Getting the Word out – Part Two

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In Part One of this post, I showed how being included in online posts by journalists can help your business, your SEO figures, their viewing figures (So they will return to you for even more views in the future) and your own prospects’ marketing efforts.

When you extend a welcome to those that write for your industry to print your answers to their questions, you are not only gaining a friend, you are offering assistance, promotion and information to them. You are also recruiting a specialist to help you out with your own outreach: Definitely a ‘Win, Win’ situation for all.

So, once again, this is a year’s end thanks to everyone for reaching out to me and including my ideas into their posts. Here are some more ideas from the last year – I hope that your small business marketing can benefit from the following. The over-riding theme this month is creative Social Media hacks:

Instagram Hashtag Marketing:

“Hashtags can be easily tracked for popularity, just as individuals can. In fact, many influential posters rely on the same hashtags, so you can also track down those you want to be associated with via their hashtags. There are online tools available (for all platforms, not just Instagram) that help you find new hashtags, and track your current hashtags. In addition to showing important hashtag data, these tools help you find the best possible hashtags for your text and images.”

Examples of creative use of Facebook for Small Business Marketing:

“Although it’s obvious, my favorite is still ‘How much is your House Worth?’ complemented by a picture of your local city. It fulfills the marketing line of making something look free, that will offer value to you, will have a good value proposal, and even makes you feel safe enough to add your zip/postcode on the next landing page. It’s only after that you realize that this is simply outreach from a local Realtor trawling for information and introductions: Very clever.”

Social Media for small Businesses:

“Position yourself as an expert in your niche. Drill down to what your history shows you are best at and what your prospects want. You can then concentrate on that within your prospect/customer community. Use social media to show you are part of your community, are a real person, and that your knowledge can help your prospects’ lives.”

Content Marketing Hacks:

“Zero in on what you do best, what has been most profitable for you in the past, and build the persona of a ‘perfect client’. Then market to them, directly. Marketing is an ongoing exercise, so ensure that your content speaks to that Perfect Customer, and show how you can fill their possible future needs better than your competition.”

A New Year – and Decade – beckons. If you have reached this section of the post, I wanted to wish you even more success in 2020 and I hope that the ideas I’ve shared over 2019 have been useful for you. If you have enjoyed these posts, or have any feedback on how you have used these tips, please let me know. I would love to print them in a future post.

Of course, I’ll also be linking back to your own businesses’ website, so you can get some more of that good old ‘Google Juice’ that this blog benefits from by answering these reporter’s questions!

Have a great Festive Season !

The BEST tool you have to get new Customers – Old Customers

 

Sometimes, it is the smallest actions that can lead to the largest changes in business.

At some point your customer comes face-to-face with your company, and you need to know how that interaction will go, before you start signing up customers. The smallest action you can do in your business is simply ‘do what you did last time.’ If this is easy, makes you money, and makes a customer happy, this is a win, win for everyone. If there is a flaw in that system, you need to clean up the mess before it becomes endemic, and you start doing the wrong things to customers – even accidentally. This has to be remembered when you are marketing for your small business.

We all know someone who is a fan of a company; someone that is forever talking about this place’s prices, or service, or how they go ‘above and beyond’. These people are “Evangelists”, and Word-Of-Mouth evangelism is an unpaid marketing force that people believe. After all, these people aren’t paid, and they have faced the same choices that others in their place have at some point. Whenever shoppers find themselves in that place, they remember the trustworthy advice given to them by someone that didn’t have to say it. They then shop there, too, to put that trustworthy experience to their own litmus test. Can you imagine what power you would have in your business pleased people so much that they sent you extra business at no cost to you?

Whenever someone buys from you, they should go straight to the top of your Loyalty charts – what they want in the future shouldn’t be limited by anything other than “They liked it before, they will like it again.”  There shouldn’t be anything internally in your business that stops them getting what they want a second time, after becoming a partner with you. They will tell other people, and the snowball will grow.

Too many companies these days have complex loyalty systems that mean more money for them, rather than keeping the customer happy. Whatever it costs you to retain that client, it will gain additional customers. Can we quantify this? Yes. The Harvard Business Report released a report in 2014 that I will never forget. It stated that decreasing customer churn by just 5% can grow profits by between 25% and 125% .

That is a powerful financial argument for not only keeping your current customers happy, but also putting in place policies and systems that mean your customer is treated as they wish throughout the transaction process, and they are rewarded for it. If you have those systems in place when you are signing up a small amount of customers, that process will earn you much more as your sign-up process really ramps up. The myriad of possible customer problems in the future can be handled now; when the task is smaller and more easily handled. So, put these policies in place at your business, and see how large your customer base becomes from this one, small task.

Getting the Word Out – Part One

Getting the Word OutEveryone loves listening to an expert speak. In the small business world, everyone suffers from the fear that they don’t know enough to challenge other, larger, more sophisticated competitors in their field; “They are larger, more established, more profitable, how can I possibly contend with them?”

The same is true of your Prospect Marketplace. Everyone is looking for the right information at the right time. It is your outreach that answers these questions for them. If you are a ‘small fish’, you can grow your size by offering information that no-one else is doing. Don’t question who will be listening, but rather drive their interest by highlighting what you do better than anyone else.

By way of illustration, and as a Thank You to my own industry partners, here are the questions I have answered about Small Business Marketing over the last 12 months that have been published in Influencer articles. The reasons for doing this are many fold:

  1. I have been included by Industry Leaders in their professional field. This makes me an expert.
  2. By re-printing their address, I am extending the life of my post and sharing their address. This is the perfect Thank You.
  3. By adding links in my blog post, I am strengthening my site’s SEO, because all of these links match my industry and prospect marketplace.
  4. I am offering information that my Prospect Marketplace can use.

When you extend a welcome to those that write for your industry to print your answers to their questions, you are not only gaining a friend, you are offering assistance, promotion and information to them. You are also recruiting a specialist to help you out with your own outreach: Definitely a ‘Win, Win’ situation for all.

So thanks for including my answers to your questions, and I hope that the following short tips are helpful to everyone reading:

Small Business Marketing :

“Digital marketing is a wonderful, cost effective way to market a SME business, but writing about how good your goods and services are simply isn’t enough to engage people. The challenge for many small businesses is to ‘open themselves up’ to their prospect marketplace and highlight their authenticity as a business. People buy from people, not simply for deals, so becoming an active part of your community is very important.”

Your Businesses Mission Statement  :

Develop a new (or updated) mission statement. “Too many sales reps and business owners are consumed with the everyday realities of how to get the next sale, how to get through this quarter, and how to do this or that, all without giving much thought to the long-term. One way to avoid this trap is by knowing—and living by—your mission statement. If you already have one, dust it off and make sure it still represents your brand, who you are, and where you’re headed. If you don’t have a mission, then it’s time to develop one. “In order to start putting the right message out there for customers, you have to start at square one. Think about what your company does, what it does better than anyone else, and why customers should work with you for the long-term. That’s your mission statement.”

Earning your Customer’s Trust :

Small Businesses — and especially startups — have to address the trust gap: Why should you, as a small company, be trusted more than other companies?

For many Home Service companies, this is complicated by having to put prospects’ minds at rest about inviting you into their homes. I always suggest that small businesses highlight their differences from the bigger, ‘industry leaders’, and ‘being just around the corner’ can work for you. However, ensure to add some details about your trustworthiness — such as testimonials about how clean, efficient and sympathetic you are while in people’s homes — so that you stand out from the competition, and make your prospect’s ‘Value Decision’ easier.

Marketing Tools for All:

Add a Video :

You have the opportunity to add a video to your Google My Business listing, add your videos to YouTube channel and link them to GMB. As this is a Google property, you will get extra benefits from using it!

Tags :

Pairing investment tracking with UTM tags and asking customers where they heard of you: The time costs and possible advertising costs should be reflected in eventual sales. Ask your customers where they saw your posts, and ensure that any organic posts are directed at your prospect marketplace. Tag each weblink with a suffix so that you can see how many hits your posts get, what type of posts are the most popular, and who retains the information.

Google Alerts :

Google Alerts are a very valuable resource. Delivered free to your e-mail inbox every day, you can read and understand more about breaking news, fashions and trends in your given industry.

Don’t forget to visit these great sites to learn even more about how to successfully market your small business – there are some great tips in each one. Part Two of this Thank You is coming up. Hope you also find that instructive.

The Secrets to Successful Social Media Marketing

Gas StationPerhaps the most important ‘Five W’s’ journalists are always taught to ask questions about, are Who and Where? This is especially true where Social media is concerned – because of entrepreneurs’ basic misunderstanding about their marketing. The concept of your product or service being known by as many possible purchasers as possible is a very worthy target. The thought that there are so many people on line, that there is a probability that many more people will see your marketing appears to be a logical step. Unfortunately, it doesn’t work that way.

Imagine that you are a Gas station in a small, rural village. You aren’t on a highway, or even a major busy road. The vast majority of your business comes from locals when they pass your pumps. The marketing you do is face-to-face with the same people every week. Looking at the prospect of running a gas station on a busy down-town street in a city, you salivate at the thought of the heavy traffic that will pass your station every hour of every day. You believe that, because there are more cars, there will be more business. This is wrong. You think that you can market the same way. This also is wrong. You don’t have time to talk to drivers as you used to. They are impatient to get back on the road. Your marketing now has to be seen from a distance, and your prospects are strangers. How can you stop them gassing up close to home, and see you on their way through the rush hour? Has your clientele changed? Are they now truck drivers?

Who and Where changes your business marketing, and online Social Media Marketing offers you a multi-pronged approach to do this. Unfortunately this goes right over a lot of people’s heads. Most Entrepreneurs have been taught that everything they do surrounding their business should be about marketing and advertising. How can you take this thought process and translate it to social media, and Who are you actually marketing to? The locals in the cars you usually see, or a constant stream of strangers in trucks?

Firstly, remove the bulletin board mentality from your social media efforts. This is not about advertising or one-line promotion. Social media is about building relationships! If you want to blog, a successful blogger not only shares good information but they also reciprocate and communicate well with others. This same kind of interaction should also take place at other networks as well whether it is WhatsApp?, Facebook, Twitter or Linkedin. Here, even if you are a company, you are saying things that people want to hear, and you want to attract the right kind of people. These are those that understand and want to hear your message, will pass it on to others. Likewise, you have to be interested in them, and want to read and share their ideas and messages. So, now you know what you are promoting and how, who are the people you are talking to?

Firstly, identify exactly who your customer or client is, then focus exclusively on them. Then take a closer look at the other community members that you are close to, and identify those contacts as someone you would like to get closer to in a business sense. In order for your marketing to work, you need to determine exactly who you want to provide products or services to. These people are your insiders. They are the ones you need to focus all your time and effort on. They are the people you need to have in mind, whenever you make a marketing decision. Don’t think of trying to please all of the people, all of the time, but hone your messages down to those that would be interested, and those that interest you. If someone doesn’t live close to your gas station, or who need your gas when they are passing your station, then why are you talking to them? It’s great if they are receiving your messages from a trusted contact of theirs, but their relationship is different to yours.

So, use your prospect’s language, and write with them in mind. Study what matters to them, and ‘be where they are’. If you know problems that they are experiencing, how did you – or would you – get over them? Most of all become an expert in your field to all of these people. They will all become contacts, if you do, and your creative online writing will make you more attractive. They will look forward to what you are writing, and help you share that message. It’s a massively more effective way to grow your business than the vague alternative that most of your competition is doing.

Top Ten Twitter Tips

My-Top-10-Twitter-Tips-for-BloggersBeginners to Social Marketing often overlook Twitter, dismissing it as too ‘short hand’. This is wrong on a number of levels. For instance, if you can teach yourself to cut down on your marketing verbiage to the point where you are promoting your message in 280 characters, you are on the way to making your own one-line slogans for branding purposes; a very important – and marketable – talent. However, Twitter is also a great way to connect with other businesses, followers and industries that you are involved with.  It’s an excellent way to engage audiences about upcoming promotions and events, in a ‘headline’ kind of way, and colour your observations. You should, therefore optimize the way that you utilize this tool, and be ready to use it in various ways to make everything an introduction that leads readers to a deeper meaning via an attached document. Here are the Top 10 tips to bear in mind when you want to use Twitter to spread your message:

  1. it’s not ‘All Business’. Tweet daily, if you wish, but it’s not all about you. It’s about your prospect marketplace, and it’s about people. As a rule of thumb, tweet about your business about one-third of the time. For the rest, talk about you, your people, share informative information: Give before you take. The more you interact with others, the more you will gain from your Twitter experience, and your prospects.
  2. Keep your tweets upbeat and informative. Everyone is online to escape their day.
  3. When is it too much? If you are tweeting multiple times per day (and you will find lots of material to do so within a few days.), know when you are going overboard. A sudden drop in interaction will show you where you are going wrong.
  4. Jump on Relevant Trending Topics. A simple way to get started is to join in on trending topics. Take a look at the trending topics on Twitter, which typically have an accompanying hashtags. Then join in on the conversations when it’s relevant.
  5. Be an Industry Resource. Show that you are an expert in your field, by sharing popular information from other sources. Your followers will appreciate your expertise more than note who your competitor’s tweets come from.
  6. Use Analytics. Your Twitter account comes with its own analytics display, so get accustomed to checking this to find the most popular tweets, and note how you can grow your interactions to other subjects.
  7. Don’t copy what other brands are doing. The major business plus of Social Media is that you can tell your own stories. Don’t get lazy and simply copy what another business is doing because it gets lots of likes and re-tweets. Let these successes inspire you to tell your own message to differentiate you from others.
  8. Be You. Just like the last point, don’t try to be something you are not and make sure your marketplace understands what you are saying. See the chart below fromSprout Social for frequent negative reviews about what Brands do to turn people off. Be open, positive, don’t try to entertain, and don’t be too ‘inside’ with jargon and slang.graph-annoying-actions@2x-19. Be Professional. This is a business marketing avenue. By all means connect your own twitter feed to your Businesses, and highlight your people but don’t turn it into a personal account. Work-Life balance works online, too. You are here to talk about your business, not your own life.

    10. Remember that everything you tweet is public! Think first, and if you have the slightest worry about your content – don’t do it. Don’t get into arguments, and remember the old saying about polite conversation: It doesn’t involve politics, religion, or sexuality.

Twitter is very simple to use, and is an extremely fast, immediate way to find people, and engage them in conversations.  Unlike Facebook, every person with a Twitter profile is public and reachable.   The possibilities are really endless.  You can use Twitter to reach out to people you admire, show appreciation for a service you use, connect with people you’re attending an event with or just start the conversation yourself!  You will soon get into the swing of multiple tweets per day, and you’ll soon see how those 280 characters will do wonders for your business messaging.

How to spend your Social Budget.

socialmediabudgetThey say you learn something new every day…How about a new Business oxymoron: A Social Media Budget? In most companies, it simply doesn’t exist. They expect Fans, Followers, Likes and Pins to fall from the sky. However, it isn’t that simple.

The ‘plus’ of being visible on Social Media is that visitors choose to look at your posts, meaning it is their decision to do so, and they aren’t being sold to do it. This leads to more trust in your business. To do this, however, takes investment in either time or funds in order to be this open to everyone.

But, how should a social media budget be spent, if they have one? You do not want to spend hard earned money, simply to get ‘vanity metrics’, or fast-to-disappear trends. Let’s start with not doing something that is all too prevalent: Taking the HIPPO’s opinion: The HIPPO (highest paid person’s opinion), is also (usually) the least knowledgeable and furthest away from the front-lines. If you need ammunition to curb the HIPPO, try these ideas:

One of the best ways to successfully grow a social network is to funnel people from existing sources. This could mean your existing website traffic or e-mail database – wherever you have contacts.  Or it could simply mean your existing, off line contacts (i.e. customers that come to your business). You will need a ‘base’ of contacts in order to attract more. Don’t forget your work colleagues, and existing customers – these are fans of yours. The larger base you can call on, the more possible contacts you can add in the shortest time.

Now, make sure that your Call To Action is strong enough.

Concentrate on one message, and one call to action for prospects to follow. Large corporations and big ad agencies do this all the time on commercials. Next time you’re interrupted during your favorite television show, count how many commercials show a Facebook icon, and nothing else. No Facebook page URL, no direct call-to-action, and no reason or incentive to actually get-off-the-couch and take action. All they’re doing is promoting Facebook.

If you have customers that enjoy being in your store, give them a reason to return to it with your Call to Action. Have them experience something they enjoy, and cull their contact details from them. In turn, they will pass this information on, automatically funneling both themselves and those that come after them into your system: A ‘hearer’ of your business, becomes a follower to learn more, then a visitor to your experience, then a ‘passer on information’ to others that, in turn become hearers, and so on….

It takes approximately seven times longer or seven times the introductions to acquire new followers – something that HIPPOS usually forget. Better to keep in touch with those that you have already, and invite them to join your promotional network, helping others to be introduced. If you have a social media budget, in either funds or time, use it to show your present fans multiple aspects of your experience, and let them bring more in.

Make Sure your Voice is Heard.

silver desk microphone

Photo by Dids on Pexels.com

I have a wonderful surprise for you: My voice!

I recently guested on Andy Curry’s Podcast: “Crazy, Cheap Marketing: Innovative Marketing Tactics For Instant Growth.” and spoke about small business digital marketing including, social media marketing, blogging, community outreach and customer retention.

Andy’s approach to marketing a ‘neighborhood business’ was forged by running his own Hardware store for over 30 years. He offers in- the- trenches, first-hand knowledge of the pitfalls of marketing and the best use of advertising dollars for all businesses.

A few years ago, he started sharing this knowledge online via a web blog, a matching podcast and, more recently, books. He invites marketers, educators, business owners and other specialists to speak about different aspects of marketing that any entrepreneur can do to promote their business better, most of which are ‘crazy cheap’. I heartily recommend signing up for his podcasts and newsletters for free, and gain some expert knowledge on your business’ growth.

Although the main topic of our conversation was about Business blogging, a couple of other points of interest that have come up since the interview’s publication: I had the opportunity to ‘plug’ this blog, and had a link added to the website itself. The result has been the third-best month of readership figures since I began this blog. I also picked up more followers – in fact my total is now almost 30% bigger than it was in December 2018!

I have written before about the ‘waterfall’ effect of good marketing, and the above is a great example of this: More opportunities to talk about your business leads to more interest in your other marketing, which leads to more ‘fans’ that want to learn more. Additionally, people have learned something more about me as a business owner. My Voice is a give-away to my background. Despite spending over 30 years in North America, I never added to my birth dialect, so now I get lots of comments along the lines of: “I never knew you were English!”

This not only shows interest as me as a marketing expert, it also highlights interest in me as an authentic person – something that this blog has constantly highlighted as a ‘must do’ for any small business looking to grow.

Here is the direct link to the Podcast, so enjoy 25 minutes of marketing tips, and I do recommend you listen to some more interviews on the website for great tips on how to expand your digital footprint, turn more prospects in customers and make those customers evangelists for your business to others.

Of course, you can also start searching for opportunities to speak on behalf of your own specialty and business, creating your own waterfall effect of interest, growing both your name and your business!