How to get people to follow your small business on Twitter

Smart small business owners are aware that branding and social media marketing aren't something that only Fortune 500 companies do and are reaching out to their clientele and potential customers on Twitter, Facebook, Instagram, Pinterest, Google+ and other outlets to let them know about who they are and what they offer.  Social media is about engagement, primarily, not sales, although every business hopes and plans that engagement will in some way convert to sales and profitability.  Here are some tips for engaging and succeeding on Twitter.

• Be famous - Famous people will have followers, lots and lots of followers, no matter how dull their feeds are, just because people find them or their work interesting. Famous people often follow only other famous people on Twitter, so, from a small business point of view, following them is only useful if you are personally enriched by their Twitter feeds.
• Be polarizing - People feel that there are a number of truths that cannot be expressed in our society and are irritated by the many rules and double standards of discourse. So when someone tweets these inexpressible things, those people find a nice Twitter niche fast. It's safer to retweet something someone else says "ironically" or "informationally" than it is to go out on a limb and tweet it yourself. "Retweets are not endorsements," after all.  However, Twitter has had a significant amount of vigilantism lately, so polarizing is only something you want to be if your brand is built around it. Say, if you're a comedian, or a politician, or both. Others may tweet anonymously with some safety, but that's not possible for the small business.  Be outlandish or overly political with caution.
• Be funny - Funny people, famous or not, will gather a following on Twitter because they're rare and humor is appreciated.  
• Be an expert - People who have in-depth knowledge of some science, art, or practice also get plenty of followers. These people border on being famous without being really famous. Most of the world may not know about them, but if they are the foremost expert in the field of anything, a large number of people worldwide will be interested in reading their thoughts.
• Know a lot of people in real life - A socially expert, gregarious person can develop a decent Twitter following just by informing the people she knows about her Twitter feed. Put a link to your Twitter account in your Facebook status or on your Pinterest page. If you're a likable person, you can easily get followers this way.
• Join in a passionate Twitter conversation - the #FF (Follow Friday) hashtag has been used to make connections and advertise interesting Twitter accounts, but this is overused and not very interesting. Does anyone really care if you follow someone else? Only if you're famous or otherwise very unique. However, participating in Twitter conversations can get your followers if you offer something novel, relevant or insightful to the conversation. You'd be surprised by the bump in followers one good conversation (or argument) can bring you.
• Tweet interesting, real, helpful, original content - Pictures, jokes, fun facts, reportage of interesting events, opinions (cautiously). People are looking to be entertained and informed.  Think of what entertains and informs you and people like you and how you might put that into 140 characters and/or an image - that's good stuff.  
• Any combination of the above - If you're famous, polarizing and funny, you can tweet pretty much whatever you want and it will get favorited and retweeted ad infinitum. If Jon Stewart were to tweet a picture of his dog's new puppies - well, we'd better hope Twitter has the bandwidth.

What if you aren't famous, polarizing, funny, or a widely recognized expert in your field?  What if your business is, say, an orthodontist in a small city? You're not famous, you're not the foremost expert in orthodontic practice, and being polarizing would only cost you customers, not earn or keep them. Look to the last tips then. See if people you know in real life will connect to you, particularly people in your field.  Converse with them on Twitter. Offer some useful knowledge that you have about tooth structure or managing the expense of braces. Answer questions people have about crooked teeth. Give a few tips and tricks away, and generally show that you know what you're talking about and can solve real problems. Tweet Before & After pictures of your successes. Give your patients and their parents an incentive to connect with you on social media.

Most importantly, regularly update your Twitter feed and answer any questions or solve any problems that your patients address to you on social media.  You want to be seen as involved, responsive, interesting, and three-dimensional. That is the way to get your name out there and to turn Twitter users into patients.  

Twitter - and the rest of social media - may seem like a waste of time, but more people, and especially more young people, are using online methods of experiencing and communicating with the world. You definitely want to be a part of that.

5 Ways to Create a More Sustainable Workspace

Do you know which materials went into producing the desk chair you sit in every day or how energy efficient your office building is? Sustainable interior design has not had as much time in the green spotlight as hybrid or electric cars, but it has a much larger impact on our everyday lives than many are aware of. With the impressive increase of LEED-certified buildings in previous years, architecture and design companies have been making massive strides to ensure interior sustainability, creating healthy and sustainable interior designs for workers to benefit from.
What is sustainable interior design? Green or sustainable interior design focuses on the elimination of harmful environmental elements through thoughtful and skillful design in a room. Sustainable interior designers aim to create rooms that are safe for occupants to establish long-term relationships with their surroundings. Designers are mindful of the health, wellness, and user-efficiency of the room’s occupants. They are aware of how the furniture was manufactured and how they can increase energy efficiency in the design and flow of a room. They strive to ensure the long-term preservation of indoor atmospheres so occupants remain healthy and productive. Five aspects they focus on to make a space greener are:

• Lighting. There are now many industrial and commercial lighting options that are considerably less energy intensive and meet international standards for environmental impact. LED lighting utilizes Light-Emitting Diodes as the source of light. These diodes emit large amounts of lumens while conserving wattage. Another way of conserving energy is to incorporate as much natural light into a space as possible through the use of windows, skylights, and clear or opaque walls. 
• Furniture. Many manufacturers use greener methods of production, making the office furniture itself greener. Responsible companies offer their clients the specific details of how their products are produced and delivered. They build from the scrap generated by other industries; some of it is 100% post-industrial recycled content. Designers who care about sustainability check to see that any chairs or desks a business uses are not made from endangered rainforest wood species, but only from sustainably forested wood. Non-wood pieces can be sustainable as well. BioFlex is a chair foam that is made with soybeans grown by American farmers. Leather supplied should be 100% recyclable, and synthetic fabrics are vetted for health consciousness. Metal products should not emit unfriendly waste, as plated chrome does. Stainless steel is better. 
• Walls. In today’s workspaces, many of these are portable instead of fixed, allowing for more flexibility of design and better use of architecture and light. Movable walls can be made from recycled glass, wood and metal. 
• Heating and cooling. Much of a building’s energy efficiency is determined by its architecture and systems, but designers with an eye on future costs and comfort will pay attention to window treatments, seasonal ambient temperatures and worker placement within a workspace. 
• Water. By using low-flow toilets and automatic faucets in an office setting, thousands of gallons of water can be saved. One toilet can consume as much as 7 gallons of water per flush. Multiply this by the number of employees in a large office, and that is a lot of wasted water and money. Improperly designed bathrooms can also be breeding grounds for viruses and bacteria. Designers who monitor employee use can help create continuously healthier spaces. 

Why is sustainable interior design important? Designers who focus on sustainability have advanced knowledge of the furniture and other materials that are incorporated into floor plans as well as employee habits of use. Creating greener workspaces can be a time and paperwork intensive venture, but the rewards will pay out for years to come in health, safety, money, and conservation of our natural resources. These are the offices, classrooms and other rooms that we spend much of our time in - they should not be toxic to our physical and mental health, but should inspire us to work better and more productively.

Starting up a Home-Based Craft or Kitchen Business

"You should sell that!"

Have you ever had anyone say that to you? Sometimes they emphatically add, "You could make a lot of money!"

Home-based businesses are on the rise because the economy is still struggling on and people are attempting to replace income lost from full- or even part-time incomes. Most people can cook, can, or bake, and many have some sort of crafting or woodworking ability that could be profitable under the right conditions. Browse any farmer's market on a warm fall afternoon - or Etsy anytime - and you'll see capitalism in full swing - vegetables, meats, baked goods, soaps and salves, coffee and teas, jewelry, carved items. leather goods and other crafts - a cornucopia of handmade products to choose from, created from the talent and spare time of a whole range of people.

But how easy is it to start one of these businesses? How much regulation is there and how many hoops do you have to jump through? It depends on type of product being sold. Crafts and jewelry, furniture and knick-knacks can be sold easily at craft shows, farmer's markets, or online. Starting this type of business would require the same first steps of starting any business: investigating your market and demand, determining your costs, making a business plan, and researching local laws. Any business owner should also acquire business insurance because of the current litigious atmosphere, but if you're selling felted animals, it's unlikely anyone will claim they were carcinogenic or in any other way harmful.  With food it gets more complicated.

Opening a small food-center business has a number of obvious pluses. You have a built-in customer base in the human race, as everyone needs to eat. Additionally, cooking can be done and done well by people who have little formal training or education. Most states have lately passed cottage food laws that allow for the sale of non-perishable foods. These generally include baked goods, jams and jellies, pickles and vinegars, dehydrated foods, nuts and candy - things that won't kill people if not made exactly right.  Jams are fruits preserved in sugar and pickles are preserved in vinegar - while they are canned, the processing isn't what preserves them.  Other jarred foods, such as canned vegetables and salsas have to be processed in a pressure canner to kill any and all bacteria.  Anything with meat and dairy also must be produced in a commercial kitchen that is up to code and regularly inspected. Some small businesses avoid real estate overhead by renting time in a commercial kitchen, but this, of course, is an additional expense.  If you want to sell food, you need to check state requirements carefully for feasability before you invest any money.

Finally, of late there has been considerable interest in herbalism, naturopathy, and medicines that are more naturally and organically made. Partly this interest is an outgrowth of the organic movement - the next step in green living - and partly it's a reaction to a medical system that is convoluted and out of the price range of whole swaths of the population. The sale of any sort of medicinal tonic or application can even more highly regulated than food, however.  Guidelines vary by state, but generally these products must be made in a commercial, regularly inspected kitchen. Business owners may be required to have a degree in herbal medicine as well. Degree or not, because they are not doctors, herbalists are not allowed to state what their salves, tinctures, and teas are supposed to help or even that they are medicine at all. An herbalist may have a great deal of experience treating ear infections with vinegar and garlic & mullein oil and may have success restoring ear wax-blocked hearing loss with hydrogen peroxide and glycerin, but because he is not a family physician or an audiologist, he is not allowed to make any claims or suggestions. An herbal business also will likely require additional liability insurance - another cost to consider.

Starting any sort of business requires a great deal of research as to the market and regulations, so be willing to put some time in.  There are a number of people making money selling all of the above products, but just because it looks easy doesn't mean it is.  Do your homework and then get excited about your home business venture.

The affordable, sustainable holiday office party

It's that time of year again.  Are you ready to celebrate your business's accomplishments and treat your employees to food, drink, and entertainment?  What if you're on a budget or if your business hasn't quite gotten out of the red and into the black yet?  Can you throw a great office party on a shoestring budget?

Americans have been living with affluenza symptoms for years, but it's important to realize that great parties don't depend on overindulgence or excess, they depend on people enjoying each others' company.  A well stocked table helps, but what people will really remember is time spent together.  Think of the best party you've ever been to.  Was it in some swanky venue with an open bar and a snooty maître d'?  Probably not.  One of the better holiday parties I've gone to had no catering, no entertainment, and was light on the amenities.  It was in November 1993, and a group of American teachers were celebrating Thanksgiving together in a small Soviet dorm.  We scoured the local market for supplies, peeled our own potatoes, roasted our own small chicken, and laughed hysterically about the challenges we all had in common, swapping ideas on how to solve them.  It was a great time.  There was one tiny incident - a Russian girlfriend broke a bottle and tried to slit her wrist in the bathroom - but that's always the case, isn't it?  A holiday isn't complete without some drama.

The point is, you don't have to spend a lot of money and order a dumpster after in order to throw a great Christmas party for your coworkers.  You just need some creativity and cooperation.  Here are a few tips for a memorable, zero waste celebration:

Decorate with ornaments that can be used from year to year and then stored away.  A nice holiday tablecloth really dresses up a room, and pine cones can be gathered and then returned to their outdoor setting when the party is over.  Invite your employees to bring in their favorite holiday decorations and take a few minutes to have each one showcase hers and tell why it is important to her.  These can either be left at the office for the remainder of December or returned home after the party.

Do not use disposable plates, cutlery or napkins.  It's true, hardly anyone loves to do dirty dishes, but it also hasn't killed anybody yet to do it.  Back in the old days, before throwaway plates, how do you think people managed? They worked together.  They volunteered together.  After every potluck, that same group of ladies gathered in the kitchen and cleaned out the pots and pans while the men broke down the tables and put away chairs. They got to know each other better, and they worked off some of the calories they'd just eaten.  If your employees object to having to clean up after an office party, offer them a flex hour in compensation, to be used in the new year. It's nicer to eat with real cutlery and plates anyway, like civilized people.

Have your most detail oriented person plan the food, and order based on what will actually get eaten instead of what will fill up a table.  Better food in smaller quantities are better than lots of plates of food no one likes or bag after bag of chips that will be sampled and then thrown out.  After the party, invite people to bring home any extra food.  Ask them ahead of time to bring their own tupperware to make this easier.  Look into donating anything unopened to a food bank.  Anything else freeze and eat later.

Gift exchanges are largely unnecessary and can cause problems if the "rules" are not communicated well or some people are left out.  Skip the complimentary gift unless it's something your employees will genuinely want. Another way to think of this is: most generic gifts will be thrown away or, at best, re-gifted.  No one wants a Christmas tree ornament with your business logo on it.  If it's mass produced, it will eventually find its way into the trash.  Spend the money instead on a better cut of meat or raffling off some gift cards.  Or, if your employees approve, give the money that would have been used to a charity that can be mutually agreed upon.

Remember again this holiday season that people have enough "stuff."  What they do not have, and can never have enough of is time spent well, happily, with people they like.  Keeping that in mind will help you plan your party so that it will be less expensive but more enjoyable.

Merry Christmas and Happy New Year to all of our readers at Small Business Excellence!

 

How your office layout affects your employees and their productivity

Previously we discussed how the changing economy and technology have contributed to the rise of working from home.  But many of those same changes have contributed to a shift in the use of office space.  In an insecure economy with rising rental, heating, and benefit costs, businesses look to where they can save money, and one of those areas is space.  This, more than the touted differences in Millenials' work and interaction preferences, may be driving the workplace trends in design.  

For some time now the trend has been to get rid of cubicles and increase shared or open spaces, supposed to facilitate conversation and cooperation.  So we now see benching appearing (see left), either assigned or unassigned, and other "free" spaces that can be used on a first-come-first-served basis. Anything requiring privacy in these types of spaces must be done in a conference room which may be reserved in advance or used if no one else has made a claim.

Ever-expanding technology has had a huge hand in these office alterations as more portable computing and storage has eliminated the need for workers to use specific computers.

Unfortunately, recent research from the University of Sydney has shed light on the fact that these open space environments are less likely to create satisfying or productive work environments.  This study polled workers who were in the following environments:

• Enclosed private
• Enclosed shared
• Cubicles with high partitions  
• Cubicles with low partitions
• Open office

and found that employees in open office environments were significantly more dissatisfied than those in enclosed ones, particularly regarding office temperature and sound and visual privacy.  Many workers simply do not like the fishbowl feeling of being constantly exposed in an open office.  And they dislike hearing their coworkers' conversations and having to moderate their own.  The distractions involved and the general discomfort produced has to impact on efficiency and general productivity, which may explain why workers who work at home - the ultimate enclosed, private space - were happier and more productive, according to a London School of Economic and Political Science study.

If you have a small business, the above is something to keep in mind when you plan your space and determine how much privacy to allow your employees.  If you have a very open space, it may be worthwhile to take a section of it and partition it off for those who find it most difficult to work within a crowd.  Be generous, though, or you might have a fight on your hands about who gets the last cubicle.

The Rise of Working from Home

It's clear that the "American work environment" is rapidly changing due to a number of factors - demographic, regulatory, economic - but one of the more invisible changes is the transition from office to home work.  Earlier this year Marissa Mayer, citing a need for collaboration, ordered Yahoo's telecommuting workers back to work at corporate headquarters, provoking a debate about the productivity of at-home workers.  Since telecommuting is a new phenomenon, the research on productivity isn't fully conclusive, but several studies indicate that working at home may increase productivity, rather than decrease it, no matter what bosses fear about what the mice will do when the cat's away.  This assumes, of course, that a given company hires responsible, hardworking people.

The trade off is often innovation, however, as people increase their creativity as they socialize and bounce ideas off one another.  But many jobs done in offices aren't particularly creative, and employers are capable of judging the best setting for the work.  Aetna, for instance, has moved more than a third of its workers to at home employment and eliminated the need to house, heat, and cool them for a significant percent of each day.  Processing medical claims does not take a great deal of collaboration, and many people jump at the chance to skip the dress up and commute and complete their work next to their favorite pet instead of across the cubicle from some passive aggressive nightmare or a chatty Cathy.

"Through telecommuting, the company has cut 2.7 million square feet of office space at $29 a square foot, for about $78 million in cost savings a year including utilities, housekeeping, mail service and document shredding.

Teleworkers, who in addition to nurses and physicians include customer service representatives, claims processors, network managers, communications and human resources professionals, lawyers, underwriters, actuaries and others, have high productivity, Aetna says. Many are likely to be women as about three-quarters of the company's workforce is female."

From the standpoint of the worker, other benefits of telecommuting include lowered expenses for travel, work clothing, and meals out, greater flexibility in terms of family life planning, whether caring for children or older adults, and less exposure to time-consuming, mind-numbing corporate culture.  You don't have to suffer through the Sexual Harassment seminar every year.  That's a big perk.

Millenials as a whole tend to be more comfortable with the technology necessary for telecommuting and less tolerant of the time wasters of bureaucracy, so they fit right into this niche.  Many of them haven't had the opportunity to settle into a career - and its accompanying income bump either - so working at home makes more sense financially.  Keeping an old car running can be a very expensive proposition which may explain why driving is down among Millenials.  If you work at home, the commute is pretty short.  You don't even have to get a bicycle or a scooter, although you may want to, for fun and exercise.

What is your experience with working at home?  Do you know many people who do or who run their small businesses from home instead of a storefront?

Make Sure Your Company's Website Doesn't Disappoint!

The fiasco that is HealthCare.gov is known far and wide now. Contractors who did the design and coding have found themselves answering questions from Congress, doing their best to recover from one of a handful of governmental flubs in recent history. Try to bring America into a new era of health care coverage and then drop the ball this hard--it's going to be difficult to recover from. But unlike a few weeks ago, we're not here to talk about health insurance for your small business or mistakes that the federal government has made: We're here to talk about the value of having a strong website.

You might be asking, "What makes a website strong?" Well, just like a new building, the most important thing is a solid infrastructure. This means making sure that there is no extraneous code; this means making sure that each and every link is unbroken; this means making sure that everything you want visitors to see and know is accessible. Each of these things can be easily overlooked by amateur website designers, making your site potentially unstable. Knowing what a company needs for its online presence is essential and experienced players are more likely to get it right on the first try. Once you have a reliable base, it's time to bring value to your site. This is easily done by generating quality content.

Remember how I mentioned keeping the important things accessible? This is essential both when developing code and content. If you ramble on your website, it's likely that potential customers (assuming you're looking to garner more) will leave--wordy pages can cause a website visitor to quickly jump ship. These visitors are looking for the vital information they are either already seeking or do not know that they need to know yet. So give them the information they want--usually things like your product or service, your location, your hours, and your contact information--as well as a reason to stay by posting content that is both interesting and relevant.

Imagine how much business these pandas could bring
you! | Source: Crochet Dreamz

For instance, if you are a grocery store, you could post recipes and dinner ideas, provided that you stock all of the ingredients. Doing small things like this can bring visitors and customers back to your website and back to your store over and over again--we all know that repeat business is a good sign for a company. Obviously, this means making a habit of posting such content. Customers often look to the companies they support for predictability, so this means being regular about such updates. If you put up a blog post with a recipe on Monday, make sure you do it every Monday. Or if you have a store that sells crafts and decide to give your readers the directions to crochet a cute animal-themed hat, perhaps make a themed day of the week a la Instagram (I'm looking at you #tbt also known as Throwback Thursday, when a users post old picture of themselves). Whatever your business is, regular content is needed to refresh your website. Not only does it give customers a reason to visit again, it also lends legitimacy to your search engine ranking by showing that your site is active.