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I love reading the Frequently Asked Questions (FAQ) sections of websites – sometimes before even reading company information in the About section or product specs via the Product tab.  I like doing this for a few reasons:

1.  More organic.  Since the material is written to answer questions or solve problems, it usually shies away from simply broadcasting the product’s features.  As such, the tone is very different from that of traditional brochureware. 

2.  More revealing.  The selection of sample questions to which they have provided responses tells me a lot about the company.  What do they feel is most relevant for potential customers to know?  Conversely, what should customers not know or what questions do they not anticipate customers asking? 

As both a creative and an analyst, I can extract a lot about a company just from its FAQ section.

As a bonus, when available, I love clicking on the option at the bottom of the webpage that asks, ‘Was this page helpful?’  I never get bored seeing that question.

So, then, should company websites be entirely comprised of FAQs?

Perhaps.  Nowadays, I’ve begun to notice a trend in converting FAQ-type content into the company’s external online community.  You will notice these URLs for the portals as http://community.CompanyX.com or http://support.CompanyX.com. 

The community can serve various purposes.  The first one is obvious:  facilitate self-service and make it findable, reducing the strain on the contact center and others responsible for handling direct inquiries or requests. 

Moving beyond the FAQ format, the community can extend to include new product announcements, promotions, and other information relevant to customers or prospective customers.  In this way, the ‘marketing’ material is peripheral to the content that users actively seek out – useful, but not intrusive.

If I build it, will they come?

One of the biggest complaints about creating a new platform for users – whether for customers or employees – can be debated via the question, Who will end up using it?

As with any technology, people will only use it when they discover and experience value.  After the discovery phase comes validation – OK, great, the community website content answered questions and helped them understand more about using a particular product or service – but what comes next is crucial:  diffusion, or spreading the good word about that experience.

(Share Clip)

  The main community webpage for Cisco.

Of course, all companies pin their hopes on word-of-mouth marketing, but online communities need it even more, because the deepest value comes from content that’s written, edited, commented on, liked, and shared by users.  By extension, a community needs to not only build momentum but also sustain it for the benefit of all of its members.

Indeed, an active community’s most active content contributors may very well become its loyal customers who are more than happy to share their experiences with others.

Final Thought:  Today’s customer would rather find an answer on his or her own, rather than spend time on the phone with the call center.  Creating the tools to deliver a unique experience will create legions of happy customers and a marked improvement to the bottom line.  Your marketing writers could be the missing link to delivering expert service, delivering efficiency and driving down costs in the process. 

ChangeU: for your independent study…

• When Should Customer Service Be Measured?   3 Approaches, via Qualtrics: http://www.qualtrics.com/blog/when-should-customer-satisfaction-be-measured/

• Knowledge Management:  Making the Most of Intellectual Assets, via MindTools: http://www.mindtools.com/pages/article/newISS_87.htm

Personal services businesses can find great success with the right digital marketing plan because the new online innovations that make it possible to promote these kinds of services require a greater level of customer engagement.  As the technologies continue to evolve so does the consumers’ expectations; they now want more than just information, they want an experience.  With the proper planning and the smart use of current digital applications you can attract more local customers and build a brand that reaches a national audience as well. 
 
Here are some ideas to consider when developing a plan to improve your digital presence.  
First impressions count 
The first step in any successful digital marketing strategy is creating a website that is representative of your brand. The nature of a personal services business allows you to be creative, therefore your audience will expect see a site that is visually appealing and engaging. Push the limits creatively, but  keep it professional.  Show your best work, include pricing, location information, and feature products you use.  Also, include a brief bio about yourself and your team to let potential clients see who they will have the pleasure of meeting when they arrive at your location.  Remember, people looking for personal services want to invest in more than just products, they want to invest in an experience and getting a feel of who you are is as important as knowing what services you offer.  

Claim your listings to increase your visibility
Stay on top of the minds of people looking for your services, while increasing your digital presence by using existing online business directories that already have an established audience, as well as the technology to reach them on mobile devices.   Having a plan that includes claiming your business on local directories is a smart addition to your digital marketing strategy.  They provide free or low-cost advertisement, connect you directly with people looking for your services, and creates another opportunity to engage with potential clients.  There is a good chance your business may already be listed, if so take the time to personalize the listing by adding photos of your location and a brief description of your services.  Google is the most widely used search engine, consequently, your business information should at the very least be listed on Google My Business. Other important directories to consider include Yelp and Mapquest.   
 
Google My Business on iPhone

Use social media to support your brand  
For personal services businesses like beauty salons or spa, social media has significant potential to increase your digital presence. With more than 1.32 billion users worldwide, Facebook is the largest social networking site, making it a good place to begin your social media journey.  Likewise, it is equally important to invest in the premier photo sharing sites such as, Pinterest and Instagram, because they are visual goldmines for businesses looking to create a stimulating extension of their brand.  Your customers will visit your Pinterest or Instagram profile expecting to get a more visceral tour and experience of your business. So, plan to use high-quality photos and stunning videos for your posts to these sites.  If you specialize in hair coloring, post photos of your best highlights or color transformations.  If you offer spa services post photos that display luxury and serenity.  Take the time to learn the unique features and advantages of each social media platform in order to effectively connect with your audience and convert them into paying clients.     
Use video to connect with your audience
Video allows you to take a proactive approach in maximizing your exposure and attracting customers.     You can easily embed video into your main webpage by creating a YouTube channel that always links to your website.  You can customize the channel with your company logo, there are also basic editing tools available to add need a little extra production value.  With video you can share your story, show your personality, and introduce your co-workers.  By doing this you become more familiar, making potential clients feels a connection to you before they make their first appointment.  Some additional benefits of video include: being able to showcase your skills and expertise, promote products that you use in your business, which can lead additional revenue  through retail sales, and gives you a platform to potion yourself as an expert professional in the industry.  More importantly, video lets you share the tone and atmosphere of your business through virtual tours and customer testimonials. Your audience will find significant value in being able to experience your business before deciding if you are the right fit for their needs.  

Final Thoughts
The success of your personal services business relies on how effectively you can connect with customers, making it increasingly more important that you understand your clients’ behaviors, likes and dislikes, as well as how and where they communicate. In short, it is critical they you use this knowledge to develop a digital marketing strategy that meets and exceeds these expectations through deeper engagement and better customer service.

ChangeU: for your independent study ...

Beauty Salon Business Overview & Trends, 2014  http://bit.ly/1o8iw8N
The US hair care services industry includes about 86,000 establishments (82,000 beauty salons; 4,000 barber shops) with combined annual revenue of about $20 billion. Major companies include Regis, Ratner Companies, Premier Salons, and Sport Clips.

Beauty Industry Analysis 2014 - Cost & Trends  http://bit.ly/1o8jh1H 
Comprised of a diverse yet interrelated set of business lines, the beauty industry helps us look and smell our best. Before we leave the house each day, we have likely undergone our personalized beautification ritual. 

Everything You Need to Know About the Nail Industry NailsMag.com  http://bit.ly/1qWZJI5 Everything You Need to Know About the Nail Industry

How can Chiropractors get maximum benefits using social media? 
As more people turn to the internet for products and services, it’s important for chiropractors to have an online presence beyond a website to stay competitive, more importantly, because consumers expect it.  A chiropractor should focus their digital marketing efforts on boosting visibility to ultimately bring in new business. 
Here are a few ideas to help local chiropractors create a strong online presence. 
All things lead back to your webpage 
Your website is one of your most valuable assets, and as such all your marketing efforts-online and offline-should lead back to your website.  Look at your website as the place where people come to learn about your practice and the services you offer.  Conversely, your social media profile are different in that they are a more casual and personal place where you can engage and communicate with your patients and followers.  With this in mind, your social media pages should always have a subtle, yet compelling call-to-action to go to your webpage.  Provide multiple links within your posts that  direct visitors back to your website to begin the process of educating them about the more technical and useful aspects of chiropractic care.   
 
Content Rules  
When promoting your practice use the 80/20 rule in social media, with the intention of helping as many people as you can.  This rule is simple, yet effective in conveying a message of sincerity.  Eighty percent, of what you post on Facebook or other social media pages should reflect value, be relevant and be insightful. The other twenty percent of your content should be for self-promotions and ads to convert your followers to patients. Remember that the majority of people spend time on social media to learn and build relationships, by respond to this by continuing to share value and education.  

Connect with and educate prospects
Some or your prospective clients may not be fully aware of what chiropractic care really entails and are skeptical about trying it. The smart use of social media can help them to overcome many of objections they may have, educate them, and build a relationship with them.  Use your Facebook, Twitter, and Google+  to help you do these things. Additionally, a YouTube video channel is another powerful educational medium that can go a long way in showing potential patients what to expect when they come to you.  By using these tools to connect more with your fans, you have a much greater chance of converting them into patients.  
 
Spinal Works Chiropractic YouTube Channel

Stay in touch to establish expertise
When looking to stay in contact with current patients or anyone familiar with your practice on an on-going basis, social media is the most effective option. By nurturing these relationships you remain on their mind, making them more likely to refer other people. This word-of-mouth promotion is also a big asset from a marketing and advertising perspective. Additionally, the viral nature of social media provides unlimited opportunities for you to establish yourself as a prominent expert in your field. By continuing to post useful, pertinent content you can develop an esteemed reputation in your local area. 

Final thoughts
A chiropractic care business should definitely invest in a digital marketing strategy to grow the practice and reach new patients. Invest the time to know which where your potential patients spend their time online, take note of how current patients learned about your practice and refine your marketing strategy around this knowledge.

What is Content Marketing?

According to Wikipedia, content marketing ‘is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers.’

This catch-all phrase certainly means different things to different marketers, in different companies and in different industries.  As such, a community of content marketers and professionals has evolved to address the ever-changing needs of this business process.

A content marketing strategy occurs when a brand, company, or organization utilizes longer-form content – articles, videos, photos, research findings, among other assets – to capture the attention of potential customers – hopefully leading to engagement, and then eventually, sales. 

While advertising campaigns are designed to generate awareness, the discipline of content marketing involves a dedicated, focused approach that includes any or all of the following aspects:

• The development of a content marketing team of bloggers, researchers, editors, designers, and developers to create the company’s content
• A schedule or calendar for content distribution
• A platform to publish and distribute the content, often the company’s website but also various social media channels and email or automation programs
• Monitoring and metrics tools to measure audience reception to and engagement with the content

Spreading the Love

Discussions of content marketing generally include social media, but there are many other business functions to which content marketing extends.  As such, one or more individuals from these departments could take a more active role in a company’s content marketing strategy.

• Sales.  Salespeople and those supporting sales operations need a consistent stream of content to put in front of prospects.   Sales professionals are a perfect group to measure the strength of content assets, as they can give immediate feedback to the marketing team as to what is performing and what is not.
• Customer service.  As customer care has largely moved online, a customer community, self-service site, or FAQ webpage are all considered content marketing, as customers go online to search for the information they need.  Customer service managers can measure the impact and utilization of such content, and so by extension, their content is content marketing.  (They can also insert some helpful information about the company’s new products as well.)
• Human resources and administration.  Many companies large and small have realized that their corporate intranet, in which reside dozens of important employee-related policies and documents, need to be more clearly organized and utilized.  Document retrieval and utilization are by extension, content marketing, as HR managers, using the proper tools, can determine which pieces of content are accessed more than others, and give attention where needed.  Indeed, employees can be considered an internal audience.

Automating the Process

With the proliferation of Twitter timelines, blogs, Facebook Pages, YouTube channels, and Pinterest boards, marketers are very well aware of the need to constantly and consistently feed ‘the content beast.’ 

As such, shrewd marketers understand that not all of their content needs to be original.  Indeed, marketers have learned that they can capture the interest of their core audience of buyers and influencers by aligning themselves and the brands they represent with the content of others, a process otherwise known as content curation.

Examples of content curation include retweets – merely passing along a tweet which you find interesting, while still identifying the original author.  Another example of content curation is finding a YouTube video or SlideShare presentation which you consider interesting, and then embedding it on your website or blog, and including your remarks or commentary.  Thanks to embedding technology, this process is legal and ethical, and serves to promote both the content of the original creator as well as your own.

There now exist several content marketing services that include curation tools, that automate this process and introduce efficiency to content marketing efforts.

The Evolution of an Industry

Content marketing is not new.  Some clever marketers have been utilizing content marketing practices for at least a century.  Recipes and cookbooks featuring branded packaged goods – from Betty Crocker to Martha Stewart – serve as longstanding examples of content marketing.  Magazines, eBooks, How-To-Guides, research studies, articles, and even entire courses have served their purpose in performing content marketing for their underlying brands and companies.

ChangeU: For your independent study….

Annual Research: Content Marketing Budgets, Benchmarks and Trends, for both B2B and B2C - http://bit.ly/1uv4tMu

The Content Marketing Institute’s 2015 study of content marketing in both B2B and B2C environments.

Why Your Content Marketing Team Needs A Marketing Technologist - http://cmo.cm/1uv4EaC

A discussion of the technology needs for a full-in content marketing program.

The Social Customer Engagement Index - http://bit.ly/1tZIThy

The results and analysis of a survey of online communities that serve the social customer.

Today more than 2.92 billion people worldwide use the internet to find products and services, including maintenance and repair for everything from cars to homes and appliances. The key to successfully tapping into such a huge resource is creating a digital marketing strategy that will help you find and communicate with your target customer in the local area to show them why your business is the best choice.  
Establish your brand with your website 
Your website is your online storefront and should immediately tell the customer what your business does, while giving the impression of expertise and professionalism. It is also a business tool that will be instrumental in defining your image, as such your design should be consistent with your core message.     Make sure you have a website that is SEO optimized, up to date with current information, license numbers, services, hourly rates, hours and works well on mobile devices. Since your primary business is offline it is very important that you encourage potential customers to take action by adding direct call-to-actions, like ‘Call Us’ or ‘email us for a free quote’ on pages throughout the entire site.  Furthermore, a website establishes an online presence so that potential customers, industry professionals, and even potential employees can easily learn more about your business. 

Maximize your exposure with local directories
To increase the likelihood that more local customers will find your business and use your services, add a listing on the local online business directories like Google+ Local and Yahoo! Local.  It would also be a good idea to get your business accredited and listed on the Better Business Bureau directory.  While it is best to add your business to more than one directory do some research to determine which ones are ideal for your business.  Some are automatically generated lists that you can add your business to, which help you get more inbound links to your website. Others allow users to optimize their listing by adding content, pictures, and even video, which improves the initial perception of your business.  Many of these are also community-based websites that mean visitors can rate and review your business.  
 
Dynamic Repairs and Renovations, LLC Business listing on Yellopages.com
Build Your Reputation by responding to reviews
Leverage the viral effect of online review to build a positive reputation.  Online reviews are a great influencer for consumers and play major role in the decision and purchasing process.  Moreover, customers seeking your services do not want to interact with you more than absolutely necessary. So, reading a review about how reliable your work is can set you apart from other local maintenance and repair businesses.  Reviews most often posted on general rating and review sites like Yelp and YellowPages.com but they can also be posted on social media pages as well.  Regardless of where they are posted you want to respond to these reviews in a personal and professional way in order to help you build relationships with your customers. Positive feedback can make the difference in a customer calling your business over the competitors when a problem arises.  Thank people for their positive feedback. Conversely, look at negative reviews as an opportunity to engage and learn how you can create a better experience for them. Customers will appreciate your proactive approach to resolving problems.  
 
Use social media to increase your referrals 
Word of mouth advertising coupled with social media networking can go a long way in building trust by allowing you to personalize your interactions, both of which influence customers’ decision when searching for a maintenance and repair business.  Set up a Facebook page for your business and start actively promoting it through your website, marketing materials, and in store on signage or customer receipts. You may even consider offering rewards or coupons to return or frequent customers that ‘Like’ your page. Encourage satisfied customers to share their experience on their Facebook page as well.  The point here is to build trust that will translate into recommendations to family and friends that need these type of repair services.  It can also be beneficial to create a LinkedIn company profile for your business in order to network with other professionals in the industry. 
Final Thoughts
Create a digital marketing strategy that makes it easy for people to do business with you.  When people find a reliable business to maintain and repair their home, car, or etc., they generally will maintain that relationship for years, as a result finding new customers can require some creative strategies.  A good digital marketing plan that includes a variety of techniques to enhance your online presence will keep existing customers coming back and win over new ones. 
 

ChangeU: For your independent study ...

http://bit.ly/1seCRYm
http://bit.ly/1sQzCZ9
http://bit.ly/1sGQIbx

Most businesses, small and large, choose to lease equipment rather than purchase it to retain as much working capital as possible, especially when they are first getting started.  Whether the equipment is new or used, there are many leasing companies that are ready to help these businesses acquire the equipment and technology they need. To stay ahead of the competition and capitalize on these opportunities you need to develop a digital marketing strategy that uses multiple online elements.  

Here are just a few things to consider when creating your plan:   
Identify your target customer
The more you can learn about your target customers, the better you will be able to reach them, meet their needs and build a respected reputation for your business.  One of the best ways to this is to simply go to local businesses and speak with the owners to find out what type of equipment they are leasing, how much they pay for it and how long they lease equipment.  You should also evaluate your current customer base to determine what their current business processes, challenges, and goals.  Lastly, become familiar with your direct competition. Do some research to learn what kind of equipment they have, what their prices are, and examine their offline and digital presence.  This initial due diligence will eliminate costly mistakes and mistakes, help you provide new ways to provide lease equipment to our target customers.  

Establish credibility with your website 
Create your website to make your business credible and accessible for potential customers that are considering leasing equipment to grow their business.  And while your business is mainly an offline business, it is highly likely that your potential customers are searching for your services online, and as such they expect to be able to find with your business whenever and wherever they are online. Therefore, a responsive, professional looking website with relevant information about equipment leasing is enough to establish an online presence.  However, do not stop there, understand that people will visit your website for a deeper dive into your business, so invest the time providing all the key information they need to begin the decision making process.  
 

Use Social Media to engage your target customer
Social Media has made it possible to reach more people than ever before, making it all the more important to create a strategy to be able to compete in this space.   Do this by learning which social media platforms your target customers are using, then focus your efforts accordingly.  It’s recommended that you make a company profile on the major social media sites like Facebook, Twitter, and LinkedIn, as these will help you engage and establish a relationship with your target customers.  You can use Facebook and Twitter to answer questions quickly, announce new equipment and upgrades.   Another smart way to build your reputation, particularly in your local area is to use Twitter coupons for discounts on equipment, new releases, or bundle options. This small gesture will go a long way in showing your target customers how affordable leasing equipment from your company can be. Additionally, LinkedIn is an essential part of your social media presence.   This professional platform gives you visibility in front of entrepreneurs and managers as well as create significant opportunity for networking.  
Create content to add value your business
Now that you have established an online presence with your website and social media, create content that will help your potential customers grow their business.  The most effective way to share this content and add value to your online presence is by adding a blog to your website.  Use your blog to direct traffic back to your website, provide industry news, make recommendations, and address common purchase barriers.  Bottom line is the more valuable and consistent the content, the more engaged customers will become with your business and the benefit to you is that fresh content will keep you search engine optimized.

Final Thought
In order to be successful in the digital realm you don’t have to use have a big budget, you just need a plan that allows you to reach your customers.  If you remain consistent, provide relevant content and value to your customers your business will succeed online.  

ChangeU: For your independent study ...

MARKET TRENDS & FORECASTS  http://bit.ly/1rsBlhD 
The Equipment Leasing and Finance Association's (ELFA) Monthly Leasing and Finance Index (MLFI-25) reports on equipment finance activity such as New Business Volume, Aging of Receivables, Net Investment at Risk, Average Losses, Credit Approval Ratios, and Total Number of Employees.  

The Fundamentals of Leasing Business Equipment http://bit.ly/1tqZDjy 
From computers and heavy machinery to complete offices, it is possible to lease almost anything for your business. Equipment leasing can provide a lifeline for cash-strapped businesses in need of the tools of the trade.

Industry Information: A Powerful Tool for Equipment Leasing and Financing http://bit.ly/1DhbCRM

EL&F firms can use IBISWorld industry research to more easily identify leasing opportunities.

How can a hospitality business improve their digital presence?

The hotel industry is a highly competitive industry and hoteliers are increasingly seeking ways to capture a larger share of travel shoppers.  A well-executed digital marketing strategy can expand your brand online, while keeping pace with new technologies and travelers demanding expectations.   
Make a good first impression
Your hotel website is your most valuable long-term asset, providing the most important opportunity to engage travelers and make them your guest.  The majority of travelers search for travel needs online, hence spend more time on websites that provide a visual experience using photos, tours, and videos.  When designing your website provide key information but keep it limited to short concise blocks of text.  Instead, focus on showing the guest the level of quality they will experience when arrive at your hotel. 
Take your hotel mobile
As you map out your digital marketing strategy consider that 63% of all cell phone users go online.  There fore, your website should be dynamic and responsive for an optimal mobile experience. With more consumers using mobile apps to look up travel deals, hotel locations, hotel amenities, the experience needs to be seamless.  Be realist in your expectations for the mobile aspect of your digital marketing strategy, as it provides the highest ROI when it is used as in concert with your website functionality and social media efforts.  
 
Connect with travelers on social networks
As technology continues to introduce new apps, travelers are using one or more social networking platform to during their search, shop and buy process. Therefore, it’s important that you pay close attention to trip advisor ratings and reviews, maintain an active presence on Facebook and Twitter. Similarly, get involved in review sites like Trip Advisor and Raveable, to stay abreast of what your previous, current and prospective guests are saying about your hotel. Photo sharing sites like Pinterest and Instagram  have resurrected the glossy travel brochure, providing you with yet another opportunity to charm your guest. Lastly, don’t forget email marketing: it is still the most widely tool used to share information and trip ideas. 
Cross promote 
Promote your hotel across multiple channels to ensure you get the most maximum exposure in front of travel shoppers. Large and small boutique hotels can benefit by signing up with one of the vanity sites lie, booking.com, tablethotels.com or SHEKNOWS.com, because this will consolidate your efforts, while creating opportunities for collaboration with businesses in the local area. 
  
 
Hotel Palomar on Pinterest

Final Thoughts
A successful digital marketing strategy must communicate your hotels brand, features, and amenities and overall experience to hotel guests using a combination of tools or an all-in-one hotel digital marketing management platform.  More importantly, regardless of which tools you choose, they must be flexible and prepare your hotel for the constantly change demand of digital marketing. 

ChangeU: for your independent study ...

Tnooz  http://www.tnooz.com/  a global provider of news, analysis, commentary, education, data and business services to the travel, tourism and hospitality industry.
Global Hospitality Insights: top thoughts for 2014.  http://goo.gl/0iQESq This report reveals key issues and trends we believe will be the primary areas of focus in the global hospitality industry in the upcoming year.

Improving your digital presence is about more than just adopting new technology and adding social media to your website.  The key for retailers is to align their digital marketing strategy to the consumers’ expectations, one that is consistent with the in-store buying process.  Additionally, you should consider the idea of the Internet of Things [IOT] and how it connects every aspect of the buying process, not just the technology and devices, but the actual customer as well.  In doing so you can optimize your digital marketing strategy to stay connected, build a strong brand and increase sales. 

Here a few things to consider when developing a digital marketing strategy for your retail business.  
Meet your customers’ digital expectations
Today’s consumers have more choices than ever for how and when they want to access content, allowing them to take a multi-channel approach in researching and buying products.  By understanding these expectations retailers can align their online purchase processes with their in-store process, which increases the likelihood that a consumer will transition from browser to buyer.  The smartphone, for example, has replaced the tablet as the leading device for researching purchases.  They have also introduced retailers to what has become known as the connected consumer-a consumer who accepts to be able to shop wherever, whenever, and however they like. 
 
Moreover, consumers expect to reach your store are ready to buy, and in some cases have the transaction completed ty the time they actually arrive at your store, resulting in  la seamless buying experience- online and in store. Additionally, digital applications  like Radio-Frequency Identification (RFID) RFID, and other retailer technology can  benefit  your business  as  well by  allowing employees to  do inventory faster and more accurately, As well provide   a higher level of customer service, by streamlined the checkout process.  The more value you are able to provide to your customers, the more business money they will spend.  
Make it a one stop shop  
Set your business apart from other brands by offering e-commerce--shipments, returns and price matching, etc., to increase their opportunity to build brand loyalty and maintain customers.  Take Amazon, for example.  This major e-retailer         has made the entire purchase process easy for customer by providing everything they need—from initial research, to price comparisons and product reviews, all the way to making the purchase.  As a result, consumers feel empowered and in control of the process, while they continue to gain more insight into buyer’s behaviors and habits from the information they share on the site. 
Social media = social commerce
With the advent of social media came social shopping, allowing customers to interact with their favorite brands.  A retailer that actively using multiple social media platforms can build relationships that will drive traffic to your website and create brand ambassadors through ‘Liking’ and sharing.  Utilize your social media pages to talk to consumers, share new product information, and announce specials. However, take it a step further by making it possible for them to begin the buying process on your social media page. An example of this is Target. With the use of Like2Buy, Target fans can shop via Instagram, by simply selecting the image, and being linked directly to Targets main website to complete the check-out.   
 

Final thoughts
Every business is different, and the way in which you execute these tips will be based on your business needs. When it comes to your digital marketing strategy social media efforts, your business will benefit the most if you use a more service-focused approach rather simply pushing your products on to customers. 

ChangeU: for your independent study ...

Retailing 2015: New Frontiers - PwC http://goo.gl/rJkcAG

PricewaterhouseCoopers and TNS Retail Forward collaborate to report on this overview of the retail industry through 2015.

2015 Retail IT Spending Predicted to Surpass $190 Billion http://goo.gl/bCQSqh
The retail and hospitality market is entering a time of unprecedented IT growth for 2015, with overall spending expected to increase 5 percent over 2014  and surpass $190 billion worldwide, according to a new report by IHL,  a global research and advisory firm specializing in technologies for the retail and hospitality industries.

ConversantTM Retail Marketer Insights Study 2014 http://goo.gl/tMI16Q  

New research with important insights into the digital opportunities and challenges faced by leading senior level retail marketers. 

It is time to step out of the kitchen and create an effective digital marketing plan to attract, engage and communicate with your customers. Because the internet has become the primary source of information for people when it comes to deciding on what restaurants they will choose to go to, it’s critical that you are use a combination of marketing tactics to present your brand online. Furthermore, to ensure your restaurant continues to grow, it’s important to define your target audience, learn what is relevant to them and learn how they communicate to effectively create an online experience that will convert them from visitors to customers.     

Here are some ways to increase your online presence and promote your brand. 

Serve up a great website

Your website has the potential to be your greatest marketing asset and a professional-looking website that run quickly on a variety of mobile devices is the first step in converting visitors to customers.  Your website should be easy to update, they should integrate with popular restaurant locator and review sites like GrubHub Seamless and Urbanspoon, and at the very least show your menus, offer online ordering options, location information, and hours.  Also, remember that eating out isn’t just about eating, it’s about socializing, being seen and talking about food so your website should make these simple activities look amazing.  Include galleries to showcase your food, guests, and events. Post a virtual tour of your restaurant to give your online visitors an idea of what the ambience and tone will be like when they visit your location.  

Create a mobile experience   

People are more connected to the web as ever, for this reason it is essential that you include a mobile component in you digital marketing strategy. It is expected that by the end of 2014 1.76 billion people with will own or use smartphones on monthly basis, so as a restaurateur you should be asking yourself how you can reach this audience.  While creating a separate mobile site or mobile app may be expensive there are still ways to get in front of these mobile phone users.  The most obvious way is to optimize your website responsive design to make it mobile friendly. 

Another effective way to create a mobile presence is to partner with one of the established online directories, like Google Places. This kinds of sites are free and offer built in mobile-optimized shortcuts, including mobile apps which put your restaurant in front of thousands of mobile of users every day, including those in your local area.  Deal sites like Groupon or LivingSocial are another way to increase your online presence when used in combination with your other marketing efforts. A big advantage of these promotional sites is that it's free to feature your business.  

Pair the Right Social Platform with the Right Customer Type
Each social media platform effectively reaches a different type of customer and serves a different role (see our post on how to use each social platform), so that means you should take a few minutes to figure out which of these platforms your customers are most likely to use and how to use it.  If your restaurant already covers the broad spectrum of customer types (e.g., families, professionals, foodies, lunch crowd, etc.), then you may want to have a slightly different strategy for each platform so you can best target EACH of your choice customer types.  More importantly, there are some great tools, such as Hootsuite and IFTTT , to help you manage and automate your social media accounts and save time. 
 
Additionally, each social platform has a unique sets of capabilities.  For example, Facebook allows you to provide updates, photos, videos in a “personal-oriented” environment, whereas Twitter might be ideal for shooting out coupons, new menu items, specials and other timely updates to your audience.  The great thing is, you don’t have to use all social platforms, but you should be aware of what other restaurants like yours are doing and do your best to provide a competitive experience to your customers.  You can turn to firms like ours for help (affordably) as well as use automation tools to make it more efficient for you or someone on your staff to do personally.

Final Thoughts
An effective digital marketing plan is one that will help you build and nurture relationships with your customers.  Therefore, with a well-developed strategy your restaurant will appear at the top of search results and stay on the top of the mind of you customers as they decide where to dine.  By understanding how to best use the marketing tools available, your business will see a return on investment in the long run.     

ChangeU: for your independent study ...

Cell Phone and Smartphone Ownership Demographics http://pewrsr.ch/1vZBrS7

Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research.

Mobile Apps in the Age of the Consumer   http://bit.ly/1qgv4pI
Build a mobile app that engages. This paper answers today’s pressing mobile app questions, including: Should your brand develop an app? What operating systems are the most significant? What do millennials think about mobile apps? Restaurant executives will learn the answers to these questions and which trends to watch.

The Mobile Path to Purchase study by xAd and Telmetrics  http://bit.ly/1D5xPCm  

The results of these studies provide valuable insights into the mobile tools utilized in the process of research and decision, and strong mobile user intent to purchase.