Startup Owner's Manual: How to 'Get' Customers

Editor's Note: This is the first of three excerpts fromThe Startup Owner’s Manual, a recently published step-by-step guide for building companies.

There are a million-plus apps for sale on mobile app stores and an infinite number of commerce, social and content websites, so the mere fact that you’ve launched a new one doesn’t make it a successful business.

Building your product is the easy part. The hard part is getting customers to find your app, site or product. It’s a daunting, never-ending challenge to build customer relationships, quite literally, one customer at a time.

Let’s get started with the first two steps for “getting” customers: acquisition and activation.

 In the acquisition phase, customers learn about a product before they buy. With web/mobile apps, the effort focuses on bringing as many customers as possible to the company’s “front door”-- the landing page. There, they’re introduced to the product and hopefully buy it or use it.

The second phase -- activation -- is when the customer shows interest through a free download or trial, a request for more information, or a purchase. Customer should be considered "activated" even if they don’t purchase or register, as long as the company has enough information to re-contact them (whether by e-mail, phone, text, etc.) with explicit permission to do so.

Unlike the door-to-door salesmen of yesteryear, your job on the web is to “pull” customers to you rather than to push your product at them.

Your first step in customer acquisition and activation is understanding how people buy or engage with your product. Here’s how it happens:

Step one: People discover a need or want to solve a problem. They say, “I want to throw a party,” or feel lonely and decide to find a hot party or a dating site. Then what?

Step two: They begin a search. Overwhelmingly, in this century, that search begins online. It often happens at Google.com, but it can happen on Facebook, Quora or hundreds of other special-interest websites from Yelp to Zagat to TripAdvisor.com.

Step three: They don’t look very hard. In fact people often only pay attention to the first few things they uncover (how often do you search beyond the first page of results on Google?). You must make your site, app or product as visible as humanly possible, in as many of these places as possible where your customers are likely to begin the search.

Step four: They go where they’re invited, entertained or informed. You don’t “earn” interest from your customers with hard-boiled sales pitches or bland information. You earn it by providing inviting, helpful or entertaining information in lots of formats (copy, diagrams, white papers, blogs, videos, games, demos, you name it) and by participating in the communities and social media your customers are likely to be.

When it comes to acquisition, you can use free or paid tactics. Free is obviously the best cost, and includes public relations, viral marketing, search engine optimization and social networking. After you get the free acquisition programs going, you should start to test paid tactics, such as pay-per-click advertising, online or traditional media advertising, affiliate marketing and online lead generation.

You'll want to run some quick and simple acquisition tests to gauge customer reaction. Try controllable, inexpensive, easily measured tactics:

• Buy $500 worth of AdWords and see if they’ll drive customers representing five or 10 times that amount in potential revenue to the site or app and at least get them to register. Monitor performance and drop ineffective ones.

• Use Facebook messages or Tweet to measurable audiences to invite at least 1,000 people to explore the new product. If none of the messages work, the product or offer may well be the problem.

• Buy an e-mail blast list of targeted customers for $500 or $1,000. Send at least two versions of the offer and expect to generate at least three times the potential revenue to at least sign up, if not purchase.

• Find traffic partners, which are typically contractual relationships with other companies that provide predictable streams of customers or users to your company while you provide either customers or fees to the partner.

For web/mobile businesses, activation is the choke point -- the make-or-break place where customers decide whether they want to participate, play, or purchase.

Quick activation tests include:

• Capture the customer’s e-mail address and get permission to follow up with further information. Follow up with 1,000 customers and expect at least 50 or more to agree to activate.

• Offer a free trial, download, or white paper or a significant discount to 500 or 1,000 customers. Try this with at least three different offers, hoping to find at least one that generates a 5 percent or greater response rate.

• Call 100 prospects who don’t activate immediately. See if the phone calls generate enough of a response-rate improvement to warrant the cost. Three times the response rate is probably needed.

• Try free-to-paid conversion: Offer a seven- or 14-day free trial of an app, service, or web/mobile product. Or offer the use of some but not all of the site or app’s features.

Monitor the results of all tests and, when you’re not satisfied, revise the program and test again.

Check back in coming weeks for excerpts on keeping and growing customers.

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5 Ways to Hatch Your Next Business Idea

In his book "Maverick Startup," serial entrepreneur Yanik Silver lays out his "X Factors" for turning your big idea into a profitable business, without taking on debt, partners or even a business plan. In the following excerpt, Silver guides readers through X-Factor No. 1: Developing a big idea.

If you don't have a big idea, you simply fade into the background like every other "me too" product or service. It's not always about having a proprietary product or service. This is really more about positioning and a prospect's immediate reaction to your product.

That's one of the key elements of the big idea -- gut reaction. With our world being busier than ever, people usually don't have time to explore absolutely everything about a product or service. We use shortcuts for our decision-making. The more clearly you can distinguish your product or service, the better you'll do in the crowded marketplace.

Working on your big idea is critical and means the difference between a "base hit" or a "home run" product. What follows are five major things I keep in mind when coming up with a big idea or hook.

Related: An Entrepreneur's Guide to Brainstorming 

• Give them the fish. I can't overemphasize this idea. People are lazy; cater to it. Everyone knows the saying: "If you give a man a fish, you feed him for a day, but if you teach him to fish, you feed him for life." 

Let me give it to you straight: People want the fish handed to them on their plate,   grilled perfectly with some seasonal vegetables on the side. Look at Home Depot, the world's largest "do it yourself" company. It started buying up companies to provide services for consumers, and their CEO thinks the "done for you" services will eclipse their current sales. 

I've had big success with "giving people the fish," including my first online product, www.InstantSalesLetters.com. The whole hook is in the headline on the site: "In only 2½ Minutes You Can Quickly and Easily Create a Sales Letter Guaranteed to Sell Your Product or Service. . ." That hook has been responsible for my first million-dollar idea with a little $40 to $50 product.

• Make your promise specific. Specifics are so important but usually completely overlooked because it's much easier to make a generic promise. However, a specific promise or a specific target market makes your marketing that much more powerful.
•  

Related: Secrets of the 10 Most-Trusted Brands

One of my winners has been an e-book called "33 Days to Online Profits," which I co-wrote with Jim Edwards. I believe that brand has been kept alive because of the very specific hook in the title. Each day you are given a homework assignment, so it's a day-by-day course for 33 days.

At first we'd planned to call it "30 Days to Online Profits," but decided on "33" because it was specific and credible. If the title had been "30 Days to Online Profits," it wouldn't be as successful since 30 is a "normal" number.

• Go in the opposite direction. I love this. However, I don't suggest being different just for the sake of being different, but there is a lot to be said for zigging when others zag.

My biggest example of this is the "Underground" online seminar concept I developed. Every year I bring in unknown speakers who were really succeeding online. It's not the usual suspects you'd see at other seminars. And each year the event has sold out weeks in advance.

Think about when Volkswagen Beetle first came to the U.S. with their "Think Small" campaign in 1960. It was the era of big cars and automakers were trying to outdo themselves by building bigger and bigger cars. But the VW Beetle quickly became a blockbuster because it went in the opposite direction. The campaign was so powerful that AdAge magazine named it No. 1 in its "Top 100 Advertising Campaigns" list.

• Move to a new application. Many times you can create a great hook by simply taking one successful hook and using it elsewhere. For example, the time-shares concept has been successfully applied to private jets, exotic cars, luxury second homes, yachts and even vineyards.

• Be first. Sometimes the most important thing you can do is to simply be the first. Time-shares and Club Med were the very first in their category.

If you are moving into a crowded marketplace, you can slice off a piece of that market to be first. Hedonism took Club Med's concept of all-inclusive resorts and geared it toward singles. Sandals resorts niched the all-inclusive concept again, this time for romantic couples.

If you start thinking about these points for creating the big idea or a hook, you’ll begin to notice ideas everywhere. Plus, you’ll see how successful products and services are, in many ways, takeoffs on other successful concepts that came before them.

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How to Make Sure Company Secrets Stay When Employees Move On

Does your data stay put when your employees move on? Maybe not. Nearly 60 percent of employees steal company information when they leave or are fired, with 67 percent of them taking it to a new job, according to a study by Traverse City, Mich.- based privacy and data protection research firm the Ponemon Institute. Yet only 15 percent of respondents' employers performed any sort of review of the digital or paper documents employees were taking.

You, however, should take more protective measures. Well before employees leave, you should have a plan for how you're going to protect the data, says Larry Ponemon, chairman and founder of Ponemon Institute. That includes extra measures for dreaded scenarios such as the departure of a disgruntled senior manager or IT administrator.

Here's a guide to preventing data from walking out the door with departing employees:

Know your people and keep them happy.
Get to know your employees and determine who may pose more of a risk, whether because they have their fingers on your crown jewels or because they seem unhappy or volatile. Be suspect of new employees who offer to deliver customer lists or other secrets from their previous employer. You could get the same treatment when they move on again, Ponemon warns.

And cultivate a happy work environment. Content employees tend to be more loyal, while the disgruntled have fewer qualms about taking things. The Ponemon study found that 61 percent of respondents who were negative about their company stole data, while 26 percent with favorable views did so.

Related: Tech Tools for Keeping a Digital Eye on Employees

Set expectations.
Spell out rules of acceptable and unacceptable use of company information and create a culture of confidentiality. When crafting policies, begin by asking yourself: "What is valuable to your organization?" says Carrie Gates, an engineer at Islandia, N.Y.-based CA Labs. For example, a jewelry company concerned about its designs might want to prohibit employees from transferring design documents to personal email or Dropbox accounts. To boost compliance, explain the reasons for your rules, emphasizing the company's data-control needs rather than communicating distrust of your workers, she says.

Have employees sign an agreement that affirms their understanding of the rules and the need to keep company secrets confidential. You might consider having employees in particularly sensitive roles sign separate confidentiality and non-compete agreements, says Teresa M. Thompson, an employment attorney at Fredrikson & Byron in Minneapolis. Such agreements can set a tone of seriousness that can prevent misbehavior and strengthen your legal hand in trying to compel a pickpocket to return what he or she took.

"Smaller companies … could go under if they don't take an aggressive position," Thompson says. If companies in competitive fields don't take precautions, "they're just open game for people to come and pluck their information and their people."

Related: 3 Tips for Legally and Ethically Monitoring Employees Online

Put technology controls in place.
Protect your sensitive data with technology controls that limit access. Salespeople, for example, shouldn't have access to design blueprints. Use tools such as Active Directory from Microsoft or more advanced identity-management software available from Microsoft and many others.

You also may want to protect sensitive data itself. Microsoft provides tools for protecting documents with passwords, encrypting files and folders, and designating who may access a file. Also consider WatchDox, which offers higher-end controls for documents on computers andmobile devices (prices vary). Installing software on laptops and smartphones can allow you to wipe their contents remotely.

Another option is data loss prevention (DLP) technology, which can detect and stop data from slipping through exit points, such as email, instant messaging, thumb drives, file-sharing services, printers and malware. BeyondTrust offers such a product called PowerBroker DLPthat's available to companies of all sizes ($80 per user per year). Zscaler offers a cloud-based DLP service that can help protect data on your network, in other cloud services and in mobile devices ($1 to $5 per user per month).

Monitor key employees before they depart.
If you're in a risky situation with an employee -- you think a salesman is interviewing with a competitor or a top designer has given notice, for instance -- consider tracking that person's digital activities. Software from SpectorSoft, for example, can record everything that occurs on company devices and provide reports about suspect activity, including data uploads and downloads. It starts at $99 for one basic license.

Terminate access quickly.
Move fast to cut off departing employees' access to the company network, applications, email accounts and physical files. If such workers used your company Twitter or Facebook pages, change the passwords. Ask yourself what other cloud-service accounts you might need to secure. Backupify can help you remove data from Google Apps ($3 per user per month) when employees leave.

People you fire or lay off should be escorted out and watched to make sure they don't take anything that doesn't belong to them, including mobile devices and thumb drives. Review email and other activity during an exit interview or, if you're really concerned, hire a forensic expert to investigate.

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10 Tips for the First-Time Business Owner

here are 10 pieces of advice that I wish someone had given to me before I launched my first venture.

1. Focus. Focus. Focus.
   Many first-time entrepreneurs feel the need to jump at every "opportunity" they come across. Opportunities are often wolves in sheep's clothing. Avoid getting side-tracked. Juggling multiple ventures will spread you thin and limit both your effectiveness and productivity. Do one thing perfectly, not 10 things poorly. If you feel the need to jump onto another project, that might mean something about your original concept.
2. Know what you do. Do what you know.
   Don't start a business simply because it seems sexy or boasts large hypothetical profit margins and returns. Do what you love. Businesses built around your strengths and talents will have a greater chance of success. It's not only important to create a profitable business, it's also important that you're happy managing and growing it day in and day out. If your heart isn't in it, you will not be successful.
3. Say it in 30 seconds or don't say it at all.
   From a chance encounter with an investor to a curious customer, always be ready to pitch your business. State your mission, service and goals in a clear and concise manner. Fit the pitch to the person. Less is always more.
4. Know what you know, what you don't know and who knows what you don't.
   No one knows everything, so don't come off as a know-it-all. Surround yourself with advisors and mentors who will nurture you to become a better leader and businessman. Find successful, knowledgeable individuals with whom you share common interests and mutual business goals that see value in working with you for the long-term.
5. Act like a startup.
   Forget about fancy offices, fast cars and fat expense accounts. Your wallet is your company's life-blood. Practice and perfect the art of being frugal. Watch every dollar and triple-check every expense. Maintain a low overhead and manage your cash flow effectively.
6. Learn under fire.
   No business book or business plan can predict the future or fully prepare you to become a successful entrepreneur. There is no such thing as the perfect plan. There is no perfect road or one less traveled. Never jump right into a new business without any thought or planning, but don't spend months or years waiting to execute. You will become a well-rounded entrepreneur when tested under fire. The most important thing you can do is learn from your mistakes--and never make the same mistake twice.
7. No one will give you money.
   There, I said it. No one will invest in you. If you need large sums of capital to launch your venture, go back to the drawing board. Find a starting point instead of an end point. Scale down pricey plans and grandiose expenditures. Simplify the idea until it's manageable as an early stage venture. Find ways to prove your business model on a shoestring budget. Demonstrate your worth before seeking investment. If your concept is successful, your chances of raising capital from investors will dramatically improve.
8. Be healthy.
   No, I'm not your mother. However, I promise that you will be much more productive when you take better care of yourself. Entrepreneurship is a lifestyle, not a 9-to-5 profession. Working to the point of exhaustion will burn you out and make you less productive. Don't make excuses. Eat right, exercise and find time for yourself.
9. Don't fall victim to your own B.S.
   Don't talk the talk unless you can walk the walk. Impress with action not conversation. Endorse your business enthusiastically, yet tastefully. Avoid exaggerating truths and touting far reaching goals as certainties. In short, put up or shut up.
10. Know when to call it quits.
    Contrary to popular belief, a smart captain does not go down with the ship. Don't go on a fool's errand for the sake of ego. Know when it's time to walk away. If your idea doesn't pan out, reflect on what went wrong and the mistakes that were made. Assess what you would have done differently. Determine how you will utilize these hard-learned lessons to better yourself and your future entrepreneurial endeavors. Failure is inevitable, but a true entrepreneur will prevail over adversity.

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10 Tips for Successful Business Networking

Want to make your business networking more effective? Here are ten tips to keep in mind.

Effective business networking is the linking together of individuals who, through trust and relationship building, become walking, talking advertisements for one another.

Keep in mind that networking is about being genuine and authentic, building trust and relationships, and seeing how you can help others.

Ask yourself what your goals are in participating in networking meetings so that you will pick groups that will help you get what you are looking for. Some meetings are based more on learning, making contacts, and/or volunteering rather than on strictly making business connections.

Visit as many groups as possible that spark your interest. Notice the tone and attitude of the group. Do the people sound supportive of one another? Does the leadership appear competent? Many groups will allow you to visit two times before joining.

Hold volunteer positions in organizations. This is a great way to stay visible and give back to groups that have helped you.

Ask open-ended questions in networking conversations. This means questions that ask who, what, where, when, and how as opposed to those that can be answered with a simple yes or no. This form of questioning opens up the discussion and shows listeners that you are interested in them.

ecome known as a powerful resource for others. When you are known as a strong resource, people remember to turn to you for suggestions, ideas, names of other people, etc. This keeps you visible to them.

Have a clear understanding of what you do and why, for whom, and what makes your doing it special or different from others doing the same thing. In order to get referrals, you must first have a clear understanding of what you do that you can easily articulate to others.

Be able to articulate what you are looking for and how others may help you. Too often people in conversations ask, "How may I help you?" and no immediate answer comes to mind.

Follow through quickly and efficiently on referrals you are given. When people give you referrals, your actions are a reflection on them. Respect and honor that and your referrals will grow.

Call those you meet who may benefit from what you do and vice versa. Express that you enjoyed meeting them, and ask if you could get together and share ideas.

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Top 7 Tips - Bank Loan vs Venture Capital

In today's economic situation putting up a business is most probably the best way to earn income. You would consider yourself noble if you were able to run a successful business because first you were able to create jobs to other people, you were able to help grow the economy and many others. In fact, the hardest part about becoming an entrepreneur is figuring out where to start. Whether you have some knowledge already or are going on a vague notion that this option may be for you, we hope this roundup will be a place to start.

1.    Build a business plan

No small business expert would recommend starting a business without a business plan. There's too much at stake, your money, other people's money, the livelihood of your family and potential employees... In starting a business, your business plan will be your guide towards various phases on your new business and not only that; it can also attract potential investors and secure a loan. For investors this will show whether or not your business can make a profit. It requires a realistic look at almost every phase of business and allows you to show that you have worked out all the problems and decided on potential alternatives before actually launching your business.

2.    Name your business

It may seem so simple to think of a business name, you also have to consider some things before deciding what’s going to be your name. Business name should sounds good and at the same time should be unique so that you have an impact against your competitor but not so unique that potential customers won't know what you're selling. Before ordering letterhead, though, there are a few steps you'll need to take to ensure that you legally can use the name you selected.

3.    Choose a business structure

Four types of business structure that you can decide on; sole proprietorship, Partnership which has 2 types, Limited and General partnership, Limited Liable Company or LLC and Corporation which has C and S corporation.

Sole Proprietorship, only one owner controls the business. This is the most common business structure available. Common proprietorship includes part-time businesses, direct sellers, new start-ups, contractors, and consultants.

Limited partnership is limited partnership consists of at least one general partner (controls the business) and at least one limited partner (investor). And General partnership is a business owned by two or more people. Partnerships offer more freedom for business owners with shared business tasks and the potential to earn greater profits.

Limited Liability Company, this is becoming the most popular business structure nowadays, Limited Liability Company or LLC is a type of business ownership combining several features of corporation and partnership structures Owners of a LLC have the liability protection of a corporation. All your business losses, profits, and expenses flow through the company to the individual members.

Corporation is a business which is considered a separate entity from you; even having the legal rights of a person. A corporation is usually the most complex and most expensive way to organize a business. Records must be kept to document decisions made by the board of directors.

4.    Create an accounting system

Financial Management, in general, is meant a set of measures aimed at reaching financial stability. In particular, a foremost aspect of financial management is efficient distribution of economic resources or, in other words, capital funds, as far as they contribute greatly to the company’s prosperity. Therefore, financial management is concerned with the questions of funds procurement and their effective use. The objectives of creating an account system is to organize survival in terms of sharp competition, prevent bankruptcy and other financial risks avoidance, increase in production volume, profit and wealth maximization and expenditure minimization. Without a firm grasp of your margins and cash flow, you can price yourself right out of the market.

5.    Set up and determine your location

Getting a location is also hard as it can be, this where your marketing strategy will fall. A good location can attract a large number of walk-by traffic while a bad location can hide you away from potential customers. It really depends to really what kind of business you will have. There are many steps in office set up including where to locate your office (home or office space), buying the necessary office equipment, designing your work space and getting supplies. Whatever location you choose, make sure you know all of the legal restrictions on your place of business.

6.    Get business insurance

A smart business one will take the necessary acts to ease the risk and one valuable risk manager is insurance. Like home insurance, business insurance protects the contents of your business against fire, theft and other losses. . In many cases, there is no requirement your business needs insurance unless you have a company automobile, employees or it's a loan condition. Liability insurance, Property insurance, Business Interruption, Key Man, Automobile, Office and Director are some of the type of insurance that are commonly used today and are merely a starting point for evaluating the needs of your business. No business is immune to natural or man-made disasters and potential liabilities.

7.    Create an accounting system

Financial Management, in general, is meant a set of measures aimed at reaching financial stability. In particular, a foremost aspect of financial management is efficient distribution of economic resources or, in other words, capital funds, as far as they contribute greatly to the company’s prosperity. Therefore, financial management is concerned with the questions of funds procurement and their effective use. The objectives of creating an account system is to organize survival in terms of sharp competition, prevent bankruptcy and other financial risks avoidance, increase in production volume, profit and wealth maximization and expenditure minimization. Without a firm grasp of your margins and cash flow, you can price yourself right out of the market.

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Top 7 Tips on How to Get Listed in Google Places

Your location as well as your industry specifics are vital information that is relayed to Goggle Places. In order to gain influence and be well known in Google Places, it is important that you utilize important keywords that will help your business get listed among the top part of the list. Here are seven key elements to to keep in mind for successful listing in Google Places.

1.    Your Address

Your business address is important as well as its location. Keywords that pertain to a certain city are often used to announce a business. For example, if your business is in Los Angeles, you could use Beverly Hills as one of your keywords. In this case, your business would be physically located in Los Angeles.

2.    Data Consistency

It is important that your information is consistent and precise. Make sure that the business name, phone number and email address are all the same across different websites. Everywhere your business is listed, the information must be exactly the same. If your business is listed with different information, then this could be interpreted as a spamming attempt.

3.    Business Category

Categories play an important part on the internet, especially when pertaining to a list. Make sure that you select the proper category, such as a hair salon should not be categorized under automobiles or autos. When you submit your business to Google Places make sure that you place it in the correct category and sub category.

4.    Keywords in Your Business Name

It is also advisable that you utilize important keywords in your business name if this applies to your business. For instance, your business name is Betty’s Records, you would utilize Records as one of your keywords. This will increase your chance of getting listed in Google’s first result page in Google Places.

5.    Citations of Your Business

References to your business or citations are sometimes mentioned in other business listing pages. For instance, the chamber or commerce in your city might have your business listed without actually linking directly to your website. Citations also play an important part in getting noticed on the internet. Having many citations in your city will increase the chance of it being listed in local searches. Having your website address listed on many websites will show Google that your business is worthy of being on its list.

6.    Positive Reviews

Having excellent ratings and reviews will develop confidence in your business as far as Google is concerned. Google Places is basically a recommendation search engine, that recommends all the best places and businesses to those that are searching for that particular product or service. Customer reviews are vital to your business. Encourage your customers to write about your product or services if they are happy with what you have offered them in the past.

7.    Proximity to the Searched Location

Having your business near significant industries and places of importance is vital as chances are that it will be listed in Google Places when a person searches for their choice. For instance, if you are near the San Francisco Bridge, chances are your business will be displayed in Google Places listing when someone is searching for record stores near San Francisco Bridge.

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7 Tips on How to Optimize Your Google Places Listing

There are several things that you can do to improve the position of your website in Google Places. Do the following to make sure that Google picks your Google Places listings for the search results.

1.    Add as Much Information as Possible
Enhance user experience by adding photos, videos, logos, images and other information to your listing. You will see more conversions this way. Write detailed description on your business. Instead of writing "we are the best", list services that you offer. Pay special attention to writing them in the way the most people of your area are searching for. For example if most people are searching for "brochure design", do not write "booklets design" as this will not pop your listing if you already have many competitors in "brochure design".

2.    Add your full address to your Google Places landing page
Have your business information - full address - on your Google Places landing page as well as on your website. This is to make sure that Google will properly associate your website with your Google Places listing.

3.    Increase the Number of Reviews
Have plenty of good reviews. This will bring your business into the forefront over the competition. Also, if this is possible ask your customers to use special words - keywords - in their reviews, it will additionally help you with the ranking.

4.    Use Keywords in Your Google Places Listing
If you add keywords to your Google Places page description, then you will get easier noticed by those doing local searches. This information increases conversions from your potential customers. Use Google Keyword Tool (free tool) to get the keywords in your area.

5.    Add Photos and Videos to Your Google Places Listing
Utilize your camera and mobile phone to send photos to Google Places listing. You can also upload photos from your computer. Usually Google lets you upload up to 10 photos and 5 videos. You can upload videos to YouTube and them using "Share" button (it will give you a link to your video), add them to your Google Places listing. Note: Google Places would like you to add a video link in a certain format. So when you click on "Share" button on YouTube, it will provide you with a short version of a link to your video, click on "Options" and get a "longer link". For example, instead of http://youtu.be/3UKjWeE_DRI you would need to use: http://www.youtube.com/watch?v=3UKjWeE_DRI. Google places accepts it in this long link format. Make sure to have relevant pictures and videos in order to promote your product or service.

6.    Have Backlinks with Local Keywords in the Anchor Text
Improve your rank with local keywords in the anchor text of your backlinks. This will improve your rankings. For example, when you work on building your backlinks, instead of writing just "web design" - which is a very generic term that will be very difficult to compete for, use "ventura web design" adding your local city Ventura. This is increase your ranking within your local businesses.

7.    Increase the Number of Citations on Major Data Providers
Increase the number of citations or data providers in your area. For instance, Yellow Pages should have your citations so that Google will pick up your website.

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