6 Social Marketing Mistakes Business Owners Make

I’ll tell you right off the top: I’m not a social marketing expert. I have to work hard to create content, get followers and improve engagement. Many small business owners face this challenge. I do know this: 1. You don’t have to be a social marketing expert to get good results and 2: You should use social marketing as a part of your overall marketing strategy, not your only marketing strategy.

What I’ve learned isn’t about “hacking growth” or whatever is trendy. It’s about tested and true practices. Once you’ve created a repeatable social media model, you can use it to consistently develop and grow your brand. I’ve made a few mistakes while developing my own model. Here are some of them…

1. Don’t share with your network. Anyone with a successful social media program had to start somewhere – and that somewhere was probably with nothing. The first step is to let your friends and family know what you are doing. Don’t keep it a secret from anyone.  People, by their nature, want to help other people. Count on your personal network to be the starting point for followers, readers and likers. Enlist a few trusted friends to be your editors and proof-readers. Assuming you’re on Facebook with a few followers, consider posting an honest message that directly asks friends to check out your new page or website and specifically ask them to like and share your posts. Real friends and associates will happily oblige.

2. Change your message often, be inconsistent. I speak all the time about finding or creating a business model that works and then finding a way to repeat it.  My article on this topic was published not too long ago.  Please click here to read it. The message is just as true in marketing. Decide who you are and how you want to be perceived before you start broadcasting to the world. “Disruptor”, a trendy word right now, means someone who will break the mould, attack from different angles and become unexpected. While that is catchy and can have positive short term effects, if it distracts too much from what your core brand is it will only leave your prospects and customers confused in the long run.

3. Leave long gaps without activity.There’s no faster way to lose your followers’ interest than to not provide them with new content. Try to set yourself up on a schedule − again, repeatable consistency. Post new content on whatever schedule is suitable for your business, whether it’s daily, weekly, or bi-weekly, just make sure it gets done. People will get used to seeing new material from you at certain times and that is a good thing. If you like to work in flurries of activity or in the middle of the night, use a scheduling tool so your content is published when it’s the right time and people are looking. If you don’t have new content, be sure to keep your platforms active with quality and relevant re-posts. Share other’s work that your followers might find interesting and useful.

4. Don’t follow up. Now that you’ve been delivering great content and attracting some followers, they will start to respond. They will comment on posts, share your ideas and give you their email addresses to receive more. Now that you have their attention, it’s time to act. Thank people for their activity. Send them direct messages when it’s appropriate. Email material to those who gave you their addresses.  Create a personal connection that makes it just a little bit harder to turn away from. Not following up is like starting a conversation and not saying anything after the introduction. Keep talking! You are competing for your followers’ attention.

5. Don’t pay attention to peers, competitors or people smarter than you. You can learn something from everyone – so find out what it is. It is unlikely that what you are doing has never been done before. Research and find out the best practices of related businesses and your competitors. What are they doing that seems to be working? What can you learn to avoid from them? Look to leaders in your industry and see what they are doing. Better yet, ask them! Try to engage with them and get some good coaching and advice out of the connection. 

6. Use ONLY social marketing for your business. The point here is to look at the broader concept of marketing for your business. The reality is many people get caught up in social media as the only marketing they do. You can be disengaged and just sit behind your computer sending words out into space, but quality marketing has to extend beyond that. It has to make an emotional connection to drive activity. Make sure your marketing goes beyond Facebook, Twitter, LinkedIn and others. Different parts of your strategy support the others. Find ways to meet prospects face to face. Make it meaningful. Make it personal.

There may be a magic formula for successful social marketing, but I don’t know what it is. The marketing formula that has worked for me for more than 20 years of business ownership is a steady, consistent and quality brand message. Be engaging. Be interesting. Make social marketing personal.

I always appreciate feedback. Please feel free to comment. To find out more please contact me at businessmattersconsulting.com or of course at Facebook, Twitter and LinkedIn!


NO Gets You Closer To YES

In a recent conversation with a group of sales people, we were discussing the personal impact of being told ‘No!’ over and over again by prospects.  There is no doubt that it takes its toll.  We try to be tough, to have thick skin or treat it like water off a ducks back, and all of those other clichés.  The problem though is that we are human, with real human feelings and as tough as you think you are the negativity can seep into your subconscious, which is also a very real thing!

Sales and marketing concepts overlap in many ways but here is one that I believe is particularly relevant: The number of contacts that are required before a buying decision is influenced.  In marketing, it’s generally accepted that a consumer needs at least 7 or 8 brand contacts and maybe as many as ten or more before their buying decision is influenced.  In sales, the same concept applies.  A sales person will need, on average, 7-10 direct contacts before a buying decision is made.  There are of course situations, and sales people, that close more often.  Then again, there are a lot that will take more as well.

So how do we, as sales people, handle all those rejections?  Our subconscious tells us to give up because it can’t take the abuse of rejection over and over.  We must be able to turn the tables and see the positive side of it.

I use an exercise that will work in most businesses, and that is to work backwards from your end goal to help dictate your level of activity.  Let’s say you want to do $100,000 in sales, and your average sale is $1,000.  You will have to close 100 deals to hit your goal.  Let’s assume you close 50% of the jobs you quote – you’ll have to quote 200 jobs to get 100 deals done.  If you get to quote 25% of your leads, you will need 800 leads. If only 1 in 10 calls result in a lead, you will need to make 8,000 calls.  To come full circle – each call you make, whether you get a yes or a no is worth $12.50 ($100,000 in sales/8,000 calls).  There are two main points to this exercise.  The first is to remind yourself that the right activity, whether you get a lead or rejected, makes you money.  It’s just about averages.  Every time you make a call it’s worth money to you, so be persistent!  The second is to remain positive.  Again, it’s all about the averages.  When you hear “No” just say to yourself (as if you were saying it to the prospect) “Thank you very much for saying no!  Every time you say no, I get that much closer to my next yes!  And you can say no again tomorrow and the day after, but eventually you are going to say yes!”  You will convince your sub-conscious that success is only a matter of a few more calls.  Fine tune your approach – a rejection just means you haven’t fully addressed the prospects needs.  Of course, all this is dependent on you being polite, courteous and respectful – rude people rarely get very far!

This is a practical concept, but the point is to maintain a positive attitude, don’t let the rejection get the best of you.  It is only temporary.  Be tenacious and remind yourself often that every ‘no’ just gets you closer to your next ‘yes’.  Be grateful for it!

Please visit us at businessmattersconsulting.com for more information.

6 Easy But Critical Components To Your Internal Business Plan

There are a lot of great reasons to have a business plan: To get financing, to attract investors or to help recruit top talent to your business.  One of the best reasons though, that is often over looked by small business people, is to create a road map for success.  If you don’t have a business plan now, it’s time to get working on it!

1. Vision Statement.  What problem does your company exist to solve?  What does your company hope to achieve?  What do you want to do for your customers? What will success look like if you accomplish those things?  Where are you going with this business? Answering these questions will help determine what your vision statement should be.  Look down the road 5 to 10 years, and remember to dream big! Write it in the present tense – what do you do, not what will you do. Use big adverbs and adjectives to give it emotion and paint a clear picture of the business you want.

2. Mission Statement. Mission is about ‘doing’, so what are the practical day to day things you will do that will deliver on your vision statement? Why does your business exist and how will you get to where you’re trying to go? What does your target customer look like and how will you identify them?  What do you want the public’s perception of your business to be and how will you create your reputation?  In this process you want to define your business and identify your unique selling proposition.  This can be just for you, but it will help bring clarity to your business and help you determine if your activities line up with what you are trying to accomplish.

3. Objectives.  Objectives bring further clarity and detail to your business by determining what you want your outcomes to be.  Once stated, it makes a perfect compass to keep you headed in the right direction.  Your objectives should be very specific.  For example, pick a revenue target and choose the date you want to achieve it by.  Have a clear understanding of exactly what you need to do to get there and for whom are you going to do it.  You can have several objectives, just make sure they are all in alignment with your vision and mission.

4. Strategies.   Strategies are the general activities you will do to meet your objectives.  Make sure they are written out.  They can be broad in scope as they are the bridge that connects your objectives with the actual actions you will take. Examples might be monthly or quarterly reviews, measuring certain metrics against stated objectives, developing a raving fan base, or designing and mastering your quality control process.

5. Action Plans.  Tie a specific activity that falls under your strategy that lines up with your objectives.  See how it all flows together?!  Actions can be creating a new product, or a new marketing plan.  Maybe it’s investing in new equipment or developing new systems.  Plan it out for the year and have a deadline that it has to be completed by.  If it’s something that gets repeated, make sure it gets back on the action plan for the next time around.

6. Sustainability.  Ask yourself a very important question: Can I actually do everything in this plan?  Then ask yourself if you can do it over and over again.  If you have things in your plan that will not deliver the results you want, or you even dislike doing so much they won’t get done – then go back and change it!  Sustainability in this case means your ability to reproduce the actions and therefore the results that you desire.  If there is anything in this plan that is not sustainable then get it out, or even better, find a way to make it work that lines up with the other 5 components.  I refer to the importance of quality and repeat-ability in my blog titled “2 Things To Help Ensure Your Business Lasts”.

Business plans can seem very daunting, and really, if you need to submit something to your bank to get financing, you will need a lot more detail.  This plan is designed for you and your team, and it shouldn’t be more than 3 or 4 pages.  Keep it concise and specific.  Use it as both a compass and a road-map to keep you headed towards success.

Would you find a plan like this helpful in your business?  As I always, I welcome your feedback.  Happy planning!

Please visit us at businessmattersconsulting.com to learn more.

business plan