[This article is originally published in forbes.com written by Brandon Stapper - Uploaded by AIRS Member: Dorothy Allen]

In 2018, a one-size-fits-all approach to lead generation simply doesn't work anymore. Appealing to different market segments to generate leads requires an intimate knowledge of the different lead generation tools at your disposal. And knowing these individual tools isn't enough -- you must also create the perfect blend of lead generation tools to reach all corners of your prospective markets.

As a printing company, we market to a wide variety of clientele. From corporate businesses that need new signage and displays for promotions, to individual clients who need invitations and decor for celebratory events, we've had to learn how to market effectively to them all. Along the way, I realized that the engaging subject line sales email that worked for a company in the trade show circuit won't work for a bride looking to print her suite of wedding stationery. This doesn't mean I've had to choose one or the other, but instead I have had to make a plan to reach both efficiently and effectively.

If you would like to do the same in your small business and create the ideal mix of lead generation tools to work for your markets, here are some of the tried-and-tested tips that worked for me.

First off, what is lead generation?

Lead generation can best be boiled down to how you create and capture interest in your product. This broad definition encompasses a ton of different methodologies, from in person to digital. Most importantly, lead generation evolves with the times. As new technologies surface or the latest social media craze begins, lead generation aims shifts to meet each market segment where they're at.

The biggest trend to date is the desire for an organic lead generation. Cold calling is out and often viewed as an antiquated, interruptive and tiresome practice. Instead, customers prefer a soft sell, in which they organically stumble across your product or service and make the decision to buy.

Find your mix with these three questions.

The answer to how to create your lead generation mix can be answered in three simple questions and validated by on-the-ground research. Before blindly investing in marketing campaigns over multiple platforms, ask yourself:

  •  Where does a member of my target market spend most of their time?
  •  Why would a member of my target market need my product or service?
  •  What is the member of my target market's buying preference?

These three questions will help you suss out the best ways to position your product or service. Pay attention to the last question -- buying preference is a big one. If you're marketing to a younger generation, chances are you'll want to have a clean, uncluttered site with a quick checkout option -- and I mean quick. Filling in a bunch of questions and being taken through a cyclone of pages may convince your younger buyer to leave your product in their cart.

Allocate your funds accordingly.

After some thought, you probably have a pretty good idea of your ideal customer and where they buy most of their products (and why). Depending on the size of each ideal customer base -- like our company, you may have many -- allocate your marketing funds accordingly. If you primarily do business-to-business (B2B) sales, then email lead generation software and state-of-the-art trade show displays may receive the majority of your marketing support. If you're searching for a younger, hipper demographic, you may disproportionately put funds toward influencer campaigns, social media, and web design.

Here are some ideas to get you started.

If you're unsure exactly what tools are at your disposal, do some research by talking to and observing your target market. Here are some rules of thumb to consider in triangulating the perfect approach for an organic lead generation.

  • Content marketing: Writing helpful how-to articles establishes you as a thought leader that people feel encouraged to buy from. Guest posts on other sites are also a great way to gain visibility with new audiences and encourage organic lead generation. Depending on your industry, this approach is a great way to attract the eyes of young professionals looking for career advice.
  • Social media: If your product or service can be marketed visually, Instagram and Snapchat are great platforms to get the attention of younger millennials. Facebook marketing is a strength when appealing to middle-aged consumers. Keep in mind that mindless scrolling on Instagram and Facebook occurs during downtime, and Facebook is the main culprit behind browser tabs when professionals are killing time at work.
  • Trade show and professional networking: Consider joining your town or city's Chamber of Commerce or CVB. You'll rub elbows with decision makers who know other decision makers, and establishing yourself as a leader in your community or industry can easily create organic leads. Trade shows are also a good opportunity for B2B networking and lead generation.

There are too many other examples to count, but if you spend time putting yourself in the shoes of your target market and searching out the points where they would stumble across your product or service during the day, you can't go wrong. Crafting the perfect mix of lead generation techniques is a challenge, but a fun one -- especially when it pays off!

Categorized in How to

 Source: This article was Published smallbusiness.co.uk By Ben Lobel - Contributed by Member: Clara Johnson

Criminals are looking for small businesses' data to sell on the dark web. Here, we look at how to be vigilant.

Most small businesses don’t give two hoots about the ‘dark web’, the part of the World Wide Web that is only accessible by means of special software, allowing users and website operators to remain anonymous or untraceable.

As far as many are concerned, the dark web is a murky place where dodgy criminals congregate to buy and sell things like weapons and drugs. It feels like a world apart from everyday business.

In today’s world, though, that’s a dangerous mindset to have. The truth is that, while criminals have been using the dark web for years to sell illegal items, they’re also using it more and more these days to sell something more valuable — stolen and leaked corporate data.

Today, every business has a wealth of valuable data, whether it’s employees’ personal details, corporate credit cards or sensitive client information. Criminals want to get their hands on that, so they can then sell it on the dark web to make some easy money. And it’s not just the criminals who want your data.

‘Hacktivists’ will happily steal from you and post your data online for free just to win kudos or because they want to damage your company reputation. Ex-employees can copy data to a USB or email it to themselves at home and then either deliberately leak it or suffer a breach themselves. And ‘script kiddies’ run automated scans to find vulnerable websites and servers for easy pickings.

The easiest victims to pick on are the small ones

And it’s not just the big firms who are targets. Small businesses are equally at risk, if not more so because they often lack the cybersecurity resources to deal with the problem. And every industry is equally at risk. The truth is that passwords, corporate credit cards, employee personal details, client information and so on are equally valuable whether they come from a big company or small, in manufacturing or in retail. The opportunistic nature of cybercrime makes the perpetrators blind to industry or size — and once perpetrators get hold of your data, they can wreak havoc with it. With corporate credit cards, criminals can buy what they want. With employee personal details, they can target victims with phishing attacks and fraud, and with client information, they can blackmail you.

Jeremy Hendy, CEO of cyber intelligence solutions company RepKnight, says he sees thousands upon thousands of dark web dumps every day of client login details (yes, with passwords). And most of the organisations to whom the data belongs have no idea these sales are happening because the dark web is, well, hidden. ‘The relatively low risk of getting caught (because the dark web affords strong anonymity) combined with the chance to make a lot of money (or at least show off) makes the dark web an incredibly attractive place for cybercriminals,’ Hendy says.

So, what can we do about it? First, we need to change the way we think about cybersecurity.

How AI and Big Data Impact the Structure of the Financial Industry

Protecting your network is a poor way to protect your data, Hendy says. ‘Protect your network, and your data’s safe, right? Wrong. Protecting your network is a poor way to protect your data.

‘Consider it from a parenting point of view. To protect your children (your data), you can install video cameras to the outside of your house and build a big fence around the perimeter of your property to deter kidnappers from getting in (expensive and complex).

‘But what about those times when your children need to leave your property, which will happen pretty much every day? Once your children have left the safety of the house, your house’s protection is useless.’

The same goes for data, he adds. The nature of modern business dictates that your data no longer live within the perimeter of your network protection. It has already flown the nest and has scattered into the online stratosphere through email and collaboration with third-party partners and suppliers.

“Even with the strongest network security, you’re still at risk of having a cybercriminal gain access to your network”

Hendy says that RepKnight recently did an audit of its own data and quickly found that there were around 35 partners, systems and places that were storing the data — all outside of its own network. ‘And we’re a small company, so imagine how that’s going to be magnified for larger organisations.’

Once that data leaves your network, its safety is well and truly out of your control. ‘But unlike children, once your data has left your perimeter it is at risk of being duplicated and leaked, so even if your data does return to the safety of your network, a copy will almost certainly exist elsewhere,’ Hendy says.

Even with the strongest network security, you’re still at risk of having a cybercriminal gain access to your network without your knowledge through the use of ‘compromised credentials’.

‘These kinds of attacks are on the rise because so many people use the same password across various accounts like banking, social media, online shopping and much more.

‘If one of those third parties suffers a breach, chances are they’ve unwittingly handed over the login credentials to your company network, giving criminals the chance to snoop around undetected and steal whatever they want. By the time you find out — which is usually after 450 days after the breach first happened — it’s too late to do anything about it.’

How to combat the threat of the dark web and protect your data

  • Change the focus from network protection to data protection — with an acceptance that your data has already ‘left the building’.
  • Weigh up your options. For most companies, combatting the threat of the dark web is not something that you can do manually. Not only is it hidden, it’s dangerous (rife with malware and phishing sites — there’s no honor amongst thieves) and horrifying (you’ll see things you wish you could un-see and perhaps earn yourself a surprise visit from law enforcement agencies). The dark web is definitely ‘not safe for work’.
  • Consider advanced, automated monitoring software that continuously looks for your data in places where it shouldn’t end up — like dark web marketplaces and bin and dump sites. If the monitoring system finds something it believes to be yours, it should tell you immediately, alerting you to a potential breach you might not even know about yet.
  • Be aware that data monitoring is like tracking your children through GPS. If they go missing, you’ll at least be able to see where they end up. So, if you can track your data in this way, you can do something about it when things go wrong. And so, with today’s technology, there’s no reason for the dark web to remain a hidden threat to small businesses.

Categorized in Search Engine

Here are five things in technology that happened this past week and how they affect your business. Did you miss them?

1 — Your Mac is no longer immune to malware attacks.

Check Point researchers have discovered an email-phishing campaign in Europe that is specifically targeting Mac users. The trojan is the first of its kind for Apple computers, and “it phishes for credentials by displaying full-screen alerts that claim there’s an urgent OS X update waiting to be installed.” Dok then accesses the victim’s system and grants administrator privileges to the cybercriminals so that they can install malware without being noticed. (Source: Forbes)

Why this is important for your business:

Gone are the days of PC-only virus attacks.  Now malicious hackers are going after Apple devices too, so don’t think you’re safe just because you’re in an Apple environment.

2 — Apple Pay transactions have been growing astronomically.

Apple’s CEO Tim Cook recently announced that the tech giant’s mobile payment service has become more popular with consumers than ever before. In fact, Cook said that Apple Pay transactions in the most recent quarter rose “450% from the same period a year ago.” Apple Pay has expanded to international markets in the past year, including the United Kingdom, Japan, Russia, Australia and Canada, which has helped it to become more accepted and widespread across the world. (Source: Fortune Magazine)

Why this is important for your business:

Apple is fully committed to their payment platform, and it is paying off. If you’re in retail or regularly accept credit cards, you need to make sure you’re also set up to take payments via Apple Pay…or you could potentially lose business.

3 — PayPal has new tools that will make it easier to start an online business.

PayPal has announced a new feature called “Business in a Box” that will provide small businesses with an easy way to access its curated partners, including WooCommerce and Xero, as well as the company’s own working capital. Amit Mathradas, PayPal’s head of small business for North America, said, "There is an ecosystem that we play in, and we should be helping to curate it, to help merchants get set up quickly, to start an online business or to take an offline business and move it online.” (Source: Forbes)

Why this is important for your business:

Apple Pay is certainly not the only game in town. I’m a big fan of PayPal and its deep roots in small business, particularly with merchants. Given these new tools, PayPal may be an even better payment option for your business to use so that you can provide the best payment choices for your customers.

4 — A new startup plans to use science to make work a more positive experience.

Humu hopes to improve people’s jobs by using machine learning and science to “ensure that employees always have good days at work.” The company’s founder has said of the new startup that people should “be constantly learning and growing, and surrounded by people who are doing the same. We all have good days and bad days, but what would work be like if every day were like our best days? Imagine what we could achieve.” (Source: VentureBeat)

Why this is important for your business:

Though still in their infancy, machine learning apps from companies like Humu will soon be widely used to track employee behaviors and will guide you on how to help them be more productive and happy. Keep an eye on this trend.

5 —  Here’s another bank that's merging technology with finance.

Capital One has launched “We Work As One,” a program that connects small businesses with local Capital One cyber-cafés for “a series of opportunities by educating café customers on industry trends, engaging consumers and the community in new ways, and addressing unique obstacles and challenges that small business owners face.” Capital One is a Marks Group client. (Source: Capital One)

Why this is important for your business:

Banks are continuing to use a combination of technology and education to attract new customers. Your business may want to do the same.

Gene Marks owns The Marks Group,  a 10-person technology consulting firm and is also a small business expert, speaker and columnist at other major outlets.

Source : This article was published in forbes.com By Gene Marks

Categorized in Business Research

The new FCC chairman wants to dismantle the rule that equalizes access to the Internet. If he succeeds, it will hurt all of us.

This alarming turn of events comes on the heels of Congress voting to roll back a Federal Communication Commission (FCC) rule, which eroded consumers’ abilities to keep their information private from internet service providers.

Net neutrality is a fairly basic first step to be sure we all have access to Internet, and at the same terms of pricing and speed.

Net neutrality rules were first put in place in 2015 when the FCC determined that broadband Internet service providers were to be considered “common carriers” – entities that provide an important service to the public relating to moving things (in this case, data) from place to place – and prohibiting them from charging customers different rates for different speeds.

Now Pai is making a case for reversing those rules.

Chairman Pai stated on April 26th that Title II (net neutrality) is adversely affecting low income rural and urban neighborhoods and widening the digital divide (see ~28:10 in the linked video) because investment in internet infrastructure went down between 2014 and 2016.

Pai said that during that same time period (see ~27:36 in the linked video), “According to one estimate by the non-profit Free State Foundation, Title II has already cost our country $5.1 billion in broadband capital investment. Given the multiplier effect from such spending, that means Title II has already cost us approximately 75,000 to 100,000 jobs.”

The connection between Title II, job losses, and net neutrality is theoretical and shaky at best. Correlation isn’t causation – and the Free State Foundation (FSF) “think tank” consists of a former FCC Associate General Counsel, his wife, and a few Fellows who regularly quote Chairman Pai in their materials and whose non-profit 990 tax return doesn’t reveal their donors. FSF has ties to the conservative leaning American Legislative Exchange Council (ALEC) through Seth Cooper, who joined FSF as a research fellow in 2010. Mr. Cooper is the former director of the ALEC Telecommunications and Information Technology Task Force and acts as Amicus Counsel for ALEC.

What is Net Neutrality?

Net neutrality in its ideal form is when all Internet traffic (emails, streaming video, music, etc.) is treated equally without preference for or against any particular type, or source, of data. Data creators and users are thereby treated by owners of the connection (the Internet Service Providers, ISPs) without bias – i.e. neutrally. The ISPs can’t price access differently for different application service providers (i.e. Netflix) based on who they are, and can’t give one application service provider a speed advantage over another in return for more money.

Until recently, ISPs could not look at the data that flowed through the pipe, but now they can, and they can sell it, as a result of the rollback of Internet privacy rules this month. Net neutrality thereby allows the Internet to be a free and open market; in this case a market that underpins basic household needs and foundational commercial transactions, both large and small.

To illustrate, imagine one super-sized highway, with multiple lanes. There are four ambulances carrying four heart-attack patients to the hospital. One patient pays for fast lane service; three can’t afford it. The patient who can afford more gets to his destination a lot more quickly – but if every patient deserves the same opportunity for basic services, then access to the road should the same for everyone. That’s net neutrality in a nutshell.

Without net neutrality, it’s the same highway – but with multiple paid express lanes that have no speed limit for some, while others are stuck in specific lanes with lots of traffic and varying speed limits.

Net neutrality and free markets

In America, we generally support the notion of free markets, believing that markets work better and are more fair when unencumbered by burdensome regulations or unfair trade practices. Citizens and businesses have over the years come to require certain basic services and accesses, and attendant rules have evolved in order to balance consumer needs with market forces. Rules are put in place by lawmakers to combat financial fraud, pollution, price fixing, and abusive monopolies, while still allowing for a balance that allows market growth.

Typically, those who lean right politically have supported free market economics, commonly defined as economies “where buyers and sellers can make the deals they wish to make without any interference, except by the forces of demand and supply.” As applied to net neutrality, it is difficult to understand how lawmakers espousing free market principles can support extinguishing the rights of individuals and small businesses to have equal terms and access to the communications channels and tools of education and commerce that each entity and individual should possess.

The rollback of net neutrality is contrary to an individual’s rights and liberties in this modern world, where even your child’s elementary school homework is online, and it also undercuts the most important sector of our economy – small businesses.

While proponents of net neutrality say Big Telecom already has too much power, those opposing net neutrality argue that it gives disproportionate power to the government to govern the Internet – the same government that is incapable of running its own technology. While it’s tough to argue for the competence of the government in this regard, or its speed or efficiency, this point conflates the notion of directing Internet traffic with regulating the companies that provide Internet service, and ensuring that those companies are treating people fairly. The government plays a role in overseeing the equitable use of basic services like water, power and roads, and this is no different.

The impact on Nevadans – less access, diminished ease of use and hard on new businesses

The biggest Internet issue for Nevadans is simple access. This is mostly an issue in the rural areas, but it is also true in some urban areas where the carriers do not earn a high return on establishing residential service.

Although Americans embrace capitalism and the notion of a business’s right to generate a return on investment, they also believe that certain basic services are essential to most American’s ability to survive and thrive: water, power, and telephone communications services are among them. That is why these services have rules that enable all households and businesses to be treated fairly and in a manner that does not impair their ability to fully participate in daily activities and the economy.

Today, Internet connectivity has moved from a luxury to an essential service – as it did in the past with with electricity or the telephone. Indeed, the most financially fragile are the most dependent on the Internet and smartphone connectivity to find employment, housing, and transportation

Recently 56 senators from both parties, including our own Sen. Catherine Cortez Masto (D), wrote a letter to the FCC stating that “Many operators remain unable or unwilling to offer such broadband because their prices would still be unreasonably high … despite the reforms last year, millions of rural consumers are still not seeing widespread affordable standalone broadband services.”

In May 2016, then-candidate Cortez Masto stated that she would work to ensure “every rural community has access to high-speed broadband, and small businesses have access to necessary capital to keep and create jobs.” She followed up on that in a speech in April to a joint session of the Legislature, “The Internet has become a necessity in today’s society, and no Nevadan should be without access, regardless of where they live.”

Killing the net neutrality laws on the books would make this lack of access worse.

The internet needs to be treated like a utility. In fact, that was the underlying premise when the FCC ruled in 2015 that ISPs (especially high speed Internet) are common carriers. This built on precedent that defines this term such as when the Ninth Circuit Court of Appeals in 1924 ruled that “A common carrier is generally defined as one who, by virtue of his calling and as a regular business, undertakes to transport persons or commodities from place to place, offering his services to such as may choose to employ him and pay his charges.” In this case the commodity is data.

Why speed matters: Three words – PAGE LOAD TIME

Right now, by law, your Internet Service Provider is required to provide access to all content on the Internet to you at the same speed. This means that your connection to the kid who is starting a cool website out of his basement is the same speed as your connection to Facebook. This matters.

According to a 2008 Aberdeen Group study “A 1-second delay in page load time equals 11 percent fewer page views, a 16 percent decrease in customer satisfaction, and 7 percent loss in conversions.” That difference means that a small business or a tech startup may not be able to get off the ground if they are at the bottom of the speed priority list, while their deeper-pocketed corporate competition thrives.

After all, how often would you really use a retail website that made you wait much longer than Amazon? About as often as you would go that funky neighborhood boutique if you every time you shopped there, you had to wait in line significantly longer than at a major department store.

To see what this could mean, consider this true story. It is January 2005, and three friends named Steve Chen, Chad Hurley, and Jawed Karim decide to figure out a better way of sharing some videos they had made during a friend’s dinner party in San Francisco. They soon went on to found YouTube – a site where users could easily upload, share and view video content. Now imagine that this video content took forever to load because they couldn’t afford to pay the ISP fees to guarantee fast speeds and priority access. There would likely be no YouTube, and we would not be using YouTube today as a hub for personal creativity, study and work. (Incidentally, YouTube was sold to Alphabet for $1.65 billion in November of 2006. That’s rather notable economic value creation.)

Without net neutrality, the next YouTube, PayPal, or Facebook – web-based products that have clearly contributed both to our economy and well-being through job and value creation, as well as our education and our entertainment – may not be created or will die just after birth.

Killing net neutrality kills the fundamental thing that makes the Internet so great for consumers in the free world: choice. When you kill net neutrality, you take the choice out of the hands of the individual and put it in the hands of their Internet Service Provider. Killing net neutrality not only destroys today’s competition but also stifles tomorrow’s innovation. This creates tremendous disadvantages for the smaller players, and for end users.

Small businesses and startups will be disadvantaged

For the 238,000-plus businesses in Nevada that employ more than 40 percent of the private workforce, loss of net neutrality can and probably will have a large impact – and disproportionately in the rural areas of Nevada and smaller cities that have a greater percentage of their population engaged in commerce generated by small business, versus people working for big corporations.

How much does page load time affect a small business in Nevada? PC911, a leading Las Vegas IT service, video surveillance and security company, used a Content Delivery Network to decrease its average page load time by 22 percent. That improvement alone made the “bounce” rate (how many people leave your website after reading just the page they came to) drop by 28 percent. That’s right: reducing page load speed by one-fifth caused more than one-quarter of the people that visited the website stay and look at other content.

Today’s small businesses are tomorrow’s major companies. “It is estimated that two thirds of the companies that will make up the S&P 500 in 10 years’ time haven’t even been created yet,” according to Michael Hayman. Now more than ever small businesses and startups matter, and slow page load times will drastically affect them.

Further eroding the competitive landscape for small businesses is page load time impact on Internet search results. All search engines use an algorithm to decide what to put on your search results based on a multitude of factors including web page load times. Slow page load times lower your Google and Bing rankings in search results. The lower your website is ranked, the fewer people will see it or initially go to it. Without net neutrality, creativity and merit matters less, or not at all. This results in less opportunity for small businesses to grow into big business and in turn erodes our economic growth.

Population data taken from Nevada Demographics.

Firm data taken from the Small Business Administration.

How does it affect individuals? Higher costs, worse service

A loss of net neutrality means individual consumers, already at the bottom of the pay-to-play totem pole, may have less access and could even have to pay more for existing services.

First, access. A company (especially a startup or small business) will most likely buy higher priority speeds based upon market penetration. They are going to think, “How can I reach the most potential users for the least amount of money?” Clearly buying “fast lane” access in a big city like Las Vegas is going to make much more sense than paying an ISP in Sloan or Tonopah. After all, they are going to spend their money to target a bigger market (i.e. more people) than places that have a smaller market, in part because they have a limited budget. Reduced demand will naturally diminish services over time to smaller markets. If we kill net neutrality, a nationwide company would have to pay every single ISP in America to get priority access to make sure their app works as they tested it. That does not seem affordable.

Without net neutrality, those who will require “fast lane” access to maintain their existing business models – for example Netflix, to which almost 4 out of every 10 households in America subscribes – will most likely be charged more by their ISPs to maintain the same speeds due to the high volume of data it takes to stream video. They will then pass those additional charges down to you, the consumer. To stay competitive without net neutrality, websites and apps like Netflix, Skype, and YouTube will have to increase prices, start charging to maintain the same speeds, or force you to view more ads. This is why Netflix, and others who want to keep their prices low and customers happy, have come out against killing net neutrality.  

Another possibility is that people will pay more for the services they already have without even getting a faster speed. Because ISPs are regional, a company will in all likelihood charge everyone a higher price, instead of charging by area or zip code, which can lead to headline risk – when bad news stories lower a company’s value. So you would pay more for Netflix whether you lived in Los Angeles or Georgetown, South Carolina, but only users in Los Angeles would maintain the speed they already have.

Nevada is a good state-level example of this problem. In Tonopah (89049) there are only three home Internet options and four business Internet options – and only wired Internet or DSL. By contrast, parts of Las Vegas (89118) have four home Internet options and 29 business Internet options including fiber, cable, wired Internet, and DSL. In this case businesses have almost five times as many options in Las Vegas than Tonopah for providing internet, and faster internet options too like cable and fiber internet.

How does it affect the country? It will divide us more.

Killing net neutrality will further divide our country. It will further split those who live in big cities from those who live in smaller communities. The coasts and big cities will have the same access, but everywhere in between could pay higher prices for slower service.

Places such as Hawthorne, Ely, Fallon, and smaller communities in Nevada will suffer the most. Households could end up with different access to technology based solely on the demographics of the area. It will affect how people get their news, educate their children, and find medical resources, among other things.

Killing net neutrality is the best way to turn today’s big tech companies into tomorrow’s robber barons. Consumers will be gouged and small businesses will die before they ever have a chance. We need to speak up to keep the Internet neutral.

FCC Chairman Ajit Pai will seek public comment in May and then the FCC will formulate a new set of regulations that will require a vote. Some Republicans in Congress have supported open-Internet legislation that would override the FCC rules. Democrats say they will oppose overturning the current rules.

This article was published on thenevadaindependent.com by Heather MurrenBY

Categorized in Business Research

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