As Simon Cowell tells the contestants on American Idol, “You want to be rememberable.” People summize what they know about you, think about your small business that quick. Sometimes their impressions are spot on. Sometimes it’s a bit off.

Having a personlity online makes people remember you and your website or log. Your business cards, your website, your blog, your e-newsletters, your direct mailings say something about you–and not necessarily in words. People get a feel about a company in an instant. Can you close your eyes and “see” your website? What’s the dominent color? Is there a icon, or logo? Do you see the font clearly in your head? You should be able to. Think of a couple of other sites. Are they jumbled and non-descript–or can you see one thing clearly?
That’s personality in a nutshell.

Does your marketing plan have a personality? It needs to.
I recently visited a site that had done everything right–almost.

Perhaps here’s what their checklist looked like:
Header with title and keywords placed through the text
White background for easy reading
Photograph so that viewers can identify with a real person
Email subscriber box
Follow me on Twitter
StumbleUpon, del.icio.us, and Digg
A list of quotes
Daily blog
Place for readers to join in a comment
Reader Stat Counter
Appropriate Links
The “Best of” archives

I could go down their check list–check, check, check. Yes, the marketing plan was well laid out. I loved the content but…it felt like someone had created this site for the them. It lacked personality. When I closed my eyes I saw too much. It was packed, but nothing stood out.

Web development is just that–development. It takes time to find who you are. It takes time to project the right tone in both words and iimages. Some things you’ll just know–a color or graphic–where other elements evolve.

It’s tempting when you first start a business to spend lots of money on marketing–everything from stationary to storefronts. But pace yourself. You may find that in your enthusiasm to get the ball rolling that you made a few hasty decisions.

That’s where a graphic designer and website builders can lend their expertise. You can brainstorm with them, say what you think you’re after, and then work through the process to get where you want to be. They’ll be able to turn your ideas into personality. Consider visiting WebsiteTips.com or GraphicPush.com, and remember that finding and showcasing who you really are and making sure that your “rememberable” is worth the fortitude it takes to get there.

Have you noticed that some businesses morph their look over a period of time? They create a new brand image that’s noticeably different and fresh. It might take you a minute to figure out what’s changed–you might notice their logo or font has changed. You might pick up on new images, music, or slogan that’s got a whole different feel. If your small business is feeling a bit stodgy and you’re not drawing in new customers, then it might be time to get relative to the times.

How to Create a Fresh Look:

• Keep an eye out for what you like. What ads attract you? What billboard catches your eye? Type in one of your keywords and visit other websites in a rapid fire manner. Let your brain do the work–take note of the colors, font, or images you grasp when you’re only on a site for 30 seconds. Remember, that’s how most people “surf the net,” so it’s advantageous to look at websites the way the average viewer does.
• Buy a magazine or get a brochure that features your products or services and thumb through it. Which ads caught your eye? Was it a color that stopped you? A font? Graphics? Or was it a great slogan? Find out what you like and what works for you. Mark those pages.
• Pass that magazine around the office and let others do the same. (You might want more than one magazine so that others aren’t influenced by your choices). Begin to see if there’s a pattern.
• Don’t abandon ship–you may only need to change a sail or give it fresh coat of paint. You can create a fresh, updated, relative look without spending loads of money. Perhaps you need a color change, or a new slogan. Start with one or two changes, and do some mock ups. Now is not the time to have to redo stationary, websites, and signage–so go with a few changes and see what the reaction is.
• Do you use graphics? Graphics are a great way to create that updated look. Nothing is more relative than simple two color graphics. iPod started their campaign in 2003 and became instantly known for their sleek graphics of people listening to their iPods–and you only saw their silhouettes. That became iPod’s look, and it worked. So consider the power of simple graphics.
• Update your website first. Websites are easier and more economically feasible than changing your signs and stationary. Try your new color, font or graphics on your website. Send out a email and ask people what they think. Live with it for a few weeks and see how it feels and how people react to your site before instituting these changes on a wider scale.

A new look tells people that you’re fresh and relative. Even if you’re the home town favorite and you’ve been around forever, you can still make some simple changes that draw in a newer, perhaps younger demographic.

Are things slow? Do you feel your small business is stalled? Everyone’s been in a holding pattern lately, there’s no denying that. So how do you spruce up your small business and kick start things into gear?

Surveys Can Help to Spruce Up Your Business

Surveys don’t need to be fancy. It can be as simple as picking up the phone and calling your best customers.

Ask them two questions: What does my business do well? What could we improve on?

Times have changed and so have priorities, so talking with your customers and really listening to them may cause you to initiate some changes. Your best customers will be honest–about what you do well and what you could do better. They’ll appreciate your forthrightness and you couldn’t pay a professional to see what your customers see.

Want to take it one step further? Do a survey. Some people respond better to the anonymity of a survey. Survey Monkey,QuestionPro and ConstantContact.com are great choices to assist your survey needs. You can use a template to create your survey and ask as many or as few questions as you like. You can also put polls on your website and offer incentives for those who take a survey or participate in a poll.

Keep your surveys simple. Ask a minimum of five questions–and have at least 1 question be open ended where they can “talk” (type) freely. Yes or no questions won’t help you as much as a scale of 1-5 or 1-10.

You can send out your questions, surveys, or polls in an email, or post it on your website.
Don’t just sit on the data you’ve collected. You’ve put time and effort into your survey. Break the responses down into categories and then create a plan of action.

If you do decide to initiate changes in response to your surveys, then promote it! Large corporations let the media know when changes occur. Issue a e-release, promote it on your website and in your e-newsletter. State clearly that you listened to your customer’s input and here are the changes. Your customers will feel valued to know that their suggestions were heard.

In today’s climate, it’s time to streamline and find out what you’re doing right–and where you can improve. Small changes can look big when they’re done right. Surveys can help you redefine your goals and spruce up your small business.

You’re thinking about doing a webinar. You have a lot to offer, almost too much, and you’re trying to figure out how to offer your advice and services in a way that will keep your viewers coming back for more. You’re a small business and you don’t have a lot of money to spend, and even your time is limited…so where do you start?

Questions to Ask–What Makes a Good Webinar or Online Workshop:

Is Your Webinar Accessible?
Time zones and technical glitches are the two gremlins associated with online seminars and workshops. Your job is to make sure that your webinar should be able to be viewed on any computer–no matter their connection speed, or whether they use Windows, Mac, or Unix, software or screen resolution shouldn’t matter either. So make sure that you double check your webinar capabilities on several systems.

Can they participate?
Ever been stuck on a conference call you had to attend? Did you doodle? Play solitaire? Probably. Unless there’s some form of interaction, your audience will lose interest. Make sure your webinar offers a way for your audience members to participate–a chat area or IM capabilities so that viewers know they’ll be heard. Encourage comments and suggestions.

Is the Information Relevant and Specific?
There’s lots of competition out there right now, so before you go live, make sure that your webinar is up to date. Make sure you have a title that HOOKS and that your seminar has substance and goes into enough depth to be of true benefit for companies and individuals. One of the easiest ways to fail is by not creating a compelling seminar on a specific subject people really need. Ask yourself what is it you want to know about the subject. Consider featuring a guest speaker in the field who can lend a voice of authority and draw in their own followers to your site. They’ll appreciate the exposure and you’ll reap the benefits.

As you begin to plan your webinar, keep these questions in mind. Taking the time to prepare and offer something valuable will yield you the best results. Some webinar software options include Free Conference.com, GotoMeeting.com, and MegaMeeting.com.

“But if I link out, my audience will forget–and not return to my website.”
That’s what many people think about outbound links, but it’s not necessarily true.
Small business websites thrive off of inter-connectivity and to search engine optimization (SEO).

Pointing your readers to other related sites makes sense. By offering solid outbound links, you educate your readers about the small business world and the various components they’ll need and enjoy. Your goal is to prove that you’re a valuable commodity in terms what what you have to offer, and outbound links show you have good standing in the field and you’re not threatened. By focusing on creating great content, your readers will want to return to your site again and again.

Outbound links do something else that’s really cool. It tells your readers who you keep company with–who you think is an authority or expert in a related area. You’re not really competing because every site, every business is (or should be) unique. Outbound links show other quality services and products that don’t necessirily compete with yours, but are supportive. Another key reason to link out is because that’s the standard, and without inbound and outbound links, your site doesn’t fit the norm–and search engines don’t like that.

“But what about my competitors?”
It’s true, you do have competitors online.
You don’t have to link to them. Good outbound links are to sites that compliment yours and what you offer. Don’t bother linking to irrelevant sites. Find outbound links that answer your client’s questions or offer supplemental information.

“What about inbound links? How many should I have on my site?”
Inbound linking is the standard website developers and SEO providers offer.
The point is not to have more, but to focus on the best. It’s sad to say, but not enough web sites choose the most relevant keyword phrases in their link text that will lead viewers to their site. Google uses PageRank to determine how valuable a web site is.

Google determines how valuable an inbound link is by considering its keyword rich anchor text. These links should have the most relevant keyword phrases you know. Do some research to find keyword and link popularity at Google AdWords, Yahoo Search Marketing (formerly Overture), or MSN Keywords to help you develop the most up to date keyword list. Subject relevance is imporatant–think of playing darts. Keywords lead viewers directly to your site, and wouldn’t you rather hit the bulls-eye than to have dozens of darts (keywords) that strike close, but not on center?

Inbound and outbound links create a balanced website. It shows your connectivity. It shows you know your field, and that you’re considered to be among the experts.

This week, President Obama unveiled a $730 million dollar stimulus package aimed at aiding small businesses. Good news. Small businesses are the backbone of communities. The key is to stay afloat until the rescue boats arrive…

“We know that small businesses are the engine of growth in the economy,” stated Christina Romer, chair of the White House Council of Economic Advisers. “We absolutely want to do things to help them.”

In the past ten years, small businesses have made up close to 70 percent of all new job growth, and it’s believed that small businesses will be what drives the recovery forward.

But staying afloat isn’t just about getting funds. It’s also about community involvement and customer connection. So if you haven’t sent out an e-newsletter lately, crack your knuckles and start typing.

Have you ever avoided calling a friend because were afraid to heard bad news? It’s a natural reaction, and many of your customers might not be calling on you because they’re afraid you’ve closed shop.

Have you ever been at a party and saw a group of people chatting and laughing–and found yourself drawn to them? Everybody wants to be around successful people and successful businesses. Maybe we all secretly hope it will rub off on us.

That’s why it’s time to focus on presenting your business in its best light. Feature a dedicated customer in that e-newsletter or on your website. Offer free or discounted upgrades. Generate business by featuring the products and services you have. Thank them for their past business and assure them you’re here to stay.

Are you techs sitting around the office with nothing to do? How about some courtesy service calls. Good customers will recommend you to new customers–if they’re impressed with your professionalism.

Taken any pictures lately? Get out your digital camera and take a few shots of the office, of your product line, or that customer I mentioned featuring. Post it on your website and link it to your e-newsletter.

Now is the time to connect. Project an attitude of hope to your customers and assure them that your small business is here to stay.