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Search, Social & Local/Mobile Continues to Drive SMB Marketing Opportunities
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If ever there was a good time for bootstrapping SMBs to grow their customer bases on a budget, this so-called recession the US is it. With a growing number of ‘self-serve’ options now available from search engines, social platforms and third party vendors, it’s easier than ever to get your business in front of valuable customers online. All it takes is a little know-how, and pouring blood, sweat and tears over your keyboard.

Ok, so perhaps it’s not that simple in reality. As with any entrepreneurial endeavor, there are still headaches that come with digital marketing, and there is still value for a small business to outsource some tasks outside their capabilities and comfort zone. The key is just knowing which ones, right?

The good news for the creative small business owner is that investing time and/or resources in search, social and other forms of digital marketing is paying off in dividends, and the trends look positive for continued growth.

Powerful predictions and compelling stats have come out of the last several BIA/Kelsey research reports and SMB Digital Conference events, indicating that small businesses are willing to invest even more in the coming year:

  • SMBs will spend 1/3 of their marketing budgets on digital media in 2013; up from 20% in 2010.
  • 40% of SMBs expected to increase their digital spend in 2013.
  • 57% of SMBs are monitoring customer comments online already; 17% plan to start.
  • 52% are utilizing Facebook pages; Only 21% are on Google Places (now Google+Local) – staggeringly low when you consider the impact of Google Search.
  • Only 20% of SMBs surveyed are currently using mobile marketing and more than 50% haven’t heard or don’t know that much about mobile strategies.

The last point is a critical one; do you how many potential customers are actively using mobile devices to search for information about businesses like yours? How are you planning to reach those customers?

Don’t be too quick to dismiss this growing segment based on age or other stereotypes. Sales and usage figures for smartphones and tablets indicate continued mobile growth across all demographics, and there’s no sign of it slowing down anytime soon. According to a February 2013 Nielsen report, mobile activity now accounts for almost 40 percent of time spent online. You may even be reading this on your tablet right now!

Where are SMBs spending marketing resources?

It is interesting to note that small businesses are using twice as many marketing channels than they were 5 years ago, and that does present quite a challenge for SMBs with limited resources to manage multiple media platforms. But there is also opportunity in this challenge, to select just a few key channels and concentrate on using them well, or better than your competitors at least.

In the chart below, there are several areas ripe for increasing your online marketing efforts – namely, email, Google+ (formerly Places), video and online banner advertisements.

The adoption rate of Facebook pages by small businesses is impressive, though success here will ultimately depend on the nature of your business. Not that many fans actively engage with a local plumber for example.

MediaUsedforAdvertisingorPromotion

Source: BIAKelsey, used with permission via Search Engine Land

What you can do for free or on a limited budget? 

  1. Set up a Google+ page for your business. This can significantly increase your visibility in search results. Be sure to include accurate and relevant details – proper business name, phone numbers, hours, website address, etc. Post updates at least weekly or monthly, including special event announcements. Similarly, set up your official listing in Bing.com Places for Business.
  2. Create a Facebook page for your business. Invite existing customers or partners to engage with you there. Be active, post more frequently.
  3. Use a reputable, 3rd party listing service such as Universal Business Listings or Yext to disseminate basic business information to multiple secondary platforms.
  4. Learn the basics of SEO to help you prioritize website requirements, but don’t get too hung up on specific keyword rankings. Think of SEO as just one small part of your overall marketing strategy. Look for free / low cost online marketing seminars or in person workshops hosted by local SCORE chapters, chambers of commerce or other local business organizations.
  5. Focus on your bottom line and set meaningful success metrics for all your marketing activities, focusing resources on those which translate into more calls, more sales, return customers and deliver increased ROI.

What you can do with a slightly larger marketing budget?

  1. Invest in making your website mobile friendly; your business may not warrant its own mobile app – but you do want to make sure customers can find the information they need quickly from any device.
  2. Test a variety of advertising platforms – paid search, display, yellow page and local directory listings to see what drives the most calls, clicks or sales to your business. This may be one area to onboard an advertising specialist or consulting agency.
  3. Focus on building customer retention and engagement through social media, email marketing, loyalty programs, CRM systems and customer service.
Elisabeth Osmeloski - Director of Audience Development, Search Engine Land & Marketing Land
Elisabeth has been in the search marketing industry since 1999, and currently works for two of the leading trade publications in the digital marketing space. She is also co-founder and President of SLCSEM.org – a local professional association for online marketers.
MarketingLand.com | SearchEngineLand.com | @elisabethos | More from Elisabeth

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4 Digital Dangers That Can Zap Your Bottom Line
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As a small business owner, you’ve probably heard about the dangers of cyber crime. You even may have taken some steps against IT threats, like installing anti-virus software. You know your company isn’t 100% protected, but it’s probably reasonably safe … right?

Wrong. Despite growing awareness, the cyber crime problem has reached massive proportions. Internet criminals stole more than $500 million last year, according to the Internet Crime Complaint Center. And they’re increasingly targeting small businesses, many of which have limited IT resources.

Cyber thieves are continually coming up with new ways to infiltrate your business, and their methods are evolving quickly. Here are four particularly harmful trends you should know about:

1. Spear phishing

You’ve probably heard of phishing: a scam initiated over email or social media to fool you into handing over personal or business details. Until recently, cyber criminals tended to send identical messages in scattershot fashion. But this approach is losing effectiveness as the public grows wiser, so they now launch more targeted attacks: “spear phishing.”

These messages are likely to address the victim by name and appear to come from a familiar source: a friend, colleague or other trusted insider. Cyber crooks often comb social media sites to find personal information to customize their attacks. The result may be something like: “Here’s the report we discussed at last night’s meeting.”

A solid firewall can help protect you against spear phishing, but you also need to educate your employees. Instruct them to never provide sensitive information like passwords or bank account numbers over the Internet, no matter who they think has contacted them. If they must do this in the course of business, create a list of trusted recipients and show them how messages from these sources typically appear. Also tell them to never open unsolicited attachments without calling the purported sender to verify.

2. Mobile malware

As the number of smartphones explodes, so has the use of mobile apps. Cyber thieves have picked up on this and now use apps to spread malware. Given the growing importance of apps to small businesses, it’s crucial to help ensure the ones you use are safe.

The most common form of mobile malware is spyware, which can steal critical data like financial information and business secrets. It also includes SMS-based Trojans, which send text messages to premium-rate numbers through your phone account and run up huge bills.

Owners of online app stores try to identify and get rid of bad apps, but you must remain vigilant, too. Before downloading an app, check the reputation of the developer and review user reports online. Also look at how many times the app has been downloaded — a small number may signify a problem with this piece of software.

3. Ransomware

This kind of malware does what it sounds like. Cyber thieves essentially hold your data for ransom, encrypting files on your company’s hard drive and preventing you from accessing anything until you pay for a decryption key. Some common types of ransomware display messages that seem to come from the FBI, saying the user has violated federal law (by downloading pirated software, for example). To unlock the machine, the user is told to pay a “fine” with a prepaid money card or online transfer.

Like other forms of malware, ransomware is installed when you open a harmful email attachment or click on a malicious link. Besides avoiding these actions, a way to help safeguard your data is to back up your files to an online service. This way your company won’t be shut down by a frozen hard drive. You might also want to move some business operations to the cloud, since cloud service providers tend to be better protected against attacks of this sort.

4. Botnets

A botnet is a network of hundreds or thousands of computers infected with malware. These “zombie” machines are linked in a rogue network used to send spam emails, steal business information or launch ransomware attacks. If your computer is unusually slow or crashes frequently, it may have been snared by a botnet.

To avoid this, follow best security practices like keeping your anti-malware software updated and running in the background. Also install a strong firewall and configure it to let you know whenever a program or process tries to access your system.

The more alert you are to computer security challenges, the less likely you’ll experience a crippling attack. Still, don’t assume cyber thieves will overlook your company just because it’s small. At the end of the day, strong security practices are essential to helping protect your bottom line.

Tom Hughes - VP of Small Business Product Management, AT&T
Tom leads a team responsible for developing bundled solutions for small/medium businesses, driving IP conversion, & managing AT&T’s Fiber to the Building Program. He has a BS degree in Engineering Mgmt. from Missouri University of Science & Technology and an MBA from St. Louis University.
att.com/smallbusiness | @ATTSmallBiz | Facebook | More from Tom

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