a responsible adult is complicated. Delegate what you can. Take care of your physical and emotional health. Give as much of yourself as you can to the people who love you. After you have done all that, take a deep breath and go back to work.

Paul Hense is a Grand Rapids-based CPA and long-time SBAM member and supporter.
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