small business marketing tips

Christmas Marketing Ideas For Small Business

 

Christmas is a magical time of the year.

Christmas is a magical time of the year.

Christmas is incredible. Arguably our favorite time of the year. There is a feel in the air, an ineffable spirit that surrounds the holiday season.

Christmas is more than just presents. It is a full-out event. A holiday affair with all the fixings and it presents opportunities to those businesses savvy enough to notice.

A Regular Pine Tree Becomes Magical When It Is Dressed Up For Christmas.

Consider that for a moment. It is the perfect metaphor for Christmas marketing. A regular business can dress itself and its marketing up for the Christmas season and suddenly it is playing a part in something bigger than itself. It has entered the world of “Holiday Festivities” and it has tapped into the buzz that goes along with it.

The Christmas season does that. Whether referred to as “Christmas” or just the “Happy Holidays” the fact is that this time of year draws everyone in. It generates a fervor and an excitement. In fact research shows that our human nature actually justifies spending cash when it is for others and in the spirit of “holiday giving”.

Got that?

That is why we are so much more willing with pull out the Visa or Master Card between the months of November and January. We can justify taking on the extra costs and the interest rates, because it is Christmas.

The lowly pine tree becomes magical this time of year.

The lowly pine tree becomes magical this time of year.

Why else would anyone knowingly attempt to navigate their local mall during the Christmas rush? It is absolute madness when you consider it, yet we do it and often enjoy it, because it is Christmas.

So how does a small business go about taking part in this enormous consumer rush? Here are a few ideas.

Keep It Christmas.

Here is the big fat disclaimer on everything you will read below. Marketing Christmas can be done tastefully, or it can be done tactlessly. There is a reason that so many people are jaded by the holiday season. They do not want to be marketed to in a cheesy, used-car salesman way. The entire point of “Christmas Marketing” is to broadcast the Christmas Spirit while explaining what your business has to offer.

The moment you make the sale more important than the season, you are crossing a line that should not be crossed. We encourage small businesses to take part in the holiday season, to play a role in it and within their community. By doing so you are engaging in the spirit of Christmas and will benefit as such. Should you forget the reason for your sales, should the almighty dollars become more important than the reason people are spending them, you will burn yourself out and alienate many consumers.

Basically, remember Christmas and keep things light.

Starbucks gets it. Decorate and celebrate Christmas WITH consumers.

Starbucks gets it. Decorate and celebrate Christmas WITH consumers.

Dress Your Shop For The Occasion.

My son is three. He LOVES Christmas lights. He LOVES Christmas trees. He LOVES “Ho Ho Ho” (his term for Santa Claus). He is not alone.

Dress your business up for the festivities. Go overboard. Hang the wreathes and lights, put up a tree, present your business as a holiday experience. This is one time of the year that garish displays are not only acceptable but encouraged. The extra labour and cost will be quickly offset by the increased traffic and sales.

Keep it classy and professional. Provide Joe Customer with a reason to come and “experience” the holidays with your business.

Don’t underestimate the draw that Christmas decorations can have on all of us.

Decorate Online.

Your shop is not the only place that customers can view your business. If you are online (and you should be) make sure to update your website, social media and any other online mediums.

Don’t shy away, by going “Full-Christmas” you are going to drive customers to your business. All instances of your brand / business image should be updated to represent the holiday season. You will not regret it. Spread the cheer!

A nice customized Christmas card is always a nice touch.

A nice customized Christmas card is always a nice touch.

Christmas Cards.

By Christmas cards we really mean more of a postcard. Create a 4 x 6 JPG and you can print it out at any local photo shop for just pennies a piece. Print out a few hundred and then distribute them to the local community.

The card itself should be tasteful and professional. It should display Christmas first and foremost and your business second. Why? People do not need another flier, however a nice photo titled “Happy Holidays” or “Merry Christmas” wishing them all the best is perfect. Simply include your business logo, name and brief contact info somewhere on it so they know from whom it came.

Don’t use it to try to sell, instead use it to spread the holiday cheer and they will repay the favour.

Christmas-SalesChristmas Sales.

This goes without saying. Every business offers sales during the Christmas season. It is what you do with those sales that makes the difference. Up the ante, push the envelope a little and get creative.

One idea that we saw was a “12 Days Of Christmas” sale. It offered special “Super-Sales” on specific items for each of the 12 days leading up to Christmas.

There is a certain amount of prep work to be done for Christmas sales in order to capitalize on them.

  • Stocking up on specific merchandise in advance is key. Have a good stock ready for the influx of shoppers that come with Christmas sales.
  • Stock up well in advance. Consider approaching your vendors as early as summer to negotiate bulk prices and stock on items for your Christmas sales.
  • Know your margins and pick your percentages wisely. Choose items to put on sale that have good solid price margins that allow you to turn a profit even on a sale.
  • Go through inventory and take the opportunity to push overstocked items or other items that need to go prior to the new year.

When putting on the sales, you will find more success in offering specific items at a greatly reduced discount as opposed offering smaller discounts on multiple items. In other words consider offering 50% or more on just one or two items as opposed to 10-25% on all of your items. This can be a great way to drive traffic into your store.

Go at it with the thought of “assisting consumers” in finding the gifts for their loved ones.

Displays, Displays, Displays.

Put up and maintain a regular rotation of product displays throughout the holiday season. They should be decorative and festive. This plays into your Christmas Sales as items that are on sale that day should be prominently displayed and accessible.

Invite Santa.Small-Business

Consider having jolly old St. Nick visit your store. Advertise it and invite families and their kids to partake. Create a festive event around it and by extension, around your store. Show yourself to be a community minded business that is anxious to take part in everyone’s holiday cheer.

Give Away Christmas Cheer.

It may be as simple as handing out free hot chocolate to customers, or perhaps candy canes. The more Christmas buzz you can create around your place of business, the more traffic it will generate. How many of your competitors are standing on the curb outside giving passerby’s something to warm themselves?

Be Properly Staffed.

The Christmas season can (and should) mean increased traffic and sales within your store. Nothing will put customers off more than having to wait in line while one person attempts to ring in a dozen customers.

Don’t be caught off guard. Make sure you have enough staff to give your customers a positive experience.

Worried that you will wind up paying someone to stand around during the lulls?

  • Put them outside to hand out hot chocolate to customers.
  • Get them gift wrapping purchases for customers.
  • Have them update your Christmas decor throughout the day.
  • Put them to use maintaining your inventory levels.

All of this brings us to our next tip…

Ensure Staff Is Trained For Success.Small-Business-Training

Do not leave your hiring to the last-minute. Hire and train your employees to know what they are talking about. They should be an extension of you the owner.

  • They should be able to offer great service and process customer needs quickly.
  • They should have enough info to answer basic questions, and be equipped to get the info for more difficult ones.
  • They should be trained on how to make the sale.

This last one is important. Equip your employees to make the sale when you are unavailable. They need to know it is part of their job to sell your great products and services. Equip them with what they need to do that.

Make sure your staff is trained to sell in a way that provides each customer with an outstanding in-store experience. They should know how to assist customers in finding what they need and the various options or add-ons available.

Christmas Advertising.

Offering great sales is one thing but you need to get the word out there. Take to every avenue available to get the word out. Email, newspapers, magazines, fliers, posters, radio, television, social media, website updates. The options for broadcasting your info are endless. Choose the ones that make the most sense and then go hard.

It will cost you in the short-term, but the increased sales will more than pay those bills.

Include photos of the items, include photos of your decorated store, include photos of everything. Photos grab the eye, once you have the eye you have the attention and they will seek to learn more. Keep the verbiage brief and clear. Keep it simple. A photo, a price and the sales discount will speak volumes.

Transition-Marketing-Services

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Advertisements

Tapping Into Trends & Engaging Consumers

We have always enjoyed a good zombie trend. What other trends out there have seen success?

We have always enjoyed a good zombie trend. What other trends out there have seen success?

We’ll be honest we love the whole “Zombie Movement” that has taken place over the past 5-6 years and while it may have played out a little, we still enjoy seeing stuff like this.

Which brings up a great marketing point: Tapping into growing trends is never a bad idea, so long as you do proper research and do not go into it half cocked (Ahem! Kenneth Cole #Cairo! Ahem!).

By tapping into trends, you can hit a nerve centre with consumers and really bolster sales. Look for opportunities to resonate with your customers.

….and remember to have some fun.

Small Business Sales: Equipping Customers to Find Your Business

Finding-Customers-Small-Business

Finding Small Business Customers.

You finally did it, struck out on your own. You went from “wantrepreneur” to small business owner. You have the products and services, the passion and maybe even some sort of budget!

Now what?  Time to succeed!

Time to impress consumers, make sales and create a sustainable income. Ok! sooooo…how does one do that? How does one equip their small business for long-term success?

Let’s face it, the key to succeeding in small business is the same as big business.

Sales.

Without sales, there is no revenue and without revenue it can be difficult to pay the bills, much less grow.

There are many differences that separate big business from small. For example how those sales are made, who they are made to and the approach behind them. However the same truth applies: “to make a sale, you must have customers.” So how do you get customers?

Let’s break this down to elementary school basics.

Making a Sale for Dummies:

  1. To make SALES you require CUSTOMERS.
  2. CUSTOMERS are simply CONSUMERS (people shopping) until the sale is made, ergo to start you must find CONSUMERS (people shopping).
  3. To find CONSUMERS, you must make your business accessible, easy to find and easy to connect with.
  4. Once you have connected with a consumer base, you can work on making the sale.

For many small businesses, making the sale is only half the problem, first they need to find and connect with the consumers (potential customers), because “Without someone to sell to, sales can be a little tough.”

The first thing any small business must consider, is HOW to make it easier for consumers to find them. If your business is not easy to find, then that must change immediately.

There are many resources available with which to connect your business to consumers, however the most commonly overlooked (and feared) are the online tools.

Creating A Visible, Accessible Small Business, Online:Small-Business-Website

When determining how to connect and market to a specific body of consumers, we always attempt to place ourselves in the shoes of the people we are attempting to reach. Doing so can give you great insight into who they are, what they are looking for, where they are looking and how they are doing it.

Recently Todd Ebert, CMO (Chief Marketing Officer) for the online marketing firm ReachLocal, was quoted as stating the same thing: Put yourselves in the mindset of the average consumer. Think about how you buy things – and how people might find your products or services. (Source)

There is value in utilizing offline resources like the YellowPages, business directories and print medium, however small businesses must also dedicate resources to building their online presence. It is the era of online research. By default almost every consumer begins their search for products and services with Google.

Online searches provide consumers with all of the results, reviews, recommendations and refusals they could possibly need.

You typically start with a Google search. You look for reviews, informative videos, comments on social media sites and recommendations from friends and family. You visit relevant message boards and online communities to learn about the experiences of other consumers. You try free samples and trials when you can.

How your business places in these results – or whether it even places at all – is directly determined by the amount of effort you put in to your online presence. Yes this effort represents a cost and a sacrifice to you, however it is a necessary one. Newly established small businesses cannot afford to shun the online world.

Knowing where your consumers are looking, and what search results are most prominent, can provide you with the insight as to where to concentrate your efforts.

Okanagan Marketing1. Website:

First and foremost get a GOOD website. If you cannot build one yourself (most cannot) then pay for one. It will be the best investment you ever make.

This is your online home base, the centre of your online presence. All of your other online resources should link back to this. If you have ever heard the term “landing page”, that is what this is referring to. You websites homepage is where the consumer will land with the click of a mouse.

  1. Use this landing page to control the consumers first impression of you.
  2. An effective landing page is built to be clear and easy to navigate.
  3. Ensure it is professional looking.
  4. Avoid clutter and avoid too much immediate information.
  5. Instead create a website with the intention of immediately equipping the consumer base with what they need then and there.
  6. Use your homepage to engage and draw the consumer in (they can get more info on your websites additional pages).
  7. Populate the homepage with clean, easy to understand and aesthetically pleasing content.
  8. Provide easy navigation. When laying out the website, consider WHERE consumers will want to go to from each page.
  9. Ensure tabs to other pages on the website as clearly labelled. When a consumer lands on your homepage, they will quickly need to know where to go next.

2. Social Media:Small-Business-Social-Media

Yes, social media is necessary. Some still struggle with the concept, yet it has become an essential part of any online presence.

  1. Facebook, Twitter, Pinterest, YouTube and the vast array of other social sites, play a huge role in SEO (Search Engine Optimization), Web Traffic, Page Ranking and Page Results.
  2. Think of it this way. Your website is a dot, a Facebook profile is another dot, a Twitter profile is a third dot. The dot’s alone are tiny, however if you connect each dot with a line, you have a larger triangle. This is how social media effects online presence.
  3. Beyond simple page ranking, these sites offer an unprecedented opportunity to directly engage consumers, giving small business owners one more avenue to find and convert to customers.
  4. Social Media is just that, social. It is an endless conversation between people spanning ages, cultures, societies, demographics and target markets. With 180 million users on Facebook alone, a small business owner would be rather silly not to put the effort in.

For more on the ins and outs of Social Media, consider visiting our following posts, or Google it and see what others are saying.

 

Online Advertising.

Online advertising can be surprisingly cost-effective, however one must take care to ensure they are doing it correctly. Remember that the world wide web is a very VERY big place, and any advertising efforts on the part of small business need to be highly targeted.

The good news is that most avenues for online advertising provide for this. Google Adwords is a great example of intuitive and price competitive online advertising. Other options such as Facebook Ad’s, AdRoll and YellowPages360 also warrant investigation.

It only takes one or two sales and these ad’s are quickly paid for. What is more, they are very easy to set up. Google Adwords will take you by the hand and walk you through the entire process.

Conclusion.

Remember to monitor the results of your online presence. Search online regularly and see what showing up, is it what you want? if not, then take the time to adjust.

Check up and see what people are saying about your business. Read reviews, watch the social media channels. Take all of this information and use it. Use it to adjust, to react and to plan your future strategies.

Will you make some mistakes along the way? YES! It is a process, with a learning curve. Stick with it, take your lumps and learn the process, it will take your business to the next level, instigate business growth and save your business on overhead.

Create an online presence, provide your consumers with a place and the tools to connect with you and you will be on your way to converting consumers to customers, thereby driving sales.

Transition-Marketing-Services

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions.

 

One Little Sign Can Land You A Sale

One little sign can land you a sale.

Because every place you put your business info is a chance to land sale.

Take our neighbours down the road. Recently they built a nice, new, LARGE shop on their property.

Mikes Neighbourhood Garage

As we drove by we admired it, but thought nothing more.

About a month later, we passed by to see a nice new sign at the end of their driveway: “Mikes Neighbourhood Garage

It was more than a shop, it was a business. Our neighbour Mike was now selling mechanic services!

Had he not taken the time, and the few extra dollars (a minimal cost), we would likely have never known that his services were available.

All to often we tend to miss or forget the simple things. In small business, where budgets are tight, these little things can make a big difference.

It may “JUST” be a sign, but if it lands just one sale, it has more than paid for itself.

If you want your small business to succeed, give your customers a fair chance to find you!

Start small and build on your success.

20121223-142313.jpg Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions.

6 Facebook Pages Blunders To AVOID.

6 Major Facebook Blunders To AVOID.

Recent studies, including this one by Mashable, indicate that Facebook pages are considered MORE valuable by up to 50% of consumers. Even if this study is embellished a little, the fact remains that Facebook pages are considered to be a HIGH-VALUE ADDITION to brand marketing.

Consider these stats:

  1. Facebook now has over 300 million registered users.
  2. 87% of people like brands on Facebook.
  3. Of those people, 82% state that Facebook is a good means of interacting with those brands.
  4. Of those people, 35% feel that brands listen to them more on Facebook than on a website.
  5. 75% of people state they feel more connected to a brand via Facebook.
  6. 69% of people have “Liked” a brand because their friend has.

Whether studies like this are impacting their decisions or not, it has been our experience that many small-business owners beginning to explore Facebook pages.

Facebook offers an inexpensive means to garner brand exposure, market research and customer engagement and the price point for exposure is incredibly accessible to businesses with little or no budget.

Yet it’s not as simple as it sounds, we have seen many businesses clamber aboard the Social-Marketing trend wagon, only to fall promptly off. The first thing to understand is that Social Media Marketing (IE Marketing on Facebook Pages) requires an understanding of BRANDING and MARKETING.

Simply put, it is one thing to have a Facebook page, it is another to use it properly.

A Brand / Business Facebook page is demanding. It requires time, effort and hard work. Simply “BEING ON FACEBOOK” is not enough to achieve social media and branding goals. Brand representation requires care, planning and dedication, and caution must be taken when avoid misrepresenting the brand, or damaging its reputation.

For an example consider the Chick-Fil-A fiasco from earlier this year (HERE).

If one is going to take their small business to the Social Media air waves one should make all effort to avoid these six blunders.

1. Not Updating Regularly & Consistently.

STAY ACTIVE. Establishing a presence on Facebook requires continual updates with fresh content. Achieving Social Media goals demands this. Facebook pages must be updated a minimum of once a day – although preferably two or more. Failing to keep a page updated, positions your brand or business as DISINTERESTED and will negatively impact it’s image. The rule of thumb for any and all marketing is this: Content Is King

Content Is King, means that the fresher, more consistent content being posted, the more impact (brand exposure) is being made.

When taking a brand or business to Facebook pages, be prepared to allot a specific amount of time EVERY DAY for updating and replying to comments. Social Media Marketing is all about “SOCIAL” and Social is all about “ENGAGING”. What this means, is providing content that engages your consumer audience and leads to “CONVERSATION” (thereby leading to “CONVERSION”)

To recap: Social Marketing means SOCIAL which is about ENGAGING, which leads to CONVERSATION, which ends with CONVERSION.

2. Not Reviewing Comments.

A. Comments & Conversations:

The beautiful (and challenging) thing about Facebook Pages, is that it allows anyone to comment, and to comment just about whatever they like. Why is this a beautiful thing? It allows a brand / business to engage customers in an entirely new way.

The ability to develop these dialogues directly with consumers is the “HOLY GRAIL” of Social Media Marketing.

It is crucially important to respond to comments, answer questions and take part in discussions. This requires time, dedication and a great deal of creativity. Again we reiterate that it is about SOCIALLY ENGAGING, so find ways to create conversations. Content is key to starting conversations, however ENTERING existing conversations, or keeping them moving requires diligence, creativity and passion.

Remember that Facebook Fans can be a brands single greatest champions. Their word-of-mouth referrals can do more for a brand than thousands of marketing dollars.

(69% of people have “Liked” a brand because their friend has).

B. Negative Comments:

It is important to note that a brand / business will not always receive the comments they want. Taking a brand / business to Social Media opens it up to negative feedback, comments and conversations. One must enter prepared for a certain level of criticism and remember to always respond in a positive manner.

Remember that conversations on Facebook are PUBLIC and this is NOT a place to get into heated discussions.

Instead engage the customer elsewhere, by email, phone or private message and work the situation out. Only once that customer is happy should the conversation then be revisited publicly.

Every brand / business is going to face these challenges. Take care to remember that the customer is indeed ALWAYS RIGHT. It is not worth bad brand exposure to win one little battle. Use these situations as opportunities to be the GOOD GUY or the “bigger man” and wow your audience with your response.

It is in a brand / businesses best interest to NOT delete negative comments.

Instead the brand / business can use them to their advantage. When a critic is converted to a fan via public discussion on Social Media, it drastically impacts the viewing audience. Taking time to convert critics will lead to even more fans to follow. It is difficult but one of the most effective means to position the brand.

When dealing with upset customers, always take the high road.

C. Dealing With Spam

Spam happens, but it is easy to deal with. It can appear as either a comment or a post:

  1. Comment Form: It will simply be a spam message attached to an existing post.
  2. Post Form: It will appear as an actual post to the Facebook page itself.

This is another solid reason to keep tabs on comments and posts. Here are two ways to quickly dispatch spam:

  1. For spam comments, (which appear below existing posts) hover the mouse over the right side of the comment until an “X” appears. Clicking the X will cause the comment to be hidden.
  2. For Spam posts, click “see all” on the right side of the page below recent comments. Hover the mouse over the right side of the comment and click the “X”. This will provide four options: “Highlight it”, “Allow it to be seen”, “Hide it”, “Delete it and ban that person from commenting on your page again”.

3. Breaking Facebook Rules.

Facebook Pages need to be treated seriously. a brand cannot act willy-nilly, doing whatever it likes. Every Social Media platform has specific “Terms and Conditions” that are agreed to when signing up. If a business is intent on Marketing & Branding themselves via Social Media, then these terms must be adhered to. Violating these rules, can result in Facebook either deleting or suspending the account. Common breaches can include:

  1. User name: Attempting to use trademarked or obscene names.
  2. Spamming other pages. This can include abusive messages OR sales pitches.
  3. Hosting contests that do not follow the specific terms outlined by Facebook.
  4. Cursing or threatening other users.

When a brand/ business page is shutdown, it is sends a very negative message to the customer base. Brand image drives success, ANYTIME this image is tarnished, it is impeding success.

4. Not Understanding Brand Image.

A Facebook page is a direct relay for BRAND IMAGE. Brand Image is all about how the consumer views a business.

Successful branding may position a business as a “Leader in quality” – such as BMW in the automobile world or a “Leader in Innovation” such as Apple in the techie world. When we as customers come to EXPECT a specific something from a brand, that is a direct result of a brand image that has been achieved via successful brand campaigning (branding).

Once a brand image is established, EVERY medium on which the brand is presented must now convey that same image.

That is what it means when they say that in Branding, CONSISTENCY IS EVERYTHING.

A Facebook page is no exception as it will place a brand in front of the consumer audience. Put in other terms, consider a Facebook page as a storefront of sorts. Not only is it displaying the brand image, it will portray the brand or businesses position in relation to a specific set of products and services.

The question this all leads to is this: What type of image do you want to project?

Whatever that image may be, that is what Facebook should show as well.

A brand should NEVER position themselves as arrogant and obnoxious, constantly bragging about great products or discounts. Consider it this way, if an individual spends an entire night at a party, boasting and on-upping others, they will likely not be invited back. No one wants to hear it. Instead a brand / business should focus on the consumer.

The key to Social Marketing Communications, is not simply in speaking effectively, but in listening and learning to ask the correct questions.

  1. Asking the right questions places the customer first.
  2. It positions the brand as one that cares, and is engaged with consumers needs.
  3. It leads the conversation to a place where the customer themselves points to the quality products and services.

The best party host is the one that makes the party about the guests. Social Media Marketing is similar. Make the brand page about listening to the consumers and then adjust the content to capitalize on that.

5. Spamming.

This ties in to brand image well. Spamming others is a very negative addition to brand image. It does not matter if the brand feels their products are amazing, or that their new big offer is exciting – others may not share that and it is not worth the risk. The brand / business should always keep their content on their page. Let the customer base share it outwards, they are a trusted source to their family and friends, the brand however is not.

Do not use Facebook to SELL, SELL, SELL. Social Media Marketing is not about making sales.

It is about generating brand exposure and sales leads. It is about engaging customers and drawing them to the brand. It is not about spamming people. Pushy Sales tactics are not suited for Social Media. Don’t use them.

  • Feel free to communicate the “Personality” and “Humanness” of the brand – But Don’t Spam.
  • Educate, share knowledge, insights, tips and news. But Don’t Spam.
  • Post new sales or discount information on the brand page – BUT DON’T SPAM!
  • Broadcast new products and services on the brand page – but seriously please, do not spam.

Never abuse, Never Spam.

People are being sold to every second of their lives. Television, magazines, online, on the road. No matter where we look there are advertisements and calls to action. People do not want to be inundated by that on Facebook as well. Take the higher road. Generate customer interest without being the obnoxious pushy salesman.

6. Page Administration Is A Privilege, Not A Right.

When developing a brand / business Facebook page do not make the mistake of underestimating its importance. Facebook may have started out with teenagers, but they should NOT be representing a brand to a global audience.

When assigning this responsibility, treat it as you would any sales or marketing position. Do not put your 15-year-old nephew in charge. He may know Facebook, but he does not know what it means to drive a business and brand image forward. Would you want him doing your sales calls?

What makes a good Facebook page admin?

  1. Page managers must be familiar with Facebook and its available tools.
  2. Be familiar with the brand / business being represented.
  3. Be familiar with the concept of branding and brand image.
  4. Be personable and possess customer service skills.
  5. Be able to articulate well – specifically in written communications.
  6. Be thick-skinned – criticism will come, flying of the handle is not allowed.
  7. Be creative and have a passion for content development and sharing.

When assigning this role, the brand / business in question should provide the following:

  1. An outline of company communication policies, including privacy policies.
  2. Any existing Social Media policies.
  3. An outline of the existing brand image.
  4. An outline of any current Social Media Strategies, including current goals and previous achievements.

Facebook pages do allow for more than one administrator, however keep in mind that the more voices representing a brand, the more possibility for INCONSISTENCY – the enemy of branding.

To truly succeed on this area, everyone needs to be on board with what the brand image is. If the Facebook page manager is posting one thing, but the Service Rep or the Salesman is saying another, this creates brand inconsistencies and can heavily damage the brand image.

It must be made clear to the page manager, what the brand image is, and that this must not be contradicted in any way.

In Summary.

Facebook pages are a formidable resource for businesses of all sizes and backgrounds, to broadcast their brand image and engage their customers. Facebook at a business brand level is not a toy, however, anytime a business is being representing to the public, proper planning and responsibility is necessary.

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing & Branding Specialists.