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Social Media & Content Marketing: Is it Good for Small Business?

 

Did you know that one in five relationships and one in six marriages was initiated online?  Over 67 percent of consumers utilize social media for customer service. The average person spends around an hour and 40 minutes browsing social media every day, and the number of internet shoppers in the US will reach 217 million, having spent about $4.846 TRILLION DOLLARS last year.

At this point in the Internet Age it’s evident everyone is pretty much on board with the power of social media in our lives, from dating to shopping to business development.

However, as a small business that caters to the online marketing needs of small and medium sized businesses and organizations I continue to encounter a big disconnect between small business owners and their concept of what social media means to their business.  Despite the fact that many of them are certainly part of the statistics mentioned above, they are still reticent about it embracing it as part of their over all marketing mix.

While I do successfully sell clients on the importance of Social Media and Content Marketing… it ain’t easy!

This isn’t to knock all the hard working folks in small business.  Not at all.

The fact is, in an effort to save precious marketing pennies, it’s not unusual for owners of small businesses to take a very hands on, DIY approach, to their online marketing.  Because we feel we have to.

To save money, we small business people will compromise what’s left of our limited hours in a day, taking great care in where we spend our small, if not meagre, marketing budget, but burning through our valuable time as though it were in limitless supply.

Theoretically, tackling online marketing can seem easy.  Most businesses have a Facebook page, after all.  but as a result of not having the expertise or adequate time, the activity is approached so casually as to be completely ineffective.  This haphazard approach, unfortunately, confirms their apprehension about the effectiveness of social media and they miss a great opportunity to expand the reach of their business, grow their following and properly develop an audience that can offer potential leads and prospective clients.

Here are a few vital reasons why social media should be taking greater priority, and, more often that not, be hired out to a professional.  Properly executed social media efforts should:

  1. Collect valuable customer insights:  Through daily active engagement and social listening, you can gather relevant customer data and use that information to make smarter business decisions.
  2. Increase brand awareness:  A presence on social media allows prospective and existing customers to easily find and connect with you.  It’s not unusual, even for brick & mortar businesses, to be frustrated by the fact their business, product or service is still yet relatively unknown to a great number of people in their town or city.  If yours is an online business, you can count on millions more having no idea you exist.
  3. Increase your website traffic:  Not only does social media help you direct people to your website, but the more social media shares you receive, the more positively your search ranking is impacted.  Social media allows you to leverage content to draw visitors from Facebook, twitter or any other channel to your website to learn more about your product or service.
  4. Establish your business as a thought leader in your space:  Social media allows you a free, frequent and far-reaching means to provide the information and resources important to setting you apart from your competition and becoming the ‘go to’ in your space.

To achieve these outcomes, it takes concentrated effort.  It’s strategic and done with explicit intention.  It’s more than a Facebook post of your product or service when you’re feeling obligated to do so.

If you can assign someone in-house with the relevant interest and expertise, good for you – do that!  If you really don’t have anyone, including yourself, that can make the necessary commitment, consider outsourcing to a professional who can fulfill the demands of social media and content marketing in a way that’s going to be meaningful to your business.

Of course, upended creative is happy to take this on for you!  Contact us below to learn more about effective content marketing strategy and implementation to help grow your business.

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Your Content Marketing: It’s Really Quite Simple… Just Not Easy!

 

I spent a lovely snowy afternoon yesterday talking to a small business, web design client about how she might amp up and generate engagement with not only her website but also her social media, specifically Facebook – tools integral to growing her business and expanding her influence and reach.  Essentially, her content marketing strategy.

She’s eager and willing and wanting to be able to handle it herself.  I was more than happy to consult with her about strategy and how to get started, taking those all-important first steps to getting into the necessary routine of taking the reins of her own content marketing.

Content marketing is really quite simple but don’t get to thinking it’s going to be easy!

I was VERY clear with her.  The principles involved in content marketing are really quite simple… they’re just not easy.  It’s not hard to get across the importance of the consistent creation and publishing of fresh, valuable content in increasing engagement on a website and social media.  Clients nod with understanding, albeit reluctant.

Where sh%t gets real is when I start outlining what they have to do, the action that inevitably has to happen to see real results.  Explaining even the initial phases of strategy which will require a commitment to consistent action in the form of writing, taking pictures and video, posting, publishing even on a weekly basis… the eyes glaze over, fingers reflexively clench around the pen in hand, an exasperated face palm.

The fun is talking about target market, the great product or service, all the great information to share.

But, let’s face it… the doing is a whole other can of worms.  My consultations with clients looking to explore expanding their reach, increasing engagement and traffic and, ultimately, see sales and business improve leave them feeling like they CAN do it.  But, unless action is taken in short order following the meeting, the challenge, and challenges, mount.  Excuses abound.

And, of course they do.  Managing a business and taking full responsibility for the active marketing of that business, even a small business, is a butt-load of work.  Overwhelm is inevitable with most small business people, and if they’re not naturally inclined to write and create content, taking that on in addition to the daily workload of running their business is a tough row to hoe.  Unfortunately, it falls off the list of to-do’s and is abandoned all together.

How do you eat an elephant?  Ummmmm… you don’t!

Forget about the big picture! This isn’t about tearing something huge into small, bite size chunks.  We don’t want or need to consider the hugeness of the task at all.  Let’s take the anticipated results, the increased sales, the business growth out of this initial equation.

We actually want to go back to the drawing board.  What excites you about your business?  What information do you have that not only will prove valuable to share, but will also set you apart from the competition as an authority in your field or marketplace?  What can you share – for free! – that will keep people wanting to know more.

Simply share that!  Share your enthusiasm for what you do; the product or service you provide; the supplementary information that can help build interest and buzz about your business.

5 simple steps to jump-start your content marketing

Here’s the simple outline I gave my client, a physiotherapist offering a range of services from orthopaedic and sports medicine to acupuncture to alternative healing therapies, committed to wellness and education:

  •  – Consider your range of services including the variety of workshops and courses you have in the works.
  •  – Take notes about each.  Jot simply in point form and make them detailed. Explore how each of the points might be developed as an independent topic for either blog or Facebook.
  • – Monthly: develop a blog post.  The workshops and courses she conducts are perfect for more in-depth, informational posts on the website; same goes for potential impediments such as flat feet or knocked knees that could benefit from a more fleshed out approach.  Share these posts on social media. Often!  Blog posts can be repurposed over and over with fresh headlines on Facebook.  Great for driving traffic!
  • – Twice weekly: Facebook posts with short tips, tricks, advice that include photos and even video as she tends to create these always as a matter of course for work.
  • – DO IT!!!

Given the gist of this post, clearly number 5 is the biggest challenge to seeing this strategy take shape and allow her to more fully develop her goals and actions moving forward.

At the end of the day, what seems a simple enough plan just may not be do-able, for any number of really good reasons.  That’s OK!

Fortunately, that’s where upended creative can come in!  Maybe your step #5 means hiring someone else who has the skills and makes the time to explore and implement your strategy to help you achieve your goals.  So be it… and we’re more than happy to help!

Meantime, in the spirit of taking action and how, like it or not, is essential to achieving just about everything we do in a day, big or small, take a look at this helpful little gem to help get the juices flowing!

Speaking of… time to get these homeschool kids of mine up and at ’em!  Simple, yes.  Easy?  Are you out of your mind?!?!

 

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How’s Your Elevator Pitch? 9 Tips to Make It More Effective

You have an unexpected opportunity to sell your big idea or new business venture to a potential new client or investor.  The research shows that you’ll have NO MORE than 30 seconds to deliver your best pitch.  Are you ready?!

If you own a business or are developing a product or service looking for clients or possibly investors, you should have an effective elevator pitch in your hip-pocket, ready to deliver at a moment’s notice.

Your business or idea is great.  An elevator pitch identifies and delivers all that greatness in as little time as possible.

Too often we get excited and caught up in the details of our business, and want to share the all of the intricacies about why it’s so amazing when we have the opportunity.  Consequently, your elevator pitch can lean more towards a lengthy preamble evolving into an even longer monologue of endless details describing not only your company but each of your products and services.

The result:  a bored, uncomfortable and, ultimately, disinclined listener eagerly anticipating his, or her, escape.

Tips to developing an effective elevator pitch

Here are some easy tips to help you deliver the pitch that grabs attention rather than loses it:

Keep it short – say as little as possible.  This is a fast-moving social media culture we’re living and working in.  As stated earlier, your time will be limited, plan for as little as 30 seconds.  The points to follow will help you refine exactly what you’ll say in such a limited amount of time.

Identify, define and REMEMBER your vision.  Get in touch with why you started your business and what’s exciting about it… to you! You don’t want to sound like a sales pitch, you want your listener to connect with what’s exciting about your product or service.  If you aren’t connected to the vision behind your business you can’t expect your listener to connect with what your selling.

Know intimately your value proposition.  Know exactly, intimately and in precise detail, what makes your business, product, service, unique and of value.  This is what you’re selling.  Understand it. Own it.

Authenticity wins.  Don’t waste valuable time trying to impress with industry jargon.  Get straight to the point with real language to share what you’re doing, why it’s exciting for you and what’s in it for them.

Who is your ideal subject:  Investor?  Client?  Employer?  Make yourself familiar. One size DOES NOT fit all.  Take a long think, and imagine who it is you want to be pitching to. Who are they?  What do they care about? What do they need – what is their problem (‘pain point’) – and how can you provide for, or solve, it?

An understanding of whom you want to target and what drives them will provide you with the insight you need to help draft your 30 second pitch. If you can identify your subject: the ideal investor, client, employer; you can refine your pitch so it feels the perfect fit for that special listener.

Your pitch is simply the the start of what will be an actual conversation. Is your listener nodding attentively.  Is she interested asking questions. Connection!  Now’s the opportunity to delve further into the details.

Ask a great question.  Don’t forget a simple and fairly universal human fact: what we all love to talk about most is ourselves. So, it can’t be all about you.   Get them talking about something that is meaningful, important, significant and compelling to them.  If you can get your subject talking about himself in a meaningful way, establishing a connection with you, you’re increasing your chances for real memorability. Also, they might just be that much more receptive to your offer to continue the conversation and, eventually, to your offer to take the next step in the journey of becoming your next ideal client or giving you money.

Depending on the company, you might find this tip gets immediately catapulted to the top of the list. Read your room!

Denied?  Don’t get caught up in the rejection. The entire process from concept to draft to delivery, offers you the opportunity to better identify your vision, your ideal listener and better hone your spiel.  If it doesn’t connect, so be it.

Lastly, practice! It’s natural for a new pitch to feel awkward at first so the key is to practice it until it feels natural and meaningful to you. Then breathe and smile. Your elevator pitch will come across much better when you’re relaxed.

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Creative Content Works… Even If Your Niche Might Be A Little Boring

It’s 2017 and I’m trying not to crawl down that crazy rabbit hole of offering more content marketing trends to expect for the coming year.  It’s tough… because I, like every other entrepreneur out there, wants to know what will  be most effective to draw eyeballs, generate leads and, well, put food in the babies’ mouths.  My babies are all either near, or of, the teenage persuasion, so consider food in mouths a never-freaking-ending endeavour (read:  hire me, pleeeeease!)

I’ll talk content marketing for this New Year… but it’s gotta be creative content

Here’s the deal: content still reigns supreme.  And 2017 is going to see a whole lot more of it!  But, more than ever, it’s going to be creative content that gets those ever-lovin’ eyeballs and those valuable click-throughs.

What does that mean if you have a business that is less than creative?  What if your niche is actually pretty dry and boring?

Creative content has redefined and repositioned several pretty boring businesses that have become part of our general cultural lexicon.  Think Geico and the adorable Geico gekko; the obnoxious but infectious Aflac duck; and, doubling down on boring niches, toilet paper employing the adorable Scotties kittens back in the day or the cuddly Charmin bears who seem to have no shame over-sharing about their wiping habits.

You may have a boring product but your marketing and content certainly don’t have to be.

First rule of thumb for developing creative content:  go visual!

Instagram and Snapchat have raised the bar on what effective and engaging content means.  It’s all about the images, the video, the animation.

The centuries (???) old saying, “A picture is worth a thousand words” couldn’t possibly have more relevance than it does today.

Images, whether still or moving, catch our attention.  It is VITALLY important that you, and whomever you’ve hired to assist (ahem!), approach all of your digital marketing collateral from a visual perspective.

Repeat after me:  I pledge that no post, whether it be blog, Facebook or twitter, shall be published without a corresponding, relevant image, animation or video.

Creative content for content marketing

Everyone loves a good story

What kind of stories can be told about your product, service or business?  Who are your clients?  What are clients concerns?  What problem are you solving?

We can get even a little more, let’s say, transcendent, about this:  what is a common theme that runs throughout your target audience that resonates, defines or connects?

There are brands selling boring products that have discovered the power of story-telling, going deep to tap into our sentimentality, our need to belong, and possibly even our insecurities to enjoy hugely increased profile and profits.

Without overtly selling you soap, Dove directed their attention, and yours, to beauty as concept and what it means to us as women individually, and as a movement.  Dove implies that they stand for beauty in all it’s forms regardless size, race, age; flying in the face of the ridiculous and harmful media driven standards that drive us all to relative madness.  In this effort, Dove endeavours to stand apart, and above, taking a moral and ethical position on women beauty and empowerment… as opposed to simply selling us yet another boring bar of soap.

Always keep in mind, content marketing is more than simply a product pitch.  Rather than talking about product, look to content marketing to drive value outside the products and services you offer.

You NEED a content strategy

In what is a veritable freaking sea of content, winging it is going to cost you money and time.  Mitigate the marketing outgo and develop a coherent and focused direction to best communicate with your target audience.

From blogs to all the other channels of social media you already, or will begin to employ; determine not only what kind of content, what kind of messaging, but the voice in which you will create it, to maximize your marketing spending.

The unfortunate fact is, most businesses do not have a documented content marketing strategy.   Those organizations that do have one and that review it consistently, however, are more likely to be successful. Again, it’s not just about what you’re selling, what else can you be doing – or communicating – to build relationship, trust and value?

There you have it:  a few quickies to set you off on your 2017 creative content marketing way!

Which brings me to… well, me.  If you’d like more information on how to best implement any of the above, or, better yet, have upended creative implement any of the above, talk to me!

I would love to hear about your boring product or service and help you use creative content and content marketing to sell the hell out of it!  Scroll a little further to give me a holler!

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Mess and Creativity Go Hand in Hand!

 Is messiness a sign of creativity?

I certainly like to think so as I, yet again, transfer piles to other piles, essentially taking from Peter to lose Paul behind yet another stack of obvious essentials: tax forms, bills, favourite notebook(s), container(s) of pens and innumerable mechanical pencils (I do everything in pencil – commitment issues?!), old contracts, new contracts, more bills and a smattering of children’s artwork kept on my desk as a persistent reminder it needs framed.

I know we’ve reached critical mass when, without the energy to clear a space to work, I have to use my Wacom pen tablet or my laptop on my actual lap.

The issue of my workspace and it’s disorderliness (read: chaos!) is a source of perpetual frustration.  I know it should be tidy.  I see images of “efficient workspaces” and sigh.

I know that for me to be at my most productive, the space in which I work should be one that facilitates that end.  I’m a creative professional, and, in order for my creativity to flow at its most abundant, my stacks, piles and general shit-opia really need to be brought into some order.

Or should it? There seems to be a growing body of evidence that points to just the opposite.

Does clutter impede creativity or can mess and creativity co-exist – complement, even?

Apparently, on the day Einstein breathed his last genius breath, Time photographer Ralph Morse made his way to Einstein’s Institute of Advanced Studies office and captured a single, famous, photograph of the legacy of the world’s greatest mind.

Mess and creativity: Einstein's desk only hours after his death.

See, there… a veritable avalanche of paper, books and piles.  Not an inch of Einstein’s desk is free of paper. Books, manuscripts, magazines, and envelopes scattered and piled. The shelves similarly so. One shelf may hold journals neatly arranged, but otherwise piles and piles of papers.

It’s a mess, and, from all accounts, he liked it that way. When asked about his messy desk, Einstein remarked, now famously and exhaustively memed, “If a cluttered desk is a sign of a cluttered mind, then what are we to think of an empty desk?”

Coveting the tidy desk

Peruse Pinterest for a few minutes and you’ll find enough examples of tidy, productive workspaces to fully confirm you’re the disaster you’ve long suspected.

Tidy desks, clear of clutter and bedecked with only the most appropriate and organization-friendly of designer accessories appear to be highly coveted.

But, according to the experts, this tidiness may, in fact, be counterintuitive to the way creatives are actually most, well… creative.

Tidy desks be damned!  The combination of recent studies and evidence from the world’s foremost creatives show that just the right amount of mess on your desk can help you achieve greater creativity, defy convention, and even be more productive.

A 2013 University of Minnesota study published in the journal Psychological Science found that, while tidy desks may promote healthy eating and generosity, messy desks offer their own unique benefits. Participants in rooms where the desks were paper-strewn and the office was generally cluttered were found to be more creative.

The connection between mess and creativity

Delving into this seeming dichotomy, Kathleen Vohs (a researcher at the University of Minnesota’s Carlson School of Management) and her colleagues conducted a series of experiments in both tidy and unruly spaces with 188 adults given tasks to choose from.

For example, researchers asked 48 participants to come up with novel uses for a pingpong ball. Half the participants worked in a messy room and half in a neat room. The participants thought up the same number of ideas, but a panel of independent raters rated the messy-room participants’ ideas as significantly more creative.

Vohs describes her findings in the New York Times, concluding that messiness and creativity are at least very strongly correlated, and that “while cleaning up certainly has its benefits, clean spaces might be too conventional to let inspiration flow.”  Contrary to popular opinion, a bit of a mess is more likely to inspire us to think outside the box, tap into our creativity to come up with new, more unconventional ideas.

Mess and creativity: Steve Jobs cluttered home Office

You may be more organized than you think

Interestingly enough, it’s more than likely that some order exists in what some may see as utterly chaotic.  To Einstein everything was where it needed to be, and he had his own system for organization.

Mark Twain is another great example of clutter-fied genius.  Much like Einstein, Twain worked among stacks and piles, paper and books littering his creative workspace.

For a guy who transformed our worlds, streamlining and decluttering our workspaces, Steve Jobs was, ironically, a man who worked in a mess. Steve Jobs’ desk was one with plenty of stacks – papers, journals, books and tech-y bits – the shelves of his home office heaving under the strain of unruly, disordered stacks of books.

Is it really clutter at all?

Let’s consider how we define clutter, and how we define if ours is really the disastrous mess we think it is.  Brooks Palmer believes that our concept of clutter is all wrong. Creator of ClutterBusting.com and author of Clutter Busting: Letting Go of What’s Holding You Back, Palmer says that clutter isn’t necessarily piles and items that appear disorderly.

Instead, clutter is made up of items we keep that are actually not serving us — the papers you think you’ll need, that book you’re never going to read, the papers you think you need to hang onto because you have to, etc. Consider if the things that surround you are providing something positive.  If it is and if you do need it, it’s really not clutter.

The thing is, creativity by its nature is simply messy business. Consider a child with finger paints:  paint everywhere… hands, ears, paper, hair, table, floor!  And what is the result of this undeniable mess?  A beautiful, unique, completely individual creation!

And we are so very pleased!

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