Social media listening is a fundamental tool for any business owner — even if you’re not currently active on all social media sites.
The days of suggestion boxes and comment cards are long gone. Social media is now the first place people turn to praise or criticise a brand. For consumers, it has become the quickest and easiest way to directly contact a brand and get a problem sorted. So it is vital that your business is listening to these comments.
Listening on social media is about monitoring posts and conversations that refer to your brand, product, service or even competitor, in order to aggregate the data and find out what people really think about your business.
There are several platforms that can help you monitor social media, such as Meltwater Buzz, but there’s nothing to stop you from monitoring social mentions yourself.
Social listening must come first in any social media strategy. Once you have gained a sense of your reputation online, you can then engage based upon you customer needs. Knowing what people are saying about your brand allows for more proactive and reactive posting.
If you don’t want to invest in social media listening tools, setting up social media profiles and lurking online is just as effective. Using Twitter to search for your brand name will bring up all the tweets that mention your business and will allow you to gain a sense of how you’re faring online. It also allows you to check up on your competitors and see how their brand mentions compare.
Copyright © 2015 Emma Pauw, social media writer at We Talk Social.
Many small businesses I speak to are worried about using social media. It’s understandable; after all, social media puts you and your company in the public spotlight and there’s always the risk that you may get negative online reviews as well as positive comments.
Indeed, that’s usually the biggest concern – what if a customer complains and leaves a negative review? Their comments are out there in public, posted, shared, re-tweeted. Everyone can see them!
But think of this – you may well have had disgruntled customers in the past but you just weren’t aware of them. Now look at the role of social media from a different angle – if someone leaves a negative comment on Twitter or Facebook (and they will!), you have a valuable opportunity to address the issue.
This enables you to take a two-pronged attack – damage limitation by resolving the problem and turning the situation around by converting a complainer into a brand advocate.
Remember that social media also gives you a platform on which to publicly demonstrate that you care about your customers. Many people prefer to deal with complaints offline. The trouble with that is that your sincere apology and the way you resolve the issue won’t be in the public domain. However, if you do it online you are being completely transparent and you may just call a halt to droves of similar complaints being posted.
Make someone happy and there’s every chance that they will relay the good news to others, turning a complaint into positive PR and building some good brand awareness at the same time.
If I am at a networking event and someone asks me “what do you do?”, and if I reply “I’m a consultant”, they might say “between jobs, are you?”
But when I say, “I help people communicate better”, they’re interested. They ask how I do it. They see me as useful. And all because I used a different opening sentence.
How you describe yourself – your elevator pitch – is critical. It’s the first impression you give. An exciting one turns people on, a poor one turns them off – and you’ve only said a few words.
Here’s a quick question for you: What do the following elevator pitches have in common:
I can think of quite a few common elements – none that are good.
They are all:
Elevator pitches like this also trigger our preconceptions. Imagine if you and I were to play a game of word association; what do you think when you hear the words accountant, IT specialist, web designer, health and safety?
Instead, here are the two steps for an impactful elevator pitch:
Introduce yourself by talking about why people are better off after you’ve worked with them.
For example, instead of “I’m an accountant”, you might say, “I help my clients pay less tax”. Or, if this feels a little too abrupt: “I’m an accountant, so I help my clients pay less tax”.
Believe me: if you say that, nobody will say “Oh. Do you?” Instead, they’ll say something like, “that sounds useful. How do you do that?”.
When someone asks for more information, don’t respond by listing all your products and services. It’s boring. And they won’t care.
Instead, remember that “facts tell, stories sell”. So, tell a story to illustrate the “afters” you just mentioned. “I recently helped company X to reduce their tax by £Y. What happened was…”
So, in two short steps, you’ve been the opposite of the bullet points above, in that you’ve been:
I like being a consultant. But I prefer the “afters” that I cause. As do others. They don’t want to hear about what I am, nor what I do. They want to hear about the impact I have.
So, how could you – in just two sentences – instantly portray yourself as more valuable?
Copyright © 2015 Andy Bounds, a communications expert, speaker and the author of The Snowball Effect: Communication Techniques to Make You Unstoppable. You can sign up for his free weekly tips here.
I meet a lot of small business owners who still aren't getting the most out of social media. Some say they don’t know how; some say they haven’t got time. Others say they simply don't know what to post.
But any activity, if important to your business, will get done. It just needs to become a priority.
Here are 18 easy ways that small businesses can connect with their audience on social media:
Copyright © 2015 Eric Moeller, founder of Copy Dojo. You can find him on Twitter @CopyDojo
There are many reasons that businesses make the jump to a new email service provider; a growing contact list, a new budget or the need for new features. But whatever the reason, a switch can also be an excellent opportunity to re-evaluate your current sending processes and improve your deliverability.
If you’re thinking about switching email service providers, here is a useful checklist to make the transition as smooth as possible so you can spend less time stressing about the migration and more time on email marketing.
Copyright © 2015 Amir Jirbandey, marketing lead UK at Mailjet.
Since the New Year is all about fresh starts and resolutions, I want to focus on some social media resolutions that will help you to increase your productivity in 2015.
If you’re not careful, social media can suck up a lot of time; but there are many ways to work smarter, not harder with all things social.
Here are six social media resolutions for 2015:
By using online tools you can schedule posts for the most convenient time, without having to sit at your computer and physically press the “publish” button. Not only that, social media management tools make it easy to share content in more than one place, and they’re packed with analytics that can help you figure out what’s working for your business.
Both Buffer and Hootsuite offer an easy way to manage your social media engagement. Buffer, for example, helps you find and schedule interesting online content; Hootsuite allows you to manage all your social media accounts in one place.
Sharing is simply huge. Facebook, Twitter and LinkedIn newsfeeds are all filled with content that people and brands are constantly sharing. But no-one is sharing for the sake of it – whether you are a small business or a global brand, sharing is intended to build credibility, engage and increase an audience.
Now a new free tool called Openr can turn your sharing into a traffic-driving tool.
Before now, if you shared an interesting article from Huffington Post, for example, it wouldn’t allow you to push your own message. At most, a share might increase your credibility by association but that’s about it.
Now tweet about that same article using an Openr link and your followers will see the article you shared, but also your own personal message and a call-to-action driving traffic back to your website.
This approach might seem a little low-tech for some people, but the reason it has been around for so long is because it works. You can experiment with different timeframes, but the favoured approach of many is called the Pomodoro Technique — named after the kitchen timer that looks like a tomato.
You can either set a timer on your phone for 25 minutes, or for those who want the “authentic” experience, go out and buy a tradition kitchen timer for your desk. The aim is to get as much done in that 25-minute period as possible, followed by a 5-minute break. You can then repeat the process, or move on to a different task – depending on how successful you were.
You spend hours writing an article or finding interesting articles to share, then you tweet about it once. The time-value equation doesn’t quite add up does it?
There is nothing wrong with sharing the same content more than once – especially on Twitter - because the feed moves on so quickly. But keep in mind that this strategy works best with “evergreen” content. This blog is an example of evergreen content because it doesn’t just have a one-time use, it can be useful over and over again for anyone who finds it.
Your reused content might not be as popular the second, third, or fourth time you share it on social media, but it will still get hits. Over time these can add to a substantial amount of new leads, conversions and paying customers.
Going back to my second point, sharing content from other people is a great way to help your customers and build credibility. But sitting on the internet for hours every day trying to find said content is another time sapper. Luckily you can get it done for you. Try sites like Triberr, Swayy and Scoopit as these are all great for finding relevant content fast.
When it comes to actually writing the content, it’s good to weigh up the pros and cons of writing yourself versus having a trusted writer on hand to help. If it takes you a day to write an article, working with a writer who could do it in an hour could pay dividends. It could be someone on staff who can write well or a trusted freelancer who can deliver high-quality work when you need it most.
Some social media platforms just might not be right for your business; so don’t be afraid to turn off a channel that isn’t working for you. What works for one business might not work for yours. Ask yourself whether maintaining seven different social media accounts is the best use of your time.
There are two approaches: Go with your gut, or rely on analytics. Sometimes it’s obvious that a social media account isn’t working, because nobody likes it, nobody comments on your posts, and everything seems to be a one-way conversation. When things aren’t as clear as that, it’s time for some analytics.
So there you have it – a New Year, and a few new ways to make better use of your time when it comes to social media marketing. Of all of these, my favourite is Openr because it can save you time and increase your social media marketing ROI.
Copyright © 2015 Christina Richardson, business marketing specialist, mentor and founder of The Nurture Network. Christina is also co-founder of the Brand Gathering community, helping young businesses to grow by working together.