The Entreprenette Gazette » Ask The Entreprenette

DIY Beginner SEO (Part 2 of 2)

Sarah Shaw — Tue, 10 Jan 2012 16:00:39 +0000

Dear Sarah,

How do I implement simple SEO? Where do I put all the keywords? I am not really sure what the title tags and heading tags are exactly……ugh!

Thanks in advance,

Lisa Lehmann Studio Jewel

Dear Lisa,

Again, I am reaching out to my friend Lauren about this…..I find this super fascinating and complicated but she makes it sound so easy! I especially love the tip about naming your images with keywords to help with SEO. This is what Lauren suggests doing yourself to get better SEO ranking in general.

Figuring out where to put keywords can seem tricky, but it’s actually quite simple and follows three basic rules:

1) Make sure that the keywords you’re targeting for each page are focused. In other words, don’t try to focus on more than a couple per page. I see many people try to have each page rank for every single keyword on their (target) list and it tends to backfire. Don’t overload the keywords on each page, and make sure that you separate them out so that each page is only trying to rank for 2-3 keywords.

2) Put keywords in prime locations. There are a few mandatory places for keywords, and these are the page title tag, the heading 1 (H1) tag, and in the image title and alt description of any images you have. After that, you want a couple of mentions of the keyword in the body text. After all, if the entire page is centered around the keyword, it makes sense to write about it. You also want to see if you can fit one or two mentions of the keyword in bold or strong tags. Wherever you put it, keep in mind that Google puts preference on keywords that appear towards the beginning of lines and paragraphs, so try to make your title and headings start with appropriate targeted keywords.

3) Make your content relevant to users. This is the most important rule of all, and one that is all too often ignored by amateur SEO DIY’ers and many professional SEO consultants as well. Remember, you’re writing for people, not for robots! Don’t try to stuff keywords, and don’t let your keywords dictate the direction of your content. Instead, write the kind of content that your users want to read. If you make it relevant to what you’re trying to sell, and to the customers you want to attract, then your keywords should fit naturally and organically. Google has made huge efforts to make their search engine intelligent enough to look at websites from a human user point of view, and they’re getting better with every update. If you’re not sure exactly which keywords to target, you can search for them on Google Keyword Search Tool – it’s a huge help in finding your niche keywords.

Lauren Fairbanks is partner at Stunt & Gimmick's – a digital marketing firm that specializes in content and SEO.

DIY Beginner SEO (Part 1 of 2)

Sarah Shaw — Thu, 05 Jan 2012 16:00:00 +0000

Dear Sarah,

We currently sell mostly through Amazon and SkyMall, but have recently launched our own website. How do we increase our own website visibility? I have heard various tips on search engine optimization, but I am unclear as to what SEO really means and what I can do to have more of a presence on the web.

Thanks so much,

Jennifer The GLO Bag

Dear Jennifer,

I reached out to my friend Lauren to answer this as she is really the specialist! This is her simple DIY first baby step!

SEO is easier than you think and easier than many SEO professionals want you to believe. You'll hear a lot of talk about keywords, but so long as the content on your site makes sense and is appropriate for your topic, you should have all the keywords you need.

The first, and most important step is getting links to your website. Google's search algorithm works like a big popularity contest. Each link to your site from someone else is a vote of confidence. The more votes you get, the more relevant Google thinks your site is, and the higher up you appear in search engines. The kinds of sites that link to you matter too (of course). Sites that are similar to yours in subject matter count “more” than sites that are unrelated. Likewise, links from sites that are poplar and have lot of links coming in to their website, are more valuable than links from obscure sites that no one visits.

So how do you get links? That’s where your inner salesman comes in. The best way, in the eyes of Google, is to do it entirely naturally and “organically” by putting out content that others want to link to. Unfortunately, if your site doesn’t get a lot of traffic, the odds of someone willing to give you a link are slim. Instead, you may need to find websites and communities that you want to link exchange with, and reach out to them. Reach out via Twitter, Facebook, or by email, whichever feels more genuine to you. Remember, you’re essentially asking them for an endorsement of you, your brand and your website, so take the time to build a relationship with them, and see what you can do to entice them. Do this enough and you’ll be on top of Google in no-time.

Lauren Fairbanks is partner at Stunt & Gimmick's – a digital marketing firm that specializes in content and SEO.

Do magazines pay for samples?

Sarah Shaw — Tue, 03 Jan 2012 12:00:56 +0000

Dear Sarah,

I would really appreciate some advice. I received an inquiry from the editor of a magazine to have my jewelry included in an editorial. I have a couple of questions:

1. My understanding is that this is not akin to an 'advertorial', which I would have to pay for – true?
2. Should I send all the jewelry they asked for, although they indicated it would not be returned?

I would truly appreciate your feedback as I am not sure what the standard procedure is for such magazines.

Thank you,

Lisa Studio Jewel

Dear Lisa,

Congratulations on being contacted by a magazine. I love that you use recycled metals – so press worthy – I am not surprised you have received multiple inquiries.

You are correct, editorial is free and advertorials and other forms of advertising are paid. I am a big advocate of free editorial. Magazines need designers as much as the designers need the magazines so it ends up working well for everyone.

As far as the samples go, I’d go back to them and let them know that you cannot afford to send out (all) the samples they requested (as you are a small business) unless they can return them – and let them know you’d be happy to include a return-shipping label. If they seem to squirm at that, then I’d ask why they don’t return samples. I believe in being honest and upfront about samples and if they are going to be returned or not, so you can make the best decision for your business. Sometimes for the “right” magazine placement, it doesn’t matter if the samples come back, and other times it does. Go with your instinct on this one after you speak to them again.

Just FYI, most magazines (even the major ones) don’t have the budget to pay to return samples any longer. That said, they will return them if you pay for the freight – sometimes you even have to pay both ways – but when it’s a big hit it all seems worth it.

Good luck!!

xoxox

Sarah

Finding money for your start-up

Sarah Shaw — Thu, 08 Dec 2011 11:00:00 +0000

Dear Sarah,

I've recently launched my home-based business, and my sales are inconsistent. Until I can get a steady income flow, what are some ways that I can save money in my everyday life?

Thanks,

Sandi Hochman Lucky Puppy

Dear Sandi,

Thanks for a great question! I reached out to my friend Andrew of Money Crashers as he has awesome ideas about how to save money and get ahead!

Starting a home-based business is a huge challenge, and in the beginning, times can be tough. However, there is no reason to despair as there are a variety of ways to save money everyday to make running your business more manageable.

1. Spend Less on Groceries Many people leave a lot of money on the table when it comes to grocery shopping. The best way to impact this expense is by using coupons and learning how to extreme coupon. Pick up a Sunday paper, scan through the ads for the items that you buy the most, and capitalize on all discounts. Many national grocers will "stack" or "double" coupons, and shopping at multiple grocers will allow you to save even more. Additionally, see if you have a farmers market near your home. They offer the same fresh produce that your favorite grocer has at lower prices.

2. Lower Your Rent/Mortgage If you rent, contact your landlord to negotiate a lower rental price. You can offer up services around the property (e.g. home repair) or you can capitalize on the fact that you have been a loyal tenant. It never hurts to ask. If you own a home, on the other hand, consider refinancing your home mortgage. I have refinanced my mortgage several times over the years to save money, and there are a lot of options at your disposal regarding different mortgage plans. And if you're upside down on your mortgage (i.e. you owe more than your house is worth), see if you qualify to refinance under one of the Making Home Affordable government programs.

3. Adjust Your Discretionary Spending If you are intent on building and establishing your home-based business, temporarily cut back on discretionary spending to free up more capital for your business. Yes, going without your morning latte or favorite cable channels can be annoying for a while, but it's only temporary and the extra cash flow could give your business just what it needs to take off. Once you get established with a more steady income flow, you can resume normal spending activities.

4. Save on the Business Itself There are many ways to save on the business itself. Consider used furniture and computer equipment to outfit your office in the beginning, and investigate all free forms of marketing. Also, make sure you are aware of and take advantage of any tax breaks and write-offs related to your home-based business.

5. Put Investing On Hold I never like to recommend not investing for retirement, but if you need to free up capital to maintain your business, considering scaling back your retirement investment expenditures. If you can get your home-based business to the level that it will generate significant income, you can resume and increase retirement investing. But if you want to tap retirement accounts for business capital and are younger than 59 1/2, be careful! Most of the time you'll be hit with steep penalties. It's best to first consult with a financial planner if you want to withdraw from a previous employer's retirement plan or your traditional IRA.

Andrew Schrage is owner of the personal finance site and business, Money Crashers.

Pushy PR?

Sarah Shaw — Tue, 29 Nov 2011 11:00:43 +0000

Dear Sarah,

If you've had a placement in a magazine, how long should you wait until you approach the magazine again? Should you continue to pitch them as long as you have noteworthy news or product updates?

Thanks in advance,

Erika Deady-Wohlers Tutu Pour Mon Deux

Erika,

I say the squeaky wheel gets the grease. I’d never stop contacting the media if you have new products or some fabulous news about your company. But, that said, fabulous news can vary so it also depends on which media outlets you are contacting with certain news items. If you have celebrity news, most major fashion magazines and weeklies will be interested in updates, as are some newspapers and blogs. But if it is more “business” type news about investors, or an exceptionally huge growth story, then perhaps WWD, Entrepreneur Magazine and newspapers might be more apt to write about that type of good news.

I like to try to “create news” whenever possible, so I advise you to be looking for some new opportunity to pitch at every turn.

Good luck – you have great PR so far.

xoxo

Sarah

How can I make the most money?

Sarah Shaw — Thu, 10 Nov 2011 12:00:44 +0000

Dear Sarah,

Is it a good idea to exhibit at a tradeshow show if you don’t have much visibility as a young company? Tradeshows are very expensive, so I’d want to make the most of the money I spend. What do you suggest as the best course of action?

Thanks for your wisdom,

Meghna Meghna Designs

Dear Meghna,

Tradeshows can be sort of a gray area to help boost sales for young upstarts. Obviously having a lot of previous visibility through the media can help uplevel your presence there, but that does not guarantee sales. When you don’t have much (or any) PR, you just have to get more creative and work a bit harder to attract buyers.

I have found that taking the time to contact all the stores you currently sell to, or want to sell to, is the best action plan. I’d suggest contacting them first via email, then sending a post card, and following that up with a phone call. Yes, I know this can take a ton of your time, but the companies I know that actually do this, are the most financially successful at tradeshows.

As far as exposure to the media, I’d send a series of emails letting them know you will be there, and asking them to stop by your booth.

NOTE: Always put your booth number on everything!

Good luck,

xoxoxo

Sarah

How do I set my retail prices?

Sarah Shaw — Thu, 27 Oct 2011 11:00:44 +0000

Dear Sarah,

I have a quick question…can you explain why I would want my retail price to be equal to, or greater than, the stores I want to sell to?

Thank you for all of your help,

Kimberly Mastropietro, Look & Feel Fabulous, www.justworkedout.com

Dear Kimberly,

This is a great question. Let's set the first rule straight – never sell on-line for more than your stores are selling the item for. The main reason you want your own retail prices to be competitive with stores is so they don’t feel you are competing with them. Stores don’t really like the idea that their vendors sell on line as they view it as tough competition. Most stores still live in the “old days” mentality when there was no internet pressure to have the best price. These days, most savvy shoppers will do a quick price comparison prior to making a purchase – there are Apps for this too! This can be very hard for smaller stores to stay on top of and can cause some discomfort for them.

If you get resistance from stores because you sell on-line, you can always reassure them by reminding them that you sell at your suggested retail, but with additional shipping charges, your price is often more than what they sell it for in their store.

Good luck with your business!

When in doubt, take the next step,

xoxoxo

Sarah

20 Money Saving Tips For Small Business Owners

Sarah Shaw — Tue, 30 Aug 2011 11:00:35 +0000

Dear Sarah,

I have been in business for a couple years and am working on lowering some of our overhead right now. I wanted to know if you had some tips on ways to save on "everyday necessities" like office supplies, payroll, phone bills, and anything else we should be aware of.

Appreciate any suggestions – you are always full of great ideas!

Danielle Carr Teddy's Tiny Tutu's

Hi Danielle,

I asked my friend David if I could borrow this great post he wrote on how to save for start-ups! He covered all the bases ( and basics) so no need to reinvent the wheel. All businesses, small or large, exist to earn profits. That’s the basic truth of any entrepreneurial venture. To earn profits, as a business person, you can do one of two things: either increase your business revenue, or cut back on costs. Here are 20 great money saving tips that you can try out to help show a quick positive trend in your profit margins.

Save on Office Equipment Costs

1. Plan Your Office Equipment Budget In Advance

Plan out the amount you’ll be investing in your office equipment.

2. Buy Used Or Reconditioned Items

Until you’re able to break even in your business, consider buying used or reconditioned items for your office and consider rental options for computers and expensive equipment.

3. Shop For Items In Alternative Venues

There are great deals at bankruptcy and/or government auctions. Furniture rental stores also sell furniture that was previously rented out at big discounts. Try garage sales, flea markets or craigs list for a more artsy look.

4. Comparison Shop

Don’t buy anything on impulse; remember to compare prices for the same goods in different places. Use the internet to research on prices and potential cost saving options. Check out name-your-price sites, auctions and price bidding sites, and sites that allow you to compare prices between different brands as well.

5. Negotiate Prices

Never pay the asked for price immediately. Once you decide exactly where you’re going to buy a product, start negotiating. Sometimes just asking for a discount might open the door to potential discounts or relaxed payment arrangements.

6. Lease Equipments

You can protect your cash better by leasing equipment than by buying an item outright. For example, copiers are better leased than purchased, owing to their maintenance requirements.

Save on Communication Costs

7. Use The Telephone Prudently

Residential lines work out to be cheaper than business lines; something to consider if you’re opening a home office. Always shop around for the best phone service prices in your area before settling. Remember each additional service means an extra cost.

8. Use Email

Use Email instead of conventional mail as much as possible. Use faxes to deliver signed documents or even scan and email.

9. Plan Your Mailing Schedule

If you need to deliver products to your customers, take advantage of bulk transactions. Deliver once or twice a week only; saving costs on delivery expenses.

10.Set Up Your FedEx or UPS Account

Set up your own business FedEx/UPS Ground account. This way, your shipments will be picked up at your office rather than you delivering them to the local FedEx/UPS store. You can create labels and schedule shipments online to streamline the process.

11.Use Internet Conferencing Facilities

Take advantage of internet-based conferencing technologies, such as Zoho Meeting, and Microsoft Office Live Meeting for low cost options to connect with clients. Many of these technologies are free of cost as well and can lead to tremendous productivity.

Save Energy And Supplies Consumption Costs

12.Keep An Eye On Office Supply Usage

Do a quarterly evaluation of supplies and order only if needed. Maintaining an accounting system for office supplies so that nothing is misused can cut down on costs. Buying supplies like ink on-line can often save you a bundle.

13.Monitor Energy Consumption

Use automatic light switches and auto-setback thermostats to save energy costs. Shut your computers down when not in use, especially during weekends. If you have many rooms in your office, use heat-sensing lights to prevent energy waste.

14.Use Laptop Computers

Use laptop computers for you and your employees as much as possible in your office, as they consume 90% less energy than standard desktops.

Save On Payroll Costs

15.Barter For Services

Many small businesses barter for services, a practice that can save you a lot of money. If your business uses the internet, you can barter banners for links and ads. You can also take part in organized barter exchange organizations on the Internet.

16.Hire People With Multiple Skill Sets

Hire people who can cover several "job" positions that are not full time.

17.Use Free Services

Explore the skill pool you have at your disposal. Do you have a friend who’s good at graphic designing or is a good writer? Get him or her to do your logo, marketing brochures, product designs and marketing collateral for free and make them an awesome meal or take them to a movie!

18.Hire College Students

Wherever possible, hire college students looking for internship opportunities for your seasonal work. College interns receive college credit while contributing to your business and you can cut back on payroll costs while increasing productivity.

General Tips

19.Get Organic Free PR

Whether you create software products or hard goods, you can always hand out freebies to charity auctions, or send free samples to local teachers, civic organizations or reporters. They’ll spread the word for you if they like it.

20.Use Online Payment Services

Avoid statement fees, merchant account charges and monthly fees on your credit card by using an online service like PayPal.

David works for a conversion optimization Company and helps small businesses in landing page optimization and in increasing the overall conversion rate of their marketing campaigns.

What steps am I missing?

Sarah Shaw — Tue, 09 Aug 2011 12:00:13 +0000

Dear Sarah,

I have a great Product called the "Teething Bib" and I have managed to get it in a couple of boutiques and also on a major website Csn Stores. I am still not getting the exposure I need to make the teething bib become a household name. I am currently advertising for sales reps. I have had a showroom rep and that has resulted in no sales for me. I guess my question to you is, what steps am I missing for this to become the next must have for parents.

Najmah luckystarskids.com

Dear Najmah,

You have a great product that I am sure (as a mom I know) many parents would love to have to save a few shirts from that teething drool-o-rama! I totally understand your frustration and have a few ideas for you that may help better sell the product and help you get better quality sales reps.

1. Your website could use some overhauling. It needs some call to action and a more dynamic look. It looks like you have used a very generic template and doesn't really do justice to your creative product idea.

2. You might want to consider adding an email sign up box to collect emails of potential buyers so you can market to them – both on-line retail and wholesale customers. There are many companies to choose from like Constant Contact, Mailchimp etc.

3. I'd suggest writing some fabulous copy (or hiring it out if that's not your thing) that describes the product in detail and tells the customer what it can do for them……might seem obvious to you but not always to the customer. When buying on-line, it's important to give the customer "more" info then you think is necessary as they are not touching and feeling.

4. Have multiple photos can really help too. Perhaps a photo on a child showing the front and back, and be sure to explain in your copy how it goes on and off…….not obvious even to me!

5. It is fairly common to have an "About us" and "FAQ" tabs to again, give more information about who they are buying from and what kind of service they can expect from you.

6. As far as sales reps go – I have to agree, the good ones are hard to find. I suggest using GreatRep to find reps as well as trolling the trade-shows (where you eventually want to exhibit) to find the reps that have booths already.

7. I'd talk to the showroom that is not producing orders and ask them what is going on. Perhaps price resistance? They usually have a good beat on their customers (or should), and can give you valuable feedback to use going forward.

8. Check out the article I wrote last week on sales reps and be sure to ask all the questions I suggest to know if it is the right fit for your line.

Good luck, you have a really cute idea. You just need to give it more on-line presence and better content and I think you'll see better results.

xoxox
Sarah

Celebrity Faux pas?

Sarah Shaw — Thu, 28 Jul 2011 12:00:31 +0000

Dear Sarah,

I make these super cute round terry towels, that are incredibly absorbent, and have an unique button loop so you can hang it from almost anything; towel bars, stove bar, fridge handle, apron strings, high-chairs, cribs, strollers, tennis bags, and gym bags. I have targeted several celebrity moms, chefs, tennis pros and dog lovers who I want to send these to (I have your "How to get your products to Celebrities" CD) but how can I promote this if I can't get a photo of the celeb with my product since it most likely will be used in the home and not worn like a handbag or other fashion item?

Thanks,
Lana Simply Lana

Dear Lana,

Thanks for asking this question. In this instance, I would proceed as planned to send to your target celeb list. Perhaps you will see a tennis pro using one or a celeb mom with one on her stroller (cute photo on your website by the way) that you can find on TMZ or another celeb website or even in a weekly magazine. But the approach you might want to take with this item in particular, is to find out what charities these celebs are into and offer to give a percentage of the towel of their choice to their favorite charity. That would give you the ability to put their photo on your website and drive traffic through social media and the celebs Facebook page as well.

Let me know how it works out!
xoxo
Sarah