Tag: Relationship Marketing

Top 3 Things to Know About Having a Business Page vs a Personal Page in Social Media

When it comes to social media, there’s two main components when it comes to visibility: personal visibility and professional visibility. Anyone with a social media account has some level of personal visibility on social media. While some small businesses use their personal feeds and accounts to market their business, most companies create a separate professional account or feed for their promotional posts. 

We are often asked: is it okay to post business content on our personal pages and do we really need a professional presence for our business on social media?

This is a good question. Here is our best advice.

No One Likes Spam

You are probably connected to a lot of people who have started a small business who use personal accounts to market their businesses products or services and who add you to groups (without notice), and private message you at random about their products wanting you to buy them based on the fact that “they have seen a result and you should buy because you trust them”. This is called spam. And no one likes spam.

Too many small businesses, especially MLM salespeople and network marketers, use their personal feeds to market their products and services. The idea behind this approach is many small businesses have a much bigger following on their personal pages than they do on their business feed (if they’ve set up a business feed at all). Plus, if you are selling for another company, there can be rules against representing yourself as more than just a salesperson for that business. 

While it’s a sound theory, it has some flaws. 

  • People, unless they are also trying to sell you something, don’t become your friend or follower on social media to get spammed by your advertising. This is an instant turn-off causing your followers to not engage with your posts and, therefore, teach the algorithm to not show them any of your content.
  • Just because they know you or are related to you, doesn’t mean that they are your target audience. You could be spending a lot of time and energy advertising to the wrong crowd.
  • Social media users are smart and they can see a salesperson a mile away. If you want to lose social media friends, start treating them like walking wallets.

You Don’t Own Your Audience

Facebook’s Terms of Service state clearly that you aren’t to use your personal profile for business purposes. If enough people report your posts to Facebook, they can shut down your entire account (and there goes your entire audience with it). 

Because you don’t own your audience, at any time, a social media account can change their algorithm, change their rules, or shut down completely – and your entire marketing list vanishes. There are popular social media channels that no longer exist today. 

It’s much better to provide value-added content that your audience enjoys and engages with and then convert those people to a platform you own – like your email marketing list.

At least with a business profile, you know those individuals want to hear what your business has to say and they are more likely to tolerate a few promotional posts or be tempted to join your email list than random folks on your personal feeds. 

What You Should Do Instead

Top 3 things you can do to build your professional social media audience the right way: 

  1. Network with people, actually get to know them and build trust through your relationships and knowing things about their lives. These are warm leads that will be more interested in what you have to offer. 
  2. Don’t add everyone to your FB groups, instead post about your group and ask people to join of they are interested.  You can even private message them, inviting them that way to join (but only ask once).  Give an incentive, offer a fundraiser to host your party or host an event with a collaborative partner to co-host something instead.  (P.S. – a Handwritten note or mailed invite goes a long way and is way better than spamming!)  
  3. Having a business page or profile will actually help you track numbers, sales, and engagement vs tossing spaghetti at a wall on your personal account to see what fits (and losing people you actually care about.)

Is it a struggle each month to create and post social media content for your business? Do you just not have enough time in the day to get it all done? The Social Media Advisor team are experts in helping you stay consistent online! We’ll work with you to create an editorial calendar, messaging, and branded images aligned with your culture and promoting your business so you don’t have to worry about it anymore! Find out more about our Monthly Social Media Support package on our website.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

What is the Difference Between Relationship Marketing and Lead Generation?

Business owners often enter social media marketing with the expectation that simply showing up and posting about their products and services is enough to convert strangers into customers. They are being told that they ‘need’ to be on social media because that’s the way to market their business and find more people. While this is certainly true, it’s also misleading. 

If you come to social media only to sell, you’ll walk away disappointed in your results. In fact, I’ve had many business owners tell me that social media marketing doesn’t work at all! I know when I hear this that this individual approached social media with a lead generation approach and didn’t take establishing and nurturing relationships into the equation.

When Social Media Marketing Goes Wrong

People have come to believe that you can use social media as JUST a marketing tool to sell your widget, product, or service.  This is false.  Social Media was always intended to be a social experience, meaning you were always to build a relationship through conversation and that these interactions could lead to a business relationship.  

Back when Mark Zuckerberg created Facebook, it was a connection tool for college students. It is still intended to be a connection tool today.  When people wonder why their $2,500 workshop doesn’t sell on FB, I tell them it is because it isn’t a low-cost widget and people want a bit of foreplay before they purchase something so big.  

To benefit from social media marketing, you must build relationships through consistent posting of value-added content (in other words, content that your target audience actually wants). When you try to sell something on social, offer a low-dollar way to engage with you (an online workshop, an informative, whitepaper, an interesting video or a way to opt-in and get something desirable). Once people opt-in or follow you, then you’ll need to nurture your relationship with them by creating a welcoming environment and posting content that encourages them to respond and engage with you.

Social media marketing is not advertising. It is not now, nor was it ever intended to be, a place where people go to buy stuff. However, with the right connection and relationship, you can, over time, convert your followers into buyers.

Lead Generation

In the days of old, salespeople worked a system called lead generation to drum up new business. You could create or acquire a list of leads and then reach out to those people through visits, cold calls, direct mail, and advertising in an effort to convince them to buy. However, the best salespeople will tell you that high-ticket items like coaching, masterminds, and retreats would require more than a cold call. For higher investments, there was always a need to establish a relationship with a lead by taking them out for dinner or drinks, inviting them to a ball game, playing a round of golf, and other means of wooing leads into becoming customers.

This same process is even more true for social media. You can run some Facebook ads for your $9.99 product to drum up interest and build your list but you will struggle to sell your $500 package to strangers no matter what marketing tool you use. Why? Because your audience doesn’t trust you yet.

Trust is the key to making a buying decision.

And you can’t build trust by spamming your audience with sales posts on social media or in emails. It’s a sure-fire way to get someone to disengage with you, lose trust, and forget you exist.

Relationship Marketing

If you are looking for a quick fix to filling your client list or selling out your program, class, or event – it doesn’t exist. Sorry to disappoint you. Marketing doesn’t work that way and neither does social media.

Relationship marketing is just the modern-day terminology for that old-school sales technique of getting to know your leads better and establishing a connection with people before going for the big ask. If you think of your audience as your own community, then engaging with and nurturing that community is paramount to success. Will there be people in your audience that take years to say yes? Absolutely. Some of them may never pay you a dime. However, they may mention you and what you do to a family member, friend, or co-worker. 

Once you gain attention from your audience and then earn trust, what you want will fall into place.

Is it a struggle each month to create and post social media content for your business? Do you just not have enough time in the day to get it all done? The Social Media Advisor team is experts in helping you stay consistent online! We’ll work with you to create an editorial calendar, messaging, and branded images aligned with your culture and promoting your business so you don’t have to worry about it anymore! Find out more about our Monthly Social Media Support package on our website.

 

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

How Can You Show Your Customers You Are a Thriving Business During a Pandemic?

During the first few months of the pandemic, many small businesses went quiet. They went quiet because they weren’t quite certain how to show up in a way that was respectful and appropriate for the situation. They were concerned about saying, posting, or doing the wrong thing at a highly sensitive and critical time. As the months passed, many companies pivoted or figured out ways to remain relevant and survive. Not all companies made it through. 

News and the media have flooded our feeds and it’s been difficult to keep track of our favorite bakery, nail salon, brewery, restaurant, life coach, etc. This is especially true for small businesses that haven’t been proactive about consistently posting and engaging with people online. Don’t assume that your customers know that you are still in business. Your die-hards will hunt you down but the rest are trying to get through each day, just like you. The only way your people will keep you top of mind and know that you are still in business is directly related to your commitment to posting online, sending your newsletters, and continuing with your marketing efforts.

If you’ve been quiet but are ready to get back in the game, here’s what we suggest:

  • Update your CRM software or email newsletter database and make sure it is current and then send out an announcement. Let your audience know what you are up to and what you’d like them to do next.
  • Post consistently to your social media channels at least 3x a week. This works best after creating an editorial calendar and marketing strategy. Contact us if you need support getting this set up.
  • Create some custom offers to thank your audience for their loyalty during this trying time to reward them for past business and encourage them to continue working with you, to sign up to work with you or to refer their audience to you.

Out of sight, out of mind is very real when it comes to running a small business. Do your brand a favor and start getting back out there. Your audience needs you to show up and show them the way.


Having a strategy in place for your social media postings will be key in developing relationships, staying relevant, and knowing how / what to post so you don’t run out of content.  By signing up for Quarterly Roadmap sessions, we will also cover the best ways to use ads and you’ll learn how to read reports so you aren’t wasting a ton of money. Instead, you’ll be strategic about your spending so you see results for your efforts. Contact The Social Media Advisor today to get started!

 

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

Commit to Relationship Marketing This Year

Often small businesses owners put a lot of time, attention, and focus on meeting and building relationships with new people. They don’t spend nearly enough of that energy on relationship building or retention with connections they’ve already made. 

If you want to encourage brand loyalty and stay top of mind with your current network, you’ll need a plan for that. While some people are natural connectors, it’s simple to let valuable relationship-building efforts slip through the cracks in the daily hustle of running a company.

Follow-Up Strategy

Wherever you go out and represent your brand in public, it’s likely you will meet people and establish connections. Whether it’s a cold lead, a warm prospect, a member of your target audience, or a potential collaboration partner – it’s essential that you follow up with the people you meet to stay top of mind and begin building that professional relationship. Common follow-up strategies include:

  • Bring a sharpie with you to jot down notes on the back of the business card of the individual.
  • Using a Customer Relationship Management (CRM) software to organize your contacts and notes.
  • Create a follow-up schedule and use a spreadsheet or software to keep you on track.
  • Create a sequence of actions that ensures you touch base with each person several times. This could look like an email, a handwritten card, a phone call, or an invitation to another event. 

Building Relationships

People want to be seen and heard. Do your clients know that you ‘get them’ and that you are in their corner – rooting and cheering for them? Honestly, there are probably plenty of companies that provide similar services to yours. This means that building loyalty is important for client retention. 

Do your clients hear from you on a monthly basis via email, zoom meetings, and handwritten notes or gifts? If not, what plan do you have to keep communication open between you and your clients and to nurture the relationship you are building with them? Your marketing and business strategy is essential but so is developing a plan for client retention and nurturing your leads.

Getting to Know People

A one-size-fits-all strategy rarely works as well as business owners would like. Yes, it is simpler and less time-consuming to create a client appreciation or retention strategy for everyone on your list. However, to really make an impact with your people you need to get personal. A personal touch will go much further, and inspire more loyalty, than a non-personalized approach.

One way to personalize your efforts is to uncover your client’s love language. Why? While some people respond well to gifts, other people don’t care anything at all about receiving gifts. The same could be said of the other languages of love including words of affirmation, quality time, or acts of service. While the love languages were designed to improve romantic relationships, it’s not too large of a leap to envision how they can apply to the relationships you are creating and nurturing with your business. To find out more about the five love languages, visit this website.

Looking for a new networking group to meet people and try out your new follow-up plan? Expand your professional network and build authentic connections in a community of like-minded women.  Join us for our WEBOs Lunch and WEBOs After Hours Networking events. Open to all women entrepreneurs and business owners.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.


Learn how to use social media to grow your business online with our video series!

  • Learn the fundamentals of social media
  • Learn how to build better brand engagement
  • Learn how to enhance your visitors' experience
  • Learn how to grow your business using social media strategies.

If you want someone to break down aspects of social media to get more clients and build your business using social media, this is the program for you.


©2008-2021 Clere Communications / The Social Media Advisor