Key Steps to Make Your Social Media Work

 

Businesspeople have discovered social media is a work in progress. It takes huge amounts of time — to plan,  implement innovations and continuously fine-tune – to succeed.

Here’s a surprise in social media best-practices: To lay a solid foundation for success, save time and money for the long-term by making certain all phases of your operation are ready. That includes bricks and mortar.

Two basics to remember:

1. First impressions are important. You won’t get a second chance. So make sure your employees, office or store, and Web site create a favorable impression. That means cleanliness and organization, and professional customer service.
2. Practice an attitude of service and gratitude for the opportunity to serve customers. In every communication with prospects or customers, use “Thank you” instead of “Have a nice day.”

Prior to my consulting practice, in moving from broadcast journalism, one of my jobs was selling radio advertising for Gannett-owned KIIS-FM and KPRZ-AM in Los Angeles. But I quickly learned that a campaign on a great radio station did not guarantee success. I vividly recall an upscale store in Beverly Hills was unsuccessful because the displays, aisles and end caps were unkempt. The merchant thought a radio advertising campaign was enough to solve his cash flow issues. I couldn’t help a businessperson who didn’t help himself.

That also proved to be true for a struggling law firm in advertising. The firm’s partners expected a miracle by merely advertising. However, the receptionist’s greeting was unprofessional. The teamwork among staff was subpar, and it took the partners 90 days to approve initiatives because of indecision from self-doubt.

Later, when I bought a marketing firm and met my two biggest clients, they had major internal issues that negated their marketing investments. The businesspeople did not understand the value in having an attitude of service and gratitude. They were so close to their self-inflicted challenges, it took an outside participant to identify the problems and implement solutions. (So, as a marketing consultant, I quickly expanded my firm’s practice. My first new projects were included human resources, management and operations.)

In all such cases, none of the advertisers understood what they needed to do to enhance their customer experiences – to create a happy buying environment by eliminating their internal obstacles to success.

The moral: It’s vital to understand the emotional-buying motives of customers. Pay attention to how your customers are treated by your frontline people. Call your business as ala a mystery shopper to hear whether your customers are greeted with friendliness and professionalism. Check out your Web site. Is it truly customer friendly – attractive, convenient and logical?

Blogging

OK, so now you’re ready to move onto blogging, social media and related tools. Whether you have one already or anticipate blogging, a good blog is an opportunity for growth. It provides added value in content to provide useful information in a variety of channels, if marketed correctly. You’ll get stronger Internet prominence, recognition for your thought leadership, and new revenue.

Actually, for a well-written blog that takes time for research, development, editing and promotion, I prefer another term, e.g. analysis, insights or commentary. But for this discussion, let’s stay with term, blogging.

If you’re not a good writer, you can outsource your blogging with a quality provider.

Make certain you take every precaution about security, and use a reputable outside Web hosting company to give you an added layer of security. You don’t want your blog or Web site to be compromised – hacked or invaded by viruses. The search engines will take action that will embarrass your blog with warning flags.

For most small to medium-size businesses in search-engine optimization, a blog should part of your Web site. Otherwise, you’ll dilute your site’s Web presence and page ranking.

If you’re unfamiliar or unsure about blogging, read the blogs of experts. Like you would for any other initiative or project, do a SWOT analysis. Determine your strengths, weaknesses, opportunities and threats. Ask questions of experts and customers.

Solicit ideas and help from your staff and close associates.

Find needs of your target customers and plan to fill them with topic ideas. Then, set goals and timelines (e.g. the goals for this business portal are to satiate my desire for writing, provide Proven Solutions for Maximum Profits, acquire clients for my business-performance firm, and to attract advertisers).

Successful blogs operate off a schedule. You’ll develop a more-loyal following by developing a schedule on which they can depend.

Publish well-written guest blogs of experts. But do not publish without permission.

Insert informative videos.

Pay attention to your goals. You’ll achieve them with an excellent editorial plan, and strategic use of key phrases and words.

Basics in Social Media

On your blogs and Web site pages, insert the AddThis social networking widget. This will make it easier for readers to share your content, and boost your traffic. In one button, it provides more than 300 sharing options.

Develop permanent customer relationships by humanizing your social media. Good relationships start by listening. Take the time to do it right – focus on the needs of your customers with strategic headlines and messages.

Social media succeeds if it creates a dialogue, not a monologue. Show your interest by congratulating others and invite feedback. Encourage your employees to do the same. The top three are Twitter, Facebook and LinkedIn.

Lay the groundwork to turn your customers and associates into Centers of Influence – your brand evangelists.

Familiarity breeds friendships. Be consistent. Use the same picture over and over. That goes for your branding slogan and logo. Simplify your logo so it’s memorable enough to tell your story, but can be used as a 16×16-pixel favicon on the Internet. It is an image-builder on the search line of browsers.

For ongoing success in our dynamic digital age, use a mentor and fine-tune your social media. Harness the value of Internet press releases. Plus, you might get lucky. For example, it was my press release (Expert Warns About Starbucks WIFI Security, Provides Tips) not my business-coaching column that caught the eye of a Yahoo writer — three months after I wrote it.  He included a link to my press release — 20,000 people read it – many of them were motivated to click on the link to my site’s column.

Don’t forget submissions to the news media. Even though most young people are increasingly using social media for information, authoritative news outlets are still relevant.

By using these basic suggestions, you’ll be creating luck because you’ll be better-prepared — you’ll be enabling your social media to work.

From the Coach’s Corner, this site’s Marketing/Sales and Tech sections have countless business-coaching tips.

“Social Media is about sociology and psychology more than technology.”

-Brian Solis

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Terry Corbell is a business-performance consultant and profit professional. Click here to see his management services (many are available online). For a complementary chat about your business situation or to schedule Terry Corbell as a speaker, why don’t you contact him today?

Discouraged in Job Hunting? Powerful Tips for the Best Job

 

Few things in life are as shattering to an unemployed person’s self-esteem as the inability to draw a paycheck. In this downturn, good jobs can be difficult to get. And most job seekers are weary from their character-building trials. Under-employment is another result of this economy.

Whether unemployed or under-employed, a person needs two things: A sense of hope and the right tools to negotiate a job.

More than 100 years ago, Oscar Wilde wrote: “What seems to us as bitter trials are often blessings in disguise.”

Unconvinced? Try the philosophy of Dr. Norman Vincent Peale: “What seems impossible one minute becomes, through faith, possible the next.”

You can get faith from the action of using the right tools in your job search.

How much money do you want to make? Take my word for it, Roy Chitwood, of Max Sacks International, has the right tools, which are worth whatever you want in a salary. He’s also an advocate for positive thinking and he’s been successfully training salespeople the art of selling for more than four decades. And now, he is providing free-of-charge, his “Seven steps on how to ‘sell’ yourself to get a new job.”

I agree with him when he says the best-selling takes place as the result of the power of listening. To help you remember the concept, think of Marlon Brando in “The Godfather.” Remember the scenes of him listening to the downtrodden folks as they unloaded all their troubles? The godfather had all the power.

To gain job-negotiating power, Mr. Chitwood provides this example:

“The typical job interview goes like this: The interviewer says something like, ‘Tell me about yourself’ or ‘What are some of the projects that you worked on in your last position that you’re proud of?’ From that point on the interview goes downhill. Why? Because the interviewer will be bored stiff by whatever you say.”

So, he advocates taking control of the conversation. “The only way you know what someone is thinking is when he or she is the one talking – not you,” he says.

He explains further:

“Think about how differently the interview would go if you responded to the interviewer’s question, ‘Tell me about yourself,” with, ‘I’d like to tell you about myself. However, could I first ask you a couple of questions regarding the position?; Now you have control of the interview and you know what the interviewer is thinking. Using this one phrase, you have put the interview on track.”

Here are Mr. Chitwood’s steps for a successful job interview:

Step one — approach: In this step, you’ll introduce yourself, smile, be engaged and interested in what the interviewer is saying. You’ll use the interviewer’s name when addressing him or her and you’ll develop rapport by using what we call the FSQS (friendly silent questioning stare). This is body language that shows you’re listening intently, inviting the interviewer to tell you more.

Step two — qualification: This is the portion of the interview where the “Tell me about yourself” question occurs. Get the interviewer talking with a response like, “Mary, I would like to tell you about myself. However, first I would like to ask a couple of questions. Is that all right?” When she agrees, you’ll ask a series of questions to gain the information you need to assess whether the position is right for you.

Step three — agreement on need: This where you’ll ask the most important question of all: “What are some of the things you are looking for in a candidate for this position?” This is how you’ll determine whether the job fits you. If it doesn’t, this is the time to gracefully terminate the interview. Say that this position isn’t what you’re looking for, thank the interviewer for his or her time and politely excuse yourself.

Step four — sell the company: This is normally the step in the selling process where you extol the virtues of your company. Since you are the “company,” share your own attributes. “John, let me tell you a little about myself.” Make sure that the things you talk about relate to the job, such as your education and experience. You could share information about your goals, travel or family situation if they are relevant. Finally, ask, “What questions do you have about my background?” to get the interviewer talking again.

Step five — fill the need: In this step you’ll drive home why you’re the one for the job. Say something like, “There are several important experiences I would bring to the company and this position such as …” and then relate how your education, experience, goals, etc. will benefit the company in a series of feature/benefit/reaction sequences. These sequences should be specific. “My fluency in Mandarin Chinese along with my five years of experience selling in China (feature) will help me increase your company’s sales in Asia (benefit).”

Then, ask a “reaction question”: “How would that help with your sales goals for this year?” Limit your feature/benefit/reaction sequences to three. Now transition to the next step by asking a release question such as, “What questions do you have?” Once the interviewer has asked any clarifying questions, this is the time to ask about compensation and estimated start date for the position. “When would you like the new person to start?”

Step six — act of commitment: This is the close of the “sale.” Make a statement such as, “If I can arrange my schedule to start on the date you would like and my references check out can you think of any reason why you wouldn’t hire me?” Unlike most interviews that end with the interviewer saying, “We’ll call you,” this closing approach allows for honesty between you and the interviewer. You’re communicating your interest in the position and if he or she is interested in you, you’ll most likely get an indication at this point.

Step seven — cement the sale: This is your graceful exit from the interview. Say something like, “Thanks very much for meeting with me. I appreciate you taking the time to give me the information on the position and the company. I look forward to starting on Jan. 15.” This confirms the specifics of what you and the interviewer discussed and it’s a friendly, professional close to the interview. Remember to shake the interviewer’s hand as you leave.

Follow up the next day with a handwritten, mailed thank-you card. The process of landing a job can be much easier when you know how to sell yourself.

(NOTE: I’m proud to say Roy Chitwood is a friend of mine. We were introduced by Gerri Knilans, who is the noteworthy president of Trade Press Services, www.tradepressservices.com. Trade Press Services gets your company in the news by writing bylined feature articles and guaranteeing their publication in trade magazines.)

From the Coach’s Corner, here are a few more ideas:

Firstly, here’s a related column: Job Hunting? Tips to Land Your Dream Job with Style, Substance.

Secondly, my sense is that the principles in Mr. Chitwood’s strategies are applicable if you want to negotiate a raise.

Thirdly, for more job-hunting power, here are two more reading sources:

• For Mr. Chitwood’s selling tips, visit www.maxsacks.com.
• Short of buying the book, “The Power of Positive Thinking,” try strengthening your resilience by constantly reviewing quotes on optimism. Here’s a link to more inspiring quotes by Dr. Peale.

Strategies for Maximum Customer Loyalty, Profits

 

If you’re finding it a challenge to create profits, you might appreciate knowing that you’re not alone. Profits in this Great Recession are elusive  for other businesspeople, too.

A case in point: 50 percent of the members in a Seattle-area business-networking group admit to selling products at below cost to remain in float. That’s according to a survey by Washington State University and the Seattle Executives Association (Feb., 2010).

The leads group, with about 100 member businesses, is comprised of one business per category throughout the greater Seattle area.

They described their employment, financing, inventory and sales situations as “stagnant to declining.” However, they were optimistic about their prospects.

Obviously, it’s important to do a profit analysis to determine your strengths, weaknesses, opportunities and threats. Then develop a strategic action plan and implement it.

Another factor affecting profits is customer retention. American businesspeople and consumers have become cost-conscious and look for opportunities to save money.

Many companies are slashing prices and making the mistake of focusing on price in their sales messages. That means your customers are constantly hit with discount offers. And they are tempted to change to your competitors because of price, quality and service.

But it isn’t a permanent switch. Such customers will gravitate to the next low-ball offer. So advertising to attract such customers is simply not cost-effective.

It’s true that many customers base their decisions on price, only. That’s 18 percent of buyers. So, it’s key to target the other 82 percent who can be persuaded to buy based on their five perceptions about value.

My research also shows that you have to reach a prospect with five positive messages before the decision is made to buy your product or service.

Why companies lose customers

When devoutly loyal customers shop elsewhere, 70 percent of the time they feel taken for granted.

Customers will leave you for a myriad of reasons, including failure to properly answer questions, treating them abruptly, making the buying process inconvenient, failure to solve problems quickly and subsequently failing to provide added value to assuage an unhappy customer.

Losing customers also means blown opportunities for word-of-mouth advertising and customer referrals. Plus, social networking and blogs – positive and negative – have changed the marketplace even more.

That’s why listening to customers is so vital – to gather information, to analyze it, and to develop answers.

In large cities, the advertising opportunity costs are high – usually $300 to $400 or more per customer.

If you lose a customer, it will cost you more to attract a replacement. Then, you have to factor in the sales curve – how long it takes for a new customer to become profitable.

So profits suffer in a down economy if you lose customers and can’t easily replace them. That means layoffs, which will hurt you even more.

Fifty-two percent of a customer’s value-perceptions motivating them to buy from you hinges directly on what they think about your people – spokespersons, sales reps and other personnel. (For more on value perceptions, see “The Seven Steps to Higher Sales.”)

So it helps to have ongoing discussions with your staff on these topics: Why customers buy from you, perceptions about poor customer service, and the factors about your service and products they like the best.

Meantime, be proactive in other ways.

Continually query your customers in formal surveys and in casual conversations using open-ended questions to get solid answers, not “yes” or “no” answers.

Take action steps and make improvements when feasible.

After you get great feedback and measure the results of improvements, tell your customers and express your appreciation.

When customers make purchases, don’t forget to thank them and prevent buyer’s remorse by tactfully reminding them of the value of their purchases.  

And explain to your employees why it’s important to stop using the most-trite phrase on the planet: “Have a nice day.” Instead, your employees need to focus on providing an attitude of service and gratitude.

You’ll be creating a happy buying environment for repeat business and customer loyalty.

From the Coach’s Corner, how would you like some social-networking tips from an outstanding salesperson?

Meet Sean Heiner, he’s director of the membership department at one of the nation’s premier business organizations, the Association of Washington Business (AWB). AWB is Washington state’s chamber of commerce.

From personal experience, I can tell you he’s pleasantly persistent and personable, but I’ve also noticed he keeps up with the times and social-networking trends.

He graciously provides five social-networking tips:

1. Don’t stop networking outside the social media world, and think that LinkedIn, Facebook or Twitter are replacements for actual human interaction, they aren’t. If you use all of the tools listed above, you will progress much faster with higher quality contacts who actually want to hear from you.
2. This one is basic but crucial – use the same picture on your Twitter/LinkedIn accounts, and Facebook, as well, if you use it at all for business purposes.
3. Post! Don’t simply regurgitate information you read somewhere else. Sure, this will allow people to know what you’re interested in, but it will not enhance your personal brand within the business world, online or otherwise. Plus, once people catch on they may begin to tune you out, and that is social networking death. 
4. Verbiage and diction – don’t use shorthand text style messaging ever in a professional setting, and spell check anything you put on the web. You would be appalled at how many people don’t.
5. Jump in feet first. So many tell me they are not “techy” enough to use social networking sites, and I’m sure they are also still enjoying their gramophones, but just go for it!  All of the social networks I use, and there’s about five total, take up less than 20 minutes a day, unless of course you count reeling in all of the new business I’ve been able to generate through that activity.