How to increase engagement on social media

Social media engagement is the measurement of the likes, comments and shares your social media posts get. However, it’s not just about the numbers, it’s about how engaged your audience is with your posts, videos etc. It’s about quality, not quantity.

For example, let’s say you hold a big BBQ at your home and invited loads of people – some you know and some you don’t. They all turned up, but all just sat around silently. Nobody spoke to each other, nobody danced, no fun and games. If you were just looking at the numbers game, your BBQ would be a huge success…after all, shed loads of people came. But was it really a success? Did your guests enjoy themselves? Did they like the BBQ food? You don’t know if you don’t speak to them and ask.

Social media is the same – engagement with your audience is crucial to build a rapport, to develop relationships with your followers and potential customers. It helps you to build customer loyalty and trust.

How do you engage on social media?

It’s all about interacting with the people who like and follow you. It’s about building those relationships, getting to know them, and showing a genuine interest in them and their business/family or whatever they talk to you about.

  • When a person comments on your posts, ALWAYS reply.
  • If they ask a question, answer it, and go that extra mile to give them the information they need – and more.
  • Depending on your post or the question asked, you can answer jokingly and have a bit of backwards and forwards banter.
  • Thank people for commenting; if you get a new follow-on Instagram, DM to say thank you and introduce yourself and ask about the person who has followed you. The same applies for Facebook – send a private message to say thank you and interact with that person – even if it’s just saying hi and asking them how their day has been.
  • Try and avoid talking about your products or services in these first contact messages – just be friendly, show your personality and be genuinely interested in your new contact.

These points are basic, but they do work.

Grow your followers!

Grow your followers

So now, we need to look at how to grow your followers – the more followers you have, the more engagement you’re likely to get. But please, DON’T buy followers and don’t do ‘follow for follow’ or ‘like for like’. Only follow or like someone or their business, if you are genuinely interested in them, if you genuinely like their business or their page, or are interested in the content they put out.

  • Be consistent – I know, I bang on about this all the time, but it really is important. You don’t have to post every day, but post regularly so that your audience know when you look for content from you.
  • Create unique content – don’t just copy what other people do. You can use ideas from other peoples’ content but make it your own. You can use Canva to make posts – there is a free version, so you don’t have to pay to start on this site and it’s extremely useful, with lots of different templates to help you. It’s also super easy to use.
  • If you share someone else’s post, make sure you always credit them with it, so people know who created it.
  • Use a mixture of posts, such as quotes, gifs, memes, jokes, video, hints and tips, ‘how to’ posts, informational posts, educational posts – the list is endless.
  • You can also do ads for your business/products/services as a post but keep these to a minimum. Apply the 80/20 rule – 80% of posts to engage, entertain, educate, or inspire and 20% selling.
  • You can do paid ads to increase your followers, but you don’t have to do this.
  • Have a consistent look and feel to your page posts – this comes down to your brand – what do you want your posts to look like? How do you want people to feel? What colours do you use? A theme could be the look of your content, the type of content your share (funny, educational, inspiring) – this will largely depend on what you do. For example, if you’re a mindset coach, you might post inspirational quotes or tips to improve mindset, so this is worth spending some time thinking about what you want to portray to your audience.
  • Use images in your posts.
  • You can also collaborate with other businesses to help grow your followers. It’s best to collaborate with other businesses who have a similar audience to you but sell or promote different types of products or services. For example, if you are a hairdresser and you do hair for weddings, you could collaborate with a make-up artist who also does weddings – you can recommend each other when you get a booking. You can put links on each other’s social media pages and websites.
  • A collaboration could also include a contest or giveaway, a blog post promoting their products or a post on your social media pages…and vice versa.  
  • Set up a Facebook group. These are great for increasing social media engagement as they tend to be more social than pages as the members can post questions or comments at any time. It also means your customers can communicate with each other and get to know other like-minded people. It’s important that you are active in your group every day, several times a day – you need to keep an eye on things to make sure any disputes or differences of opinion don’t get out of hand…and moderate posts to avoid spam. And of course, engage with your group members by posting something of value every day.   

Measurement

As with everything, measurement is important. If you don’t measure what you do, how will you know if things have improved or if you are successful?

So, before you start any new engagement campaign, look at your insights on your various social media pages. Take a note of your followers, look at the type of posts that are popular. Then, when you embark on increasing your engagement, you’ll be able to see how you’ve done against what you did before. You’ll be able to see which posts people like and don’t like, what kind of posts get comments, which ones get shared, and which ones produce tumbleweed! 

Most of all, enjoy your social media – there’s a clue in the name! It’s about being sociable with others, engaging with them, building relationships, gaining trust, and making new friendships and business contacts, as well as new customers.

If you have any more tips, please let me know in the comments.

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Why consistency is key

Consistency is crucial to your business, as it helps establish awareness of your brand, builds trust with your audience, and helps deliver your products or services more efficiently.

Running your own business is hard work and I’m sure you’ve seen countless articles or webinars on how to be successful. But if you concentrate on the key element of consistency, across all the social media platforms you’re on and in your day-to-day processes, you’ll soon find your business gravitating towards success.

Know your brand!

I know from my own experience, that when you start in business, you pick the colours you like and the kind of image you want to convey to your target audience…then you get bored with it and go for a complete change. I’m not saying you shouldn’t make any changes, but if you are constantly changing your colours, images and fonts, it can make your brand appear unprofessional. A good, solid branding is what makes you stand out from the competition. If you look at any of the big brands, such as McDonald’s, they are highly consistent and instantly recognisable…because they rarely make big changes, if at all.  

Have a plan

Every business needs to have a plan. This keeps you on track and by following a plan of action, this helps not only keep you consistent, but also makes you focus on money so you can ensure your costs don’t rocket. If you’ve just started your business, this is even more important, so you don’t make costly decisions based on inconsistent actions.

Measurement

Measurement

No matter whether you’re a new business, or been going for a while, it takes time to see results. If you’re not consistent in your marketing, business processes, sales etc., you will see inconsistent results. For example, if you decide to pay for an ad, running it for just a couple of days is a waste of time and effort, but if you run it for a set period, you can measure much more easily whether the ad is working or not.   

Consistency in all its forms, but especially in the interactions you have with your clients, will help you build a loyal customer base, and your customers will get a great customer experience. This all comes down to the basics of knowing your target audience and understanding what they want from you and ensuring they get it. Being consistent means that your customer understands who you are, what your business stands for, what your business focusses on and how your products or services can help them.   

Three pillars of consistency!

The three pillars of consistency

The three pillars of consistency help you to focus on ensuring that your business has a sound base and is successful.

Accountability

If you are a small business, then it’s likely that the buck stops with you! You are totally accountable for everything that happens within your business, so it’s even more important to be consistent in everything you do.

  • Check your business goals and action plan regularly – adjust any goals that aren’t working.
  • Look at your products/services and regularly review to ensure they do what you say they do.
  • Look at your website and ensure that all the links work and that your copy is still relevant to your business and amend if you need to.
  • Look at your customer feedback – is there anything you can do to improve the service you give? Are all your products working for your customers? Do you have any complaints? If you do, try and address any problems and improve on your products/services.
  • Look at the communication you send out to customers – this might be a monthly newsletter. Is the content you’re putting out still relevant to your audience?

Relevancy

It’s really important to be consistent in your messaging. Your customers and potential customers rely on you for information about your products/services, things that make their lives easier.

It’s crucial that you stay the course and exercise patience. Things won’t happen immediately and it’s easy to be impatient and think that something isn’t working, but as with all things, whatever you decide to do with your business will take time. But if you’re consistent and keep plugging away, your brand will start to be in your target audience’s minds and your business will be successful.

Make sure your messaging is clear.

This might seem like an obvious point, but consistency with your messaging is key to a successful business. Wherever you advertise your business, be it on your logo, your flyers, your website, or your blog for example, you need to ensure that your overall message is the same. If your messaging is inconsistent, it will confuse your customers – they won’t be sure that what you’re selling is actually aimed at them.

As with everything in marketing, it’s about keeping things simple, clear and concise. Make your messaging memorable and use the same kind of wording, or ‘tone of voice’, so your audience recognise your style and know that it’s you – and more importantly, know that what you’re saying is meant for them.  

These pillars all help you to ensure consistency in your business. Consistency helps you create awareness of your business and brand, build trust and loyalty with your customers and deliver your products and services more efficiently. 

What does success look like?

What does success in your business look like to you? For some, it will be earning money, for some it will be the sense of achievement. We all start our businesses for different reasons, but our end goal is usually that we have a successful business.

It’s important to know what success means to you and what it looks like and feels like. Then you can create your goals to achieve your end result.  You might have a three-year plan, a five-year plan, or even a ten-year plan – again we’re all different and it will all come down to the expectations we have of ourselves and how our business performs.

Success quotes

Look at the quotes above.

They each have a different take on success.

“Business opportunities are like buses, there’s always another one coming.” Richard Branson, a British entrepreneur and adventurer, has led a life full of ups and downs. He has always embraced his moments of success and struggle alike. He has always turned his failures into steppingstones for success. He’s done everything from record labels to airlines and he advocates that there is always a different or new opportunity… you just have to look for it. And he is proof that multiple income streams work!

“Success usually comes to those who are too busy to be looking for it.”  Henry David Thoreau was born and died in the 1800s. He was an American philosopher, essayist and poet. He believed that to live life to its fullest, people needed to simplify, get rid of unnecessary material possession and even unnecessary socialising. He also believed that if you are seeking success, you are likely to be romanticising the idea and not getting on with the hard, practical work necessary to achieve it.

“Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful.” Albert Schweitzer was a theologian, organist, writer, humanitarian, philosopher and physician. He felt that peoples’ ideas of success were backwards. He saw that people struggled to achieve success in order to feel good about themselves, but the real joy and happiness is in the doing, not in the end goal. He felt that was where true happiness was.

Which of these quotes resonates most with you? I think that most of us would take a little from each. I believe that multiple income streams are the way forward; I also believe that you have to work hard to achieve what you want, and that success is useless if I’m not happy.

Expectations

As I said earlier, all of us business owners are different. We all come from different backgrounds, with different experiences in everything we’ve done, from education to life itself…and those experiences go a long way to shaping how we feel about success. For some, having a healthy bank account is the epitome of success, whilst for others, it might be as simple as having a work/life balance, so they get quality time with their families.  

What you expect from your business is linked to the way you view your achievements. For example, you might do something that other people find impressive, but you have such high expectations of yourself that you might feel disappointed.

Another example is that you may come from a family where your parents were very strict and expected a lot from you. This kind of upbringing can make people put heaps of pressure on themselves to succeed. High expectations of this kind can cause some people to see their achievements as nothing to be proud of and may see even the biggest achievement as mediocre.

On the other hand, someone who had parents who taught them to be proud of everything they achieve, no matter how small, would celebrate all achievements and be proud of everything they achieve.

Success is about liking what you do, loving your business, being proud of your achievements and loving how you organise your business to get that success. And, most importantly, liking yourself!

The following views of success can potentially open your eyes to the reasons WHY you’re starting a business.

Examples of success

Here are a few more examples of what you might define as success.

Happiness

So many people live their lives being unhappy, for whatever reason. But to some, being successful is being happy – not necessarily making loads of money, but enough to provide for their family. Doing a job you love will make you happy, and to some, that is enough.

Achieving a goal

When you start your business, you will have an end goal in site. You’ll also have lots of other business goals that you’ll set every year as part of your marketing strategy. Often, achieving your goals will mean success – you’ve achieved what you set out to do. Once you know and understand exactly what success looks like to you, you’ll be able to set goals that help you achieve that.

Love what you do and do what you love

There are so many people who work just because they must – they don’t enjoy their work – it’s just a means to an end…payday. And if you’re happy with that, that’s fine, but there are many for whom their job is not satisfying. And they might be spending more than 40 hours a week doing that job.

Having your own business and doing something that you love, will give you more job satisfaction. You’ll feel that you’re doing something you’re passionate about and because you’re doing what you love – you’ll love doing it. Starting your own business is no picnic – there are lots of things to consider and you won’t be an overnight success, but you’ll be working for you, putting money and satisfaction in your pocket, not someone else’s.

Work/Life balance

This is so important to all of us. Working hard, doing long hours can be the norm when you first start your business, but it’s absolutely crucial to have quality down time with your friends and family. If life is all work, work, work, you’ll eventually suffer from burnout. So, it’s important to try and strike the right balance between work and life. For some people, this is the crux of being successful…they have a business that is successful, AND they have time for family, friends, hobbies etc.

Making a difference

For some business owners, success is about being able to have the money to be able to make a difference to others. This can look different to different people. For example, one business might support an animal charity and make donations; another might sponsor a child’s education in a poorer country; to some it will be helping other businesses to be successful, by giving free information or coaching; some might support a charity or organisation that will make a difference to our world or climate. You get the idea!

For these business owners, the success is in seeing the difference or positive impact that they are making.

Conclusion

No matter what you do, or how you do it, success will be dependent on how you view it. It won’t be the same as your mate down the road. The great thing about us as humans is that we’re all unique, we all have our own freewill and can make our own choices for ourselves and our businesses.

I’ll ask the question I asked at the beginning…What does success in your business look like to you? Being successful might not be having your own business, you might enjoy working for a large corporation or small company. It’s important to be happy in what you do, so whatever you feel is best for you is the right thing to do.

How you can write emotional headlines

Headlines are the first thing your audience sees when you write a blog or article. It can hook them in, or turn them off – it’s make or break time! On average, 8 out of 10 people will read your headline, but only two of those will read the rest of your content.

These results are based on a good headline, so if you have a bad headline, no one will read your content.

Adding a bit of emotion into the headline

How do you hook your readers in, so they read your content? One good ploy is to add a bit of emotion into the headline. We know that people often buy on their emotions, so the same principal applies. But what makes an emotional headline?

It’s all about the words you use and how you use them. The first thing you need to do, before you start writing, is to know your target audience, what they like and what appeals to them. When you know your target audience, you’ll know what kind of article they will engage with and what words to use to appeal to them on an emotional level.

Do a bit of research      

Do a bit of research into what headlines that popular newspapers and magazines use – what kind of headline would make you read more? Notice the kind of words they use – how are they persuasive, and how do they appeal to your emotions? You’ll notice that words such as death, dying, free, kill, killing, shocking etc., are quite common. Journalists know that these words are an emotional trigger and will draw you into their story. 

I’m not suggesting you use these words, but you get the idea!

What’s in it for me?

Overall, what most people are interested in, when trawling the internet or social media is ‘what’s in it for me?’ It might be a promotional article for your product or service, tips that will make their life easier, something that will help them with their business, help them lose weight or get fit. Whichever business you’re in, and no matter what you’re writing about, you need to convince your readers that you have something that’s absolutely worth their while to read.

Here are a few examples of powerful words that appeal to the emotions. Including them in headlines can help to pull readers in.

Look at this list – what is it about these words that makes them similar?

They all offer a benefit, an answer, an offer, a sneaky peek at something. They all fulfil the ‘what’s in it for me?’ question.

People also tend to share things that make them angry, happy, sad or scared, so again, if your article is something in that genre, research the words you use in your headline carefully to evoke those emotions. 

Provide a benefit to your reader

Once you pull the reader in with your emotional headline, your article must continue to benefit them in some way. Go into more detail and offer as much value as you can, giving as much information as you can on your chosen subject. Also, to encourage your readers to do what you want them to, so don’t forget to include a CTA (call to action) in your post.

How to write an emotional headline

I always write my article first and then write the headline afterwards. I have an idea of what my headline will be, but sometimes once I’ve written the article, something else jumps out at me.

Most headlines are around 70 characters or less, but you can write a longer one, so long as it’s relevant. I usually write several different headlines before I decide on which one is best.  

When writing emotive headlines – or any headline for that matter – numbers also work well, such as ’10 ways to get more customers’, or ‘5 ways to make money fast’. These headlines answer the ‘what’s in it for me?’ question as well as using emotive words, such as ‘make money fast’.

Reading your headline out loud also helps you know how it sounds. How does it make you feel? Do you think it will appeal to your target audience? Would it make you read more? If not, rewrite it, until you do feel it is right.     

Another good word to use is ‘you’. You’re talking directly to your audience if you use this word and immediately have some engagement as it’s personal. Using the same examples as I used earlier, your headline could be ‘How you can make money fast’, or ‘How you can get more customers now!’. By adding ‘now’ to the end of the second example, creates a sense of urgency – do it now or you might regret it!

So, to recap.

  • Think about what your target market wants
  • Appeal to your readers’ emotions
  • Use powerful, emotive words in your headline
  • Help your readers to find answers, solve a problem or think about ‘what’s in it for them?’
  • Create a sense of urgency

I hope this has helped – please let me know in the comments if you have any more tips!

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Hard skills vs soft skills of a marketer

As someone who does all the marketing for my business, I know there are many skills that marketers need. There are hard skills, which are more the technical and analytical side, and soft skills, the more creative, collaborative side.

Marketing Skills

Hard skills

Let’s take a look at the hard skills first.

Analytics

Analytics is about finding your way around the large sets of data, to help you interpret your audience’s behaviour, look at the performance of campaigns and measure the ROI (return on yours or your customer’s investment).

When working with content creation and product marketing, it’s imperative to be able to measure what you do and whether it’s having the desired outcome and impact on your target audience. Marketers with excellent hard skills like this are very sought after in both corporate and retail companies, as well as the smaller businesses.

There are several tools you can use to measure data, such as google analytics, and if you are a social media manager, using the insights on the pages you manage is invaluable.

Content Strategy

Content Strategy

If you are into content creation, then content marketing and a strategy is a fundamental part of your job. Here are a few statistics that illustrate the importance of content creation and content marketing.

  • 47% of B2B buyers consume three to five pieces of content before engaging with brand.  Source
  • 84% of people expect brands to produce content. Source
  • 91% of B2B marketers say that they use content marketing in their strategies. Source

So, you can see that content creation is a very valued skill. Content isn’t just about making a few pretty images, it’s about the sales pitch or the caption that is written to go along with the images you curate. Some social media channels require a short and concise caption, whilst others, such as Instagram, can be longer and more detailed.

Content creation also includes things like blog posts, articles, eBooks, emails and other written materials. Effective writing skills are very sought after and not something that can be automated. It’s a very human skill and crucial if you are a marketer.

Social Media

Most businesses use social media platforms to advertise their products or services and to put their brand out there. Over the past 10 years, social media has transformed the way that people interact with brands online and also the way that marketers communicate with target audiences.

All social media platforms have measurement tools to help you get to know the audience that follows you, likes and comments on your posts and generally engages with your business and brand. A social media content strategy will include setting goals for your business, based on social media posts and campaigns.

SEO (Search Engine Optimisation)

There are literally billions of people interacting online at any one time during the day or night. Most of us look first to the internet if we want to buy something and even look at reviews of products or services before we even press that ‘buy now’ button. But how do they find what they’re looking for? That’s where SEO comes in.

If you’re a marketer, you need to at least have a fundamental understanding of SEO, so you can be sure that your business, or your customers’ business, is found online. This includes keywords and phrases to help Google find your business, when someone types into the Google search bar.   

SEO doesn’t just apply to websites and social media, it’s also vital to ensure that anything you post is optimised for mobile users as well as desktop, tablet or iPad users. Most website hosts do this for you, but it’s always worth checking that your content looks good on a mobile as that’s where most people do their searches.

Technology

Technology

This is kind of linked to analytics, but what I’m getting at here is actual technology, such as the tools and platforms that you might use to promote your business or help you manage your business. For example, if you send out a regular email or newsletter, the General Data Protection Regulations, (GDPR) states that you must get customers to opt-in to your emails – you can’t send them anything without their express permission. And the easiest way to do this is by setting up your opt-in on a platform, such as Convertkit, MailChimp or Mailerlite, which are the three platforms I use for my clients. When you set up your subscription opt-in on these platforms, they automatically ask the right questions so you are compliant with GDPR – they also give your customers the option to unsubscribe to your newsletter or email via a button at the bottom of each email that goes out – which keeps you compliant with the rules and regulations.     

SOFT SKILLS

Soft skills are the more creative and collaborative side of marketing, probably the bit that most marketers love – well I do!

As well as creativity etc., soft skills also include many different attributes, such as honesty, leadership, a good work ethic, time management – skills that are very difficult to quantify.

Here are some of the top soft skills.

Creativity

Creativity

This includes bringing new ideas and interpretation to common problems, and how to solve them using the written word.

Flexibility

Marketing means you have to be flexible – there are always new tasks to take on and new responsibilities constantly pop up. Very often, what you started off doing a few months ago for a client, will look very different 6 months down the line. You have to constantly be on top of new ways of doing things and you often have to hit the ground running with new platforms etc.

Resourcefulness and Adaptability

A resourceful marketer uses all the tools available to her, to find the most appropriate one for each customer or business. It’s also important to be on top of the analytics to help make that informed decision.

Marketers have to learn as much as they can about target audiences, in order to be able to make decisions about the way to market a product or service. Intuition and adaptability plays a big part here and covers things like quick decision making, keeping calm under pressure or going against the norm to achieve success for your clients.

Adaptability also means that you’re able to change plans at the drop of a hat and tackle new challenges with determination and vigour.  

Collaboration

You might work for a small business or a large corporation on their marketing. Whichever it is for you, collaboration will be a big part of everything you do. You need to build good, strong relationships with your clients and with other people who work for that client or company too. For example, you might be asked to do email marketing or write a regular blog post, and your client may already have a social media manager. You will definitely need to collaborate so that the social media marketing takes into account the emails or blog posts you write – and that subject matter is consistent with the overall marketing plan or strategy. 

Leadership

Leadership

Leadership is the last point I’m going to cover, but a crucially important one. So, what is leadership? It’s about having the ability to keep a good group dynamic, be able to lead a team with compassion, and inspire your team with your business insights, experience and innovation.

It’s also about being able to assess situations and defuse anything that could get out of hand. A leader will usually drive any collaborations, adapt to new technology and lead the marketing strategy in the best way possible.

A leader will need to know the customer or target audience inside out. What they like, don’t like, making sure that everything that’s done or suggested has the customer at the heart of everything. Are their problems being solved? What makes them happy? What makes them tick?

Marketing is something that never goes away. No matter whether your business is small (or just you!), or whether you own a multi-million organisation, marketing is the key to getting your products and services in front of your target audience. It’s not something that you can wing and hope it works – it needs to be carefully planned, organised and executed with a sound strategy.

If you’d like help to build your marketing strategy, find out who your target audience is and how to reach them, but don’t know how, drop me a mail and I can help.

cindymobey@outlook.com

How Social Media Marketing benefits your business

Social Media is probably the widest used platform on the internet. There are so many different platforms to choose from, and they all have millions of people using them every single day. For many of us, social media is the first thing we log into when we get up in the morning, and the last thing we check before we go to bed at night.

Social media sites can be accessed by any device that has an internet connection, including PCs, mobile phones, tablets etc. Some of the most popular sites are Facebook, Instagram, Twitter, Pinterest, LinkedIn and Snapchat. It’s a huge advantage to any business, big or small, to be on some of these sites in order to grow business, and social media marketing is a bit part of that. 

So, what are the benefits of social media marketing?

The Time Factor

It can take as little as an hour a day to increase traffic to your sites, make sales and get your brand out there. Social media gives a massive amount of exposure to your business and social media sites are an important part of any marketing plan.  

Create social media profiles for your business on your chosen sites and start engaging with potential clients. Invite your friends, family, employees, business partners – in fact anyone you know, to like and share your page. Just having people interact with your page and your content will increase your brand awareness and start to build your brand reputation.   

More traffic

Social media marketing – posting and engaging with your followers – will help you reach many more people than if you ignore social media. Every single time you post, you are giving your business another opportunity to get a new customer. Join more than one social media site, as different platforms serve different people and different ages. Different people search differently and also like different types of posts, so mix it up with your posts – don’t stick to just selling. You also need to engage, entertain, educate and inspire your followers. The 80/20 rule is useful – 80% engaging, entertaining, educating and inspiring and 20% selling.

Social Media also gives you access to followers from all over the world, and engagement at all times of the day and night.

Search Engine ranking

Search Engine ranking

You will get seen more on social media, but of course, there is more to it than just posting every day. Search Engine Optimization is also important to get your page ranked higher with search engines, such as Google.

To give your business the best chance to be seen and found, create good quality content, use keywords and phrases, and use good quality images.

If you write a blog, share it to your social media page, do video, infographics, include the odd case study and give business information. Don’t forget the fun stuff too – show where you work, your hobbies, employee photos, stuff you do at weekends or for charity. This all helps to not only improve your ranking, but goes a long way to show that you are human and real to your customers.

Conversion

Once your business is more visible, you’ll have more opportunities for your posts to convert into customers. People like to know who they’re buying from, and social media allows them to see your personality, to engage with you on things other than business and have a little insight into the person you are outside of work. People prefer to deal with real people, so social media serves this purpose. The more of an impression you make on a new follower, the more likely they’re going to think of you when they need what you offer.

Customer satisfaction

As the name suggests, social media is about being sociable. It’s not just a business networking platform, it’s also a communication and social network too. When customers comment on your posts, make sure you reply and try to strike up a conversation. Showing that you reply to each comment personally proves to your customers that you care and value their opinions. This gives them a good customer experience and so they’ll be more satisfied.

Sometimes you will get a complaint or get asked difficult questions. It’s even more important to answer these comments – don’t ignore them. The fact that you take the time to respond publicly to a complaint or question will make the customer see you in a much better light, especially if you can turn it around and make the complaint into a compliment!

Brand loyalty

We all want to have shed loads of loyal customers who love what we do , how we do it, and who want to come back and buy from us time and time again. Social media can help with that. Customers love social media and love to interact with the company they’re buying from – they often see social media as the place they can communicate directly with you and your business. And research has shown that customers are more loyal to brands that directly engage with them on social media.

When customers see you engaging with your followers, they’ll start to see you as an expert – and regularly posting different kinds of posts makes you also appear credible. Interacting with customers shows you value them, and care about them. This will result in them recommending you to family and friends, they’ll mention your business on social media and, if they see someone asking for what you supply, they’ll put your business forward.  

 It doesn’t cost much

Social media marketing is probably the most cost effective form of marketing. You can join all platforms with a business page for free. You can post, engage, get new customers, and interact with them…all for free. It’s only when you decide to advertise on a platform that there is a cost, but the costs are really quite low compared to other forms of marketing.

Being on social media and having a huge following with loads of customers for free, gives you a bigger budget for other kinds of marketing or for investing in your business.

Market insight

This is one of the best things about social media. You can monitor and measure the activity on your sites – using the page’s insights. By interacting with customers and looking at how they react to your individual posts, you can gain valuable information about your customers.

You can find out what their interests are, what their opinions are, what they like and dislike. All information that can help you understand your audience and what they want from you.

Be an expert

I touched on this briefly earlier, but by posting well written content, quality images, and video etc., your audience will start to look to you for information and you will become an expert or leader in your particular field.

Social media platforms are the idea place to set yourself up as an expert. Being able to directly speak to your customers also creates a rapport with them, a relationship that you will both value. This could lead to you becoming an influencer.

Conclusion

Social media marketing needs to be done correctly and consistently. If you follow all the points mentioned in this article, you will find that you increase your brand awareness. Your followers will see you as an expert, will enjoy the interaction they have with your business and they will become loyal followers and customers

How Copyright protects your work

Copyright is what protects your work and prevents others from using it without your permission.

It is automatically applied to your work, so you don’t have to pay a fee or apply for a license.  Copyright is automatically applied when you create:

  • Original literary, dramatic, musical and artistic work, including illustration work and photography
  • Original non-literary written work, such as software, web content and databases
  • Sound and music recordings
  • Film and television recordings
  • Broadcast
  • The layout of published editions of written, dramatic and musical works

You can put the copyright symbol on your work, alongside your name and the year, e.g. ©Cindy Mobey 2021. Even if you decide you don’t want to do this, or if you forget, it doesn’t affect the level of protection you have.

How long does copyright last?

It starts as soon as you’ve created your work and expiry date is anywhere between 50-70 years after creation, in some cases 50-70 years after the death of the creator. This depends on what you’re creating, be it music, literary, broadcast etc.

What happen if I breach copyright?

The one thing I always talk about to my clients is copyright. If you are writing a blog, or creating content online, for social media for example, you should NOT just use any image you see on Google. Most images on the internet are protected by copyright and you could face legal action and substantial fines if you are found out. I always say to use the free image sites, such as unsplash, pixabay or pexels. These images, in the majority of cases, come with a commercial license, so it’s OK for you to use them for commercial purposes – such as your blog or social media pages.

Breaching copyright is also very damaging to your reputation. If you’re a small business, we all know how important it is to be trustworthy and ethical. Being found in breach of copyright could seriously undermine the trust that customers put in your business. They may wonder if you’re honest in other aspects of your business. So, it’s really not worth the risk.

Copyright Policy

If you have a website, it’s a good idea to have a copyright policy. This policy just basically tells people that your work is your own and that they can’t copy it etc.

This will then protect you from anyone:

  • Copying your work
  • Putting your work on the internet
  • Performing or playing your work in public
  • Renting or lending copies of your work, (books for example)
  • Adapting your work for their own use
  • Distributing your work, or copies of your work, regardless of whether they distribute it for sale or free

It can be very tempting to just copy something or copy and paste that cute image you see, but it’s really just not worth it.

If you’d like to find out more about international copyright log into the IPO Information Centre – information@ipo.gov.uk

How to write email sequences

An email sequence is a series of emails, usually automated, to go out a few days or weeks apart. The content of the emails must make sense to whoever signs up for it, and be engaging in order to entice them to open following emails from you.

The benefits of having an email sequence is that it:

  • Makes it easy to nurture your subscribers with your content
  • They help you to pitch to your subscribers and sell your products or services at the end of the sequence
  • Helps you create a relationship with your subscribers and build that all important trust
  • Aids in highlighting your best content on your own terms and in the order you want to send it

Before you start, you need to know what your goals are in setting up your email sequence – what do you want the end result to be at the end of the sequence?

What’s your goal?

It might be that you want to get a sale at the end of the sequence; it could be that you’re looking to turn them into a regular client; you might want them to join your course or join your social media group; you might want them to sign up to your masterclass

Whatever you want that goal to be, make sure you are very clear about it. If you set up a sequence without an end goal, you could be wasting your time…your subscribers won’t know what to take from each email and where and what you’re trying to get them to.

If there’s no direction with your sequence, it shows in the copy or content that you create, and can feel disjointed.

You want your emails to establish your authority on a particular subject, maybe want them to join your community and you definitely want to establish yourself as an expert and build trust with your subscribers.

How many emails do you need?

Think about your goals and how many emails you need

This is really quite a personal thing…I’ve seen blogs and articles that say you must have seven emails – others that you must have five or three. It depends what your end goal is and how long it will take you to direct your subscribers in that direction, so there’s not standard answer to this question…in my opinion!

All I would say is that each email in the sequence needs to inch your subscriber closer to the end goal you have in mind. And it’s up to you to provide them with all the relevant information and resources they need to make that informed decision by the time they get the last one.

Before you start writing

There’s always preparation work to do, so this is what I would suggest you write down before you start…let’s use an example to help. Your goal is to have subscribers sign up to your course – How to market your business on Instagram.  

  • What are the pain points of your subscribers? What do they struggle with in relation to marketing on Instagram?
  • What words do they use to describe those pain points? You can get this by researching what questions people ask online…or from your own experience with feedback etc. You might see comments on business groups stating they don’t understand the algorithm, or the insights or maybe how hashtags work. This gives you answers to what you need to include in your emails, when describing what your course will achieve.
  • Write down any experiences you have regarding marketing on Instagram. What turning points did you discover when marketing your business? What failures did you have and how did you overcome them? Do you have any success stories from people using your course?
  • Mistakes that people make when marketing on Instagram – or mistakes that you made
  • And why are you the best person to teach them all about this subject and what will your course give them that they didn’t have before?

Now you have the goals of your email sequence and what you need to include in your emails, you can begin writing.

Email 1

This is always a welcome email. If your subscribers have signed up for your email in return for a freebie, include the link to the freebie in this email.

The first email should always include WHY you are the best person to help them with this subject.

You can also write a very short introduction to yourself – NOT long and involved and telling them your whole life story! Just a couple of sentences.

Email 2 and all others you send

I always use email 2 to write a bit more about me and my experience in relation to the subject I want to sell them at the end.

I include five facts about me – not related to business, to show my human side.

Then start weaving in various stories, experiences etc., linked to your subscribers pain points.

Each email you send should include a main point, or teach your subscribers something, or give them one strategy.

Don’t go straight in for the kill and talk about your end game (the Instagram course), but rather lead up to it, teasing and intriguing them and hinting about what you’re inching them towards.

Close each email with a question or an intriguing lead into what the next email will cover. For example, using our Instagram course, the question could be.

‘Do you know the #1 mistake people make when marketing their business on Instagram?’ Look out for the answer in my next email.

This keeps their interest and they’re more likely to open the next email if they want to know the answer.  

Frequency of email sequence

OK, so you have your goals, your plan and your emails written. Now it’s time to decide how far apart you’ll send each email. Again, this will depend on how many you’re sending.

Subscribers will always get the first email when they sign up for your freebie – the welcome email. It’s a good idea to send the second one within a couple of days, and then the rest depending on how much content is in each email and how many they are. You don’t want a sequence of 10 emails being sent 1 day apart. It will clog up someone’s inbox and they’ll soon get fed up with seeing yet another email every day. So, try and space them apart. For example, you might be giving exercises or workbooks/worksheets for your subscribers to complete, so you’d need to leave a good few days, or even a week, for them to have time to complete them.

The technical side

Now, you’re ready to actually set up your email sequence. There are loads of providers out there. I’ve used MailChimp, Convertkit and Mailerlite and they all have their merits.

These sites give you the option to set up an opt-in for your course (or whatever you’re doing). An Opt-in is a box where your subscribers input their name and email address, stating they want to receive your freebie in return for joining your email list. Using a site like those mentioned above, once you set up the opt-in box, they’ll ask if you want a double opt-in, which is where an email is automatically sent to your subscriber, asking them to confirm their subscription prior to receiving your freebie and first automated email. This is a great idea as it’s compliant with the General Data Protection Regulations (GDPR).

When you set up your sequence, you’ll be asked to load your freebie and then you set up the emails. Each platform (whether MailChimp, Convertkit or Mailerlite), all have excellent training modules to help talk you through each stage of the set up or they point you to videos, where someone will show you.

Then you’ll set up the automation, so the platform knows when to send each email in the sequence.

This might sound complicated, and whilst it takes a bit of learning, it’s completely doable!

When sending an email sequence, it is also part of the GDPR rules that you offer each subscriber a way to unsubscribe if they so wish. This is automatically done for you at the bottom of each email if you use one of the platforms I’ve mentioned (and I’m sure, any other platforms that do the same).    

Now you’re all set to share the link to the opt-in on your social media pages, blog, newsletter, social media group, or any other email list you might already have. And you’re now set to marketing your opt-in to get people into your email sequence and hopefully, at the end of the sequence, your subscribers will buy your product or service, sign up to your social media group or course, or do whatever it is you’re trying to get them to do.

If you need help with setting up an email sequence or opt-in, drop me an email.

Website strategy to increase conversions

With all the problems that people seem to be encountering with social media sites at the moment, it’s now even more important to ensure that you have a website. Social media sites are dependent on algorithms and they decide who sees and who doesn’t see your business page. But if you have a website, you own it and your domain, and are in control of how it’s seen by your target audience.

The most obvious reason to have a website is to convert your visitors into customers. Your website is your shop front and, if your products or services are what your audience is looking for, you’re more likely to get customers that buy from you.

A good homepage

The first thing people will see when they visit your website is your homepage. It can feel a bit overwhelming to try and decide what you want your website visitors to see first and it’s really tempting to give as much information as possible on that first page. You want to show off your products, services, awards, contact info etc., but keeping your homepage (and the rest of your website) simple is the key to more conversions.

  • Keep text to a minimum so it’s easier for your visitors to scan the page and focus on the headlines.
  • Have good headlines
  • Don’t have too many tabs that people have to go into to find what they want, and keep the navigation simple
  • Have a clear message on what you want your visitors to do – this is via a Call to Action (CTA). Position this before they have to scroll, so near the middle of the page. This could be asking people to sign up to your newsletter or sign up to a service for free. It could be a direct link to your product page
  • Your homepage design needs to make it obvious what you offer your customers in a clear and concise way
  • Use your brand colours, but don’t overwhelm you visitors with colour – again, simplicity is the best way to go

Conduct a website analysis

website analysis

The first step to making sure your website is effective is to conduct a website analysis.

  1. Review your navigation bar (or tabs) to ensure that anyone visiting your site can easily find and access what they’re looking for – are they labelled clearly
  2. Look at the font sizes and colours – are they easy to read? Can any images be seen and do they load quickly?
  3. Check out your website on all devices – desktop, iPad or tablet and mobile – most people use a mobile these days and it needs to be easily viewed or people will find one that is.
  4. If you use Google Chrome, log into other browsers, such as Firefox or Bing and make sure it can be loaded easily from others, as well as the one you use.
  5. How long does it take for each page to load? People will lose patience really quickly if your site pages don’t load quickly.
  6. Look at your content – is it easy to understand, written in plain English and more importantly, written with your target audience in mind? Does it give them solutions to their problems and tackle their biggest challenges? Are your headlines attention grabbing?

Once you have all this information, you can focus on fixing anything that doesn’t work or that needs a little tweaking!

Search Engine Optimisation

The next thing to look at is to ensure that your website is optimised for SEO. This is all about making your website attractive to search engines, such as the browsers that your audience use.   

Use keywords and keyword phrases that are relevant to your business, and words and phrases that you think your audience will use when looking for your type of products or services.

Keyword research is crucial to your website being found and ranked on search engines. There are lots of keyword research sites out there that you can use – the Google Keyword Tool is a good one. It will help you find terms that are relevant to your type of business and help you understand how many people are searching for those terms online.

Once you have a list of your keywords and phrases, plan your content to include them. I don’t mean changing your content to absolutely stuff it full of keywords so that your content no longer makes sense or is valuable, but use some them to help your content – still make sure that your content is informational and entertaining, so it adds value to your visitors once they arrive.   

On-site optimisation – Another way to boost your SEO is to look at your headlines, Meta descriptions, images and image tags. Use keywords in these.

Link Building is another important factor. Search engines look for content links to help determine whether the content on your site is valuable. You can do this by submitting your site to different business directories, register your website with Google My Business, and to other browsers, such as Bing.

start a blog

Add a blog to your website, giving valuable information about you, your business, your special offers, competitions or discounts. A blog can help you be seen as an expert in your field. You can share the blog link to social media, which will help drive traffic from there to your website.

Set up an email list – if you haven’t yet got an email list, it’s a good idea to set one up, that your visitors can sign up to. This gives you their email address. You can then send them a monthly email giving details of new products or services, special offers or discounts. In order to be compliant with GDPR, you must get the permission of anyone who gives you their email address – they must know that you will be emailing them with your newsletter and it must be clear that this is what they are signing up to.  

Adding a pop-up on your site is the best way to get people to sign up to your email list – AND if you ensure you use the double opt-in, you will be  compliant with the General Data Protection Regulations (GDPR). As well as a pop-up, you can also set up a landing page, which entices people to sign up to your newsletter, by offering them something for free in exchange for their email address. This could be a checklist, eBook or pdf. It could be a recording, a podcast or instructional video. People like to get freebies and this is the ideal opportunity to do this for your customers and get something back in return.

Add testimonials – add a testimonial or review of your products or services on your website. It’s a good idea to put a testimonial on your homepage – this is social proof that you can be trusted and that your business is what you say it is – or that you do what you say you do. Generally, before people buy anything, they look at reviews or recommendations.

Images – make sure your images are good quality, clear and are not too large in size and don’t use too many. This makes your page slower to load. Use images in jpg format wherever possible as png format is slower. DO NOT take images from Google – they are often subject to copyright and you could find yourself with big fines. Use your own photos, or find images on a site whose images are free for commercial use. Sites such as unsplash, pixabay or pexels are good. When you add an image, add a caption to your image (this can be hidden), as this helps with SEO.

Paid ads – you can also use paid ads to boost your visibility and bring more visitors to your website. This could be through Google or through social media sites. You can also tailor your ads to a particular target audience by age, gender or interests.  

Although not done as much as it used to be, if your local area has a freebie paper or magazine, you could advertise in there too. This still works for a lot of people.  

Social Media

Social Media can help you in driving traffic to your website. Pick a couple of sites to focus on and use content to attract and engage your target audience. Don’t try and use loads of sites as being on social media is very time consuming, so ensure you do at least two sites really well…research your target audience, so you know which sites they hang out on and use those for your content.  

Keep your branding consistent on both website and social media, so your customers know that it’s you. As I said before, you can use social media to publicise your blogs – give your audience a taster sentence, then put the link to your full blog article. On social media, you can also show the human side of you too, by posting the odd personal thing – what you did at the weekend, or a photo of your pet or a family day out. This helps your audience relate to you on a more personal level and let them get to know you better.   

Contact details

Finally, make sure that visitors to your website know how to contact you. Give them your telephone number and email address. Make sure that this is prominent and obvious on your website, so that visitors don’t have to go searching for it. Usually, this is either on the homepage, on a tab at the top of the page, and also in the footer of your website. If your business has physical premises, make sure you include your business address.   

I hope this has helped you think about your website and how you can maximise the opportunities you have to convert your visitors to customers.

If you don’t yet have a website and want to find out about the best web hosting company for your small business, check out digital.com who have a fabulous list of the best hosting providers for 2021.

If you need help with your small business, feel free to email me – cindymobey@outlook.com

How to use Facebook for business

Facebook is a great place to showcase and market your small business. It is totally free to set up a business Facebook account – you just have to have a personal account first, in order to be able to set it up.

I’m not going to go into the setting up of the actual page in this post, but if you need help with this, there is a great, step by step tutorial by Facebook that is really useful.

If you want your business to really blossom on social media, then Facebook is an excellent place to do just that. It’s a great place to market your business and, according to Facebook,”creating a Facebook page allows more than 2 billion people on Facebook to discover your business – think of your page as a digital shopfront.”

What do I post about?

With Facebook, you can create many different types of posts. Each different type of post has its benefits and can engage your audience in different ways. I always suggest that people use the 80/20 rule. That is to say, 80% posts that are engaging, entertaining, educate or inspire your audience, and 20% sales. Your audience don’t want to just be sold to all the time – they want to engage with you and your business and this also helps your brand. Your social media strategy should include all of these types of posts. Let’s look a bit deeper…

Facebook Text Post

A text post is exactly what it says on the tin – just straight forward text only…just words, no photos, no videos, and no links.

Although this type of post is direct, I wouldn’t say this was great for business – especially if your strategy is to drive traffic to your website or directly speak to your audience to get them to buy or engage with you and your brand. But text posts can be good to share opening hours or availability, but be aware that the Facebook algorithm doesn’t really like text only, so your reach may not be good.

Photo post

Generally, photo posts see a higher engagement than text posts. You can use photos, illustrations or infographics to catch your customers’ eye, so you need to think about the images you use. There are lots of free image sites out there where you can source photos – PLEASE don’t use google images and just copy and paste. Most of the images on google are not royalty free and you could get into trouble with copyright issues.  I use pixabay.com or unsplash.com – these are free sites and when you pick an image, it tells you that the image is free for commercial use, which means you can use it for social media or on your website. Of course, you can choose to also take your own photos – especially good if you sell products.

Photo posts are great for product-based businesses, as you can really show off your products and you can show behind the scenes shots – anything really that will engage your audience.

Video post

Videos have even higher engagement rates than photo posts. You can do short and sweet video announcements or you can do longer videos to explain something, or to do a ‘how to’ post.

Video automatically plays in your feed, so you’re guaranteed to catch your audience’s attention.   

Facebook Live

Facebook Live video is, as the name suggests, a video that you stream in real-time or ‘live’. This is really popular and a great way to show your authentic self and a fabulous way to connect with your audience. Some ideas you could use would be an introduction video so your audience get to know you better; you could do a Q&A post to let people know more about what you do or your products; you can do behind the scenes video or product demos…in fact anything you can think of.  

Link posts

A link post is exactly that – a post that shares a link (or URL) with your audience. This is great to share your website or blog site. You just copy and paste the URL of your website/blog post and paste it into a Facebook post. The link automatically shows your audience a preview of the site with an image from that site.

You can also share links to other sites – interesting articles or links to events that you might want to share. Just make sure that you add some of your own wording before you click ‘publish’, so it’s personal to you and speaks directly to your target audience.

Stories

If you’re on Instagram, you’ll know that you can publish stories on that platform. But Facebook stories are also a great way to get the attention of your followers. Just like Instagram, Facebook stories are photo based, or short video posts. The photos appear for five seconds and videos can be up to 20 seconds long. Like Instagram, they disappear after 24 hours. It’s a good way to give a quick sneaky peek at something you’re about to launch, or use it for intrigue for a competition or contest.

Pinned post

You can ‘pin’ any regular post – pinning a post means that it will always stay at the top of your page feed, so it will always be the first thing that people see when they visit your page.

Once you have created the post, simply click on the three dots to the right of your post – you’ll see the option to ‘pin post’. Once pinned, the post will say ‘pinned post’ above it. You can change it whenever you like. It’s good for giving important information or instructions to your audience…or as a temporary announcement.

Facebook Watch Party

You can use this feature to screen a public video on Facebook in real time, so you and your followers can experience it together. It’s a great way to create a buzz for a new product launch – and this is often used to launch a music video.

You can promote your watch party by creating an event.

Create event

If you do events, for example if you are a musician and you’re playing in a local bar, you can set up an event to advertise it. Not only a great way to advertise, you can also invite people to your event, you can add photos and information so people know exactly where and when the event is…and what they will get.

Other options

You can also post job listings, special offers and you can even use the option to raise money for a charity.

Marketing your business on Facebook

Now you know how you can post on Facebook and the different ways to post, how do you actually market your business? I talked earlier about the 80/20 rule; 80% engaging, entertaining, educating or inspiring your audience and 20% selling your products.

It’s best to plan your content strategy, so you know what you are going to post and when. There are loads of different types of posts that will do all these things.

Engagement – you can engage with your audience by asking questions, or you could give them information about your products/services without doing the hard sell. Talk about the features or benefits of your products/services – what’s in it for your potential customers? What does your product or service do for them? How can it help solve their problems?

Entertaining – these posts could be something funny or interesting to share.

Education – ‘How to’ posts or teaching your audience something about your business or products/services.

Inspiring – this could be in the form of inspirational quotes, or you could include a link to an inspirational article that you like – or one linked to your particular type of business.

The final type of course, is selling – this would include images of your products, advertising what you sell or what your services are.

In a previous blog, I talk about the different types of posts you could incorporate into your content strategy – click here to find out more.   

How do potential customers find your page?

This is all about you engaging with your target market. You need to know who your ideal client is and what they like. Join groups on Facebook, via your personal page – there are several that are set up for Facebook to specifically help you engage with like-minded businesses and your target audience. For example, Hike Those Likes Market Place is a friendly group where you can meet other small businesses. They have regular, daily engagement sessions that you can join and leave a link to your business. Other people follow you if they like your business. Once they follow you, every time you post, it will appear on their timeline – and so everyone who has liked their page will also see your post.

You can use the search bar to search for your target audience and engage with their pages. Once you have followed them, you will see their posts. Comment on their posts – a pointer here is to be totally genuine – don’t just comment for the sake of it, but only if you are genuinely interested in what they have to say.

Facebook ads

You can also create an advertisement for your business on Facebook. This is all about getting your message in front of your target audience – those that are most likely to want what you sell or provide. There are different types of Facebook ads and targeting options. To find out more about ads, Hootsuite have a great guide.  

And finally, measurement

How do you measure whether or not your posts are successful? You can find this out by using Facebook analytics or Insights.

Facebook Insights will let you know which types of posts work best for your business. It measures things such as:

  • likes/follows
  • reach – how many people saw your post
  • engagement – how many people liked, clicked, shared or commented on your posts

It also tells you which posts result in people who ‘unlike’ your page.

Conclusion

Facebook is a great platform for small businesses and if you put in some time to understand how it works…and more importantly, what works best in terms of post type and frequency etc., you really can take your business to the next level.

If you need help with your Facebook business page, please feel free to contact me.

cindymobey@outlook.com