Social
Article after article will tell you that Facebook (and other social sites) are dead for businesses. As a social marketer you'd think I'd hate these articles but to be honest, I love them. Why? Because for the people writing them, social is dead. It's dead for people who want to do traditional marketing on social media. It's dead for people who want to spam people with endless advertising on social media.
But for those who know how to actually connect with people who are passionate about the work your business does? Social media isn't just alive, it's vibrant. Social media is dead for those who thought it was something anyone could do.
In the first two years at South Sound Motorcycles I spent less than $1000 on social media. Was it successful? Absolutely!
But "we've been boosting posts and that's gotten us nowhere" you say. Yup, I'm not surprised. I NEVER boost posts. The type of thing we're talking about is much more complex than that.
For some time I used to talk about micro-targeting. People told me "that's cute" but that important advertising needed to have large markets. And then microtargeting won an election. I don't get as much "that's cute" anymore. Microtargeting means you're not trying to get to people who don't want your products. It means you're spending less. It means you have much better quality scores.
You may not have access to big data analytics, but if you know your own customers you can use your own knowledge combined with quality testing to create ads that work using microtargeting.
But for those who know how to actually connect with people who are passionate about the work your business does? Social media isn't just alive, it's vibrant. Social media is dead for those who thought it was something anyone could do.
In the first two years at South Sound Motorcycles I spent less than $1000 on social media. Was it successful? Absolutely!
- We've had several successful events that brought in a ton of customers, 80% of which were new to our shop.
- We've done advertising for large dollar products, a huge portion of which have sold in a week despite the fact that they had been sitting on the floor for months prior to social advertising.
- We have grown our following and done so not with people who are simply looking for the next big sale but with people who are genuinely interested in what we sell, what we do, and who we are.
- Rarely have we spent more than $15-$20 on an ad. Think about that.
But "we've been boosting posts and that's gotten us nowhere" you say. Yup, I'm not surprised. I NEVER boost posts. The type of thing we're talking about is much more complex than that.
For some time I used to talk about micro-targeting. People told me "that's cute" but that important advertising needed to have large markets. And then microtargeting won an election. I don't get as much "that's cute" anymore. Microtargeting means you're not trying to get to people who don't want your products. It means you're spending less. It means you have much better quality scores.
You may not have access to big data analytics, but if you know your own customers you can use your own knowledge combined with quality testing to create ads that work using microtargeting.
REPUTATION
You care about your business and when someone says something bad it hurts. Knowing how to respond and dealing with criticism isn’t easy. But more importantly, doing it correctly can cost you your livelihood.
What most business owners don’t know is a bad review can be the very best thing for your business and your reputation. But of course nothing but bad reviews and you’re in trouble. So how do you get good reviews, how do you respond to bad ones and how do you ensure your customers know that the work you do is good, regardless of what a random stranger might say on Yelp or Facebook?
This type of work is extremely difficult for the business owner. After all, your business is personal.
I've helped businesses raise their ratings from mediocre- 3 stars, to just under perfect- 4.5 stars. It's not easy, and it's not something you do by cheating. It can be done.
Every part of your marketing is a function of how you do business, and vice versa.
What most business owners don’t know is a bad review can be the very best thing for your business and your reputation. But of course nothing but bad reviews and you’re in trouble. So how do you get good reviews, how do you respond to bad ones and how do you ensure your customers know that the work you do is good, regardless of what a random stranger might say on Yelp or Facebook?
This type of work is extremely difficult for the business owner. After all, your business is personal.
I've helped businesses raise their ratings from mediocre- 3 stars, to just under perfect- 4.5 stars. It's not easy, and it's not something you do by cheating. It can be done.
Every part of your marketing is a function of how you do business, and vice versa.
As stated elsewhere, I am not consulting at this time. However if you'd like to talk about classes for nonprofits and other educational opportunities, feel free to reach out.
Email me at jessica (at) jessicadally.com or give me a call at 206 437.3006
Email me at jessica (at) jessicadally.com or give me a call at 206 437.3006