A David Creation

I’ve been noticing in the past few months that a number of service companies are getting burned out with web marketing, blogging and (especially) Facebook, Twitter and Linkedin. Don’t get me wrong, I realize that it is a lot of work and things to juggle. A few years ago, you could put a blog or a post on auto pilot, sit back and let the leads come pouring in. Those days are over. The fad of social media seems to be settling down a little, but it still is a reality that will be around for years to come. Social media is relational, through and through. It was never meant to be put on auto pilot and today, more than ever, it still is a powerful tool to use in your business. Don’t give up on it yet. I am just here to tell you that it takes work–hard work. Social media should complement the other changes you’ve had to make in recent years. I’m hoping the changes you made were what I believe is crucial: better customer engagement and service. Customers may not comment on your blogs or share your photos with all their friends, but they do see you on the web if you are giving them great content. It is a way to engage and have a good brand online.

Without further ado, I’d like to stop and let Chris Brogan’s excellent blog take over. Chris recently wrote a blog called “Social Media Fatigue.” He encourages his readership to wake up and use social media as a tool and think of creative ways to stay the course. Read Chris’s Blog and let me know what you think.

In these days of blinding-speed technological advances, it doesn’t take an old person to be able to say, “why, back in my day, we didn’t have any of those… (fill in the blank).”  Remember floppy disks?  How about rotary phones?  Well, another common business concept is beginning to be revolutionized thanks to smart phones: customer loyalty punch-cards.

Google Places, Facebook Places and Gowalla are all growing in popularity as a way that friends can let each other know where they are, and businesses can capitalize on this trend.  My focus today is on Foursquare, which I would argue is essential for any modern retail shop, whether it is a store or a restaurant.  In a world where customers have limitless choices, Foursquare can be used in creative and effective ways to bring customers back to your business.

Foursquare is a social tool that allows users to “check in” to a store or restaurant, letting their contacts know where they are.  Users can compete to become the “Mayor” of a location by having the most checkins, and they can also upload comments, photos, comments and tips.  From the customer end, there are many ways this is easy and fun.  Business owners can view the check ins and see who is coming in, and how frequently.  This is a great tool for savvy companies to reward their faithful customers and show them appreciation so that they keep coming back.  Treat your “Mayor” like royalty, and offer your regulars some kind of discount or special to keep them coming back.  Use it like a punchcard, and give customers some kind of freebie for their 5^th (or 8^th, or 12^th) checkin.

My Yogurt Story

In the last few months, no less than three self-serve frozen yogurt shops have opened in my area.  The weather has been perfect for them here in the DC and Maryland area, driving the crowds indoors looking for something sweet and cool.  But what will they do in a few months when the outdoor temps cool and people start heading for warm drinks?  Foursquare seems to me to be a great resource for this.

I recently visited one of these shops and happened to meet the owner.  The whole experience was very positive (though the yogurt was a bit pricey) and I spent a lot of the time watching the customers and employees. Trying to see how they entice return cuctomers, I noticed the employees giving everyone the same line: “Thanks for coming in.  Please do come again!”  It’s not bad… but it’s not great.

I approached the owner and asked him if he had heard of Foursquare.  He hadn’t.  I explained what it is and how he could use it for customer loyalty, and I couldn’t believe his response! He looked at me as if I had suggested dressing his employees like clowns, and said, “I don’t think that’s a good idea.  I have too many things going on right now.  And besides, most of the people walking in here don’t use Smartphones.  But thanks anyways.”

I frowned, walked back to my seat and continued to study the yogurt customers as they bought and ate their yogurts.  With no exaggeration, I tell you that nearly every adult who entered the shop had and used a Smartphone during the time I was watching.  As Smartphones grow in ability and drop in price, young people and adults of all ages are carrying these devices and using Foursquare or similar apps.

What do you think?

Do you agree with this?  Do you use Foursquare?  What experiences with Foursquare or similar programs do you have?

P.S.  If you need help discovering the potential of Foursquare and how to use it, check out Foursquare101.

Whenever it is possible, always install a job sign during your project. Some contractors have two signs: a quality, reusable one during the project and a less expensive sign they can leave behind when finished. Some communities do not allow yard signs. However, if you can, make it a part of your system.

Also, by installing a business card holder on the sign will allow folks walking by the opportunity to grab a card and call you when they are ready. Business card holders work well! You can also install them on your vehicles. If you want to get extra creative, you can create a leave behind brochure of the job you are doing, similar to what realtors do when selling a home.

In any case, be creative when working in a neighborhood. Be different. As always, just make sure the homeowner doesn’t mind having a yard sign or information about their project available. Most homeowners are perfectly fine with it but a few will say no.

Any other ideas that work for you guys? Let me know.

Here is one place you can order them: Business Card Holders

I had the privilege of spending 25 minutes talking to Mike Stelzner, CEO of the Social Media Examiner, this past week and wanted to share the audio clip with you all. I wish I could have done a video, but I won’t be going to San Diego until the fall, so the phone audio is the best I can do. This is the unabridged podcast folks. I didn’t have time this week to cut out sections of it…so feel free to fast forward the parts where Mike and I reminisce about my hometown of San Diego!

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Just a few of my written thoughts before you hear the podcast. Michael Stelzner has written a new book called “Launch.” This book focuses on what Mike calls the “Elevation Principle.” Michael will explain what this means in detail but in my words it is: writing and sharing great content without the marketing message to your audience without expecting anything in return. The Elevation Principle, done right, is good Social Media. In my interview, we centered the conversation around how this book would be helpful for marketers like myself and my audience, contractors and service companies.

About Michael Stelzner

Michael Stelzner is the founder of Social Media Examiner a popular online magazine that helps businesses answer social media questions with useful ‘how to’ articles, in-depth case studies, expert interviews, and original research. Michael is author of the books Launch: How to Quickly Propel Your Business Beyond the Competition and Writing White Papers: How to Capture Readers and Keep Them Engaged.

The principles that Stelzner teaches are the very concepts that helped him build two highly successful businesses that made him a leading expert in both industries—and a millionaire in the Great Recession. Stelzner’s been interviewed by the Wall Street Journal, Fast Company and the Huffington Post.

Follow Michael Stelzner on Twitter @mike_stelzner
Visit www.elevationprinciple.com

My Furniture Story

I am in the process of buying a home and decided to upgrade my dining room and breakfast nook furniture. My wife and I went to a local furniture store last night just to take a peak on what was available. A salesperson did not attack us the second we came through the doors, which was quite nice. We got to spend 10 minutes looking around before someone approached us. He then walked us around, showed us a few items and then said he was not a pushy sales guy and asked if we wanted to be left alone for awhile. I thought that was a nice touch too. Long story short, we found some pieces we liked, purchased them and left all within less than 1 hour. Today, less than 24 hours of purchasing from this store, I received a phone call from someone within their company. For a second, I thought, Oh no…that great sale price on the piece we bought was not accurate and they are calling to ask for more money!” Boy was I wrong. They called to say, “I just wanted to call and say thank you for using our company. We really appreciate it. Oh and by the way, we’ll call you in a week or so to give you an update on the items you ordered and an approximate delivery date…”

The Customer Service Tip

How many times have you left a business after buying something and get a quick, “Oh thank you for your business…have a great day…Come again soon blah blah blah!” All the time right? Well, this furniture store thanked me for coming in and more. They went the extra mile and gave me a personal phone call just to say thanks. The tip is simple, make your customer experience better by doing this simple little thing: call to say thanks. Don’t do anything else. It doesn’t have to be the day after but at some point, stop, pick up the phone, call them and say how much you appreciate them using your service. That’s it…will take you 20 seconds. The little things go a long way. I was so impressed, I’m telling you about my experience with… Ashley Furniture.

I would have thought it was difficult to get a high end homeowner to be willing to do a 30-60 second testimonial for a contractor, but Burnett Painting has proven it to be successful. Here are his “secrets.”

“First, they must be Raving Fans!

At the end I ask them if they would be willing to help us? There always interested, so I explain that its very hard to get and stay at the top of Google, but with 10 second videos stating their name, town, and “Burnett Painting” that will help us as Google transcribes all of the You Tube videos and greatly helps us stay towards the top! And if they would be so kind to mention their experience with Burnett Painting.

Most are all for it. 1 out of 10 just will not do videos. and those in between need to be encouraged!

I used to use my Flip Video as it loaded to our You Tube channel easily… then I learned how I can send it directly from my Droid phone!”

Building Facebook “likes” for your contracting business takes time and patience. Yes you can run Facebook ads, deals and specials to help increase the numbers, and that can work. In this brief blog I will suggest a couple ways to increase your Facebook followers using your networking groups.

The Networking Group Tip

If you are part of a Business Networking International (BNI) group, then you know that each of you get a 60 second commercial every single week. Sometimes you will use most of those 60 seconds to remind the members what you do. After a couple months of that, people definitely tune you out. So, start with something new and different. Ask the BNI (Rotary Club, Chamber, etc.) members to join your Facebook fan page. Ask them if they’d do you a HUGE favor and invite some of their local friends to join your page too. Tell them getting new “likes” are similar to getting referrals to you! Get a commitment or a show of hands who is willing to do it. I know this sounds a little bold, but I’ve been to BNI, and people there are very eager to help and promote each other.

Tracking the Progress

Since you should have a members list, go ahead and create a spreadsheet of all the names of the members and if and when they join your business page. On that spreadsheet, keep track of the number of “likes” you have and when you get more. This will help you know if and when you should promote your Facebook fan page again…and even corner a few people who have not joined your page yet (do this in a fun and friendly way of course). For future 60 second commercials, use those times to ask your members what things they’d like to see on your page and also share any updates you’ve made such as: contest, amazing before and after shots, featured how to videos, tips on decorating, etc. Important: Also spend time pointing out other people’s Facebook pages and things you like about them. This is what social media is all about: genuine sharing and connecting with people.

Have you tried this “tip” or have another idea on how to grow your Facebook business page by networking?

A Personal and Humbling Example

My name is David, and I’m a recovering auto-poster.

It all started when someone I thought was a friend introduced me to Hootsuite, where I could type one post and it would automatically update my status on all my social media sites–Facebook, Twitter and Linkedin.  I saw how slick it was, and I was hooked.  Before long, I was trying other similar platforms, like Postlings, Ping.fm and Tweetdeck.

Why did I do it?  It was so easy, so fast.  One click of a button… it was crazy!  I was saving time and making posts and I thought I was networking, and the auto-posts kept getting more and more convenient.  I thought I knew what I was doing–I had it all under control… but then the crash came.

I received a very nasty private note on Linkedin, telling me to “settle down” with my posting.  I had forgotten that all my updates were automatically posting there, and as I looked over my past posts I was shocked to see how I had lost touch–I was annoying rather than intriguing my audience on that site.

Not All Social Sites are Created Equal

Because the big three social networking sites have Status Updates in common, “experts” advised us to save time by using one platform to post updates to all three at once.  As social networks mature, however, we are seeing how Facebook, Twitter and Linkedin are different in many ways.  On Facebook people just want to connect, hang out and share.  Twitter tends to be more focused on networking and news updates.  Finally, Linkedin is a great place to do research, join a business group and do B to B networking.  There is a different atmosphere, audience, and purpose for each social site, so your status updates need to be thoughtfully delivered to the right place. Consider your audience and get to know what your readers on each site are interested in.  Once you know them better, you can tailor your posts more specifically and make sure you aren’t becoming a voice that your audience tunes out.

When Is It Ok?

Now, having just bared my soul and exhorted you not to be an auto-poster, I do think there are times when it is ok to auto-post. The main thing is to make sure you are posting awesome content that will be well received. For example, I have a number of clients who never visit my website to read my blogs, yet they visit my Facebook page often. So I make sure my blogs auto-post to my Facebook page. I then have occasional posts on Facebook that are relevant to some of my Linkedin-only readers, so I make sure to auto-post those updates on Linkedin as well.

The bottom line is to know your audience. You need to ask them what they want to hear about, what is interesting to them. You then need to know where your audience spends their time. Once you have those two things in place, you can then post the right content to the right networking sites and rest assured your social media is working for you.

Do you have an auto posting story you’d like to share?

p.s. By the way, Hootsuite and Tweetdeck have their places. If you must auto tweet, best to use one of those programs. Also, Hootsuite is perfect for “scheduling” your updates (you can write them all up and schedule when they go out).

Billboard Ads

I’ve been asked on a number of occasions what I think about billboard advertising. Many contractors want to know if it is a good use of their advertising budget. The answer depends on the situation. I love the idea of advertising on a 40′ billboard on a major freeway, but in general, it is not practical for most small service businesses. In today’s market, billboard advertising has become slightly more competitive and somewhat affordable. I know of one painter who did secure a 40 foot billboard for less than $800 a month on a major Los Angeles interstate. I typically see prices for $3,500 to 5,000+ a month. If the contractor really wants to brand his/her business and has the extra cash, billboards could be a good way to get the word out. However, I would not spend more than $1,000 a month!

Networking Is Better

Another painter I know was strongly considering a $5k a month billboard share program. He was promised supposedly 40 different billboards. This too sounds enticing! Yet, I consulted him to save the $5,000 on billboards and spend it on hiring a sales or marketing person. I asked him how much a professional salesperson could bring in the door if he was paid a minimum of $5,000 a month. A good networking person could definitely bring in more qualified sales leads for a service business. So that would be my advice: stick with networking and referrals. By the way, I am not suggesting everyone pulls out $5,000 a month to hire a networker. Many times you and your current staff can do this sort of thing. This particular client wants to get in the growth mode and does not have much extra time on his plate to network himself. In his case, hiring someone to network is a good option.

Have you had success with billboards? Why or why not was it successful for your business?