http://www.ducttapemarketing.com/article en-us http://www.ducttapemarketing.com/article N/A melanie@ducttapemarketing.com Sat, 21 Nov 2009 14:25:37 EST 20 http://www.ducttapemarketing.com/article/blogs/26/Fearless-Competitor.html http://www.fearlesscompetitor.com Jeff Ogden Sun, 01 Nov 2009 00:00:00 EDT http://www.ducttapemarketing.com/article/blogs/25/Background-Check-Basics-What-Every-Employer-Needs-to-Know.html As a marketing professional, you probably know that your business’ most important assets are usually intangible. But it might surprise you to know the true costs of your most important “purchase”- a new employee. One estimate places the cost of hiring at up to a third of a person’s salary. Hiring the wrong employee can be even more expensive: some estimates place costs at up to twice an employee’s annual salary. Smart hiring decisions depend not just on cold, hard facts, but also on how well a prospect “fits” with your organization. Though employee interviews, conversations with references, and trusted referrals are all very useful when it comes to hiring, sometimes they are not enough. In some cases, a professional background check might be necessary. If you’re in an industry that requires advanced professional certifications or association memberships (medicine, accounting, law, engineering, etc.) or own a business where criminal background checks are mandatory (for example, the trucking industry, or positions where the employee will have contact with children, the elderly, or the disabled) you’ll probably need a more extensive check. Many businesses choose to outsource this service. Though public records including bankruptcies, previous addresses, and home ownership information can be obtained for free, it is time consuming to find. Businesses that need specific information on a prospective employee often find that using a professional background screening service is the easiest way to find it. Employment screening companies offer service packages for every business need. You can even perform as search by state, by county, or request verification of specific information. Most employment background checks actually verify information an applicant has already provided. You can use background service to verify or obtain the following information: Social Security numbers Criminal records Civil judgment records Driving records Credit reports Employment verification The most basic background check is a Social Security number and address search. With this information, you can verify an applicant’s identity for a more thorough search (education records, etc). For the majority of searches, you must notify the prospective employee if you plan on using the above information for hiring decisions. Whether you’re using a background check to verify employee qualifications or to check on the accuracy of claims included on an applicant’s resume, using a background check service can be one of the best ways to make sure you comply with federal laws and regulations that govern hiring discrimination. For more information about employee background checks, check out our Buyer Guide on the Resource Nation website. Merrin Muxlow Fri, 14 Aug 2009 00:00:00 EDT http://www.ducttapemarketing.com/article/blogs/24/Can-a-VoIP-Phone-System-Help-your-Marketing-Efforts.html The number-one reason businesses give for switching to a Voice over Internet Protocol system is cost savings. Businesses with a high volume of long distance calls, or those that need to make or transfer calls from remote or multiple locations, can save hundreds or even thousands of dollars monthly by switching to VoIP. VoIP systems have more advanced features than traditional “land line” based offerings, and offer the same level of flexibility and control of large PBX or hybrid systems. Often overlooked are the benefits to the business in terms of productivity and more effective communication. Can switching to VoIP really help your marketing efforts? The short answer is yes- Business VoIP service plans can improve communication between employees and customers, allow you to easily track and monitor calls made for lead generation and other marketing efforts, and present a polished, professional appearance to anyone who calls your company. VoIP service has come a long way since the days of static-ridden, poor quality residential VoIP service plans- not only can it help you save money, it will also allow you to communicate more effectively.VoIP allows businesses to forward and transfer calls among multiple locations, using an internet connection. If your company has offices, manufacturing locations, or warehouses in other cities, VoIP will improve communication significantly. When callers dial your company’s main number, they can speak with any employee connected to your system without having to dial a separate phone number- irrespective of where that employee is located. Calls can also be transferred to cell phones, employee computers, or any other device with a working internet connection. Employees, especially those that travel or work remotely, are able to communicate more easily with in-office staff, customers, or vendors. VoIP phone systems provide nearly all of the “traditional” phone system features in addition to advanced options like follow me/find me, videoconferencing, and online call tracking. Here are a few features included in most VoIP plans: Call Blocking Call Forwarding Caller ID Voicemail Faxing 3-Way Calling Hold Music Outlook IntegrationBusiness VoIP service providers can tell you more about the features you might be able to use. Use a vendor comparison service like the one offered by VoIPService.com or other VoIP-specific websites as a starting point. Make sure you choose a plan with features you’ll use that is within your budget- it’s a good idea to compare several different vendor quotes before deciding on a provider. Merrin Muxlow Tue, 28 Jul 2009 00:00:00 EDT http://www.ducttapemarketing.com/article/blogs/23/Hurry-and-get-your-Facebook-Vanity-URL.html Just a quick note to let you know that Facebook is allowing you to choose your vanity url as of 12:01 am EST this morning.  Go to www.facebook.com/username and select your username.  I choose www.facebook.com/vbsondemand.  For fan pages you need to have a minimum of 1000 followers before March 31st (i think) in order to select a vanity for your fan page.  Pick wisely because what you select can not be changed! Feel free to come back and share your vanity url. Have a great weekend! Serena Carcasole Thu, 23 Jul 2009 00:00:00 EDT http://www.ducttapemarketing.com/article/blogs/22/Create-Lasting-Links-with-LinkedIn.html I feel so fortunate to be attending the Social Media Success Summit 2009 over the next four weeks. I am learning so much about the importance of using social media as part of a successful marketing campaign. Social networking sites such as Facebook, Twitter and LinkedIn are so much more than just socializing. They are sites that can and should be utilized to generate business success. I had the opportunity to listen to LinkedIn expert Jason Alba, who is the author of the bestselling book; I’m on LinkedIn - Now What??? and founder of www.jibberjobber.com. Listening to the information Jason provided opened my eyes to the countless opportunities we business owners have on LinkedIn to get ourselves in front of contacts who can help our businesses grow as well as attract potential clients. Jason brought up excellent points and suggestions to help attract business and get noticed on LinkedIn. I’d like to share these points with you: Your Profile Matters! Don’t think you can skimp on your profile. Pay attention to what it says about you and your business. Put yourself in other people’s shoes and ask yourself, “would I hire me?” Set up a Poll Through the use of online polls, LinkedIn has come up with more ways to get you noticed. These polls will notify your direct contacts and ask them your question. You can then rate the answer. Start up a Group Choose a topic and start up your own group. Be sure to use your logo in the group name and include a link to your business. Members of this group will attract users to you as your logo will appear on their profiles when they join the group. Be Active in Groups In addition to starting your own, join other people’s groups! Participate and get your advice and opinions heard! Just remember not to be too intrusive as you may risk turning people off. Recommend People If you give, you may receive. Provide a recommendation for someone on their LinkedIn profile and you may get one back. If not, at least you have placed yourself and your business on someone else’s profile, creating more opportunity for you to be noticed. Practice “Six Degrees of Separation” You know the phrase, six degrees of separation? Well this phrase is true and more apparent than ever in the world of social networking. LinkedIn allows you to easily view who your connections are connected to and therefore provides you with the opportunity to contact prospects you are interested in and who may be interested in what you have to offer! Take Advantage of LinkedIn Answers LinkedIn Answers is such a simple way to get recognized. Not only does asking questions and answering questions get you noticed, but it helps you to establish yourself as a professional. Want to learn more tips on how to use LinkedIn to your full benefit? Read my article, LinkedIn Strategies for Business Success. Serena Carcasole Thu, 23 Jul 2009 00:00:00 EDT http://www.ducttapemarketing.com/article/blogs/21/Facebook-Fan-Page-Vanity-URL-now-available.html Great news!! Facebook Vanity URL will be available at midnight (EST) tonight for those who have a minimum of 25 fans.  Check out the details here at Mari’s Smith’s  Blog (The Queen of Facebook and one of my internet marketing idols!) Be sure to share your Fan Page usernames with everyone and be sure to join my fan page too. Have a great weekend! Serena Carcasole Thu, 23 Jul 2009 00:00:00 EDT http://www.ducttapemarketing.com/article/blogs/20/Twittering-Counts---The-Benefits-of-the-Tool.html July 14th, 2009 Twitter is quickly gaining steam in the social networking world as many people and businesses, big and small, are discovering how this tool can help them grow and succeed. Thanks to tools like Twitter, the world is getting smaller and we are now able to read how our favorite celebrities, politicians and top executives are occupying their time on a day to day basis. In fact, the site has been referred to as the “water cooler of the 21st century” many times over. While Twitter is gaining popularity with many, there are some groups who still wonder if the site is just a waste of time. Well, as a Social Media Marketing Specialist, I can tell you that Twitter is absolutely a fantastic tool for entrepreneurs and businesses. The possibilities with this site are endless, especially when it comes to building a valuable contact list, establishing a professional web presence and getting in front of people you may not have otherwise been able to connect with. In order to help you understand how it can help your business grow and succeed, I have compiled a list of four ways Twitter can help your business succeed: Grow your Contact List Have you wanted to pick up the phone or send an email to someone who has intrigued you and who you know would be an excellent contact however have been too intimidated to make that first move? Twitter allows you to get in front of the very people you never dreamed of being able to connect with before. Grow your contact list by following people and businesses who interest you and then providing them with information they may find interesting and valuable. Stay In the Know When you own a business, it is important to stay informed with world and business news. Because of its frequent updates, Twitter has been the number one place people go to in order to read up on the latest breaking news.  Learn new Skills The tool can also be a valuable place to ask questions about topics you wish to know a little more about and receive almost instant replies. Are you having trouble creating a WordPress website? Post your question on your Twitter page and you may experience instant help. It really can save you valuable time and energy trying to figure things out on your own. Attract Traffic If you are looking for an easy way to drive traffic to your website or blog, Twitter is the way to go! Whenever I finish a blog post, I tweet it. My blog traffic and regular readership has certainly increased since I discovered Twitter. For additional information on Twitter and to read up on useful applications to the get the most out of this social networking tool, view my article Tweet Yourself to Success - Why Twitter is Valuable to your Business Marketing Plan. Serena Carcasole Thu, 23 Jul 2009 00:00:00 EDT http://www.ducttapemarketing.com/article/blogs/19/Be-Creative-Think-Outside-the-Box-through-Innovative-Social-Media-Tactics.html As I have mentioned in previous posts, I have been fortunate to have had the opportunity to attend the Social Media Success Summit 2009 and have been learning a great deal of information relating to social media marketing. One very interesting presentation I attended was how to attract a large amount of people using creative social media tactics. The presenter was Michael A. Stelzner who is the author of the book Writing White Papers; How to Capture Readers and Keep them Engaged as well as the Social Media Marketing Industry Report. Michael Stelzner explained how his creative social media marketing tactics created such buzz in the social media world that he ended up attracting over 500 media outlets and was the topic of countless blog articles worldwide (such as this one!). He goes on to describe, point by point, how he was able to attract so many people to his report using very little resources. Here are some of the methods he used to create and distribute a report. A report that brought him countless new followers and endless coverage: Think Exposure over Leads While white papers create leads, Stelzner pointed out that social networking is more about exposure. So how do you create exposure and at the same time develop leads you may ask? Let me tell you that pitching and promoting yourself in the social networking world is a no no so the key is to provide valuable and insightful information to a specific audience, doing so in as low key a way as possible, so you are generating interest in a non intrusive way. Consider a Survey In order to create his report, Stelzner created a survey that was distributed to the social networking contacts he thought would bring him value. The survey was conducted using Survey Monkey and distributed with the help of his fire starter contacts. Enlist the help of a Fire Starter You may be wondering what a fire starter is. A first starter has established him/herself online and has a huge following. People already trust and understand and the opinion of this person really holds weight. If you do not already know a fire starter, consider introducing yourself to one! You would be surprised how helpful they can be and how much they can boost your online status. Get Creative! Create a Video Sometimes it’s easier to catch the attention of your audience when you provide visuals. Creating a video will allow your market to understand what you are trying to accomplish without having to read anything. Make sure your video is high energy and easy to understand. Some tools you can use to create your video are ScreenFlow if you use Mac or Camtasia for all other users. Once it is complete, place it on your profile pages. Remember to send a link to your video through Twitter, using exciting and enticing key words! Create a Follow up Email Don’t let your contacts forget about you after they take your survey! You had them provide contact information for a reason so send them an email and let them know how the survey and report is coming along.  Keep sending follow up information throughout the report creating process. Send out a Press Release Create a press release to generate buzz from people and the press. Once you have written your release, distribute it to major media outlets and online to such distribution sites as PR Web. Use StumbleUpon Another great way to generate interest is to post your survey on StumbleUpon. StumbleUpon is a site that allows users to discover and rate websites, and videos. If you are going to use this method, it is best to enlist in the help of someone who already has a reputation for providing honest feedback. You may wish to enlist in a firestarter! Of course once you have generated interest about your report, you must deliver it! You can read more about creating an effective survey in my article Survey your Connections - A Creative Social Networking Strategy. Serena Carcasole Thu, 23 Jul 2009 00:00:00 EDT http://www.ducttapemarketing.com/article/blogs/18/Tried-and-True-Marketing-Basics-Tips-for-Direct-Mail-Success.html Direct mail is one of the best-kept marketing secrets. It's not glamorous, but it's cheap, fast, and has an uncommonly high ROI. Check out these stats: According to United States Postal Service data, almost all mail recipients (98%) check mail the day of delivery, and 77%, sort through it immediately. The average ROI (return on investment) for direct mail is a whopping $10 per $1 invested, according to mailing company Pitney Bowes. Believe it- direct mail can be more effective at generating sales than television ads, radio offers, and other forms of marketing. The Direct Marketing Association reports that approximately one-third of consumers who receive information via direct mail- a discount offer, a personalized invitation, or a gift certificate- visit the website of the company to respond or learn more about the offer. Recent studies by comScore found that 67% of direct mail catalog recipients visited company websites. When a personalized offer is included, the rate of response increases between 20 to 30%. Direct mail has proven to generate measurable results for surprisingly little cost. The success of a direct mail campaign depends on a variety of factors. Generally, a campaign is considered a success if anywhere between 1% and 3% of campaign mailers result in a sale. Highly targeted lists can generate up to a 10% sales conversion rate. These numbers might sound small, but consider the relatively low expenses associated with a direct mail campaign- a positive ROI (return on investment) will usually result when 1-2% of mail recipients go on to make a purchase. Here’s how to make sure your direct mailing campaign is successful.Hire a Professional.Mailing services can design materials, write the text that will appear on the mailer, and find a mailing list that targets your ideal customers. You can outsource any portion of the direct mail process. Some companies choose a design firm or a copywriting service, and then generate materials in-house. Others craft the text and layout of a postcard and hire a printing company to create the mailers themselves. You can purchase a mailing list or use your own customer information. Whichever route you decide to take, make sure you hire an experienced professional, especially for services like printing. Keep in mind that the mailing is likely to be the “first impression” many customers have of your company. Calculate ROI.Measure the success of your direct mail campaign by tracking results. You can do this in several ways- you can print each postcard or brochure with a special code that customers need to present to redeem a special offer or purchase a product, or offer direct mail customers a custom URL on your website. Tracking the success of your campaign is key- make sure you’re benefiting by monitoring results. Send multiple mailers. Studies show that the most successful direct mail campaigns are ongoing- if customers are reminded of your product frequently, they’re likelier to think of your company when they are ready to make a purchase. You can send subsequent mailers to introduce new products, remind customers of upcoming sales or promotions, or even to thank current customers for making purchases or referring a friend to your business. Be compelling. The best direct mailers compel the recipient to some action: visiting your website, taking advantage of an offer, or redeeming a discount coupon. If a mailer isn’t interesting, it’s headed straight for the recycling bin. A professional copywriting service or graphic design company can help you draft a compelling offer. Merrin Muxlow Mon, 06 Jul 2009 00:00:00 EDT http://www.ducttapemarketing.com/article/blogs/17/The-Art-of-Negotiating-Web-Design-Contract-Basics.html Business owners spend countless hours searching for the best deals on services and equipment in order to find what they need, and yet often overlook one of the most crucial aspects of any purchase: negotiation.  The art of negotiation is one of the best tactics for cost savings, especially when it comes to a service like web or graphic design.  Even if you’ve already signed a contract, or even if design work has been completed, negotiation is still a viable option for maximizing your purchase.  Remember, though: Negotiation is all about compromise.  If you want the best deal, you may have to offer something on your end, as well.  Here are a few tips for negotiating with web designers:Before the contract is formed:Everything is negotiable when the contract is in formation stages.  Make sure you have a contract in place that specifies the responsibilities of both parties before any design work is completed.  Here are a few specifics you should clarify: Billing structure.  Will you be charged for the total project cost, or an hourly rate?  Hourly rates can seem deceptively inexpensive, but they provide you with less control of the total cost.  If you’re being billed hourly, try to get a good approximation of the total hours the project will take to complete. Services contracted.  It’s a good idea to break down the entire design process into smaller components- for example, a site plan, the design of a home page, or a plan for ecommerce web design- and then make the first contract just for this element.  This allows you to work with the designer essentially on a “per project” basis- if you like the work, you can move forward with future service agreements. Timing.  Make sure you know how soon work will be completed.  Ask when you expect to get a “proof” of the layout or site plans, and how quickly you need to “sign off” on design changes.  This is especially important if you are on a tight deadline.  Tracking tools.  These tools allow you to see how many users view your site, the pages they visit, and other user patterns.  Many businesses use free services, such as google analytics, but you can also ask your designer to provide a more sophisticated tracking mechanism. Hosting.  You can host the site with your designer, or rely on a separate web host.  Either way, make sure you are able to make changes to the site on your own if you need to. After you’ve agreed to terms: Be honest.  Don’t play hardball or make threats.  It’s not a bad idea to tell your designer that you’re looking to cut expenses, either- they may even be sympathetic and offer to let you pay for services in lower installment amounts. Ask for deals in return for favors.  You may also be able to earn discounts by referring customers or trading for other services.  Suggest extending an existing contract.  Of course, you’ll ask for a discount on future services.  You can contract with your designer for hosting or maintenance services if they aren’t in your existing agreement, or for an extension of these services if they are.  All businesses- especially smaller contractors- like to have a certain amount of business “locked in-” extending terms gives the designer guaranteed business, and can give you a better price.   Merrin Muxlow Thu, 02 Jul 2009 00:00:00 EDT