Google for Small Business

Google is the market leader in online search and is becoming the market leader in FREE tools for small business. Watch the presentation on how to get started with Google.

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Attention Deficit Disorder (ADD) is a constant battle online. I call it "Shiny Object Syndrome". It is so easy to lose focus these days and bounce from one great idea to the next before we have fully executed on the first great idea.

That's why we need a plan that follows a the path to success. 

Decades ago, business owners had it easy - they weren't dealing with the rapid and volatile change we deal with today.There was a strategic, focused way of managing a businesses that you may remember - the 4 P's.

The 4 P's, aka the "Marketing Mix", is a combination of four marketing ingredients that you must constantly balance and control when running your business.

The 4 P's are still relevant today, and we have a bit of an update to applying them to the eCommerce Business:

Product

Offering static, cataloged products no longer wins the race. With comparison shopping sites and huge online stores like Amazon, how do you compete on Product alone? Google has changed the way we buy online and your customers now start with the goal in mind (a product), then choose which supplier to buy from.

If you're selling eProducts or online services then you still have the power to innovate and stay ahead of the game, but if you're selling tangible goods you need to be offering a valuable experience AND proving your credibility.  Here are a couple of proven techniques to demand credibility:

1. Allow customers to offer feedback with comment forms on blogs, announcements and products. This builds online credibility for your next round of customers to see, making them feel more comfortable doing business with you.
2. Offer a public forum where customers can discuss what they like/dislike about your product or service. You can always moderate the forum if you are concerned about negative feedback.
3. Give your customers individual, personalized attention through exceptional customer service.
4. Prove that you're an expert by creating content & educating you customers about the products.Give customers detailed photo galleries, videos, specifications and anything else they won't find in a "bricks and mortar" store.  Customers crave information in their quest to become more informed.

Price

Competing on price is a hard battle to win.
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Have you noticed that it's deeply ingrained in North American society to define ourselves and others by what we do and who we work for?

 Conversations with strangers are sure to almost always follow these 3 steps:

1. "Hi, I'm Charles. What's your name?"

2. "John.  Nice to meet you.  How do you know the host?"

... Uncomfortable Pause ...

3. "So, what do you do for a living?"

and that's the Bus-stop / 1st-date / Distant-relative / Networking variety of conversation. Mind you, when you go to 'networking' events you can often dispense with step 2 altogether!

True Story..
The other night I'm talking to an older gentleman, a distant relative, at a family gathering and the inevitable question popped up.  What are you doing now, Charles?

"I'm the Director of Online Marketing at Keel & Rudder, an online sailing store" I unashamedly respond but at the same time secretly wishing I was a respectable banker with Goldman Saks. (not)

"Keel and What?!?! And what exactly does a 'Director of Online Marketing' do??" the old Uncle interrogates me suspiciously like Colonel Klink would...

Here's the answer in blog post format for easier digestion:

Basic Marketing For Your Online Store

The first image that comes to peoples minds when they hear the word 'Marketing' is flashy prime-time TV ads for some large Corp made by people who take extra long lunches with international ad agencies and never seem to do much that's actually useful.

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This is the first Post for The eCommerce Blog from Sales and Marketing Automation. 

Our mission with this blog is to promote eCommerce Best Practices to Small business owners. We will be including topics that relate to building eCommerce Sites, marketing eCommerce Sites and managing eCommerce Sites.

We are not sure where this journey will take us but the general direction we are going to set out on is to expose the tricks that make successful sites sell.

We will discuss topics like eCommerce Technology, SAAS, Email Marketing, Internet Marketing, Blogging, Content, Conversion, Customer Automation, and more.

I will be the main contributor to the blog postings, and all of our contributors will some how be related to BigTurns Business Systems, an eCommerce Consulting Company with an eCommerce Platform for sale and a team of eCommerce Consultants.

I Hope you like it.  Read More

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