By Gina Blitstein

Advertising your business can be challenging and fraught with uncertainties. What to say and where and how to say it are vital decisions to the success of your advertising campaign. Not to mention, there is generally a high price tag attached to any type of advertising, whether it be print, electronic media or a clown handing out balloons. Once you go to the effort of choosing the type of advertising and writing a hefty check, how can you be certain that the publicity you get is worth the expense?

Unfortunately, that’s only the first in a myriad of factors to consider when advertising. Some others include the issue of your message: What exactly is the advertising saying about your business? Is it establishing a relationship with potential customers? Is it agile and timely, able to respond immediately to inquiries about your offerings?

The newest thinking on advertising is that it is most effective when it reaches out to customers utilizing a personal approach, creating a two-way dialog, as opposed to a one-way broadcast. How can that be accomplished in our increasingly “arm’s length” world? Technology provides a solution that’s as close and easy as your access to the Internet. As a bonus, it only costs what you are willing to put into it in terms of your time and money.

Social media is the term for sites that support conversations between people. Facebook is the perfect example of social media in action. One person makes a statement, others comment and voila! - a conversation is born. Social media can be used to create relationships, maintain friendships or just keep in touch with acquaintances. In the same way that Facebook connects people with people, it can connect businesses with people - and vice-versa.

Any business can establish its own Facebook page. You may already have “liked” companies and corporations on Facebook. This is their way of using the power of social media to have a more personal relationship with those who are interested in their products and/or services. They offer coupons, hold contests, ask questions and employ various techniques to engage their audience and win a greater “fan base.”

You can create a Facebook page for your business in very much the same way you set up your personal one. Maintaining a company Facebook page provides you the opportunity to craft your individual message and implement a more hands-on approach to your business’ advertising. According to Christelle Lachapelle, a Connecticut-based web designer, “A major benefit to having a Facebook page is that it gives you the ability to connect with your customers, share your latest news, respond to customer feedback and questions. Facebook has a fun, conversational vibe that lets you interact with your customers on a more personal level. Over 400 Million people actively use Facebook so it a great place to gather information about your customers and community.”

An advantage to using Facebook to promote your business is that you can pull in all your other online profiles into the one place to offer your customers a well-rounded overview of your business and its unique appeal. Your business’ Facebook page can be customized to make it more personalized, useful and distinctive. Christelle says, “There are a huge number of applications available within Facebook that you can add to your page to help promote your business. I would suggest the Networked Blogs application for bringing your company blog feed into your Facebook page. There are also apps that can add your Linked In information, your Twitter feed, Slide Share presentations, You Tube videos, and many more social media applications.” As you can see, your business’ Facebook page can be a informational resource for your visitors as well as a place for conversation and connection.

What else can your company’s Facebook page provide in terms of enticing your customers? It may be time to consult with a designer like Christelle who knows what is possible and how to implement it. It’s reassuring that there are professionals who can help us negotiate using Facebook to promote our business. As far as introducing more advanced functionality or integrations, Christelle explains, “I can provide custom branded landing pages, integrated newsletter sign-ups or custom graphics. I can install any Facebook applications that a client might not have the time or comfort level to tackle themselves. I also offer monitoring and updating services.” To gain an appreciation for what can be done with a Facebook page, take a look at Christelle’s own Web Design Facebook page at: http://www.facebook.com/hellochristelle.

Advertising using technology and the Internet is the way to really connect and create relationships with your customers. Whether you do it all yourself or enlist the knowledgeable assistance of a professional, you will enjoy the benefits of having a unique degree of control over your company’s message in a way that even the cutest clown couldn’t.

Are you taking full advantage of what a Facebook page could do for your business?

By Gina Blitstein

Social media is taking the internet by storm. It provides a way for people to communicate efficiently, spreading a message to as few or as many people as they wish. The practice of utilizing social media channels for business communication and marketing can be highly effective. Indeed, a goal of marketing is to reach as many eyes and ears as possible; social media can help you do that in a very targeted way.

Among the social media channels you can use to interact with customers and those in your industry alike is Twitter. Twitter is a great place for personal and business networking. It also is a great place to participate in targeted chats about your interests and/or profession. Twitter chats are discussions that take place on Twitter on a specific topic at a designated time. Participants "meet" at an appointed time to take part in an online "conversation" about a particular topic.

A Twitter Chat is established and moderated by the party who developed the chat. The process of developing a Twitter Chat simply entails deciding upon a topic, naming it and letting people know about it. Naming it is necessary so that people can find it. Twitter Chats are identified by a hashtag (#) followed by the name of the chat. For example, a Twitter chat could be, "#biztalk." Twitter uses the hashtag to identify content, so a user can filter tweets so that all messages with a particular hashtag will appear in his or her Twitter stream. At the appointed date and time of the chat, the moderator will welcome the participants, run down the rules and begin the chat by asking the first question. All participants add the chat's name to each of their tweets for its duration so their comments will be identified as part of that chat.

Why would a small business consider beginning a Twitter Chat of its own? According to Shonali Burke, ABC (accredited business communicator), Principal, Shonali Burke Consulting and one of TopRank's 25 Women That Rock Social Media, you should first determine your goals: "What are your goals in introducing the chat? What do you want to achieve from it? Begin with the desired outcome, and work backwards from there. Do your research and see if there are other Twitter chats that already function as a conversation platform for the topic you want to discuss. If you've done your homework and believe your chat will fulfill a conversational gap about your area of expertise, begin pulling together the outline for your chat."

Shonali continues, "Twitter chat is something you should consider doing if your research has shown that's where you can reach and engage with your audience. Nowadays it's difficult to find a company that does not have a Twitter presence, but far too often I think they use the medium only to push out information. If you've found Twitter effective for not just disseminating your information but actually interacting with your customers and influencers, a Twitter chat could be a smart move in increasing that engagement as well as establishing your thought leadership in your field."

Then, of course, you must find the right person within your company to act as moderator. Shonali suggests, "Content expertise should be one of the primary factors in deciding who is going to moderate the chat. Another should be the person's level of familiarity and ease with Twitter itself; if you choose someone who's a content expert but feels uncomfortable engaging on Twitter, they're probably not going to be very successful. So look around the company and ask, among those you believe possess the relevant expertise, who would be interested in doing this. You might find folks from several different practice areas interested, and having more than one moderator could be a great way to stave off "chat fatigue."

How tech savvy would those running the chat need to be? Shonali assures us, "If you know how to get online, you can run a chat... which is pretty much anyone, these days. What becomes important, as I've mentioned before, is how good they are at engaging, understanding the questions and responding to them with the requisite level of expertise. Twitter chats themselves are very easy to participate in via a platform such as Tweetgrid, Tweetchat, or even a dedicated search in your Twitter desktop platform of choice (Hootsuite, TweetDeck, etc.). None of these require you to be significantly tech-savvy; again, the savvy needs to be in the area of expertise, relevance and conversation.

How does moderating a Twitter Chat look? Shonali says, "I usually start my chats by welcoming everyone, asking everyone to introduce themselves and then welcoming the "guest" (if there's a particular person serving as the guest for that particular chat). Prior to the chat, I let the guest know what the questions I'll be asking will be (or ask them if there are questions they'd particularly like to discuss), as well as invite participants to email or direct message questions to me. Then I start the Q&A by labeling the questions as Q1, Q2 and so on. This gives both the guest as well as participants an anchor for their tweets, so that everyone doesn't get confused about what's being discussed." From there, participants chime into the chat with their responses to the questions posed by the moderator and other participants' replies.

How much additional time investment would be necessary on a regular and continuing basis? "This depends on how often you plan to host the chat, so you should factor that into your planning," says Shonali. There will, of course, be the time taken by the chat itself; whether or not you plan to post recaps/updates from the chat, and how often, how much time you spend in promoting the chat and recruiting participants, and so on. So this could range from as little as 20-30 minutes the weeks you're *not* hosting the chat to much more... all dependent on the factors I've outlined above.

Hosting a Twitter Chat may serve your business well if you have something to offer participants and have someone willing to moderate. As Shonali says, Twitter Chats are as much about listening as about broadcasting, so you could both give and receive value from hosting a Twitter Chat of your own.

Does your business have something worthwhile to offer in a Twitter Chat?

By Gina  Blitstein

Twitter is a social networking website that enables people to chat with each other in 140-character messages. When you sign up to use Twitter, you complete a profile in which you describe your fields of interest. You can highlight whatever you want in your profile, including your passions and hobbies, family and personal information, career/business or some or all of those components. Other users do the same; this information is the means by which people find others to follow and chat with on Twitter. This process creates your Twitter network which includes those who follow you and those whom you follow. Those who follow you on Twitter will receive your messages in their Twitter stream, enabling them to read the messages you submit - you will receive the messages of those you follow in yours.

As a Twitter user, you chat with your followers, posting updates about those areas of your life that you wish to discuss and your followers will Tweet back to you. Some use Twitter as a way to communicate with friends and family. Others use Twitter to network with people in their industry and potential clients. While Twitter is a great means to keep in touch with both these groups, let's explore using Twitter to your business' advantage.

Twitter offers networking opportunities over and above single-person interactions. It can help you discover and access b entire groups of people with whom to discuss your business and offerings. In addition to one-on-one Tweeting, Twitter offers a feature called a "Twitter Chat" which is a specialized functionality enabling a group to come together at a specified time to Tweet with each other on a specific topic. What is a Twitter Chat? According to Shonali Burke, ABC (accredited business communicator), Principal, Shonali Burke Consulting and one of TopRank's 25 Women That Rock Social Media, explains, "Twitter chats are simply that: chats or conversations that use Twitter as the medium." Don't think that because Twitter utilized an electronic medium that everyone is talking about technology. There are hundreds of Twitter Chats available on a wide variety of subjects. There are lists available on the Internet of the various chats, however, the best way to find one of interest to you is to keep your eyes pealed for mentions of these chats among those you follow. You can tell a chat by the way that it is referenced: Chats are abbreviated and are always preceeded with a hashtag (#). For example, a chat may look like this: "#biztalk" on Twitter.

How do you participate in a Twitter Chat? From your Twitter dashboard, you can create a search for the chat you want to join. This search will filter only messages which include the chat's hashtag, so your Twitter stream will include all participants who are using that hashtag. You simply join in by adding the hashtag to your questions or responses. There are also specialized websites, such as, TweetChat.com, which make Twitter Chats particularly easy to participate in by providing a "chatroom" exclusively for the specific Twitter Chat you are following. Participants of a chat all add the chat's hashtag to each of their Tweets. When you participate in a Twitter Chat using a service such as TweetChat, you sign in to that chat, so your hashtag is automatically added to your Tweets.

Twitter Chats are moderated by the person or persons who first implemented them, or their invited guests. Usually they are experts in the field upon which the chat is based and are therefore taking full advantage of the medium to share and gain knowledge with an interested community. Chats have a leader who introduces the subject of the chat, explains the ground rules and leads the group through the chat, usually by contributing questions on which the group comments. Twitter Chats generally last an hour, or maybe two; they usually are scheduled once or twice monthly.

Shonali says that she has learned a lot from the chat she herself started. She reports, "I've found #measurePR a great way to continue to educate myself about PR measurement, an area I'm fascinated by - and that helps me impart learnings and best practices to my clients. There are a ton of smart people who participate in the chat, and I love being able to learn something new from them. The chat has also started leading to new business inquiries and speaking opportunities around the field of measurement; the benefit of the former is clear, and the latter has been a great business development tool for me as well." She adds, "I'd hope my followers would say that our chat brings them into contact with new thoughts and people that enrich their professional development and exposes them to a wider range of thought leaders than they might otherwise be exposed to."

Twitter Chats are an effective use of chat technology to get you and your business noticed by a group of interested people. They provide you with the opportunity to brand yourself as an expert in your field, which is a powerful way to make an impact and promote your business. Twitter Chats can lead to contacts within your industry and increase your business' exposure to an interested audience.

Is there a Twitter Chat that can benefit you and your business?

By Gina Blitstein

The Internet allows us to connect not only with friends and family but with virtual strangers who share our interests. Social networking sites such as Facebook and Twitter span the miles between people, allowing us to be in live contact with people around the globe. Such chats make it convenient for us to easily communicate any time of the day, from virtually anywhere. It's fun to keep in touch with people on these sites but are you aware that social networking sites are also frequently used to promote business? Is there value for your business to be found on these social networking sites? Let's explore how Twitter in particular may help you forge valuable relationships and market your business right from your computer.

Why is Twitter a good medium for interactions? Shonali Burke, ABC (accredited business communicator), Principal, Shonali Burke Consulting and one of TopRank's 25 Women That Rock Social Media, says, "I think Twitter's a great medium for chatting for the same reason it's taken the world by storm; it's easy, instant and with a single click you can be exposed to an amazing breadth of people and opinions. You don't have to be a geek to "get" Twitter, nor do you have to be anti-social; in fact, the people I enjoy interacting with the most are those who are extremely social and sociable. They know how to converse with people offline as well as online, and Twitter is the perfect platform for quickie conversations."

The best marketing is based on concise communication; that's what makes Twitter an ideal tool for the job. Twitter works by establishing yourself as a member of the community, which means first choosing an unique name (or handle) for yourself. Once you have chosen your handle, that will become your moniker on Twitter, preceded by the @ sign. So your Twitter name would look like this: @myhandle. Every time that name is Tweeted, it will be in reference only to you. The next step is to complete a profile describing yourself, your interests and your business. After letting others know about you in your profile, choose people to follow based upon their profile information. You can search for keywords that will help you identify people with similar interests or who are in your industry. Those people you follow are added to your Twitter stream and you can see their comments or, "Tweets," on your Twitter dashboard. Others will find you based upon your member profile and follow you - thus they become your followers and will see your comments in their Twitter stream.

Choosing whom to follow on Twitter depends upon your reason for joining and how you want to spend your Twitter time. Personal Twitter users utilize the medium as a form of personal communication. Some business users use Twitter strictly as a means to discuss and receive feedback on the products and/or services they offer. Still others combine both personas, Tweeting a mix of personal and business information. The style you choose will depend upon your goals and how much "personality" you wish to incorporate into your message. Communication on Twitter takes place within the specialized community you created which includes you, those you follow and those who follow you, centered around a shared interest in you, your business or both.

You use Twitter by typing a short, 140-character message into a status box in response to the question, "What's Happening?" When using Twitter for the purpose of promoting your business, send frequent messages to your followers, updating them on your progress on a project, launch of a new offering or status of a related issue. Share your successes and challenges. A popular practice is posting links to web content that you believe will be of interest to your readers. The point of Twitter is to be a resource for your followers, and they for you. What constitutes frequent updates? It is up to you to find a frequency that keeps you involved with and active among your followers without becoming a nuisance. As a general guideline, 3-5 quality Tweets per day will suffice.

In response to a Tweet, the reader can choose to read and move on. If you are truly inspired by another person's Tweet, however, you can "retweet" it, which is to say that you can re-post the tweet yourself, which is attributed to the original Tweeter. This is a way to share a helpful Tweet with those who follow your Twitter stream. Another way to respond to a specific Tweet is to reply to it. This will send a Tweet from you into the Twitter stream of the person who originally sent it. Replying to a Tweet creates a two-way conversation which is more satisfying than simply broadcasting your message.

Twitter users have developed a specialized "language" which serves as shorthand for commonly used words and phrases. With only 140 characters in a Tweet, you can surely understand why this would help people to say more with less. When you first jump into the Twitter stream, don't let the jargon intimidate you. It's a friendly community and folks will explain if you ask. You will also pick up the nuances yourself with experience. One of the greatest things about Twitter is that you really can't do it wrong - be genuine and say things in your own voice. People respond to sincerity and passion.

Twitter is an effective way to leverage the power and scope of social media to promote your business, products and/or services to a worldwide, interested community. It represents a new way to spread the word about your business, in your own words, on your own schedule and in your individual way. It's free, marketing-friendly technology waiting for your participation.

Do you use Twitter to market your business and expand your client base?

By Gina Blitstein

The Internet is the current repository for information - information of all kinds. Whatever we need to find, learn or retrieve, it's undoubtedly on the Internet. But how do we sift through it all to find the specific information we need to perform our jobs and stay competitive in the workplace? More importantly, how do we find it quickly and efficiently? Most likely the answer is a search engine and most likely that search engine is Google.

It's no secret in business that information is power and those who can gain the information they need work more effectively. You may need to research the competition, a new product or client or get up to speed on the latest industry trends. Those who possess, good search skills can save your business huge amounts of time in seeking out this vital information. Anyone who has tried to search the Internet for specific, targeted information is well aware of how a seemingly simple search can run into blind alleys and dead ends or completely off on a tangent before the actual sought-after information is found. Is it the fault of the search engine or the user? While search engine technology is constantly evolving, the search skills of Internet users is usually stagnant. The solution to retrieving the information we need is to hone our search skills using the tools available to us - and there are more tools available to us than we are probably aware.

How can one's search skills be improved? Jeff Alhadeff, VP of Product explains that his company, Boost eLearning, provides Google search training. Jeff says, "We are the first to provide an enterprise-class training solution that teaches users to effectively use Google Search." According to the Boost eLearning web site, "Our training empowers knowledge workers with the skills to fully leverage Google's unparalleled search technology, allowing them to easily discover business critical information, creating a significant competitive advantage to our clients."

How was the need for Google training first identified? According to Jeff, "It started when Boost eLearning executives realized Google's unparalleled search technology. Company founders had a background in corporate software application training, and knew that this full functionality would be a tremendous aid in enabling knowledge workers to find business critical information."

How does the training work? Jeff says that while there are other individuals who provide personal classes and training sessions on Google Search, Boost eLearning is the first to provide a professional eLearning offering that can be hosted on an organization’s learning management system (LMS). Specifically, the training focuses on three major components:

1. Learning to use the powerful search tools and filters that Google already has integrated within it.
2. Learning to use those tools and filters which allow you to search by date, region or even file type to put a fine point on your search. These filters even allow you to exclude certain unnecessary information from your search or search for images only.
3. Learning to put this information into a relevant and usable report.

How can you get access to this training program for your organization? Jeff says, "Boost eLearning hosts webinars demonstrating the benefits of Google's full functionality. The attendees see a benefit and want to see the same skills taught to their organization. We also conduct various PR activities: media relations, news announcements, etc."

Jeff sees two important benefits of Boost eLearning to companies and their employees:

1. Gain a competitive advantage by having better information.
2. Spend more time analyzing information, less time finding it.

Obtaining the business critical information you require need not be a time-wasting exercise in futility. Once employees master Google Search, high value information is at their fingertips. Jeff is pleased to offer this about the Boost eLearning training: "It is so easy to use. Once a person understands how to apply the filters and operators, finding information becomes fun. A person's natural sense of creativity or curiosity combine to make "finding business critical information" not a chore, but enjoyable."

It's empowering to know that with some in-depth, practical training on a ubiquitous product, your information gathering can be streamlined and efficient. You can embrace and leverage the power of knowledge!

Do you search for the information you need efficiently? Could your business benefit from Boost eLearning's trainings?

By Gina Blitstein

"Oh, no! Not another b-o-r-i-n-g webinar! I'm so sick of sitting here while the presenter drones on and on. Doesn't she know I have more important things (or at least more interesting things) to do?"

That is undoubtedly how many webinar participants feel when confronted with yet another "virtual meeting." Many companies are saving money by providing webinars to their employees instead of footing the bill for off-site training sessions. But while the information is important, if the delivery system is uninteresting, what benefit is the presentation providing? It just turns into another waste of time, productivity and money for all concerned.

Can webinars actually be compelling?

Mike Song is CEO of www.infoexcellence.com, a business productivity website email and meetings productivity trainer and consultant. Mike has identified five common webinar pitfalls and what can be done to avoid them:

Participants email during your webinar.

Tip: Jazz up your visuals to distract them. Use web conferencing tools like Webex and Go to Meeting to turn graphics on instantly. Pepper your presentation with a parade of charts, slides, and competitor's websites to keep them engaged--and invite them to email comments at the end.

People tune out of web conference and chat on Facebook instead.

Tip: Transform your meeting into a social networking event by asking participants to use your web conferencing tool's chat function to comment in real time. You'll get great ideas, instant feedback, and lively, entertaining banter.

Web meeting fatigue is setting in.

Tip: Take a 5-minute surf break! Invite everyone to take visit a relevant, humorous, motivating, or topical business-appropriate website that you've bookmarked ahead of time. Examples include NASA's astronomy picture of the day site, motivational quote sites, or a site that features a fun quiz or survey.

Virtual distance makes relationships go cold.

Tip: Remote meetings make it harder to build warm productive relationships with colleagues. Adorn your presentation with photos of presenters and participants so people connect faces with names. Use the chat function to ask quick, fun questions of the team at the meeting's start to break the ice and get acquainted. For example: "Type the name of your favorite movie into the chat box."

Technical glitches slow the flow.

Tip: If it's an important web conference, shut down and restart your computer before it starts. Arrive 20 minutes early and encourage participants to get there 10 minutes early. Do a sound, mute, and visual check with a colleague. Create a virtual meeting cheat sheet that lists all web and teleconference features such as "mute all" and customer service line. A free "tech glitch cheat sheet" can be downloaded at: http://infoexcellence.com/icfreelessons.htm.

The point of any meeting is to disseminate information, which simply isn't going to happen if attendees are bored or frustrated, feeling that the meeting is more of an inconvenience than a benefit. Taking some extra time and planning to take attendees' patience into account will go a long way to making your webinars fulfill their vital role in educating and informing your employees.

Are your company's webinars all that they could be?

By Gina Blitstein

Advertising can be among the costliest parts of running a business. It can also be a hit-and-miss prospect if your message doesn't reach the right ears and eyes in the right way. The bottom line is you want to spread the word about your business while keeping an eye on your bottom line.

While the traditional methods of advertising (printed media, electronic media and public speaking) have their place, they may not prove to be the most effective or practical solution for every advertising need. Let's explore email advertising as a method of getting your word out to the masses.

In a nutshell, email marketing is a mass email campaign sent out by a company to customers or potential customers on the subject of their business offerings. Rob Zazueta of TechKnowMe says, "I still believe that word of mouth and face to face marketing is best, but both take a lot of time and effort to work effectively and, in the case of WOM, you don't have a lot of control over the message. Email's real benefit is targeting a large group of similarly interested customers at once with a well-crafted message that appeals to their needs."

How does the cost of email marketing compare to other marketing strategies? Rob says, "Email is one of the least expensive strategies out there, which is why spam is such a problem. The real cost in an email is in design, content creation and following up on reporting. The good news is that, because it is so cheap to send an email (usually no more than $0.015 per recipient) you can really dial in to what works without blowing your budget. There's a lot of room to experiment, to try new marketing copy, to float new ideas to your market. Take advantage of it."

How does a company go about embarking on an email marketing campaign? Rob explains, "The steps are actually pretty simple. You first need to develop a well-targeted list on interested potential customers. You can build your list through a web form on your site, by collecting signups at a tradeshow booth, by tapping your existing pool of leads in your CRM or any of a number of ways." He cautions, "Don't buy, borrow or steal lists, though - these are not only ineffective, but they can also get you blacklisted as a spammer. Purchasing lists like that typically violates the terms of service for popular Email Service Providers (ESP), which could get you blocked from their system."

Rob continues, "You next need to craft not only the message, but the layout of the email. There are some great resources on the web for best practices in email design, but the basics are: focus on text, use images sparingly, ensure there's a single, clear call to action and a clear path to convert the email recipient to a customer. Use landing pages that are designed specifically for the campaign to maximize the opportunity for conversions."

Then, Rob suggests, "Sign up with a trusted ESP like VerticalResponse or ConstantContact. Companies like these specialize in email list maintenance and can guarantee far higher rates of deliverability than you can by sending through Outlook or some other locally installed program. They also make email creation and click through and email open tracking a breeze. You can select from hundreds of pre-designed templates for your email that you can customize as much as your desire and your abilities allow."

Rob provides these guidelines for an effective marketing email:

1. Well written and cleanly designed
2. Clear call to action
3. Highly relevant to the recipient's interests
4. Reflect the personality of the company sending it
5. Easy and compelling to share with others

Another advantage to email marketing is that you are able - unlike other marketing strategies - to measure the success of the campaign. Rob explains, "You can track a lot more data - how many people opened the email, how many people clicked on specific links, etc. - and segment the results to identify warm and hot leads and follow up with more detailed, specific information based on that information."

Rob says, quoting Seth Godin, "Marketing should be defined as Turning strangers into friends and friends into customers." He goes on to say, "Email marketing is one of the key components to maintaining a solid relationship with your customers. Combined with social media, SEO/SEM and traditional marketing, it can help reinforce the impact of your message and extend your reach far beyond what was possible before it came along."

Affordable, targeted and measurable. Email marketing is a valuable advertising tool.

Are you utilizing the power of email to advertise your business

By Gina Blitstein

Incoming calls - while sometimes important - can become a major distraction throughout the day. It's difficult to balance being available with getting down to the tasks at hand. Friends and family know your business number, important clients have your cell number and what if by some miracle you take some undisturbed personal time at home with your loved ones? Do you always have to be a slave to all your different phones at every moment of the day?

A possible solution to the "always available to everyone" trap is Google Voice. One of Google's suite of services, Google Voice allows you to, first of all, choose one master phone number. Take a breath and think about that for a moment...just one phone number, of your choosing. All your existing numbers can be replaced by this number so any call you receive can conceivably be programmed to ring all your lines at once. This may sound like a heavenly solution to being at the beck and call of several different phones...or not.

The beauty of Google Voice really lies in the fact that you can customize the way in which your incoming calls are handled, setting each to act only according to criteria you've determined. For instance, if you will be out of the office but still want to receive high-priority work calls, you can route calls from your contacts list to your cell, while anonymous business calls go to voicemail. Expecting important news from the homefront? Your one phone number will reach you on the phone you designate. Each designated phone group you create can have a customized voice greeting as well. Serving as the ultimate call screener/router, your contacts can be placed into groups and rules can be assigned to each to determine how their calls will be handled, whether rung through to another phone or sent to a specific voicemail message.

Billy Morrell, President of Morrell Technology Services and Google Voice user since July, 2009 says, "I would recommend it as a business number: You can pick a number that is easy to remember and relevant to your business and people will be able to reach you on any of your lines so you won't miss any calls. You can also make cheap international calls for $.02/minute and its free to set up." Billy says that he was initially attracted to Google Voice as a way to answer calls on other lines which would save him cell minutes.

Google Voice is easy to implement and use, Billy says. "I really didn't have any problems setting it up. You just use your existing google account (or set one up which is also a very easy process), pick a number, enter the numbers you want it to forward to and that's really all you need to do to get started. If you have an android phone or a blackberry, there is also an app for your cell phone. This app allows you to make calls and texts without using your computer so its key to really take advantage of all GV has to offer." Billy goes on to say, "One unexpected surprise was how much I liked the online "inbox." You can see all your voicemails, text messages, missed calls, placed calls, etc. on your computer in a gmail-like application. You can also record calls and they are saved in the application as well. You can also change your number any time you want, listen to a voicemail while someone is leaving it and break in (allowing you screen calls like with an old school answering machine) and switch phones during a call."

As far as overall performance, Billy says, "I haven't had any problems making or receiving calls or call quality." He admits, however, "I've been frustrated with delayed text messages. The texting uses the data connection on your cell phone which is why its free but also why it is so unreliable." So if you rely heavily on texting, Google Voice may not be the right choice for you.

Bottom line, Billy suggests, "If I were starting a business I would get a google voice number and use it for my business. I don't really know of another product out there that does what it does."

Getting control of your phones is a key element in staying productive. Missed calls and phone tag are time and profit wasters. Google Voice may help you to get the calls you need when you need them, simplifying your communication management.

Could Google Voice help you stay in control of your incoming calls?

By Gina Blitstein

When you have business contacts or customers, you most likely keep track of them in a Customer Relationship Manager (CRM). Along with a customer's name and contact information, these programs allow you to track information about your interactions and communications with each customer. That information is vital to keeping connected with the people with whom you've done business and hope to do business with again.

With the dawn of social media (sites where people share their interests, opinions, preferences and other personal information like Facebook, Twitter and Linkedin) there's a lot more information readily available about the average Internet user. This is information that people freely provide in the interest of making connections with others. It seems a natural evolution to want to use this information for the purpose of deepening business relationships as well. Is there a way for businesses to leverage information gathered from these sites as a means to enhance the relationship between them and their customers? According to the concept of the "Social CRM" the answer is a definitive "Yes!"

Pamela O'Hara, President of BatchBlue Software, developers of BatchBook, a web-based CRM service explains, "While the idea of social CRM is really just developing, Social CRM puts the "relationship" back into customer relationship management. It’s about joining the ongoing conversations our customers and contacts are having in social media places like blogs, Twitter, forums etc. It's using the social tools that are out there to build new and deepen existing relationships. Social CRM allows a two-way conversation between a business and its network."

Pamela says that BatchBook is expanding the information it captures to accommodate this evolution in relationships with customers and contacts. "Traditional CRM focuses heavily on contact management, opportunity management and activity management. BatchBook allows you to track those things, but it also allows you to follow what people are saying about your company or even your competition on blogs, on Twitter, anyplace these conversations are happening. It's about having a more open dialogue and engaged customer base. A social CRM provides a holistic view of someone not just as a "lead" or a "prospect", but as an actual person."

Here are some benefits of Social CRM Pamela offers:

1. It helps small businesses build more personal relationships with their customers and business contacts.
2. It helps small businesses glimpse what their network is saying about their product.
3. It helps small businesses promote word-of-mouth more easily.
4. It allows a more personal interaction with customers and people prefer to do business with people they know and trust.

What does Social CRM look like? Basically the program incorporates feeds from the various social media outlets. So in addition to basic, transaction-based information about a customer or contact, a user would have access to more casual information about that person as well. This information may be feedback about the company's (or their competitor's) products or services. It may just as likely be information about the hobbies, travel or musical tastes of their contacts. Having this information allows you to gain a more personal relationship with your contacts.

Technology presents new opportunities for expanding your business' network from advertising to customer service. By helping to build more insightful relationships, the Social CRM is yet another way that the social media evolution can help businesses be more responsive to their customers. The more you know about your customers and contacts, the greater the opportunities you will have to connect with them and meet their needs.

Could using a Social CRM help you to better serve your customers?

by Gina Blitstein

Having a web presence for your company is nothing less than an imperative today. Your web site serves as business card, receptionist, sales flyer, sales representative and a customer's first impression of your company all rolled into one. The look, feel and usability of your company's web site can make or break a customer's decision to do business with you. It reflects your degree or dedication, attention to detail and respect for your customers. So it should look sharp - and more importantly - perform well. A site that performs slowly or doesn't work right will leave a bad taste in your customer's mouth before you can do anything about it.

The performance of your web site is largely dependent upon your web host - the company you choose to put your web site on the Internet. Among the myriad of web hosts are companies such as HostGator, A Small Orange and midPhase. When you take your registered domain in search of bandwidth, you'd be wise to look carefully at a variety of companies who host web sites and choose one that best suits your particular needs.

What exactly makes a web site work well - for you and your customers? The answer depends on several factors, including the purpose of your site and what you need it to do for your business. Is your web site merely a static page offering an overview of your business and contact information? Is your business an online store which depends on the site for its very lifeblood? Perhaps it is something in between these two extremes. More isn't always better if it is unreasonably expensive in relation to your actual needs. Rest assured, there is a web host to perfectly fit your needs and budget. It will just take some knowledge and research to find your best choice. Choose a host who can provide what you need for today and into the foreseeable future because your decision isn't carved in stone. Although switching hosts in the future is sometimes a complicated undertaking, it can be done with relatively no interruption to your web site's performance.

Jason Shindler, CEO, of Curvine Web Solutions provides the following tips for choosing a good web host:

• Pick the right type of Web hosting plan. Web hosting can cost anything from $3 to $30,000 a month, it all depends on the type of service involved. The way to tell what you need is simple -- imagine the Web site stops working for 5 minutes. What will your reaction be? If the answer is "The world will come to an end!" then you need "dedicating hosting" which is a more expensive service where the Web hosting company dedicates an entire server just for you. This approach is reliable and comes with service level guarantees. On the other hand, if your reaction to the Web site being down for five minutes is "no big deal," a shared Web hosting plan is just right for you. Some companies provide both types of service, some only provide one.
  
  
•  Try calling Technical Support. Be sure the tech support team is good at what they do. Before you start paying for their service, try calling tech support with a question. How quickly do they answer? Do they seem friendly and easy to understand?
  
  
• Determine the company size. If the same person does support, billing and sales, that could be a problem. A Web hosting company run by one person probably doesn't have enterprise level reliability, security and procedures. On the other hand, a company of a more significant size is less likely to be missing these important features.

Shared hosting is an affordable option for sites that are static, are updated infrequently and receive a relatively small amount of traffic. The dedicated hosting Jason mentions can seem expensive by comparison but is absolutely necessary when your site simply cannot be slow or down - ever. A dedicated server is also a good idea if your site features video, forums or a large database.

By all accounts, technical support is the factor that varies most widely from host to host. Make certain that yours is responsive - instantaniously is not asking too much! After all, it's the image of your business that you've put in their hands - it is reasonable that they provide you the level of service you expect.

Web hosting doesn't need to be a costly part of your web site marketing. Matching the provider's offerings with the necessary functionality of your site is the most important rule of thumb.

Is your web host providing the service you need at a reasonable price?

by Gina Blitstein

Today there are just as many virtual teams working on projects and jobs from various locations around the globe as there are face-to-face working in the same building at the same time. Keeping every member of your team on the same page and up to date is at best a challenge and at worst a nightmare. Areas which present challenges to getting everyone on a team in sync include communication, scheduling and information sharing. What solutions are available for aiding communication and collaboration for groups and teams who need to stay connected wherever they may be?

Fortunately there are many choices available to assist in online team collaboration. These sites serve as communication and collaboration "meeting places" where groups of all sorts can interact as a virtual team. Basecamp, Staction, 5pm, SmartSheet and Member Hub are but a few of the choices available which provide team members the ability to come together as a unified entity. MemberHub co-founder, Matt Harrell says, "Effective communication is essential to any organization!"

Matt gives his top five benefits to using project collaboration / communication applications:

1. It keeps everyone informed and ensures that vision and goals are shared
2. Communication channels are clear and everyone knows how to reach the group and each other
3. Members feel more connected and have a greater sense of community
4. It encourages participation and sharing of ideas, which leads to refinement of objectives
5. Instant communication to users cell phones with text messaging can save much time

Features offered by these communication and collaboration applications include Group Discussion Areas, Access to Member Contact Information, Ability to Make Announcements and Provide Progress Updates, Schedule Events and Reminders and Share Files and Photos. Each service presents the information in a unique manner and the degree of detail varies from application to application. Matt suggests that his users appreciate a clean and easy to use interface - why visually complicate while trying to simplify a process?

According to Matt, "MemberHub provides a single place for member-driven organizations, like churches and nonprofits, to connect with their members in secure online hubs." While organizations will certainly benefit from Memberhub, those features that make it ideal for them are the very features that can assist your team tackle its collaboration challenges. Each member of a team can be in and remain in the loop as updates are available for all who need to see. Whenever a meeting is scheduled, new ideas are offered or any other pertinent information becomes available, members can have access to it.

Rather than suffering from miscommunication, missed deadlines or missed opportunities, get your team working like a well-oiled machine with a project collaboration application. The better informed each individual member is, the more your team can move forward with the job at hand without the excuse of, "But I didn't know..."

What hinders your team's communication and collaboration efforts?

by Aliza Sherman

You've probably been hearing about Twitter this year as you were hearing about Facebook last year and blogs the year before. But when you're focused on company, can social media really help you get down to business? The answer is absolutely, if you are strategic and focused.

Here are some smart ways you as a businesswoman can use social media to enhance your communications, marketing and networking efforts.

1. Join a professional social network to network for business. The word "social" in social network can lead you to believe that people join social networks only to socialize on a personal network. Many people, however, use social networks to strengthen their business networks. To stay focused on business, you can join a more professional network such as LinkedIn or BizNik, or you can get business networking benefits from a social space like Facebook if you connect with professionals and conduct yourself in a business-like manner on the site.

2. Blog to build your brand. Blogging allows you to control your content and publish it more easily than on a traditional web site. People go to blogs to read current content but also to follow the blogger. A blog can let your personality shine through and also convey your depth and breadth of expertise in your chosen field. Keep your posts focused on topics that strengthen your brand and reputation and that showcase the work you do.

3. Tweet to expand your reach. Twitter can be used in several ways to grow your following and expand your audience. First, you can link your blog to your Twitter account so when you blog, it automatically adds a link to the new blog post to your Twitter page. This is a helpful feature so you don't have to go to Twitter to repost information. But don't just rely on auto-tweets to bring your Twitter account to life. Tweet links to the interesting articles you are reading or other content you've written and published online. Respond in helpful ways to your followers is they pose questions you can answer. Retweet what other people share on Twitter if you find it particularly interesting or valuable. Again, keep a focus on what image you are trying to project and the following you are trying to engage.

To participate in social media, you don't have to be looking for a date. You can seek - and find - strategic business partners, new clients, talented people to hire, interesting content to consume, and other business-oriented activities. Don't underestimate the power of social media for your professional life.

How are you using social media tools for business?

by Gina Blitstein

Sure, you know how to use your computer - when you know how to use your computer! But what about when something goes wrong, you need it to do something new or you need to learn something new? You may not feel so good about the relationship between you and your computer then.

You could call the so-called "computer doctors" to drive to your location but you don't want to wait for a house call. You could ask for advice at a computer store, but again, you're talking about a lot of lost time, lost productivity and lost patience.

Where can your business turn to get the computer help, advice and information you need quickly and within your budget?

Did you know that the computer support you need is actually closer than you think? As long as your computer has a working internet connection, remote desktop support is a way for an expert to access your computer from another location - that is, remotely. By using remote desktop or screen sharing software, an expert can "see" your machine from theirs from any location. They can guide you through changes or even, with your permission, take control of your computer.

There are many types of assistance available through remote desktop support, including:

1. Solve computer problem. Technicians troubleshoot when your computer is running slow, or you have viruses, you cannot install/uninstall a program, computer won’t boot up, a program is crashing,  you need to set up a network, or you have Windows issues.

2. Training/Tutorial.  Receive coaching on how to set up and use software programs and gadgets. Learn the ins and outs of using PhotoShop, Illustrator, your wireless router, firewall, your blog/website, Windows. The IT experts can teach you.

3. Just get a tip. Know about products before you buy them or download them for free. Ask about Linux, Mac, Windows or even iPhone. If you want an expert opinion about a new software you are considering, the best blog platform, a free tool for a specific function, or any question about your computer, you can get your questions answered.

CrossLoop is one company which developed software to enable the "miracle" of remote desktop support. Mrinal Desai, co-founder and VP of Sales and Business Development of CrossLoop says it's easy to establish remote access:

1. Download the program from CrossLoop.

2. Install the CrossLoop application on both of their machines.

3. Launch the software, give your special access code to person helping you and click connect.

That's all there is to it. Next, go to the CrossLoop Marketplace to find a specific technician to help you with the repair, advice or training you need.

You may wonder if it is safe to have someone else controlling your computer.

"Absolutely!" Desai says.

CrossLoop requires a person to be at both computers, and requires agreement from both users to share their desktop screens. A connection cannot be established with CrossLoop unless a user is present at both computers. Once the access code (randomly generated each time the application is run) is shared with the trusted party, the user  'sharing' their computer must also click on the "Allow" or "Deny" button of a confirmation screen before control is given.

The CrossLoop experts are independent contractors, so prices vary from technician to technician. The hourly rate ranges from $25 to $65. Most give free estimates. You can pay by PayPay or Credit Card

It is clear the benefits to remote desktop support are many, including:

• Immediate access to assistance, advice and training 24/7, worldwide
• Cheaper than hiring a full-time IT staff
  
• Relationship-driven, so you can work with the same technician from session to session who will be familiar with your computer and its history

When looking for immediate, cost-effective, expert computer support and information for your business, you're now able to get what you need without leaving your desk.

by Gina Blitstein

Email drives business communication. Sometimes, however, email just doesn't provide enough immediacy to get the job done. In many situations, there is no substitute for live communication.

But with clients and collaborators all over the world, it's important to find ways to communicate live as a group without losing money to global business travel, not to mention the need to reduce our carbon footprints. Conference calling is the cost-effective - and green -  solution to making those live connections. The Internet comes to the rescue by providing some affordable choices for conferencing.

There are several services available that offer free and low cost communication solutions to help solve your collaboration conundrums. InstantConference.com and FreeConference.com are two that immediately come to mind.

Simply go to the site, and you can sign up for conference calling on the spot. You'll be issued a dedicated phone number and access code(s) for use by call participants. Unless you choose to foot the bill by choosing a plan that issues you a low-cost (800) number, remember that in most cases those calling in to the conference call are charged applicable toll charges.

Most companies are quite clear about the features of their plans so it's important that you know your needs based on these variables in order to choose the right fit for your business:

• Number of callers per call
• Number of hours of conferencing available
• Whether calls need to be scheduled ahead of time or can be spontaneous
• Availability of a post-conference summary

Unless you require more specialized features, most any low-cost conference call company can satisfy your needs at a pain-free price. Most plans offer low-cost upgrades if your needs should exceed those offered in their free plans.

When Leisa Watkins, creator of WealthWisdomAndSuccess.com went in search of a way to conduct conference calls for her business, she had very specific criteria in mind. In addition to the variables already mentioned, Leisa considered some other factors unique to her needs.

Because Leisa's site provides interviews as audio content, she needed to be able to record and download the conference call content. Conference calling services often can be used to record content and will convert the recordings into MP3 files for your online archive.

When Leisa selected a company to help her make conference calls, she chose one with both an online interface and the ability to manage the call via telephone should she be away from her computer. While you may not use conference calls to create audio recordings like Leisa, her experience at being at the helm of these calls has provided her with some insight that may benefit you as you navigate the different options offered

Leisa's conference call management system gives her the ability to:

• Easily see who is on the call
• Start and stop recording with the click of a button
• Lock the call so no one else can enter it
• Be notified when participants have questions
• Associate a name with each participant's phone number
• Call out to individual participants during online meetings

Whether your needs are simple and straightforward or a little more specific like Leisa's, it's easy to find a company and a plan to suit your needs. Conference calls provide that extra level of detail for your communications giving you a platform for immediate feedback, team collaboration and the ability to more clearly express ideas. You can easily have a virtual meeting without the cost of a business trip! Put technology on your side to connect with your team and your clients.

There are many options you can consider when obtaining basic business software for your company. Many of the decisions you make regarding business software are based on both budget and need. Another important consideration when choosing software is scalability, that is, how many people will need to use the application. Yet another consideration is compatibility - both to the computer platform you are running and the way you and your team like to work.

When it comes to budget, there is no word that is more welcome than "free" when it comes to software costs. While there are many free applications and free versions of more costly applications that you can use for your business needs, always keep in mind the old adage "You get what you pay for" before jumping in to go the cheap route.

Here are some free software options for common software needs for a typical business.

Word Processing, Spreadsheets and Presentations - Open Office or NeoOffice.

Open Office (for PC) and NeoOffice (for Mac) are open source software meaning that the programmers who created them open up their source code to other programmers to help improve the product. They offer the software for free although they do ask for donations. Both products operate like Microsoft Word for word processing, Excel for spreadsheets and PowerPoint for presentations and can even open those file formats. While both products save files in their own format, you can also convert the files back into a format compatible with Microsoft products or other off-the-shelf software.

Photo Manipulation - GNU Image Manipulation Program or GIMP

If you have used PhotoShop in the past, you know how pricey the full software can be. Even PhotoShop Elements runs you at least $50. Many designers use GIMP as a free option for photo retouching, image composition and image authoring. GIMP works on PCs, Macs and also systems running Linux and several other options. A Web-based image manipulation option is PicNik.

Project Management - Deskaway

While most Web-based project management software solutions offer a free trial for 14 to 30 days, Deskaway is the only one that offers a fairly feature-packed free version that doesn't need to convert to a paid subscription model as long as you remain within the parameters they set. While Basecamp does offer a free version as well, the Deskaway version has several more features - such as time clocks and more reporting - in their free version.

Big File Storage - Mozy

Both PC and Mac users can use the online hosting service Mozy to store up to 2 Gigs of files with the Home User solution. As the site reads: No setup fee, no credit cards, no expiration, no hassle. If you are a one person shop and just need a little bit of extra storage space in an easily accessible space, Mozy could work for you.

Big File Transfer - YouSendIt

Anyone can use the service YouSendIt to send large files to people rather than attaching them to an email. YouSendIt will store the files up to 100 MB for a limited time and email the designated recipient with a link where they can go to download the file rather than clog up their email account with a monster file.

Long Distance Phone Calls - Skype

Get a USB headset for your computer and download Skype for free to connect using video and voice via the Internet. You don't need the headset (which will run you over $50 but under $100 although it does help to keep the sound clear on your calls. The only cost to either party is the cost of their regular Internet connection.

Some things to consider with free software and applications:

1. You may not get timely tech support.

2. You'll inevitably find some shortcomings in the free solutions that you'll either have to grin and bear or bite the bullet and pay something.

3. You may end up outgrowing the free versions rather quickly and be forced to graduate to a paid version rather than relearning a new software or system.

All in all, free does come with strings attached but it is nice to be able to be relatively productive even if your budget is zero.

Are you using Web-based applications to get work done?

Web-based applications are part of "cloud working" meaning that you can use the Web and the Internet for major work tasks and can securely save files online. Companies that provide these applications are offering what is called Software as a Service (SaaS).

Here are a few of my personal favorite applications that are entirely Web-based and why I like them.

1. Freshbooks - http://www.freshbooks.com
Freshbooks is a Quickbooks-like Web-based invoicing application. You can generate invoices, track payments and even receive payments online from clients, and manage both your company's income and expenses.

2. 5pm - http://www.5pmweb.com
I recently switched from Basecamp for managing my company's projects to 5pm. The cost difference for me went from $24/month for Basecamp to $28/month for 5pm. The main features that won me over are the ability to update task progress and note the amount of time each task takes to get things done for our clients.

3. Google Docs - http://docs.google.com/
I simply can't work without my Google Docs. I share documents with team members every day such as allowing multiple people to access the same spreadsheets to track our marketing efforts as well as instructions on how to handle more complex tasks. Plus I can access my docs from any computer when I don't have mine with me and also access them on my iPhone.

4. Zapproved - http://www.zapproved.com and 5. Backboard - http://www.getbackboard.com
Do you find that you need to make decisions but have to consider the input of many others on your team or your vendors or clients? Two sites address this decision-making process. Zapproved works for just about any decision - just create the proposal that needs the decision, send out an email, and track the decision-makers' input to come up with consensus. With Backboard, upload graphics files or show a web site or integrate any kind of content that needs direct input from others to come up with an approved version. Track comments and versions and nudge decision-makers to provide their input. Decision-making amongst many has never been so easy!

6. InstantConference - http://www.instantconference.com/
I like the fact that InstantConference gives me a number and pin assigned to me so I can use any time rather than having to schedule a call. Like with most free conferencing services, everyone does have to call a toll-free number for calling in but there are no additional costs for a simple conference call.

7. Skype - http://www.skype.com/
I've really been getting a lot of use out of Skype. My new business partner is in Denver and I'm in Alaska so we conduct weekly video conferencing on Skype. I recently met with an editor who is based in the UK via Skype. I also attended an event with fellow Twitterers that was held in another city by logging into Skype and having a laptop placed in the event room where people could come up to speak with me. I'm now working to set up Skype on a friend's computer to be able to attend a women's networking breakfast.

These are only a few Web apps that can save you time, money and headaches.

What are YOUR favorite Web apps and how do they work for you?

If you own an iPhone, I'm sure you are looking for ways to get the most out of it, and the possibilities seem endless. With thousands of iPhone apps available, which ones would be most helpful to a business owner? Here are some suggestions:

Milog - Need to track your mileage for business accounting purposes and taxes? Use this application from anywhere at any time to record your travel.

CheckPlease - Use this app when calculating how to split the cost of a shared meal. You can enter the bill amount, opt to omit taxes so you don't pay tip on it, enter the percentage tip and then put in the number of people at the meal. Instant calculations.

Take Me To My Car - Traveling to a new city on business and parking your rental car in an unfamiliar area? Just mark your car's location with this app and it will give you walking directions back to your vehicle if you need them.

CashFlow Free - Keep track on what you're spending with this app that helps you see where your company's money is going.

Checklist - There are many different checklist and To-Do list applications but this one is very simple and straightforward for creating a list of things you need to remember.

Datacase - Turn your iPhone into a wireless hard drive with this application. At $6.99 it is pricier than most apps but useful.

Mighty Docs - This application gives you access to your Google Docs so you can view them easily on your iPhone.

Whatever your business need, someone somewhere is probably making an iPhone app to serve that need.