Posted by
Betsy Kent on Sun, Dec 04, 2011 @ 08:43 AM
I manage many different Facebook Pages for my clients. For one client in particular (a consumer packaged goods company) every now and then a status update generates comments that really touch my heart. I want to share some them with you:
“Fill in the blank: All I want for Christmas is ___________________________.”
- Peace of mind and a good woman who is truly ready to settle down with one man!!!
- World Peace!!!!!
- For my kids to have Christmas. Can’t afford it this year. : (
- A job.
- My parents back.
- A girlfriend.
- A job. Not working sucks.
- Happiness for all for one day, even if impossible, still want that most.
- To have my dad back on earth again. To tell him I love him again.
- My health so I could spend and enjoy my grandkids and kids.
- Just for everything to be OK.
- For my kids to be happy.
- All my family together with all differences set aside.
- For my son to get his cochlear implants and be able to hear me say “I love you.”
We received many more comments similar to the ones above, too many to list. These comments are a little snapshot of what is going on in people’s minds right now in this country.
Posted by
Betsy Kent on Thu, Nov 17, 2011 @ 02:15 PM
Anyone who works with me knows that I love analytics. Messing around on Google Analytics is what I think is fun. But up until now the data from Google Analytics left a lot of stones unturned.
Google announced today that they are unrolling a new Google Analytics platform that promises to be really effective at getting under the hood and find out what’s really happening on your website.
One of the aspects of this new platform is “Real Time” results. As you can see from the screenshot below, website owners will be able to see what’s happening right now on your site:
How we are going to use this data, and what can be derived from it remains to be seen. But I believe that for many site owners, this insight will help them understand not just how people behave on the site, but when they behave on the site as well.
Applications for this kind of data could inform the best time to launch a promotion, for example.
Another “Real Time” reporting tool will help website owners see in more depth and detail where their visitors are coming from:
This will make it much easier for companies that use Social Media to drive traffic to their websites to see how their efforts are paying off as they are happening. The possibilities of how website owners can use this data is endless. For example, imagine being able to see how a Tweet affects your website traffic and being able to build on that momentum in real time.
Lots of other cool features will be part of the new Google Analytics (such as Flow Visualization). I, for one, can’t wait!!
Posted by
Betsy Kent on Tue, Nov 08, 2011 @ 10:15 AM
Every week I speak to business people who are facing the same dilemma. They keep hearing that they should be using Social Media* for Business, but they have no idea WHAT that really means. Facebook? Twitter? YouTube? Blogging? And even if they did know HOW, they don’t know WHEN they’d have the time for it.
And even if they knew when, the biggest question of all is WHY?
There are as many answers to How and What as there are different kinds of businesses. But the answer to WHY? is always the same**:
To Increase Revenue
This is the first in a series of posts that address just this issue. I will attempt to answer the question WHY? for different types of businesses.
BUSINESS TYPE #1: BUSINESS DEPENDS UPON REFERRALS, NOT MARKETING
“Our business depends on referrals for all of our new clients. We never market or advertise. Our stellar reputation is why people choose us. WHY should we use Social Media?”
Imagine this Scenario:
One of your current happy clients tells a colleague how your company has done a fantastic job for her. The colleague writes down your name (or your company name). Remember, your best clients aren’t walking around with a stack of your businesses cards, as much as you wish they would!
The colleague (this person could be your dream client!) has no other choice but to do a Google search for your company in order to find your contact info. What will she see? Get into the head of that potential client and perform that same Google search for yourself. What appears on your screen is pretty much what she sees.
Is your website the only listing on the page? Does it tell your company’s story in a way that the potential client will see value in hiring you? Is there anything else appearing on the screen that conveys the message that you want this client to see?
If your answer is NO, then you have a wonderful opportunity: Social Media (I use the term loosely) is the way to increase your business profile on the web and moreover, make sure that your story is told in the way that will make a potential client sit up and say “This is exactly what I am looking for!”
Research shows that people use search engines (Google, Yahoo, Bing) more often than any other research tool as the #1 source of information gathering in preparation for a purchasing decision (even when they have been referred!).
And it’s only natural. Everyone wants to get a little bit more information about a company before they pick up the phone and call, and the Internet has made it possible to research quickly and easily. I’m sure you’ve done it yourself.
What we don’t know is how many potential clients have searched for your company after having been referred and DID NOT CHOOSE YOU because your Internet presence did not convey that your company provides exactly what they need.
WHY? Because Lost Opportunity results in Lost Revenue! That’s Why! Now…HOW, WHAT and WHEN are easy! Let’s talk.
*I use Social Media as a catchall term for content marketing, blogging, and using Facebook, Twitter, etc.
**Disclosure: every now and then I do work with a client that does not have a revenue producing agenda, but instead is looking for pure visibility in her or his field.
Posted by
Betsy Kent on Fri, Sep 23, 2011 @ 07:07 AM
Facebook rolled (some say “steamrolled”) out major platform changes this week, in case you haven’t noticed! Those of us in the industry knew they were coming, although most of us didn’t know exactly what all the changes would be.
Facebook has the right to make changes on their platform. Some industry folks see all the new features as being Facebook’s direct reaction to the threat of Google+. Some see the changes (as I do) as not only a reaction to the features that make Google+ so easy to use, but also Facebook’s need and desire to keep users on the site for the majority of their Internet usage, therefore reducing the need for them to leave to search for music, to buy products, to chat with friends, to see real-time news, and more.
When I work with clients I often use this analogy to illustrate how users feel about Facebook: Facebook is a house. People like to hang out in their house with their family and friends. The more they can do without having to leave their “house” the more comfortable they feel.
Where the Problem Lies
Imagine you are renting the house (basically users are “renting” space on Facebook’s platform, albeit for free) and while you are at work, your landlord comes into the house, moves most of your stuff around, hides other stuff, and piles a lot of new stuff that you never asked for in places you don’t expect. The landlord leaves you a note saying, “I think you will like the house better this way”.
How would you feel? Invaded? Disrespected? Really Angry?
That’s how many Facebook users feel right now. If you check the Twitter hashtag #newfacebook you’ll see thousands (probably hundreds of thousands) of complaints and in many cases, anger.
I believe that Facebook users will get used to the new changes, and most will find them really useful, as I do. The new features make Facebook better for users and better it is for markers.
The way in which Facebook changes were made is the reason that users are angry. Anger is not what any business wants their customers (or tenants) to feel.
I’m looking forward to hearing how this all plays out. Would love to hear your comments.
Posted by
Betsy Kent on Sat, Sep 03, 2011 @ 10:40 AM
The Jack Kent Quartet (dad is second fr left)
There is a lot written about Personal Branding these days. Some people think it’s a new concept; made possible by the opportunities we have on the web with social media platforms. In reality, from PT Barnum, to the Kardashians, personal branding has been with us since we’ve had media.
Back in the 1930’s & 40’s when my father wasn’t working in the family menswear store, he was the alto sax-playing leader of his own jazz band that gigged at various nightclubs around his hometown of Akron, Ohio. Not only was he the second youngest member of the local musician’s union (his best friend, the brilliant pianist Pat Pace, was the youngest), he wasn’t even old enough be in those clubs when he first started.
My dad was a very cool cat. But he had a personal branding problem.
Cool cats back then (and probably even today) didn’t get high ratings on the coolness scale when they had a last name like “Kantrovitz”. So instead of calling his band “The Jack Kantrovitz Quartet” my dad came up with the name, “The Jack Kent Quartet”.
After a while, this created another problem: half of his friends and acquaintances knew him as Jack Kantrovitz, and the other half knew him as Jack Kent. He even had two listings in the phone book (if you’re under 30 and don’t know what a phone book is, email me and I’ll explain it.)
Finally in about 1954, my father decided to eliminate the confusion and had his last name legally changed from Kantrovitz to Kent. Soon after, his brother took the same route, and that was the demise of the Kantrovitz name.
My father created his “personal brand” to market his jazz band more effectively. They had a pretty successful run, until he decided to quit gigging and devote himself to the family business and to raising a family. I think he was ahead of his time and growing up with that kind of mindset in the house gave me a head start in marketing.
Having such a “generic” last name has definitely been an asset for my brother, my cousins, and me, too. Our name doesn’t get mispronounced or misspelled very often, which, among other benefits, has made life a little easier for us.
Thanks, Dad.
Posted by
Betsy Kent on Wed, Aug 24, 2011 @ 07:34 AM
You have probably noticed these little white squares with black patterns on them appearing on bus kiosk ads, in magazines, and even on billboards. And there’s a good chance that you don’t know what they are and if you are supposed to do something with them. You may have even wondered if they are secret communication devices designed just for nerds and geeks.
They are QR Codes, and I’m going to tell you:
• What they are
• Why they are there
• What you can do with them
What is a QR Code?
The QR code is a pattern that can be read by a scanner, just the same way a bar code is read in the supermarket. QR is short for “Quick Response” and they were invented in Japan in 1994. QR Codes have been ubiquitous in Japan for years, and in Europe for a long time. The U.S. has been very slow to adopt them, mostly because of idiosyncrasies the cell phone technology here.
Why are QR Codes Appearing Everywhere?
As of the end of 2010, there were 302,859,67 wireless subscriptions in the U.S. (data from CTIA Wireless Assoc.). This astoundingly massive usage of wireless technology is enabling organizations of all kinds to connect with people in new and very innovative ways. This is what’s cool about QR Codes: the camera on your Smartphone can read them! Which means that businesses and institutions can use them to deliver more information to you, the consumer, than is possible in an ad.
When scanned, the code will make something happen on your phone, such as:
• A website may open in your browser
• You may get a text
• A photo may appear
• A video may appear
Why would you want to scan a QR Code?
Let’s say you’re standing at a bus stop in your neighborhood. You notice that there is an ad on the shelter for a nearby restaurant that you’ve wondered about. Scan the QR code on the ad, and your phone will take you to a mini website designed specifically for your phone (meaning the images fit perfectly on your screen). You can look at the restaurant’s menu, see images of the interior, and very often, find a special coupon that when shown at the restaurant, will give you a discount or something special, like a free glass of wine.
Local businesses and large brands are using QR Codes for all kinds of things. From allowing you to access a recipes when purchasing a packaged good in the supermarket, to enabling you to view a movie preview by scanning a code on a movie poster, QR Codes give you a richer experience to help you make buying decisions.
Can any phone scan a QR Code?
Only Smartphones or camera phones equipped with a QR “reader” application can scan the image of the QR code. Check this list to see if your phone is QR capable, and determine which application to use.
How do you use them?
Once you’ve determined that you have a QR reader on your phone, you will use your phone’s camera to scan the code. Again, you need a reader application to do this. Depending on what information is stored on the QR code, a browser window may open; you may receive a text or a download. You should receive the content in less than a minute.
If you have a business
QR codes can be a great tool for business. The important thing to remember is to clearly explain to the user what is going to happen when they scan your code and what the benefits will be to them to take that action.
Here are some examples of uses of QR codes:
Postcard:
Business Card:
Campaign:
To find out what application you need for your Smartphone or camera phone, click here: http://www.qrstuff.com/qr_phone_software.html
Do you have any great ideas for using QR codes? Comment below:
(If you found this information helpful, please consider subscribing. Thank you!)
Posted by
Betsy Kent on Sun, Jul 31, 2011 @ 02:46 PM
A frequent question that I get from many of my clients (with a lot of trepidation) after they have decided that they do want to have a business blog, is this:
“What in the world should I write about?”
Regardless of what your goal is for having a blog, my advice is, don’t try to come up with ideas out of clear air, especially if you are just getting started. Here are some great tips for getting blog ideas:
Answer Your Most Frequently Asked Questions
Think about your clients and customers. What questions do you hear over and over again? These questions are fantastic ideas for blog posts!
- For larger brands: Talk to customer service and your salespeople. They are the ones that are interfacing with your customers, and believe me; they know what your customers want to know. Social Media is also a great resource as well, and becoming more important all the time. See what your customers are tweeting about and asking you on Facebook.
- For smaller businesses: It’s very likely that you interface with your clients and customers every day. Listen carefully and you’ll probably hear the same questions over and over again.
Ask Google!
Ask Google the questions your customers are asking you. Google is an incredible tool for research. For example: Let’s say you have a business selling Oriental rugs, and customers frequently ask you this question: “How do I tell if an Oriental rug is authentic?”
Type that into Google and see what comes up.
I bet you’ll find tons of blogs and articles addressing that very question, some even written by your competitors. Is the information out there correct? Would you agree or disagree? Remember, what you see on Google is what your potential customers see on Google. Make your blog post the most concise, easy to understand, and truthful answer to the question. All the years of honing your skills and developing your expertise will enable you to share your knowledge just enough to make people understand that not only do you know what you’re talking about, but that you talk about it in terms that they can understand.
Set up Google Alerts and Twitter Searches for the topics that are important to you and to your customers and clients.
Read what is circulating around the Internet about your industry, your competitors, and your customers. You will discover gobs of content that you will agree with, disagree with, and that is sharable. (If you share content, be sure to attribute it to the original author). You’ll also probably see a lot of forums pop up. They are best for finding out what questions people ask a lot. Use Forums for ideas.
But how can you be helpful without feeling like you are giving your assets away for free?
- For larger brands: Share how people can use your product or service to get the best results, address issues that come up a lot. Even unhappy customers respond positively when they know a company actually cares about their experience.
- For smaller businesses: Answer your “frequently asked questions” in a fashion that that gives value to the reader without being a “How-To”. Here are some examples:
- Interior designer: Why Home Staging Helps Houses Sell Faster
- Hair Salon: What is the Right Cut for your Face Shape?
- Event Producer: What are the Advantages and Disadvantages of Live Tweeting at an Event?
Blogging is not nearly as scary when you understand that you don’t have to create your content in a vacuum. Listen to your customers, read what your competitors are writing, and in a very short time, you’ll find that your mental idea engine will start running on it’s own.
More tips to come including using Keywords effectively and how to get your blog posts noticed. Stay tuned and thanks for reading!
Posted by
Betsy Kent on Tue, Jul 05, 2011 @ 05:36 PM
“Why Do I Need a Business Blog?” It’s a question I hear over and over again from new clients, and I don’t blame them for asking! What’s a “blog” anyway? Some people hear the word “blog” and immediately think of The Huffington Post or Perez Hilton.com. With that in mind, it’s easy for me to understand why many businesses find it hard to understand why they should blog. If you fit into this category, read on:
3 Steps to Decide if your Business should be Blogging:
1. Start Here: The first place to start is Google, the largest Search Engine. Perform a Google search for your company name. What do you see on the first page of results? A few listings for your website? Some local directory listings you never signed up for? Anything else? Anything on the second page?
2. Now Do This: Perform a Google search for each your top 2-3 competitors. What do you see on the first page of results? On the second? On the third?
3. Next, Think About This Scenario: A coveted potential client has been referred to your company and has also been referred to two of your competitors. You have no idea this client is in buying mode (in spite of the fact that you have reached out numerous times). The client immediately goes to Google to research your company and each of your competitors. He or she is going to see pretty much exactly what you just saw in your Google search.
Does that make you happy?
Today’s business-to-business buyers have the ability to find out a lot about your company before you even know that they are looking! Their first stop might very well be your website (and your website must do a great job of conveying your company’s value proposition within 7 seconds, but more about that later). But what is most important is that they are going to be looking for more than just your website to help them decide if you are the right choice.
A blog will help your company convey value to potential clients in a way that you control. Moreover, you can easily achieve a much more impressive presence on the Web than you have right now. And, when combined with other Social Media efforts, you have a very powerful mix – one that your competitors may already be stirring!
So, how do you figure out what to blog about?
Stay tuned!
Posted by
Betsy Kent on Tue, Jun 21, 2011 @ 02:02 PM
Many of you have asked me how to adjust the privacy settings for your Facebook personal profiles. Facebook tends to make changes to this feature a lot, so it’s good to go in every now and then and make sure your are set the way you want them.
Here’s a Step-By-Step guide to customizing your privacy settings:
Click the Account tab in upper right corner of your page, and select “Privacy Settings.”
Under the Connect on Facebook header, click “View Settings” to view and change what people see when they search for you on Facebook.
Anyone can search for your Facebook page, so it is important you only display appropriate content—your potential employers don’t need to hear about your hangover or see pictures from that weekend in Vegas. And, as Facebook becomes a more prominent tool for business networking, it is a good idea to keep it professional.
Go through each setting and select “Everyone,” “Friends of Friends,” “Friends Only” or “Customize.” The “Customize” option will allow you to adjust your settings to specifically show or hide your activity from certain friends.
To control the settings on what you share on Facebook, click “Back to Privacy” in the upper left corner.
Under the “Things I Share” heading, you can customize who sees what you post on Facebook. This includes photos, videos, status updates and information about your likes, connections and relationships.
“Things Others Share” is where you control who views what friends post and share on your profile—wall posts, pictures and comments.
Lastly, it is also very important that you adjust the Privacy Settings for your “Contact Information.” For example, it is a good idea to make your address and phone number visible to “Friends Only.”
At the bottom of the “Things I Share” section, there is a link that will allow you to change the privacy settings on your existing videos and photo albums.
I suggest keeping your profile picture visible to make it easier for friends and family to find you. The privacy of other albums you share is up to you, but again, remember to keep it professional!
If you have any problems with your privacy settings or have any other questions about Facebook…Just Ask Betsy!
Posted by
Betsy Kent on Wed, Jun 15, 2011 @ 07:24 PM
As a Social Media expert I am frequently referred to businesses that need my help. I work with large companies, online retailers, and marketing agencies. But I have many clients that fall into the “small but successful”, category, too. And, the majority of these “small but successful” businesses are owned by really smart, really fearless, and really dynamic people.
These really smart, fearless, and dynamic people seem to have one thing in common: They “hate” Social Media!
How do I know they hate Social Media? Because invariably when I first sit down to work with them, they start our conversation in one of these ways:
- “I know we should be “doing” Social Media, but I don’t know why.”
- “I’m really stupid about these things.”
- “I hate Facebook and I hate that my kids spend so much time on it.”
- “My competitors aren’t doing it; why should I?”
- “I am totally confused about Social Media and I don’t like it.”
- “How much does this stuff cost?”
First of all, I want to say that I completely understand why successful business owners in their 40’s, 50’s, and 60’s would hate Social Media. After all, they built their businesses without Facebook, LinkedIn, and Twitter. And, if they use Social Media at all, they may use Facebook as a personal tool for keeping up with those people from high school that they hadn’t planned to keep up with in the first place!
However, the reality is that Social Media is in our world, it affects all aspects of our lives, and it has a huge impact on our businesses. We can’t live without it. But instead of approaching it as a drain on resources (time and money), I encourage clients to look at Social Media as a wonderful opportunity.
The opportunity is this: for the first time, you can have a big impact on how your business appears to the public by using Social Media. When you Google the name of your company you should see 1-3 pages full of links to content that conveys your business’ unique value and expertise. Why?
Because research has shown that Search Engine searches are used more often than any other research tool as the primary source of information gathering in preparation for a purchasing decision. And this is true for B2B as well as for B2C.
Social Media activities increase the links to your business on Search Engines and enable you to control what your prospective clients and customers see. That is particularly important if you depend on word-of-mouth to grow your business.
So, if you don’t like what get when you Google your company’s name, give me a call. I’ll teach you how to love Social Media (or maybe just “Like” it.).