Canadian Small Business Women

Connection, Synergy, Community

Make a meaningful relationship with your customers online.

Kelly headshot (2)

 Your main goal for Social Media Marketing isn’t really about sales, it’s about relationship building with your customers and target audience.  Building this relationship will then drive sales and growth.

 A major advantage that small business’ have over larger ones, is that you are able to give your brand a personality that should fit the community you work in.  You have the ability to talk about topics that are important to your community.

 Social Media has changed the way that business MUST operate, it has given your consumers more of a voice in your brand and what you do.  One doesn’t need to look hard online to see this in action, one example that comes to mind is Doritos and their rainbow coloured chips that they made to support the LGBT, there were a lot of people who supported the move, and those that didn’t.  The ones that don’t support something you are doing will tend to be more verbal on your pages about it, but the beautiful part about this is that your community will generally come to defend you, and that only happens if you can create a meaningful relationship with them.

 Now, you are probably asking, how do I start that meaningful relationship? There are a few ways to go about this.  Twitter and Facebook have great tools to use to find out what people are interested in in your community, apart from reading a local paper (which is a great way to stay informed about your community) you can try surveying your current followers and get their opinions on issues and your industry.  If you start to talk about their interests, they will be more likely to like, comment and share your content which will lead to more followers.

 Another way is to build your email marketing list.  Use social posts to ask people to sign up to it, and let them know what kind of content will be in your emails.  Also ask them to sign up when they buy something from you. It’s important to not make your emails too salesy, instead, again, cover topics that affect your community AND your industry.  When you provide content that solves a problem of your customers, you are more likely to have repeat customers and build a better relationship with them.

 Digital Customer Service is becoming huge.  Most customers that now have a problem with your service or product won’t tend to phone you, they will come and talk to you online though a post to your page or directly chat with you.  The quicker you respond and address their issue, the stronger relationship you build.  Make sure you have some sort of policy in place for acceptable response time, most businesses a generally within 24 hours, and yes, even on weekends.  So whether you do your social media yourself or have a vendor that does it for you, make sure that your expectations are communicated to them.

 The last thing you can do to build the relationship is have some sort of rewards program that offers some benefit to your repeat customers, because the worst thing you can do as a business, is not appreciate loyalty, just look at the big phone companies like Rogers and Bell, do you feel that you are being rewarded for being a customer for years?

 As more and more networks pop up, catching your customers attention and building a trusting relationship is going to become harder and harder, be sure to stay adaptive to your business and customer needs and think outside the box, bland doesn’t sell.

 

Teach Me Social owner Kelly Farrell has been helping empower Canadian Small Business owners through social media for over three years. Her team now offers services ranging from training sessions for small business owners and their teams, to full-service social media account management. Visit teachmesocial.ca to learn more about our service offerings or to contact us today for a no obligation consultation, including an audit of your existing social media channels.

Bridge Building 101

Sheralyn

Using bridges as an analogy for great communication is a pretty common theme for me and I believe it’s a message that occasionally bears repeating. Great communication is about building bridges between people.  Like a bridge that facilitates transportation between two geographical points, a communications bridge acts as your platform to transmit information. It requires a solid foundation, pillars of support and the actual bridge span that connects the two. The definition of communication is this: “The development of skills in three critical areas: Listening, Language and Writing.” Think of these three skills as your pillars, foundation and bridge span. Communication is about sending a message and ensuring that message is both received AND understood. When communication fails, it’s because the bridge was left unfinished or because it crumbled, not having been built on a solid enough foundation.

The bridge could be your website, a blog, a video about your business, perhaps it’s a sales call to discuss your product or it takes place while you’re conducting a seminar in front of an audience. Whatever your “bridge” it is based on the premise of creating a two-way flow of information. (It’s important to note however, even a one – lane bridge allows traffic to flow in both directions, we just have to take turns! Wouldn’t the world be a better place if we did?)

Here are a few simple tips on how to build a better bridge to your customers:

  • Keep your communication clear and concise. State your position (just the facts) using language that is precise and carefully chosen.
  • Avoid over reliance on industry specific jargon – not every one “gets” it.
  • Avoid excessive and unnecessary elaboration. Say more, with less.
  • Ensure understanding by soliciting feedback.
  • Encourage two-way dialogue by asking questions.
  • When creating content for your website follow the techniques we have blogged about before: Treat web content like it was a Resume and answer the basic “Who, What, Where, Why and How questions.
  • If you have a contact button on your website – RESPOND when people use it! Encourage the conversation. If you put a tollgate on your bridge, make sure it’s staffed otherwise no one is getting across and not answering a customer query means a lost business opportunity.

 

If communication is further defined as the ability to “express or exchange information” what else can you do in your business to ensure that exchange takes place? I would argue that listening is the single most important pillar of the communications bridge. In any relationship, business or personal, listening to the other person helps them to feel valued, that their opinion matters or that there concern has been addressed. By listening, I am referring to “listening to hear,” (to understand) not “listening to respond” (planning your comeback.) Listen to what your customer is asking for rather than trying to sell what you think he needs.

Just like a poorly built bridge, the stakes are high and the consequences long term.  Perhaps you read about the recent collapse of the Nipigon River Bridge, severing the Trans-Canada Highway, the only road linking Eastern and Western Canada. It’s not only an enormous and costly mistake for the bridge builders but has long term consequences for any business attempting to transport goods and services to its customers along this corridor. Similarly, what are some of the consequences of poor communications for your business?

  • Misunderstandings
  • Lost business opportunities
  • Angry employees or customers
  • Poor sales
  • Potential legal ramifications
  • Long-term damage to your reputation

You may have heard the old saying; “If it’s worth saying, say it right the first time!” or my personal motto “Say only what matters because it matters what you say!” Either promotes the same message – good communication needs a solid base to “bridge” the gap between your customer and your business, between fostering good relationships and repairing bad. Communications is a bridge that runs both ways and if it doesn’t, it leads to nowhere.

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

Why Blogging Is Important To Every Business Owner?

Malene Jorgensen

 

 

You may have heard that you need to have a blog on your professional business website as a marketing tool. But once you have created the blog, you may not have any blogging ideas that would match your company mission. This is one of the common struggles of having a business blog.

However, there are three major reasons why blogging is crucial, especially if you are a small business owner, trying to gain credibility in the massive market place. You need to create a trustworthy brand, and that can be challenging if you are hiding behind a website. In addition, a blog opens a gateway between yourself and your customers, and lastly, there are technical benefits of business blogging.

 

CREATING AN OPEN DOOR

When you think about blogging, you may be thinking about individual blogs, where people write about their favourite foods, their feelings and their thoughts. Of course, you should not use this kind inspiration for your business blog. But you should use the structure for your website.

A company can create a gateway of communication with customers by having a blog. The blog should answer common questions in a way that does not come across as a sales pitch. For example, if you are selling insurance, you want to write articles about why insurance is important. You can share case studies, address common myths, and answer questions from potential customers.

If the idea of a blog doesn’t work with your business, you could sell it as a column instead. This may work better if you are using yourself as a brand or business image.

 

ESTABLISHING RELATIONSHIPS

A blog isn’t about you. It really is about your customers. It is about what you can offer them. And this should be a two-way street. Often, people will disable the comments section on the blog, so people cannot respond to the article. And this is a big mistake.

People want answers when they find your article, and they will often look for a comments section to ask that question. This is your chance to impress your potential customer and reel them in. Don’t disable comments and miss this great opportunity. Use your blog to establish strong relationships with people who are genuinely interested in your products or services.

 

MORE EXPOSURE

Lastly, having a blog on your business’ domain helps you in technical ways as well. Every time you publish an article, you are increasing the amount of individual pages you have on the Internet about your business. Other pages include your “about” page, your “contact” page and your “home” page.

Now, in the grand scheme of things, you may not think that a single page will do much for your exposure, but you are not competing with every other page on the Internet. You are only dealing with those pages that are offering the exactly same thing as you. So, with a healthy keyword density and valuable articles, you are well on your way to a successful business blog.

Malene Jorgensen is an entrepreneur, author and speaker. Jorgensen is passionate about online content, blogging, online business development and e-commerce. She owns an international media publishing company and a design studio. Jorgensen has written several books that are sold in over 50 countries. She is also obsessed with coffee and Twitter. You can reach Malene Jorgensen at Website | LinkedIn | Twitter | Instagram 

Relationships, Reciprocity and Referrals

Sheralyn

I was having a great chat the other day with the founder of Canadian Small Business Women.  I hope she doesn’t mind me sharing this story.  The chat meandered from topic to topic but was memorable because as I thanked her taking time from her busy schedule to meet with me we both commented on the value of investing in developing relationships, even those that appear to have no immediate benefit.  Dwania and I met at an event I covered for the local paper but I instantly recognized in her a passion for what she does and knew I wanted to get to know her better. Lucky for me she agreed and we’ve been developing our connection ever since.  In doing so, the mutual benefits are becoming more evident each time we meet.  I also shared with her my experiences with forward thinking coach and mentor Tammy Elliott, who continually reminds her Forum participants to reach out and build relationships with others.  Throw into the mix my personal mantra of reciprocity and the theory of the “Three R’s” began to take shape. Recently, I wrote about another set of “R’s” but this conversation prompted me to blog about “R’s” again only this time they are:  “Relationships, Reciprocity and Referrals.”  We’re all familiar with the business cycle but the “Three R’s” are a business circle, one that can only benefit and enhance your bottom line.

Why practice the “Three R’s” in your business? Well, in any relationship whether personal or professional, I would suggest building relationships is equally challenging and important.  Choosing to invest your time, energy and (in business, often your hard earned cash) with a particular business and the people who run it can be a decision fraught with anxiety.  You’re relying on this relationship to provide a service for you, whether its supplying you with a website, tiling your kitchen floor or providing all the accounting services for your rapidly growing new business.  Whatever the case is, the relationship you develop with the provider is crucial.  Are they open, friendly and responsive to your needs?  Are they respectful, consistent and reliable? More importantly would you want to do business with them again? If you wish to be the recipient of this kind of service you have to govern your own actions accordingly and work hard to develop relationships where such expectations are mutual. If this is your guiding mantra, relationships will develop naturally and referrals and reciprocity will certainly follow.  Even if you met at a networking group and your businesses seem disparate and unrelated I would urge you to take the time to build a relationship. It’s amazing when you work at a conversation how small the world becomes and how often (think 6 degrees of separation) you will discover mutual connections.  Building one relationship often in turn has far reaching effects on existing ones.  Before you know it you have a circle of connections from which everyone potentially benefits.

Building solid relationships in turn leads to the “Second R” – Reciprocity.  Reciprocity simply means returning a favour.  It could mean trading services, providing something either in value or in kind.  All major world religions cover the concept of reciprocity in one form or another – it’s basically the “do unto others as you would have done to you” scenario.  If, as previously stated, you’ve developed great relationships and nurtured them along the way, reciprocity too becomes second nature and a part of your overall best business practices.

Which brings us to referrals.  Why is this the “Third R?”  Again, it comes back to this:  when you are building relationships and engaging in the spirit and practice of reciprocity, then the next natural outcome would be for you (and those you do business with) to act as a mutual referral source for one another.  Getting to know another individual, understanding their business and how they conduct themselves increases the likelihood that even if you can’t utilize the service they provide, you are comfortable acting as a referral source for them and their business.  You may not be their ideal customer but perhaps you know someone who is and because you have taken the time to foster a relationship you are confidant referring others and they in turn are comfortable referring you.  Perhaps it seems counter-intuitive but in helping others to succeed so too will you.  In practicing the “Three R’s” theory you are nurturing and developing a business circle based on trust, understanding and mutual support that will only enhance the bottom line of your business. (Did you notice that?  This blog also has come full circle!)

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

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