Kelsey Roth « Somerville Local First : Support Locally Owned and Independent Businesses

3 Social Sites you Aren’t Using (and Probably Should)

May 01 3:32 pm

By Kelsey Roth

With almost a billion (yes, I said billion) users, chances are your business is already on Facebook and you might have a Twitter feed

Trying new media can be worth the risk.

too, but there are other social media tools out there that you may want to consider using to help boost your business. We’ll take a look at three of these tools, discuss why you should care, and offer some quick tips on getting the most out of them. Not every tool is going to be right for every type of business, but hopefully you’ll be inspired to try something new.

YouTube:
Why you should care: People view about 15 billion videos on YouTube a month. Google owns YouTube and I’m pretty sure that Google owns the Internet too! YouTube is good for SEO (search engine optimization) and can help get your website to the top of search listings.

How to use it: Most businesses don’t use YouTube because they think that making videos is difficult and expensive. Sure, making some professional videos can be difficult and expensive, but your YouTube videos don’t have to be professional. In fact, having an amateurish quality to your videos can actually lend a feeling of authenticity. That being said, quality does matter. Make sure people can hear what you are saying and that they can see what you are talking about. It is a visual and audible form of media, after all. Don’t be afraid to contact a local videographer for help. I’m sure they can work within a budget and offer advice and expertise to make your videos better.

But what kind of videos should you make? Customers want to watch a commercial that is super creative. They want to see videos that address their needs, such as how-to, advice and behind the scenes clips. Help the customers make tough buying decisions by talking about the pros and cons of two similar products. Show them how to create great holiday cupcakes or take them on a tour of your production facility.

When you are ready to upload the video, be sure to name and tag it with the search terms you want it to appear in. For example, “Holiday Cupcakes: How to bake great holiday cupcakes.” Give a detailed and thorough description and add your website’s URL at the beginning so people can click it and find you.

Pinterest:
Why you should care: A relative newcomer on the block, Pinterest has gotten a lot of buzz lately. Most of it came in February when it was revealed that it was driving more referral traffic than Google+, LinkedIn and YouTube. This turned a lot of heads. Pinterest is a visual bookmarking tool that lets people share images called “pins” and collect them into groups called “boards”. People can ‘like’ pins, comment on them or repin them on their own boards.

How to use it: Remember that marketing, at its core, is as much about who we are, as it is who we want to be. Many of the images shared on Pinterest are aspirational and inspirational; places I’d like to go, things I’d like to see, clothes I’d like to buy, food I’d like to eat, etc. As a business, share images that connect with people in those ways. When sharing product photos make sure the image links back to your website. That way you can tap into that sweet referral traffic. But make sure you balance promotion with engagement. Watch what your customers pin and take note of what interests them. It’s just as much about sharing in the community of your business as it is about selling product. Be a source of inspiration for your customers.

Google+:
Why you should care: It’s Google and I’m sure you use them every day for search, email and probably other things as well. They have successfully integrated themselves in almost everything we do on the Internet. Compared to Facebook, Google+ might seem miniscule in terms of number of users. But Google+ and the +1 button are extremely powerful in getting you seen on the Internet. Google likes it when you use their products, and sharing content through Google+ can help your site and your content be more visible on the Internet. Google+ is a social network that focuses on content, allowing you to follow people who have similar interests to yours and choosing who sees the content that you share.

How to use it: In most ways, Google+ works a lot like Facebook where you can share status updates, links, photos, videos, etc. The main difference is in how it is integrated with their other products. When you are signed in to your Google account and search for something, lets say laptop bags, at the top of your search results you’ll see if people in your Circles have commented, +1’d or linked to references to laptop bags. If you use Google Reader, those results will show up as well. This is what Google refers to as “Social Search”. If a friend of yours found a link valuable, you are more likely to find it valuable as well. Also, things posted to Google+ are searchable by Google, whereas things posted on Facebook are not.

The other main aspect of Google+ is the +1 button. This is similar to Facebook’s Like button, but not limited to the confines of a social network. You can +1 web sites, products, articles, blog posts, etc. and these will have impact on other people’s search results. Google gives preference in its search results to things that have been +1’d. If you enable people to +1 your products and your competition doesn’t, that could give you an edge in search results.

At its heart, Google+ is about passions. While we may have 200 friends on Facebook, only a few of them might be as interested in knitting as we are. On Google+, you can find friends as well as strangers who enjoy the same things you do and engage with them. As a business, finding and connecting with people who are passionate about your business is invaluable.

Think about how these social tools might fit in with your business community. A photography studio might find Pinterest to be a much better fit than Twitter. Whereas a bookstore might find Google+ more effective than YouTube. You don’t have to be everywhere, just in the right place. And you might not know where that is until you try it. So give these social sites a shot and see if they work for you.

Filed under: Local First
Tags: Google+, Kelsey Roth, Pinterest, Youtube

The Death of the Hard Sell

Oct 20 2:50 pm

By Kelsey Roth

Somervillians are smart shoppers!

We are constantly changing; the fashions we wear, the foods we like, the music we listen to, because we are influenced by the larger world around us. The more we are exposed to, the more we have the potential for change. We change the way we make purchasing decisions too, and the old sales techniques just aren’t as effective as they used to be. Unfortunately, many local businesses still cling to these old ways even though they are in the best position to connect with their customers in new and more successful ways.You may have heard the term “hard sell”. It’s an aggressive sales technique in which the seller focuses on the features of a product (zero grams of fat!) and/or the price (50% off!) and creates an urgency for you to buy (limited time only!). I’m sure a million different ads just ran through your head, and unfortunately, most of them were probably from local companies. This used to be a very effective sales technique, but why isn’t it as effective as it once was?

The biggest reason is because the audience has changed. People tend to block out hard sell ads on TV and radio and associate those types of ads with questionable quality or even worse, with deception and lies. Today, customers are more sophisticated. They expect to connect with a business or brand in a more personal way. And they have more decision making tools at their disposal than ever before in the form of search engines, blogs, ratings and review sites. A hard sell technique is usually the wrong tool to capture today’s savvy audience.

Advertising used to focus on features, price, and urgency. Today, people care more about solutions, benefits, and value. While features are certainly important, the buyer wants to know how those features solve their particular problem or how it will benefit them and make their lives better. As Harvard Business School marketing professor Ted Levitt said, “People don’t want a quarter-inch drill, they want a quarter-inch hole.” People want to know that a company is in tune with their needs and desires and with what’s important to them. While price is always an issue, getting value for their money is more important. People will pay more for an item if they get better customer service, if the product is of better quality, or if the product is environmentally, socially, or culturally conscious.

Hard sell techniques have the tendency to talk at people, not to them. It’s important to realize that the focus is no longer on you or your product, it’s on the customer. It’s not what you are selling, but what the customer is buying. People will no longer buy an item just because it’s “new and improved”. They want to know that your product or service fits in with their life. That’s where the conversation comes in. Listen to your customer’s needs, objections, problems, and questions. Help educate them on how to make good purchasing decisions and avoid confusion. Offer workshops or videos to help them use your products better. By understanding their problems and needs, you will understand what benefits are important to them and where they see value.This helps you provide a better customer experience and helps you develop a message that addresses their needs. If people think that you understand them, they are more likely to become valuable repeat customers.

When it comes to having a conversation with your customers, local businesses have the edge over large corporations. As a small business owner, there’s a good chance that you already greet and chat with customers on a daily basis. Use this time to listen to them as well. Ask them questions and let them know that their opinion is important to you. Are they a regular customer? Ask what keeps them coming back. Use social media like Facebook and Twitter to reach out to your customers and interact with them. Large corporations have to dedicate entire departments, spend millions on marketing campaigns, and hire outside firms to get this valuable information. All it takes from you is a little time and effort.

People today are more informed, more connected, and more active than ever before and they expect companies to be the same. In the past, companies were too busy shouting about new features and price breaks to take the time to listen to what people actually wanted. Today, customers want to be heard, and the small local business is in the best position to hear and react to their needs.

Filed under: Local First
Tags: Kelsey Roth

Groupon or Groupoff: The Good and Bad of Daily Deals

Sep 20 2:01 pm

By Kelsey Roth

Consumers love a deal...but it's up to the business owner to turn fickle shoppers into repeat customers.

When daily deal sites like Groupon and LivingSocial arrived on the scene, many small businesses were seduced by promises of thousands of new customers and untold riches. It also seemed like the perfect way to market locally. Daily deals can have a positive impact on a small business when done right. Done poorly, they can quickly destroy a small business. There are good and bad aspects of using a daily deal for your business. If you decide you want to run one, some basic tips will help you get the most out of it.

The Good:

Exposure: Daily deals provide exposure. Your ‘deal’ is announced to thousands of targeted potential new customers. It may lead to increased hits to your web site, “likes” on Facebook, and more followers on Twitter.
Increased customers during promotion: New customers will visit and hopefully you’ll be able to turn a percentage of them into loyal repeat customers.
Small infusion of cash: Some people have referred to daily deal companies as loan sharks. This moniker might seem harsh, but it isn’t entirely false. When a deal goes on sale, the host company, like Groupon, will pay out an agreed upon percentage of the initial sale. The terms vary depending on the host company. If your business is in need of a small infusion of cash quickly, a daily deal might be the answer.

The Bad:

Expensive: At first glance a daily deal might look like an inexpensive way to advertise with no upfront costs. But the business owner receives about 50% (sometimes less) of the value from a daily deal. Sell a $100 meal for $50, and receive at most $25. The daily deal company gets the other half. Some small businesses have seen a daily deal cost them upwards of $40,000! That’s a lot of money to spend on one ad campaign with no guarantee of long-term benefits.
Questionable Customer Quality: Enter the Pareto Principle. It states that 80% of a business’s profits come from 20% of its customers. The bread and butter of a small business is its loyal customers. While the daily deal is running, you risk replacing your valuable repeat customers with one-time-only coupon holders.
Too much of a good thing: Having lots of customers is good. But if your business is not prepared, it could be a disaster. Lacking proper staffing or running out of inventory could lead to a lot of unhappy customers. And since they are not loyal, they may be quick to talk badly about your business. This isn’t what a business looking for new customers wants.

The Tips:

Understand the costs involved: When setting up your own daily deal, understand the cost. Determine your cost in reduced profits, increased labor, and additional inventory. A daily deal will be more profitable if you can price it lower than the average sale. For example, if a typical hair cut is $30, price your deal at $7 for $15 in services. That way you won’t lose as much per customer.
Think beyond the daily deal: A daily deal may help bring in new customers. Make sure to focus on turning those customers into repeat ones. Perhaps use a daily deal as part of a larger marketing campaign.
The Devil is in the details: Businesses get into trouble with daily deals by not understanding the fine print. When working with the sales associate, make sure you cover your bases in the disclaimer. If there is a loophole, people may try to exploit it. Make the length of the campaign as short as possible. The longer you draw it out, the longer you lose money. While the deal is active, clearly display the terms, conditions and expiration date to reduce confusion and arguments.
Be prepared: Make sure you are staffed properly to handle a flood of new customers, that you have enough inventory to handle the demand, and that you are financially prepared to lose money in sales in exchange for exposure.

Daily deals can be an effective tool for marketing your business. Realize that they are not right for every business, and try not to view them as a money-making venture. Most businesses lose money on daily deals, but the ones who use them successfully are those who take advantage of the exposure they get and develop a larger base of regular, loyal and satisfied customers.

Filed under: Local First
Tags: how-to, Kelsey Roth, small businesses

3 Easy Ways to Boost Your Business Online

Aug 16 3:06 pm

By Kelsey Roth

Kelsey Roth of local marketing consultant group, The Management, will be bringing you handy marketing tips monthly specifically for small businesses. These guys know what it’s like to run a local business because they ARE a local business!

Don't be a relic of the past...Get with the times and market your local business the modern way!

Most small business owners have enough to deal with on a day-to-day basis that marketing and self promotion usually take a back seat to things like serving customers, training employees, and managing the books. Focusing a few hours each week on marketing can make a big difference in the long term. Having a web site and creating a page on Facebook are simple tasks that many small business owners can accomplish. But for many businesses, that’s where their online presence stops.

Here are 3 easy things you can do today to help you get more from your Internet presence.

1. Make sure your web site’s text is highlighting your business.
Are you a hobby store in Somerville that specializes in model airplanes? Your front page should say something like “We are a hobby store that specializes in model airplanes located in Somerville, MA.” Google reads these keywords to help figure out how to categorize your web site when providing search results. If someone is searching for model airplanes in Somerville, you want to make sure your store shows up at the top of the list.

2. Claim your business.
Claiming your business on sites like Google Places, Yelp and Facebook allow you to control the information and increase your online visibility. By claiming your business on Google Places and completing the profile information, you increase your visibility on Google Maps, your rankings in Google Search and make it easier for people to locate your business through many mobile apps. By claiming your business on sites like Facebook and Yelp, you gain the ability to respond to reviews, add content and make announcements. Another reason to claim your business is that many of these sites provide valuable statistics about interest in your business such as page views and interactions.

3. Use the tools you have.
Simply having a Facebook page or Twitter account is not enough. People will forget about you if you never post anything. But what should you post? That answer is going to be different for every business but it should begin by asking the same question. Why would someone want to “Like” my Facebook page or follow me on Twitter? You can use these tools to promote announcements about sales, specials and events. Think of other ways that you can provide information that your followers can use. Are you a gardening store? Then post a weekly tip from your expert gardener. These posts can be linked directly back to your website, generating visitors to that as well!

These are just a few ideas to give your business an online boost. The Internet connects us in many ways. Take advantage! Small improvements here and there can go a long way to increasing your online presence, which ultimately leads to more customers and increased profits.

Filed under: Local First
Tags: Kelsey Roth, marketing, small businesses

Kelsey Roth

Aug 15 5:52 pm

Kelsey Roth

Kelsey Roth has been kicking around the media marketing business for over 15 years working with clients ranging from large international corporations to small local businesses. Originally from Chicago, he graduated from Boston University and soon found work in the area. Having lived in Somerville for 20 years, he now considers himself a Somerville native and grateful to be living in Ward 5 with his beautiful wife and fluffy dog. Instead of helping big companies make more money for themselves, he is using his talents for good by helping local businesses to better connect with their customers. You can reach him at his new Somerville-based business, The Management.

Filed under: Blogger Bio
Tags: Kelsey Roth

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