13 TOOLS FOR BUSINESS SUCCESS IN 2013

There are tons of new and innovative Apps, Software and Networks out there. I wanted to compile a quick hit list of what you absolutely need for your small business to succeed online today.

1. Branding
This is the most valuable tool in a small business's arsenal. From your ad in the local paper, your trucks on the road or the sign on your store. Professional branding of your business name needs to be recognizable. On business collateral like invoices, business cards, brochures or menus to your logo and content - your brand is the face of your business. Make sure your branding is professional and consistent across all of your social media platforms.  You want people to know they're following the real you, no matter where they encounter you online or in your parking lot.

2. Website
Your website is the foundation of your business. If you have a store front, your site is the extension of that - but if you run a service industry or a web based business you can not create a website from web building features, free accounts or by 'old fashioned' html. You need a WordPress website to grow your online presence, here are few quick reasons why:

• Flexibility - WordPress websites are available for any business and they include all the features you could possible need such as Login portals, shopping carts, memberships, menus, blogging - if it's good enough for the likes of Ford, Best Buy, Wake University, Adobe, and many other businesses, institutions, artists and news services it should be good enough for you.
• Easy to use - Once your website is created by a designer/developer you can manage the site on behalf of your business. No more calling up your web designer and being trapped into paying them to update a photo, menu or event. This is called CMS (Customer Management System).
• SEO - Search Engine Optimization. Arguably the most important aspects of your website. One of the key factors of WordPress is it's ease optimizing your posts and pages - which = higher google ranking.
• Blog - Blogging is your greatest asset. WordPress makes it easy to manage and maintain
• Social Media - Include plugins, widgets and links on your website.  Linking your social media sites and news feed is simple and efficient with WordPress - keep in touch with your fans & followers on every social network and direct them from your website to your social networks.
• Mobile Friendly - Make sure your website is visible on mobile devices and tablets. This is no longer a 'good thing to have' it's a necessity.
• Responsive - Having a WordPress "responsive" website means that your site can be seen on any computer via any browser. So a person using Safari on a 11" laptop see's the same website as the person using Internet Explorer on a 27" desktop.

3. Facebook Fan Page
No matter what you think of Facebook, its constant changes, the way it filters your posts in your friends' news feeds, etc., as long as you have customers who are using it, you should maintain a presence and use it strategically to build your business. In 2013 think Facebook Ads and search capabilities.

4. Twitter
Whether it's the fastest growing social network or not, Twitter is 140 characters of pure promotional target marketing heaven. By using strategic following techniques, you can attract your ideal client and enjoy a major boost to your business profits when you learn how to make it work for you.

4. Google+
As much as I've been slow to learn and use Google+ myself. I am seeing great success with clients and starting to drink the Kool Aid and believe what I'm hearing. Google+ is looking to be the next "big thing". I'm currently reading Chris Brogan's book Google+ for Business: How Google’s Social Network Changes Everything, he say's “There’s a malaise about the product. But Google Local is deeply embedded in Google+, so if you’re not involved, you’re saying, ‘I would like to not show up in search rankings.” I don't know about you...but I want my business to show up.

5. Images
There is nothing like a visual to convey your message. Whether you like to try apps like Instagram, Vine, Snapseed or Viddy images are the the wave of the future.

6. Video
To add to that, video is the hottest item on every marketers hit list for 2013. I debated whether to put video or images at #1 on this list - so let's just say this list isn't exactly in order - but I'm stressing a point that Video is imperative for your business. Just go for it and develop a channel for your business on YouTube and Vimeo then whip out that iPhone and start creating.
Coming soon jenlew.com will be offering Tips, Tools & How To's via video with interactive tutorials.

6. Pinterest
My personal favorite of all the social networks. I absolutely love the simplicity, visual sharing and curating. There are a number of tools, tricks and targeting methods to make Pinterest work for your business. Whether you have a store, restaurant or completely non visual business, pinterest can work for you. One of the best examples of this is GE, their Pinterest page builds engagement and a strong fan following. GE ..if they can do it..so can you.

7. Planning - Strategy
There is a little secret that I personally wish was world wide news.... Social Media is strategic! It's not a willy nilly throw it against the wall hope it sticks marketing effort. The only way for your time and effort to work is by developing a strategy. Staring at a blank screen can be daunting, so plan your posts, just like how you plan your specials, promotions or sales. Develop a posting calendar.

8. Content
The bottom line is that creative, likeable content is king with social media. Try to hit these targets with your social media strategy and you will knock it out of the park.

• Give 'em something to talk about - create sharable images, posts and videos.
• Be responsive - don't wait days or even months (eek-gads) to respond to comments, questions or direct messages - a good rule of thumb is
  2 - 4 hours or less.
• Keep them involved - add links back to your website, apps on facebook or other social networks

9. Timing
In my world it is truly the 'science of social timing'. There are extensive studies and research on when is the best time to post, tweet, pin etc... From what I've gleaned there are definitely better days, better hours over all, there has been extensive research from infographic to articles. But the best research is knowing the behavior of your current customers, fans, followers and your specific audience. You have all the answers. Review your stats, analytics and insights - the answers are all there for you. If you find that you post at 7am on Friday and nobody is liking your stuff, or you tweet at 3pm on Tuesday and the twittesphere thinks what you said is the most retweetable content ever.. there's your answer.

10. Social Sharing and Backlinks
Put the word social into your media strategy. Comment on blog posts, retweet other peoples content, respond to brands when they post questions. Engage your brand - don't just post and blast your information out into the world. Don't be the person at the dinner party who's just talking loudly about themselves without listening to what anyone else has to say.

11. Email Marketing
The most effective way to connect you to your audience is by email. There is no better solution to get your message 'out there' to your customers. Hands down, no matter what you pin, post or tweet E-Marketing delivers the most effective message - as long as you use it correctly.
Here are 3 quick tips:

1. Never borrow, steal or buy your contact list
2. Use small, low res and few images
3. Keep 'em short and get to the point.

12. Contact Lists
Contact list management sounds like one of those made up terms; like underwater ceramics technician (Dishwasher). But, it's a real thing - and a powerful one at that. Managing, organizing and obtaining email contacts is imperative. Make 2013 the year you organize your contact lists with categories like: Customers, Potential Customers, Leads, Friends, Family, Visitors. Keeping these lists organized and in separate categories gives you an advantage. Target Marketing, knowing who chose to be on your lists and knowing who you've solicited is invaluable. You might have the biggest fan on facebook who chats up your page but only comes into the store 3 times a year, but you might have a customer who reads your emails, never comments on your instagram photos who shops every week. You should know who they are - and how to target them when you have specific promotions, sales and offerings.

13. Do a little bit Everyday!
It doesnt have to take much to stay on top of your website, social media and emailing. If you make a point to do a little bit everyday - you'll be way ahead of the game. Choose the social networks that fit for you and your schedule, create a website that you can maintain and manage easily and quickly and don't forget to communicate with your customers as often as possible. You can't fault them if they didn't hear, see or learn how great your promotion was.

For more great social media tips, check out jenlew.com or facebook.com/jenlewmarketing