¿Por qué necesita un blog para su pequeña empresa?

En ASEC hemos encontrado en este espacio una excelente forma de poder compartir con un cada vez más grande círculo de lectores diversos temas enfocados en hacernos pensar, crecer y buscar nuevas y mejores formas de llevar nuestra empresa hacia el éxito.  Hemos visto que el blog ha sido una herramienta muy efectiva y que puede ayudar a potencializar a pequeñas empresas que necesitan comunicar de manera eficiente y costo efectiva sus servicios.

Les comparto la traducción de esta nota que salió en la revista Time (original en inglés aquí) sobre el por qué es bueno para las empresas pequeñas tener un blog.

Un blog de una empresa parecería no ser el mejor uso de su limitado tiempo, pero existen varias razones por las cuales tener uno tiene sentido.

Para empezar, mantiene el contenido fresco y puede empujar hacia arriba nuestra posición en los motores de búsqueda en internet (Google, Yahoo!, Bing, etc.), afirma Maryalene La Ponsie de Small Business Computing.  Un blog puede establecernos como expertos, lo que puede elevar nuestro nivel de consideración en nuestros clientes a la hora de decidir a quién comprar.

Un blog puede promocionarse en las redes sociales, lo que puede causar que sea compartido y genere interés.  Es importante incluir botones en el blog que permitan compartir el contenido en redes sociales.  Si el blog es lo suficientemente interesante, la gente puede dejarlo marcado y revisitarlo sólo para saber qué pensamos sobre algún tema.

Es importante dejar que la gente comente en el blog; podemos recibir retroalimentación y críticas muy útiles.

Si se nos dificulta hacerlo solos, permitamos que algún empleado lo desarrolle bajo nuestra supervisión.  Esto incluso puede ayudar a su desarrollo personal.

Para más información sobre el tema, leer un artículo más completo de Small Business Computing, titulado “Do you really need a small business blog?” aquí.  También recomendamos este artículo titulado “Pasos para crear un blog personal a nivel profesional.”

¿Se avecina el fin de las editoriales?

Forrester Research predice que las ventas de libros electrónicos aumentarán desde US$2.200 millones el año pasado a US$10.500 millones para 2016. Pero incluso si es así, ¿a dónde irá el dinero?.  Hace unos días  se publicó este articulo en “The Wall Street Journal”, donde el autor expone como la tecnologia esta afectando, facilitando o mejorando en lo relacionado al negocio de los libros y sus involucrados ya sean autores, editores, diseñadores, lectores u otros, les invitamos a opinar porque tarde o temprano tendremos toda nuestra biblioteca en nuestra mano.

Sigue leyendo

El Pensamiento Creativo (12-5-2012)

                    ASEC invita a su reunión

Tema: El Pensamiento Creativo

Expositor:  Lic. Juan Callejas Aquino
Fecha :  Sábado 12 de mayo 2012
Hora:  7:00 a.m.
Lugar:  Nais Plaza Las Cañas (antes de C.C. Pradera Z.10)
Participación:  Q.100 Incluye desayuno

El proceso creativo,herramienta importante  en el que hacer de los negocios.

¿Cómo usar Facebook y Twitter para marketing? Casos reales (en inglés)

Buenos ejemplos a seguir….
Artículo original aquí.
Posted at 11:21 AM ET, 04/22/2012

How do you use Twitter and Facebook for marketing?

On Small Business has a new feature in which young entrepreneurs will answer common questions about small business owners’ social media needs. The following answers are provided by the Young Entrepreneur Council (YEC), an invite-only nonprofit organization comprised of young entrepreneurs.

How does your business use Twitter and Facebook for marketing?

Aaron Schwartz, founder and CEO of Modify Watches in Berkeley, Calif.:

(Justin SullivanGETTY IMAGES)We share three types of content on Facebook and Twitter. The first is useful information — Modify recently designed a watch with proceeds going to support an incredible non-profit, Larkin Street Youth Services. We shared information on the organization and our watch design through our blog, Facebook and Twitter.

The second type of content is information that is on-brand and fun. We ask our fans to vote on winning watch designs, share first looks when product is for sale and let them have a ‘behind-the-scenes’ look at our brand. Examples of the latter include sharing images from our production facilities and our brainstorm sessions on packaging and design, as well as telling more about the personal history of our team.

Finally, we like to share special opportunities with our fans. If we are hosting a flash sale or have a limited number of a certain design in stock, those who have stuck with us on social media are always the first to hear. Our guiding principle: There is so much content out there; if we do not have something insightful to say about our brand or our community, we just don’t say anything! That way, important messages are not diluted.

Anthony Saladino, co-founder and CEO of Kitchen Cabinet Kingsin Staten Island, N.Y.:

Facebook and Twitter are tremendous tools for marketing purposes. We primarily use these social mediums to provide educational content on our industry, because we find that a well-informed customer is more likely to make a purchase. Our fans and followers love the free in-depth guides we create, and they utilize this information to tie together their entire remodeling project.

We also use Facebook and Twitter as a platform to post pictures of finished kitchen projects. These photos help our fans and followers to visualize our product in their homes. Additionally, we’ve also had great success offering exclusive free samples and promotional discounts. These promotional offers posted on our social media channels have directly sprung our fan base into action to redeem these exclusive offers on our Web sites. We can confidently say that our marketing efforts on Facebook and Twitter have provided us tens of thousands of dollars in additional revenue.

Kelly Azevedo, founder of She’s Got Systems in Woodland, Calif.:

At She’s Got Systems, we primarily use Facebook and Twitter as a medium to market current opportunities and to connect with entrepreneurs who need support. We use social media as a tool to share high-value content, new program offers and supporting affiliates. Sometimes, these opportunities include discounts and bonuses available to our community.

However, She’s Got Systems works with clients representing a cross-section of industries that sell products, food and drink, luxury goods, destination vacations and online education. Many of our clients are in the process of launching, and a segment of our work together includes a comprehensive social media strategy to drive traffic to opt-in. It’s great to have thousands of “Likes” or followers, but it’s all about asking leads to take the next step and indicate their interest in a program or product. Then we use lead tracking software to determine which advertisements brought the most traffic and converted the best.

By   |  11:21 AM ET, 04/22/2012

6 formas de Conseguir Clientes usando Medios Sociales

Original aquí

The Customer Experience Series is supported by Webtrends. Get insider tips and a step-by-step guide to acquiring, engaging and nurturing fans. Download the Playbook.

We all know social media is an important tool for brand awareness and customer acquisition — but how exactly are you supposed to convert random Twitter and Facebook users into real-life customers? Well, that depends.

Different brands have different challenges when it comes to customer acquisition: “If you’re our customer, you’ve signed up for a year-long service, unlike the Starbucks of the world, where you can be a customer by coming in for a cup of coffee one day,” says Lisa D’Aromando, social media community manager at Equinox. Whether you’re a clothing shop, a restaurant or a subscription service, you must tailor your strategy so that it makes sense for your brand. That said, there are a few universal ways to help your company attract new faces on the social web.

“I’m a big believer in creating and sharing meaningful content,” says Danni Snyder, co-founder and creative director at jewelry brand Dannijo. “Over time, that is every brand’s best bet for creating and sustaining a following that will grow their business.”

But what does it all entail? Mashable spoke with some super-social brands about how they find new customersand lock in their existing ones they have as repeat buyers. Sigue leyendo

9 Hot Tips for Small Business Marketing on Facebook

9 Hot Tips for Small Business Marketing on Facebook.

9 Hot Tips for Small Business Marketing on Facebook

1. See if Your Vanity URL Is Available

Before you launch your brand presence on Facebook, you need to make sure that your vanity URL is available — and that it’s simple and easy to remember.

Rather than going through the time consuming process of manually figuring out what’s available and what’s not, use a simple but powerful service called Name Vine. It checks domain names, Facebook and Twitterextensions in a matter of seconds to see if your desired vanity URL is available.

2. Use a Third-Party Platform to Distribute Social Content

Copying and pasting content, logging in from one social media network and logging out from another can be a time consuming task — but it doesn’t have to be. If you’re looking to push content to Facebook and other social networks, you can benefit from using a tool like HootSuite, which allows you to publish once and distribute everywhere. You can integrate your Facebook Page, Twitter account, Google+ page, LinkedIn profile and other social networks — all within one easy-to-use interface.

3. Use an Application Publishing Platform

For small and medium-sized businesses, social media budgets are nowhere close to those of global brands, which can afford multiple custom applications and promotions on Facebook. However, large budgets aren’t required to launch a lot of the basic applications seen on Facebook.

Services such as North Social and Pagemodo provide the kinds of applications that most businesses need. Also, most of these services provide a “freemium” model that offers some applications for free. Keep in mind that you won’t get a customized app, but you can manage the content and visuals within pre-developed apps that are available. This may be a good first step into the Facebook world if your budget is a main concern.

If you do decide to launch some of these applications, you should set up the following applications/tabs:

  • A Welcome Page: This should be the default landing page that welcomes a user to an application. Typically, these pages are fan-gated, meaning the person is asked to “like” the page to unveil more content.
  • A Contact Us Page: This is a great and useful tool for converting your fans into potential sales leads.

You should set up at least one or two tab applications on your Facebook Page, so users aren’t landing on your Facebook wall, but rather a page that’s informative, engaging and able to convert those users into fans.

4. Utilize Social Plugins Wherever Possible

The most underutilized (free) tools are Facebook social plugins. A new study from Gigya shows that users who visit third-party sites through Facebook Connect spend 50% more time on those sites. Furthermore, those users view twice as many pages. The numbers speak for themselves.

Aside from use on third-party sites, social plugins can also be utilized on Facebook apps to provide a deeper level of engagement, while driving traffic back to the application. Above, you’ll see the Facebook application Majestic Media built for Volkswagen, which invited users to participate in the next Volkswagen commercial. It was utilized to build meaningful conversations within the application, while driving new social traffic to the campaign.

It doesn’t matter how big or small your company is — leverage the social plugins on your blog, Facebook apps and on your website. They’re free to use and are a quick and easy way to market your brand or message through referral traffic.

5. Find Out When and What to Post on Facebook

If you’re looking to see what your fans engage with the most — and when to post it on Facebook — you can utilize a third-party service called Edgerank Checker.

This time-saving application grades your fan page and determines the following key factors:

  • Most effective day of the week to post content
  • Popular keywords that drive engagement
  • What type of media is best for your audience
  • How often to update

6. Use Facebook Insights

If you have to provide a report of Facebook metrics to your boss or a client — or maybe you just want to see for yourself — the best time-saving tip is to export the Facebook Insights data to an Excel spreadsheet. You can see which status updates performed best, whether your audience responds well to video and get a sense of what’s driving your Likes.

You can do this by clicking the “Export Data” button. In the pop-up that appears, select the data type and date range.

Once you’ve done this and downloaded the file, open it in Excel and apply a filter by going to the data tab and clicking on “Filter.” You have to make sure that your cursor is at the very top row. In the example, we’ve chosen the “Lifetime Post Total Reach” metric to filter by.

Once this filter is selected, you can quickly filter any key metrics in ascending or descending order, which is a very powerful trick when analyzing your Facebook marketing and engagement efforts.

7. Provide Local Content

Nobody wants to visit a Facebook Page with an enticing offer, only to learn that it’s not available in their region. Nor do they want to land on a brand page where all the content is in another language.

Here are some quick strategies for providing localized content:

  • Give your fans an incentive to visit your business by providing them with a recent, active “walk-in” promotion in their area.
  • Allow users to recognize that you are connected with their location by providing details and assets specific to where they are.
  • Geotarget your posts even if you don’t have multiple locations — you wouldn’t want to offer a walk-in special to your fans in New York if your business is in Los Angeles

When you have to target languages, Facebook allows you to make status updates for users with certain language settings. So, Facebook users who have French or Spanish as their default language on the site will only see your content that’s in their native tongue.

    • 1. Click on “Custom”

    • 2. A pop-up will come up that will look like this:

  • 3. Once you’ve entered your specific targeting information, you can hit “Okay” and proceed with your status update, geared for that specific audience. It’s local and relevant for those language settings selected.

8. Create a QR Code for Your Facebook Fan Page

Setting up a QR code for your Facebook Page is a quick, simple and effective strategy for small or large businesses to use. QR codes can be leveraged on napkins, menus, business cards, billboards, magazines, brochures and other forms of marketing materials.
Esponce is one of the most powerful QR code platforms on the market, and it offers a free tier that’s typically geared to small businesses.

The process takes no more than a few minutes to set up and allows you to:

  • Create a custom QR code
  • Embed your logo into the QR code
  • Link your QR code to a dynamic URL — so you can customize and change the URL if you decide you want to later drive users to your website instead of your Facebook Page.

You’ll have the ability to view analytics so you can see how many people have scanned your code, their location and the type of smartphone that scanned the image.

9. Buy Facebook Ads

Buying Facebook ads is a wise, cost-effective solution that can help increase your brand’s visibility throughout the Facebook platform. Most people don’t realize how easy they are to set up or that you can buy in with a small ad spend. A budget of $50 per month would be sufficient for a small business to make some waves.

Facebook’s “Like” ads provide users the opportunity to “like” your fan page from any page they are on. If a user doesn’t click on the “Like” button, don’t interpret that as your campaign not working — these ads are relevant because they keep users engaged and informed with the latest in your marketing campaign. Think of them as a brand awareness play — just because they aren’t clicked, doesn’t mean they’re not acknowledged.

More recently, one of the best ways to invest in Facebook advertising is by leveraging Sponsored Stories. According to a study by TBG Digital, Facebook’s new Sponsored Stories ad units nabbed a 46% higher click-through rate, a 20% lower cost per click and an 18% lower cost per fan than Facebook’s standard ad units.

Do you have other tips for Facebook Marketing? Let us know in the comments.

More Small Business Resources From OPEN Forum:

– Pinterest for Brands: 5 Hot Tips
– Top 7 CES Gadgets for Your Small Business
– 8 Legal Steps for Starting Your Business