Announcements Aren’t One-And-Done

If you’re announcing your reopening - or even just letting people know about your current limited offerings - you can’t do what I’m seeing so many people do:

Just one text-on-image post stating the facts.

Nope.

First of all, most people won’t see this announcement post. They have to go searching for it. That itself limits the reach of your message - but if you’ve continued posting other things in the interim (which, hopefully, you have), you may leave many people confused without the whole story, since very few will scroll back to see the initial post announcing what the heck you’re doing.

Here’s how to do it better:

• Focus on still making your posts interesting (as in non-COVID time), but perhaps with a twist. A drink held by a gloved hand. A shopping bag held by someone with a mask. A picture of your take-out setup. That special you’re serving, shot in natural light in a way that makes it look absolutely delicious - in a takeout container. A stack of packages for online item orders, ready for the post office.

• Reiterate at the end of every post what your ordering or buying situation is. Don’t make people search for your previous explanation. Do make sure it’s at the end, though - the beginning of your post should still speak to people, just like it always should. It should draw their attention to what’s appealing about what you’re showcasing, or call them out in a way they feel identified with, or ask a question to engage them - look at old posts that got a lot of traction, and do the same in Coronatime. But always end the message with very, very clear, concise information on how people can support you (and safely obtain this thing you’ve gotten them so excited for).

• Post a lot! Seriously. People are ROOTING for small businesses right now. Many large companies are slashing budgets, which often means fewer ads, and even fewer organic posts. So, get in those feeds! Rather than making your followers sick of you (and again - they aren’t seeing every post, I promise you!), it’ll warm their hearts to see you surviving and thriving.

• Don’t forget to let people know who you are and where to find you! I can’t even count how many random “specials” menus I’ve seen posted on Facebook that don’t in any way indicate what restaurant they’re for, posted by the owner’s personal account instead of by the business. Don’t make people dig for information. Make it really clear who you are, where you are, and how they can support you right now - as well as how you’re there to support them!

FAQ: Do I have to be on social media?

I will admit that my feelings on social media are a little biased, being a social media strategist and all… but there’s a reason I entered this line of work, and that is because I truly believe it to be an essential tool for all businesses, large and ESPECIALLY small.

My comic alter ego agrees with me, too:

SOCIAL, SCHMOCIAL

Social returns, with two of my faves!

It’s back!

In case you’re new here: I had a weekly FB Live show, Social, that started in April 2017. I relaunched it in mid-2018 as a pre-recorded show focusing on local small business owners… then dropped off after 5 episodes. Now I’m bringing it back in its original format: live, Fridays at 12 noon ET, with a variety of guests from across the social media spectrum.

My first guests of the relaunch were my fabulous friends Julie & Jen of DepICT Media in Wichita, Kansas.

Julie and Jen may look familiar: they’ve been on the show before, and I on theirs (twice!). They were also part of Road to Social, a group road trip in June 2018 centered around several Social Media Day events (including #SMDayICT, which they helped organize).

They are wonderful, they are brilliant, they are great on video, and they know their s#!t when it comes to social media.

Much like Christine Gritmon Inc. does in the Hudson Valley, DepICT Media focuses on the needs of small, local businesses in the Wichita area. A year after “Facebookpocalypse,” people are STILL talking about the algorithm shift, so we decided we’d talk about how the new algorithm actually opens up more opportunities for small business than it shuts down.

Businesses have gotten spoiled. Social media provided unprecedented access to consumers - and businesses got way too comfortable broadcasting with no obligation to actually interact with their public. The great thing about this, as it pertains to the algorithm shift, is that businesses who want to “set it and forget it” will fall by the wayside when it comes to organic reach, and those business who are willing to utilize social media to facilitate, rather than replace, direct interaction with consumers will more easily stand out among the crowd.

Be human. Show your personality! Show that there are actual humans managing your social media accounts (and your business!) rather than corporate talking heads spouting out sales pitches. Having a unique voice (even an unpolished one!) will help you stand out from not only your direct competitors, but also from larger brands, which often aren’t able to be as flexible with showing off their “human side.”

Community-building means more than collecting “likes.” Vanity metrics mean nothing; it’s not how many people are watching, it’s whom, and what they’re doing next. You want the right people engaging with your brand, interested in what you offer, and hopefully buying. The way to do this is by investing in creating a sense of community amongst your followers - whether by using groups, or simply emphasizing your local cred and charm - and making them feel like they’re a part of something, rather than just being another faceless transaction.

Finally, we learned that my husband really likes Wendy’s.

Check out our conversation below:

Please join me again on Friday, January 11 at 12 noon ET, when I’ll be speaking with Filomena Fanelli of Impact PR & Communications about using social media & earned media to establish thought leadership.

Social: Jason Bay on nurturing LinkedIn relationships

I'm part of too damn many Facebook groups, most of them local. But when I heard about the by-application-only Badass Marketers & Founders (BAMF) group, I knew I had to go for it. Part of the group's value is in the connections: everyone involved is legit. That's how Jason Bay found me (especially after I was spotlighted as one of the group's most active members), and connected with me on LinkedIn. And, lo and behold, here he is on my livestream, telling us all about how to strategically connect with the right people, then develop and nurture relationships on LinkedIn!

Just a few of Jason's great tips:

• Fill out your profile - especially the picture and the summary.
• Don't worry about being on every platform. Be on the platform where the people you want to connect with are. (Jason's work is B-to-B, so LinkedIn works for him.)
• Groups can be a great source to mine for relevant connections.
• Include a personalized message when you try to connect with someone; give them context, don't leave it blank.
• Add value! Make sure people are getting something out of being connected to you.

Social: smartify your hustle

When Ramon Ray steps into a room, you know it.

The multi-entrepreneur and founder of Smart Hustle Magazine has a palpable energy, one which has propelled him to start - and grow - several businesses, write books, and become an in-demand speaker - he's even spoken at the White House!

Ramon and I talked a lot about how an entrepreneur can build their small business, but three key pieces of advice really stood out:

1. Know what game you're playing;

2. Hustle, grind, passion, persistence;

3. Always be open to learning.

Check out the rest below. And if you go to his Smart Hustle Small Business Conference, let me know so we can meet up!

Social: special Berkshires edition

My annual Berkshires family vacation cannot stop #cgsocial!

I took a break from my self-imposed social media embargo for a special on-location livestream from SoCo Creamery in Great Barrington, MA. I've loved SoCo since they were serving up scoops in Lenox, MA (home of Tanglewood), though they've since moved their headquarters to nearby Great Barrington. Chief Digital Officer Amanda Canale discussed how she keeps SoCo's social media feeds fun, local, and serendipitous. (And I enjoyed a cup of this summer's special Blueberry Honey Lavender flavor!)

Social: A Family that Means Business! Special Guest Robin Hayes and Eva Hayes of Lucky Bug Clothing!

Today on Social - Special guest Robin Hayes and Eva Hayes of Lucky Bug Clothing! 

This family truly means business, and today on Social we got to discuss their marketing efforts, how they established their adorable brand, as well as how they implement ethical and sustainable business practices! 

Lucky Bug clothing is a transparent brand who cares about your family, and knows how their customers minds work! From 75% of their sales being gifts, they have to know how to directly target every form of consumer, not just mothers! I can't wait for you to watch this weeks Social and learn about how this small business strategizes Facebook, Instagram, and even their Pinterest!

Watch it below!