Congratulations to Kimberley-Jane Design on winning awards Promotions/Events Business of the Year and Highly Commended Business of the Year 2013.

A few key steps can make all the difference

As business owners, all of us have learned over the past couple of years that online marketing is something that makes sense. We understand that if we put an ad in a magazine, it’s a bit ‘spray and pray’ – most people who see it will not be interested in our product or service, though a few will. But with online marketing there’s no guesswork. We can target and reach the people who are already actively looking for us online. It sounds like a perfect strategy. And yet many of the business owners who come to us are finding that they are spending a lot of money on their website and on search engine optimisation (SEO) or Pay Per Click ads, but are not getting the return on investment they expected.

So what can you do in house to improve results from your online strategy? There are a few basics that can vastly increase your ultimate return on investment and we encourage clients to consider these before our team starts the technical side of SEO.

Here are 3 things you or your marketing team can do to ensure the best results from your online marketing:

Step 1 – Know your Ideal Client

Usually, when I ask a business owner to describe their ideal client they give me demographics – these include anyone out there who could possibly need what they sell.

In fact, your ideal client doesn’t just need your service – they want it, they love it and they recommend you to everyone they know. That sounds like heaven – so how do you target those people? We need to look beyond demographics to psychographics – what your potential clients are feeling and how they decide to make a purchase.

Take a moment to think about the fears, frustrations and concerns that people typically experience when buying a service or product in your industry. For instance, if you are a builder, most people worry that you’ll go over budget, drag the work for weeks longer than agreed or slip them cheap materials. If you own a kindergarten, parents worry about leaving their children all day and whether they will be safe and stimulated.

You undoubtedly know how you currently solve these concerns for people. But there may be some that you deal with – and enjoy solving – more than others. That leads us to step 2…

Step 2 – Choose Your Niche Market

Choose one or two of these concerns to address. Don’t try to be everything to everyone. Most small to medium businesses should aim to be an inch wide and a mile deep. Rather than trying to be all things to all people, you want to narrow the field of people you appeal to, by offering a particular service that appeals to some prospects but not all of them.

If you have a kindergarten, you could offer excellent education and qualified care-givers – and to pay for that, you would probably narrow your target market to more affluent parents. The upside is, with a more focused target market, you are likely to convert more of your leads to sales.

Step 3 – Innovate Your Business

Now comes the fun part. All kindergartens claim to be educational and secure. So how can you innovate your business to really deliver exceptional value? Perhaps you can certify that all staff are qualified to provide excellent reading tuition. For security, perhaps you could offer a webcam that parents can log into and watch at any time.

Let your imagination run riot when you do this exercise – don’t be hampered by cost or unlikeliness. Ideas are everything.

You may find that one or two ideas spark your passion and when that happens there’s a good chance they will work!

Armed with this knowledge of your niche, your innovations and your ideal client, you can target your SEO keywords much more effectively.

Ultimately, this means the extra traffic that comes to your site is much more likely to convert to actual leads and revenue. When that happens, your online marketing becomes an investment with measurable returns.

If you’d like to check in depth whether your business site is search engine friendly, fill in the form at the link below to have Hanan’s team do a free full scale analysis for you.

Follow this link or copy and paste http://bit.ly/STJZI9 into your browser.

A FALL in the number of firms going into liquidation should not lead to complacency in the SME sector, a legal analyst has said.

Latest data from the Insolvency Service has revealed there were 3,971 compulsory and voluntary liquidations in England and Wales in the third quarter of this year – a decrease of 2.8% on the previous quarter and 6.6% less than the same quarter in 2011.

However, commercial litigation and insolvency lawyer Sam Pedley said it would be wrong for businesses to relax or ‘take their eye off the ball’ in the months ahead.

Mr Pedley, associate solicitor at law firm MFG Solicitors, said: “These latest figures show a dip in the number of firms going into liquidation. But they aren’t statistics we should get too carried away with.

“A near 7% drop year on year in figures has, as expected, been widely welcomed here in the West Midlands but people must remember the economy is still suffering and a sustained period of economic growth is anchored far into the distance.

“It’s a historical fact that these insolvency figures are linked with our long recession and they demonstrate a fall from a fairly static position since 2008. Our region didn’t see a huge increase in the number of liquidations when the recession kicked in so people must keep their eye on the ball as we’re far from out of the woods.”

He said on the positive side, the figures showed business leaders had been taking advice and finding new ways to cut their financial cloth tighter than in 2011.

“I’ve seen many examples of firms doing things differently to keep their cash flow moving. But I am certain that strategy could quickly change later next year if the economy improves,” he said.

“If an upward trend does materialise then we will see more firms taking action to recover debts as it will be far more worthwhile to pursue debtors if they have a better chance of recovering funds – a potential situation firms who owe a lot to creditors must keep in the back of their minds.”

Mr Pedley said firms feeling the pinch should learn to co-operate with creditors and not ignore them.

“But there are also some common sense cash flow measures, such as debt recovery, prompt invoicing, timely and effective chasing of those invoices and even ensuring terms and conditions are clear to customers. Simple but effective tactics which can go a long way to keeping any firm solvent during this tough time,” he added.

He warned that the demise of retailer Comet should remain as a prime example of why businesses must be cautious of their trading positions even during busy times such as the festive period.

Follow this link or copy and paste http://bit.ly/UBcIRB into your browser for more information.

BUSINESS leaders are urging SMEs to seriously consider export markets and are stressing that help is available for those willing to put a toe in the water.

Despite much positive press about international trade and the positive impact it has on a company’s bottom line, many businesses are still reluctant to seek out international markets for their products and services.

The options for companies looking to set up overseas are considered in more detail in a new supplement on international trade from TheBusinessDesk.com, in partnership with RSM Tenon and DLA Piper. Click here to download.

Richard Butler, director of the CBI in the West Midlands said the organisation’s own research confirms the theory that a lot of firms that could be exporting aren’t doing so.

“A report the CBI produced last year on exports showed that, for SMEs, in mainland Europe one in four exported while in the UK it is one in five,” he said.

John Campion, a partner at law firm DLA Piper, said: “I think the thing that puts some of them off is not an antipathy towards exporting but the fact that they’ve got so much going on in their own territory and they don’t have the time or resources to invest in new activity.”

“But increasing numbers of companies are taking up that opportunity.”

He points out that the advisory community in the Midlands is very different to the way it was in the past.

“There are a number of organisations here now with an international presence, so you can get advice on the doorstep,” he said.

Phil Coleman, international partner at accountancy firm RSM Tenon, suggests that deciding to export could be a lifeline for many firms.

“If you have not got growth at home or the market is saturated, now is the time to look elsewhere for growth,” he said.

“A lot of it is about risk and reward. If people don’t know about something they will naturally put the risk as very high. The role of advisers like us and the CBI and UKTI is to help people understand those things so the risk comes down.”

Follow this link or copy and paste http://bit.ly/Uk2kgQ into your browser for more information.

MANUFACTURERS in the West Midlands saw a further weakening over the past quarter with tough trading conditions expected to linger into 2013, new data suggests.

The study by EEF, the manufacturers’ organisation, and accountancy firm BDO, shows sentiment turned negative with output and orders in the last quarter down to a balance of -12% and -9% respectively.

Difficulties in the Eurozone continue to impact heavily on companies with a greater share of their exports into the EU. Most were consequently negative about their prospects.

Regional companies are also circumspect about the first three months of next year with only a slight improvement forecast. The improvement is however expected to push orders and output into positive territory.

Recruitment intentions have also fallen (-16%) but are expected to improve in the next quarter to a balance of +6% in Q1 2013. This suggests firms are preparing for improved conditions during the course of next year.

Commenting, EEF Midlands Region Director, Richard Halstead, said: “There is little positive news in these figures. We’ve seen growth ebb away during the course of the year and many manufacturers are steeling themselves for a continuation of tough trading conditions in the next few quarters.

“The extent to which industry confidence has fallen since this year’s Budget makes it ever more urgent for the government to get to grips with growth and get behind companies seeking to invest and succeed in new export markets.

Tom Lawton, Birmingham-based partner and head of manufacturing at BDO, said the survey painted a depressing picture of the region’s manufacturing sector.

“The reduction in exports is a particular concern and, whilst this mostly reflects the turmoil in the Eurozone, it also highlights the scale of the challenge in growing exports to emerging markets to offset the downturn in much of Europe,” he said.

“On a more positive note, investment intentions seem to be defying gravity but the ongoing issues around access to capital and an unsupportive tax structure may yet have a serious impact on actual investment. This survey shows that the sector is nowhere near where the government wanted it to be two years ago and emphasises the need for a long term industrial policy focused on manufacturing.”

EEF has used the survey to re-iterate its call for measures to boost growth and investment in this week’s Autumn Statement.

It is calling for an immediate review of the SME Banking system to improve access to finance for firms. This includes options for switching bank accounts more easily. The Government should also use the £1bn currently earmarked for a British Investment Bank to set up a Challenger Bank to the big four, it added.

Other steps include a time-limited 100% first year capital allowance system for two years, a re-allocation of the £5.3bn underspend by government departments in 2011-12 towards investment in infrastructure and a reduction in National Insurance contributions for employers investing in higher level Apprenticeships.

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FAIRER vehicle taxation should occupy the thoughts of the Chancellor ahead of next week’s Autumn Statement.

In a letter to George Osborne ahead of his speech, the Society of Motor Manufacturers and Traders said the government should revisit three core areas of vehicle taxation.

On low carbon vehicles it said the Government should revise the Budget 2012 decision to cut Company Car Tax rates for low carbon vehicles and commit to consumer incentives beyond 2015.

For capital allowances, it said the proposed 2013 reduction of Writing Down Allowance (160g/km CO2 to 130g/km CO2) should be delayed by a year.

Thirdly, it said there should be no radical reform of Vehicle Excise Duty until at least 2020. Instead, there should be a gradual adjustment to allow for sustainable financial returns and environmental progress which would not impact on economic recovery.

It said other measures such as an extension of the £125m Birmingham-administered Advanced Manufacturing Supply Chain Initiative would also be welcome.

The sector body said the Chancellor had been asked to ensure that he used the Statement to support the ambitions of industry and government through an internationally competitive, Industrial Strategy.

The basis should be to build confidence, spur growth and enable private sector investment in jobs, R&D and equipment, it said.

Paul Everitt, SMMT chief executive, said: “This year’s Autumn Statement must support government’s Industrial Strategy work, promoting the long-term prospects for low carbon vehicle technology and encouraging private sector investment in R&D, skills and capital equipment.

“There are real opportunities for UK manufacturing from the global success of UK-produced vehicles, but we need to ensure that companies in the supply chain can access the finance they need to grow. It would be great to see the Chancellor extend the funding available through the advanced manufacturing supply chain initiative (AMSCI) and confirming the new R&D tax credit regime will be up and running early next year.”

He added that the industry accepted that VED played an important part in the government’s revenue stream but as new cars got increasingly more efficient and CO2 emissions fall, the taxation system needed to keep pace with developments.

“A gradual adjustment is the fairest and most sustainable means of maintaining income without penalising motorists and disrupting demand,” he added.

“Researching, developing, engineering and building technologically advanced, fuel efficient engines and vehicles is a fundamental strength of the UK. To ensure the country becomes a lead supplier and market of ultra-low carbon vehicles, it is essential that taxation, incentives and infrastructure development are supported for the long-term to give early adopters confidence in these new technologies.

“Sustainable confidence and clarity is a theme that should also be applied to capital allowances. The proposed 30g/km CO2 reduction in the writing down allowance threshold does not give sufficient lead time for industry to adjust its product mix or for buyers to adjust their ownership patterns. The adjustment in allowance should be delayed until at least 2014.”

Follow this link or copy and paste http://www.thebusinessdesk.com/westmidlands/news/402638-motor-manufacturers-call-for-fairer-tax-regime-in-autumn-statement.html?utm_source=newsletter&utm_medium=email&utm_campaign=_30th_Nov_2012_-_Daily_E-mail into your browser for more information.

A COMPREHENSIVE online portal detailing hundreds of business support programmes and access to finance schemes in the Greater Birmingham & Solihull Local Enterprise Partnership area has been launched.

The Central Business Portal, accessed via www.gbslep.com, offers companies and organisations in the LEP area a single resource for finding a range of business support services provided at a local, regional and national level as well as sources of finance to encourage expansion, growth and diversification.

The database, which includes schemes run in the Birmingham, Bromsgrove, Cannock Chase, East Staffordshire, Lichfield, Redditch, Solihull, Tamworth and Wyre Forest local authority areas, is an important resource and a facility that has been lacking since the demise of Business Link West Midlands last year.

Additionally, the one-stop-shop service also provides information about business opportunities, advice and the appropriate contact details for companies looking to relocate or set up operations in the LEP area. This is a role previously within the remit of regional development agency Advantage West Midlands.

Paul Heaven, GBS LEP board director with responsibility for access to finance, said the new portal would be vital for improving economic development within the area.

“Early on when we began talking as a LEP to businesses about what support we could provide for them to help them to grow, the message came back loud and clear that changes in the way business support was delivered on a local and national level over the last few years had led to a gap in the provision of signposting to business support and sources of finance,” he said.

“Fixing this, we were told, should be a LEP priority. While it is not the job of the LEP to provide all of the support itself, it is vital we do what we can to pull the information together and make it as easy as possible to find the source of support of finance that best meet the needs of the businesses in our region.

“There are a number of high quality business support and access to finance programmes running in the GBS LEP area, as well as a wide range of national initiatives.”

The portal is designed to make it much easier for businesses to get hold of the information they need and find out which funds are suitable and available to them.

Follow this link or copy and paste http://www.thebusinessdesk.com/westmidlands/news/401494-birmingham-lep-launches-new-online-advice-portal.html?utm_source=newsletter&utm_medium=email&utm_campaign=_28th_Nov_2012_-_Daily_E-mail into your browser for more information.

UK GDP increased by 1% in volume terms during the second and third quarters, latest official figures have shown.

Data from the Office for National Statistics shows output from production industries grew by 0.9%, although this was revised down from the previous estimated increase of 1.1%.

Manufacturing output rose by 0.9% in the third quarter, again revised down from previous estimates of 1%. Nevertheless it is a marked improvement on the second quarter where output fell 0.8%.

The figures bear out the preliminary estimates put out by the ONS last month which confirmed the UK economy had emerged from recession after nine months, helped by the strong positive effect of the Olympic Games.

The Olympic effect was also borne out by the fact output in the service sector rose by 1.3% between the two quarters, a figure unrevised from previous estimates.

However, output in the construction industry fell by 2.6% during the period, worse than the 2.5% originally predicted.

One key indicator was household spending, which grew by 0.6% in volume terms – the best performance for more than two years.

The ONS will revise the growth figures for the third quarter again next month, when a more comprehensive set of data is expected to be available.

While encouraging, many analysts have warned the Olympic effect may be clouding the issue and growth may not be as strong as imagined with the economy effectively bumping along the bottom.

Commenting on the figures, Richard Halstead, Midlands region director at EEF, said: “While a number of one-off factors have been impacting on this year’s data and, the underlying trend is likely to be weak heading into the final months of this year, there is some encouraging news on sources of growth. Both business investment and net trade made positive contributions to growth over the quarter – both key to economic rebalancing.

“That said, a mix of softening global prospects, heightened Eurozone uncertainty and financing challenges for smaller businesses means we cannot bank on these parts of the economy taking the reins in the short term. Next week’s Autumn Statement must take steps to ensure that resources are prioritised to support companies looking to invest and export.”

Follow this link or copy and paste http://www.thebusinessdesk.com/westmidlands/news/401430-economic-growth-steady-at-1-although-rate-is-under-pressure.html?utm_source=newsletter&utm_medium=email&utm_campaign=_28th_Nov_2012_-_Daily_E-mail into your browser for more information.

FIRMS in the West Midlands have been told that developing an internationally-appealing product will boost their export efforts.

The head of University of Warwick-based WMG, Professor Lord Bhattacharyya, said having such a weapon in their arsenal would enable firms to compete successfully overseas.

“Great Britain has some fantastic SMEs and many are exporting and trading successfully across the world. In order to be successful overseas, SMEs need to have an international product to sell alongside a market pull,” he said.

“It can be difficult for companies if they don’t know the local market or customers, this is where developing partnerships can help to access countries and lead to success.”

Lord Bhattacharyya was speaking at an Institute of Directors breakfast event, held at the university.

Opportunities to grow via overseas trading is the subject of the Export 2012 Seminar being staged by Barclays and TheBusinessDesk.com on Friday November 30.

UK Trade & Investment (UKTI) adviser Robbie Beak will be joining fellow speakers, Black Country Metals chairman and managing director Peter Mathews and Adrian Bailey, Labour MP for West Bromwich West, at the breakfast event.

The seminar is aimed at firms who are not currently trading their goods and services internationally or those who are but would like to do more.

The event, which will be chaired by TheBusinessDesk.com editor Andy Coyne, will be held at the Latitude Club in the One Snowhill building in central Birmingham and will be an 8am for 8.30 am start. It is expected to finish at around 10.15am.

If you would like to attend the export seminar please send an email to Lisa Kennedy at Barclays at lisa.kennedy@barclays.com

Follow this link or copy and paste http://www.thebusinessdesk.com/westmidlands/news/399099-export-2012-seminar-products-need-to-have-international-appeal.html?utm_source=newsletter&utm_medium=email&utm_campaign=_22nd_Nov_2012_-_Daily_E-mail into your browser for more information.