When it comes to posting on your Facebook page, the rule is quality not quantity.  This is a delicate rule because you have to get it just right.  Too many posts and you run the risk of your page being ignored or fans getting irritated by your incessant posting.  Too little posts and fans may disappear forever because they never interact with you.

My suggestion is that you plan out about 3-4 posts a week.  Come up with a strategy to get people to ‘like’ or comment on your posts.   Use the Facebook fan insights to learn more about your fans, this may help you understand other topics that might interest them.  For example, if you have a younger fan base of 18-34 year olds, they may be interested in gossiping about the latest celebrity dirt, Jersey Shore episodes, etc.  In addition to these types of updates, be sure to pepper in some useful information about your business, brand or service.

The reason I suggest coming up with posts in advance is because it gives you more time to think of creative ideas, jokes, quotes or tips that are most likely to get interaction.

For my Facebook marketing clients, I create a spreadsheet for each month and map out by week and by day what the update is going to be about as well as any accompanying photos. Of course if late breaking news happens, I just skip whatever post I was scheduled to talk about and save it for the next update so I can take advantage of what’s hot in the news right now.

For more Facebook marketing tips, feel free to email us at stacey@tcr-marketing.com or check out our Facebook marketing packages.

Some examples could be:

‘Become a fan of our Facebook page to receive exclusive, Facebook only coupons and discounts’ (any retail/service business)

‘Connect with us on Facebook for healthy skin care tips’ (spa)

‘Join us on Facebook to exchange marketing ideas and tips (small business marketing consultant)

Small Business Marketing Tip: Measuring the ROI of Facebook

Just like any other marketing tool (TV, Radio, Newspaper, etc), you can measure the ROI of Facebook.  In order to do so, you have to develop specific goals that you want to measure (ie, sale of a certain product) and then a strategy to sell that product.

Not every aspect of Facebook can be measured in terms of ROI though.  Consider this, can you measure the ROI of your secretary?  Can you measure the ROI of a customer service representative who handles customer phone calls, comments and complaints?

If you want to measure the ROI of Facebook, you need to get specific. You can measure sales of a certain product by introducing an online promotional code called ‘FACEBOOKFRIENDS’ or ‘FACEBOOKPRODUCTX’.  Use that code only on Facebook and then at the end of the month (or sales period) see how many sales were generated using that code.

For more info on Facebook marketing, email stacey@tcr-marketing.com

A write-up is a form of punishment, but often times no positive or proactive steps are taken after the write up to encourage the desired behavior/productivity from the client.  That’s just one reason why I feel this method is ineffective.

Another point, if your employee is not living up to your standards, why are they still your employee?? Sure I believe in the old ‘three strikes and you’re out’ rule…but you don’t have to write someone up to let them know they they are not meeting company standards.

Take a different approach

Instead of punishing, take a proactive approach to ameliorate the problem.   If your employee does not improve with training, education and positive mentoring, there is no reason to keep them around. Writing them up won’t help either.

For documentation purposes, you may want to keep a file on this employee and note the days/times that HR discussed performance or offered additional training and coaching.  This will help you document the timeline leading up to an employee elimination.

Managers are not ‘parents’.  Employees need not be afraid of them or fear their wrath.  What type of a work environment is that???  Mutual respect is the best way to move a company forward. If one person can’t keep up, consider positive reinforcement to bring about change. If that doesn’t work, it’s bye-bye birdie!

Send your management questions to stacey@tcr-marketing.com for more information.

Facebook is a communication tool.  A phone is a communication tool.  Would you call a client or potential client several times a day blurting in their ear a promotional or special offer available at your salon? Imagine this:

8:30am

Salon XYZ -> Customer: Hello customer? Hi we have the new Paul Mitchell shampoo that repairs split ends!! Bye!

10:30am

Salon XYZ -> Customer: Hello customer? Watch this YouTube video!!! Bye!

1:30pm

Salon XYZ -> Customer: Hello customer?  $25 hair cuts today and tomorrow! Bye!

You get my point right?

Why do people become fans of Facebook pages?

The Andre Chreky Facebook page is a model example of how to use Facebook for your business.

There are many reasons why someone might become a fan of your salon’s Facebook page.  They might want to connect with their hair stylist, they may want to know if you are offering any specials, they may want to learn more about how to style their own hair and what the latest trends are.

Most people are on Facebook because they want to have fun.  That fun can mean saving on their next hair cut, watching a cool video tutorial on how to blow-out their hair at home or even answering a funny riddle.

Your Facebook page stinks because for the most part, it doesn’t address the main reasons why people are on Facebook.  Many salons and spas are simply shoving promotional announcements in front of fans with no regard to conversation or engagement.

Facebook is about relationship building, not advertising. If you are on Facebook to ‘advertise’ your business, get off. Consumers see enough commercials on TV, read enough junk mail and delete tons of spam emails.  We don’t need any more advertisements thrown in our face.

Instead of advertising your salon, take the approach of building relationships with your fans. You don’t always have to talk about your salon or spa, the employee of the month or what new product/service you have.  Think of other ways to connect with fans. Make them laugh.  Talk about current events.  Become their friend.  Because in the end, who are you going to trust to do your hair?  Your friend or an advertisement?

Andre Cheky Facebook Page – He’s Doing it Right

I came across the Andre Chreky salon Facebook page and I really like it. It’s by Andrew Chreky, a salon in the DC area. He has a good mix of information about life in general, hair, the salon, etc. Notice that he uses his blog to post information about stuff people are interested in.  Check out his Facebook page for some good ideas about what to post on your own.

Our Facebook Marketing Package

If you need help with your Facebook page, we offer a simple Social Media Management package.  Use our contact page for more information.

This month was my birthday. To my pleasant surprise, on the day of my birthday, I received an automated email from the new waxing salon.  It was a simple email, just wishing me a happy birthday, but it really surprised me.  Like most people, I have a smart phone, so I get my emails all day long. I was really delighted to see that out of all of the emails, phone calls and Facebook messages I was receiving, the new waxing salon had also sent me a birthday wish.

Use Your Existing Salon Marketing Software to Build Lasting Relationships

If you have a large salon, most likely you are using sophisticated booking software.  The majority of these software programs incorporate marketing technology that can send out automated emails to clients on their birthdays.

The question is, are you using this technology and taking advantage of the increased business it can bring?

More than likely, anyone celebrating their birthday will be going out for the occasion on that day or within the next few days. Why not show your gratitude to your client for their patronage by offering them a % or dollar amount off of a blow-out or make-up service for their birthday. Go a step further and tell them to bring a friend in for the same offer.  Maybe this will expose a new client to your salon.  It should be used within 10 days of their birthday so that the client can take advantage of this service on the day they will be celebrating.  I’ve been to lots of area salons in recent years, not one wished me a happy birthday or attempted to get me back in the door with a birthday offer. I’m going out soon to celebrate my birthday. I probably would have taken advantage of getting a nice blow out for the occasion.

Believe me, a little generosity goes a long way.  Another great reason to extend a birthday present is to create loyalty.  It takes about three visits to the same salon/stylist before a person starts to feel some sense of loyalty to them.  If I was a new customer at your salon, that discounted birthday blow out or makeup application might get me back in for that key 3rd visit much sooner than I would have scheduled.

We are building relationships here to create loyalty.   Loyalty brings referrals and keeps customers at your salon.  If their favorite technician leaves, will they still be loyal to the salon?  That’s really up to you and how you treat your clients over the course of their patronage.

Breast Cancer Awareness t-shirt for $5.95

We are just a few weeks away from the start of Breast Cancer Awareness month.  Without a doubt, someone who has sat in your chair knows a survivor, patient or remembers someone who fought.  This is a critical time for salon owners and staff members to connect with your clients on another level.  Show your support for your community, friends, and clients by marking the month with special promotions and highlights to show you care.

Here are a few ideas:

• Kerastase Salons- advertise the pink Chrome line and donate a percentage of sales for the month to Breast Cancer Awareness
• Have staff members who are bold enough dye a streak of hair bright pink! It’s fun and will definitely be a great way to promote BCA through pictures online and in the salon
• If you have a salon uniform (or even if you don’t) change it up for October by incorporating pink.  PinkRibbonShop.com has a great selection of Breast Cancer Awareness t-shirts that start as low as $5.95. You can also get pink bands to wear around the wrist.
• Put a collection box (wrapped in pink wrapping paper) at the front of the salon.  Encourage donations by letting everyone know that your salon will match however much is collected and the money will go to the Breast Cancer Awareness organization

These are just a few ideas. We can come up with so much more and this is an important cause to recognize.

Call me if you want to brainstorm, 732 757 7944.

Stacey

For instance, if you’re browsing a page about a salon in New Jersey, Google Related will assist you by displaying useful information about this salon such as the location of the salon on a map, user reviews, related restaurants in the area, and other webpages related to New Jersey hair salons– all in one place.

From the consumer experience, this can be really helpful. From the local salon’s experience, this can be really hurtful.

Consumer Reviews More Important Than Ever Now

One of the key factors now that can make your business sink or swim with Google Related is the number of consumer reviews your business has.  Consumers can post reviews about your business online with Google Maps, Judy’s Book, Yelp, etc.  A proactive Internet Reputation Management strategy would consistently encourage customers/clients/guests to write positive reviews about your business online and reward them for doing so.

Take a look at Google’s snapshot below.  This is a mock-up of a consumer experience visiting the restaurant of a local website. Notice the bottom of the picture.  There are multiple options for this user to learn more about this restaurant…or others. The first tab is a map of where to find the restaurant, the second tab lists their consumer reviews (3 for this restaurant) and the other tab lists other ‘related’ restaurants in the area.

If you don’t have a massive amount of consumer reviews praising your business, what’s stopping them from taking Google’s assistance and checking out what other businesses Google recommends? Perhaps these other buisnesses have rave reviews posted about them online. Guess what? If they do….you’re done.

Is everyone using Google related?  No.  Should you still be concerned? Yes.

How to Maximize Google Related for Your Business

The best thing to do is to implement a customer review strategy asap.  We can help.  There are a few ways.  One is to add a button to your existing website that says ‘reviews’.  We will create a page that has direct links to anyplace online where customers can review your business.  To get customers to post reviews, we will design a postcard that asks them to review your business online in return for a small reward. The postcard will direct them to your website…..JaneSmithSalon.com/Reviews

Once they write their review, they email you a copy of the review and you either send them a gift certificate or whatever small prize you had promised.

This works excellent for salons, spas, restaurants, doctors, chiropractors, car dealers, etc.

Simple!  Effective! 

Call me if you want to start.  732-757-7944.

Now Webwire.com has stepped it up a notch to include the ability to hyperlink text to live URLs as well as basic formatting function for the body of the PR (bold, underline, etc).  A new option has also been added to include a summary/teaser for your PR. This is important because this is another opportunity to utilize your keywords to get you noticed.  You can also add bullet points or a numbered list much easier now.

If you’re looking for an inexpensive press release newswire to submit your company’s news and announcements, you have to check out Webwire.com. If you draft your press release properly, you will be impressed with the results!

If you are a business that plans SEO strategies around the holidays or major events, these tips are worth reading.  Much of it is common sense but you’d be surprised how much of common sense gets lost in the garbage.  It’s to no fault of the business owner who is usually running around wearing multiple hats.  That’s why it helps to have a local SEO company to help with the planning phases of your marketing tactics.

Here are a good few good tips from our friends at Search Engine Land to keep in mind:

For seasonal and locally focused SEO campaigns consider the following tips.

1.  Plan Ahead

If you want to rank for a seasonal keyword like “back to school sale” in your city, you’ll probably want to try to rank for the query ahead of time. While putting up a great piece of content and getting links at the time of the event can work, as people are more likely to link to something that’s current, I have found it’s more reliable to get your content indexed and linked way ahead of time.

During the actual time you want to have the best rankings, you can also add additional content that targets variations of the keyword and links back to the original page you are trying to rank. This can both bolster the original page as well provide an additional URL that can rank.

2.  Understand The Time Window

Planning for your New Years Eve party usually starts around December 1st. So if you’re a restaurant, you’ll want to rank for “New Years Eve menu” well before New Years Eve comes around.

3.  Understand The SERPs For Your Keyword

While Google and Bing update their various SERP displays regularly, having a handle on the different SERP inventory available for your target keyword is a good idea.

If Google is showing a lot of images, then you know you need to work on image optimization. If there are Shopping results as in the backpack example, you know you need to get your inventory in Google Shopping.

For event-based keywords like “Black Friday Shopping”, Google often shows relevant News links above the organic results around the time of the event. For the News results, consider writing an article on “Black Friday Shopping” for your local newspaper.

Often times, SERPs with News results also show blog results, so this would be an indication that you might want to add some content about the event to your blog. If it’s a hot term, update your blog regularly throughout the day, as Google will often update these links with the latest content.

4.  Create An Editorial Calendar

One of the challenges (and opportunities) with the Web is that it forces businesses to start thinking like publishers. But businesses should already know when their hot seasons are.

They also should know the types of products people will be looking for and the types of questions they will be asking search engines. Map out the seasons that effect you in a editorial calendar spreadsheet and start figuring out where your areas of SEO opportunity are going to be over the next year.

To help you get started, I have created a Local SEO Seasonal Calendar that shows some of the major events for the year, complete with relevant local business categories/keywords for those events and the window of time for each.

And remember, with local SEO, ’tis always the season.

For more information on Search Engine Optimization, send us an email or call 732-757-7944.