Tag Archives: marketing

Creating problem solving content for product-based businesses

Over the past few weeks, I’ve had a lot of people ask about how to create problem solving content. And why would you need to do that, especially if you’re a product-based business? There is a lot of information out there about problem solving for service-based businesses, so this article is for all my product-selling followers! And by writing this and creating social media content around this subject, I’m creating problem solving content!

What is problem solving content and why do you need it?

The first thing I want to say is that you need to address your customers’ problems or pain points, without them feeling you’re giving them the hard sell. This is a real turn-off!

With social media being such a popular medium, it makes sense to have some engaging content that makes them think. Everyone loves to read a story and people love to be able to express their opinions or join in with a debate, so let’s look at how you can address this.

Problem solving content captures your followers’ attention by giving them an answer to a particular question or concern they might have. And provides tangible examples to illustrate your points.

Why do you need it? It helps your customers and potential customers imagine how they can use your product and that it is something they NEED in their life! Being able to picture themselves using your product and the benefits it brings is half the battle to getting a sale.

Understand your audience’s problems.  

I know I bang on about this all the time, but the first step to creating the content is understanding what problems your customers may have. This once again boils down to knowing your target audience and what challenges they face, what they might be interested in and any obstacles they might have (or excuses) for not being interested in what you have to offer.

One of the ways to obtain this information is to ask questions or conduct polls on social media, asking for feedback from your audience. For example, you may have a very popular product – ask WHY your customers like this particular product.

And ask what else they would like to see from you.

Give your audience solutions they understand and can relate to.

Once you understand the problems or worries your audience has, it’s time to think of ways to show them the solution – one they will understand and be able to relate to.

Don’t just tell them how to solve a problem, show them. You can use case studies, examples from reviews or recommendations, or an online tutorial or short video to illustrate how your product can solve a problem. This helps make your content interesting, engaging and gives them ideas as to how your products can be used.

Let me give you a few examples for different kinds of products:

You sell jewellery – it’s always exciting to show images and maybe slide shows of your jewellery, but if you have a customer who has bought something from you for a particular occasion, ask them to send you a photo of themselves wearing your jewellery. You can then use their review with a photo – it packs more punch.

Give ideas as to how a particular piece of jewellery could work. You might sell earring and necklace sets that would be perfect for a bride to wear on her wedding day. Photograph those sets with a wedding inspired background – if you use Canva, there are wedding inspired backgrounds you can use. Then, instead of just focusing on the bride, why not show other sets that may be in different colours that could be gifted to bridesmaids? If you do jewellery with different length chains, you can say that in your content.

If you make your own jewellery, show the process in step-by-step photos or be brave and do a time lapse video, stating that you offer a bespoke service for those special pieces or gifts.  

You make hair accessories – you can use all the same ideas as for jewellery, but also you can include children in your marketing. Children love hair accessories for many different occasions, such as going to school (could you offer scrunchies or hairbands in school colours for example?), or the same with a bit of bling for parties.

When you are advertising your products, show or give ideas as to how they can be used. If you do adult accessories, (as someone with long hair that gets in my way), you could push the angle of headbands/scrunchies are not only stylish and pretty but keep your hair out of your face when you’re gardening or at the gym.

You sell gift items – this is a broad category. You might sell soft toys, handmade items or personalised items, or a host of other things. But the principle is still the same. Give potential customers ideas on how they can be used and what events they could be used for. This could be birthday’s, Christmas, Easter, Valentine’s Day, Mother’s Day, Father’s Day, birth of a baby, christening, wedding – the list is endless. But if you have products that could be adapted to all these special dates, you have a bigger market for your products.

If you have safety features or must have safety certificates for your products, mention this, so people are happy that a product is safe to gift to children for example.

You sell beauty products, personal products, or home cleaning products – there are lots of ways to show and tell that these products solve problems. For skin products or personal products, it could be that it will make your skin glow, help with skin problems, is an effective deodorant, softens your skin after shaving – the list is endless. The key here is to do videos of you using the products or having lots of before and after photos from customers, or photos of customers using your products. Reviews about how it helped solve a particular beauty or personal problem will also give you social proof that your products work and are worth investing in. Tell customers that they don’t contain any nasty chemicals and if they are allergy friendly.

The same applies to cleaning products – are they eco-friendly and don’t contain harsh chemicals?  Do they work? Create videos showing you using the products, for example on a sink – before and after. Use customer reviews to give you social proof.

I could go on with all the different types of business out there, but the principles are the same, no matter what business you are in.

Be honest with your audience.

This goes without saying, but transparency is really important. Be honest about what customers can expect from your products and their solutions. Don’t promise something you can’t deliver or you’re not sure is correct.

Always set realistic expectations.

Engage with your audience.

This is more important than a lot of people realise. Talk to your audience. When they make a comment on your post, always reply to it and if necessary ask questions and engage in a conversation. If someone asks a specific question, answer it or if you think it might be more personal, reply that you will send them a private message – and ensure that you do!

Ask for feedback on your products, your content, your videos and ask if there is anything else your audience would like to see.  

Do you write a blog or have your own newsletter?

If you write a blog, you can use it to go into more detail about a particular product. A post on social media shouldn’t be too long or people won’t read it, but if they read your blog or have signed up to your newsletter, you have a captive audience, who WANT to know more or find out more about you and your business, including your products.

So, if you create a post that you could give a lot more detail about, write a blog post about it and advertise that on your social media account. And if you have a newsletter, include a paragraph every time about one of your products and how it solves a problem. Again, you can advertise this on your social media posts. This not only offers a more in-depth service, but it also directs traffic to your website or blog.  

Final thoughts

You need to know your target audience and what they want. You must understand what kind of problems they have that your products can solve.

If you feel you are struggling with how to create problem solving content for your business, I can help. Sometimes it’s a case of ‘two heads are better than one.’ I offer an hour’s brainstorming session, where we can discuss your business, find out more about your target audience and set a plan in place to create that problem solving content that will speak to your customers and ultimately get more sales. Either message me or drop me an email to make an appointment – cindymobey@outlook.com

Now, put your thinking cap on and get creative!

Find your niche and market, market, market

If you’re going to make a success of marketing your business, you need to hone in on what is the best niche for you to be in. What will sell well? What will make you the most money?

What is a niche market?

A business niche is a focused area of a broader market that your business specifically deals with. It doesn’t matter whether your business is in a unique industry or a saturated market, it’s really important to differentiate yourself from your competition, as this is what helps you to win your audience.

You might like everything you do, but in order to be a successful business, you need to be able to distinguish your brand from your competitors, find what you are really good at and establish yourself as a dominant leader in that area. Even the biggest names can’t be everything to everyone; there are always going to be those small groups of people who need a particular product or service not met by the bigger companies…which is where the small business can step in.

What are you good at? 

This first question is probably the most important. It’s not ‘what would you like to be good at?’ You need to be really honest with yourself – where do your talents really lie? What skills do you have? What do you enjoy doing? Once you have decided what you are good at, make a list of your skills and talent in that area. For example, if you love knitting, crocheting and sewing, which one do you excel in?

Once you know which you are best at…let’s say knitting for example, then you need to look at what skills and talent you have. So, it might be knitting baby clothes, knitting adult clothes, knitting toys – put the things you enjoy making most at the top of the list and so on, down to the ones you least enjoy.

What do potential customers need from your list? 

This is where you need to do some research. Of the things you are best at making, what is popular? You can look on Etsy, eBay, Shopify and Amazon – are the products you are good at making doing well? Make a list of the things people need from your list of what you do well…then look at these questions and do some research.

  • Do you solve a particular problem for customers?
  • Is your product(s) something that people will come back for time and time again? This is important for repeat business.
  • If there are other people selling the same as you, can you offer something unique that they don’t?
  • Who does your product appeal to? Can you expand that to include other groups? For example, if your product appeals to an older age group, can you make it more appealing to a younger audience. The bigger your product appeal, the more you will sell.

What will people pay for?

Now you know what is marketable, which do you think people will pay the most money for…put your products in order of price…from high to low. You now have your niche – your list of the products you like to make, that you’re good at making, that have a potential audience and that are sellable.

Market, market, market

Now you have your niche and know what is marketable, it’s time to actually market it. If you are a small business, marketing is all the more important as you won’t necessarily have a huge brand following, nor the money to spend on expensive and extensive advertising. So, part of your marketing strategy will be to stand out in the crowd. I wrote this article a while ago, but it is still relevant and will give you some tips on standing out in the crowd.

How to make your business stand out in the crowd!

Hopefully you will pick up some great tips!

You should try to spend at least an hour a day promoting your business…and some things are much easier than others – here are some quick-win tips to help you promote your business that don’t cost the earth.

  • Always remember that YOU are your business. No matter what you do or where you are, everywhere is a business promotion opportunity. Your image largely reflects on your business. Although we all try not to, most of us do judge people on our first impression of them…so make sure that you always give a great first impression.
  • Your social media pages are the obvious choice for this list – they don’t cost anything and you can reach your target audience by publishing the right kind of content that will appeal to them.
  • Always carry business cards as you never know who you might meet and if you don’t carry them, you could be missing an opportunity to get someone to contact you.
  • Can you leave flyers or business cards at places where your potential customers are likely to be…at the gym, hairdressers, beauty salon – places you know that your target market hangs out!
  • Talk to people wherever you go – if you’re in the Doctor’s surgery waiting room, strike up a conversation with someone…too many of us sit in silence in these places…do you take your children to sport events? If you do, you’re likely to be hanging around with other parents…talk to them. There are always opportunities to strike up conversations and promote your business.
  • Attend networking events…again, this puts you in front of potential customers face to face…sell yourself and your business.
  • Sponsor a local event or charity – or run a small event for charity in your own home or garden.
  • Host a seminar or training event and share your skills – a great way to get your business name out there.
  • Collaborate with another business which complements yours and vice versa. For example, if you do hair for weddings, you could collaborate with someone who does make up or flowers. Promote each other’s business on social media and on your websites.
  • Give your website/social media pages a facelift to keep it fresh and don’t forget to regularly change your cover photo and profile pics so they are up to date.

There are many other small ways you can promote your business and, as I said earlier, it doesn’t have to cost the earth – the most valuable thing you can invest in your business is your time.

If you have any questions, or would like to have a chat about your niche and target audience, contact me or message me on social media. Alternatively you can email me – cindymobey@outlook.com

Dos and Don’ts for your business Facebook page

Despite all the hype and buzz around TikTok and other social media platforms, Facebook is still the most-used social media platform in the world.

Facebook had 3.05 billion monthly active users and during the 4th quarter 2023, Meta reported that 3.98 billion people use at least one of their core products every month – core products being Facebook, Instagram, WhatsApp or Messenger. (Source – Statista.com)

This is great news for all of us small businesses who use our business page to promote our products or services. Facebook is an inexpensive, and largely free, effective way to connect with your target audience, but there are some things you should and shouldn’t do. This post looks at the dos and don’ts for your business Facebook page.  

DO

First, let’s look at some of the things that are advisable to do on your Facebook page.

  • Pick an easily recognisable image for your profile picture (either of photo of you or your brand logo). People want to know who they are interacting with. Don’t use photos of your pets for your business page – unless your business is about pets, and even then I would use a logo or you and your pet.   
  • Use your cover photo – feature an image that represents who you are and what your business does.
  • Ensure you complete the ‘about’ section of your page. This is your chance to tell your audience a little bit more about you and what you do – you could use your elevator pitch here.  
  • Develop a distinct voice for your Facebook page – so you sound the same as you do on your website and other social media pages. And don’t forget that you can use humour and show your personality!
  • Make sure you include links to your social media pages on your website, so people finding you there know where to connect with you on socials.
  • Post interesting and quality content – make sure that your content isn’t all about selling your product or service – use a variety of posts.
  • Post consistently on a regular basis. You can see from your insights when is the best time to post for your audience.
  • Post engaging images and ask questions to promote engagement, or do the odd fun post, such as those predictive text posts, quotes, or a funny meme.
  • Include links to drive traffic to your website, blog or newsletter sign up.
  • If you share other peoples’ content, ensure that it is relevant to your target audience.
  • If you are attending or arranging an event, post about it.
  • Celebrate your wins and share your successes.
  • Reply to and ‘like’ comments left on your posts.
  • Use hashtags to increase interaction – experts are currently recommending 3-5 hashtags on Facebook posts. Despite being allowed to use up to 30 hashtags on Instagram, the current guidelines (from 2023) suggest 3-5 – the same as Facebook. But you may find more work better for you on Instagram.
  • Mix up your posts with single image, multiple images, and video to gain the most engagement.
  • Check your post grammar and spelling and don’t forget a call to action.
  • This is a hard one but respond quickly and publicly to any customer that complains or leaves a negative comment on your posts. Don’t get angry or defensive and don’t get into specifics about the issue. Just respond positively and then take the complaint offline. This shows other customers that you care about your customers and are responsive to their concerns.    
  • Finally, measure your posts by checking your insights so you know which posts are the most engaging with your audience, or get you the most reach/comments/likes etc. You can then use this to plan your following week’s/month’s posts.

DON’T

  • Invite huge lists of people to like your page or get tied up in follow for follow posts. If people like what you do, they will follow you. Doing follow for follow may boost your followers briefly, but most will unfollow you after a short period, or just never bother engaging with your posts because they didn’t choose to follow you for the right reasons – and this is very damaging to the algorithm.
  • Constantly promote the sales of your products or services – use a variety of posts to keep your audience engaged.
  • Don’t completely flood your feed with posts – if you post several times a day, space them out.
  • Overuse hashtags. 3-5 is plenty per post – any more than that and your post could be seen as spammy. Put hashtags at the end of your caption rather than incorporating then into the caption itself.
  • Don’t post low quality images, memes, or information.
  • Don’t post anything that you wouldn’t like to see in your newsfeed.
  • Don’t be afraid to experiment with your posts to see which are the most popular.
  • Don’t forget to use your insights to help you plan posts.
  • Neglect to post at weekends – you don’t have to post on both days, but this is when most people are at home and scrolling social media.
  • Don’t use abbreviations or jargon.
  • Don’t ever ask for personally identifiable information.
  • Don’t engage in an argument on your business page – if someone has a problem, reply politely, and take it offline.
  • Don’t post anything that could damage the professionalism of your business or that could damage your reputation.
  • Finally, don’t get involved in engagement baiting.

Engagement Baiting

This could be a whole other blog post, but basically engagement baiting is goading people into commenting on posts without it being a meaningful interaction.

Facebook will prioritise posts that inspire back and forth discussion, but using engagement bait will be recognised and post will be demoted in the newsfeed.

Engagement baiting includes:

  • Vote baiting – asking your audience to give their opinion using a like, share or comment.
  • React baiting – Giving your opinion in your post, then saying ‘like if you agree’ – whoops! I’ve been guilty of this one without realising it!
  • Share baiting – Encouraging your audience to share a post if they agree with the content or share to win a prize or be entered into a contest.
  • Tag baiting – asking your audience to tag someone in the comments.
  • Comment baiting – asking followers to comment on the post.

I’m not sure I agree with all of these, but I guess it’s about the way you ask for things. Facebook’s guidance says that you can:

  • Ask for authentic input – asking for advice, recommendations, help or tips. And you can ask customer to share their tips for using your products or service or how they think they could be improved.
  • Ask questions as this promotes engagement and interaction. A study conducted by Hubspot found that posts that use the words ‘should, would, which, and who’ get the most comments and those that use the words ‘why and how’ get the fewest comments.
  • Post content that people want to talk about.
  • Provoke an emotional response – posts that surprise your audience or make then laugh, cry, or get angry.
  • Post a photo and ask for a caption.
  • Try and ‘fill in the blank’ post – this could be using predictive text or just from their own experience.  

There’s an awful lot to take in with this post and I appreciate it if you actually got to the end of it! As always, if you have any questions about this post or any of my other posts, or if you have any suggestions for future blog posts, please feel free to email me (cindymobey@outlook.com) or message me on messenger.

Managing your online reputation!

In the dim and distant past, the reputation of a small business was all about word of mouth. With no internet, reputation was based on you…how you conducted business, how you interacted with your customers and how your products hit the mark. If you got a negative comment, you would soon know about it, as most businesses were local, and you then had the chance to fix it.

Nowadays, most businesses, even very small businesses, have an online presence – be it a website, social media page or advert. Because of the internet, small businesses are not limited to local business; we can sell worldwide and reach millions of people at the click of a mouse…and businesses are open 24 hours a day, seven days a week. Although this is fabulous, in that you can reach millions of potential customers, it’s harder to manage your business’s reputation. If someone has left a negative comment somewhere on the web, you won’t always see it, but it can be just as damaging as a word of mouth negative remark. So how do you manage your online reputation?

Google your name

Have you ever googled your name or business name? Try it and see what pops up…you will be surprised…when I did it, there was information about me and my business, but also various events I was involved in years ago when I was employed in the UK. Also try entering your name into google images – that surprised me too!

Every single day, thousands of people are looking online for information about businesses or just a particular person, simply by typing their name into a search engine. With information about you and your business in the public domain, managing your reputation is crucially important. It’s not difficult to manage, but it does take time.

What if you find a negative comment online about your business? You’ll probably want to remove it. If the comment is something someone has said about you on their website or blog, contact them direct and politely ask them to remove it.

Set up Google Alert

You can go into Google Alert and request that you get an email notification every time your name is published online. Simply type google.com/alerts into your browser and open the site. Type your name or business name into the search box. Choose ‘show options’ to narrow the search to a specific language/source/region. Then select ‘create alert’ – you can choose to have alerts sent to you daily or weekly…and you can cancel at any time. I’m doing it for a month just out of interest to see who searches my name…could be interesting!

Be active on Social Media

Not all of us want to do this or have time to, but it is worth joining a few social networks – even if you just use them to fully fill out the profile pages. You don’t have to be completely active on them all the time, but if you add content once a month, this can help your online reputation. As well as the usual sites, such as Facebook, LinkedIn, Twitter and Instagram, there is also Tumblr, Pinterest and YouTube, which are great channels to be a part of. I belong to a few of them, but am mainly active on Facebook, LinkedIn, Pinterest and YouTube. One of my goals for this year is to be more active on these and a couple of other sites…even if only adding the odd article or adding a comment to something and why it is interesting to me.

If you do go onto new sites, fill out as much information as you can, especially your name – make sure you use your full name, not nicknames.

It’s also very important too, that if you do set up social media sites and potential customers contact you or ask questions, that you reply promptly. If you’re on social media sites, people expect you to be sociable! By posting regularly, asking questions, answering questions and giving advice, you’ll be engaging with people and eventually you will find you have a good and lasting relationship with your audience.

Be careful about what you post

There are times when we all take photos on a night out and post them to Facebook … but be wary of doing this as it could seriously affect your business reputation. The problem with social media is that other people can take photos of you and post them without your permission. If you do post pictures, remember to put a privacy setting on them so only your friends can see them. There is still a problem with this as social media sites are always changing their rules and regulations, so you can’t be sure that privacy settings are really private…or will be in future. I always used to tell my children when they were teenagers – don’t post anything that you wouldn’t mind your grandparents seeing or, for that matter, the whole wide world! After all, it is the World Wide Web!

If someone does post an embarrassing photo of you and ‘tags’ you in it, you can remove that tag … and there is nothing stopping you from contacting the person who has posted it and asking them to remove it.

Encourage reviews

The upside to having an online presence, such as a website or blog, is that you can encourage reviews of your products and services. This is great for your reputation as those that love what you do tell the world about it when they write a good review. However, there will always be the odd person who will give you a bad review or say something negative about you or your business. This is not necessarily a bad thing; the knee jerk reaction is to delete negative comments, but in reality, if you can address the problem publicly, taking a proactive approach, apologising if necessary and offering alternative products or solutions…or asking the person making the comment to suggest how you can address the problem. Often, this shows you listen to your customers and take action, which can only show you in good light. The worst thing you can do is to ignore it and hope it will go away, or delete it. My advice would be to always reply and try and address any issues. Often this turns a negative into a positive.

If you don’t monitor and actively improve your online reputation, you are missing an ideal opportunity to grow your brand, earn respect from your customers and hopefully build your business.

I hope this article has helped address some of the issues around managing your online reputation. If you have any other tips, please let me know – what would you add to this list?

Hashtags FAQ

If you run your own small business, you probably use social media sites to promote your products or services. We all know that Search Engine Optimization (SEO) is important in promoting your website and blog content, but what about HASHTAGS? Do they help?

What are hashtags?

Originally hashtags were used to help filter and organise conversations on Twitter, but they are now used on all social media platforms. A hashtag is the sign # followed by a phrase such as marketing, so would be #marketing. It’s a category that posts relating to that subject can be streamed into; anyone can use it for their content, be it a blog post, Instagram or Facebook post.

How can I use hashtags on social media?

A really easy way to get started is by using popular hashtags. One hashtag that I see regularly on Facebook and Instagram is #throwbackthursday or #tbt. This is used as a weekly theme by some Facebook groups where people and brands share posts, or experiences from the past. For example, they may post their first ever product.

There are different hashtags depending on what niche your business is in. For example if you are in the fitness business, you might use #fitnesstips #fitinspiration or #gymspiration to name a few….or if you are in marketing, you could use #marketingtips #marketingstrategy. There are thousands to choose from and research on what are the best hashtags for you to use for your business is crucial. If you go into Instagram and click on the search icon, you can type in a hashtag you think would suit your business – for me it might be #marketingtips. Then that hashtag group comes up, with hundreds of the most popular posts that have used that particular hashtag. Doing your research in this way can help you to decide which hashtags to use (if you are a small business with a small to moderate following, you don’t want to use a hashtag that has over a million posts, as your post is unlikely to be ranked under that hashtag. I try to stick to a variety, some that are under 50k – some 50k-100k – some 100k-500k and then others that are over 500k posts up to 1 million.

How many hashtags should I use?

How many you use depends on what social media platform you are posting on.

  • X (formerly Twitter) allows space for hashtags, but advise using no more than two.
  • Facebook advises using between three and five.
  • Instagram – you can use up to 30 hashtags, but most accounts use around the 10 mark. It’s up to you – I tend to stick to between 3 and 5.
  • TikTok don’t really advise hashtags as they can look spammy, but if you do, no more than three to five – but they should be used with purpose.
  • LinkedIn advises a maximum of three per post.
  • Pinterest state you can use up to 20 hashtags per Pin description, but it is advisable to use no more than 10.

So what do hashtags do for my business?

Hashtags are a great way to build your brand, boost a marketing campaign or sales campaign, and launch a competition or to just keep in touch with your target audience.

Using hashtags on Instagram and Facebook can really increase awareness of your business and engagement with you and your products/services.

They are an effective way to build your brand, for example use them to launch new products/services, share your promotional material or for just generating interest in what you do.

Hashtags are also great for creating a buzz with your website, spreading news and information about new products, events that you’re involved in or just creating hype for your business.

How do I find the right hashtag words?

It really is as simple as putting a search into Google. Just type in ‘popular hashtags for XXXXX’ whatever business you’re in – fitness, food, crafts, artist, and so on… a list of hashtags will come up. If you are using them on Instagram, as soon as you type the first hashtag, you will also see a list of other similar tags which you can also use. Try and avoid really long hashtags. When writing posts using hashtags, don’t forget to put links to your website as this will encourage more traffic.

Can hashtags help me find my target audience?

Yes, they can! For the purpose of this question, I’m going to talk about Instagram.

When you’re posting for your particular niche or business, you need to find the keywords that will be specific to your business. So, a generic term like ‘photographer’ or ‘blogger’ just won’t cut the mustard. You need people to be able to find out more about you, so for example on my Instagram account, I will post #marketingincharente as I am a Marketing Consultant and I live in the Charente…you get the idea! Or if you are a café, you could specify something on your menu, #fullenglishbreakfast and maybe the town you’re in. It’s more specific.

Being specific is what will help your target audience find you.

How should I use my hashtags?

Use a mix of hashtags on your posts to give yourself the best chance of being discovered and getting ranked on that particular hashtag. Here are some examples of the kinds of hashtag categories you can use:

  • Your industry – #smallbusiness #handmadebusiness
  • What you sell – #candles #babyclothes #smallbizmarketing
  • Your specialty – #vegancandles #naturalfabrics #marketingtips
  • Who wants to buy – #homedecor #babyshower #socialmediastrategy
  • Location – #candleslondon #babyclothesuk #marketingcharente
  • Event hashtags – #mothersday
  • Daily hashtags – #manicmonday #throwbackthursday

    The reason you use all these different types of hashtags is to keep your content in view for as long as possible. The most popular will bring a brief flurry of activity, then the moderately popular hashtags will kick in and your content will stay active on those for a few hours. Then your more niche specific hashtags will be noticed.

    Of course, you will also receive activity from your followers, so you are still reaching out to your existing potential customers, as well as new ones.

    Can I set up my own hashtag?

    The simple answer is ‘yes, you can!’

    But, there is a but! You cannot legally own a hashtag. If you find one that hasn’t been used, which will take a lot of research, you can register it. However, even registering the hashtag will not stop other people from using it – it’s not like owning a website domain. Registering just means you’ve staked a claim to that hashtag and adds you to the hashtag directory, where you can go into a bit more detail as to what the hashtag is for…you can write a description.

    How do I register my hashtag? 

    Once you have found a new hashtag relevant to your business, you can register it on sites like Hashtags.org

    As soon as you have registered it, use your hashtag ALL THE TIME! Use it a lot…as much as you can! At first you will be the only one using it, but after time you will find others using it for articles, posts or blogs that talk about the same subject.

    Do hashtags help with SEO?   

    Again, the simple answer is ‘yes’. Hashtags are basically keywords, so they help you to categorise your content and help social media users to find it. Using hashtags in your social media posts will give you more opportunities to have your content in Google search results.

    Finally, just be aware that hashtag use varies greatly with each social media platform so you need to be mindful of which platform you’re on!

    Happy Hashtag Hunting! Let me know how you get on, and if you find hashtag research all a bit overwhelming, give me a shout and I can help you with your hashtag strategy.

    What makes a good small business website?

    In this age of online shopping, online gaming, social media and the host of other ways we interact on the internet, if you have a business, a website is a no brainer.

    Why do I need a website?

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    The main reason is so that your business is showing up where your potential customers are….i.e. online! If someone is searching the internet for something that you sell, at some point they will come across your website. A website is like your shop front…but it is open 24 hours a day, 7 days a week. It sells your products or services even when you’re asleep, on holiday or otherwise engaged. So you could be missing out on potential business if you don’t have one. And with loads of different website-building platforms to choose from, that have online tutorials and community based support, it’s a fairly easy process.

    Other reasons to have a website include…

    • Your customers expect you to have one. People are generally inpatient these days and want instant access to information about what they want to buy.
    • 90% of consumers say that online reviews influence whether they buy a product or not. If you have a website, you can share positive customer reviews of what you sell.
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    • If you include a blog on your website, it will help you get your business messages across to your audience and shows a bit of your personality. It also gets information instantly in front of your audience, so faster than a printed ad or emailing brochures. Plus, you can put links to your social media sites.
    • You don’t need to be an expert in coding as so many website-building platforms offer tutorials and support.
    • Your competitors have websites…people use the internet to search for reviews and products they want to buy. If you’re not online, that business opportunity has gone.
    • A website showcases your products and services – you can use fabulous images, downloadable PDFs to help your customers and video tutorials about your products. This can give customers no reason to go elsewhere.

    On average, people spend 4-5 hours a day on a device attached to the internet and 97% of consumers go online to research and find local businesses. There are over 3.5 billion google searches done each day.

    You might think your business is too small to have a website or that you can’t afford to have one, but with the many self-hosting sites around these days, you can easily do a basic site for yourself. But to really stand out, it is a good idea to pay someone to do it for you. And it doesn’t have to cost a fortune…and is well worth budgeting for. The price of having a website is much better than it could cost you by being left behind in technology.

    What is a domain name?

    A domain name is the web address of your website – the name that users will type in to get to your website and how search engines find it.

    It’s very important to first of all choose the right domain name for your website because you will hopefully have it for a long time and it becomes part of your branding. You might want to have a domain that is your name.

    I use my name, along with what I do https://cindymobeymarketing.com/ for my main website. I use just my name for my blog www.cindymobey.blog

    I chose to use my name as in marketing, often people can remember a person’s name, but not necessarily a clever marketing business name. So, if anyone googles just my name, they will find 2-3 pages of what I do and have done in the past!

    It’s best to keep them as simple as possible; keep it short and easy to remember, avoid dashes and use a dot com whenever possible. There are loads of places you can buy a domain name – GoDaddy is popular, but I used WordPress, as my hosting site was going to be WordPress.

    Host sites

    There are several sites to choose from – my personal preference is WordPress. Usually, if you go for a paid website plan, you get a domain name included. I chose to use a web designer, mainly because I didn’t have the time to dedicate to making it look just right, and he looks after it for a very reasonable annual fee, so I don’t have to worry about updates!

    I’ve heard that Wix is a good host site, although a bit more restricted than WordPress, and friends of mine also use Squarespace or GoDaddy.

    What pages should I have on my website?

    Once you have your domain and host site, you’re ready to start building your website. Here are some tips you may wish to consider…

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    When people go onto a website, it needs to be easy on the eye and most importantly, easy to navigate. So, a clearly labelled toolbar is essential and information should be clear and straight forward – people don’t want to guess what you do, or have to work hard to find the products or services they want. You have a few seconds to make and impact, so it’s important to do just that. If they can’t find what they want on your site, they can click away and choose someone else.

    It’s important for a website to be friendly to all devices and most hosting sites let you see what your website will look like on a mobile or tablet device, so that helps!

    For a basic website, I would advise including…

    Homepage – This is the first page that people will see when they land on your website, so it needs to have maximum impact. Create a good design that entices customers in, so they want to explore the rest of your site. It needs to provide basic information,  so say who you are, what your company does and what you can do for your customers – what do you offer them? Also, where you are located – include a google map if you can to make it easier to find you, especially if you have premises. If you like doing videos, you could include a video explaining what you do and how you can help your customers.

    Contact page – Your customers will want to know how to contact you, so this needs to be prominent and clear. If you have Social Media pages, make sure that this information is up to date and consistent across all platforms. Information to include are your name, address (or area you are in), your email address, telephone number and the hours you are open for business. You can also include a link via google maps to your location and include links to your Social Media pages.

    Products or Services – your online shop. This is where you can give information about your products or services. Write a sentence or two as a description with clearly labelled prices and an image.

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    About – As it says on the tin, a little bit about yourself; if you have relevant qualifications, you can include them here and if you are a member of a professional body. The key here is not to waffle on about irrelevant information – it is good to add a photo of yourself, so people know who they are dealing with and you can also show your personality here by giving a little bit of personal information…just be careful not to get carried away! Your audience don’t want to hear your life story!

    It’s also good to put more information here about how you help your customers – what’s in it for them? This is what they’re really interested in.

    Testimonials – People buying on the internet like to know what other customers think of your products or services, so including testimonials is crucial. Whether you dedicate a whole page to them, or have them scrolling across the bottom of your page is up to you. Just make sure you have several really good ones!

    Blog – if you write a blog, or are thinking of writing a blog, then include it on your website so people can learn more about what you have to say. A blog can help set you up as an expert in your field, as well as help you connect with your customers.

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    Please note: Wherever you can, on all pages, use good quality images. Put a good, clear photo of yourself and of your products. They always say that ‘a picture paints a thousand words’ and that’s certainly true to keep your audience’s attention.

    Call to action

    A Call to action (CTA) or Call to benefit (CTB) is the opportunity for you to motivate your audience to engage with your brand and takes real steps towards becoming a customers. It might just be a ‘Buy now’ or ‘Find out more’ button. But it entices the customer to do something before they leave your website. You could use a button to point customers to subscribing to a newsletter, by offering a freebie or a discount if they sign up.

    A CTA/CTB gives direction to and creates a better user experience for your audience. It’s guiding them to the next step and customers expect them. If they’ve read about your business, like your products, they need to have easy access to what comes next. CTA/CTB buttons make it easy for your customers to buy from you, contact you… so you’re giving them what they want!

    Search Engine Optimization

    Search engines, such as Google, are what brings traffic to your website, so you need to ‘optimize’ your site. It’s important to add keywords or phrases in your headings, text, URL and Meta descriptions. For more information on SEO, click here. This will take to you the category SEO on my blog site, where you’ll find several useful articles.

    Look and feel of your website

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    It’s important to give some thought into what you want your website to look like. Before you design your site, look online at other people in the same field as you to get an idea of what your competitors do…you can then get an idea of what you’d like your site to look like. If you have a logo, the colours, font and style of your logo will determine the design of your website, so that everything is consistent.

    Once you know what colours and fonts you want, you can think about how you want it to look. If you have an idea from another site you’ve seen, then you can work from that. When I was thinking about the design for my site, I drew what I wanted it to look like, page by page, with notes on colour, font and what features need to be included on each page.

    Don’t make your site too busy as people won’t know where to look first – the old ‘less is more’ is good here!

    The most important thing is to enjoy setting up your website and playing around with all the features until you get what you want. The good thing about having a website is, that once is it all set up, it’s easy to change it as time goes on and your business evolves. If you haven’t got one, it’s definitely worth thinking about and investing in.

    9 ways to connect with your customers and grow your business

    Do you want to grow your business
    now and into 2019?

    Every year millions of us make New Year’s Resolutions – but nine times out of ten, by the end of January, those resolutions are a distant memory. If you run a small business, or indeed any business, I’m sure that a business resolution is to grow your business year on year. So, rather than only make resolutions in January, why not think about it now? Start putting plans in place to connect with your customers in a more effective way – if your customers feel a connection with you, trust you and get great customer service, your business will grow.

    Know and understand your customers
    Your existing customers are your ‘bread and butter’. You already know that they like your products or services, but do you actually know them and understand why they buy what they do from you? The simplest way to get this information is to ask them! Send a

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    Ask your customer for a review

    survey telling them you value their opinion and ask what they like or dislike about your products/services.
    If a customer has not given you a review, send them an email and ask them if they would, or if they prefer not to put a review in a public place, ask them if they would share their views with you on email. Good or bad, we can all learn from feedback.
    As a ‘thank you’ for completing a survey or giving a review, you could offer them a discount when they next buy your products or use your services. Customer loyalty is absolutely crucial to your business and this will encourage just that!

    Be accessible to your customers
    This goes hand in hand with point number one and really speaks for itself. The one thing I hate when I ring a company to ask about their product or to find out more information, is reaching that robotic automated response. I’m more likely to hang up than I am to

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    Listen to your customers

    wait. It’s so important, especially for small businesses, to be accessible to customers. They want to speak to you, a real person, and have a friendly chat and get advice, or to place an order. It might not be you, but maybe someone who works for you, but try and ensure your customers speak to a real person. It helps build good relationships and trust and, when the conversation is over, they leave with a good feeling, instead of frustrated at having to ‘press 1’ for this or ‘press 2’ for that. Make sure that your contact details are easy to find and in a prominent place on all correspondence, social media and your website. If customers can’t find you, they’ll go somewhere else.

    Make use of Social Media sites
    Nearly everyone these days, from youngsters to pensioners are online in one way or another. Make sure your business has a social media presence, whether it be Facebook, Twitter, Instagram or one of the many other sources. Check your social media pages a

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    Answer comments on social media sites

    few times a day, reply to any comments or questions on your business pages. Listen to other businesses and what they have to say and comment on their pages. Engage generally with as many people as you can – this will help you understand behaviours and new trends, which you may be able to tap into.
    The most important thing on social media is to stay focused – don’t get drawn into online arguments on your business page – keep it professional. Keep your page upbeat and positive.

    Spend time networking

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    Attend a networking event

    It’s important to meet other like-minded people, so try and attend a couple of networking events and meet other small businesses. Networking events are great for sharing business cards and flyers, talking about what you do and finding out what others in your area do. Fantastic for building new relationships, networking helps you connect with potential customers, employees and collaborators and even investors.

    Collaboration

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    Collaborate!

    This follows on nicely from networking. Find people you can collaborate with – for example, if you’re a hairdresser, you might want to link up with a make-up artist, so if you get booked for a wedding or special party, you can recommend a make-up artist…and vice versa. You can also share links to your websites on each other’s pages.

    Incorporate visual marketing into your strategy
    Use good images, live stream chats, webinars, videos and infographics to help promote

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    Make a video

    your business. Technology is always moving on and 2018 has seen a huge surge in this type of marketing. Don’t get left behind. There are loads of sites that offer free images or you could do a ‘live’ Facebook broadcast – it doesn’t have to be long. If you want to really connect with your customers, you could invite a small group to join you in a video chat to discuss what they like about your business and what might be improved. This would give you invaluable information.

    Give away free stuff!

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    Give a gift!

    Everyone loves a freebie. You could give a few samples of a new product and ask your customers to trial it and give feedback. You could simply give a free gift to loyal customers or offer them a discount for a limited amount of time. This makes them feel valued, it nurtures your relationship with them and keeps them coming back for more. They’re also more likely to recommend you to their family and friends

    Keep in touch with customers
    Try and find a regular way to keep in touch with your customers. This could be a monthly newsletter or email, a courtesy call after a sale or after they have used your

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    Keep in touch with customers

    service. Think about it – if you bought something from a small business and a month later they rang you to see how you were getting on with that product, it would make you remember them in future. A balance needs to be struck as you don’t want to be a nuisance, but a simple courtesy call can make all the difference and shows you care. If there is a problem, it gives you the chance to solve it and so delight the customer even more. They will remember this kind of service.

    Adapt and measure your business as it grows
    We get our customers from many different places and ways – don’t forget to look for new ways to contact potential customers. Look at old business plans as there may have been

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    Measure to see what works and what doesn’t

    something that didn’t work for you in the past that might now be perfect.
    Don’t be afraid to stop doing something if it’s not working for you – it’s no good flogging a dead horse. Put it on the back burner to return to at a later date.
    Don’t be scared to try new marketing ideas, learning about new social media channels, do a course on how to do video for your business. You will never know if something works if you don’t try.
    And ALWAYS measure what you do to see what works and what doesn’t. Monitor where your customers come from so you know what marketing sources work best for you.

    Finally, decide which way you’re going to take your business for the rest of this year and into next, write them down and update your existing business/marketing plan and incorporate into next year’s plans. If you don’t yet have a business/marketing plan, now might be the time to start!

    If you have any observations or questions, please contact me – I love to chat about different approaches to customers and marketing.

    An introduction to Search Engine Optimization (SEO)

    “SEO is the process of affecting the online visibility of a website or
    a web page in a web search engine’s unpaid results
    – often referred to as ‘natural’, ‘organic’ or ‘earned’ results.” 

    Wikipedia

    If you mange or promote any online content, such as a website or blog, then it’s important to know about Search Engine Optimization. In simple terms, this is how your content gets recognised and found by search engines, such as Google or Bing.

    How will I know if I can be found?

    That’s easy…simply type in your business name or your website URL into google search and see what comes up. If your website or links to your business show in the results, you are in the Google index.

    What if nothing shows?

    If the results don’t find you, then your site is not in the Google index. Google crawls billions of pages so I guess that sometimes it will miss a site, but if nothing shows it’s often for one of the following reasons…

    • You might only just have launched your website, so if that’s the case, Google hasn’t yet had time to find it – so try again in a few weeks
    • Your site design may make it difficult for Google to crawl the content easily
    • Google may have received an error when attempting to crawl your site
    • Your site isn’t very well connected from other sites on the web

    How to get your site on Google and Bing

    It’s free and very easy to register your business and be included in search engines.

    How to rank higher on search engines

    Keyword test

    keywords-letters-2041816_640OK, so you’ve tested whether you can be found, you’ve registered your business to make it easier to be found in search engines. Now you need to look at your website and ensure you have the right keywords and phrases in place.

    • It’s time to do some brainstorming – put yourself in your customers’ shoes – if you were looking for your services, what would you type into the search bar? Make a note of three or four things you’d type in – ask your friends and family what they’d search for and make a note of those too. The chances are some will be the same or similar and you’ll quickly see which words or phrases are most likely to be searched for.
    • Now, type those phrases into a search engine and find out where your website comes in the results. If you can’t find it after 10 pages, no one else will either. If you can, note down other sites that come up on the first page of each query/keyword or phrase. Are they similar to your business? Are they competitors? Are they local to you or national businesses?
    • Now it’s time to pick your top keywords/phrases…be realistic about these words as some will be very competitive and there will be loads of other businesses using the same keywords/phrases to keep their website at the top of the list.
    • Next, ensure your homepage contains those keywords/phrases. For small businesses who generally have one main page, add a couple of sentences that naturally describes what you do and weave in those keywords or phrases…but make sure it still makes sense. You don’t want an overload of keywords which don’t mean anything to your customers.
    • Then, wait for a couple of weeks and go back and search again on those keywords/phrases and see if your ranking has got nearer the top.

    Page or blog post

    • In order to show your customers you know all about the products or services they are interested in, write a new page or a blog post about that subject, again weaving in the keywords. This doesn’t have to be long…just a short 200-300 words. Keep the text straight forward and easy to read and don’t use the keywords more than two or three times.I used to work in a big office and when I had to explain something, I’d always think, ‘how would I explain this to a friend over a drink in a pub?’ I still do this and find it easier to write.
    • Then use your social media sites to post links to your new page or blog post. This serves two purposes; search engines will track these links back to your website, so improve your rankings; it’s a great way to let your customers and friends involved in your business
    • Ask your friends or any contacts you have to post something about you on their website – ideally using your keywords – you can do the same for them. This is known as a ‘link exchange’. It is not ethical to do it loads of times, but as long as it is relevant and provides value to your or your friend/customers business, it will work to help your rankings.
    • Search engines like sites with external links sending them to other sources or websites.

     Don’t get consumed with SEO!

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    • Although SEO is important in helping you get your website recognised on search engines, don’t let it overtake everything you do, so that your content becomes just a bunch of words. You still want pages, articles or blogs to be interesting to read, so you still need to keep your reader at the heart of what you write. This is what content marketing is all about; writing for your audience, but being aware of keywords. It’s also good to write content that has a long sell-by date – something that doesn’t ‘get old’ too quickly.
    • Also, keep an eye on those competitor’s sites that you identified and see what they do on their site and on blogs etc. to keep their rankings high.
    • Use internal links too. For example if you’re writing a new blog or article that includes a reference to something you’ve written about before, include an internal link to that previous blog or article. This not only helps rankings but also helps your readers find more useful or related content.
    • Use images and ensure that your images have labels or tags, which include your keywords

    Finally, have fun with your website and don’t get too obsessed with SEO. It is something that takes time, it’s not something that gives instant results. It’s a long term strategy that you can keep chipping away at. And never rely totally on search engines to get business…what would happen if search engines were abolished? Would your business still be able to operate? Things are always moving forward and changing, and whilst SEO is important, don’t get too obsessed with it and still have fun with your website and enjoy your writing.

    Embrace your business…and love it!

    It’s very exciting to set up your own business…if you’ve not worked for yourself before, it’s quite an adrenalin rush. There is so much to do…setting up your ideal working environment, buying the equipment you need and arranging it and of course getting those first customers and interacting with them. Whether you offer a product or a service, you have so many choices open to you. You choose when you go on holiday, what your days off are, what hours you will work, do you wear casual clothes or smart clothes? I guess the answer to most of these questions lies in what you actually do, but you get the gist of it…you’re upbeat, positive and full of energy.

    However, after the initial rush fades away, reality sets in. You may still be very positive and proud of your business, but there may be challenges you weren’t expecting. There will be things you don’t like doing, activities that you find deadly dull and there will be some things you find impossible to do yourself. It might be you don’t have a particular technical skill and there may be things that test your patience and clients who you find challenging! But you ARE still doing what you love to do and it’s important to keep the focus on that when times are tough. But there are things you can do to help alleviate the stuff that you hate or find too difficult or challenging.

    Delegate activities

    id-10040854If you are a creative person, you may find that everyday jobs like email, accounts, taxes, marketing, social media or marketing, a distraction from what you want to be focussing on. Hiring someone to do those jobs for you is a great option, and hiring in an expert gives you peace of mind that everything will be done to a high standard and you can stop worrying about it.

    Step back

    Take time out, at least once a month, to step back and look at what’s working and what’s not in your business. Can you streamline some of the things you do to make your business more efficient? Take time to plan what’s coming next, add new goals to your business plan as you achieve your old goals.

    It’s also important to take a break from your business – when you work for yourself, you rarely take time off as you’re constantly thinking about it. So, book some time away, have a holiday and switch off from work. You will return refreshed and raring to go.

    Join groups

    heart-3147976_640Running your own business can be very isolating and this can be depressing if you were previously used to working in a busy environment. There are always local groups of small businesses who get together to network, have lunch and generally chat about their businesses. Join some of those groups and meet other people … it’s highly motivating to talk to someone who is enthusiastic about what they do and that energy is contagious and will help you to revive your excitement about your business.

    Learn a new skill

    If there’s something you’ve been meaning to do, but just haven’t gotten around to, now’s the time to look at it. If you need to learn a new skill, get out there and do it…be it an online course or a short course at college or in a specialised work environment. This also gets you meeting other like-minded people and will bring a new facet to your business.

    New possibilities

    Is there something new you can do with your business? Is there a new market you can get into or new products or services you could introduce. There’s nothing like a new challenge to inject a bit of excitement and help calm down that restlessness.

    Put the spark back

    new-years-eve-1283521_640When you’re first in business, it’s like being in love. Exhilarating, exciting, stimulating. Then, after a while, it might feel like your business is losing its appeal, it’s become humdrum and a bit boring, as reality of day to day life sets in. It’s hard work and maybe not as financially rewarding as you hoped…and it makes you tired and irritable.

    heart-268151_640So what’s the secret to rekindling the love for your business? Remind yourself of all the good things…make a list of all that’s good about your business, the positive things it brings you. What really matters to you and what ignited that spark to be in business in the first time? And finally, never lose hope, being in business for yourself isn’t a bed of roses, but with a little bit of patience and effort, you can learn to love it again and keep it alive and kicking.

    What are your top tips for putting the spark back into your business? I’d love to know, so please feel free to contact me.

     

    Is your mind-set holding you back?

    think-2661191_640I came across an article online the other day about a slimming club. It gave the most amazing stories about people who had lost a lot of weight by changing the way they think about food. Then it occurred to me that this mind-set could apply to marketing. We’re all guilty of thinking that the hill is impossible to climb and that, in itself, puts obstacles in our way.

    After doing some research, I found that there are some marketing mind-set mistakes that are quite common – they’re definitely among the comments I’ve heard when talking to people with small businesses.

    • Marketing is mysterious and unpredictable. Lots of people feel that marketing is just something they can’t get their heads around. It’s something you either can do or can’t and it’s too hard to do it effectively.
    • Marketing doesn’t work for my business. Most of the time, this is not that it doesn’t work, it’s just that you may have the wrong approach or you’ve tried so many different things and had little success. This is a hard one, because it will feel that no matter what you do, nothing seems to work.
    • I’m rubbish at marketing. I’ve heard this loads of times from customers who come to me to help them. But the truth is that everyone can learn and improve by learning new techniques, sometimes very simple ones. There are very few small businesses who start out as great marketers…they just learn over time what works best for them and their business…and learn as much as they can about how to get better results.

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    Change your marketing mind-set to achieve more    

    Do any of the mind-set mistakes above strike a chord with you? If they do, you are one step closer to more marketing success – once you have identified what it is that is holding you back, you are ready to think about a new mind-set approach.

    • No matter what kind of business you have, be it a crafting business, shop owner, builder, hairdresser…you need to realise that as a business owner, you are constantly looking for new customers and trying to attract new customers, so you are already in the marketing business. You are a marketer!
    • Secondly, it’s important to believe that you can become more effective at marketing your business. You can learn how to do this, it’s not an impossible feat. It’s about being positive. I remember when I worked at a big insurance company in the UK in slogan-707017_640the Marketing and Communications department, I wanted to go for a promotion. In a meeting with my boss, she told me that if I wanted to go further and get my next grade, I needed to act like I already had that grade. So I looked at the criteria for the next grade and started learning how to do some of things that required and started acting like I was doing the job. After a relatively short time, I was promoted – my behaviours had changed and, instead of sitting there wishing I was the next grade up, I worked and thought as if I was already there. Applying this to small businesses, by learning the right marketing behaviours and practicing them, over time you will become more successful at marketing.
    • The most important point is that marketing your business is the key to growing your business. As you become more efficient and effective as a marketer, your business will naturally grow.

    A good start is to write down what your current mind-set is regarding marketing and then look at what you can do to improve your mind-set and change your current behaviours. If you need help with your marketing strategy, please feel free to contact me … I’ll be happy to help you.