Every piece of software, office equipment and service that you purchase for your business is a shopping experience:

1. How did you find the item or the service?
2. What did you compare it to?

You have a certain type of shopper’s behavior — the same is true for your potential clients.

The question is: What are their shopping habits and how can you become a more integral part of it? When making the most of your clients shopping experience here are two new behaviors to consider.

#1: Quick Mobile Searches 

As long as the mobile internet connection is strong, then it’s nothing to whip out that smart phone and run a quick online search for the item you’re interested in. I do it often, especially when I’m out with family, clients, or friends (that’s just about everybody). While they talk to the sales associate, I search and discover other locations and prices for the same item. Of course, price isn’t the only factor (and often times its not even the primary one) in a purchase (customer experience goes a long way).

But here’s the deal: as we put our cell phones to greater use, your mobile web presence becomes more important to your business.

Can shoppers discover the right kind of information about you on the spot (i.e. location, reviews, price range, hours of operation)?  Do you have a web presence and is it mobile friendly?

#2: App Savvy Clients

In “5 Internet Marketing Predictions for 2012” Susan Payton laments about our inability (in the U.S.) to use our “phones to pay for things.” Since mobile spending is fun when you can find the right app, I understand her complaint (and I’m excited about her prediction that there will be “more effective apps in 2012”).

One of my favorites, so far, is the Starbucks app (new to me). It tracks your gift card money, so no matter how many cards you receive for your birthday they’re all logged into the same place (once you set it up).

It also tracks your purchases (as long as you use the app or the gift card to pay). It gives you points and rewards (like free soy milk, free refills on certain drinks) that’ll keep you coming back for more. It’s a smart and fun little app.  I like it so much that I found myself at the grocery story trying to pay with my cell phone (didn’t work).

The Exceptions May Be Your Clients

It’s true that everybody doesn’t have or even like Androids, iPhones and Blackberries — I know some people who still prefer a simple flip phone. So before you go out and spend money on designing an app for your company, check your market.

1. Who do you serve?
2. How do they usually find you?
3. And how do they find other businesses and services similar to you?

If they are heavy smartphone users, then it’s time to set up that mobile friendly website and start brainstorming about that app; of course, it has to smart, easy to use and fun or it’ll just get lost somewhere on your phone (you know that place where glitchy apps go to die).

The Point

Internet connections for cell phones are stronger.  Shoppers are mobile and more tech savvy.  Is your web presence in front of this trend? Behind it? Or Missing in action?

Mobile Device shopping Photo via Shutterstock

From Small Business Trends

New Shopping Habits: When Your Clients Go Mobile

It Costs You Time

It takes effort to learn how Twitter, Facebook, Google+, or Pinterest works. And it takes effort to consistently engage. But does social media carry a big enough blessing to warrant the time-cost and the learning curve?

In “The Explosion of Social Media: Blessing or Curse?” John Mariotti, CEO of The Enterprise Group, points out several concerns with social media including the idea that “nothing will ever be truly “private” again once posted on these hugely popular social media sites.”

But for businesses who came to share images, stories and information that relate to our clients and the relevant product or service that we provide — social media should be a different story. Social media isn’t the place to argue with your family, curse your employees or boss, or complain about all the other people and clients that you work with.

The business owner comes to play — you need to have a little fun with it or you won’t come back with a purpose. If the focus for using social media engagement is clear and the strategy is strong, then the outcome could be productive.

Ivana Taylor. Founder of DIYMarketing and contributor here at Small Business Trends, says:

“Social media marketing emphasizes personal voices inside brands.”

People want to meet a real person, but what do they need to know about you and your brand?  If you decide to tweet, and that social media is more of a blessing than a curse, here are two resources by Ivana to help you get clear about the type of conversation you should be having on these sites:

If You Don’t Get Social Media, Here’s What To Do About It

Ivana provides a simple strategy to social media explaining that you should “think of social media applications as rooms at an event….Walking into any social media space is like walking into a bar.” Some conversations you overhear, some you become a part of and other later you join other groups. If need a little help focusing your voice on social media, the tips in this article can help.

How to Use Pinterest in Your Small Business

Why does Pinterest matter? In reference to a study by Hitwise Ivana says it’s the 17 million+ visits a week and the  72 minutes the average user spends on the site. To help you make the most of Pinterest she gives you a breakdown of what Pinterest is and creative uses for your business as well as what not to do. Ivana also answers the question of which comes first – Twitter and Facebook or Pinterest?

Social Media Photo via Shutterstock

From Small Business Trends

To Tweet or Not To Tweet, Social Media: A Blessing And A Curse

It takes time to convey your dream and your standards for taking care of clients. And some of us truly believe that no one can do it better than we can. Well, it’s probably true for certain areas of your business but not all of it.  If you’re awesome at sales but you do all of your own administrative work, chances are there’s an administrative wiz right under your nose.

You need a team and if you have a team, they need some management.

Teams Cannot Train And Manage Themselves 

Even the smartest group requires clear standards and leadership (and micro-managing is not the same thing as leadership). Managing your people takes time on the front end, but it creates momentum on the back end.

With a well-chosen and well-trained team you can move faster, be in more places at once and serve more people. It’s like a new computer — it takes time to set it up, to transfer your data and to learn how to use the new features, but once it’s ready to go, you can NOT imagine handling business without it.

Management boils down to one basic standard.

Make It Hard For Your Team to Mess Up Or Miss Out

You want your people to get the message and take action. It’s not about “I told you so” or a litany of “what’s wrong with those people.” It’s about results.

To get the desired outcome, leave a trail that reinforces your core message. Tell your team what you expect from them in multiple formats.  Say it in the initial training/orientation.  Reinforce it in the ongoing staff meetings by role playing and other hands on experiences.  Use well placed signs around the property or well timed emails to your team. This allows you to use visuals to reinforce your message.

And then follow it all up with consistent consequences and rewards.

Give Your Team A Reason To Care As Much As You Do 

This requires some brainstorming up front (with your leaders, mentors and management experts). Find the kind of rewards that gets the response you want.

Finally, monitor the impact. You can’t just delegate and assume it’s done, you have to inspect the work. For the busy small business owner who tends to forget, put a reminder in your smart phone – 3 hours, 3 days, 3 weeks later a little note pops up reminding you to ask for the sample that Mark created (or was supposed to create).

Two Things Are At Work Here

Each team member has a responsibility as well as the space and opportunity to excel without being micro-managed. They also have a check and balance and a deadline.

Teamwork Photo via Shutterstock

From Small Business Trends

Team Building: Getting the Message Across Without Micromanaging

Do you give yourself room to think and operate outside the box? 

Do you socialize with creative others in your industry? Being around your contemporaries can awaken a competitive and creative spirit in you. Directing that energy, just may inspire a new idea.

If your life revolves around going to work and coming home and going to work and coming home, then you’re breathing the same old stale air.

Stop.

Go for a dream walk.

Go help your mentor do something.

Reinstate date night with your mate.

Hang out with your kids — they’ll love you more for caring about what they care about, plus inspiration may find you on the way home. Children have inspired all kinds brilliant and profitable business ideas including Jibbitz — the little inserts that kids use to decorate their crocs.

Do you have wild and mad brainstorming sessions with your self? 

If you don’t give yourself room to be creative, then it’s hard to pass on what you don’t have.  Pull out that big over sized pad and start writing down your ideas. I don’t care how wild it is, put it on the board, you can filter later. For right now, just let it flow.

As Anita Campbell, Founder of Small Business Trends, states in “Are Your Employees Scared To Innovate?“:

“You can’t expect employees to innovate if you’re not thinking creatively yourself.”

And how you spend your time can play a big roll in your creative process.  John Mariotti gives some key advice in “When Your Career Is Over, But Your Life Isn’t.” In reference to retirement John says:

“Start with a plan…based on reflection about what you like to do…know how to do…or would like to learn.”

It holds true for anyone trying to shake up their status quo. Do new and interesting things centered around “what you like to do…or would like to learn.” Make room for change and creativity in your own life and it will show up in your business.

The by product of a creative environment is an inspired team that represents you well, even when they’re off the clock. In “Small Business In America: 10 Years After 9/11“ Susan L. Reid highlights the idea that being active and visible within the community creates stability. While that’s true and great for the city, that visibility is also good marketing.

This is more than staging events (which is important), it’s real and abiding relationships within your community around causes that matter to you,  your neighbors and your business — for that to happen your team has to get involved.

It’s funny what a little spark can do. Inspire yourself. Inspire your team. Let your team inspire each other (and you). Become active. Become visible. It’s a natural return on investing in a creative environment on the clock.

Spark Photo via Shutterstock

From Small Business Trends

It’s Funny What a Little Spark of Creativity Can Do

It’s all marketing.

After reading Lisa Barone’s article about how email remains king for promotional messaging and reviewing the new survey from ExactTarget that she referenced, I am left with one key thought (the same one I had before reviewing the survey):

There is no marketing miracle. 

This is what I mean.  Launching a FaceBook page is not a marketing fix for your company — it’s just a first step, as is any other marketing medium.

According to the ExactTarget survey, email is the preferred channel for personal written communication as well as permission-based promotional messages. But you can’t just take that and run with it.

What age range do you serve? How is your message packaged and delivered? How urgent and how interesting is your message? All of these questions should impact your marketing behavior.

There is a place for email marketing, text messaging, post cards through the mail, Facebook Fan Pages and commercials. But ultimately it’s about the marketing mix based your audience and your message.

Quick Take Away

Email is far from dead. And while direct mail is not as popular as it used to be — it has its place. According to the survey email and direct mail may be a great way to:

1. say “thank you”
2. receive promotional messages
3. ask for customer feedback via surveys, polls and questionnaires

At the end of the day, it’s always about focused effort. Instead of spreading yourself thin with a little bit of effort in every marketing outlet that you hear about, consider email marketing as a base for communicating with your customers and then add from there.

Slice Business Photo via Shutterstock

From Small Business Trends

No Matter How You Slice It, It’s All Marketing

In “How To Differentiate Yourself Using Online Communities” Ivana Taylor identifies private online groups as a way:

“. . .to interact with people who are like-minded and who share an interest in a specific topic.”

These communities are different from social media which can be “too expansive.”  The goal of your niche community can simply be to “create a way for customers to talk to each other.”

Ivana says, it gives you customers room to “share ideas, strategies and best practices.”  If you’re thinking of  creating a niche group, then check out her article for the other 4 ways to use online communities in your business.

If You Decide to Move Forward, You Need A Plan

In “The Power And Pitfalls Of The Niche Online Community” Yvonne DiVita says, “communities exist to bring people together.” But that’s not always the case. If you choose to create a niche community for your customers, vendors and other like minded people to join, then like everything else in your business, it has to be managed.

Yvonne mentions 8 things to help you keep your niche community on track including the creation of documented standards and rules of engagement. She suggests that you:

“Let community members know what’s expected of them. Outline exactly what is not allowed. Tell members what will happen if they abuse or ignore the guidelines.”

Clear and Upfront Standards Save Headaches 

If you decide not to follow the niche online community route and stick with social media as we currently know it, then Anita Campbell, Founder of Small Business Trends, lists “9 Easy Ways You Can Use Social Media To Inspire Innovation.” She suggests that you shift your thinking about it” and start paying attention “to ways social media can inspire.” If you choose to listen in on the conversations about your company, competitors and industry as a whole, then “you’ll notice new ideas.”

I think this tip is something that time-strapped business owners can use. Make a point of entering the room (so to speak) at least once a week.  If you’re not in that room — participating in social media at least a little — then you can’t overhear the conversations that take place. And if you don’t overhear those conversations, you may miss the spark — the inspiration that comes for engaging.

Social Community Photo via Shutterstock

From Small Business Trends

Niche Communities, Social Media and Community Attitude Adjustments

In “Let’s Quit Complaining And Appreciate What We Have” John Mariotti says:

“. . .that we whine and complain instead of. . .taking action.”

Whether or not you agree with what John has to say in the article, there is something to be said for mindset in the face of a problem.  Og Mandino, author of The Greatest Salesman in the World, says that:

“All my problems. . .in truth are great opportunities in disguise.”

For some of us, the disguise is too good and we can’t see past it so we miss the opportunities. But what if we lived and handled our business like Napoleon Hill, who was correct when he stated:

“Every adversity, every failure and every heartache carries with it the seed of an equivalent or a greater benefit.”

We face challenges daily and we have access to all kinds of solutions. It just depends on how you look at it.

Have You Ever Discovered . . .

The perfect product or software, became excited about it and were ready to buy it, only to realize that it’s priced out of your range? At your current stage in business you simply could not afford to purchase it.  So what do you do?

• Some give up and go back to doing things the way they always have.
• Some keep looking because they know there has to be a solution for businesses like theirs.
• And then there’s that group that creates the affordable answer and sells it to groups #1 and #2.

Where others see problems, the savvy business owner sees opportunity. It’s all about the mindset. After all, businesses are just solutions to a series of problems.

Innovation Begins With The Way You Think 

Referencing an article from The New York Times, Anita Campbell, Founder of Small Business Trends, in “Small Business Innovation Lessons From 3 Big Companies“ highlights things that we can learn from Google, GE and DreamWorks.  They are simple nuggets to pull into our own businesses, but the best advice won’t work for you if the thinking doesn’t change.

We’re responsible for our mindset. It’s our job to evaluate (consistently) and update (when necessary) the way we think.  Tragedy has a way of shaking things up, but what if you created your own shift — so to speak.

Laurel Delaney in “How To Become A Winner, And Stay A Winner” says that among other things:

“Winning streaks are characterized by truth-telling.”

A healthy dose of the truth can do wonders for your creativity and drive to find new solutions.

Find Out What Your Clients Want

They will tell you the truth if you ask the right questions and just pay attention.  If you’re the owner with a big staff under you, then get back on the ground floor for a few days. You need to get eye level with your clients and your team. There’s no telling the type of problems and solutions you’ll uncover.

You were driven and stirred up in the early days of your business. Use the direct engagement to wake you back up. But don’t stop there.  Pursue the company of successful others. If you’ve been going it alone in your corner of the world, then become a part of a community that’s making waves. Just being in the same space may get you inspired again or lead to a new idea.

For leaders, maintaining the focus and fanning the flames is a big part of the job. If you become dull, your team will eventually follow (or leave).

Thoughts Photo via Shutterstock

From Small Business Trends

Thoughts Are Things: Are Yours Good For Business?

When you know that you:

1. “have to” build your business in order to get your solution to the world (and pay your bills doing what you love)
2. “have to” sing your heart out in order to stay on the show (and continue to pursue your dream)
3. “have to” improve your communication skills in order to keep your job

Then you do the work and you tend to find all kinds of creative and effective solutions.  But when it’s just a wish or a passing thought, then you might not do it. And your team is the same way. Only the things that they/you/we “have to do” get done.  So what do you do about it?

Create an environment where you “have to do” the things that you say you want to do. Create that environment for your team as well.  Deadlines and time sensitive rewards can establish an action culture among your team members. But also pay attention to the way they think and make the most it.

Here are 3 kinds of thinkers to watch out for:

1) Dream Thinkers

We say you have to “think outside the box” in order to innovate, but for dream thinkers it’s possible that there never was a box and never will be.  They think across lines and ideas in any industry is fair game to them.

For this person the sky truly is the limit. It’s the kind of mind that creates other worlds in movies like Avatar or Star Wars, or fresh ideas on work environments, team management or product development. But new worlds are not created by dream thinkers (or dream thoughts) alone.

2) Critical Thinkers

The kind of person that tears an idea apart, and then rebuilds a better version of it is a true problem solver. In business if you intend to be effective, then you have do more than discuss all the reasons why it doesn’t work.  The next step is to do the work to solve those critical concerns.

An effective critical thinker forces your business dream to face reality which all dreams have to do at some point. It’s up to you to use that reality check to test and improve on your idea, and to push your team to participate in that process.

Reality checks are a good thing, unless you allow the next type of thinker to take over.

3) Fear Thinkers

Fear Thinkers are often driven by the pain of potential failure and the uncertainty of the unknown. But let’s back up a minute. Fear is a common emotion that most of us experience repeatedly, especially as we a face the risk and excitement of the new or the unknown. But the goal is to use fear as a warning sign and an opportunity to get ready and to improve your product or skills.

The issue is when the fear controls your decisions. It’s a problem when the fear manages your life and your business, instead of you managing the fear.

When it’s time to stretch ourselves — to expand our dreams — to try something new, we feel the fear. But the dream thinker in you (and on your team) believes you can do it anyway. The critical thinker within (and on your team thinks you better weigh the facts and get ready. The fear thinker is fine with things the way they are.

Understand what you’re dealing with and keep it moving. After all, your dream, your business, your team won’t build itself.

The Thinker Photo via Shutterstock

From Small Business Trends

Tear It Apart And Put It Back Together Again: Critical Thinking

According to Susan L. Reid in “Why Positive Affirmations Can Be a Business Liability,”

“People don’t succeed with their business simply by staying positive and thinking good thoughts.”

You Have To Get Your Hands Dirty: Do The Work

Wishing just doesn’t build businesses. Susan gives 3 tips to help you move beyond the affirmation. And once you’re ready for action why not start with a little marketing strategy.

After the personal pep talk, it’s time to get moving. In “Match Your Marketing Style to a Killer Marketing Strategy” Ivana Taylor helps you promote your business online according to your communication/marketing style.

Are you an introvert or an extrovert? Ivana gives a quick plan for each. And if you’re like me, you walk that middle road personality test after personality test, then take tips from both sides.  The point is to get unstuck by playing to your natural communication style. Grab what works and implement one at least one this week.

And here’s one last thing to consider.

Take action, But Don’t Hurt Yourself

In “Are Big Companies Better Innovators Than Small Ones?” Anita Campbell says,

“With limited resources in staff and financing, getting a new idea off the ground can be far more difficult and take longer than it does for a big company. And, since small companies are typically obsessed with saving money on legal fees, they may skip key steps that are essential to protect their ideas.”

I understand that small business obsession to save money, and while it’s true that resources don’t run as deep inside small companies as they do in corporations, what we can “afford” — on some level — is governed by perception. Ultimately, we can “afford” whatever we have to.

It’s just a matter of understanding the benefits for expenses like legal fees, the cost of marketing, staff training and better customer service.  Once you get the value, you can always find a way to make it work.

Say what you need to say to keep yourself inspired, but do what you have to do to keep yourself moving forward.

Dirty Hands Photo via Shutterstock

From Small Business Trends

Say What You Need To Say And Do What You Have To Do

According to a study by Leadership IQ 46% of new hires will fail within the first 18 months but 89% of that failure will happen because of attitude — not skill. When it comes to being employed, the ability to fit the small business culture and communication style is important.

But what about the leadership?

The 3-year Leadership IQ study included more than 5,000 participants and focused on employee attitudes. But in the business setting,  small business owners ultimately have to answer to THEIR employers:  the clients and customers.

I can’t help but wonder about those small businesses that do things to get themselves “fired.” After all, clients can and do move on.

Here are 2 quick attitudes to watch out for — attitudes that you and your team may be exhibiting, whether you realize it or not, that could get your small business fired:

1) An Attitude of Irritation

You work to get the client, but you undercharge them and now you’re irritated. Or you agree to do work outside of your core skill set and you get the job, but now you’re irritated because you have to do extra work in order to make good on your promise. Or you’ve built a business around something that you’re good at but hate doing, and now you’re irritated.

If you don’t do something about this attitude of irritation, it’s going to bleed out. And eventually you’re going to take it out on your team and/or your client — in small or big ways.  Or your team will sense it and start exhibiting the same irritation.  At the core, your clients like to work with people who are great at what they do and passionate about it. Do the kind of work that makes it easier for  you to be that kind of person.

2) A Cavalier Attitude 

If you and your team lack the proper concern for your client, then there is a problem. This is how clients see it:

“My business should matter to you as much as it matters to me or you shouldn’t keep my business.”

And while some unhappy customers and clients leave quickly, others hang around while they passively look for different options. And when they eventually find another option, they’re gone. In other words, your clients could be halfway gone and you don’t even know it.

Stay ahead of your clients by out-caring them. The key to this is:

1. doing work that you’re passionate about,
2. working with clients that you believe in, and
3. choosing to care more and serve better.

With that combination you can be true to yourself and your clients — and that makes for a happier life and business.

Cartoon credit:  Andertoons  (backstory about “being fired” cartoon here)

From Small Business Trends

Can Attitude Get You Fired? Two Attitudes to Avoid