Tag Archives: World Wide Web

Feb 03 2012
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J2 Marketing, Web

Tech Speak and Why You Need To Know It

No matter what kind of small business you’re starting or running, you will be expected to understand the jargon and culture of online information technology. That will be true whether you’re building your websiteyourself or hiring pricey contractors to lead yourbusiness to Internet glory.

Full Web fluency is almost never necessary for success. As a busy entrepreneur, you have a million things to do. But a working knowledge of the terms and concepts businesses use online can be critical.

Here is a basic guide to online terminology worth learning for business owners of all industries:

1. Basic programming languages: There are dozens of programming languages used online, but HTML, HTML 5 and XML are the most common. They are written in short commands that tell a Web browser what to display onscreen. Also important are CSS and CSS3 – short for cascading style sheets — which determine the layout of multiple Web pages at once. Javascriptis another, more complex programming language that is used to add interactivity to HTML websites.

W3Schools.com can be a useful resource that contains definitions, tutorials and do-it-yourself programming exercises.

Related: How to Recruit a Great Programmer as a Partner

2. Static Web content: This refers to Web business content that remains more or less the same – such as the main pages on your site, contact information and “About Us” links. Think of these pages as your digital storefront. They have to be perfect, so they’ll take the most up-front investment of time and resources to create. It’s important to know that these pages are the foundation the rest of your online strategy will be built on.

Website builders Yola and Wix.com allow you to make your own static content, but can require assistance from programmers if you want a custom site.

3. Dynamic Web content: This refers to Web material produced in real time, such as blogs, tweets, Facebook posts and LinkedIn updates. The point of dynamic content is to be fresh, well-thought out and compelling enough to drive customer awareness. Understanding the difference between static and dynamic Web content, and when each is required, can help you keep your business relevant online.

Sophisticated content automation tools that pull in content from around the Web or automatically update social networking accounts can help make your content dynamic and compelling to customers. This includes traffic-boosting tools such as TweetAdder, which can help users quickly identity and interact with potential followers, and more involved content curation services such as Curata, which can aggregate specific content from around the Web for your blog.

4. Software as a service (SaaS): Unlike business applications such as Microsoft Office which are installed directly on your computers, software-as-a-service apps are installed on a computer or server outside your office and are accessed over the Web. Examples include task management tool Basecamp and office applications suites like Google Apps. These products back up information automatically, allow access to data from most any computer connected to the Web, and offer remarkable collaborative features.

These applications offer businesses flexibility as employees can use them from anywhere. And because an external third party hosts SaaS applications, they also have the potential to ease the burden on your own I.T. staff.

Other related terms for this family of products include “Web services,” “cloud-based app” and “Web app.” When deciding on a SaaS product, you might consider using Get App, an app search tool specially dedicated to businesses looking for software to use in their shops, orGoogle Marketplace.

Related: One Way to Navigate the Business App Marketplace

5. Organic search: This is the world of products, content and marketing efforts determined by proprietary algorithms that appear on the left side of results from the major search engines. The trial-and-error processes of “search engine optimization” and “search engine marketing” often require considerable effort and luck.

If your business is looking for Web traffic, it’s important to understand the basic ways in which Google and others will direct users to your site.

6. Paid search: These are the sponsored advertisements that appear at the top and along the right side of search pages from search services like Google, Bing and Yahoo. Paid search requires using an ad service such as Google AdWords or Yahoo Advertising Solutions. Businesses bid on relevant search terms they hope will attract customers. Also called pay-per-click advertising, businesses pay only when an ad is actually clicked. Knowing how paid search works is critical to any serious online marketing effort.

You might need help to manage the bidding process for a serious paid-search campaign. Consider paid search management tools such as Word Watch or ClickSweeper, which can automate parts of the bid process.

Related: How to Run Business Software Between Macs and PCs

7. ‘Like’ and ‘Follow’: These terms are the referrals social media services such as Facebook and Twitter can provide to a brand. Businesses often enter into the time-consuming process of creating their own social media content to drive both likes and follows. Companies can also purchase marketing on these platforms and reach potential customers directly.

8. Payment gateways: These are the online version of credit-card terminals. They encrypt and connect sales orders on your website to your merchant bank. Examples of major payment gateways include Authorize.net and VeriSign.

9. Point-of-sale: The generic term for technology attached to a checkout location, either online or near an actual cash register. New mobile point-of-sale solutions such as Square and Intuit’sGoPayment use smartphone-attached card readers, so payments can be processed just about anywhere.

While this list is by no means exhaustive, mastering these basics can give you a solid foundation upon which to expand your online tech chops.

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Jan 02 2012
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Web

Does It Match?

Most small business websites do the job they are made for – they are serviceable to the company’s end objectives. Depending on the industry entrepreneurs are involved in, their websites may facilitate direct sales, generate new leads or otherwise promote their products and services.

In an era when consumers are growing increasingly connected to the web, however, serviceable is simply not enough. Nowadays, potential buyers are spending more time on the internet thanks to devices such as smartphones and tablets. Additionally, more people are using computers on a daily basis, whether it’s from work, school or the privacy of their own homes.

As a result, web design should now be a much higher priority for small business owners. It’s no longer enough to just get the basics right – homepages need more than a description of their business, contact information and a few photos to round them out.

“For a small business trying to garner attention for itself, a crisp and clean web site and other digital collateral is a must. Professional design makes a business look bigger than it is and, moreover, it establishes a level of trust,” American Express OPEN Forum explains. “A site that is not well designed suggests a sketchy enterprise, one that might not be there when you need it.”

The bare necessities of small business website design

As entrepreneurs design their website – or work with a professional company that can do it for them – there are a few key concepts they need to keep in mind. They should form a checklist and ensure that each item on the list is accounted for before they consider launching their website.

First, business owners should ask themselves: What is our company and what does it stand for? Entrepreneurs often assume people have a baseline understanding of what they do, when in fact no one knows the company as well as the person who founded it. Small business websites should answer that question upfront.

Sound website design is more than just picking snazzy pictures and cool navigational features. It’s crucial these bells and whistles align with the identity of a company. An accounting agency shouldn’t have a homepage with cartoon figures and vibrant colors, while that same design maybe suitable for a children’s photography studio.

While images and fancy formatting may encourage shoppers to stay longer, it’s also crucial that websites function as they should. For customers, nothing is worse than trying to buy a product from a website and being unable to find the checkout button.

“Web design isn’t just about looking good. It’s about functioning effectively. The site map ought to make intuitive sense, with easily visible buttons leading to useful content,” the news source explains. “Each page in turn ought to link back cleanly to a call to action: ‘Here’s how to contact us, click here to learn more.’”

Turning to the pros

Although it’s become easier to create a small business website as of late – especially given the plethora of free blogging platforms, such as WordPress – it’s crucial for entrepreneurs to remember their areas of expertise. Just as they wouldn’t want someone else trying to design or market their products, they may be better off leaving website design to a professional firm.

Yes, this may cost more money, but design is a complex beast. Certain colors, fonts and images will make customers more inclined to purchase products and stay at websites longer. These are key concepts that entrepreneurs are not likely to consider, which is why leveraging a web design company may be the best way to create a homepage.

How did your first small business website turn out? What have you learned from the experience?

This entry was posted in Beginner, Branding. Bookmark the permalink.

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Dec 30 2011
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J2 Marketing

Marketing with Video

As more people use the Internet in search of information, online video becomes increasingly important for reaching and connecting with followers, fans and customers. Video’s rise in power as a marketing tool is due to its attractiveness to web surfers. By adding a smile and a friendly voice, you can build rapport with your customers faster and help them relate to your business on a more personal level.

Video connects customers on a deeper level because it covers and reaches out to different types of learning styles: the visual where people learn by reading or seeing demonstrations of a product or service and the auditory where people connect by listening to audio.

Videos also help sites show up higher on the search engines. Browsers and search engines are becoming savvier and are spending less time reading endless web pages of text. Instead, they are picking up on keywords tagged on videos appearing on sites.

As a growing business, it is important that you integrate video into your online marketing efforts. Even if you start with a basic video tip on how to best use your product or service, just get it recorded and post it to YouTube, your own website and/or blog. Although most people like humor and creativity, they also like messages that help them save time or money or makes their life easier, and that’s what you can provide.

Related: How to Start Video Blogging for Your Business

 Here are seven things you need to keep in mind when creating video marketing pieces:

1. Offer value. 
Every video you offer needs to include something of value for the viewer, whether it is a tip, resource or just a laugh for the day. You shouldn’t record video just for the sake of having video. The following approach is an excellent way to begin your video efforts and get you comfortable with video creation and marketing. This great technique comes from trafficgeyser.com. Create the following four videos:

  • Two FAQs (Frequently Asked Questions). These are questions frequently asked by your customers or clients. For example, as a fitness trainer, you might record an answer to “What are the best ways to prepare for a marathon?”
  • Two SAQs (Should Ask Questions). These are questions your customers or clients should be asking but aren’t. This is additional valuable information that will make their lives easier or save them time or money.

2. Include a call to action. 
Many businesses create great videos and yet include no call to action. If you want clients to call you or visit your site, ask them. You can also ask them to sign up for your email list or share the video with friends. If your video is focused on how your business can help your customers — that is, what’s in it for them — then you’ll have their undivided attention.

3. Tag. Use relevant keywords in the video titles and descriptions when you upload them to sites like YouTube. Search engines will find it much easier to index your video file. Make sure you include your URL within the actual video at the end of your video–use a clearly visible font at the bottom middle for better viewing and exposure. Finally, give your video file a relevant name so it will show up better in search-engine results. The file name should be understandable and relevant to what your customer is looking for. For example, if you’re selling widgets, then “SmithCompanyWidgetsFAQ.mov” is better than “9077709845wdgt.mov.”


Related: How to Use Video to Market Your Business

4. Address objections. 
Respond to any objections that have surfaced about your products or service. Videos are a great way to connect with upset customers because they can look at your face and see that you are sincere.

5. Pick a focus. 
Make sure the video has the essence of your brand personality and carries a single message or story. Do not try to cover 15 things in a 60-second video. But be creative, whether you choose to create FAQ and SAQ videos, or film on-the-road footage, candid-camera laughs, bloopers, or even product demos.

6. Upload them to your site. 
Make your video’s visible on the home page of your website. Don’t hide your marketing on some obscure page that an online customer will never find. Including a short video on your homepage can often keep visitors on your site longer. Make sure you keep your video above the fold on your site, meaning people shouldn’t have to scroll down to view it.

Related: Secrets of Crafting a Top-Notch Online Video

7. Keep it short. 
Videos should be short and to the point. Remember, the less people know about you, the shorter their attention span will be when watching your video. Prospective customers often know little or nothing about you; they simply want to know who you are, what you do, and most importantly, what’s in it for them. So give them the message in less than two minutes.

This article is an adapted excerpt from The Social Wave: Why Your Business Is Wiping Out with Social Media and How to Fix It (Entrepreneur Press, 2011) by Starr Hall.

 

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