We hear endless talk about social media these days, and why it's so important for businesses large and small. But is it really true? Do you really have to incorporate social media into your marketing strategy? What if you dislike having to update all those sites all the time? What if you think it's just plain silly, and your efforts will be transparent to your market?

You may have a point. If you are not by nature a social media butterfly, it can be a struggle to make yourself do it. And if there's not much you really want to say to your target audience, you may indeed come off as transparent or not altogether genuine. However, there is one important factor that may help you get over the hump of hating social media: your customers are already there. Regardless of your industry, your customer base is on the internet. Most of them are on Facebook. Plenty of them are on LinkedIn. Many of them are on Twitter. A good chunk of them may be on MySpace, Pinterest, Digg or any number of social sharing websites that have sprung up in the past few years.

It used to be enough to simply build a website to establish your business's online presence, but those days are long gone and a website, while an absolute necessity, is no longer even remotely adequate. Digital intelligence research and analysis group eMarketer predicts there will be 1.43 billion social media users in the world in 2012. The world has gone social - and that includes the business world.

There are five key reasons why you would be crazy not to get on social media today.

#1: It's free

Social media websites like Facebook and Twitter are free to use and can make you money. That kind of math doesn't happen all that often in a business climate, so take advantage of it. Consider it "word of mouth" marketing gone high-tech. And use it. If you don't have the time or inclination to update your social media sites, you can hire staff or freelancers to do so at a reasonable cost. It is common practice nowadays to hire freelancers to take care of your blog, Facebook and Twitter pages as a single endeavour. Often, however, social media is best when it comes from the heart - which means once everything is set up and running, you may want to take that helm.

#2: It helps improve your website ranking in Google

With increased reach across multiple internet-based platforms, you not only cast a wider net; you also climb the great big ladder we know as Google. In 2011, according to ComScore, there were approximately 4,717,000,000 Google searches per day - just a little reminder of how enormously influential is this online megalith to the internet population. Though it's difficult to determine exactly how much influence Twitter and Facebook have on your position in the Google search results, it seems clear that social media can help your website achieve better positioning in the organic (unpaid) listings. A Social Media Examiner study showed that 60 percent of B2B companies that engaged in social media saw an improvement in their search engine rankings. Plus, Google indexes and shares real-time updates from social media sites, enabling you to reach Google searchers through multiple channels.

#3: Your competitors are doing it

A recent study by KnowledgeStorm revealed that 69 percent of B2B technology decision makers participate in social networks. Whatever your industry, you can expect that a fair portion of your competitors have hopped aboard the social media train. The early adopters have the advantage of a more established presence - but it's never too late to get started. Also consider that, according to the Social Media Examiner report mentioned earlier, 56 percent of B2B companies acquired new business partnerships through social media, and 69 percent gathered marketplace insights. You are not only competing for customers through social media; you are also ensuring that you keep up to date on your industry and keep your business at the forefront of your market.

#4: Your customers want it - and expect it

More than 72 percent of US internet users are now on Facebook - and that group accounts for only about 30 percent of total Facebook users. Your customers are using social media. They spend a great deal of time on social media. Facebook alone receives more than 17 million status updates ever hour. Add to that activity on Twitter, LinkedIn, MySpace and other social media platforms, and you might wonder how social media users ever do anything else. If you know where your customers are hanging out, it's easy to put yourself in front of them; you just need to make the effort to do so. Don't worry - you're not intruding upon their social media party. They want to hear from you! And if they don't, they don't have to engage with you. Simple as that.

#5: It's easy

Getting started on social media and using it to build your business has never been easier. There are literally hundreds of resources on the internet to help you get started and advance your social media marketing tactics. If you're not sure what to include in your tweets and Facebook status updates, consider the following:

• Updates about your business (new product releases, new services, announcements, etc.)
• Events, fundraisers, or activities your business is involved in
• Tips and information (related to your area of expertise) that your customers will appreciate
• Contests - product give-aways are always popular
• Reader polls and surveys - get your audience involved!
• News bulletins about your industry
• Direct correspondence with your customers - public discussions can create a great dialogue with your audience
• Photos of staff events - make your company human and accessible, rather than a corporate entity
• Exclusive offers for social media followers only (i.e., "like" us on Facebook to receive 30 percent off your next purchase!)
• Invitations to in-store events, sales, etc.

If you're not already involved in social media, it's true that you are a little behind the times - but don't worry, it's easy to get started and establish your social presence online. Start with Facebook and Twitter, and add a blog to your website if you don't already have one. LinkedIn is also a must. You can branch out from there (to YouTube videos, Pinterest and more) when you have the time and inclination. If you've already established your social media presence, think of ways to make it more useful to your business.

There are plenty of reasons why you should be using social media to promote your business, but the bottom line is, it can help your business grow more successful. It costs you nothing but your time, and can make you money. And in today's increasingly social world, connecting with your audience is key.

Ah, summer. Ain't it grand? Long, sunny days; warm evenings spent with friends; beach time with the kids. It's a wonderful time of year. However, many businesses face a serious slow-down during the summer months - which is a little less wonderful. Below are some tips to help you get through the summer doldrums with your bottom line intact - and with a renewed energy and perspective heading into the more lucrative fall season.

1. Get in touch with your customers

One of the best ways to boost sales during the summer slowdown is simply to ask for them. An email marketing campaign is perhaps the easiest, fastest and most inexpensive method of finding a quick injection of revenue. Send your subscriber list a special offer, a time-sensitive discount, or better yet, a summer-specific message. Whether the email is intended to drive customers to your place of business or to create online sales, or simply to put your business top-of-mind, this strategy is always an efficient tool.

2. Partner up

If your business does not lend itself well to summer promotion, consider doing a joint venture with a business that does. Could you work sunscreen, outdoor furniture, swimwear, water sports or other summer-related items and activities into your promotions? Create an event around your joint venture and run a marketing campaign leading up to the event and as a follow-up to it. People love to celebrate summer - so take advantage of their excitement!

3. Host outdoor events

Nothing says summer like a picnic or barbecue. No matter what kind of business you're in, you likely have the ability to throw a great party. Summer is the perfect excuse! You can run contests or give discounts to party attendees, or give them coupons that will get them coming back for more!

4. Take this time to do your homework

Homework in the summer? If your business slows down during the summer months, you might have time on your hands despite your best marketing efforts. Spend this downtime focusing on how you can make your businesses more successful during busier periods. This is the time to do your market research, comb through your website analytics, and conduct customer surveys. Discover what your customers want more of, and develop new strategies to give it to them.

5. Take a holiday!

Summer is a great time for vacations with your friends and family, and if your business is slow, then don't feel guilty. You're better off taking vacation time now (and encouraging staff to do the same) to refresh and recharge, so you can dive into busier times with renewed energy and enthusiasm.

Anyone who's ever been through any kind of sales training knows there is a process that a potential customer must be taken through in order to complete a successful sale. An initial icebreaker helps you establish trust. There is an engagement period, a "what's in it for me" dialogue. There are objections to buying ("I can't afford it," "the timing is not right," "I need that money for something else"). There are often added incentives (bonus items, discounts, etc.) to help seal the deal. But no matter how successful the sales process, how great the offer, or how skilled the sales person, the most important part of the interaction is the point at which you ask for the sale.

Whether it's done online, in person, over the phone or through a third party, asking for the sale must be timely and it must be well executed. If the other stages of the sales process haven't been completed, it may be too early to ask. If the potential customer is ready to buy but isn't directly asked to make the purchase, that customer may walk away and be lost to you forever. The old adage, "strike while the iron is hot," is never so true as in a sales scenario. The buying mood dissipates easily and a potential customer who walks away is difficult to get back. On the flip side, a satisfied customer easily becomes a repeat customer, and is typically worth more to you than just that first sale.

Asking for the sale can be an awkward part of the job for anybody who is not a born sales person. So how do you incent the customer to buy now, and to become a customer for life? The answer: by working with them to make it easier for them to purchase. That's where the concept of financed purchasing comes in. With financing options, your customers can purchase the products and services they want and need today. They can have access to payment schedules that fit their particular circumstances, without racking up their credit cards or paying exorbitant interest rates.

Financing is a comfortable, realistic and welcome approach to payment for many potential customers. When faced with the sticker shock of large purchase pricing, consumers are often put at ease by considering the affordability of monthly payment options. It is to the great advantage of businesses large and small to use third-party financing to allow their customers to purchase using a payment plan. Financing allows you to ask for that all-important sale with options that cater to each customer's particular needs. There is no better way to attract - and keep - more customers.

The best part is, with Crelogix financing tools, consumers can receive loan approval within minutes. The process is quick and painless, and allows you to capitalize on the "buying mood" before it is gone. Once a potential customer walks away to "think about it," that customer is often lost forever. Make it easy for your potential customers to become loyal, lifelong consumers by giving them the tools they need to purchase your product or service today. To find out more about seamless integration of Crelogix in-house financing solutions into your business, go to www.crelogix.com.