SCOREBOARD

from Greater Knoxville

A business resource providing business owners and managers

with tips, ideas, and news to help your business grow and become more successful.

May - June 2013

Volume 7, Issue 3

IN THIS ISSUE

Just as marketing your business is increasingly turning to online methods, the term "online" has also changed over the past few years. No longer does it mean just having a web site; it includes virtually all digital communication, including social media, email, and blogs.

The rules for getting your business noticed online are also constantly changing. No longer can you rely simply on including the proper "key words and phrases" to be noticed and ranked by search engines. Increasingly, the most important component is becoming "content." So in this issue we're stressing what content means and how to incorporate it into your communications.

A an example of content, be sure to take a few minutes to browse through the Blog page on our web site, scoreknox.org, to read articles and advice written by some of our counselors!

CONTENT MARKETING AND YOUR WEB SITE

Understanding what content marketing means can be confusing. It sounds promising but when you look up content marketing you find definitions that make the error of using the term to define itself. As an example, one definition reads "Essentially, content marketing is using content to market your product." Author Stan Smith provides some examples that help define the term and even suggests using a different term in The Real Definition of Content Marketing.

There are lots of smaller businesses who are mastering the art of content marketing and using it to win fans and customers. They also are proving that you don't have to in the "big leagues" to reach a vast audience and build real relationships with customers. 4 Small Businesses Who Really Get Content Marketing provides examples of successful content marketing.

Millions of people use search engines like Google and Bing each day, and if your site isn't optimized for search you're missing out on countless potential customers, you shoudl consider incorporating Search Engine Optimization. Seven Essential Steps for SEO Success lists content as the number two component to boost the odds that your site will be found, and increase your product or service's visibility.

CONTENT MARKETING IN SOCIAL MEDIA AND BLOGGING

For many businesses social media is an integral part of online marketing. Unfortunately the social media landscape is very fragmented and it is difficult to know what conversations to join. How Small Businesses Should Make The Most Of Their Social Media Presence explains how to choose the ones that offer the best potential to attract and engage your audience.

If you're using Facebook marketing, have you been struggling to gain some traction? Do you still feel like you're spinning your wheels? 29 Links to Make You Awesome at Facebook Marketing provides links to help you race down the road to Facebook marketing success.

While a majority of businesses and marketing consultants emphasize the need to use social media as a marketing tool, some feel it is overrated and perhaps even unnecessary. A recent study revealed that most small businesses (over 60%) don't see any return on investment (ROI) on their social-media activities. To present a balanced viewpoint of its place in online marketing, read The Problem With Social Media.

If you're using or considering using blogging as a means to attract customers and spread the word about your business and expertise, at some point you'll suffer a case of "writer's block," and not be able to create content. Never Run Out of Blog Topic Ideas contains a handy list of 36 blog topics to trigger an idea for your next business blog post.

MANAGEMENT TOOLS FOR SUCCESS

Business generally slows down a bit in the summer as people head away to take vacations. But that doesn't mean you should flip the sign on the door to "closed." The more relaxed summer months are also a good time for company owners to step back and take steps to improve their businesses. Things Most Small Business Owners Should Do To Make The Most Of The Summertime Slowdown lists 6 of these actions.

Just like maintaining a good credit score is important for your overall financial health, the same is also true for your business credit score, as your personal credit will be linked to your business until you're established. As a new business, you need good credit for everything from getting an approval for a business loan or lease agreement to expanding in the future. 7 Essential Actions To Improve Your Business Credit Score offers ways to accomplish this.

Pricing a product or service is never easy so you may be an unwitting victim of common pricing mistakes, which can kill your bottom line. Read Small Business Pricing Mistakes to learn if your profit margin is a victim of these mistakes.

News About Our Clients

2012 Client of the Year recipient Cable Tension LLC is expanding their market reach. Initially targeting their patented tension measuring device to the tennis community to make the net tension equal on all courts, owner David Glass has also begun marketing it to the volleyball sport. If you're into tennis or volleyball and are interested in making the games more uniform on every court, go to their web site, http://www.tightcable.net/.

Heatseeker Technology and Design LLC, also a 2012 Client of the Year recipient, has expanded the market for their cooling devices for firefighters to include the scholastic athletics community. They have also added a line of super-strength sunglasses to their product line. How strong? CEO Mike Robinson states "We ran them over with a 50,000 lbs ladder truck and did not break them." To learn more about these life-saving products go to http://www.firegroundrehab.com/.

SCORE Is Looking For A Few Good Men And Women

The Greater Knoxville SCORE Chapter is recruiting volunteers to assist the small business community in our coverage area. If you're an experienced business owner or have managed a business and would like to counsel small business owners, we'd like to speak with you. In addition to volunteer counselors, we're also seeking volunteers with experience or talents in making presentations, performing administrative functions, and assisting in fund raising efforts. If you are interested, or know someone who fits these needs, contact SCORE at 865-692-0717 or email us at volunteer@scoreknox.org. To see what you gain from volunteering, watch this short video.

PS - it is not necessary for volunteers to be retired.

UPCOMING WORKSHOPS

"Start Your Own Business"

Many people considering starting their own business question whether it's the right decision for them. They probably also have questions about procedures, business plans, cash required to operate, etc. Greater Knoxville SCORE has created the "Start Your Own Business" workshop to help answer such questions. Two workshops are scheduled each month on Saturdays from 10:00 AM to 12:00 noon at the Knoxville Campus of Roane State Community College on Hayfield Road in west Knoxville (between Parkside Drive and Kingston Pike). For details, map, directions, and registration information, click here and then select the "Start Your Own Business" date that's most convenient for you. This workshop is free, and you may bring one guest.

NOTE: If you know of someone who is considering beginning their own business, forward the information to them by clicking the message area below.

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"HOW TO DELIGHT YOUR CUSTOMERS"

Topics Covered Include:

Your unique selling proposition

The Customer Satisfaction Triad

How do your customers describe your business?

When to thank customers

Lowering employee turnover & absenteeism

Effective complaint resolution

Thursday, June 20, Noon to 2:00 PM

Roane Alliance Building

1209 N. Kentucky Street, Kingston

Click here for additional information

Lunch will be provided

Workshop is free for Chamber members; $35 for non-members

Space is limited so call 865-367-5572 to reserve your spot now!

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CONSTANT CONTACT WORKSHOP

"Helping you Reach your Next Great Customer"

Sponsored by Constant Contact, this workshop is about finding your next great customer, learn how to woo them, win them, and bring them back again and again...with their friends!