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Digital transformation in the smallest of businesses - the project

7/10/2020

1 Comment

 

Systems that work well for a medium or large business can be a disaster for a small business - where a lack of time and resources mean they can't benefit from what the system can do.

There is no doubt that the Covid-19 pandemic has added even more challenges to small business. These challenges are pushing for a change in how small businesses operate, market, and connect themselves with their current and potential customers. The pandemic has put more pressure on the smallest business owners to digitise manual activities.
How much time would you save - Write in Danderyd
After identifying the problem of time consumption with manual activities, Write in Danderyd launched the project Digital transformation in the smallest business that will focus on uncovering the secrets of an easier everyday life as a smallest business owner - those of us working as consultants, coaches and running businesses with few or no employees.
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The purpose of the research project is to find out what tools or processes will save business owners time and money by transforming manual activities into digital and automated ones; to simplify your everyday life as a business owner.
 
We will:
  • identify time saving processes
  • present processes that provide more return than the cost of investing in them
  • help create an easier everyday life for our client business owners
 
We will look at which processes and tools are trending and which ones are recommended to simplify your business life. The outcomes of the project, including tips that can be easily implemented, will be reported on Write in Danderyd’s website blog, by email (so make sure you are on our list!) and directly to clients by the team.
The project is being run by Nellie Fredriksson, who is studying for a masters in Management, Communication & IT at Uppsala University. She’s a former elite volleyball player with both the national team and SM-gold on her list.

When she’s not a full-time student or researching for Write in Danderyd, she’s watching criminal shows on Netflix. Find her on LinkedIn (Nellie Fredriksson), or Facebook (Nellie Fredriksson).

Nellie Fredriksson - Write in Danderyd
Follow Nellie on this journey and don't hesitate to share your thoughts - positive and not-so-positive - in the comments below. Alternatively, get in touch with us here.
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Choosing the best website system for your business

11/5/2020

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There are far more options for building websites than most people realise. Picking the right one starts with working out what you need and want.
What do you and your business need from a website system? - Write in Danderyd
Is the site a place to reinforce who you are or is it your shop-front?

Do you need a custom design or could your branding fit into a template designed to work well on the web?

Are you looking for clients to contact you directly or customers to buy online from you?

Do you need password-protection, membership areas and online courses?
There is a solution that suits you and your business - it is worth taking the effort to find it. Write in Danderyd
 The problem with specialists

Many website designers work with one system only. They are specialists in that system, which is great when you need technical help.

What they aren't good for is helping you choose the right system for you.
Website design specialists are not good at helping you choose a system - Write in Danderyd
Choosing from the range of options
There are two main groups of website building systems that are best for your size and type of business:

1. Hosted website builders

These are the easiest to use and are the most stable options for building your website.
Pros and cons of hosted website builders - Write in Danderyd
You may have heard of Wix, Weebly, SquareSpace and One. These are all hosted website builders.

There are hosted website builders that specialise in online shopping websites. These include Shopify, Tictail,

If your business model is membership and training-based, there are hosted website builders that provide you with all you need to manage members and password-protected areas and online courses. Kajabi is a well-liked option but you see that the pricing reflects how powerful it is. Some of the standard systems, like Wix and Weebly can handle basic versions of membership sites and training online and they are far cheaper.

2. Self-hosted content management systems
These over a lot more opportunity for custom development - programming your own site elements - but this comes at a price. These really require help from a developer who specialising in the particular system. They need hosting somewhere and they need protecting. Security risks are higher, especially if you don't update the software immediately as a new update comes through.
Pros and cons of self-hosted content management systems like Wordpress - Write in Danderyd
The most well-known self-hosted CMS is Wordpress. It isn't alone, there is Drupal and Joomla, Magento and a whole lot more.

There are also custom coded sites which big companies with complex sites and a high level of security use.

How to choose the best one for your business
How to choose the best website builder for your business - Write in Danderyd
Free website review - Write in Danderyd
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5 reasons why you should get an SSL certificate for your website - as soon as possible

27/11/2017

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We realise this isn't the most exciting of marketing topics but it is really important, so please do read it...
Key benefits of SSL - Write in Danderyd
Google thinks that all websites should have an SSL certificate.

If you have not heard about SSL till now, then here's what SSL actually means - Secure Sockets Layer. It is an encoding system in which all the data that gets transferred between your website and the server is encrypted in a language which is unreadable by third parties. It remains secure from hacking.

An SSL certificate helps your website in several ways:

1. It improves your ranking on the search engine
Search engines like Google, Bing and Yahoo generally display those websites on their top results page which come with SSL certification. Being a small business owner, it is imperative for you to get the customer's attention online. To improve your ranking and visibility online, you should go for SSL certification. Your ranking for the SEO keywords that you are targeting also improves rapidly if you have an SSL certificate.
HTTPS - Write in Danderyd
2. You gain the customer's trust
Almost 50 percent of online shoppers have said that they trust an e-commerce website more which has an SSL certificate and prefer to shop from such websites only. Imagine the number of customers you are losing out on just because your website does not have SSL certification! You can attract so many more customers if you opt for one.

3. The safety of your data is ensured
Sensitive data like credit card numbers, usernames and passwords are protected by SSL encryption. All the transactions that take place through your website are hundred percent safe and secure. The danger of hacking drops right off and you can carry on your business without worrying about data leaks.
SSL - Write in Danderyd
4. You get extra authentication
The SSL certificate that you get from a trusted provider makes your confidential information unreadable not only to third parties using other servers but also to those devices which are on the same server as yours. This additional authentication is provided by the public key infrastructure or PKI.

5. You can avoid from being declared dangerous by Google
Google is ensuring that all websites that show up on its search engine have an SSL certification indicated by the https:// in their website addresses. This is being done with the help of the red font color which is appearing on the link of non-secure websites in the form of http://. This red color warns the visitors to your website that it is not secure enough for sharing sensitive data. This can ruin your credibility online. SSL certification is a necessity for e-commerce websites specifically because of the transactions that are carried out.
 The general advice is if you want your small business to perform well on online , you need to get an SSL certification as soon as possible.

We advise ALL our clients to get SSL certificates as soon as possible.

Contact us if you need help. In many cases, they are free.

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NEW COURSE: How to get clients via social media

16/2/2017

2 Comments

 
You told us that you'd like a few hours with us, working on getting clients by using social media. Repeatedly in some cases (you know who you are!). So, very happily, we are running two 2-hour sessions this coming Thursday in Danderyd.

You can expect the sessions to provide:
  • an overview of the techniques and how they fit with the sales process (how people buy)
  • a chance to work through the techniques on your own profiles, with your goal in mind, to get you started
  • a discussion at the end to come up with actions specific to your goal that you can take next to get social media providing you with more clients

For more information, click here or get in touch with us. If you want to join us but can't make it this Thursday, let us know and we'll see what we can do.
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One fundamental concept for marketing success 

25/9/2016

0 Comments

 
This topic comes up more and more at the moment. It is perhaps because social media has changed the marketing landscape back into a personal connection between buyer and seller and well away from the advertising model of reaching, impersonally, many-with-one message.

So, let's look at where we came from, to see what we can apply again now:
  • Marketplaces were absolutely personal. You knew the seller, you stood face-to-face with them and held them accountable for the quality and effectiveness of their goods. You knew where their business was,where the products were made and you could build up trust over time.
  • You could ask other buyers if they recommended a seller, listen to comments made 'on the street' and not miss a wronged buyer complaining of their mistreatment.
  • Social connection was natural and automatic - news was discussed, politics affected and society defined by each individual conversation.

The change to this way of doing business came much earlier than you may think - with the start of printing in the mid-1400s! This took us into the era of mass marketing which remains still today in the form of websites. We aren't suggesting you shouldn't have a website - of course they have such an important role in business but let's now look at where social media has brought us:


  • We are back in a highly personal place.
  • People are there to socialise as well as discuss everything from politics to hair dryers (not least to watch videos of cute cats). If ever there is a place for understanding consumer behaviour, it is Facebook! Do you have a friend with a Tesla car? If so, you'll know exactly what I mean.
  • Word of mouth recommendations are at the forefront of purchasing and they are current - people often comment immediately.

There is plenty of evidence to show that social media has a huge influence on our shopping patterns but I wanted to point out the fundamental point. People buy people. Not literally, what we mean is that human nature drives us to buy things from people that we trust and 'understand'. If you remember this when planning any marketing, it will help you make it a success.  


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Making sure Google has your address - another crucial local marketing step

27/6/2016

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As Steve from Massage till dig mentioned on our recent blog post about writing local content, getting Google to recognise your correct address is a really important step in marketing your local business. You want to be found by potential customers, right?

Here is what our address looks like in Google's 'My Business' area:

Google has made it easy to add your business address - just click on business.google.com and get your business address added. You will need a Google account to do so but they are free and also easy to set up. Feel free to put a link to your address in the comments on this post!
Google My Business - Write in Danderyd
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DON'T SHOUT! and six other tips for getting your emails read

29/4/2016

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Email marketing is still the most successful way of selling (as long as you have an email list....more on that soon). So, get your emails read by following some important tips:
  1.  Pick a title that is around 6 words long and try not to go over 8. Why? Because we read the first and the last words first (weird, I know!) and then, if they seem interesting, we scan the middle words. So, you want as few middle words as possible and to get your point across with the first and last words only. Not easy....
  2.  Don't use the word 'business'. If you are going to talk about improving their business, be more specific.
  3. Send out emails to new subscribers and contacts. The newer they are, the more engaged with your business they will be.
  4. Make it personal. As personal as possible in 6 words or less!
  5. Work out when your readers open their mail. Then email them then. As a guide, Mondays are almost never good days to send out emails.
  6. Give your readers what they want - something to help them be or get better at something. 
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Using Pinterest to grow sales - why and how

18/3/2016

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Businesses where clients buy with their eyes - things like shops or product designers, hairdressers, restaurants etc. - should look at Pinterest as a way of reaching more customers and selling more. Why?

* Pinterest sells more products than the other social media platforms. People use Pinterest to look for specific things and when they see something they like, they buy.

* Every pin has a link back to your website, taking your products/services far and wide and building traffic to your site.

* You can find out what your potential clients want by following them, seeing what they have pinned and what is most popular.

Would it work for your business? Check out our ebook below (or download it on the right) for more information on using Pinterest to grow sales for your business.

We use Pinterest for our Life in Danderyd community:

Visit Life in Danderyd's profile on Pinterest.
Get the e-book here
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How to get your colleagues to blog for you

15/1/2016

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Do you struggle to come up with super content that you can churn out for the latest company blog post each day/week/month? We blog for clients every day so, for us, its an ingrained habit. What if it isn't like that for you? Clients left, right and center tell us that they want to blog but find it really really really tough to keep coming up with ideas and don't have time to focus it as regularly as is needed.
SUMAB blogg Jan 2016
How about getting your colleagues - those brimming full of expert knowledge - to give you the content needed for great blog posts?
Picture
Wait, though. Are they likely to hand over awesome blog posts just like that?

We suspect not so we've done some homework and come up with ideas that just might help you persuade them that it is worth their time and effort to help you:

1. Start with the facts - blogging works. Blogging hugely increases a website's popularity with search engines, tells potential customers that their are real people actively working in the business and increases the likelihood of a customer choosing to buy. Be specific to your business/department and show exactly what blogging contributes. 'It delivers X so we need it.'

2. Talk your colleagues through how a potential customer behaves, making sure to show how vital the blog is. Try 'Potential customer type W does X then Y then Z then buys.'

3. Highlight your ideal situation from the customer's perspective - interested in A, looking for B, found information C, case study D and blog post E, buys.

4. Explain why them. This point is crucial. Show them what it is that they know that potential customers want to read about. A bit of flattery at this point is probably necessary :) Examples are:
Sales people on how they help customers
Research and development on what’s coming up in new products
The CEO on the latest developments within the company or, even better, in the industry 
Customer service reps to answer common customer questions
Experts on the latest developments within their areas in the business and in the industry

5. Give them a detailed brief to help guide their writing and help them feel confident to start. Include a topic or a question to answer, length and deadline. 

6. Support your writers. Give them specific tips, such as how to write a great headline and offer to edit their posts.

Additional tools:
- Show them what your competitors are doing well and badly (be specific, show blog posts).


- Make it mandatory. Careful with this one! Get managers on board to help enforce.

- Make it competitive. Careful with this one too. Show stats for blog post shares, hits etc. Add in a prize.

- Give them stats. Even if you don't make it competitive, make the stats highly visable.

- Get as many contributors as possible. It takes the pressure off you and your experts.

Let us know how you get on!
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Taking your marketing mobile

10/9/2015

0 Comments

 
Mobile what? Marketing via mobile is thankfully not just sending SMSs to your customers (and preferably not at 3am like some Swedish telecoms companies seem to do...). Sometimes, texting your customers is the right thing to do but there are other things you can do to reach out via mobile, such as:
- creating mobile responsive websites
- creating emails that work *well* on mobiles
- developing apps for your customers and prospects to use (easier than you think)

Mobiles also allow you to collect information about who is doing what with your websites, emails and apps. They send back invaluable feedback that can show you what your customers really think about your business, products and services.
Mobile marketing playbook
Want to know more? Here is the Mobile Marketing Association's guide and, of course, get in touch with us.
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  • Home
  • Marketing services
    • Search engine optimisation
    • Social media >
      • Social media set-up
      • Content writing
      • Planning and actioning
    • Email marketing >
      • Newsletter set-up
      • Newsletter writing
      • Newsletter management
    • Website design and management >
      • Website graphic design
      • Update your own website
      • Building and running your website
      • Website analytics
    • Graphic design
    • Marketing to Danderyd
  • Courses 2021
    • Getting new clients using content marketing on social media
    • Develop successful collaborations
    • Blogging for business
    • The best marketing for small businesses - email
    • Website clinic
    • Getting more people looking at your website (SEO)
  • Blog
    • Books
  • Resources
    • Social media image size guide
    • Using Pinterest to grow sales
  • About us
    • Our clients >
      • Case - importance of buyer journeys
      • Case - integrating marketing tactics
    • Contact us
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