Critical tips from today’s news
It’s about being there and being found (less about SEO)
For consumers, local search is about finding things we want (need) that are tangible and near by. It’s not about finding sites spread across the vast open web that have the best SEO, the most inbound links, and the highest Google page rank.
Local search is impatient. It’s directional in nature. It’s not exploratory. It’s more about the physical facts, and less about qualitative information.
Therefore, for small business owners, local search is about being there and being found — wherever consumers might be looking.
Imagine yourself as a consumer and you’re late to a dinner party in Leesburg, Virginia. You’re driving around an unfamiliar town looking for a wine store to pick up a nice bottle of French white wine. …read more on Local Search for SMBs: It’s About Being There and Being Found (Less About SEO) | Broadband Evolved, published 1 Feb 2009.
Flickr photo credit: rosswebsdale
Give a pop quiz to most direct marketers on postal list testing and you’ll find an incredibly knowledgeable group of professionals. Give a similar quiz to the same group on e-mail list testing, and the score may be entirely different.
Just like the proverbial apples and oranges, postal lists and e-mail lists are just not the same when it comes to testing.
Individual knowledge about the nuances of each type of file is essential to a successful outcome. While it’s impossible to cover everything that separates these two direct marketing list tactics, here are some vital tips to make smart list choices for the fourth quarter and beyond. …more at A Crash Course on Postal and E-mail List Testing – Directmag.com, published 24 Nov 2008.
Flickr photo credit: k.tommy
How and why to write a case study on your small business successes
So your small business just completed a successful project for a client. That is wonderful news, but are you sharing it with others? A well-written case study is one method for reminding your current and prospective clients about the value you bring and why they should choose your company over the competition.
There are sound business reasons for creating a case study. One, it helps you evaluate and document how you achieved your success for the client. Two, it may open the doors to projects with other businesses in the same market, especially if you are leveraging the name of a well-known brand (e.g. “My company’s widgets saved IBM 50 percent on their widget costs!”). Finally, it creates interest in your products and services for those who may want to do more research before choosing a vendor.
So how do you write a case study? Try these 5 steps to write the story of your success:
- Start with the teaser. Was your client ready to throw her computer out the window before you came along? Had your other client’s profits dropped 15 percent before he reached out to you for help? Everyone likes a story, your prospective clients included. So start by telling the tale in a way that gives your study a little oomph and makes the reader want more.
- Follow with the snapshot. Because you are presenting a business case, pull back from your storytelling to give facts about the client company itself. If your client already has a web site or a brochure, use their published information instead of creating your own. They will thank you for that. For publicly traded companies, this information is available at online portals like Bloomberg, Google Finance and Yahoo Finance. Just remember to keep it brief: this case study is about raising your company’s visibility, not theirs.
- Focus on a key problem. Sure, the product or service you provided to your client may have solved several problems at once. Rather than detail them all, target your case study on either (1) the problem for which your solution would entice new clients or (2) the situation for which your company’s comprehensive services created success. In either case, be careful: no client wants to read about how hapless they were before you worked your magic (even if it is true). Write it in a way that casts both you and your client in a good light.
- Brag about your solution. Cheaper. Faster. Better. If you have won your client’s heart by delivering a success for them, yes, it is time to toot your own horn. Detail the solution you provided with testimonial statements, statistics and anecdotes that support your claim. Don’t forget that this is a piece that will be read by your current and prospective clients. Help them see why this success could be theirs as well.
- Make the next sale. Go ahead and welcome prospective clients to contact you for information on how you can work for them. Make it easy for them to contact you by including your contact information prominently on the case study in either the header, the footer or in a sidebar.
Lastly, a bonus tip:
Before you go public, get approval.
For some clients, being part of a case study will flatter them and they will see their own business case in participating (e.g. free publicity, good relationship building with a vendor, etc). Approval in this case will be a mere formality.
For other companies—especially well-established, corporate brands—this may start a lengthy process in which even their legal department will have a say.
Be prepared. For either case, have a draft copy of the study ready to share with your client. Anticipate their questions, especially about how you wish to use the case study, how it will be distributed, and when you will release it. If you have not done so already, formally survey your client about their experience with your company, bringing their quotes into the draft document. And then, finally, let them have a say in the final document.
A case study can be a powerful tool for creating good will, sharing your success and creating opportunities for more work. Are you already making this part of your regular business practice?
Flickr photo credit: Rev Dan Catt