Engage Your Loyal Friends!

I know lots and lots of business owners that have lots and lots of "friends" on their various Friends Selfiesocial media channels yet they often complain they are not seeing sales match the number of people who are following them.

Wanna know why?

Because you have not ASKED for their help.

Follow along on this for a moment. It takes seconds to "Like" a page and maybe...maybe comment... Once done with that task many of your "friends" feel as if their investment is over. And you, and your business, racks up another "Like" which will do little to boost your bottom line.

How do you fix that?

  • Say "Thank You" - Don't ignore new "likes" or "friends" they may have liked your page but without you engaging them with at least a "Thank you!" they have little reason to champion your business;
  • Reward Your Brand Warriors - It doesn't take much to know WHO really helps drive your business. Which of your friends/customers continue to share positive messages about your brand to their friends. Then invite them to enjoy a free SOMETHING as a "thank you" for their help;
  • Have a Party - Want to jump start engagement?  If I had a retail business with hundreds or even thousands of "friends" I would invite the most active of them to the business for a party...just for them. Thank them for their work and give them a simple assignment to keep it up;
  • Personal Friends - Outside of social media you no doubt have friends...you know...folks you know well and often hang out with.  Don't forget them. They already like you so why not ask them to share their thoughts about your business with their friends?  The next gathering where you are together slip them a note with the "ask"...ask them to become brand warriors. Bet they will.

You can do all of this with a little effort that will pay huge rewards. Engage your "Friends" and they will help champion your brand.

You're welcome!

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Share Power and Social Media

Let's say you have a business and somebody, on social media, writes something really positive Facebook Shares Image about what you do. Or, in this case, our Business News Broadcast does a long form interview with a business (Repinned) and following the radio interview we share the broadcast (as we always do) with our guests. 

What YOUR business does next will either extend your voice and market share or...not.

In this case our guests Riana LeJune-Copeland and her husband Justin made the decision to post to their Facebook Page, with some nice wording and then THEIR followers re-posted the link for their friends to see. The result: In less than 22 hours 13 people shared the interview, over 1,800 impressions and the downloads of the interview (because we keep track) was in the hundreds.

No fancy media buy, not a bunch of graphics and near zero cost...other than the time Repinned has spent in building their social media audience.

Three tips for your business"

  • Building Your Audience - In social media audience building takes time and talent. It's not like buying radio, television or print where you attempt to hammer home your message and HOPE somebody buys. This is about sharing and engaging and letting people in on your back-story. It takes time but in the end people actually feel CONNECTED with you and your business. 
  • Sharing Your Story - Why business people have a problem in sharing who and what they are is astounding to us. Hell, you want people to know you and buy stuff from you...right? With social media you have the tools at your fingertips to be able to do that...daily. Get busy.
  • One and Done - This is not about doing a post and walking away. It is about the message and extending the message. Had Riana not been paying attention to her Facebook Feed and simply posted the story would her followers have shared the message?  You must stay in the game...every day.

Done...now go do it. If you don't know how ask for help. There are dozens of social media agencies out there. Pick one or, better yet, learn how to DIY and win.

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It Took This Long...

This is a message of hope to those of you who have not updated your business website or the Update Image internal pages because you "don't have the time".  This week we updated our agency website to show the radio broadcast of Insight on Business the News Hour in the header bar. Three years after we started broadcasting from the Des Moines Radio Group.

Three years...

It's not that we didn't WANT to make the change. It's just that it was a secondary issue...but, in reality it's not. You see when you fail to adjust your home page or internal pages to add new content getting "found" by the search engines is more difficult.  Some tips from "The Procrastinator":

  • Your Blog - If you do a business blog (you do...right?) make sure you tie it to the home page of our website. Why? Because when you are posting you are automatically adding fresh content to your home page. Ask your Web Developer to make it happen;
  • Change Wording - At least twice a month alter the wording on your home page and your "About Us" page. You can keep the same general theme and intent but changing the words around offers fresh content;
  • Stuck? - Sometimes we get so busy or we get stuck on WHAT to write about. Take a few minutes and reflect on what changes have happened to your business. What are you doing that is new, that might be of interest to your customers...then make an adjustment to your wording;
  • Non-Static - The most important thing to remember is that your website should not be a "static brochure". You have the power to adjust images, wording and more. If you don't KNOW how to do that just schedule the changes with your Web Developer. Static is bad...change is...good.

Hope that is helpful. Even we need to be reminded from time to time.  

Thanks for reading!

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Ad Blocking - What it Means for Business

Hang on because those of you who are spending money on popup or banner ads on websites Road Closedare in for a bit of a shock. The use of ad blocking is growing rapidly. A full 25% of internet users currently use ad blocking software and that number is expected to double in 2016. Double... Here's the story from eMarketer.

We already know that people are skipping through ads on broadcast television. We already know that people tune out ads on the radio. We already know that click-through rates on internet ads is dismal. We already know that most email marketing has a lousy click through rate IF it gets past the "Junk Mail" folder.

Why?

Because most advertising done on a local level is just plain...bad. There is no incentive to NOT block or skip or open the marketing message because...it's usually done poorly.

What to do?  Here are some solid tips to help you and your business get noticed:

Get Creative - Yes it costs money for good creative but you want your message to be seen/heard...correct? Lousy creative means lousy response. Give consumers a reason NOT to BLOCK your message. It makes no sense to spend $5,000 on an advertising campaign and spend zero on creative. It's called "burning money";

Get Social - If your marketing is not correctly using social media you are not going to be successful in reaching consumers. It takes planning and thought and work and consistency to pull off a successful social media campaign...not some "intern" who "knows the internet". Sit down and think...think about your message, your customers, where they hang out, what they want and then communicate with them...socially.

Get Busy - Reaching out to your current or potential customer requires you to know what is hot and what is not. There are, according to my good friend Mike Wagner, only three reasons why people are not buying what you are selling: 1) Wrong Product, 2) Wrong People, 3) Wrong Message.

There is help available. I know dozens of professional advertising/marketing people in the country. The question to you is...do you want the help or are you blocking this message?

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Best Ad of the 20th Century

Last week we attended the Des Moines Art Festival, named one of the best in the nation, and VW Imagewalked into American Dream Machines a vintage car restoration and sales business that was lucky enough to be on the edge of the festival. (Go ahead and click through, you are in for a treat!)

Tucked inside was this vintage VW sitting in their photo booth. I had to snap a picture. Look familiar?

Whoever thought this up knew about what Ad Age called the best advertising campaign of the 20th Century the 1959 Volkswagen print effort.  The art was directed by Helmut Krone and the copy for "Think Small" was written by Julian Koenig who worked for the Doyle Dane Bernbach (DDB) agency.

Think Small AdI use this visual when delivering "Five in 24 - Five Things Any Business Can Do in 24 Hours to Sell More...Stuff."

Why? Because it is so central to the theme that "Less is More" when it comes to advertising. Even in 1959 they realized the impact had to come from the visual and not, so much, the wording.

People simply don't want to be reading loads of copy or hearing ads full of wording or watching TV commercials that are so complicated it takes thought.

Keeping it simple works.  Just a reminder when you are planning your next campaign. 

Thanks for reading!  

 

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Less is More with Laura Kinnard

The new Facebook Rule for sponsored links has made a change. They will no longer kick your ad Laura IOB 18 Jan 2016out if it has too many words or fonts or...whatever clutter you have on the ad. Laura Kinnard our Social Media Contributor spent some time with Facebook Blueprint and online learning tool to help business get more done on Facebook (Great idea by the way...)

Here is just a few seconds of our on-air chat about Facebook Blueprint and note...less copy is much better here or in any ad. Just click on the icon below.

Facebook Blueprint and Copy

Laura Kinnard appears each Monday afternoon in our segment on Networking Events and Social Media for Business.  If you would like to catch our long-form business interviews you can do that on iTunes or on our Podcast Page.

 

 

 

 


How Much is Too Much?

Last week on The Business News Hour I had a conversation with Brad Dwyer the founder of Bad BossHatchlings a game application that now has millions of users. The theme of our interview was employee productivity and creativity...when the boss is bossing remotely. If you would like to listen to the interview you may do so here.

Brad was out of the country on an extended business trip to Asia...like for six weeks. During that time he was connected, remotely, to his thriving business. He told me it was both a necessity and an experiment: "I was really interested to learn if my team could continue to be productive and creative without me being there to direct every move."

What did he learn?  His staff not only rose to the occasion they were even more productive and creative without him being there.

A couple of weeks ago I wrote a piece that centered on employee engagement and a Gallup Poll that says only 31% of employees are "engaged in their work". While that is bad enough those 69% of disengaged workers costs American business about $11 billion a year.

What causes such high levels of disengagement?  Let me offer one thought.  Recently, while doing an interview for a future broadcast I became aware of a growing company that workers there say management has replaced casual rules with "micro-management". New rules and regulations that, in the words of several employees, has "stifled creativity and productivity" among many of the long term workers.

While none of the rules were egregious they did, in the minds of many employees, chip away at trust and replaced leadership with regulations that one employee said felt "downright Orwellian". To make matters worse the changes came about rapidly over just a few weeks and bosses became less approachable relying more on process.

Two very different experiments in leadership.  Who would you rather work for? 

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Tips on Scoring Earned Media

It is called “earned media” when you get publicity through promotional efforts. You know, the Earned Media Boy reporter shows up at your business and does a great job in sharing your message/brand/effort.  It happens every day right?

It does but the promotional effort has to be something amazing.

While you think your promotion is really cool and fun and interesting you need to understand media outlets get pitched all the time and they only have so much inventory.  And, remember, media outlets survive on “paid media” or advertising.

Some Tips on Scoring Earned Media

  • Think and Plan – Sure, sometimes a promotional event goes viral on its own but to get to that point there must be some serious planning. You must take into consideration not just “the event” but how it will play with the public. Will they get it and will it make for a good “news bite”?
  • Wacky Works – Remember the Ice Bucket Challenge of 2014? It was wacky, different and fun. The ALS Association scored international media attention and even offered up Ice Bucket Challenge 2.0 in 2015;
  • Celebs – Hooking your promotional event around “a name” is always a great way to induce the media to your cause. Some celebrities will pony up their time because they have a relationship to the cause or event but you need to know not just ask;
  • Broad Appeal – Even though your promotion is meant to drive your brand the event needs to be broad enough to garner wide appeal. Otherwise media outlets will ignore you;
  • Social Media – If you fail to get social with your promotion hoping the media will carry the ball for you…forget it. At the same time if you are not NOW working social media for your business but ramp it up for one event…ain’t gonna work. You must be in the space before, during and after;
  • Keep Pitching - Once and done is not a good media plan;
  • Be Timely - If you can tie your event to something that is already hot or something that is starting to bubble up, so much the better; 
  • It’s Not Free – Getting earned media is not free. It takes time, talent, planning, execution and a relationship with the media. All of those factors cost money…
  • The Relationship – I can’t stress this enough…if you and your business has created a media relationship either through paid advertising or personal it is golden. Likewise if you and your business is already seen as a leader in your vertical so much the better.

The bottom line is that earned media doesn’t “just happen”

Now, go think and plan!

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Expect to Be Disappointed

I have a good friend who once said to me, "I wonder when it became normal, in business, to Man Boredignore doing business. Every interaction I go into I start by expecting to be disappointed."

Wow...kind of a negative thought or is she on to something?

When we look at the statistics regarding the engagement of employees and see that, according to a Gallup Poll only 31% of employees are "engaged in their work". That stunning 69% of disengaged workers costs American business about $11 billion a year.

Is it a wonder that business fails to respond to voice mail? Is it a wonder that employees fail to respond to emails?  Not long ago I asked a client of our why his firm had trade-marked the phrase, "We get things done!". He told me because the response from others in his profession is so lousy that time after time clients would tell him, "We're amazed that your firm actually gets things done on time."

Tragic huh?

Let's start to change that. Here are four tips to better engagement:

  • Lead Responsively - When the leader is responsive to the appeals, efforts and requests of his/her employees those employees feel as if they matter. Being responsive is always better than ignoring...anything;
  • Conduct Stay Interviews - Learn why people have made the decision to stay with the company rather than leave. When employees understand that you want to assist in their career they are more likely to be engaged;
  • Model Behavior 24/7 - Being a leader means you are "on" 24/7. Once you get home you can kick the cat but in public you are constantly being evaluated and so too is your business brand;
  • Eradicate Unfairness - Nothing demotivates more than when getting ahead is more about who you know that what you know. Employees have a keen sense of unfairness and so should you.

Four quick tips that may help your business escape being...disappointing.

If you've got others...please share!

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Please People - Go Mobile for Business

Last week I was traveling through Hartsfield-Jackson Atlanta International Airport (fit THAT on a business card!) and down one of the concourses I found something called Minute Suites.They Minute Suites are private suites that travelers can rent by the hour so you can catch up on much needed sleep, have a meeting, do some work...you get it. Really nice idea and something that international travelers have seen for some time.

I wanted to learn more and, because I was traveling, I used my phone to dial up their website.

This is where the story gets difficult. Above you'll catch a screen shot of their website that popped up on my phone. Notice that it's not mobile friendly. To even attempt to read anything about the company you've got to "pinch and stretch" the screen.  

I took a moment and shot off a quick Tweet to @MinuteSuites complementing the idea and suggesting they might want to go mobile...because, and here is the irony...they are trying to reach travelers who are working their mobile devices but the company is making it difficult for consumers to engage.

Minute Suites TwitterI did get a reply and here it is: 

Kudos for the fast social media turn but what the heck is the Mind Body App? I don't want to know I just want to connect...mobile.

My message is not to be mean...but your lesson, if you are still with me is this: You MUST know your consumer base and how they connect with your product/service and then do everything you can to boost their ability to engage you.

It matters...

Thanks for reading and, as always, dive in if you've got a comment.

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