Making Social Media Work for B2B Companies

Hello everyone, I’m happy to return to posting after an unexpected break! An important project demanded my full attention. Apologies.

When a prospective client speaks with me about developing a plan to optimize the use of B2B social media, I ask ask that s/he name a goal or two. Most say the goal is to increase sales. Next, we talk about the difference between goals and outcomes and I tend to consider generating revenue as an outcome and not a goal. I do consider nurturing a robust sales / marketing pipeline to be a goal and I’ve found that a reasonable approach to B2B social media is to use the resource for lead generation that continually fills the pipeline with prospects.

Other uses for B2B social media include new product or service announcements, brand awareness and enhancement and relationship- building that consists of inviting customers to take a behind-the-scenes look at your organization. YouTube, LinkedIn, Facebook and Twitter can play a role when your company launches a new product or service.  If you’re able, create a 5- 10 minute video so that you and key team members can personally introduce the product and make the case for why it’s useful and which customers will be the best fit.  Post your video to the company website plus social media accounts.

Instagram is ideal for brand enhancement and awareness if your business can be expressed well in visuals.  Through well-composed and lighted photos, business leaders can create a narrative that reinforces product positioning, supports the pricing strategy, touts competitive advantages, introduces a new product, or portrays the company’s commitment to corporate social responsibility through involvement in community or philanthropic events (that you’ve documented with three or four action shots).

Instagram and YouTube can support relationship-building by enabling behind-the-scenes looks into your organization, whether in still photos or videos. Maybe you might want to show how team members unwind on late Friday afternoons, or the celebration of a team member’s work anniversary or birthday?

In the meantime, we can revisit the sales/ marketing funnel that we discussed a few weeks ago and understand how to effectively measure the impact of your B2B social media strategies through easily accessed social media and website metrics.

ToFu: Top of Funnel

Awareness takes place at this stage and a reasonable goal for the business is to expand name recognition and reach. Your newsletter, blog, or social media platform presence will be the likely draws, but keyword and voice searches could also bring interested parties to your door. It’s useful to measure your company’s reach and a good KPI (Key Performance Index) is the number of readers or visitors to each platform plus your website.

MoFu: Middle of Funnel

Casual “day-trippers” to your website or social media accounts at this level have either dismissed you or begun to demonstrate trust and commitment.  Make your content click-bait with a provocative headline that makes readers want to know more and provide content that fulfills the promise. Engagement takes place here and I think it’s safe to call this group qualified leads. Visitors will step it up and follow your blog, subscribe to your newsletter or become a fan. Your ebook is downloaded and they’re reading your case studies.

Useful KPIs include website clicks, time visitors spend on pages, following of embedded links, the number of fans and followers, positive reviews, comments, shares and “likes.”

BoFu: Bottom of Funnel

Leads at this stage of the funnel are looking to confirm details and finalize the decision of whether to do business.  Your prospect is ready to buy, but there’s no guarantee that s/he will buy from you.  Grease the wheels and present an inviting call-to-action that encourages the next step.  A Contact Us form on your website or Facebook Fan page makes a good call-to-action, as it signals a prospect’s desire for more than general information.  The offer of a free 30 minute consultation that can be scheduled by way of a phone call, SMS, or email should appear on the landing page of your website.

A time-sensitive special offer can make a difference. Try offering a tantalizing (and inexpensive to provide) upgrade or add-on to what the prospect has indicated s/he would like to purchase.  Free or discounted installation or a free product trial are also effective. The number of inquiries initiated to discuss your products or services, as well as the conversion rate of those inquiries, are the most relevant KPIs.

It’s useful for company leaders to remember that relationship – building is an integral ingredient of the recipe to reap benefits from social media. Too many business leaders want to dive into lead-gen, but your audience will have no desire to download your ebook until they know who you are and feel they can trust your expertise. Social media success is not an overnight sensation, it is a process that takes some time.

Thanks for reading,

Kim

Photograph: Julia Child on the set of The French Chef  (PBS) in 1964

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Finally, A Social Media Strategy for Your B2B Company

Social Media has a B2B image problem.  Business owners, Freelancers and owners / leaders of B2B companies are for the most part able to recognize the effectiveness of Social Media marketing in the B2C realm, but many still don’t see Social Media platforms as resonating with B2B buyers, despite its pervasive use across most customer demographic groups in the U.S.

Yet numerous studies have demonstrated that the various Social Media platforms can quickly and effectively increase brand awareness and generate leads for B2B and B2C companies.  Moreover, once a Social Media strategy is developed, it’s relatively easy to implement and monitor. Consider the following statistics, courtesy of the 2019 Global Digital Report prepared by We Are Social, a top-tier digital marketing firm:

  • 76% of Americans who are on the Internet use Social Media
  • Social Media (inbound marketing) has a 100% higher lead-to-close rate than traditional marketing (outbound marketing)
  • 45% of business owners/ marketers have acquired customers through LinkedIn
  • 43% of B2B companies on Facebook report generating leads as a result
  • Brands that are on Twitter generate 2x as many leads than those who are not
  • 66% of business owners/ marketers see lead generation benefits with Social Media by putting in as little as six hours/ week

Where to start

Perhaps the simplest way to generate B2B leads with Social Media is to optimize your business page profile on the platform you decide to use.  Your business must be visible. Include a link to the company website, along with links to your blog and/or newsletter. Make your value proposition obvious and devise a compelling call-to-action that indicates to prospective customers how they can learn more about your product or service.  “Enter your email here and receive a free ebook that teaches B2B leaders how to use five Social Media platforms.

Facebook

  • Call-to-Action Button: Facebook gives business pages the option to include a call-to-action button. The seven options include Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up and Watch Video. You can send the link to a page on your business website. Here’s how you can entice browsers to get familiar with your products or services with a free offer, such as a 30 minute consultation, or a free trial of an online service.
  • About Page: Facebook provides businesses a place to list their address, phone number, hours of operation and a brief summary of their business. Be sure to complete all this information. Not only is it helpful to visitors, but also boosts the pages SEO value.

 

Instagram

B2B leaders/ owners must first understand that marketing on Instagram is less about selling the benefits of your products and services and more about establishing deeper connections with people, including industry thought-leaders and prospective clients.

Instagram is a channel where building and maintaining awareness of your brand needs to come before lead generation.  Unlike Twitter, Facebook and LinkedIn, where you can drive traffic to your site, think of Instagram as a way to grab the attention of industry influencers and prospective clients at a time when they’re not really in ‘work mode’.  When they’re not in ‘work mode’ they’re not going to be clicking links, they’re not going to be interested in being ‘sold to’.  This is your chance to seamlessly inject your brand values into their Instagram feed so it doesn’t look out of place amongst the B2Cs, friends and co-workers they also follow on Instagram.

The key to leveraging Instagram as a marketing tool for B2B buyers is to not think of it as a marketing tool at all.  Instead, think about Instagram as a way to tell your story as part of a larger online marketing strategy.

Instagram will help you to demonstrate your company’s commitment to Corporate Social Responsibility when you include three or four photos of you and your team participating in spring clean-up, or fall planting of tulip bulbs, in a public park.  You can show the celebration of a team member’s baby shower. You can even show the team sharing beer and wine and celebrating that a big project deadline was successfully met.

LinkedIn:

  • Images: As with both Facebook and Twitter, your profile and banner images can have a big impact on the success of your page. Make your profile image some recognizable variation of your company logo and be sure to mirror your header image with current marketing initiatives.
  • SEO: LinkedIn company profiles are often indexed by search engines. Be sure that the first few lines of your company description are compelling and contain your target keywords, as this text will often be used as Google’s preview text. LinkedIn users can browse the platform using keywords, meaning that this optimization will help get more eyes on your profile within the platform.
  • Showcase Pages: LinkedIn offers the ability to create separate pages to showcase products or examples of your work, such as writing. These pages live at the top of your profile in prime page real estate. Use these to help out with your lead generation efforts.

 

Twitter

  • Bio: Twitter marketing expert, Madalyn Sklar recommends that “Your bio should be compelling and inviting. Don’t be cutesy or funny. Your profile should paint your story in 160 characters and encourage me to want to learn more about you.”
  • Profile/Header Images: For most B2B organizations, your Twitter profile image should be some variation of your logo — consider color, size, and how it will look on different devices. Your image, more than your handle, is what your followers will come to recognize you for, so it’s important to keep it consistent. Your header image, on the other hand, should be changed fairly regularly to match your marketing initiatives. Running an important event? Holding a webinar? Promoting a new product? This should be reflected in your banner image.
  • Pinned Tweet: Twitter allows you to pin important tweets to the top of your feed so they don’t get lost among your other tweets. If your goal is lead generation, this tweet should contain a call-to-action and a link to your website. Consider pinning a tweet about exclusive content, a free trial, or a special product discount.
  • Open Your DMs: Make sure your Direct Messages are open to the public. That way, if customers or prospects have questions, they can come to you directly. Prepare responses to common questions ahead of time.
  • Hashtags: Studies show that tweets with hashtags generate twice the engagement as tweets without. But be careful, because too many hashtags can resemble spam. Your marketing team should develop a strategy around which hashtags to use and how often. Soon your followers, customers and prospects will catch on and use these hashtags, too.

That’s all for today. Go to work on this and we’ll pick up the thread next week.

Thanks for reading,

Kim

Photograph: Hussey’s Horse Auction (1926) at the Bonhay Cattle Market. Exeter, UK

Social Media Platforms: Review and Reassess

According to a Pew Research Center survey conducted in March – April 2016, 68% of all U.S. adults use FaceBook; 28% use Instagram; 25% are on LinkedIn; 26% use Pinterest; and 21% use Twitter.  I’d consider that a compelling reason to ramp up your social media game, that is, if your can expect your customers to respond.  Not only that, participating in social media makes your business more appealing to the all-powerful Google algorithm and your place on the list is guaranteed to rise.  You might even land on page one.  Visibility, coupled with a story that resonates, is what marketing is all about.

The secret sauce of social media for your business is first, work with platforms that allow you to reach your customers and second, supply the style of content that will effectively tell your brand story and hold the attention of your customers, while using media formats that you have the time and money to produce.

Theoretically, social media is free advertising that lets you promote your brand, but there are costs associated with its production.  Time is the largest cost and if you include videos now and again, there will be video production costs.  Also remember that when in business, your job is to find and maintain clients.  Social media have a greater or lesser place in business, depending on your products and services, but it’s not the center of the universe.  If social media play a pivotal role in your marketing strategy based on the ROI generated, consider outsourcing the function to a fellow Freelancer.

Pinterest

The Pinterest platform allows members to “pin, ” that is post, photos and videos to what is called a pinboard and the format has made Pinterest an excellent vehicle to tell a brand story in visuals.  If the products or services that your company provides can tell and promote your brand story in a series of lovely photographs or catchy short videos—florists, fashion designers, interior designers, restaurateurs, pastry chefs and special event planners —then this platform is ideal for you.

As of January 2017, there are 150 million Pinterest users and 80 million are outside of the U.S.  Just over 80% are female.  The practice of “re-pinning” favored postings helps content to go viral and pushes you to the top of Google searches that could result in your name appearing on “trending” lists on sites like Yahoo News.

Infographics, those pictures, charts and graphs that also include text and give you yet another way to utilize visuals that help readers to quickly understand your narrative. are a great fit for Pinterest (and also Facebook, Instagram and LinkedIn).  If you have the ability and time, use Photoshop to create a customized infographic, but do investigate the several free templates available as you evaluate what could be suitable for your story.  Much depends on the information that you’d like to share.  Some data will look best in bar graphs or pie charts; other elements of your brand story could be more captivating if presented in storyboard format.

Snapchat

Here it is, the platform that millennials love.  As of January 2017, the typical Snapchat user is female and under 34 years old (70% for both parameters).  41% of the 18-24 age group in the U.S. check into Snapchat every day, mostly on their smartphones. The platform has 300 million users worldwide (November 2016).

Your content will self-destruct in 24 hours, so your text and images must be memorable because tomorrow they will be gone.  But that’s sort of the fun part.  Snapchat is meant to be fun and ephemeral, like champagne bubbles in a pretty flute.

Restaurant owners can post photos of the daily specials.  Art galleries can post a piece or two of an artist’s work and announce his/her exhibit that will happen that evening.  Retail stores can advertise one-day sales.  Florists can can use their smart phones to make a short video on of themselves and the flowers that they’ll bring into the shop from that morning’s flower market.  Food trucks can send a photo of where you can find them for the day.

Twitter

As of January 2017 there are nearly  320 million users tweeting around the globe and 82% of those users are on a mobile device when they do.  Users skew slightly more female and the demographic sweet spot is 18-50 years.  Twitter revolutionized social media and along the way, impacted how many of us communicate, thanks to the 140 character limit on tweets that caused us to pare down and condense our sentences.  Twitter has also taken part in social revolutions, most notably the Arab Spring of 2010-2012 that rocked from Tunisia to Persia.

Use Twitter to give real-time updates from an event you’re attending.  Send photos, videos, or links to articles and share your professional insights.  Invite readers to respond with their opinions and create the opportunity to engage with your audience.  Add Twitter to your PR campaign and send out news of your speaking engagements.  Include Twitter in your customer service protocol and invite customers to make suggestions that might improve service and help you better understand how to meet or exceed expectations.  A few might even thank you for a job well done and make you look good to many prospective customers !

YouTube

One billion global citizens post videos to powerhouse YouTube and 180 million of those aspiring videographers are in the U.S. (January 2017) and many of the posted videos are of high quality. Thousands of YouTube users have created their own successful channels that sometimes rival network and cable television shows.  The platform is overwhelmingly about entertainment, but if you conduct tutorials and workshops, you might be able to build for yourself a nice little paid speaking career by posting a few of your workshops and picking up subscribers to your channel.  Maybe 23 minutes of education and 5 or 6 minutes total of intro and recap would work?

If you don’t mind being on camera for extended periods, you can hire someone to film  a behind-the-scenes view of you at work, especially if you do something that has the potential to capture viewer interest, like planning a wedding—talking to the couple (anonymously, of course), speaking with vendors and doing whatever it takes to efficiently pull together a lovely and memorable day.

You may want a system to help you manage your content across platforms and for that I recommend Hootsuite, that is if you’re inclined to invest $20/month in a service that allows you to schedule and track your many forms of content from one dashboard.  Pulling all the threads together will allow you to see the big picture, make it easy to see where you can re-use content and can only improve your social media strategy, impact and ROI.

In closing, I’ll remind you of social media best practices and encourage you to create content that can be expected to have value for the followers.  Pace the delivery of your content and do not overwhelm.

Thanks for reading,

Kim

Social Media Strategy for Solopreneurs

Participation in one or more social media platforms is now a given in both the professional and personal spheres.  Nearly every Freelance solopreneur has a presence on at least one social media platform,  even if participation is not active.  Social media have the potential to provide benefits to business owners,  the self-employed and the traditionally employed,  but in order to reap those benefits,  one needs to understand how social media can best function for you.

The first question to consider is,  who’s listening? Do those you want to reach participate in social media for their organization’s needs or just for their own career? That answer will determine which platform you choose.  The second question is,  what is your business?  The third question is,  will social media function for you as a sales tool,  a marketing tool,  or PR?

If you produce a product that potential customers want to see, e.g.,  landscaping,  photography or fancy cakes,  then Facebook Fan Page,  Google + Business and maybe Pinterest are your social media best bets.  These platforms give you a place to post photos of your lovely creations.  Musicians,  artists and dancers use these platforms to display performance photos and videos.  LinkedIn Professional Portfolio also allows photos,  slide shows  and videos to be posted to the profile.  However,  LinkedIn has a “corporate”  image and prospective customers will not automatically search that platform when checking you out.

Foursquare is ideal for a bricks and mortar business.  First,  the platform specializes in geolocation,  so you’ll ensure that potential customers will find your business and second,  you can initiate dialogue between your business and customers.  Your customers may have already entered your business and created a page for you.  Links to Facebook and Twitter are available.  To track your advertising reach and evaluate the platform’s ROI,  offer exclusive  Foursquare specials and product updates.

Regarding dialogue,  Twitter is the king of all social media when having conversations about your business or industry is the goal.  Tweet the announcement of the class you’ll teach,  the conference you’ll attend and your thoughts on the presentation you just heard at that conference.   Store owners tweet the arrival of new merchandise;  restaurant owners tweet the daily specials;  musicians tweet the dates of upcoming performances.

LinkedIn is the social media platform of choice for the traditionally employed and Freelancers who offer business services.  I think of LinkedIn as my adjunct website,  where I can announce professional victories,  post a Power Point presentation that gives an overview of my services on Slide Share and link this blog and supply updates of new posts to my connections.  LinkedIn Groups lets me interact with peers in my industry by reading and participating in discussion threads.  Recruiters looking to fill jobs troll this platform in search of qualified candidates to interview.

Finally,  define how social media can function for you,  based on the business you’re in and the way your customers use social media.  If prospective customers like the look of the landscapes you design or the sound of your jazz combo and feel comfortable judging the value you provide online,  then social media directly impacts the sales process and is for you a sales tool .

If potential customers use Twitter memes to discuss industry developments,  then marketing is your social media strategy.  Use the platform to establish your bona fides as an up-to-date,  in-the-know thought leader.  Promote your expertise and develop a following by sharing a steady stream of relevant information  (content)  that will benefit prospects.  Tell,  don’t sell.

Google + Business Hang Outs,  which allow you to conduct a video call with up to 10 customers who may be located anywhere in the world,  make it possible to have an online face-to-face meet-up or meeting,  depending on your agenda.  Marketing as expressed through customer engagement,  market research and customer service is the social media function.

Peer-to-peer PR is the function of LinkedIn.  Stay abreast with what colleagues are doing professionally and announce your achievements.  Make recommendations and endorsements for those with whom you’ve worked,  in either a paid or volunteer position and receive commendations in return.  Those looking to hire employees or Freelance consultants always peruse the LinkedIn profiles of candidates,  so keep your profile current and complete.

Thanks for reading,

Kim

New Facebook Ads Up the Social Ante

Recently,  I taught a business plan writing class and one of my students,  a talented home baker originally from Mexico who specializes in Latin American confections  (her pecan balls are wonderful!)  and wants to upgrade her hobby into a formal licensed pastry catering business,   spoke of her business promotion success with Facebook and Twitter.  On her personal Facebook page,  Mariela utilizes the Fan page for her cakes and other desserts,  featuring attractive photos of the goodies.  Additionally,  she tweets maybe three times a day about what she’s making for the parties she sometimes caters,  new recipes she’s trying out or other baking topics.

To her great surprise,  Mariela received a response to her tweets from an employee of a huge US sugar company,  who tweeted to ask whose sugar she uses when baking  (she does use that company’s sugar).  Also,  a popular local blog in her town tweeted to ask if they could write an article about her.  So maybe it’s time to take another look at your social media strategy and think about how the benefits of Facebook and Twitter might help you get on the radar screens of prospective clients who would ordinarily be beyond your reach?

To grease the wheels of that process,  Facebook will soon announce a new premium ad format that will radically transform traditional online banner advertising and replace it with ads that potentially will become  “conversations” about the advertised product or service.  According to sources with inside information,  Facebook will make the new ads social by allowing Friends of the advertiser to Like the ad and make comments. 

The new Facebook banner ads will not exclusively contain the usual content written by the business and reading like a commercial,  but also endorsements personally written by Friends of the business,  who know and trust the products or services being touted.  These exciting new ads promise to be personal and active,  not finite and static.

When page visitors view an ad and decide to click the Like button or enter a comment in response,  those actions will be added to both the advertiser’s page and to the News Feeds of the poster’s and advertiser’s Friends.  Pictures of Friends who have Liked the ad or have made a comment will also be incorporated into the ad.  The goal is to start a conversation between Friends and Friends of Friends,  with comments traded back and forth,  spreading credibility and brand visibility far beyond the advertiser’s usual reach.  As a result,  the whole advertising process will become organic and based on who knows and trusts the advertiser.

To verify the process,  Facebook tested the new ads and found they produced 40%  more engagement  (meaning clicks,  comments and Likes)  and are 80%  more likely to be remembered by viewers.  Best of all,  Facebook claims that viewers of the new ads are four times more likely to follow-up and/or purchase products / services when they see their Friends interacting with the ads. The new ads are set to promote the coveted  “word of mouth”  that is widely seen as the most effective form of advertising.

The data have convinced Facebook execs that the hyper-social ads will have a substantially better conversion rate for advertisers than traditional print or online ads.  The top brass believe that ads  “written”  by those who know the products and services best will convey trust and credibility in a way that traditional advertisements cannot.  The company is expected to discontinue its traditional banner ads and offer current advertisers replacement with the new format.

I was unable to find any cost data on the new interactive ads.  If even a couple of your business clients are inclined to follow Facebook,  the new ads could be a very savvy way of spreading the good word about your services and giving those who don’t know you well the confidence to hire you based on the endorsements of people they know and trust.  I’ve thus far avoided Facebook,  but I plan to pay attention to this new ad format.

Thanks for reading,

Kim

What’s Your Influencer Score?

If you have a Facebook,  LinkedIn or Twitter account, get ready to have rating points assigned to your online presence.  There’s yet another way to keep score in this world and the newest yardstick is your social media reach. The rating system resembles a credit score or Google page ranking and it assesses your social media power and influence.  Three companies, Klout, Peer Index and Twitter Grader, will analyze and determine who the heavy hitters are.

Who are the movers and shakers,  experts and taste makers,  across a range of topics and specialties within a certain geolocation? Marketing departments want to know.  While authors, celebrities, politicians and athletes have traditionally been capable of influencing opinions on a large scale, social media have given a powerful voice to ordinary citizens and a new league of authorities has emerged.

The rating companies measure your Facebook (Klout),  LinkedIn  (Klout, coming soon)  and Twitter  (all three)  friends,  connections and tweets on their respective algorithms.  According to analysts at Hewlett Packard who tried to crack the codes,  a large network of contacts and friends is not the primary value of the influencer score.

Peer Index focuses on topic resonance  (how much interest you generate within your area of expertise),  subject authority  (perceived credibility and trust)  and activity  (how much content you generate within your topic)  in its ranking recipe.  If you’re looking to game the system  (you wouldn’t try that, would you?),  it is beneficial to become well known for a particular topic and avoid being a generalist.

In other words,  go narrow and deep.  Boost your influencer score  (and online brand)  by demonstrating knowledge and expertise,  trustworthiness and credibility and enthusiasm and passion for your preferred subject.

Furthermore,  demonstrate your ability to influence those in your network with calls to action and recommendations that engage and inspire followers and friends and cause them to spread the word about your choices and opinions.  Did you get out the vote for Obama or persuade people to join the revolution in Cairo? If so, then you are an influential social media darling.

Surprisingly,  blogs,  newsletters and YouTube are not in the ratings mix at this time,  but tweets and online profiles most definitely are.  The rankings of your connections and friends also factor impact your score,  as do the rankings of those who retweet you.

It’s possible to sign yourself up for free and learn your Twitter rating on Peer Index http://peerindex.net or Twitter Grader http://twitter.grader.com and your Facebook score on Klout http://klout.com.  The latter recently announced a deal to rank LinkedIn profiles  (I wonder if activity on the Answers Forum will be in the algorithm?).

So what’s in it for high scorers? Thousands of companies have already signed on to buy data and big influencers are positioned to receive all manner of promotional goodies.  As reported in The New York Times on June 26, 2011,  Audi will begin to offer special promotions to Facebook users based on their Klout scores.

Last year, Virgin America selected highly rated Facebook influencers in Toronto and rewarded them with free round-trip flights to Los Angeles or San Francisco.  The Palms Hotel and Casino in Las Vegas used Klout scores to choose Facebook influencers and give them either free room upgrades or free admission to Cirque du Soleil.

Nevertheless,  a corrective is in order.  While it is apparent that social media influencers exist and in certain circumstances they are able to impact the actions and opinions of others,  they do not necessarily live up to the hype.  Duncan Watts,  author of  “Everything is Obvious Once You Know the Answer” (2011),  asserts that the  “influencers”  do not always obtain impact through their expertise,  persuasiveness,  popularity or reputation.

Watts used computer simulations to model how information is likely to disperse through social media and found that the spread of an idea or story depends upon  “a critical mass of easily influenced people,  who in turn influence other easy-to-influence people.”  When this critical mass exists,  “even an average individual is capable of triggering a large cascade.”

Well,  so much for algorithms.  However,  it may be fun to sign up and get your influencer score anyway. You might somehow manage to get a high rating,  perhaps because you’re connected to other high influencers,  and get some promotional comps as a result.  But then again,  being connected to the right people has always  been how to get the goodies,  with or without social media influence!

Thanks for reading,
Kim

Tweet to Build Buzz for Your Business

Because the February-March session sold out,  I have been invited to reprise my three-part workshop  “Become Your Own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street Boston MA on three Mondays,  May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register please visit http://bit.ly/becomeyourown59  or call 617.267.4430.

As you develop strategies to promote your services,  be mindful that the goal is to package yourself in a way that makes clients feel that hiring you is a smart move.  Keeping your name visible by publishing good content across various media outlets and platforms is a strategy that will support your goal. 

When under consideration for an assignment,  you want to be certain that an internet search of your name brings up links to postings that demonstrate your bona fides.  The savvy Freelancer creates an online footprint that portrays a knowledgeable and capable professional,  one worthy of trust and lucrative contracts. 

Today,  we’ll take a closer look at how Twitter can support your online presence and brand,  help you build relationships,  connect with peers and portray yourself as a familiar and trusted source of useful information.  Let’s start the process by considering these three questions:

  • Who do you want to reach?

Since your tweets will focus on business,  it’s  safe to say that you’re looking to connect with current and potential clients and perhaps also peers with whom you do not directly compete.

  • Will your tweets be interactive?

Will your stream be public  and will you allow followers to post comments?  I suggest that you say yes to both and post comments to other’s tweets as well.

  • Do you have time to create good content?

In the allotted 140 characters,  it’s important that your tweets be relevant and timely and a conversation,  not a one-way sales pitch.

In the beginning,  try spending a few days  following the stream of someone whose tweets you find relevant,  then join conversations and answer questions.  When you feel ready,  start tweeting. 

Give updates on conferences you’ll attend,  on items in your newsletter,  on the workshop you’ll conduct.  So that your stream is not just all about you,  share links to articles you think your group might like to read and re-tweet interesting updates that you’ve received.

When it comes to followers,  focus on quality over quantity.  Your objective is to connect with key influencers and not everyone.  Share relevant stories that highlight your expertise.  Be helpful and informative.  Make a point of commenting on what others are doing.  Give your brand a voice and personality.

Tweeting is an ideal way for in-the-moment info sharing and that also includes listening.  In other words,  Twitter can play a role in market research and competitive intelligence.  Use Twitter to learn what your clients say about services they find useful and are willing to pay for;  about new trends and priorities that may help you identify potential business opportunities;  and to learn what competitors are doing and saying. 

Visit http://search.twitter.com to find out what’s being said about topics in your industry.  Add the Company Buzz app to your LinkedIn profile and find out what’s being said about your business.  You’ll be able to view tweets and learn the top key words associated with searches of your company.  Use what you learn to refine your brand and sharpen your sales pitch.

While you’re on LinkedIn you can also add the Tweets app to your profile.  This app will allow you to tweet,  reply and re-tweet all from LinkedIn and will also display your latest tweets on your page.

Along the way you’ll no doubt make some Twitter friends,  but remember that true relationship building requires personal contact and virtual connections are not necessarily reliable.  So use Twitter to encourage face-to-face activities. 

Invite your group to networking meet-ups and to your workshops and other speaking engagements.  In return,  be sure that you likewise support the activities of those in your group.

Social media platforms can make your name and business activities familiar to many and might even lead you to discover new business opportunities.  Consider it “free” advertising,  as you let the online community know of your capabilities.  Just remember to factor in the cost of your time.

Thanks for reading,

Kim

Twitter for Your Freelance Practice

Because the February-March session sold out,  I have been invited to reprise my three-part workshop  “Become Your Own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street Boston MA on Mondays May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register please visit http://bit.ly/becomeyourown59  or call 617.267.4430.

I don’t know about you,  but I’ve made a point of avoiding Twitter.  It appeared to be a total waste of time,  unless you plan to either start a revolution or take your band on tour.  Tweeting on subjects like what I decide to have for lunch is way too much information sharing.

Although it’s been easy to dismiss Twitter as just so much noise,  the microblogging platform is nevertheless rapidly gaining traction among businesses.  A convincing case can possibly be made for using Twitter to benefit a Freelance consulting practice.  So maybe I should reconsider?

Twitter is now five years old and growth trends for both business and personal use are upward, despite a reported 60%  dropout rate among users.  According to the tech marketing research firms BIA/Kelsey and ConStat,  nearly 20%  of businesses currently include Twitter in online marketing strategies and nearly 50%  indicate that in 2011 they plan to increase the use of online social media as a means to connect with current and potential customers.

Data from both research firms show that newer businesses and younger business owners are more likely to embrace online social media,  rather than traditional print media,  and to incorporate its use in marketing and customer outreach.  Businesses less than seven years old are more likely to use Twitter and less likely to advertise in the Yellow Pages,  for example.  Money is also a determining factor,  since other than time spent updating content (and time is money),  online social marketing is free.

But how effective is Twitter and the other social media platforms in helping to spin straw into gold and generate billable hours?  I’ve read a handful of anecdotal success stories,  but in my experience LinkedIn has not brought me a single contract in four years of active membership.  Come to think of it,  two years of blogging hasn’t brought me any money,  either (but hope springs eternal).  However,  there is a prospective client who follows my posts and has complimented me on what I produce.  There’s  no contract yet,  though (hint, hint!).

One thing I do know is that it’s entirely possible to build a lucrative consulting practice without either ad budget or Twitter,  LinkedIn,  blog or newsletter.  The most successful Freelance consultants with whom I’m acquainted—client lists to die for!—spend no money on promoting their services and have no social media presence.  An internet search of their names yields nothing.  That’s because in our business,  it’s not only who you know,  but also who knows you.  The highest paid Freelancers are known by the right people and they’ve successfully monetized those relationships.

Most of us will never dwell in that Valhalla,  but we know that Freelance consulting is a referral business.  We know that  to keep the cash flowing,  we must continually demonstrate to those who matter that we are capable,  reliable experts who will get the job done every time.  To be successful,  we must create and sustain positive word-of-mouth  (always the best form of advertising),  primarily by doing a first-rate job for our clients.

Beyond that,  we must establish good relationships with those who possess the money and motive to contract for our services.  The smartest Freelancers know to build relationships  before  they are needed. 

In theory,  social media help narrow the gap between the regular folks and the fortunate few by allowing us to share expertise and information,  announce our successes,  learn what is being said about the types of services that we provide and learn how to effectively communicate our value.  We have a forum in which to portray ourselves as  a knowledgeable,  trustworthy,  familiar known quantity,  which is precisely what our highest paid colleagues have done.  We also learn to get smarter about how we do business overall.

So maybe tweeting might be worth your time?  Next week,  we’ll discuss practical tips for how to create buzz for your business by way of Twitter. 

Thanks for reading,

Kim