Few things add to the character of your kitchen like butcher block.  A chunky “slab” of wood, you can chop on it, gather round it or serve hors d’oeuvres on it – it’s a fine enhancement to any counter space.  And like a premium wine, butcher block only gets better with age.

As you know, ODX Fusion is not in the business of Butcher Blocks.  We are in the business of helping other small businesses market their products and services online.  So when I purchased a gorgeous piece of block online and was treated with incredible customer service above and beyond what was expected or deserved, I was compelled to begin the “Just Doing it” series with a 2-part post based on the experience.

You see, many small business owners think they’ll put up a website and let it make money for them.  Unfortunately we all know that’s not the case.  It’s hard work, a few sleepless nights and a lot of trying new strategies to find out what works.  Above all, it’s customer service.

Here’s how it all started…. My wife and I decided our kitchen island would look great with butcher block in place of the island countertop.  After searching the internet for Butcher Blocks, we combed through the results and made our selection based on the ability order the exact size, finish and edging.

We contacted the folks at The Butcher Block Top, sent our measurements and after custom building our butcher block, it arrived a few days later.  Excitedly, we unboxed a very solid, quality crafted butcher block and set it atop our island to have a look.

It didn’t fit.  Well, it fit, but only just – no overhang, just a beautiful accent sitting squarely atop our island and not what I had in mind at all. Surely they’d made a mistake and sent me the wrong size.

Frustrated, I checked the measurements I emailed the company only to realize The Butcher Block Top company sent me exactly what I had ordered – in fact a perfect measurement of what I had ordered.

But I had measured wrong.

I was crushed.  When my wife suggested I call the company and ask what our options were I assured her we were stuck because it was a custom piece.

My wife never listens to me, let’s understand that. She called the The Butcher Block Top company anyway and the co-founder Shirley Keele answered the phone.  Yes, you read right, the co-founder answered the phone.  From the beginning, Shirley never made us feel like I had made a silly mistake and instead felt horrible that we’d received product with which we weren’t ecstatic.

Shirley was so determined to make sure that we received the butcher block of our dreams that she took our new and correct measurements and placed the order and then arranged for return shipping of the original block.  That was about 2 weeks prior to this writing.  The new block will be here in a few days!

The point of the Part 1 of this post is that it would have been easy and even understandable for The Butcher Block Top folks to apologize and say there was nothing that could be done – I mean, this was custom built for us.  Easy to tell me my dumb mistake cost me good money and advise that I was out of luck.  After all, they’re in Arizona, I am in New York.  Not likely I would show up and raise a raucous or picket outside their store.

What Shirley Keele and The Butcher Block Top company told me was that whether or not they ever actually meet me, they value me as a customer, appreciate my business and want me to be overjoyed with their product.  Not in words, but in action – and that’s the very definition of customer service.

If you’re looking for butcher block, visit The Butcher Block Top and see Part 2 of this post to find out how they came to be an ecommerce force with their butcher blocks.  Even better, subscribe so you’ll get all the “Just Doing It” Online Marketing posts!

We’re starting something new.

The purpose of this blog is to help small business owners realize the potential of online marketing through their website, search engine marketing and social media.

Sure, we love traffic.  We love getting new clients.  But this blog is mainly here to answer common questions about marketing online, all in one place.
That said, we decided that instead of telling you how to use the Internet to sell your product or service, we would show you how a real live small business is already “Just Doing It”.

How did they get started selling online?  What were their fears about Internet marketing? Who did they turn to for help with their website?  These and many more questions will be answered so that small businesses realize they’re not alone.

We have our first few interviews setup and are excited to present them to you. If you are a small business owner and would like to be considered for this series, send me an email.

The “Just Doing it” series will begin next week, make sure you subscribe now to catch it as soon as we publish.

We know you’ll enjoy it.

Internet Marketing has caught on like wild fire and every size of business around is leveraging the power of the online marketplace to get their products and services seen.  It’s caught on so fast that many small businesses have been left in the dust wondering what the craze is about.  After all, many small business owners barely have an offline marketing strategy, much less an online marketing plan.

All this means that there are perceptions abound that online marketing is something sleazy.

As I was speaking with a customer recently explaining the online marketing services offered by ODX Fusion, I noticed she cast a wary eye my way.  Sensing her hesitation, I inquired if something wasn’t clear.

She said: “I don’t want to spam my customers with spams. And I don’t want to be a part of any Many Layer Marketing pyramid schemes either.”

While I fought the urge to inform her that the plural for spam is still spam and MLM stands for Multi-Level Marketing I had to wonder: do small business owners really equate Internet Marketing with spam, scams and MLM pyramid schemes?

Unfortunately some do.  While marketing products and services on the Internet is widely accepted and employed, there are people everywhere that don’t understand what it’s all about.  It’s completely understandable as online advertising is still in its infancy, in a relative sense.

And while Spams, Scams and MLM are prevalent online, legitimate Internet Marketing is about being available to your customer online, where ever they may be.

Are your customers using Search Engines to find you? Search Engine Optimization (SEO) or Pay-Per-Click (PPC) advertising may be in order.  Both entail getting listed high in search results for select keywords, whether you enhance your website for search engines or you pay the search engine to list you in a sponsored ad.  Neither is inherently spam.

Do you have customers developing relationships online?  Think about signing up for a Social Media account and engaging them.  Make connections with past, present and potential customers, offer them discounts, personalize your brand.  The most important thing here is to actually “connect” with them.  If you simply send out your sales copy and links to your product or service, then yes it is spam.  Otherwise it’s making “friends”.

Do you offer a product or service that your customers would enjoy learning more about or is your product or service often misunderstood?  Educate the world on your offerings through a blog for your business.  Tell your readers what they need to know to better understand your industry. No spam issue there.

Are there any businesses out there that market to the same demographic but offers a non-competing product?  Ask for a link to your website in return for the same or some other incentive.  With affiliate marketing, you’re helping each other out then and that’s not spammy.

Legitimate online marketing is a myriad of things, but it is not spam, is not a scam and ain’t no Many Layer Marketing scheme neither.

There are so many compelling ways to market your business online, you have to find the online marketing channel that’s right for you, your business and your customer.

What are some of your favorite non-spam ways to reach your customer online?

Don’t forget to subscribe!  Where else can you get this non-elitist-type knowledge for free?

You know Social Media Platforms are great tools to keep in your marketing arsenal.  If you’ve been following along, you’ve looked around at some of the Social Media sites out there, you’ve seen some of the movers and shakers, and you’ve developed a plan or goal for what you hope to accomplish with these great tools.

Now it’s time to:  Participate!  Interact!  Engage!  Make friends!  This is Part Three of Getting Started with Social Media for Business Series.  If you haven’t already, check out Part 1 and Part 2.

Choose your favorite Social Media outlet whether it be Twitter, MySpace, facebook, LinkedIn etc… and set up an account.  Most profile setups are similar in that they ask for your name, a profile name, e-mail, city and state and so on and they also walk you through the process.  Your profile name is what people will see you as, use whatever profile name you’d like, whether it is your business name or real name.  Choose a valid e-mail as this is how the site contacts you for profile validation (to make sure you are not a bot or spammer) and this is how you will be notified of connections made (friends, followers etc…) You do not typically receive unsolicited emails for the site nor do they typically advertise your e-mail to visitors unless you specifically tell them.  There are optional fields on the setup screens, so put only what you want people to see.  It might be a good idea to detail your location, after all you do WANT people to find your business.

There is some debate on what to use as your profile picture, but we recommend using a personal picture, not a logo or product.  Remember, this is about engaging your customer, humanizing your business – not about direct advertising.  Many of these sites offer picture galleries where you can show off your marketing collateral, graphics and logo.  Put a face to your business and use your own picture.  If you require some anonymity, crop the picture to show half your face or some other crafty adjustment, but not so much you are completely unidentifiable as a person (Email me if you need help with this).

As far as layouts go, choose something basic the site provides for you.  The layout is the background look of your profile.  No need to go crazy on customization at this point.  Once you get comfortable using the site, you can revisit the layout and change it at any time.

Once you’ve gone through the setup process, you will usually need to check your e-mail for a message from the site and verify that you are real.  Click the link within the e-mail and you are all set.

Next, work on your profile so people who visit you can get to know you. Upload pictures (people LOVE pictures!), logos too if you like.  Then input some things about you and your business, your hobbies, favorite movies or quotes.  List anything people might be interested in – you’d be surprised the connections you make from weird associations.  I once got a lead from a golfer because we had the same last name and he saw a golfing picture on my facebook profile – two items not included in my overall marketing strategy that a customer used to connect us.

Once the pictures and “About Me” type sections are complete, it’s important to make sure you update the micro-blog as applicable.  Twitter, MySpace and facebook all have these available.  In short, the micro-blog is a limited text area to tell people what you’re thinking, how you’re feeling, cool links you’ve found etc…  Update as often as you like, the more the better!  Be wary of trying to sell here!  You need stay away from pushing your product, services, website or blog and instead talk about you!  It’s fine tell people you posted to your blog or have a special going on here and there, but make sure the majority of your updates are personable.

Here, we’re going to take the first step in connecting with other people.  An intuitive act, and not altogether a no-no, is to add every person you know that also uses the social media site.  Use some caution here:  I have added “friends” from college that like leaving comments about their party habits that don’t really fit with the image I’m trying to portray.  If you have a drunken uncle (we all do) or college friends that might leave a visitor with a bad impression of your business, by all means, don’t add them to your friends.  Otherwise, add people you know – it’s a great way to get started and feel a part of the community.

Assignment

This assignment entails you seeking out those “movers and shakers” you’ve admired thus far and adding them as a friend.  Each Social Network is different: Twitter allows you to follow someone without reciprocation whereas MySpace, facebook and many others require you to request a connection from someone before you’re allowed to view their profile, updates etc…  Don’t be afraid to send a friend request!  We love getting friend requests.  It’s like validation!  For better results, send a message along that resembles:

“Hi, my name is Awesome Aggie and I’d like to connect with you.  The interesting information you provide is great and you really help me out with X, Y or Z.”

Flattery always works, you know that.

Getting acquainted with people you know and some you don’t (yet) should keep you busy for a while.  Shoot me any questions you have and don’t forget to subscribe to this blog so you don’t miss more Getting Started on Social Media for Business tips!

Congratulations!  You have completed your first assignment of lurking in some of the Social Media outlets and you’re ready for the next step!

This is Part 2 in the Getting Started on Social Media series.  If you just got here, see Part One here. 

Here is what we know:

We know Social Media can be a wonderful tool on your marketing strategy toolbox.  With millions of active consumers waiting to hear from you, it’s a no-brainer that small businesses are using it to connect.  However, if your intention is to sell directly to users of these sites, STOP right there!  Spend your efforts on a Google ad or post on Craigslist instead, they are more effective from that standpoint.

Let’s be very clear: Social Media outlets are for connecting.  They’re for sharing information which means GIVING and RECEIVING.  If you have nothing to offer, you won’t be successful.  If you don’t interact with people, they have no reason to create a bond with you.

No matter your business, you have something to share.  If you’re in the knitting business, you talk about what the prices of yarn are expected to reach.  If you have a dog-walking business, you talk about the great doggie parks in your area.  Someone wants to know about what you have to share.  Likewise, someone has to share what you want to know.  See how that works? 

There’s our recap.

With that out of the way, now it’s time to ask yourself one question, a very important one:  What do you hope to gain from Social Media Networking?  Of course you want to boost your brand, but in what way?  For many small business owners it’s to bring traffic to their website or blog, for others it’s to develop themselves or their business as an authoritative source.  For some, they show up because they know competitors are chatting to their customers on these platforms.  All of these are great reasons to get started and using these platforms you can accomplish those tasks.  Whatever your reason(s) for showing up, make sure they’re clear so you can develop a successful strategy.

Assignment

Your next assignment is to continue lurking on Social Media Networks, but this time try to determine what you think each one of your favorite people are doing there.  What are their goals within these networks?  Some are obvious, some maybe not so obvious.  Keep in mind, the folks trying to connect or give value to their customers may be harder to figure out. 

Once you’ve done that, what are your goals?  Do you want more traffic to your website, better qualified traffic to your website, do you want to establish credibility – like we said, there are many reasons, what are yours?

Keep me updated on your progress and feel free to ask questions along the way.  I know you want to get down to business, but this is a very important step.  Next time, we create an account and get talking!

So don’t forget to subscribe to this blog to see Getting Started on Social Media (pt3)!

We know using social media for your small business can seem a daunting task. Stick with us and we’ll get you through!

This is the first post of the Getting Started with Social Media series. It is written with the complete novice in mind so no one is left out. Hopefully by the time the series is complete, you will know exactly how to harness this super power.

The first thing we recommend is getting out there to see what’s going on. “Lurk” in a few of the media outlets (herein called “site/s”) and read a few blogs to get the general feel. Each site is different and caters to a diverse group of like-minded folks.

You may hear people say that Facebook is for college kids, LinkedIn is for snobby professionals, Twitter is for people that talk too much, MySpace is for obnoxious teenagers and bands, StumbleUpon (et al) is for information nerds etc… The truth is you’ll find every kind of person on every kind of site. Often, you’ll see the same people with accounts on multiple sites. There’s nothing wrong with wanting to be connected!

As you navigate through the sites, try to find the people that are doing business. What are they saying? If they’re using the sites correctly, you may have trouble (at first) seeing how it applies to their company. Because social media is not about lambasting anyone and everyone with your advertising, you will see that people are out there connecting with one another, talking about their families, friends, weekend activities etc… You’ll often see a link to a cool site or an updated blog post. Every once in a while you might see a link to a special offer on products or services.

These guys and gals are building a following and developing themselves as credible sources on the chosen topic they represent. They are not greasy salespeople waiting to pounce on your vulnerability.

Assignment

The week had been pretty rushed, but I needed a haircut and had fourteen dollars in cash.  I didn’t remember how much my regular barber charged and I was reasonably certain that $14 wouldn’t cover it.  I also wasn’t sure my barber accepted credit.

So I did what many would do, I turned to my dear friend Google.  After a few minutes searching, I realized my barber didn’t have a website offering the information I was looking for.  Because I was in a hurry, I didn’t have time to:

• Drive across town to find out he didn’t accept credit;
• Find out he was booked;
• Stop at the ATM;
• Open up the phone book

Ultimately, I ended up choosing a barber closer to me with a website listing a phone number and accepted forms of payment that I found in my search results.

If you don’t have a website, rest assured that this has happened to you. That is why I was compelled to come up with the following list on why EVERY small business needs a website:

1. Your Competitor Has One

This is one of the biggest reasons to have a web presence. Without one you’re actually giving customers to your competitor. Even if your site doesn’t have all the bells and whistles, simply having a website is a huge advantage. By not having a website, you alienate every potential customer that uses a search engine to find local business. If you’ve never heard of it, learn about Research Online, Buy Offline (ROBO). This is hot among consumers as more and more people learn the power of the internet.

2. Remain Accessible – Your Website Is “Open” 24/7, Even When Your Business Isn’t

Wouldn’t it be great to staff your business with someone that could answer the questions of potential customers 24 hours a day? You can’t afford to hire a person, but you can afford a website. Just because your hours are 9-5 doesn’t mean anyone that might want to buy from you is on the same schedule. Give your customer the ability to learn about you anytime they want. Last week I uploaded a business card design and ordered prints at 1am. Were you open? Neither was my favorite office supply store, but their website was.

3. Make Sharing Information With Your Customer Easy

With a website, all a customer has to do is come to your page and get information about you. Hours of operation, location and accepted forms of payment are obvious items to include, but what about a list of all the services you provide? I was surprised to learn my (new) barber also offered spa therapy tailored to men. Guess where I found out about it?

4. Remain Competitive

The majority of consumers expect companies with which they do business to have a web presence. Not having a small business web presence gives the impression that you’ve not yet arrived or are not competitive within your market. Current customers may wonder why you don’t have a website for your small business, new customers may never find out you have a small business. Get a website and let your customers new and old know that you are a major player in your industry.

5. Sell your Products

Obvious. Show off your products and give customers information about them that their looking for. Garner their interest and you will be the go-to site for information regarding your type of product or service. A website is an all day, all night salesman. Put it to work for you.

6. Be Found

Another obvious advantage. My (old) barber is in a hole in the wall in a very low traffic area. I was typically the youngest customer in the shop. NO ONE knows about him except the old fellas that have been around for a while. I wonder how they found him. I started going to him when I lived a block away – I would have never found him otherwise. Believe me, you don’t want your neighbors as your only customers when you could have so many more.

7. Offer Coupons or Specials

This is a great way to develop customers online and off. When someone looking for your service finds your page, a coupon may be what draws them to you instead of your competitor. Also, tell your current customers about your website and let them know to check out the site for deals and coupons. Reward current customers while incentivizing new ones. Does it get any better than that?

8. Provide Pictures / Descriptions of Products or Services

We humans love graphics and pictures. Show off some of your employees in action providing the product or service your customer buys. Display some of your previous work or pictures of the shop. We love this!

9. Make it Easy for Others to Promote Your Business

We humans also love feeling like we are a part of something. A website makes it easy for your customer to tell other people about you or better yet, link to you from their website. What’s more, a website is easier to remember than a phone number if your customer passes you on. What’s more than that is it’s often easier for a consumer to visit your website than it is to have them call you.

10. Expand Your Market

When you have a website, your market it limitless. No longer will you rely on foot traffic or the phone book. Your small business is open to the world when you open your virtual door.

I can think of many reasons why your small business should have a web presence.  What I can’t come up with is one good reason you shouldn’t.   Having a website is one strategy in your marketing plan you can’t ignore.