1. Know Your Customer

Content Marketing isn’t about your product– it’s about your customers’ interests. If you don’t have customers or users yet, make sure you have a clearly defined target customer before you continue with content marketing (or product development, for that matter). If you have customers or users, find out who they are and build a primary archetype for that person. Give that person a first name, a profession, age, gender, how they like to spend their time and waste it, and what they aspire to.  It doesn’t have to be true for every customer, but it should feel like the average person.

This guest post was provided by Daniel Rodriguez, co-founder of the visual content marketing agency Indivly Magic. For more information about content marketing, visit their blog.

The Bonfire WordPress Theme is one of the best eCommerce themes I have used on WordPress. Everything from the design to the functionality of the theme is great.

I found the Bonfire theme when i was searching around the web for a better eCommerce theme than the ones i usually use. I needed something that was easier to use and more modern looking for a new plugin i will be releasing on the market soon.

Bonfire has a lot of great features. Some of the fantastic features included in this theme are usually not found in the standard themes around the web and usually require extra coding or plugin installations. Below you can see when a user is looking at an item, they can leave their mouse over a part of the image and automatically an expanded images shows up to the right. This is a feature you will usually only see on a high end website and is definitely not standard in many themes. The theme also has nice fade effects when hovering over products.

The footer also includes space for 3 information spots followed by a well designed footer area where you can setup all your links and also have a paragraph of text on the left of it.This theme also allows for really great social media integration, which is key for all businesses that want to be successful.

This theme can work for a variety of different types of eCommerce stores and i highly recommend it.

The Author(s) of this plugin are also great with support and are always happy to help you.

To Preview this theme click here.

To Buy this theme click here. ($55)

Bonfire WordPress Theme Features list:
•    Six different skins
•    Admin Panel
•    Unique Design
•    Home Page Deals Slider
•    Products Page with Grid and List Layouts
•    Product Detail Page with Product Gallery and Product Zoom Feature
•    Product Detail Page with Related Products Listing and Tabs for Description and Reviews
•    Business Oriented Blog Design
•    Multiple Columns Support
•    More than 50+ amazing Shortcodes
•    Shortcode Generator
•    Fully Functional Contact Page
•    Fullwidth and With Sidebar Page
•    Working AJAX Contact Form with PHP Script
•    Amazing support that will help with everything!
•    Amazing code, following the WordPress Codex Best Practices
•    Much, much more. See the Demo!
•    Translation ready
•    Code built with SEO best practice in mind

After logging in to the service user is able to create his own index of the pictures. API users receive also special keys assigned to their accounts and are able to send requests to the server from their mobile applications. Once the images are sent to our server and the index is built, they will be recognizable for the algorithm when the picture taken by the smartphone is similar.

Recognize.IM platform give its users access to the code of the ready application, that can then be modified, too. This way you can create your own, branded application, which design will resemble the original work of the company. Simply insert to the offered application your own templates and optimize it for the target users.

The number of possible ways of API use is limited only by the developer’s creativity. Really, the sky is the limit. For instance, the API authors created SaveUp, the purchasing application for the Polish market. This is the original e-commerce solution that allows its users to purchase products, which are advertised in newspapers, on posters, billboards or on any other surface (even LED monitor).

With SaveUp shop is everywhere and covers of books, games, films and CDs are like barcodes, they lead o to the information… but you do not need barcode anymore.

Recognized items can be immediately ordered in one of the 50 largest Polish online shops. It is worth to mention that, the most of the products is available in various versions. In the case of books application offer both kinds, the traditional and the digital (e-books and audiobooks). Movies can be found both on DVD and Blu-ray, and music can be found on the audio CDs or sometimes even on vinyl.

Interesting, non-commercial examples of the image recognition technology API use, also developed by iTraff Technology, are applications Art4Europe and Art4Note. The first one was designed for international competition hosted by Europeana Foundation (co-organized under the supervision of the European Commission). It allows to recognize works of art (paintings, carvings, etc.) from a database of the Foundation itself containing over 19 million records. This application won the competition in the category “Software of the greatest business potential”. The reward was handed for the iTraff Technology in Brussels, by Neelie Kroes, the European Commissioner for the Digital Agenda.

The latter application, Art4Note was also designed to identify works of art. However, it do not use a database of Europeana Foundation, but the Wikipedia articles. It was prepared for the Evernote Devcup competition, in which the iTraff Technology company is starting. Results were not announced yet.

Algorithm used for image recognition technology offered by iTraff Technology cope not only with the recognition of perfectly flat 2D objects, but also is being developed for 3D recognition. Today it is able to identify the object even if it is bent. For example, technology will manage with the label on the bottle or the picture printed on a shirt.

Tribal Employee application, which has been prepared for an international meeting of the agency Tribal DDB members is a perfect example for that. This application allowed to recognize previously prepared, unique images that were printed on the T-shirts of employees of the agency. During the event, everyone was able to use the application to take the snapshot of these pictures to know the owner name, position, and a list of the agency clients served by the employee.

Let me write it again: the number of uses of the technology available on the platform Recognize.IM is unlimited. It can be used for e-commerce, to create effective advertising campaigns, as well as for entertainment purposes.

The creators of service also prepared for its customers the special rewards. Those who will give their feedback, no matter whether it will be positive or negative, will have a chance to win the new iPads once in every month. In addition, in a few weeks, there will be a special, international hackathon in which the best API use will be rewarded with the 10 000 USD. Follow the company’s social media and do not miss it: Facebook, Twitter, Google+.

iTraff Technology company was preparing to open the API platform since it acquired funding of 1.8 million PLN (0.55 mln USD), what happened in March this year. Among the investors are Speedup Venture Capital Group, Innovation Nest, Raphael Han and Stephane Senkowski. The company develops image recognition technology for over a year and a half. It was founded in late 2010 in Poznan, Poland. The technology already has gained numerous awards, as already it was mentioned, in Belgium, but also in Austria, Greece, Finland and Poland.

CyberChimps makes great WordPress themes. I have used many of their themes for my customers and have always been happy with how they work. And for those of you readers who aren’t as experienced as me in WordPress, when you buy a theme from them they offer a support forum that they check constantly to help their clients.

Today I will be reviewing CyberChimps’ Business Pro theme. Business Pro is one of CyberChimps oldest and most popular themes. Although it is one of their older themes they have updated it several times, making it look as up-to-date as any other new theme on the market.

Here are pictures of their latest update from Business Pro 2.0 to Business Pro 3.0:

2.0

vs.

3.0 

The theme’s title states which type of client they are targeting: businesses. The theme is oriented toward professional businesses that need a classy and stylish look for their website. Business Pro is great for businesses trying to wow their own clients. It has a great slider on the home page for pictures of a product and an area to the side of it for a description (look above for reference). I would recommend this theme for most businesses but wouldn’t recommend it for too many blogs. It is a more serious and professional looking theme and wouldn’t be the best option for most blogs.

The most groundbreaking feature of Business Pro is its drag and drop elements. Business Pro includes a variety of Drag and Drop Page Elements making managing content easy on every page.

This theme is very mobile friendly as well. The theme automatically adjusts to any ios or android device and looks great. The Mobile version of the template makes users believe and see you are serious about your business and are very professional.

Business Pro is also ready equipped with social media buttons. Easily add links to your social media outlets and let your users connect with you through countless platforms.

There are countless other great features which are listed below. There are many themes with a lot of features but CyberChimps have made sure to include very detailed documentation and to always update it when the theme is updated.

Another great feature of buying a theme from CyberChimps is that when you buy a theme from them all future versions and update of that theme are free to you. This helps make sure your website is always up to date with the Internet’s new standards.

Check out the demo here
It’s 50% off for a limited time so buy it here!

Facebook

There is actually no better start-up of the past decade that surpasses Facebook in any mean possible. This start-up, which picked up just after 2008, has grown so much that it’s dominated everything there is online. Founded and currently run by Mark Zuckerberg, Facebook has completely revolutionized social media-even brought that term live. With its recent IPO in 2012, Facebook is looked at by all the other start-ups because it’s just inspirational and massive. Of course Facebook came with massive casualties like MySpace, Ning and Bebo, which previously run social media.

Zynga

This is another start-up of the last decade that has also grown so much. With a life that is defined almost the same as that of Facebook, Zynga came and took social gaming to the next level. Living on social platform such as the latter, Zynga is the world’s largest social gaming network, with at least 50 million daily users. Presently, this start-up has an estimated net worth of above 5 billion dollars and still growing.

Wikipedia

Wikipedia is another great start-up that has defines the last decade. Started as an online encyclopedia, the levels of growth it’s witnessed cannot be compared to another. Wikipedia has become the sole global online encyclopedia and ii still growing. As a non-profit, Wikipedia’s business model is different but continues to grow, regardless. Its network is estimated to be beyond five billion dollars and manages its processes through donations from millions of people worldwide.

Skype

Everyone will accept that in the past decade or so, communication has completely revolutionalised. Starting from text, mobile telephony, social media and video, Skype is one service that took video communication to the next level. Skype powers all the video communications between online individuals real time such that, individuals separated by miles, can see each other in chat. Its networth is estimated above 4 billion presently and still going strong into the future.

Twitter

Twitter just like Facebook is one of the most progressive social media platforms that have characterized the past decade. With a usage that is next to that of Facebook, Twitter has been adapted well in the corporate world with companies and brands using it to disseminate news, live. It has a positive future and will definitely be present in the next decade.
Whereas this list is biased towards technology, its one of the spheres that have faced massive growth and have had the most impact on most people.

Today we are in an age where you no longer meet the customer that you’re doing business with. You will interact with other entrepreneurs without ever meeting face to face. Some of your best customers and closest business associates will be people that you know only through your communications online.

When people first meet you in an online community or on a social networking site, they know nothing about you. They can learn more about you by viewing the posts you make and visiting your websites. However, another way that people will try to learn more about you is by reading your online profiles. They may view your profile to try to learn more about both your business and you!

There are a few points that you will want to be certain to include in your profile. Provide information about some of your current business ventures. Incorporate links to any websites, blogs and forums that you may own. You also may want to place some information about past jobs and projects that you have completed. You might also want to provide a link to your online portfolio. These sections of your profile can help promote your business by making your website, as well as samples of your work, easy for anyone who might be interested to access. I went about 6 months without updating my linkedin and found I had almost an hour of revisions and changes to create a page that was current with my activities.

Some online profiles are set up so that you can place a resume on your profile. Others allow you to include so much information that you can indirectly create a resume. Include as much information about your work history and your business as you are able. Mention in your profile how long your company has been in business (Facebook has a lot of options for creating pages for a business, band, website, brand, public figure, ect.) You also can include information on how long you have been working in your industry (including the times when you worked for someone else). List the products and services your business offer or list those that are most popular.

If you are able to provide this information somewhere on your profile, provide a bit of background on your work history. What positions have you held in the past and what duties have you performed? You can include freelance projects and sub contract jobs you have completed as well. This information will provide viewers with an overview of your skills and experience.

Post your educational experience in your profile, including the degrees that you hold. List any certifications that you may have, too. Be sure to place any relevant training and education on your profile if there is a section available to provide this information.

It’s important to provide the opportunity for anyone viewing your profile to learn more information about you. Talk about some of your hobbies, specifically any hobbies that are in some way related to your business industry. Mention any other special interests you may have, which are reflective of your business.

Not all profiles allow you to include a lot of specific information. Twitter allows a short bio, 160 characters or less. However if you’re creating good content and conversations then this short bio can hold a link and drive traffic to a place where users can find out more about you.

Many forum profiles only allow you to provide some basic information, but allow you to include a link to your website. However, if you utilize social networking sites, you can add in a great deal more information about yourself such as the details mentioned above. Being active in a forum will lend to being a figure in the community and your comments and actions will hold more authority.

Whenever creating an online profile there are some safety tips you should follow. Just about anyone online can access your profile by joining the forum, group or networking sites. For this reason, you do not want to include sensitive information. Never put your full real name in your profile. If you end up doing business with someone who learns more about you through your profile, direct that person through your normal channels for business transactions.

Your home address and home telephone number should never be placed on your profile. You may include an email link or, of course, a link to your website. If people wish to contact you they can send you an email. In addition, they can visit your website and use your standard contact methods for your business. If at some point you want a contact to call you, you can provide that person with your number on your own.

Whenever you are able to create a detailed profile, take the time to do so. Providing information about yourself and your business will help to establish your creditability. Use this opportunity to promote your business, but use caution and common sense with the information you provide. Never offer sensitive information or details that are too personal.

The primary motive for business is to make money.    Money is the primary method of keeping score for businesses.  The more net dollars a business generates, the more successful it is.  However, this is an overly simplistic because if you are not tracking the processes within the business that generate the money, it is certain that you will never maximize the monetary potential of your business.

Setting up a key performance indicator requires the following steps:

1. Decide what your goal is.
2. Decide how you are going to quantify that goal
3. Break down the goal into its lowest individual components
4. Decide on a time period for measurement
5. Measure it at the end of the time period
6. Make adjustments as necessary

For example, a service business needs new customers to generate income.  It decides to try a direct mail campaign to attract them.  If they want to generate $10,000 per month (quantify) of gross income( goal) and their average sale is $1,000(quantify), they need ten customers a month (lowest individual component).  Let’s say that they convert 50% of the leads to customers.

You set up a key performance indicator “number of new business leads”.  You know you need 20 new leads per month to generate the 10 new customers.  You decide to track this key performance indicator weekly (measurement period).

During the week, you track the number of response you get to the direct mail advertising.  At the end of the week, you count them up.  Your key performance indicator of new leads equals 5 new leads which resulted in 3 new sales.  You are on track and your advertising is working.  A lesser/better result would indicate the potential need for adjustment to either the campaign, the marketing message or the target market.

]]> http://www.startupchamp.com/monitoring-your-business-sucess/feed/ 0 http://www.startupchamp.com/how-to-gather-valuable-customer-feedback/ http://www.startupchamp.com/how-to-gather-valuable-customer-feedback/#comments Tue, 05 Jun 2012 01:53:48 +0000 Gus http://startupchamp.com/?p=32 Do you ever complete those customer surveys that you receive in the mail or find online? The fact is that some people really do take the time to respond to these surveys. This is especially true if they have had a really good experience or a really poor experience with a particular business. As a business owner, you should want feedback from your customers.

Customer surveys can help you pinpoint those areas where your business is performing well. You cannot just assume that because business is good or sales are great, that you are performing well in all areas of your small business. By asking your customers to rate your products and services and other aspects of your business, you can learn a lot about the areas where you excel. You can take those areas and continue to work hard to keep customers happy. Never take a job well done as a reason to slack off. Instead, think of it as a “keep up the good work” message.

By implementing customer surveys, you can identify the areas of your business that need improvement. No matter how well your business is doing, there usually are some things that your business could be doing better. Take the time to evaluate customer surveys. If you receive one or two negative comments related to one aspect of your business, this could simply be an unsatisfied customer or two. However, if there are several negative feedback points, you may want to look into the matter. That way, you can find out how to improve your business, and therefore, increase customer satisfaction.

Your customer survey or feedback forms should include an area where customers can make suggestions. It’s important to provide clients with the opportunity to tell you how you can improve your business or how you can better service your customers. For example, they might suggest new products or services that you can offer. By using a customer survey, you may be better able to determine the needs of your target market. If customers have the chance to tell you what they need, you can work to provide products and services to match those needs.

Customer surveys also provide you with the opportunity to learn what improvements you can make to the products and services you offer. No matter how great a product, it often takes quite awhile to find tune that product or service. Listen to what your customers have to say. Your customers can provide you with valuable advice on how you can make your products and services even better. They might even point out something to you that you had never considered yourself. Again, you are given the chance to better supply your customers with the kinds of products and services that they truly want.

Interacting with your customers through customer surveys also can improve customer relations. Anyone can put out a survey for customers to complete. However, your efforts will be more rewarded if you actually evaluate the customer surveys and take into consideration what your clients have said. By being open to compliments, suggestions and even criticisms, you are able to show your customers that what they have to say does matter to you.

If you respond to customer surveys by making improvements based on customer comments and suggestions, you are sending a positive message to your clients. You are showing them that you are willing to work hard to provide the customer with what they need as well as what they want. As you can imagine, this is good business for anyone. You are likely to gain loyal customers through this practice.

Use customer surveys and feedback forms as an integral part of your small business success. These forms allow you to listen to your customers. You can respond by taking some of their thoughts into consideration. Whenever possible, make some of the changes suggested by your customers.

This assessment led me to the conclusion that it is time to get back to basics.  Networking is one of the most basic marketing tasks there is.  In my case, it is the one that I avoided the most when business was good and leads were plentiful because it is time-consuming.  I would rather be working making money than meeting new people and working on keeping in front of my existing relationships.

The most basic element of successful networking is the 30 second personal commercial frequently called your “elevator speech”.  Here are some key tips to consider when developing and delivering your elevator speech:

• It must be engaging – It is boring to say “I am an accountant”.  It is much better to say “I help business owners save money on their taxes and keep more of their hard earned money in their pocket”.

• It must be specific – Tell the person exactly what you do.  Being vague makes people think you are involved in some kind of shady multi-level marketing scheme.

• It must be easy to get out – Once you write your 30 second personal commercial, try saying it over and over.  Record it and listen to it.  Then, rewrite it exactly as you say it comfortably.  If you can’t say what you wrote comfortably, it will sound rehearsed coming from your mouth when you are networking.

• It must be practiced -  You must practice your 30 second commercial until it naturally flows from your mouth.  It has to be rehearsed to the point where it doesn’t sound rehearsed.

• It must be adaptable – In different networking circumstances, you may want to modify your commercial to the person you are speaking with.  It is ok to have one version of the commercial for one group of people and another version for a different group.  You may also have multiple commercials if you have multiple businesses.

Perfecting a good 30 second sales pitch for yourself and using it often at networking events is a great “back to basics” way of getting new leads flowing into your business.