Guest post from Emma Jones, Founder of Enterprise Nation, the home business website and author of ‘Spare Room Start Up – how to start a business from home’ .

You have a new project to launch, a new product coming to market, or something to tell the world. The plan is to communicate through PR but first off, you need a plan! Emma Jones of Enterprise Nation sets out four steps to see you through to success.

PR planning

If you’re starting or growing a business from home, there’s never been a better time to be heard as the media looks for interesting stories of start-up success. Here’s how to go about achieving your column inches and headline quotes.

1. 
   
   Be clear on the message - any campaign needs a clear and strong message that preferably comes with figures to back it up, a quote from an influential figure and maybe a case study of someone within the release. For example, you are about to launch a new organic food product for toddlers. Your release announces the launch, states the rise in the number of people choosing organic food, quotes a top nutritionist on the benefits of your approach and tells (briefly) the story of a family enjoying your products. Add a picture of you/products/the case study and you’ve offered the journalist a number of ‘press hooks’ on which they can hang this story.


2. 
   
   Be clear on the audience - knowing your audience will help determine the channels through which you’d like to be covered. Taking the example of the above story; you are probably wanting parents of toddlers to be reading about your new product so find out the publications they read, the online forums they frequent and the programmes they watch. This becomes your target PR list; once you have the channels identified, find out the key editorial/production contacts and make a personal approach to each.


3. 
   
   Make life easy for the journalist - do be sure the journalist you’re approaching does cover the kind of news you are about to send! Submit your press release as an attachment and in the body of the email, send low res images (in the first instance) so it’s not too heavy to download, include contact details for you and for your case study and if you haven’t heard anything in a week or so, follow up with a friendly prompt email or call to ask if the journalist is interested in covering your piece. Before calling, bear in mind reporting deadlines and avoid calling at these times eg for a Sunday paper, don’t call on a Friday afternoon as you won’t get much of a response!


4. 
   
   Make friends and make efficiencies - keep in touch with the journalists who do cover your story so the relationship develops in to one where they turn to you for comment on topics related to your industry. After a PR campaign, measure what’s worked (spikes of traffic on the site on certain days that correspond with media activity/direct follow up from potential customers quoting they had spotted you in certain articles/features etc) Measuring the results will help determine if you approach the same channels for your next campaign, or focus on those displaying the best response, mixed with an experiment of new outlets.

Take these simple steps yourself or outsource part of it/all of it to a PR company. Maybe you need help with contacts? Need someone to proof-read the release? Find experts who can help. Dedicate some time to a media campaign and you will almost certainly benefit from the results!

Source: Microsoft Small Business

Guest post from Maria Ross, founder and chief strategist of Red Slice (www.red-slice) a branding and marketing consultancy based in the US.

Why do businesses spend tons of money, time and effort on compiling market data, analysing trends, conducting expensive focus groups with people who have never bought from them, or spend hours combing through research data, when they ignore a prime source right in front of them: their own customers?

Your customers, especially repeat ones, like you. They want you to succeed. They have found that your product or service fills a need for them, or your message has resonated with them. So when it comes to figuring out what will work for 2010, just ASK them. And as a small business, you have an advantage here, in that you are much closer to your customers than an enterprise company with tons of money to burn.

This can be as easy as sending an inexpensive (or sometimes free) online survey via Surveymonkey or Emma. If you have a shop, offer an incentive to all customers who come in to fill out a quick questionnaire. Invite your customers to an informal focus group with some drinks and snacks and offer them a coupon as an incentive. If you’re an online or service business, offer a discount code, or 50% off their next service; always offer some type of incentive for their valuable time and participation.

Stop guessing about what you are doing right or wrong and ask them. People love to give their opinion, especially if you can give them something in return, no matter how small. Keep your questions unbiased, don’t ask leading questions. Try to keep any surveys to less than 5 minutes for a small incentive or 10 minutes if you’re offering a larger incentive. Even 5-8 questions can do the trick sometimes.

One client simply emails direct to a select group of customers with an incentive to respond. Or you can use social media as a great way to gather feedback. But you have to ask.

Focus groups or surveys with your customers (past or present) can be super easy to implement. Working with one client on her brand strategy, she was not sure of the primary reasons (of the many reasons she promotes in her marketing) people came to her, so I advised her to send a survey and ask, “What caused you to seek out my services?” and offer 5 possible answers. She found some pretty surprising results that caused her to rethink her marketing messaging.

I don’t recommend testing actual ad creative with focus groups or surveys, as people will be consuming them in an unnatural way and the results will be skewed. No one dissects an ad in real life the way they would in a focus group session. But you can test ideas and messages and ask them what they think of your brand, why they bought from you, what you could offer or do better, or what incentives would draw them in more. Customers are a wealth of information for making brand improvements so don’t fear them – embrace them.

MAria has advised start-ups, solopreneurs, non-profits and even large enterprises on how to craft their brand story to engage, inform and delight customers. Her book, Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget, will be available summer 2010.

Source: Microsoft Small Business

Guest post from Cedric Chambaz , Marketing Manager, Search & SMB, Microsoft Advertising

Search Marketing is a well-established marketing technique that can clearly help your drive traffic to your site and grow your business. Based on a cost-per-click model, you only pay when a prospect clicks on your ad to read more about the product or service they were proactively looking for. And at as little as 5p a click, this is a very cost-efficient driver of new business. If you want to get your head around what search can do for your business, you may want to read this introduction to search marketing.

Social media has also seen its popularity grow amongst SMBs, for quite a similar reason: it is inexpensive to get started. Creating a blog is free. Setting up a Twitter account, a Facebook page  or a Linkedin group too.  

And yet, it is not because it is cheap that it cannot prove costly.

It is a bit like DIY: you can do it all by yourself but you would not start rewiring your house without basic and yet critical knowledge about electrics. Same goes with search and social media. Both have rules that you can easily apply to inform your strategy, and if you do, you are assured to deliver against your objectives.

One of the key areas about search and social media marketing is how both can cross-fertilise each other to deliver incremental performances. Too often marketing disciplines in large corporations are siloed, but SMBs have an edge thanks to their leaner, more reactive, multidisciplinary organisations. And this is critical as search engines offer consumers more social media elements in their results pages: Microsoft’s search experience Bing now integrates Twitter feeds to offer real time search; it enables you to Ping your search results to your community through various social platforms; Bing also powers Facebook and with the completion of the Search Alliance, will soon power other iconic social sites such as Flickr.

So how can SMB address this challenge and turn this growing trend into actionable plans? Microsoft Advertising UK partnered with the IAB to compile an industry report on the correlation between search and social media. Actionable and pragmatic, this report is a depository of best practices which covers topics such as:

• How to use Search Engine Marketing to your advantage in online PR crisis;


• How to leverage social media in SEO efforts;


• How to surface business and marketing needs through search and social analytics;


• How to clean a legacy reputation from the search result pages; 


• How to recruit the right talent for your organisation…

You can download this Search and Social Media report for free and get some actionable tips on how to get your search and social media strategies aligned into an efficient business powerhouse.

Source: Microsoft Small Business

Guest blog from Howard Graham, CEO and Founder of The Made Simple Group and member of the BBC’s Small Business Panel of Experts. All opinions stated are the author’s own.

During the forthcoming election campaign, there will be many promises made by politicians of all hues to help UK businesses grow and prosper during the current economic downturn.

Yet, the focus will not be on small businesses who, despite their diminutive size, employ many millions of people up and down the country. Instead, they will be concentrating on the large firms and multinationals who employ a tiny fraction of the country’s workforce.

So I am going to put together my own manifesto which will champion the cause of small business owners and, in so doing, aid the economic recovery.

Simply put, small businesses are the life-blood of the UK economy.  Official data from the Office of National Statistics shows clearly that sole proprietors, partnerships and small companies represent the bulk of UK business entities.

In the ONS September 2009 employment survey, it was revealed that 88.7% of businesses had less than 10 employees and 98% had less than 15. Large enterprises - those with 250 or greater employees - represented just 0.4% of all businesses

Furthermore, anecdotal evidence suggests that changes in the employment landscape over the last 20 years have seen more and more people working from home, providing their services to larger organisations as consultants. And this only looks set to continue as the effects of the recession take further hold and redundancies increase.

However there is a total lack of understanding about what actually constitutes a small business with some official definitions categorising them as having as many as 250 employees.

But, this doesn’t really take full account of the true nature of the many small businesses that have less than ten employees, a concept perhaps better understood by the European Community who recently published directives on the concept of the micro-entity.

This lack of understanding of how small businesses operate is even highlighted at ministerial level.  Both the previous and current incumbents as Small Business Minister, Baroness Vadera and the current minister Lord Davis of Abersoch, both have literally no experience working with, or within, small business. 

And even the role in the Government itself suggests a lack of emphasis on the position of Small Business Minister.  In fact, the official title is Minister of State for Trade, Investment and Small Business.

There seems to be a similar lack of understanding on the Conservative side too.  Leader of the Opposition David Cameron recently appeared on the BBC’s Andrew Marr Show stating that he aims to help small business by removing bureaucracy and in particular making it easier for small companies to start in business. 

He then went on to say that it currently takes 14 days to get a new company started.  The truth of the matter is that a new company can be formed within three hours so he has clearly been misinformed.

Not content with misunderstanding what defines a small business and what their needs are, the Government is also intent on throwing a number of obstacles into their path.

In recent years, there has been a raft of legislation affecting businesses, from health and safety to employment, tax, environmental, data protection and money laundering.

However none of these take into account a small business’s lack of resources to implement and comply with them. While larger entities can spread the load, the small business is often overwhelmed by these compliance issues. 

To counteract this unfair bias against the thousands of SMEs in this country, I am going to launch the ‘Made Simple Small Business Manifesto’ which has three main policies:

• More effective representation in government. Quite simply we need a bona fide Small Business Minister who can look after the needs of small businesses.


• We need to have people in government representing small business who understand small business i.e. have run them themselves.


• Legislation affecting businesses needs to be more selectively implemented - the implementation and application of legislation needs to be more tailored towards SMEs – it makes no sense at all that a small high street shop employing 1 or 2 people has to comply in the same way as a large multinational. 

I want the political leaders in this country to sit up and take proper notice of how vital and significant small businesses are to the UK economy.  They aren’t an afterthought – after all they are the majority – the true enterprise leaders.  And instead of paying lip-service to their needs, I want whichever party is returned on May 6^th to listen to my policies and put small business at the heart of Government.

To paraphrase John F. Kennedy, the question I have for the next Administration is: “Ask not what small business can do for you - ask what you can do for small businesses.”

Join the Made Simple Small Business Manifesto here…

Source: Microsoft Small Business

A news story on the #smallbiz website earlier today suggested that small firms were not particulary interested in the budget and weren’t factoring it into their plans Study reveals Budget 2010 is a minor issue for small firms.

But now that the Chancellor has finished unveiling his plans there does seem to be some significant content there for both small and medium-sized enterprises. Here’s a brief summary:

• 
  
  Business rates to be cut for a year from October, meaning a tax reduction for 500,000 small firms.


• 
  
  Annual investment allowance will be double to help get new companies off the ground


• 
  
  Increased relief on capital gains tax for entrepreneurs


• 
  
  Creation of a new investment corporation, called UK Finance for Growth, to oversee the government’s £4bn range of support for businesses.


• 
  
  Increase by 15% the number of government contracts that go to small and medium-sized firms.


• 
  
  State-subsidised banks RBOS and Lloyds will lend around £94bn over the next year; at least half to SMEs.


• 
  
  A ‘green’ investment bank, controlling £2bn equity, which will focus on investing in greener, cleaner energy and transport, focusing first on wind turbines.


• 
  
  A £35m university enterprise capital fund to support innovation and help start-up companies set up by new graduates. Plus 270m for universities to create 20,000 more places in subjects like maths, science or engineering.     

This has to be positive news for start-ups and entrepreneurs. More tomorrow, but you can join the budget debate on the Marketing Donut site (amongst others) here.  

Source: Microsoft Small Business

Just published on the Microsoft Small Business website are two new articles – both designed to help you pull back some time in your day and improve your work life balance. Most people go into business for themselves to regain some control over their work and personal lives (as well as to earn money of course) but it can be very easy to slip into working evenings and weekends….

Balance your business and your life: 10 ways to get an hour back

Manage your business better: practical advice on using Word, Excel and Outlook to free up time

Source: Microsoft Small Business

If you missed the FSB’s annual conference you might want to browse the website  for news and resources stemming from the two-day event last week. You’ll find videos of keynote speakers’ speeches, including Lord Mandelson, Rt Hon Alex Salmond and George Osbourne. Plus policy issues, publications and the FSB’s General Election Manifesto.  

Source: Microsoft Small Business

Guest post from Emma Jones, Founder of Enterprise Nation, the home business website and author of ‘Spare Room Start Up – how to start a business from home’. 

If you would like to start your own business but just don’t have an idea of what that business could be, why not consider a home business franchise/party plan opportunity?

Franchise/party plan/consultant

Home business opportunities come in a number of guises but what they all offer is the beauty of being your own boss, with the support of a central team. Skincare products company, Arbonne International sums it up well with their line “You’re in business for yourself, but not by yourself.”

Here are eight of the opportunities on the market:

• 
  
  Jamie at Home - a party plan opportunity that involves “going to parties to help non-cooks choose great kit while introducing those who already know their stuff to a range of beautiful things for their home”. Consultants earn commission on everything that’s sold at their home parties and receive full support and training from the central HQ team. 


• 
  
  Pampered Chef - a direct seller of kitchen tools where consultants host parties to sell the tools at in home cooking shows and earn a commission on sales. 


• 
  
  Girlie Gardening - turn a passion for the great outdoors into extra income to spend indoors by becoming a party planner for Girlie Gardening. Consultants host parties and distribute catalogues to sell products including gloves and garden gift sets. 


• 
  
  Avon - is the biggest direct selling beauty company in the world with over 5 million representatives. In the UK Avon has an army of sales reps that’s bigger than our armed forces. That’s because Avon offers an opportunity to work hours that suit and an income that pleases.  


• 
  
  VIE at home - sell cosmetics to friends and family. No experience is required but once started and as sales build, many consultants choose to make their VIE at home business a full-time career. 


• 
  
  Arbonne - products are Swiss-formulated and high quality, and support from the central marketing and business development team is top class.


• 
  
  Tish Tash Toys - this one is for parents interested in earning extra income by selling toys at parties, coffee mornings, playgroups, nurseries, fairs and fêtes. 


• 
  
  Music bugs - if music is your passion, how about a franchise running fun, friendly and interactive music and singing classes. 

There are many more opportunities like these. Before investing in the starter pack or franchise fee, be sure to check all the details and talk to other franchisees/consultants who will offer a picture of what you can expect. Before you know it, you’ll be your own boss!

Source: Microsoft Small Business

Guest blog from Howard Graham, CEO and Founder of The Made Simple Group and member of the BBC’s Small Business Panel of Experts. All opinions stated are the author’s own.

A headline article in the Daily Mail, dated 16 February, headed “Small firms left to starve” suggests that 60% of businesses are still being denied loans.

The article, based on research carried out by the Institute of Directors, is a harsh indictment of the state of small business finance, particularly as the election looms.

Despite the bank bailouts and some strong talking in the media, the current Government has in truth, been unable to exert any control over the banks whether it is the freeing up of small firm finance or simply curbing banker’s bonuses. Furthermore, there is nothing to suggest that a Conservative government will make any difference to this situation.

 The fact of the matter is that banks are even more risk averse than they ever were and local bank managers are under extreme pressure from on high to improve margins and avoid risk.  Many banks have spent the last year going through their loan books and simply squeezing existing customers by raising interest rates in some cases to almost loan shark levels. 

Taking on new loans, whilst a risky business, is their business. 

Having spoken to bankers further down the food-chain, who on a day to day basis deal with new applications, it is clear that they are working in an environment that makes it almost impossible to make lending offers.

Banks always played an important role in the provision of finance to the small business sector and this should be even more so now they are effectively public owned. 

Whilst some lip service has been paid to the availability of funding for small business, the truth is that small firms are finding that the flow of finance has literally dried up.

Banks, their directors and senior employees appear to have only one thing on their mind and that is to look after themselves. 

The popular press are combining this failure to lend with the recent raft of bonus announcements. I have got no problem with people earning a reasonable amount of money and being paid bonuses for good work.  What concerns me more is the failure of the banks to do what they are supposed to.

Howard Graham is CEO and Founder of The Made Simple Group – a group on online businesses that have been specifically developed to make things truly simple for small and start up businesses.  The Group includes Companies Made Simple.com, the UK’s leading online company formation website. Howard is also on the BBC’s Small Business Panel of Experts – and you can ask Howard a question about your small business here.

Source: Microsoft Small Business

Guest post from Cedric Chambaz, Marketing Manager - Search & SMB, Microsoft Advertising  

In November 2009, Bing UK reached an important milestone: Microsoft removed its beta tag  as significant relevancy gains and innovative features such as Visual Search, Categorised Search or Twitter Integration  were released. Bing user base has since grown and got more and more engaged, resulting in a positive evolution of our search volumes and query share.

It was now time to amplify our Bing marketing, and for the mass consumer campaign to start.

Last week, Microsoft launched a multi-million pound advertising drive in the UK. We are committed to driving our query volumes upwards and we want you and your business to benefit from it. The three-month campaign will include a mix of TV, rich media and online slots alongside a high profile sponsorship of The Simpsons as the show celebrates its 20th anniversary. TV commercials will soon be aired across ITV, Channel 4, Five and their portfolio of TV services as well as Sky Media and IDS digital channels including Bravo, Dave, GOLD, Living TV and Good Food.

Research shows that over 40% of users are dissatisfied with their current search experience. Bing’s mission is to offer a unique searching experience that helps British users make faster, more informed decisions. And with this campaign we are sharing this ambition with the entire UK.

For small and medium businesses this means a growing, more qualified traffic and a serious alternative to Google. In December, Nielsen NetRatings has once again confirmed that Bing traffic was 40% more likely to convert than the average UK searcher. So it has never been a better time to consider advertising your business on Bing using search marketing.

Learn more about the benefits of search marketing for your business

Source: Microsoft Small Business