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Effective marketing is vital to improving your brand image and generating business, but it’s also important that this is done efficiently. Marketing should balance cost with efficacy in a way that most benefits your business and is most relevant to your market. Here are a few basic elements that will help ensure your business is being marketed efficiently and keeping wasted money to a minimum.

Do Your Market Research

Conducting thorough market research is vital to a successful and efficient marketing strategy. You must determine your target market and assess their wants and needs in a way that will help you appeal to them directly. Your market research will also allow you to determine the best platforms on which to deliver your content, and ascertain the “when and where” that will give you the best bang for your marketing buck.

Target Effectively

Once you have pin-pointed your target market you can build your marketing strategy around them. You need to market directly to your target demographic based on how best to reach them and what appeals to them most. If you can tailor your strategy around this target market you’ll be marketing more efficiently.

Avoid Wasted Reach

By keeping your sights on your target market you’ll be helping to avoid wasted reach as well. With thorough market research you’ll be able to avoid putting money into any advertising that will reach people outside of your target market – wasted reach equates directly to wasted money and inefficient marketing.

Deliver a Compelling Message

In order to appeal to your target market, you must catch their attention and leave an impression with a compelling message that’s relevant to them and their needs/desires. This message should be memorable and simple, and contribute positively to your brand image. A truly compelling message should be able to influence audience behaviour and build customer relationships with the brand.

Build Customer Relationships

Use your marketing to promote interaction between the brand and your customers in a way that will build lasting brand relationships and promote trust. Market yourself in a way that creates a positive brand image for the customer to relate with or desire. Deliver meaningful content and make yourself memorable. Social media marketing and content marketing are at the forefront of this customer relationship-based approach.

Track Your Goals and Measure Effectiveness

Your marketing strategy should include goals and milestones to be reached in order to track the effectiveness and efficiency of your approach. Track your progress toward these goals and constantly monitor the market to gauge the effectiveness of your marketing. If you’re not reaching these goals, it’s vital to re-asses your approach and modify if to get back on track. The failure to reach goals means your approach may be wasting money and this could even harm your brand.

The best way to value for your marketing dollars is to enlist the help of a marketing professional who will stay on top of market trends and advertising approaches in a way that’s relevant to the ever-changing marketing environment. Market Smartly, for example, can help with anything from planning to execution to training to support. Having professionals behind you will help keep your strategy efficient and on track to its goals.

With the right planning and attentive execution, you can turn marketing dollars into solid profits.

Business loans are leverage to help your company grow. You can expand in ways otherwise not possible. Business lines of credit improve your cash flow to meet expenses and pounce on opportunities. Meanwhile, equipment financing boosts productivity to meet customer demand.

There are common questions to ask before applying for any business loan. Your chances of approval and ROI will improve with a basic checklist. Being realistic and organized also saves time, which is your most precious asset.
Here is a business loan checklist to consider:

Have Documentation Ready:

Organizing your financials is important for loans or otherwise. A periodic review of your statements gives insight to make informed decisions.

Assume that business lenders will ask for the following:

• Previous 2 years of Business and Personal Tax Returns
• 6 months of Bank Statements
• Current Income Statement
• Balance Sheet
• Business and Personal Credit Checks

Best Practice: Ask upfront what paperwork is needed. Providing excess paperwork can slow turnarounds and raise questions. However, having docs ready often has the opposite effect.

Connection between loan and financial review: A restaurant may notice that capital equipment no longer has useful life, in accounting terms. The loss of a write-off (depreciation expense) plus the need to make more food may show the need for equipment loans.

Similarly, youmay notice that a single company accounts for most of A/R. To improve cash flow, you may apply for a business line of credit and renegotiate terms with the client.

Understand the Lending Criteria Upfront:

You can spare time, fees and frustration by knowing what is needed to qualify.At minimum, get a sense of how likely it is your loan will be approved. If you’re a startup and 2 years of business tax returns are required, simply ask about alternatives. A good loan officer will refer you to other lenders who can help.

Be Realistic and Know Your Strengths:

What makes your business a strong loan candidate? Think in tangible terms of what can be documented and proved.
How profitable is your company? Banks like lending money to leverage as growth, rather than last ditch efforts to stay afloat. Businesses have different strengths. A manufacturer may have collateral in terms of equipment, or you may have stellar personal credit to get a business loan.

Know Your Alternatives:

As small business lending expands, loan options for those with challenged credit or unique needs has become more available.

If you were denied, determine the reasons for this. Was it lack of business credit? Your industry? (Bars or nightclubs can be difficult to finance) Not enough business history or income? You can find suitable alternatives based on the answers.

Alternatives:

Business Credit Cards: A business credit card is often easier to qualify for than a LOC. The credit limit is likely smaller, but you establish business credit history for future line of credit needs. Your strong personal credit may qualify for a business credit card. The card will be under your business Tax ID, but backed by a personal guaranty.

Equipment Loans: Capital equipment loans reduce concerns over collateral, which makes qualifying easier. Restaurants, manufacturers and offices may all turn to equipment financing.

Business Cash Advances:An alternative if you don’t qualify for lines of credit or credit cards.

Industry Specific Financing: Lenders who specialize in specific industries may offer options. Bar and Nightclub loans or medical financing are examples.

Best Practice: Ask if there are prepayment penalties, in case the loan is no longer needed or refinancing options become available. It is important to understand fees, interest rates and terms for all loans.

A sustained bull market has equity investors anticipating a lucrative 2014. A weak dollar and low interest rates are among several factors that bode well for corporate profits in the New Year.

With a low dollar, export driven companies can expand into overseas markets by competitively pricing their products. To raise money, companies can issue low coupon bonds that easily exceed the yields of low risk treasuries. Robust venture capital has non-traditional borrowers turning to Elliott Broidy and other financiers for needed capital.

The past several years have seen many investors chase returns and buy securities with the strongest short term performance. As a result, many investor portfolios have grown to reflect the broader market.

Fortunately, there are convenient ways to reduce the risk of a portfolio that moves in lockstep with equity markets. Beyond hedging, these investments may be suitable as mainstays in your portfolio.

Below are some strategies to consider:

Intermediate Bonds:

Low yields are posing challenges for income investors. Risk free treasuries offer safety but little income. The rock bottom treasury yields make it affordable for non-government bonds to compensate investors for added risk. Investors should also have perspective on the impact of interest rates rising in the future.

Bond maturities of 3 to 10 years offer an attractive hedge for several reasons. These bonds add negative correlation by mostly moving in different directions from the broader market. Intermediate maturities are also attractive when there is uncertainty about interest rates.

It is unlikely that short term rates determined by the Federal Reserve will head any lower. Similarly, when and if rates will rise is also uncertain. Intermediate bonds allow you to earn yield above that of shorter maturities, without the interest rate risk of long term debt, which would be battered by rate hikes.

For most investors, mutual funds are a convenient way to buy intermediate bonds. You should review the credit quality and interest rate sensitivity of bond mutual funds through Morningstar or Bloomberg.

Depending on your risk tolerance and income needs, international bond funds may also be an option. If you plan to draw income, interest payments from stronger currencies will be increased when converting into dollars.

Real Estate Investment Trusts (REITs):

Do you want real estate exposure without the hassles and expense of owning investment property? You should consider exchange traded REITs as an affordable and liquid alternative.

These publicly traded securities are required by the IRS to pay out 90% of taxable income to shareholders. Income starved investors appreciate that many REITs currently feature yields over 6%, with some international options paying double digit yields.

Real estate is a volatile asset class that often moves separately from equity markets. However, the cash, financing and time needed is beyond smaller investors. Unlike owning real estate, REIT shares can be easily bought and sold. You can quickly take and unwind positions as investment goals or real estate markets change.

REITs also allow you to capitalize on demographic trends such as an aging population or healthcare laws. Investing in REITs that specialize in elderly care facilities or geographic regions with thriving real estate markets are examples of this.

To soften volatility, you may choose hybrid REITs that collect rent payments and also earn mortgage interest. With lending and rental revenue, a hybrid REIT is more poised to benefit from different real estate trends.

Low cost and the ability to diversify make ETFs or mutual funds suitable for most REIT investors. International REITs give you access to overseas property markets. Similar to overseas fixed income, dividend payments from foreign REITs may be increased in dollar terms. Your currency adjusted returns could also be higher during times of dollar weakness.

Summary:

Portfolio rebalancing can include adding small doses of volatility to reduce the overall risk in your portfolio.

By considering the impact of a bull market on sector weights, market cap and asset exposure; you gain better perspective for changing conditions.

In order to concentrate on their key areas of expertise as well as to save costs and resources in secondary areas, large companies often outsource certain tasks. The kind of tasks typically outsourced include payroll, HR services, translation/localisation of marketing materials or documents, tax administration and general administrative tasks.

What are the advantages of outsourcing for large companies?

The most obvious benefit of outsourcing is in cost reduction, but this should not be the only reason for outsourcing: no entrepreneur can do everything themselves, and contracting certain tasks out-of-house means one less thing for a busy company to juggle. It is also a way of getting expert assistance in a specific area without having to train existing staff or recruit new ones.

Outsourcing streamlines a business into the areas it wishes to concentrate on without having to spread resources too thinly, and a third-party supplier of HR, for example, will generally be more efficient in providing HR than a large company with many different departments. Well-trained, expert members of staff employed by the outsourcing company have access to superior technical equipment and systems and are up-to-date on current legal requirements. Outsourcing can reduce legal as well as financial risks.

When and what to outsource?

Almost everything can be outsourced, but it may not be prudent to do so. A large company should not outsource any activity that is central to generating profits or competitive success, for example; these would generally be tasks connected to the company’s brand name or core areas. For example, a company that invented a great engineering gadget should not outsource its production, but if sudden expansion put a strain on its resources, outsourcing payroll could be a sensible option.

Most large companies outsource routine tasks that waste valuable time that could be spent elsewhere, and/or temporary activities that are one-offs or occur once or twice a year and require extra resources unavailable in-house.

How are outsourcers paid?

When a large company finds a third party supplier to outsource certain aspects of their operations to, the two parties will sign a contract or Service Level Agreement (SLA) as regards payment. Outsourcers are normally paid a fixed cost for all services as defined in the contract; any additional services that may occur are charged extra.

Where are tasks outsourced?

Many tasks, including payroll solutions, IT and tax administration, can today be outsourced to a third party supplier based anywhere in the UK thanks to modern computer and communications technology that enables efficient business without the need for face-to-face contact.

How does a company find a good outsourcer?

Make no mistake: the selection process is of utmost importance. Choosing the right outsourcing partners is not only about finding the cheapest provider: the right partner must be good at what they do and be a trustworthy and legitimate enterprise. It’s also important to ensure that contracts and SLAs are written in a way that meets everyone’s needs, and that can be adjusted by the company to suit unforeseen changes should they arise.

The internet has made finding good outsourcers easier; for instance, typing get ‘tax help here’ into a search engine can bring up many qualified and reputable companies suited to one’s needs.

That is a very good question. How do you finance your small business? How small is your business? Do you dare go to a bank and try for a traditional loan? Well…. You can try. If you have immaculate credit and it screams good risk, you are likely to get that loan. But if you are under 700 in the credit score, forget about it!

Here are some other options to look at:

• You can try a pay day loan, but you may go broke trying to pay it back.
• Of course, there is a loan on your house. Do you really want to risk your home if the business fails? NO!
• You can try a loan shark. Do you like your legs? They are quick to loan and quick to ask for it back. Better hide the family too.
• How about a cash advance on your merchant account? What? You don’t know what I am talking about….. Well, let’s get you some information.

Loans for small businesses

When the market crashed and banks decided that the very people they were bailed out by should not be getting help, the merchant account servicers heard the cry. They put together packages to help anyone in need. All you need is a merchant account to make payments.

It’s really rather easy

Depending on the business you have, you adjust the kind of account you process credit and debit cards through. With that, you ask for a cash advance or loan. They will help you out up to $250,000. So let’s say you borrow $5,000 and you agree to the terms of 5% interest.

How it works

The Merchant account servicer has bought your credit and debit purchases at a reduced rate. Every day that you get paid with the cards, that five percent is taken out of the daily totals. If you have a bad day, they have a bad day. So, if you have $500 in sales that day and it was on the cards, your total payment for the day is $25.00. In the grand scheme of things, that’s not bad.

You will have the loan paid off in 200 days, or 6 months. Some merchant account servicers will do a traditional pay back program. You just have to ask to find out the best options and what programs they use.

For every good guy

Just like anything, for every good business is one that is a fraud. So, when you go about this, take the time to insure they REALLY are a business. Be sure they are one of the good guys. Check for online forums and their names. See what people are saying about them. Do several places; don’t give up. The right one is out there for you. It’s no different than trying to find the right boots. You have to keep looking to get them to fit correctly.