Broad Reach Marketing Services, LLC
Broad Reach Marketing Services, LLC
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  • Practical Marketing
  • About
  • Businesses We Serve
    • Healthcare >
      • Direct Primary Care Practices
      • Patient Satisfaction
    • Professional Services >
      • Client Satisfaction Surveys
    • Local Small Businesses >
      • Marketing Your New Business
      • Coaching
      • Customer Satisfaction
  • Contact
  • Blog
  • Resources
    • Website Review
    • Name your new business eBook
    • Starting a new healthcare practice
    • Marketing your Business For Growth
    • Small Business Networking Groups
  • Client Listing and Recommendations

Marketing Tips for growing businesses

Planning: Why do a SWOT Analysis?

10/28/2020

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Whether you are strategic planning for your business or creating a marketing plan for a product, you'll find it useful to start by analysing your current situation. An effective tool to use for this is a SWOT analysis matrix.  
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 SWOT is short for:
  • Strengths
  • Weaknesses
  • Opportunities
  • Threats
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​SWOT analysis (or a SWOT matrix) is a strategic planning technique used to help identify strengths and weaknesses, then compare them with market opportunities and threats related to business competition or external forces.
 
Why would you use it?
1) It’s a simple but strategic way to start the thinking process needed for planning
It will help you (or your team) begin thinking about things that they might not think of day to day, and provide a way to document them.  
The idea of listing items in each category, evaluating the most important ones, and identifying connections can ignite the fire of creativity. People might be inspired to begin market research, look closer at their current competitors, or shine a new light on liabilities so they can be addressed.
Overall, a SWOT analysis allows individuals and teams to understand their businesses better — both in terms of the internal and the external environment.
 
2) It provides a balanced view
Let’s face it, it's easy to get excited about opportunities and strengths! But this tool forces you to also consider the downsides of your product or organization.
 
3) It’s great for teams
A single person can do the analysis, but the best results are accomplished when a team works on the analysis. It’s a way to bring employees from different functional areas and levels in the organization together to provide insights. And because the SWOT is easy to use, it promotes healthy discussion and assists individuals with different backgrounds to exchange ideas freely.
People in the meeting will all be on the same page, so to speak.
 
4) It's Flexible
It’s a tool that can be used for many applications -- it can be used to assess the current state of a company, product, or new business idea. 
 
5) It’s tested
SWOT analysis not trendy,  it is a tested method that works. And it works quickly – usually the initial SWOT can be completed by a team in less than an hour, creating data that is easily prioritized for further analysis and action. 

 
Thanks for reading! 

​If you'd like more information about planning for marketing success or using the SWOT, please contact us.

Have you used the SWOT analysis recently?  Let us know if the comments.  
 
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Is there a Secret Sauce to Business Success?

9/29/2020

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Congratulations!  If you are reading this, you've made it to the 4th quarter of this crazy year. 
Being the 4th quarter means it's now time to start thinking about next year, and
if there are secret sauces to business success - market planning is one of them.
But let's face it, marketing planning isn't secret -- it’s just difficult for many business owners (and even marketing teams) to take the time to develop one. A recent survey done by Search Engine Journal found that only about 50% of small businesses with fewer than 50 employees have a marketing plan developed. If you're part of the 50% who hasn't done a market plan - or maybe have one but it is a couple years old - here are 4 things to consider.
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4 important reasons why you should develop a marketing plan:
 
1.  It helps you think through your business strategy and align your marketing efforts with your goals and values. You then can formulate marketing objectives that help you, or your organization achieve its mission.
The planning process helps ground your goals in reality. Your goal may be to be leader in your area of expertise, increase profitability, or have a well-compensated and loyal employee base.  Or perhaps you want to be able to give support to your local community. Whatever your objectives are, the planning process will help you see if they are feasible, considering your situation.

2. It helps you focus. There are many marketing tools and opportunities -- it’s easy to become distracted and lose sight of your intended business goals. Having a plan acts as a compass - it will help you clearly see where you want to go and assure you that you are heading in a direction aligned with your goals and core values.
For example -- you may have some great new ideas for your business that you’d like to try and including them in your marketing plan will help you determine how feasible they are. If they are in the plan, they won’t be forgotten or thrown in as an afterthought.
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3. It helps you establish tasks, timelines, and milestones. A good marketing plan includes clearly defined objectives and tactics; outlining these makes it easier to identify the tasks that need to be done, who should do them, and when they need to be done by. This will help you get the most out of promotions and seasonal or local events.   
 
4. It will help you see if you need financing.  Once you know what you need to do, especially marketing-wise, you can identify areas in which you’ll require financial assistance. Having a well thought out marketing plan shows that you mean business (pun intended)!

So set aside some time to create a sound marketing plan for your business – you’ll be glad you did.  

If you need help getting started or developing your market planning,  please contact us to bounce around ideas or join our email list.
Our next blog will focus on the important aspects of an effective marketing plan - watch for it!  
​Thanks for reading :)  
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Quote for the day

3/25/2020

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Marketing while Maintaining Social Distance

3/19/2020

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Face to face meetings and networking are a major part of many  businesses' marketing strategy. With the outbreak of Covid-19, with meetings and events cancelled, it is a good time to step back and reexamine our short and longer-term marketing/communication initiatives. 
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So what adjustments can be made?

1) Your online presence is more important now than ever
​

Start by checking your Website and email list:

Is your website up to date? It might be a good time to refresh your content, paying attention to your key messages and keywords.
  • Can you post an update about how your business is responding to this social emergency on the front page?
  • You could also include the measures you are taking to ensure employee and customer safety – or consider what types of community service/contributions your company can do to help.
Do you have a database of customer emails?
  • If you have a newsletter, send out a special edition or incorporate an update in your scheduled issue. If you don’t have a newsletter, consider contacting customers/clients to see how they are faring and reassure them that you’re still able to support their needs. 

Social media:
  • If your situation has changed, update your profile on Yelp and Google My Business – For example,  if you have adjusted your operating hours (for example, if you have added special hours for just for seniors or high-risk individuals), accessibility or are providing special services for the community, you can post them on your profile, add a picture or in your Google My Business updates.
  • Facebook and LinkedIn page – post what your business is doing to support customers, employees, and the community.  You may even be able to leverage Facebook messenger to send an update, if it is urgent.
  
​2) Think Beyond Digital

With people staying home and social distancing – they may be more open to talking by phone and/or reading their mail. 
  • Think about calling or texting clients and referral sources to see how they are doing and check if you or your company can do anything additional to help them at this time. 
  • Don’t forget to freshen up your phone message.  Does it reflect your current status?  For example, a bakery/café may have to close but they still take orders for pick up or can deliver for special occasions.
  • Other options for you might be to send cards, notes and maybe even a package. This is a bit slower, but we are in this for the long run and a touch of thoughtfulness can go a long way towards increasing loyalty and word of mouth. 

​3) Bring people together using technology
​

Is a meeting needed to brainstorm or exchange ideas?  There are several tools you can use:    
  • Google Hangouts – good for anyone with a Gmail account
  • Loom - good for sharing presentations or ideas on a one to one basis.
  • Skype – good for international meetings or calls
  • Zoom, FreeConferenceCall , GoToMeeting, or MeetingMaker (local Triangle startup) or Google Meet these platforms are good for larger webinars, group or team meetings, and one on one live meetings with clients.  We've use both Zoom and FreeConferenceCall for a while now and they work quite well.  
If you are part of a networking or referral group that has regular meetings – and if the other members agree --you can use one of these applications to take it to a virtual space so you can stay connected. 

​To sum it up -- don’t just hang in there – grab this as a unique opportunity.
The businesses that look at this as a challenge -- to freshen their marketing approach and even capture new business -- can and will prosper.
If you have any questions or would like to talk about your communication strategy, contact us. 
Thanks for reading!
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8 Ways to Appreciate Your Customers

11/18/2019

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Do your customers know that you appreciate them?  

Listening to your customers while making sure they receive excellent products and services is essential to building a long-lasting brand. It’s a year-round job! Any season is a good time for customer appreciation, but during the holidays, taking time out to thank your customers is a nice way to let them know you appreciate them.
What's the best way to do this?  
It depends on your business situation and who your customers are.  Start by thinking about what you know about your customers and what they might value or enjoy, then scan the list below for ideas.  


  1. Send a card by direct mail – if you have an extensive customer list, this non-invasive method of appreciation works well in a world where people get too many emails. The card may also help refresh their awareness of your business. 
  2. Give an unexpected reward  – if you are in the retail or service industries, you can email or mail VIP specials, include small extras with invoices, or surprise them with "customer appreciation" discounts given at checkout.
  3. Write a note – if the majority of your business comes from a few customers or clients, a thoughtful handwritten note can make a very positive personal impression. 
  4. Give a book – is there a book that has been especially helpful to you?  If your customers are other business owners or managers, a book can be an insightful gift. Writing a personalized note inside or adding a bookmark adds a nice touch.
  5. Send a smile – send a funny card, tell a joke, or share a heartwarming good news story with your thanks. 
  6. Send a treat – nice items to eat are almost always a hit, but take into account your customers' food preferences when possible.  For instance, are they into losing weight?  Vegetarians? Gluten-free? Love sweets or coffee?  
  7. Take key customers/clients to lunch or coffee – or if they prefer, bring it to them! Depending on the size of their staff, you can offer to include everyone in the office.  Make it casual, fun and if appropriate, stay a while and ask about their plans.  It's a great opportunity to listen and get to learn more about their businesses as well as them personally. You might even uncover additional ways you can be of assistance to them. Word of caution: Be conscious of their time -- the holidays are often busy times for people both personally and professionally!
  8. Try a gift card or “raincheck”– for customers who are too busy to take time out this time of year - send a gift card or schedule for January.​​

If you decide to send gifts, select ones that are consistent with your brand values. For example, if your values include supporting the local community, choose treats from non-profits or gifts from local artists or businesses. In the Triangle area, Life Experiences, Inc offers wonderful brownie and cookie trays for your office or key customers. The artists at StarworksNC offer unique glass, pottery, and woven gifts.  For those environmentally minded, the World Wildlife Fund has an array of choices. Or instead of gifts, you could offer to donate to a charity of their choice.​
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 Thank you for reading!  We appreciate our readers and wish you a Happy Holiday season. 

As a customer, what type of customer appreciation do you value most? 
Do you know of a non-profit with ideas for customer gifts?  Please feel free to share the links in the comments. 



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How to Choose a Marketing Consultant

7/13/2019

8 Comments

 
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Marketing consultants can be important to the success of small businesses. They offer an unbiased, fresh perspective on your business, growth opportunities, and preferred target customers. The right marketing consultant can identify, develop and implement strategies that can successfully grow your business by:
  • Increasing market presence in your current market through new approaches.
  • Introducing your business into new, profitable market sectors.
  • Improving marketing effectiveness and increase return on your marketing investment
 
Selecting and building a relationship with the right marketing consultant is a key step to achieving success for your business.
​
  • At this point, you might be wondering, “What can I realistically expect from a skilled marketing consultant?” An effective consultant takes the time and works with you to understand the unique nuances of your business. They can create a detailed marketing plan, facilitate the creation of branding/messaging, and identify the appropriate marketing mix to effectively get the message out to potential customers. They can also partner with you to implement the plan, making any needed adjustments as it is rolled out. Finally, they monitor, measure and adjust your marketing strategy as the business grows and prospers.
 
Before hiring a marketing consultant, it is a good idea to review your business goals -- both short and longer term.
In addition, clarify what kind of relationship and personality you are looking for in partnering with your consultant. If you do this, it will make it much easier to identify the consultant with the competencies, experience and communication style that most closely matches your needs.
 
Six questions to ask when choosing your Marketing Consultant:
 
1)Tell me about your expertise -- what is your background? 
This may seem obvious, but there are many self-proclaimed “marketing gurus” out there, so beware. A solid education in Business is a must and an MBA / Masters in Marketing a big plus. Marketing affects other areas of the business and the consultant should be able to grasp the whole picture before recommending marketing plans.
 

Marketing consultants develop different skills and specialties throughout their careers. Look for a consultant with a skills profile that matches your requirements. For example, if you need to develop a strategy for growth, ask about the consultant’s strategic capabilities. If your target market is local, you’ll want the consultant to understand the opportunities in the area.

2)Have you worked with small businesses?
Experience owning and/or working with small business is a BIG plus. Small businesses have many unique challenges larger established companies do not. Understanding those challenges takes “time in the trenches” to fully appreciate. Just as important, your marketing consultant must be able to demonstrate experience and success in solving the types of challenges your company faces.
 
3) What tools or processes do you use in your work? 
Consultants often use business models and other tools. Understanding their approach to gathering information and working through a project may help you determine if it’s appropriate for your situation. It will also show you if the consultant follows a process, versus falling back on "canned" solutions that worked for one firm but may not work for yours.
 
4) Am I comfortable working with this person?
The working relationship between you, your key partners/employees and the marketing consultant is extremely important. Your consultant’s communication style, personal branding/business values and level of commitment should be compatible with yours and your company’s. Do they use words implying themselves as telling and selling or partnering, creating and facilitating? Assess if they are a “hands-on” partner during implementation or more consultative. These are extremely critical expectations that you and your consultant need to understand and agree upon before the relationship begins.
 
5) Does the consultant have time for me?  
Understanding the consultant’s resources/network and client load is a consideration for you. How many clients do they have? Do they have specialists they can call on when needed? Having many clients often sounds good but is not necessarily better for small business owners.  A consultant that is a dedicated partner to a few clients can spend more time understanding and focusing on your business and is always there quickly when needed.
 
6) Can I talk with references? 
Last but not least, ask for references and call them. Check out their LinkedIn profile for recommendations. These references can give you insight into the consultant’s capabilities, working style and character.
 
Choosing the right marketing consultant for you and your business can be one of the most critical and rewarding decisions you make. Asking the questions outlined above while talking with potential marketing consultants will help to ensure a productive successful partnership.

Thanks for reading!  If you have questions on working with a marketing consultant, please contact us! 


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How much should you spend on a new business website?

5/17/2019

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When considering marketing options for new business, owners often ask about websites.
Questions like Do I really need a website? or How much will I have to spend? are frequently on their minds. There is a good reason for this – a website is a major investment of time and resources. 
So if this is something that you've been thinking about, keep reading!  We've compiled the following considerations, 
recommendations, and cost estimates to help you.
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Question 1  -- Do you need a website? 
Yes.  A website is a recommended investment in the success of your business. 

A well-developed website:
  • Helps legitimize your business -- most prospective customers will check websites and reviews before contacting a business. 
  • Can function as your online brochure, showcasing the products or services your offer and why they would want to do business with you. 
  • Can function as the “hub” of your marketing efforts, helping bring in leads, educating and engaging current and prospective customers.
  • Can help clarify your vision for the business. The process of developing the website, especially the home and about pages, will help the business owner clarify their values, target audiences and differentiators.
 
Note: There are a very few small businesses that can survive totally on word of mouth or by having a great location. But for the vast majority of businesses, prospective customers will use the website as a verification that you are a real business.
 

Question 2 – how much should you expect to spend?
The answer depends on your business situation - the type of business, the profile of preferred customers and the marketing strategy to attract them. 
  1. Do people typically conduct online searches for your type business? Will you depend on search results to bring in new business?  If so, then expect to spend more for a website and search engine optimization (SEO).
  2. What customization do you need?  If your business needs special features, like a secure customer portal, then that will add to the cost. Do you expect to sell products?  Then it will be important to invest in ecommerce features that optimize the buyer experience. 
  3. Do you have a vision for exactly how you want it to look, function, and communicate your brand?  To achieve this, a custom website may be the way to go. On the other hand, if you’re a new business or feel a unique design isn’t a high priority, a template-based site might be the answer as it will guide you to fill in certain spaces and pages.  
  4. What resources do you have? If you know a good website developer or marketing agency, use them.  If not, ask around business networks and check their references. But there are other options. If you are starting out with a very limited budget or just testing the market, you can experiment with template-based sites like Wix, Weebly and Squarespace. These sites are user friendly and when well thought out, can look very professional.  One drawback is their SEO capability, but they are trying to improve that. In fact, Wix is currently hosting a contest for marketing agencies to try to convince them or their to their improved SEO capability.
  5. What is your total marketing budget? A small business working with a web developer or design firm can expect to pay between $2K to $9K for a website (depending on number of pages and complexity) and $5K + for e-commerce capabilities. Be aware, you should not spend all your total budget on your website as you’ll need a combination of marketing tactics to attract visitors and convert them into customers.  For example, If SEO is important to your business, you may want to jumpstart your optimization efforts with Google/Bing Ads. But winning the SEO battle takes a continued and diversified effort so you’ll not want to put all your eggs in the SEO basket, so to speak.

Effectively launching or reinvigorating a business goes beyond creating a website and includes developing a  marketing strategy with more than one way to attract customers. So how much you should spend depends on several factors -- look for options that fit your business goals and budget.
 
Thanks for reading!  For questions on websites or marketing strategies to grow your business, contact us.
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5 Tips to get more people to read your blog

1/21/2019

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Do you feel like no one is reading the content you've so carefully composed, edited and maybe even sweated over?  

If so, you have a good deal of company -- there are many blogs out there and very few business owners start with a large following!  To help you get more readers, here are some tips from Neil Patel (who should know, as he  averages 37,000+ visitors to his blog) : 
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  1. Quote people you admire and link to them.  Then, send them a note to thank them and let them know you've shared their expertise. You might add that you'd be thrilled if they would share your blog! :) 
  2. Share your post on all of your social networks, but don't just share the link, add a brief introduction.  And don't share just once -- not everyone sees what you share the first time.  But space out the shares so you aren't boring people -- for example, plan to share a post 6 times a year, or every two months. 
  3. If you get comments -- great, repond!  That helps your reach and engagement score (part of most social media platforms algorithms) Be sure to respond (politely) to the comments and if you can, ask them another question!  (To encourage even more engagement).
  4. Send out to your list quickly after publishing and encourage your readers to share the content if they like it.  Don't have a list?  Add a form so they can subscribe and start building one. ​
  5. Look at your website analytics for top posts. Which posts attracted the most visitors from last year?  Take some time and if appropriate, update them so they have fresh content.  ​

Thanks for reading!  Let me know if any of these work for you. :)
If you need more ideas, go to the link for Neil's original post -- you can find it between post 902 and 903. 
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Does your website have the five things B2B buyers are looking for?

1/18/2019

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Whether you are an established business or just starting out, your website is an important vehicle for prospective clients to find and become interested in your services. It should be a great representative of your brand and the expertise you offer. 
 
Does  your site contain the information your prospects need to consider your firm?
​
Let's start with some  facts.  According to a recent survey conducted by the Society for Marketing Professional Services, SMPS, there are five types of information prospective buyers look for: 


What B2B Buyers are looking for on your website
#1 Expertise /Project Descriptions -- Prospects check for expertise to see if the firm has successful experience with projects that are similar to the one that they are looking to hire an outside firm to help with.
#2 Firm profile/history -- Prospects visit this section to learn about a firm’s size, longevity and priorities to see if they should contact them. They might also look for credentials, methodology, value or techniques/process. For example, for Architecture and Engineering firms, they may check for an ACASS rating (rating from the Federal Government) or professional memberships.
#3 Services provided -- This section helps prospective clients verify that the firm can provide the types of service(s) that they need. Examples can help illustrate expertise and this information could be on the same page as the project descriptions.
#4 Client lists -- The fourth most visited area is client lists. Viewing a client list gives a prospect the confidence knowing the firm has worked for others in their industry. Testimonials are also helpful.
#5 Staff info -- While this area was only visited by 24% of respondents of the survey, when asked about what things they would have liked to check that they did not find on websites, they answered staff information, especially qualifications and certifications in the biographies of the staff.

Other items that impact prospect perceptions include:
Quality of the site itself – typos, difficult navigation, or outdated web design were sited as items that reflected negatively on the quality of the firm.
​Inconsistent Branding - images, content and graphics that do not reflect the companies values, culture and offerings.
Contact information – it is important that there is a way to contact the firm on each page.  



Does your website provide the key information listed above a way that supports your brand and business development efforts?  If you are not sure if it does, please contact us to schedule a website review.
 
Other blogs on this topic: 
 http://www.broadreachmarketingservices.com/blog/do-you-really-need-a-new-website
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How to Perk Up Your Social Media Efforts

10/14/2018

1 Comment

 
​Are you posting more but getting less from your efforts?  As a small business marketer or owner, you only have so much time and resources. Explore the eight questions below to see how you can increase your social media impact.  
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​Eight Questions you should ask  

1) What is your goal for your Social Media efforts?
Take a step back (or grab a cup of coffee) and remember why you started doing social media in the first place.
What did you want to accomplish? For example, a new healthcare practice might be trying to grow awareness and interest. An established service business may be more interested in engaging existing customers for referrals and repeat business.
Your goals could include:
  • Building awareness
  • Generating Leads
  • Converting more leads to sales
  • Quickly responding to customer questions
  • Engaging existing customers
  • Creating upsell opportunities

Tip: It is better to focus on one or two goals and do them very well than to dilute your efforts by trying to do too much.
 
2) Do you know how well you are doing?  

If you already have metrics in place, review how well you’ve done so far and make the needed adjustments. If not, here are a few example measures that might be helpful:

Marketing goals and measurements
3) Are you reaching the right people?
The businesses that experience the most success with social media have a clearly defined target market. Think about who your ideal customers are and what would interest them.  For example, a gift shop surveyed their customers and found that they were interested in the locations where the products are made.  The shop began posting fun facts, short videos of landmarks, interesting places and the people they met on their buying trips. The result - likes and sharing increased. 

The key is to build followers that are truly interested in your product or brand. It helps to have someone in mind and feel like you are talking to them when creating posts.
 
4) Do you have a content plan?
Don’t have a content strategy or plan? Planning your themes, channels and posts for the next six months is well worth the time.

Planning and gathering ideas and images in one place will save time when creating posts. In addition, checking the month to month calendar will make sure you don’t miss important seasonal or holiday activities. There are many fun but little known holidays and it’s hard to keep track of them unless you have it on your plan.
In addition to regular holidays, there are lesser known, specialized, and sometimes even wacky days. For example, the fourth Saturday in October is Make a Difference Day.  Seems like a great day to celebrate if your organization does good work for the community.


If your plan feels overwhelming, check to see how your channels are working for you. 
Which channels are the best fit for both your ideal customer and your business?
Maybe you need to try a new channel to better connect --  and delete those that aren't working. If you haven’t posted on Instagram or Twitter in three months, think about why and determine whether you should continue.  


You do not have to be everywhere. Formulate a plan and use what works best for you and your business.
 
5) Have you offered to guest post?

This is a way to get your name/brand out and extend your reach to people beyond your normal circle. It is also a way to set up "backlinks" that help with search engine optimization.
It's a popular tactic, but it takes work. Before you ask for the opportunity to post on someone’s blog, do your research to make your addition relevant, advantageous and complementary to the blog host's businesses. And be prepared to follow through on the opportunity if they agree.

 
6)Are you engaging?  
Are you asking questions?  See what types of questions your target market responds to. Facebook has made it harder for business pages, but engagement still is key to extending your reach and having more people see your posts.
Listen -- if you get comments, reward them with a reply! 
Keep experimenting to see what works best. Monitor which posts and topics get the most shares and likes and use them as a model to create more like them.
 
7) Can you create “Evergreen” content?
Evergreen content  is not tied to trends and can be reused or repurposed on multiple channels.
Examples of evergreen content include:
  • Answers to frequently asked questions from your customers or followers
  • Industry tips, "how to" explanations or advice  (like back to school tips or how to change a tire)
  • Explanations of common industry concepts that may be confusing for readers (customer success vs customer service)
  • Here is an example from our blog 

8) Can you add a fun factor? 
Show that your company or brand is made of real people. Tell stories, show what’s behind the scenes and seek to connect on an emotional level. One way to do this is by describing any unusual traditions, people or company celebrations.
  • Does your company participate or have events that benefit the community? Show how you and/or your employees help make a difference. (Then you can celebrate Make a Difference Day!)
  • Do you have a fun side?  It’s okay to show the lighter aspects of your brand. The days of perfect video are over – you can show outtakes, improvisations and mistakes as well as achievements.

In conclusion, building a social media presence or brand takes time and effort. Through a focused, consistent and discipline approach, social media can be a valuable tool in your marketing toolbox that drives your business towards success.  If after giving social media a good try you find that it's not paying dividends, your business might be better served by focusing your marketing resources on more effective tactics. Don't feel bad -- there are many ways to market your business and you can still use social media in support of your other efforts. 

If you need help determining which marketing tactics work best for your business, please contact us for a  consultation to see how we can assist you. 


Thanks for reading! 
 
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