Monthly Archives: October 2017

9 Reason To Do Your Own Social Networking! NO Outsourcing!

You probably have found yourself thinking, at least once,  about how great it would be to outsource your social networking. Yes?   It’s a tempting thought prior to really knowing all that awaits you via social networking.

When you think about social networking as just one more “to do” it’s natural to want someone else to take it on as though it’s a chore!  But when you think AGAIN, and learn that social networking is:

  • Where your prospects are.
  • Where your clients’ referral & repeat sales are..
  • Where new business awaits you .. immediate and future..
  • Where new ideas and new “out of the box” opportunities wait for you.
  • Where distant contacts you’d love to meet are just a comment away.

Can you really call this a chore?   I hope not because social networking is your BUSINESS!  Hopefully this is exciting to you and reason to want to dive into your own social networkign.  If not or if you need more to think about, here are 9 more reasons NOT to outsource your social networking:

  1. ​​​​​​Sharing The Nuances Of Your Business
    Social networking success comes from sharing the nuances of your business.That  match, deal, opportunity, insight, positioning you experienced this day, week, month from applying the nuances of  your business?   These are the unique and suble differences from “others” in your industry that will catch attention, make connections, bonds, create a desire to know more!   Can you really train an outsider to know & create conversation from the nuances of your business?  Be honest!
  2. Leaving Comments & Engaging 
    The “magic” of social networking comes from leaving authentic comments and likes. Immediate relationships with long staying power are created..  The bonding that occurs has to be experienced to be totally understood. Comments can be placed on postings that have nothing directly involved  or involved at all with your business. The follow-up engagement will eventually bring in business conversation..  It is difficult to know how an outsider can develop such a “rich” source of quality contacts. How and where would they even know where to begin?
  3. Keeping Your Finger On The Pulse 
    Social Networking is here to stay. Daily online marketing activity is the pulse of your business.   It’s important to know what others in your industry are saying and posting. It’s important to know what your clients and prospects are saying. Who;s finger do you want on the pulse of your business? An outsider?  Yours?  An employee?
  4. Story Telling 
    Stories rule!  Stories sell. Sometimes an entire story.  Sometimes a piece of a story.  Sometimes just relaying something that just happened in the office as a story.    Who can do that best?  An outsider .. really?   I think otherwise!  YOU can!
  5. Being In The Moment 
    Posting “real-time” happenings always  creates  attention and can lead prospects to you.   A new deal, new hire, new purchase, new customer, etc!  Always fun and full of “life!”   Can an outsider do this?  Difficult as they are not there to have it posted “real time.”
  6. Bring Readers Into Your Daily Thoughts / Behind The Scenes
    Another type of posting that people relate to and where are bonds are formed is a sharing of your personal thoughts!   Thoughts on the day in the office,  at the store, in the news,  etc.  People are naturally curious and love to know what goes on “behind” the scenes.    Can an outsider do this?   Another difficult task for them to achive.
  7. Relate The News Of The Day To Your Business 
    This is another type of post that gives  “life” to your messaging and creates interest and bonding. When something in the news “is” connected to your business, good and/or bad, people pay attention.  You can open up new connections but it requires kowing how your business relates to the the news of the day.   Can an outsider do this?  Probably not well if at all.
  8. Know What’s Behind Your Metrics
    There are all sorts of metrics out there for the different social networks.  You can receive reports and gather an opinion.   If you are actually doing the activity that creates the metris you KNOW the validity and the reality of the metrics you are reviewing and their value to your business.   This can only be done by you or an insider.
  9. Your Business is YOU!  Your Brand is YOU! 
    If YOU are the business and the brand,  YOU are the best way to transmit that via your online activity.   If you have employees that work within YOUR culture, they are the next best way to include the energy and values or your brand within your posting.  Rather difficut for an outsider!

What are your thoughts now?  Hopefully you can see how you just DON”t want to outsource your social networking.

Here’s to your success via making connections!


“I Don’t Have Time!” YES YOU DO!

“I don’t have time for social networking!”

It’s really easy to say, right?   People agree with you so it seems to be an excuse that you can feel is legitimate.

The sad truth is that many who say “I don’t have time for social networking” have never even tried it!  I hope that’s not you.  It may have been cool in the beginning but now it is just hurting yourself not to participate in social networking.

Let me ask you this ~  Do you have time to get dressed in the morning?  Do you have time to stop and have a cup of coffee in the morning?   Social networking works the same way.

Now if getting dressed every morning means starting from scratch and going through everything in your closet, thinking about what you wore in the previous days and what you are going to do that day and THEN choosing what to wear only to find out that something needs to be ironed, or is in the wash, or at the cleaners … .all before your actually get dressed and are ready for the day….  you probably would NOT have time to get dressed  every morning.  Don’t you think?

Social networking is the same.  You can’t log in and then start wondering what you are going to say, be distracted by other people’s posts while you think of what to say,  finally come up with your messaging and then go look for a photo to add with it, etc. etc. etc.   If this is what your are doing , you are right.  You don’t have time for social networking!!!    And the sad part is, if you do all of the above with no significance .. other than to show up with a post for the day ..  you will not have any positive resultsl!

Some of the “truths” about social networking include: 

  • Social networking can be done successfully in less than 10 minutes per day.
  • Success comes from consistency not quantity.
  • Social networking posts are meant to be snipits … not long articles!
  • Having a purpose for each and every post enables you to be time efficient.
  • Allocating an hour or less per week to plan your postings gives you time!
  • and there are more!   Join us on Let’s Connect LIVE! to talk about them.

There is ALWAYS time for tasks that make sense and that contribute to your success.  The first step is identifying your BIG WHY for social  networking. Once you have that you can break all your activity into steps, each with their own purpose It won’t be long before you will be making lots ot time for your social networking. Trust me!

Here’s to your success making connections!

Client Personas & Your Brand!

Now that you’ve made a client persona or two ( per our last blog post), let’s talk about matching your buying personas to the voice of your brand and why it is important.    Let’s look at some of the pieces:

  • Client personas, as talked about last week, are representations of your primary types of clients.  You can form them from grouping shared demographics, as appropriate .. maybe age, sex, income, etc.  You can also categorize them by behavior such as style, interests, activities, etc.   Maybe you end up combining both of these in some way.  For my client personas  I grouped types of buyers by buying behavior and all associated specifics. Let me share their names with you!
    – ► Enthused & Open to Learn:   Enthusistic Elizabeth and  Eric
    – ► Price Sensitive:  Frugal Fran & Frugal Fred
    – ► Lack Of Trust In Online Mktg:  Doubting Donna & Doubting Don
    – ► Those that “get it”:   Ready Rita & Ready Richard
    Personalizing my client personas makes it sooooo  much easier to create targeted communications to each one of my personas.
  • Your Brand and its voice! 
    Brands are complex … and brands are much more than just your logo and your colors Brands are a “live” reflection of your values, policies, self-image, style, manners, what you stand for and believe in. Your brand can be made of multiple values, i.e. a belief in excellent customer service, high quality products, and a great work environment, etc. Emphasizing the right portion of your brand to each of your client personas is important.  Diffrent aspects of your brand will resonate more than other aspects of the same brand because people and client personas place value on different things.
  • The Two Together 
    At a presentation given last week on the future direction of digital marketing, it was stated that a brand will be defined by its community. This current direction is referred to as “brand communities.”  A brand community is a group of caring and connected consumers organized around the lifestyle, activities, and ethics of the brand..  There is engagement and bonding!  Your brand is part of the consumer experience! 

    Some thoughts to ponder about brand communities.
    ► A brand community is a business strategy.
    ►  A brand community exists to serve the people in it.
    ►  Engineer the community and the brand will be strong.

  • Matching 
    All of the above comes about by creating matches and engagement between the different benefits and values of your brand with your individual client personas. Know which benefit is most important to each persona. Having clarity for both will maximize your engagement and communications  ….  thus creating a shared truth that evolves vs begin thrown out from a central point.  It all just “is!” within the people you have gathered together.  Exciting!
  • The Role Of CRM, Customer Relationship Management 
    The demographics you grouped together to create your client personas become part of what we refer to as CRM .. Customer Relationship Management.  The individual identifiers that go into a CRM system of any level of sophistication determine how we speak, our tone,  and what we say, contributing to the most effective engagement between your brand and your client personas!!  You can say it helps you create the voice of your brand.

Going forward we’ll be talking more about CRM but for now just know that your brand and “everything”  is dynamic.  Your brand is “alive” and its strength depends upon how strong your attraction, connection and engagment is between your different types of buyers and the elements of your brand that are best matched to them.  it grows organically into something bigger than just you marketing your products and services.

A strong brand community increases customer loyalty, lowers marketing costs,  and generates tons of ideas to grow the business. Through commitment, engagement, and support you’ll see some fantastic returns.

How does all this apply to you?  In every way!   Even if your business is just “you” … you’ve heard the term of wearing multiple hats.  This is another form of that.  AND as a solopreneur you are in full control.  It’s the perfect time to implement the structure you will need to support the flexibility and flow you want to generate.

Here’s to your success via making connections .

Client Personas! Have You Made Yours?

Sorting your prospects and buyers into their “whys” for using your offerings enables you to create “personas” for your types of clients.  How many different types do you have?   AND what are the specific conversations you must create to attract, connect, engage and convert them as they go through the steps of the buying journey.

One persona you create may be very focused upon the details of your product.  Another may be more interested in the service that comes with doing business with you and for that reason alone they don’t have deep concern about the products.   And so on ….

It can be eye-opening when you stop and start realizing the different “whys” your current buyers have for using what you sell.  The ideas for attracting future business become much wider in scope… usually going way beyond the products and services themselves.

​​​​​​You also realize how you must change your voice as you engage with eah persona .. .just like you do with humans.  This realization makes it a requirement and fun to add a personality to each persona and also give each persona a name!   Personalize them as much as you can because  each one is who you are going to start having conversations with as you go forward with your marketing strategies and acitivities.

Here is a quick image I put together with a very simple depiction of 3 personas and hopefully it is obvious as to how the marketing conversations could vary per persona.  The product is a type of children’s food.
Once your personas are created and named, you are going to create a process … a buyer journey … for each of your personas.   Start with how they find out about you, at the early awareness stage that I always refer to as “attract” … and move on to what will make a connection, and then what information do you need to create engagement from each connection  and then what do they need to know in order to buy from you.   You should also include what happens after the sale to make sure this persona will be a repeat customer and/or referral.

Give it a try!  It can be eye opening!

Here’s to your success via “making connections! ”

Know Thy Clients!

Content is the name of the game in the online mktg arena currently.  Original content.    So how does that work?   Well ….  it’s made up of what you offer, your clients, and the ‘world” that both reside in!   AND if you stick with me, the rest of this year my focus ( with a couple of side detours) will be on helping you know how to implement some great CRM, i.e. Customer Relationship Management within your business and of course making sure you know why!

So this week, let me ask you, ” how well do you know your clients?”
Hopefully you are all becoming aware of the need to know your client’s “why” for buying your products and services.   Because, as many of you already know, what you offer is the HOW for your clients to get what they really want.   This is why you must know their WHY for looking at your offerings, in order to maximize “your” success with your marketing . messaging.

There is still more to know about your clients!   Just for fun pick 10 of your current clients.  Quickly write down what they buy from you and if they buy more than one item, list all that they buy.   Then sort them by age, sex, size (if appropriate)  color, price, where they live, any interests that you know and any other ways to categorize them.  Now let me ask you:

  1. Do you see any obvious patterns that allow you to place them In different groupings?
  2. Do you see conversations that could occur within each group that would be targeted just for each group?

Hopefully you wil be able to form some groupings working with just 10 clients.  If not use a larger test group.  You may have just one single offer, so pick the date they bought their items as a  primary category (just for fun) and also the personal criteria listed above.

Amazing  insight is gained when you do this and lots of ideas emerge for conversations that will make strong connections and build relationships. For example:

  • Multiple product/service purchases, just by themselves, provide ideas for successful up-selling to those who are single buyers.
  • Multiple product/service purchases provide ideas for bundled packages and for promotions!
  •  Age similarities open up targeted conversations around age.  Bring your offerings into these conversations… lead buyers to you.
  • All similar demographics of interests, sex, age etc provide ideas for targeted conversations. Lots of ideas for conversations in which you can bring your offerings to your buyers vs having the conversation be about your offerings.
  • Locations that are shared by clients provide ideas for promotions based around events, weather, local holidays/celebrations etc.

Bottom line .. creativity excels!   Relationship building is effective and based upon real happenings!   You achieve success in your own right BUT guess what?  You also are shining much brighter than your competition.   (assuming they are not also doing this! )  

Know thy clients!   Your clients want you to know some stuff.  It shows you care if you use the information correctly and applied in a relationship building style.

If this all sounds good, continue with more than just 10 of your clients.  Just use a piece of paper or excel.  I’ll be going over other options in the coming weeks.  For now simply lay it out and LOOK at what you find!  See what you DISCOVER that has been sitting right there waiting for you to use for your growing success!   Let me know some of your “wows” in a comment or tow … would love to know.

Here’s to your success via “making connections!”