Small-business owner wonders how to allocate marketing efforts | How to get more mileage out of e-mail marketing | Sequestration might hit small-business lending
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March 4, 2013
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Small-business owner wonders how to allocate marketing efforts
Jeff Chinman, owner of Broadway Kitchens & Baths, is wondering whether he should direct more marketing dollars toward social media and away from radio and print. "I do not think it's an either-or situation," writes Melinda Emerson of Quintessence Multimedia. Emerson recommends that Chinman consider upgrading his website, advertising locally using Facebook ads or Google AdWords, setting up a Facebook page for each location, starting a blog and tracking where his leads are coming from. The New York Times (tiered subscription model)/You're the Boss blog (3/1)
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Marketing
How to get more mileage out of e-mail marketing
To get the most bang for your buck out of e-mail marketing, be sure to optimize your e-mails for mobile readers, stay CAN-SPAM compliant and be transparent during sign-up about what kinds of e-mails users will receive. "Being clear upfront will help you to build an interested and engaged mailing list and minimize your unsubscribe rate," Samantha Carlin writes. SCORE Small Business Success Blog (3/1)
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Is Pricing Low Your Strategy to Success? Think again.
Pricing is the heart of a business. It affects everything you do and is affected by everything you do. Economists talk of supply and demand as key factors behind pricing—successful entrepreneurs manipulate demand by making their products more desirable. These six steps will help you determine the right price for your product or service, read the article and learn how to get pricing right.

ManagementSponsored By
4 tips for running a successful family business
In a family-run business, it's important to make sure roles are clearly defined; treat coworkers as coworkers, not family members; and prevent your business from affecting your family life. "The business has to be run in a different way than the family is run," said business counselor Karen Calcango. Entrepreneur online (3/1)
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Money
Sequestration might hit small-business lending
Sequestration might affect small businesses' access to capital, especially companies that rely on Small Business Administration loan guarantees. Cuts to SBA loan guarantees could lead small businesses to alternative lenders, some say. CFO.com (2/28)
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Creative ways to save on expenses when expansion is the goal
Yael Krigman quit her law-firm job to focus on her cake-pop business, and after initial success with corporate events and parties, she wants to open a storefront. Her challenge is a lack of capital. As she searches for the money, Krigman is keeping costs low by postponing hiring, using her synagogue's kitchen and getting free guidance from an MBA program. The Washington Post (3/4)
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Tips & Tools
How cyberinsurance can help your business
A cyberliability policy could help your small business cope with the risk of a security breach, insurance attorney Ethan Miller writes. Small businesses often lack the resources that large companies have for fending off cyberattacks and dealing with related losses. Policies start around $3,000 annually, Miller writes. USA Today (3/1)
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Just for Fun
Man invents Oreo-scraping robot
Inventor David Neevel loves Oreo cookies, but not the creme, so he built a Rube Goldberg machine capable of splitting the cookies in two and carefully scraping away the offensive filling. MAKE Magazine blog (2/27)
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SmartQuote
Social media should be part of any overall marketing program."
-- Melinda Emerson, founder and CEO of Quintessence Multimedia, writing at The New York Times' You're the Boss blog.
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