Scoot Blog

Send Customers Straight To Your Door

It’s all well and good offering discounts and announcing sales to entice customers to your door, but if your online details are incorrect, just whose door will your customers end up at? The rise of online directories has unsurprisingly coincided with the decline in print directory usage, with more people choosing to hide their bulky paper directories at the back of cupboard in favour of a quick internet search for a local business. One thing that IS surprising is the number of UK businesses that have yet to realise just how important it is to make sure that their details are correct and up-to-date across the web, with a staggering 40% of all online business information either incorrect or incomplete.

Appearing in the local search results is an important goal for any business; however incorrect details could result in a loss of potential business. When listing your business on a directory site it is important to remember that the devil really is in the detail. Whether you have yet to list your business, or you are planning an online spring clean, make sure you follow our top tips.

CHECK YOUR OWN WEBSITE

If you’re about to add your details to a business directory the first thing to do is make a quick pit stop at your own business website. Note down the physical address, phone number, URL and even the full name of the business. Ensuring that all directory listings contain exactly the same data is incredibly important and helps promote a business within the search engines. It is easy to make a simple typo but if that typo leads customers to 10 High Street instead of 100 High Street, it could soon prove costly!

DOUBLE CHECK ALL THE ADVERTS YOU HAVE SET UP

The shift from print to online advertising has brought with it several benefits to business, one of which is the ability to press that all important edit button to rectify a mistake. Spending money on an paper based advert is all well and good but when you realise that your phone number is missing an all important digit there’s nothing that you can do. On the other hand, a mistake made on an online listing can be swiftly rectified as long as you take the time to check and double check your listing once it is live!

KEEP CHECKING BACK

Once your online directory listings are live it is important to keep on top of them, make a note of which directories you have submitted your information to and either check yourself or allocate the responsibility to a member of staff. It is rare that all business information will stay the same forever therefore if you do move premises or switch phone numbers, make sure you make the necessary changes as soon as you can. If you don’t have the time to keep track of all of your directory listings NetTrackz is a fantastic way to view and amend all of your listings in one place.

GET SOCIAL

The rise of social media is also playing an important role in making sure that your online directory presence is as strong as possible. If you spend a lot of time tweeting and sharing information on Facebook make sure you check to see if any of your online directory listings include a space to post your profile URL or username. Scoot offers a handy social tab that provides customers with an up-to-date Twitter feed and a Facebook profile view.

Online directories are already proving to be a valuable starting point for anyone looking to search the web for a local business, and are fast becoming a vital asset for small business owners wishing to increase their web presence. With 96% of business owners agreeing that 2012 will see print directory usage among under 50’s plummet to zero*, what better time to get a head start with its online counterpart?

For more information on how to get the most out of online directories why not follow Scoot on Twitter for daily news, hints and tips?

*Touch Local Business Poll 2011

Get involved now and receive a £50 voucher!

It’s safe to say that paper business directories are still proving their worth across the UK. Can’t reach the tops of those dusty kitchen shelves? Simply stand on top of a directory and hey presto, dust be gone! Can’t bring yourself to pick up that spider that’s been tormenting the household for a week? Your paper directory just became your number one weapon. There are countless other ways for people to really get the most out of these once invaluable marketing sources but unfortunately quickly searching for a local business just isn’t one of them.

The decline of print directory usage is in stark contrast to the rise of online directories. In today’s world people want instant information and with more people finding themselves attached to a monitor or mobile phone screen, the internet is the most popular place to find it. As well as being a quicker and more efficient way of searching for a local product or service, online directories provide businesses themselves with a clearer view of their return on investment. It’s almost impossible for a business to find out just how many people have viewed their advert in a magazine or newspaper however an internet campaign enables advertisers to track and measure the success of their ad.
Time and money aside, think about how many chunky directories you have had squeezed through your letterbox or left behind your plant pot over the years. Here is what the print of 75 million phonebooks in the UK costs:

• 680,000 barrels of oil (not including the wasted petrol used for their delivery)
• 2 billion litres of water
• Enough energy to power 112,000 3 bedroom houses for one year

If you have already spent part of your marketing budget on print media advertising do not despair! We’ve decided to make sure that businesses finally get something out of their print media advertising by holiday our first advert amnesty. Simply find your advert in a paper directory, newspaper or magazine, take a picture of it and send it to us via email, Facebook or Twitter. If you prefer you can even rip out your advert and post it to us! In return we will send you a voucher for £50 worth of Scoot advertising*, as one of the leading UK directories Scoot is the perfect platform to really make sure your business gets the attention it deserves!

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Email: Kathryn@scoot.co.uk

Post:
Scoot Marketing
Scoot House
19 Falcon Court
Preston Farm Industrial Estate
Stockton-On-Tees
Cleveland
TS18 3TU

*Voucher redemption is subject to a minimum spend of £100.

Twitter Poll results

Since its launch in 2006, Twitter has taken the world by storm, providing users with a platform to post information, interact with others and keep up-to-date on the latest news.  With over 200 million users as of 2011, Twitter has established itself as a valuable marketing tool for any business. This week we asked local business owners;*

Do you use Twitter to reach more customers?

The poll showed that 62% of business owners did not use Twitter as a way to reach more customers, whilst 38% were taking advantage of the site as a way to attract new customers to their business.

Of the 38% of business owners that did use Twitter to reach their customer, 90% managed their Twitter accounts themselves, with the remaining 10% either allocating time to employees or using an outside agency. When asked about any challenges they face when using Twitter, it seems that many businesses have embraced the word of tweets and retweets with 41% of business owners finding no challenges what so ever. 15% admitted to understanding how the site works but find it hard to decide just how to make the most of the 140 character limit!

Finding time to Tweet

For many business owners, finding the time to start utilising social media can be one of the biggest reasons why many choose to ignore it. Of the 62% of business owners who did not use Twitter to reach their customers, 44% cited having no time as their biggest reason for not logging in whereas 56% of business owners admitted that they just don’t understand how to use it.  Out of the businesses that do use Twitter to reach their customers, 70% spend less than an hour a day updating their customers on their latest news, products and services whilst just 10% rely on a weekly check up.

From this survey it seems that although more businesses were yet to explore just how Twitter could benefit their business, those that do were able to reach their customers without facing any significant challenges and without it eating up too much of their time.

For the latest hints and tips on how to increase your business’ online exposure follow Scoot on Twitter! @Scoot_IT

*290 respondents. Data source- Touch Local

Is your website turning customers away?

Your company website is one of the first things that your customers will see, so why risk them instantly rushing to click the ‘close’ button? So many companies are guilty of committing at least one of our top ten website turn offs, make sure your business is not one of them!

1. Advert overload

There is nothing wrong with having adverts on your website however there is a not so fine line between carefully selected, relevant adverts and glaring banners offering everything from miracle weight loss cures to cheap holiday deals. When accepting adverts on your site it is important to make sure that they fit in with the tone of the site and do not disrupt the user’s browsing experience.

2. Attack of the pop-up

Is there anything more annoying that clicking onto a webpage only to have your screen bombarded with pop up after pop up? Although most people will (hopefully) have an effective pop up blocker in place, those that do fine their browser full of pop up adverts will most probably head for the hills (well the ‘x’ button anyway)

3. Badly written copy

When you are putting together a website it is easy to get carried away with flashy graphics and stylish videos however the most basic aspect of any webpage is what it actually says. If the copy on your website is badly written, this will immediately give your customers a negative view of the company. Spellcheck is definitely your friend when writing content for your site however it helps to double and even triple check for any spelling or grammar errors before you press ‘publish’.

4. Get to the point

Filling your website content with sales jargon and details of all of the awards the company has won may look impressive however what use is telling potential customers that you are a ‘dynamic, innovative, award winning company’ when they don’t know what it is you do? It is easy to get carried away with the synonym tool however this is useless if you omit the most basic information. Ensure that your ‘about me’ page is crystal clear, if in doubt ask an independent party for their opinion.

5. Slow loading

With so many people paying for fast internet, having to wait what can often feel like an age for a webpage to load can have many people instantly reaching for the ‘X’. Experts state that the ideal load time for a webpage should be no longer than 1-2 seconds, if your site is taking longer make sure you take the time to check what is holding it back.

6. Out of date information

Any out of date information on your site could be detrimental to your company. For example, if a customer uses your site to find an address for your store yet you have actually moved premises this will not go down well with the potential customer stood staring into an empty shop window. If your business details change it is vital to update your website as soon as possible. Similarly if you have a special offer or a price section on your site, avoid red faces at the till by keeping them up to date.

7. If you’re not on the list…

If you have ever been stopped on the street and asked for your details to sign up for a catalogue or a charity donation you will understand the frustration of a web user being held back by a ‘registration form’. A web page that requires a user to enter their details before even viewing the home page may gain valuable email data however it will also lose frustrated potential customers.

8. X marks the spot

If you do decide to allow full page adverts on your site, make sure that you do not forget the number one rule! Many companies design their full page adverts to make it as difficult as possible for users to actually close them and see the site that’s hiding underneath. If a customer ends up playing a game of ‘Where’s Wally?’ with the ‘X’ button, chances are they won’t be in a buying frame of mind when they finally get past it.

9. Colour clash

You may think that changing your font colour to neon yellow against a bright white background is ‘cutting edge’ however when your customers have to squint to read about your latest special offers the only thing they will come away with is a headache. Stick with colours and backgrounds that complement each other and are easy to read, there’s a reason why black/white is a classic!

10. Bored now…

Your company could sell self lacing trainers or trees that actually grow £50 notes however if your website is about as interesting as a paper bag your customers will soon lose interest. Keep your content short and snappy, complimenting it with relevant, high quality images. Engage with your customers through a regularly updated blog and communicate with them through your social media profiles.

Your website is your online shop window so clear away the dust, get out the Windolene and make sure your company really shines through!

The Royal Wedding is estimated to have boosted the UK economy by £2bn, but what was its impact on the small business industry? Touch Local carried out a poll amongst a sample of UK small business owners, to find out whether they benefited from the event, or on the contrary, did they actually suffer losses?

The Survey

What kind of an effect do you consider the Royal Wedding to have had on your business?

The Results

*Total responses:            956

Summary

Nearly half (48%) of the small business owners who participated in this survey claimed that the Royal Wedding had no effect on their business. On the whole, they stated to have not noticed any significant change in the output or revenue of their business.

On the other hand, 41% of respondents believe that their businesses have been affected negatively, with many stating that the extra long weekend had a noticeable impact on their revenue.

Only 11% believe the Royal Wedding to have had a positive impact on their business, many of them saying that the boost in customer and employee morale, resulting from the Royal Wedding, has influenced their revenue positively.

Some of the comments from the respondents:

The boost in employee and customer morale is bound to be good.

Courier service disruption has resulted in customer dissatisfaction.

The Prime Minister purchased my Anglesey Books as his personal gift to the Royal Couple and it has resulted in huge exposure and increased sales.

With clients closed for the day, there was no demand for support, which would in turn pay staff costs.

As the government had decided to declare the day to be a bank holiday and our contract terms state that staff are allowed 21 days plus bank holidays, this day cost us a considerable amount of money, which we are unable to recoup.

In the current economic climate, I believe this wedding to be a shameful waste of time and money.

The Royal Wedding and the resulting long weekend has had a significantly negative impact on our revenue.

Friday is normally a very busy day but it was quiet because people thought we were closed.

Delays in receipt of ordered supplies (also due to other holidays at Easter and May day)

It was not just the wedding, but the number of holidays meant that clients weren’t making decisions, starting projects, etc.

The Company had to virtually shut down, as either our employees took additional days holiday, or our customers did.

According to the manufacturer’s organisation the EEF, the availability of finance for small businesses is improving, but at an increasingly prohibitive cost. Touch Local carried out a poll amongst a sample of UK SMEs registered on our directory to find out if small business owners had experienced greater costs when seeking finance.

The Survey

As a small business owner, have you experienced greater costs when seeking finance?

The Results

Yes: 266 (49%)

No: 155 (28%)

Don’t Know: 123 (23%)

Total responses: 544

Summary

Just under half of small business respondents (49%) have experienced greater cost when seeking finance this quarter, with many unable to take our loans as a result. Others felt that bank lending had not improved at all, and were subsequently forced to look elsewhere for financial assistance. Over a quarter of respondents (28%) stated they were not experiencing higher costs when seeking finance. However, it is clear from the comments that several small business owners were looking for help from family and friends, and not professional financiers. 23% of respondents did not know their situation with regards to increasing costs, with the majority of these businesses requiring no financial assistance this quarter.

Some of the comments from the respondents:

I have not seen any improvement in the finance available to small business for us or my fellow SME businesses.

I have found big banks are willing to lend but at ridiculous cost

I am in the fortunate position of not needing to seek finance so this issue has not affected me.

High Street banks are simply not lending, in my experience. One is, therefore, at the mercy of more independent financiers, who charge exorbitant rates of interest. The banks need to make things easier for small business. If there is a good business plan, or an existing business that is clearly working, they should be open to lending. They are not.

I managed to borrow from family instead.

Being self employed, Banks and Lenders do make it difficult to get loans when in actual fact most self employed people are more secure than those employees working for a company.

We’ve had difficulty getting finance but when we have, it’s been at a higher rate of interest.

Do you have a question for UK businesses? Email kris.lea@touchlocal.com to submit your suggestion.

This week the Prime Minister blasted the civil service for loading costs and red tape regulations onto businesses. Touch Local carried out a poll amongst a sample of UK SMEs registered on our directory to find out if small business owners believed that red tape regulations are holding back growth for SME’s.

The Survey

As a small business owner, do you believe red tape regulations are holding back growth for SME’s?

The Results

Yes: 646 (80%)

No: 99 (12%)

Don’t Know: 68 (8%)

Total responses: 811

Summary

More than three quarters of small business respondents (80%) agree with the Prime Minister’s belief that businesses suffering from red tape regulations ‘frankly cannot take it any more’. The majority of these believe that the administrative cost and time spent on red tape is stifling the growth of their business, and fear that under the new Government things will not improve. Only 12% of small business owners do not believe that red tape is affecting the growth of SME’s. Of these, many note other legislations that are having a detrimental effect on small businesses, whilst others indicate that some industries such as banking rely heavily on red tape. 8% of respondents did not know whether red tape is affecting small businesses.

Some of the comments from the respondents:

Certain business sectors such as banking need much more red tape – without sufficient regulation, business will be forced to develop unsustainably and eventually crash.

You deal with more red tape than doing business.

The banks are holding us back by not spending, not the red tape.

I’m too scared to employ anyone – particularly women who may get pregnant. As a woman myself I am horrified by my response, but paying maternity leave could bankrupt my company. And employment law is such that it is practically impossible to get rid of someone who isn’t good enough. That too could destroy my company and I’m not prepared to risk something that has taken me years to build.

Whilst I am unaffected by red tape, I do know of many SME’s who are affected.

It’s not been a problem for me personally so far, but I know it is for many small businesses.

I have stayed self-employed not taken anyone on as there is too much red tape.

All the red tape and lack of assistance is stifling small businesses and growth in this country.

SME’s rarely have the manpower to trawl through legislation

I am a small business owner and I sub-contract all my work. If there was less red tape I would consider employing people directly.

Do you have a question for UK businesses? Email kris.lea@touchlocal.com to submit your suggestion.

This month the Government is publishing its second budget. Touch Local carried out a poll amongst a sample of UK SMEs registered on our directory to find out if small business owners are confident that the Chancellor will set up plans to help the economy grow.

The Survey

As a small business owner do you think the forthcoming budget will set up plans to help the economy grow?

The Results

Yes: 217 (24%)

No: 475 (53%)

Don’t Know: 212 (23%)

Total responses: 904

Summary

More than half of small business respondents (53%) are not confident in the upcoming budget announcement and the Government’s ability to drive the economy forward. Many of these business owners believe that the increase in VAT and the proposed Interest rate rise will harm the spending power of the country and leave people with less money to spend and little room in which to manoeuvre. Others believe that the Government have largely disregarded small businesses, and are not confident that the new budget will propose anything to the contrary. Less than a quarter of respondents (24%) are optimistic in the upcoming budget, with the view that the new Government is making the right strides to reinvigorate the economy. 23% of respondents were unsure whether the forthcoming budget will set up plans to help the economy grow.

Some of the comments from the respondents:

It’s difficult to see such a cut-back focus helping growth in the economy and therefore I’m not optimistic of good news in the budget for small businesses.

With so many cut backs, it is difficult to make the economy grow!

The constant change of tack breeds uncertainty. You are doing nothing to promote growth, investment, confidence and as a government lack the vision and resource to get us out of this.

Not helping small business at all!

You have to believe

Lower taxation and government expenditure

The tax on banks is a joke why not tax them the same amount as they pay in bonuses. Interest rates are at a record low try telling the banks this when trying to get a loan

The rate of interest should remain low and the Government should lobby the Bank of England to ensure that it does. The current factors that are causing the inflation rate to rise are individual items and not a trend.

I believe Osborne knows the importance of small business and the importance of getting rid of red tape and get banks lending. However what he does still depends on big business, the markets and the ‘ruling classes’. The danger is he will make great headline attracting statements, yet noting will come of them. If that happens then the country is sunk.

Do you have a question for UK businesses? Email kris.lea@touchlocal.com to submit your suggestion.

London, February 22th, 2011: Yesterday a member of the Bank of England’s interest rate-setting committee called for a raise in interest rates to help get inflation back to its 2% target. Touch Local carried out a poll amongst a sample of UK SMEs registered on our directory to find out if small business owners shared the notion that interest rates should rise to help curb inflation?

The Survey

As a small business owner, do you think interest rates should rise to help curb inflation?

The Results

Yes: 281 (28%)
No: 642 (63%)
Don’t Know: 98 (9%)

Total responses: 1021

The businesses who took the survey are all listed on http://touchlocal.com

Summary
Two-thirds of small business respondents (63%) opposed the idea of increasing interest rates, with many believing that the raise would result in a far greater cost to their business than any change in inflation. Just under a third of respondents (28%) would welcome a rise in interest rates if it led to greater control over inflation and the UK economy as a whole. A minority of business owners (9%) were unsure if they would support the change, believing that it could be imposed in the future, but no immediate adjustment should be made.

Some of the comments from the respondents:
• No rise at the moment. Inflation is the lesser evil in economics at the moment. Rise in interest rates will mean less money in the economy as people have higher mortgages etc.
• Leave well alone for the moment
• I think there are better ways to reduce inflation, like reducing fuel costs. This Government seems reluctant to do this.
• It is more important at this stage to think of the economy as a whole than to think of small businesses.
• A lot of our visitors to our caravan park are elderly and living of their savings. An interest rate increase would benefit them and subsequently us as our bookings could increase.
• The interest rates must rise!
• Raising interest rates won’t help small businesses,
• It is a way that we can help our country to recover.
• Interest rate rise will further dampen the already weak economy.
• Stability and predictability are key to recovery. Any change creates uncertainty.
###

Do you have a question for UK businesses? Email kris.lea@touchlocal.com to submit your suggestion.

Prime Minister David Cameron recently re-launched his vision of a ‘Big Society’. Touch Local carried out a poll amongst a sample of UK SMEs registered on our directory to find out if small business owners understood the concept of Cameron’s ‘Big Society’.

The Survey

David Cameron has a vision of a ‘Big Society’ – do you know what ‘Big Society’ is?

The Results

Yes: 451 (43%)
No: 591 (57%)

Total responses: 1042

Summary

Despite many business respondents (43%) claiming to understand Cameron’s concept of ‘Big Society’, many believed it to be ambiguous and confusing. This notion is supported through some comments which found that many business owners’ understanding of the concept was erroneous.

The majority (57%) who took the survey did not know the Prime Minister’s key mission. These results suggest that the Government need to communicate better with SMEs over key issues if they want to obtain their understanding and buy-in.

Some of the comments from the respondents:

What is the ‘Big Society’ all about and how does it affect me?

Big Society….? No idea!

The Big Society means getting people to work for no pay.

Big Society is merely a front for government cuts and for creating a market for services.

I know what the “Big Society” is, or at least what it should be, but rarely hear it being explained in easily digestible language, which encourages those who don’t want to understand it to resort to ridicule.

It is an utterly meaningless phrase but appears to rely upon volunteers filling the void created by cuts in local authority funding.

It seems to be a way of getting volunteers to perform the services that we already pay for in taxes.

Knowing what it is is one thing. How it will work is another. Not all levels of society can be expected to participate, even if they know what it is in the first place.

Another word for Big Brother.

Issued: 15/02/2011

Do you have a question for UK businesses? Email kris.lea@touchlocal.com to submit your suggestion.