Month: November 2014

I’m always torn
about whether or not
I should mention current events,
especially politically charged events
like Ferguson
on social media.

Tagging these events
will bring me
quite a few eyeballs.
But are these the eyeballs
I want?
Are they prospective customers?
Will these events put my prospects
in the right mood
to buy my product?
Will my prospects think
I’m capitalizing on a tense situation?

On the other hand,
if I don’t mention these events,
will customers think
I’m not in touch
with what they’re grappling with,
with their concerns and worries?

With my romance pen names,
brands that sell happy,
I usually state something like
“With everything happening in the world today,
we need this”
and then I’ll post
a link or photo or quote
that has meaning
(and is brand appropriate)
even if customers/readers
aren’t aware of current events.

Think about whether or not
you’ll address current events
in social media.

There are strengths
to being a smaller business.
One of these strengths
is the direct relationship
customers have to employees/owners.
Many customers love
being able to put a name or face
to the product they buy.

One smaller potato chip company
puts employee stories
on the back of their packaging.
They introduce customers
to potato farmers,
share the inspiration
behind flavors,
naming the employee responsible,
talk about regional sales people.
This marketing works.
I pick up this brand
simply for the stories.

Seth Godin
writes

“We expect authors,
painters and singers
to identify themselves,
to sign the work they do.

And surgeons and lawyers as well.

What about managers,
committee members,
engineers and everyone else
who makes something?
Who made this policy?
Who designed this menu?
Who approved this project?”

Put a name to the work.

Small companies can’t compete
with bigger companies
on advertising.
They don’t have the same deep pockets.
They often can’t compete on price.
They don’t have the same economies of scale
or the large portfolio of products
to spread costs over.

EVERY small business can compete
on customer service.

Shep Hyken
shares

“The company’s secret is simple:
It doesn’t compete on price.
It doesn’t try to outspend
the competition in advertising—
it knows it can’t.
Some Ace Hardware stores have even chosen
to do away with traditional advertising
almost completely.
Instead, they funnel
most of their advertising dollars
into local community events
to endear themselves
to their local communities.
Then they amaze their customers
with their helpful brand
of customer service.”

Are you number one
in customer service?
If you’re not,
why?

I fight for every single reader.
It hurts when I lose one.

What is my best method
for retaining readers?

From time to time,
I tell them
I appreciate their support.

Contacting them individually
would be preferable
but even posting a thank you
on my Facebook page
makes a difference.

Phaedra Hise
shares

“Of those who stop
doing business with you,
68 percent of customers say
they switch
because they feel ignored,
unappreciated
or taken for granted,
according to research
from marketing expert and author
Dan Kennedy.”

Have you thanked your customers today?

We all know the saying
‘a picture is worth a thousand words.’
Social media avatars matter.

The first task is
to change the default image.

Denise O’Berry
shares

“To other people
on those networks,
seeing the default image
will scream that you just don’t care.

When people do business
with a company,
they want to know exactly
who they’re connecting with.

It will be a challenge
to make connections with others
if you don’t make a point
to upload a photo or logo
so people get a sense
of who you are.”

But what image
do you change the default to?

As a writer,
I use my latest cover.
That’s what I want readers
to recognize,
to pick up at online stores,
to associate with my posts.

Your avatar is part
of your online branding.
Ensure that it reflects
this branding.