Mother’s Day, What’s an Entrepreneur to Do?

Americans will be spending more than $23 billion on Mother’s Day! That’s 10% more than was reportedly spent in 2016! This data is from MoneyTips.com. Speaking to the Social Media Manager entrepreneurs in my target market, that dollar figure lends itself to a significant number of options for your clients to market services and products to customers with a vested interest in spending.

By no means am I trying to put a dollar figure on mom’s value.

From her kids she will take an “I love you,” a weird looking birdhouse made in school shop class, a brightly colored blouse with parakeets that you wouldn’t wear to bed, a car, and anything between. But for most people, the spirit of the day is expressed with a gift. Why shouldn’t your clients not only participate, but also excel in these business transactions?

Check out this infographic for ideas and data to convince your small business client to run a few more directed Facebook ads or Instagram pictures. There is ROI. For example, $2.1 billion dollars is expected to be spent on clothing alone. And $1.6 billion will be spent on spa days and other services (sunless spray tans, nails, etc).

Does your client want to miss out for lack of trying?

(Infographic courtesy of MoneyTips.com)

17 Visions of Tomorrow’s Social Media Landscape

How can we possibly predict what the future will look like, so we can better prepare today for the realities of tomorrow? That is the question asked by Peter Kozodoy in a recent piece for Inc. Magazine. But it is an every day question posed by Social Media Managers, what with regular Facebook adjustments being constantly added or the constant one-upsmanship battle escalating between Instagram & Snapchat.

Kozodoy asked 17 of the world’s most prolific super-influencers for sage advice and prognostications; though varied there was one recurring theme. Catering to the consumer’s needs in the places that he or she expresses them will be the key to your client’s success in converting them into customers.

When I started this blog my message was that small businesses had to be on social media, because if they weren’t they could not hear the comments & complaints being transmitted by customers. Now just being “on” is not enough. You need to actively find where your customers are and engage them there on Facebook, Tumbler, Twitter, Snapchat, etc. Don’t expect them to come to your website or store on their own.

Point in fact:

“Mobile phones, search, and social media have changed shopper paradigms forever. Today, shopper’s have unique paths to purchase tailored to their lifestyle. This has had a profound impact on how, when and where consumers engage with brands.” — Ted Rubin, Social Marketing Strategist, Acting CMO of Brand Innovators, and Co-Founder of Prevailing Path

Location, location, location:

“Brands that will thrive in the future are those that are able to hyper-target their messaging based on identifiable social and geo-locational triggers using immersive marketing campaigns and augmented reality scenarios to engage and influence buying decisions.” — Douglas Idugboe, Co-Founder, Smedemy

Very interesting to see what “big names” like Mari Smith, Jeff Bullas and Jay Baer had to say. Their comments and Peter Kozodoy’s wrap-up conclusions are a good read for all Social Media Managers that want to put their clients ahead of the competition by already being today where the customers will be tomorrow.

Social Media By the Numbers at Enterprise Center

One of the major problems that Social Media Managers have when dealing with their clients is the distorted levels of expectations about ROI (return on investment… of time and money) by the clients. Social Media is not an over night wonder pill. If only the merchants of Main Street USA could understand the statistics, or as we call them the analytics, by which SMM gauge progress, engagement, results, and forecast “their next move.”

We on the North Shore are fortunate to have an organization such as the Enterprise Center at Salem State University which plays a pivotal role in helping foster the growth of small business by offering an interactive speaker series, not by teachers but by individuals who are in the trenches living the subject matter everyday. Case in point, this Tuesday I attended a session driven by Justin Miller on Understanding Social Media Analytics.

Miller, the guiding force behind the dynamic InnoNorth community start up, brought his expertise to a packed room of the curious and functioning business owners who want to understand social media from the numbers angle.

Miller was ready from the start to give everyone pause:

“Understanding your social media analytics is essential for businesses today, but it isn’t easy when no two platforms are measured in the same way.

There’s a difference between knowing what metrics mean and knowing which metrics are meaningful.”

I won’t go into the class particulars; Miller did it a lot better than I could explaining where to find data and how to understand it before applying it. Another class will be given in the fall. You can sign up for it then.

My point is whether you handle the social media campaign for your small biz or you hand it over to a “big” firm or local boutique social media manager (those are the ones I write blogs, posts and tweets for), it’s in your best interests to understand that the numbers by themselves don’t represent the picture of your business.

You may not have the time or skill to do A/B testing, or know the difference between impressions and likes, but taking a class or two at an educational presence such as the Enterprise Center which brings in top notch lecturers like Justin Miller is a way to understand and be able to work with the SMM to help your small business better engage with your target market community.

(And a personal P.S.to Abby Grant at the Enterprise Center, thanks for the excellent customer service in squeezing me into the class at the last minute!)

What Do You Write? What Is Your Passion?

“If I don’t dance one day, I notice it. If I don’t dance two days in a row, my audience notices it. If I don’t dance three days in a row, I should get another job.”

Famous dancer Fred Astaire lived by that motto. Now replace where you see dance with write. And by no means do I equate myself with Mr. Astaire’s singular achievements in his chosen profession, but that is something I have tried to live by. Writing something every day.

Problem is, of late, I’ve been writing for my clients but not me, or you.

I was in my favorite breakfast place this morning (Brothers Taverna, nicely spaced out seating and the breakfast arrives mad fast!!!). My waitress Tara asked if I was going to use my computer (they have WiFi) and when I said yes, she directed me to a corner booth. Then I opened my bag to find I had left my tablet at home.

But I told her that I do most of my work on the cell anyway. She asked what I did. I said social media. And then Tara asked the leading question:

“Oh, what do you write?”

I started giving her a list of my clients but she said “no what do you write, what is your passion?” It was then and there that I realized that the recent, modest success I have had writing blogs, tweets and Facebook posts for clients had edged out my own writing. I hadn’t written anything here for quite awhile. Even though I was sticking to the motto of writing every day, I wasn’t writing for me, or for you. I wasn’t covering the news I wanted to share.

So Tara, I’m back in the saddle, so to speak, thanks and let’s see what the week ahead brings for topics.

Small Biz Growth– With a Little Help from Friends in the Marketplace

Small businesses in small towns across America are fighting for survival.

But, getting to know the people and small businesses of Wabash Indiana, winner of the Small Business Revolution’s Main Street $500,000 Makeover has been a heartwarming journey, filled with hope and promise when all players in the marketplace come together.

For this makeover, Amanda Brinkman, chief brand and communications officer at Deluxe, along with Shark Tank star Robert Herjavec, employed their marketing and business expertise to help six small businesses learn more about what it takes to compete in their local and regional markets.

What is additionally important is that you look at the website that accompanies this series. There is a breakdown of each store’s problems and solutions, complete with actionable advice that could be applied to your business. In other words: Free social media marketing advice!!!

The full details of the project are in my previous blog. Here are the eight episodes so you can binge watch. Do you see any similarities to you, your business, your neighborhood, or town? Learn from the Wabash journey; take from it what you can. Then make your story something worth sharing with others.

(Anthony M. Scialis is an experienced print & broadcast writer who coordinates blog, Twitter & Facebook social media content to create a focused & powerful customer engagement effort which will bridge the gap between the wants of your small business to grow and the needs of your customers to be satisfied. Follow https://twitter.com/amssvs)

The Front Porch of Life- Living and Doing Business in Small Towns

“Too often we forget about the 120-million Americans building their homes, their businesses, and their lives in small towns far from the limelight” — not my words but those of successful entrepreneur and Shark Tank investor Robert Herjavic reflecting on the plight of small towns and small businesses decaying away.

And that is unfortunate because statistics indicate more than 50% of the employed population works at a small business.

A nationwide contest was held among small towns to find the one that could best improve upon itself by the community.

Small towns like Wabash, Indiana.

And that is how the Small Business Revolution project and web series came to be, and I have the first episode here.

As explained and described on their website:

“Amanda Brinkman, chief brand and communications officer at Deluxe, along with Shark Tank star Robert Herjavec, employed their marketing and business expertise to help six small businesses learn more about what it takes to compete in their local and regional markets. The entire Wabash journey is captured in this eight-part web series. The opening episode provides a glimpse into the community, the businesses and the town leaders.”

Whether you are a small business in a small town such as Belfast ME where I have lived or in a big city like Boston where I have also resided, you will view the series seeing familiar problems, then hopefully say “aha there is a solution.”

( Anthony M. Scialis is an experienced print & broadcast writer who coordinates blog, Twitter & Facebook social media content to create a focused & powerful customer engagement effort which will bridge the gap between the wants of your small business to grow and the needs of your customers to be satisfied. Follow https://twitter.com/amssvs)

How Your Small Biz Can Benefit from This Week’s National Hashtags

Hashtags can be found on Twitter, Instagram and other social media platforms. A social media strategist on your team would have suggested any number of crossover promotions to capitalize on these events to entice customers.

Hashtag of the day: #NationalHotFudgeSundaeDay 7/25/16

Car Dealership? “We know it’s hot outside. But we’ve got some really cool deals on the lot and to make it worth your while, just for coming out and speaking with one of our experienced auto specialists, we’ll give you 2 coupons for a Hot Fudge Sundae today”

Hashtag of the day: #NationalBagelfestDay 7/26/16

Custom tire accessory store? “Bagels and tires have a lot in common. They are roundish. They come in several different styles. They can be purchased individually or in a group. And just as you can put anything on a bagel, you can put an assortment of covers on a tire. Check us out today and get a free bagel while they last.”

Hashtag of the day: #NationalScotchDay 7/27/16

Investment firm? “Today is National Scotch Day. Did you know that all Scotch whisky must be aged in oak barrels for at least three years? That is quite an investment of time & money. You can’t take it our early. Here at A & Z Investments we can advise you on short term investments with high yield…”

Hashtag of the day: #NationalChiliDogDay 7/28/16 (Last Thursday in July)

Dry Cleaner? “Today is National Chili Dog Day and someone in the office will push the idea to celebrate— at the office. But as careful as you try to be, somehow when lunch is over, there may well be stains on you shirt, pants, blouse or skirt. Not to worry. Bring in the tell-tale stain today or tomorrow and we’ll give you a 10% discount on cleaning.”

Hashtag of the day: #NationalLipstickDay 7/29/16

Hairdresser? “Ladies we know that just as there is a lipstick shade to address our every mood, there is also a hairstyle to present our mood. In honor of National Lipstick Day, bring in a receipt for a lipstick you purchased this week, and we will give you 10% off a …”

Information is a commodity that is bought & sold — but it is also a tool that you can use to benefit your business. In skilled hands, information will make today a better business day for you & your customers.

( Anthony M. Scialis is an experienced print & broadcast writer who coordinates blog, Twitter & Facebook social media content to create a focused & powerful customer engagement effort which will bridge the gap between the wants of your small business to grow and the needs of your customers to be satisfied. Follow https://twitter.com/amssvs)