Getting the profit out of Social Media for Small Businesses
Posted by Rebecca Blackwell on Apr 30, 2009
This guest post is Part 1 in a two-part series by Patrice Barber, President Taylor Made Small Biz.
Laying the Foundation
To get profitable on Twitter, LinkedIn, and Facebook: Start with the end in mind. Once you have a great following, what exactly do you want people to do? Since most of you are concerned with the business use of attracting prospects, converting them to paying clients, and getting great referrals, my focus will be on just that.
Most frustrated business owners are stuck without a purpose and social media doesn’t make sense until you get past it. For those of you who know me, you know I am all about having a plan, tracking to the plan and correcting the course. With social media, I tend to skip the plan, jump in, see what is there and define the plan as I go.
Yes I still have to have a plan.
Who’s your audience: You must know your target market ( many a business owner does not). Click here for details about defining your target market.
What do they want to hear: Do your research online using keywords and searching as if you are one of your ideal clients. When you are ready, start your monthly newsletter and then a weekly blog. This assumes that your target market will be online reading tips and tricks, or hints. Once that habit is formed, it is time to branch out to find other venues.
It is important to have something to say that is not being said by everyone else or not in the same details or with the same perspective. Avoid the “me too” approach of repeating what others said or posting their posts with no added value. Make your content original. Be a master of your topic.
How to find them: You are looking for 2 different venues 1) where like-minded people are sharing information you can use and 2) those that are looking for information you can give and benefits them.
The BLOG and Newsletter are now the “backend” tools that will fuel your marketing machine.
The front end tool becomes your involvement in your new community. Just as in a live community, start by listening or reading first and then contribute as you become aware of the needs of the community. Look for the FAQ page for Newbies. These have a variety of rules that you don’t want to violate at the risk of being booted out.
The rules for your marketing machine: 1) HAVE something to SAY. 2) HAVE something for the reader to DO. 3) Build the relationship (preferably in an automated method)
What to tell /show them: On all 3 of the recommended business related sites of LinkedIN, Facebook, Twitter, you will have the chance to create your profile.
1) pick either your own name if you are branding you in your company or consider using your company name. 2) Put in your picture not the avatar 3) put in your web links 4) Include some personal aspects.
Take the time to put enough detail into your profile that will help you be clearly different.
While you can update your profile, and you should, you don’t get a second chance to make a first impression.
Get started by being real, honest, caring, supportive of others, a contributor. This takes time. Newbies generally start at once per week. To grow your following you will accelerate to 3 times per week and to be quoted by others (getting natural referrals) you will be online once per day.
Find out what others are saying using Backtype .com and start commenting on the blogs that relate to your master area of expertise. Provide additional inks back to your stuff that further clarifies your message and creates in bound links.
About the Author
Patrice Barber is the Small Biz Tactical Guide. She gives small business owners who are wandering in the wilderness; the map to success, the tools for the journey, and guides them to their oasis. As a serial entrepreneur she has founded six small businesses of her own, a 501©3 foundation to support charter schools and helped 4-6 business owners per year (and doubling each year) since 2003. All of them are thriving in their oasis! Find out more at www.tmsmallbiz.com
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