Yelp reported that 61 million people visited the site in the 3rd quarter of 2011.

Many small business owners don’t realize Yelp’s influence, let alone contribute to the conversation on the site. Including Yelp in your small business marketing plan can be a great way to build word-of-mouth-marketing. You’ll develop relationships with influential customers and encourage new customers to give you a try.

What is Yelp?

I would describe Yelp as an avid online community of passionate reviewers, eager to uphold their reputation and grow their influence. Casual users visit the site to find recommendations about nearby businesses, whether that be near where they live or where they are traveling.

Yelp got its start with restaurants, but it’s not just for restaurants anymore. You’ll find reviews on dentists, retail shopping, hair salons or even hardware stores. In many cities, the company has invested in local Community Managers, who develop and nurture relationships with local businesses and power reviewers.

Yelp Advertising

Of course Yelp would tell you the best way to improve your marketing with their site would be to buy advertising. Advertisements appear in search results and on competitors’ business pages. Below is an example showing Hannoush Jewelers’ business page with an advertisement for Rogers Jewelers:

There are a few other perks to advertising, such as the ability to display a video. Advertising on Yelp ranges from $300-$1000 per month.

Yelp Deals

Yelp also offers a way to provide customers with discounts from your business page, called Yelp Deals. Customers buy the “deal” from the site, and Yelp keeps 30% of the sale. Here’s an example of a deal, shown in a search result:

It’s hard to say how effective Yelp Deals are, but they might be worth an experiment, especially since there are no up-front costs.

More Marketing with Yelp Tips

There are several things small businesses can do to improve their Yelp marketing efforts without buying advertising or posting deals. I recommend taking these steps before making any ad buys.

First, ensure your business information is complete and up-to-date. On your business’s page, “unlock” your listing to add hours of operation, menus, pictures or an OpenTable reservations widget. Here’s a screenshot:

Once you unlock your business’s page, you’ll also be able to see handy data about the visitors to your page.

Another benefit to unlocking your page is that you’ll be able to communicate with your reviewers. Responding to your reviewers can build your relationships with them… if you do it carefully.

To respond to a negative review, consider the customer’s input constructive criticism, and try to remedy the issues the customer experienced. If you can “make it right” with the reviewer, chances are she will revise her review more positively. Even if the review is unreasonable, your business will not benefit if you reply angrily or defensively.

Responding to a positive review is much easier. Consider sending a private thank-you to the reviewer with a personalized note that shows you truly read and understood the review.

To really engage with Yelp, find out if your city has a Community Manager. This person organizes events for Yelp reviewers, and you might be able to improve your standing with local reviewers by hosting a free event just for them.

For more information about marketing with Yelp, send me an email: amanda@zooinajungle.com, or you can check out some of my reviews on my Yelp profile.

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Listen or download below:

Marketing Podcast: 2012 Marketing Planning

This segment first aired during “Getting Down to Business” on Alaska’s Fox News Talk 1020.

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I venture to guess that is an overly optimistic perspective for many businesses. In November, most small businesses are striving to finish up the current year in a good state.

In fact, January is a great time to plan for the rest of the year. The previous year’s results are final; holiday vacations are over, and employees are refreshed and ready to dive in.

As you start focusing on the new year, consider these tips in developing your 2012 marketing plan.

Your 2012 Marketing Plan

What do you hope your business will look like in 2012? Understanding your goals is key to developing your marketing plan. If you can answer the following questions, you can plan to succeed:

• How do you want 2012 to be different from 2011?
• How do you want it to be the same?
• Will your market environment change in 2012?
• Who should be your customers in 2012?
• Should you offer any new products and services this year to meet those customers’ needs?
• What are your revenue and profitability goals?

Evaluate your marketing activities from the previous year. Being a spreadsheet fanatic, I make a spreadsheet of all activities, including their cost, metrics and attributable revenue. For instance, with a pay-per-click advertising campaign, your metrics will include how many visits to your website or how many phone calls you received.

Using this information, determine which marketing activities you will stop doing this year. You should stop any activities that don’t help meet your goals or have no hope of being profitable this year. Easy, right?

Now, decide which marketing activities you will continue and if you need any new initiatives or strategies. If you expect 2012 to be quite different from 2011, your marketing activities will very likely change dramatically. Perhaps your goal is to connect more deeply with your local community, so you might change from a strategy of print and TV advertising to sponsoring and developing local events.

Next, consider your marketing “capital improvements”– investments you made last year whose benefits continue into this year. Perhaps you redesigned your website, invested in a CRM system or wrapped your service fleet in new graphics. Based on your goals, are there any large investments you need to make this year?

Taking a look at all the marketing activities that will help you reach your 2012 goals, create a budget and timeframe for implementing them. Determine if you need additional marketing partners or if your current resources are sufficient.

Finally, make sure you actually implement your marketing plan! Get started right away… after all, 2012 is already upon us.

Need help with your 2012 marketing plan? Sometimes an independent assessment can help you prioritize your goals and put things into perspective. I’d be glad to talk with you… just email me at amanda@zooinajungle.com or give me a call at 513.833.4203.

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• Marketing Mix – The marketing activities that make up your marketing plan. For instance, e-mail marketing, pay-per-click advertising and promotional events.
• Target – The customers you are trying to reach with your marketing efforts (You’ve probably noticed that many marketing terms have militaristic origins. I think this is a terrible way to think about marketing, as I wrote in this article – “Marketing isn’t war on your customers“).
• Copy – The written content on a business’s website, blog, brochures, advertisements, etc.
• SEO – Search Engine Optimization. The ongoing process of making a website attractive to search engines like Google.
• SEM – Search Engine Marketing. This encompasses the marketing mix a business uses to market to users of search engines, both SEO and advertising.
• CPM – Cost Per Mille. In the advertising world, this is the cost per one thousand showings of your ad. Sometimes, it’s also referred to as Cost Per Impression.
• Impression – An impression is when your ad is visible to view. For instance, each time a banner ad loads on a web page it counts as an impression. But just because the ad is visible doesn’t guarantee a person is actually looking at it!
• PPC – Pay Per Click. This is the type of internet advertising made popular by Google and is used by all the search engines, along with Facebook. It means you pay for the advertising when someone clicks on your ad.
• CPC – Cost Per Click. How much each click costs in a PPC advertising campaign.
• Viral Marketing – Marketing efforts that are started by a business but grow and become controlled by groups of customers. For instance, you’ve probably heard of a video that has “gone viral.”

Have any other marketing jargon you’d like defined? Just post a comment, and I’ll be glad to help!

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Here are three ways marketing is easy when you’re awesome:

1. PR and social media are easy

For many businesses, developing a compelling PR and social media strategy is hard– what do we say? who will care? who will spread the message? But for businesses that are awesome, PR is easy.

Grady Veterinary Hospital in Cincinnati, OH accepts animals in need from the SPCA. Right now, they are caring for a kitten that had been set on fire and loosed on a city street. Each day, they provide updates on the little guy’s progress. Because they do awesome things, their public relations and social media strategy is easy: Tell stories about the wonderful animals we help.

2. Word of mouth marketing is easy

It’s pretty obvious that if your business is awesome, your customers will want to talk about you. That’s the essence of word of mouth marketing. Give your customers something to talk about– a charitable initiative, an innovative application of your product or service that goes above and beyond what they could have imagined.

The BonBonerie is an extremely successful confectioner here in Cincinnati. Customer demand is so strong that they have an entire cafe dedicated to wedding cake tastings. Their business has been built mostly on word-of-mouth marketing because their business is amazing. The beautiful cakes, delicious flavors and careful service give customers plenty to rave about. Crafting this business wasn’t easy, but the word of mouth marketing is creating itself.

3. Employee satisfaction is easy

Happy employees make happy customers. When an employee believes in what she does, she wants to help each customer as much as she can. And, no surprise, employees find it easiest to believe in awesome employers.

When I worked at Apple, my fellow employees were 100% dedicated to the company’s way of doing business. Apple has a great employee training program and customer service methodology, and the employees already believe wholeheartedly in the products they sell. Because employees believe the company is awesome, they are able to provide customers with awesome experiences.

Marketing is easy when you’re awesome. “But my business isn’t awesome,” you might reply. So what are you going to do about it?

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“Budding entrepreneurs with big ideas can still make their dreams come true and ABC is about to give them the chance to make it happen. Each week a group of self-made millionaires [Sharks] from all corners of the business world take their own hard earned money and offer everyday people their one true shot at making their dreams a reality. Some will sink, some will swim and some will be eaten alive.”

The show’s investors (or “Sharks”) are start-up and entrepreneurial experts. Small business owners can learn a wealth of free knowledge from these investors.  In the final episode of Season 2, watch some interesting and instructive entrepreneurs as they wheel and deal with the sharks. There’s a custom jewelry artist trying to take his designs to the masses. Another woman has patents for a brilliant shoe design that lets women change the uppers while using the same sole– perfect for traveling.

In this clip, a woman makes the case to reposition her maternity clothing brand in face of a declining boutique women’s market. But, as the sharks adeptly conclude, this strategy will require as much investment as building a new brand from nothing (and in a still-persistent tough economy, no less):

From a marketing perspective, it’s interesting how many entrepreneurs benefit from the show just by making the pitch and explaining their innovative products to television audiences. These entrepreneurs might make a deal, or they might not, but the exposure does wonders for their marketing. It’s a good strategy, and I recommend it for charismatic entrepreneurs selling a great consumer product.

Having all those sharks devouring her desserts helped Daisy Cakes‘ founder Kim Daisy sell a lot of cake. And Rebecca Rescate of CitiKitty may not have overly impressed the sharks, but her great presentation certainly won over many cat lovers, causing shipping delays from the high order volume. Watch her presentation below:

I definitely recommend this show to small business owners. It’s rare that you get free advice that’s worth more than you pay for it.

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If it’s been awhile since you invested in your business’s appearance, customers could be thinking the same about you. After a few years, a business owner’s familiarity with her surroundings can cause her to overlook the slow decay of time.  Take a fresh look at the impression you are making on customers when they see your business for the first time.

You only have one chance at a first impression, goes the adage. And your first impression with customers is crucial- what they notice first sets the tone for how or if they will do business with you.

Your business’s exterior needs to be welcoming, easy to understand and clearly explain who you are. Your exterior could be a brick-and-mortar store, a website or even your sales team. Here are some examples to get you thinking.

Good Exteriors for Marketing

The Pink Box is a boutique in my neighborhood that shows a great exterior appearance, with a fresh sign and interesting window display. It’s easy to know when they are open and what you can buy from them.

My favorite part of The Pink Box’s exterior is this cheerful open sign. On chilly or hot days when the store must keep the door closed, this sign serves as a beacon to everyone on the square.

There’s a lovely inn in Carmel, CA that looks just as lovely when you first drive up. The Candle Light Inn looks inviting, and it’s easy for newcomers to know where to park when they arrive.

Not to overload on the pink, but the Olde Pink House Restaurant in Savannah, GA does a great job of communicating their stately yet fun vibe with their exterior.

The menu board on the front steps also helps customers know what kind of food to expect.

Camp Washington Chili hasn’t been around since 1771 like the Olde Pink House, but they have been in the same location since 1940. They’ve really kept their exterior fresh and updated, which contributes to their continued success. And with that sign, you certainly know what they sell!

Not-so-good Exteriors for Marketing

Often, seeing bad examples is just as useful as seeing good ones. Here are some unfortunate businesses that really could stand to improve their exterior appearance.

The BonBonerie is one of the best and most creative bakeries in Cincinnati, OH. For a new customer, it’s very difficult to find the entrance, because it is facing the parking lot, not the main street. This kind of confusion could cause a customer to drive away instead of stopping in.

This exterior inspires more questions than appetites. Did Laurie and Debi have a fight? Is this supposed to be a joke? What exactly is the name of this restaurant, anyway?

Casbah is a great Moroccan restaurant in Savannah, GA, with an inspired decor, great staff and delicious food. But you could never tell from the outside. If your sign is old and faded, and your canopy is dingy and worn, many new customers will pass you by.

To see some examples of websites and logos, read my articles, “Web Design Essentials for Small Business” and “Small Business Logo Design.”

There’s good news. Even if your business looks more like the bad than good examples, you can start making things better today. Your website might need a redesign, or your building a complete remodel, but there are small steps you can take to incrementally improve your appearance. Need some ideas? Send me an email or call me at 513.833.4203.

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At first, completing a marketing plan for your business may seem daunting and time-consuming. In fact, developing and following an effective marketing plan will most likely save time in the long run. It focuses your efforts (and budget) on your business goals and helps you make smart marketing decisions. Without a plan, most business success is left to chance.

There are two variations on marketing plans, a start-up marketing plan and an ongoing marketing plan for established businesses. The Leadership Protocol Institute was kind enough to let me share the start-up marketing plan I developed for them a couple years ago. View or download it below:

Sample Marketing Plan

The sample marketing plan follows an outline that any business can use for their marketing plan, whether it’s for startup marketing or ongoing marketing. There are three basic steps:

1. Business Goals
2. Customers
3. Marketing Activities

1. Business Goals

Before you can reach your goals, you have to define them. Articulating your business goals should be the first section of your marketing plan. Most businesses understand that they need to define their goals for outside audiences, like banks or other funding sources. But it is just as important to define your goals for your own understanding.

A business goal needs a financial component and time limit. Here are examples of clearly-defined business goals:

• We will increase revenue 30% through increased referral efforts by 2013.
• We will sell four major accounts and ten minor ones in our first year of business, totaling $1.2M in sales.
• We will grow profits enough in our three existing stores to open a new one in 2012.
• Over the next six months, we will increase online sales by 35%.

2. Customers

In the second step to your marketing plan, you learn all about your customers. Who are they? What do they think of you? What do they think of your competitors? Where do they go for information? Where do they shop?

The questions may seem endless, but the answers are crucial. We have arrived at the research and analysis step. You’ll need both quantitative and qualitative research to truly understand your customers. You may know that your ideal customer is a professional mom, aged 30-45, with a household income of $85+, but do you really know her? It’s easier to market to people you know, and you get to know people by talking to them. Your marketing plan definitely needs quantitative research, but it needs qualitative research just as much.

After completing the research and analysis, you may learn more about your business goals. Perhaps they need to be changed, or you learned about a new opportunity, or you simply can add more detail. Circle back to step one, re-evaluate, then move on to step three.

3. Marketing Activities

Finally, we have reached the action step! Marketing activities are simply how you reach customers to get results. This step should be straightforward, since you’ve already defined your business goals and learned about your customers. For best results, plan a marketing calendar, with due dates attached to each activity.

In the sample marketing plan, we learned about the educators who would be our customers. Our main marketing activities involved starting relationships with decision-makers at affluent elementary and middle schools. Once contact was established, we mapped out the content for sales calls, follow-up interactions and mailings.

Look to the Future

Marketing plans are living documents, meant to evolve and grow with your business. If your business goals change, your marketing activities need to as well.  I recommend re-evaluating your business goals, customer knowledge and marketing activities once a year. By tweaking the plan and your approach, you will be more likely to stay ahead of the competition, spot new opportunities and stay fresh in the eyes of your customers.

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During the design process, I realized many small businesses could use some design tips for their logos. And since logos are, by definition, visual, the best way to give advice is to show you the good, the bad and the ugly.

Design Criteria 1 – Legibility

The most important aspect of logo design is legibility. Is your company’s name easy to read? It sounds like an overly simplistic criterion, but sometimes designers get caught up in exciting font choices and graphics, losing sight of a logo’s legibility.

The Good

This logo is very easy to read, and as a bonus includes a tagline explaining what you can expect of the CEO Club.

The Bad

This logo is a work of art – much too pretty to designate as ugly. It is also a failure. Could anyone glancing at it tell what those letters are? Even after studying it, are you certain what it’s supposed to communicate?

The Ugly

Those malformed polygons are supposed to spell out 2012, as in the 2012 Olympics in London. It’s clearly an example of a designer losing sight of a logo’s most basic goal – to communicate the brand clearly.

Design Criteria 2 - Color Palette

Your logo’s colors need to blend and contrast pleasantly. Color theory is science, but all too often amateur designers try to put the boldest colors together to make the highest impact. Hire a good designer, or Google search for a color wheel, but don’t put blue letters on a red background.

The Good

Brown is an unusual color to use in a logo, but combined with the taupe and cranberry red, it blends to show an image of folksy charm and wisdom. Scott Hogue writes a blog and books providing life advice, so it fits.

The Bad

Combining bright red with bright blue confuses the eye, because your eyes can’t focus on certain shades of red and blue at the same time. You may see the logo vibrate or feel the need to blink. These are not the reactions you want when people look at your logo.

The Ugly

Many times, I’ve been requested to create, “Just a simple graphic of red text on a plain white background.” Many people assume that if it’s simple, it can’t be bad. Unfortunately, red text on a white background is not just bad – it’s ugly. The colors you choose influence how customers feel about your business. Do you want them to feel like your logo is like a stop sign?

(Isn’t it funny that a business named Piece of Cake chose a gift box for their logo instead of, say, a slice of cake?)

Design Criteria 3 - Visual Interest

A logo should never be boring. A logo communicates a vibe to your customers and should have visual interest. Often in small businesses, design-by-committee impulses take over, resulting in a logo that everyone can live with but no one is excited about. If you and your employees aren’t excited, your customers certainly won’t be.

The Good

Yes, this is our logo. But it has very good visual interest. It communicates that we think outside the box (or zoo, as it were), are creative and have a little bit of fun. The logo directly ties to the name of the business and draws customers’ attention to what we do – MARKETING.

The Bad

They’ve tried to spruce up the plain, boring wordmark with spacing, but it doesn’t work. Does seeing this logo make you want to learn more about these lawyers? Probably not. Many small businesses fall prey to boring visuals like this because good design requires a talented designer who costs money. But a good logo is the cornerstone of your visual communication. It appears everywhere your business is mentioned in print and on the web.

The Ugly

When you think of bars, do you immediately imagine a hummingbird? No? This logo demonstrates that even if your business name is your own name, the visual interest needs to focus on what you sell. For instance, this business would have been better off depicting a tough blue jay or even an eagle.

Design Criteria 4 - Scalability

Many small business marketing designers don’t consider how a logo will scale for different uses. Your logo needs to be scalable for every intended use – small for business cards and online banner ads, medium for letterhead and print ads, and large for building signs, billboards or vehicle graphics.

The Good

This logo is built of modular pieces that can be arranged according to where and how it will be displayed. For a long, narrow space, such as a sign on a car wash, the lighthouse graphic can be removed. For a square space, like in the corner of a website, the text graphics can be stacked. Your logo doesn’t have to be identical in every place it appears as long as it uses the same components.

The Bad

This logo is interesting, but it’s certainly not scalable. If I shrink it another 30%, the text becomes very hard to read, and the graphics begin to be indiscernible. This problem exists with most circular logos that have text around the circumference. Consider the smallest size you will need if designing a logo like this – if it needs to be on a business card, you will likely have issues.

The Ugly

I enlarged this logo, so you would be able to read the text. In its original state, the text was impossible to read. When your lion is roughly five times the size of your text, you have an ugly scalability problem.

Using the criteria of Legibility, Color Palette, Visual Interest and Scalability, rate your own small business’s logo. Is it good, bad or ugly? Need some help judging? Send it to me at amanda@zooinajungle.com, and I’ll give you an analysis.

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The secret is that many advertising companies are successful because of this uncertainty, not because of the success they bring their clients. Much of their money is made from the attitude of, “Maybe we should just test this to see if it works.”

So how can you tell which advertising options are good – and which ones are bad?  Let me make it easier for you and give some insight based on what I’ve learned over the years. I’ve talked with many advertisers and heard almost every advertising pitch.

Some advertising offers are inherently shady, such as emails from companies claiming your website failed “international reports” or from other companies promising to place your ad in the first advertising spot on Google for just a monthly fee. In general, if you receive a bulk email from an advertising company, feel free to discard it (and think of all the time you’ll save not having to read these junk emails!).

Other advertising offers can be confusing. You may receive phone calls from pushy advertising salespeople who assure you they’re offering a great deal. Below are a few instances of those kinds of offers and when it might make sense for you to accept them.

There are many companies offering to promote your business on Google and Bing. Some of them (like mine) manage the advertising in an efficient and effective way.  Others try to obscure how the systems work. Keep in mind that Google and Bing advertising are always pay-per-click. It’s reasonable to hire a web marketing specialist to manage and grow your search engine marketing, but the company should provide transparency. Such a company will help you decide if search engine advertising is even right for your business.

In addition to search engines, there are many individual websites that solicit advertisers. Websites such as TheKnot.com exist solely on advertising revenue and cater to specialized groups of people (in this case, brides). Advertising on these sites are usually paid for monthly instead of pay-per-click, so is it worth the risk? It could be, depending on what you are selling, how many visitors on the site are looking for your product and how many competitors they allow to appear with your ad. Ask the salesperson for this information to determine if you’ll get a return on this investment. If the salesperson can’t provide this information, don’t buy from them.

Coupon publications are another advertising option often promoted to small businesses. Bundled coupons like Val-Pak have a very dedicated following among a small group of coupon users. Generally, everyone else on the mailing list simply throws out the envelope without looking at it. This pattern means every coupon redeemed from a Val-Pak mailing is used by the same group of people. This behavior is fine for companies who don’t mind regularly discounting products or services, but it’s not a good way to gain new customers who will someday pay full price. This same advice also applies to coupon circulars like Redplum or Dollarsaver.

Don’t worry if you can’t determine if an advertising venue is right for your business. It’s the advertiser’s job to prove it to you. Advertisers should provide you with detailed statistics relating to your business. If they can’t provide you with data, then you can’t be sure they are offering a good investment. For reference, Allrecipes.com provides excellent public information that makes it clear which types of products and services should be advertised on their site. Don’t expect anything less from those trying to sell you advertising.

Here’s my advertising advice in a nutshell: Always say, “No!” unless an advertiser can prove his advertising will provide a return on the investment.

If you get an advertising offer, and don’t know what to do with it, feel free to send it to me at amanda@zooinajungle.com. I’ll let you know what I think.

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