Social Media: Don’t get left behind!

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Facebook is the largest social network in the world. Facebook allows individuals and companies to maintain profiles and share information. Basically, Facebook is an interactive way to keep in touch with people you know. Facebook is great for relationship building: answering questions, engaging with visitors and establishing trust with prospects. Current friends and even people you knew as far back as 20 or 30 years ago. Facebook allows members to post photos, links, stories and videos, which are then shared with their friends. According to the Facebook site more than 400 million people use this platform, giving companies direct access to multitudes of potential customers. Understanding how the business account works and ways to enhance your Facebook presence will allow you to create a viable Facebook marketing strategy for your business.

Businesses may enjoy Facebook for many different reasons including the easy integration options and free advertising opportunities. Prior to the Internet, the main avenues of advertising were radio or television commercials, printed ads in newspapers or magazines, direct mail marketing and word of mouth. Many of these avenues can be extremely expensive, so businesses saw a great alternative in Facebook “pages”. Facebook is popular because it connects people around the globe. It’s a place where you can share what’s happening in your life with a single sentence. It’s a place where businesses can find new customers and interact with their customers quickly and easily. With twenty million new applications being added to Facebook every day, it’s clear that this social giant is not going anywhere!

Understanding Why Your Business Needs a Facebook Page

The best (and easiest) way for you to empower your organization on Facebook is to get a Facebook Page. A Page serves as a home for your business, as well as a place to notify people about upcoming events, provide your hours of operation and contact information, display news, and even display photos, videos, text, and other types of content. Pages also allow you to carry on conversations with your customers and prospects, providing a new means of learning more about what they want from your business.

Facebook Pages are visible to everyone online, regardless of whether that person is a Facebook member. This allows search engines, such as Google and Microsoft’s Bing, to find and index your Page. This can improve your company’s positioning in search results on those sites.

Here are a few important components that make Facebook Pages the core marketing tool for all kinds of businesses:

  1. The Wall: The Wall tab serves as the central component of a Page and allows you to upload content such as photos, videos, links, and notes. These actions generate updates and display as stories on your fans’ News Feeds.
  2. Like button: When someone clicks your Facebook Page’s Like button, she is expressing her approval of your Page. She becomes a fan of your Page, and a story appears in her News Feed, which is distributed to her friends who are then more likely to like your Page.
  3. Status Update Field: This is the box with the What’s On Your Mind? text. If you want to push out a message, you can send a status update. Pages allow you, the Page administrator (admin), to send a limitless stream of updates (short messages up to 420 characters in length), which, in turn, appear in your fans’ News Feeds.
  4. Info Tab: Here is where more detailed information about your company is located, including your location and website address.
  5. Applications: You can customize your Page with a host of applications (apps). Facebook offers a wide range of apps that you can use on your Page, anything from contest and promotion apps to RSS feeds from your favorite news services.

Difference Between a Personal and Business Page

A Facebook business account provides the account administrator access to create pages and social ads for marketing purposes. Unlike the personal account, a business account can not access the profiles of people who like the business page and can not participate in friend requests. In contrast, a personal account can access the profiles of all friends and can be found in searches. Many small business create a business page using a personal account to help separate the two online identities and keep the more professional correspondence connected to the business page.

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Customer loyalty starts at home

02_BIn discussions and training sessions with clients I often remark that there is a strong correlation between staff loyalty to the business and client loyalty to the business. Often, companies treat these two issues as if they are distant cousins or completely unrelated, but in reality, customer loyalty is the offspring of employee loyalty, and it always needs to be put first.

Empirical studies suggest that employee loyalty and customer loyalty run on parallel paths –  as one ebbs and flows, so does the other.  While correlation and causation are two completely different things, the link between the two is indisputable.  Think about the role that a consistently excellent customer experience plays in building customer retention and loyalty.  But how do you ensure that you are building employee loyalty so that you can, in turn, build customer loyalty? Here are some tips to consider:

Articulate
Make sure that you articulate your expectations to your employees.  Don’t take anything for granted.  You’d be surprised at the number of employees who don’t acknowledge or offer assistance to customers as they encounter them.  If you want your employees to greet and acknowledge customers, articulate that expectation to them – and reward it.

Communicate
Let your employees know how their behaviour impacts your business.  If your establishment is ranked high on customer loyalty, let them know that.  If you’ve had a particularly successful business month, share that information as well.  It gives them a source of pride, and you an opportunity to communicate the role their contribution plays in the success of your business.

Demonstrate
Always lead by example.  In a recent blog post, I mentioned how impressed I was with the level of service I experienced a specific professional service firms recently. Ons of the directors acknowledged customers as they passed in the aisle and proactively offered assistance to those who looked as if they had a question or needed help.  Your employees will follow your lead, so make sure you are exhibiting the same behaviour that you expect of them.

Motivate
I believe employers should engage in regular one-on-one sessions with employees to gather feedback and understand their motivations and aspirations for growth.  We recommend at least quarterly sessions that are separate from performance evaluations. Understanding how they want to grow and advance doesn’t necessarily mean that you have to have open positions into which your employees may be promoted.  Use special projects as a motivator.  Giving special assignments to employees will help them develop professionally and give you an opportunity to get stuff done.

Appreciate
Just as you wish to acknowledge your appreciation of your customers, you should acknowledge your appreciation of your employees – particularly those who go above and beyond the call of duty.  Creating an incentive program to reward exceptional customer service works well and reinforces the desired employee behaviour.

These are just a few suggestions.  Do you have some examples of what has worked well in your company?  Share what you’ve done to engage your employees and build their loyalty.

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Motivation in the workplace: A success recipe that works

03_B“Managers can create an environment which inspires and motivates employees.”

The pursuit of motivating agents forms a large part of the employer’s role, yet the nature of what exactly is involved in motivation, is often misinterpreted by both employers and employees. Most of us have come across people who perform their jobs by doing as little as possible. They are the latecomers and early leavers. They fail to keep deadlines and when it comes to completing a task, they do the minimum of what is expected of them. They are the kind that you will find in the tearoom most of the time and who will often make negative comments about their job. We are also familiar with individuals who give 110 per cent when undertaking any project. They are punctual and hardworking and they approach new projects with a positive attitude rather than complaints.

Why is it that these two types of employee differ so much? The answer is motivation. Motivated employees have a need and a drive to succeed, to deliver the best regardless of the project. Demotivated employees are less concerned about their work performance and are prepared to complete tasks with minimal effort.

Motivation stems from psychological factors within the individual, but can also be caused by factors in the workplace. In the work context it is important to know how employees’ task inputs can be applied together with the inputs of their superiors, to benefit the efficiency of the employee. Motivation is a process involving the effectiveness of behaviour. The process is brought about by factors that activate behaviour and direction, and it requires perseverance and sustained effort that will influence behaviour. Research has identified several factors that play a role in giving direction to a person’s drive and in his/her persistence with motivated behaviour. This includes both internal and external enablers.

What is motivation?
Motivation is the psychological function that causes an organism to act in the direction of a desired goal and it elicits, manages, and maintains distinct purposeful behaviour. It can be regarded as a psychological driving force which compels or strengthens an action towards a desired goal. For example, hunger is a motivator which elicits a desire to eat. Motivation appears to be rooted in physiological, behavioural, cognitive and social areas. Motivation may manifest as a basic impulse to optimise well-being, reduce physical pain and maximize pleasure. It can also arise from specific physical needs.

Why do people work?
There are several reasons why people work. People do not work just for the obvious reason which is to earn an income, but also because work plays an important role in the development of self-esteem and identity. In modern society the work that people do largely  determines who and what they are;  it determines their status in the community, where they live, with whom they associate, and who is associated with them. It is also an important factor that people use to judge each other and themselves. A wide range of human needs are met through work. The most important is the need for affiliation and a sense of competence, success, power, control, pride and status. A major challenge for business owners and managers is to know and understand the needs of their employees.

What motivates employees?
Motivation is certainly a commonly used concept, yet there are many different theories about it. For the purpose of this article we focus on the intrinsic (internal) and extrinsic (external) methods of motivation for professionals in the workplace. There is a universal desire among top management to encourage and promote performance. Good performance comes from strong employee motivation. Managers cannot motivate employees, because motivation is an internal state, just like emotions and attitudes, and it can only be controlled and managed by the individual. But managers can create a work environment that will inspire and support strong motivation among employees.

  • Extrinsic methods are external to the task and are administered by someone other than the employee. An example is a manager who accords recognition to employees and can recommend an increase. Extrinsic motivation refers to the performance of an activity in order to create outcomes; the activity can be intrinsically motivated.  Extrinsic motivation originates outside the individual. General extrinsic motivation usually comes in the form of rewards.
  • Intrinsic methods are directly related to the task and are controlled by the employee. An example is to feel pleased about the achievement of a deadline or to exceed set standards or goals. Intrinsic motivation refers to motivation that is driven by an interest or enjoyment derived from the task itself. It exists within the individual rather than as a response to external pressure or a desire to reap a reward. Individuals who are intrinsically motivated are more likely to voluntarily engage in a task. They will invest time to develop their skills in order to build and increase their abilities.

Conclusion
Motivated employees have a drive to succeed no matter what the project entails. Managers cannot motivate employees but they can create an inspiring environment that supports strong employee motivation.

Motivated employees have a drive to succeed regardless of what a project entails.

When management seeks to create an inspiring working environment, they must be aware of certain characteristics of today’s work environment which affect employee motivation:

  1. A declining emphasis on money
  2. An increased workload
  3. An increased need to work together in teams

By taking these and other factors into consideration, management will be able to create an environment that encourages employees desire to succeed. Employees should also make a contribution by being open-minded and working with management to improve the work environment as well as their own performance.

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The importance of newsletters as a marketing tool

04_BNewsletters are an extremely valuable marketing tool used by ourselves as well as by our customers.

One of the most important tasks for a business is to maintain contact with its customers. Developing a newsletter program with a solid audience will prove to be a very important marketing asset for the duration of your company.

Think about how on any given website you only have a few seconds to capture the attention of a visitor before they are gone forever. Developing a strategy to attract new customers and retaining existing clients is crucial to successful marketing. Maintaining a company blog is a great way to get your personal message out to many viewers. But a blog is a passive effort, meaning a user must navigate to it in order to get the message. Transforming a passive blog into a pro-active newsletter program is a logical step.

If you don’t have a newsletter, here are ten reasons you should:

  1. To increase awareness. Your newsletter should give enough information to create awareness about what you are offering your customers. People should get a good idea of how it would be to deal with you, or to buy your products, so that when they leave, they will feel compelled to find out more.
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  3. Position your brand. You should create the best first impression about your products or services on your newsletter. Customers tend to use your marketing and communication tools to form a impression of your business. Newsletters are an extremely strong marketing tool to differentiate businesses from one another.
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  5. To get more business from current clients. A newsletter is an effective way to let clients know about your other services and show them how they can benefit from those services, without being to “pushy”.
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  7. To get repeat business from former clients. People who used your services or bought your products once will purchase again–when they’re ready. A newsletter is a great way to stay in touch with them until they are.
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  9. To educate prospects. A newsletter that provides prospective clients with valuable information helps them make better decisions, allows you to demonstrate your expertise, and provides a mechanism for staying in touch with them until they are ready to hire you.
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  11. To generate word-of-mouth referrals. Newsletters have pass-along value. A good newsletter will be shared with an average of three other people, even more online.
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  13. To build your contact list. You can offer visitors to your web site a subscription to your newsletter in return for providing their email (and other contact information). When speaking or networking, you can offer to send your newsletter to people who provide you with their business card.
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  15. To establish expertise and credibility. Your writing helps prospects, publishers, reporters, meeting planners, and referral sources see you as the expert you are.
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  17. To provide content for, and traffic to, your web site. Your newsletter can drive traffic to your web site or blog. Your newsletter content can be re-used as content on your web site or blog, generating additional traffic from search engines and social media.
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  19. To shorten the sales process. People who respond to your newsletter are better informed about what you do and pre-sold on your ability to do it, in contrast to people who come to you via advertising.
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  21. To serve as a networking tool. Your newsletter is a tool to reach out to other professionals. You can interview them for an article, conduct a survey, ask them to write an article, or ask permission to put them on your mailing list.
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  23. To add value to your services. A newsletter can provide an added benefit for clients. Give clients “subscriptions” or added value to current services or discounts on products. Put a price tag on the newsletter but send it free to current clients.

A newsletter requires an investment of time, and possibly some capital, but the return on that investment can be substantial. If you want to grow your business, a newsletter is one of the most highly leveraged marketing activities you can do.

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Networking is Relationship Building

Networking is the process of making specific contacts and building upon them by following up. Often, lawyers or accountants approach networking as a one-sided ordeal, where they must answer the question, “So what do you do?” and pitch their services a hundred times in exchange for someone else’s business card. Perhaps they meet one or two people who seem lukewarm about their services, but rarely do they meet a hot prospect, and lawyers often leave the event feeling as if they’ve wasted their time.

Instead of approaching networking as something you “should” be doing, approach it as a way to establish long-term relationships. Networking is not a hard sell. It’s about meeting new people and tapping into their vast network of resources. Each of us has a personal sphere of influence of roughly between 200-250 people. Most of these people aren’t close, personal contacts of yours. Rather, they are people you who would recognize you on the street, or who you might invite to your wedding or send college graduation announcements.

More importantly, everyone you know also has a sphere of influence of that size, so every new person you meet has the potential to add 200-250 more people to your own network. While many of them won’t be a good candidate for your services, chances are, someone in their network will be. If you’ve worked to build relationships and have a keep-in-touch strategy with the contacts you make, you will be a good candidate for any referrals if someone in their network does mention they need the type of legal service you provide.

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Strategic Marketing: Value is in the eye of the buyer, not the seller!

More than ever, companies are coming under pressure to negotiate on price, to give the best deal possible, a “credit crunch special.” There are numerous tried and tested strategies for dealing with the all-too common obstacle of price, with the general consensus being to steer your potential customer away from price towards a discussion about value. But here’s the rub: it’s a lot more difficult than it sounds.

As strategic marketing consultants, we find that a many companies struggle to correctly identify a value proposition which will be sufficiently appealing to their buyer. What your customers value and what they are actually prepared to pay for it are often different. The question is: how to bridge this gap. We help our own customers to correctly identify just what their customers consider to be value for money by carrying out detailed research amongst their key targets. Only with an understanding of what it important to the end customer can you really start to create a valid value proposition which will be credible and resonate amongst your target market. Time spent on developing a credible proposition will save time further down the line and hopefully avoid any protracted discussions around price. What’s more, it’s same to assume that most customers already believe they are purchasing something of value and are willing to pay for something as a “fair equivalent” for their money. But what they are really looking for is “value-added”, in other words “good value”.

Whatever the price point you set, your customers need to believe that that what they are buying is actually worth more to them than what they are paying. In other words, when you come to define – or indeed, redefine – your value proposition, try to find things you can offer to add exclusive yet highly relevant value – all included in your very reasonable price! Once you have done this, you need to make sure you communicate these elements to your customers to further reinforce your value proposition.

By taking  the time to think about just what your customers value and how you can build that into your proposition, you can protect your pricing, stave of competitors and keep your customers coming back for more!

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Time to check your Marketing Strategy

What happens once you’ve got a clear idea of where you want to take your business and have a carefully crafted business and marketing plan? If it’s early days for your company then it’s time to think about developing a clear, concise marketing strategy to help you achieve your objectives. If you already have a marketing strategy, given the significant changes in the economic landscape over the past year, it’s also a good idea to revisit your strategy to check for relevance. You may well have been treading water for the past year or so in terms of marketing activity. But during this time, how far have you deviated from your initial marketing strategy in order to survive? And how do you get back on track?

Whether developing a marketing strategy from scratch, or helping clients find their way back to where they want to be, as marketing strategy consultants we ask our clients to think about three key areas:

1. Identify just how much your competitive landscape has changed. Have any new competitors emerged? If so, what are similar services of products are they offering? How have your existing competitors changed in how they tackle this new geography? Understanding how your existing and new competitors are looking to tackle the new landscape of 2012 will help you better position yourself in the market and ultimately better compete against all competitors.

2. Re-examine your target market. Time spent researching any changes amongst your target market in buying trends will give you a clear picture of who your customer is, what influences their buying decisions and what changes they are facing. Again, a clear understanding of your customers will enable you to position yourself appropriately and compete more effectively.

3. How relevant is your product or service? Whilst you may have been chasing every sale at all costs in recent times – and understandably so – this can sometimes dilute the unique set of  benefits you are able to offer. Rewriting your positioning statement can be a very useful way to make sure you are clear about what you offer, who to, and why people should buy from you. Being clear about what you offer makes it easier to communicate your particular benefits to your chosen target markets, making for more effective marketing.

Once you have a clearer strategic marketing direction, you can then set about developing appropriate marketing plans to bring real results.

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