WFIM Blog: How to Make a Splash in the Business World

The ink is drying (or is it a virtual contract?) on the long awaited agreement between two of the biggest names in the online environment. Yahoo and MSN search are to become one.

What does that mean for us? Nothing in the short term since the details of the program will not be released for months. In the long term however anyone who manages online branding and/or advertising will need to keep up to speed or be left on the side of the road.

For those of who need to be on the road, preferably in the fast lane, we should keep a close watch on the proceedings. On this trip there will be lane changes and off ramps we need to take to keep heading in the right direction.

Keep an eye out because as always the road to quality Search Engine Marketing is under construction.

by Michael Phillips

Did you celebrate National Boost-Your-Self-Esteem Month in February?  If you did, then you’re more observant than I am, and you deserve to feel as good about yourself as you evidently do!

Not a day, week or month goes by without some sort of national observance tied to it.  Oftentimes, more than one.  For example, January is both National Diet Month and Bread Machine Baking Month.  Can you say “Contradiction Month”?

Some of these observances are completely worthwhile.  National Book Month (Jan), African-American History Month (Feb), American Cancer Society Month (April), AIDS Awareness Month (Oct) and several more – I’m actually glad these exist to draw attention to people, issues and contributions that are often overlooked.

But honestly, do we really need Measure-Your-Feet Day (Jan 23)?  International Flirting Week (3rd week of Feb)?  If Pets Had Thumbs Day (March 3)?  Lasagna Awareness Month (July)?

I wonder how some of these celebrations ended up where they did on the calendar.  Was it an accident that National Stress Month is observed in April, when income taxes are due?  That Arthritis Month coincides with Correct Posture Month in May?  That Hunger Awareness Month is observed in June, which also celebrates Turkey Lover’s Month, Fruit and Vegetables Month, National Dairy Month, National Candy Month, National Seafood Month, National Soul Food Month, National Donut Day, National Chocolate Éclair Day and no fewer than three different days devoted to various ice creams?

Enough is enough.  I’m tired of the calendar trying to tell me what I should be paying attention to (that’s what spouses are for, right?).  If I could reclaim all the time I spent observing useless holidays like Lost Sock Memorial Day (May 9), Wiggle Your Toes Day (Aug 6) and National Name Your Car Day (Oct 2), I could have written that novel I’ve always had inside of me.

Or I could just wait till National Novel Writing Month in November.

The phrase “know your customer” is more important than ever during tough economic times.  Online surveys are an easy and cost effective way to gather information to better understand your customers and their needs.

Here are some tips to help write a more effective survey…

• One problem = one survey.  To define the objective of your survey, as yourself “What’s the most important thing I need to learn now to grow my business?”
• Make good survey questions.  Ask yourself “Will the answer to this question help me solve this problem?”  If not, save the question for another survey.
• Know what type of question you’re asking.  Is it open-ended or closed-ended?  Open-ended uses a blank text box where customers can write in more detail.  However, it takes more time for your customers and for you to analyze.  Closed-ended uses choices for the customer to respond to making it quicker and easier to spot trends.  Adding a comments box to a closed-ended question gives you the best of both.
• Remember don’t use “and,” one topic per question.
• Avoid leading questions.  Refrain from using words like “never” or “always” and ask questions in a neutral way.  Instead of “Don’t you think…” ask “Rate the effectiveness…” and provide a scale.

How well do you know your customers?  More so than ever, customers are selective in where they spend their money.  Writing effective surveys can help you learn what’s most important to your customers so you can give them what they need to keep coming back to you, and not the guy down the block.