Building Your Brand: Social Media Marketing 104

Social media is a powerful tool for communication with and connection to your customers. In this multi-part series we have been covering the basics of social media for businesses. In this edition, we’ll dive deeper into gaining website traffic and online visibility for businesses using Search Engine Optimization.

Search Engine Optimization, or SEO, is the key to brand visibility, but it’s complicated. Experts in digital marketing, web engineering, and data sciences have dedicated their entire careers to this field. The information we have here will give you a basic understanding of what search engine optimization is, and how you can use it to boost your business. the word SEO with different seo related words around it

What is Search Engine Optimization?

  • SEO refers to increasing the quantity and quality of website traffic through organic (non-paid) search engine results.
  • SEO goes beyond just what people type into Google. Understanding how to optimize your pages for search engines relies on a deeper understanding of what people are searching for online, the words they use, and the types of answers and content they’re seeking.
  • To increase traffic, you want your content to appear on the right search engine result pages. It doesn’t matter if your page is high ranking for a specific keyword, if the user isn’t getting what they need from it. Search Engine Optimization helps make sure your pages are showing up in the right searches.

Do, Know, Go

To understand SEO, you must know what people are searching for, as well as how and why they are searching for these things. Search Engine Optimization experts categorize the things people search for into three distinct categories: do, know, and go searches. 

cell phone with the word search on it and a bar underneath search

  • Do: “Do” searches are typically made with the goal of completing a transaction, like purchasing a product or service. An example of a “do” search is “flight to Fiji.” This is a “do” because it leads to the action of purchasing a flight to Fiji. 
  • Know: “Know” searches are information-seeking searches, and while they may be related to product research and future transactions, they don’t have the same transactional nature as “do” searches. For example, “best resort in Fiji” is a “know”search, though it might lead to a later “do” search to book the resort. 
  • Go: “Go” searches involve users looking for a specific website, such as that of a brand or organization. For example, if a user searches for the Bintan Resort in Fiji, they should be brought directly to that resort’s home page. Suggesting other Bintan resorts would not be helpful. 

Your SEO Toolkit

Once you understand the basics of how search engines work and what types of queries are driving traffic to your website and social media pages, there are a few tools that you can use to make sure people are being driven to your site or content: hashtag symbol in white with a baby blue background

  • Hashtags are used across all social media platforms, and enhance the users’ ability to find your content. Hashtags are most effective when you want to tie your post to a current event, trend, industry, or location. For example, #OpenInBOS is a hashtag that trends every winter in Boston, Massachusetts to help consumers find restaurants that are open during snow storms. #MondayMotivation is a widely-used hashtag for inspiring content. Figure out what hashtags are best for you by researching what similar businesses use, and by exploring hashtags related to your field. 
  • Tags are different from hashtags, though they serve a similar purpose. They are specific and detailed descriptions of your content. Viewers browse by tags, but they’re not as time-sensitive, event-focused, or specific as hashtags. For example, a viewer might search for “bridal hair styles”, and they would see content tagged “bridal”, “hair styles”, and “bridal hairstyles”. Each post can have multiple tags, but not all platforms use tags. They are primarily used by YouTube, Facebook, and Pinterest. 
  • Keywords are the words or phrases used when searching, and relate to your brand, product, or service. On your end, they play a large part in categorizing websites, and can increase relevant search traffic when used correctly. For the user, they help specify what they’re trying to do, learn, or visit. The first step to properly using keywords is to brainstorm what people might search for to find your page, and incorporating that into your titles, descriptions, and content. link building icon in white and gray
  • Links refer to the number of times a page has been referenced on a different website. When another website links back to your page, it shows that they appreciate and approve of your content, which helps your pages rank higher on search engines. This does happen organically as people find and re-share your pages, but it can also be achieved through partnerships and reviews. 

Search Engine Optimization is an incredibly detailed, ever-evolving field. Because search engines are constantly updating their software and algorithms, it can be difficult to keep up. But you don’t need to be an SEO expert to use it to your advantage –  even a beginner can succeed with SEO! Use these tools to support your high-quality content, and you will gain more visibility for your business.

Be SMART When Setting Your Goals

Setting goals for yourself and your business is always a great idea, but some goals are better than others. It’s not enough to have good intentions for a positive end result, you need to be able to clearly define and articulate the progress you want to make. 

This is where the idea of SMART goals comes in. The concept behind SMART is that goals work best when they are Specific, Measurable, Attainable, Realistic/Relevant, and Timely. Using this acronym to help define your business goals can transform a fuzzy, vague hope into a clear and strategic plan. 

Specificthe 4 W's and how in colorful speech bubbles

Specific goals are clear, well defined, and leave no room for interpretation. You will know when they are completed, because you know what steps you need to take to achieve the goal. When defining your goal, ask yourself the W’s: Who is involved in this goal, What do I want to accomplish, When/Where is this goal going to be achieved, and Why do I want to achieve this goal.

For example, instead of saying, “I want to be more productive”, you can set a goal of “I will finish creating the targeted ad campaign by the end of this month so I can begin to publicize it”. 

Measurable

Measurable criteria is critical for effective goal setting. This helps to define the incremental steps you must take to determine your progress. To make a measurable goal, ask yourself about a specific quantity or other set of criteria you want to attain, and how you’ll know that you’ve reached your goal

For example, instead of “I will make more sales this month”, try “I will complete 10 sales this month, following up on five leads a week until that goal is met” .

Attainable

SMART goals must be achievable, but still challenging. You don’t want to set a goal so lofty that you’re bound to fail, but you do want to have goals that push you forward. When setting your goals, ensure they’re achievable by asking yourself if you have the resources and capabilities required, or the ability to get these things. If not, it might be time to reevaluate your goal. 

For example, instead of saying “I’m going to provide the best customer service ever” (which is not attainable, measurable, or specific!), try “I am going to hire an intern to improve my customer service” – or, if that’s not feasible, “I am going to block off X hours a week to respond to customer service inquiries”. 

Realistic & Relevant

Goals must also be realistic. Think about your time frame and resources. It is admirable to want to hire an intern, but do you really have the time and energy to supervise a new employee? 

Relevance is key to staying motivated. It brings you  back to why you’re setting your goal. Are you focusing on customer service because you have received negative reviews? That’s a great motivating factor, and will help keep you on track to meet your goals. 

Timelytime management written by a caucasian hand with clock frame over it

This is an important part of goal setting, but it is often overlooked. Goals should have a timeline that is clear and defined, with both start and end dates. These parameters help create a sense of urgency that will inspire you to keep working toward your goal.

Instead of “I will file my paperwork on time”, try “I will file all of my paperwork by the 25th of each month”, or “I will spend 20 minutes each day filing paperwork”. 

Goal Getter

Goals are like a to-do list. They should be revisited often, updated to reflect your current priorities, and offer clear steps to accomplishment. By using the SMART goals format you’re setting yourself and your business up for a smart, strategic plan for success!

Tools of the trade: Top organizational picks

So, you’ve decided to take the plunge and start a small business. Congratulations! You’re in good company. As we saw with the recent pandemic, many people have left the traditional 9-to-5 pursue a creative, flexible career. Becoming an entrepreneur takes creativity, guts, and vision; it also requires dedication, strategy, and organization. This last requirement is sometimes overlooked, or dismissed by some people as something that you either have or you don’t. But there are tools to help you improve your organizational skills! Whether it’s a bullet journal, goal-tracking app, or massive wall calendar, having a system to organize your goals, plans, and to-do list is critical to success, so we’ve rounded up some of the best tools to keep yourself organized.large wall calendar on the wall above a table with two black chairs.

For The Creatives

If you’re running a creative business, why not choose a calendar or planner that allows you the freedom and flexibility that works for you. 

  • Moleskine Classic Journal: Dotted. This blank notebook leaves you free to design your calendar however you want. Moleskines are the prized possessions of many avid bullet-journalers because of their customizability. Be sure to check out the many pinterest boards dedicated to bullet journal layouts. The Moleskine Classic also comes in lined, blank, and grid layouts.
  • Passion Planner: Undated Yearly. This journal has had a cult following since it first came on the scene a few years ago. Creator Angelia Trinidad’s goal in creating this journal was to help “simplify your life and focus on what really matters”, so it includes things like a “passion road map”, tips for goal setting, monthly and weekly reflections and planning, and more. Best of all, all of their planners are available in a free PDF, so you can print one out at home and try it before you buy it.
  • The Daily Greatness: Success. This yearly planner has it all! The weekly pages have a “morning mindset” question to start your day off right, daily checklists, appointment scheduler, and action trackers. This planner also offers monthly check-ins to review what’s working and celebrate progress, as well as monthly action planners to reset your focus for the next month. The creators say it offers an “intuitive flow that keeps you on-track and aligned with your goals”.

For The Techies

calendar on a tablet

Are you a tech-savvy business owner? If your phone is always in your hand, try these apps for organizing your phone, business, and life.

  • Todoist: Available on all devices. This powerful all-in-one organizational app is easy to use and easy on the eyes, with a bright, colorful user-friendly interface. It can make to-do lists, delegate tasks, & allows you to see tangible progress across your tasks. Todoist also uses a nifty team-based approach, so you can check in on the progress of coworkers or family members. Best of all, it’s available on virtually all devices, so you can sync lists from your Microsoft tablet to your Apple watch.
  • Trello: Website, iOS and Android. Trello is an excellent tool for collaborating on projects. They offer “boards” as a way to organize different projects across teams, time management tools, and even an option to add everything you’re working on to the Slack app. 
  • Calendly: Website. Calendly is great for managing meetings and scheduling for groups. Instead of sending out multiple “ are you free?” emails, Calendly organizes everything  for you. It is formatted for most email hosts, and is very user friendly. 

For The Traditionalists

planner and cell phone coming out of a brown bag
A small planner you can throw in your bag is a must-have for any busy person.

If you want to stick with the tried-and-true, turn to some of these more traditional organizational tools.

  • Weekly Planner. A small, brightly colored calendar you can throw in your bag is a must-have for any busy person. Great for jotting down notes, making lists, and scheduling things on the go.
  • Monthly Planner. Monthly planners are a great way to organize your month and keep track of the many hats business owners wear. 
  • Dry-Erase Wall Calendar. Great for marking down monthly appointments, important dates, and keeping your to-do list in your sight.

There’s not one single solution for organization. We all have different ways of thinking, processing, and filing away information, so what works for someone else might not work for you. The trick is to keep trying until you find a system that is right for you.

What Do Customers Want: How To Increase Profits With A Focus Group

How well do you really know your customers? How well do you really know what they want, and do you really know how you can provide the best possible service to them? If these questions have you scratching your head, then you should consider conducting a focus group to get the answers. Focus groups are a great way to get feedback and to go beyond the numbers. They can help you understand who is buying your product or service, what drew these customers to you over your competitors, and why they will or will not return for more. 

What is a Focus Group? silhouette of a group of people with a magnifying glass over them with a question mark in it.

Focus groups are a tool used in market research to gain a better understanding of who your audience is and why they may or may not come to you for your product or service. Typically done in groups of 8-12, these groups are moderated discussions that can focus on a current product or service, a proposed new product or service, or marketing strategies like social media campaigns or advertisements. Focus groups yield quick results, unlike other marketing analysis strategies, and are often an interactive and enjoyable way to get to know your audience.

When To Use a Focus Group

new product written in red with different drawings all around it.
Focus groups are helpful when you have a new product coming out.

Focus groups are helpful in many stages of business growth. Try utilizing a focus group when you: 

  • Have just released or are planning to release a new email campaign 
  • Want to assess the cost compared to the perceived usefulness or desirability of your product or service
  • Would like to know more about your competitors
  • Are unveiling a new product or service
  • Need to re-evaluate your product or service to make it more successful

How To Run a Successful Focus Group

Running a focus group requires more than simply gathering up a few friendly customers. Here are three of the most important things you should consider when organizing a focus group. You can also hire an independent professional or firm to manage this for you. 

  • Recruit diverse participants. To ensure an accurate representation of your population, it’s important to make sure that you seek diverse participants. They can be chosen through random selection, such as a blind draw from a pool of email applicants. Or, you can focus on a specific selection by surveying your participants prior to enrollment in the group.

    blue clipboard with lines on it inside of a circle.
    If you are conducting multiple focus groups, having a script will also help you collect more accurate data.
  • Compensate appropriately. This doesn’t mean bribing your participants! That would cloud the data… and is ethically a no-go. Your participants’ time is valuable, and you should compensate them for their time, especially if you expect them to complete a follow-up focus group. Depending on the duration of the group, this can be as simple as providing lunch, or offering $10-20 universal gift cards. Don’t give out gift cards for services related to your business, as this can create a biased response from participants. 
  • Stick to a script. Avoid sitting through irrelevant feedback – be clear about what information you’re looking for. One way to do this is by using a script to support you through the introduction and questions. If you are conducting multiple focus groups, having a script will also help you collect more accurate data, because you will be sure that you’re asking the same questions each time. 

Focus groups are an easy, straightforward, and unique approach to gathering data about marketing, products and services, and virtually any other topic you’d like to receive feedback on. Respecting your community enough to seek their feedback is a great way to make your customers feel valued and appreciated, while also supporting the success of your business.

LLC vs INC – What’s the difference?

LLC and INC. These letters stand for two ways to designate your business as an entity separate from yourself. “LLC” stands for “Limited Liability Company”, and “Inc.” or “corp.” refers to a corporation. Both designations protect business owners from financial liability, separating personal assets from business assets. But if you’re thinking of either forming an LLC or incorporating your business, what you really need to know is how these designations differ. We’ve outlined the three major ways that they are different: their requirements for ownership, their management structure, and how they are taxed. 

Limited Liability Company 

women and men in business suits sitting at a table, one woman standing up shaking the hand of a woman sitting down.
Each LLC member owns a designated percentage of the company

Ownership

  • Owners of an LLC are called members. Each member owns a designated percentage of the company, which is decided upon during the LLC formation process and written into the operating agreement. This step is especially important if one member owns a larger or smaller percentage of the company than the percentage of their initial investment.
  • Membership in an LLC may be difficult to transfer, meaning you can’t easily back out of owning a part of the business. This depends on what has been written into the operating agreement. In some states if the operating agreement does not specify membership annulment, the company must be dissolved if a member wishes to leave the LLC. 

Management

  • LLCs allow for flexible management. They can be managed by its members, or by an outside group of managers, which is often overseen by investors.

Taxation

  • Many business owners prefer the tax structure of LLCs, which allows them to report business income as personal income on tax returns, using self-employment tax forms. As we will see, this is in contrast to the way that owners of corporations are “double taxed.”

Corporation

laptop open with stock market scale on the screen.
Inc “owners” are people who invest in the company by buying stock.

Ownership

  • In a publicly traded corporation, “owners” are people who invest in the company by buying stock, or shares, of the company. Investors, and owners, are referred to as shareholders. It is up to the corporation to determine how many shareholders are invested in the business. Some corporations, after meeting national regulatory requirements, can opt to have publicly traded shares. This is an opportunity to increase their capital by gaining investors from the general public. For example, Google is a publicly traded corporation, and they have nearly 15,000,000 shareholders invested in their company. 
  • Corporate shares are easily transferred from one owner to another, which makes incorporating a good choice for a company that anticipates having outside investors.
  • Owning a share in a publicly traded corporation does not grant full rights. Many economic theorists argue that the entrepreneurs and chief executive officers are the true owners of a corporation, despite the title of ownership going to shareholders. 

Management

  • Corporations require a board of directors to oversee the organization, and officers within the board to manage day-to-day affairs and operations. The rights and responsibilities of the directors, officers, and shareholders are spelled out in the corporation’s bylaws.

Taxation

  • Corporations are taxed as “C corporations”. They pay standard federal income tax on profits, and shareholders also pay tax on dividends received. Owners of a C corporation are essentially subject to double taxation, since they pay personal taxes on dividends as well as corporate taxes on profits.
  • Corporations that have fewer than 100 shareholders can avoid double taxation by filing taxes as an “S corporation.” S corporations are known as “pass-through entities” which mean that the corporation’s net income passes straight through to the owners and shareholders. The corporation itself does not have to pay federal income tax;  shareholders are taxed on the income they receive from the corporation.

Which is best for you?man in a business suit staring at a crossroad with one hand holding a suitcase and the other on his head.

There’s a lot to take on board if you’re considering forming an LLC or incorporating a business. Which one is best for you depends on your plans. Take into consideration that LLCs:

  •  are a newer concept. 
  • allow for more flexibility in management and operations. 
  • are only recognized nationally.

While corporations: 

  • have a standardized and rigid management structure.
  •  have a longer history which can offer legitimacy to your organization that is desirable for outside investors. 
  • are recognized internationally. 

Both LLCs and corporations must follow the laws of the state where they were formed, and each state has their own rules about LLC and Inc. dues and fees, record-keeping, and reporting to the government. It’s important to consider all of your state requirements, your business plans, and future goals before deciding on which type of business entity is best for you.

Building Your Brand: Social Media Marketing 103

Thanks to social media, connection and communication has never been easier. Companies are building personalized relationships with clients through social media platforms, using online marketing strategies, digital events and sales, and even managing customer service through social media. Tech-savvy business owners are using social media to network and engage with customers locally and internationally. With our social media marketing series, you can too. 

In Social Media Marketing 101, we covered forming a mission statement and introduced the 6 major social media platforms. We also looked at how social media can be used to boost your business, research your competition, and even form partnerships. In Social Media Marketing 102, we discussed creating profiles, finding the voice of your brand, and using social media effectively. Now that you have an identity and presence, it’s time to increase your visibility across social media platforms and draw in new clients. caucasian hand holding a cell phone with the love button on top of it and networking across

What is visibility? 

“Increasing visibility” means exactly what it sounds like: getting your pages seen. You’ve dedicated time and energy to creating social media profiles and coming up with engaging content. Now it’s time to be sure that people are actually seeing your hard work! When a consumer searches for keywords related to your field, you want your profiles to show up as a result. Here are some helpful ways to expand your reach and draw fresh faces into your online community.

Choose the right time to post

We touched on timing in Social Media Marketing 102, but this is worth repeating: timing is key. Social networking platforms use algorithms based on engagement (meaning clicks, likes, and shares) to determine how your posts are ranked in search engines (more about this later!). The more people engage with your posts and pages, the higher their ranking is. So, you’ll want to bolster engagement by posting during peak social media traffic hours:gray hand watch with the time 12:15 on it

  • Morning: 5-7 am. Many people wake up to an alarm on their phone, and spend the first few minutes of their day checking in on social media accounts, or scrolling while sipping their coffee.
  • Lunch hour: 12-2 pm. Students and employees will often browse social media during lunch breaks to escape the classroom or office for a while.

 

  • Evening: 5-7pm. After work many people enjoy decompressing by tuning in to social media. This is one of the best times to capture their attention, as people commute home or look for distractions from their daily worries and evening chores.
  • Late night: 9-11pm. Studies show that more and more people use social media at night to relax and unwind before bed. 

 

These time frames are only relative to your local time zone. If your business takes place internationally or across time zones, you’ll have to consider timing your posts correctly. There are many free automated post scheduling resources available, like Hootsuite, Buffer, or Crowdfire that can help if you want to cater to a time zone that is vastly different from yours. 

Create useful, exciting content

This might seem obvious, but if you want to increase the number of people viewing your content, it needs to be high quality, interesting, and useful. People should want to watch and share it. woman's hands on a laptio with social media picture icons and comments on the the side of the screen

  • For 2020, the top-trending content is video.This might be “brand stories” that highlight the consumer experience, informational how-to videos, live Q&A chats, or inspiring motivational videos. 
  • People enjoy educational content that adds value to their life. Consumers want to know that you’re an expert, and they want to feel a little like an expert, too. Teach them something and they’re likely to share it with their own network, spreading your name via word of mouth (or tweet!). 
  • High quality content is worth the work! You want to “wow” your online community. Try using bright, beautiful infographics or quotes, unique photographs, and high-resolution videography to make your content stand out. 

Incentivize Sharing

woman with her hands up looking up at different discount amounts
Increase visibility by offering sharing incentives such as discounts or free shipping.

In addition to creating exciting, beautiful, and useful content, you can also increase the return on your content by encouraging viewers to share it with their networks. Here are some ways to incentivize sharing: 

  • Offer an in-house discount, free shipping, or extra entry into a contest for sharing a social media post. 
  • Host an engagement campaign: For every like/comment/share, your business can donate money or time to a foundation you care about. 
  • Re-posting people’s commentary on your content is an easy way to let your viewers know you’ve heard what they’re saying and that you value their feedback. 
  • Have employees include social media icons in their email signatures and social media profiles. Encourage them to share posts with their own networks. 

Social media marketing can be an uphill battle. Sometimes it might seem like you’re at mercy of unknown powers, but you can take matters into your own hands. Following these tips for posting timely, engaging content, encouraging sharing, and understanding a little bit about algorithms and SEO is the first step toward mastering social media marketing.

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