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How to DIY Your Mercer Island, WA Small Business Marketing on a Budget
October 19, 2022
Most small business owners fulfill a variety of roles. It's part and parcel of running a business. Oftentimes, small business owners must take the lead in areas where they don't always have the most experience, such as marketing. However, jumping into the fray can not only save you money, but also teach you some of the intricacies of this important small business element.
The good news is there are plenty of ways to market your small business without breaking the bank. In this post from the Mercer Island Chamber of Commerce, we'll give you some tips on how to manage your marketing and create a strategy that works for you and your business.
Revamp Your Current Strategy
The first step in managing your small business marketing is to take a good hard look at your current marketing strategy (if you have one). Does it align with your business goals? Is it working? If not, it's time to make some changes.
One way to do this is by identifying your target audience. Who are your ideal customers? What do they like? What do they need? Once you have a good understanding of who you're trying to reach, you can begin creating content that appeals to them and tweaking your marketing strategy accordingly. Wrike recommends re-examining your strategy monthly, so keep these questions on your mind now and throughout your marketing efforts to ensure your efforts are well directed.
Find the Ideal Marketing Channels
Now that you know who your target audience is and what kind of content they respond to, it's time to start thinking about where you want to reach them. There are countless marketing channels out there, so it's important to choose the ones that will work best for your business and your budget. Some popular options include social media, email marketing, content marketing (such as blogs or articles), and paid advertising.
Clarify Your Marketing Message
Once you've selected your channels, it's time to start creating content. But before you do, take a step back and think about what message you want to send. What sets your business apart from the competition? Why should potential customers care about what you have to say? Answering these questions will help you create a clear and concise message that resonates with your target audience.
Tap into Marketing Expertise
Even if you are managing your marketing well, it can be good to talk through your processes with an expert. Freelance marketing specialists are a great option when you aren’t in a position to hire your own department. These experts come with plenty of experience and knowledge, and you only have to hire them for certain projects.
Freelancers often rely on PDFs because they work in specialized programs, so having a conversion tool on hand can make communicating easier. Do you need to know how to convert PDF to Word? Simply use a free online tool. You will add your file to the drop zone, select the file format you want, and click Convert. Then you can make small edits to the .doc file and send that feedback to your freelancer for official edits.
Monitor Your Marketing Results
The final step in managing your small business marketing is monitoring your results. This means keeping track of things like website traffic, social media engagement, and sales numbers. This will help you understand what's working and what needs improvement. Additionally, don't be afraid to experiment! Trying new things is essential to finding what works best for your business.
Developing Your Marketing Strategy
As a small business owner, marketing may not be something you're familiar with—but it's essential to the success of any business. Fortunately, there are ways to market your small business on a tight budget. By reworking your marketing strategy, finding the ideal marketing channels, clarifying your message, and monitoring your results, you can create a successful marketing campaign without breaking the bank. And if DIY marketing sounds like too much work, remember that there are plenty of freelance marketing specialists out there who can help save you time and money in the long run!
Join the Mercer Island Chamber of Commerce to network with other local entrepreneurs and access valuable resources for helping your business grow.
Has this ever happened to you? A brilliant idea sparks, you meticulously plan every detail, create beautiful spreadsheets, and envision the triumphant launch. Maybe you even practice a little Law of Attraction in your meditative practices each morning. But then… . The plan sits there, gathering dust, because life has gotten busy, you’ve been plagued by self-doubt, or you moved on to the next exciting concept. Sound familiar? Or maybe you’re the opposite. Maybe you’re all about action and no planning. You’re jetting off to the next hottest thing without seeing anything ripen and produce. Many business professionals fall into this trap, leaning too heavily on either the planning or the action phase. We either over-analyze and never launch, or we jump in headfirst without a strategy and quickly burn out. So, how do we bridge the gap and turn those well-laid plans (or exuberant energy) into tangible results? Ready, Set, Go Finding the balance between planning and action is crucial for success. Too much planning leads to paralysis, while too much action leads to a game of chaotic professional ping-pong, bouncing from one thing to the next. Here's how to navigate that middle ground and start experiencing real progress: 1. Define Your "Why" and Set Clear Goals: Before diving into the nitty-gritty details, revisit the core reason behind your plan. Why is this important? What do you hope to achieve? Does it fit into what you’re already doing or is it a new undertaking altogether? If it’s new, do you aim to replace or enhance what you’re currently doing? Clearly defined goals provide direction and motivation, making it easier to prioritize and stay focused. 2. Break It Down: Large, overwhelming plans are often the biggest culprits of inaction. Break your grand vision into smaller, manageable steps. Instead of "launch a new product line," think "research competitor pricing," "develop prototype," "create marketing materials." These bite-sized tasks feel less daunting and provide a sense of accomplishment as you tick them off. Building momentum is a large part of sticking with something long-term. 3. Embrace Imperfect Action: Perfection is the enemy of progress. Don't wait for everything to be flawless (or the timing to be perfect) before taking a step. Sometimes, "good enough" is better than "never done." Remember, even a small step is a step, if it aligns with your goals. That imperfect thank you note you send is better than the perfect note you never write. 4. Resist the Shiny Object Syndrome: In today's fast-paced world, it's easy to get distracted by the next "big thing." Don't be a "shiny object entrepreneur." Constantly chasing fleeting trends and abandoning projects when they don't instantly go viral is a trip to Nowheresville. True success is built on consistency and perseverance. Focus on your core plan, refine it as needed, and stick with it. 5. Build Relationships, Not Transactions: Today's most successful businesses are built on strong relationships. You can't cultivate genuine connections if you're constantly flitting from one project to the next, across multiple disparate audiences, solely focused on quick wins. Invest time in building rapport with clients, partners, and even competitors. These relationships can be invaluable for support, collaboration, and long-term growth. Remember, people do business with people they know, like, and trust. 6. Review and Adjust: Your initial plan is just a starting point. Regularly review your progress, analyze what's working and what's not, and adjust your strategy accordingly. Be flexible and willing to adapt. The business landscape is constantly evolving, and your plan should too. But this is where a lot of people stumble. They confuse new projects with timely adjustments. When things get rough or boring, they think innovation means a completely new undertaking. It doesn’t have to. Sometimes innovation is making changes to how you’re currently doing something and serving your market in a new way. 7. Celebrate Small Wins: Recognizing and celebrating your accomplishments, no matter how small, is essential for maintaining momentum. It reinforces positive behavior and motivates you to keep moving forward. 8. Create Daily Habits: Following daily habits can keep you on track and accountable toward your progress. Bridging the gap between planning and action requires conscious effort and a shift in mindset. Not to mention, walking away from the idea of going viral. You still can, of course, but don’t make it your only goal. It’s too easy to get discouraged. Instead, transform your ideas into reality and achieve lasting success through these steps.
What do Han Solo (Star Wars et al), Walter White (Breaking Bad), and Katniss Everdeen (The Hunger Games) have in common? They’re terribly flawed and we love them for it. Imperfection can also be a powerful asset for businesses when approached with the right mindset. So stop trying your best to be perfect and embrace imperfection as a way to connect with your customers. Here’s how: How to be Perfectly Imperfect You’ve probably heard the adage “finished is better than perfect” or “you can’t edit a blank page.” There’s something to be said for embracing life’s imperfections, especially in business. After all, everyone can relate, and imperfections are bound to happen. So you might as well make the best of them. There’s a popular self-help book called “How to Keep House While Drowning.” It was written by a recovering overwhelmed housewife. It’s funny and terribly relatable, especially if you do most of the housework around your home. But it’s also a book about very boring things like dishes in a sink. You can use this same “common denominator” to relate with your ideal client. Relatability It's hard to identify with a perfect business or person. When someone is busy telling us how perfect they are or only showing us the perfect side of their lives, a distance between us will arise. After all, if your life is less than perfect how do you align with someone who is only showing you the sunny side? Whether it's a fictional character, your best friend, or a business, seeing flaws makes us feel like that person or entity is going through the same things we are. This relatability can be loyalty-building when it comes to business. Transparency You can also turn mistakes into opportunities by being openly honest about your shortcomings. When you acknowledge errors and demonstrate a commitment to improvement, you actually build stronger relationships with customers. In fact, 89% of people believe a business can regain their trust if it admits to a mistake and transparently outlines steps to prevent future issues. Authenticity Companies that show their human side can gain a competitive edge. For example: Domino's Pizza ran a campaign admitting their pizza had its issues , but they were addressing them. Guess what? It increased sales. Netflix publicly apologized for a pricing mistake, demonstrating accountability (and let’s not forget their Tyson debacle—again, they apologized instead of ignoring it). Coke went back to the original and admitted the change was a terrible idea. All of these companies received kudos for their honesty (and listening to customers). Fearlessness From an employee perspective, embracing imperfection can unlock creativity by removing the paralyzing fear of failure. When businesses create an environment that accepts mistakes as part of the learning process, employees feel more comfortable: - Experimenting with new ideas - Taking calculated risks - Thinking outside traditional boundaries Companies that remove the fear of failure can accomplish great innovation. Healthier Work Environment Transparency in leadership can also improve your business. When leaders acknowledge their own flaws it: - Reduces stress among employees - Increases job satisfaction - Boosts overall productivity If you’ve ever worked for a workaholic, you know their flawed views on work can be detrimental to your own. But we’re not telling you to hang all your dirty laundry out on the line for everyone to see. There is a strategy behind using imperfection to build a stronger relationship with your customers and employees. A Strategic Approach to Imperfection The key is not to aim for mediocrity, but to view imperfections as opportunities for growth. Your business is never going to be perfect; but you can be perfectly relatable. Be real, be resilient, and be ready to learn and grow. Our best relationships in life (and on the screen) are not between us and perfect people. Quite the opposite. We embrace flaws and appreciate when those around us do the same. Showing your less-than-perfect side will make you more endearing and solidify a long-term relationship between your business and your customers.
First it was pet insurance and foosball tables. Then it was Friday kegs in the office and goat yoga. While those benefits seemed like frivolous ways to bring fun to the office, the current benefit trend that everyone is talking about actually improves productivity and employee well-being (at least as reported by the employees). And it’s likely something you never thought about offering. But before we tell you what it is, let’s talk about some of the results that employees who have used this benefit experienced. According to a survey published by sidehustle.com : · 72% saw an improvement in overall well-being. · 69% experienced better focus. · 68% felt lower stress levels. · 62% saw increased productivity. · 49% reported greater job satisfaction. And… Nearly 50% of employees said they would consider switching jobs if another employer offered this benefit (when their company did not). This new benefit trend could give employers that offer it a leg up on hiring. So, what is this new benefit? The Rise of Unhappy Leave Okay, so leave is not a new benefit. Employees are granted parental leave, sick leave, Family and Medical Leave, and sabbaticals. But this new type of leave—unhappy leave—allows an employee to take time off for mental and emotional well-being. Industries leading this charge include tech, government, and education. Many managers see it as employee recruitment and retention tools because it can help employees deal with stress. It can also provide a cooling off period where co-workers can “take a break from one another.” However, there are apprehensions in offering this benefit as well. Surveyed managers cited concerns over: · misuse or overuse · workload coverage for employees on leave · challenges in distinguishing unhappy leave from regular sick leave · eligibility—what length of tenure would make employees eligible? The trend originated in China with grocery store Pang Dong Lai offering employees up to 10 days a year of unhappy leave. Unhappy leave means employees can take time off without needing approval or justification whenever they feel “emotionally unwell.” The policy is intended to promote a healthy work-life balance. The big difference between this type of leave and others is that it cannot be denied by management . Company culture has been a big concern for businesses over the past 15-20 years. Culture has been a big play in recruitment and trying to protect talent from being poached by the competition. Benefits are a big part of this. But companies want benefits that help with attracting and retaining employees, not just ones that look good on paper. Popular Employee Benefits Some of the most popular employee benefits with a proven return on investment include: · Flexibile schedules (offering this benefit shows a 12% reduction in turnover rate). · Remote work options. · Professional development opportunities including personalized learning plans and career growth. · Wellness programs such as on-demand therapy sessions, mindfulness and meditation programs, and designated mental health days (like unhappy leave). · Eldercare and childcare benefits. · Lifestyle Spending Accounts (LSAs) allowing employees to allocate wellness funds according to their unique needs and preferences. · Employee Assistance Programs (EAPs) to support various personal and professional issues. · Recognition programs. And now it appears that unhappy leave may have an impressive impact on recruitment and retention as well. But is implementing “unhappy leave” as easy as writing it up through your HR department? Not exactly. If you create a leave program that does not have to be approved by management, you run the risk of your eligible employees taking it at the same time with little to no notice. Leaving the business in a lurch. But that’s not the only thing to think about before implementation. Unhappy leave should be a component of your benefits design, not a simple add-on. According to a 2024 Forbes article , there are other organizational pieces you should pay attention to. These include recruiting for values, tailoring development to the individual, monitoring management (after all, that’s one of the top reasons people leave), and providing clear communications on employee culture and company vision. Unhappy leave should not be used as a bandage for a broken employment environment. If you’re thinking about extending your leave program, make sure you also work on the other end, creating a better work environment so your employees will feel less need to use the perk.
The new year is an ideal time to get clear about your goals. Many people set incredibly inspiring resolutions and plot pathways to their best selves. If you’re one of those people—kudos to you. But if you don’t get straight on one thing, your intentions are going to fall flat. Here’s the one thing you need to know about goal attainment. Every yes is a no and every no is a yes. Did you read that more than once? Is it a little confusing? Like some riddle of the Sphinx or a quote in a fortune cookie? Not really. Let’s break it down. When you say yes to one thing, you’re saying no to another. When you say no to something, you have time to say yes to something else. What Are You Saying Yes To? For many, your holidays probably found you saying yes to a lot of things that didn’t align with your personal or professional goals. Maybe you exhausted yourself doing for others. Maybe you overspent because you wanted everyone in your life to feel special. Maybe you stayed up late at night worrying about the end-of-year in your business. Where did those things get you? Did everyone in your life have a joyful, wonderful holiday without complaint? Did that money you spent have a good return on investment? Did your worrying make things better or solve any of your business stressors? Probably not. If you are serious about meeting your goals—no matter what they are—you need to weigh your choices and institute boundaries. If you’re focused on growing your business in 2025, for instance, and you’ve plotted out the perfect road to get there, you’re going to have to protect that path like you are a medieval warlord. There will be distractions, plenty of them. Some of those distractions will come masked as “self-care.” You may tell yourself that you’re only watching one episode of your favorite show to “unwind.” Three episodes later and you’ve wasted one-fifth of your waking hours! Sometimes the distractions come in the form of other people—Sally who wants your help with the bake sale or Timmy who needs a ride to practice. And you will need to help some of those people because they rely on you. But you don’t need to help all of them. Know the difference. This year, as you’re planning your goals, give thought to safeguarding your time too. Goals are ineffectual if you don’t have any time to complete them. Some of that lack of time will be beyond your control like having to put things on hold while you take care of someone who is ill. But much of your time is likely spent doing things that are just “busy work.” They are activities that aren’t moving the needle, or they’re actions that are performed haphazardly. Haphazard, or unfocused work, is the worst kind because it takes up a lot of time and energy but doesn’t help you make progress on your goals. Imagine playing a carnival game where the aim was to hit a target with a bean bag while blindfolded. Your attempts would be splattered all around (some may even end up in the next stall). Because without your sight, you’re simply trying to get the bean bag in the general direction of where you think the target is. Now imagine, removing your blindfold and being given something like a hose with a powerful stream of water and being told to hit the target with it. It would be much easier because you not only know where the target is, you also have a constant, consistent stream focusing on that target. You need the same in your life as you pursue your goals. You want a constant, consistent pursuit. That only comes from protecting the sanctity of your work with every yes and no you utter.
The new year often brings a renewed focus on fresh starts and improved efficiency. Many of us are wondering how we might earn more, be more productive, and enjoy a better work/life balance. But as you’re committing to goals for the new year, consider that what your business may need is some decluttering. It’s time to channel your inner Marie Kondo and tackle not just physical spaces, but also digital files, outdated processes, and even stagnant strategies. Just like a cluttered home can lead to stress and lost productivity, a cluttered business environment can hinder growth and innovation. Here's how you can embrace decluttering for a more successful year: Tidy the Physical Workspace This is not a slam on people who enjoy visual chaos (like me), but if you can’t locate the basic things you need, it might be time for a new system. Consider how you might: Clear the clutter: Dispose of or donate old equipment, unused supplies, and stacks of paper. Optimize layouts: Reorganize workspaces to improve flow and encourage collaboration or easy access. Embrace minimalism: A clean, minimalist aesthetic can reduce distractions and boost focus. Digital Detox We’re not suggesting you give up your electronics, but isn’t it time your efficiency tools actually work for you? You can do this through: Organizing digital files: How many times have you not been able to find something in your email or files? Hey, it happens to the best of us. That’s why you need to implement and commit to a clear and consistent file-naming system (preferably something in the Cloud) and archive or delete outdated documents. Streamline your inbox: Unsubscribe from unnecessary emails (Gmail and Yahoo make that really easy), utilize filters, and adopt inbox zero practices. Update software and hardware: Ensure all technology is up-to-date and functioning optimally. Research new options. Pick your slowest day and do some quick YouTube research on efficiency tools or Google plug-ins. You can learn a lot in only a few minutes and there’s likely a way to use tools to streamline your current processes. But if you’re waiting for a golden ticket from these software or app companies, it’s unlikely you’ll get one. Just as you may need to perform continuing education or professional development activities each year, take it upon yourself to keep an eye on tech and the digital world. Speaking of… Streamline Processes You can’t make more hours in the day so maximize what you currently have by: Identifying bottlenecks: Analyze workflows to pinpoint areas of inefficiency. Automate tasks: Utilize technology (like AI or conditional software that helps you create “if, then” pathways) to automate repetitive tasks and free up employee time. Eliminate unnecessary meetings: Encourage shorter, more focused meetings with clear agendas. It doesn’t take long to develop a reputation of being a time waster and your employees, vendors, and stakeholders will do everything they can to get out of your meetings. If people opt out, just how effective are the meetings anyway? Revisit Your Strategy If you find yourself saying things like, “But it always worked before,” then it might just be time to: Reassess goals: Ensure your business goals are still relevant and aligned with your overall vision. Eliminate stagnant projects: Don't be afraid to cut your losses on projects that are no longer serving your business. Just because you’ve spent a lot of time, focus, or money on something does not mean you should continue to do so. Identify new opportunities: Create space for fresh perspectives and innovative ideas. Go All In and Foster a Culture of Decluttering The new year is an ideal time for early spring cleaning. Out with the old, in with the new. After all, if you can’t make room for new opportunities, you’ll be left with the old ones. · Encouraging employee participation: Provide training and resources to help employees declutter their own workspaces and workflows. Encourage managers to find out what the greatest obstacles to their direct reports’ success are. · Celebrating successes: Recognize and reward efforts to improve efficiency and productivity. Making decluttering a continuous process: Schedule regular decluttering sessions to maintain a clean and organized work environment. Again, remember it’s not all about papers on a desk. There are many ways our work lives get cluttered but all of them eventually lead to breakdowns and inefficiencies. By embracing these decluttering strategies, you can create a more focused, efficient, and ultimately, more successful business. After all, every garden needs room to grow. Your business does too.
Public relations (PR) is just for big companies with tons of connections and celebrity endorsements, right? It can feel like a luxury for those of us with small businesses. Hiring a dedicated PR firm is often financially out of reach. But who has the time to learn the ropes of good PR while juggling everything else? It takes years or deep wallets to make those kinds of connections, doesn’t it? Not exactly. You don't need a fancy PR background or a hefty budget to generate buzz. With a little creativity and the internet, you can score big media wins. Mastering PR Fundamentals Before diving into tactics, let's make sure you’re not wasting your time. There are a couple of fundamentals you’ll want to have down first. Define Your Story: What makes your business unique—I mean really unique? (And no, good customer service is not a unique value proposition.) What problem do you solve better (or differently) than anyone else? Identify your key messages and craft a compelling narrative that resonates with your target audience. (And, oh, you have to define your target audience too—and it’s not everybody. See below.) Know Your Audience: Who are you trying to reach? What media outlets do they consume? Understanding your audience is crucial for targeting your PR efforts effectively. If you are trying to target women under 25, they’re not reading the paper version of the Wall Street Journal, for instance. Don’t waste your time pitching them. Set Realistic Goals: What do you hope to achieve with PR? Increased brand awareness or likability? Website traffic? Leads? Defining your goals will help you measure success. Generating Buzz on a Budget Now, let's explore some cost-effective PR strategies that don’t require a public relations degree: Harness the Power of Social Media Build a strong presence on platforms relevant to your audience. Share engaging content, interact with followers, and participate in industry conversations. Remember, PR firms are successful because they know it’s a long game of building relationships. Use social media to connect and build relations with your ideal audience and people who work with them (like influencers, media, etc.) Craft Killer Press Releases Learn the art of writing concise, informative press releases that highlight newsworthy events, product launches, or company milestones. Don’t assume every press release has to be about a big event like an opening. There is a lot of need for feel-good stories these days. You can pitch these community connection pieces as long as you do your research to understand who is interested in them. Build Relationships with Local Media Connect with journalists and editors at local newspapers, magazines, radio stations, and blogs. Offer them exclusive stories or expert commentary related to your industry. Leverage Online PR Platforms Explore free or affordable online platforms like Help a Reporter Out (HARO) to connect with journalists seeking sources for their stories. This time of year, many news sources are doing stories on local business owners and the shop small movement. Getting featured can have a big impact on top-of-mind attention. Become a Guest Blogger Offer to write informative and engaging articles for relevant blogs and websites to reach a wider audience and establish yourself as an industry expert. Check with the chamber. They may have content needs. Host Events and Workshops Organize free events or workshops related to your business. This can attract local media attention and position you as a valuable resource in the community. If you do this, make sure your chamber knows as well so it can help you get the word out. Partner with Other Businesses Collaborate with complementary businesses on joint promotions or events to expand your reach and tap into new customer bases. Don't Underestimate the Power of Referrals Encourage satisfied customers to spread the word by offering incentives or running referral programs. Building Media Relationships Making media contacts doesn't have to be daunting. Here are some tips: Start Local: Focus on building relationships with local media outlets first. They are often more accessible and eager to cover local businesses. Do Your Research: Identify journalists and editors who cover your industry or area of expertise. Follow them on social media and familiarize yourself with their work. Personalize Your Pitch: Tailor your pitch to each journalist, highlighting why your story is relevant to their audience. Keep it concise and to the point. Be Persistent (But Not Annoying): Follow up on your pitches, but don't bombard journalists with emails. Respect their time and be mindful of deadlines. Build Relationships, Not Just Contacts: Engage with journalists on social media, offer helpful information, and be a valuable resource. Building genuine relationships will pay off in the long run. Effective PR doesn't require a big budget or a PR degree. Social media has made connecting easier than ever. You just have to be clear on your story and who it’s speaking to. By doing so, you can generate significant media attention and elevate your business to new heights.
If you’re the typical small business owner, you began your business with an exciting idea, a passion. No one goes into business thinking, “I can’t wait to work on cash flow challenges.” And yet, cash flow is one of the top reasons businesses close their doors. It’s not that they aren’t making money. It’s that managing it is not everyone’s skill set. Money management challenges are one of the most critical areas you need to master to be successful. This article is here to provide general information. Consult a financial planner or tax professional for more long-term solutions. 5 Money Management Tips for Better Business Here are some of the key issues and ways to address them: Cash Flow Management Many small businesses struggle with maintaining consistent cash flow. This can lead to difficulty paying bills, making payroll, or investing in growth opportunities. You might have the money promised to you on paper, but not knowing when it will come in can be a challenge. Businesses at every level can be impacted by this so it takes consistent monitoring. To improve cash flow: · Create detailed cash flow forecasts and monitor them regularly. · Encourage timely customer payments by offering incentives or implementing stricter payment terms. Enforce those terms and send out reminder invoices. · Negotiate favorable payment terms with suppliers. · Maintain a cash reserve for unexpected expenses or slow periods. According to a JPMorgan study of 597,000 small businesses, 25% held a reserve covering fewer than 13 days of expenses if other revenue dried up. Budgeting and Expense Tracking Small businesses often lack robust budgeting practices and struggle to track expenses effectively. If this feels like you, consider: · Creating a detailed, realistic budget and review it regularly. · Using accounting software (or an app) to automate expense tracking and generate accurate reports. · Separating personal and business finances to avoid confusion. Your accountant will appreciate it. · Assessing finances and adjusting budgets regularly as needed. Debt Management Taking on too much debt or mismanaging existing debt can be detrimental to small businesses. COVID brought on unparalleled times. One thing we learned from it is that you must be prepared for the known challenges and the unknown ones. To manage debt more effectively: · Be cautious about taking on unnecessary debt · Prioritize paying off high-interest debts first · Consider consolidating multiple loans to simplify repayments · Build and maintain a good business credit score Tax Compliance Many small businesses underestimate the importance of tax planning and compliance. To improve in this area: · Work with a tax professional to stay on top of obligations and deadlines. If you don’t know a reputable one, check with the chamber. · Regularly set aside money for taxes. · Stay informed about tax laws and possible deductions. Financial Planning and Analysis Small businesses often lack the time or expertise for thorough financial analysis and planning. It’s likely something that’s best outsourced to a pro. Again, if you don’t know one, check with the chamber. To enhance financial management: · Understand and regularly review key financial statements including the balance sheet, income statement, and cash flow statement. It’s boring, but beneficial. · Use financial management software to automate repetitive tasks and generate insights. · Establish financial protocols and plans, no matter how small your business is. Doing so early will put you on the path to success. · Regularly assess your business's financial performance and adjust strategies accordingly. If you don’t have the money to work with professionals right now, talk to your chamber, SCORE chapter, and SBA. There are many low-cost options to help you get on the right track for long-term success.
AI is one of the most efficient tools we’ve seen since the advent of the computer. But if you’re using it to generate content and then just copying and pasting, you’re missing out. And that kind of “laziness” could be costing you customers. Here’s how a couple of quick edits can bring your AI-generated content from meh to aaaamazing. First, we’re going to assume you can write a good solid prompt. Telling AI what role you want it to have (you are a brilliant small business owner, for example), who your audience is, what kind of content you’re looking for, and what tone you want, is essential to getting a solid first draft. Here’s what you do from there to create non-robot-like narratives and articles. Add Stats Stats generated from AI can be questionable (unless you select a tool like Perplexity that cites its sources). That’s why it’s best to research your own. It’s even more effective if you source stats that are taken directly from your community. That gives your content a unique and local flavor. Link It with Your Narrative What’s your business story? Add parts of that into the article you just generated. You can include personal recollections, stories, and/or business examples. This livens things up but there’s another reason you want to add your own flavor. AI-generated content is not copyrighted. If you use AI to create an ebook with no edits from you, there is nothing legally stopping your competitor from taking that content and replicating it word for word. However, if you make it yours with your personality and examples, it’s arguably no longer up for grabs. Add Art I know I’ll catch a little flack for this, but when you add your own artistic flair, you are again distinguishing yourself in the market. You are helping your audience get to know you, not AI. Add a Theme This is something the AI can do for you, if requested. Doing so helps differentiate the content generation it’s doing for you from that of your competition. If you are a plumber, for instance, and you identify an audience and tone that you share with your plumbing competition, then you ask AI to write a blog post about what to do with a leaky faucet, you could both end up with very similar pieces. But if you add another step to the article and give it a theme, your post will be more unique. For instance, you might say write a post about how fixing a leaky faucet will make you feel better about your contributions to the environment. That little direction makes your article slightly different from everyone else. It will help give context and drive action on the importance of prompt repairs. AI is one of the best productivity tools you can implement in your business. But you want to do it in a way that does not jeopardize the quality of your content. Adding emotion and placing your personality into the piece will make it your own. Finally, while there are a lot of AI tools out there, be consistent in the ones you use for your business content creation. Speak to it the way you would a friend or a long-time employee. Show your personality. Upload pieces of content you’ve produced that you like. AI will respond to you in much the same way a beloved friend will learn your preferences and personality over time. If you do this, eventually the narrative and adding personality suggestions in this article will happen naturally with AI. Now if only I could get it to fold my laundry. That would be a real win.
Veterans Day is Monday, November 11th, and it is the ideal time to express thanks to those who have protected our freedoms and way of life. While you don’t have much time to pull it all together, honoring Veterans Day in a meaningful, non-commercial way can strengthen connections between your business and the community while showing genuine appreciation for veterans' service. And you don’t have to stop there. You can extend the relationship year-round. Honoring Veterans on Veteran’s Day Veterans Day is similar to Valentine’s Day or Mother’s Day in the way that it serves to remind us to thank those whose efforts go unrecognized. If you remember veterans throughout the year, you may not need the reminder of Veterans Day. But for many of us, it provides time to think about and appreciate their service. Here are a few ways to honor them: 1. Host a Community Event: Organize a gathering at your business exclusively for veterans, such as a coffee hour or small reception. Offer complimentary refreshments and a quiet space for conversation. Create a welcoming environment for veterans and build a sense of community without a sales focus. 2. Share Their Stories: Dedicate a space in your store or on your social media channels to highlight veterans' stories. Encourage local veterans or their families to share their experiences, with permission, or partner with a local veterans' organization to collect inspiring stories. It’s a way to honor their service while educating and inspiring others. 3. Offer a Day of Service: Instead of focusing on promotions, close your business for a day (or a few hours) to volunteer with a local veterans' organization. Invite staff and customers to join you or make it a company-wide service day to give back to the community and show your appreciation in action. 4. Support a Veterans' Cause: Donate a portion of Veterans Day sales, or better yet, directly donate to a local or national veterans' charity without tying it to purchases. Display information about the cause in your store so customers understand why you’re supporting it. 5. Hold a Flag Ceremony or Moment of Silence: Start the day by inviting the community to join you for a flag-raising ceremony or a moment of silence. It’s a respectful way to honor veterans without any commercial agenda. Remember Veterans Day honors the living, while Memorial Day honors those who have passed. 6. Sponsor or Collaborate on a Veteran-Led Workshop or Talk: If you know veterans with skills they’d like to share (like woodworking, cooking, fitness, etc.), invite them to host a workshop at your business. It allows veterans to showcase their expertise and gives the community a chance to learn from them. Make Veterans Day Everyday There are other ways to honor and appreciate veterans year-round such as: · Hiring a vet or a military spouse · Offer flexible work arrangements and work-from-home options (so military spouses can continue to work for you even if their family is relocated) · Providing discounts for veterans and active military · Sponsor a veteran’s family · Highlighting your employees who have served · Support vets in a way that fits in with your business and mission (for instance, if you own a bookstore, carry a vet’s book) · Be open to seeing the correlations between the work they did in the military and how that might fit your employ (for instance, they may not have direct customer service experience, but they’re used to delivering difficult messages) · Partner (or work) with veteran-owned businesses · Welcome new military families into the area; after all, they’ll be veterans someday
You have a great business. You offer items/services everyone needs, yet you’re struggling to get people in the door. What can you do? You need traffic to increase sales, whether that’s online or in-person. If your business is struggling to bring in customers, you know that has to change if you’re going to survive. While there are many ways to improve your online traffic (search engine optimization, user experience, etc.), your physical business’ traffic is all about location. But before you go and pack up your stuff to find a better location, let’s go over a few things you can do to increase your daily visitors. The Right Foot Foot traffic is great, but a bunch of Looky Lous aren’t going to pay your bills. You need to attract the RIGHT kind of potential customers. For instance, if you own a bakery that makes the most delicious dog treats ever, a parent looking for a Paw Patrol Birthday cake is not your ideal customer (unless they have a dog celebrating too). Before you read the rest of these steps to help you increase foot traffic, you need to be sure of your ideal audience, their needs, and their challenges. Use that information to shape how you use the tips below. 25 Tips to Increase Foot Traffic for Your Business Show Don’t Tell Most businesses tell audiences what they do or offer. That doesn’t inspire action. It sounds good, but it won’t get someone who’s seated on their couch at home motivated enough to stop in. You need to show them why they need your product or service. I don’t mean “show” in the literal sense (although images and video are great marketing tools). To motivate people to take action, you need to paint the picture of how your product/service gives them something they need or want. You can do this through words and/or images. For instance, instead of saying, “We have the best bread in town,” (that’s nice, but I’m not leaving my home for that), say “our bread will make all the other kids at lunch jealous and we’re so sure of this, we want you to stop by for a free sample between 10-2 (nothing beats bread fresh out of the oven). Start winning the cafeteria lunch wars.” In that example, you’re playing on a fear of missing out and parental pride in packing the best lunch. Plus, you’re bringing them in with the offer of a delicious free sample. Which brings us to the obvious… Offer Something Delicious Even if you don’t sell food, offering a free sample is a great way to bring in a crowd; just check out Costco on the weekends during their sample days. If you don’t sell food, you may wonder how offering a free sample of something you don’t sell will work. Give away something that fits with what you sell. For instance, if you have a bookstore, cook up a recipe from one of your cookbooks (hopefully a recipe you can make in-store in a crockpot so the delicious aroma permeates your place). A pet store might give out free pet treats. If you sell furniture (with a fabric care product), offer a messy treat and invite people to sit on your couch. Then show them how easy it is to clean. Talk to the Chamber Your local chamber probably receives a lot of visitors. Let the chamber know you want to increase foot traffic to your business. They may be able to send you referrals. Perhaps they have an event coming up that could help you increase visits. Make sure you tell them the type of audience you want to attract. Here are a few additional ideas to increase your foot traffic: 1. Improve your curb appeal. 2. Ensure your storefront is spotless, windows are sparkling, and any outdoor signage is in top condition. 3. Create interesting window displays that change regularly to draw people in. Use bright colors and unique props. Highlight your bestsellers or new arrivals. 4. Use a sidewalk sign with a clear and enticing message, daily specials, or promotions. 5. Bring your store outside. During good weather (and assuming your city allows it), bring a few items outside to catch the attention of people walking by. 6. Make sure your store is well-lit inside and out, especially in the evenings. You don’t want to lose possible customers because they think you’re closed. 7. Team up for joint promotions. Cross-promote each other on social media or host a small "block party" event. 8. Offer a free class or demonstration (if your products lend themselves to it), such as a quick tutorial or a hands-on/making class. 9. Participate in farmers' markets, craft fairs, or community festivals. 10. Complete your Google Business Profile ensuring it is up to date with accurate hours, photos, and contact information. Encourage customers to leave reviews! 11. Run simple contests or giveaways on social media to increase engagement and attract new followers. 12. Offer free Wi-Fi to encourage people to linger in your store (or perhaps work there). 13. Play appropriate music to set the mood. 14. Use a subtle, pleasant scent to enhance the ambiance. Avoid anything too perfumy. 15. Ensure your store is easy to navigate and products are well-organized. Clutter and crowded aisles are not inviting. 16. Acknowledge each person who enters your store with a friendly greeting. 17. Offer assistance without being pushy. 18. Ensure your staff is knowledgeable, friendly, and provides excellent customer service. 19. Set up a comfortable seating area to encourage people to stay longer and browse. 20. Provide a charging station. It’s a welcome bonus, especially for visitors. 21. Offer water, coffee, or tea to make customers more comfortable. 22. Add an Instagrammable item. Some people lead an Insta life, and they want to show their followers all the interesting things they’re doing and places they’re exploring. Create cool photo backdrops in your business to become a stop for them. By implementing these ideas, you can create a more inviting and engaging shopping experience that encourages people to visit and return to your store.
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