How to Use Social Media Engagement to Grow your Business

Social Media: forms of electronic communication (as Web sites for social networking and micro-blogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).

We have a common definition -- but are you left wondering, how can I effectively use social media to grow my business? According to a customer engagement report produced by Microsoft, 97% of small and medium-sized businesses view engagement as a top priority for their business but 41% say they don't make the most of their social media presence. Here are 15 ways to build up engagement on your social media platforms:

FRONT AND CENTER. Make it easy for people to find your business on social media. Your social buttons should be easily recognized on your website. It’s also helpful to cross-promote your accounts with one another. Google + and YouTube make this especially easy, encouraging you to include a list of your social pages when you build your “About Us” sections. As a general rule of thumb, your social media channels should be complete and always include a link to your business’ site and/or contact info.

EMBRACE YOUR SPECIAL SAUCE. What’s your wheelhouse? Find it. Love it. Use it. Projecting a consistent message and aesthetic -- for example, incorporating your business’ color scheme in your Instagram posts -- on social media will keep folks attentive and interested in what you have to share, say and sell. Being genuine will prove impactful when your audience is faced with choosing your product or your competitor’s. Stay sincere and they’ll stay engaged.

THINK FIRST, POST SECOND. Before you hit “send,” “publish,” or “share,” do your due diligence to keep your messaging professional, even if the post is light-hearted. Rushed (read as: grammatical and spelling errors) or confusing content could translate to losing a follower. Investing a little time in proofreading will save you time potentially spent explaining away a wince-inducing message. Thoughtfully-produced content will pull users into your social media circle and closer to your brand.

EASY DOES IT. Share about your brand’s ongoings but stick to the 80/20 rule. That’s 20% about your business and 80% about something or someone else. Why? Sharing useful content from respected sources builds legitimacy for your brand and you in turn build a reputation as a reliable resource. When using other’s content, tag them to let them know you’ve given them a public shout-out. There’s a good chance they’ll recognize you in return. It isn’t uncommon for unspoken alliances to form between brands and unofficial ambassadors on social media, simply by sharing and favoriting posts. Try it, you might “like” it! [Sorry, I had to!]

MIX IT UP. Keep things interesting. Use images, emojis (emoticons), hashtags, videos and gifs in your social media posts. Via an Amex Open Forum Study emoticon posts have a 33% higher share rate, 33% higher comment rate and 57% higher like rate on Facebook. Hashtags allow you to reach not only your direct followers but any non-followers interested in that tag. TrackMaven shares that posts with hashtags see 60% more interaction (clicks). Similarly, according to Hubspot, tweets with images see a 55% increase in leads. The numbers don't lie. Using visuals improves engagement.

CRISS-CROSS. Cross-promoting content across your social media accounts expands your reach and potentially draws followers of one account, over to another. Sharing a YouTube video on your other social media mediums could prove very powerful for your business, especially if what you have to offer is better expressed in a visual format. Another common practice is sharing Instagram posts onto other social channels. It’s worth noting, according to Simply Measured, photos uploaded directly to Twitter receive 5x more engagement vs. Instagram posts that are shared to Twitter. So, that strategy may vary for your brand. Try different approaches to see what unveils stronger results.

TOOL TIME. Take advantage of the tools offered by the social media platforms you use. Most have a basic analytic section allowing you to dissect your activity and the behavior of your audience. Best practice: Make note of what time of day your posts generate top engagement and what type of messages are getting the most impressions and/or likes. If you take the time to review your audience’s behaviors, you’ll have an easier time reaching them and keeping them engaged. If you’re paying for a service like Hootsuite or Sprout Social to post onto your social media accounts, schedule a call or online chat with your rep to understand their offerings and what’s included in your contract. The better understanding you have of the tools you use to reach your audience, the better outcome you’ll see.

LISTEN UP. Conducting social listening can be as easy as searching for a hashtag, following a trend of interest, or watching another account. For example, keeping a keen eye on your competition could shed light on how to engage a larger audience for your own business.  It’s not sneaky to be aware of your competitor’s social media activity, it’s savvy. Consider monitoring platforms for trending topics, do they affect your business? If so, how could you benefit from being involved in the conversation? Participate in social conversations that promote annual holidays and community events. As long as you stay true to your brand and aren’t forcing your involvement, you’ll align yourself with new audience members aka potential customers.

SAY HEY. Interact with your followers. They’re following you for a reason and it’s your job to keep them in your corner. Post consistently in both tone and timing (remember your Special Sauce from above). Avoid going long stretches without sharing content on your platforms, people lose interest easily -- they have options and you have competition. An un-follow is as easy as…POOF. Likewise, respond to all comments on your social posts. Your social media accounts might be the only way an individual connects with your brand. Make it personal but keep it professional: Signing responses with your initials or name (if characters allow) proves you aren’t a robot and strengthens the relationship you’re working to establish or maintain. No one likes robotic conversation. Sorry, robots. The same goes for when you address a party, use their first name. Offer additional follow up via direct message or email depending on the social platform’s offerings. This builds trust and comfort and therefore future engagement possibilities.

TWEET, TWEET, REPEAT. A tweet has an 8-minute lifespan. Translation: Don’t be afraid to repeat an important message or one that has proven to engage people via your Twitter account. According to Wisemetrics, 55% of Twitter users repeat their tweets. On average, a 2nd tweet gets 86% as much performance as the first run. It’s well worth repeating when it’s a given you’ll reach even more folks with your message. Also, consider quote tweeting and retweeting content so the audience sees you give credit where credit is due and that you appreciate their engagement.

GET CHATTY. Engage in other accounts’ live chats on social media. This is a wordy way to get in front of your pursuits while offering valuable content. Want to give it a go, yourself? Try hosting a live chat. This can be a solo effort or you may choose to co-host with an ambassador or influencer of your brand. A chat can occur in several forms but most popular would be a Q&A or an “ask anything” format. In a nutshell, both require a hashtag and someone monitoring the account in real-time. Use an easy-to-type hashtag, so you can find participants’ questions and replies during your chat. Welcome them, thank them and follow up with them.

Recently, we held a live chat via BBB’s Facebook and Twitter accounts. We opted for the open framework aka “ask us” format -- implementing an #AskBBB hashtag. What did we learn in our first experience hosting? Consider the timing -- when will people be online BUT also be available to chat. Part I of our chat was held at lunchtime. The posts got a lot of views but people were maybe prioritizing their taco and guacamole (oh, the nerve!). With that said, views (otherwise known as impressions) are always good. The next level would be reaching those same people when they’re available to engage. Part 2 of our chat took place in the evening and saw both impressions and an increase in engagement. We'll apply these metrics to the next chat we conduct.

GET IN THE ZONE. Participate in forums and groups such as those hosted on LinkedIn. When someone interacts with you in a group, ideally you’d like them to end up on your LinkedIn profile and learn something about your business. Provide helpful and relevant content and have an open profile that suitably represents your brand. In addition to organized groups, sporadically interact with the accounts you follow on your social media platforms. It shows you’re paying attention and not just following for the gesture of a follow. Plus, your interaction will be a reminder of your willingness to be a resource.

GIVE IT AWAY, NOW. If your budget (and HR department) permits, consider hosting contests via your social media accounts. Maybe it’s requesting a page” like” with a user adding their email address in the comment field. Or asking for the follower to repost a picture on Instagram and tag a friend in the copy? Either are short order tasks for folks who want -- and like --  to win! Make sure to clearly define the rules and have it approved by the appropriate channels in your chain of command.

LET THEM DELIVER. Ask your followers to share your content. Loyal followers will see this as an opportunity to be a driver of your brand to their friends, “hey, did you know about these guys.” Keep your call-to-action simple. Instructions that are too involved will distract and turn off your audience. Encourage users to share content and thank them for doing so! Did a user share something positive about your brand? Or review their experience with you? Why not ask them if you can share it on your website as a testimonial and link back to that social platform from your site. It promotes your brand, a positive consumer experience and your social media channel. Talk about a triple threat! And if an account mentions you, jump right in! Re-share their message and always (always) thank them.

GET TO THE POLLS.  Running polls is easy on platforms like Twitter and Facebook. Do you care about your audience’s opinion -- that deserves all caps -- YES, YOU DO! Why not ask them? Polls are a simple maneuver to involve your followers and hopeful followers-to-be, while at the same time collecting their preference on a topic, product or service. You name it. Have fun with it.

How do you engage with your audience on social media? Have you found techniques that work for your brand? Share in the comments below! BBB’s News and Opinion Blog serves as your source for business topics and industry news like ways your business can tackle tax season and tips for customer retention. For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and LinkedIn.

Written by Stephanie Benz, Senior Social Media Associate for Better Business Bureau Serving E. Massachusetts, ME, RI & VT.

What Motivates Consumers To Make A Purchase?

It's safe to say most business owner's objective is to make a sale, but to make that sale it can be helpful to understand what motivates a customer to make their purchase. Your Better Business Bureau recommends considering the following four points to improve your business and sales strategy. 

1. How convenient is this experience for the customer? This can mean a number of different things, from parking convenience and storefront location, to website intuitiveness and delivery methods. 
2. The customer wants the best value. Many consumers looking to make a purchase will research a product before purchasing. Their interpretation of value can be determined by price comparisons and even online reviews. Is your business's online presence scarce? Consider registering your business with an online directory, like BBB for example. 
3. Do you give your customers individualized attention? Try to gently identify what it is your customer is looking for. Are they dissatisfied with a similar product from a competitor? Set your business apart by being attentive and helpful. 
4. A consumer wants it to be easy. If your online ordering process is too complicated you will find that many potential customers are abandoning their cart. If a product is out of stock do you go ahead and order the product for them? Or do you encourage them to use your website or seek out another store? 

Ultimately a customer is going to make a decision based on experience. Are you creating a positive customer experience or is it forgettable? 

For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and Linkedin. 

3 Steps to Bridging the Sales & Marketing Gap

The divide between sales and marketing has almost become expected. It always seems to come down to the same problems. Marketing is dissatisfied with sales because lead conversion rates are low. Sales is dissatisfied with marketing because the leads are not qualified. 

So how does this issue get resolved? How do you go about re-evaluating your marketing and sales strategies? How do you close the loop?

You must develop a clear plan and process, then follow through.

1. Set the expectation that sales and marketing work together. Apple has mastered an uninterrupted connection between marketing and sales. It's almost unclear where the marketing ends and the selling begins. The sales team should understand that a marketer's job is more than making things look pretty. They should understand that a marketer's job is to increase the salability of the product or service. The marketing team should understand that a salesperson's job is critically important as they drive business. 
2. Define the term "lead." Who is your customer? Who are you trying to sell to? When both marketing and sales can agree on what a good lead is, marketing will be able to develop a strategy to attract the appropriate potential customers, and sales will be more likely to convert the lead because the product or service being sold speaks to the consumer's needs. 
3. Establish a method for accountability. Utilizing a digital dashboard with lead management software can help do this. Not only can you see where leads are being sent, see who is following up on those leads, and view their status, you can also keep track of key details. Lead management software makes key brand messaging more accessible. It also allows sales reps to keep track of strategies that worked and any other notable information that might have transpired during a sale. From a marketing standpoint this is incredibly helpful as this information can be used as feedback when moving forward with new strategies. 

Be sure you are checking in weekly for more tips and tricks to benefit your small business! 

Selling: Back to the Basics

Written By: Gary S Goldman
Business & Management Consultants to the Construction Trades
     
New and experienced contractors always ask three questions: “How can I be successful in the industry?” “How do I find prospects and “How do I market?”?” My answer is always the same: get “back to the basics” of selling. It really doesn’t matter what it says on our business cards. We may act as a consultant, but, in fact, we are all salespeople. So, what are the “basics?”

Let us start with the ethic of reciprocity – the Golden Rule: Treat others the way you want to be treated. Many times, salespeople forget that 90 percent of selling is listening. It is very easy to tell people what you want them to hear and try to earn their business, but – keeping the Golden Rule in mind – is that how you want to be treated? Do you really want someone telling you what you have to do or buy without asking you what you want to do and why? 

Being a great salesperson is as easy as treating others the way you want to be treated. If you are like most contractors, you spend a good portion of our day on the phone or emailing potential customers whom we may never meet. As we all know, it is very difficult to build trust over the phone or computer. Technology continues to change our daily communication, and we are easily connected to people worldwide. Depending on your niche, your market could encompass one or many states. So as sales people, we are to build rapport with our prospects, whether they are in Boston or Portland Maine.  

Keep in mind during all conversations that the goal should be to treat them with the same respect that you expect from your business contacts. You are your best asset. Sell yourself by using your personality and expertise to earn business. People want to do business with people they like. If they like you, prospects will find it more and more difficult to tell you “no”. When you earn the trust and respect of your potential customers, you will earn their business.

How many times have you heard people say they would rather have a root canal than deal with a salesperson? People as a whole don’t like to be sold, but they really like to buy. Ask yourself what you liked about the people you purchased items or services from. Your prospect has the same right you do in choosing who they wish to do business with. Are you the only person providing this service or product? Most likely you are not the only game in town. So how can you earn the right to be the ONE? Perhaps by allowing people to do what they do best. People love to talk about themselves, their family, pets, hobbies, vacations, etc. Be the one that takes the time to learn about your prospect on a personal level. You just might find out that you have similar interests and can use that information as an opportunity to create a comfort level for you and your prospect. They already know what they want to do; the question is who is going to help them reach that goal? It does not have to be a chore. When done right, it can be a pleasant experience for both parties. When your customers look at the sales experience positively, they are likely to refer you to business associates, friends, and family members. This is a great way to market and grow your business.

Obviously, it is not practical to think that you are able to build a rapport with every prospect that you meet or talk to on the phone. You must determine if they are a true prospect or not, then identify how they operate. Are they a logical or emotional decision-maker? Do they use their heads or their hearts? Are they talkative or do they keep their feelings inside? Are they working to avoid the problem or are they working toward a solution? It is important to remember that it is much more comfortable to work with people that have a similar personality. We have to step out of our comfort zone to connect people that we consider “difficult.” To master the selling yourself method, you have to learn how to customize your message in your own words for all personality types. Don’t stub your toe by not being yourself. The potential customer wants to work with you, but you need to know them, and they need to know you.

Has technology changed how customers behave or operate? Absolutely! People have forgotten how to interact with other humans. Think about it – do you order items from a catalogue? Do you buy things on the Internet? Do you Google for information? Do you interact with a credit card machine or a cashier? What happened to working with people? Whether in the past, present, or future, successful salespeople deliver personal, professional service through human interaction.

As you start to prepare your marketing plan, remember the importance of getting “back to the basics” and start from within yourself. You are the least expensive and most important asset that you have. It doesn’t matter what you sell; your prospects need to like you, and you need to understand and connect with them. 

We work hard to build relationship with our clients. Be confident and feel good about what you are doing to help others. Sell yourself by sticking to the basics. 

Four Ways to Increase Sales for Your Business

The world of sales is constantly evolving. New competitors can emerge at any minute, and you have to be willing to adapt as the market changes or you face the possibility of being left behind. Whether you are just getting started or looking to refresh your sales strategy, here are some useful ways to increase sales for your business:

1. Develop a clearly defined mission
The most important part of your business is making sure you have clear statement of what your business aims to achieve. Your employees and consumers should have no doubts that you are 100% committed to the mission of your business. Your belief in the product or service you are selling can have a huge impact how your employees sell it.

2. Sell to customers needs
You should always operate within the assumption that your customer will only buy what they need. Emphasizing the features of a product or service you are offering may convince the consumer of their need for it. Remember to be creative in your approach!

3.Outline your sales process
Having an updated Best Practices document readily available for your employees can make a big difference rather than relying on them to come up with their own strategy. Outlining a comprehensive, step-by-step process allows for a clear standards that can be measured. Once documented, these procedures can also drive training, coaching, and marketing efforts.

4. Get creative!
The world is constantly changing and it is important to stay on top of trends that fall in line with your business philosophy. Never thought about using social media? It may be time to start that Twitter account. Play on the creative strength of your staff to find new and refreshing ways to close your sale.

How do you refresh your sales strategy? Comment below!

Increase Sales Without Spending a lot of Money

Increasing your sales doesn’t always have to mean spending money. Take a look at what is already working for you, and find ways to build on those successful elements. The Direct Selling Education Foundation, a BBB National Partner, recommends the follow ways to increase sales without increasing your spending:

Identify top customers and offer them more. You likely have loyal customers who spend more on a regular basis than others. Identify those people and offer them more than they already get. For example, start a VIP program where top customers receive special promotions, incentives, or exclusive access to new products and services. When your top customers know how much they are appreciated, they will not only embrace that “VIP” role by patronizing your business more often, but they will want to share their positive experience with their families and friends. Superior customer service can have far-reaching effects on your overall business.

Customize your sales pitch for each client. Each client is an individual and should be treated as such. Don’t go with a generic sales pitch that every single client hears. Do some research about each person, and incorporate something personal about him or her into your pitch, especially if it’s something you share (an interest in sports, a community activity). When you can relate to clients on a personal level, they will be assured that you have their best interests in mind.

Increase goals for referrals and sales will increase. Bump up your goals for getting referrals. It doesn’t have to be a large jump, but setting the bar higher will motivate you to work harder and acquire more. Instead of shooting for 5 a week, increase your goal to 7 or 8. Make the time in your schedule to meet this new goal, and you’ll find your sales increasing steadily over time. Each time you find that you are meeting the goal on a consistent basis, consider raising it again. Your business should never run in a straight line, but should always be heading in an upward direction to maintain growth and successInteract personally with customers more frequently. This may come easier in a retail business, but no matter what type of business you run, make the effort to interact with customers on a personal level as often as possible. Learn their names and one or two facts about them. People love going into a place where they feel like more than just a number. One customer of a local deli states that the moment she realized she would never take her business elsewhere was when the owner greeted her by name, asked how her daughters were, and offered her “the usual.” It’s a comforting feeling for a customer and will go a long way to acquiring loyalty and appreciation.

Find ways to improve upon what works for you, break out of your comfort zone, and always look to set the bar higher for yourself and your business.
Customize your sales pitch for each client. Each client is an individual and should be treated as such. Don’t go with a generic sales pitch that every single client hears. Do some research about each person, and incorporate something personal about him or her into your pitch, especially if it’s something you share (an interest in sports, a community activity). When you can relate to clients on a personal level, they will be assured that you have their best interests in mind.

Increase goals for referrals and sales will increase. Bump up your goals for getting referrals. It doesn’t have to be a large jump, but setting the bar higher will motivate you to work harder and acquire more. Instead of shooting for 5 a week, increase your goal to 7 or 8. Make the time in your schedule to meet this new goal, and you’ll find your sales increasing steadily over time. Each time you find that you are meeting the goal on a consistent basis, consider raising it again. Your business should never run in a straight line, but should always be heading in an upward direction to maintain growth and successInteract personally with customers more frequently. This may come easier in a retail business, but no matter what type of business you run, make the effort to interact with customers on a personal level as often as possible. Learn their names and one or two facts about them. People love going into a place where they feel like more than just a number. One customer of a local deli states that the moment she realized she would never take her business elsewhere was when the owner greeted her by name, asked how her daughters were, and offered her “the usual.” It’s a comforting feeling for a customer and will go a long way to acquiring loyalty and appreciation.

Find ways to improve upon what works for you, break out of your comfort zone, and always look to set the bar higher for yourself and your business.

Small Business Tip: Increase Sales Without Spending a Lot of Money

Increasing your sales doesn't always have to mean spending money. Take a look at what is already working for you, and find ways to build on those successful elements. The Direct Selling Education Foundation, a BBB National Partner, recommends the follow ways to increase sales without increasing your spending:

Identify top customers and offer them more. You likely have loyal customers who spend more on a regular basis than others. Identify those people and offer them more than they already get. For example, start a VIP program where top customers receive special promotions, incentives, or exclusive access to new products and services. When your top customers know how much they are appreciated, they will not only embrace that “VIP” role by patronizing your business more often, but they will want to share their positive experience with their families and friends. Superior customer service can have far-reaching effects on your overall business.

Customize your sales pitch for each client. Each client is an individual and should be treated as such. Don’t go with a generic sales pitch that every single client hears. Do some research about each person, and incorporate something personal about him or her into your pitch, especially if it’s something you share (an interest in sports, a community activity). When you can relate to clients on a personal level, they will be assured that you have their best interests in mind.

Increase goals for referrals and sales will increase. Bump up your goals for getting referrals. It doesn’t have to be a large jump, but setting the bar higher will motivate you to work harder and acquire more. Instead of shooting for 5 a week, increase your goal to 7 or 8. Make the time in your schedule to meet this new goal, and you’ll find your sales increasing steadily over time. Each time you find that you are meeting the goal on a consistent basis, consider raising it again. Your business should never run in a straight line, but should always be heading in an upward direction to maintain growth and success.

Interact personally with customers more frequently. This may come easier in a retail business, but no matter what type of business you run, make the effort to interact with customers on a personal level as often as possible. Learn their names and one or two facts about them. People love going into a place where they feel like more than just a number. One customer of a local deli states that the moment she realized she would never take her business elsewhere was when the owner greeted her by name, asked how her daughters were, and offered her “the usual.” It’s a comforting feeling for a customer and will go a long way to acquiring loyalty and appreciation.

Find ways to improve upon what works for you, break out of your comfort zone, and always look to set the bar higher for yourself and your business.

Providing Excellent Customer Service

With an increasing number of large, national chain stores popping up everywhere, small businesses sometimes find it difficult to compete. Mastering the fine art of providing excellent customer service is the best way to attract customers to your business and your products.

Oftentimes, customers are willing to pay a little more if they are getting that little something extra along with the product or service they are purchasing. There are two basic rules to follow: 

1. Treat your customers as you would want to be treated.
2. Treat every customer who walks through the door as an individual. 

Also stress the importance of simple tasks like being courteous, greeting customers with a smile, and respecting a customer's decision. Develop training programs that will make your employees knowledgeable on all aspects of your services and products. Nothing impresses customers more than realizing a store's employees are knowledgeable their product or service.

Some customers want to have a "relationship" with a salesperson, or just want to know where a product is located. Others want a little courtesy and even a little pampering. Teach your employees how to read a customer's needs, and treat him or her accordingly.

When dissatisfied customers present problems, make certain you know how to handle the issue. Acknowledge your customer's complaint, apologize and respond quickly. Don't forget that if you resolve the problem reasonably and fairly, the customer is likely to tell others about the wonderful customer service at your company.