Id3as

LinkedIn was my first experience with social media.  Not Facebook, not MySpace, but LinkedIn.  Because of this unexpected occurrence, I immediately noticed the business potential of social media and related technologies BEFORE the personal, ‘fun’ aspects to social.

To be a great manager, put people development first. http://t.co/0LFBH7ZJ6r

— LinkedIn for SMBs (@LinkedInSMB) February 9, 2014

I quickly became a LinkedIn evangelist, with clients and anyone else I networked with.  However, I would continually ask others how LinkedIn was received in their workplace, and the reviews were mixed.

At first, bosses complained about LinkedIn usage because they viewed the social network as little more than a channel on which to post resumes – believing that their employees were secretly using LinkedIn to simply look for another job. 

Must See LinkedIn Profiles of 2013 from LinkedIn

This continued to be the prevailing assumption about 6-7 years ago, but sentiment changed when Groups, Company Pages, and other features began to appear.  As the company increased its functionality – perhaps owing to competition from Facebook and Twitter, or to provide additional services – organizations of all sizes began to recognize the fundamental business value of LinkedIn.

Going public in May 2011 didn’t hurt the company’s visibility among professionals either.

However, LinkedIn is still missing a huge swath of a professional audience, and I’m continually confounded by how many individuals are still not on LinkedIn.  Or, the response I get is, ‘Yes, I know, I have a LinkedIn profile but I haven’t done anything with it. 

One way to help get the most out of LinkedIn is to see how it is received by your company.  If resources exist to assist you in promoting your capabilities or utilizing LinkedIn’s vast, rich feature set, then additional value of using the social network is created.

Here are some considerations for utilizing LinkedIn on the job, for the benefit of yourself and your company:

1.  Find a LinkedIn champion.  Because of LinkedIn’s different audience and purpose, find an individual within the organization who can keep everyone updated on LinkedIn features and best practices.

I’ve found that a LinkedIn champion at a company is not necessarily a social media manager sitting in the PR or marketing department, but rather someone in sales, as many forward-thinking sales professionals have been quick to capture the potential of LinkedIn for prospecting and identifying opportunities.

Even if you are not in sales, nonetheless there could be much to learn from a LinkedIn champion from sales.

2.  Capture interactions in the company’s CRM system.  To prove to others – and senior management – of the potential for LinkedIn, track any relevant, valuable interactions with your network in your company’s CRM database.  These insights will not only bring you additional visibility, but it will garner a more organizational favor towards use of the social network.

Final Thought:  Spend more time on LinkedIn, even during the workday.  You may already utilize LinkedIn for your own personal professional development, but demonstrating value to others in your company will help you in other ways, and possibly net you additional resources (i.e., a premium subscription).  Agree to join your organization’s LinkedIn task force or dream team, and show others the benefits of engaging properly and professionally on LinkedIn.

LinkedIn is expected to announce Q4 2013 earnings on February 6, and I’m excited to see their usage stats and new products coming down the pike.

ChangeU: For independent study

• LinkedIn Learning: http://help.linkedin.com/app/answers/detail/a_id/530 (Webinars from LinkedIn, on how to optimize profiles, connect with others, and other activities)

• Social Selling for Sales Leaders:  How Social Selling Works: http://blog.hootsuite.com/how-social-selling-works/ (A blogpost and whitepaper on how sales executives can sell more effectively using social networks)

• Social Learning Best Practices for the Workplace: http://elearningindustry.com/social-learning-best-practices-for-the-workplace (From the eLearning industry, an article on how to instruct employees using social technologies and modalities)

Co-authored by LaShaun Williams, Content Manager

When developing your social media strategy it is crucial to consider who your market is, what market you are in, and what type of services/product you offer; it can’t be a one size fits all kind of plan.

Here are some tips to noodle on when considering what is best for your small business. 

1. Spread word of mouth

If you are a consumer business, retailer with a physical location, or have a specific item that is shippable, then social media can be an invaluable way to spread the word about your services or products.  Facebook, Instagram, and Twitter provide a great place to publish if you have a following and need to get the word out and engage with a broader audience.  Nothing is better than your own customers Liking your page on Facebook, then sharing or tweeting about your services with their own network.  These platforms can be useful in letting you know who your customers are and if your social media strategy is effective.  Additionally, these very customers will become your biggest advocates -- driving traffic right to your store. 

2. Offer Coupons

I really like what Amazon is doing right now with it's Twitter strategy, which includes a contest to win one of several $500 egift cards if you follow them and retweet the contest tweet.  Tweets about coupons - particularly if they happen on a regular basis, can be very effective way to engage your customers and ensure that they follow your company's Twitter handle.  Here's what Amazon's looks like:

Did you know we have coupons? Check out this weeks batch! http://t.co/mZv5WJpeyw

— Amazon (@amazon) February 24, 2014

3. Establish thought leadership

No physical location?   If you are a virtual business and do not necessarily have services/products that are shippable, social media is an excellent way to establish thought leadership to change the way your customers think.  Become an expert.  Launch a website, then create some interesting and relevant content, such as how-to-guides, useful tips, research, or anything that will inform the customer and make them smarter about a particular product or service.  Another creative way to use social media in this virtual business scenario is to put aside a small budget to place ads on Facebook or Twitter -- it’s a whole lot cheaper than billboards.

4. Establish a presence

Not a consumer business? If you are a B2B company, then a professional social media site like LinkedIn will prove useful.  Actively nurture your contacts and participate in discussions, as this will give you visibility among professionals that may cater to your services/products.  You can also use Twitter to follow other businesses’ Twitter feeds, which again gives you visibility, allowing you to build your audience and find potential customers from their list of followers.  However, these business owners must have a good strategy, which includes having the right tools (smart phones, computer), the time, and skill to manage social media platforms regularly -- at the very least once a week.  This is important because everything is visible on social media, and so quick follow through is paramount to establishing a presence and sending the right message to customers.

Final thought: Consider your social media strategy carefully - it should be an outlet for how you communicate with your customers and prospects.  Use these tools to reinforce your business goals by aligning your social media content with the things that are on in your business.  And, remember: social media does not replace your personal touch OR having your website.  Use social media to meet customers/prospects, and then use your own website and/or physical location to allow them to better get to know you. 

ChangeU: For your independent study… 

The "Ultimate" Small Business Guide to Social Media Marketing: http://www.sba.gov/community/blogs/community-blogs/small-business-matters/ultimate-small-business-guide-social-media-marketing

With over 53 million local reviews and 120 million monthly unique visitors, Yelp is considered the leading review site on the Web.  Indeed, ‘to Yelp’ is a verb meaning to review a local business online, and a Yelper is one who actively participates on the site.  It’s part of our culture!

A public profile on the site is considered a must for local businesses, especially restaurants. 

Customers leave reviews, and other users use these reviews when considering visiting a local business.  Reviews and ratings for a business stack up, democratizing the process of choosing to eat at the new Thai restaurant or trying out a new nail salon.  Further, users can rate reviews ‘Useful,’ ‘Cool,’ or ‘Funny.’  (Yelp’s editors do keep things lighthearted.)

Let’s take a look at some features and best practices for participating on Yelp, and using the network to promote your business.

Make It Fun:  Contests, Games, Rewards

First off, make it fun!  Encourage your customers to check out your Yelp page.  Display the Yelp sticker on your front door, and in your collateral materials – brochures, menus, business cards, and the like – mention Yelp and your wish for your customers to review your establishment.

In addition to encouraging customers to write and post reviews, which are generally more time consuming, ask them to instead take photos, check in, or leave Quick Tips, which are faster and much easier.  Plus, you still get engagement and free social content.  Yay!

(Extra credit:  ask your Yelping customers to cross-publish their reviews, tips, and photos to their Facebook, Twitter, and other social profiles for even more engagement.  Even more extra credit:  ask your Yelpers to first take photos – and beautify them -- with Instagram, and then re-post to your Yelp profile.)

Meet Your Yelp Community Manager

Of the hundreds of communities on Yelp – Yelp is now in 24 countries – there is a Community Manager.  Unlike reviewers, who are not paid to contribute reviews, photos, comments, tips, and information on the site, Community Managers are paid employees of the company, and their job is to ensure that reviews keep going unabated.

The email address for your local Community Manager is usually [email protected]. 

Community Managers also plan local events, bringing together business owners and reviewers.  As an alternative to paid advertising, you could participate in these events by offering up your venue, catering food, providing a free giveaway, or some other way to get your name out in front of local Yelpers.  (Again this is not mandatory, and your decline to participate will not affect your profile on Yelp.)

Do I Have To Pay for Advertising?

Yelp derives 100% of its income from advertising, but you do not need to spend on advertising in order to unlock value from your participation on Yelp.

However, if you hear from a local Yelp advertising salesperson, don’t be alarmed – hear them out and learn about what they offer.

One promotion you might wish to consider is offering a special for checking in.  Much like geolocation app Foursquare, Yelp has increased its mobile engagement features, and allows merchants to offer discounts, freebies, and specials (called Yelp Deals) to users who check in or leave a tip at their establishment.   Your local Yelp advertising representative would be able to set up a promotion like this for your business.

There were rumors a few years ago that Yelp would only favor businesses who advertised, pushing those who did not further down in search results (i.e, if someone searched on ‘dry cleaner’ and ‘Phoenix,’), but after a few legal challenges, Yelp has pledged that the site is completely democratic and review-driven.

What If I Get a Bad Review?

Every business on Yelp has received negative or unfavorable reviews.  What to do?  For one thing, do not ignore it.  As the business owner, you can respond to the review publicly, and also reach out individually to the Yelp member and offer to make things right. 

This actually does not happen too often so taking the time to respond positively and in a timely manner shows your commitment to providing excellent customer service – and also displaying proper social media etiquette!  Go you!

(Yelp Business Owner Secret:  you can communicate directly with customers via the Yelp platform, privately or publicly – your choice.)

Not the Only Game in Town

Besides Yelp, there exist many other review sites.  Here are some worth considering:

• Google+ Local
• Yahoo! Local Reviews
• Citysearch
• Urbanspoon
• OpenTable
• TripAdvisor
• Angie’s List

The list goes on, and some specialty review sites exist for physicians and other professions.  Your experience with Yelp will certainly support your ability to deal with other review sites.

Getting Started

As with any social media profile, you should stake your claim before someone else – perhaps one of your customers – already starts.  Yelp makes it very easy for you to get started, and the good news is that once you claim your business, you can upload your own photos, add important info like phone numbers, hours, parking, and methods of payment, and begin to truly see how the community reacts and engages.

Like any social media site, features, design, and navigation will continue to change over time.  Your Yelp community manager, local advertising representative, and most importantly, your customers, will help you unlock Yelp’s true potential as a marketing platform.

Final Thought:  A strong Yelp presence should be a substantial component of your marketing and social media strategy.

Not only will it help you become a better marketer, but your active involvement will also help you understand more about your customers, their preferences, and how they engage and interact with your products and services (and even your employees). 

In a way, this is free market research, perhaps even leading to a shift or adjustment in your very products or services.

View your Yelp presence as an ever-changing source of new ideas.

Want more info?  Expand your horizons with additional reading. 

Want Help? Contact our team today!

ChangeU: independent study…

Yelp Case Studies

https://biz.yelp.com/support/case_studies

Case studies on small businesses that successfully implemented Yelp, including automotive, beauty and spas, health and medical, home services, and restaurants

Huffington Post:  How to Turn Customer Service Into a Compelling Competitive Advantage

http://www.huffingtonpost.com/brian-whetten/companies-that-care-how-t_b_4898558.html

From Huffington Post’s Small Business blog, five essential steps to exceptional customer service

The 2014 State of Marketing

http://www.socialmediaexplorer.com/social-media-marketing/the-2014-state-of-marketing/

From Social Media Examiner, the results of a survey of over 2,500 marketers of what’s working and what’s not, and trends for 2014 and beyond.

A marketing strategy without social media is still a strategy.  But, social media is growing in importance so business owners need to carefully consider investing in these channels, and when they do decide to create a presence, they need to stay committed to it.  Be sure to have a good plan that is based on realistic goals, matches your business objectives AND is something that can be  delivered consistently (e.g. a weekly coupon.) Don't start something on social media and then abandon it.  It affects your brand and makes you look unprofessional or uncommitted.

With the advent of social media, you no longer have to wait for the Sunday paper to clip your way to a great deal. Instead, more people are turning to social sharing sites to access these savings, making it the perfect complement to your marketing strategy and something every retail business could and should be doing. 

If you’re not sure about whether it’s worth the time and effort, consider this fact. According to eMarketer, the number of US mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014, driven by the rapid adoption of smartphones. Moreover, it serves as another way to keep your brand in front of your competition. 

If you are not currently doing a social media coupon campaign, you should absolutely start. While there are a multitude of social media platforms to post and share coupons, Twitter is an excellent place to begin.

Twitter is a good place to start because a tweet can be sent at your discretion, and can be found by anyone on the Twitter network – that’s about 240 million monthly active users.  While only 140 characters are allowed, a tweeted coupon should include:

• The hashtag #coupon, as this is a hashtag on which consumers are known to search.
• A shortened URL, whose clicks you can track to measure performance.
• A landing page, which includes the coupon graphic, as well as specifics related to redemption instructions, restrictions, rules, and suggestions.  Visits to this page should also be measured.

Amazon does a great job of using Twitter for their coupon campaign.

Save 50% or more on today's Deal of the Day http://t.co/77eURdWh1v pic.twitter.com/sxZRnIgmSH

— Amazon (@amazon) May 2, 2014

Here are some things to consider when starting your social media coupon campaign.

Be consistent and predictable.  Train your customers to expect coupons at the same time each week, each month, or whatever frequency you decide is viable for your bottom line and time commitment. Then follow through and deliver those coupons or offers on the promised day.  Don’t waiver from this predictable schedule because doing so will cause confusion or frustration, and your campaign will lose a substantial amount of traction.

Go big or go home.  Offer your customers something of value - a free soda won’t cut it. In order to attract the crowds you must be willing to give a cost and/or take a loss. If your offer is $5 off a $100 price tag, you won’t see much of a response. However, if you offer something people can’t resist like $25 off that $100 item, your coupon campaign will be much more successful.    

Communicate.  Promote your Twitter coupon campaign across all social channels. Don’t assume that your regular customers are already connected to you on social media; instead, be proactive in making sure they are connected.  Send emails, call it out on your webpage, put signage at the POS, print the information on receipts, and drop flyers that announce the Twitter coupons inside bags to encourage customers to sign up.  The more awareness you raise, the higher your coupon redemption rate. 

The right stuff at the right time.  Timeliness is crucial to the success of your coupon campaign.  Make sure you are giving the right deal at the right time. For example, if it is summer you would do well offering discounts on cold and fruity cocktails or cute T-shirts instead of a hearty meals and sweaters.  Do your homework, see what is trending on Twitter at the time, respond to those trends.  Twitter is also ideal for a coupon campaign because it provides real-time information from your customer base. 

Reward loyalty.  While the primary goal of offering coupons is to gain new business, don’t forget about your loyal customers.  Send them something personalized or exclusive.  You might offer a 50% off deal that is only available for regular customers, or those who signed up to follow your Twitterfeed.  This kind of personalization will increase your customer’s loyalty, as well as the chances of them spreading the news about this exclusive deal to their network of friends and family. 

Lastly, have fun with it.  The technology has changed to make the process fairly simple and intuitive.  Be creative. Create a theme, like Twitter Tuesdays or something catchy to add some hype to the campaign.  

Want Help? Contact our team today to ask a question via the form to the right.

ChangeU: for your independent study…

1. Redemption Holds Steady as Consumer Interest Remains High and Marketers Leverage Technoogy: http://goo.gl/XpvH87 01/15/2014 In 2013, more than 66 million digital coupons were redeemed industry-wide according to Inmar estimates – a 141 percent increase over 2012. Inmar, alone, facilitated the redemption of almost 44 million digital coupons in 2013, giving it the largest share of digital coupon redemption information in the industry.

2. Digital shopping tool impact study: 2013: http://goo.gl/lYvKJg  December 2013 The Digital Shopping Tool Impact Study: 2013 presents the results of an online survey fielded in Q2 (April-June) 2013 among 10,337 primary shoppers, a Census-balanced U.S. sample. The core objective was to understand how shoppers use digital tools, why they use them and the impact they have on shopping behavior.

3. Shop.org: http://www.shop.org/originalresearch  Shop.org partners with multiple industry leaders to produce research products throughout the year designed to provide benchmarking tools for multichannel and online-only retailers.

How small businesses should use Groupon or LivingSocial

With millions of subscribers worldwide, Groupon (51.8 million) and LivingSocial (70 million) could be great avenues for Small Businesses to find new customers and grow.  But, in order for these platforms to really help a business grow profitably, business owners will need have a well-thought out strategy on how to use them and, more importantly, how to monetize the customers that come from these sites. 

Groupon and LivingSocial are so attractive to shoppers because they offer substantial discounts -sometimes as much as 90% off goods, services, or entertainment.  In fact, these types of sites typically require a significant discount before an offer can be listed.  As such, business owners need to be smart about using these types of sites to grow because your listed deals may not deliver much profit (if any at all).  However, with some calculated planning and excellent customer relationship management, these platforms could be a great way to find new customers and can be an excellent way to market your business locally.  

In short, I see Groupon and LivingSocial as great advertising platforms for small businesses, like the Scottsdale restaurant, Twisted Rose Winery featured below.  This type of offer can be highly effective to drive revenue and profits if used as part of a bigger strategy for small and local businesses.

Have a Clear Set of Objectives

The first step to using these sites successfully is to actually think about the customers you want to attract and more importantly, how you plan to sell them related items/services, as well as how to keep them coming back to your business (even if they don’t get the luxury of a discount).  So, start by creating a plan to retain the Grouponers or LivingSocialites that respond to your offer.  This could be the difference between a successful campaign or a short-term cash grab.  A well-positioned promotional strategy that includes understanding what value-added features your target customer will appreciate will get them to spend a few more dollars when they redeem the deal coupon.

Be Prepared for an Influx of Customers

Before you make such an offer, ensure that you have sufficient inventory and staff to deliver excellent customer service – and if you run out, that you’ve also communicated with customers when they can expect to get your product or service.  Set expectations with buyers so that if your offer is very successful, you have time to order extra stock and/or add another person to the staff to handle the expected surge, among other measures. Nothing will diminish your returns and efforts more than a lack of preparedness or miss managed customer expectations. 

Negotiate. Negotiate. Negotiate.

Take charge of the process when you negotiate with these sites in order to retain as much of the deal revenue as possible.  Do not settle for any number just to get your deal on the site. Do the math and crunch the numbers to figure out what percentage you need to at least break even -- then negotiate to get as close as possible to that percentage. Be vigilant in setting your budget because sales do not always equate to profit. Think of these sites as a means to attract new customers (as opposed to spending money on advertising), and once you’ve attracted them it’s your job to keep them and/or earn more revenue from them with your great products and services.  So as you negotiate, take into consider related products, value added services and other ways that you can “upsell” or “cross sell” more of your products to customers that purchase these discounted deals for a single item or service.  It is on the upsell and cross sell where you can really drive profit and business growth.

Raise your visibility on Online

Use Groupon or Living Social to connect with potential customers and get some traction for your products or services. One of the great benefits of these sites is their intelligent use of social media platforms, such as Facebook and Twitter, to promote their deals – such as is shown below. In turn, this increases your potential for a successful deal and gives you excellent online exposure.  As such, be sure your storefront AND website are up to date, match the offer provided online and best reflect your brand message and objectives.

A big congrats to @thesoupergirl, one of our fave local merchants, on your new space in DC! #LocalLove pic.twitter.com/5jwXpcdfNd

— LivingSocial (@LivingSocial) June 19, 2014

Complement your marketing plan

An advantage of adding these promotional sites to your marketing mix is that it's free to feature your business on the sites, but remember they will take a percentage of the coupon transaction upfront.  So, don't rely solely on the daily deals to create value for your business -- continue to use your proven methods of advertising and marketing to champion your brand.  Manage your company website, leverage the social media platform that will work best for your business (such as Twitter, Facebook or LinkedIn) [insert cross link to related blow] and leverage traditional advertising such as print media, online ads, paid search and other tactics that have worked for your business in the past.

Final Thoughts

Deep discounts will always be attractive to consumers and business owners will always have to give a little more to attract customers, which in the end should spell a win for both parties.    If you are considering new avenues of advertising, exposure promotion sites such as Groupon and LivingSocial may be worth a look -- just do your homework before you start wheeling and dealing. 

Let change3 help you manage your online presence and digital marketing strategy affordably – contact us today.

For medical professionals who maintain longstanding relationships with their patients – and whom they often recruit via insurer networks – one might ask:  why should a medical practice engage in digital marketing?

With the costs of running a practice increasing exponentially, especially with investments needed in EMRs and cutting-edge diagnostic technology, medical practices might struggle with investing resources in intangibles like a website, blog, Facebook page, and the like.

However, a medical practice should absolutely consider maintaining a website and engaging in multiple digital marketing strategies.  The ability to present thought leadership and increase the likelihood of getting found by prospective patients are proof of the positive outcomes of a robust digital marketing program.

A Little Help from Friends
The good news is that several participants in the healthcare industry – from large hospitals to insurers to startups – have made it easier for doctors and other medical professionals to begin building their presence without having to start a website from scratch and hope patients find it.

Hospitals and healthcare systems, for example, maintain increasingly sophisticated digital presences, and often feature physicians on several of their webpages or microsites.  This could serve as a good first start for a doctor.

 
The website for Scottsdale Medical Center. 

Healthcare startup HealthTap, which started out as a Q&A site in which patients can ask a medical expert a question, and ZocDoc, an appointment-setting app, have created opportunities for physicians and other medical professionals to create their own personal pages and upload various digital assets.  

Physicians see the value of participating on these apps and networks when new patients discover their practice and make appointments.  Usually it takes one such conversion to get a doctor hooked.

 
The website for HealthTap, connecting patients with physicians and other medical experts.

Not Giving Away the Store
A huge concern with medical marketing is content:  what should a physician or medical expert broadcast online?  What would be considered appropriate or valuable – or legal?   

The idea of giving away advice, opinions, or perspectives via a public blog has been a tough decision for many professionals, not just physicians.  The basic rule of thumb:  if it wouldn’t be appropriate for a healthcare blog or the health channel of a major news site or portal, then don’t publish it.  

Finding the time to blog often proves to be difficult, as even CEOs and other business leaders are still figuring out how to engage in content marketing.

There, of course, exists the possibility of a reader – a current or prospective patient – taking the advice and simply not scheduling an office visit.   

But the good news is that as content builds, the site is being optimized for search, and after a few months, the doctor can enjoy higher discovery, more clickthroughs, and multiple inquiries on the Contact page.  

Joining the Conversation
Thought leadership is what separates one expert from another online, and in the competitive medical industry, a highly regarded blog can make all the difference.

As individuals consume the Web with more specific intent, users are increasingly typing in longer phrases, questions, and search strings.  A medical practice’s blog that can anticipate and address such expected medical questions, or specific medical terms, acronyms, conditions, symptoms, or medications, is sure to get found more quickly.

These thought leadership efforts can be amplified by syndicating the content with links published to the practice’s social channels, like Twitter, Facebook, or Google+, and any email newsletters or alerts distributed by the practice.

Final Thought:  A medical practice should have a digital presence for several reasons, perhaps starting as a page on an existing healthcare social network and eventually building to a robust, standalone presence.  The key is to present compelling thought leadership and engage in proper search engine marketing.  Getting found based on insights and expertise will serve the medical practice well.
 

Want Help? Contact our team today to ask a question via the form to the right.
ChangeU: for your independent study…

ChangeU: independent study…
Healthcare Social Networks:  New Choices for Doctors, Patients
http://www.informationweek.com/healthcare/patient-tools/healthcare-social-networks-new-choices-for-doctors-patients/d/d-id/1234884
A review of social networks for the medical community.

Social Media on HHS.gov
http://www.hhs.gov/web/socialmedia/
The U.S. Department of Health and Human Services’ guidelines on social media usage.

3 Keys to Digital Marketing in Healthcare
http://blog.hubspot.com/insiders/digital-marketing-in-healthcare
Digital marketing insights from marketing software provider Hubspot.

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.

Does it make sense for busy professionals – such as accountants, lawyers, engineers, recruiters, insurance agents and the like – to spend the time and money on digital marketing?

The answer is:  absolutely.  Though it may often prove difficult to transfer expertise or convey a sense of the working relationship online, professional services firms should definitely consider maintaining a website and engaging in multiple digital marketing and media strategies.  

The ability to present thought leadership and increase the likelihood of getting found by prospective clients are proof of the positive results of a robust digital marketing program.

Learning and Leading on LinkedIn
LinkedIn, of course, is the go-to resource for professional networking.  The maintenance of a solid, robust profile, as well as a competent, up to date Company Page (see ours here), can help portray expertise to the widest professional network on the Internet.  LinkedIn counts over 300 million members in over 200 countries and territories.

LinkedIn can help a professional services firm navigate the digital landscape by allowing the firm and its founders, partners, and employees to iterate – try something and see what kind of response it receives. If a post receives feedback, publish similar posts.  If an InMail does not lead to a positive response, change the subject line or level language and try again.

See another example: The LinkedIn Company Page for Frontline Source Group, a Dallas-based staffing agency and recruiting firm.

LinkedIn can be a great way to perform testing of digital strategies, to see what works for the firm.  Some of these tactics include, but are not limited to:

•    Blogging - using the LinkedIn Publisher feature
•    Microblogging – posting updates and measuring engagement, similar to Twitter
•    Email – using the InMail feature, to test what messages resonate with prospects
•    Paid advertising – testing various paid advertising products, including promoted posts, display or banner ads, and text ads

As with any strategy, the ability to track and measure results is imperative.  Professional services firms already do this for their business, and so this would be a natural fit.

The Soapbox
One of the largest concerns with professional services marketing is content:  what exactly should be shared or expressed online?  What would be considered appropriate – or even legal? Content marketing as a way of avoiding legal or ethical challenges is not fun. Rather, the goal of blogging, messaging, commenting and sharing is to engage readers and hopefully capture the interest of prospects.   

The decision to spend time on content marketing and blogging is difficult, as even CEOs and other business leaders are still figuring out the best way to carry out this increasingly important marketing process.But the good news is that as content builds, the site is being optimized for search, and after a few months, the firm and its professionals can enjoy higher discovery, more clickthroughs, and multiple inquiries on the Contact page.  

Joining the Conversation – and Connecting Strategies
Thought leadership is what separates one expert from another online, and a highly regarded blog can make all the difference. As individuals consume the Web with more specific intent, users are increasingly typing in longer phrases, questions, and search strings.  For instance, users will type a legal question in the Google or Bing search bar.  A law firm’s blog that can anticipate and address such expected questions or specific legal terms is sure to get found more quickly. In fact, some professional services firms use Google’s organic keyword search tools to make a decision on paid search – amplifying their visibility and a likelihood of a click and a formal inquiry.  

These thought leadership efforts can be boosted by syndicating the content with links published to the practice’s social channels, like Twitter, Facebook, or Google+ - and of course, LinkedIn – and any email newsletters or alerts distributed by the practice. In this way, the digital marketing process is made more efficient, as efforts and results from one strategy or campaign can be carried over to another.

Final Thought:  A professional services firm should have a digital presence for several reasons, perhaps starting with an individual’s profile page on LinkedIn as a good way to test the digital marketing waters. Thought leadership drives engagement via several channels, and getting found based on insights and expertise will serve the firm well.

ChangeU: For your independent study…

Small Business on LinkedIn http://smallbusiness.linkedin.com/
LinkedIn’s Small Business Resource Center, with links to sales, marketing, and recruiting solutions using the social network.  

McKinsey to Professional Services: “Huge ROI From Social Media” http://bit.ly/1C4fSr7
A blogpost on global consulting firm McKinsey’s view on professional services firms and social media.

B2B Growth in the Digital Age http://pwc.to/1C4fWqW
A series of videos produced by consulting firm PwC on the differences between B2B and B2C marketing.

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. 
 

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

Traditionally, referral networking has been the most effective way for Certified Personal Accounts (CPA) to find new clients.  However, with much of this networking happening online, CPA professionals must be proactive in their efforts to educate and engage prospects using the tools and platforms have prospects have become accustomed to using.  For this reason, developing a strategic digital marketing plan that incorporates multiple channels will create be the most effective way to grow a practice and attract new clients. 
Here are some important tools to use when creating a digital strategy to help grow your practice. 
Create a website that sets you apart from the pack
Your website is an important part of building an online presence and to be successful in this space you have to set your firm apart from other firms.  It is fair to say that there are other CPA firms offering the same types of services and expertise, so including some key features to your website can make a significant impact on the prospects online experience.  When considering a design for your website be sure that it is straightforward, scalable, mobile friendly, and includes the following tools:  
SEO Optimization- Make sure prospects can find you online using well-written, and unique content with keywords and backlinks 
Proof - Show clients how you will deliver on the promise to solve their problem by providing as much specific information that a client may be looking for. 
Associations - If you are a member of reputable accounting associations or groups, make it public knowledge. This adds credibility to your firm and again serves as proof that you are an expert in the field.
Testimonials – Whether written or in video form, testimonials have an important impact on your ability to acquire new clients and how potential clients perceive your business. 

Social Media Networking
An effective way to create new leads and cultivate relationships while positioning yourself as an authority and thought leader is through social media. Create business profiles on the popular sites like Facebook, Twitter, and LinkedIn to showcase your services, develop relationships and engage with prospects.   LinkedIn, is a particularly effective networking tool because it attracts professionals and decision makers from all industries.  However, to maximize your opportunities prioritize your social media profiles based on your goals and the behaviors of your target audience. Finally, approach social media networking the same way you would when networking offline-be proactive, add value to every conversation, and be consistent.  
 
Screenshot: The American Institute of CPAs LinkedIn group page
Measure your success
Now that you’ve taken steps to execute your digital strategy you need a way to measure your success.  Google Analytics is a free tool that will measure the success of your marketing effort through detailed statistics. You can view the volume of traffic to your website, track where your prospects are coming from and where they are going, and gain insights into their behaviors and their needs. By tracking the way people reach you and the devices they use to get there, Google Analytics helps you provide a better online experience for your clients or help you reinvent your strategy if needed. 

Final Thought
An important idea to remember about what drives potential clients is that people want to hire people not a firm.  To that end, keep in mind that an effective digital strategy will go a long way to generate referrals, as well as, keep you present and informed about what your prospective clients are doing. 

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Case Study: The AICPA’s LinkedIn Group Builds Community and Encourages Association Membership  http://linkd.in/1sLaum9
Accounting Today: 2014 Top Firms http://bit.ly/1vx4pw6
These Small Business Accounting Mistakes Come at a Big Cost http://bit.ly/1sverdf  There is money flowing out of your business right now as a result of simple small business accounting mistakes. Here are the top ten and how to fix them. 

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.  

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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. 

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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. 

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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. 

The construction business is highly competitive, consisting of constant bidding war to win jobs, so it is becoming increasingly important to create an online presence that makes your company stand out among other businesses bidding for jobs. You can position your construction business for success by defining the goal of your marketing plan your as well as your target market. Then develop a digital strategy that best fits your needs, your assets and presents a consistent brand message to this market.   
Website
Create a website that provides essential information to prospects that may be doing research before selecting a potential contractor.  Find out what is viable for your company and determine what needs to be on the site to keep them there. If your website is designed well it makes a bigger impact on your prospective customer and capture leads.    
Here are some essential items to include on your website: 
Gallery – Showcase your work with high quality photos of our finished project. A gallery shows your prospects what your company is capable of doing.  
Services – Give specific details about the types of services you have to offer and what you specialize in. Link these details back to your gallery to reinforce your expertise. 
Testimonials/Press –Nothing speaks to the quality of your work like a testimonial (written or video) from a satisfied customer. Testimonials build trust as well as help sway skeptical customers to   take a closer look at your business.  Additionally, if your company receives press, share it, as it promotes your business without sounding to ‘salesy’. 
Video – Showing your business on job sites is a great way be transparent.  Video shows how safely your crew works, what kind of processes you have on the job site, as well as give prospects a firsthand idea of the completed project. 
Social Media  
Being active on social media can go a long way in developing brand awareness for your construction business.  Create profiles to show the public what kind of work your company does, share stories, and connect with potential customers.  The key to using social media in your digital strategy is finding the right platform that you can use to your benefit.  
Facebook and Twitter – Use these sites to connect and build relationships with other professionals and position yourself as an expert in the construction industry.  
Industry specific social – Sites that are geared towards the construction industry like  UBuildNet, feature free social tools and resources, as well as allows user to find niche contractors, professionals and prospects in your targeted areas. 
LinkedIn – This site is extremely important and a necessary part of your social media strategy because this social media platform attracts decision makers, as well as provides industry news and professional networking. 
Pinterest – Post the photos of completed jobs or state-of-the art machinery on your website, then pin that project and link your pin directly to your sites contact page, so capitalize on the immediate interest. This creates an opportunity to pick up more leads and drive traffic to your website.   

Leverage Email Marketing
Email is still a highly effective and low cost means of communicating with your core customer base as well as prospects, making it a necessary part of your overall digital strategy.  You should take the time to collect current customer and prospects email addresses through your website and social media profiles to build a subscription list compiled of customers that are genuinely interested in your services. 
Some key ideas to remember when creating the email marketing element of your digital strategy are: 
Keep the list current – Manage your contact lists regularly, so you can respond quickly and efficiently to requests for more information or to unsubscribe.
Subject line – Your window of opportunity to get readers to click open is limited, so make the subject personal, yet impactful.  
Call-to-action- Guide your prospects with a strong call-to-action, such as inviting them learn more about your home renovation tips, or other valuable content on your website.  
Social Media – Provide links to directly to your social media profiles to email expand your reach and identify potential leads on these networks.          
Measure your results – Track your efforts to determine the efficacy of each campaign your send out.   

Final Thoughts
If you do the research to understand your target market, you can create a thoughtful plan, one that consists of a combination of online tools and allows your prospects to get to know your business.  By using all the digital marketing channels and resources, you increase your opportunities to network, nurture current relationships and build new ones, which translates into more revenue.  

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2014 Construction Marketing Outlook- Survey Results http://bit.ly/1BUA9JO
To further understand current marketing plans and priorities in the construction industry, the Construction Marketing Association conducted a national survey of construction professionals

Be2camp  http://bit.ly/1y9J1Or  

Social site for people interested in openly sharing how the latest web and mobile applications and web design techniques (Web 2.0 - blogs, Twitter, Wikis, etc) can help build a better, more sustainable built environment - planning, design, construction, occupation and management of buildings, services, landscape, etc.

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.

The internet is the first place people turn to when looking seeking general legal advice or the services of a lawyer.  It is important to develop a clear digital marketing plan for your law firm you can help you identify the right potential clients and grow your practice.  
Here are just a few tips to help you build an effective digital marketing strategy for your practice. 
Invest in your website
Your first plan of action to attract more clients is upgrading your website to stand out from other law firms in your area.  Focus on what you do best by highlighting your specialties because people don’t come to your website to purchase goods, they want to see what you do and how well you do it.   An effective website should be use an advertising channel like search engine optimization to make it easier for potential clients to find the legal representation they are looking for.  Your website should be easy to navigate, have contact information, credentials, office hours, location. Lastly, it is important to note that since law firms are subject to rules of ethics you should make sure that the content on their website is in compliance.
Maintain a legal blog 

Having a blog provides the foundation for social interaction and should be an integral part of your website.  By maintaining a legal blog you can provide clients with useful information and drive traffic back to your site. The content you discuss in your blog will help establish credibility and expertise which can influence a potential client’s decision to choose your firm over the competition. When writing posts be mindful of how you present the content, avoid too much legal jargon as your potential clients are not well versed in legal terms and this could possibly alienate them early on. 

Have a mobile plan
Like most other businesses the success of your practice is affected by how you respond to the emerging technology.  Since you invested time and money in building a great website you will want to reach your audience on the mediums that they have become accustomed to, which is mobile.  A mobile site is easier to navigate and responds to the need for instant access to information, while allow you to offer a more direct call-to- action to ‘Contact Us. This increases your opportunities for success because visitors often want legal advice right way.  Also, in order to stand out among so many other law firms, keep your mobile site focused on a very specific area of law. Being too general will cause visitors will pass up your site in favor of one that advertises a particular expertise.   

Social media
Lawyers need to be active on select social media sites to not only attract new clients but to build a level of trust well.  LinkedIn is one of the best professional social sites used by business owners or people searching for professional services.  However, sites like Facebook, Twitter, and Google+ are also effective for boosting your visibility, as well as long as you invest the time to create profiles that will speak directly to people looking for legal advice. You can do this by providing useful legal resources to your targeted audience 
Final Thoughts
A digital marketing strategy is critical to the success of your law firm because it provides a unique opportunity to be in constant contact with new and existing clients.  You firm will see the greatest results by identifying the synergies between traditional methods of marketing and new online technology.   

ChangeU: for your independent study ...

Lexis Nexis Resource Center http://bit.ly/1z3ZViU

You know the law, we know law firm marketing. Access these free resources to gain insight into best practices in online marketing for your law firm. Fresh resources are added often so come back frequently to keep abreast of the latest trends.

Business Development for Lawyers: Strategies for Getting and Keeping Clients by Sally J. Schmidt. http://amzn.to/1qSrMbD  

Written by one of the leading law firm marketers, this guide covers the gamut from positioning to preparing pitches and proposals, helping lawyers create their own sources of work

Solo and Small Firm Resource Center  http://bit.ly/1D6UnTa  

Marketing, Technology, Practice Management, CLE & Substantive Law Resources for SOLO Lawyers & Small Firms

Do you need a website and a social media presence? Well, if you expect your business to thrive and ultimately make a profit-the answer is YES.  Your website is the first impression potential customers have about your business and a well-designed site can make a big difference in gaining new customers.  However, with the proliferation of social media sites, it has become easier to communicate and engage with potential customers, making these platforms vital to business success as well.  

Websites build brands
While the current trends favor a social media presence over the traditional business website, there are still good reasons not to abandon your most valuable online asset - the company website.  The most important reasons being it establishes credibility and gives you the chance to provide that final call to action.  Moreover, consumers want a unique online experience, which includes feeling confident your business can provide the products or services needed to solve their problem.  Your website establishes what your core values are, as well as what you do and how well you do it.  Without a stable web presence people feel less confident doing business with your company.  Essentially, if you are not online, you do not exist.

Some additional reasons to maintain are business website are:
•    Provides user analytics
•    Reinforces your brand online
•    Provides accessibility to in-depth business information

See below an example taken from one of our websites:

Your business needs social media
Today people are more connected to their devices and want information on the go. As a result, they prefer to gather information about businesses from social media sites more than they prefer navigating through official business websites.  As such, your social media  presence is as equally important at your company website.  In short your business can survive for a short time without a website, however, it will suffer significantly if you do not establish a digital footprint via social media platforms as soon as you open for business.  Particularly, because these mediums are great influencers for your potential customers and they will notice your absence when they begin a search for your services. 

If you are a new company, a Facebook business page or a dedicated listing on a local directory can serve as a temporary website or an initial point of contact for potential customers.  Additionally, many of today’s social media sites make it easy to integrate high quality e-commerce apps such as ecwid and Storefront Social  right into your Facebook page.  A word of caution when using your social media profiles to market and sale goods - do not forget the social aspect.  Remember that these platforms are about communicating and making connections. People log on to these sites for conversation, they do not log on to Facebook and LinkedIn to be sold products and services, therefore use your discretion when using these tools.

Some additional benefits of using social media for business are:

•    Increase website traffic and improve search rankings
•    Target customers more effectively
•    Increase your brand awareness and expand your reach

See below an example of how we manage our social presence:

You can create nice visuals to share on Twitter and LinkedIn:

Final Thoughts
With the right amount of planning and focus and execution you can turn your social media profiles into a powerful branding strategy.   If your business is new and you are still working on your website, set up your social media profiles to establish an online presence. However, keep in mind that your overall marketing plan has to include a social media strategy as well as a business website to be successful. 

ChangeU: For your independent study….

Bye-bye Facebook: the future of social media for small businesses - http://bit.ly/1oiQMOE
Web Hosting: A Small Business Guide - http://bit.ly/1yWVPVX
Small Business Development Center launches new website - http://bit.ly/1yYpYnD

Still on the fence about content marketing for your company or business? There are certainly some considerations before you take the plunge. Let’s have a look at a few of these.

Total cost: is it really cheaper? Yes! Traditional advertising is expensive and nearly impossible to measure the return. Social and digital publishing technologies – on which content marketing efforts reside – are all about ROI and visibility. Companies and business owners alike can instantly view followers, likes, retweets, comments, page views, and other data. Such feedback is critical to understanding what’s working and what’s not, so decisions can be made. And often the content delivers interest on the part of a potential buyer – a sales lead – furthering the case for content marketing.

The joys of feedback
Instant gratification is at the heart of content marketing. Knowing which content is performing helps us decide which to continue producing – and which to let go. But it’s not just the metrics and measurement of the content that should encourage you to jumpstart a content marketing program. It’s also the feedback from customers, partners, suppliers, and the industry or community in which you do business. Tweets, comments, shares, and other content behaviors will tell you what outsiders – or even insiders, your employees – think of your company. In this manner, content marketing becomes your ad hoc feedback form or survey, constantly providing you the insights into your business that are often difficult to obtain.

The need for processes in place
While content marketing ultimately proves to be less expensive – but so much more valuable – than traditional paid advertising, the costs will diminish in time. It takes time to understand the content marketing process, as well as to train a team of employees and even customers to deliver valuable content. When companies learn about content marketing and the ability to get employees and customers to blog, tweet, and post to social networks on behalf of the company, executives and business owners get excited. Why have marketing and communications be carried out by a select few in a department, when the entire operation or enterprise can be engaged?

Here are the essential first steps to creating a full-on content marketing process:
• Designate the desired content developers – internally or externally – and create some How-To’s or guidebook (Hint: do NOT call it Content Marketing Policy, as this will be sure to turn people away).
• Create a broad list of ideas, keywords, story angles, messages, and other creative assets that will help your content marketers generate quality content.
• Invest in (some are actually free) a publishing platform that makes it easy for content to be drafted, published, and measured.

Being authentic has its risks
Content marketing is not without its risks. When others are sharing their messages about your company or brand, there are bound to be differences in opinion or expression. Some of these may be acceptable to you, but others may not. Content marketing ventures require you to have an appetite for risk in the content that’s created in support of your brand – from a typo in a tweet to a negative review of your business on a consumer ratings blog.

The context surrounding this requires you to:
• Ensure that you have content guidelines and even suggested content.
• Anticipate content with quality or opinion issues.
• Devise a strategy to deal with content that does not meet your standards.

Final Thoughts
While daunting at first, the decision to take the plunge into content marketing will have innumerable benefits. Start small, and scale your content marketing operation over time.


ChangeU: For your independent study….
 

What is Content Marketing, Really? http://bit.ly/1uNSedk
Blog from HootSuite, one of the largest social publishing and monitoring providers.

How To Rapidly Grow Your Business with Content Marketing http://bit.ly/1BUksrq
A webinar on demand from HubSpot, one of the largest content automation providers.

The Rise of Smart Content Marketing http://slidesha.re/1vw2Z58
A SlideShare presentation on the art and science of content marketing.

How do your customers find you? The hospitality industry is a huge market with a wealth of competition so regardless of your specialty you need to be doing something that makes your business attractive enough to get people through the door.

Where are your customers?
Some of your customers will physically see your business, others will be referred via their networks and if you are lucky you may engage people via good media coverage. However it is, when you create an exciting digital presence you open up huge opportunities to grow your business.

Why? Because:
• 81% of consumers have searched for a restaurant on a mobile device and 75% say they often choose a restaurant to dine at based on those search results
• 65.4% of hotel bookings are made on home website and 65% of same day hotel reservations are made from a smartphone

If you are not easily found online customers will simply bypass your business – it is important to not just have a presence but one that stands out.

What makes up an exciting online presence?
The good news is that with a bit of creative thinking you can use both paid and free options to build an engaging online presence. Let’s have a look at some of the things you can do:

1. Digital front of house – your website
All digital avenues should lead back to your website so this is where you start. Make sure that it:
• Is easy to navigate to the essential sections like how to make a booking – obvious calls to actions are key;
• Has lots of gorgeous images that show people interacting and loving your services/products/venue – you want people to want to be your customer;
• Includes videos so that users can feel that they are virtually there;
• Has friendly and welcoming content – less is better. Use enticing language rather than great slabs of text that most will give up on after the first couple of sentences;
• Optimize for all devices so the person on the move can easily access critical information.

Examples: http://bit.ly/1z4dfig | http://bel50.com/

2. Social Media aficionado
Don’t make the mistake of getting onto any one of the popular social media sites and simply pushing sales. You do need to create awareness of your brands goods and services BUT make sure you create a network of loyal followers, otherwise anyone that does land on you page can easily drift away.

Try:
• Uploading interesting content that suits the platform – encourage interaction and make sure that you acknowledge comments and use them to start a longer conversation;
• Understanding your demographic and solve their problems BEFORE they mention them in relation to your particular niche;
• Creating giveaways and competitions - they are always popular and perfect for expanding your fan base.
Examples: http://on.fb.me/1CPDkYE | http://bit.ly/16Ot6tx

3. Customers are going to talk
They say that any exposure is good exposure – not true especially in the digital world where news travels fast and your business can be damaged before a customer has even left the premises.
There are two parts to the way people talk about your business:
a. They love you – people have had a great experience at your restaurant, hotel, casino and are raving online in all of the right places. Enough said this is great for business;
b. They hate you – we all make mistakes and sometimes customers don’t have the greatest time, the key thing for you is how you deal with it. They will talk online and potential customers will see negative feedback and make a decision about using your services. Answer quickly and positively and always apologize – even if you don’t think it was your fault. Remember people are watching and this can be crucial to your ongoing business success.
Example: http://bit.ly/1zGsJwv

4. Third party buy in
There is a broad range of third party sites that you can use to list your hospitality business. One of the most popular is Trip Advisor.
Listings are free for accommodation and restaurants and this is seen as the go to site for travelers when they want to find out how good you are – you may already have been reviewed there, always check in case it is bad.
Example: http://bit.ly/179jDha

Final Thoughts

What we have included here is a small selection of options available to you. Create a digital marketing strategy before you get started. If you don’t have the skills, time or personnel a specialist agency can help guide you in the right direction.
A successful digital marketing strategy must communicate your business’s brand, features and overall experience to customers using a combination of tools or an all-in-one digital marketing management platform. More importantly, regardless of which tools you choose, they must be flexible and prepare your business for the constantly change demand of digital marketing.

ChangeU: For your independent study….

Customer Preferences for Online, Social Media, and Mobile Innovations in the Hospitality Industry - http://bit.ly/1FtHJ1o
Hotel Online Reputation Research, Statistics, and Quotes - http://bit.ly/1DezJBZ
Mobile & Online Hotel Spending Soars – Is Your Digital Presence Ready? - http://bit.ly/1FtHN16
The Website Rules That Will Drive Hungry Customers To Your Restaurant - http://onforb.es/1EVdF1j

As more people turn to the internet for products and services, it’s important for chiropractors to have an online presence that extends past a functional website in order 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.

As a local chiropractor, creating a strong online presence is easier than you might think. Here are a few ideas to help you along the way.  

All things lead back to your webpage

Your website is one of your most valuable assets, as such, all your marketing efforts-online and offline-should lead back to your website. Your website needs to be seen and thought of as the place where people come to learn about your practice and the services you offer. 

On the contrary, your social media profiles 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. The most common way to do this is to provide multiple links within your posts; this directs clients to your website to begin the process of educating them about the more technical and useful aspects of chiropractic care. 

Example:

Website of Valley Spinal 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. 

• 80% of what you post on Facebook or other social media pages should reflect value, be relevant and be insightful to your business realm.
• The other 20% 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, respond to this by continuing to share value and education. An often overlooked way to build these relationships is to respond to comments, likes, or any action that is received on your social media pages.

Connect with and educate prospects

Some of your prospective clients may not be fully aware of what chiropractic care really entails and could be skeptical about trying it. The tactical use of social media can help your business rise above many of the objections those who haven’t learned about your practice may have, while educating them, and beginning a relationship.

• 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 on a higher level with your supporters and community, you have a greater chance of converting connections into lifelong patients.  

Example:

Spinal Works Chiropractic YouTube Channel

Stay in touch to establish expertise

When looking to nurture the doctor-patient relationship it is important to stay in contact with current patients on an on-going basis. Social media allows your business to do so in the most effective way while accruing no cost to you. These relationships, if nurtured correctly keep your product in the forefront of a patients mind, making them more likely to refer your practice to others. Word-of-mouth promotion is a large asset when you are examining your business 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

While it does take some extra effort to establish a successful digital marketing strategy, the benefits of doing so far outweigh any uncertainties. You will undoubtedly be able to grow your practice, reach new patients, and show that you are a trustworthy chiropractic care facility. Investing the time to know where incoming patients or current patients found you, will allow you to hone your marketing strategy. 

ChangeU: For your independent study ...

Chiropractic Economics http://bit.ly/1cuWHLP

#1 most-trusted and most-used resource for practice building, product information, and purchasing decisions by doctors of chiropractic. 

Resources for Chiropractors on Pinterest http://goo.gl/oAT2Pl  

A place to share positive message about chiropractic, alternative healthcare, and provide resources that help chiropractors spread awareness.