Social Media 101 – Part III: Social Media & Web Marketing Tips
I think that by this point in our Marketing Matters workshop, all of our members were not only on board, but were excited about utilizing the web to market their business. Michelle was then able to dive into some of the details of each venue and had several useful tips:
Videos – Videos rank high on search engine results! As Michelle stated, “Don’t ‘not do it’ because you don’t like it. It makes you money!” You can create a video to advertise, educate current & potential clients, or document testimonials. Better yet, have your clients send you home videos of them using your products. Michelle adds that the ideal time limit for videos is 1 minute, 53 seconds. You can upload the video to YouTube for free. You can then post it on FaceBook, embed it in your webpage, or email it. Lastly, Michelle pointed out that you can find a high resolution digital video camera for a reasonable price. She uses a Kodak Z18 which cost her $170.
Twitter – Limit your Tweets to 105-110 characters. This is optimal for Re-Tweets in which a portion of your original Tweet would otherwise be cut off. For more info. on using Twitter for your business, click here: http://business.twitter.com/twitter101/
Website SEO – Is your website optimized for search engines? One of Michelle’s tips is to make sure your web pages have proper titles. She says to use relevant keywords rather than the name of your business. When deciding on a keyword, think like the customer. What is the question or problem the customer wants solved? In addition, each page title should be unique.
Blog SEO – Use tags! These help search engines to find your blog.
Keywords – Include alternate spellings. Consider how someone may misspell a word when searching as well as different spellings due to geographic location.
Google Maps & other tools – Google comprises 65% of the search engine market. Is your business listed? How is it ranked? Type site:http://(your website) to find out. To add your business, go to http://www.Google.com/places
Universal Business Listings – One of her best tips! Go to https://www.ubl.org/Index.aspx and sign up for $30 a year. Your website will be listed on all of the major search engines and directories.
Talk about a power packed workshop! I am amazed at how much we covered in such a limited amount of time. We could have easily done a workshop for each subtopic as there is so much to know. I hope these tips will help you with your business. If you have some to add, please feel free to comment.
Social Media 101 – Part II: Privacy & FaceBook
In our Marketing Matters workshop on social media, there was a resounding concern among many of our group members about using FaceBook. The issue was privacy, and I have heard the same worries from several of my clients when helping them with social media. The good news is that there is a way to separate your personal life from your business on FaceBook, and it is completely customizable. You can share as much or as little of your personal life with your potential clients as you desire. There are three basic steps to this process:
1) Create a friend list for your professional contacts.
2) Customize your privacy settings to exclude this list of people from any content that you wish to keep private.
3) Create a page for your business.
For the first step, click on “Friends” and then “Create a List”. Name the list Professional Contacts or something similar. Select current friends to add to the list or skip this step and click on “Create List”.
For the second step, click on “Account” in the top right corner and choose “Privacy Settings”. Select “Personal Info. & Posts”. Beside each category you would like to keep private, click on the arrow next to “Everyone”. Select “Customize”. In the box next to the words “Hide this from”, enter the name of your list: “Professional Contacts”. Click on “Save Setting”.
Privacy problem solved! When you add new friends on FaceBook, you will have the option to immediately add them to a list. If the person is a professional contact, simply select that list.
The last step is to create a page on FaceBook for your business. Much like a personal profile, a business page allows you to present information about your business, including news updates, photos, videos, and links. In addition, you can import your blog postings or link your business page to Twitter. You can also view the statistics for your business page to get a feel for how many people are using it. To create a business page, simply click on any existing page of which you are currently a fan. Look on the bottom left of that page and click on “Create a Page for My Business”. You will be prompted to add information and customize the page to your liking. It’s that simple!
For more tips, please read “Social Media 101 – Part III: Social Media & Web Marketing Tips”.
Social Media 101 – Part I: Why bother? How much time should I spend on it?
Yesterday, I attended the last workshop for the Marketing Matters program, and it was fantastic. The topic was one that I am very passionate about: social media. Our speaker was Michelle Chance-Sangthong, a social media expert, SEO guru, and owner of Red Hawk Strategies. Michelle started the workshop off by asking each group member about her business and finding out what she wanted to learn about social media. With such a diverse group and a wide range of social media experience, Michelle had her work cut out for her. However, by the end of the workshop, everyone had learned something new, and it was entertaining as well as informative. One of the first questions asked by our group members was “Why bother using social media and web marketing?” The short answer is that everyone else is using it. This includes your current clients, potential clients, and more importantly, your competitors. Check out the video below. It describes the impact of social media on business, and the statistics are mind blowing. Watching it still gives me goose bumps.
Social Media Revolution http://www.youtube.com/watch?v=sIFYPQjYhv8
I would respond to the “Why bother?” question with “Why not?” It’s free, and it’s effective. The only investment is time, and that was another concern of our group members. How much time should we spend on social media? Michelle made a good point that it really depends on our type of business and what our ultimate goal is in using social media. She suggested that we schedule a predetermined amount of time each day. She also said to “Eat the frog first”, meaning that we should take care of our most important business items first. Another member asked, “Is there a better time of day to post items in order to generate more responses?” Michelle pointed out that this also depends on your particular business and target audience. However, she finds that posting early in the morning will tend to generate more responses. She added that when looking at an activity graph, social media usage peaks three times a day: before work, at lunch, and after work. Since posting in the morning contradicts the concept of taking care of your most important business items first, I would suggest doing the bulk of your social media correspondence at night, including preparing the article or news update that you will post the following morning.
Michelle addressed another issue you may have when using social media or doing any business activity at home: preventing interruptions. Obviously, we all love our family members, but there are times when we need uninterrupted silence to complete the task at hand. Michelle calls this her “Blood, Bones or Fire” time, meaning “Don’t interrupt me unless there is blood, broken bones, or a fire.” I love this, and I can totally relate. I often tell my husband that I’m “wearing my hat” – in reference to a business owner I read about whom literally wears a particular hat when she is working and doesn’t want to be interrupted.
For more tips, please read “Social Media 101 – Part II: Privacy & FaceBook” and “Social Media 101 – Part III: Social Media & Web Marketing Tips”.
Getting Back in the Game
Since my last posting, things have greatly improved. I feel a bit like Rip Van Winkle although my two week sick leave is hardly the same as being asleep for twenty years. I’ve spent the last few days catching up on projects and working for clients (Yea!). I finally finished the report due for Marketing Matters, and I am now starting on the next one. Unfortunately, I wasn’t able to make it to my Business Advisory Council meeting yesterday, and that is one of my favorite monthly events. It’s like a combination of therapy and school for business owners. We give each other progress reports, discuss issues, and learn about small business related topics. It’s wonderful, and I really wish I felt well enough to attend the last meeting.
On a more positive note, I filled out the application for Financial Matters, the next program in which I will be participating through the Jacksonville Women’s Business Center. Like the Marketing Matters program, each business owner is paired up with two mentors for six months. Only with Financial Matters, the focus is on financial management. As a bookkeeper and finance major, I would expect to have an edge when it comes to this program, but I’m not naïve enough to think I know it all. The mentors who donate their time for this have years of experience in accounting and banking, so I’m sure I will still have plenty to learn and share with my clients. I will certainly keep you in the loop once the program begins.
Overall, things are rocking and rolling again. It feels great to be back in the game!
Confessions of a (Pregnant) Entrepreneur
I was going to title this post “Balancing Business, Baby & the Bathroom”, but in truth, there hasn’t been any balancing going on. When I haven’t been too nauseated and exhausted to get off the couch, I’ve been completely preoccupied with thoughts and fears about my pregnancy. Consequently, my business has been on the back burner, and that in itself has caused a great deal of stress and guilt. I was trying to take it easy on myself, but I can’t go on like this indefinitely. It’s time to get back on the horse. For inspiration, I’ve been reading blogs written by other women entrepreneurs. I also think about all of the pregnant women working in the corporate world who don’t have the luxury of taking a time-out when they feel less than 100%. I still don’t know how they do it, and they make me feel like a complete wimp. How dare I complain when I can work in my PJ’s and take naps?
To get back on track, I started with organizing my surroundings. Everything was in disarray, and I need order to be focused and productive. Cleaning up was the first step. The next step is to revisit my master to-do list. I wish I could say that I’m Superwoman and could still multi-task, working 12-hour days. However, that is not my reality. I plan to focus on one project at a time, setting a realistic goal for completion. I have to accept my limitations but still move forward. Specific projects that I need to work on include finishing my report for the Marketing Matters program, creating new business cards, updating my website, and formalizing an incentive program for client referrals.
Lastly, I need to revisit my calendar and figure out how I can start attending networking events again. With the previous three events, I strategically placed myself at the table closest to the bathroom and brought my own supply of bottled water. That worked well in solving the most basic problems, but I found it to be more of a challenge to talk to people. As anyone who knows me can attest, talking is not normally an issue for me. If anything, the opposite is true. However, it’s a completely different story when you are constantly thinking about fighting nausea and fatigue. I recently joined the Professional Women’s Council and South Council, subchapters of the Jacksonville Regional Chamber of Commerce, and I really want to attend the meetings. My fear is leaving a bad first impression. I don’t want people to misinterpret my lack of sociability or the less-than-cheery look on my face. Perhaps I should wear a pin that says “Please excuse me. I’m pregnant.” I suppose it will become obvious in a couple of months.
Despite the gloomy tone of this posting, the misery I’ve been feeling lately has been the most wonderful thing that has ever happened to me. I wouldn’t trade it for the world. I simply need to find some balance and try to get my body to cooperate with my mind a little more. I have two babies to nurture now, and one has the potential to support the other. I am so appreciative for the opportunity to work from home. This business is going to allow me to be the mom that I want to be, so I can not afford to neglect it. Any words of wisdom or inspiration from my readers would be greatly appreciated. I would love to hear about your experiences.
A New Approach to Networking
Last Tuesday, I met with my Business Advisory Council for our monthly get-together. As with many of our meetings, we had a guest speaker. Her name was Robin Wahby, and she is a managing partner with New York Life as well as an active member and supporter of the Jacksonville Women’s Business Center and the PACE Center for Girls. She came to talk to us about networking – a topic that is always relevant to small business owners and often misunderstood. Robin started off by describing the characteristics of entrepreneurs in “survival mode”. Basically, business owners in survival mode tend to be focused on themselves and their own businesses as they are desperate to get new leads. Although this mentality is understandable, it can be extremely counter-productive. A common mistake that we all make is going into a networking event all dressed up with business cards in hand and simply not listening to the people we come in contact with. We often find it difficult to remember names because we are too busy thinking about what we’re going to say next. While we are rehearsing our elevator pitch in our heads, we fail to catch the important details that could help us build a meaningful relationship with those we meet.
Robin suggested that we take an entirely different approach when networking. We need to change our focus from ourselves to the people we meet and ask more questions. Instead of being a salesman, become a reporter. Some of the questions we should ask include: How long have you been in business? Who is your competition? Who is your ideal prospect? She also suggested that we be a host rather than a guest by introducing two people in our network at the event. These were all great tips, and in a way, focusing on others takes a lot of pressure off of you. You are no longer “on stage”. The irony in taking this approach to networking is that the people you meet will actually be more interested in you. This concept is the main theme in the popular book, “How to Win Friends and Influence People” by Dale Carnegie. Consider these quotes from his book:
“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”
“Talk to someone about themselves and they’ll listen for hours.”
“When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity.”
If you really stop to think about people and what motivates them, this should all seem like common sense. Yet, it is so easy to get tunnel vision and focus only on your ultimate goal: making the sale. We have to remind ourselves that networking is a long process, and we must have patience. Networking is about building relationships - not exchanging business cards. I’m really glad that Robin chose this topic for us. It was a great reminder that we all need to slow down and step back to see the whole picture!
A busy two weeks!
Wow! I can’t believe the first quarter of 2010 is over. Like most of you, I spent a good bit of time over the last two weeks preparing my taxes. It feels so good to have that behind me. I have also been plugging away at one of my bookkeeping certifications, and I am proud to say that I’ve completed about 90% of it. Woo hoo! As if all that wasn’t enough to occupy my mind, I also learned that I am expecting. It will be our first child, so my husband and I are absolutely thrilled. Having a business and a baby will be a challenge, but I am so thankful to be able to work from home. I knew 2010 was going to be a good year! Back to biz…
After my last posting, I met with my marketing mentors to discuss the second report for the Marketing Matters program. This report focuses on my competitive advantage, mission statement, organizational preparedness, goals and strategies. For me, the mission statement was the most difficult part. I wrote down a list of the concepts I wanted to express, and I did some online research to look at other companies’ mission statements. I then tried to tie everything together into a cohesive statement, but in the end, it was just too much. My mentors and I tossed around ideas, and we finally came up with a concise mission statement. As suggested, I then expressed the excluded concepts by creating a list of core values. I also had to make some adjustments to my “Objectives & Strategies” section, but it wasn’t too difficult. I originally had listed general goals such as obtaining x number of clients. I needed to quantify those goals in terms of dollars. I already had a spreadsheet with financial projections, so I was able to make the necessary changes without too much pain.
In addition to discussing the report, we talked about creating a shorter URL for my website that is easier to say and remember. I was able to purchase one of the domains we liked (http://www.msbajax.com), and I’m much happier with it. It can actually be tough finding a short domain. They generally don’t cost much; they just simply aren’t available. After the URL issue was resolved, we talked about my logo. I was considering changing my logo after narrowing the scope of my services to bookkeeping. In the end, I decided to keep it. I am going to use it in a different way, focusing on how bookkeeping makes my clients feel (puzzled) rather than using the puzzle to represent customization. Of course, my clients will ultimately decide how to interpret it, and all minds do not think alike. A comment from one of my mentors is a perfect example. He saw the logo as representing a team working together where each piece was a person. I thought that was a really cool interpretation. It shows how different a person with a creative background visualizes something compared to that of a person with an analytical background. I’ve always colored within the lines. That’s one of the main reasons this program has been so helpful. I have two extra (more creative) brains to tap into. I am now working on the next report which covers “Your Creative Approach & Tactics”. Those extra brains are definitely going to come in handy with this one!
Marketing Matters – Workshop 1 – Part 2: Media Relations w/ Guest Speaker Dolly Penland, Freelance Journalist at the Jacksonville Business Journal
The second half of the workshop dealt with the use of traditional media (TV, print & radio). Our guest speaker, Dolly Penland, discussed what media sources were looking for in a story as well as the details on how to contact them. We first talked about the elements of a newsworthy story. She asked, “What makes your product or service unique?” Does our story have a large impact on society? Is it informative? Is it interesting? Dolly also stressed the importance of timeliness. If we submit the idea too late, or it has already been released through a different media venue, it is a “dead duck”. Dolly also stressed that we should send personalized correspondence when contacting a media source about a story as opposed to a press release. She taught us specific details on how to present our idea such as using bullet points and calling at the appropriate times. Dolly also instructed us to do our research first by identifying potential news outlets and finding the reporter who covers your particular topic or category. She told us that if all else fails, contact the “Assignment Editor”. Lastly, she described how to submit an email for a press release with details such as what to put in the subject line and what type of image to use (high resolution JPEG). One of the most interesting points that I took away from this part of the workshop is that you don’t have to wait for a reporter to come to you. In fact, if you do, it may never happen. It is common practice for story ideas to be pitched to reporters directly from the source. To have a better chance of getting your story printed, it must be newsworthy and timely. In addition, you must be honest and follow protocol. Overall, Dolly did a fantastic job of teaching us the ropes when dealing with the media. In addition, it was awesome to be able to have our questions answered directly from a journalist. What more could we ask for?
Workshop Key Points:
- Identify what makes your product or service unique
- Submit your story in a timely manner
- Send personalized correspondence to media sources
- Research media sources to find an appropriate venue
- Be honest
- Know and follow protocol
Marketing Matters – Workshop 1 – Part 1: Brand Statements w/ Guest Speaker Florence Haridan, Owner, Professional Trainer & Coach at Gathering Coaching Consultancy
The first part of our workshop focused on branding. We discussed the definition, attributes, and examples that come to mind when we hear the terms “values”, “brand”, and “voice”. We talked about how all three terms are interconnected. We want our values to be projected through our brand, but that may not be the case. As it was pointed out in our workshop, our brand is not just a logo or tag line. It is what others perceive of us or expect from us; it is our reputation. To further explain, Florence Haridan shared some great quotes about brands. One of them was from Walter Landor who stated that “Products are made in the factory, but brands are made in the mind.” Another quote she referenced was from the former CEO of Disney, Michael Eisner, who stated that “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” I love good quotes and can never get enough of them. If you are interested in more quotes on brands, check out this website: “Insights in Sight” .
To have our brand project our values, we need to have an appropriate voice. In the workshop, we discussed tone and different types of voice such as informed or expert and passive versus assertive. If we are using the wrong voice, our message can be misconstrued. Lastly, we talked about the difference between emotions and feelings. Feelings are something you have deep down inside of you whereas emotions are more short term and on the surface. The key point that Florence wanted us to understand was that emotions drive actions. If we want our clients to act on our message, whether it is to purchase a product or simply give us a phone call, we have to tap into their emotions.
To demonstrate all of the lessons in our discussion, Florence had us complete an exercise. All of the business owners stood in a circle and took out a business card. We then passed the cards to the person on our left. Everyone examined the card in her hand and wrote one word on the card that defined her first impression. We continued to pass around the cards and write down our thoughts until every card had been analyzed by every person except the original owner. This exercise proved to be very insightful for me as I’m sure it was for others in the group. Basically, my logo wasn’t illustrating the message I intended. I thought the puzzle piece signified customization; however, more than one person wrote that it left them feeling “puzzled”. What are your thoughts?
My first reaction was that I needed to change my logo. I even mentioned this to my marketing mentor, but she brought up a good point. We can work with the word “puzzled”. That is the emotion most business owners feel when they do bookkeeping. I can definitely use this as a theme in my marketing!
We completed a second exercise which proved to be much more challenging. We had to write a brand statement. I initially thought this wouldn’t be a problem for me. I already had my elevator pitch ingrained in my head, but it was quickly thrown out the window for two reasons: it lacked emotion, and it sounded more like a script than a conversation. This was a problem for most of us, and the act of creating something new “on the fly” was tough. Even after I received some great feedback and made revisions, I still wasn’t entirely happy with the end result. It is still a work in progress. Now that I am thinking about the “puzzled” concept, I have some ideas on how to improve my brand statement. We certainly learned a lot from Florence and the two exercises, and that was only the first half of the workshop!
Workshop Key Points:
- Understand the meaning(s) of “brand”
- Use an appropriate “voice” to project your brand
- Understand that emotions drive actions
- Make your brand statement conversational, not scripted
Marketing Matters – Workshop 1 – Lunch Table Talk
Last Wednesday marked the first workshop for the JWBC Marketing Matters program, and it proved to be a power-packed day from the moment we arrived. We started off with an informal lunch which allowed us to network and get to know our fellow classmates better. As we sat around the table, we talked about an array of topics from our marketing reports to social media. However, our discussion about rates hit home the most. I, like many other new business owners, have been undercharging for my services. I’ve done the research and know what I should be charging, but I simply haven’t had the courage to increase my rates. It has been a huge mental hurdle for me. I could give a dozen excuses, but it doesn’t change the fact that I need to stop selling myself short. My classmates were very adamant about this, and they gave some great advice when it comes to increasing my rates: just do it! It really helped to have their encouragement, and I am going to muster up the backbone to change my rates for new clients. For those of you who are also scared to charge what you’re worth, I encourage you to read this article, “Management Consultants – Why Undercharging Does Huge Damage” . It doesn’t matter if you are a management consultant or a shoe salesman. The article makes valid points about consumer psychology. For example, if you don’t charge enough, it diminishes your credibility. Are you charging a cheaper rate because your product or service is substandard? Of course not, but that may be the image you are projecting. The article also points out that you have to believe in yourself before the client will believe in you. It states, “Your self doubt transfers across to become their doubt about you.” That is the bottom line. I’m going to have to remind myself of this fact, so my fear of losing a client no longer prohibits me from charging what I know my services are worth. I’m really glad this topic came up. Our informal lunch turned into an impromptu focus group, and it was extremely helpful to hear the same thing from so many different business owners. Now onto the scheduled topic of our workshop: “The Voice of Your Business”!
P.S.
Our class picture was recently published. Check out these local business owners!
Marketing Matters - Class of 2010