Are you thinking like a Brand?  Why not?!  In the world of independent hotels, retailers, hearing specialists, optometrist, etc., you are getting your rear-ends kicked by the brands.  I don't care if it is Hilton, Costco, Wal-Mart, or Denny's, the brands have stronger resources and deeper pockets than you do.  What are you going to do about it?

Google is helping small business in this area.  The introduction of Google Places has leveled the playing field with the brands in the area of local search.  Yet, you still are acting like you are skating uphill on the hockey ice.  Local Search has suddenly shifted and become one of the most dominant resources that we have as small business.  The Maps within Google have been given preferential placement over organic search.  Guess what, the optimization of your own URL is not as high on the priority list anymore if you are a location-based business.

The secrets of local search and placement on the maps lie within the confines of Google Places.  More than ever, I recommend that you find someone with relative experience in this new and emerging marketplace to help you optimize and maximize your internet visability.  Remember, if you are not on the Map, you are nowhere.

The Brands are already doing it.  Yet, they are able to do it through paid search.  You can now do it through free, organic resources and you can start kicking the "Brands" rear-ends.  Let me know if you are interested.

At LXi|Solutions, we can help.  We understand that to be a brand, you must first Think Like a Brand!

For years, the service industry has lagged behind in the hard core sales tactics of product marketers.  However, the time has arrived when the next generation of sales people are entering into the services industry.  As a result, leads, true leads, are becoming even more valuable.  Why are we so resistant to using direct marketing tactics in an industry that prides itself on direct service relationships?

I have spoken to several hotel General Manager's (and, of course, I was one for the last 15 years) about this very idea.  The issue is that it is a novel idea to them and change doesn't come quickly in the hospitality industry.  Questions that I would ask you:

1. What is the lifetime value of a new client?
2. What is the conversion ratio of a new lead?
3. Can you differentiate between a hot and cold lead?
4. If a lead cost you $30 isn't that less than a reservation on a third-party site?
5. Would you pay for a lead if you knew that person was traveling to your destination?

The crazy thing is that is the Priceline.com, Hotels.com, Expedia.com, etc. are lead generators.  Priceline, more than the others because someone goes online and puts in their destination and basically the hotel says, I will pay Priceline this much money for the reservation.  Isn't that lead generation?

I am going to look into this some more and we will make a case study for Lead Generation in the Hotel Industry.

WordPress is one of the cornerstone components to creating an online presence for a relatively low cost.  My business partner is clearly the technical professional of our little group of two and I, well, I am the one who knows just enough to wreck havoc on the website.  This post is for all the people just like me.

We love what we do.  We know enough to just be dangerous.  What I have learned today is that with the right information, even I can't permanently break the website.  Guess What?  Neither can you.  Scott McNulty wrote a great book called "Building a WordPress Blog People want to Read."  It is a step-by-step process that really seems to work.  More important, it helps me when I delete something, move something to the wrong place, put on a new widget or accidentally deactivate a plugin.

Blogging and having an interactive website is one of the mainstays for small business.  It is so important that you have an active presence that allows interaction with your clients.  We are constantly updating and adding options to our site.  It is still a work in progress and always will be.  Websites for small business have to move beyond flash, pomp and circumstance and understand that content is king.

We encourage feedback about how to make our site better for our clients.  You should do the same.  Add a poll to your site.  Add a comments section on the front page.  Link your site to review sites.  Whatever you need to do to get your clients engaged, do it.

Remember, you can't break the site.  It should be about releasing your true, authentic self to the world.

LXi Solutions is a multimedia marketing strategy company located in Seattle, Washington.  With over 45 years of combined experience in online marketing, executive business leadership, training and development, we are a full-service strategy company available as a resource to your small to medium sized business.  Please see our team at www.lxisolutions.com

Mobile platforms, in general, are fascinating.  Now, add mobile coupons based upon local search based upon your current location and you've got something that is absolutely a powerhouse selling mechanism.  Our job as multimedia marketers is to help you as small business owners to wade through all of the possibilities and get you in the game.

Foursquare continues to grow in the area of geo-targeted marketing.  With companies like Yowza, Groupon, and Cellfire in the mix, we are going to start to see real power develop in the online marketing segment.  Right now, Groupon has Josh Stevens traveling to 15 major US cities using only Groupon coupons, barter, trade, and I'm sure a little pedal power.

As a small business owner, this is an inexpensive and unique opportunity to get traction against the larger competitors with a greater marketing budget than you. 

Last month, miBuys released a survey regarding women and mobile coupons.  http://www.mibuys.com/press.shtml

Two-thirds said they would be interested in receiving mobile coupons.  As we all know, most buying decisions are made by the female partner.  The power of this survey shows even more promise when it says that of those who want to receive coupons, 53.5% prefer retail coupons as their primary category.

Understanding how to reach the mobile coupon users is not that daunting of a task.  Most mobile platform users are already participating.  It is you, the small business owner, who is not.  I strongly recommend that you or your marketing team begin the process of creating a mobile coupon targeted campaign.  It can and will create that incremental revenue for you.

Small Business owners are challenged by the onslaught of social media and understanding the reasons to participate.  It is amazing how many times I am asked just offhandedly, "If I owned a small business, would I advertise on Facebook?"  I, of course remind them that I am a small business and that I have a Facebook Fan page and usually they are a fan of it already.

The real question is, How do I advertise on Facebook and Why?  I can give you 400 million reasons and counting as to why you should be on Facebook if you are a small business.  If Facebook were a country it would be the fourth largest country in the world! 

The problem is that most small business owners don't understand the power of extreme targeted marketing or how to use the internet effectively in their campaigns.  They might be far enough ahead of the curve to use GoogleAds and are garnering some business from that.  Fantastic!  My advice is to take the next step and reach the people right in your own backyard via Facebook Ads. 

It is so targeted that if you were selling to 28 year old women with red hair within a 7.2 mile radius of your business, you can do that.  I ask all of my clients the same question, "What is the lifetime value of a new customer?"  If you can't answer that, then you need to take the time to figure that out.  Let's say the average customer for XYZ business has a lifetime value of $10,000 over a span of 10 years, would it be worth it to you to reach them directly? 

Business is all about converting traffic to sales.  Facebook is simply another tool and at the moment is one of the most powerful tools available.  It is a low-cost, high-impact driver that will result in more business.  Small Business drives the marketplace.  Facebook drives the traffic.  With over 400 million users and over 100 million in the United States, your customers are ON FACEBOOK.

Get Busy!

LXi Solutions is an internet strategy company located in Seattle, Washington.  With over 45 years of combined experience in online marketing, executive business leadership, training and development, we are a full-service strategy company available as a resource to your small to medium sized business.  Please see our team at www.lxisolutions.com