Posts Tagged ‘Social Media’


Nextiva Tuesday Tip: To Find Good Customer Service Staff, Get Social

3-10 hiring with social media smallLooking to hire customer service employees this year? You’re not alone. According to the most recent SurePayroll Scorecard, which tracks small business hiring trends nationwide, 38 percent of small business owners are planning to hire salespeople or customer care representatives in the coming months.

With competition for good customer service workers heating up, more and more small business owners are turning to social media to find job candidates. In particular, 25 percent of small business owners use LinkedIn for recruiting—a huge increase from the 4 percent who did so last year. In addition, 18 percent use Facebook and 4 percent use Twitter.

LinkedIn has long been known as a hiring spot for big corporations, but now the nation’s smallest businesses are embracing it, too (the average company in the SurePayroll Scorecard has just six employees). It only makes sense if you’re looking for customer service employees—who need to be energetic and people-oriented—you’d turn to social media. After all, social media is all about interacting and sharing with others, so you can get a good sense of an employee’s people skills by using it.

How should you start when looking for customer service staff on social media? LinkedIn is a great place to start, since people often begin there when looking for jobs. Make sure your company LinkedIn profile is up to date, and post updates about changes in your company, new projects or opportunities. Of course, you can also use LinkedIn’s job listings to actively seek customer service employees, but sometimes you can find good candidates by looking for them, instead of waiting for them to come to you. Try joining groups related to your industry or customer service related issues. Pay attention to who contributes to discussions in the groups and what they have to say. You can then reach out to people you might want to consider as candidates and see if they’re looking to make a switch.

Facebook and Twitter can also work well for alerting potential customer service employees to opportunities at your business. You can tweet or post with a hashtag related to your industry, the job title or customer service jobs in general. You can also share photos or videos of your staff at work, or testimonials from your employees, to convey a sense of what your company is like to work for and get job candidates interested.

No matter how you reach out to candidates on social media, make sure you always direct followers to a place they can get more information about the job, whether that’s your business website or an online job listing. 


How to Kickstart Your Marketing Efforts in 2015

1-14 Kickstart Mktg smallMarketing is the engine that feeds your small business.  As we jump into the new year, it’s time to kickstart your marketing and public relations activities. You want to divide your activities by those that engage prospect customers and those that keep your existing customer.  Here are five ways to kickstart your marketing machine in your small business:

  1. Send a Note to Existing Customers to Check-In: To keep your business top of mind, send an email to check-in and see what’s going on with your existing customers. Don’t make it about any kinds of hard sell, just call to say happy new year.  Be sure to put your business phone number, address, website, social media contacts in your email signature, so they can give you a quick call or note back.
  2. Organize Your Calendar: Look at your 2015 calendar and mark down any special dates that are relevant in your industry. Think of creative ways to share information that will bring customers in especially on key holidays. If you’re a retailer, you can run promotions for President’s Day, Valentine’s Day, 4th of July or Halloween. Holidays are opportunities to make sales on related products. Take advantage of it.
  3. Build a New Partnership: One of the fastest ways to find new customers is by partnering with a business that already has complimentary clients or relationships you’re looking for.  By leveraging the credibility of a partner they can pave the way for their clients to trust your business much faster.  Also be willing to present yourself as a white label solution. Remember, 20% of a deal you would have never had is great profit.
  4. Create a new free offer: Everyone loves free stuff. A great way to get potential customers to give you their contact email is to create a free download offer. If you are a financial planner, offer a free report or ebook with tips for “How to Retire RICH Before 50.”  Once you get their contact information use email to nurture the relationship.
  5. Get More Social: This year look for opportunities to boost your social media marketing efforts. Look at ways to build more engagement on your social accounts. Consider kicking it up on your  Facebook page, Instagram account, in your LinkedIn Groups, Pinterest boards and Twitter account. Try venturing out the one new social media site this year. Try Searching popular topics or hashtags that people are engaged in so you can join the conversation.

You can use a combination of these methods to kickstart your marketing efforts this year to keep your business top of mind with your target customers.  


How to Have Smarter Social Media Management

12-24 social media mgmt smallYou’d love to spend dozens of hours per week curating lovingly crafted social media posts about your industry, but as a small business owner, you don't have the revenue — or the time — to justify that level of focus on your social media activity. We all know how crucial it is to have a presence on social media networks, but setting up and maintaining those accounts takes time, money, and effort that you probably don’t have. What can you do to engage your customers, if this is your situation? With as little as an hour a week, you can enter the social media arena and establish your footing to launch your social media presence.

1. Develop your plan.

Give yourself a short period of time to do some research. Feel free to spread it out over a few weeks if you need to, but look at your competitor’s social media presence then look at social profiles of companies or brands you admire.

Compare and contrast and, using those notes, define what you would like to accomplish with your social media presence. Determine how your use of social media will further those goals. Feel free to be selective as to which social media sites you will use, after all, you only have a small window of time to do your social media work, so each punch has to pack a wallop.

2. Use a social media management tool.

A good social media management tool is worth its weight in gold. I use sproutsocial.com and Hootsuite.com These tools allow you to do much of your social media management on one screen and keeping everything under one umbrella so that you spend your time on the active part of social media rather than the passive.

Your social media management tools should allow you to post across sites, schedule posts for a later time, find content to share, and alert you to any conversations that may need your voice. Avail yourself of all these abilities and you will see your efforts rewarded. It may take you a while to find a system that works, but keep at it until you have method that makes it easy to post.

3. Have a schedule.

Using your time wisely is critical if you only have a brief period to dedicate to social media. It is easy to go down the “click” hole and emerge at the other side with a few good links and not much else. Create a schedule for your social media time and stick to it religiously.

You might find it easier to work on your social media management in a one-hour block one day per week, or you might find it better to spread out that time over a few days. Look ahead in the calendar and see if there are times where it might pay off to concentrate your efforts. Some companies might look for popular trade shows or conventions that raise their industry into the view of popular cultures.

4. Pay attention.

You never know what will trigger a connection, so pay attention to what you come across as you go through your day. A post may be inspired overhearing a conversation at the Post Office, something you heard on the radio, or even a magazine headline at the checkout counter. Our world is increasingly interconnected, so pay attention to those moments that inspire you in your social updates.

A little concentrated effort can go a long way with social media. Focus your attention on what you want to accomplish, do it, then move on.


How to Get Customers to Buy from Your Facebook Page

12-19 Facebook sales  smallMillions of small businesses have Facebook pages, but most have no idea how to use them to make sales. The page may have hundreds, maybe even thousands of “likes”, but without sales to match, it is not very valuable.

How can a small business turn virtual “likes” turn into real purchases? Here is where to start:

1. Don’t Be Afraid to Post about Products and Services

Facebook is primarily about engaging with customers and forming a relationship with them by posting educating articles, photos and videos that relate to the company’s brand.  However, no business can expect to make sales if they never post about their actual products and services. Don’t always feel the need to disguise a sales pitch. Sometimes a direct message is the best way to catch a prospect’s attention and convert a sale.

2. Tell a Fun Story

Tell a story that includes the product. Connecting a company’s product or service to “fun” will always get more engagement. The best example is the BlendTec’s “Will It Blend” series. It’s not only funny, but it made people want to buy the blender. Post a preview of the story on the Facebook page, and link it to the full version on the website to make purchase conversion simpler.

3. Connect Online and In-store Activities

An integrated approach to online and offline marketing will drive likes and engagement as well as more visits to a physical store location. These types of posts can influence fans and consumers at the beginning of their purchasing cycle. Make sure what is featured in the store for this month is reflected on social media. Make parallel online announcements when sales on products and discounts are offered in-store

4. Offer Exclusive Deals to Facebook Fans

Another way to encourage purchase activity is to provide products that are available exclusively to Facebook fans. This could include special limited editions or new product launches that are offered to them first.

5. Offer a Subscription Tab

Add a tab on the company’s page that makes a free offer if the visitor “likes” the page and signs up for a mailing list. This way, that Facebook friend can be converted to an email address which can be marketed to through traditional online campaigns.

6. Learn from Facebook Insights

Small businesses need to learn about who visits their page and which content is most popular.  Use the “Insights” tab of the company’s Facebook page on a regular basis. Insights makes it easy to monitor what’s working and what’s not effective. It provides information on the people who like the page and are engaged with the posts. It also enables the tracking of competitive pages for comparison on a weekly basis.

7. Provide an Incentive for Fans to Share Their Experiences

According to Hubspot, ninety percent of people on social media trust and believe recommendations from both strangers and friends. Harness this power by encouraging fans to submit photos with their newly purchased products along with reviews, advice and where to find it. Spark discussions between customers about the service they received.  Use discounts or bonuses to customers who post on Facebook after their purchase.

Companies can also use traditional Facebook advertising to boost posts for increased customer engagement.

What tactics does your business use to convert Facebook “likes” to purchases?


Nextiva Tuesday Tip: Do Social Media and Customer Service Mix?

12-8 Social Media Customer Support smallA few years back there was a flurry of interest in using social media as a customer service tool. Reports in the media of big companies ignoring customer complaints on Facebook and Twitter—then facing backlash—led businesses to worry so much about their online reputations that some companies started moving their customer service to social media. 

But using social media as a customer service tool has some key weaknesses you should know about. First, while customers do want to feel their venting on social media is heard by the business in question, the vast majority does not want to use social media as a customer service forum.

According to an American Express survey on customer service expectations released earlier this year, just 23 percent of respondents have ever used social media for customer service purposes. However, the majority of those customers used social media to praise a business for good customer service, while half used it to express frustration for poor service, and nearly half simply wanted to spread the word about the business on social media. Relatively few used social media to reach out to the business in search of a response or to deal with a specific problem.

Overwhelmingly, talking to a live person on the phone is still the way most consumers want to resolve customer service issues, especially complex ones. In fact, 48 percent of those surveyed want to deal with customer service problems by phone; only 3 percent want to do so on social media.

So what does this mean if you’ve launched a social media customer service effort? Don’t drop it completely and start ignoring customer complaints or questions on social platforms. No matter what your customers are posting there, it’s important to be responsive. But don’t put all of your customer service support into social media. Make sure you have a website that can answer customers’ basic questions and problems, and sufficient phone support to deal with more complicated issues. That’s what customers want—and isn’t giving customers what they want Rule No. 1 of customer service? 


How to Plan Your Holiday Vacation While Keeping Your Business Running

11-26 holiday vacation small The holiday season is upon us, and with that comes vacation time for many entrepreneurs. If you’re on the fence about shutting down your business while you go over the river and through the woods because you’re worried you’ll miss out on sales or opportunities, keep reading. You absolutely can take a vacation while keeping your business alive. Here’s how:

Tip 1: Start Planning Early

If you know you’ll be out between Christmas and New Year’s, plan for your vacation now. Let your clients know you’ll be out, and if they need any work done, to inform you now so you can get it done early. Clear your plate of work so that you can walk out the door confident that you didn’t leave any activities undone. This will also help you transition back to work on your return, and keep you from having to face a giant pile of work after such a relaxing vacation.

Tip 2: Put Someone in Charge

If your company will continue to operate in your absence, find a replacement for you for the week. At the minimum, you need a point of contact you can include in your vacation email autoresponder so that if people who email you need immediate help, they can get it. I always give a few points of contact in my autoresponder so that the appropriate person can help my clients.

Make sure the person you put in charge is confident in “being you” while you’re out. Go over any protocols or questions they have, and discourage them from contacting you unless it’s a true emergency. Empower them to make decisions in your absence.

Tip 3: Schedule Your Marketing

What I love about marketing tools these days is how you can schedule your social media updates and blog posts in advance. No one even needs to know you’re not working! Carve out time from your busy schedule to get your social media updates scheduled in your absence, as well as to write a few posts to go live while you’re out.

Tip 4: Tie Up Loose Ends

Do you have bills due while you’re out? Meetings you’re supposed to attend? Make sure everything is squared away so you don’t disappoint anyone who expects to meet with you (and don’t miss due dates for bills!). The more details you pay attention to now, the more refreshed you can return to the office after the holidays.

Tip 5: Relax. Your Business will be Fine

More than all the tactical, this is the hardest for many business owners. They are convinced that their businesses will fall apart if they’re not there. But the truth is, your business can handle it. Whether you’re a solopreneur or you have a capable team, if you’ve let clients know you’ll be out and done your part to clear your plate, you can relax and enjoy your time off.

And given that many other people take vacations at the end of the year, rest assured that there will be no crises while you’re out!


How to Guarantee More Engagement for Your Blog

11-6 Blogging for business - small“If you build it, they will come”- from the movie, “Field of Dreams”

You just finished writing an insightful piece for your company’s blog that may change the industry. Now, all that has to be done is post it and people will write hundreds of reactions, right? No, this is wrong. The “just because you build it” strategy, doesn’t mean users will find the website and react to it.

Instead, here are seven surefire techniques to get more engagement for your posts:

  1. Be relevant, controversial or entertaining. Don’t be like your competitors. Post content that people want to read that can’t be found other places on the web. Have a point of view that will challenge readers and push them to respond. This is one place where a “me too” strategy does not work.
  2. Be regular. Post at least weekly. The more that users know there will be new content on a web site, the more likely they are to read it on a regular basis. This is the only way to build a sustained following that will make users comfortable enough for commenting on the blog posts.
  3. Be visual. People would much rather see a picture or watch a two minute video than read a long detailed article. Use numbers in titles and throughout the articles to attract users looking for simple solutions. The numbers 5 and 7 are most popular with readers.
  4. Be an easy read. Don’t construct posts that are dense with text. Make it simple to pick out the relevant points so a user can respond even if they did not read the entire post in detail. Use subheads, numbers and bolding to hook the reader.
  5. Add links. Don’t let users leave the company blog by clicking through on links. Ensure that all outside links open in a separate browser window so users can easily come back to your page. Also, include internal web links that will refer to other content on your blog to generate additional traffic for older posts.
  6. Share. Utilize share buttons for Twitter, Facebook, Pinterest and Google Plus on the company blog page. Test that the actual “share” includes a short description and relevant picture. Post notifications from your business handle about the content. This needs to be posted more than one time, but without repeating the same title. Take different angles of the article to use as headlines when posting again on various social media platforms.
  7. Watch style and grammar. No one wants to read a post that has spelling errors or language syntax problems. It also reflects very badly on the brand. The reader will ask themselves: If they can’t spell correctly, can I trust them to solve my problem? Broken links will also frustrate the user. If you can’t get an additional person to review the post then read it aloud and click through on all links to find any errors. Tools can be used to periodically find broken links on the company web site. http://www.wpuniversity.com/blog/5-tools-find-broken-links

How do you get users to interact with your blog content?


Mondays with Mike: What The ALS Ice Bucket Challenge Can Teach You About Marketing

Your mother, your brother, your best friend, and a loooong list of celebrities, and me too: everyone jumped on the ALS Ice Bucket Challenge, posting videos of themselves, donating money, and challenging their friends and family to do the same.  Those who participated got their fifteen minutes of fame, and those who wimped out were ridiculed as being no fun.

Aside from the fact that the Challenge raised millions of dollars and promoted awareness about ALS, a terrible, degenerative disease, the Ice Bucket Challenge is a remarkable example of the tremendous power of social media, and it illustrates what can happen when you invite your customers to share pics, videos, and messages that promote your brand.  There are several important principles that the Ice Bucket Challenge teaches us about developing a winning social media marketing strategy. 

  1. Be the EST.  While Challenge videos that simply featured calls out to a couple of friends followed by a typical soaking didn’t circulate terribly far, videos of particularly creative approaches were shared thousands and thousands of times.  FunniEST, coldEST, wettEST … extreme examples got the most views.  Whether it was Ben Affleck calling out his celebrity pals and then pushing his wife into their swimming pool, or whether it was a group of middle aged moms rapping their challenge, standing out from the crowd is what gets the most mileage.  Invite the participants in your social media campaign to interact in creative ways.  Ask them to give you their EST.
  2. Find something ubiquitous.  Everyone could participate in the Ice Bucket Challenge, because all that’s required is water, ice, and some sort of container.  If the components had been caviar, platinum, and moon rocks, then that would have left most of us out.  Invite your fans to tweet, photograph, and share pics of themselves in your place of business, or wearing your logo.  Make it simple, repeatable, and leave room for creativity.
  3. Recognize the emotional power of social media.  There was some criticism of the Ice Bucket Challenge from folks who thought it trivialized the disease.  Some of the most powerful videos posted and shared were those made by people who suffer from ALS and from their friends and families.  Authenticity shines through in a video, and creating a powerful emotional connection with your brand through your customers’ true stories promotes your brand in a positive way.
  4. Be pictorial or easy to replicate.  Maybe you invite your fans to take your logo on vacation with them and share pics of your logo in exotic places.  Or perhaps you give away bumper stickers and ask customers to take pics of their cars in unusual spots.  The key is to make it easy to incorporate your logo into a photo that can be shared and reshared until the image covers the globe. 

Creative images make millions of impressions via social media.  You invite the participation of your customers, and while you will need to monitor and perhaps to edit content to ensure that it’s appropriate, the beauty of a social media campaign is that you can sit back and let your fans do your marketing for you. 

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Mondays with Mike: The 4 Crazy Ways To Advertise With Mobile Technology

Consumers are absolutely besieged by images, messages, and impressions.  Every time we turn on our phones, computers, televisions, e-readers, or radios, we’re inundated by advertising and information.  Given the overload that we experience, it’s often the most outrageous messages that hit their mark. 

If you’re looking to boost the number of impressions you make, one of the very best ways to do it is via social media. Twitter, Facebook, Reddit, and Instagram touch more users more times per day than we can really wrap our heads around.  That’s a lot of potential impressions, but you have to do something novel to really capture the attention of potential customers.  If you’re determined to make a splash, here are some ideas to get your started. 

  1. Invite users to submit videos or pics with your product or logo.  Think people won’t take the time to make and upload a video?  Think again!  Look at the thousands and thousands of ALS Ice Bucket Challenge videos filling up your newsfeed on Facebook.  The videos of folks dumping ice water over their heads – sometimes in very creative ways – demonstrate the power of the novelty video.  Someone makes a video, shares it, and it spreads, increasing exponentially to reach more users every day.  The best way to adapt this photo/video idea for business is to run a contest:  Invite customers to post pics of themselves wearing a hat or t-shirt with your logo while they’re on vacation or in an unusual spot.  The photo that gets the most likes or shares wins a prize.  Think about the potential here – you’re going to be making thousands of impressions and building fans for life.  Powerful stuff.
  2. Pop-up advertising.  We become completely immune to things we see or hear day after day.  When the same old ad comes on my Pandora radio, I completely tune it out.  It’s like I don’t even hear it.  Novelty is king, and that’s why pop-up advertising is so effective.  Whether you turn your pizza shop delivery vehicle into a giant slice of pizza or whether you hire a clown who walks on five foot tall stilts to entertain folks in the parking lot on a busy Saturday, the real secret to pop-up advertising is that random people will take pics and share them with their friends.  Your little attention-getting stunt will continue to make its way around social media long after your part is finished.
  3. 2014-08-25_1635Flash mobs.  More labor intensive than some other techniques, the surprise and wonder factor here is huge.  You coordinate a number of people to perform in public, making sure you get good quality video of the event, and you post the video online.  Again, like the other social media techniques, the power isn’t in the initial views.  While the folks who happen to be on the street or mall when you perform will certainly be surprised and enjoy the event, the real numbers come when the video is shared over and over, resulting in tens, or even hundreds of thousands of impressions.
  4. Work lightning fast.  Twitter is particularly useful for brief messages that are timely and relevant to rapidly developing current events.  One of my favorite examples was the Oreo hashtag during the Superbowl when the lights in the stadium abruptly went out.  “You can still dunk in the dark” was the tagline of the ad that appeared on Twitter just seconds into the blackout.  The ad was retweeted countless times, and Oreo was declared the winner of the Marketing Superbowl.  You need a smart, witty social media guru on your payroll in order to take advantage of current events opportunities, but it can be worth every penny you pay.  Seize the moment!

Key to all of these social media strategies is the fact that by getting consumers involved with spreading the word about your brand, you’re transforming them into your biggest fans.  Social media works because everyone wants their fifteen minutes of fame, and there’s no reason while they can’t have that fifteen minutes while wearing your logo and creating millions of brand impressions. 




 
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