Local Business Reviews in lieu of Small Business Saturday in WI

Years ago, American Express started this initiative called, “Small Business Saturday” to encourage shoppers to “shop local.”  As part of an incentive for small businesses to participate, the credit card company offered statement credits.  Although this particular incentive was removed this year, American Express claims to be supporting small businesses in other forms.  No worries though, true supporters of small business are the customers themselves. 

Small Business Saturday® Results: Shoppers Provide Encouraging Start to the Holiday Shopping Season

Did you support a local business favorite over the weekend?

If so, did you have a good experience?  Let me tell you, leaving that business a positive review is one of the most rewarding things you can do for them!  Think of it as a little, “thank you,” and “we appreciate you being part of our community.” A little something personal can go a very long way, and don’t feel like you have to leave your full name if you don’t want to.

Best places to leave a review for a local business, restaurant, or coffee shop you love:

#1        Google Review  Obviously, anything Google will be great for Local exposure and search engines.  Only drawback is that there’s no opportunity to be an anonymous reviewer here.  (Tied to personal G+ page)  

#2        Yelp Review  Also good for local exposure, especially now that these reviews are also syndicated to Apple Maps, Bing, and others.  Can be anonymous if you choose.  Yelp goes much further than restaurants these days…50 Amazing Yelp Statistics.

#3        WI BBB Review   The Better Business Bureau is a dependable source of reference for most people, so your review can be very beneficial here.  If you have a dispute that can’t be handled directly with the business, it’s typically a good place to get things settled.

#4        Industry Specific or other Review Sites:  If you found your business on one of these sites, it may be a relevant place to leave a nice review. 

Patrons:  Please, if you have a gripe about a business, take that straight to the owner and give them a chance to make it right.  This is a much better way to handle a discerning situation, and you’re more likely to get it resolved to your benefit.  A negative online review could truly hurt a small business for years to come, and why would you want to do that? We’re talking about supporting small business here!

Business Owners: Customer reviews offer some free advertising, extended word of mouth …an avenue to build your positive brand image, and even opportunities for local search engine optimization.  As you go through your busy day of activities and responsibilities, it’s important to place a mental note in your mind to “ask for reviews.”  Don’t be shy, when a customer is saying wonderful things about your business; ask them if they would like to share! 

Big Agency Digital Services

 for small business budgets 

Leaning Tree Digital Marketing

Maximize photo images for search engine optimization

There are two ways to label your images:  In the context of search engine optimization, most people seem to “get” the importance of keywords and links but images are often overlooked.  I’m not just referencing images on the company website, but also those used for social media posts, content, and just about anything that can be posted and shared online.  Labeling your images can be accomplished by using “alt text,” (alternative text), and/or “image title.”  Both are considered ‘tags.’  

Depending upon the browser you’re using, you’ll likely to see one or the other pop up when ‘hoovering’ over a picture. In regards to their purpose, however, these two labeling actions are not created equal when attempting to optimize for better Google Search Results.  

Picture Titles vs Alt Text for Images:  Adding an image title is a simple task, usually found through basic image display settings or file name.  Just as it sounds, it’s basically just a label that’s relevant, short, and catchy.  An image text is meant primarily for visitors. 

Alt text or alternate text is an attribute added to an image tag in HTML and is more important for crawlers.  Depending where you’re placing your image, you may need to select the “gear” logo or “advanced image settings” drop-down. After completion, your “alt text,” will show inside the image box outline when the image can’t be displayed. It helps search engines understand what your image pertains to.  Alternate text is also very helpful in case images on a page cannot be found, or if someone has chosen to disable images on their browsers.  Without it, your photo may be seen as an empty box icon.  (Not ideal.)  In addition, Google can’t see your photo, but it can see your alt text!

Image Tagging Best Practices:  If you’re still confused about how to tag your images to provide the most results, do both! Use just a couple of keywords, keep them short and sweet.   Adding a title and alt text to your images will help search engines "read" them and add value to your efforts. It never hurts to include a title for those looking at the image, and an alt text for crawlers indexing the image.  SIDE NOTE:  Check images before doing this to ensure they are not copy write protected.

For more information, hints, tips, digital strategies and services for Wisconsin entrepreneurs and Wisconsin business owners, visit The Leaning Tree Marketing website, and be sure to eyeball the links below. 

Where to find royalty free stock images online

Google guidelines to help your site appear in search results.

Search for any image on Google

Custom Vanity URL's to track advertising effectiveness

A long time ago businesses and marketers would use different phone numbers to track the effectiveness of their advertising.  A jump page or vanity URL is a more advanced way to do this, but does not apply equally to all ad campaigns the same.  Example:  Online Advertising such as web banners, sponsorships on other websites, and email blasts typically have their own tracking metrics, so they do not require a vanity URL.  Also, “call to action” vs “branding campaigns” are treated differently.  Since a branding campaign is about branding your business, it will get more benefit directing to your business website domain name directly.  On the other hand, a “call to action” campaign is perfect for vanity URLs.  Creating one will allow you to compare different campaigns and track how your advertising dollars are working for you.   

Vanity URLs can be used for any “call to action,” or “direct response” ad campaign running offline.

·         Radio

·         TV

·         Newspaper

·         Direct Mail

·         Billboards

Want to track mobile apps?  Find instructions here.

Custom Vanity URL’s and Jump Pages for your ads

Most users will prefer to go to your website homepage to find your advertising offer or incentive.  If you create a vanity URL or jump page outside of your homepage, make sure it redirects to your business website.  Make sure that the process of finding you is user friendly and super fool-proof.  Because it will not be printed for reference later, radio, billboard and TV ads will require a URL that is very simple, and very easy for people to remember.   Here’s an example of an easy to remember URL:  /yumyogurt/free-taste offer.  After you have chosen your short and creative vanity URL, you can purchase it using any domain registration site for a very small annual fee.  (ow.ly), (bit.ly) and others are URL shorteners used by Hootsuite and Twitter.  You can also use them, and they are free.  However, the most benefit would be to create a vanity URL specifically for your business. 

Google analytics campaign parameters

So, the whole purpose of using Google analytics is to track your advertising return on investment.   If you need help with this process, there are plenty on online tutorials to get you started.  (Google URL building link here.) Once you have a URL, and are at the Google URL building tool, you’ll need to enter some basic campaign parameters such as:  Your real website URL, the source of the campaign, (campaign medium), the type of marketing it is, and that easy to remember campaign name that we spoke of in last paragraph.  Lastly, you’ll need to log back into the site where you purchased the vanity URL and ensure that the “redirect” or “forward” options are selected so you can past in the URL generated using the Google URL tool.  Once all of this is complete, test to be sure it’s been done correctly.  Hopefully your ads are working great for you, and leading to many conversions!  

Website traffic report; web analytics and metrics

Data about your website traffic can be collected from AdWords, Webmaster Tools, AdSense and sources outside of any Google product.  However, using Google Analytics, users can modify data with configurations, specifying rules and utilize a TON of customized setting options.  (So many, that it may really benefit a small business to outsource data collecting and reporting services.)  All reporting data found in Google Analytics is based on different combinations of dimensions and metrics.  Here’s a brief breakdown…

ANALYTICS DEFINED:  Statistics and mathematics converted into useful data

Within your website analytics are trends, habits, performance indicators, lead generators and other information that can be used to plan better in the future.  By identifying patterns and trends, for example, you can gain a better understanding of customer behavior, as well as peaks and valleys driven by advertising campaigns.  Within analytics, it’s fairly easy to recognize the top players who drive conversions, through the traffic that they send to your website.

Data for Google analytics can be collected using these methods:

1. By associating a tracking code
2. By account linking
3. By data importing

Ensure that your business website is connected to analytics tracking.  Follow Google instructions for collecting traffic data information at this site here:https://support.google.com/analytics/answer/1008080?hl=en

METRICS: A standard of measurement

Metrics through the eyes of business success is a very useful component of accountability and determination regarding what is working for your investment and what is not.  Formulate and measure the effectiveness of how your investments are working for you using the metrics found on Google Analytics. Savvy marketers will pay close attention to those metrics that enable them to connect activity to business results.

Metrics include, but are not limited to:

• Activity related to the number of things you have produced, such as the number of blog posts, events, campaigns, and the associated hard and soft costs of those things.
• Output related to the resulting traffic, mentions or event participation regarding what you have produced.
• Operational metrics such as cost per lead, cost per click, etc.
• Outcome metrics which include “the share” or “rate of” something.

*The Leaning Tree Marketing, LLC provides and affordable analytics reporting services to local businesses in the Metro-Milwaukee and surrounding areas.  

Marketing and IT Merge

Marketing and IT people have traditionally been located at different ends of the corporate building.  This is because they were truly focused on different aspects of business and spoke different languages.  Marketing people were seen as more creative, and IT people more ‘process-driven.’  Today, that scenario is changing, and it’s changing fast.   Only those business leaders who understand the IT and marketing merge are setting the foundation for shared objectives and long-term digital conversion success.

Current Demands: There’s no doubt about it…marketing and IT worlds have begun to merge!  It’s happening naturally and maybe even accidentally?  Current demands are that marketing professionals create effective campaigns that are dependent on customer experiences and the integration of advanced technology; constantly learning and re-inventing the wheel to meet initiatives.  CMO’s and CIO’s have to come together as leaders and communicate in order for any digital marketing process to be effective.

Digital Marketing:   Digital marketing technologies enable marketers to drive customer engagement through an evolution of online customer acquisition channels. Although they may be more difficult to quantify, these digital trends use IT components to influence potential prospects into conversions:  Content marketing, Mobile marketing, Social Media marketing, Marketing Automation and Target Marketing over online ad channels.

Search Engine & Conversion Rate:  Optimization of these two digital marketing trends have an enormous effect on success vs failure of any campaign.  Both are managed through the understanding and interpretation of analytics.

The Expectations:  Marketers have to be on top of the fast-paced data driven environment to remain relevant.  Digital marketers like myself who thrive on this skill set, have the opportunity to become far more influential and valuable than those who do not.  Graph by www.forrester.com/home

Virtual Environment Options for Business of any Size

There is an increasing interest in the virtual world and how it may apply to the business environment.  In the virtual arena, businesses can offer a low cost, time-saving solutions to the problems associated with long-distance communication.  A home office may be the perfect startup business but if you need a professional address, meeting room or receptionist to impress clients, there are virtual offices.  REGUS VIRTUAL OFFICES.  Not every business is suited for the virtual environment; however, if you desire to operate more efficiently and move forward as a tech-savvy business, you may want to consider the possibilities.

Social Networks that Support Video Chat

• SKYPE : Make internet calls for free with Skype.  (The most highly rated FREE service!)   Call friends and family on any phone with Pay As You Go and Pay Monthly subscriptions.  *Will need to download Skype 5.0 or higher to make group video calls.
• Google Hangouts: Make free internet calls.  Send photos or emoji, see when people are engaged in the Hangout and message friends anytime, even if they’re not connected right now.  You’ll need to install the Google voice and video plugins to get started.
• Facebook: Video Chat is a fairly new addition to Facebook, look for  video camera icon at the top of each Chat window. Facebook’s Video Chat is powered by Skype.
• More FREE VIDEO CONFERENCING OPTIONS

 Powerful Virtual Conferencing

Better than web chat.  Ease of interaction and security ensures the participants feel  fully engaged.   Previous technology may not have provided the best results, but today’s experience is much more user-friendly and reliable.  Actually, there are handfuls of choices out there, some free and others requiring small annual fee.(Depending upon the options you choose.)  Especially for business with remote locations, virtual meeting tools are excellent for training and role-playing scenarios, facility tours, and 360 views of products.  Smaller business can also benefit from virtual meetings and phone conferences, online collaboration and screen-sharing tools.  Some virtual web conferencing meetings can be recorded.  Many work with iPhones, iPads, Android Phones and 800 numbers, and there are even options for receiving audience analytics.  There are of the below services below are FREE, may offer free 30 day trials, may or may not need software… and others have a small annual fee.  But, ALL rank high in customer satisfaction! 

• AnyMeeting.com FREE, with ads.  It allows for meetings of up to 200 people, and has essential functionality like screen sharing, VoIP and phone conferencing, meeting recording and it even has a follow-up functionality.  Free 30 day trial.
• Gotomeeting.com  Strong  international features and several audio options that make it useful for business with clients or satellite offices in other countries. It has very high ratings and is a commonly used service.  However, there is a small annual fee.
• Adobe Connect Based in flash, no software needed.  Great tool, similar to Go To Meeting, for video and VoIP conferencing. Can have numerous people on the call, and give control to a single presenter or transition.
• Business Conferencing S0ftware compare & see reviews here! 

Leaning Tree Marketing, LLC

Ten reasons why your business should have a digital strategy

Marketing is about reaching people.  Technology aids in getting that  job done.  Technology advances have led to, and continue to mark major marketing milestones.  The printing press, radio, and TV are examples of technology breakthroughs that changed marketing forever.  At their highest points, they were cutting-edge technology that ONCE HAD the capacity to reach the largest numbers of people.

By far, however, the most impactful marketing inventions included the computer, internet, high-speed cables, and software applications.  These new developments have created a fragmented market of new choices and mobility.  The mainstream adoption of digital technology allows the connection to networks and people just about anywhere, anytime they want to use it.  Today, more than 1/3 of the global population had access to the internet, and that number continues to grow.   As technology pushes forward, the world of marketing has become far more complex, and exciting at the same time.   The most important piece of advice:  “If the audience has become digital, so must the business!”

Why you need a digital marketing strategy

#1        Only the internet has the capacity to broaden reach and narrow target at the same time.

#2        Digital marketing is less expensive, easier to track, and more productive.

#3        Nothing spreads “word of mouth” faster than the internet.

#4       Without a digital tie-in, traditional media will not work like it used to.

#5        Internet offers unmatched tools, techniques and tactics to engage with customers.

#6        A relevant website, SEO and/or SEM, is what displays your business in search results.

#7       Social Media is the best way to build, retain, and reward customer relationships.

#8        Mobile Marketing, email marketing, content marketing and display are all digital.

#9        Internet platforms builds authority, legitimacy, public relations and brand perception.

#10      Without one, you will miss opportunities, become less competitive, and lose business

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About The Leaning Tree Marketing, llc:  The Tree was established late 2009 to offer local business many years of advertising, marketing, sales, research and promotions experience.  Today, The Leaning Tree has become an expert in branding, bridging the gap between traditional and digital while harnessing the unlimited potential of digital marketing for business success.

Social Media position in the Sales Funnel to your Website

Social media can be used a variety of ways depending upon your business, amount of time you can dedicate, it’s relevance to your audience, and how creative you are.  Social media is not a “one-size” fits all application;  every channel has unique strengths, weaknesses and opportunities.  One thing you can count on for sure?  Constant change!  If you’re a business who wishes to unfold the many benefits of social media and become part of the emerging trend, you must be prepared to change….and update…and monitor…and tweak….FREQUENTLY!

Social Media is Complementary:  There are plenty of myths out there regarding how to use social media for business.  In my opinion, social media should neverreplace what your website is designed to do.  Social media is complementary to your website, your brand, and any other major media or ad campaign that you implement.  As a matter of fact, social media can stretch out your dollar to create a much broader reach and frequency.   Don’t play copycat.  Put your creative hat on.  Those businesses that lead the way will benefit most from new ideas on how to harness the power of social.

Social Media is New Word of Mouth:  Maybe it hasn’t replaced face-to-face completely, but it is undoubtedly a BIG change from traditional networking.  Friends+Customers+Vendors+Family+Community+Brand+Products+Services+Employees = a great way to communicate!  You couldn’t possibly reach all these people as quickly in person as you can online.  It’s that simple.  In addition, social media is a great way to learn about your customers.  Unveiling the information behind it will allow you to plan better, and make adjustments to keep your business aligned with what people want and need.

Social Media is on Google Radar:  Yes, it does help your organic ranking for search results.  That ranking is dependent upon a few factors we know, and many that we don’t.  Your digital competitors, keywords, content, comments, followers, friends, links, reach, and relevance are a handful of likely influencers.  You can find out how your current social media strategy is working by doing a simple search for your business.  Be sure to ‘clear your history’ by removing ‘cookies’ from your browser prior to each trial.  Type some key search terms into a search engine and see how your business appears differently in each.  *Leaning Tree Marketing Social Success for Local Business

Social media in the Sales Funnel:  Social media platforms and the impact each has on the path to a sale will vary greatly.  (See chart.)  Convertro used multi-touch attribution technology, reviewing 500 million clicks, 15 million conversions, and three billion impressions in 1Q14 to build this report.  The middle of the sales funnel is where social media has the biggest impact. It’s an excellent influencer, a great way to deliver brand messages and build awareness in the research phase.  It’s also a great way to push out your competitors and prevent them from stealing your lead.  (That’s a big bonus!)

Research has shown that investing money on social channels will create a significant lift in conversions to your website.  Maybe try a few creative ideas organically, before investing a bunch of money?  You really can build your business using social media.  Remember to use it as a compliment or enhancer if you will, to other strategies, set realistic goals and keep your eye on the prize!

Leaning Tree Marketing, LLC

Free Survey App: Survey Monkey

Basic free features of Survey Monkey:

• Easy Question Creation.  15 different choices regarding types of questions, (rating scales, multiple choice, etc.)  Option to use templates and certified questions from their question bank. The free version offers 10 questions per survey and up to 100 responses.
• Custom Landing Page URL.  This is pretty cool…you can create your own survey URL destination to use as a promotional landing page.  Get creative with the URL so that it’s picked up in search results & add it to your website and social media outlets.
• Response Collection & Reports.  Real-time survey results are sent right to your email, social site, weblink, or embed directly on to your website or blog.  (Easy viewing from any device.)  Or, login to Survey Monkey anytime to view them.  (Can’t download though.)
• Customer Support.  Email only.

Advanced “Pro” features include: 

• Custom Branding.  Add your logo, company info, color choices, etc.  More options depending upon the Pro Option you choose from.
• More Robust Reporting.   Real-time charts, graphs, and filters with cross tabs to download in a variety of export options.
• More Legitimate Answers:  Questions and response validation, random assignment (A/B testing) and randomization.
• Interactive Surveys & Downloads.  Use “skip logic” and question piping.  Download results in Excel or PDF format.
• Access to Millions of Respondents.  Choose from the Survey Monkey general U.S. population audience respondents, or narrow down more closely to your desired demographic or geographic areas.
• More Security.  Including SSL/HTTPS and HIPPA compliant features.
• Better Customer Support & “Thank You” Page.

One more thing…here is a quick little article regarding the significance of adding photos to your surveys.  Interesting!

Download free app from reputable locations:   

Mobile or Tablet:   mobile or tablet download here!

Loss of Entrepreneurial Spirit?

It’s interesting, with popular shows like “Shark Tank” on broadcast TV, millions of people may be under the impression that the entrepreneurial spirit is alive and well, but the opposite is true.   Unfortunately, there are more U.S. businesses dying than being born.  Venture capital investment declined considerably in 2008 and 2009, but the problem really became apparent at in 2010.  Since then, the problem has worsened significantly with each sub sequential year.

Recovery from this issue will continue to be postponed until new policies, and support for small business is placed a priority in the United States.  As another small business closes down in my community, this is clearly not a good time to start new businesses, so what can we do?

Support Small Business today! 

Collectively, we can make a difference.  It all starts with appreciating the small businesses that are in your communityright now.  Visit sites like “INDIE” search website where you can search for or add new local favorites.  (It’s a donation based site, and will cost you nothing.)

• Eat less at chain restaurants & more at a locally owned and operated restaurant.
• Visit the farmer’s Markets or buy groceries from a local grocer.
• Buy a car, your coffee, beer, gifts, etc. from a local business.  Many are found in downtown areas. 
• So all can hear, write good reviews for your favorite local business!  (This is HUGE!)
• Tell Congress how online-only businesses are hurting your community.
• Teach your children about the American Dream and why it’s important to do the same. 

Congratulations!  Your participation will encourage the return of economic wealth and stability to our beloved USA!

ROI, What's Working hard for your Business?

It’s important to be sure that money invested  on advertising is leading to solid profits for your business.  Use the abundance of information from your website analytics to help determine ROI, and tweak campaigns that could use some improving.  Google analytics provides the most plentiful data so be sure to attach the Google analytics to your business website.

Cool Google Analytics Apps you can download: https://www.google.com/analytics/apps/results?category=Reporting%20Tools

ROI:  Use ROI information for future planning, so you can spend your budget according to what’s working best for your business. ROI is the ratio of your net profit to your costs.  The exact method you use to calculate ROI depends upon the goals of your campaign, but one way to define ROI is:

 (Revenue – Cost of goods sold) / Cost of goods sold. 

Conversions:  Another great way to determine the return on investment is to pay close attention to conversions. So, impressions are great for branding, but if you have a million website impressions and no sales, then how are they really working towards the growth of your business?  A conversion is basically a customer ‘action’ that you find valuable.  (In business, we like action!)  A conversion action could be a purchase a website lead, a phone call, an e-mail, a download of some sort….you get the idea.  A conversion is an action.  What actions you decide are best to measure are completely up to you.  To determine ROI from conversions:

(Revenue measured by conversion – your overall costs) / your overall costs

**If you do paid search advertising with AdWords, you’ll need to link your analytics account to your AdWords account before information will be made available.  Also, the information you receive from your website analytics may differ slightly from the analytics you receive from AdWords.  Note from Google regarding differences in data 

Identity Thieves are on the Rise

Business name Hijacking.  Recently, a Beloit, WI business reported that it was a victim of a “name hijacking.”  The hijack was in the form of a duplicate website being created, nearly identical to the business website.  The criminals behind fraudulent website scams use the online storefront of your business to collect data, make threats and ultimately collect money.  They will sometimes use a website like yours, but with a different suffix.  (Instead of “.com” they will use “.net”)

• Be vigilant.  Start by monitoring your company name and address on the internet.  Do this on a regular basis because if you find fraud in early stages, you’ll be more likely to recover.  Your reputation and future business is at stake.  If you don’t have time to do this on your own, hire a professional.
• Report cybercrime.  File a complaint with your local police departmentand the FBI’s cybercrime division.  They can investigate and have the scam site shut down.  In the meanwhile, put a “scam alert” on yourown website.  The Wisconsin Department of Agriculture, Trade and Consumer Protection is another valuable resource.

Investigate Suspicious Activity such as requests to verify orders you didn’t place, receiving phone calls to verify business details, and invoices for things such as storage and shipping charges that don't make sense.

Credit Cards vs Debit Cards. Your business credit card offers far more fraud protection than a business debit card. With debit cards, if you wait too long to report the fraud, your bank account could be cleaned out and your bank might not reimburse you.  Credit card or debit, use caution when purchasing from an ATM, even to purchase gas “Skimming devices” are very difficult to detect!  

• Avoid using ATMs which are poorly lighted. 
• Choose a bank ATM over standalones.
• Protect your pin by covering the keypad with one hand.
• If anything looks unusual, give it a wiggle.  (Loose parts, suspiciously placed cameras and unusual signage are all red flags.)

Identity thieves are on the rise.  The best prevention is education.  Be aware and stay square!