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.

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.

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.

Boomer SMB Owners Tell Me S/He Can’t Do Social Media…

MS-DOS Command line
http://en.wikipedia.org/wiki/MS-DOS

Nothing, and I mean nothing, including social media, is as hard to master as MS-DOS was. . .

Since my business demographic is primarily boomers, I know better. I’m a boomer, too. And I know full well that we boomers had to conquer and endure the pioneering stages of modern technology. Nothing, and I mean nothing, today is as hard to master as MS-DOS was. Gen X, Gen Y and Millennials don’t have a clue what a nightmare it was to work on a black screen with green letters and no graphics, no mouse. They never had to learn commands or have ever seen “A:” , or had to save content on multiple floppy disks, and most never sat in front of a v e r y  s l o w CRT that emitted unhealthy rays!

So, Back to the Boomers

So when these boomers who cut their computer teeth on difficult, dinosaur technology are telling me that social media is just too hard to take the time to learn  – –  sorry, but I’m not biting!

What I think happened to these otherwise savvy entrepreneurs, is when they began their businesses, technology was in an ever-changing mode. Obsolescence was the norm, and many were hesitant to invest in expensive technology that would most likely be outdated before it collected dust. Starting a new business means watching every nickel; technology avoidance and frugality became almost a badge of honor.

Culture Shock

Then, before these entrepreneurs knew what hit them, all of a sudden they were far, far behind others who had the time to keep up. In addition, any technology to be learned had to center around POS and bookkeeping. The learning curve on those was a bit time-consuming for owners, not to mention the time required to train staff. Who had time to jump into the social media craze while trying to run a business?

But now – da-da-DUM – there is no escaping social media for small business marketing. While it, too, experienced its versions of continuous obsolescence, social media has settled in as the most viable and affordable marketing vehicle for SMBs.

What I am finding is the biggest obstacle to success in social media, is that most successful entrepreneurs are classic introverts, even hermits. They live, eat, drink, and breathe their business to the point of no social life, but they like that! So of course they feel awkward trying to enter a SOCIAL medium that expects casual interaction.

So, yes, it is good to hire help, but it is also good to use that help to learn social media. WHY? Because social media is not successful unless the fans get to see what goes on behind the front doors. And if you don’t provide behind the scenes material (content, images, customer testimonials, etc.), then you are simply keeping a social media account alive with memes, quotes, product images – yawn……..

My best social media analogy?

Think of how many times you have driven by a small business and felt a tinge of apprehension about pulling in and checking it out. Why?

Because we don’t like to explore the unknown, especially when it has potential to waste our valuable time or money. Your social media fans are no different. They want some behind the scenes peeks at who you are, what you do, why you sell what you sell, what makes you different, and how will it FEEL to shop or do business with you!

Damn, you don’t have to marry these fans! Just like your customers, people just need to get to know each other! And that’s why social media works for those who do make the effort to put themselves out there for fans! Does that make sense?!

3 Reasons NOT to DIY Market Your Small Business

Did you losePiggy bank upside down money doing it yourself?

You tried to DIY market again, didn’t you?

My husband and I are both entrepreneurs, and when we need help on anything outside our frame of expertise, here are 3 considerations we recount when we get the DIY itch and are dying to scratch.

1.  The expert you hire EARNED that status.

For your own small business, you earned expert status how? Right, by working hard to learn and produce the best possible results. It took time and practice, but there you are. Therefore, the person you should hire achieved his/her expert status the same way.

But, because a tool is free, you believe you should DIY. How much of your valuable time do you have to learn to use the “free” tool? Oh, Really? How many unopened emails are in your inbox right now? Riiiighttt…

The person you hire has the right tools, education, experience and FOCUS to complete the job properly, efficiently and with expected results – usually all in a very short time and all at once.

2. When you DIY, YOU WASTE VALUABLE TIME AWAY from YOUR business.

If you are a highly qualified and experienced person in your field, why waste $$$ earning time on work someone else could complete far more quickly and correctly with better strategy considerations for you. In other words, why are you trying to save a few bucks on labor when you could be generating new business that has a far better ROI for time spent?

3. When you DIY everything, you risk jeopardizing your professional reputation and your potential to earn business. 

What message are you sending anyone who witnesses your DIY projects? Bet you never thought about that. Oh, sure, you get to be proud of saying “I did it myself.” But how do you justify anyone needing to hire YOU for your expertise if you don’t respect other professionals for their expertise?

AND when your clients and customers see you taking the time away from your business to DIY, are you giving them the impression that a) you have the extra time to kill, and/or b) you don’t use your free time to learn and grow your business?

BOTTOM LINE:

YOU HIRE AN EXPERT FOR THE OVERALL VALUE THEY PROVIDE YOU.

Go clear the cobwebs off those DIY projects you started (outside of your expertise). How many times have you run across, or into, those unfinished projects over the last few days, weeks or even months? They are just THERE. . .WAITING to be completed. YouTube DIY videos are not the right answer for speed and efficiency, not to mention no substitute for experience.

Now go back to work and let an expert do it, do it right, and do it now.

Really? How often have you “learned” this lesson?

Being an Entrepreneur Means Showing What You are Made Of

Jill Abramson, Former Executive Editor of New York Times giving Commencement Speech at Wake Forest University

Jill Abramson, former Executive Editor of the New York Times, gave the 2014 commencement speech at Wake Forest University. Quite appropriately, Wake Forest requested she speak on resilience. Her controversial firing from the NYT just the week previous made the topic most meaningful.

As a Small Business consultant, I am often energized and inspired by my clients’ resilience. Some of them are franchisees facing years of decline of the franchisor. Many of them are hoping the franchisor will stop rearranging the deck chairs and let the ship sink because It is hard for them to continue to pay royalties for so little support in return from a struggling company. And in light of their contractual bonds, they have amazing resilience facing each day in limbo, wondering when and if the other shoe will drop.

But if there is one thing I have observed in serving only small business owners; it is their incredible resilience in tough times. As an entrepreneur, whether franchisee or independent owner, you are already taking enormous financial and personal risks to run your own business. But, the reward is immeasurable.

I, too, am an entrepreneur, and face the same sense of the mystery of the next day, month, and even year, in regard to my future. But I am grateful everyday for the resilience I have gained through being my own boss.

So, for me, and I am sure many others, listening to Jill Abramson’s commencement speech today was an inspiration. Her smile and confidence spoke volumes in terms of the positive reaches of upset and challenge. She spoke of her father’s words of wisdom in times of failures: “Show what you are made of.”

Well said.