http://www.premierlinedirect.co.ukNews and updates from Premlierline Directen-gb15For small and medium-sized businesses, one of the main challenges is keeping operational costs down while ensuring efficiency and meeting best practice.  Thankfully, the tools offered by developments in the field of cloud computing have given businesses of all sizes the ability to remain at the top of their game by allowing them to carry out tasks cheaply and easily on the move. In recognition of the constant innovation that’s helping small businesses perform at their best, we have compiled a selection of some of the best free and paid-for cloud-based applications available. Embed this infographic To embed this infographic on your website, please copy and paste the following code in to your website:  <p style="border:1px solid #ccc; padding:10px;font-family:monospace;"><a href="http://www.premierlinedirect.co.uk/knowledge/blog/2012/5/15/could-these-cloud-based-applications-help-your-business-grow"><img src=http://www.premierlinedirect.co.uk/media/505054/small-business-apps.jpg alt="Could these cloud-based apps help your business grow" width="490"/></a><p>Infographic by <a href="http://www.premierlinedirect.co.uk/">Premierline Direct</a></p></p> http://www.premierlinedirect.co.uk/knowledge/blog/2012/5/15/could-these-cloud-based-applications-help-your-business-growTue, 15 May 2012 12:37:26 GMT http://www.premierlinedirect.co.uk/knowledge/blog/2012/5/15/could-these-cloud-based-applications-help-your-business-growAuthor - Robin Bowman, Senior Business Editor Big companies often spend huge sums on PR consultants and agencies. Often, this is with good reason. They need all the help they can get! Usually because something has gone badly wrong and the media is baying at their door.  This is a world of media frenzy that is and will remain alien to almost all SMEs – and no doubt there are very few who won’t breathe a sigh of relief at that.  PR, though, isn’t all about crisis management – nor, at the other extreme, is it all about meaningless waffle or sales pitches for a product or service (that we all know no one is going to read or watch).  In between these extremes, for the average SME, there is still plenty of good to be had from a bit of well-managed, well-crafted PR activity – so long as they approach the whole matter professionally.   Here are a few tips on exactly how to do just that.  First – A DON’T!   Don’t start from the position of ‘we have something to sell, something we want to push to market – so let’s do some PR on it.’ This is the kiss of death.   Genuine media providers – as in those providing content that hasn’t been paid for – simply aren’t interested in your intentions.   What they are interested in is whether you have something interesting for their viewers, readers or listeners. And that goes for all media outlets, from local newspapers to tweeters.  So, rule number one: ask yourself: ‘do we have some content that’s interesting to – or we can make interesting to - other people?’  Create an event.  Maybe you don’t have something interesting to tell. In which case, you’ll need to manage an event that will be interesting.  There are many ways to do this, but they all call for a little effort and some creativity.    Ask yourself in what way does your business engage with the community and then leverage that. Create an event.   Here’s one example among many possible ones - Could you offer to contribute a project as part of a competition in conjunction with local schools?  If what you do has a clear community purpose – healthy eating, encouraging the use of IT, green projects and so on - and you can get lots of schools onside, you will generate publicity.  Think Small.  Remember to start small.  By keeping events and activities modest, you won’t run the risk of things running out of control and you can learn as you go.   Focus on target media. Don’t make the mistake of writing a bland, generalised press release and sending it out as an email shot.  Unless your idea is outstanding, it will just end up in the most used filing cabinet in the newsroom – the bin.  Which media are your customers most likely to connect to?  What will they be searching for online, reading or listening to?  Should you focus on trade publications and blogs, or more general media? Perhaps both. But each will need a different approach. Decide which, and then target these. Craft your content. When targeting a media outlet of any sort, ensure you pay attention to what content it uses and in what style, then replicate this or at least adapt your material to fit.  Who to call. Make an effort to find out who is the best person to address your idea or event to. Send them the info and make it clear why you think it will be of interest.  You don’t need to know jargon or special terminology – if you have a good idea, communicate it simply and clearly to stand the best chance of success. But make sure you explain why you think it’s right for their magazine, paper, blog, radio station, etc.  Be timely. Try and make sure your content is timely. This doesn’t mean timely so much to your business, as timely to the outlet you’re offering content to.  Stay on message.  Many people are nervous at the thought of talking to journalists and so fail to get their message across. The key is to stick only to what you want to achieve, stay on message and keep things very simple. It’s far better to focus on getting one or, at most, two points across than trying to cram in lots of information.  Be human. Remember – all media outlets aside from trade or specialist ones - will be most interested in a human angle. Here’s an example. If a team from your company is running in a marathon to raise money for a specific charity, coverage is likely to be much more extensive if you can tell a moving human-interest story behind the choice of charity.   Think quotes.  Whether you deal with journalist on the phone or in writing think of a nice quote or two beforehand and keep what you say clear and to the point.    A picture’s worth….Always consider whether you can get your message across well with a photo – and not just any one. Make sure it’s well taken and interesting – not an out-of-focus shot of two men in suits shaking hands!  Forget boundaries. Don’t draw a line between traditional and no-traditional media – it’s a false distinction. Bloggers with large followings are a great place to receive the right kind of mention. So are good, old-fashioned, local newspapers. Use all outlets, if you think they’re appropriate, speak to existing or potential customers.  Always follow up. Even if you get a knock back from a journalist or blogger, you can at least try and find out why they are not interested, so you can learn for next time.  Use your own content.  Don’t forget that your own content is PR. If you make a how to video, or give advice in a blog, for example, it’s all PR.  Get the message out there that you have a voice - tweet it, use Facebook and every social media outlet. Offer your content to publications for free. This all costs nothing.   Create Debate! Don’t be afraid of creating debate. It’s fine to express an opinion and have people disagree in comments. So long as you enter the debate politely and are always reasonable and considerate, you and your company will almost always only gain useful PR from taking part. Robin has been a journalist for more than 20 years, during which time he has held several senior media management positions in both Fleet Street and Hong Kong. Robin recently returned to the UK after being based in Italy for six years. He has a passion for business innovation. The content of this article reflects the views of the author and may not necessarily reflect the views of Premierline Direct. http://www.premierlinedirect.co.uk/knowledge/blog/2012/4/27/how-to-do-your-own-business-prFri, 27 Apr 2012 11:00:32 GMT http://www.premierlinedirect.co.uk/knowledge/blog/2012/4/27/how-to-do-your-own-business-prAuthor - Robin Bowman, Senior Business Editor Residential rental yields are rising in many parts of the country and new landlords are being tempted into the market.  The one downside is that you either need to buy with cash or at least provide a hefty deposit - much higher usually than an owner-occupier - to get finance. Even so, as thousands of people who want to buy a home still struggle to find mortgages on terms they can afford and renting therefore remains the only practical alternative, the-buy-to-let market look set to stay buoyant for some time yet. If you’re a landlord there’s plenty of red tape to get your head round. Not only should you arrange insurance, making sure you’re covered for buildings and contents with a policy that’s designed for landlords, but you’ll also need to ensure you take a deposit from your tenants and that you protect that deposit. Long gone are the days of just taking the tenant’s money and sticking in your bank account until they leave and ask for it back. Since early 2007, landlords have been required to cover their tenant’s money in tenancy deposit protection schemes, or TDPs.  These make sure money is kept secure and help protect tenants against the more unscrupulous landlord who may be reluctant to hand over money that rightfully belongs to the tenant (minus any legitimate and fair deductions such as damage, of course). If you’re a landlord with tenants on an assured shorthold tenancy (AST) agreement (and by far the largest majority of landlords will be in this category), then you must, by law, choose one of the approved TDP options. There are two types of scheme. You can opt either for a scheme whereby the money is held by a third party or you can choose an insurance-based scheme. The big difference is that the third-party scheme is free.  The two different kinds of schemes also operate somewhat differently. The deposit holding scheme The only approved deposit holding scheme is provided by the Deposit Protection Service (DPS). The way this scheme works is that the deposit is held by the DPS.  At the end of the tenancy, the money is handed over to the tenant, minus any deductions. If there is a dispute, the DPS can - if both parties agree - act as arbitrator. Obviously, the downside of this solution for the landlord is that they don’t actually hold the deposit and they don’t receive any interest from it.  The advantage is that it’s free - the costs are offset by the interest from the deposit money. The alternative is an insurance-based scheme. Under these schemes, the landlord or their agent, keeps the tenant’s deposit but pays a fee to insure it against being held on to by the landlord unfairly at the end of the tenancy. If the landlord refuses to pay the deposit back, the insurer will settle with the tenant and then pursue the landlord for the money. Or, if there is a dispute in which the landlord wants to withhold some or all of the deposit and the tenant disagrees, the insurance provider can act as arbitrator, which is much cheaper than going through the courts.  The amount in dispute is held by the insurance provider until the dispute is ruled on. There are only two officially approved insurance-based scheme operators: MyDeposits  http://www.mydeposits.co.uk/ Tenancy Deposit Scheme (TDS) http://www.thedisputeservice.co.uk/ For both these schemes landlords will pay a joining fee, plus an insurance premium. The landlord’s obligations don’t just stop once they have joined one of these schemes, however. From April 6, this year the landlord or their letting agent must, by law, give the tenant details of how their deposit is protected within 30 days (this used to be 14 days prior to April 6). They need to let the tenant know: The name of the tenancy deposit scheme The contact details of any agent or the landlord How the release of the deposit works The reason for taking the deposit How any dispute can be resolved. Failure to do all this could mean that the landlord is liable to pay three times the deposit. All these deposit protection schemes only apply in England and Wales currently, but the Scottish parliament is consulting on the issue and is due to bring in a similar form of protection later this year. Robin has been a journalist for more than 20 years, during which time he has held several senior media management positions in both Fleet Street and Hong Kong. Robin recently returned to the UK after being based in Italy for six years. He has a passion for business innovation. The content of this article reflects the views of the author and may not necessarily reflect the views of Premierline Direct. http://www.premierlinedirect.co.uk/knowledge/blog/2012/4/11/the-buy-to-let-landlord's-guide-to-tenancy-deposit-protection-schemesWed, 11 Apr 2012 16:35:53 GMT http://www.premierlinedirect.co.uk/knowledge/blog/2012/4/11/the-buy-to-let-landlord's-guide-to-tenancy-deposit-protection-schemesAuthor - Robin Bowman, Senior Business Editor Most of the headlines will focus on the Chancellor’s controversial move to lower the tax rate for the most well off.   But what about business, especially small and medium-sized businesses? What did the budget do for them?  The Chancellor described his package of budgetary changes as pro-business, and there was no shortage of initiatives.  Here are the main points for SMEs:  Cut in the basic rate of corporation tax from 26 per cent to 24 per cent from next month and then further falls in successive years, down to 22 per cent in 2014.  Of no interest to small businesses with profits under £300,000, but sends a clear pro-business signal from the government.  The top rate of tax falls from 50 per cent to 45 per cent and the tax threshold rises to £9,205 from April 2013. Raising the tax threshold will give an estimated £24 million more money. Anything that puts more cash in people’s pockets is good for businesses of all sizes. Unfortunately, though, by also lowering the level at which the 40 per cent tax rate kicks in to £41,450, some of this extra cash will be clawed back – an estimated 300,000 more people will find they are paying tax at the higher rate.  The Chancellor announced tax relief for businesses involved in the production of video games, animation and some TV production fields.  A scheme, yet to be fully detailed, will potentially offer Enterprise Loans to young people looking to start their first business.  There will be larger capex allowances for companies investing in three new enterprise zones in Scotland and a Welsh enterprise zone is to be set up in Deeside.  One of the biggest changes for small businesses could prove to be the announcement that their tax returns are to be made far more simple.   The government is examining the idea of allowing any company with turnover of less than £77,000 to avoid having to fill in complex self-assessment tax returns and allow them instead to only supply evidence of their cash position with evidence of receipts and payments.  This change had been recommended by the Office of Tax Simplification for micro businesses – those with a turnover of less than £30,000; but the chancellor raised this threshold by more than double and an estimated 3 million small businesses are likely to be affected.  The Association of Chartered Certified Accountants was quick to point out, though, that banks will probably still require more formal accounts prepared by an accountant before offering loans.  Other benefits for SME’s include:  The relaxation of Sunday trading laws for the eight Sundays when the Olympics and Paralympics are taking place.  Those industries involved in life sciences will have the tax on patents cut.   Broadband – plans to develop super-fast broadband in 10 cities around the country.  The Business Finance Partnership, aimed at lifting credit availability to medium-sized companies was given a 20 per cent boost to £1.2 billion.  John Walker, National Chairman, Federation of Small Businesses, commented: "With two in five small businesses still struggling to access finance through the banks it is vital for growth that there are alternatives they can go to.   “So the £1.1 billion Business Finance Partnership is welcome as it will open up non-bank lending for businesses.” Robin has been a journalist for more than 20 years, during which time he has held several senior media management positions in both Fleet Street and Hong Kong. Robin recently returned to the UK after being based in Italy for six years. He has a passion for business innovation. The content of this article reflects the views of the author and may not necessarily reflect the views of Premierline Direct. http://www.premierlinedirect.co.uk/knowledge/blog/2012/3/28/a-budget-for-business-–-an-at-a-glance-guideWed, 28 Mar 2012 09:12:35 GMT http://www.premierlinedirect.co.uk/knowledge/blog/2012/3/28/a-budget-for-business-–-an-at-a-glance-guideAuthor - Robin Bowman, Senior Business Editor Many smaller businesses are realising that determined scammers not only target bigger enterprises and private individuals. The bad guys' focus is also very much on the hard-pressed, busy and, perhaps unwary, small business person.There are a number of scams that are well recognised by professionals whose job it is to tackle fraud. It's a good idea to know of some of the common ones and to make sure your staff are aware of them. BUT, far more important is to have a set of guidelines for staff that make them 'scam aware'.We'll look at this about in a moment. First, a few of the more common types of scams. And, be aware, these are just examples: there will be many variations of the same idea in each case. Open a file - This is a very common type of scam and it ranges from the laughably inept - a message full of spelling mistakes with a ludicrous-sounding company and a very unlikely scenario - to the very sophisticated. The consequences of opening the file might be simply the introduction of malware (malicious software) onto your network to a piece of code that accesses sensitive information that can be used to commit fraud. Common examples are an email purporting to be from a well-known courier company confirming a recent order, or a message listing a complaint against your company from some official body or other. These emails may or may not use the names of real official bodies.Fake Invoices - These are very popular and it can be easy to see that they can be successful if they target a busy business that doesn't have a good system of checking in place. The email simply thanks you for your order for a plausible product - printer toner cartridges or stationary, perhaps - and encloses an invoice. If the amounts are not especially large, it's not uncommon for companies to just pay them without checking. If you do, you'll be flooded with more!These same invoices may also be in fact contracts tying your company into big commitments for services and products you don't want.You're about to break the law! - Lots of scams are built around the idea that if your business doesn't do something (which involves paying money) you will be in breach of the law in some way. One scam is a letter from some official-sounding agency asking for fees to register under the Data Protection Act. This can be effective against the unwary who may only have a loose grasp of what the DPA is and what needs to be done to comply with it. Registrations for large businesses by the Information Commissioner cost only £35 and many smaller companies may be exempt.Training compliance - This is a well-known scam and simply involves demanding money for what are usually described as 'compulsory' health and safety training courses as required, the scammers claim, by the Health and Safety Executive.By far the most sophisticated scammers, though, are the ones that will work on your staff over a period of time and use apparently trivial information to build an apparently convincing story they can use to fool your company. A study in the US showed that staff in over 85 per cent of companies targeted in a controlled test were persuaded to open a 'malicious' URL. We'll look at how this so-called 'social engineering' is a growing problem for business in Part 2.Meanwhile, here are some measures to take to protect your company from some of the most common scams around. Tell your staff how scams work and make them aware they may be a target. This is perhaps the most important measure to take. Making staff at least a little suspicious is your best line of defence. Never assume you or your company can't become a victim. There's a scam out there for pretty much everyone. Complacency is foolish. Never click a link you've been directed to unless you know who is doing the directing. Never agree to take on a service or product from a cold call. Ever! Always take time to consider, refer and call back, if you think the offer may have value. A contract can be made verbally, so beware. Don't allow yourself to be pushed by special offers and other enticements. Get details of who is speaking to you or emailing. Ask for names, phone numbers and addresses and check them out. Don't sign contracts without checking them and fully understanding what you are committing to. Don't ever be embarrassed to insist on checking they do in fact say what you've been told they say. If you have been the victim of fraud or attempted fraud, you should always report it, preferably to the National Fraud Authority's website www.actionfraud.org.ukHere you'll also find a wealth of information on some of the latest scams doing the rounds. Robin has been a journalist for more than 20 years, during which time he has held several senior media management positions in both Fleet Street and Hong Kong. Robin recently returned to the UK after being based in Italy for six years. He has a passion for business innovation. The content of this article reflects the views of the author and may not necessarily reflect the views of Premierline Direct. http://www.premierlinedirect.co.uk/knowledge/blog/2012/3/7/watch-out!-scammers-are-interested-in-targeting-your-business-part-1Wed, 07 Mar 2012 12:07:08 GMT http://www.premierlinedirect.co.uk/knowledge/blog/2012/3/7/watch-out!-scammers-are-interested-in-targeting-your-business-part-1Author - Robin Bowman, Senior Business Editor It's often agreed there are a lot of pluses in taking on older workers, but there are also a number of legal considerations companies should keep in mind when recruiting any staff. First of all, the law is quite clear - you can't turn down a prospective employee because you consider they are too old. In the past, a business could turn down someone applying for a job on the grounds that they were over 65; but this option for businesses was scrapped by the introduction of the Equality Act, which came into force in April 2011. Obviously, it follows then that if you advertise a vacancy you cannot specify an upper age limit. ACAS advises that it is a good idea not to ask for details of age on a main application form at all. It also advises employers to check all their forms to make sure they are not asking for unnecessary age-related information, at least not for the purposes of deciding who gets a job. Recruiters can ask for age details for the purposes of monitoring for diversity, but are not allowed to use this information to weigh one recruit against another. The same rules apply to agency workers - in a nutshell, agencies cannot discriminate on the grounds of age alone either. Many larger companies have actually extolled the virtues of the older worker -but their older workers (and the usual definition is workers over 50), will be among staff recruited from all age groups and within a policy therefore of diversity. Age-neutrality is the aim. The laws surrounding age discrimination are often seen as aimed at tackling discrimination against older workers. And many of them are. So, it's important to realise that, as well as not discriminating against older people, businesses can't discriminate in favour of older people either. If they do, they are in effect discriminating against younger people - which is not allowed. In the past, any company could fire anyone who reached the default retirement age of 65. But that all ended as of April 2011. Now businesses can no longer ask an employee to retire just because they have reached 65. This all reflects the reality of a changing workforce and those businesses that recognize this will almost certainly attract the best, most flexible and diverse work force. The fact is that the population is getting older and older workers are going to become increasingly common in the workplace as the workplace better reflects the make up of society. ACAS estimates that there are around 20 million people aged 50 or above in the UK and that figure will rise to 27 million by 2030 - up by 37 per cent. It also advises recruiters, not just to comply with the rules, but also to confront stereotypes - things like the belief that older people (those over 50), take more time off ill. Research, in fact shows the opposite is true. Another fallacy is that older people have less ambition and so are less motivated. This may or may not be true, but, then again, their motivation may be as keen, but different. And older people often have a greater breadth and depth of experience and knowledge that offers great advantage to many workplaces. One effective way to avoid stereotyping, even subconsciously, is to look at your recruitment process. A business may not even consciously want to exclude older workers but does so simply by the words that are used. Examples include, as ACAS points out, the word 'experience', which can often be used in a loaded way and is often seen as a euphemism, as in 'post-graduate experience', which can be a coded way of suggesting someone in their 20s. Words can, of course, carry other, less subtle signals. ACAS cites such examples as 'lively' and 'dynamic' used to describe a workplace - these may give the impression that the workforce is all young and that's the way the business wants it to stay! It's probably also worth thinking about which channels you use to recruit people. Twitter may be effective, for example, but will it alone necessarily communicate with the widest range of ages? Robin has been a journalist for more than 20 years, during which time he has held several senior media management positions in both Fleet Street and Hong Kong. Robin recently returned to the UK after being based in Italy for six years. He has a passion for business innovation. The content of this article reflects the views of the author and may not necessarily reflect the views of Premierline Direct. http://www.premierlinedirect.co.uk/knowledge/blog/2012/3/7/business-and-older-workers-_-what-are-the-rulesWed, 07 Mar 2012 12:02:07 GMT http://www.premierlinedirect.co.uk/knowledge/blog/2012/3/7/business-and-older-workers-_-what-are-the-rulesAuthor - Robin Bowman - Senior Business Editor Everyone knows how huge social media is these days. But, when it comes to business and social media, the story is quite different.  Every business has an idea that they should get involved because the marketing potential is massive. And it is.   Sadly, few businesses seem to grasp what leveraging social media actually involves.  Let's look at some pointers for success using Twitter to promote your business.  Here are ten points that any business needs to think about when they start tweeting.  Tweeting is not a magic bullet!  Just because you set up a Twitter account and send out the odd Tweet, the world is not going to come flocking.  The golden rule is you have to have something interesting to say! Create a voice - having a personality is all-important. There are tens of millions of Twitterers (or Tweeters) out there. To stand out, and therefore promote your brand, you must be different.  Be a Thought Leader. This is a phrase we hear repeatedly. Putting it into action is not easy.  It sounds like a grand idea, but, in truth, it boils down to two things - one, knowing something about the subject you're talking about and two, voicing an opinion about that subject and suggesting an action your readers might care to take. Be credible - There's a huge temptation to promote your business. Big mistake!   Imagine yourself at a party. You're approaching a group that's in conversation. The way to join in is not to immediately start talking about how great you are, but to contribute by saying something interesting.  Focus on quality - It's very easy to concentrate on numbers when you're regularly tweeting; but the kind of followers you have is far more important to your business than the number of followers. Selling on social media is fine - This is not the same as being credible. Selling a service or product is fine, so long as that is all you do in a particular channel. So, if you have a Twitter account and use it to tweet interesting and useful content, do NOT use the same channel to sell. The two don't mix. Much better to simply have another Twitter account for all your great offers or special deals. That way whoever follows you knows exactly what they'll be getting and, just as importantly, won't be getting. Head off complaints - If you provide a service to the public, there's a good chance you'll get the odd complaint now and again, justified or not.  It's all too easy to start a business Twitter account with the intention of setting yourself up as a thought leader only to find you're inundated with customer queries and complaints.  Here's the golden rule - always deal immediately with any complaints that are tweeted. Never let tweets sit there unattended. Don't have discussions on Twitter. Suggest politely that any problem can be dealt with and give a phone number or email address for the customer to contact you directly. If you are finding a lot of customer service tweets are coming in, the simplest thing is to open a separate account solely to deal with customer service matters. Mind your manners - Twitter, like any social event, has its own ways of doing things. There are definite rules and dos and don'ts. It's not very smart to just plunge straight in without knowing the protocol.  You can find more information on rules and regulations of Twitter at Twitter Developer Promote - Again, Twitter is a little like having a party. If you don't send out the invites and attend other people's gatherings and contribute to them, no one is going to come to your bash. Be positive and helpful to other people's and business's accounts and promote your Twitter account relentlessly. Be patient - Twitter, like other social media channels can be a powerful marketing tool. But it takes time to create a real impact. You have to stick at it and be consistent. Robin has been a journalist for more than 20 years, during which time he has held several senior media management positions in both Fleet Street and Hong Kong. Robin recently returned to the UK after being based in Italy for six years. He has a passion for business innovation. The content of this article reflects the views of the author and may not necessarily reflect the views of Premierline Direct. http://www.premierlinedirect.co.uk/knowledge/blog/2012/2/20/how-to-use-twitter-to-market-your-business-–-10-do's-and-don’tsMon, 20 Feb 2012 09:31:59 GMT http://www.premierlinedirect.co.uk/knowledge/blog/2012/2/20/how-to-use-twitter-to-market-your-business-–-10-do's-and-don’ts Author - Robin Bowman - Senior Business Editor There isn't a whole lot of good news out there for businesses. In fact, now we know officially what many small businesses knew already - the economy shrank in the last quarter of 2011. All we can be fairly sure of is that things are not going to get better, at least not for a while. The fact that some 110,000 public sector jobs are expected to be cut this year will, by itself, have a dampening effect in many parts of the country. Meanwhile, the government is desperately trying to encourage people to start their own businesses, even announcing plans to let small businesses use empty government offices as part of its Business In You campaign.  Few small businesses already up and running are having an easy time of it. For many, just staying afloat is going to be the priority in 2012. There's clearly no magic spell to get every business through the tough times; but there are several positive ways to adapt and give your business a fighting chance. Here are 10 things your business can do: Work harder on marketing your businesses.  Businesses everywhere are not just slashing prices to the bone, they're also coming up with creative offers, loyalty schemes, two for ones, a free bottle of wine with a meal for two, and many other marketing devices. Many of these marketing drives are not new, but it's important to get out there and try and win business. If you can be more original, so much the better. Look at all your sales material and your website, if you have one. This is a great time to sharpen everything up.Think carefully whether you're matching the right products or services to the right customers. Sales material, window displays, phone leads, converting a visitor to your website into a customer - it's all going to take more effort and more careful planning.The key is to stand out, be exceptional and make your voice heard.The good news is that if you can sell through a recession, you are going to do really well when the upturn comes.Pay special attention to your website. Now is the time to carry out all those tweaks you haven't got around to - all designed to make the customer experience better and buying easier. Turn your product, whatever it is, into an investment.  During a recession, people generally cut back on what they perceive to be luxuries.  So, pitch       your product more as an essential item or service, if possible.  If you sell food, then align this with health benefits; if a restaurant, extol the need to escape the gloom perhaps by promoting a romantic evening for couples, or a family event; if you service cars, talk about the need for safety; if you run a painting and decorating business, push the idea of property upkeep as investment preservation, and so on. Look for ways to link with other businesses that could benefit you both. You could offer a joint or a bonus service. This could simply be a case of mutual recommendations, or discounts from one business when a customer buys from the other. Or it could mean actually partnering - a builder and a plumber, say, who feed each other work and work together on jobs.  If you already do this, it may be worth trying to forge new, additional links.  Be creative and find ways for mutual benefit. Work your customer base hard.  The easiest customer to get is one you retain. Keep in touch with them, even if you're not directly trying to sell them something. In fact, it's best if you're not, that way you will gain credibility and build loyalty. Don't act drastically unless you really have to. Economies have always proved to be cyclical; so, while it's hard to see light at the end of the tunnel, things will almost certainly pick up - eventually. Your business needs to be ready for that upturn. If you cut back more than you really need to - by letting more staff go than is absolutely necessary, for example - you aren't going to be in a position to respond to the upturn quickly. If you have cash, this might be the time to invest.  It seems counter-intuitive, and few businesses do, in fact, have cash to spare; but for those that do, investing in hard economic times can be a great idea. There are great deals to be had when others are desperate to sell. It may be a good time to fix rent, or stockpile on the materials your business needs.  Make sure you negotiate hard - it's a buyer's market. Review your business plan and forecasts. It's important to be realistic and to adjust projections accordingly. This way you avoid nasty surprises. Look for savings, but do not make cuts that mean you will put your business at risk. Do the small things first, like reviewing utility suppliers, looking at heating levels, lighting, plans for replacement of hardware and office supplies. If one isn't already being given, always ask for discounts. Accept the fact that business is suffering, if it is; but keep it in   perspective. Everyone who starts a business is a natural optimist and has self-belief. Don't let the constant drip, drip of bad economic news weaken your instinctive resolve. Bad times will end.  This is important because if a business's morale goes, everything else will follow. Robin has been a journalist for more than 20 years, during which time he has held several senior media management positions in both Fleet Street and Hong Kong. Robin recently returned to the UK after being based in Italy for six years. He has a passion for business innovation. The content of this article reflects the views of the author and may not necessarily reflect the views of Premierline Direct. http://www.premierlinedirect.co.uk/knowledge/blog/2012/2/1/how-to-help-your-business-survive-in-2012Wed, 01 Feb 2012 12:32:50 GMT http://www.premierlinedirect.co.uk/knowledge/blog/2012/2/1/how-to-help-your-business-survive-in-2012 Author - Robin Bowman, Senior Business Editor This year Google is gradually introducing a new way of searching the web. And it's already kicking up quite a storm about privacy.   It may well backfire on the search giant at some point; even so the changes are being rolled out.   The new algorithm, called Search Plus Your World, examines not just the web, but also a searcher's personal information if it has been posted through Google products such as Google+ or Picasa.  Chances are, when it comes to new Google search criteria, this is the change that will grab the headlines (as it already is doing) because of the issues it opens up about privacy - even though the searcher has the option of turning off the option to carry out a personalised search.  In fact, however, for any businesses out there that rely heavily on traffic to their site to capture prospects and sales, an earlier change by Google, was much more important. It was far less widely discussed in the media, but its impact is very significant.  This alteration in late 2011 to the Google algorithm is only now starting to make itself felt.  Google announced that the change in the way it assesses search results will have an effect on 35 per cent of web searches - a truly massive impact. The aim is to provide far more up-to-the-minute information from certain searches.  The new search algorithm in effect knows how important immediacy is likely to be based on the kind of search being made.  If it's a news-related search, for example, or a review of a new mobile phone, Google will give greatest weight to the freshest content and rank the newest first.  The new search criteria also penalises so-called Content Farm websites that publish low-quality content stuffed with optimised search terms.  So, what does this mean for any business that uses content to improve search rankings and attract more customers?  The current thinking is that the most effective method of ranking well will be the less-equals-more approach to content.  Better quality, freshly posted content is the most effective way to go.  There's nothing very new about Google giving higher rankings to fresher, more relevant content. But these changes underline the premium Google gives to this kind of content and the greater weighting it is now able to give it.  It's important though not to stress freshness above everything else.  Google has made it quite clear that it will go beyond this simple measure to rank search results. As the Google Blog stated: "Freshness is one component, but we also look at the content of the result, including topicality and quality." Research reported in the past by Google has revealed that faster page loading times improve the chances of a visitor actually becoming a customer. This is why page loading times are also being assessed by Google and will influence rankings.  So, it makes sense to check the load speed of your site's home page. You can do this by using Google's Webmaster Tools. Beyond this, what about content? The fact is that as Google's algorithms become ever smarter, the canny marketer can actually afford to relax more - so long as the content they are posting is valid, timely, well written and not just there to capture keyword searches. In other words, quality will increasingly be king. Robin has been a journalist for more than 20 years, during which time he has held several senior media management positions in both Fleet Street and Hong Kong. Robin recently returned to the UK after being based in Italy for six years. He has a passion for business innovation. The content of this article reflects the views of the author and may not necessarily reflect the views of Premierline Direct. http://www.premierlinedirect.co.uk/knowledge/blog/2012/1/24/google-search-updates-–-what-they-mean-for-your-businessTue, 24 Jan 2012 09:33:36 GMT http://www.premierlinedirect.co.uk/knowledge/blog/2012/1/24/google-search-updates-–-what-they-mean-for-your-business Author - Robin Bowman, Senior Business Editor It doesn't matter whether you're a start up or an established company, approaching your bank for a loan can be the crucial moment in the life of your business. And for thousands of small businesses it can amount to a make or break event. Unless you've been living in a cave for the last few years, you'll know that getting money out of banks is about as tough as it has ever been.   It's also important to keep in mind that borrowing money to fund your business is very different from getting a personal loan. But first, remember that banks are in the same sector as you are - they want to do business; and granting loans and collecting interest is a large part of what retail banks are all about. Having said that, banks have tough criteria to apply to businesses who want loans. That's why it's vital to make your approach as carefully prepared as possible. Preparation is the key to success. Here's a checklist of what a small business should keep in mind when trying for that all-important loan. Know which direction your company's heading in You need to demonstrate the direction in which your business is developing. In other words, you need a solid business plan and you need to explain clearly how the loan you are asking for will be deployed. Where does it fit in with your plans for growth? Be ready to be very specific about how much money you need and why. You'll need to account for exactly what you plan to use the money for - and in detail.  Probably the most important aspect of all this is to demonstrate that the loan will create a significant return. The better you can show this, the more chance you will have of being successful in getting the credit you're after.    Let figures make your case for you - costs and profit projections, for example.  Also show that you have assessed the market thoroughly and are not just plunging in on a hope and a prayer!   Anticipate the kind of probing questions you would ask a business presenting the same case for a loan as you are. Then work out how to deal with those questions. And don't go easy on yourself in your preparation - think Dragon's Den and give your pitch a hard time. The more you anticipate and prepare, the better your chances. Be ready to put your own neck on the line This really means offering some security, which, for many small businesses starting out, can be a house, or some life savings. This shows the bank that you take risk seriously and will be committed to making the business work - so they have more chance of having any loan they advance repaid.   Putting up personal assets is clearly a highly stressful thing to do, but, if you have little or no track record and your business is relatively new, this might be required, especially in the current financial climate. Show the bank they'll get their money (and interest) back The more you can show you have considered loan repayment, the more chance the bank will look upon your application favourably. The best way of doing this is to let your accounts do the talking, perhaps with your accountant's help. You should demonstrate you have managed the business efficiently in the past and that cashflow has been adequate. The bank also wants to be convinced that you are competent in your business sector, if possible that you have previous experience and that you have planned carefully and realistically, eliminating as much risk as possible (making sure you have good and adequate insurance is a definite bonus!). Most of all the bank will want to see that you have done your homework and that your projections of how the business can grow are realistic, not just wishful thinking. Remember - appearances do count! You'll make an impression whether you like it or not - not only by how you look and present yourself, but in what you say and do. Think professionalism. Dress like a business person; act and sound like one. Be organised and punctual for appointments and make sure any written submissions look the part, are clear and concise, avoid waffle and are properly spelt.   Prepare - and then prepare some more! It's worth running through what you intend to say to make your case, word for word, until you are fluent and completely confident. Regard the process as a pitch for business and sell yourself, but do it calmly without unrealistic or exaggerated claims. If you spend enough time thinking about your business and the case you're going to make to the bank, you will arrive at pretty much all the questions you are likely to be asked. That is, you will do so as long as you're honest with yourself and try to examine your case as though you are the lender.  If you do all this, you'll be ready for even the trickiest questioner. Be very determined Of course, these days it's a fact that many businesses will fail when they make a loan application - or they might be offered terms that just don't add up. The tightening of access to finance for businesses is one of the most serious consequences of the credit crunch.   But no one succeeds in business by allowing themself to be defeated easily. If the bank turns you down, refine your pitch and then try other lenders; and try and look at what grants and help for small businesses are available in your region.  Above all, don't give up! Robin has been a journalist for more than 20 years, during which time he has held several senior media management positions in both Fleet Street and Hong Kong. Robin recently returned to the UK after being based in Italy for six years. He has a passion for business innovation. The content of this article reflects the views of the author and may not necessarily reflect the views of Premierline Direct. http://www.premierlinedirect.co.uk/knowledge/blog/2012/1/10/how-to-approach-your-bank-for-a-business-loanTue, 10 Jan 2012 09:37:48 GMT http://www.premierlinedirect.co.uk/knowledge/blog/2012/1/10/how-to-approach-your-bank-for-a-business-loan