Small business marketing is a huge kerfuffly beast. Should you be doing online marketing, offline marketing, networking, writing more, writing less, more pictures, more videos…argggg!

Small Business Marketing and Change

Most small biz owners do not go into business to become marketing experts or social media mavens. They go into business because they have a dream of getting paid for doing what they love. Or they have a dream of helping people with something. Or they have a dream of making enough money to support their families, with a little left over for a trip to Disney World.

What they did not think about was how fast the world is moving. My Mother In Law had one of the first black and white TVs in the neighborhood and today she sits and watches all her programs on an iPad whenever it is convenient for her! Today, not only did GM pass on the Super Bowl Ads, but they also opted out of Facebook ads, rejecting not only the TV industrial complex, but also new age media.

I KNOW that they decided to bow out of the Superbowl Ads because of the cost (3.8 MILLION dollars for 30 seconds of airtime, not counting the cost of making the commercial which can run in the hundreds of thousands). Some of the reasons for dropping Facebook paid ads include the popularity of the free biz pages, less response than from Google’s ad networks and the thinking that ad prices will probably rise after Facebook’s recent IPO (I already think that the cost of FB ads is out of reach for most of my readers!)

Small Business Marketing Predictions

Making small business marketing predictions is making feel a little like Johnny Carson doing the envelope trick on the late show, BUT I think it is super important for small biz owners to know what is coming and what is not necessary.

A COMPANY WEBSITE – This is in all caps because I think that the days of having a brochure company website that looks pretty but doesn’t DO anything for the user is over. NO ONE has the time to sit and read about your “strategic partnerships”, “stakeholder capital” or other boilerplate words that talk about what the company does, rather than what the company does FOR YOU! (check out last week’s WIFT post for more on providing what’s in it for them)

what to do instead: You should have a blog with posts about what your customers want to know about. For example, you guys are reading this post because it tells you things about marketing, you would NOT read a post about the blogging services that we offer. Now, does that mean that I should not have a services page, an about us page, etc. Nope, but it DOES mean that I have to catch your attention FIRST before you will even consider working with me!

VIDEOS – Okay, seems like these will be ALL caps…:) Videos are the new way of consuming data. I see a post like this one (long and in depth) and mostly save them for reading later. If there was a video in here that went over everything in a couple of minutes, I probably would get a lot more interaction on this post!

what to do instead: So does this mean that I think you should NOT write blog posts? Nope, blog posts are made of words and the internet is a giant database of words. Google uses words to figure out what to show searchers. What I do think is that getting attention will shift within a few years to VIDEOS then BLOG POSTS then researching to see if they want to use your product or service. Damn that seems like a round about way to do marketing, right? Yep, but if you want to get more new customers, it could be what you have to do to get attention from a VERY BUSY WORLD.

PICTURES – Used to be that I would write a post about this topic, search my photo sites for a picture and then plop it in (SMALL SIZE please to make the load time faster).

what to do instead: Fortunately for me I am a graphic artist so I make a cool quote picture now to go with each post. This allows me to a) have a great picture for humans, b) have a great keyword targeted file name and alt tags and c) have a beautiful picture to share on Facebook and Pinterest, driving traffic from those sites to my blog post.

SOCIAL MEDIA – When we started doing social media for clients, we were looking at the big 3, Facebook, LinkedIn and Twitter. Today we are looking at a minimum, Facebook, Twitter, Klout, Pinterest, Google+ and YouTube. The places have doubled and once we get them up and running, the time to manage them more than doubles!

what to do instead: Now you need to make sure you have a presence across many different social platforms. You need to like and retweet and repin other people’s content as well as posting your own. I KNOW, it stinks how much time this takes, BUT if you are in business, this is something that is important. The saddest thing to me is that oftentimes, if you do not have a presence, your customers will assume you have gone out of business. That is the economy we are living in and being in business means being social, whether we want to or not!

So those are my small business marketing predictions for today. Stay tuned for tomorrow’s post when everything may have changed when Facebook or Twitter starts doing embedded chips or holograms…:)

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So the other day I wrote a post about Small Business Marketing – A Call To Action and talked a little bit about WIFT (What’s in it for them) but I thought this warranted a bit more notice than a one liner!!!

What Is In It For THEM

I talk to A LOT of small biz owners and they are VERY serious about their product or service. They can go on and on (and on) about how wonderful it is, all the features it has and why you HAVE TO BUY IT NOW! Just the other day at networking, we had a fellow who did his 30 second speech in 3 minutes, waxing eloquent about what he had to offer…sigh.

So, this is what you need to do, shut up and listen! When you have a prospect in front of you, ask them questions about what they are trying to accomplish. Ask what problem they think you can help them solve. Take notes. Ask more questions and listen some more. Write down more. Do this with at least 5 prospects. NOW you have your sales message!

Take those notes and write out your marketing message backward. DO NOT talk about all your bells and whistles, talk about how you can take all of that pain and make it go away!

WIFM Examples

Social media marketing – I KNOW my peeps do not have enough time to blog, tweet, friend, like and all the other stupid things that business owners have to do in the new age digital marketing. Our marketing message is about saving time and getting customers NOT about how we post 5X per week or how you are updated whenever there is a change in the social media sites.

Selling software – I worked as a hired gun speaker for a Realtor software company. When we went out to talk to the agents, the other presenters ALWAYS said the software the software did EXACTLY EVERYTHING they needed to do. While I loved the company and the software, OF COURSE the answer was not always that piece of software and you could see the doubt in some eyes.

Direct sales – this is a biggie for me! Some of the people selling nutritional products may have the answer to all my health prayers, but I have NO IDEA what the hell they are talking about. They use industry jargon and technical terms that I do not understand, blinding me to whatever the stuff really does. Dumb it down! If you have to talk about the science at all make it general and, better yet, tell your prospects how it will help them! It will help you lose weight, get nicer hair, live longer, get more sex, whatever the outcome is, NOT the science of it all.

Well, hopefully that helps…knowing the WIFT, what’s in it for them of it all will help you get more sales and make you more money!!!

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Small business marketing happens for only one reason, to get someone to buy something sometime. Without a call to action, you are flopping around, hoping they get your message!

Ladies, have you ever had a fellow hit you up for a date in such a round about way that you weren’t sure at the end if you were actually going out for a “date” date, or just hanging out with a friend. This is what a sales message with no call to action leaves us with…a feeling like you should, could be doing something but there is no definitive action associated with it!

I call this being factually correct versus having a call to action and it happens ALL THE TIME. Just last week our company did not do anything for a client, although we DID receive an email about some things they needed, sort of. The email was factually correct and stated that there were changes that need to be made but a) it didn’t assign a leader to make sure they got done and 2) there were no call to actions. So let’s break this down so it is easy to understand!

A factually correct statement was, “we are going to use XXX’s Facebook Profile going forward”. Hokey doke, works for me, check I read the email…la la la. A call to action is, “we are going to use XXX’s Facebook Profile going forward, TARA I need you to switch them over to the new timeline and make a cool picture please!” DOH, goes on my calendar with a to do item and the picture comes out the other side!

So what if you are the one who is requesting stuff, do you have to hold everyone’s hand throughout the process and put all the details in? Um, yes you need to ask explicitly for what you want and no, you don’t have to micromanage it, but you do have to take some ownership for it!

Whenever my staff is not doing what I want them to do I think, “how have I screwed this up”. NOT why are they so lame and lazy. My staff is decidedly NOT lame or lazy so if they are not doing what I want, then the blame lies with me!

Call To Action Marketing

Okay, so now you get it with managing your peeps, how the hell does this work in the marketing world? I have been making display banners for number of clients lately and so have done a TON of research into what looks good AND what would make me DO something.

Many of the banners out there are factually correct. They have a picture of a brand and I THINK they think I will know enough about them to spontaneously figure out that it is a button to push AND that there is something wonderful waiting for me there. Huh. I am pretty busy and rarely have time to go “exploring”.

So parts of good banner design (and good marketing in general) are something eye catching, a WIFM (what’s in it for me) and a call to action. Could be a “click here”, could be a “go”, could even be a little arrow, just SOMETHING to let busy people know that they should DO something.

The banners in the pictures are some that I found doing research. In every case, the top one is factually correct while the bottom one asks you to do something. My favorite are the ones for women in Spanish (I think). Whatever language it is, I could tell on the second one that they wanted me to DO something by the button!

What Is Your Call To Action?

Okay, so banner ads aside, what is the call to action in your small business marketing? Does your brochure ask people to call you, do your business cards prompt them to “friend you on Facebook”, does your website ask them to sign up for your list with a free offer?

At every point in the process of designing your marketing you should ask two questions, what is in for them AND what action do I want them to take after they see it!

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1. Small Business Marketing – How To Get More Traffic
2. Easy Small Business Marketing Ideas
3. Small Business Marketing – Having A Plan

Okay, gotta get this out on the table first so there are no unpleasant police surprises…:) I am semi-stalking Gary Vaynerchuk…not in the creepy way, but in the way that my dog (who is a super scaredy-cat) thinks that it is okay to stay at home alone if one of Gary’s keynotes is playing in the background because I listen to them so much! Oh and I have seen him a couple of times in person, have both of his books…well…maybe need a 12 step…BUT…

He sent me a present!!! Okay, I know he sent LOTS of people a present BUT I still felt great about it and think he is an even cooler guy than before!

For those of you who do not know, Gary’s book, The Thank You Economy is about how having a connection with people from the online world is super important and vital to your small business marketing going forward. BUT, the one thing I hear about all the time is people asking him, “is it scalable” to have thousands or tens of thousands or hundreds of thousands of “friends” online? How do you make them ALL feel like they know you?

Well, you send them an email asking them to help get your book higher on the Amazon rankings, PLUS a promise to send something super out later. No promises when later, just later. No promises what later, just later. No expectations, just a good communication.

Then, many months later, another email verifying an address. Asked and answered. Then….drumroll please…a box of really cool stuff comes in the mail!!!!

Now I am surely not on the scale of Gary, but I have some big networks, speak a lot in public and KNOW that a lot of people look down on the fact that I cannot honestly be “friends” with all of them….well no. Seriously, they are all not someone who I would see or talk to on a day to day basis, but they are people who at least know me a little and probably feel like they could reach out for help if they needed it!

For example:

• Yesterday a fellow who had attended one of my classes called me and asked if I do website hosting, I DO NOT! But gave him a really great referral for a lady who could help. SCORE – helped the man AND gave a referral to a friend-friend.
• Also yesterday, got an email from an old friend-ish. He was writing an ad and had some of his HTML messed up on a link. He sent me an email and I fired right back with the fixed code. Now, could/would I do that if I was super busy speaking or meeting with a client? Nope. BUT if I am there and he needs help, HELL YES I am going to help!
• Lastly, I am often able to use my social capital to help charities who need a new roof, or a Facebook page like or even just a bump in traffic, all cool things I sometimes do for “friends”. I don’t do it every time someone asks, but if it is something I support I am glad to help!

So is The Thank You Economy scalable – pretty much! Do some people feel left out, ignored or otherwise disgruntled, I am sure they do! Are there always going to be that type of people? Yep!

Long story short (too late I know), so if you are worried you will have TOO MANY FRIENDS or TOO MANY CONNECTIONS, stop that. Get more friends, be nice to them and see what happens!!!

Thanks Gary…I think it is scalable!

Related posts:

1. The Thank You Economy – gary vay-ner-chuk

Photo sharing sites and apps are a big deal in small business internet marketing! These are the wave of the future so grab your board and let’s get going!

My prediction is that within 2 years and 9 months (used to say 3 years but gotta move the bar!) ALL initial contact with your company will be through a video or a photo first. Now, I am not one of those who say that tablets and phones will take over laptops and computers BECAUSE I am WORKING on a computer. Love to surf on my tablet, dabble on my phone, the portability of my laptop, but for hard-core, bang it out and get it done, I have to sit my happy ass in a chair and WORK. Not on teeny tiny screen but on a dual monitor, giant processor computer.

So what does this mean for me and using photo sharing apps on my phone? TODAY I draw the line in the sand and figure out which photo sharing app I will use! Here are the criteria:

• Is it easy? This is my NUMBER ONE criteria. EVERYONE thinks I am a techy doll but I can’t even hook my mouse to my laptop so I need ease of use!
• Can I get it from the phone to the other social sites I need (for this experiment I am considering primarily facebook, pinterest and google+ – just to let you cats know, NONE of them shared to either Pinterest or Google+ at this point so focused instead on facebook, twitter, flickr and email)
• Can I take pictures on my phone and NOT have to email them to myself to access them online for other uses like blogging or posting later?
• Who has recently been bought by whom? Instagram has recently been brought into the Facebook fold so this is where I will start BUT want to consider other options because I am not only interested in how it works with Facebook!

As with all of my experiments, this one will be highly unscientific and biased! I will be taking pictures in relatively bad lighting of a duck. SOOOO sorry to my actual social media friends who have to see this on my various walls! Let’s get started!

Photo Sharing Sites and Apps – Instagram

I did not have to research to check this one out. Instagram was bought by Facebook and so will obviously be a good choice for them, BUT are they a good choice for my other needs?

First off, I downloaded the app to my phone. Rats, had it but forgot my login, heading to the website to see if I can reset it…yup! Easy peasy, they gave me my password AND username…score! No picture…I’m sure they want a picture picture but really, just use an avatar (clients could use a logo), not digging this so much but moving on (later was able to pull in my Facebook picture so it worked out okay after all).

Leaving the website and heading to my phone to take a picture of a duck! Push the camera button, bunches of style options come up,picked one, check mark, heads to screen to enable caption, twitter, facebook, email, flickr, tumbler, foursquare. Hooked up twitter, facebook, email and flickr for now. A note, facebook’s authorizer was in french (ack), I did NOT hook up foursquare because it hooks to my Facebook already.

DOH – forgot a caption so it said “just posted a photo” instead of what it is…trying again! Perfect.

Instagram Review – Okay, I like that I can tooggle on an off the the different services and there is an email with the picture as well as being able to pull it down from Flickr. BONUS – the instagram put the picture into my photos on my iPhone so I can upload it Pinterest from there if I wanted to! Seriously two thumbs up.

SUPER BONUS – if you are playing the Empire Avenue game, then one picture adds like a gagillion points (not sure how the points work so my numbers may be inflated).

TruHDR

Okay, this is an artsy fartsy one. It makes pictures look dimensional and I like to think that it makes me look like a brilliant photographer (I have ACTUALLY brilliant photographers all around me so I am a little touchy about this!).

So I took a picture of the duck, then went looking for the sharing bit, NOTHING! Hmmm maybe get creative? WOW!!! I could upload my artsy fartsy photo TO the Instagram and then share it on the ones that I had set up. Holy Buckets batman, have to see if I can find a good competitor to make this a fair race!

Photo Sharing Sites and Apps – Photoshop Express

Okay, take a picture of a duck…:) I am getting good at this! There are MANY more editing tools that I am used to from Photoshop like hue, saturation, cropping, etc. Have to say that I am not good at using a little tiny phone to edit pictures, if I was going to be manipulating them a lot, would probably take them down off the internet and do it on my computer.

Okay, BIG downer here!! I set it up so that I could share to facebook, email and flickr (no foursquare or twitter available like there is on Instagram although you could send it to TwitPix but damn, how many sites do I need?!?!!?) So all happy, hit the share button and I have to do them one at a time. Share to email, share to flickr, share to facebook, are you kidding me?!?!?!

For an editing software, I think this one is hand’s down, the winner. BUT for a click and go photo sharing app? Two thumbs down on this one.

Photo Sharing Sites and Apps – Wrapup

Okay, I am in. Instagram it is. Took a little over an hour to write this post and check out ALL of the different photo sharing app places and take pictures so if you budget an hour to learn it, you should get out the door super easy! The ONLY thing I can see ruining this commitment is if Facebook shuts off the other sharing features and turns Instagram into a Facebook only photo sharing site, but will keep the faith for now!

Related posts:

1. Small Business Internet Marketing – RSS Feeds
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As an advanced social media marketing whiz, I often say all chirpy, “it is so easy, it will just take you 5 seconds”. Well learning how to post pictures and links to the new Facebook timeline so they look pretty and attract attention REALLY is easy and shouldn’t take more than 5 minutes to comprehend and a couple of minutes to do!

Advanced Social Media Marketing – Posting Links and Pictures To Your Timeline

Okay, this is not just a recap of what I talked about in the video, although I do think there are some good points there. When you are taking the time and energy to post to your Facebook Timeline, it can seem like doing ANOTHER step like pulling a picture is just TOO MUCH HASSLE!

So here are some REAL reasons to do it beyond just, it seemed like a good idea:

Engagement on pictures is MUCH higher than if you just post a link – as you can see in the picture, just the real estate you get for a photo rather than pulling in a link is amazing.

I timed doing it both ways…way one, finding a link and posting it from a past blog post on my website, 47.1 seconds. Finding a link and posting it from a past blog post, saving the picture and uploading it from my desktop instead of letting Facebook pull it in, 66.0 seconds. This amounts to a difference of 18.9 seconds (you don’t have to do the math…I used a calculator!)

So let’s say you are slower than I am and it takes you THREE TIMES as long, the minute that it will take to post a picture to your Facebook timeline instead of doing the pull in post can make a huge difference in how often it appears on your friends wall, in addition to how often they notice it and engage in your postings.

Looking for more advanced social media marketing help? Keep your peepers open for our advanced social media marketing training coming soon!

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{EAV:5da08477a9fda337} – funny little empire avenue thingy to verify my blog! Oh the things I will do to be popular on social media…:)

Small business marketing is a grind. If you were looking for something more uplifting and easy, move along, nothing to see here.

BUT, if you want to learn how to grow a marketing empire or really start creating some new habits…this is the post for you! Creating new habits is easy, it is not simple but it is easy. Just start doing it, TODAY!

Let’s start with the creating new habits timelines that I am talking about:

• One week – you should feel GREAT if you are successful at doing your new “habits” for a week. One day, bah, anyone can do a day, but doing it for a whole workweek, that is SOMETHING!
• Three months – this is the timeline that I use for setting habits in place and goal setting. Three months is a good amount of time because you can see the end of it and it doesn’t feel like forever!
• One year – this is how long I use to judge if something is working, GASP! Yes, that is right, I use a social network or blog or make videos and products about something for A WHOLE YEAR before I give up on it! The reason for this is, if I don’t I am just jumping around after shiney objects all willy-nilly getting nowhere – more about this later!

Creating New Habits – See If They Are Worthwhile!

Ok, I am great for making bold pronouncements of new habits that I want start (cleaning my kitchen sink is a biggie!). But for business, I have to make sure that what I am setting in stone is a good habit to have, that it will help me sell more and that it will actually ACCOMPLISH something.

Watch any webinar and you will find something you are not doing right now, that if you could start doing it would make you a ton of money! I love webinars and watched one the other day about affiliate marketing (where you promote other people’s products). I thought, hum, if I just found a product every day, wrote a post about it, pinned a picture on Pinterest and talked about it on Facebook, damn I could be rich in three months!

But….hmmmm. I have my own products I haven’t promoted to the best of ability. I have lists of social media and friend contacts who would disappear if I spammed them with a new product a day and MOST IMPORTANT, I would not enjoy doing that every day. Sigh…another one bites the dust.

So what new habits ARE appropriate for me? Well, one is sending a personal note a day. I did this before and it got me business but then I was busy and stopped (that one ever happened to you?) Another one is to work on an ebook or information product every day. I could go on and on, in fact I have a list in front of me and am working out which are going to make the short list for the next three month period!

Creating New Habits – Be Realistic About Your Time!

If you are like most business owners, you are either really busy or really bored. New biz owners often do not have clients to work with, do not know what will work small business marketing wise and have nothing but time to devote to marketing. You guys, do a lot of different things to find out what you like to do and what works, then finesse later.

This part is actually for the really busy small biz owners (like me). If I had my way, I would do nothing all day but research marketing ideas, check them out, write about them, make videos and get Sonic sodas to keep me going.

Unfortunately, no one has stepped up to pay me for drinking soda, so back to work I go. My work work is running a social media marketing company that works with small biz owners. A lot of the time that means talking with clients, paying bills, making sure we are on track, talking to prospective clients and setting up social media empires for other people. No sodas and no researching.

So any new habits need to have realistic timelines to fit into my super busy schedule! With that in mind, I am adding a personal note and doing custom graphics for blog posts (like the one on this post). This will increase my visibility on a medium I already use (blogging) and add a new area (Pinterest). The personal notes are just a no brainer for me, I like stamps and going to the post office! I ordered a bunch of notecards with my new branding on them.

Still in the realm of time, remember that something that you just start doing always seems harder than doing nothing (deep, right?) The first time you do a custom picture you have to get a graphic, find a quote, do the formatting, size it, say dammit that was wrong, re-size it, save it, post it, etc. The next time you have all those bits already done so it takes half the time. By the forth or fifth time, you will have a plan and a system and be cruising. Too often we take the time amount that comes with the FIRST time we do something and brand our new habit with that HUGE number!

Creating New Habits – Make It Easy To Succeed

If you made it down to here you are probably well on your way to making your new habits stick (willing to listen to all this creating new habits talk means you are committed – or should be committed, it is a toss up!)

To make it easier to do your new habit, make sure you make it easy. For example, I went to the post office and bought two sheets of stamps, put my cards right next to me on the desk and had return address labels printed. Kind of takes the pain out of sending personal notes when I can do it in 3 minutes without leaving my desk!

Online I will oftentimes make a folder on my browser (Chrome or Firefox) with all the pages I need bookmarked there. I can then just right click and open them up all at once. Soooo, for my social media I have a folder with Facebook, Twitter, Pinterest and Klout bookmarked. Simply by right clicking and saying “open all bookmarks”, each of these pages is opened and ready to fly through!

Creating New Habits – Making It Stick

Because I am careful about what I add to my list of todos, I generally can make a new habit stick pretty quickly. But this is the part that I promised to come back to…if it makes the list, I do it for a YEAR! EEEK!

Being an entrepreneur and working with entrepreneurs, I KNOW how fun it is to chase shiney squirrels. Seriously, coming up with a new product, service, plan, strategy, idea, concept…all in my sweet spot. BUT, the problem with that is the herky-jerky stop start that never gives anything time to get off the ground!

Since I decided that I LOVE Pinterest, I am giving her a year. I am going to make videos, like pictures, share pins, etc. for a YEAR. If I do three pins a day for the work year that is 5 (days a week) X 3 (pins a day) X 50 (weeks in a year). That is 750 opportunities to connect with someone new, share something and even have fun doing it. If I do videos about how-tos even once every couple of weeks, that will be 20 plus Pinterest videos.

How often have you decided to do something, tried it for a couple of weeks (or a couple of days) and then decided that it didn’t work? Exercise is like that for me, if I don’t have a 6 pack abs after THREE STRAIGHT DAYS of doing situps, I slither back to my slothful ways. Marketing is like that too! I will see people do three blog posts, no one comments, they say it is stupid and give up. That makes as much sense as exercising for and hour and a half and expecting to look like Jennifer Anniston!

Here is your mission if you choose to accept it…figure out one new marketing habit that you are going to embrace for the next three months! It can be phone calls, door knocking, personal notes, sending a daily email, Facebook, Pinterest, postcards. I don’t care what it is, you have to pinky swear that you will do it every work day for the next three months. No whining about, “its hard”, no crybaby, “but no one likes me”. Just do it!

If you could use a little help creating new habits, or heck even thinking about WHAT your new habits should be, check out my marketing coaching programs – they start with a tiny commitment of an hour and go up to 3 months!

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The level of vitriole and hate on Facebook is amazing to me as a human, let alone as a small business marketing expert. The reason for this post is to maybe let some business types know how their comments look from the other end of the Facebook AND to offer some suggestions about how to promote your agendas and beliefs in a positive way.

Notes about this post…1. I TRY not to be mad on the Facebook as it looks bad, that being said, I have occasionally (like yesterday) vented my anger at people who do not put their email address on their business cards or further back, people who spam on Facebook. I am not a saint, just a little more judicious about who I want to alienate on the Facebook and 2. No names were used and this is not about civil liberties, free speech or any other thing. This is about how you are perceived on social media by potential customers who would like to buy things from you or your company.

Hate On Facebook

So I took a little walk around the Facebook block today after seeing a post denigrating witches (a group I have some friends in). Now I know that this person is not thinking this is hate (because I know him well), but…heck it is hate. Here are some of the other things I found on Facebook this morning…

• Last night, at Bible Study, I was thinking Islam is against homosexuality. Islam is against abortion. Christianity is against homosexuality. Christianity is against abortion. I’m totally confused about just what religion, if any, oblahblah really follows!
• I will never pay any taxes to support abortion in any form. It would have to be over my dead body! I use to wonder how these things happened in red china ,the ussr, and nazi germany. I have not lived this long to ever give in to that. I have worked all my life helping and saving lives, not only as a nurse,but volunteering as a red cross nurse and helping pregnant girls etc. How can this evil be growing in our once beautiful country????
• Criminalizing abortion again? Let’s not let this country be run by over-zealous bible thumping bigots with no sense of practicality and flexibility.
• This is a little old but someone needs to tell me that they agreed with this. 1.2 Billion of our tax dollars given to black farmers only! How come this was never reported in the Lame street liberal media?
• Bill O’Reilly – #1 among the most misinformed people in America. The perfect love story.
• Gays are demons, swine-bandits and crocodiles. In a sane society, they would all be hunted down by the police and brought before a court of law for prosecution. Unfortunately, that is no longer the case in Europe and America, but virtue still reigns in Africa. Perhaps it is not too late for the west to return to the path of righteousness?
• your representative is leading the charge to get those queers in uniform back in the closet where they belong.
• For somebody to say this is repugnant enough, but to take away our rights by law and claim to be doing it FOR us, shows once again the hypocricy of the GOP party.

Those were just a few of the comments I found and they represented the opinions of people who…

• hate gays
• hate republicans
• are anti abortion
• are pro abortion
• think the liberal media is biased
• think fox news is the worse network ever
• truly believe the GOP is killing america
• or think democrats are killing america
• god is good, if you are not following his teachings you are going to perish in the fires of hell
• say that bible thumpers have no place in america
• actually said that blacks and women should go back to their place
• want the world to be how it was when they were young
• or think that there is some kind utopia where we could all live in peace if big business would just go away
• keep the guns, shoot the unwilling
• lose the guns, they are the root of all evil
• execute all rapists and child molesters immediately
• work to fix the problem of child abuse by spending money on programs to help the needy

Whew…that was…well disturbing to say the least. So what EXACTLY am I trying to say here? I am saying that as small business owners, doing small business marketing, you CANNOT afford to alienate potential customers by sounding off with hate filled rhetoric on your Facebook wall.

I KNOW, it seems like everyone agrees (or disagrees) with you. I KNOW you have the right to have opinion and voice them. But here are some fun statistics….there are a little more than 300 million people in the United States, in the last election (2008), 49% of the men in this country who voted voted for Obama (our Democratic nominee) and 48% voted for McCain (our Republican nominee). A poll done at the end of 2011 showed that 78% of the respondents self-identified themselves as Christians. Some women are pro-choice, some are pro-life. Some people are gay supporters, some are anti-gay. To my uneducated eye, it really seems to be about 50-50 on just about every issue out there.

As a small business marketing pro, I can tell you that most of my customers cannot afford to alienate half of the potential buying pool for their product or service. Image you are a plumber who works on pipes. Are you going to turn down a job because the client is against your political idealism, is it even going to come up or do they just need their dishwasher fixed.

Believe me, I DO understand idealism and sticking to your beliefs, but do you really have to share them with the buying public?

So, how would you be able to share you viewpoint and beliefs without running afoul of what I am starting to feel like, the marketing nazi? BE POSITIVE!!!! And I mean positive without that snarky thing after, so no, “dogs are great! and all you cat lovers who think you know the right kind of pet are stupid and uneducated”.

Two of my favorites who do this AMAZINGLY well are GodVine and the World Wildlife Fund.

Godvine

What I think they do well is spread the good parts of Christianity, the love and acceptance and GREAT THINGS HAPPENING, without judgement and stating that their way is the only way. While I have not seen the inside of a church in a while, I do visit Godvine almost every day, watching a great coming home story or a dog rescue. They epitomize how to share a message without having to hit people over the head with it! (PS – I shared the story about the dog and his military dad on my Facebook wall).

Klout and WWF

Okay, this another favorite, Klout and WWF (World Wildlife Fund) paired up (IE – the WWF did a marketing campaign with Klout). I LOVE that this has a real marketing component! So the thing that jumped out at me was the free FB Timeline photos you could download. Happy pictures of polar bears and pandas without one dying or starving animal in sight (I KNOW, shock and fear sell, but not to me, I am all about the positive!) The idea is that Facebook peeps can use the photos with the WWF logo on the picture, a subliminal reminder to help and support the WWF.

So now I feel like I have written war and peace about the subject of HATE ON FACEBOOK. I am really hoping that getting this off of my chest will make a difference in how my small biz peeps post to their Facebook accounts! Happy, not hateful. Sunshiney, not snarky. Just remember that no one wants to work with someone who is perpetually angry so be aware of what you look like from the other side!

Related posts:

1. Small Business Marketing and Facebook Privacy Settings
2. Social Media Marketing Mistakes – Not A Good Start
3. Facebook Marketing Making Lists

Spotting a spammer is pretty easy. Most of them do not even try to hide their nefarious activities, screaming at us to BUY, BUY, BUY and generally making marketing hard for the rest of us marketing pros.

With a new social media platform coming on scene with a lot of fanfare like Pinterest has, OF course the slimey spammers are going to be out in full force to make things icky for everyone.

What is Pinterest?

So, for those of my small biz peeps who have been too busy working to follow all of the social media trends, Pinterest is a new, free, photo and video based social media site. It allows you to save picture from around the internet, organize them into “boards” and then share them with your friends (less socially and more visually based marketing).

There are some really neat things you can do to capitalize on the power of the visual BUT there are also creepy spider people around who are looking for ways to corrupt this wonderful, amazing tool (can you tell I am over the moon for the Pinterest?)

Here is a really quick video to show you how to spot spammers!

So basically look for:

• Too many boards
• Lots of boards with only one pin
• Incongruent pins and board names
• Too many following and not enough followers
• No description at the top
• No likes
• Bogus twitter account

Related posts:

1. Outsourcing Marketing Do Inane Comments and Spam Work
2. What Social Media Marketing Is Not!

So we do internet marketing and we get a lot of questions about websites, websites versus blogs and whether they are important anymore with the advent of social media. So let’s break down the bits in a way that my small biz peeps will be able to understand!!!

Having a hub…first off, let’s talk about what either a blog OR a website does. It makes a place (HUB) for all of your social media marketing to land and is your home base for your marketing efforts. ALL of your marketing materials, online and offline, should point back here.

Some of the places that you should have linking to your “HUB” include:

• Facebook
• LinkedIn
• Twitter
• Email Marketing
• Pinterest
• YouTube
• Your Blog (if separate)
• Business Cards
• Brochures
• Photo Sharing Sites

the list goes on and on!

Why You Should Have A Blog

Okay, I have to say that as a marketing person, I am a HUGE blog proponent. The RSS capabilities of a blog make having one vital in today’s interconnected internet. There are two types of blogs, free blogs and paid blogs. Free blogs come from places like Blogger.com and WordPress.com and are a great way to dip a toe in if you are not ready to go the paid route.

Paid blogs have hosting with a company like GoDaddy and are owned by you, providing much more latitude to selling or pitching your product. We recommend having a blog because of the high SEO (search engine optimization) factors and the ability to target keywords with each post! MANY of our marketing clients have a website HUB and a separate marketing blog (which we recommend and is a post for another day!).

Now, blogs can be prettier than they were in the past, BUT we are not going for pretty with our blogs, we are going for FUNCTION! Hard core SEO and get you noticed on the search engines kind of thing. Find out more about our blogging setup and maintenance services!

Why You Should Have A Website

So, am I anti websites with all this blogging talk? Nope! I do think that for specific industries a blog is not going to suffice. Blogs are for computers and a really beautiful, well designed website is for humans!

This website is for a pediatric office, and is designed by the internet marketing for doctors company, Officite. If you are considering taking your child to a new doctor, you DO care what the initial impression of the website is. Does it convey professionalism and reliability? Additionally, it offers functionality like appointment scheduling and an interface with the doctor’s office.

So who needs a website versus a blog? Doctors, lawyers, people who require confidential information be submitted online like mortgage pros, oh and Ecommerce peeps who want to have a big online store!

Wrap Up

So, with all of this social media talky talk, are you saying that you need Facebook, Twitter, Pinterest, videos, photos, a blog AND a website? For some of my small biz owners, YES! I KNOW, having all of those properties and managing them effectively is a hassle and I would love to tell you that all you need to do is buy a yellow page ad and be done like in the old days…but that is not the way the world works anymore. Having a strong web presence is VITAL to having a success business in this day and age!

Related posts:

1. Website and Blog Design – The Wrong Things
2. How To Increase Your Real Estate Website Hits – What Does A Girl Have To Do To Get Noticed?
3. Clearwater Local Internet Marketing For Tampa Bay