How to Maximize your Online Presence

How (or are) are you using technology to reach your customers?  If your business does not have a website, are you planning on it? The internet makes business so much more accessible; you can virtually be based anywhere (with broadband) if you have a web-based business.

There is no doubt that there is a huge opportunity for entrepreneurs and start-up businesses with E-commerce, short for Electric Commerce.  E-commerce generally means using electronic sources for business, such as buying and selling on the internet.  Many of the entrepreneurs we are currently working with either have a website or are planning on developing a site.

Whether you are a novice or web savvy, here are three excellent FREE tech tools that offer something for all users.

• SCORE has just launched e-Business for entrepreneurs that want business technology tools.  Whether it’s learning how to develop a website, designing a web campaign or growing their online presence, there a some great free resources.  One very helpful feature of the e-business website is the ability to find a technology mentor.
• Google Analytics offers free tools for tracking website visits, key search words, and many more statistics to help increase your web traffic.
• WordPress is a free, web based program that allows users to develop a blog or a website; blogs can even be designed to look like websites with different pages.  This is a very easy, user-friendly program that follows web standards and even offers templates if a user is not sure where to start.  Yakima County Development Association maintains all four of our websites built in WordPress.

There are numerous resources available to entrepreneurs and small business owners to get started with E-commerce.  Before you dive in to developing a website, you may want to:

• Read ’7 Deadly Website Mistakes to Avoid’, the author has some great comments about how to get started and things to be wary of such as taking the time to set up an appealing website, thinking about your customers and how you will ship your product.
• Consider your best case scenario before your website goes live.  For example, if Amazon picks up your new product and all the sudden sells 10,000, can you produce and deliver?
• Get some bids to have your website designed for you.  Choosing a professional web designer can save you money in the long run if you are not extremely tech savvy.  It’s important to do your homework and ask about web hosting, SEO (Search Engine Optimization), and maintaining your website so that you can make an informed decision.  Be cautious about a web designer promising you ‘Top Position’ in Google searches and if the designer is the only one that can make simple updates and changes to your site.

If you are ready to begin building your website, take this free online workshop to plan your web strategy!  Keep in mind, a website is never completely finished.  It is like a business plan should be, constantly revised to stay current and evolve as your business changes.

Founder of Cranium offers Tips for Success in Business and Life

Richard Tait, founder of Cranium Board Games, provided some ‘game changing’ tips for success at our recent annual meeting.  Tait captivated the audience with the story of how he came to invent Cranium and he also shared his tips for succeeding in life and business that he learned along the way.  His story is inspirational and encouraging to everyone but especially entrepreneurs, after all, he and his partner sold Cranium to Hasbro for $77 million.

Richard offered up eight principles that have helped him grow successful businesses and absorb the challenges of being a successful entrepreneur.

1. Have a mission. Tait felt strongly that companies should be mission driven. This mission should be shared and understood by every employee in the company.
2. Change the rules. Richard suggested that entrepreneurs and businesses need to be nonconventional and not afraid to break new ground. The iPod is a good example of how a product changed the music and recording industry for good.
3. Know what you’re good at. Entrepreneurs and businesses should focus on creating world class products and services. Find a niche where you are the best and then commit to constantly perform at this level.
4. Make hiring priority #1. Tait felt strongly that good employees are the backbone of a successful enterprise. He suggested that people hire for smarts and rent experience. Tait got a chuckle when he admitted that this principle doesn’t work for staffers in operations and finance. He learned the hard way at Cranium that you cannot take shortcuts in these staffing areas.
5. Your customers are your sales force. Richard told great stories about the loyalty his customers had to Cranium and how it transferred into brand loyalty and sales. .
6. Avoid hairballs. Tait recommended Gordon MacKenzie’s book “Orbiting the Giant Hairball” and suggested that entrepreneurs need to be proactive rather than reactive. Avoiding problems is a key to business success.
7. Do good as you do well. Richard reminded people to give back to the community and help others as you succeed in business.
8. Lead with passion, a sense of discovery, and speed. Tait suggested that “Speed is your friend” and to push yourself hard toward success in business.

Tait finished his talk by introducing Golazo, a new energy drink that he dreamed up as a result of witnessing the Latino community’s passion for soccer. Richard reminded everyone that life and success is not about how many times you get knocked down but how many times you get back up.

How to make the most of your networking

Networking is more than just exchanging business cards or hoping to get a new client.  The end goal isn’t about getting a new customer – it’s about building trust and new relationships.  Entrepreneurs need to take a strategic approach to networking, you are trying to build a rapport with another person for future connections and mutual benefit.    Word-of-mouth marketing is still the key to many businesses attracting new customers and you want others to be saying good things about you and your business.

I recently attended a workshop and happened to meet someone who works for a large accounting firm and in addition to her other duties, she is the ‘Networking Coach’.  She mentioned that they coach their young professionals on how to make a good impression and more importantly to follow up after the networking encounter.  As an employer, this is an excellent idea.  For one thing, your employees should all know your company’s key message points.  It’s also a great touch to follow up to tell someone you enjoyed meeting them and look forward to talking with them in the future.  For example, if you are going to be seeking a business loan, or looking for investors, and happened to meet future prospects, wouldn’t it be nice to establish a bit of a relationship before you start asking for money?

Here are a few top tips for maximizing the contacts you make.  Keep in mind that you do NOT have to be outgoing or extroverted to be an effective networker!  In fact, being a good listener is an excellent trait; most people like to talk about themselves.

• Make sure you have business cards handy.  (I’m totally guilty of digging through my purse to find a card, it’s not impressive)
• Practice your pitch!  Be able to introduce yourself and your business in one sentence.
• Be a good listener – engage the person you are talking to, rather than just talking about yourself.  For example, if you are talking with a business owner, ask them what the biggest challenge has been, what their favorite websites or blogs are or who their mentors are.
• Follow up.  Send a quick card or email just to say you enjoyed meeting him or her.
• Watch your body language – be aware of a defensive pose.
• Take your cues from the person – if they are looking around because you are taking forever to describe your business idea, you may have lost their interest.
• Be professional.  This should go without saying, but one example is that it’s not a good idea to gossip about other people at events, they could be related to who you are talking to.
• Finally, be genuine.  If you are phony, people will pick up on that.

Here’s a great article on seven common networking mistakes (WSJ online).  If you have to try one thing, practice your introduction and see if you can summarize your business mission or goal in one sentence.

If you need ideas for places to network, try attending events that you are interested, taking a class, participating in a community event or volunteering.  We are fortunate in Yakima County because many times, CEO’s and company leaders frequently attend trade shows, local programs or meetings and are very supportive of the community.  A prime example is the recent ‘Green Business Expo’ that was put on by the Greater Yakima Chamber of Commerce – many of the participant booths were staffed by company presidents who would sit down and take the time to talk with attendees.