We Can Hear You Now! How to Keep Business Communication Crystal Clear.

While the adage is true, “watch what you say,” it’s equally important to consider how and where you say it, too. The success of your small business relies on professionally-executed communication. A strong combination of the what (content), how (style) and where (channel) in your communication will prove triumphant and productive for your brand.

SAY WHAT? You receive an email from a colleague who needs a favor. It includes a lot of slang and ends with “know what I mean?” And you think to yourself, “no, I have no idea what you mean!” It’s common practice to be too casual when we communicate in professional settings. Perhaps, it’s in an effort to appear cool or suggest that something is “no big deal.” The thing is, if we don’t understand what's being requested, how can we judge if it’s a big deal...or not?

1. Do your best to not leave someone guessing. A request to edit a budget shouldn’t be comparable to working through a Sudoku puzzle. Take time to be clear and concise. Personalities, gender, age and differing levels in the office hierarchy can all affect someone’s interpretation of your message.
2. Be mindful and considerate of punctuation (it matters) and animation. Emoji’s have a time and a place and ALL CAPS almost always get lost in translation.
3. Invite opportunity for follow-up and or feedback. For example, ‘great job’ is vague. ‘Great job on that sales pitch -- it was engaging and inspirational’ is clear and constructive.
4. Don’t assume. If in doubt, leave it out. Your sense of humor is not a carbon copy of your co-workers’ and there is a good chance they’ll be left wondering, if you were kidding. Save your stand-up routine for friends and family.

MORE THAN WORDS. Successful exchanges aren’t just the content you deliver. Your reception, willingness to participate and reaction are all factors that play into effective communication.

1. If you say you'll be “available,” it’s important to also be approachable. Wearing headphones when you’ve said you’re ready to help, sends mixed messages. However, if your door feels like it’s forever revolving, think about posting and hosting Office Hours. Set aside time when people can come by to see you. It’s flattering to be popular but you’ve also got work to do, we get it. Being organized about communication doesn’t downplay its importance. People will appreciate and respect your time, too.

2. With that said, not all office interactions are perfectly planned. Even if it’s spontaneous, people will leave a conversation with a formed perception. Take a deep breath or ask if they can come back in 5 minutes, so you can tie-up loose ends before chatting. That prep-time could prove valuable in managing and maintaining a relationship and make a positive outcome more likely.  

3. Body language sends people a nonverbal message. If it’s poor, the communication can lose a lot of its value. Pointing fingers and folding your arms are negative behaviors. Also, a lack of eye contact during conversation is a no-no. Your facial expressions or lack thereof could leave someone feeling disrespected. Regardless of your role in a business, being engaged and focused on the other party will leave them feeling relaxed and empowered instead of perplexed and disregarded. Do unto others as you’d want done unto you.

TUNE IN. The channel you choose for your communication plays a hefty role in its success rate. Your medium of choice should match your message. Would you leave a sticky note to address a Human Resources issue? If so -- abort that mission. The sticky note might be easier but not always appropriate or considerate.

1. Technology breathes life into most businesses. But not all platforms are created equally when communication is concerned. Remember your audience when you choose your channel to communicate. Is texting or a group text the best arena for detailed conversation about next month’s big picture project?
2. Social media is a powerful tool but it’s easy to get comfortable using it personally and blur lines of communication professionally. Just because you chat with your co-workers in Whatsapp when outside of the office, doesn’t mean you should discuss Q2 goals there as well.
3. Email is probably your go-to means of office communication, right? Since this is probably true for everyone -- that’s a lot of emails. Keep them to the point, if possible -- one screen long. Make the subject line relevant to the topic(s) covered and adjust it as needed.
4. Phone calls are a dying art -- guilty as charged -- but they do still happen and can be very necessary. Respect others’ time and keep the conversation focused. There’s a (really) good chance neither one of you want to be on the call but it could save you 2 days of email exchanges.
5. Maintaining a face-to-face -- or at the very least verbal -- connection will always hold value in the workplace. Don’t get stuck in a technology rut. Distance making the heart grow fonder doesn’t exactly apply to business. Of course, there will be scenarios where you can’t be in the same place at the same time but making it a habit could create unnecessary friction. Make effort to congregate with colleagues, even if it’s only a monthly event. And if something involves feelings, default to in-person or phone.
6. If in-person meetings are infrequent or geographically challenged, try incorporating an organizational tool into your team structure. Our office uses Trello to communicate due dates, check lists and status updates on projects. It’s especially helpful for collaborative efforts. When you’re working independently towards a common goal, it’s helpful to be on the same page or in the case of Trello, the same “board.” I do caution, a tool like this isn’t a standalone. Communication about expectations and strategies is best left to in-person meetings when possible.

Well-delivered, well-timed and considerately crafted communication saves you time and frustration. Why create a reason to repeat yourself (only more clearly), re-meet, or communicate on multiple channels? I’m exhausted just thinking about it. Not sure what tone or channel is best in a particular situation, take a moment to ask yourself, “how and where would I want to learn about this.” We can hear you now.

BBB’s News and Opinion Blog serves as your source for business topics and industry news like tips on hiring for your small business and ways to grow engagement with your audience using social media. For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and Instagram.

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

10 Ways to Increase the Reach, Popularity and Success of your Business

Are you having a hard time finding folks who want what you’ve got? It could be time to (re) evaluate the state of your business. There’s no shame in wanting to improve the reach, popularity and success of your business. You can -- and should -- make time to investigate where you’re falling short.

Wherever they go, you go. If your business is in a competitive marketplace, especially if your model includes a storefront, it might be worth considering moving communities to be closer to your primary audience.  If you can’t or don’t see a move as a manageable option, pursue your audience via marketing. Where does your customer base or potential clientele spend their free time? How do they travel to work? Maintain a presence through advertising to passively get your message in front of your ideal crowd.

Show up. It’s vital that your product and services are positioned in the right places online, in order to get noticed by your target demographic. BBB’s online Accredited Business directory serves as a reservoir of trustworthy businesses for the consumer when they make a purchasing decision. Will a potential client find you listed as Accredited? 83% of people are more likely to purchase from a business displaying the BBB Accreditation Seal. Plus, 7 out of 10 consumers prefer to do ‪‎business‬ with a BBB Accredited Business.

If you’re using social media to connect with potential customers (and you should be), don’t forget about YouTube. Producing how-to’s on topics that relate to your business or helpful tips trending in the industry can be excellent for framing your business as a marketplace leader. Demonstrating use of your product, your business’ participation in events you support in the community, and testimonials of your current customers sharing positive experiences are all worthwhile video content to further your reach.

Elementary, my dear business owner. Always err on the side of simple when it comes to messaging. Short customer attention spans are an obstacle all businesses face. With that said, thank you for continuing to read this post! Overcome the customer’s tendency to move on by keeping your message straightforward. Also, make it easy to share, so they can spread the word on social media when they “like” it. Shed all the fluffy stuff while painting a clear picture of what you’re offering and how it will solve their problem(s).

Yo, I’ll solve it. Speaking of which, is your product or service in fact solving a problem for the customer? Because, this is gold. Measure the importance of this concept in gold doubloons and it would be worth, well, A LOT. If you aren’t sure that you’re providing a solution for your customers, try polling them to determine if you’re filling a need. Social media makes conducting a survey painless.  Or, when you send email to your customers, ask them to write you a Customer Review. You’ll get priceless feedback on their experience, while they share what they’ve learned with others. 92% of consumers read reviews. They give you a leg-up on the competition and, bonus, it’s free marketing. Is your customer service stellar or stinking? Is the product or service living up to its promises? Find areas for improvement via what your loyal customers are saying and apply it to getting more exposure for your business. Brilliant.

Shout it from the rooftops. Once you establish what problems you’re good at solving, communicate this to the universe. Your social media accounts, blog and newsletter can be great vehicles to tell your story. If there’s a benefit -- such as the aforementioned problem-solving powers -- you offer, unlike others in your space or just one your customers love, highlight it! It could be your turnaround time on shipping orders, a “hidden gem” use for a product, or simply how effective your service has proven to be. Whatever it is, leverage it! Don’t be keep it a secret.

Comparison shop. Look at other businesses in your space, or one with a similar business model, or better yet -- one you admire. What is that thriving business doing to get their product or service into the hands of the people who want it most? How can you differentiate what you offer from what they offer? It’s never too late and always wise to be up to date on what “the others” are doing. Check out business(es) on bbb.org to see what complaints they have against them and what the issues focus on. Maybe there’s something missing in their business model that you have. Oh, and make sure you’re responding to your complaints, too. Sometimes a complaint is just a misunderstanding. Addressing it in a timely manner could alleviate an issue altogether and potentially offer insight into your business.

Convert them with care (and class). Make it easy for customers to leave the competition. Once you highlight your big benefit or service and it catches on, welcome them with open arms. Offer a new customer a sneak peek at your latest product or maybe it’s free shipping on their first order. Most importantly, if they leave someone else to choose you -- it’s imperative that you deliver. Be careful what measures you take to entice them. Biting off more than you can chew when luring in competitor’s clientele could come back to bite you. No one wants to try a new product or service, only to be disappointed.

Take advantage of your assets. Draw from your business’ strengths such as talented staff, a strong Board of Directors, connections in the industry or healthy financial backing. Tweak what needs tweaking, by using your existing resources. One free and easy-to-execute but easy-to-overlook strategy? Looking to your employees for answers. Your team is on the front lines dealing with the customer day-to-day and learning firsthand what isn’t working. What do they think could be at the root of the issue? They could hold the key to getting your brand into the right hands.

Don’t close the door on change. Just because you’ve been doing something for 10 years, doesn’t mean you should keep on keepin’ on. For example, be mindful of your sales cycle. When is product moving? When is it stagnant? If something isn’t selling and weighing you down, consider taking it out of the pipeline. If that invites anxiety over the thought of unsold merchandise, try creating a demand. Offers like “limited time only” could go a long way in moving product to be phased out. The market evolves and your business needs to as well.  Intimidating to-do lists are the hardest to tackle but the reward is far greater than the medial ones. Embrace change and look at it as an opportunity, especially if the writing’s on the wall that something needs to give.

Be the best, around. Ultimately, focus on what you do best. And if you’ve realized that you aren’t, get back to basics. Determine what it is that makes you unique and build from there. You already know what your strengths and weaknesses are because you asked your existing clientele. Use that feedback to determine how the customer benefits from choosing you and share it with the ones you’re trying to reach.

BBB’s News and Opinion Blog serves as your source for business topics and industry news like tips on hiring for your small business and ways to grow engagement with your audience using social media. For more information you can trust, visit us at bbb.org/boston, like us on Facebook, or follow us on Twitter and Instagram.

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

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.