Tag Archives: communication plan

Week one.. Finding your weaknesses

Posted by Christina on April 18, 2012 None comments

This week I focused on what I was doing wrong. It was a bit depressing, but at least now I have a solid base line to start from.

First and foremost I checked my current google page rank. Page rank is directly correlated to your position in searches. Higher the ranking higher the search position. You should check yours HERE. Mine was 1/10. It’s a good starting point because I can only go up from here :/

It’s likely most small businesses are going to have a similar experience. I could tell I was going to need some help, so I looked into SEO programs that are cheap and actually teach me how to use SEO to my advantage. I think the best website to use is HERE. I signed up for the basic account. I am not interested in google adwords for now, which is part of the premium package for $40.00 more a month. Sign up was easy and there was even a tutorial for me to watch showing me what I was about to get myself into. Which is a lot.

I spent about an hour working my way through the SEO manager. I watched the 3 minute video on SEO.. it’s actually very informative. I was unaware how important linking was going to be to my SEO future. It’s one of the two main components. I have decided to focus my energy more on “in site optimization” for now. At least 30 minutes of my hour was spent on the TOP 10 SEO CHECKLIST. I had 297 errors and 89 warnings. Needless to say I was feeling discouraged. I looked through the errors and how the site managed them. It doesn’t look too hard, but it does look time consuming.

I figured out quickly that I needed to decide which keywords I was going to focus on. After much deliberation I decided on communication plan, optimization, social media marketing, and web presence. Those four come up regularly in my writing and they also happen to be what my blog is about! Go figure.

I suggest you just jot down some words/phrases that come to mind when you think of your website and then look them up one at a time. Mine are extremely competitive keywords, but I want to stay true to my topic. If your business is more broad then mine I would look for less competitive keywords. For example, if you are in construction then instead of “construction” being your keyword maybe “roofing repair.” Specifics are going to be the best way to go.

That’s all I have accomplished for now. Next, I am going to start tackling my check list. dun dun dun!

UPDATE – After attempting to manage my own SEO destiny for just two weeks, it became abundantly clear that I was in over my head. For those of you that continue to manage your own SEO, I am jealous and proud. For everyone else… hire someone.

SEO or Death

Posted by Christina on April 11, 2012 2 comments

When I started this blog on communication plans and social media marketing I figured it would be helpful for those who stumbled upon it, but mainly my current and future clients. However, after several months of blogging and getting more in tune with my own web presence… I have learned that a blog that no one knows about is pretty useless. SO! I have decided to teach myself search engine optimization or SEO. Honestly… it’s easier said then done.

The next series of articles I’ll write will all be about SEO as I learn about it. What is it, how it works, and how best to make it work for you (or in this case, us both).

How this ties into your communication plan is a bit complicated. It ties more into your overall web presence then anything else. However, proactive social media marketing can drastically improve your rankings. I’ve learned that having an SEO component to your communication plan is going to be important. I have also learned that SEO takes a lot of time. I revised my own communication plan to include SEO. I am going to dedicate two hours a week to improving my sites rankings. Depending on your own needs, you can add or subtract time from that.

 

Uh Oh… Dealing with Negative feedback on Yelp

Posted by Christina on March 12, 2012 4 comments

Having a business account on Yelp opens you up to communication with your reviewers. Keeping in touch with your following shows that you care as an owner and that you are paying attention to what your customers are saying.

Hopefully, your reviews remain positive, but every business has off days and it is likely you will receive the occasional negative review. As long as you learn how to handle these incidents you can defer bad vibes and negativity toward your business.

Always remember to remain positive when responding to any negative feedback. There are different forms of negative feedback. Some reviewers will simply write out what was wrong with your product or service. This is the easiest to fix and most important to respond to. Usually, what they are saying is not only true, but something you really do need to pay attention to. Even though it’s negative feedback your business will be better off when the problem is addressed. Once you have made the correction then respond to that reviewer with what you did and thank them for their feedback. This will show the customer that you are listening and actually care about their satisfaction. Most of the time they will be appreciative, but even more importantly it will show future customers that you are willing to face your mistakes and do something about it. Other times someone is just plain mad. If you have get a review that seems to attack you and your business on a personal level remember to keep your cool. Everyone has bad days when the smallest things set you off. If you are dealing with this kind of review DO NOT argue back. The most important Yelp rule is to NEVER under ANY circumstance respond to negativity with negativity. It goes back to that golden rule… the customer is always right. Even if the review is horribly mean and just bashes your business it is better to say nothing at all then to start an online argument. If others see that you are reacting in a negative way it will turn them off to your business even more. Instead respond with a short apology and assure them that you have heard them and are working on correcting the problem.

Yelp campaigns are always a good way to start racking up positive reviews. Getting your customers to take that extra two minutes is the hardest step, but once you break that barrier you will see your rank rising. If you want to learn more about yelp, how to use it and even how to start your own campaign, I would be more than happy to come out to your business and show you.

Unlocking Yelp

Posted by Christina on March 12, 2012 None comments

If you keep up with the stock market (and probably even if you don’t), then you’ve heard about Yelp.com going public and their massive 64% gain on opening day. Although they haven’t made a penny, Yelp has become an essential website for many people. If you own a business, managing your Yelp account is important and can have an influence on your company’s growth.

Yelp is a consumer review site that is constantly growing. Customers can review and grade your business openly and honestly. For some, this can be a real gift, for others it can be an eye opener. Potential customers will look up your business and see how others graded you. Many use Yelp consistently and will base their shopping locations, dining choices, and service providers after carefully reviewing a business’ Yelp standing. Because Yelp reviews are from real people from the community it is more powerful then even testimonials on your website.

You need to take control of your Yelp destiny. First and foremost make sure you have control of your business page. Search for your business in the search tool bar. If your business shows up then a customer has already created an account for you. In this situation go to your page and click the “is this your business” button located under the phone number. Yelp will ask you for your information and also verify your phone number. I didn’t know that at first so when I entered my business number from home I obviously wasn’t able to answer right away, so make sure you’re near the phone when you click the “call me now” button. When they call you it’s just an automated system and you will enter a code that pops up on your computer. Once that’s completed you are able to get into the business tools part of your Yelp account.

If you don’t have a Yelp account already set up for you then you can create one yourself. Scroll down to the bottom of the yelp page and click on “business support center” under HELP. You will fill out your business information and then yelp will need to verify your email. After clicking on the link in your email you will have to wait 24-48 hours for yelp to approve your listing. They’ll email you with your approval and a link to your business account where you can log in and start exploring.

If a Yelp component was never included in your communication plan, then ask for it to added. It’s one of the most important sites that your business can be on. It positively or negatively influences your overall web presence which ultimately can boost or drain any social media marketing campaign.

The FB basics

Posted by Christina on January 30, 2012 None comments

Oh Facebook…

No matter how hard any one tries to get away from the force that is Facebook they some how get sucked back in. Use that to your advantage. The majority of social media marketing centers around Facebook.

If some one is checking their facebook five times a day (on average) they are spending as much time scrolling through their news feed as they are looking at themselves in the mirror (on average). That’s a lot of opportunities for them to see your business name.

Facebook can be tricky to use, but once you understand some of the basics it’s a piece of cake. The type of marketing we use on Facebook is called Fan Marketing. Fan Marketing is all about attracting people to your page, getting them to like it and then promoting your business on their wall. Let me clarify a few terms here…your page is the personal profile we create for your business. Your name, business information, ect. will be on there. It’s like a mini website. Other facebook users can like your page. The wall or news feed is the page that comes up as soon as you sign on to facebook with updates from your friends, family, and businesses you liked.

Once you have likes, then posting updates regularly will keep your business on the mind of the community. Getting people to go to your facebook book page can be as easy as telling them “Hey! We just got a new facebook page!” For the not so avid user, having a link on your website is smart. Printing it on business cards or any other advertising (I’m sure you’ve seen the blue “Find us on Facebook!” signs around) will also get people to your page. Your web presence can explode with the use of Facebook.

Each month we’ll post your blog article to facebook (outline this is your communication plan to ensure it’s not skipped). It’s important that the title is catchy and informative. You’ll be competing with a lot of others for attention. In between the articles little updates are helpful. Maybe you want people to know that betweennoonand four you’ll be offering a discount. If you’ll be out for a week let them know who they’ll be contacting/seeing instead and that they’ll still get the attention they need. Tips are extremely good here too. Not in depth explanations, but short encouraging ones. You never want to flood their walls with posts. People will hide your post and it’s unlikely they’ll see your name anymore. Once a day is the most I would recommend unless there is a huge sale or event you’re posting about throughout that one day. Social media marketing via Facebook is all about keeping it “cool.” Fans want to feel like they are in the know and special because they like your business.

Pictures are a great feature of facebook as well. You can use this to show off work, products, your team, the store front, and to compliment the particular blog you posted that month.

The reason facebook works so well and has become such a huge part of every day life is because it lets people connect to each other without having to see each other each day. It lets your fans know how you’re doing, what you’re doing, and why. It makes you more than just a voice on the phone, when they come to you they’ll already feel like you’re friends.

Bloggers Block

Posted by Christina on December 30, 2011 None comments

When you think about creating a blog it can be a little scary. Thinking up topics and keeping your reader interested are big tasks. Luckily! I came up with a few tips to help us come up with great topics together. When you are creating your communication plan… keep these in mind.

When you start a blog it’s best to introduce yourself and your business to the audience. What do you do and why? A little history is enough, since your website is likely to have a History or Information section. If it doesn’t, then you can be slightly more winded in your article. Your businesses mission is also good to incorporate. Before ending, leave them with a few hints on what’s coming up. Will they be hearing about promotions? Helpful tips? Fun facts? Also, let them know what sort of social media you are using (Facebook, Twitter, etc.). You have to feel like you are the person they are going to come to for all their needs (regarding your feild). You don’t want to make it too informative or they might feel like they don’t need to keep coming back. Ideally, you want to leave them wanting more and feeling like you are an expert in your field.

Your next five to six articles can be filled with promotions and all those things you wish your client knew before they got to you. Are there some special ways for them to prepare for your visit or a visit to you? What is the most important thing for people to know when they contact you? What’s the differences between common products you use? All of these are questions that people really have… but more importantly they want to know you know the answers. By doing this it establishes that you are truly knowledgeable in your field.

At about the sixth month make a special interest piece about your business. How’s business going? Has the rain come in so it’s slower (but you can come weather treat their _______)? Has tax season started so it’s really picking up (and people should contact you NOW to make sure you have time)? How are you doing personally? Are you planning on a vacation? Proud of your child for graduating? Customers like being able to connect personally. If you’re kid is from San Ramon High and so is theirs that could be the deciding factor in choosing you’re business.

Till the end of the year continue with more facts, tips, and promotions.

**Always post your articles to Facebook or even answer questions on sites like Yahoo! Answers. This will expand your web presence ever farther and it’s a great tool for social media marketing**

Most of all, make sure you feel good about what your “blogger” is writing. If you want to talk about a certain topic, make sure it’s heard. You’re blog is the backbone of your web presence.

Beyond the Plan

Posted by Christina on November 30, 2011 None comments

Having a map of how you would like to communicate online with your customer is amazing, but it’s the part that comes just after that is most important. A communication plan is more than just a timeline of events… implementing the plan is what comes next. Now that we’ve got each month figured out, updating and staying current is vital. Social Media Marketing thrives on consistent updates.

Email campaigns are another great way to stay connected. Start collecting emails from your customers as they check out or you complete the job you’re doing. Without badgering, a couple emails with updates or exclusive offers can work wonders. Now a days people rarely look through their “snail mail.”

One of the coolest things about the internet is that while you are keeping your current clients in the know, you attract new clients. The more your business name is on the internet and your website updated the bigger your web presence becomes and the higher your website will appear on search engine sites. Once your prospective client clicks on your website they will be able to read your past blogs and updates, really getting a feel for your business and you.

What is a Communication Plan?

Posted by Christina on October 30, 2011 None comments

A Communication Plan is a vital part of a successful social media marketing campaign. This first step basically lays out month by month what you want to communicate about your business to the customer. It’s a solid guideline of topics, products, services, and promotions that you want your clientele to know and remember.

When creating a communication plan several things are achieved. First, we define what you would like to accomplish by using this communication plan, or your objective. (ex. Reach a new client base via the internet). Next we’ll talk about how we will reach these goals. blogs, social media marketing, email campaigns, ect. are all outlets we will use to obtain your goal. Figuring out your target audience comes next. Your communication plan will map out the client base you currently have and how we will reach and connect with people who haven’t heard about your business yet. Next, a timeline and topics will be addressed. This is where we will figure out exactly what we want to share with the audience and when. Lastly, we will discuss how we will evaluate the plan. You always want to make sure that you’re getting results, if not the plan should be adjusted accordingly.

It may seem like a lot of work, but with a good plan your web presence will  grow and your customer base expand.

Creating an Internet Presence

Posted by Christina on September 30, 2011 None comments

These days there are so many different ways to get your business out there and known. Creating an internet presence is one way that businesses are continuing to grow and attract new customers. Since there are thousands of different blogs, websites, forums, and social networks it can get a little overwhelming to manage your internet presence. We are looking to make that much easier for you.

With technology and the internet being such an integral part of life today, it can be extremely profitable and rewarding to establish a connection with your client base via social media marketing. We’ll use outlets such as Facebook, Twitter, Google, and your own website to update your clients and future clients on important business happenings, products, and services. This allows them to stay up-dated and informed year round which makes clients feel connected to your business so you stay in their mind. The best way to get started is by creating a communication plan.