What, Exactly, Is Business Development?

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“I do biz dev.”

Few times in history have more ambiguous words been spoken.  Ask ten “VPs of Business Development” or similarly business card-ed folks what is business development, and you’re like to get just as many answers.

“Business development is sales,” some will say, concisely.

“Business development is partnerships,” others will say, vaguely.

“Business development is hustling,” the startup folks will say, evasively.

The assortment of varied and often contradictory responses to the basic question of “what, exactly, is business development” reminds me of the way physicists seek to explain what, exactly, is the universe.  With conflicting theories on the nature of black holes and bosons, the ultimate goal for those scientists is a Grand Unified Theory, a single definition that can elegantly explain how the universe itself operates at every level.

Lacking any concise explanation of what business development is all about, I sought to unite the varied forces of business development into one comprehensive framework. And eureka, for I have found it - the Grand Unified Theory of business development:

Business development is the creation of long-term value for an organization from customers, markets, and relationships.

There is elegance in simplicity, but perhaps this definition leaves you wanting more.  At its heart, business development is all about figuring out how the interactions of those forces combine together to create opportunities for growth.  But a theorem requires a proper proof, so let’s break that statement down:

Long-Term Value

First, what do I mean by “long-term value?”  In its simplest form, “value” is cash, money, the lifeblood of any business (but it can also be access, prestige, or anything else a company seeks in order to grow).  And there are plenty of ways to make a quick buck for you or your company.  But business development is not about get-rich-quick schemes and I-win-you-lose tactics that create value that’s gone tomorrow as easily as it came today.  It’s about creating opportunities for that value to persist over the long-term, to keep the floodgates open so that value can flow indefinitely.  Thinking about business development as a means to creating long-term value is the only true way to succeed in consistently growing an organization.

Customers

The “customers” portion of the definition may be slightly more obvious – customers pay the bills.  They are the people who pay you for your products and services, and without them you won’t have any business to develop.  But not everyone is a natural customer for your business. Maybe your product doesn’t have the features I’m looking for.  Maybe your product is perfect, but I don’t even know your company sells it.  Or maybe you’re not reaching me because you’re not knocking on my door.

Markets

That’s because customers “live” in specific markets.  One way to understand markets is by geography – if I only focus on selling in the U.S. but you reside in London,  then you are currently unavailable to me as a customer as I do not currently reach the European market.  But customers also “live” in markets that are defined by their demographics, lifestyles, and buying mindset.  Identifying opportunities to reach new customers by entering into new markets is one important gateway to unlocking long-term value.

Take for example the Pet Owners market.  The customers who live there, of course, are people who own cats, dogs, fish, etc.  Petco is a company that clearly sells to customers who live in the Pet Owners market.  I, on the other hand, do not have a pet.  I don’t live in the Pet Owner market. So what if Petco wanted to sell something to me? Then they’d need to find a way to enter into a market where I do live.  For example, I have red-hair and pale skin and as such, I am prone to spontaneously combusting when exposed to the sun.  Therefore, one market that I “live” in is the Sunscreen Buyers market.  If Petco wanted to sell something to me, perhaps they can find a way to enter into that market by offering sunscreen, hats, or sun-reflecting aluminum foil suits.  Now, determining whether that’s a good idea or not for Petco to do so is a job for the business development team – and another story for another blog post.

Relationships

And then there were “relationships.”  Just as the planets and stars rely on gravity to keep them in orbit, any successful business development effort relies on an underlying foundation of strong relationships.  Building, managing, and leveraging relationships that are based on trust, respect, and a mutual appreciation of each other’s value is fundamental to enabling the flow of value for the long-term.  Relationships with partners, customers, employees, the press, etc. are all critical to the success of any business development effort and as such they demand a bold-faced spot in any comprehensive definition of the term.

So, is business development actually sales?  Is it partnerships?  Is it all about hustling? Well, frankly, yes.  It’s all of the above and as we’ll see in future posts, it’s much more.  It’s a complicated and fascinating discipline that deserves a clear understanding, so that we can marvel at the beauty of a well-done deal as much as the stars.

Forbes.com

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Google SEO Guide for Small Business Owners

Are you a small business owner that is relying on the search engines to drive traffic and sales to your websites? If so, this Google SEO Guide is for you.

(photo credit by jimbowen0306 under CC2.0)

The ultimate goal  of the search engines is to provide the most relevant and useful of information for the keywords being searched. And in order to achieve this goal, Google has to “weed” out spammy and irrelevant websites from the top of the search results.

While Google claims to make at least several hundred updates in a year (500+), they have also released several “animal” updates targeting low quality websites.

These “animal” updates are popularly known as the Panda and Penguin updates. The Panda update was launched in February 2011 which targeted low quality websites with duplicate content, content farms, and thin pages of content. Currently, there have been 24 Panda updates since it was first launched.

The Penguin algorithm update was launched last April 2012 to target spammy link building techniques like irrelevant links, unrelated blog posts, and link networks.

How to Determine if your Website has been affected by the Panda and Penguin updates?

Open up your Google Analytics and check your traffic and keyword stats. Go to the day view and check your stats to determine when your traffic dropped.

Check with the dates below to find out if you have been affected by the Panda or the Penguin update.

These are the dates for the Panda updates (Drops in rankings usually occurs during this day or several days after the update was rolled out).

• 02/23/2011 – Panda 1.0
• 04/11/2011- Panda 2.0
• 05/09/2011- Panda 2.1
• 06/21/2011 – Panda 2.2
• 07/23/2011- Panda 2.3
• 08/21/2011 – Panda 2.4
• 09/28/2011 – Panda 2.5
• 10/05/2011 – Panda “flux”
• 11/18/2011 – Panda 3.1
• 01/18/2012 – Panda 3.2
• 02/27/2012 – Panda 3.3
• 03/23/2012 – Panda 3.4
• 04/19/2012 – Panda 3.5
• 05/27/2012 – Panda 3.6
• 06/08/2012 – Panda 3.7
• 06/25/2012 – Panda 3.8
• 07/24/2012 – Panda 3.9
• 08/20/2012 – Panda 3.9.1
• 09/18/2012 – Panda 3.9.2

Related Google updates:

• 01/19/2012 – Above the fold Google Update
• 01/12/2012 – Venice Google update

Dates of Google Penguin updates:

• 04/24/2012 – Penguin 1.0
• 05/25/2012 – Penguin 1.1
• 10/5/2012 – Penguin 3

Go to Google Analytics > Traffic sources > Search > Organic and choose “Keyword” as the primary dimension.

I usually choose landing page as the secondary dimension (to check on specific pages that might have been penalized) and set my date range from Feb 2011 to the present date.

Find out which keywords dropped in traffic. You can use a Google Chrome extension called “Chartelligence” to help you visualize dates on your analytics.

You can also use the Penguin Tool, which will provide you with a similar overview of your analytics.

In the screenshot below, it clearly shows how our own website and blog have “survived” the Panda and Penguin updates.

If you need assistance and guidance on how to deal with the Panda and Penguin updates, you can contact us and we’ll let you know how we can help.

We have successfully revived, regained and maintained rankings and traffic for our SEO clients and here are some of the strategies that we have implemented in order to maintain market dominance for most of our clients.

The New SEO Approach for Small Business Owners
(Post Panda and Penguin)

Google is always after a high quality website and relevant user experience for their searchers. Last May 6, 2011, they’ve released an article on what they consider as a high quality website.  (View the original document here)

Our Internet Marketing Strategies particularly our search engine optimization strategy is now entirely focused based on these quality guidelines that Google released.

On Site Optimization – SEO Basics

Target Long Tail Keywords

If you want your website to rank in the search engines, you should start focusing on long tail keywords, instead of broad searches.

Long tail keywords might have less search volumes but they convert highly.

An example of a long tail keyword is when you’ve added Geographic locations to your terms.

ie: Windows and doors oakville

Start optimizing for these keywords because they would be easier to rank in the search engines and they would have higher conversions than generic search phrases.

Increase User Engagement and Improve User Experience

The search engines, particularly the Panda updates are looking for factors that help determine if a site should rank high in the search results or not.

Factors like average time on site, pagespeed , pages per visit, bounce rates and click through rates must be closely monitored in order to avoid algorithm penalties.

Web design, user experience and usability are very important. Avoid making the mistake of hiring an amateur website developer, because your search engine traffic will be affected.

Ask us on how we can help you have a website that the users and search engines would love.

Write Epic Content

As Denise Gervais has coined, EPIC content stands for Engaging, Personal, Intelligent and Converting. 

Write content for the users and not just for the search engines.

Find the biggest problems of your customers and blog about it. We don’t randomly create content for the sake of beefing up your website’s pages. We’re actually creating content that will be beneficial to readers. This will increase engagement because these are the articles and blog posts that your readers would love to read and would likely share across their social networks.

Off Page Optimization – Link Earning instead of just Link Building

SEO is not dead and link building is definitely not dead.

As long as Google relies on backlinks and algorithm factors to rank websites to the top of the search results, seo and linkbuilding will be present.

Paid links, link schemes, and black hat techniques, are still working and it will be a constant struggle between the search engines and people who utilize these methods.

But is it a risk that you are willing to take?

SEO is such a lucrative source of traffic that even big brands like JC Penney, Overstock and even Google’s own Chrome Website have all been involved in some sort of paid link schemes (this is against Google’s terms of service) and they were all penalized.

Lately it was Interflora (an online flower site) that was recently involved in some paid and “spammy” link building methods. They worked, until Google gave them the ban hammer.

Interflora’s rankings are now back after 11 days, but Google will not comment on it.

As a small business owner, what are your chances of getting your rankings back if you have been using “spammy” link building techniques? My guess is very low.

That is why here at WSI Milton, we are doing link earning campaigns instead of the standard link building campaigns.

The old methods of link building like article submissions, bookmarking, press release submissions are still working to a certain degree, but most small businesses are doing the same. That is why we are focusing on “link earning” for all of our clients.

What is Link Earning?

Link earning is the really the old way of link building.

Before article directories and before any press release submission service became mainstream, the internet was connected with links from relevant websites, friends, colleagues, acquaintances and industry relevant links.

People would link to your website because they’ve known you, found your content useful, and shared it with their readers via links.

The idea of link earning is that in a world without SEO, you would still want that link because it’s useful and beneficial to your readers and website.

Here are several examples of link earning methods that we employ for our clients.

1. Local Directories – If you are located in Canada, and the website is a Canadian directory, we want to be listed in that local directory.

2. Memberships and Industry Associations – Are you a landscaper, a home remodeling company, or a flooring retailer? There are several industry websites that list their members and their website’s contact details. These are highly relevant and useful links not only for the search engines but also for the users as well.

Note: Not all industry and membership associations provide an SEO benefit. Our SEO process determines the best industry and membership associations that have a beneficial effect to your website’s rankings.

3. Niche Bloggers – In every industry, there are several niche bloggers who are very passionate on what they do. If you have a home improvement company, you might want to connect with Mommy bloggers who might benefit from your home improvement tips.

Connect with them via Facebook, Twitter, or simply send them an email and share your home improvement tips with them. If they found it really useful and beneficial with their readers, they might blog about it.

Link earning is a continuous and evolving process in our Search Engine Optimization strategy. Make sure that you’ve subscribed to our updates to receive the latest updates on these methods.

Summary: Google SEO Guide for small Business owners

1. The search engines are evolving. SEO is not dead but the search engines are really determined to remove low quality websites in their search results.

2. The search engines are releasing 500+ algorithm updates each year, and two of the most widely known updates are the Panda and Penguin updates.

3. The Panda updates started in Feb 2011 and are targeting websites that have low quality content. The Panda update is concerned with the content on your website. Find duplicate content, low quality pages and thin content. Remove them to get out of the Panda penalty.

4. The Penguin updates started in April 2012 and are targeting low quality and spammy link building techniques. Avoid paid link schemes, black hat techniques, and spammy link building methods because they can get your website penalized just like what happened to big brands like JC Penney, Overstock, Interflora and Google’s Own Chrome website.

5. Use Chartelligence Chrome extension or Panguin Tool to check your analytics and visualize whether you have been affected by the Panda or Penguin update.

6. User metrics are important for ranking websites and maintaining rankings.

7. Write Epic Content – Engaging, Personal, Intelligent and Converting.

8. Start using Custom Link Earning Methods instead of the traditional Link building packages.

That’s over 1500+ words of SEO Guide for small business owners.

If you are not getting free search engine traffic to your websites, then you are missing on a lot of leads and sales. If you have been hit by the Panda and Penguin updates, you need to start fixing your site to get back in the search results.

If you don’t know where to start, you can contact us and we’ll be happy to help you.

Read more at http://www.business2community.com/seo/google-seo-guide-for-small-business-owners-0427113#h1zGiPygpPWbfTPc.99 

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Expert Advice on Perfecting Your Internet Marketing

We know you’re a smart, savvy business owner (you’re reading this post, after all), so we know you’ve written a thoughtful business plan that you revisit periodically.

We also know that you have an easy-to-navigate and easy-to-find website, where customers can find and buy what they’re looking for with no hassles. Now all that’s left to do is increase traffic to your site.

For advice on perfecting your internet marketing, we turned to Claiborne Yarbough, the business development manager for Paveya, a North Carolina-based inbound marketing agency. Yarbough spends a third of each day following trends and reading blogs of industry influencers to stay up-to-date on the latestinternet marketing.

She says one of the most critical thing a business owner can do to build traffic to her site is to keep the site current.

“Never has relevant, updated content been more critical,” Yarbough said. “I participated in a webinar the other day where the speaker said that your blog is ‘like an annuity that pays out over time.’ Great distillation of the value of a blog.”

For more advice from Yarbough on building a great website for your business and polishing your marketing plan, read on.

What are some best practices for building an effective website for a small business?

• Build a strong foundation for continued growth by working with a professional marketing agency that will understand your goals for your business — that tells you how to construct the website.
• Be realistic. Don’t overbuild the website in anticipation of the business you are going to become. On the other hand, use good technology, like content management software, so that you will have some flexibility in the short and long term.
• You must include a blog. You must write the blog. If you are passionate enough to start a small business then you have a great story that makes you different from everyone else.
• Make sure you leverage your social channels to drive leads and traffic to your website.

What are the most common mistakes small business owners make when building a site?

I can’t tell you the number of times that a small business owner has told me that their “brother/son/college roommate/the 18-year-old across the street” does websites. I also can’t emphasize enough that you get what you pay for and there is a lot that goes into a successful website. If the small business owner doesn’t at least try to set a reasonable marketing budget and use most of it on internet marketing, their company will be left behind. Consider that as we speak, 46 percent of us are online searching for goods or services each month, and 70 percent of these people will use their smartphone to search for a product or service that will result in their taking an action (find the store, make a purchase, recommend to a friend) in less than one hour.

What component should every internet marketing campaign have?

Honesty. Marketing as a shell game is over. Your customers are looking for goods or service and they want to trust the business owner that can provide that to them. Engage them in a one-on-one, genuine conversation (which you can do through a variety of channels) and you will have a successful internet marketing campaign.

Where can a small business owner go for help building a website and marketing on the web? What tools should they use to build traffic?

A small business owner should probably do a search for an inbound marketing agency … this kind of marketing agency is geared to a consultative sales approach that will benefit the small business owner. I can’t say this enough, blogging  is so important and it is something that everyone can do.

What tips do you have for launching an effective marketing campaign on social media? What should you be doing beyond posting a link back to your website?

Social media is a great opportunity to be in conversation with your leads and customers. There is nothing wrong with posting a link back to your site (in fact you had better do that). But I see social media as the opportunity to continually refine who your target market is and what it is that they are looking for and what speaks to them. Marketing is no longer outbound only. Be in dialog with your “community.” As you become a trusted resource, your posts or pins will be shared with the holy grail of marketing — the recommendation to friends and family.

Name some companies you think do internet marketing well – what can we learn from them?

Paveya is now a strategic partner with HubSpot (www.hubspot.com), which by far has the slickest internet marketing campaign I’ve seen. I am also very impressed with Amazon and Zappos—the level of consistency of service is remarkable. They invest in it and it shows. Finally, I am also watching Target come up to speed.

What are the top three things every small business owner should know about SEO?

1. You have to have it or no one is going to find you. Everyone has a website.
2. Don’t be afraid of long tailed keywords. Think men’s-red-athletic-shoes-for-hiking, not red shoes.
3. SEO is now as much about relevant, updated content. Can I say one more time how important it is to blog?

How often should you reevaluate your marketing strategies? How do you know when to change what you’re doing or try something new?

You should spend an hour or two every month analyzing and thinking about your marketing strategies. If you are not seeing consistent growth (lead conversion) it is time for a new approach.

Learn more about Paveya and read Claiborne’s blogs at www.paveya.com.

http://www.resourcenation.com/blog/expert-advice-on-perfecting-your-internet-marketing/36161/

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The 7 Essential Practices of the New Sales Professional

photo credit: Official GDC via photopin cc

Last week I wrote about what I called theDisciplines of the New Sales Professional. What I was describing more than anything was a mindset shift or maybe even the strategic approach to sales that must exist these days.

What I want to address today are the practices, some not always associated with sales jobs, required to excel in the new sales environment.

If last week’s post was the strategy, this is the tactics. These are the skills that sales professionals will need to acquire and that organizations need to support, train and look for in their sales teams.

1) Create a platform

It’s no longer enough to be a part of the brand; today’s salesperson needs to take charge of his or her own platform. This means creating an online presence that includes content, SEO, email marketing, social media and maybe even awareness advertising. These are the building blocks for creating an online reputation and community and moves beyond simply completing network profiles.

2) Become an authority

One of the most important ways to shift the context of the sales job is to build an expertise and reputation for sharing useful information. This is how you start the process of being invited to share your ideas before your competition knows there is an opportunity. You do this by authoring educational articles, speaking at industry and community events and even facilitating things like Google+ Hangout discussions among customers and prospects.

3) Mine networks

The new suite of online tools make it much easier to listen to entire markets and drill down and discover invaluable intelligence such as what people lack, who they report to, and what their objectives for the year are. Sales people must get very good at listening for clues and mining networks to create interdepartmental relationships and to connect the dots between who needs help and who they can help.

4) Build problems

Prospects have gotten very good at figuring out solutions to the problems they’ve identified due in large part to access to unprecedented amounts of data and information available online. Today’s sales professional has to get good at understanding and building cases for problems that the market doesn’t yet know exist. This is a skill that comes from helping customers think bigger about what’s possible first and foremost.

5) Finish the sale

I’ve always contended that a sale is not a sale until the customer receives a result. This mindset means that you have to get involved in the experience, before, during and after the commitment or sales is made. Staying connected in this manner is also how you get more referrals and better understand the needs of a client going forward.

6) Measure results

It’s amazing how much more convincing someone is when they truly believe in something. I’ve found that salespeople who have trouble asking for referrals or making sales in general often don’t fully understand or believe in the value their products and service deliver. When you help your client determine and understand the ultimate results they derive, after the sale, you gain a measure of poster that moves beyond confidence and into something more like certainty.

7) Balance energy

Time management is almost passé in a conversation about these new tactics. Traditional sales tactics amounted to pounding the phones and tracking numbers. Obviously, many of the practices I’ve deemed essential will need to draw from areas that have not always been considered selling activities. Today’s sales professional has to make space for strategies and tactics, for time and energy needed to focus on publishing, speaking and serving clients. This requires and new way of thinking about how time and energy is allocated and it takes a great deal of stamina.

There’s no question that what I’m describing is going to require a new view of the role of a sales professional. This view will require that organizations hire differently, train differently and measure differently in order to change the context of selling internally and externally.

This view will require marketing departments that enable sales teams to act a lot more like marketers.

ducttapemarketing.com

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SEO Consulting in 2013: What the Pros Know that You Don’t

SEO is changing, and for the most part, the life of an SEO consultant is getting better. Gone are the days of open keyword data and mass link buying, but we’ve been lucky to gain a few things too. Most notably, we’ve gained the ability to justify the cost of good SEO and shown that a good SEO consultant is worth the additional expense in easy to understand terms and ideas such as ROI and lifetime value.

As in all walks of life, it seems that the pros are always one step ahead of the amateurs and the hobbyists. What separates the pros from the amateurs in 2013 isn’t going to be a self-proclaimed “expert” title in their bio on LinkedIn. In 2013 it’s all about strong content and quantitative analysis to determine what’s effective and what isn’t.

Here’s what’s really important in 2013, and beyond.

Content is king. Really, we mean it this time.

Google has been telling us for years that content was king. Somewhere deep down inside, I think they really meant it.

SEO experts knew that content was important, but the only benefit to good content over bad content was the potential to get it shared, thus building more links in the process. Other than that, content was content. If it were indeed king, it was the king of a place we’ve never heard of.

Now, Google has shown the world that it means business. The “new” search results are going to favor brands – whether personal or corporate – to low-quality, niche-specific, here today gone tomorrow websites or those that just build massive amounts of low-quality content (I’m looking at you eHow) in order to spam the search listings with as many of their indexed pages as possible.

Maybe content was king all along, and Google just found the right algorithm change to weed out most of the bad content by sending it to the depths of the search results. Or maybe Google held on to the idea for far too long that links were absolutely the most important tool in SEO; even though what they really wanted was good and relevant content, even though they didn’t have a quantitative way to measure what good content and bad content looked like (other than human review). We’ll never know.

What we do know is that bad content is a thing of the past, at least if you plan to build a site that generates a decent amount of organic search engine traffic.

Backlinks are losing ground to stronger rankings metrics.

Backlinks are still the most important metric when it comes to ranking a site, but they’re quickly losing ground to other – more modern – metrics such as social indicators, citations, and instances of co-occurrence. In short, SEO is becoming more and more similar to PR every day.

Pro tip: If you’re a PR guy (or girl) it might be time to add a bit of SEO knowledge to your repertoire before you’re completely obsolete.

Content doesn’t mean blogging (necessarily).

Every SEO consultant or person who happens to rely on content in order to drive traffic, leads or sales dies a little inside when we talk about content with clients only to hear about how they’re “already blogging.”

Content is writing. Content is also video, podcasting, design (infographics, presentations, etc.), and social media posting. There are quite literally dozens of ways to produce content and writing it in  a blog is certainly not the only way. Depending on your business, it might not even be the most effective way.

In essence, content is a way to express thoughts or ideas to other people. Writing is but one of may forms of content, and it is certainly something you should educate your clients to understand.

Integrated strategies are the new one trick pony.

In the last few years, the Internet marketing community has grown very segmented. With the rise of segmentation within our industry, we’ve come to rely on several one trick ponies – or people who specialize in just one thing – to get the job done.

The future is made for the strong generalist within all of us. SEO in general is switching from building backlinks, analyzing keywords and optimizing pages to an all-encompassing medium focused on everything from social media strategy to content production.

SEO consultants of the future don’t necessarily have to be good at everything, but they certainly need to be aware that SEO is more than linking and optimization, which is largely what the past generation of SEO revolved around. The good SEOs of the future understand that SEO is a mix of research, optimization, link & citation building, content production, social media and data mining. SEO can’t stand on its own anymore. To succeed in the future, you have to understand the importance of integrated marketing strategies and how to implement them for your clients.

There’s no better time to be (or hire) a great writer.

Anyone who calls himself an SEO consultant – or SEO expert – knows 2013 is the year of the writer, thus making it the year of content. We’ve been building to this point for quite some time, but the time has finally arrived where the best writers – or those that know how to find and retain the best writers – are going to leap frog over the outsourced link builders and the automated software. In short, this is the year the SEO consultant that plays by the rules is really going to shine.

For the first time in the history of search engines, we’re starting to see sites with established and authoritative writers ranked better than those that aren’t as high on the food chain. For example, Rand Fishkin is always going to have better ranking content on the subject of SEO than me, no matter how good I am at SEO. The reason for this is due to the perceived authority (deservedly so) that Rand has achieved within the SEO community.

The same goes for your business, or your clients. Better writers are beginning to show greater returns on investment than the $25 articles from no-name writers we’ve been purchasing from freelancers for the last decade.

It’s time to really dive in and learn all you can about producing great content, or to find someone who can. Good content runs in the range from $75 – $350+ for a blog post, but those that are producing the best content are those that are going to be rewarded with the links, shares, and recognition within the industry.

Cheap content is dead and gone.

There is no more room for shortcuts.

Automation software and overseas employees used to rule the SEO game.

Those days are gone. SEO is now an art form that needs micro managing and near constant supervision.

When your clients ask, can you tell them with 100-percent confidence that nothing is going on that is going to get them penalized by Google? Of course you can’t. And if you can’t be sure that you are providing value to your clients, you shouldn’t be in this business in the first place.

Conclusion

Good SEO consultants are constantly on top of the changes that happen (seemingly daily) within the industry. The main thing that separates a good SEO from a bad one is education. Educate yourself, and stay on top of trends in order to provide your client with the most bang for their buck and you’ll stay relevant no matter what changes the SEO world faces in the future.

ducttapemarketing.com

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