Social media is kind of like an ocean’s wave: vast beyond comprehension, powerful and deep, yet gentle enough for anyone to dip their toes; it can transport information (and ultimately product) across the globe, and it can destroy those passively taking in the scenery in record time.
The thousands of groups, services, news and information gathering sites, social networking sites, video-sharing sites, etc. are like shells deep enough in the water to swirl around with each passing wave, but not too large to get swept out to sea and lost forever.
Carrying this forth, we are the sand – 1.6 Billion of us online at differing depths into the sea of Web 2.0. Each of us with different levels of interest in participation, each of us safe in our own shells with our own groups, sites, etc.
Just because we may not see the ocean for the sand, trust me - it’s out there. It can be very scary, but just like any other adventure, social media involvement begins with a few small steps:
1. Prepare yourself to let go of the old advertising paradigm. Devising a sale and plopping an ad in the paper isn’t going to cut it anymore, and gimmicks only work when they truly connect with customers. Most of us aren’t up for any unnecessary time-wasters and are looking for valuable information, not a schmaltzy sales pitch.
2. Prepare yourself to really listen to your customers. Gone are the days of being able to ignore customers, because someone new was just ready to walk in the door anyway… They’re not flocking anywhere, and if you get a customer, you’ve got to genuinely work to keep them.
3. Prepare yourself to really hear what your customers are saying. Yeah, see point 2 about that…
4. Dig in and listen to what’s being said about you, your business, your competitors, your industry, your area, etc. Pack up your ego and embrace the concept that you can’t get better until you get honest. Sometimes, that honesty will sting. But, like a flu shot, the sting only protects you from something more insidious. Learn from what’s being said.
5. Look and see who the ‘influencers’ are and see what they are saying and who is listening to them. The Web’s not a popularity contest although some might think that way…), it’s a valuable resource. Learn who gets heard in your market area and initiate conversation.
6. Do not do not do not hop into the Social Media ocean with a hearty hi-ho sales pitch. You will get pushed under. ‘Nuf said. Save the sale for later.
7. Here’s the toughie – begin interacting with influencers and groups – as YOU, not as your business. The old phrase that still is true online is that customers don’t care what you know, until they know that you care; that you’re listening, responding and being a part of something bigger than your business.
8. Have fun! Social media is about letting the world see you first, getting to like you second, and then listening to what you have to say.
Safe sailing!
Wednesday, February 17, 2010
Feeling adrift in the ocean of Web 2.0?
Monday, January 11, 2010
The purpose of this blog is where I would like to talk to you for a few minutes about unnecessary or just words in general that are not really so much
...needed in email communications that you send from day to day.
Brevity, folks. Short and sweet is the language of the internet. Save the grandiose flourishes for writing holiday thank you cards to your grandma.
The top 10 most annoying business email messes:
1. I would like to thank you for – Well then, thank them. “Thank you for…”
2. The purpose of this email is to let you know that your request was received and will be responded to promptly by one of our…Your request was received and is in process.
3. I just wanted to – Don’t downplay your actions. You are not “just” a salesperson, or “just” an anything who does “just” something – you are, and you are conducting business. Period.
4. I want to first start off by saying – just say it. It’s not the Constitution, there’s no need for a preamble.
5. Thank you for your inquiry!!!!! You chose to look at an AWESOME product!!! Where do I start… Always only one exclamation point or question mark in business communication, if any. If you want to add strength to your statement, use your words, don't artificially inflate them through obnoxious, yelling CAPITALIZATION and childish overuse of punctuation.
6. I m soooooooo :) that u can txt. biz is nt ur bff. No texting shortcuts or (goodness help us all) smiley faces, in business prospect or customer emails. Never. Ever. Ever.
7. There are less products… Fewer is used for plural items, less for a single item:
Fewer customers = less money
Fewer deer = less venison
Fewer quarters = less time on the parking meter
8. I have been working with customer’s for 2 years… Working with customers’ what? Making words plural in English is often as easy as adding an ‘s’ to the end of the word – no need for pesky apostrophes until you’re talking about something belonging to someone, or you are shortcutting a word:
Customers’ opinions
That man’s opinion / his opinions
That customer’s going to express his opinions
9. Cut and paste in emails. If you’re going to cut and paste text from other sources, at least take the time to make sure that the font code translates correctly.
10. Thanks, Erin. Use a complete signature. Overprovide information. If you make it difficult to find you, people will find someone else.
Erin who? What's her title? From what company? What’s the phone number? How about linking the web address so I can visit the site now? Perhaps I’m driving there – what’s the physical address? Can I find, follow or friend you online?
Short and sweet does not translate to sloppy and incorrect. Use proper English, and ‘talk’ to your customers with the same respect as you would face-to-face. Finally, if you wouldn’t want to share each and every one of your emails with your boss's-boss's-boss, don’t send it. Considering the available corporate HR software, they’re probably already aware of your online communication skills. Make them (and you) proud.
Brevity, folks. Short and sweet is the language of the internet. Save the grandiose flourishes for writing holiday thank you cards to your grandma.
The top 10 most annoying business email messes:
1. I would like to thank you for – Well then, thank them. “Thank you for…”
2. The purpose of this email is to let you know that your request was received and will be responded to promptly by one of our…Your request was received and is in process.
3. I just wanted to – Don’t downplay your actions. You are not “just” a salesperson, or “just” an anything who does “just” something – you are, and you are conducting business. Period.
4. I want to first start off by saying – just say it. It’s not the Constitution, there’s no need for a preamble.
5. Thank you for your inquiry!!!!! You chose to look at an AWESOME product!!! Where do I start… Always only one exclamation point or question mark in business communication, if any. If you want to add strength to your statement, use your words, don't artificially inflate them through obnoxious, yelling CAPITALIZATION and childish overuse of punctuation.
6. I m soooooooo :) that u can txt. biz is nt ur bff. No texting shortcuts or (goodness help us all) smiley faces, in business prospect or customer emails. Never. Ever. Ever.
7. There are less products… Fewer is used for plural items, less for a single item:
Fewer customers = less money
Fewer deer = less venison
Fewer quarters = less time on the parking meter
8. I have been working with customer’s for 2 years… Working with customers’ what? Making words plural in English is often as easy as adding an ‘s’ to the end of the word – no need for pesky apostrophes until you’re talking about something belonging to someone, or you are shortcutting a word:
Customers’ opinions
That man’s opinion / his opinions
That customer’s going to express his opinions
9. Cut and paste in emails. If you’re going to cut and paste text from other sources, at least take the time to make sure that the font code translates correctly.
10. Thanks, Erin. Use a complete signature. Overprovide information. If you make it difficult to find you, people will find someone else.
Erin who? What's her title? From what company? What’s the phone number? How about linking the web address so I can visit the site now? Perhaps I’m driving there – what’s the physical address? Can I find, follow or friend you online?
Short and sweet does not translate to sloppy and incorrect. Use proper English, and ‘talk’ to your customers with the same respect as you would face-to-face. Finally, if you wouldn’t want to share each and every one of your emails with your boss's-boss's-boss, don’t send it. Considering the available corporate HR software, they’re probably already aware of your online communication skills. Make them (and you) proud.
Wednesday, January 6, 2010
“Never invite a customer in, only to disappoint them.” – Leonard Rydell
Eighty years ago (or even twenty) inviting customers into a business was primarily advertising-driven; businesses were local and customers knew their shopkeepers. Businesses advertised in local newspapers, fliers, through interesting signage (think the famous Burma-Shave promotions), and in-store posters. Word of mouth played a part, but an individual’s sphere of influence was limited both in size and in geographic scope.
Interaction took place physically at the place of business, and was typically limited to two individuals - buyer and seller. When things went awry and unhappy customers emerged, damage control was done on an individual basis.
The expectation was, that advertised items would be in stock and there would be an adequate number of knowledgeable staff available to help customers. Phones were answered promptly and politely, questions were answered, and when it was time to commit to purchase, the customer would pay the advertised price.
Never invite the customer in, only to disappoint them. It’s pretty simple business.
In the digital age, the rules of interaction have changed. A growing amount of business is conducted without any interpersonal contact, and even major-ticket items may now be purchased online. The internet (and specifically Social Media) is the fastest, least expensive, most immediate, and potentially the most effective means of interacting with customers today.
The potential for great success exists, and with it, the potential for customer-service nightmares exist as well…
Earlier this month, I was enjoying a lunch of a brand-name prepare-in-the-microwave noodle product when I bit into something that made my teeth zing. I felt a tiny chip in the enamel on my front tooth, found the bit of glass that had come pre-packaged in the lunch. No larger than a peppercorn, it certainly is not enough to kill someone, yet not many enjoy the concept of ingesting glass.
I dug the wrappings from the trash and saved them, thinking the subsidiary of a major food company would want to know about the issue and investigate, then emailed the lot numbers to their online customer service email address. Two days later, I sent the same email to their larger parent company. Two more days later, I sent the email to the major brand name parent company. It’s now been a week and a half since I found glass in their product, yet no one from any of their companies has contacted me.
My sphere of influence here in Minnesota may not be huge, but after nearly two weeks of no response, I tweeted my small little group of global followers (a few over 1000) with the name of the product and my experience. I also posted it to my Facebook page, and encouraged my friends and Twitter followers to share my experience. Now, I’m sharing the experience with you.
I will not be contacting a lawyer, nor do I want free noodles rotting in my garage – I simply wanted acknowledgement that my issue had been noticed. Instead, what could have been resolved with a very simple apology and a promise to look into it so that no one else was eating Kung Pao Noodles-n-Glass, has been shared across the internet. A negative customer-service experience extending far beyond just co-workers and family was disseminated with the push of a single button.
The digital age has dramatically changed the way we conduct business. We shop online, buy from chain stores and if we choose to use the self-scan lane, we can avoid all human contact. Yet increasingly, when things are wonderful (or awful), we turn to our global network of friends, fans and followers to share our experiences.
What are customers finding when they visit your online place of business?
Do you have current blogs, specials and ‘news,’ or is it information several months old?
Do your links work and direct people to the correct page?
Is your contact information easily accessible and in multiple spots?
Are your customer service emails being answered within an hour?
Are you monitoring what’s being said about you and your competition on Twitter?
The internet is an open invitation to the 1.6Billion people on Earth with internet access. Set aside time each day to focus your 2010 marketing efforts to ensure that when you’re extending an online invitation, you’re not disappointing your guests.
Interaction took place physically at the place of business, and was typically limited to two individuals - buyer and seller. When things went awry and unhappy customers emerged, damage control was done on an individual basis.
The expectation was, that advertised items would be in stock and there would be an adequate number of knowledgeable staff available to help customers. Phones were answered promptly and politely, questions were answered, and when it was time to commit to purchase, the customer would pay the advertised price.
Never invite the customer in, only to disappoint them. It’s pretty simple business.
In the digital age, the rules of interaction have changed. A growing amount of business is conducted without any interpersonal contact, and even major-ticket items may now be purchased online. The internet (and specifically Social Media) is the fastest, least expensive, most immediate, and potentially the most effective means of interacting with customers today.
The potential for great success exists, and with it, the potential for customer-service nightmares exist as well…
Earlier this month, I was enjoying a lunch of a brand-name prepare-in-the-microwave noodle product when I bit into something that made my teeth zing. I felt a tiny chip in the enamel on my front tooth, found the bit of glass that had come pre-packaged in the lunch. No larger than a peppercorn, it certainly is not enough to kill someone, yet not many enjoy the concept of ingesting glass.
I dug the wrappings from the trash and saved them, thinking the subsidiary of a major food company would want to know about the issue and investigate, then emailed the lot numbers to their online customer service email address. Two days later, I sent the same email to their larger parent company. Two more days later, I sent the email to the major brand name parent company. It’s now been a week and a half since I found glass in their product, yet no one from any of their companies has contacted me.
My sphere of influence here in Minnesota may not be huge, but after nearly two weeks of no response, I tweeted my small little group of global followers (a few over 1000) with the name of the product and my experience. I also posted it to my Facebook page, and encouraged my friends and Twitter followers to share my experience. Now, I’m sharing the experience with you.
I will not be contacting a lawyer, nor do I want free noodles rotting in my garage – I simply wanted acknowledgement that my issue had been noticed. Instead, what could have been resolved with a very simple apology and a promise to look into it so that no one else was eating Kung Pao Noodles-n-Glass, has been shared across the internet. A negative customer-service experience extending far beyond just co-workers and family was disseminated with the push of a single button.
The digital age has dramatically changed the way we conduct business. We shop online, buy from chain stores and if we choose to use the self-scan lane, we can avoid all human contact. Yet increasingly, when things are wonderful (or awful), we turn to our global network of friends, fans and followers to share our experiences.
What are customers finding when they visit your online place of business?
Do you have current blogs, specials and ‘news,’ or is it information several months old?
Do your links work and direct people to the correct page?
Is your contact information easily accessible and in multiple spots?
Are your customer service emails being answered within an hour?
Are you monitoring what’s being said about you and your competition on Twitter?
The internet is an open invitation to the 1.6Billion people on Earth with internet access. Set aside time each day to focus your 2010 marketing efforts to ensure that when you’re extending an online invitation, you’re not disappointing your guests.
Wednesday, December 2, 2009
Mr. Woods Deserves a Little Privacy, Right?
I understand both sides of the privacy coin, but sheesh - if Mr. Megalosuperstar hadn't crashed his rig at 2:30am, lied about why, vehemently denied wrongdoing, then days later, put the Social Media machine in reverse, changed his story and begged that no one say anything, this fiasco wouldn't be a trending topic for the last several days!
He could have played this game he created much, much better:
a) No cheatsies.... much less multiple cheatsies. Keep the Tiger caged there, big fella.
b) Don't lie to the media. Someone will notice you - especially when you're the world's highest paid athlete and gosh-durned recognizable.
c) Don't hide from the cops. This isn't some hick frat party that you can run out the back door and it's like you were never there! This is your wife and children, your marriage, your personal affairs - ahem - whatevs - hiding only allows for people to make up stories. And salacious ones at that.
d) Once you've realized that turtling up into a gated shell isn't working, to come out and let everyone know that yup, after all the denials previous, you actually HAVE lied, then subsequently asking for a little privacy will not work. You've piqued the interest of all of your adoring golf public, the hoardes of reality TV watchers, and your sponsors - and yes, my dear - your conduct DOES reflect on those around you.
For a master strategician on the links, Tiger shanked this one. Pun intended.
He could have played this game he created much, much better:
a) No cheatsies.... much less multiple cheatsies. Keep the Tiger caged there, big fella.
b) Don't lie to the media. Someone will notice you - especially when you're the world's highest paid athlete and gosh-durned recognizable.
c) Don't hide from the cops. This isn't some hick frat party that you can run out the back door and it's like you were never there! This is your wife and children, your marriage, your personal affairs - ahem - whatevs - hiding only allows for people to make up stories. And salacious ones at that.
d) Once you've realized that turtling up into a gated shell isn't working, to come out and let everyone know that yup, after all the denials previous, you actually HAVE lied, then subsequently asking for a little privacy will not work. You've piqued the interest of all of your adoring golf public, the hoardes of reality TV watchers, and your sponsors - and yes, my dear - your conduct DOES reflect on those around you.
For a master strategician on the links, Tiger shanked this one. Pun intended.
Wednesday, November 18, 2009
Motivate this.
One of my favorite websites has always been www.despair.com. The name alone is inspiring enough to want to click just to see what such a site could possibly have to offer...
What visitors find is a glorious culmination of every poor customer service event, failed sales call, or negative fear-based emotion all rolled into one-sentence witticisms to which everyone can relate.
So as business professionals, how do we prevent ourselves from becoming poster children for regretful service and outright sales failure?
The Boy Scouts said it, and it's critical: Be prepared. But beyond that, quit sabotaging yourself and be prepared to succeed.
What visitors find is a glorious culmination of every poor customer service event, failed sales call, or negative fear-based emotion all rolled into one-sentence witticisms to which everyone can relate.
So as business professionals, how do we prevent ourselves from becoming poster children for regretful service and outright sales failure?
The Boy Scouts said it, and it's critical: Be prepared. But beyond that, quit sabotaging yourself and be prepared to succeed.
- Be prepared for questions - questions are good! It's the silence you've got to worry about. Questions are often not contrary, but rather a crystal-clear look into the visceral purchase motivators for your guest.
- Be prepared to involve your customer. It sounds so simple, but many veteran salespeople go into an auto-piloted spiel and forget to pause and let the customer participate in the presentation. If we learn to interact and ask our guests pertinent questions, they listen more closely to what we are saying, and will formulate invaluable questions to help them begin visualizing themselves using your product or service.
- Be prepared to write the sale - then stop selling. If we've been hearing a few 'no' responses in a row, an enthusiastic 'YES!' can be unnerving. We naturally start to second guess what we've said and reiterate, and ultimately talk ourselves out of a sale. After a hearty, 'Let's do this!' Excitedly answer, 'OK!' and get out the necessary tools to complete the sale. Don't try to show more features and confuse the issue. Don't offer things in a different colors or levels or anything. They bought what you're showing them. So let them buy already!
- Be prepared to be challenged. Some people will only buy from people that can provide intelligent, informed answers and show grace under fire. It's easy to sell to the person who says yes all the time; it takes moxy to sell to a grouch. Confidence grows from knowing your business inside and out. Hey, you chose it as a profession, now dig in and do your homework!
- Be prepared when things go wrong. Working with a car dealer, it was always the most painful, awkward situation when we gathered the whole team - sales, service, office - around an excited new owner and their shiny new car, showcased front and center on the showfloor for all to see. We would say a little cheer for them, hoot and holler a little, and swing wide the doors for the proud new owner to drive off into the sunset... And every once in a while, all anyone would hear would be a faint little 'click' from under the hood. Managing those shattered customer expectations was a challenge, but when handled correctly, those disappointed owners became raving fans.
A very wise man named Leonard Rydell once said, "Don't invite the customers in, just to disappoint them."
Consider your personal experiences with both superior and dismal customer service. Then consider how you treat both your favorite customer, and your worst living nightmare of a curmudgeonly guest. If they differ, visit that website. One of those posters could be about you.
Wednesday, October 28, 2009
Top 10 Reasons Small Business Should Venture into Social Media
Twitter has over 50 million visits each month. In January of 2009, in the US alone, over 14.8 billion online videos were watched. (http://www.kenburbary.com) Data from istrategylabs.com indicates that the 35-54 year old demographic on Facebook is the fastest growing group of new users, with a growth rate of over 276% in the last six months. During the same time, the 55+ demographic has seen nearly a 195% increase, and the 25-34 year old demographic is doubling every six months. (http://www.istrategylabs.com/2009-facebook-demographs-and-statistics-report-276-growth-in-35-54-year/old/users)
So, why should you, as a small business owner care about the Twits and Facebookers?
So, why should you, as a small business owner care about the Twits and Facebookers?
The power of the internet is amazing and is growing exponentially - in the blink of an eye.
*****
1. Now is the time to position yourself as an online resource.
Traditional advertising is becoming passé, and people are looking not to be ‘sold’ as much as have their problems solved. Becoming a well of information for your customers positions your business as an entity there to help, not just sell.
Consider this example: As most product information can be found on the internet, by the time people enter a retailer to make a major purchase, they have typically done at least 3 months of research and already know the bottom-line-price, warranty information, safety statistics, comparable products and service needs.
Companies should position themselves as a resource by not only providing price and product information, but becoming a proactive assistant to their buyers. For example, an auto dealer could perhaps offer an online tutorial of how to change a flat tire, or a checklist of winter safety items to pack for kids heading off to college; an appliance store could have an online stain-removal guide or free downloadable college kids cookbook of simple recipes that require minimal ingredients and short preparation times. Possibilities are endless!
2. Position yourself as a leader in your industry and your community.
Consider this example: As most product information can be found on the internet, by the time people enter a retailer to make a major purchase, they have typically done at least 3 months of research and already know the bottom-line-price, warranty information, safety statistics, comparable products and service needs.
Companies should position themselves as a resource by not only providing price and product information, but becoming a proactive assistant to their buyers. For example, an auto dealer could perhaps offer an online tutorial of how to change a flat tire, or a checklist of winter safety items to pack for kids heading off to college; an appliance store could have an online stain-removal guide or free downloadable college kids cookbook of simple recipes that require minimal ingredients and short preparation times. Possibilities are endless!
2. Position yourself as a leader in your industry and your community.
Social Media is still a relatively new phenomenon in the Midwest. We have let our friends on each coast set the trend and this one stuck and is only growing. By becoming involved early, your business looks like a trendsetter, and when your demographic starts joining Twitter, or searches you on Facebook, and you’re there and already established, it shows that you are forward-thinking. Imagine the frustration of scouring the phone book for your business number, and not finding it listed! The internet is already the phone book for generations X, Y and next – make sure you’re listed in their ‘phonebook.’
3. Early players have access to the most desirable ‘names,’ so the earlier claim your web space, the better!
3. Early players have access to the most desirable ‘names,’ so the earlier claim your web space, the better!
If you own Zyskowski-Johnstone Feed-n-Bait, you may be able to wait a while before someone else scoops up your business name. However, if you are in Minnesota, and you market social media (for example) SocialMediaMN or any combination thereof, may be scarce these days. Get in early and claim your space! Even if you aren’t ready to jump into the Social Media pool just yet, that’s okay. Get your name registered until you’re ready to roll – that way it’s there, it’s yours and it’s unique!
4. Social Media is accessible.
4. Social Media is accessible.
How-to articles and books abound both online and at your local bookseller. Most are written in layman’s terms and are free of the scary techie speak that was so prevalent in the early years of the internet. Most of the applications used are on a WYSIWYG format, or (What You See Is What You Get) and as easy to use as a Windows or Apple program.
5. Social Media is :::wait for it::: FREE!
5. Social Media is :::wait for it::: FREE!
Well, mostly free, as you will need to make a time investment into your Social Media program. However the majority of the platforms that you could choose for your business Social Media are delivered to your customer’s homes, offices, favorite coffee shops, libraries, at no cost to you. Imagine! You can target market your customers – hand pick them by the thousands – for free.
6. Social Media is global.
6. Social Media is global.
A specialty business in Des Moines my have just the exact piece needed to round out the perfect collection, but no one in Tulsa carries that model. By becoming involved in Social Media (and the key word here is involved) you are able to reach niche markets previously unattainable, in seconds. One retailer I work with was able to help a customer halfway across the country, by connecting her with someone to answer her specific questions when her local resources were unavailable.
7. Social Media is immediate.
We all know how customers share their experiences with their circles of influence. Customer Service 101 stuff. But in the Twitter era, even standing in line at Starbucks can become newsworthy (or at least tweet-worthy). What does this mean for your business? Everything! A customer with an issue can and will spread the word about your service throughout their social networks, and those people can all respond, comment and add their experiences as well. All, in a matter of seconds. On the flipside, a customer such as the woman mentioned above will share her positive experiences likewise. What we learned about happy vs. unhappy customers no longer holds true – happy, neutral or unhappy, it’s all shared. So capitalize on positives.
8. Capitalize on positives and have your customers spread the word.
8. Capitalize on positives and have your customers spread the word.
What if your business offered a special for every customer that mentioned your name or your specific product on Social Media? That is very possible and often accomplished quite successfully on Twitter. As we speak, customers are “Re-Tweeting” a link to some savvy business’s special offer. Each “RT” spreads from one social network to another like wildfire. If the right offer is made, the results will be extraordinary.
9. You will know if your efforts are successful or not, where, when, and to whom.
Unlike hit-or-miss mass mailers of the past with the traditional 1-10% response rate, coupons, messages, etc. can be targeted to specific demographic groups with the ease of a button click. One client has a Facebook ad targeted to both males and females, single and married, with a high school education or more, aged 25+ and that are not already connected to the business on Facebook. Micro-target your business to the people that are already listening and already interested. Then make great use of the multitudes of analytics (also FREE) that are already out there to determine the best approach for your business.
10. Know what’s being said about your business – and your competition’s!
Tools are available for you to log on – even with out an account – and see who is saying what about whom. On Twitter, on can literally, in a matter of seconds, target every single person that used a key word unique to your business. For example, one could read tweets from people within a 5 mile radius of Zip Code 55104 that used the word “quilting” from August 15, 2009 to October 27, 2009. You get the picture. It’s huge, it’s powerful, and it’s out there.
There is only one downside to becoming involved in web-based marketing. Outdated websites, dusty blogs and unanswered tweets just sitting out there in cyberspace for the world to see make your business look, well, not so good… So whether you choose to start out small or go whole hog, once you begin, make sure you continue your program.
The web is not getting any smaller and ignoring it won’t make it go away. It’s never to late to get involved in Social Media, but the sooner you choose to become a part of this amazing, powerful and free marketing resource, the sooner you’ll be ahead of the curve, and likely ahead of your competition as well. Happy Selling!
If you need assistance getting started, or just want some personal attention to decide the best Social Media forums for your business, the good news is that help is available! With the global (Reason #6) nature of the internet, help is just a click away, regardless of your geographic location. HarkHerold.com offers an array of Social Media services, including set up, maintenance and promotion of online accounts. ©HarkHerold.com, 2009
9. You will know if your efforts are successful or not, where, when, and to whom.
Unlike hit-or-miss mass mailers of the past with the traditional 1-10% response rate, coupons, messages, etc. can be targeted to specific demographic groups with the ease of a button click. One client has a Facebook ad targeted to both males and females, single and married, with a high school education or more, aged 25+ and that are not already connected to the business on Facebook. Micro-target your business to the people that are already listening and already interested. Then make great use of the multitudes of analytics (also FREE) that are already out there to determine the best approach for your business.
10. Know what’s being said about your business – and your competition’s!
Tools are available for you to log on – even with out an account – and see who is saying what about whom. On Twitter, on can literally, in a matter of seconds, target every single person that used a key word unique to your business. For example, one could read tweets from people within a 5 mile radius of Zip Code 55104 that used the word “quilting” from August 15, 2009 to October 27, 2009. You get the picture. It’s huge, it’s powerful, and it’s out there.
There is only one downside to becoming involved in web-based marketing. Outdated websites, dusty blogs and unanswered tweets just sitting out there in cyberspace for the world to see make your business look, well, not so good… So whether you choose to start out small or go whole hog, once you begin, make sure you continue your program.
The web is not getting any smaller and ignoring it won’t make it go away. It’s never to late to get involved in Social Media, but the sooner you choose to become a part of this amazing, powerful and free marketing resource, the sooner you’ll be ahead of the curve, and likely ahead of your competition as well. Happy Selling!
If you need assistance getting started, or just want some personal attention to decide the best Social Media forums for your business, the good news is that help is available! With the global (Reason #6) nature of the internet, help is just a click away, regardless of your geographic location. HarkHerold.com offers an array of Social Media services, including set up, maintenance and promotion of online accounts. ©HarkHerold.com, 2009
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