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The 2008 StartupNation Home-Based 100 list is now in, and one thing is clear: Starting and running a business from home is more mainstream than ever.

The number of contestants in the Home-Based 100 tripled, numbering in the thousands. Votes in support of those businesses increased tenfold, up to a quarter of a million.

Part of that is because our list is becoming better known, of course. But it’s also a sign that what home businesses do is of immense interest to more and more Americans, as the do-it-yourself boom expands.

• Slide show: StartupNation’s Home-Based 100

Indeed, more than half of all U.S. businesses are now run from kitchen tables, extra bedrooms, basements and garages. Home-based businesses make a $530 billion contribution to the nation’s economy each year.

And for many Americans, starting up at home has become a necessity. What appeared to be simply another economic downturn a year ago, when we compiled the first Home-Based 100, has devolved into a far more dire situation. Major economic giants, including Lehman Bros. (LEHMQ, news, msgs), American International Group (AIG, news, msgs) and General Motors (GM, news, msgs), have shown their vulnerability. As corporate titans lay people off by the thousands, many Americans are being forced to find new ways to make a living.

Their criteria? Inexpensive to start. Immediate results.

Enter home-based businesses. Running your own show from home typically requires little more than a skill set and a passion. It has become the stepping-off point for many a newbie entrepreneur.

A recent Wells Fargo study indicated that the average amount of capital required to start a business is approximately $10,000. When you consider that that statistic includes capital-intensive, brick-and-mortar startups, you realize that some home-based businesses can be started on a few hundred dollars.

Google is coming out with another browser which means that if you have a website you need to paying attention!

For the past many years Internet Explorer has been the dominant player in the web browser market but over the past few years Firefox has done a heck of a job stealing market share and now Google wants a piece of the action with their snazzy new “Google Chrome” browser.

And although I am excited about the new browser Google is creating with its clean and functional interface, it now means that as website owners we need to make sure our entire website, from entry to order, is functioning properly on this new browsing platform.

Although Firefox, Internet Explorer and Google Chrome should be using the same standards to display websites, anyone who has been building websites for any length of time knows this is not the absolute rule. Frequently a website that looks good in Explorer will be completely disfunctional in Firefox or viceverse.

In fact after a little research I already started to see complaints from Google Chrome users relating to display and functionality issues. One such complaint was “Hotmail will not load messages in Google Chrome!“… not even Google is perfect.

So the short summary is to simply go to www.google.com/chrome and download Chrome and make sure all of your sites are displaying and functioning properly. If any company has the ability to steal marketshare from Firefox and Explorer it is Google Chrome!

Direct mail is an effective way for consulting and professional services to produce leads. Read the following suggestions to learn how to successfully use it.

For consultants, attorneys, accountants, advertising agencies, public relation firms, and other organizations and individuals offering professional services, direct mail can be an effective means of generating a controlled quantity of highly qualified leads quickly and at low cost. However, the majority of consultants are unsuccessful with direct mail - largely because they do not understand how it works or how to use it. Following are some suggestions on how to successfully use direct mail to generate new business for consulting or professional services:

1. Develop a primary offer

The main reason direct mail for consulting services fails is the lack of a specific offer.
Lamely ending a letter with "Looking forward to working with you" or "I will call in a week or two" is certain to depress response to almost zero. If you tell people you will call them, they then have no incentive to call you first.
It’s far better to identify the next step in the sales process and then tell the reader to take it.
Most consultants want the mailing to result in an initial meeting with the prospective client. Therefore, the letter might offer a "free, no-obligation initial consultation."
Being more specific about the nature of this exploratory session and attaching a benefit to it will increase response. For example: "We will analyze your current insurance coverage at no cost and make suggestions that will reduce your annual premiums by 10 percent - or more."

2. Develop a secondary offer

The primary offer will attract those prospects that are most eager to do business today or in the near future.
However, this represents only a small fraction of the potential market. Therefore, a secondary offer is needed to attract those prospects who are not ready to meet right now but may have a need in three, six or 12 months.
This secondary offer is usually a free booklet, special report, brochure, fact sheet or other printed information the reader can send for by calling or mailing back a postpaid business reply card. I usually stress the primary offer in the body copy of my letter and the secondary offer in the P.S. For example: "P.S. To receive a free report explaining our four-step Market Planning Process, complete and mail the reply card today."
Typically, from 50 to 90 percent of those who respond request the free information (secondary offer) rather than a face-to-face meeting (primary offer). Calling those who request the free booklet only and "selling" them on the benefits of a free consultation will reveal that 10 to 25 percent of the booklet requesters have genuine interest and can be talked into a meeting.

3. Encourage both phone and mail response

Always include a business reply card in mailings; its absence can depress response to almost zero. Some consultants feel that using a business reply card in a personalized mailing aimed at executive prospects is somehow unprofessional. This is nonsense. Stress that the reader can respond either by mailing the reply card or calling. To encourage telephone response, mention the phone number in the letter copy, even if it appears on the letterhead. Omitting either one of these two basic response options (mail or Telephone), will depress response.

4. Establish credibility

Prospects want to deal with consultants who are experts in their field. Here are some techniques that can build this sense of credibility into the direct-mail package:

* Enclose an article you have written that deals with the topic of the consulting service being sold. This will help convince the prospect of your expertise.
* Enclose a recent article written about you. This establishes that you are a recognized authority.
* Mention some of your clients - especially well known names in the prospect’s industry. If this would cause the prospect to worry about confidentiality, mention that you have obtained permission to list the names.
* Enclose copies of letters of referral written for you by your clients. Testimonials are extremely effective; they make prospects feel comfortable and confident in your ability to serve them successfully.
* Create a separate brochure that answers any questions the prospect might have about your service and lists your credentials. This kind of "full disclosure" alleviates anxiety and creates the impression that you are reliable and professional in your dealings.
* Include your photo on the brochure, unless you think your appearance is a negative (e.g., you are extremely young looking or odd in grooming or dress). A photo gives prospects the feeling that they know you before they even meets or talk with you.

5. Use other promotion techniques to build your reputation

Direct mail is effective for generating immediate leads, but it is not the primary tool for enhancing credibility.
To build a professional reputation, you must engage in an ongoing program of self-marketing that includes such activities as: writing articles, writing books, newsletter publishing, speaking engagements, teaching, seminars, networking, and being active in industry organizations and local business clubs.
Performing these activities will lead to a higher response to direct mail because the recipient will have already heard of you when he receives your letter. Without these ancillary marketing activities, your name will be unknown, and response rates will be significantly lower.

It’s easy to become confused about these terms: advertising, marketing, promotion, public relations and publicity, and sales. The terms are often used interchangeably. However, they refer to different — but similar activities. Some basic definitions are provided below. A short example is also provided hopefully to help make the terms more clear to the reader.

One Definition of Advertising

Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

One Definition of Promotion

Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions.

One Definition of Marketing

Marketing is the wide range of activities involved in making sure that you’re continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be very different than that for another product. Marketing activities include "inbound marketing," such as market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Inbound marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), and pricing your products and services. "Outbound marketing" includes promoting a product through continued advertising, promotions, public relations and sales.

One Definition of Public relations

Public relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.

One Definition of Publicity

Publicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as they do in advertising. Regarding publicity, reporters and writers decide what will be said.

One Definition of Sales

Sales involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale (or coming to agreement on pricing and services). A sales plan for one product might be very different than that for another product.

Before you learn more about marketing, you should get a basic impression of what marketing is. See What’s "Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales?". Basically, you might look at marketing as the wide range of activities involved in making sure that you’re continuing to meet the needs of your customers and are getting appropriate value in return. Think about marketing as "inbound" and "outbound" marketing. (In the following, consider "product" to be either a tangible product or a service — nonprofits often refer to these as "programs".)

Inbound Marketing Includes Market Research to Find Out:

1. What specific groups of potential customers/clients (markets) might have which specific needs (nonprofits often already have a very clear community need in mind when starting out with a new program — however, the emerging practice of nonprofit business development, or earned income development, often starts by researching a broad group of clients to identify new opportunities for programs)
2. How those needs might be met for each group (or target market), which suggests how a product might be designed to meet the need (nonprofits might think in terms of outcomes, or changes, to accomplish among the groups of clients in order to meet the needs)
3. How each of the target markets might choose to access the product, etc. (its "packaging")
4. How much the customers/clients might be willing pay and how (pricing analysis)
5. Who the competitors are (competitor analysis)
6. How to design and describe the product such that customers/clients will buy from the organization, rather than from its competitors (its unique value proposition)
7. How the product should be identified — its personality — to be most identifiable (its naming and branding)

Outbound Marketing Includes:

1. Advertising and promotions (focused on the product)
2. Sales
3. Public and media relations (focused on the entire organization)
4. Customer service
5. Customer satisfaction

Too often, people jump right to the outbound marketing. As a result, they often end up trying to push products onto people who really don’t want the products at all. Effective inbound marketing often results in much more effective — and less difficult — outbound marketing and sales.

Blogspot SEO Checklist: The Practical Way to Improve Rankings

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So you started a blog on Blogspot, but you’re not seeing the level of traffic for which you’d hoped. Are you going to have to give up your dreams of blogging for a living, or at least making a nice side income from your writing? Maybe not. This article will show you a few ways to improve your visibility in the search engines, and hopefully your traffic.

Background

You can easily get a blog from www.blogger.com, popularly known as “Blogspot.” It is the most famous blogging platform. No wonder most blogs are using the Google blogger platform; it is very easy to set up and FREE!

With a free account comes one weakness, however: the default blogger is highly unfriendly to search engines. If you are a blogger reading this article, it will help you to address the SEO issues of your blogs. Being highly unfriendly to search engines means LOW RANKING = LOW TRAFFIC = LOW BLOG INCOME.

It is every blogger’s dream to earn a high income through blogging. The best way to do this is to get a lot of traffic coming from search engines, particularly Google. You cannot obtain a high level of traffic if your blog posts are not well ranked in the search engines.

This checklist is aimed at Google. The advice in this article should be easy to apply even if you are not tech savvy. In short, what you will find in this article is do-it-yourself SEO advice that can save you hundreds to thousands of dollars hiring SEO firms or consultants. Yes, I am serious.

Before you can implement this diagnostic checklist, make sure you comply with the following basic requirements:

1. Your content is original, marketable and written to a specific targeted audience, which can be easily understood and applied.

2. You have the time to update your blog on a periodic basis. It does not matter whether it will be daily, weekly or monthly blog updates.

3. You know what I’m talking about when I refer to Google Webmaster Tools and Google Analytics; furthermore, you have registered your blog using those tools.

4. You are using the Google Blogger Classic Template. The current/default or new version of Blogger does not give you the full control of its source code template that will be used to initiate SEO improvements. If you are using the Beta version, switch to the Classic version before you try to implement the actions on the checklist.

5. You should back up your blogger template source code before making any alterations. By this, I mean that you should copy and paste all source HTML into a notepad file, and then save it to your desktop. If things go wrong, you can copy and paste this backup source code to your template.

The title is the single most important SEO element in your blog. It is mainly useful for three reasons:

1. Search engines put more ranking weight on a more descriptive, accurate and relevant title.

2. Visitors coming from any traffic source on the Internet (such as forums, other blogs, social networking sites and search engines) tend to click more on relevant titles.

3. Visitors tend to like your blog if your post titles are unique and relevant. This will result in more blog followers or readers.

Therefore, it is of primary importance to make your title accurate, descriptive and relevant.

In Google, there are three primary specifications that are important for a title tag:

1. The suggested maximum number of characters in a title should not be more than 65 characters. So it is good to check the number of characters in your post title to make sure it will not exceed this amount.

2. Never spam the title tag. Do not stuff keywords in it; not only will redundant keywords make no sense, but keyword stuffing will result in a penalty which is hard to get rid of and cost you time while you try to regain your rankings.

3. Make it directly relevant to the page topic, and see to it that the title is captivating to read while being both specific and relevant.

Replace the existing title tag code in the source code template with this:

<title><MainPage><$BlogTitle$></MainPage><ArchivePage><$BlogPageTitle$></ArchivePage>
<itempage><blogger><$BlogItemTitle$></blogger></itempage></title>

To accomplish this, simply go to Dashboard and click the “Template” of your selected blog. Find the title tag indicated by:

<title>This is your old title</title>

Replace this entire line with:

<title><MainPage><$BlogTitle$></MainPage><ArchivePage><$BlogPageTitle$></ArchivePage>
<itempage><blogger><$BlogItemTitle$></blogger></itempage></title>

After that, click “Save Template Changes.”

Organic search (SEO) success is based fundamentally on keywords and links. You can also make a pretty easy correlation between that and the combination of messaging and media pickups important in public relations efforts.

Search engines like Google advise webmasters to create great content and let important web sites in your industry know (to attract links). Some of the best link sources are the hardest to achieve, such as a link in a story published at a major publication or even a industry niche publication.

This is where PR and SEO savvy can combine like Yin and Yang to create competitive advantages and extend the value and reach of your online marketing/media relations efforts. Some of the public realtions tactics that can affect search engine optimization results include:

• Contributing articles
• Pitching stories to journalists
• Blogger relations
• Press release distribution
• Social media PR

These are tactics aimed mainly at achieving some PR focused result such as media coverage and exposure to prospects, industry peers, clients and even internal company staff. Working for a company that has a great reputation is a desirable thing that can help attract and retain good people.

The opportunity with the above public and media relations tactics is to leverage search engine optimization knowledge to achieve additional benefit in the form of inbound links and additional search engine listings. A broader footprint on the web creates new entry points for prospective customers and can also push down negative search results.

PR and marketing don’t often talk to each other in many companies so internal or outside SEO expertise is not often available or even considered when PR departments create content. There are many opportunities to leverage SEO for PR content including:

• Press releases
• Letters to the editor
• Online newsrooms
• Media kits
• Corporate web site
• Blogs
• White papers
• Webinars / demos
• Newsletters
• Social profiles
• Real world interviews
• Podcasts
• Internet radio shows

Using keyword research to flavor the content, whether it’s verbal, in print, in video or audio can all influence how the outcome of the PR action is available through search. Using keywords during an interview for example, can influence how the print version of that interview is discovered on site search or general search engines.

The thing to keep in mind is that if a digital asset (text, image, video, audio) can be searched on, then it can be optimized.

When considering using search engine optimization savvy with PR efforts and vice versa, it’s important to consider the audience. Most SEO advice and tactics is centered around lead generation, which is fine, because marketing is the cost center that ususally funds SEO programs.

However, jouranlists are searching too. With over 72,000 media jobs cut in the past 7 years as well as ad budgets shifting from traditional media to digital, journalists and news desks are tasked with doing a lot more with less resources. Beat reporters, TV reporters and correspondents not only report news in traditional formats, but they’re often tasked to start blogging as well.

Search and social web applications are what help the discovery and tracking of news story ideas, sources and memes to be used with formal reporting. Making your content easily found in these channels means being front and center of the people who can provide the media coverage and links that are so highly valued/respected by consumers AND search engines.

The key to leveraging SEO for PR benefit and PR savvy for links that boost search engine rankings is to consider all the content types being published in an organization as well as content that could be published online that isn’t or re-purposed that way.

Then apply the insight that comes from keyword research and web analytics to influence how content is categorized online and use keywords in obvious places like document titles and links between documents. Keywords that are in demand used in places search engines value should be a part of the PR content creation and publishing process.

Media companies are already doing this when journalists look at keyword lists when titling and writing their online articles. Search drives the vast majority of traffic to online news sites that do not require a login. Company PR departments that produce content should leverage the same keyword insight when publishing their content and NOT limit it to web pages. Considering multiple media types for optimization in a news context is where digital asset optimization for news comes in to play.

There are more companies blogging now than ever. How do you measure results? Measuring the social web is a different thing than what most web analytics packages offer. It can be easy to start a blog, but making it successful requires an excellent feedback mechanism. Blog analytics is one of those sources of feedback to know what’s working and what’s not.

We’ve listed interesting blog analytics tools of various types before, but now’s your chance to vote for (up to two) of the best software focused on measuring what happens on blogs.

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Free analytics services like Google Analytics, StatsCounter and W3Stats were included because they they offer the kinds of standard analytics information useful for blogs and any kind of web site as well as the fact they are used by a large number of bloggers.

If we’ve missed a great blog-centric analytics package in the list above, please add in the comments and we’ll include it in our next reader poll.

Social media and search marketing: Are they two peas in a pod, complementary or two very distinct channels?

I think the answer is all of the above, depending on the situation. The growth in attention to social media as a marketing, communication and community building opportunity deserves attention by all sorts of online marketers, especially those in search marketing.

How does social media affect search marketing?

Searcher expectations have changed. - Searchers no longer have the sole expectation of searching to find information for a specific outcome. As people spend more and more time connecting, sharing and interacting with the social web, they now often expect to interact with what they find in the search results.

Searchers have always been able to save the useful things they find in search results by bookmarking or saving to the favorites in the browser. Bookmarks are now social, to be shared and leveraged via the collective wisdom of preferences from other likeminded searchers. The growth and popularity of socially enabling web applications (social bookmarks, news, networking, messaging, publishing & media sharing) drive consumer expectations for social interaction with search even more.

Another aspect to searcher expectations is that consumers search social media sites (Twitter, Facebook, Yahoo Answers, MySpace) to a small degree, as an alternatives to standard search for information, references and recommendations. People don’t trust formal marketing messages and there is something inherently more trustworthy about recommendations made by others willing to take the time to review products/services and share their opinions. Marketers realize this of course and as a result, there has been an increase in the number of “fake” reviews on ecommerce sites.

So, how do searcher expectations in regards to social media affect SEO efforts? Does it affect landing pages for PPC or other online search advertising?

Keywords and links aren’t the only tactics SEOs employ with content optimization. Usability comes into play as well and making it easy for consumers of a web site’s content to socially save, share, submit and interact with that content helps meet increasing social expectations.

With PPC and landing pages it’s the same thing, but not to the degree that it takes away from the objective of the conversion of course. The objective for a landing page is to motivate a specific action, not bookmark the landing page - but why not make it easy if customers choose to do so?

With online advertising, there are increasing numbers of companies enabling rich media ads with social features. Links are added so that viewers of the ad can share, rare or comment. This isn’t practical with text based PPC ads but with video or graphical ads used in search, it might be something to consider.

Difference in Context of Search and Social - It’s important to understand the difference in how/why people spend time searching compared to time spent with social media. This is an area I am looking for more research on, so please share links if you have them. Fundamentally, a searcher has a question, unmet need or pain point to be solved and initiates action through a query on a search engine. The result is being presented with matching search results & ads. Depending on the searcher’s stage in the research process or buying cycle, they’ll drill down to a solution or continue searching.

Time spent with the social web involves many types of interactions with likeminded individuals in a community or network, one of which is looking for and sharing recommendations. As I mentioned earlier, people do not tend to trust formal marketing messages. While it’s the goal for search engines and search advertisers to make their ads more useful and relevant to searchers, that is not always the case. The investment in time with a social community, whether it’s Twitter, Facebook or LinkedIn, along with the quality of interactions builds trust that’s difficult to duplicate in online advertising as we know it.

How can marketers’ efforts in social media channels do a better job of going beyond applying the same old rules and take on more of a give to get strategy?

This is where the give to get principle comes in. Effective social advertising is less about attaching marketing messages to content and more about being the content. This isn’t new in advertising or direct marketing when you think about it. TV commercials and direct mail as entertainment and art have been popular for years. The difference is that marketing online is so ingrained with advertisers and marketers as a direct marketing channel, they don’t yet understand the opportunities from building community, creating something of value that persists and not just as a campaign, as a way to communicate their message.

Rather than looking at social media sharing sites as just another place to dump their existing content, online marketers should consider understanding what is important to social communities through content, link and tag analysis (a keyword based listening exercise) and create content that meets those needs. The content created can add to the SEO efforts for search based discovery as well as through the social web.

Push and Pull SEO Effect of Social Media Marketing. Social media marketing efforts that create conversations and buzz can influence queries on keywords used in search the same way advertising and the result of public relations through media coverage can drive search traffic.

In social web situations, a great idea can spread quickly, driving people to search for more formal information. The push is the instigation of a new concept in social media situations, providing useful information and provoking discussions about it. The pull (searching for) comes from the idea catching fire and people searching for more information on it.

Another aspect to the push and pull effect involves content that is created by marketers and/or discussions that come out of a social media marketing effort that can also rank in the search results. Creating socially enabled content that is optimized for keywords phrases with established demand allows a brand, product or company to occupy multiple positions on the same search query. By socially enabling that content with save/share/comment features, marketers facilitate distribution within social communities.

Here, the push is the creation of optimized content that includes features to make it easier to travel within social communities. So many people are empowered to link to content on the web through blogging, commenting on blogs, user generated content and reviews that the optimized content can achieve desired visibility within standard search engines. The pull comes from people searching standard search engines for things they need and finding the optimized content.

How have you seen social media affect search? What major changes in consumer behaviors between search and social media did we miss? Please share your comments and any research or resources.