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How to use your online voice Part 2

Write to Right - How to use your online voiceNow you know how to find your online voice, use these tips to use your online voice (and not sound like a dork).

Be mindful of your medium

Now you know who your ideal customer is, you need to hangout where they do.

You have your website, you need to make sure that you promote it at any possibility. This means sharing links, linking to it from your social media profiles, and adding it to your promotional material. If your ideal customer values quality, then make sure your website reflects this, have a look at our health checks as a way to ensure the quality of your site.

Facebook, this is one of the most popular social media platforms. I have written on where businesses fail on Facebook, make sure you read these tips (or print them out). Above all, keep it positive and sociable on Facebook as people use this platform to escape from the drudgery, catch up with friends, and have fun.

Twitter, this is a great place to develop your network and share information about your business. Because you need to be brief make use of a URL shortening service, some websites have their own, when linking to your site. Twitter users love to be recognised, so don’t neglect thanking and recognising follows and retweets.

Pinterest is primarily used for people who love to DIY, travel, interior design, beauty, and fashion. If your business has a product that is for children, fashion conscious, DIYers, or home improvers/interior design fans I would strongly suggest getting on to Pinterest. Not only is it a great way to advertise your products, it is a great way to find content for your other social media platforms, and provides valuable backlinks to your website.

Be consistent

Ensure your message focuses on benefits over features, your customer’s needs over your business needs, and you remember the medium.

If you are using social media, be aware that although people (in general) are not as concerned with spelling and punctuation, you are still representing your brand. If your brand represents, values, and your customer values quality then make sure that your posts/tweets/pins/instagrams all reflect this.

Ensure you use the adjectives that you identified earlier. This subtle reinforcement will speak to your customers who value these attributes. Remember that you need to speak to your ideal customer. You can also experiment with these words to discover which ones hone in on their inner most needs and desires. These keywords will then help you drive your business. They can then be used in other marketing materials. Be warned, your ideal customers may not all hang out in the same social media circles and what works on one platform, may not work on another.

Now this by-no-means means that you should use a social media management tool and post the exact same message across all of your social media accounts. In fact, your followers can be turned off by that. Some customers will subscribe to your newsletter and follow you on Facebook, Twitter, Pinterest, Instagram, and/or Google +. If they see the same message posted across your channels they will know that you are not being authentic, interested in their needs, and they will feel that you are simply pitching to them. By now you know your ideal customer’s likes and dislikes, remember the profile, so make them feel valued and that they are the only one you are talking to.

Include endorsements

When you write a job application, most are looking for concrete examples where you achieved an outcome, not just the fact that you know what to do. Customers are no different. They want runs on the board, bang for their buck. Show them!

Write to Right Lynda review

Customers value third-party opinions. Remember the power of word of mouth. On your website, or social media platform, you can control how these are displayed. I am not saying to remove every bad review, in fact I advocate keeping them and using some strategies I have previously shared, you can actually turn the negative experience around. You may even help others to explain your processes, a situation, or a learning just by keeping all channels of communication open.

This can be done in many ways.

Facebook reviews – If you set your page to local or small business and include a physical address (don’t worry it doesn’t have to be exact), then you will get the review stars popping up on your page. Be warned, if someone accidentally gives you one star it can’t be undone and will effect your rating.
You can ask customers to leave review posts on your page. These used to be able to be highlighted on your page. They now appear in the left hand margin of your page. You can reorganise this left margin so they appear higher up. You can also hide general chit-chat posts, so they don’t interrupt the reviews.

Website reviews – There are many plug-ins you can add to your page. I have one on one of my WordPress sites which I populate with feedback customers have sent through. I have seen others where it is populated by the customer. Alternatively, you can set up an email form where customers can send feedback through to you.

Other pages will have a page of testimonials (like I have here). These testimonials can stand alone as their own page, but they are also a handy way to add credibility to a related blog post or marketing material (including a blog post).

Do it with integrity

For me, the key to all of this is working with integrity. People value honesty and integrity. We make mistakes, own them, own up to them, fix them, learn from them, and move on. This is why I believe it’s important to keep negative feedback in the public domain. Handled with tact and integrity they can prove as valuable as a positive testimonial.

In the first instance, be true to yourself. Most businesses, especially ones that come from a place of internal passion, are extensions of the owner. If you are not speaking honestly, and from the heart, you are less likely to do so with conviction, less likely to convince and convert, and when it comes to meeting the client, you are likely to be tripped up.

Be true to your customer. Now this isn’t just about owning where things haven’t gone as planned. It means being true to your ideal customer. You need to honour their needs, and place these at the core of your business. Print off your ideal customer description, find photos of them, make a vision board of them; all of these ideas will keep them centred in your work space and will remind you when you work.

Truth is easier to remember. Integrity will take you far.

Now you know how to find your online voice, allow me to help you reach your ideal customer. By using the process in this series of blog posts, I was able to focus my business and move it from page 16 in a Google search to page one. If your ambition is to have your business appear on page one of Google, then contact Write to Right about a website health check. This check will get your website in to shape and my hints will improve its ranking. Read more about the website health checks or if you are ready to be on page one now, contact Write to Right now.

Writing for online without sounding like an utter know it all

Write to Right - Finding your online voice part 1Ever wondered how to write about yourself online without sounding like a “complete dork” or a “know it all”? Finding that happy medium to sell yourself positively online can be difficult. The following steps will set you and therefore your business to have a strong, client-focused and cohesive online presence.

Know your business

Does your business have a mission statement? Do you know why you are spending your time in it?

If you don’t have one then this is where you need to start. These questions set the foundations of how others see your business. Here are some simple prompts to help you write your mission:
Who- who are you, are you a multi-national, family company, or sole trader? Who are your customers? Are they families, singles, seniors, small business, multi-nationals?
What- What is it that you do? What do you sell?
Why- Why do customers use your business? What is the benefit to them?
Where- Where can they find you? Are you a bricks & mortar, online, franchise?

Do you have a vision statement? Do you know where you want your business to be in one year, three years, five years?

This is where you have to be SMARTER. Make sure your vision is:
Specific- No wishy-washy motherhood statements. Say exactly where you want to be, put a dollar figure to it.
Measurable- If it can’t be measured then you can look back and see if you have achieved it. It also means that it’s likely to be a motherhood statement and you are less likely to hold yourself to account.
Achievable- The goal has to be appropriate, able to be attained in the given timeframe.
Reportable- You have to make yourself accountable for the goal and the only way to do that is to make it reportable. That could be in your end of year financial report, quarterly reports, cash flow reports, stakeholder reports, reportable to a mentor or a friend.
Time-sensitive- The goal has to have a deadline. Don’t make it a moveable goal or you are less likely to set tasks to achieve it.
Evaluated- Is it reasonable, achievable, how does it compare to others in your industry?
Reviewed- How often will it be reviewed so you know if you are on track?

I like the added aspects of evaluation and review. These not only speak to the quality assurer in me, they are best practice in project management. I use many aspects of project management in my own business, especially review. Many businesses underestimate the value of reviewing, especially when things don’t turn out as anticipated. I think I will write more on this in the future as I can see a whole blog post on this one.

Know your ideal customer

Marketing experts have a number of ways to determine your ideal client. I use scripts to determine my ideal client. When you script your ideal client you write a little story about who they are. It’s like writing an online dating profile for your soul mate.
Demographics- What is their age (or age range), gender, family status, and employment status. This is all about who they are.
Preferences- What are their values, likes, and dislikes? Do they differ between the ones they hold personally, for their family or for their business?
Daily activities- How do they spend their day? Do they work 9-5 in an office? Do they work part-time? Do they work in an office or from home? Are they running around after the kids? Are they single living a laissez-faire lifestyle? Are they retirees? Do they play sports? Write about how they fill their day/weekend.
Write up this narrative, and don’t worry, you can have more than one (though it’s easiest to pitch to one client) and it can change over time. Just make sure you keep this person firmly in your sights.

Work out where these overlap

Where do your mission and visions cross? Are there any common words or themes? Where does you ideal customer meet with your mission? With your vision? List the adjectives, or find relevant adjectives, to describe these intersections. These are the words which need to drive your interactions. There’s a word of warning, they must be for your client. If you start writing about the business it becomes about you. You don’t need to sell, or convince, to you. Unless your ideal client is a competitor, don’t write about your industry either. Your customer doesn’t want to know why your industry does xyz, they have a need and want you to meet it. It’s why they are at your website/Facebook/Google+ (or other platform, more on this soon).

Go back and look at the list and where it meets your ideal client. What words help to meet their needs? What benefits are they looking for? Remember you wrote out their preferences, look to these for inspiration on how they want to be sold to and what needs you need to meet. Now, what are the benefits of your product or service and how do you meet your idea customer’s needs.

So now you have the adjectives to help describe your product or service and you have the benefits you need to include when you write those descriptions. But what tone do you use?

Finding your voice

Look at your adjectives, benefits and your ideal customer – what language suits these best? Will they appreciate slang, a conversational tone, factual, or formal speech?

I would suggest that if your business has more than one person writing for it that you establish a style guide. While I use the Commonwealth Style Manual for proofreading, I also worked with a departmental style guide. This certainly helped when writing for different media and clients. There were guides for press releases, ministerials, client letters and an overarching guide. Unless you are a business with a few hundred staff who communicate across many media and stakeholders, you are unlikely to need this many guides. However a document that outlines your mission, vision, ideal client, benefits, key adjectives and preferred tone is a great start. From here it can evolve to including which messages are distributed over particular media. You can even detail how minutes will be taken and distributed.

Style guides are beneficial for copy writers and copy editors. It allows us an insight into the back end of your business and means that we can easily support you and help you to achieve your outcomes. It also saves lengthy discussions when engaging us to undertake work for your business, saving you time and money.

In Part 2

Find out how to use these skills online. Learn how to customise your content for different social media platforms. Find out how to ensure your brand’s profile. Hear how to instil a piece of yourself into the business and online.

Make sure you Follow this blog by signing up for email updates. You can do that at the bottom of this page.

Errors Small Business Website owners make which is killing their Sales

Write to Right - beat Google at its gameSmart business owners know that the best place to sell, outside of their bricks and mortar, is online. Some have tried Facebook, but with declining reach, the smartest ones are moving to web sales. Sadly, it’s no ‘Field of Dreams”, if you build it, there’s no guarantee that they will come. Sound familiar? Struggling to get customers to your site?

Languishing in the back pages of Google

Google is the most used search engine. Like Facebook, Google has its own methods for working out the ranking for pages in a search result. I don’t know of many small businesses that would pay for Google rankings, and to be honest if you pay, your result is only as good as the amount you or your competitor pays (the more the better).

Focusing on the following hints will boost you through Google. How do I know? I did it. I moved my website from page 16 at launch to the first listing on page 2. I also have related content listed on page 1, they also link to my website. So I am on page 1 and 2 of Google Search. Follow these steps to get there too.

Complacent about Key words

Key words are that, key. If you do not use the words in your website that your customers use in their searches then you are starting behind the eight ball. There are a number of ways to find out what these words are: trial and error, ask your customers, put yourself in your customer’s shoes, Google Analytics, paying SEO experts.

But be warned, don’t make your website a gobbledegook mess of keywords. Google has its ways of weeding out nonsensical pages. This is where SEO experts and copywriters can fail. These businesses don’t understand the intricate details of your business, quite like you. You know the benefits for your customers, you know how they use your goods or services. You know what makes your business unique.

Skimping on spelling

Don’t think spelling on your website is important, think again.

Research shows that 59% of customers will not buy from a website with spelling errors. That’s a lot of lost revenue. Why? Quality. Customers believe that if you don’t value the basic skill of spelling, then you are less likely to value them or quality service.

But what does this have to do with Google? Have you ever misspelt something in a Google search? It autocorrects. I’m sorry to say Google will not autocorrect your website. If you type words incorrectly in your website, then that is how they will be indexed by Google and how people will have to type them in a search. Small problem, Google autocorrects searches. See the problem?

Skimping on links

Remember how I said I was on page 2 AND page 1, well my page 1 results are my social media pages (Google + and Facebook). I know many businesses start of Facebook and with the declining reach they have developed a website, you might be one of them.

Don’t get caught up trying to fill Facebook or G+ (or any other platform) with new content, link to your website. Links on Facebook are not just a simple way to populate posts, they are actually a highly respected (and ranked) post type for the platform. Using links to your site drives traffic to where the sales take place. (You can also set up a tab to import your shop into Facebook, more on that another post) Google likes inbound links (coming in to your site) as they are third party endorsements.

Link within your site. Linking within your site allows for cross promotion and cross or upselling. Internal links also work as when Google searches your page the internal links direct it through your site. The more pages Google sees, the more pages it knows of to put in its search results, the more often you are seen in Google.

Like to know more? Not sure you could do this all yourself? Don’t have enough time to go through it all yourself?

Based on my experience managing websites and proofreading and copy editing for the federal government I am offering my skills to businesses to improve their website results. Having your website appear higher in Google search results will mean more customers to your site, most people will stop searching at page 3 of Google.

What is involved?

Write to Right offer two levels of health checks. The first is for larger sites or those businesses after a more comprehensive service; the second is for smaller sites or those looking to brush up their essential pages.

To book you website health check, contact us.

What do others say about the Website Health Check?

“Kara has provided me with feedback on many aspects of my business page with regard to professional written communication. She is very knowledgeable, helpful and does not miss a thing! I know I can rely on her to pick up on my typos, spelling errors, punctuation and even grammatical errors. It is worth having Kara take a look at your written communication, whether you are in business and would like to appear professional, or whether you are doing a job  application that needs to be perfect! Highly recommended!” – Jacqui, Celestial Photography

Comprehensive Website Health Check

This health check is for businesses looking to grab those 59% of customers who are put off by errors on their website. It’s for businesses that rely on their website to sell their products and services 24/7. It’s a check for businesses that pride themselves on their excellence and attention to detail.

This check will:

• Focus on the top ten non-product pages on your site
• Advise if your content achieves its aim
• Includes at least ten, researched, keyword suggestions for you to use to help increase your search engine ranking
• Assess your content for optimal layout, helping to get your message across sooner and potentially reduce ‘bouncing’ from your site
• Ensure links on these pages are functional and appropriate
• Check for your social media integration and offer suggestions for your site as a whole
• Include an Excel spreadsheet report for you, or your developer, to keep for implementation, and
• Free email follow-up one month after the report is delivered.

This premium service is offered to you for the introductory price of $185. It is a small price to pay when it has the potential to turn up to 59% of your web traffic into paying clients.

 Book your comprehensive website health check by contacting us.

 Essentials website health check

This health check is for those smaller sites with fewer non-product pages. It is perfect for those businesses just starting out but still pride themselves on how their business is presented to the public.

This check will:

• Focus on the top five non-product pages on your site
• Advise if your content achieves its aim
• Includes at least five, researched, keyword suggestions for you to use to help increase your search engine ranking
• Ensure links on these pages are functional and appropriate
• Check for your social media integration and offer suggestions for your site as a whole, and
• Include an Excel spreadsheet report for you, or your developer, to keep for implementation.

This essentials health check is a wise investment at $95 and a fantastic way to ensure you are starting out on the right foot.

Is your site larger than average or do you want more?

If your site has more than ten non-product pages, or you would like to include your product pages, we can perform a more comprehensive check for $80/hr and includes all of the elements in the comprehensive website health check. Write to Right is able to offer proofreading & copy editing for all other documents, please contact us for our full list of fees.

 To book your website in for a health check contact us.

 

Facebook insights fail

Anyone else seen this on their Facebook Insights?
Known Issue
There is a discrepancy in the engagement and reach metrics for all Page Posts and Boosted Posts between 5/30 and 6/30. We are working to resolve the issue as soon as possible.
I hope they increase and/or discover the posts since June 30 are also affected.

What are the implications of the #facebookfail?

Decreased reach means that fewer customers see your business in their Newsfeed. But don’t panic just yet. Your reach only affects your page for two weeks after the post is made.

What do you need to do?

If you don’t know what your fans like, then look through your posts and see where you have great engagement. Now plan, plan, plan.

Keep an eye on the Write to Right Facebook page for updates on the Facebook fix, but in the meantime draft some posts, build some collages and take some new photos.

Here are some great tips for your Facebook posts:

  • Make your posts less than 40 characters
  • Ask questions
  • Use Canva, picmonkey or ipiccy to build great graphics
  • Keep it positive (read more on our recent article)
  • Respond to comments, and
  • Keep it in line with your business’ online image/tone.

Comment below and let us know your favourite Facebook hints and how you fare the insights bungle.

Online messages influence our experience of emotions, which may affect a variety of offline behaviours.

Write to Right - How Facebook proved being positive makes moneyReleased today, Facebook shows that seeing more positive emotions on Facebook leads to more positive posts and vice versa.

The 2012 research has been written up by Kramer et al. (2014) and describes how they manipulated newsfeeds in English speaking participants to show either less positive or negative posts by their friends. They found a strong link in seeing positive emotions in Facebook Newsfeeds leading to more positive emotions in individual posts, which disproves the adage that “exposure to the happiness of others may actually be depressing to us”.

So I wonder if that is what friends think, then how does that influence business pages? Facebook business pages rely on people (friends) sharing your posts, liking them, commenting on them; all of which appear in their friends’ newsfeed and activity feed. So if business is positive in their emotions on their Facebook page, will that increase sales?

Influencers of customer emotions and their behaviour

Mazaheri et al. (2011) found in their research of Canadians that customer attitudes on the site positively (and significantly) influenced their service attitudes and that service attitudes influenced buying intention. They also found that the perceived entertainment value of the site positively influenced customer attitudes. Varhagen & van Dolen (2011), took this intention one step further showing that positive intention lead to actual purchases.

Businesses rely on likes, comments & shares of their Facebook posts to increase their customer base, increase brand awareness and boost sales. Whilst product scarcity can drive sales, the Facebook research shows that post emotion drives user emotion. It also shows that user emotion can drive offline behaviour. This links with the 2011 research by Mazaheri et al and Varhagen & van Dolen.

What do businesses need to consider?

Varhagen & van Dolen (2011) found that “Consumer behaviour is likely to be dominated by positive emotions and less by negative emotions”.

Businesses need to consider why they have a Facebook page. Is it there to entertain? Is it there to inform? Is it there to drive sales? If your Facebook page exists to do any of these things then you need to pay attention to the Facebook research.

So, if your Facebook page is entertaining, then this will increase how customers view your business. If they view it more positively, they are more likely to view the service they receive as positive. If they believe that the service they will receive is positive, then they are more likely to want to purchase from you. If they want to purchase from you, they will.

  1. Positive emotion in your posts = positive emotion in your customers posts on Facebook.
  2. Positive emotions on Facebook leads to positive emotions offline.
  3. Positive emotions on a website (or Facebook page) leads to positive opinions towards service.
  4. Positive opinions of service leads to positive purchase intentions.
  5. Positive intentions lead to purchases.

So it’s true! Being positive on your Facebook page, really does make for good business and makes you money! Read more on the topic of how to handle negative business situations in a positive manner.

References:

Adam D. I. Kramer, Jamie E. Guillory, and Jeffrey T. Hancock (2014). Experimental evidence of massive-scale emotional contagion through social networks. Proceedings of the National Academy of Sciences of the United States of America, 111, 24, pp 8788-90.

Ebrahim Mazaheri, Marie-Odile Richard, Miche Laroche, (2011). Online consumer behaviour: Comparing Canadian and Chinese website visitors. Journal of Business Research (Vol. 64), (Issue 9), pp. 959-965.

Tibert Verhagen and Willemijn van Dolen (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information and Management, 48, pp 320-327.

 

 

Why Facebook rants are bad for business

Don't complain, don't explain -  Write to RightRant Alert! Are you partial to a Facebook rant? Did you know that it can damage your business? Here are 5 ways to diffuse a rant and still get your message across.

I’m all for a good rant, it gets the emotions out in the open, dusts off cobwebs and lets people know where you stand. I cringe when I see it on business pages or in Facebook groups.

Why?

And that’s it! Why? Why do you want us to know this? Why do you need to come from a place of negativity? Why is there not a constructive way to get your message across? If you walked into a bricks & mortar store and the shop owner ranted at you about the previous customer, how would you feel? What would it make you think about their service and respect for their customers?

Last week I wrote how Facebook is a social medium and that there were ways to be sociable. Ranting isn’t social, it’s finger pointing and demeaning. It doesn’t really educate or inform. It doesn’t make your customers laugh or feel good about you or themselves. It makes you feel better for getting something off of your chest, but it puts you in an offensive position and someone, therefore, will be in a defensive position.

While you might think that having a rant in a group is ‘safe’ because it isn’t on your business page, you forget that the people in the group are prospective customers and they are seeing you let fly about how stupid a customer has been, how annoying a competitor is by copying your idea or how Facebook is driving you nuts because no one is seeing your posts. Do they need to know that about your personality?

So what can you do when you need a good rant?

Phone a friend.
I have a few friends, and my very understanding hubby, who receive my rants. I do rant on Facebook about customers, business & Facebook (I’m human, people get to me); but I do it in a private message with my friends. There’s nothing quite like letting the fingers fly in a message to someone who knows all you need to do is let off steam. The thing is that the message is contained; we know where we stand and when we need advice and when we just need someone to be there for us.

Sleep on it.
Honestly, will waiting 10 – 24 hours make a huge difference to the situation? I do this A LOT. Though I sometimes find it hard to go to sleep, putting the space and time between the initial rant inducing event and the actual rant response can be beneficial. It gives you time to stop and think. When I was managing 10 staff over four locations I was often put in rant-worthy situations. I developed this mnemonic: STOP; Step back, Think, Options, Perspective (mine & theirs).

STOP reacting and start acting - Write to Right
I had it as a PostIt note on my computer monitor, where I could see it after the phone call or email. I would mentally go through the list one letter at a time & hold myself to task until I had fully addressed each letter. I even made notes of the options and perspectives. (More on this later)

Write it in a document and don’t send it.
As much as I love my friends and hubby, sometimes they just don’t get it. They want to fix the problem, they offer solutions and all I want to do is get it ‘off my chest’ and let fly. The computer is not going to mind you having a go at it. Now walk away and leave that document for another couple of hours. The best thing is that this document can help, read on!

Be constructive.
So you have ranted in a message, given it 24 hours, you have done your STOP list and/or written the rant in an unsent document and you are still wound up. Go back and open up that document and delete all of the emotion filled words. I don’t mean in track changes either. Get rid of them for good, because they won’t help you. What are you left with? Read over the document again.
~ Is there a theme running through the document?
~ Is the theme about you and your reactions or actions?
~ Is the theme about the other person and what they did or didn’t do?
~ Is there a miscommunication or misunderstanding?
~ Is someone missing some information?

Now rewrite the document, yes start a new document, filling in the gaps. Apologise for the mistake or misunderstanding, apologising diffuses a situation. Apologising shows that you have considered the situation from their perspective (stoP). Write down what services you offer to fix or prevent that situation. If you don’t have a service that will fix or prevent it from happening again, what will you change to prevent it in the future. These are your Options (stOp). Now, step away from the document for a while – go get some sun, go for a walk or have a cuppa. Done? Now open this new document and remove any emotion filled language. Do you see any themes? Can you condense your message? Now, is that message important enough to send? Will it inform or educate? Will it help someone other than you? Yes? Read on.

What next?
If you have come to a point that you have devised the theme of the issue at hand, outlined what can or will be done to fix or prevent it, written it in a way to inform or educate (but please don’t be condescending), removed the emotion, and realised that the message is there to help others and not just acts to get something ‘off of your chest’; then you need to decide how to deliver the message. Does the message apply to just one person and do you think they will benefit from hearing what you have to say (remember, Perspective) then send them a message. Use what you have written in the document to form an email to them. Will more than one person benefit from your message? Will it help the majority of your customers to know this little tidbit on how you work? Then by all means put up a Facebook post, write it in your newsletter or blog about it. Share your knowledge, but be constructive. Remember that people use Facebook to socialise, they don’t want doom and gloom and they certainly don’t want to be told how bad they are as customers, even if they have never bought from you – yet!

Why you aren’t getting the sales on Facebook any more

7 reasons you dont sell on Facebook

Facebook is social media, not a sales platform. Here are 7 ways to be social, increase interaction & drive sales.

Facebook, although it has the plug-ins for shops, is not a reliable way to sell; it doesn’t pass on notifications or messages, it loses comments & if it gets really huffy it will stop you from accessing/commenting/posting. The main problem with selling exclusively on Facebook is that the content below your main page level (photos, shops, events) is not indexed for internet searches, so unless a person is on Facebook (and many people aren’t) your business is not going to make a sale. Facebook is part of the group of social media platforms, in the beginning it was quite easy to generate sales, however, user behaviour is changing. Facebook is returning to a social medium, where people escape from their chaotic/dreary/mundane lives. So, how can you help them to escape AND generate engagement, customer base and sales?

1. Laugh

Make them laugh, share a joke, share a funny photo, share a funny story. It turns frowns upside down. Best of all, research shows that if you help someone feel better, you feel better too.

~ People like to laugh; it releases chemicals in our brain that make us feel good. ~

2. Cry

I haven’t done this on my pages, but I have seen it done quite successfully. I have seen businesses share their struggles with cancer, when they have welcomed a new family member into their arms (be it a human or fur baby), when they have said goodbye to a family member, or when they just don’t feel as if they can continue their business.

I am not suggesting that your posts always relate to these things, too much doom and gloom does not make for a very sociable page. I’m also not suggesting that you whinge about not being seen in Facebook feeds, or declining sales – that said, I have seen a great spin on driving sales by tying the need for sales to fund a common purpose (buying a special birthday gift, wanting a new appliance). Just make yourself approachable.

3. Relate

I do this on my other business page, where most of my customers are parents. I share with them things I have done to make my life easier. I share with them if I have a bad day and need another coffee (or am waiting until bedtime/wine o’clock). I know of businesses that get fabulous interaction from sharing their struggles with mental illness, cyber-bullying or David & Goliath stories. It creates rapport and if your customers ever see you face-to-face it means that you have one less barrier to overcome – trust. If they feel that they already know you, that you are like a friend, then they can trust you.

~ People like to know that you are a real person, that you are not some faceless selling machine. ~

4. Applaud

Certainly applaud your successes – business award nominations and signing a major retail customer instil confidence through third-party endorsement. Applaud customers who share their creations using your products, show them how proud you are that they have succeeded (and you have helped them to get there). Applaud friends in business, celebrate their triumphs and share the love. Remember that helping others makes you feel good long after the act of helping is over.

5. Teach

Set up a regular post and teach your customers something that relates directly to your business. My other business is making hair accessories and every Sunday night I share a hair tutorial I have found. Sometimes it is a way to improve a technique, sometimes it is a new technique, and sometimes it’s a new style. I have likers who tune in every Sunday just to see the tutorial. My likers will comment, tag and share the tutorials; all of which increase engagement on my page, improving my Edgerank and how often Facebook shows the page in Newsfeeds. I will occasionally share styles that use accessories and I will link to the related accessory in the post comments.

If you are in a service industry teach them something about what you do or teach them what they need to do to make working with you easier (eg. an accountant shares an idea on organising receipts for tax time). Teaching creates a relationship and trust; it shows customers that you are willing to share what you know with them.

~ Teaching opens a door. ~

6. Inspire

On my other business page I do this when I am making my kids’ birthday cakes. I share the photos of the cakes my kids want to have and how they end up. My customers love it, they are parents and like to see that human side and where my ideas come from (I share blogs I use for inspiration).

On Monday mornings I share an inspirational quote, an affirmation or a wish. It removes a feeling of doom and gloom often linked to Mondays. It makes me feel good as I believe that it will make someone’s day better and it reminds me of how I want to live my life.

Inspiring others not only lifts the other person up, it lifts you up.

7. Share

Ask them to share your page, ask them to share their fears, ask them to share ideas on how to use your product or ask them to share photos of themselves using your product.
Share your website, share products from your website, or share your blog from your website. Ask them to share their favourite items from your site in one post, get them to share it publicly in their newsfeed and to use a specific hashtag for it so you can see. Sharing your website does a number of things:

- it drives traffic to your site

- it increases your Edgeranking by linking to a verified source, and

- it is where your checkout is and where the buyers need to be.

~ People love to share things, so ask them to share. ~

Facebook is a fabulous marketing tool, but it’s just that, a way to market your business. It is not a reliable way to sell your product. There are sociable ways to incorporate sales into your Facebook content; you just need to think socially.

Let me know in the comments what other ways you like to be sociable on your Facebook business page.