Why Branding Through Social Media is Necessary for Small-town Businesses

So you're an independent, small-town business, and you're browsing the internet. You see major brands, Apple, Toyota, M&Ms, etc. pumping out branding imagery and taglines across the web and social media spectrum. Perhaps you think that's not for you? I mean, these big brands spend millions of dollars on campaigns, just to eek out a couple of percentage points against a major competitor. That's not your business, right?

Right. And thank goodness! You see, the opportunities for small businesses to brand themselves are totally different from the big monster companies, because the big monster companies are not interested in connecting on a one-to-one level with your clientele. Instead, they are battling for a very narrow top-of-mind slot, since their reach is so vast, that small percentages can add up to millions.

But what about you? Why should you be on Social Media and branding your business with the locals?
Let's answer those questions with more questions - don't worry though, I think this will clarify things...

• If there's a major weather-related event (a blizzard, flood, tornado, etc.), shouldn't you immediately alert your local fans as to your status regarding opening or closing hours? 
• If your staff is known by name and booked for appointments based on individual availability, wouldn't it be nice to let your followers know that he/she is back in town from vacation and ready to go?
• Remember that customer that came in the other day asking for a particular item that was out of stock? Wouldn't it be great to extend your reach past that customer, letting even more people know that the item came in? Who knows? You may even hit upon someone else that was looking for the same thing.
• How about taking a tip from the big boys and throwing out a quick, easy-to-remember tagline or discount to get your customers thinking about you? Sure you may have to make it slightly more targeted towards your area, but would you expect anything less from your local shop, watering hole or service provider?

The point is, you don't need every post to "go viral". You're not looking to dominate the web and get a million "likes" on your page. You're not going head-to-head against Ford, Verizon or Bank of America. Your job is to let your public know what's going on, be creative in how you relay information and provide the kind of service that keeps them coming back or talking about it to their neighbors. 

There's more to branding besides a flashy logo, three-word tagline or million-dollar advertising budget. If you look at branding as another way to state what you stand for as a business, or to make sure your company's name is synonymous with value, service or quality, or even just to invoke memories of someplace people remember going as a child (and to where they take their children today), it start's to make a lot of sense. 

Small-town marketing isn't less important than what the big companies do on a national scale; it's more. Social media is a cost-effective way to get that brand imagery and verbiage out among the locals in a non-obtrusive way, so the two are a natural pairing. You already do the hard work to make sure your business provides the best product or service it can to the people in your town. Don't let your efforts go to waste - make them work for you, through proper branding and the resounding echo of the social media realm.  

About the author: James Maxim is an author, journalist and the Director of Client Services for KD Linked (a subdivision of website & graphic design firm Kreative Dezign, located in Leominster, MA). KD Linked provides writing, website content and social media assistance to businesses. www.KDLinked.com for more info. 

Using Twitter for Business - A Crash Course in Creative Tweeting

"What the Tweet am I supposed to do with this thing?" Using Twitter for business can be tricky if you're new to it. Without taking too much of your time (we'll do this post "Twitter-style"), I wanted to touch on a few basics.

1. Tell people you're on Twitter! They might not just find you or follow the icon link from your website, so tell people they can find you on Twitter every chance you get. Put it on emails, quotes, other social media channels, receipts, etc.
2. Tell them why they should follow you! Connecting with your customer should involve some form of interacting, so you can find out what they are really interested in. Once you do that, if it makes sense for them to follow you, go ahead and let them know. "Oh, you're interested in vintage clothing? That's great! You should follow us on Twitter; we Tweet pictures, outfit ideas, sales..." You get the idea.
3. Keep it Short! Remember that Twitter only allows for 140 characters, which is usually a couple of sentences. If you can't say the whole thing in that limited space, Twitter is probably the wrong medium to say it. Put it on Facebook or use it in a blog.
4. Be Creative! If you're a salon, post pictures of hairstyles. If you're a landscaper, post pictures of completed jobs. The classic use, of course, is if your business is mobile, use Twitter to announce where you'll be going (or are) at any particular time of day. Other ideas that work pretty well with Twitter are as follows:

• Passwords - put these out for discounts, freebies or entrance passes. There was a bar I went to that wouldn't let you in unless you knew the "password". It made the interaction a little more interesting. What if the first person to provide the code at checkout got a free bonus or coupon? How quick do you think others would want to follow you then? You can tell people to use the password as a subject line in an email in order to receive a free quote, coupon or newsletter, as well, which builds your email marketing list.
    
• Riddles & Trivia - an easy way to run a trivia game and build followers is to release the question over the Twitter account, then sit back and wait for followers and answers to roll in.
• Shout-outs - it doesn't cost you anything to say thank you to a new follower, retweet an important emergency message or a touching tribute, or even post a joke or interesting quote. Twitter is built for that. Short bites of info. You can also wish people happy birthday, congratulate staff members or thank public servants. Your message has the potential to go a long way.
• Events - Sales (especially fun, super secret sales!), events and happenings are perfect to announce on Twitter. People don't need a lot of information if they already know you - just tell them what's up, when and where the event is, and watch them share it with interested friends. Sometimes Twitter followers get together as directed (known as a "Tweet-up"). You can draw a very interesting, diverse group of people when that happens, which has been used to great effect in the museum setting.
• Hashtag Fun - Remember, because Twitter has such great search abilities, you can announce something (in an advertisement, hidden message on your website, coded message in your blog, etc.) and have people reply or Tweet with a particular hashtag (#, with some sort words included in the message), which can then be used to sort the messages. This could be used to spread the word about an event, shout-out to a particular fan, collect images of people using your product, etc. 

When done correctly and with a little time invested, Twitter can be a quick way to connect with your customer and build brand equity at the same time. The possibilities are endless, so get out there, start Tweeting, and have some #FUN!

About the author: James Maxim is the Director of Client Services for KD Linked - a subdivision of Kreative Dezign, a website & graphic design firm located in Leominster, MA. KD Linked provides writing, website content and social media assistance to businesses. www.KDLinked.com for more info.

What Did You Want to be When You Grew Up?

What did you want to be when you grew up? 
Did you see it going this way? 
Did you get comfortable and stop trying? 

Remember, it's not over unless you say it is. 
The internet is full of stories of people in their 70's, 80's and beyond starting businesses, writing novels, running marathons and more. 

Age? Age is nothing! Time? Time constraints are nothing! Drive? Drive is EVERYTHING! If you want it bad enough you'll make it happen. You have the same amount of time in every day as Mother Theresa, Bill Gates, or any of the rest of the world. 

They weren't afraid to step outside of their comfort zone and go after what they wanted. 
Maybe we don't ever really grow up, as long as we never stop trying to grow.

Should You Start a Business?

“We often miss opportunity because it's dressed in overalls and looks like work." ― Thomas A. Edison 

If you want quick money, you don't want to start a business. If you want more time, you don't want to start a business. If you want the easy way out, you Don't want to start a business. 

However, if you want to follow your passion, be part of something new, make something out of nothing, find the good in every day and celebrate it, inspire those around you, add value and one day, far off in the distance, be successful... Well then, your Only option is to Start a Business.

Six Tips for Making Social Media Work for your Business

Six Tips for Making Social Media Work for your Business – by KD Linked Director of Client Services, James Maxim

Charles Nelson, the President of Sprinkles Cupcakes, sums up the impact of social media in one of my favorite quotes.  He said, “Businesses used to have a small suggestion box near the door…Rarely would someone get back to you. But people can now make a post from an iPhone or a BlackBerry while they’re sitting in your restaurant.” 

Imagine winning the hearts of customers, getting word of mouth advertising (or a negative review) instantly.  Future sales being affected without your knowledge, assistance or marketing dollars spent.  Welcome to the Social Media Age.  As consumers, we have been given a voice and have a lot to be thankful for.  As business owners, we have to be on our toes and make sure each transaction has our best efforts behind it.  The conversation is already going on; the only question is whether or not you have a voice in it. 

When social media began taking off, I wasn’t sure I needed to be part of the movement.  I was doing fine with email, thank you.  But before long, interaction became a necessity; as a quick way to get in touch with fellow grad school students and stay in touch with old friends or former colleagues.  I was no longer in danger of dropping out of touch, because my “electronic placeholder” was always there, right where I left it.  Much like the microwave, cellular phone and GPS, social media quickly went from being a helpful, fun tool to an addictive requirement of being an adult. 

With the increased level of interest came the need for businesses to tackle the challenges provided by the various platforms.  People wanted to connect, contact, review, share and talk about their favorite (or least favorite) companies, brands and services.  That has not stopped, or even slowed down.  These days, it is considered a vital part of the marketing budget and branding activities of most companies, and rightly so.  According to Dave Kerpen’s book, Likeable Social Media (2011, McGraw Hill) “Currently, more than 600 million people are registered Facebook users.”  Before you go thinking it’s just the younger generations, Kerpen informs us that “in the United States alone there are more than 20 million users over age 60.”  Social media, like Rock & Roll, is here to stay.

The difference is, it’s not just for big brands anymore…local, neighborhood mom & pop shops have profiles, followers and contests running through social media.  People can actually get perturbed if they visit an establishment and are not able to check in, like or follow it through social media channels.  It’s like dead air on the radio; a big no-no.  Does it affect your business?  Yes.  Especially if there’s no profile for clients to refer to their friends with a click. 

Remember when a movie star would sign a headshot, which would then be hung above the cash register in a local eatery?  Things have changed.  Ask singer Carly Rae Jepsen.  She became an overnight sensation, when her song skyrocketed to the number 1 position on the Billboard 100 after a single Tweet from Justin Bieber introduced her to his fans.  How many fans?  As I’m writing this, his Twitter following is 24 million strong, and climbing.

So the question is not, “Should you utilize social media platforms for your business?”  The question is, “How?”  Well you’re in luck.  Below are six steps that any business can and should follow to break ground in the social media world.  Together we can make it a fun adventure, rather than an uncomfortable, time consuming process.  Good luck! 

I.      Start with the Basics

·         It’s a big, crazy, social world out there.  Before you go charging into every technical nook and cranny, focus on the heavy hitters.  At the moment, those are Facebook, Twitter, and LinkedIn. 

o        Facebook allows you to create a business page, complete with photos and links to your website, which can then be “Liked” by anyone wishing to keep in touch with your updates. 

o        Twitter is similar, but updates are limited to short bursts of information (140 characters or less, thank you). 

o        LinkedIn is like Facebook for professionals and will provide your company with a home base for employees, clients or professional contacts.  It lends you credibility and lets people know you’re for real.

II.      Follow the Rules

·         Before you go through the trouble of uploading pictures, creating profiles or posting everywhere that you’re up and running, remember; each platform has rules for formatting profiles.  Check out each platform’s Help section to be aware of them. 

o        For instance, some platforms allow you to post specials, contests or big, fancy links to your website and hours…Some do not.  Don’t go through the effort only to have it shut down by the powers that be.

III.      Choose Your Voice

·         Be yourself, but be the best You you can be.  Choose a voice that represents your company in the right light, making sure that voice is honest and genuinely attached to the business you are in. 

o        This is exactly why I never take on a client without meeting them, understanding their needs and attitudes and maintaining a close level of familiarity with the personalities involved in the day to day operation of the business.  The most effective social media platforms allow people to connect with people.  People…not brands, products or services. 

o        Small businesses know this better than big, stodgy brands throwing their weight around.  Why do you think you hear people complaining when their small town bank no longer has a small town feel?  Or that they can’t get a human being on the phone?  That’s right; customers are actually human beings, as I’m sure you’ve realized.  The human element is what determines if you’re a successful small business owner or not.  This must translate through to your social media platforms.

IV.      Learn from the Best

·         Take a look at what’s out there and what’s being said.  Emulate what you like, ignore what you don’t.  The web is full of tutorials, top-tens and ideas for making your entrance something noteworthy in a world of electronic noise.  You can bet that strong brands with big budgets have put a lot thought and energy into getting their look right.  You’re not looking for copyright infringement here, just ideas.

V.      Let People Know

·         Believe it or not, if people like the way you do business, chances are they are already looking for a page they can like or share with friends.  It stands to reason that building a following can translate to increased sales when it comes time for someone to need a particular product or service.  Therefore:

o        Post signs at your place of business informing people that you are on a particular social media platform, making it easier for them to search for it.

o        Update your website with links to the profiles – social media platforms have small logo icon buttons that you can place inconspicuously on your page to let people connect with you, without even having to leave your site. 

o        Likewise, put those logos on everything that could touch a customer; business cards, receipts, bags, etc.  

VI.      Pay Attention

·         You’re up and running, you’re an expert (or at least can fake it well enough for now).  You have your first Like, Follow, ReTweet, etc., you’re all set, right?  Wrong.  The most important step is to take the time to update your social media platforms frequently (but not too frequently) and pay attention to your audience. 

o        This is not a cardboard cutout of your business; it is an extension of your marketing and customer service departments.  Watch the kinds of updates they applaud and share and what they don’t. 

o        If someone messages you through an online channel, be ready to respond quickly.  And they will.  Consumers will reach out to you, complain, ask questions and tell you what they like.  Be grateful.  Information is power.  But remember, with great power comes great responsibility.  Never forget what a privilege it is to be accepted into your customers’ network and therefore their mobile devices, homes and lives. 

Well, that’s enough to get you started.  Welcome to the new age.  Go forth and conquer.  There are always resources to help if needed.  They are out there; on laptops, phones and tablets.  They are offering you their attention, their hard earned money and potentially their loyalty.  My advice is not to squander that.  To do that you need to follow some very old, wise advice.  The kind your mom gave you before your first day of school.  Be helpful, share interesting facts about yourself, listen carefully and be a good friend.  Do that and you’ll go far; in person, online and anywhere else.  Feel free to contact me at KD Linked, to see what we can do to help.

4. Content Links Are King — Good Writers Are Sorcerers

Google is not stupid — it can spot paid and spam links. For the most effective long-term SEO strategy, move the focus back to great content, both on your website and across other sites. Guest blogging is great, for instance, but to get a leg up on your competition, target blogs that aren’t direct matches to your industry.

For example, a client of my company sells golf carts, so we wrote a blog post about the most tricked-out golf carts for tailgates, and the link we got back was one their competitors didn’t already have.

From Mashable

A time investment

It takes dedication to achieve social-media success.

"The common misconception about social media is that it's free," says Morgan. "Facebook and Twitter accounts are free, but for small-business owners in particular, time comes at a premium."

To keep from feeling overwhelmed, business owners should decide how much time they can dedicate to this burgeoning arena, says Galbraith. Some may need to hire social-media help.

Either way, business owners should first set goals, he says. For instance, an owner might want to increase store traffic by 20% by offering coupons via Facebook or another social-media site. Or a business-to-business company could plan to reconnect with 10 former clients and re-establish solid relationships in the next three months.

The goals should be clear-cut, but as many business owners have learned, the initial strategies might have to change.