1. How can a Business Profit from Twitter and how much time will be involved?

As I'm sure you can imagine, I get asked this question a lot. Like pretty much everything else in marketing and PR, how much time involved with profiting from Twitter is entirely up to you. You definitely get out of it what you put into it. That being said, it can be very rewarding if you dedicate some good time to it. Twitter is an extension of your existing Web store (either traditional Web site or blog). You want to have an e-commerce platform so that you are selling something through your Web site or blog. You then want to use Twitter to build a community of followers, create interest through conversation and drive people to your Web site where you can then make a sale. Other people have also made money from Twitter by establishing themselves as an expert in a certain field. Through conversation people will realize that you offer a service that has value and you can build a freelance business out of it.

2. Why should a business have a loyalty program?

It's hard enough to get new customers. Especially in today's slow economy, you want to keep the customers that you already have. An old industry saying states that it's easier to resell to current customers than it is to sell new ones. It's true in pretty much any industry. A loyalty program creates an added incentive for a customer to come back and shop with you again. Some loyalty programs also have rewards programs so that you a customer can get "rewarded" (either by additional deals or even cash) if they refer a new customer your way. Loyalty programs offer a chance for you to have a great leg up on your competition.

3. How would you conduct a successful direct mail & email marketing program?

The very first thing in direct mail and email marketing is to think about where you want people to go. Today, most likely you want to direct people to your Web site so you can capture their email, opt-in and secure more information about them, in addition to making a sale. So be sure that you have a professional looking Web site, blog or landing page. Next you want to develop your list of people who to target. Think long and hard about this because it can be expensive if you don't have an existing list of addresses or emails. Third, build your direct mail or email. Make it informative, exciting and interesting. Design it so that it grabs their attention and has a clear call to action (like going to a Web site or asking them to come in and try your new ice cream flavors). It also never hurts to have an incentive, like a "buy one get one free" deal. Fourth, use social media to tie it all together. Use Facebook and Twitter push your campaigns even further (and to build your email lists). When all is said and done, evaluate and measure the results so you can make any necessary adjustments for your next campaign.

4. What are some low cost ways to advertise locally?

For companies with some budget, consider taking out an ad in the yellow pages, local newspaper or even on a local cable station. Be mindful of where you would advertise - sports section, food section, home and garden show, etc. You should also leverage a lot of social media. Facebook, Twitter and LinkedIn are well-established networks that have been proven to drive business locally and nationally. Connect with local people through these networks and use to promote special events at your store.

5. What is the best way for a small business to get a story on TV?

Find a visual story that appeals to your audience. Think creatively about how your business ties in with a national trend (high gas prices, recession, health care reform, dangerous weather, social media, etc.) and find a customer who is using your services successfully. You can also build a visual story around a seasonal event or holiday (Valentine's day or holiday shopping). Develop your story and then email a reporter to get them interested in covering you. But be patient. Most reporters are very busy and aren't just sitting around waiting for your call. Even if they're interested it still may take several weeks for them to do a story on you. Just be persistent and keep them interested. They will respect your persistence and eventually stop in for a story. It also helps if you watch their news stations to find special segments they do (like a morning show that does food each Wednesday or personal finance on Fridays, for example). For more information on this please download the PR Toolkit from http://understandingmarketing.com.