NETWORKING IS VITAL to the success
of any business, but you can bypass the
Chamber of Commerce meetings and hop
online. With more than 200 million people
around the country using the internet, it’s
vital that you take an online approach to
your marketing efforts. Social media, especially,
is growing at an exponential rate.
Twitter, for example, has reached about 20
million users in the U.S. alone. In taking
advantage of social media, you will build
your business’ credibility and increase traffic to your website.
Mark Your Territory
The sooner you begin to build your social
media presence, the better. Make sure to
register your brand on all social media
ports you want to use—even if you aren’t
yet active in the social place. You want to
protect your brand name and ensure that
no one else gets ahold of your name before
you do. On YouTube, for instance, a
company is using the channel youtube. com/mcdonalds to promote its own line of
burgers. Visit any portal that you plan to
use in the future and open a user account
under your company name. Most portals
require an e-mail address and username
to get started.
A Cohesive Tone
It’s important to create a social media policy
which illustrates and explains how your
company’s brand should be represented
by its employees and affiliates. This will
allow multiple employees to manage various
social media efforts at once. Additionally,
if you are a franchisor with multiple franchisees,
it will allow for everyone to have
a similar voice and message. You want
all outlets to have the same look and feel
as your company website and marketing
materials. With platforms that allow you
to customize your page, like Twitter and YouTube, create a template that can be
used systemwide.
Convenience is Key
Internet users are lazy. Make it easy for your
customers to save money through the use
of social media. Offer exclusive coupons
and specials via Twitter and Facebook. You
can also interact with customers and allow
them to make and cancel appointments on Facebook, however, this means it must be
closely monitored at all times. Other Twitter
and Facebook users will notice the perks
you are offering and most likely want to
follow or fan your accounts as well.
Gauge Customer Service
Portals, such as Yelp!, Citysearch and Twitter
are invaluable resources for you to monitor
what your customers have to say about your business. If the feedback is positive, send a “Thank You”
e-mail and a coupon for a free manicure or hair cut during their
next visit. If the comments are unsavory, however, take action!
In late April of 2009, Yelp! began allowing business owners the
opportunity to publicly comment on reviews about the businesses
and provide additional context around specific reviews. Replying
shows you care about your reputation and are willing to go the
extra mile to ensure your clients are happy. And, since this is done
publicly, people searching the site see the vested interest of the
business, and may give you a chance at a later date.
Add a Personal Touch
While investigating your social
media opportunities, consider creating
a company blog first. A blog
is a great way to establish yourself
as an industry expert and engage
your customers with industry news
and hot trends, as well as special
promotions, services and events at
your business. Link the blog to your
website and other portals, such as Facebook, Twitter and YouTube.
Also, include pictures and embedded
videos to keep content creative.
Most importantly, update the blog on
a daily basis! For those of you new
to the world of blogging, Wordpress
is both user and search friendly.
Show, Don’t Tell
Facebook is a great way to generate new customers. Upload images
or create multi-media components that show innovative updos
and fashionable hair cuts. Take “before” and “after” pictures of
your clients to show visitors the complete transformation. This
will get potential customers excited about using your services.
They’ll also have fewer questions and more trust in your salon.
These elements can be easily created with a digital camera and
help from an employee.
Overall, if you make a social media blunder, admit it. Be upfront
and quick with your correction. If you’re posting to a blog,
you may choose to modify an earlier post—just make it clear that
you have done so. If conversing about products and services, use
your real name, identify that you are representing your company
and be clear with your role. If you decide to hire outside help for
your internet marketing efforts, it’s important to find a company
that has the industry knowledge and marketing background to
properly represent your brand and effectively build a following.
Once you’ve found the right fit, listen closely to that outside source.
Make sure they know the end result you seek, but be adaptable
and roll with their recommendations.
Ron McArthur, is president of WSI (We Simplify the Internet),
the world’s leading provider of digital marketing solutions to
small- and medium-sized businesses. He can be reached at
888-678-7588 or via e-mail at rmcarthur@wsicorporate.com.
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