How to Acquire Real Fans for Your Social Media Marketing Spend

…buy Twitter Followers in our website, starting at $29 USD / 5k Followers…

DON’T DO IT

If you don’t get at least 1 spam solicitation a week for purchased followers via your social media accounts or via email, consider yourself lucky. Scam artists are always looking for the inexperienced social media marketer to make their money. You already know that “if it sounds too good to be true, it probably is,” and profile scammers would be extinct, but, as long as there are buyers, there will be takers. Inexperienced social media clients often ask if they should buy followers because their established competitor has thousands.

Insights tell all

You may not have access to your competitors insights and analytics, but you can judge a book by its cover in this instance. Start following your competitors and note whether their posts, tweets, and photos garner engagement. Isn’t it interesting how an account with thousands of followers often gets disproportionately few likes, retweets, reposts, shares, or comments?

There are 2 main reasons for that; 1) they are lousy at posting, but more likely, 2) they have a base of artifically acquired followers irrelevant to their business. Those so-called followers are not responding or even noticing the posts – that is, if they even exist in real life! So while the competitor may tout a huge fan base, their success is shallowly based only in that number, not in results.

Quantity vs. Quality

Gone are the days when quantity was critical to the perception of a successful social media account. Landing pages (no longer permitted) were created as tools requiring a “like” before entry for contests, deals, yadayada, to acquire new followers – and lots of them. Slowly, it became very evident that many new followers became fans just for the freebie or perk – the attraction being the giveaway and not your goods and services. Unlikes followed or your business simply ignored.

Marketing is marketing whether on or offline. Ever had an event for your brick and mortar focused on giveaways and contests? The results? You probably got enough warm leads with real sales to cover the cost of the event and little more. If you aren’t attracting the right prospects with any method of marketing, you lose.

That’s not to say a big marketing campaign can’t be fruitful, but new and inexperienced small business owners often do not use proven tracking methods for an accurate ROI of their market spend. Year after year they spend on repeat “perceived” successful events without knowing the reality to make revisions for real success. Again, they can talk about how many people attended the event, but inquire about results and you may get an ambiguous reply.

Retention or Acquisition?

Social media business account holders are becoming savvy to the reach of a quality following because they learn that retention, more than acquisition, is the best way to keep and grow business. If you follow a successful formula in your business, you will get referrals.

Customers with needs/desires that match your goods/services

+    Excellence in Customer Service
————————————————

= PROFIT

Bottom Line?

Remember: Buying followers and contacts is as effective as inviting a whole community of strangers to your party – most come for the free food and leave without even remembering your name. Invite specifically those to your “marketing party” who can benefit from your products and services, then wow them with your service. They’ll not only remember your name, they’ll refer you to others.

Will Followers Be Content with Content in 2015?

As I had my morning coffee browsing others’ posts and cruising articles, I was struck by a sense of content productivity obsession. This is what we have taught ourselves must be done for successful marketing of our businesses.

But is it really true?

  • Yes, Google is constantly on the hunt for fresh content.
  • Yes, social media users are forever curating material to catch followers’ eyes.
  • Yes, business owners scramble daily for improved SEO.

But, are we truly capturing our target audience? Or instead perhaps overwhelming or, worse yet, losing them?

I can’t help but believe that quality will always rank over quantity. And, I am seeing more evidence that those who post less frequently with better and more relevant content to their desired target are winning.

Think. Are you posting content for the sake of content… or are you providing the right content for your efforts to be worthy of your audience’s precious time?

2015 – Let’s be more judicious in our marketing efforts. Agreed?

Every Santa Needs a Break! Put a Bench in Your Store

Every Santa Needs a Break!

Have you considered available seating as an integral part of customer service?

The weary, bag laden, and soon impatient non-shopper leaves to shop elsewhere or coaxes the rest of the groups to leave. It’s a lose-lose for you and your shoppers. So, why encourage the non-shopper to become grumpy and negatively influence your happy shoppers?

The most overlooked fixture for your store could be a simple bench.

A bench (or seating of any type) is an important facet of good customer service and therefore, an item with a deceptively good ROI. For mostly unjustified reasons, small shop owners often have a negative mindset toward extra seating in a store.

Rethink. During the holidays, gift shoppers are often in groups – family, visiting relatives, vacationing couples. And they get weary. And since not every member of the group wants to shop in your particular store, there is that awkward, and often uncomfortable, situation of waiting for others to shop. Big deal, you say? You’re not in the business of providing seating?

Everyone stays!

Small business brick and mortar is typically limited in floor space, but there is always place for a strategically positioned chair or bench. Isn’t it better if no one leaves until the active shoppers are done shopping your establishment? You may even leave a positive visual imprint for the next shopping visit. They’ll remember, “They have a place where I can sit.”

And because of certain health issues, seating may be a requirement during long shopping days. Do you want anyone to avoid your establishment due to lack of seating for Aunt Sally with her arthritic knees?

Do be mindful of positioning seating in a positive manner. Find a spot that creates a sense of belonging rather than of being placed in a cramped corner. And if you are a clothing store, place seating near the dressing room to enable “show and tell.” Shoppers are more likely to buy when they can get that “second opinion.”

Seating means comfort

Ask other shop owners who DO have seating in their store. What benefits are they reaping?

They’ll likely tell you potentially grumpy and impatient non-shoppers are relieved to find a place to sit. Their mood shifts more positively and the begin to observe the surroundings. They soon notice the inviting displays and consider shopping with you, too (because you have invested time and good marketing principles in your merchandising and displays, right?).

Create a sense of welcome

You absolutely must train your staff to take a moment to engage with the seated! The power of interaction is immeasurable for positive reinforcement. Keep bottles of water and snacks on hand. It all goes together.

QR codes – a Marketing Opportunity not to be ignored

You can easily create QR code and signage to enable seated visitors (and everyone else):

  • to go to your website
  • to read your blog
  • to subscribe to your newsletter
  • to become a follower on Facebook, Google Plus, Twitter, and all your other Social Media sites
  • to leave a review on sites like Yelp and more!

Give the seated an excuse to post or tweet about their experience waiting for their friends!

No money in the budget for a sturdy bench or chairs?

Buy used. Craigslist, Ebay, your local consignment store, used office furniture stores (very sturdy furniture), garage sales, … even your house!

Seating really is so simple and yet frequently dismissed. Don’t overlook it – especially through the holidays.

Google Plus – Hot or Not for Small Business?

Google Plus Hot or Not

More frequently, small business owners ask why I am a Google Plus proponent. They ask “…of everyone I ask – no one is on Google+ so why should I bother with it?”

I have previously blogged about this, but it bears repeating. Google Plus is GOLDEN for SMBs!

Don’t take too much stock in articles written by Google+ crapehangers. The majority naysayers are non-participants and/or superficially informed – or just copycat blogging.

If you are a small business owner, it is more important for you to consider the BENEFITS of using Google Plus rather than concern yourself with its popularity.

Get over the social media stereotype

Take note of the lack of pu$h for boo$ting or promoting your po$ts on Google Plus. Why? Because Google Plus wants your content, not your money. By having Google+, Google has a social media platform providing data they can’t get glean from website content.They want pure, unadulterated, and accessible source content.

Google Plus will grow.

Consider the beauty of a platform that showcases and integrates your content so well you WANT to participate. The more you use Google Plus, the more you’ll also want to use many Google apps and tools because of the convenience created by the integration.

As a business, remaining active on Facebook is essential because it is like the old yellow pages. In pre-social media days, your business had to be listed in the yellow pages or you “didn’t exist.”  And as long as Facebook is still the go-to for users looking up a business, you must remain there.

Google Plus and YouTube

Have you noticed how anxious Facebook now is to get you to upload your video shares directly to Facebook? They have promised a 30% higher visibility if you do. They realize that VIDEO is the new mode for social media – especially for business. Who currently OWNS video? YouTube. Who owns YouTube? Google. What is the #2 Search Engine in the world? YouTube. What’s the easiest way to share, repurpose, embed your videos? YouTube.

So, help me with this. You should want to upload directly to Facebook for the chance at a 30% boost in visibility in a follower limited Facebook news feed (which you could pay pennies to boost anyway)? In exchange, it will cost you dearly in search capability. And what about your YouTube Channel and subscribers, not to mention the limitations on repurposing that video!

And Google+ has made it exceptionally easy to repurpose YouTube videos on their platform. The more you use Google, the more content and use information they have to improve their search engine algorithms. Therefore, they want to keep you and make you happy.

Take advantage of this opportunity

  • Claim your business on Google Local Business and complete your Google+ Profile!
  • Add a cover photo reflecting your business personality and logo.
  • Complete your About Page
  • Upload photos of your storefront, your business in action, your products, your events, your staff, etc.,

And hey, while you’re there, why not take a shot at engaging with some of those supposedly non-existent G+ users? ;)

“My Staff Doesn’t DO Social Media” is Killing Your Social Media Potential

But my staff doesn't DO Social Media!

When I discuss how important in-house contribution is for social media marketing with (TOO MANY) small business owners, I hear:

“But, my staff doesn’t DO Social Media.”

First of all, statistics tell us that’s not true.

Not only does your staff own a smartphone, but have likely downloaded at least 2(00) social media apps to talk to friends and family, and play games. And during breaks, lunches, WHEN YOU AREN’T LOOKING, and at quitting time, they are ON social media. 

Oh, sure…, they’ll TELL you they aren’t on social media, but what that translates to is THEY ARE AFRAID you will put them in charge of your business page.

SOLUTION

At their next review, explain that in this age of digital marketing, social media marketing contribution is now a job requirement for all new hires. And for existing employees, reviews will include evaluations of their individual contribution to your social media efforts.

GUILT IS A TERRIBLE MOTIVATOR

Yeah, yeah, I know the guilt seeps in… You tell me you are a lousy example of social media business participation so you figure you can’t ask them to do what you don’t do. Wrong!

  • Since when do you know how to do everything your staff knows how to do?

Their contribution is IMAGES, anecdotes, and testimonials

They won’t use their data, add an app, or use their SmartPhone.

Starting on the most basic level, they will take candid photos of your business in action, customer testimonials, anything that reflects your business success. You should also provide a store notebook to jot down anecdotal material for your social media content.

BUY a digital camera for the store or business, and leave it readily accessible to staff.  They can virtually begin contributing to your social media marketing as soon as you brief them on camera use and care.

  • Yes, you need protocols for what is/isn’t appropriate to photograph and how often.
  • Yes, you need to set up a Dropbox, Google Photos (which is cool because of enhancement features), or other cloud account folder for your photos.
  • Yes, you will be responsible for transferring those images from the camera to your computer via the included USB cable to the Dropbox or whatever folder.
  • Yes, you or your trusty admin whom you have given shared access to your cloud folder will then have to share them to your Social Media page(s).

But, other than that, that’s IT! Any and every person on the staff should be allowed to have some fun with the camera catching some on-the-floor moments which can lead to bigger and better participation. YouTube is your next goal.

Just one candid photo per week can mean a boost to your Social Media stats.

Here’s hoping you aim higher.

Fans are more likely to follow

…if they get the feeling they know you and your business. That’s what the photos provide – an inside look.

Now go buy a darn digital camera.

You can get them for less than $200. Or, spend a little more and it will come with wi-fi for easy transfer. It’s a business deduction – a marketing expense!

Now I hope you are saying to yourself, “Why didn’t I think of all this?”

Has Success Stopped You from Growing Your Business?

Twenty Years From Now You Will Be More Disappointed By The Things You Didn’t Do Than By The Ones You Did Do -- Mark Twain

An evergreen quote

…yet one we should heed as entrepreneurs.

Time slips away and our dreams will, too, if we don’t continuously reach beyond the daily routines of small business…

You became an entrepreneur for the challenge of freedom and exploration.

Don’t settle just because you have pride of accomplishment. Keep reaching to the next level.

Or, 20 years from now… 

SMB Owners: Don’t Get Bogged Down in Your Bookkeeping

You Can't Afford NOTto Delegate

Franchisees and small business owners of all kinds:

Business suffering because you’re bogged down with administrative mess? You say you didn’t sign up for bookkeeping when you dreamed of your new business?

Not focusing on what you love is a BIG mistake.  And guess what? There are people out there who LOVE bookkeeping. Yes, it’s true! And, thankfully, they are ready for hire.

EVEN IF YOU KNOW HOW

You choose a business because you are following your bliss, your passion, your venue to champion your skills. My guess is you never gave a damn about bookkeeping, ordering, payroll, maintenance, or many of the duties that are so necessary to run a successful business. Just because you know how doesn’t always mean you should.

I bet you’re still mowing your own lawn, too.

Time for a wake-up call

So why aren’t you hiring people to do those tasks? Or at the very least, delegating it to the person on your staff who does enjoy and excel at that kind of work?
The excuse I hear over and over is that you can’t afford to hire another person to handle those chores. You can’t afford NOT to!

Start with part-time help

There are many people who are taking on clients like you on a part-time basis:

  • Virtual Assistants
  • College Interns
  • Stay-at-home Moms/Dads who are dying to talk to adults and keep their fingers in the work  world part-time
  • consultants who want to make their own hours, and more.

Yes, you will have to monitor their work, but do hire someone to do what you hate or is eating up quality time in your business. Get back to your business at hand. You will be less stressed without those duties hanging over your head and they will do a better job with the full focus you need. That is what THEY love to do.