Archive for the 'Marketing' Category

Yelp Works

I walked into Deke’s BBQ which is down the street from where I live to pick up my customary burnt ends sandwich. “Are you the one that put something about me on the Internet,” the owner asked. “Yeah, I wrote a review about you on Yelp.” He smiled, “Thank you, I’ve had people come in from Michigan and other states because of your review.”

He gave me some free soft drinks because of the review. What can I say? Yelp works. I’ve been yelping off and on for about year. I’m crazy busy with zero time to write but I decided to start yelping because of my soft spot for the mom and pops who don’t have big ad budgets to market their services. If you don’t know what’s the big deal with Yelp, it is a site where you can find reviews on almost every restaurant and business.

In Deke’s BBQ case, the customers searched for barbecue in East Kansas City or Raytown and pulled up my 4 star review. Deke’s BBQ looks like a little house from the outside but the BBQ has big flavor. My review pulled those customers from the “big name” barbecue places in Kansas City – Gates, Smokehouse etc. into his little place on the corner.

Do you use Yelp to find restaurants, events and businesses near you? Do you “Yelp” about them?

Turn Check-ins into Cash for Your Business

“When I checked into your restaurant on Facebook, over 1300 of my friends saw that I was here,” I explained to a restaurant owner. He stared blankly at me because he didn’t understand how my check-in could turn into dollars for him. A check-in is when a customer checks in to your venue through Facebook or their Foursquare account.

When checked in at the Livestrong Park for a SportingKC game, Facebook displayed a list of my friends who were there at the same time. I could have connected with them on Facebook to meetup for the game’s after party.

Brenda Roberts, owner of RSVP MedSpa is turning her check-ins into customer loyalty and more business. She is the first business owner I’ve met who understands the dollar value of check-ins. Her clientele are primarily upper middle-class men and women who are already on Facebook or Foursquare.

When they sign in for an appointment, her staff ask them to check into Facebook or Foursquare as well via their smartphone. “We reward customers with discounts the more they check-in,” she says. If they don’t have a smartphone, they are offered an iPad to check in.

“One lady wanted the discount so badly that she checked 20 times that day,” she laughs. “I told her that she had to physically check in.” How do you turn check-ins into dollars for your business?

Here’s a takeaway from Brenda:
#1 Offer a reward for frequent check-ins. Whether its a discount or some freebie, people love to accrue savings.

#2 Offer an easy way for your customers to check-in. If they don’t have a smartphone, have an iPad on hand for them to use.

Now turn those check-ins into dollars!

Marketing on Facebook 101: Posting Status Updates People Want to Read

I’ve made my living writing stuff that hopefully people want to read. If they don’t read it, then I can’t pay my mortgage and my kids don’t eat. Let’s say I have an urgency to write status updates that people want to read. 😀

I have over 1,300 friends on Facebook and set my news feed so I can read updates from all of my friends, not just the ones I interact with. I found out today that Noa is in a relationship, Lisa is looking for an apartment, and Molly drove to Texas and went deep-sea fishing. I read these updates because I care about Lisa, Molly and Noa who announced his relationship.

Scott Stratten author of “Unmarketing” said it perfectly when he wrote, “A business doesn’t care about your product or service until you care about them.” So many status updates read like a newsfeed of product announcements, special offers, discounts etc. with no comments. Lisa, Molly and Noa got a response from me because I care about them.

By its very nature, Facebook is a social site. To that end, a business must care about their targeted fans. How do we show that we care? We post updates that they are interested in, not just product announcements and special offers. One study that I read stated that 80% of your updates should be about stuff your audience cares about and 20% pitching your wares.

And interestingly enough, the updates that get shared the most are images, followed by videos then text. The goal of your status updates is to engage your customers and prospects, not just sell. If your fans are into country music, why not post a video of a country music artist that they like? Or if your company supports Make-A-Wish, and your fans connect with that cause, then share updates from the Make-A-Wish page.

I try to mix it up as far as status updates — videos, interesting images and text. My goal is to build a community within the business page so fans look forward to the updates. One of my clients is a CARSTAR. During the winter season, I posted tips on driving on ice. The owner said that a driver came to the store and told him how much she appreciated reading the advice about driving in winter weather.

The key is to create a relationship between your business with your customers or prospects. Get your customer to talk to you and you’re establishing brand loyalty. Get them to share your updates and you’ve extended your reach! Next time – 10 Ideas for Status Updates.

Marketing on Facebook 101: Setting Up Your Business Page

I manage 18 pages for small to medium-sized businesses. Creating the page is the first step to setting up your business on one of the largest social networking sites. This page can either help build your business or show Facebook users that you don’t know what you’re doing on Facebook. My goal is to help you build your business.

First of all, I’ve seen business owners inadvertently set up their business as a personal profile page. I understand why someone would make this mistake since the functionality of creating a business page and interacting with other pages as that business hasn’t been available until April 2011. A personal profile page is vastly different from a business page. Below is a summary of the differences.

Personal Business
5,000 friends limit Unlimited fans
You send messages You send updates
You post messages on your friends wall You post messages on the walls of other pages

Facebook displays different options depending on the type of page you select. For example, a local business is different from a company or organization page. You may need to experiment with a couple of different page setups before finalizing your selection. You can set your page to be viewed by admins only while experimenting with different options.

Moving Your Business From a Personal Profile to a Business Page
If you have set up your business under a personal profile, you need to create a business page. It’s easy to create a business page but the tricky part is getting your friends on your business profile page to join your business page. I recommend a time-sensitive incentive such as a offering a drawing for a $25 gift card to get your friends to join your business page.

I also recommend suggesting the page to your friends to further draw them to your business page. You could also offer a new look such as a custom welcome tab. I’ll go into creating a custom welcome tab in a later post. In the meantime, ask me any questions regarding transitioning your business personal profile page to a business page.

Naming Your Page
After you have 25 fans, you can pick a name of your page. Instead of a line of characters, you could create a link such as http://www.facebook.com/yourpagename and add this vanity address to the signature box on all of your outgoing emails.

An example is “Join me on Facebook at Facebook.com/YourPageName.”

Choose your name with care because you can’t change it. Next time, “Creating Your Profile Picture.”

Five Reasons Your Business Should be on Facebook


Facebook boasts over 500 million users with 50 percent of those users who log in everyday. According to Facebook, the average user has 130 friends. If that’s not enough to convince you that you should have a presence on Facebook, here are five more reasons:

1. Your friends are on Facebook. The best way to market and promote your book or speaking engagements is to tell your friend on Facebook. Let’s do the math on the potential reach for the so-called average user. Say you have 130 friends who each have 130 friends. You tell your 130 friends about your book. Your 130 friends tell their 130 friends about your book. You’ve just told 16,900 people about your book! If 10% of them bought your product, that’s 1,690 products sold. Not bad for unpaid advertising!

2. You can instantly promote your product and services on Facebook. Create events for seminars or workshops featuring your product. If your seminar or workshop made a positive impact on an attendee, they can post their reaction on their wall to further your reach.

3. Your competition is on Facebook. Here are some examples of small businesses using Facebook’s “like” page or groups to promote their product or service:

Facebook Fan Pages
The Equine Dentist with 4,167 likes
HySmith Automotive and Truck Repair with 451 likes
The Tulsa Dentist with 6,603 likes
Jack’s Home Improvement with 551 likes

Facebook Groups
Dentist with 2,228 members

4. Customers are on Facebook. You can reach out to your customers who are on Facebook. If they love your product or service, they can post their review on their profile for all of their friends to read. Instant referrals!

5. Your target market has a group on Facebook. Let’s say you own an automotive accessories business. Here are some groups on Facebook that you could reach with your product:

Pimp My Ride with over 16,000 members
Automotive with 251 members

There are thousands of groups with special interests on Facebook. You could reach that group with your product or service message.

Just think, with a few clicks you could reach hundreds of people for your business. Of course there’s a strategy and tactic for connecting on Facebook. If you would like to know more, call me at 816.332.0720 or send an e-mail to HYPERLINK “mailto:ldhaywood@gmail.com” ldhaywood@gmail.com with your questions. If you have a Facebook success or not-so-success story, I want to hear it.

Facebook friend or foe?

One of my clients called me this morning and told me about a profile that had been opened under his name. I received a friend request from him yesterday so I thought he accidentally unfriended me and was reaching out to me again. I accepted his request but didn’t realize it was from a fake profile.

Fake Facebook profile

Fake Facebook profile

As of 1:30 today, over 200 people had joined his fake profile page. I called Facebook’s “customer service line” and got an automated message that Facebook didn’t provide phone support. “You can find answers to your questions by clicking help in Facebook,” the recording stated.

Real Facebook profile

The only advice I got was to click the “Report this person / Block this person” link. I’ve reported the person several times and posted on the page that this was a fake profile. I also posted on his page a link to the Facebook help page about fake profiles and a notice to his friends to not accept friend requests from another person posing as him.


Facebook has over 500 profiles from all over the world. Managing fake profilers, spammers and devious marketers sounds like an administrative nightmare. Still Facebook should have some checks in place to deal with unscrupulous marketers taking advantage of Facebook’s relationship-based functionality. Will it take a lawsuit? Anyone up for a class action suit? If 100 victims of fake Facebook profiles joined, would Facebook listen and institute some changes?

Someone set up a profile page under my name too. I’ve sent a request to friend them. I never thought there was another Leilani Haywood on the planet. Apparently another Leilani Haywood exists.

The other Leilani Haywood

The other Leilani Haywood


Do you have someone spoofing you or faking your profile? You better check! Tell me if you find someone faking your profile. I want to hear your story. Apparently this is another tactic for unscrupulous marketers to gain access to Facebook profiles. So be careful who you friend on Facebook. Make sure they are a friend and not a marketing foe.

Three Ways to Fail at Social Media

Social Media is the holy grail of resurrecting or launching marketing and public relations campaigns online. We’ve all seen the amazing statistics of 500,000 users on Facebook worldwide. A gazillion users on Twitter everyday. And don’t get me started with LinkedIn, YouTube etc.

Companies see social media as way to bypass barriers erected by traditional advertising which is high costs in producing and placing ads.  Setting up a Facebook business page, Twitter account and LinkedIn profile is just the beginning though. Social media by nature is social, which means a heavy investment of time in building relationships with your target market.

I’ve identified 3 ways you can make social media fail for you. I’ve learned this the hard way and share these 3 keys to failure in hopes that you don’t make the same mistake I did.

#1 Don’t add links to your Facebook page, Twitter account or blog on your web site. I’m amazed at how many companies don’t synchronize their web site with the social media sites. All of your social media sites should mesh with your web presence.

#2 Don’t tell anyone to follow you or join your page on Facebook. If you rely on your social media staff to do this job for you, you’re doomed to fail. You need to ask people to follow you or join your page on Facebook.

#3 Don’t be original. Retweet other people’s tweets or use other people’s links as your Facebook status updates. Be a fount of other people’s information and soon you’ll be considered spammy.

Social media by its very nature is social. You must socialize, reach out, react, respond and talk! Show some personality and be interesting. And above all, invest time in social media. Believe me, it will pay off.

 


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