The Seven Principles Of Successful Social Media Practice

In A Nutshell If you’re successful in business, part of that success will come from reviewing your performance.  If you don’t already measure how well you use Social Media, it may be because you’re not sure what to measure it against.  My Seven Principles of Successful Social Media Practice give you a ready made yardstick to measure your Social Media activity against.  The principles involve making sure your activity and content: work towards your business objectives; are customer focused; are consistent in tone and approach; has a sense of purpose; is regularly updated; conveys personality; shows rather than tells. The Whole Kit And Kaboodle Quick question: how often do you review how well your business is doing?  I imagine, if your business is successful, that you use some form of assessment on a fairly regular basis.  So what do you measure in that review?  Your sales?  How much those sales cost you to make?  Your net profit?  Your overheads?  Perhaps you even measure where your business comes from so you can better focus your marketing?  Perhaps as part of that exercise, Social Media gets a nod?  If you measure Social Media, what do you measure it against?  And if not, is it the lack of a yardstick that has you procrastinating the exercise?  Is this a record for the most sentences in a paragraph?  I’m not even a very questioning type of person: the people who know me in person will tell you that I’m much more of a telling type of person.  Anyway, I digress.  What do you do if you want to measure how well you use...

The Missing Ingredient When It Comes To Winning New Business

In A Nutshell Truly knowing your niche, target market or ideal client is often the missing ingredient in business success.  Instead of spending time figuring out how to appeal to everyone, choose a niche and spend time building up a detailed picture of who that consists of.  When you have that kind of deep understanding it makes any time or money spent on marketing a lot more effective.  You’ll spend time in the right place, speaking about the right things.  And writing blog posts and updates is so much easier when you know who you’re writing for! The Whole Kit And Kaboodle The missing ingredient in most recipes to win more business, is knowing exactly who you want to buy what you sell.  Whether you call them your niche, your target market, your audience, your readers or your ideal client: if you don’t know who they are, then you’re going to have a heck of a job attracting them to your business! And I know what some of you are thinking:  “I want to sell to everyone”.  Well, good luck with that one, because it’s nigh on impossible to write good marketing copy, explain what you do or use Social Media in such a way as to appeal to ‘everyone’.  In previous posts I’ve talked about how people look for something they can relate to.  So name that one thing about your business that ‘everyone’ will relate to.  I’m happy to be proven wrong on this one.  Especially since I tried it with my first business and it was a resounding failure!  So if you can think of an...

The Secret To Building Customer Loyalty

In A Nutshell The secret to building long-lasting and (mostly!) harmonious relationships, is to make people feel special all the time; not just on one day or when you want to sell them something.  Use Social Media to give your customers (and the people you’d like to be your customers) something valuable on a regular basis an they’ll come to welcome your communications, think of you when they need what you sell and become an advocate for you and your business. The Whole Kit And Kaboodle With yesterday being Valentine’s Day, this week seems to have been all about romance.  Tradition dictates that for this one day, people will lavish all their care and attention on their partner (or someone they’d like to be their partner) to make them feel special.  Well, I’m sorry, but I don’t buy into this idea of big-effort-romance on Valentines Day at all: call me a princess, but I want to feel special every day!  And I want my partner to feel special every day too.  I’m pretty sure that that’s the secret to a long and harmonious (most of the time, anyway!) relationship! So what, you may well be asking, presuming you’ve lasted this long, and well done if you have, does this have to do with your business?  Well, you see, another thing I’m not buying is the idea that Social Media should be a standalone activity that you only do when you have something to promote.  Like only being romantic on Valentines Day, that kind of approach doesn’t lead to to a long-lasting customer relationship.  If anything it leads to the...

The Secret of Making Facebook Work For Your Business

In A Nutshell The secret of using Facebook for  your business is engagement.  It’s not about how many likes you have, it’s about how many people actively engage with you on your Page.  Don’t use it as a sales page or as free advertising.  Do use it as a way of demonstrating  the value people get when they engage with you.  If it’s trust and long-term relationships you’re after: give more value. The Whole Kit And Kaboodle I’ve noticed recently that one of the most popular topics of conversation among attendees at business networking events, is how they can make Facebook work for their business.  The conversation often revolves around how many ‘Likes’ their Pages have and what techniques they could use in order to increase that number.  So I’d like to take this opportunity to set the record straight.  Because the secret to making Facebook work for your business, isn’t the number of people who ‘Like’ your Page.  The secret to making Facebook work for your business is the number of people who engage with your Page. If you’re one of the people who doesn’t like the adverts that now populate your Facebook profile; or if you get annoyed when you go to a website and find the text punctuated by advertisments, then you’ll understand why treating your Facebook Page like a rolling Classified Section is a real turn-off.  And if trust is important to you in business, then you’ll see the damage you could be doing to your business by using your Facebook Page primarily as a shop front.  You may be using Facebook to grow your...

How To Combine Social And Face to Face Networking For Business Benefits

In A Nutshell Social Networking compliments Face to Face Networking so well, that it makes perfect sense to combine them.    You can accelerate your business relationships by using Social Networks to carry out research about attendees before an event, as well as using them to communicate in between events.  Social Networking also makes it easy to pass on a referral: instead of having to compose a convoluted introduction email, you simply send a link to the person’s Social Networks with a recommendation. The Whole Kit And Kaboodle The other day I met up with a couple of the girls I network with to review our networking strategy.  We knew we were doing some things right but we also knew that we could be adding more value for the people we meet and doing more to make sure that the time we spend networking is well spent! Earlier in the week I’d attended a couple of networking events: both with very good speakers.  The first one was a talk about how to have good conversations at networking events by Anne Simpson of Loretto Training in Aberdeen; and the second was a talk by Chris Knight of Business Protect about the benefit of referrals and how to give and get good referrals. Now the content of both of those superb talks was extremely valuable in a face to face networking event.  But it was equally valuable with respect to Social Networking.  So how can it be that so many people I talk to, regard Networking Events and Social Networking as being almost mutually exclusive?  When in reality, they compliment each other...