Business Tips from Santa Cruz County SCORE

Santa Cruz County
www.santacruzcounty.score.org
Santa Cruz SCORE Newsletter
Volume 8, Number 1, January 2016
Check out the web site for our schedule of workshops for 2016.  You will also find a number of other items that we hope will prove useful in your business.
Consider Your Marketing Goals
Entrepreneur Magazine's December issue contained a great article by Ann Handley on setting your marketing goals for the coming year. Without going into the detail she provided, it is worthwhile to talk about some of the high points.
 
Ms. Handley began by advising that one do less marketing. Shocking? Not when you consider the logical alternative: improve the focus of the marketing you still do. Where will you find your customers? Those are the places to invest your marketing resources. If you're seeking a young customer base, you might not want to use Atlantic Monthly. Examine all the marketing you do and decide where your money is best spent.
 
One example of better focus might be the creation of something to which customers can subscribe. Make them dependent on you. Make them look forward to the information you send them. That's part of the reason we've now gone monthly with the SCORE newsletter. If an increased frequency makes us more valuable to your business, you'll be more inclined to use our other free mentoring services. Customers return to where they find value.
 
All of your assets should be aligned to the value you offer. Your online marketing tools should be a suite rather than a disconnected set of offerings. Alignment will also help you meet your goal of focusing better while investing less in marketing.
 
And lastly, going mobile will probably help you achieve that alignment. Your customers will be more mobile this year than last. If you want to keep up with them, you will go more mobile. Look at all of the social media you employ and ensure that what you are doing with them works comfortable in an intensely mobile business environment.
 
If you need advice on implementing these goals, talk to your SCORE mentor. This is only one of many areas in which he or she can be one of your business' most critical assets.
Don't Believe the Myths of Domain Name Registration
 
Myth: domain name registration is difficult. Many great domain names are still available for registration in as little as five minutes at any domain name retailer. These online stores make it easy for you to search for available domain names with name suggestion tools. They also offer other services like as Web hosting and website design so you can register your domain name and set up a website all at once. 
 
Myth: I only need a domain name if I have a website. A domain name can be used for many purposes. Many who are not ready for a website simply register their preferred domain name to ensure it doesn't get taken by anyone else. They may use it to create a professionally branded email address, or as a Web address that can point customers to an alternate online presence , such as a social media page.  The benefit of registering a domain name and using it in any of these ways is that when you are ready for a website, you know you will have the domain name you want. 
 
Myth: domain name registrations are expensive. A domain name can be registered at a very reasonable price, sometimes for as little as $.99 per year. The relatively low cost of domain name registrations can help businesses to register multiple domain names and build a domain name portfolio for use in promotional or brand-protection strategies. The key is to align your brand and relevant keywords to maximize the value your domain name can bring to your existing and future online presence.
 
Myth: domain name registration is domain name ownership. Domain name registrations use a subscription-like model that allows a person or business to register a domain name for a certain period of time (usually a year). At the end of the registration period, the domain name registrant has the option to renew the registration or let it expire. It is important to renew a domain name registration, or you may find that all of your work building traffic and views to your site will benefit someone else if they register your domain name after you let it lapse, and will also potentially cost you more in rebranding.
 
Now that we have debunked these myths, remember a domain name can be your online address regardless of whether or when you build a website for your online presence. You can use it for branded email or to redirect to another Web location of your choice. Secure or maintain your online brand today. A domain name registration is the best way to establish yourself online - with or without a website.
 
We would like to thank Verisign for this information.   For more than 15 years, Verisign has operated the infrastructure for a portfolio of top-level domains that today includes .com, .net, .tv, .cc, .name, .jobs, .edu and .gov, as well as two of the world's 13 Internet root servers.  To learn more visit  VerisignInc.com .

Three Employee Qualities That Could Jeopardize Your Business
  by Sylviane Nuccio
Use this section to promote a multiple events.
Just as a bad manager can destroy the best team working under him, a bad employee can create tensions among his fellow workers and ultimately affect your business in a negative way. Such tensions can tarnish the quality of other employees' work and ultimately the image and success of the company.

Besides the usual qualifications you look for in a potential employee, you should consider some personality traits.  Don't be fooled by personality tests though. Any intelligent human being can pass them. Someone passing your screening may not even be easy to get along with or honest, but instead simply intelligent enough to tell you what you want to hear.
 
Hiring an employee with perfect qualifications is great, but some personality traits can spoil any qualifications. Also, some behaviors tolerated in your company could easily reflect badly on you as a business owner.  Here are three destructive qualities you must watch for and eliminate whenever you find them, perhaps by removing the offending employee.

1. Gossiping.
Gossips can't be tolerated in a business. Yet some companies not only tolerate them, but seem to encourage them. As the manager of your business, you should be aware of who spreads gossip. Rewarding a gossip with more responsibility or asking them to report on other employees is not the way to make employees like and respect you.   You have more ethical and professional ways to identify people who are not doing their job. Using employees to snitch on other employees should be out of the question.
 
Make clear up front that gossiping is not something your management values, and that gossips will be removed if necessary. You certainly couldn't state that you won't tolerate gossiping if you encourage some employees to snitch on other employees. Such behavior will quickly become known to the other employees, and that will create serious problems.
 
2. Throwing Someone else Under the Bus.   Something went wrong, and a customer is upset. The employee responsible for the upset customer is quick to blame someone else. This is an unfortunate, yet common, occurrence in many businesses. Often, the person absorbing the guilt will be a subordinate who will be willing to take the blame to keep their job. It's your duty to do your best not to encourage your subordinates to indulge in this type of behavior. Always try to go to the root. Always investigate fully to find out who is really at fault. In any case, don't simply believe what you hear when someone is too quick to say it wasn't them. In the end, it really doesn't matter who made the mistake, because the company is seen by the customer as a single entity. You shouldn't keep an employee who prefers shifting the blame to solving the problem.

3. Peer Pressure.
You may have a new employee who works exceptionally well, who unknown to you is the victim of peer pressure. His outstanding work makes lesser employees look bad, and they tell him to slow down, not to work so hard, because it makes them look bad. Usually a hard worker will reveal that some of your employees are not working as hard as they are paid to. If you need to keep less efficient employees, don't let them pressure your good and excellent ones. Make it clear that everyone should try to excel. Reward those who excel, and ask them if they have any concern if you notice that they excellent work has declined. If you find out that it's due to peer pressure, remove the sources of the pressure. They are hurting your business.

First, Let Yourself Be a Good Example.
Let's be honest, if you exhibit a bad personality, you can't expect your employees to show their best behavior. As a manager, director or owner of the company, you will be watched. The culture you spread with your own behavior and personality will become the accepted culture within the company. If you're moody and unfriendly and don't know how to greet your employees in an appropriate fashion, how can you expect any better from your employees? If they know that you reward snitches, how can you expect respect or to have business free of gossip? Human nature tends to follow the behavior of the group that surrounds one. What a person might not do on his own, he might very likely do within a group. As a business owner, you are the leader of the group, and as a leader you definitely need to present an example of good behavior.

If you create a company culture that does not tolerate gossip, peer pressure and cowardliness, your business will reaping the rewards of outstanding conduct as the attitudes spread to customers over time.

Sylviane Nuccio is writes articles and press releases to help businesses grow, and coaches people about a successful mindset. She can be reached at http://sylvianenuccio.com .