The internet has become the primary media outlet to find, research and buy products and services today.  Media buyers and planners are constantly debating on what is the most effective way to target these audiences with digital advertising that will result in the highest conversions maximizing the return on advertising spend (ROAS) for their advertising clients. A few digital advertising agencies have the opinion that search advertising is the most effective means of  targeting audiences based on consumer intent resulting in conversions while some are of the belief that search engine optimization is the most cost effective sales channel.

However, performance marketing must mix both strategies to achieve desired results. Large and Small businesses should use  a combination of pay per click advertising and search engine optimization to drive conversions across the entire sales funnel.

The long tail

The great recession has compelled large and small businesses to operate within tight budgets and cut costs. Though pay per click ads help increase traffic to the website and have demonstrated a return on investment for most businesses, they have become expensive. One way businesses can get higher returns from PPC ads is by focusing on the long tail and determing user intent.  Long tail keywords cost less as there are fewer competitiors bidding on them and they can also help in determining user intent so the advertiser can reflect it in their dynamic ad copys and landing pages resulting in higher conversions at lower cost per clicks.

Augmenting pay per click with SEO

 Any digital advertising strategy should be augmented with relevant keyword rich website content. This strategy automatically improves the seo ranking of the website. This enables large and small businesses to appear for relevant search terms in the organic search engine results pages thereby increasing the exposure to potential target customers.

Many new age, online advertising agencies recognize the value of this combined approach and offer a combination of search engine optimization and keyword selection services to clients.

All clicks are not customers

All PPC clicks are not the same. Large and small businesses must recognize this fact and keep it in mind when building and managing search marketing campaigns. Digital advertising companies help businesses in building online campaigns by educating them on the different  tactics based on the clients objectives. For example, if an antiques business bids on the phrase that includes the location of the store + ”antiques”  to target local area traffic only, the ad copy can still appear and generate clicks that are related to users looking for antiques information or jobs but are not buyers of antiques products. Digital advertising companies can track the keyword phrases used by majority of the users searching on the antiques related keywords and help identify the buyers based on the keyword  intent so the client can maximize its return on advertising spend. 

Smart businesses look to continuously trim their advertising waste by improving their profit margins by incorporating data to evlove their digital advertising strategies.

Pay per click marketing is one of the best performing marketing strategies today. Internet trends are changing at a rapid pace. Digital media is innovating and improvising every day to deliver results, reducing advertising waste – synonymous with traditional media channels such as TV, Radio and Print.

Internet marketing in the late 1990s is child’s play compared to the complexities involved in it today. Advertising agencies should be in sync with changing trends in internet consumption, digital technology and media optimization techniques to guarantee better results. Businesses that hire internet marketing companies should also understand the basic essentials of digital marketing.

What is Cost Per Thousands (cpm)?

In the beginnings of the internet era, internet publishers and advertising companies charged customers on cost-per-thousand impressions also known as CPM. CPM pricing is calculated based on the number of times an advertisement is seen online, irrespective of whether anyone clicks on it or not. CPM pricing is a holdover from traditional advertising and not a very accountable means of measuring the efficacy of the advertisement resulting in 50% or more of your marketing dollars being wasted.

What is Cost Per Click (cpc)?

With digital media, we can now track and measure online advertising. It has made Cost per click (CPC) pricing the most popular alternative to CPM based pricing for advertisers as the advertiser can now pay only when a user clicks on the ad copy and lands on the advertisers website. This has resulted in better efficacy of measuring the advertising spend and tracking the return on investment from it.

What is Cost Per Acquisition (cpa)?

Cost per acquisition (CPA) pricing is based on the number actions that are completed on the advertisers website. Advertisers pay for the user actions that resulted in a conversion such as a sale, registration or a lead form completion. CPA is a suitable option for advertisers that are looking to mitigate the risk by paying for cost of sales. However, cpa pricing is more expensive than buying cpc and cpm based inventory.

In general, internet marketing agencies and media buying organizations are able to buy digital media inventory based on CPC, CPM and CPA pricing, or a combination of the three to best suit the requirements of their clients.

Increasing complexity of pay-per-click marketing

There are many search engine marketing companies in the market, and it is a challenge for any one company to prove itself better than its counterparts. The best pay per click advertising firms keep in step with changing internet trends and optimize based on the changes taking place in the industry. With so many developments taking place on the internet every day, even the most competitive search marketing experts can miss out on a market trend and lose out on an important opportunity.

Qualities to look for in a pay-per-click marketing firm

Pay per click advertising is part of the new digitial media landscape where there is frequent innovation and rapid changes. Delivering performance and effective results in this dynamic industry is a full time job today. For small and mid sized businesses that want to take advantage of this performance based digital marketing and media they need to consider partnering with a pay per click marketing firm that can deliver desired results. An innovative pay per click marketing strategy can help small and mid sized businesses stay ahead of competition by employing the latest techniques in digital media and internet marketing.

When a business plans to launch a search engine marketing campaign, it usually targets three search engines – Google, Yahoo and Bing . No surprises here because these search engines have a long history and proven track records. However, as Yahoo plans to outsource its search engine to Bing, we will soon be left with two major search engines – Google and Bing. This has caused search marketing companies to look beyond the big two for pay per click advertising.

The giants rule Search Marketing 

Many small search engines have entered the market with claims of being better than Google. However, they have never met up to standards or gained popularity. Google is the defacto standard for web search around the globe. It has over 70% share in the market and is still growing.  It is no wonder that in spite of high prices, search engine marketing firms prefer to tie up with Google than any other search engine.

Smaller search engines try to compete with the giants by launching different search algorithms and methodologies. Mahalo uses human editors. Like.com uses visual search. Some other search engines gaining popularity are Ask.com, cull, baidu, etc. However, they have not been able to capture crticial user adoption to make it attractive for pay per click advertising.

Vertical Search optimizes Search Marketing

A concept gaining popularity amongst search marketers  is “vertical search”. Vertical search can dramatically increase the effectiveness of a pay per click advertising campaign as compared with the broad-based searches conducted on Google, Yahoo and Bing. Vertical search means that the search engine searches only specific types of searches rather than the entire Web. Some examples of vertical search engines are TradeSeam, Kayak, MedStory, Pricegrabber, DentaProducts.net, Indeed etc.

Search Marketers should target niche markets

Google and Bing have a broad-based scope when it comes to web search. The internet is growing every day and web search results are often at variance with the search topic. Vertical search engines that target niche markets can help businesses get more value out of search marketing.

The web content may soon reach unmanageable levels even for the major search engine giants. When that day arrives, pay per click marketing companies that have vertical search engine domain expertise will have a compettive advantage over their counterparts.

Lower Cost of Acquisition

Google started by offering  pay per click ads for 1 US cent. As it grew, so did the cost of search advertising on its search engine network. If a vertical search engine is performing well, businesses should consider using it to lower the cost per acquisition of its overall marketing spend to drive a higher return on investment (ROI)

Alhough the search advertising market is ruled by the big two  - Google and Bing - businesses should test and allocate the performance of vertical search engines. Vertical search engines may have less traffic than the big two but their search algorithms are geared towards a specific industry that can result in much better returns for your pay per click search marketing  budget.

Pay-per-click search engine marketing is the most effective direct marketing tactic of all times and revenue predictions show it. According to the data findings of the 2009 State of the Market survey of advertisers and agencies by the Search Engine Marketing Professional Organization (SEMPO), SEM industry revenues are expected to grow from $12.2 billion in 2009 to $26.1 billion in 2013.  As online marketing gradually edges out traditional print, TV and radio advertising, businesses cannot afford not to include search engine marketing in their marketing mix anymore.

Managing an SEM campaign is no simple task. Businesses should consider hiring professional search engine marketing companies to work on their SEM campaigns as it involves qualitative and quantitative assessments that need specialized pay per click search marketing skills and experience.

The expertise that Search Engine Marketing companies bring are the following:

• Assessing the needs of the business’ potential customers and the most relevant keywords to include in the pay per click campaigns.
• Identifying the most effective pay per click search engine marketing strategies and tactics based on the business’ objectives such as day parting, hourly biding, search vs. content network etc.
• Development of ppc bidding strategies on pay per click search engines by assessing key metrics such as return on investment (ROI), conversion rate, total revenue, ad position, placements etc.
• Optimization of web page designs to increase quality score on pay per click search engines. Different pay per click search marketing systems have different quality score and ppc bidding algorithms and it important to take all the right actions to improve the sales conversions. Search engine marketing agencies will also know how to create ad groups, configure  redirects to ensure the pay per click ads are approved by the respective search engines.
• Tracking and analyzing the results of pay per click campaign.
• Improving the conversions. An experienced search engine marketing agency understands that getting traffic to the website is not enough. The traffic should lead to sale conversions. Search engine marketers can improve the web design to maximize conversions.

Search Engine Marketing is a specialized field that needs pay per click advertising expertise. Traditional agencies have the creative skills, but not the technical expertise. Web search engine marketing needs both of these, and an updated knowledge of the ever-changing pay click search engines algorithms.

Businesses should hire search marketing services to optimize their pay per click search engine marketing campaigns. Search engine marketing companies can help increase the effectiveness of search marketing by increasing the relevant traffic to the business’ website and improving sales conversions. Pay per click search engines are a powerful media, and businesses should make the most of this opportunity.

We’ll know Sunday night whether it is “Avatar” or “The Hurt Locker” or a dark horse that takes home the Oscar for Best Picture. Starting a small business can feel like starring in an Oscar winning movie. By pouring your heart into your own business, you can build your own skills while influencing your supporting cast and convincing critics of your performance. But to be a winner, you’ll have to overcome the challenges presented by the market, by offering the best possible product or service to the right customers. Of course, you won’t have the luxury of dissolving away to a montage during the toughest parts of your journey.

Entrepreneurs predict five strong oscar worthy nominations for the best small business idea in 2010, along with their inspiration from the silver screen:

1. Athletic Trainer

The demand for freelance athletic trainers has grown in many cities where former gym members need help with home workouts. Retired athletes perform well in this field, where professionals often earn over $42,000 annually. With help from a web site design firm, you can create a content rich website with workout videos, exercise tips and techniques, client testmonials and even allow for your clients to login and monitor the progress of their own workouts.

Inspiration from 1976 Oscar For Best Picture: Rocky

If a parade of sequels has dulled the impact of the original Rocky, revisit 1976’s Best Picture. Of course, you might not have to work your training clients as hard as Mickey pushes Rocky. You’ll just have to help them choose to be “climbers” instead of “tomatoes.”

2. Concierge Service

Overbooked executives often need help running errands and making reservations. Stressed-out parents crave assistance with child day care scheduling and social planning. Concierge services charge between $30-$50 per hour to help both of these market segments manage their time more effectively. Credit card processing services allows concierges to charge fees to clients automatically upon the completion of each task.

Inspiration from 1956 Oscar For Best Picture:  Around the World in Eighty Days

One of the splashiest films ever to win Best Picture, this 1956 adventure features literature’s most celebrated valet: Passepartout. You may never have to fight a bull or climb the ropes of a hot air balloon for your clients. But, like Passepartout does for Phineas Fogg, you’ll frequently save the day.

3. Freelance Writer

Despite pleas from peddlers of get-rich-quick formulas, few paying markets exist for travel reviews or daily musings. However, freelance copywriters can earn $48,000 or more per year by generating quality content for clients. Office Equipment leasing can help outfit growing writing services with computers, scanners, fax machines, and other tools of the trade.

Inspiration from 1998 Oscar For Best Picture: Shakespeare in Love

Life as a writer has always had its challenges, especially if you follow the fanciful story of 1998’s Best Picture. The film projects modern writers’ biggest frustrations–from writers’ block to quarrels with clients–onto Elizabethan England’s creative community.

4. Career Counsellor

Career counsellors help clients navigate challenging professional decisions. E-commerce solutions allow clients to purchase career planning services ranging from access to executive jobs, automated tip sheets to live coaching sessions. This way, career counsellers can earn $40,000 or more per year matching job candidates with productive new careers.

Inspiration from 1970 Oscar For Best Picture: Patton

In today’s economy, it takes a commanding presence and visionary insight to get the most from people. It’s no surprise that the first few moments of 1970’s Best Picture, Patton, have become a visual cue for powerful leadership in business. Just don’t slap any of your customers–the film will show you why this could be a career-limiting move.

5. Nursing Home

More Americans than ever require at least occasional on-site assistance from trained medical professionals. Nurses, EMTs, and other graduates of medical training courses can earn $15-$20 per hour by helping patients recuperate from home. Online marketing campaigns including search engine optimization and pay per click can help you grow your small business quickly as users search for home based halthcare professionals for their ageing parents on Google, Yahoo and Bing.

Inspiration from 1975 Oscar For Best Picture: One Flew Over the Cuckoo’s Nest

Don’t take this particular suggestion as inspiration, exactly. Instead, review Louise Fletcher’s Oscar-winning portrayal of the vindictive Nurse Ratched as an example of how not to offer patient care. 1975’s Best Picture remains at the top of critics’ lists of all-time top films for its darkly humorous view of patient-practitioner relationships.

Finding The Best Supporting Actors and Actresses

Starting a business during a recession might sound crazy. However, many of America’s most successful companies actually launched as small businesses during economic downturns. As larger companies lay off experienced workers, you can use the current economic climate to attract skilled talent who can help you make an even bigger impact on your customers. By filling a high-demand niche in your community and by running a frugal organization, you can set up your new business to win its own oscar worthy awards.

Tax refund can be sufficient capital to start a business on a shoestring budget, especially with cost-saving techniques like e-commerce solutions, payroll outsourcing, web hosting and equipment leasing.

Capital is tight these days, but a check may already be on its way to you–your tax refund. For a number of reasons, this might be a good time to put that tax refund into starting a new business.

Modern business techniques make entrepreneurship more affordable than in the past. E-commerce solutions with credit card processing capabilities have lowered the barrier to starting a new business; web hosting and office equipment leasing can help minimize fixed costs; online marketing  such as search engine optimization (SEO) and pay-per-click can reduce the ongoing cost of promoting a business. With the job market not looking very bright, your best option may be to create your own job.

The Economic Power of Tax Refunds

Even with these cost-saving techniques, are tax refunds really enough to make a dent in the cost of starting a new business? Consider that a total of $261 billion in tax refunds were paid out in 2008–that’s enough to be thought of as something of a small business stimulus package.

In 2009, with incomes and investment returns down over the past year, many people will be looking at a lower tax liability, and therefore a bigger refund. This cash can be used to start a new business, or pump a little extra life to one that is struggling to get off the ground.

Examples of Low-Cost Businesses: Daycare to Web Design

The following are examples of businesses that can be started at relatively low cost, promoted via e-commerce solutions, and might be especially timely for today’s economy:

1. Daycare. With many parents having to work longer hours to make ends meet, demand for daycare is a natural result. Thirty-five percent of daycare workers are self-employed, and most of these provide the service in their homes, so daycare is a natural for a low-cost start-up business. Licensing requirements vary from state-to-state, but in many cases, looking after small numbers of children does not require licensure.
2. Home repair. If you are handy with a set of tools, you can translate this talent into a paying business. In a soft economy, people are looking to put off new purchases by making their existing equipment last longer. From cars to lawn mowers, or from furnaces to swimming pools, anything you can do to substitute an affordable repair bill for an expensive replacement can be a win-win situation. If you have the skills and the tools, this can be a low-cost business you can promote with SEO techniques such as linking advertisements to articles about repairs to specific items.
3. Pet care. Sometimes, it isn’t children who need looking after as people pursue additional jobs, but rather their pets. From supervising and exercising pets during the workday to providing grooming services, helping people keep up with the responsibility of owning a pet can often be a welcome alternative to giving up the pet.
4. Computer maintenance and repair. With so many job losses, people who relied on workplace help desks for laptop support are now on their own and need a technical lifeline. Providing this type of support requires expertise but little in the way of overhead.
5. Gardening & landscaping. With an aging population, more and more people are finding it a challenge to look after their yards. If you are in good health and have something of a green thumb, this type of work can be good for your physical and mental health while also rewarding you financially.
6. Tax preparation. Since this article is based on the power of tax refunds, it makes sense to point out that tax preparation can be a low-overhead business. If you have accounting expertise, you can help other people squeeze a little more out of their government refunds.
7. Web design. Once you’ve mastered the art of setting up a business based on web and e-commerce solutions, you can use what you’ve learned to help others do the same thing. While job losses are painfully disruptive, one of their long-term benefits is that they do spark a new wave of business formations. Whether it is helping with general consulting on business formation, or tackling specific projects such as Web design you can position your small business to ride the general wave of new start-ups.

With all the news of government bailouts, many individuals have been left wondering where is their bailout from the government. A tax refund is no bailout–it’s money you have coming to you–but it can be an opportunity to make investments in a new or existing small business that could help you earn more in the future.

Getting laid off is never easy. Finding yourself suddenly unemployed rather than heading off to work in the morning is a big change in anyone’s life.

1. Don’t Panic. It’s going to be hard for the first day or two, but keep it under control. Now is the time for real, measured action, not an explosion of self pity and unchecked spending.
2. Tighten Your Belt. The perfect blend of keeping your mind off of things and preparing for this little hiccup, making up a new household budget lets you identify what can be cut and what has to stay.
3. Keep Your Chin Up. People often underestimate the psychological effect that being laid off has had on them. Stay focused on what’s to come. This is an opportunity for you to become your own boss, and negative thinking isn’t going to get your new business off the ground.
4. Assess Your Strengths. You need a business plan–now. The money you’ve got saved may be the capital you need to start your own business, not just a safety buffer. Figure out exactly what you’re going to do and who’s going to pay you for it.
5. Leverage Your Network. Obviously you can’t start going after your company’s clients, but chances are you’ve made some other contacts in your field. Get the word out that you’re starting up your own business; get on the web; and get your new business going.

Now that you’ve figured out what you’re going to do, it’s time to figure out how. The Web is most powerful tool at your disposal, for everything from business networking to internet marketing solutions that can get you earning money as quickly as possible.

You can think of ecommerce solutions as a fancy term for doing business on the Web. If you need help getting this set up, don’t hesitate to hire a web design firm to get things going. Credit card processing capabilities can take the sting out of waiting for those checks to roll in because your customers can pay you instantly. In a world where most start-ups fail because of uncollected bills, you can’t afford not to set up some sort of credit card processing or instant POS systems.

Attractive website design is a like having a storefront that makes people stop in their tracks and wander inside. You’ve got two options: hire someone or do it yourself. Doing it yourself could lead you to develop a new, highly marketable skill. It could also lead to wasted time, effort, and patience. Hiring web design firms to do it for you may be a safer bet.

In the likely event that you don’t have all of the office equipment you need to get going, seek out an office equipment leasing company. Instead of buying discounted or outdated supplies at high personal cost, you can lease any equipment you need to get started. Prices vary considerably in this industry, so be sure to check around with several equipment leasing companies before settling on one.

Whatever business you choose to start up, it’s vital that you stay motivated. Through internet marketing solutions such as pay per click and SEO, you can start to see results almost immediately. Make these tangible results the apple of your eye, but don’t settle for a trickle. The more work you put into pushing your new web site and company, the more customers you are likely to attract.

Once your initial web site is up, think of it as your jumping-off point. You can easily add features that allow more user-generated content, such as forums and blogs, which may  help with search engine optimization to bring even more people in.

Even if you have to dress in full business attire to get motivated, you need to act like a business. Set your hours, and stick to them. When you don’t have clients, your job is to get them. Increase your knowledge of search engine optimization (SEO) and learn how to get more traffic to your Web site. If you can hire SEO companies, even for a defined project or duration, you may be able to get a big jump in traffic more rapidly than you would on your own. When you do have clients, act professionally and give them the best you’ve got. They’ll pass your name on and you may soon find your business is growing.

Where some people see obstacles, others see opportunities. That’s certainly the case with starting a small business during a recession. While most people naturally focus on soft demand and the scarcity of capital, those with a contrarian eye see weakened competition, reasonable real estate costs, and a large pool of potential talent available.

One important factor is that the recession has not hit all parts of the country equally. Therefore, if you pick your spot correctly, you can still find a good place to start a small business.

Top Ten US Cities for Starting a New Business

There are many factors which make a particular city a good location for a new business, including general economic conditions, size and skill set of the employment pool, supply and demand, infrastructure (both physical and technological), and population growth.

Here are a list of 10 US cities where you can find many of these above favorable factors:

1. Raleigh, North Carolina. Raleigh benefits from an economy that is more skewed towards technology than manufacturing, so it has fewer industries suffering from long-term, non-cyclical declines. The IT base plus a strong presence of higher education helps to create a skilled pool of potential workers. Also, Raleigh is helped by the fact that some other North Carolina cities are also thriving, making businesses in Raleigh well situated to broaden out their markets. Outsource where possible.  Basic business support needs such as direct mail, call centers and telemarketing can all be readily outsourced to reduce your upfront investment and help you focus on the unique value proposition of your business.
2. Fort Collins, Colorado. Like North Carolina, Colorado benefits from having multiple areas which are maintaining economic growth despite the recession, which certainly helps a business gain momentum. Fort Collins in particular benefits from a combination of a relatively high median income level and a high level of educational attainment among its populace.
3. Houston, Texas. Already a major metropolitan area with over 5 million people, Houston still enjoys a below-average cost of living.
4. Lincoln, Nebraska. This is a good choice for a cost-conscious start-up, because Lincoln features both a low cost of living and a low cost of doing business.
5. Sacramento, California. Like most of California, Sacramento has seen dramatic price declines due to the real estate slump. However, while these create potential bargains, the city still benefits from a growing cultural and entertainment scene plus easy access to numerous outdoor recreational attractions.
6. Austin, Texas. Austin has enjoyed strong job growth, which is a fundamental sign of a thriving economy. A business contemplating e-commerce solutions may also be interested to know that Austin made Forbes magazine’s list of the 30 most-wired cities in the country. Use an attractive website design, internet  marketing and credit card processing solutions to lower promotional costs and increase sales via online channels. Internet marketing solutions like pay-per-click and SEO can be cost-effective ways to sell your products and services online.
7. Boise, Idaho. While still relatively small, Boise has enjoyed strong net migration, which suggests a growing pool of potential talent.
8. New York, New York. It’s not cheap, but it remains the world’s greatest city in the eyes of many, as evidenced by the fact that it still ranks near the top nationally in population growth. With businesses closing up shop and both retail and office space sitting idle, you should have plenty of leverage in rent negotiations.
9. Huntsville, Alabama. Huntsville is projected to have one of the fastest-growing job markets in the country, which should translate into a fast-growing retail base.
10. New Orleans, Louisiana. Last year, the U.S.Census Bureau named New Orleans the fastest-growing city in the United States. While this is largely a bounce-back from the effects of Hurricane Katrina, New Orleans offers new business start-ups a chance to be part of that comeback story. The Small Business Administration’s Disaster Loan Program is providing low-interest, long-term loans administered directly through the federal government. Another quick way to raise cash is to forgo the credit market altogether and leverage future profit instead. Business cash advance also referred to as merchant cash advance offers businesses a “cash jumpstart” based on their credit card receipts. Available through credit card processing companies and independent business cash advance companies provide immediate access to operating funds between $2,500 and $250,000. In exchange, the merchant agrees to remit a portion of future credit card receivables to the merhant cash advance provider. The credit card processors handle the transaction, automatically deducting a fixed percentage of each month’s credit card revenue. Revenue-based “repayment” allows businesses to manage their cash flow, paying more in flush times and less when resources are tight.

Obviously, location isn’t the only factor that determines the success or failure of a new business venture, but it can make a big difference when the economic wind is at your back.

Presidents’ Day is supposed to celebrate two of the United States’ greatest leaders, George Washington and Abraham Lincoln, but that’s not what usually happens on the Presdient’s Day holiday.

What comes to mind when you think of Presidents Day?

Its car sales, mattress discounts or furniture bargains. Retailers use the February weekend to move inventory by dropping prices on their available stock. Find out how your small business can stake a claim to the Presidents Day Weekend Sale.

1.      Partner with Retailers

If you sell clothes, cars, mattresses, furniture, or appliances, please stop reading here. Any other business can angle in on the President’s Day sales by teaming up with the aforementioned businesses. Some ideas:

• Business Cash Advance… partner with merchants and retailers to provide them with the necessary working capital so that they can clear out their inventory by dropping prices and making Presidents Day a blockbuster sales weekend.
• Search Marketing… retail businesses need your help creating President’s Day-themed pay per click marketing, SEO and more.
• Call Centers… could help retailers with anwering service calls and inquiries from potential customers regarding Presidents Day sale, hours of operations, available product discounts, returns etc.

2.      Develop a New Product or Promotion with a Presidents Day Spin

Don’t have a remotely presidential product or service? Create one! One clothing boutique owner held a President’s Day sale on everything red, white and blue in the store. A hotel drummed up February business with the ad copy: “Give her the first lady treatment she’s really been wanting… get the presidential suite.”  Tell a Presidents marketing story on your e-commerce website or physical storefront and you’ll find ways to divert those Presidents Day sale dollars to less traditional products and services.

3.      Celebrate Presidents Day Weekend with a “buy one get one free” special

The central message of President’s Day happens to coincide with a time-honored marketing strategy for clearing out inventory: “buy one get one free”. With the on going recession, now might be the time to offer a “buy one get one free” deal for your product or service: anyone can fall in love with  “2-for-1” low prices during this deep recession.

4. Presdient Obama’s Memorabilia lets supporters make the most out of their bragging rights.

With first African American President in the White House, President Obama fans will wear the victory on their sleeves –and coffee mug, license plate, or anything else that can be stamped with President Obama’s picture for 2010 and beyond. Don’t feel restricted by whether or not an item has anything to do with President Obama. In fact, the more unconventional it is for an item to carry President Obama’s picture, the more in demand it might be.

In the words of President Shirley, “this Presidents Day, it is appropriate to remember history and to consider why America celebrates the lives of its first and 16th presidents, considered by many scholars to be the two greatest we have ever had.” Follow these creative Presidents Day strategies and let your celebration of the country’s Presidents George Washington and Abraham Lincoln blossom into positive cash flows.

With February 14th fast approaching, romance is in the air–and Valentine’s dollars are flying out of wallets. Americans spend more than $12.1 billion on Valentine’s Day, according to the National Retail Federation. You don’t need to be a florist, restaurant owner or chocolatier to play cupid.

With billions of dollars flying out of valentine wallets, Valentine’s Day is a golden opportunity for small business. The third biggest retail event and the second biggest restaurant date of the year holds promise for every business.

Here are 5 creative ways for you to stake a claim for these Valentine’s dollars:

1.      Partner with “Romantic” Businesses

If you sell chocolate, flowers, jewelry, romantic dinners for two, or teddy bears, read no further. Any other business can stake a claim in on the Valentine’s Day sepnding by teaming up with the above mentioned businesses. A few ideas:

• Spa owners… partner with local restaurants and hotels to create a unique Valentine’s experience. February 14 falls on a Sunday and February 15th is presidents day this year–how about a weekend getaway for two?
• Calling Graphic designers and Web designers… romantic businesses need your help creating Valentine’s-day creatives, website design, and more.

2.   Create an Online User Experience For Valentine’s Day Promotions

If you’re not already online, call web design firms today. Online storefronts snag a good percentage of Valentine’s dollar as people have limited time. Cater to the time-impaired valentine as well as niche shoppers with an easy-to-use online storefront. E-commerce solutions can help you get online quickly with a merchant account and credit card processing payment solutions.

3.      Celebrate Romance with a 2-for-1 Special

The primary message of Valentine’s Day happens to coincide with a business strategy for moving inventory: 2-for-1. With recession as well as romance in the air, now might be the time to pay tribute to the union of two by offering a “buy one get one free” deal for your product. And don’t forget to extend the deal to business partners as well as retail consumers: everyone can fall in love with promotional discounts.

4.      Go After a Niche Market

Valentine’s Day marketing typically targets one consumer: a straight couple prone to sentiment, hearts, and little cherubs. Here’s your opportunity to go after the huge market that is left out:

• Same-sex couples… Create a comfortable date-night atmosphere for same-sex couples. Or design an inclusive Valentine’s Day product for gay or lesbian couples.
• Eco-conscious consumers… Diamonds say “third-world exploitation” to this market, and cut flowers may evoke images of chemicals and carbon emissions. Chocolatiers can tout their fair trade credentials and restaurants their organic produce to court green lovers.
• Singles… Valentine’s Day is known as “Singles Awareness Day” among singles. Hospitality businesses can bring singles together for a special Valentine’s event to play cupid.

Don’t know how to reach your niche market? Direct Mail and Search marketing offer powerful resources for niche marketing. A 2009 Valentine’s Day survey found that fifty-one percent of small businesses credit pay per click as having the greatest impact on driving sales.

5.      Go the Extra Mile

When it comes to Valentine’s Day presents, timing and presentation is everything. Go the extra mile for your beloved customers and your customers’ beloved by offering FREE Valentine’s packaging and delivery service. Valentine’s gift baskets and cards can turn up the romance on a neutral gift like wine, fresh fruits, event tickets, or that kitchen appliance gift certificate. Restaurants, chocalatiers and cafés already make the most of this Valentine’s Day bundling strategy.

Other Valentine-friendly ways to confront window shoppers  include writing “branded” cupid notes in chalk on the sidewalk in front of your store. A lingerie store owner inscribed these provocative lines on the sidewalk: “From here it looks like you could use new underwear.”

 In the words of Ashton Kutcher, “I hate Valentine’s Day. I think every day should be a day of romance. Then, on Valentine’s Day you should get to tell whoever you hate that you cannot stand them. There would be one day of hating and 364 days of love.”

Follow these creative Valentine’s Day strategies and let your love affair with your customers blossom into a positive revenue stream.