Blog for Small Business Owners

The power of a CTA

9/22/2021

A call to action or CTA is an urgent, immediate instruction encouraging activity to do something specific. When used in marketing, CTAs inform your audience what to do next if they are interested in what you are offering. For example, you might see sign up for our newsletter on a website or e-commerce sites purchase now and get 20% discount.

Every day, we are exposed to CTAs from the television, direct mail in our letterboxes and online. Each avenue has its approach as to how you encourage an audience to take action to do something.

Why you might need to use it

You might have stock to get rid of and need to encourage sales
You may have a new service that you want your customers to learn more about
You may have a new product and wish to promote a brief introductory discount
You may want to grow your newsletter subscriber list
You may have a website that does not encourage readers to do anything
You may have a new blog article that you want your readers to share
You may have holiday accommodation/restaurant and want people to book now
You may have a trade / service and want more enquiries
You may have an event or webinar that you want people to sign up to
You have customers that exit your online shop and abandon their baskets
Your social media activity lacks encouragement to do anything
Your flyers or adverts lack strong calls to action

A good call to action will direct your audience to the right place and explain wh you want them to do and state the result for the recipient.

Look at TV adverts for inspiration. Sift through the publicity that lands in your letterbox, look at websites and their CTAs. Get creative. Understand your audience. What would motivate them to take action? Your CTA needs to stand out and offer concise instruction, using strong, actionable words and include what you want people to do and what will happen when they do. Make sure it is evident as to what the recipient is getting. How long is the offer to last? Is there a sense of urgency? Is there a specific time frame?

What are you doing in your business that potentially has room for a CTA? After reading through why you might need to use it, you might identify areas of your marketing and include calls to action where relevant. We cannot control what audiences do, but we can help close some gaps with the right message at the right time to encourage our audience to take action. Take some time to identify where/how potential customers are not connecting with you and address those gaps.

A call to action is a chance to motivate and encourage your audience to take actionable steps to become your business's customer or client.

Yours socially
Micala

Importance of business boundaries

9/14/2021

Business owners can quite often feel burn out because of a lack of boundaries. While you think it’s all under control, work overload and all that entails can lead to burnout and overwhelm. Now that we are settled into la rentrée perhaps now is the perfect opportunity to refine or even introduce business boundaries to be more empowered to do your best work within your business boundaries without sacrificing personal priorities.

No matter how small, businesses benefit from boundaries and will be different for all types of business, whether you work from home or work away. Many of us are all things in our business from doing our day job to admin, marketing, dealing with enquiries and clients. More often than not, many of these tasks get done after our ‘day’ job extending our work day considerably. Think about the areas where you feel you need to create some structure. If you are doing your admin on a Saturday morning, factor them in for Friday morning or afternoon. If you need time to work on your business, perhaps factor in a day each month to focus instead of hurried moments here and there.

What are your priorities other than work to bring in an income?
What is important to you outside of work life, spending time with your family, keeping those meal times uninterrupted?
Are you honouring your hobbies and leisure time, for something as simple as having an hour for TV time or self care?

Professional relationships within your business benefit from boundaries too and are dependent on what your business type is. With the technology available 24/7 it is easy for a [potential] client to ping an email or message while it is fresh in their minds. What are your hours of operation? What will happen with calls/enquiries/messages outside of your work hours? Have you got messaging responses, email responses ready? Perhaps on your website, social spaces, contracts, email signature. The same applies to the scope of work. Does your agreement set out what you will do and when? How will those ‘extras’ be treated? And not forgetting agreements when working with other businesses.

“When we fail to set boundaries and hold people accountable, we feel used and mistreated.” ~ Brené Brown.

Once you have clear boundaries, you have a framework from which to operate weekly. When your work, business related activities, client expectations are factored in, you avoid burnout creeping in, and your priorities suffer less. Of course, as with all things in business, your boundaries may need to change as your business or personal life changes.

Yours socially
Micala

The small business owner and continuity planning

7/7/2021

There’s more than enough for the self employed to be thinking about; making sure work comes in and making sure enough income comes in to settle all of those bills. But do you ever stop to think about a business continuity plan? The global pandemic was a prime example of business owners having to pivot quickly to survive and unfortunately many have not.

Small business owners are just as vulnerable to disaster but it’s easy to ignore or push to one side and deal with it when it happens. But should something serious happen, what would you do? Having a small business continuity plan to limit the impact on your business is worth thinking about sooner rather than later. My business and my husbands business survived the pandemic, but another challenge has presented itself, creating a need to prepare for that challenge as best as possible now.

What is business continuity planning?
Business continuity planning is having a back up plan for your business should something go wrong. It outlines procedures and instructions on what needs to be done and by whom in the event of something serious happening in your business.

Aside from a pandemic there could be other scenarios that affect YOUR business. What if your premises are flooded or caught in a fire? What if your equipment or tools of the trade get stolen? What if you experience a long term illness? How would your business function without equipment or you?

Start by thinking about the what ifs that could affect YOUR businesses:

Has your paperwork, files or client data been destroyed in a flood or fire? What is your contingency
Is your paperwork just stored on a computer? What if the computer is destroyed by flood or fire? Or subject to cyber-crime. How do you get this information back? How can it be better stored?
What if your internet/telephone service is not available for a long period? What is your contingency
What happens if your tools/equipment get stolen? What is your contingency
What happens if you are not able to work due to accident or illness? What is your contingency
Who do you need to contact immediately? How do you get hold of them? Do you have key contacts such as suppliers, staff?

Preparing your document of action

Once you have identified the what ifs that affect your business, think about how you will manage those what ifs. What action will need to be taken? How will you get access to information? Where can it be stored? Who are key people that you need to contact? Where can this key information be accessed in an emergency? How would you get hold of tools/equipment? Who can help you should you be out of action for some time? Get as much detail documented as possible. When you have the final document with clear instructions of what needs to happen don’t just store it away in a file or computer. In the event of something serious happening this document needs to spring into action and be accessible as quickly as possible. How and/or where can it be stored for easy access? As well as you, who else should receive this document?

Ideally a business continuity plan should be tested, ie rehearse an identified scenario and act out the procedure and instructions and modify where something does not work. A full on test may not be feasible or relevant for small business owners, but regularly walking through different aspects of your plan keeps the plan sharp. For example if you are a freelancer working at home from a computer and your hard drive fails – and assuming that you have backed up – how quickly can you get a new hard drive, restore back up and get working again? If you are a tradesman and your tools have been stolen. How quickly can you get new tools? What suppliers can deliver in good time? Who is able to help at a moments notice to extend use of equipment until yours is replaced?

There are plenty of templates that you can use [accessible online] when creating a business continuity plan. It needn’t be demanding or time consuming. But it will need to be reviewed regularly to reflect any changes. Creating a small business continuity plan allows you to react, communicate and continue as best as possible when things go wrong.

Yours socially
Micala

How to stay motivated as a business owner

6/16/2021

Running and managing a business is challenging at the best of times. And the last 12 months or so, have added to those challenges. Lock-downs, working from home, working with the public under strict guidelines, restricted social interactions have become monotonous and draining, especially when you take away cultural and leisurely activity from our day to day living.

We are now in a place where the easing of confinement has opened up across France. Some business owners have had to wait a lot longer than others to re-open, while other industry sectors have not impacted so severely. And yet here we are, halfway through the year, and it’s feeling like an uphill struggle and tiring with motivation totally out of the window. Having our lives upturned both personally and professionally can zap our joy, but we know we have to carry on, which can be emotionally draining. Having chatted with clients, partners and other small business owners recently, there seems to be a 'malaise' among my peers, myself included. Hardly surprising!

If you feel robbed of motivation, perhaps now is an excellent time to take stock; look within to see how you can rejuvenate your motivation to carry you through the second half of the year.

* Remember why you are doing this. You started your business for a reason. Remind yourself of your why and how you got yourself going. Be inspired by your past successes.

* Re-evaluate your goals. What were your intentions at the start of the year? Are they relevant now?

* Shake things up if you have to or want to. Having a routine keeps us on track, but sometimes the same pattern can be as dull as hell. What could you do differently? Can your daily routine be revamped?

* The mental and emotional well being of a small business owner is paramount. Running a business can, at times, be quite consuming, and every business owner must switch off. Just spending 15 minutes on the simplest of things that bring you joy, and have nothing to do with your work, can enhance motivation levels.

* Keep focused. It’s easy to get distracted from what is essential. Know what your distractions are and seek to eliminate them or reduce them.

* Connect with other business owners. At some point on the self-employed journey, we are going to lose our motivation. And there are times when you cannot fire yourself up. Get support from others. Just by sharing your thoughts/concerns can feel like a weight has been lifted. Hearing ‘we’ve all been there’ means you are not alone, especially in these current times.

Finally, resist the urge to just carry on. Give you and your business what it needs to rejuvenate motivation. You will thank yourself at the end of the year.

Yours socially
Micala

Reconnecting with customers as lockdown eases

5/15/2021

It is time for businesses to re-emerge from the pandemic. It has been a year of uncertainty for many, experiencing a dramatic slowing down of business or zero. With confinement easing across France, small businesses will be seeking to overcome challenges of how they meet consumer needs.

The pandemic has undoubtedly shifted the way consumers behave, with the considerable increase of digital tools to navigate personal and professional needs. Digital has become a safe space for the consumer while carefully navigating essential offline activities. As the world opens up, vaccination programs ramped up; businesses need to provide communication and engagement that allows consumers to feel valued and safe. Consumers will be cautious. The world is now different and how businesses interact at a more personal, human level is crucial.

“The secret of change is to focus all of your energy, not on fighting the old, but on building the new.” - Socrates

During the pandemic, consumer spending habits changed for a number of reasons, and they will be more mindful of where they spend their money. With confinement easing, competition will increase. Consumers will want more bang for their buck. How can your business provide a more memorable experience?

If you as a business owner have invested in new ways of promoting your business during the pandemic, get your messaging and campaigns prepared and planned. You will be looking to operate from a stronger position with more efficiency.

Ensure your website reflects any updates relating to your business and how it will be operating, and how it will keep consumers safe.

Consider investing in pull marketing in the form of Google or Facebook ad campaigns to drive consumers to your website.

Keep those social media spaces active. Social media is often the very first place a consumer will head to search for your business. These are ideal spaces to get to know consumers better. Ask questions and get involved in the responses.

Create a campaign for mail marketing and newsletters. Let subscribers know what is happening in your business, what can they expect as confinement eases. What new products and services will be on offer.

How a consumer did business with you pre-2020 is going to be different today. Seek to understand your consumer's needs to feel more secure when venturing in and out of their local community. The last year or so has not been easy for both consumers and businesses. It's about surviving and thriving in a new way and at the same time connecting not just through digital but safe face to face human interaction supporting the needs and confidence of your consumers that helps pave the way for a healthy and prosperous path forward.

Yours socially
Micala

Is your marketing push or pull?

5/5/2021

Your business will evolve from start-up to seasoned, and as that evolution takes place, your marketing will also need to develop. And marketing is a bedrock of your business, helping you attract and retain customers. From a small business owners perspective, it's about getting the message out there and getting those enquiries in. But how are you doing that? Are you pushing your message out there? Or are you pulling them in? These methods are also known as Outbound and Inbound Marketing.

Let's look at these two types of approaches.

Outbound Marketing
Also known as push marketing. This general advertising. Promotion is scattered as widely as possible, with generic messaging that does not target a particular demographic or customer profile.

Think cold calling, bill boards, TV/Radio, print advertising, directory listings, social media, email marketing.

For example, you have just started your business, and you need people to know you exist. You put an ad in the local paper/magazine. You might reach out to your email list and let them know your business is launched, set up your Facebook, and google my business profile. You are pushing a message out there.

Inbound marketing
Also known as pull marketing. Pull marketing allows you to create content designed to resonate with your targeted audience. When potential consumers are looking for something, you will resonate with them. Your messaging connects with them. You will need to consider aspects of your buyers' journey.

Think websites, blogs, social media campaigns, landing pages, SEO.

“Traditional marketing talks at people. Content marketing talks with them.”

For example, you have a website, and you have introduced a new service. Your existing clients have provided you with plenty of info/data to know who your ideal customer is. You create a landing page about that service with relevant SEO optimisation, content and visuals for a specific social media campaign. You are pulling prospects to you.

Push and pull can work together. You may have a regular advert in your local magazine. You may post pics and updates on your Facebook page. These regular pushes let people know that you are out there. They may not need you now, but you are competing with others who are also out there when they do. Your business will benefit from pull marketing. By understanding your customers, their journey and what they want, you can then create content and marketing messages that resonate with your target audience and place them where they can be pulled in.

Yours socially
Micala

Making use of Infographics in your small business

4/12/2021

Small business owners if you are looking to spice up your content for your social spaces and your email content then take a look at creating and sharing infographics.

An infographic is an ideal way of presenting information visually, particularly if the subject is heavy and complex. An infographic that contains a good mix of design, text and research, can bring the driest of topics to life. They say a picture paints 1000 words, and an infographic is a perfect solution, especially when words alone can be difficult to process.

What are they helpful for?

Presenting survey data
Explain how something works
Comparisons
How to
Simplifying information
CVs
Media/Press kits
Illustrated lists

Where can you create infographics?
I am a great fan of Canva, and as an experienced user, I have found Canva to be the perfect place to create them. There are plenty of infographic templates, or you can create your own. There are other platforms such as Venngage, Infogram, Visme.

To demonstrate simplistic use of use of them. I wrote an article for a local magazine about social media platforms here in France https://www.etceteraonline.org/april-2021/. The content was quite wordy, but the content lent itself perfectly to an infographic.

How to get eyeballs on your infographic?
Once you have created your infographic, you want to get it out as far and wide as possible. If you have created one that includes data, you will need to cite where that data has come from [this is an excellent way of linking back]. Have you created it for download purposes, in which case your website will be the ideal place to put it? [especially if it helps expand your email list]. As well as your website, it needs to be shared across your socials, included in your email marketing.

Each business has its own story and data that can convert to an infographic.
Business owners have a story for sure. You know your customers, and you know their needs, habits and desires and patterns. You know what goes on in your business better than anyone. An infographic is ideal for sharing that knowledge and bringing data to life with a bit of fun and creativity.

Example: You are a mover of goods.
How many customers have you helped move? What are the destinations? What are the loads?

Example: You are a wedding planner.
How many weddings have you planned? What is the favourite wedding destination? What have been popular themes? What’s the fav honeymoon destination?

Example: You make delicious cakes.
What are your customers favourite? How many have you baked? Include a quick recipe.

Example: You are an independent estate agent.
How many people have you helped move? What type of property is popular? What are key drivers? Pics of dream homes.

When topped and tailed with your information and how to get in touch with you, they make for great content to garner sales – think landing page – download this info – get in touch.

Yours socially
Micala

Promoting your business locally

2/25/2021

There’s nothing better than having a thriving business in your local community. And communities change over time, people come, and they go. With online searches at an all-time high is your business showing up locally? As well as community landscapes changing, how your business gets seen has also changed.

Whether you are a start-up or a seasoned business owner, your business needs to be seen. The methods used ten years ago may not function at their best now, or as we have seen in recent times, some more traditional face to face methods are non-existent. The worldwide web is a hectic space. A digital market full of all sorts of businesses, some like yours, all jostling to be seen. So how do you strive to stake your pitch on your local patch digitally?

Google My Business An ideal way to appear in local search is to create a free listing with Google My Business. Having a business profile helps attract customers when they are searching on google. Regular postings to your GMB profile lets Google know you are still active and contributes to you showing up in map searches and local search results. To create an account and maintain an account is FREE.

If you are active on social media, then some of your posts should include appealing local content and where possible have relevant hashtags and locations on your posts. The more active you are, the better, as Google searches for social media activity. Consider a more targetted approach through ads where you can be specific about the demographics.

If you have a website, this too should be optimised for local keywords. Add in some educational and informational blog content with relevant local keywords. Blog content is ideal when the majority of your website is static. It keeps it fresh and lets relevant search engines place you. If this kind of activity phases you or depletes valuable time, get someone in who knows what they are doing.

Connect with other local businesses. Can you collaborate with complementary but non-competitive businesses through email marketing, joint digital campaigns?

While most people will actively search online, we must always be mindful of those who do not use technology but are quite happy flipping through the local rag or magazine. Consider a listing or a regular advert in a magazine that covers your demographic.

“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.” - HubSpot

It's easy to stick to what you know when it comes to marketing. However, it pays to invest in adapting and innovating to be where your customers can be found.

Yours socially
Micala

Why Tradespeople should engage more with social media

1/15/2021

In my last blog about marketing makeovers, I mentioned that many business owners rely on ‘social networking’ for referrals and new business. The pandemic and quashing of face-to-face interactions have meant that many tradespeople have had little or no other means of promoting their services.

I am married to a tradesman and right from the off put in place a cohesive plan of promotion that has seen us through feast and famine when it comes to workload. A holistic approach to marketing that includes social media and email marketing and offline advertising has kept his name out there for more than eight years. So I know having a consistent approach works.

The very least that a tradesperson should be having right now is a Facebook Page and one that is kept busy, and that means content on it each week. With more and more people flocking to Facebook groups for recommendations, this is perfect to share your page with loyal customers and encourage them to talk about you. As let’s face it, you are out working during the day and you can join in on the conversation when you get home and see that you have been tagged.

I also know for a fact that tradespeople are working hard hours on the tools. They come home, and the day is not over. There are enquiries to deal with, research and devis to prepare, and general administration that comes with running a business here in France. You have families, and you also need downtime, to get up the next day and go to work. Preparing content for your social media platforms is very likely to be the last thing on your list of priorities. But marketing has to be a priority. To get a consistent flow of enquiries people need to know that you are out there through a variety of marketing channels, whether through social media or having a dedicated website.

My husband is very fortunate in that he has me to do all of this for him. Is this something that a partner or trusted person can do for you? If this is not an option, think to outsource this, particularly if you cannot maintain your page consistently for the long term, not just when work is quiet but also when you are busy.

I have helped several small business owners, including trades set up their pages and continually work with them to guide what they should be promoting on their pages. There is plenty that can be shared to your page other than just the latest installation. Social media is as much about being social as well as using the space to promote what you do. So next time there is a shout for a recommendation on a Facebook group – some of your customers can do their bit and recommend you. Plus potential customers who do their research on search engines such as Google, have a better chance of seeing you as a Facebook page is one of the first things that shows up.

I know for a fact that social media and email marketing has a positive effect on business. Both serve to educate and remind people that your business is out there.

If you are a tradesperson who needs help and guidance in attracting more enquiries please get in touch.

Why me?
I have been working within the social media and marketing arena for nearly 10 years. I have set up pages, created campaigns, and have consulted and contributed to my clients plans for growth and those same principles have been applied to my husbands trade business.

Yours socially
Micala

How a marketing makeover can significantly improve business survival

1/9/2021

Marketing is a necessary business activity for your business's survival. We have all experienced challenges during 2020.

For example, social networking, often not mentioned as a marketing avenue. We have all been in social interactions and heard or been asked – "do you know so and so", or "I'm looking for someone to". Social networking provides hot spots for sharing who you know and making referrals. Many business owners, such as trades rely on this traditional marketing style and cannot resume until it becomes safe to do so.

Business owners have had to adapt, fast, to marketing online. Unfortunately, some businesses owners are still lagging, but there are plenty of opportunities to develop other avenues. 2020 was a year that many small businesses had to buckle up and paddle like mad to get their businesses seen, and ramp up their sales. Every business owner markets based on their know-how and what they have time for and tend to stick to what they know best. Throw in a global pandemic, and suddenly many are floundering because they have not enhanced their marketing skills for 2021. Fear not there are marketing channels that you can explore and develop to gain some visibility.

Here in France, many Facebook users connect through a diverse range of open and closed groups, and I have seen a vast increase for recommendations. The downside to this is that not everyone is on Facebook when those requests are made and can quite often business owners miss out.

Alas, Facebook alone is not enough. In the same way as relying solely on social networking is not enough. Having an advert running in your local magazine is not enough. Having just a website is not enough. Business owners need to look at several marketing channels and integrate those that will work well for their business.

What other Marketing channels can you explore?

Website
Print
Google My Business
Social Media
Email
Referral channels
Word of Mouth
Video
SEO
Direct Mail
Paid

The start of a New Year is always a good time to revisit and review your business and marketing activity. As you take your business forward, now would be a good time to look at what worked last year. Did last year’s marketing work for or against you?

Your business success in 2021 will require marketing more than ever. If you have only adopted one or two marketing methods, what new channels do you need to explore? If social networking and word of mouth referrals were your main inquiry drivers, think about creating a Facebook Page or a website. If you have a website, consider setting up a Google My Business account and social media profiles. How are you retaining your existing customers? Potential customers are now more than ever flocking to the internet for information and services, and if you are not showing up, you stand to lose out to a competitor who is. 2021 should be about selecting relevant activities that you gear to not only new growth but customer retention.

And when we can resume with social interactions and word of mouth recommendations over a cheeky apero our future customers will have plenty to refer to rather than just taking someone's word for it.

If you are not sure that your marketing is ready for 2021 please get in touch.

Micala

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I am a business owner, just like you and my advice and article comes from experience and knowledge having run my own business in the UK and here in France. I have mentored dozens and dozens of small business owners. Sharing knowledge and experience as we all experience similar concerns and issues along our self employed journey. I am passionate about helping fellow business owners create valuable presence in their business, online and off.

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