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Twylah: Content Librarian for Small Business

By on September 30, 2011 in Blog Coach, Marketing, Social Media with 0 Comments


Small business owners are busy with a capital “very” and don’t have time to play with new tools.

However, a new tool that actually saves time AND increases productivity often seems heaven sent. Enter Twylah.

For business owners and solopreneurs, Twylah is a powerful library for the resources and content you share on Twitter. If you’re using the 70-20-10 guideline, you’re sharing plenty of valuable resources. Good for you. And if you’re sharing resources with you customer in mind, you’ll quickly see why Twylah brings value to your tool set.

In short, Twylah curates your body of “tweets” and places them in categories. You also have input over the placement of the “top” categories – but for the most part, you set up your Twylah and they do the rest.

Using the Twylah page I’ve setup for my business, notice the top menu. The top menu is filled with topics I talk to my customers about most:

  • Small Business
  • Social Media
  • Social-Local-Mobile ( aka SoLoMo)
  • How-To
  • Content
  • Business
  • Blog

Twylah allows you to share more efficiently.

Practicing our “Be the Resource” mantra, your Twylah page becomes a value offering to your customer. If your business is a shoe store, your Twylah page might have a top row that includes: Shoes, Foot Care, Style, Walking, Accessories, Boots, Trends . . . you get the idea

You can use your Twylah as a resource in your email signature or by giving it a permanent place in your newsletters (and possibly, a link or button on your website).

Twylah can also be a compass of sorts for you – a self-awareness tool to see if you sharing “on track” with your three keys of curation

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Social Media ROI: What Are You Counting On?

By on September 29, 2011 in Blog Coach, Marketing, Social Media with 0 Comments


Get your calculator out folks, we’re going to have class – and maybe I’ll learn something.

It’s understandable that businesses small and large are asking the question: “What’s the ROI of Social Media?” Heck, I’d wonder about you if you weren’t asking the question.

I sometimes answer this question with another question: “What would success look like – in other words – What is it you want to improve and how do we measure that?”

A blank stare.

We keep digging.

  • How many {phone calls, walk-ins, page views-to-shopping cart transactions, whatever …) does it take to make a sale?
  • What’s the sales cycle from initial contact to sale? How often (and in what way) do you scratch the itch within the cycle?
  • The average purchase per customer is _____
  • How do you ask for referrals?

A blank stare.  Still?

Is it fair to say that to figure out the ROI of your social media play, you should have two things:

  1. Know the ROI of other parts of your business, even down to the day parts
  2. Know what area you want to improve (either increase profit or decrease cost)

Social Media is a powerful set of tools that can improve your bottom line (and top line). Do you know those lines?

Here’s an example (small retail store):

  • They want more customers (and it’s important to know: more customers or increase spend per customer)
  • We need to know how many “prospects” come in and how many sales are made.
  • Ideally, we’ll know the day part averages (is there a pattern of slow times and busy times?)
  • How often do the customers return? What is the referral system like?
  • What do your customers ask for most?

We haven’t even delved into what’s important to your customers or what they’re saying about you or your product yet.

With this information, we can have a strategy to go with all these tactics (tools).

Before we debate whether social media counts, let’s start counting some other important stuff too.

What are you counting on?

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Small Business Usage of Social Media [InfoGraphic]

By on September 28, 2011 in Blog Coach, Marketing, Social Media with 0 Comments

Is your business finding customers using Social Media? If not, maybe it’s not the tools but how the tools are being used.

”How
Crowdsourced Logo and Graphic Design by crowdSPRING

Testing Opt-In Forms for Google Plus Circles

By on September 27, 2011 in Blog Coach, Conversations, Social Media with 0 Comments


A piece +Denise Wakeman wrote on using an opt-in form for G+ Circles got me thinking yesterday. How many folks are using this?

As an experiment, I’ve created two non-business related Circles (though both subjects have plenty of lessons within).

Feel free to hop-in either one. (if you’re looking for your G+ Profile, just sign-in to Google Plus and click on your profile.

Opt-in form for Life Lessons from Baseball: http://bit.ly/pMT2uU
Opt-in form for Life Lessons from the Movies: http://bit.ly/qJEJE4

Maybe we should “share circles” to talk about baseball movies?

P.S. If you have a circle for either Baseball or Movies, I’d enjoy being part of your circles

 

 

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Google Plus Circles: Avoid the Noise

By on September 26, 2011 in Social Media with 0 Comments


A rant often heard among colleagues (Yours, Mine, Ours) is how Social Media sectors are echo chambers.

Either repetition in sharing of voices or repurposing of the same idea over and over. In defense, there’s nothing new under the sun. At the same time, there is a lot of echo in the conversphere.

Google Circles helps us Avoid the Noise

So Long, Same Old Song: An example is in Social Media conversations: “I’m tired of hearing about blogging about blogging about blogging.” Replace “blogging” with any other tool, including Facebook or Google Plus. I’ve heard similar across different fields of work.

Google Circles to the rescue. I can share 5 Days to Turn Your Blog Into a Social Media Hub with my Clients and Family circles without creating noise for my Social Business circle. The latter is probably already bored with it – and it just launched today.

Share Elsewhere: A practice in one field sometimes fits like a glove in another (maybe with some minor SCAMPERing). An example here is from EdTech to ChurchTech. Both fields are often on tight budgets and battle limited time with their core audiences. Free is good, Easy is better.

When Richard Byrne writes up a collaboration tool sharing it with Educators I know would be an echo. Sharing it with Church folks? They’re excited! Thank you Google Circles.

Silence the Mad Chatter: Chit Chat how’s Your Cat is great, especially with pals. I’m not one to tell you that should be doing such on this tool or that – but for me, I can create a tool for Coffee Circles so those that want to hear my every day stuff can subscribe to my Facebook . . . er can be in my Coffee Circle.

And if you’re too noisy, I can put you in my Con Mucho Viento circle. Speaking of which . . .

Say Your Name Again?: I’ve created a special circle for folks I don’t know much about yet. When I get “circled” from a stranger and don’t have time to check their profile (you do have a profile, right?) – I place them in this circle. Not rude (though if you don’t get circled by someone, be not offended)

One key to all this working as you read your incoming G+ messages is to use the left-hand navigation one circle at a time. To go with the full stream is like eating a whole banana cream pie at once. But that’s a different Circle.

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New Facebook and Google Plus: First Glances

By on September 25, 2011 in Blog Coach, Marketing, Social Media with 0 Comments


I like the new Facebook. Worked with the new layout and Timeline this week. The Ticker is going to be great fun and maybe even addicting to some (you can only see it when you’re ON the Facebook site, yes?).

Small Business owners, especially solopreneur types, will continue to need some presence on Facebook for engagement and measurement. Depending on the type of business, a lot of investment might be wise there.

I fell in love with Google Plus. This weekend was the first time I really began using it, and there’s lots of potential. For personal use, but also business use.

Convenience is the key for me (and those I coach). Busy business owners don’t have a lot of time. I’ll go into more details of how I’ll be using Google Plus in future posts.

At first glance, between the tools already being used (GMail, Google Reader, Maps, Calendar, Docs, News – oh yeah, and Google Search) in addition to the exciting possibilities of video conferencing and doc sharing with Hangouts with extras – especially with Mobile . . .

Here’s a video that explains a lot of it semi-simply (and funny):

Anyway, if you want to connection on Google Plus, Circle me (is that legal?)

Big thanks to +Chris Brogan for his help (he’ll help you too!) on getting started on Google Plus.

 

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Intended Audience or Attending Audience?

By on September 21, 2011 in Blog Coach, Marketing, Social Media with 0 Comments

Serve your intended audience. When you first begin, remember there’s a difference between “Intended Audience” and “Attending Audience”

This is true in business or in social media. Even in a church.

We can agree on this one right away: You have a voice. Yes? Good. Next thing to know is who your intended audience is, your core customer – for those are the eyes and ears you’re trying to reach.

When you first open your doors or step onto the social media platform, you’ll have the early birds; the lookie-loos; the critics. As often as not, these fine folks will never be a loyal customer or reader. This is one reason it’s so important you know your core customer and what makes them tick – what they value.

Once you know the person(s) you’re trying to attract, serve them most. You can’t make everyone happy – so make the best ones happy.

One example might be that greasy hamburger joint on the corner. They make ‘em sloppy. With big fries on the side. And shakes. Thick. Want a salad? Not on the menu. Love ya, but croutons get served down the street. Wheat buns? No problem.

This diner isn’t mean or offended by the light eater, it’s just that their core customer is the gut buster – and they serve those folks in super-duper fashion.

In social media, you may want to talk about the happenings around your store to get new shoppers into your store. Or, you may want to share every news item you can find that would be valuable to your core customer.

Know the size of your velvet rope. There is a difference between your Intended Audience and Attending Audience. How do you tell them apart?

Photo on Flickr by horizontal.integration

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Finding Your Three Keys for Great Content Curation

By on September 9, 2011 in Blog Coach, Conversations, Marketing, Social Media with 0 Comments


Finding great content to share will make others more aware and show them how much you really care.

One of the first exercises we do with a small business getting into social media is learn to be a resource for the target they want to serve.

The thinking here is that by knowing who you want to attract and what is important to them - by being a resource towards their values and wants – you will attract them.

Focus on three words or phrases that is most important to your core customer.

This is sometimes a tough exercise – and it should be. It’s important. At the beginning of this exploration, I’m found repeating myself,

“It’s not about your business, right now it’s about their lives – what do they want?”

Whether you do this alone or with a team, write down all the phrases that come up. Post-its or a whiteboard are great here. With each phrase, continue to ask yourself a few “so what…?” – as in “so how does that help them change their lives?” or “why would that matter to them?”

One business recently focused on these three phrases for their core customer: More Energy, Live Longer, Look Good.

Remember, we’re defining these phrases for purposes of being a resource – content curation and knowledge sharing.  This is the 70 in the 70-20-10 formula. This exercise isn’t about our unique selling position or to find a great tagline.

This exercise is about focusing on what to share, who to share it with, and filtering signal from noise. It’s both listening and engaging.

Once you get these “Three Keys” – you’ll be able to focus on what RSS feeds to subscribe to, who to follow and retweet on Twitter, and what to write about on your blog.

Be the resource

 

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What’s the Biggest Benefit to Blogging? [Guest]

By on September 2, 2011 in Social Media with 0 Comments

The biggest benefit to blogging

“Blogging” is one of today’s trendiest online marketing buzzwords, but establishing a successful, competitive blog that stands out from the millions that are already out there requires a significant amount of time and effort. Small business owners already have a multitude of tasks to prioritize on a daily basis, so what’s the payoff for maintaining a blog that’s associated with your business?

For starters, consumers and business professionals alike look to blogs to gain insight on evolving industry trends. Blogging allows you to contribute to these ongoing conversations alongside other industry leaders. It allows you to connect with new clients, colleagues and, yes, even your competition.

Blogging makes you an authority figure.

Think of where you go to find news and other information you value. Who do you trust to let you know what’s happening on the global, national and local fronts? Now think of the services that provide you with information related specifically to your industry. Can you think of any? Depending on what industry you work in, finding reliable niche publications can either be challenging (due to a limited selection) or overwhelming (because the field is already over saturated).

Since you’re reading this (a blog post on a niche site), it’s probably safe to say that you know what blogs to look for when you’re looking for certain information. Whether you read blogs for news, professional advice or pure entertainment, there’s no doubt that you value blogging enough to at least spend a few minutes reading about a topic that grabs your attention, which only goes to show that there’s virtually limitless potential for you to do the same and attract your own audience.

This is what I had in mind when I established the Surety Bonds Insider blog a couple of years ago. At the time, nobody else was providing quality information on the surety bond market. Furthermore, the industry lacked a publication that provided a comprehensive look at how changing surety bond laws could affect a number of industries. So, along with a few coworkers, I established an online publication that provided such a service for consumers and professionals alike, which instantly added credibility to our business.

Of course it’s likely that some reputable blogs centered on your industry already exist, but that doesn’t mean you can’t carve out a niche for yourself. You undoubtedly have something unique to say, and there’s still plenty of room in cyberspace for you to share it. When developing a blog for your small business, develop a voice that’s inspired by your existing brand and image. With a unique voice, you can offer informed introspection into industry trends, such as

  • personal business strategies for success
  • perspectives on evolving market changes
  • reviews of new products or services

The opportunities really are endless. However, you should know that posting regurgitated babble won’t get you anywhere. Setting up a blog through which you post boring, redundant or out-of-date information won’t help you at all. When you write blog posts, you need to be timely, relevant, accurate and interesting. After all, nobody respects a boring, misinformed authority figure who’s out-of-touch with reality.

With the right blog approach, you can develop a unique online marketing platform that will allow you to connect with industry stakeholders in an authoritative way. And if you need help along the way, you can always look to some of your favorite blogs for advice.

This article was provided by Kristen Bradley of Surety Bonds.com, a nationwide surety bond producer. Surety Bonds.com works with a number of marketing firms that develop comprehensive online marketing strategies. The agency promotes effective online approaches to entrepreneurs and business owners to help them succeed with their professional ventures.

Cool Tool: Buffer App Saves Time with a Single Click

By on September 1, 2011 in Blog Coach, Cool Tools, Social Media with 4 Comments

For a long time, I’ve taught the infosumption path as Skim, Scan, Save and Share. Until now.

Buffer App is changing the way I consume and share information.

One of the headaches BufferApp solves is what I call (probably you too) “Twitter Noise” where Susie Celebrity (who has 12K followers) tweets something and 100 people immediately re-tweet her.

It might be better for all concerned if there could be some distance between all those retweets. It’s one reason I suggested to folks that we favorite a tweet, then RT it later (or schedule it via HootSuite).

BufferApp changes that – one click from anywhere: Twitter. Google Reader. My browser. Facebook soon!

On Twitter: Just hover over the tweet you want to “buffer” and the BufferApp icon appears. A single click:

You can then schedule it or tweet it right now. And you can edit the tweet to add your 2 cents:

You can do this from any screen or stream on Twitter.

On Google Reader: It gets better. I spend a lot of time in Google Reader reading RSS feeds. Again, a single-click:

If you’ve never used the “Send-To” feature on Google Reader, setting it up is simple.

With a Share Button: If you look to the left of this article on my site, you’ll see I’ve set up a “Share on Buffer” button. Simple.

In your browser: Buffer has goodies for any browser (in Chrome it appears as an extensions at top-right, in Firefox see the bottom-right corner of browser). You can tweet a web page, or you can highlight a quote from a page and tweet the quote.

From your Mobile: There’s an Android app and a way to send to buffer from an iPhone.

On Facebook: I don’t know, because it’s not out yet – but I’ve signed up for the BufferApp/Facebook  beta when it comes out.

There’s a few short steps to get your times up (the free version allows you to have 10 updates in the queue at once – you pick the times in advance). I’ve just upgraded to the pro version (50 in the queue, multiple accounts) so I can also buffer tweets from SansoneSpot.

There is a bit of buzz going on with BufferApp, so don’t just take my word for it:

Here’s a video from Buffer to give you a bit more:

If you like this piece, buffer it, hmm?

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