Determining which platform to use for business can be a daunting task. I’ve seen small, little-known brands take off like wildfire via Facebook campaigns, while some large companies struggle to make their presence known. Just compare Squishable, a small company out of NYC that has created a very niche market – they have more than 280,000 fans on Facebook and they engage their customers. Yet Staples has less than 200,000 and many of their posts garner less than 8 responses.

Choosing which networks to leverage takes time and requires some key research. There is a place to start, however.

CMO.com (Digital Marketing Insights for CMOs) created a simple chart that tells us which primary outlets are better for the engagement we seek. It’s from 2010, so Google+ isn’t included, but the information overall hasn’t changed.

Use this guide to decide which outlets are best for communication, exposure, promote incoming traffic and increase presence in search engines (branding).

 View full-size PDF CMO.com’s Social Media Landscape

It’s important to realize and remember that there is no cookie-cutter method to using social media to better your business. Little known brands have a much bigger hurdle to jump, but if they listen to their customer base, they can stand to gain a higher percentage of wealth in the long run.

What’s your industry? And what tools have you found to be best for increasing recognition of your brand/company and, ultimately, increasing sales?

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/10/23.
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Post tags: conversion, facebook, marketing, social media, twitter

My mother is an avid crocheter and quilter. She’s also a mean knitter, sewer and maker of a killer Mac and Cheese (as a meal). She crocheted me a ’70s-style hat and scarf to take back to Florida, where the needle’s already tipping into the 50s.

My mom has a knack for making stylish gifts that please.

How does my new gift relate to business success? Mom’s actions were similar to any company wanting to reach the goal of supplying something in demand. Here’s how:

• She identified the problem: It’s getting chilly.
• She identified the need: I will need to stay warm when I walk the dog.
• She identified the want: I could get a low-end, non-stylish hat just about anywhere, but I’d prefer something fashionable.
• She identified what I was willing to pay: Okay, in this case it was nothing, but only because my mother would never even let me reimburse her for supplies.
• She identified what’s popular: Similar handmade cotton hat and scarf sets go for $30 to $60 on Etsy.
• She played the scarcity card: She only made a few in this particular color, which is a unique blend of greens and white (variegated).(For those crafty types, she used BERNAT handicrafter cotton.)
• She addressed long-term use issues: It’s made of cotton, so I can wash it on a gentle cycle. If I take care of the set, it should last for many years.

There are other accomplishments which weren’t necessarily part of her goals:

• She’s built a loyal customer base: Not only do family and friends appreciate her work, fellow crafters and visitors to local craft shows admire her work.
• She gets people to talk about her: My sharing photos of her quilts and other crafts across my social media channels (which garners re-posts) proves it!
• She’s established a brand: In her neck of the woods people recognize her name.
• She’s created demand: Despite the fact she doesn’t take orders (she uses her own discretion), she is often asked to create specific items using specific patterns.

If my mother were a business, she’d set a great example of how to engage consumers, make people talk, and build a loyal customer base.

The most compelling reason she’d be a true success, however, is because she simply loves what she does. And those of us who benefit from her work do, too.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/10/22.
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Post tags: business, Ecommerce, marketing

It’s okay to ask for them…

For every complaint you hear, there are at least ten consumers who walked away silently. Later, perhaps, they’ll complain about you to their friends or on Facebook, but the majority of customers who feel they’ve been done wrong will never take the time to tell you.

The same can be said for enjoyable experiences. It’s a small percentage of happy customers who will invest the effort to write you (or post directly to your social media account). A thrilling experience doesn’t always trigger a promotional response. Still, that doesn’t mean people aren’t willing to oblige when asked.

How to Ask for a Testimonial

First and foremost, don’t follow the example of what I call “eBay stuck-ups”. These sellers – often using bold, large type – explain that they will only give positive feedback if it’s first received. In their minds, the two-way street starts with the consumer taking first action. Note: These sellers never get feedback from me at all, because my testimonials are not for sale.

Instead, initiate contact by first thanking the customer, and ensuring him/her that you’re available should there be any questions. Use positive verbiage without drawing too much attention to yourself.

Try this:

Thanks again for shopping with XYZ-Store! We truly appreciate your business. We’re available to answer any questions you may have (you can reply to this email or visit our contact page).

We rely on our customers for our continued success. We hope you’ll consider posting a testimonial about your experience so others may understand what to expect when shopping with us.

Simple and to the point. Notice there’s no incentive other than them helping you succeed. Companies shouldn’t buy testimonials. It makes them worthless. And, yes, businesses found to have jimmied, faked or otherwise offered goods in return for a great rating risk losing more than just their credibility. Because, as luck would have it, shady business tactics gain the most attention in our social world.

When should you ask for this all-important feedback? Ten to 14 days after the shipment has been received. Be sure to consider order processing and shipping times. So, if an order typically takes one day to process and three days to reach the customer, your default follow-up time would be 14-18 days. You want to give the customer time to open the package (hey, people get busy; I’ve been known to wait a week before opening a box) and use the product.

Remember these important tips as well:

• Post a Disclaimer–be sure to tell the customer you may use their comments in any and all promotional materials for the business. Also state that it’s possible that their testimonial may not be used.
• Edit Carefully–The only time you should modify a testimonial is to correct spelling, glaring grammatical errors (you don’t want the customer to feel stupid) and to hyperlink to any specifically named products. Anything beyond that and you need to ask the customer (or ditch the comment altogether).
• Avoid Posting Overly Gratuitous Prose–A testimonial should convey a customer’s satisfaction, trust and likelihood of using your services again. However, some customers think it’s better to go way over-the-top. These types of statements can appear made-up. If you know the customer well, you may want to ask him or her to tone it down. Otherwise, file it away for private ego-boosting.

One last thing. Be careful with automation tools. You definitely want a way to remove a message out of the send queue to avoid contacting customers whose orders were canceled or those who expressed they had a bad experience. You don’t want to initiate a negative response due to carelessness or an automated feedback query.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/04/21.
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Post tags: communication, conversion, Ecommerce, marketing

In an age where advertisers are spending more money to target potential customers based on their submitted demographics, more existing customers are waving their hands, yelling, “Hey, what about me?” This is because many businesses take their existing users for granted as they seek domination in the marketplace.

Getting people to read about your product is one thing. Giving them reason to buy it is an entirely different challenge. Demographics should be used primarily for getting people in the door. Its focus groups (consisting of both new and seasoned users) that give you a head-start on getting to know how your target audience “thinks.” I know, Apple doesn’t do focus groups. Face it: you’re not Apple.

There needs to be a balance of attracting new customers, providing a service (or products) and maintaining existing customers. Lend too much weight to any of these tasks and your bottom line is affected.

Fortunately, one hand does wash the other. If you want to understand your target audience, just ask your existing customers. They can tell you why they buy/use your products, as well as what they don’t like about your company. The best part about doing this target-market research? Plenty of them will be happy to tell you this without even charging you.

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/04/20.
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The rep asked for my contact information and said we could discuss my clients’ needs and pricing options in the near future. I agreed to spend time at the company’s web site, further analyzing the service.

Within a few days of returning home, the calls started coming… First, there was an “important” message for me, requesting I return the call. My assistant advised the rep (who wasn’t the one I’d spoken with) that I was playing catch-up after the conference, and it would be some time before I could go over things. Two days later, another call. Again, the caller let my assistant know the matter was “important”. By the time the sixth call came, I was finally able to get on the line.

The rep then launched into her sales pitch, explaining how the service would help my business grow and increase trust. I stopped her mid-sentence and asked how she got my card. I explained who I was, and the purpose of initiating in-person contact in California. “Oh,” was the response. There were no notes about the initial discussion I’d had at the conference, and this rep wasn’t even sure she could consider a different pricing structure.

I get calls and emails like this all the time. My name is put into a general database, and, more often than not, agents try to get me to promote their services regardless of price. Most disturbing is the expectation that I would even consider promoting a product I’ve never seen or utilized. Yet, the majority of sales connection calls I receive all seem to be reading from the same script.

I consider these aggressive calls and messages “screaming”. It matters not that voices aren’t raised.

What they’re really saying is, “YOU GOTTA HAVE THIS, YOUR CLIENTS WILL LOVE IT,” and “THEIR SALES WILL SKYROCKET”. My favorite pitch is the oft misused statement, “IT PAYS FOR ITSELF!”

What happens when you’re screamed at one too many times? I think you know where I’m going…

Instead of screaming, these businesses need to enchant me (yes, I stole that term from Guy Kawasaki - here’s why). They need to make me feel comfortable speaking with them. They need to speak on my level (which certainly isn’t that of a used-car salesmen) and they need to ease into a relationship. While I do use some affiliate links in my posts, most of the time I don’t. The rule is, I only recommend products and services I’ve used, or currently use myself.

What irritated me most about the last round of calls, though, wasn’t the nagging. It was the fact the original rep simply tossed my card into a box that hadn’t been categorized, without any points of reference. It was as if I were a complete stranger, and had never met with anyone face-to-face. I wonder how many other potential relationships will start out this way—sour—as a result.

What about you? Do you get calls from otherwise legitimate companies that are simply doing it wrong? Do you ever take the time to tell them why it’s going to be hard for them to win you over? Or do you just scream right back by hanging up the phone?

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2011/04/19.
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Post tags: marketing, sales