Six Steps to Safeguard Your Business from Fraud During Economic Instability

Rising interest rates. Fears of recession. Bank failures. Any of these can cause economic instability, and during times like these the risk of fraud and malicious activities tends to increase. Mortgage borrowers and equipment finance customers should carefully scrutinize any company claiming to provide financing. Likewise, brokers and vendors/manufacturers should carefully screen borrowers or those looking to finance equipment.

As a lender, we understand how important it is to protect your company from financial threats, and we have the experience and expertise to help you safeguard your business. Here are some basic but crucial steps you should take to secure your company against hacking, cybercrime, and fraudulent activities.

Six Basic Steps to Help Safeguard Your Business from Fraud

1. Strengthen Your Cybersecurity Defenses

As technology continues to advance, so do the methods employed by cybercriminals. Protecting your company's sensitive information should be a top priority. Ensure your business utilizes secure virtual private networks (VPNs), robust firewalls, and up-to-date virus protection software. Regularly update your systems and software to reduce vulnerabilities and patch potential security loopholes. Maintaining a strong digital defense significantly reduces the risk of falling victim to cyber-attacks and data breaches.

2. Know Your Customers and Vendors

Carefully building relationships with customers and vendors is essential for any business. But it’s imperative you exercise caution and perform due diligence before entering into any partnership with a potential partner or provider you only deal with online or on the phone. Take the time to thoroughly vet prospective customers and vendors, especially if they have even minimal access to your sensitive information or financial transactions. Conduct background checks, verify their identities, and assess their reputation in the industry. This extra layer of scrutiny can help identify potential red flags and minimize the risk of fraudulent incidents.

3. Educate Your Employees

Your employees are your first line of defense against fraud. Educate them about the latest fraudulent occurrences, common phishing schemes, and the importance of maintaining secure practices. Encourage them to use strong, unique passwords and implement multi-factor authentication for accessing sensitive systems. Regularly conduct training sessions and keep your employees informed about the potential risks they may encounter in their daily activities. By fostering a culture of awareness, you can create a united front against cyber-criminals.

4. Monitor Financial Transactions

Regularly monitoring your company's financial transactions is crucial in detecting any signs of fraudulent activities. Implement a comprehensive system of checks and balances that includes reconciling bank and loan statements, reviewing invoices, and cross-referencing financial records. Utilize fraud detection tools and services that can help identify suspicious patterns or irregularities in your financial data. By staying vigilant, you can promptly detect and address any potential fraud, minimizing its impact on your business.

5. Stay Updated on Fraud Prevention Techniques

Cyber-criminals and hackers are constantly adapting their tactics to exploit new vulnerabilities. Stay updated on the latest fraud prevention techniques and industry best practices. Subscribe to newsletters, join online forums, and engage with professionals in your field to share knowledge and experiences. Networking with other businesses and lenders and discussing the latest threats and safeguards can provide valuable insights and help you stay one step ahead of those with malicious intent.

6. Report and Collaborate

If you encounter fraudulent activities, immediately report them to the appropriate authorities and take the recommended steps to minimize the impact. Cooperation and collaboration are essential in combatting fraud on a larger scale. Along with sharing your experiences with other businesses and lenders, share your experiences online, in whatever ways you’re comfortable, to maximize awareness and prevent others from falling victim to similar schemes. Working together, we can create a stronger, safer environment for businesses to prosper.

Remember, prevention is always better than cure when it comes to fraud. By safeguarding your business, you protect your assets and help ensure a secure and prosperous future.

At Apex Commercial Capital, we aim to help small businesses achieve their commercial goals – including helping you safeguard your sensitive financial information. Don’t hesitate to contact us with any questions or concerns about your business financing or borrowing needs.

Apex Commercial Capital is a full-service lender focused on providing commercial mortgages and equipment financing to small businesses. We look beyond the numbers to understand each business owner's objectives and how we can work together to achieve them. Call (800) 262-APEX today to talk with our team of lending specialists.

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Originally published at https://www.apexcommercial.com/blog/fraud-awareness-six-simple-steps-to-safeguard-your-business-in-times-of-economic-instability

Case Study: Auto Sales/Auto Body Shop

THE CLIENT

Transformational. That’s the best word to describe what one local business did in the Southwest. An enterprising woman business owner was able to take a gas station property and transform it into a high-end pre-owned car dealership and repair shop.

The business, founded in 2017, had prospered and grown, but the owner needed to refinance the original hard money loan to recoup the money they used to purchase and renovate the property. Financially, the business owner was challenged by the terms of the original loan and needed help finding an acceptable refinancing option.

THE CLIENT’S CHALLENGE

The client’s goal was to refinance their current loan, improve their terms, and possibly lower their rate. They also hoped to cash out additional funds for repairs and renovations to the property.

The borrower went through all the proper due diligence and steps you can take to turn a gas station into a used car sales and auto repair facility, but they were not given a No Further Action (NFA) letter from the city where their business operates.

Across the board, auto-related properties often have difficulty securing funding, and because there was also an auto repair aspect to the proposal, that made it even more problematic for many lenders who might have otherwise considered funding the loan.

THE APEX COMMERCIAL CAPITAL SOLUTION

Lower Rate $500,000 Refinance and Cash Out

The No Further Action letter was the most significant challenge this borrower faced. But since Apex Commercial Capital has an environmental expert on staff who could review and approve the loan, that issue was quickly resolved. Having an internal expert with the knowledge and understanding of what our environmental insurance partner is looking for gives us an advantage over most lenders.

 Apex Commercial Capital provided a $500,000 loan that allowed the client to refinance their hard money loan and cash out a portion for the renovations and repairs needed to finish turning the property into a high-end auto sales facility and auto repair center. The loan also allowed them to invest a portion of the cash out back into the business.

In general, Apex Commercial Capital is more flexible than other lenders – in this instance, looking beyond just the initial criteria and documentation provided. Instead, Apex Commercial Capital worked with the client and determined what additional information they needed to provide to get the loan approved. There was agreement that this was truly a good deal and a great location that could benefit both the lender and the borrower. In the end, Apex Commercial Capital could even offer the client a better rate.

 FINAL RESULTS

The refinance from Apex Commercial Capital provided the client with the funds they needed – taking away the stress of having a hard money loan, allowing the owners to be at ease and focus on running their business. In addition, Apex Commercial Capital gave them the capital to put back into the business for expansion and growth. And, ultimately, giving them a good option if they decide to expand again – perhaps opening a second location.

Now, the client’s loan is not just interest only, they are paying off the principal balance. They have a lower monthly payment and rate – and with that lower payment overall, they’re helping their bottom line. Secondly, now, they have the funds to invest in more used vehicles, and more marketing for the auto repair business, which will increase revenue even more.

[Originally published at https://www.apexcommercial.com/blog/auto-sales-auto-body-shop-southwest-region]

5 reasons why branding is an important tool for your sales force

Branding is a crucial element of any business – large or small – and its impact on your sales… and your sales force… cannot be overstated. In today’s highly competitive business environment, branding has become more important than ever. There’s a reason why it’s a critical component of any successful marketing strategy.

Here are 7 reasons why branding is essential to your sales force and how it can help your business achieve its financial goals.

1.    Builds Trust and Credibility

The most immediate (and somewhat obvious) advantage of a strong brand is that you don’t have to take time introducing and selling the brand. Sometimes the biggest hurdle to making a sale is establishing that you are a credible and trustworthy business. If your sales call can move right past “Who we are” and jump to “What we can do for you” – that’s a substantial competitive advantage.

When a prospect recognizes your brand, they’re more likely to trust the products or services you’re offering, and they’re more likely to purchase from you. A trusted brand can help your sales force close deals more quickly and effectively because customers are already familiar with your brand and what it represents. In addition, a strong brand can also help your sales force connect with potential customers faster, which is a critical first step in establishing long-term relationships.

2.    Differentiates Your Business from Competitors

Branding helps to differentiate your business from your competitors. The internet gives consumers so many options today, for almost every product or service, it can be challenging for customers to know which business is the best fit for their needs. By establishing your brand  and, even better, by developing a unique brand, your business can stand out from the crow and stand out from your competition.

By effectively branding your business and promoting that brand, you can make it exponentially easier for your sales force to sell your products or services because customers will already be familiar with who you are, what you offer, and what makes your business the one they should choose.

3.    Improves Recognition and Recall

Customers are more likely to remember your business if it has a strong brand identity that is consistent across all touchpoints. If prospects have seen your logo and tagline, ads with standardized voice, tone, and visual brand elements – font, colors, etc. – they are more likely to remember your business when you initiate a sales call. The key to building recognition is consistency – on your website, social media profiles, advertising, sales collateral, and packaging.

When customers are more familiar with your brand, they’re more likely to remember it when making purchasing decisions. This can lead to increased sales and improved customer loyalty over time.

4.    Enhances the Customer Experience

Branding also plays a crucial role in enhancing the customer experience. A strong brand can help create a positive customer experience by establishing clear expectations ahead of any interaction with your sales force. Then – during and after the initial sales call – delivering on those expectations will reinforce the positive impression of your brand and business.

Delivering the expected positive experience can help your sales force build customer trust and loyalty. When customers have a positive experience with your brand, they are more likely to become loyal customers who will repeatedly purchase from your business over time – which is critical for long-term success.

5.    Provides a Competitive Advantage

Branding can provide a competitive advantage in a crowded marketplace. When customers are familiar with your brand and what it represents, they are more likely to choose your products or services over those of your competitors.

A strong brand can make it easier for your sales force to overcome objections and close deals more effectively. Prospective customers will already be familiar with your business and what sets it apart from other options – this can give your business a significant edge over competitors who do not have a well-established brand identity.

PLUS, Branding Supports Marketing Efforts

Branding doesn’t just support your sales force, it also amplifies your business’s overall marketing efforts. A consistent brand message across all marketing channels can help reinforce the key benefits of your products or services and make it easier for your sales force to close deals. Additionally, a strong brand can help generate word-of-mouth referrals, another powerful tool for driving sales.

Branding, establishing and nurturing your company’s brand identity, is essential to marketing and growing a business. A strong brand can help build trust and credibility with customers, differentiate your business from competitors, improve recognition and recall, enhance the customer experience, provide a competitive advantage, and support marketing efforts… all of which can help make it easier for your sales force to convert leads into customers.

By investing in branding, you can give your sales force a vital tool they need to succeed and drive long-term growth for your business.

The Top 5 Best Choices for Your First Credit Card

This week’s financial challenge – choosing a credit card… when you’ve never had a credit card.

You need to build credit. You’re making a large purchase. You’re taking a trip. Maybe you’ve just decided… it’s time. There are a lot of reasons why you might decide to get a credit card. But it’s not always easy choosing the best card for your needs or situation.

If you’re looking to make your first foray into credit cards, choosing the one that fits your lifestyle is crucial. With so many options available, it can be overwhelming to know where to start. Let’s take a look at the best first card choices and some key factors to consider when selecting a card.

What to Consider When Choosing your First Credit Card

Before diving into specific card recommendations, it’s important to understand the key features that could determine which card is right for you. When you start comparing cards, keep these factors in mind:

Credit Score: If you have a limited credit history (and if you don’t have a credit card, there’s a good chance you don’t have a significant credit score) or a low credit score, you may not qualify for certain credit cards. 

Look for cards designed for people with no credit or limited credit history, like a “secured card,” where you start by depositing money into the card. Kind of a debit card that builds credit.

Interest Rates: Pay attention to the interest rates offered by each card. If you plan to carry a balance, you’ll want a card with a lower interest rate to save on interest charges. 

This is a crucial feature to shop because interest rates can vary by double digits. Also, beware of introductory offers that give you a low rate to start, then jump to 20% or more.

Fees: Many credit cards charge annual fees, balance transfer fees, foreign transaction fees, and other fees. Be sure to read the fine print and understand any fees associated with the card.

Of course, the most straightforward standard fee to avoid is the late payment fee. As a first-time cardholder, it’s crucial to ensure you pay your balance (at least the minimum balance required) on time every month – especially if your goal is to build a solid credit rating.

Rewards: Some credit cards offer rewards programs that allow you to earn points or cash back for purchases. Consider whether you want a card with rewards and what type of rewards program would be most valuable to you.

Typical credit card rewards include cash back on certain purchases, hotel or airfare discounts or points, or discounts at specific retailers. You have a lot of options when it comes to choosing a card with rewards that fit the way your lifestyle.

The Top 5 Best First Credit Card Choices

1.     Discover it Secured Card

A secured credit card is a great option if you’re starting to build credit. Discover it Secured is a popular choice for people with no credit or limited credit history. It requires a security deposit of just $200 (lower than most) and a max deposit of $2,500, which becomes your credit limit. 

The card has no annual fee and offers cash-back rewards on every purchase – and it doubles the rewards cardholders earn the first year. It also includes many of the same benefits that come with an unsecured Discover Card, like a free FICO score each month and alerts if your social security numbers appear on a “dark web” site. In addition, the card offers automatic reviews (starting at seven months) to see if you can transition to an unsecured card.

2.     Capital One Platinum Credit Card

The Capital One Platinum Credit Card is another good option for people with a limited credit history or “average” (less than perfect) credit. It has no annual fee and offers access to a higher credit line after making your first five monthly payments on time.

The focus here seems to be squarely on credit, including security features like alerts, $0 fraud liability, credit score updates, and the ability to lock the card from the phone app. The one caution with this card – an APR of 29.74%. (Check current rates when considering any cards discussed here.)

3.     Petal 1 or Petal 2 Credit Cards

Ok, so technically this is two possible card options – both are good choices for first-time cardholders. The Petal 1 “No Annual Fee” Visa and The Petal 2 “Cash Back, No Fees” Visa Credit Card are specifically designed for people with limited credit history. 

Each offers a unique cash-back reward program that rewards responsible credit behavior. The Petal one offers 2% - 10% cash back at select merchants. With the Petal 2, you can earn 1.5% cash back on eligible purchases when you make 12 on-time payments and 2% - 10% cash back on purchases at select retailers. The card has no fees, including no annual fee, foreign transaction fees, or late fees. Petal also offers a “Leap” program that lets you earn a credit line increase every six months by making payments on time.

4.     Bank of America Cash Rewards Credit Card

The Bank of America Cash Rewards Credit Card is a good option for people who want a card with a rewards program. It offers 3% cash back in a category of your choice, including gas, online shopping, dining, travel, drugstores, or home improvement/furnishings.

You’ll also earn 2% cash back at grocery stores and wholesale clubs and 1% cash back on all other purchases. The card has no annual fee and offers a sign-up bonus for new cardholders.

5.     U.S. Bank Cash+ Visa Secured Card

The U.S. Bank Cash+ Visa Secured Card offers a more extensive rewards program than most secured cards… although it is a tad specific… you can earn up to 5% cash back on your first $2,000 in combined eligible purchases each quarter in two categories you select. You can also earn 2% cash back on everyday purchases, like gas, groceries, restaurants, etc.

There’s no annual fee, but there is a high annual APR. the card also allows you to choose your monthly payment date, a nice feature if you’re struggling to get your budget (and credit rating) in check.

The best choice for you?

Choosing the right first credit card can be a daunting challenge, but by considering your options, interest rates, fees, and rewards programs, you can narrow down your options. The cards above are good choices for people new to credit cards, and there are many more options we didn’t cover here. Do your homework. Shop carefully and you can get a card that works for you.

5 reasons your digital marketing isn’t working

When it comes to digital marketing, people talk a good game about “brand building” and “connecting with customers” — and those are undoubtedly important — but the most important reason your business spends its precious budget on marketing is to generate leads, to make the phones ring, to bring in new clients and customers. You spend money to make money.

And if your digital marketing isn’t generating ad clicks and driving visitors to your website and prospects to your door, then it’s not doing its job and you are wasting your money.

Here are five reasons why your marketing might not be working for your local business

1. Your digital marketing just isn’t goal-oriented. The average small business owner has a website because they know, on some level, that they have to have a website. But odds are, the site is little more than a digital placeholder — strictly a “brochure site,” as they used to say. It isn’t written and designed to maximize engagement, generate leads, and help with conversion. So, even if they get visitors to their site, they’re not doing what they need to do to convert visitors into customers.

Of course, today, a business, regardless of size, needs more than just a website. You need a Facebook Business Page, search ads, maybe social ads – and you’ve got to have customer reviews everywhere. And all of it needs to generate leads – qualified, actual, could-really-become-customers leads.

But that’s not happening.

Here’s an example… according to one recent study, the most popular online advertising for small businesses is social media. That’s great — as I said, social is an integral part of today’s digital marketing mix. But, unfortunately, the posts and ads you see on social are usually brand-building rather than response-generating. Boosted posts on Facebook are often posts the business owner likes rather than a post designed to generate qualified leads. Many don’t even include links or a simple CTA. They’re not driving traffic to your site (or Blog or landing page), so they’re not working to achieve your goal of growing your business. That’s not going to grow your business.

2. You’re assuming your website can do all the heavy lifting. There’s a rampant misconception that someone looking for your business will magically land on your website. Of course, when you think about it, everyone knows today’s customer journey usually starts with a search engine — whether it’s Google, Yahoo, Bing, or even YouTube (considered by many to be one of the most significant search engines). And beyond simple search results, the journey can include stops on social pages like Facebook or Instagram, review pages like Yelp, or any of a dozen listings that might mention your business.

Of course, more and more today, searchers don’t get past the information they find at the top of Google’s search results – your Google Business Profile. Depending on the information you provide, it can just be your name and address, or it can also include your phone number, hours, website URL, and even ratings and reviews. So you need to make sure that your Google Business Profile information is up to date, that it’s presenting your business the way you want to be represented (the correct specialties, etc.), that simple things like your hours are correct – and it has to be working as hard as possible to convince shoppers to choose you, or at the very least, click through to your site.

The bottom line is that your digital marketing strategy must include every step of the customer journey — search, social, listings, website and more. Your website alone can’t carry the entire weight of your online advertising and marketing.

Every few months, at the very least, take the time to review your digital marketing to see what’s working and what needs to be adjusted. Anything that’s not driving visitors to your website or calls to your business should be modified or dropped.

3. You’re not keeping up with the times. It’s harder than ever to keep up to date with today’s digital technology -- from keeping up with every change Google makes to keep your business as high as possible in the search results, to understanding Facebook’s targeting matrix, to trying to be aware of new social media platforms (is your audience on TikTok?). Not to mention, today, typed-out search is just part of the equation. Google, Yahoo, and Bing are being pushed aside increasingly by voice search — Siri, Alexa, or Google.

Ensuring your website is built to enable voice search (with “schema mark-up”) is just the start. It’s making sure your site is secure, it’s automatically sharing customer reviews on your site, on Facebook, and in your listings, and it’s delivering the same messaging as all the other marketing you’re doing online and off. And that leads us to…

4. Your website isn’t being social with your social, your ads, and your online listings. Ok, maybe I’m getting too cute here, but what I mean is that your website, your social media, and your listings information have to talk to each other — and they have to agree. They have to match. Your online information has to speak with a single, consistent voice, or customers and prospects will lose confidence in anything they read about you online — even something as basic as your hours of operation.

If a prospect clicks on a search result and gets taken to a website with entirely different messaging, they’ll turn around in about two seconds. The same goes for ads you run — even if they lead to a specific landing page -- what happens if they don’t fill out the form on your LP but instead search for you later and visit your website? If there’s a disconnect between all those pieces, you probably won’t complete a sale. Today’s digital customer journey is a long and varied trip, and it’s easy for sales to get lost if the steps don’t seem to lead to the same destination.

5. You’re not sharing all the nice things people are saying about you. Studies have shown that customer reviews are a key (if not the #1) reason prospects choose a business. Online reviews have replaced the traditional word of mouth that used to drive business. Today, someone looking for a product or service starts and ends by looking at how many stars a business is getting. They’re taking the time to read reviews, to see what other customers are saying about you. You must do the work to generate and share positive reviews. Without them, you’re likely to get skipped over online.

So, why isn’t YOUR digital marketing working?

There are a lot of reasons why your digital marketing may not be working — misplaced targeting, for example, not really knowing your audience –but that could be an entire article on its own. The five reasons above are fundamental, relatively easy to understand, easy to uncover, and relatively easy to fix… or at least start to fix.

You pay a lot of money for your digital marketing. Take the time to do it right, or give that money to a partner who will do it for you to generate the leads you need.

5 ways to maximize holiday revenue now

If you want a profitable winter, you need to make plans in the summer!

Yes, it’s the middle of the summer. Half the country is probably getting hit with a heat wave, and the summer season is in full swing… so, it’s the perfect time to start thinking about The Holidays! Yes, those holidays – the big ones at the end of the year. The ones where many businesses make the majority of their annual profit.

The US Chamber of Commerce reports that 79% of small businesses say the holiday season is critical for their overall profits. How “critical”? A recent Meta study found that “One-quarter of SMB owners expect to make more than half of their annual revenue in the last months of the year.”

With that much riding on the business you bring in in the Winter, it’s just bad business to wait until the last minute to make plans. The time to start your fourth-quarter holiday marketing strategy is now, in the Summer!

If you think about it, from July 4th to Black Friday there are about 150 days (give or take). If you wait until the fourth quarter to plan your fourth-quarter marketing strategy, most of the big holiday opportunities will be lost for another year – if you don’t act now.

Make this the year you truly take advantage of the holiday spending spree

I know what you’re thinking – who the heck has the time to plan for something almost half a year away? Running a small business is all-encompassing. You’re already busy focusing on today! No one could possibly argue with that… which is why we’re going to start small. Even little ideas can have a big impact on your bottom line if you plan for the bottom half of the year.

Here are 5 things you can be doing now to make sure your business is ready to turn up the heat this holiday season…

1.     Start building your social media – when the holidays get here, you’re going to want to be able to use social to spread the word about all the marketing efforts you have going on over the holidays. Start building followers now – put a message on your receipts or invoices, put a sign by the register, and simply ask people to follow you – make it part of your standard farewell: “Thank you for doing business with us… and be sure to follow us on Facebook or Instagram.”

Of course, social media only works if you post something — many somethings. Like one something every couple of days or more. I know. I know. No time. Right. You have a phone? It takes less than two minutes to take a photo and post it to facebook. Go ahead. Try it. You’ll see it’s true. Take a shot of today’s job site, or sale, or a display, your staff or crew. Show whatever it is you’re working on

Want to really make an impression? Take a video. Or, post Before and After images — people love those — and there’s no faster way to show off your work.

2.     Review and repair your online reviews – when people start shopping this holiday season, they’re going to be comparing reviews – yours and your competitors. Now is the time to take steps to start flooding the web with positive reviews – and taking steps to turn negative reviews into positive customer interactions – those can become your most powerful positive reviews.

Every customer interaction should end with a request for a positive review. It’s that simple. Word-of-mouth advertising is still the most powerful marketing — and in today’s digital world, word-of-mouth is now word of strangers. Studies show that people believe online reviews just as much (or more) than they believe family and friends. Your website, social, and Google listing needs. to include positive customer reviews.

And, when you get a review… respond! Even if you just say “thanks again for your business!” You may not have time to respond to every review, if you’re successful enough or lucky enough to get a lot of them, but you absolutely must respond to negative ones — and not in a snarky or nasty way. Do your best to make it right — and if you can’t, at least show you tried. Show you care about your customers — that’s the #1 goal of posting reviews.

3.     Make plans to celebrate every “retail holiday” – Black Friday, Small Business Saturday, Cyber Monday – even if you’re not a retail business. Today there are nationally recognized and promoted holidays aimed at encouraging people to shop and “shop small.” (Thank you American Express.)

Black Friday, Small Business Saturday, and Cyber Monday – your business should celebrate all three. If you’re in retail, it’s easy — promote offers and specials spanning the extended shopping weekend. If your website isn’t set up to take orders online, you can and should still use your site to announce “cyber specials” available to anyone who calls on that day (or that week).

If your business isn’t retail – pretend you are. Too many businesses in the service industry fail to do simple things like offering Black Friday Specials or Cyber Monday Deals. Post a timely offer on your social media. Update your Website with a holiday-themed call-to-action to drive people to contact you, whether it’s by phone, form, text, or email. Give people a reason to get off the fence and reach out.

4.     Ask for emails in exchange for special deals… starting today – you should have an email address and cell phone number for every customer you come in contact with, and if you don’t already, now is the time to start gathering them.

If you have a customer’s contact information then you have the key to utilizing email and text marketing to reach those customers and promote your business. With an email and phone number for each customer, you can easily and inexpensively stay in touch… and stay front of mind. Best of all, there are easy ways to make email and text marketing automatic and hands-free. Customer contact is the easiest type of marketing to automate — companies like Hibu, Constant Contact, and others will get you started or manage It all for you.

Then as the holidays approach, email and text customers about your marketing specials. (Professional tip: remember to let your customers know that their friends can get the special deal, too… simply by filling out the form on your website.)

5.     Give something away as a “Gift” – everyone loves getting gifts on the holidays, it’s the easiest thing in the world to spin a small product or service into a small gift.

It’s a classic loss-leader marketing strategy – take something you routinely offer – and turn it into your FREE Holiday Gift to your customers.

• Free estimate

• Free upgrade

• “Valued-customer” discount

• And, of course financial teasers like, “Buy One Get One Half-Off” (or any other similar “Buy one get… something” offer).

Of course, to really do this right, you need to promote your gift on your website, your social media, and in ads across the web, as well as in emails, in-store, on estimates – wherever you communicate with customers and prospects.

These are small things you can do this Summer that can help you have hot Winter sales. Start working today for a happier holiday season this year!

[A shorter version of this post originally written for and published on the Hibu Blog]

Game of Phones: Four Simple Keys to Effective Mobile Web Design

A lot of people think a “mobile-friendly website” is one that “looks nice” on a small screen. There’s actually a lot more to it than that. In fact, if you’re only focusing on how your mobile web design LOOKS on a phone or tablet, you may be losing the battle to get ahead of  your competition when it comes to getting found online.

Our friends at Google have recently published an in-depth study on The Principles of Mobile Site Design, with a ton of great information about how to mobile optimize your website. Today, we’re going to start where a visitor to your site will most likely start – your homepage (or in this case, your MOBILE homepage).

MAKE IT EASY FOR VISITORS TO ENTER YOUR KINGDOM

If you’re a fan of Game of Thrones, you know there’s a lot of fighting around securing your home. Unfortunately, there’s also often a lot of fighting when it comes to getting around mobile homepages, too.

Google says…
“A desktop homepage often serves as a welcome page, messaging center and promotional space all in one, but the mobile homepage should focus on connecting users to the content they’re looking for.”
Here are four things Google says you should consider when creating a mobile homepage that will help your visitors get the information they want quickly and easily…”

MOBILE HOMEPAGE PRINCIPLES

1. Keep your call-to-action options front and center – It can be easy for mobile users to miss menu items, so always put your phone number, email, and form options where you know your visitors will see them.

2. Keep menus short and sweet – An extensive menu might work well for your desktop site, but mobile users won’t have the patience to scroll through a long list of options to try to find what they want. Present the fewest menu items possible.

3. Make it easy to return home – Mobile users want an easy way to get back to your homepage – a clear, easy to see HOME button or simply tapping on your logo at the top of a page is ideal.

4. Limit the distractions – Photos and promotions can distract visitors, making it hard for them to learn more about your company’s offerings. Give them the information they’re looking for and drive them to contact you for what they need.

Whether you design your site yourself or have a professional do it for you, keep these mobile design principles in mind – and remember, you need to constantly update and upgrade your site to maximize ease of use on mobile devices.

Today a website that’s not mobile-friendly will almost certainly end up draggin’ you lower in search results – and just as important, you’ll lose customers who simply don’t want to do battle with a site that’s hard to use.

The Keys to the Mobile Kingdom

Mobile optimization may sound hard, but there are some things that are pretty much basic common sense. Our friends at Google recently published an in-depth study on The Principles of Mobile Site Design, with a ton of great information about how to mobile optimize your website. Here are four simple keys to solid, effective mobile web design pulled from that report…

1. KEEP YOUR USER IN A SINGLE BROWSER WINDOW – Switching between windows on a smartphone can be a struggle, and can make it tough for visitors to find their way back to your site. Try to keep users in one place by avoiding links that launch new windows.

2. DON’T MAKE USERS PINCH-TO-ZOOM – Site visitors get frustrated when they need to zoom in or out. Your site should be designed so users won’t ever need to change the size.

3. OPTIMIZE YOUR ENTIRE SITE FOR MOBILE – As odd as it sounds, sometimes people only mobile optimize part of their website. Not a surprise, visitors have a much easier time navigating a site that’s fully mobile-optimized rather than one that included a mix of desktop and mobile-optimized pages.

4. USE CLICK-TO-CALL BUTTONS FOR COMPLEX TASKS – Studies show that site visitors truly appreciate the added convenience and simplicity of a click-to-call option on mobile sites. Offering a prominent click-to-call button makes it easy for customers to contact you, and that’s always a good thing.

Your website must be designed to make it easy for your visitors to navigate on their phones and tablets. Be sure your site follows the mobile web design principles Google recommends – and constantly update and upgrade your mobile site to make it easier to use and more effective for your business.

If your website isn’t built to win the game of phones, it's time to make a change... and make sure your site is ready to battle your competition online.

Cinco de Mayo Special: Spice up Your Social

We understand that Cinco de Mayo is not a celebration of Mexican Independence. It’s not even really a holiday in Mexico. Luckily for us, here in America – where we like any reason to celebrate – it is a holiday!

So, to celebrate the American version of Cinco de Mayo – with its icy-cool drinks and savory spicy food – we’re going to share five (cinco!) ways to spice up your social media and attract more Likes.

5 ways to spice up your social

1. Post! If you don’t put content on your Facebook page, you will not get seen. Period. End of story. Social media only works if it’s active – if you are actively adding content, or continually running ads (we can help you with the ads). Your customers are using social as part of their buying/decision-making process – they want to get a feel for who you are… so don’t let them think you’re nothing but a blank, forgotten page.

2. Post more! It may seem ridiculous to repeat it, but I can’t stress enough how much your social presence depends on continuously keeping your pages active – posts on Facebook, conversations on Messenger, offers on Marketplace, photos on Instagram and tweets on Twitter. The more you put yourself out there, the more your customers (new and old) will feel a connection to you and will think of you first when they need what you offer.

3. Post photos – your photos. Your social media is different from your website… or at least it should be. People visit your website looking for facts – WHAT you do. People visit your social to get a feel for WHO you are. It’s absolutely fine to share other people’s posts and images (other than your competitors), but you need to post your own, original photos. Literally show your customers who you are, that you’re proud of your work, your customers, etc.

4. Post videos – your videos. Just like photos, but even more important today. Studies show that personal videos get 10x more views than those from another source (like YouTube). Best of all, 92% of mobile video viewers share videos with others, so your videos are shown to new customers!

5. Share your posts on all five of the top social networks – Facebook, Facebook Messenger, Facebook Marketplace, Instagram and Twitter. Too many businesses make the mistake of just posting on Facebook. When you have a post, or news, or a deal – don’t just put it on Facebook, put it on every social media platform you have. And if you don’t have at least the five I mentioned – sign up for them now. (Don’t wait until next Cinco de Mayo.)

So, have a happy Cinco de Mayo. Celebrate the holiday by spicing up your social media… in a purely professional way, of course.

Sources:
Kissmetrics; More likes on Facebook
Socialbakers; Facebook video study; 2015
Social Media Examiner; Use Facebook for more engagement; 2015

Photo by Valeria Almaraz on Unsplash

[Originally posted on the Hibu Blog]

Avoiding the 7 Steps to Stagnation

30 years ago, when I was just starting out in marketing, my boss handed me a printed sheet of paper and told me to tack it on the wall. It was a list created by Erwin M. Soukup entitled “The 7 Steps to Stagnation.”

Just like my boss passed it to me, I’m passing it to you:

The Seven Steps to Stagnation

1. We’ve never done it that way before.

2. We’re not ready for that.

3. We are doing all right without trying that.

4. We tried it once before.

5. We don’t have money for that.

6. That’s not our job.

7. Something like that can’t work.

Seven incredibly simple statements… that you’ve probably heard way too often, or worse yet, have said to someone (recently) at your business. The list first made the rounds in the 1980s, but when it comes to marketing your business, they’ve never been more relevant.

Change is hard. Change puts you in the lead.

When you consider the massive changes that digital marketing and social media have brought to the business landscape, it’s easy to see how you could say every one of the seven statements when considering how to market your business today. Imagine the conversation…

Ask clients to provide and post Reviews? “We’ve never done it that way before.”

Get an updated website that integrates with all of our digital marketing? “We don’t have money for that.”

Use social media as marketing? “Something like that can’t work.”

That’s why it’s so important to keep the Seven Steps tacked on the wall where you can see it everyday… because it’s so easy to fall into their trap.

The world changes… even if you don’t

If you’ve been in business for more than 5 – 10 years, the way you market your business has changed dramatically. Most small businesses didn’t even have a website seven years ago, let alone search campaigns, digital listings, or display ads.

Today you know you need a website – but you may not be doing what you should to keep your website up-to-date, with integrated content like Reviews and posts. (After all… “We’re not ready for that.”) Are you encouraging your customers to leave positive reviews online? (“That’s not our job.”) And how about social media marketing? (“We’re doing alright without trying that.”)

The world is on social, are you?

Not sure if your customers are on social media? Well, if they’re alive on the planet right now, there’s a pretty darn good chance they’re on social. These numbers are staggering:

• 80% of Internet users use Facebook (and, really, today who doesn’t use the Internet?)

• 97% of online adults age 16 – 64 say they have visited or used a social network in the last month

If you want to get your message in front of your customers today, you have to consider the reach of social. Plus, social gives you unheard of targeting opportunities, so you’re not casting a huge net, you’re aiming for exactly who you want to reach.

Take steps to avoid the seven steps

The steps you need to take to avoid stagnation are just as basic as the cliché, knee-jerk responses that get us all into trouble. So, without further ado, here are…

Michael’s Seven Steps to AVOID Stagnation

1. Try doing something routine in a way you’ve never done it before

2. Try something new even if you think you’re not ready

3. Expand you’re definition of “doing alright” so it includes trying new things

4. Try something again that didn’t work once before

5. Shift funds from something routine to something new

6. Make new forms of communication (like social) part of your job

7. Try testing something that goes against everything you’ve tried before

Simple, right? It should be. You’ve built a successful business, or are in the process of building one – so at some point you had to have said, “today I’m starting something new.”

Now you just have to follow that same “start something new” spirit each new day – you’ll avoid the seven deadly steps, and you’ll move your business forward.