High Performance Landing Pages

Getting prospects and customers to take another action after they click on an ad or a link is critical.

Post-click marketing to turn clicks into conversions takes careful planning and an understanding of your audience and what they need to take that all-important next step.

High-Performance Landing Pages are essential to track marketing initiatives. Here is an 8-step road map for creating a successful landing page experience that guarantees to boost conversions. It will help you determine landing page goals, set targets, segment your audience, define key messages, select the best landing format to achieve your goals, create compelling offers, and measure (and improve) your post-click results.

These eight simple directives are as follows:

I.         Create a game plan for the effort as you calculate the upside to better landing pages   and define a key message.

II.        Set objectives for landing pages as you identify conversion types and set targets.

III.       Segment your audience to create targeted experiences that optimize conversion.

IV.      Identify sources so you can match the experience to the source.

V.      Develop copy to communicate the right message, in the right tone.

VI.      Define offers that match your segments and assets.

VII.     Convert prospects by creating a trust cycle that balances the need for information.

VIII.    Measure results through three key metrics, diagnose failure points, and make adjustments. 

In our experienced opinion, before you spend any money on online marketing initiatives, please take the time to understand the following:

1. You must measure results (e.g., website traffic, page performance, and conversion rate). If your site doesn’t include analytics currently, you must add a service like Google Analytics.
2. What is your overall site conversion rate? If you have a 0 percent conversion rate, no money in the world will get you a positive return on your advertising dollar.
3. Where does your website traffic come from? What keywords do people use to find your particular product or service?
4. Who do you define as your target market? Where do they hang out most? What messages are you reaching them with?
5. How do you compare to your online competition? What’s your pricing like? What are your differentiation factors? What value propositions do you offer and how clear are they on your website?
6. What’s the quality of your website design and imagery? Does the site appear fresh and relevant or old and dated? If you use advertising on your site, does it match your target audience and offer clear messaging?
7. Does your website make sense?? Do you have clear calls to action? Do customers know where to go once they get to your site?
8. What opportunities do you need to consider offline? Have you lined up your online and offline marketing efforts to increase overall effectiveness? If so, which marketing channels will best serve your particular product or service with your target market?
9. Do you need new tools or technologies to get the best results or do you already have what you need to be effective?
10. Do you have the right team to design, plan, execute, and manage your marketing strategies? Can your in-house team do the work or do you need to outsource these marketing channels to a specialized service provider to ensure the best results and a higher return on your marketing spend?

 

Hotel Industry gets Stupid trying to Avoid Aggregator Websites

Price Fixing Claims Go International; New U.S. Lawsuit Filed Alleges Travel Websites and Major Hotel Groups Conspired to Fix Rates


http://www.hotel-online.com/News/PR2012_3rd/Aug12_PriceFixingSuit.html

Another bottom feeder surfaces in Parking

Okay, I agree, Smart Airport Parking is a better marketing name than Green Bee or Blue Dog.  The real question is "what's next?" for the parking industry.  

Please keep your marketing strategy focused and beware of any company who makes a statement similar to:

YELLOW BIRD is the new kid on the block.  We are so smart and interested in helping your company fill parking spaces that our company "YELLOW BIRD" will list your company for free.  And together, we will fly as one - like a flock - soaring into the future. 

In return, we will ask for:

• a 20% commission;
• link in from your website;
• your brand name for search engine placement; and
• and much more that really will not cause harm to your business

Oh, and by the way, we will not share any customer data or demographics with you simply b/c your customer is not your customer.  It's ours!

8 Website Super Signals That Increase Brand Trust

                                   

Getting lost down a dark alley in a seedy, unfamiliar part of town is nobody's idea of a good time, so don't make your customers wonder whether they've visited the wrong side of the Web when they come to your website. That's particularly true of small business websites.

 

Brand trust is critical to converting site visitors into customers, but how is it created if your name isn't Apple or Coca-Cola? Here's a list of eight quality signals that, when implemented on your website, will increase not only brand trust but also conversions, which means more revenue for your business's bottom line.

1. Show authoritative sites in which you've been featured
Has your site been mentioned by authoritative brands or media outlets? When your site visitors see that you've been mentioned by brands they know and trust, they'll be more inclined to trust your brand by association.  Consider a "Featured In" or "As Seen In" section to your site that lists authoritative sites that have mentioned or featured your brand.

2. Join the Better Business Bureau (BBB)
Signing up for the BBB and adding its badge to your site is a great way to instill trust in your business when visitors experience your brand for the first time. The BBB performs background checks on businesses it accredits, so questionable, underdeveloped businesses are typically excluded.
The BBB symbol also lets visitors know that your brand is subject to scrutiny if it operates in a less-than-ethical manner, which creates an added layer of trust.  A side benefit is that the BBB site will link to your site, which may benefit your search engine optimization efforts.

3. Include staff photographs
Nothing says trust like adding a photo of yourself or key staff members to your site. Why? Customers know that people engaged in questionable business activities typically don't want a mob of angry customers to know who they are and what they look like. Your customers may even develop a personal connection to your brand because they're able to put a face to a name, which is both valuable and uncommon for many Web-based businesses.  The "About Us" page on your site or the company directory is a great place for staff biographies and pictures. However, make sure the photos aren't amateurish, or the strategy could backfire.

4. Add testimonials
Actions may speak louder than words, but the words of your happy clients speak loudly nevertheless. Testimonials are incredibly powerful in building trust in your brand, especially for visitors experiencing your brand for the first time. Many people search for reviews on a particular product, service, or restaurant before making a purchase. I love Amazon and Yelp for that very reason.
Start building your brand through the words of happy customers. Gathering testimonials from satisfied clients is a great place to start. Also, although written testimonials are great to show off on your website, video testimonials are invaluable, because people know those are the hardest to fake.

5. Ensure your site is secure
If your business sells products online, then securing your customers' data is a must. Various products, such as Symantec Safe Site, scan your website to make sure it's not affected by malware; they also let visitors know that the identity of the site owner has been verified. Other companies offer similar products, and each provides a badge you can add to your site that tells customers you value and protect their information—a huge factor in building brand trust.

6. Add social media icons
Although social media is a great way to share new information or products for your online business, it's also a great way to build brand trust. If your site generates a fair amount of social buzz, consider adding share icons to your site that show how many people "liked" or "shared" your content. When people see that dozens or even hundreds of people have "liked" your product or page, they are more likely to feel the effect of safety in numbers and participate in your brand offering.

7. If e-commercing
Tell visitors that your website offers the best/lowest price for your service.  And guarantee it!
Shoppers would rather do business with your company directly so ensure them.  If you want to earn the trust of those visiting your site, take the guessing game out of the shopping experience.

8. Include a privacy policy
Similar to prominently displaying your phone number on your website, consider adding a link to your privacy policy in the footer of your site. People place considerable value on their privacy, so displaying your company's policy on sharing customer data is good practice. When customers see that a business cares about their information, it goes miles in building brand trust.

QR Codes for Marketing Strategy: Get Ready!

Successful QR Code Tips for Successful Marketing Campaigns 

If you live in the U.S. you may have begun to notice some unusual-looking square boxes appearing in print publications and advertisements. These 2D matrix barcodes are called QR Codes, or Quick Response Codes.

QR Codes are similar to the standard bar codes that currently appear on all types of consumer products, except QR codes can contain much more information than traditional barcodes. QR Codes have been widely used in Japan and Europe in recent years, but are only now starting to gain use with marketers in the United States. Major U.S. businesses that have begun using QR codes in advertising and promotions include Best Buy, Ralph Lauren and Pepsi.

You can think of a QR code as a paper-based hyperlink that connects the physical world with the online world. For marketers, QR codes allow advertisements, brochures, posters - even clothing or billboards – to direct users to mobile landing pages that contain much more information and interactivity than can be afforded on the printed page. This integration between print and web via mobile adds a new dimension of communication to any marketing or outreach effort.

How Do QR Codes Work?

A QR Code works by simply scanning the code with a mobile device that is equipped with a camera and QR Code reader application. These applications can be downloaded for free on popular smartphone platforms such as iPhone and Android.

Once the QR Code is scanned using the device’s camera it is translated into actionable information, such as a text message or mobile web page.

SO LET'S TRY IT ON YOUR PHONE (YOU MAY HAVE TO DOWNLOAD AN APP).

  

SCAN THE BAR CODE SHOWN HERE AND GET DIRECTED TO A LANDING PAGE AT ROCKET PARKING IN HOUSTON, TEXAS.  FAST, SIMPLE AND DIRECT TO SAVING MONEY WITH A COUPON PROMOTION DESIGNATED TO THIS CODE.

How Can QR Codes be used for Marketing?

There are a number of practical ways QR codes can be used for marketing and promotions in a variety of settings. QR Codes can be integrated into just about any type of printed materials, including:

• Conference/Event Displays
• Print Advertisements
• Business Cards
• Brochures, Posters and Flyers
• Postcards and Mailers

What Can a QR Code Do?

Once a QR code is scanned the encoded information can be used to automatically trigger a range of actions on the user's device, including:

• View a Mobile Website or Landing Page
• Dial Telephone Number
• Send a Text Message
• Send an Email
• View a Message or Special Offer
• Download Contact Details (VCARD)
• View a Google Maps Location
• View a Social Media Profile

What Types of Organizations Can Use QR Codes?

Just about any type of organization can use QR Codes in their marketing materials. Whether you’re a retail business, a nonprofit organization, a membership association or educational institution , if a portion of your target audiences use smartphones then a QR Code can be a great way to differentiate yourself and reach people in new ways.

What Are Some Examples of How QR Codes Can Be Used?

There are numerous ways that QR Codes can be used to strategically bridge offline and online media. Here are but a few examples:

• A consultant’s business card contains a QR code that links to a landing page with enthusiastic client testimonials, or a VCard to download contact info.
• A public education poster about substance abuse provides a QR code that links to a mobile website with a self-assessment quiz and community support resources.
• A local business displays a QR code with a link to your Google Places page with customer reviews and coupons.
• A retail store displays a QR Code next to in-store products to view product demonstrations and reviews.
• An advertisement for a nonprofit organization includes a QR code that links to a volunteer and donation page.
• A restaurant includes a QR code on a takeout menu, which links to a mobile restaurant website for online reservations, orders and interactive directions.
• A home-repair product includes a link to a how-to video with installation instructions.
• A campaign sign for a political candidate contains a QR code that links to an audio file with a message from the candidate, or a mobile landing page with the candidate’s bio, campaign platform and opportunities to volunteer or contribute.
• A vendor at a conference places a QR code on their display booth so that attendees can conveniently scan and save the vendor’s information as they pass by.
• A realtor places a QR Code on For Sale sign in front of a residential property, which provides additional home specifications, interior photos and Google Maps location for later reference.
• A promotional poster for a movie contains a QR Code with a link to a video of the trailer and form to opt-in to notifications when the film is released.

What Are Some Other Advantages of Using QR Codes?

• User Convenience – QR Codes provide a convenient one-step process for directing users to a website, phone number, directions, promotions or other information.
• Environmentally-Friendly – QR Codes can make more efficient use of printed materials and reduce waste.
• Cost-Effective – QR Codes cost nothing to produce; their use is only limited by your marketing strategy.
• Versatile – QR Codes can be integrated with a wide range of marketing materials for just about any purpose, including print collateral, outdoor display and direct mail.
• Device Independent – QR codes, as well as the landing pages they link to, can be viewed on all popular smartphone models and do not require special development for different platforms (e.g. iPhone vs. Android), as is the case with apps.
• Measurable - Actions triggered via QR Codes can be traced with web analytics or other tools for marketing campaign measurement.
• Competitive Differentiation – Because QR Codes are still relatively new to the U.S., those who are among the first to employ them in their outreach campaigns will set themselves apart as leaders in strategic marketing.

Key Considerations for Proper Use of QR Codes in Marketing Campaigns

In order to utilize QR codes strategically in communications there are a few key considerations to take into account:

• Context and Content - the QR code should direct the user to targeted content that complements the printed material where the code is located. Simply pointing a QR code at your website's homepage isn't likely to convert into action.
• Instruction/Call to Action - unless you're in Japan, there's a good chance that your target users may need a cue to entice them to scan the QR code. It may also be helpful to provide some information about what users can expect to find after scanning code (e.g. "scan this code for a special offer..."). 
• Mobile Landing Page - it's a safe bet that the person who scans the code will be on a handheld device. Therefore, you'll want to ensure that you direct users to a mobile-friendly landing page for an optmal user experience. Sending users to a website formatted for desktop viewing won't be helpful, and won't make a good impression.
• Tracking & Reporting - if you're going to use QR codes in marketing campaigns it's important to be able to track the number of scans over time, capture geographic data and other information. A QR code tracking and reporting system can help you do this effectivley.

Five Ways to Turn Your Chamber of Commerce Membership into Sales

Many business owners join their local Chamber of Commerce (COC) because they recognize that their customers associate COC affiliation with ethics, professionalism, and commitment to the community.

One study on consumer preferences found that 63% of consumers prefer to shop and do business with COC members. So it is no surprise that business owners gladly pay membership dues and place the chamber logo on their websites and front doors.

But many of those businesses are not taking advantage of opportunities to increase sales and brand awareness. Yes, their chamber membership boosts their credibility in consumers' eyes, but a chamber membership potentially offers a lot more.

Here are five ways business owners can derive value from their chamber membership.

1. Get on the chamber's site

One of the very first challenges new business owners face is quickly spreading the word about their venture. Did you know that many chambers offer their members space on the chamber's website for a nominal fee or even free? Aligning your company with the chamber website is a strategic move that allows you to share in the large number of community visits it generates.

Members frequently use their online profile page on the chamber's website to give their customers a convenient point of reference to learn more about the services they offer. Members can post coupons, share company news, and communicate with our community at large through their profile page."

SMC CLIENTS SHOULD BE EMBEDDING THEIR PARKING RESERVATIONS SYSTEM ON THEIR LOCAL CHAMBER OF COMMERCE.  THERE IS NO COST TO OUR CLIENTS OR TO THE CHAMBER TO EMBED THIS POWERFUL BUSINESS GENERATOR.

2. Let the chamber promote your news

Most "how to" articles regarding free publicity tell you to ingratiate yourself with local reporters so that they will publish news about your company. At the chamber, no such effort is needed. One of its services is publishing news about its members’ companies and promoting their events—on its website, in a weekly email, or in a newsletter. Inform your local chamber of what's new at your company.

3. Demonstrate your industry expertise via writing

As already mentioned, most chambers are eager to publish their members' news and events. However, an even better way of using print to get in front of potential sales leads is to write an article that other business owners will find useful and relevant. Chambers are very willing to post well-written articles submitted by members in their newsletter, on their website, or in their LinkedIn group.

Ask your local chamber for guidance on what is an appropriate format and then take the time to write a professional article that adds value to other members' businesses.

4. Talk about your business

Many local chambers of commerce offer ample opportunities for members to give presentations that introduce themselves and their businesses to fellow members and the community.

Speaking formats vary from one-minute "commercials" you give about yourself to 30-minute presentations that allow you to provide in-depth information about your company. Other opportunities can include serving on expert panels at seminars or serving as an emcee for a chamber conference.

One of the benefits of these speaking opportunities is that they are in front of "safe" audiences. That means the room is full of people just like you, and they will be supportive. As businesspeople, they appreciate the pressure of giving a presentation, and they understand that everyone is there to network and pitch their services.

5. Host an event

You spend a large part of your day marketing the community. Why not entice them to come right to your front door? Hosting a chamber networking event is an excellent way to attract throngs of potential sales corporate leads right to your own office. After-hours functions are typically more social than strictly sales-oriented daytime events, but the acquaintances you make can be invaluable.

Better Take Online Reviews Serious

Your Online Reputation: How Parking Companies Can Manage Negative Reviews and Garner Positive Ones

Like it or not, your potential parking customers are using online reviews to decide whether or not to park with you. Reviews at sites like Yelp, Yahoo Local, Insider Pages and Merchant Circle can steer potential customers toward or away from your company. Google+ Local reviews weigh heavily in determining if your facility will be in the Google 7-Pack listings, which are the “balloon” listings that appear prominently when someone searches for parking in your area. If you have no reviews, few reviews or too many negative reviews, people are likely to skip your garage/lot in favor of a well-reviewed one. Even if you don’t look at these reviews, you can bet the success of your business that your potential customers will.

Monitoring Your Online Reputation

The first step in monitoring your online reputation is to go to Google, Yahoo and Bing and search for your facility name. See what comes up on the first three pages, then click on the resulting links to see what’s being said about you. Make a list of all the websites that reference your company. Set up accounts at all the review sites that refer to you.Next, do the same for “<your facility name> reviews.” This should render more actual review listings. Note the default search settings for Google, Yahoo and Bing use predictive search technology to suggest more specific search queries, such as adding “reviews” after the name of certain businesses. The more people who use “reviews” after a business name, the more likely the search engines are to suggest “reviews” as a search modifier. This means it’s inevitable that the word “reviews” will be a suggestion after your company name at some point.

A handy way to monitor your online reputation is to use Google Alerts. Go to Google.com/alerts and create an alert for your facility name in quotation marks. (You’ll need a free Google account.) Start with “all results,” “once a day.” See if anything is being said about your business. You might also set up alerts in your community as well as key employees and major competitors. These may come in handy as well.

What to Do About Negative Reviews

First, take a deep breath and try not to take it too personally. No business can please all people all the time.   Second, most negative reviews are just an opinion. Hopefully, they don't represent a fundamental flaw in your customer-service policies. But if you see a recurring pattern in negative reviews, take action immediately to correct the cause of the problem.  The consequences of ignoring reviews is simply a loss of customers.

Some review sites offer rebuttal opportunities and others don’t. Yelp is one site that lets business owners comment on reviews. The key is to make a rebuttal empathetic and professional. For example:“We appreciate <name> taking the time to write a review about us. We are sorry that he/she had a negative experience. We have taken steps to ensure this doesn’t happen again and would like to invite <name> back in for a free parking day.” Other sites don’t allow owner responses, so the only action you can take is to get more positive reviews. 

Lowest Price Guarantee Label on your Website

Many times, people hear me say "follow success" or "follow the proven leaders".  I mean, who wants to follow those who knowingly fail or tout "lets just give it a try and see what happens."  Not these days unless you have a money tree.

BEST PARKING PRICE GUARANTEE 

on your website!

The travel industry has been and will continue to be the driving force of e-commerce.  So why not follow their lead?  Please see the image below and then quotes from top industry leaders in regards to working through and with aggregators.

Leading Airlines like Southwest say...

“There is no doubt that companies dislike it when a third party gets between them and customer information.  While we understand the convenience that a third-party aggregator can provide for our members, we have to weigh that convenience against the risk of our members’ data being compromised.”

Leading Hotels like Hilton say...

"Third-party aggregators, new apps cut into room revenue. Hotels and motels are inching their way back to financial health, but they’ve still got a headache they can’t shake — the Expedia’s and Priceline’s of the world.  The net effect was that the intermediaries (a.k.a. “aggregators”) had achieved a position of superiority in the distribution chain”.

Leading Car Rentals like Enterprise (world's largest) say...

"We believe the stance (charging higher commissions) being taken by third-party websites violate the best interests of consumers, our company and our industry,“ says spokesperson for Enterprise.

Four Reasons You Should Hire a Marketing Intern

Recently, I was asked a question from the media about how technology is changing so rapid, and they wanted to know my thoughts on this. WOW!  REALLY, technology is changing daily these days so what is there to say.  GET ON ABOARD OR WHAT?  So, I responded with this answer...."yes, technology is evolving rapidly and people better educate themselves regularly or be faced with adding ZERO VALUE to many companies by 2015.  Can you imagine what 2015 will look like in the United States and beyond?  Baby-boomers moving on and the younger generations up." So I continued with the conversation with "technology innovation is out of control, yes this is true, but so is marketing.  The internet has created an incredible opportunity for brands, and marketing is no longer about running an ad, TV commercial, radio spot, snail-mail, or cold calling.  It is all about search engine marketing, email campaigns, social networking, channel partners and mobile strategies.  I finished with this statement, "technology is useless without customers."

What is my point here? Hiring an intern to assist with marketing can be a cost-effective way to give your business a competitive edge.

What can a marketing intern bring to your business?


1. Social Media Savvy

If your business doesn’t have a Twitter or Facebook account, bring a marketing student on board. Social media sites are now marketing powerhouses, says Rhonda Abrams, president of The Planning Shop and author of a popular business column for USA Today. After hiring marketing interns, she has exponentially increased her social media presence, which means she can easily reach out to potential clients and keep current clients better in the loop.

Marketing students are learning how to best use social media tools in their classes. By bringing students on board, they’ll save you the time and energy of having to teach yourself these new skills. With their social media knowledge, marketing interns will have a better grasp of what strategies you should pursue online.

2. Spirit! They’ve Got Spirit! Yes, They Do

Deborah Sweeney, CEO of My Corporation, says, “An intern is actively pursuing you because they believe in the industry you’re working in, in the services that you provide. They want to help your company, not hinder it, and are willing to go the distance in extra research and attention spent on projects.”  When you hire an intern, you know that she is working with your company because it specializes in a field the intern wants to someday pursue. Your marketing intern has not accepted the position because she needs to put food on the table or pay bills. Your intern is there because she wants to be there. It’s not a stereotype that young people are more energetic and enthusiastic. They haven’t been working at the same job for the past decade, with stagnant and outdated skill sets. They’re not struggling to run a business. Marketing students have the passion that you started off with when you began your business, and that can offer a much needed injection of inspiration.

3. Word of Mouth Advertising

When your marketing intern has a positive experience at your business, he will become your brand’s advocate. He will tell his parents, friends, professors, anyone that will listen, about how great your company is. That means that you raise your profile and possibly gain more clients in the bargain.Of course, you won’t get a brand advocate if all your intern does is get coffee and file paperwork. You have to be a mentor to him and teach the skills required for success in your field—skills that the student wouldn’t learn in class. Moreover, if the internship is onsite, make sure to provide the intern with everything he will need to fulfill the duties of the position. Also, set clear goals for the internship, so everyone involved knows what they’re getting into.

4. Future Employees

Today’s marketing intern could be tomorrow’s employee. The National Association of Colleges and Employers has consistently reported that 20-25% of new hires are sourced from the employer’s own internship program. It’s a statistic that makes sense. When you bring on an intern, you choose someone with the skill set you require as well as enthusiasm for the field. You choose an employee based on the same criteria.

So, why spend the resources and effort looking for someone outside of your office when your newest employee could be staring you right in the face? Your intern has the talents you’re looking for, and she obviously wants to be in this field. Bonus: You invest less time and money training an intern-turned-employee because she is already familiar with the position and company.

To find a marketing intern, approach your local college or university’s career services department. Staff members are accustomed to dealing with such requests, and they will help you navigate the paperwork and hiring process. You and the school will decide whether the internship will be paid or for college credit.

Before you contact the career services department, take some time to write out a detailed yet concise description of the intern’s duties. If all this sounds like a great deal of work, you’re right. Finding the right marketing intern will involve an investment of effort on your part. However, bringing in a young, passionate student will be well worth it for your business.

Online Reputation: Don't Ignore This!

A Brand Is a Terrible Thing to Waste: How to Manage Your Company's Online Image

How a negative online reputation can hurt you…

How to effectively monitor mentions of your brand online…

Word-of-mouth is not what it used to be. Just 10 years ago, upset customers, or raving fans, could spread their opinion about your business only to their family, friends, neighbors, and work colleagues. Now, thanks to social networking and the infinite publishing power of the Web, customers can share their rants and raves instantly with a worldwide audience. In such a wired world, your online image is everything! And if your online image is tarnished, performing the following key business functions will become much more difficult:

Marketing. Ongoing demand generation is critical for growing your business. If your Google results are soured with negativity when prospects search for your business, you will see your lead generation pipeline dry up.

Selling. With your marketing and demand generation waning from your negative online image, your sales will start to tank as well. Prospects will not want to do business with you, and customers may get spooked and look for another company to work with.

Recruiting. You need a great team of employees on the bus for your company to be successful. If your online image is tarnished, the rock-star employment candidates may want nothing to do with you.

3 TIPS for HIGH-ROI Calls to Action

What Every Email Marketer Needs to Know...

Every email marketer knows that great calls to action don't just happen on their own. It is obvious that your offer must convey a meaningful message, and it must be timely.

So how do you craft a successful call to action email customers can't resist?

Write subject lines that multitask. Every subject line must accomplish a number of tasks: telling subscribers what they get when they open the message; making the offer sound irresistible; and doing it in a relatable, conversational voice. Do not use symbols of any kind (i.e. ! - ? - $).


Create a sense of urgency. Without a compelling reason to do what you're asking the reader to do—right this second—they'll go back to their inbox and unsubscribe. Urgent, action-oriented words are more successful than words such as 'free' in inspiring your subscribers to take action.

Keep a tight focus on your offer. Stick to just one offer with a clear path to action—unfettered by the distraction of extraneous sidebars, content, links, or discounts. A call to action button should be centered on the page—right in the reader's main area of interest.

In short... It all comes down to a little push. No single factor guarantees a successful call to action—but if you get each element just right, subscribers won't even consider the option of inaction.

Are Promoted Tweets Right for Your Small Business?

While large corporations can try promoted tweets without much risk, he notes, a smaller company might hesitate—especially if your marketer has a tight budget and less experience in paid online advertising. So does it make sense for your business?

• Highly customizable targeting. There are a number of ways to target Twitter users—whether they've visited your page or have interests similar to your existing followers. And you have the flexibility of promoting your tweet in their timelines, when they search for keywords, or at the top of your profile.
• Traffic driven to your landing page. When a user clicks on your link, they leave Twitter and go wherever you send them. In this way, it functions much like a search engine.
• Opportunities for organic (SEO) audience growth. A well-targeted campaign is bound to attract new followers, who will start to see—and hopefully retweet—the tweets you send for free.

Twitter isn't just for big business—but before you dive in, take note of potential drawbacks.  First and foremost, don't tweet just to tweet.  Your followers will start disappearing simply because you are annoying them.

Three Tips for Keeping Your Best Employees Loyal

WITH INNOVATIVE TECHNOLOGY EVOLVING AROUND OUR BUSINESS, IT IS ESSENTIAL FOR BUSINESSES TO HANG ON TO THEIR PRODUCERS. 

Because of the recession’s making jobs scarce and employees afraid of losing their jobs, employers have been in the driver’s seat for the past several years. So, when hiring folks, employers had a huge selection from which to choose. Even the lowest-paying jobs were attracting hundreds of applicants. Many job seekers were overqualified for the jobs they sought. They were willing to make concessions on salary and benefit requirements.

To be considered an employer of choice was as simple as not having a layoff or not cutting salaries. But those days will soon come to an end.

We’re approaching a reversal that every business leader needs to prepare for. Believe it or not, we’re about to bang our heads on a huge employee shortage by the end of this decade.  So, why should you focus attention on employee retention?

• Happy employees are one of your best sources of word-of-mouth advertising.
• Good employees keep your customers coming back.
• Being short-staffed impacts your ability to serve your customers and to keep your promises to them.
• If you have to pay a premium to get employees, that cost will get passed onto your customers, which makes it harder to stay competitive.
• Having a stable workforce increases productivity and profitability. (The longer employees stay, the better they work.)
• Happy employees attract new employees of a higher caliber.
• The big one is technology, and the training involved to run your business.

So, how can we earn our employees’ respect, appreciation, and loyalty, so that, by 2015, we are a first-rate employer?

Give employees the inside scoop. Employees are often the last to know what’s happening in the company. They don’t see the new ad campaign until it appears in the paper or online. They might not know your company has a Facebook fan page or an upcoming product launch.  Employees must understand the company’s vision and how to contribute to it. Share the company’s vision with them, and share it often. Recognize employees who are helping move you towards that vision. Make contributions to the company’s vision part of everyone’s review.

Trust your employees. If you don’t trust them with your customers or with your company secrets, fire those employees. Stop blocking websites like they’re 12-year-olds whose Internet access you have to monitor. If people want to waste time, they have options besides Facebook and Twitter.  No one wants to be in a relationship with someone who treats them like a child. Give employees responsibilities and privileges. If they prove they’re not worthy then let them go. Stop punishing 95% of your employees for the 5% who shouldn’t be there in the first place.

Give employees a piece of the pie. Giving raises just because people have worked for you for another year are a thing of the past. If your employees are doing the same caliber of work in the same job at the same level, why would you pay them more? Reward employees who add new skills, new ideas, or new customers.  Better yet, share your financial goals with every single employee. Make it worth their while to help you get there. Tie financial rewards to your company goals to get everyone pulling in the same direction.

This isn’t new stuff. Unfortunately, however, many employers have been afraid to try those tips. Other employers haven’t had to try them because they found it easier to get staff members and keep them. Those times are changing. We better change right along with them if we rely on employees to help us serve our customers.

Simple 'old school' saying - a positive workplace will produce positive results.  And trust me on this one, a negative environment will hit your P&L like a slap in the face. 

More to read if interested.  In the event you have one or more employees disgruntled with life or working at your company, here is a good 5 step article to help repair your team.  Click Here! 

Flight Park Billboard "DEAL" - Nashville, Tn

Congratulations to Eric and Vince Lowman on their new billboard stationed outside Nashville International Airport. 

Note the Code "DEAL" for passer-byers.  Then visit www.flightpark.net and enter "DEAL" in the discount code box to experience the 20% promotional rate in the itemized pricing window.  Fast, Simple and Track-able.

Good job guys, and good luck!