Lorraine Duncan's Blog

7 Ninja Tweaks to Skyrocket Your Restoration Company’s Google Ads ROI

In the fast-paced world of digital marketing, Google Ads stands as a colossus, offering a beacon of opportunity for restoration companies. With a landscape as competitive as the peaks of Everest, standing out is not just a goal, it’s a necessity. This guide isn’t just about navigating the Google Ads terrain; it’s about mastering it. You’re about to embark on a journey through seven transformative tweaks, each a stepping stone to elevate your Google Ads ROI to unprecedented heights.

1. Understanding Your Target Audience The Heart of the Campaign

Pinpoint Your Ideal Customer: Imagine your perfect client. Are they commercial property managers reeling from flood damage, or homeowners distressed by fire? Knowing who you’re targeting is half the battle won.

Demographics & Psychographics: Age, location, income level – these aren’t just data points, they’re the compass that guides your ad targeting. Dive deeper. Understand their fears, needs, and desires.

Customer Pain Points: In the world of restoration, the client’s distress is your cue. Your ads should not just offer a service, but a solution to these pain points.

2. Keyword Mastery The Art of Being Found

Balance Broad and Niche Keywords: It’s like walking a tightrope. Too broad, and you’re lost in the crowd. Too niche, and you’re whispering in an empty room. Find the sweet spot.

Long-Tail Keywords: These are your secret weapons. “Emergency water damage restoration in Phoenix” might not have the volume, but it has the precision to hit your target audience.

Negative Keywords: This is your shield. Block irrelevant queries. If you don’t do mold remediation, make sure “mold” is a negative keyword.

3. Optimizing Ad Copy The Symphony of Words

Compelling and Relevant: Your ad copy should sing. It should resonate with urgency and understanding. “24/7 Fire Damage Restoration – We’re Here When You Need Us Most.”

Unique Selling Points: What makes your service special? Is it your lightning-fast response, your decades of experience, or your compassionate customer service? Highlight these in your ads.

Strong CTAs: Call-to-actions are your chorus. “Call Now for Immediate Assistance” – it’s clear, it’s urgent, and it drives action.

4. Leveraging Local SEO The Local Champion

Local SEO’s Importance: In the restoration business, local is everything. Your ads should be the neighborhood hero, the first name that comes to mind in a crisis.

Local Keywords Integration: Include city, neighborhood, and region-specific keywords. “Miami Water Damage Restoration” not only targets the right audience but also boosts your local relevance.

Google My Business: This is your local outpost. Make sure your Google My Business profile is optimized and linked to your ads.

5. Conversion Tracking and Analytics The Map to Treasure

Setup Conversion Tracking: What can’t be measured can’t be improved. Track calls, form submissions, and email inquiries directly from your ads.

Analyze and Understand: Like a sage reading the stars, understand what your data tells you. Which ads bring the most leads? What time does your audience engage the most?

Data-Driven Decisions: Use this knowledge to refine your campaigns. Allocate budgets to high-performing ads and pause the underperformers.

6. Landing Page Optimization Your Digital Storefront

Converting Landing Pages: Your ad caught their attention, now your landing page needs to seal the deal. It should be a mirror reflection of your ad’s promise.

Consistency is Key: If your ad speaks about immediate flood damage repair, your landing page should echo that message loud and clear.

Speed and Mobile Optimization: In an emergency, speed is of the essence. Ensure your landing page loads quickly and is mobile-friendly.

7. Advanced Bidding Strategies The Master’s Move

Understanding Bidding Options: Know your tools – from cost-per-click (CPC) to cost-per-acquisition (CPA). Each has its place and purpose.

Smart Bidding: Embrace the power of AI with Google’s smart bidding strategies. Let machine learning optimize your bids for the best possible outcome.

Adjust Bids for Performance: Not all hours are equal. Maybe your audience is more active during evenings or weekends. Adjust your bids to capture these peak times.

As we wrap up this journey, remember, these seven tweaks are more than just strategies; they’re the transformation your restoration company’s Google Ads campaigns need to thrive in a competitive digital landscape. Implement them, and watch your ROI soar like an eagle in the sky.

Call-to-Action

Ready to elevate your Google Ads to the next level? Contact us for a personalized consultation and let’s turn your ads into ROI-generating machines. Let’s restore, together.

Key Takeaways

Target Audience Precision: Understand and define your ideal customer profile to ensure your ads are reaching the right people.

Keyword Balance: Master the balance between broad and niche keywords, and utilize long-tail keywords for specific restoration services while employing negative keywords to filter out irrelevant traffic.

Ad Copy Optimization: Craft compelling, relevant ad copy with strong calls-to-action, highlighting your unique selling points and emergency response capabilities.

Local SEO Leverage: Utilize local SEO strategies, including local keyword integration and optimizing your Google My Business profile, to boost local visibility and relevance.

Analytics for Informed Decisions: Set up conversion tracking and use analytics to understand ad performance, making data-driven decisions to optimize campaigns.

Landing Page Effectiveness: Ensure your landing pages are consistent with your ad messaging, optimized for speed, and mobile-friendly to increase conversions.

Smart Bidding Strategies: Use advanced bidding strategies and smart bidding options to maximize ad performance and adjust bids according to peak times and audience activity.

FAQ Section

Q: How important is it to use local keywords in my Google Ads?

A: It’s crucial for restoration companies. Using local keywords helps target your audience more precisely, ensuring your ads reach potential customers in your service area, which is especially important for emergency services like restoration.

Q: What are negative keywords, and why are they important?

A: Negative keywords are terms that you specify to prevent your ad from being triggered by certain words or phrases. They’re important because they help filter out irrelevant traffic, saving your ad budget for users who are more likely to convert.

Q: How can I make sure my landing pages are effective?

A: Your landing pages should be a direct continuation of your ad’s message, with clear, consistent content and a strong call-to-action. They should also load quickly and be optimized for mobile devices to cater to users in urgent situations.

Q: Can Google Ads really help my restoration company grow?

A: Absolutely. With the right strategy, Google Ads can significantly increase your online visibility, attract more relevant traffic, and ultimately lead to more business. It’s a powerful tool for growth, especially in competitive markets.

Q: Is it worth investing in professional help for managing Google Ads?

A: For many restoration companies, yes. Professional Google Ads management can help you navigate the complexities of online advertising, optimize your campaigns for better ROI, and save you time so you can focus on running your business.

SEO Secrets Revealed: 5 Quick Wins to Boost Your Restoration Website Traffic Overnight

In the digital era, visibility is the lifeline of any business, especially for restoration companies. The competition is fierce, and the difference between a thriving business and an overlooked one often lies in effective Search Engine Optimization (SEO). But fear not! The secrets to unlocking a flood of website traffic are at your fingertips, and they're easier to implement than you might think.

Understanding the Basics of SEO for Restoration Websites

First things first, let's demystify SEO. In simple terms, SEO is the art and science of making your website more appealing to search engines like Google. For restoration companies, this means not just any traffic, but traffic that converts – local homeowners and businesses in need of your services. Local SEO, with its focus on geographically-related searches, is your golden ticket. Think about it - when disaster strikes, your potential clients are searching for quick, local solutions. Keywords like "water damage repair in [Your City]" or "local fire restoration services" should be your bread and butter.

Quick Win #1: Optimize Your Website for Mobile Users

Did you know that over 50% of web traffic comes from mobile devices? That's half of your potential customers! A mobile-friendly website is no longer optional; it's imperative. Start by checking your website’s mobile responsiveness. Adjust layouts, compress images, and ensure easy navigation. Remember, a mobile-friendly site isn't just about aesthetics; it’s about functionality.

Quick Win #2: Leverage Local SEO Strategies

Local SEO is like planting your flag on the digital map. Begin with a robust Google My Business profile. This is your digital storefront. Fill it with accurate information, enticing images, and real customer reviews. Next, sprinkle local keywords throughout your website – in titles, descriptions, and content. Don’t forget to build a network of local citations and backlinks. Think of these as the digital equivalent of word-of-mouth recommendations.

Quick Win #3: Improve Website Speed

Patience is a virtue, but not when it comes to website loading times. A slow website is a fast way to lose potential clients. Tools like Google PageSpeed Insights can be your guide to a faster site. Compress images, minimize code, and leverage browser caching. Every second saved enhances user experience and boosts your SEO score.

Quick Win #4: Utilize Strategic Keywords Related to Restoration Services

Keywords are the compass that guides customers to your site. Conduct thorough keyword research specific to restoration services. Use tools like SEMrush or Google Keyword Planner. Incorporate these keywords naturally into your content – think blogs, service pages, and FAQs. Long-tail keywords, though less common, can be goldmines for attracting specific searches.

Quick Win #5: Create Quality, Industry-Specific Content

Content is king, and in the realm of SEO, this adage holds true. Create informative, engaging content that addresses your audience's pain points – be it water damage tips or mold prevention guides. This not only positions you as an authority in your field but also attracts valuable backlinks, further boosting your SEO prowess.

Integrating Social Media for Enhanced Visibility

Social media is the megaphone that amplifies your online presence. Use platforms like Facebook and Instagram to showcase your services, share customer testimonials, and post before-and-after project photos. Engaging content on social media not only builds brand awareness but also drives traffic back to your website.

SEO isn't a mystical art; it's a strategic, achievable approach to digital marketing. By implementing these quick wins, you can dramatically boost your restoration website's traffic overnight. Remember, the digital world is constantly evolving, and so should your SEO strategies. Stay informed, stay agile, and watch your business grow.

Additional Resources

For those hungry for more, delve into our treasure trove of SEO tools and guides. From advanced keyword research to in-depth local SEO tactics, we've got you covered. Remember, in the world of SEO, knowledge is power, and action is success. Let's turn those digital clicks into real-life clients!

Key Takeaways

Mobile Optimization is Crucial: Over half of web traffic comes from mobile devices. Ensuring your restoration website is mobile-friendly is essential for attracting and retaining visitors.
Local SEO is a Game-Changer: Leveraging local SEO, especially through Google My Business and local keywords, is vital for restoration companies to attract local clientele in need of immediate services.
Website Speed Matters: A fast-loading website improves user experience and boosts your SEO ranking. Regularly test and optimize your site’s speed for better performance.
Strategic Keyword Usage: Conduct thorough research to identify and incorporate relevant keywords related to restoration services. This helps in attracting targeted traffic that is more likely to convert.
Quality Content Builds Authority: Creating informative, engaging, and industry-specific content establishes your expertise and attracts valuable backlinks, enhancing your SEO efforts.

FAQ Section

Q: How often should I update my website for SEO purposes?

A: SEO is an ongoing process. Regular updates, at least once a month, are recommended. This can include adding new content, updating existing information, or optimizing for new keywords.

Q: Can social media directly affect my website's SEO?

A: While social media doesn't directly impact SEO rankings, it enhances online visibility, drives traffic to your site, and increases brand recognition, all of which indirectly benefit your SEO efforts.

Q: Is it worth investing in professional SEO services?

A: Yes, especially if you're not familiar with the intricacies of SEO. Professional SEO services can provide tailored strategies, ongoing optimization, and analytics tracking, which can significantly improve your website's performance.

Q: How long does it take to see results from SEO changes?

A: SEO results are not immediate. Typically, it can take several months to see significant changes in website traffic and rankings. Consistency and patience are key.

Q: Should I focus more on local or general SEO?

A: For restoration companies, local SEO should be the primary focus. Your services are location-specific, and your potential customers are usually seeking immediate local solutions. General SEO is also important but should be secondary to local strategies.

5 Google Ads Hacks to Flood Your Restoration Company with Leads

In the fast-paced digital world, Google Ads stands as a beacon of opportunity for restoration companies. Like a lighthouse guiding ships through stormy seas, Google Ads can illuminate the path to abundant leads and thriving business. This post unveils five transformative hacks, each a beacon in its own right, to revolutionize your Google Ads strategy.

Hack 1: Geo-Targeting for Precision Marketing

Imagine casting a net that only snags the fish you want. That’s geo-targeting.

 

The What and Why: Geo-targeting allows you to target ads to specific geographic locations. For restoration companies, whose services are often urgently needed and locally provided, this is a game-changer.


The How-To: Start by identifying the areas where your services are most in demand. Then, tailor your Google Ads campaigns to these locales. Include local landmarks or references in your ad copy to resonate with a local audience.


Real-World Success: Case studies show restoration companies doubling their lead generation by focusing their efforts on high-demand areas.

 

Hack 2: Utilizing Negative Keywords to Refine Audience Targeting

Negative keywords are the unsung heroes of Google Ads. They ensure your ads don't appear for irrelevant searches, saving your budget for those who truly need your services.

 

Understanding the Importance: Adding negative keywords is like pruning a tree; it helps your ad campaigns grow stronger and healthier.


Implementation Strategy: Regularly review your campaign analytics to identify irrelevant search terms. Add these as negative keywords to refine your audience targeting.


Impact: Expect a marked improvement in campaign efficiency and lead quality.

 

Hack 3: Leveraging Ad Extensions to Enhance Visibility

Ad extensions are like spices in a dish; they enhance the flavor of your ads, making them more appealing and informative.

 

Types and Selection: Explore site link, callout, and structured snippet extensions. Choose those that best showcase your services, like ‘24/7 Emergency Response’ or ‘Free Damage Assessment’.


Strategy for Use: Use extensions to provide additional information and trust signals, like years of service or certifications.


Effective Examples: Restoration companies have seen click-through rates soar by adding relevant extensions that provide immediate value to potential clients.

 

Hack 4: Optimizing for Mobile Users

With most searches now on mobile, ignoring this audience is like sailing a ship with a torn sail; you won’t get far.

 

Importance of Mobile Optimization: Ensure your ad copy and landing pages are concise, fast-loading, and easy to navigate on mobile devices.


Mobile Targeting Techniques: Use ad formats and extensions specifically designed for mobile. Consider call-only campaigns for clients who need quick responses.


Measuring Success: Track mobile-specific metrics and continuously refine your approach based on this data.

 

Hack 5: Implementing Retargeting Campaigns for Increased Conversion

Retargeting is the art of reminding. It nudges those who showed interest but didn’t commit, gently guiding them back.

 

Benefits and Setup: Retargeting keeps your services top-of-mind for those who have previously interacted with your ads or website. Use Google Ads’ retargeting tools to set up these campaigns.


Crafting Effective Ads: Personalize your retargeting ads based on the services the potential clients viewed.


Analyzing Performance: Regularly review retargeting campaign performance to adjust strategies for maximum impact.

 

These five hacks are more than just tips; they're transformative strategies designed to propel your restoration company to new heights in lead generation. Remember, Google Ads is not just a tool; it’s a powerful engine that, when fine-tuned with these hacks, can drive your business forward at full speed.

Key Takeaways:

Geo-Targeting is Crucial: Focus your ad campaigns on specific geographic areas where your services are most needed to maximize efficiency and relevance.
Use Negative Keywords Wisely: Implementing negative keywords refines your targeting, ensuring your ads reach the right audience while saving budget.
Enhance with Ad Extensions: Utilize ad extensions to provide additional valuable information, increasing the visibility and appeal of your ads.
Optimize for Mobile Users: With the majority of searches occurring on mobile, ensure your ads and landing pages are mobile-friendly to capture this significant audience.
Implement Retargeting Campaigns: Use retargeting to keep your services top-of-mind for potential clients who showed initial interest, increasing the likelihood of conversion.

FAQ Section:

Q: How does geo-targeting specifically benefit a restoration company?

A: Geo-targeting allows restoration companies to focus their ads on specific areas where their services are most likely needed, such as regions prone to certain types of damage. This precision targeting ensures the ads are seen by a relevant local audience, increasing the likelihood of generating high-quality leads.

Q: Can you give an example of a negative keyword for a restoration company?

A: Sure! If a restoration company specializes in water damage but not fire damage, then "fire damage repair" could be a negative keyword. This prevents the ad from showing up in searches irrelevant to the company's services.

Q: What are some effective ad extensions for restoration companies?

A: Useful ad extensions include call extensions (allowing customers to call directly from the ad), location extensions (showing your business location), and sitelink extensions (linking to specific pages on your website like 'Services' or 'Contact Us').

Q: Why is mobile optimization important for Google Ads?

A: Mobile optimization is vital because a significant portion of internet users browse on mobile devices. Ads and websites not optimized for mobile may not display correctly, leading to a poor user experience and potential loss of leads.

Q: How does retargeting work in Google Ads?

A: Retargeting in Google Ads involves showing ads to users who have previously interacted with your website or ads but didn't convert. It works by using cookies to follow users on the web and displaying your ads on other sites they visit, thereby reminding them of your services and encouraging them to revisit your site.

Ready to revamp your Google Ads strategy with these hacks? Contact us for a free consultation and let’s explore how we can turbocharge your lead generation. Don’t forget to subscribe for more insights and strategies tailored for restoration companies. Together, let’s turn your Google Ads campaigns into lead-generating powerhouses!

Going Deeper With Social Media

Social media is everywhere. If you’re like me, you know you have to be engaging on it. I confess, I’m not always on it, and I do social media marketing and management for a living. Crazy, huh? It can feel like there is so much content out there, there’s nothing new to be said. And I want my content to be engaging and relevant and new. So I’m on a mission. My mission is to go deeper on my blog, with social media, and in my life.

So how in the world am I going to do that in a culture on information overload? I feel like an information junkie. Do you ever feel that way? I’m sure we all have at one point or another. Start by engaging. I’m going to ask you a couple point blank questions: Are you engaging with your list and your various connections on social media? What are you doing to engage them? Here are three steps for engaging.

1. Talk to them, not at them!

I’m learning this over and over again—when I talk to people by adding a human element, I get a response. No one likes to be talked at. Here’s an example of what not to do (and I’ve been guilty of this one). Writing “Read My Blog Post!” or “Attend my webinar!”! It is essential to provide a safe place to nurture a two-way conversation.

2. Provide valuable content and encourage your audience to give feedback.

One of my favorite things to do is my video social media tip, and I always ask things like, “Does this work for you?” or “What are your thoughts on this?” This really starts the conversation rolling.

3. Look for ways to always start a conversation by focusing on your readers and their needs. I love to ask questions to find out what my audience needs.

I love to find out what they are doing in their business. For example, I once posted a challenge on a Friday video tip. I discussed a strategy and I asked them to implement it and then to tell me how it went on Monday. That exercise garnered a great response. The biggest thing for engaging more is to create relationships with the people you come in contact with, whether online or in person. What do you do to engage more on social media?

Creating Opportunities and Opening Doors with Social Media

There is a great quote by Milton Berle that I just love: “If opportunity does not knock, then build a door,” In other words, don’t sit around and wait for an opportunity, go out and work and make one. At least, this is what it means to me.

Social media is no different. You have to build that door! Are you making your own opportunities? I believe one of the biggest opportunities out there for small business is social media marketing. The problem is, most of us are missing it. I would like to share with you three opportunities for you to create by using social media.

1. Listen first, and then engage.

I believe if you will listen, you will find an opportunity somewhere to connect and engage with potential clients. Start visiting various targeted groups. Listen to what is going on in that group, and then start commenting on the posts or answering some questions. People will take notice, and some will want to know more about you. That’s how relationships are cultivated and clients are obtained. I’ve been listening a lot lately, and I learn more about my clients and potential clients every day. In fact, I have a whole Word document created for it.

2. Share good content that solves your target market’s problem.

Sharing across all the social media boards gets you a lot of visibility. I shared some of my content with groups last week, and someone contacted me wanting to know more about what I did with social media. That post, and the subsequent conversation, resulted in me getting a new client. Interestingly enough, in my aforementioned Word document, one of the most common statements is, “I just need a solution for my problem that converts.” Everyone is looking for a solution to a problem.

3. Write a personal note.

On LinkedIn, I do this with every invitation I accept. It doesn’t take long. Here’s an example of such a response from me: Just saying hello. It’s great connecting with you. If I can help you in any way, just reach out. The cool thing is, I end up with several reach outs asking me if they can set up a call with me to learn more about social media. I have gotten many clients using this strategy. It’s such a little thing, but it is powerful.

Social Media Game Plan Execution

Ready, Set, Hike! American Football is one of those sports that relies heavily on strategic game plans. One of the most fascinating things about football is seeing whose plan—and whose execution—is better. The best-prepared team wins. As in football, social media marketing benefits from strategic planning. If you want to be successful in your social media marketing, a strong plan and faithful execution are essential.

It starts with one little step. That first step is the hardest! For the sake of your business, take that one step. You will thank me later. 

There are a few things you need to know about social media plans. 

You cannot follow a template that belongs to someone else.
Why? It’s important you make your plan according to what you need in your business for your marketing success. The plan should be in your unique voice!
This marketing plan is written not to get money from the banks.
That’s a business plan. And if you haven’t got a social media marketing plan, I really doubt you have a business plan.
You need to know what you’re getting into with a social media marketing plan.
Basically, you are making a commitment—a commitment to your fans and connections to provide regular, high-quality content!

I’m not writing this to make you panic. These are just some easy ways to move forward in your social marketing plan making. It’s a common-sense approach.

I use a planner and my iCalendar. You need to choose the method that’s right for you. Here are some questions you need to ask yourself.

Why should I market my business with social media?
How often should I market with social media?
What am I hoping to accomplish?
What do I want my end result to be?

At some point, you may want to organize it more. You don’t have to, though. The point is, this should be relatively painless and very easily understood by you.

Do your social media marketing plan any way you would like. It can be words or pictures or bullets or stories. You need to do whatever comes naturally for you to accomplish great results. Again, I’d like to recommend monthly themes. For me, my focus is on social media. So one month I will concentrate on LinkedIn, then the next month I might spend some time talking about Facebook. That way my monthly message is consistent no matter how a viewer comes to me.

Then comes the hard part of a game plan—execution. Execution of your game plan is the part that will move you forward.

An example of executing a game plan could be as simple as going onto LinkedIn three times a day, perhaps right after breakfast, lunch, and dinner so you don’t forget and always act at roughly the same time. The next part of the example would be the specifics. After breakfast, answer all LinkedIn emails. After lunch, look into two or three groups and participate. After dinner, accept connection requests with a personal note.

Doing what you love in your business takes up a lot of your time. That’s why you have to have fun while you do it. Writing social media marketing plans somehow does not feel like fun. Social media plans can be overwhelming and stressful. But think about the end result—a plan made specifically for your business. 

If you really don’t want to make the plan or cannot find the time, maybe you just need to delegate the task. What have you done lately to delegate? 

Creative Strategies That You Should Try!

Sometimes we need to be creative when we are implementing social media strategy. Try these right away and see what works for you.

1. Ask Questions:
 This is the easiest strategy. Be straightforward with your questions and make it sound like you really want an answer. One idea is to ask for advice. Your audience’s opinion matters and believe it or not, people love to give opinions. Plus, they like to help. Another kind of question you could ask is what their favorite is and make it relate to something in your business.

Also, you can make the question visual by having them pick something. Whatever it is, you decide and have fun with it.

 2. Try organizing a contest! This strategy works very well. When hosting a contest, there are some things important for its success. You must be very clear on the rules. Make sure the rules can be understood. Pick a prize that has something to do with your business. And make the deadline doable.

3. Tag and share others’ content. I think it’s so important to do this in your business. Posting great articles that help other people is good for you as a business owner. Tag the author to give them credit. If you do this, sometimes they will comment on the post.

4. Get involved in a social cause.  I love companies that donate or share with people who are less fortunate. TOMS shoes is a great example of that. If you can pair up with a cause, it creates an incentive to buy and makes your customers feel like they have helped. It’s important to be authentic in who you are—do not support a cause you don’t believe in. Support something that goes with who you are as a person and what you value.

5. Take advantage of the holidays. Let’s face it, people love to spend money during the holiday season. Be creative in your content so you’re fun rather than salesy. Have an hour sale. Maybe give something away with it. Do a buy-one/get-one-free promo.

These are only a few of the many extra strategies you can use in your business right away. Just remember... whatever you do, be authentic to who you are and what you are sharing.

Post Content that is Successful

When I browse through the different posts on Facebook, Twitter, and Instagram, I sometimes wonder if there was any thought at all put into some of the messages. My strategy for posting relies on four pillars: fun, relevance, emotion, and honesty.

Here are a few of my thoughts on how you can create great social media content that engages by sticking to these four tenets. These are the questions I ask myself before I post anything.

1. Is it fun? 
 If you are just doing it because you think you have to, then you may as well not do it at all. I have a blast posting, sharing, and connecting with others. There is an excitement about it. I advise you to keep the excitement going. Don’t post out of obligation but post out of the joy of connecting and giving to others. Make your audience laugh. Laughter sometimes is the best medicine! Sometimes having a sense of humor goes a long way!

2. Is it relevant? 
 Here is where it gets trickier. Post content that drives your ideal audience to want more. This way, they will come back. Make your content about them and the problems and pains they need to solve. This is where knowing what your audience wants is so important. You want to provide content that will help them, make them think, and hopefully cause a reaction. Always strive to cause a reaction. Remember it’s about them, not you!

3. Is it emotional? 
 Are you pushing those emotional buttons? Are you sharing some of your real feelings? When you write about what you are truly passionate about, people will engage. Sometimes I write about what breaks my heart. Sometimes I write about what makes me happy. Hitting the emotional side of your audience will cause them to engage more. Plus, in the long run, it will gain you clients.

4. Is it honest? Honesty is the best policy. Be true. Share your heart! There is nothing like making a true connection. Show that you’ve been in their situations. Walk that extra mile in their shoes. Take a stand on something you believe in. Post your heart! Connect with your heart!

I always want to connect with honesty. Sharing who and what I am is important to me.

I believe if you abide by these four principles, you will get more engagement on your posts.

What is your Message on Social Media?

I’m a person who loves walking on the beach. Every once in a while, I find a great shell or a very cool rock. One time I found a bottle with a message in it, and it wasn’t S.O.S. (Who remembers the song “Message in the Bottle” song by Police?) It was a yellow piece of paper that said: You are loved. I don’t know who sent it, but the message was clear, and for the rest of the day, I was quite encouraged. Why am I telling you this? I’m telling you this to spur you on to make sure your message is clear and out there when you are working on social media posts for your business. Here are some pointers for you:

1. Keep it simple, short and sweet. 
 Sometimes the shorter, the better. I love Nike’s slogan: “Just Do It.”

It is short, but you get the point. You don’t want to put your audience to sleep with a long and drawn-out post. 


2. Always post relevant content. 
 There is a question I always ask myself when posting. Will this content help my audience? If not, then I don’t post it. I ask this question even when I’m sharing someone else’s content. Having relevant content will keep your audience coming back.


3. Stay consistent. 
 You want your audience when reading your content to hear you and your voice. Staying consistent is the only way to do that. I tell my clients that all the time. I ask them for content so I can hear their voices and make sure all company messages sound the same. I have a colleague who always says stuff like, “Good Morning, Buttercup.” That is her voice. If I said something like that, my audience would know right away that wasn’t me. 


4. Inspire your audience. 
 The message in the bottle inspired me and made me feel good for the rest of the day. This is how you want your audience to feel when they read your content. It creates the need to come back. And sometimes it inspires your audience to share, which is a big bonus. 


4. Share your knowledge about your niche. 
 When people see how much you know and are willing to share, they will come back for more. This helps them recognize how much you know. The bottom line is, that if you know a little bit more than your audience, it will make you very marketable.


5. Make your marketing message stand out. 
 Be attractive, so viewers (potential clients) will stay when they land on your page. Make sure you are sending the message on your social media pages that they are welcome. Being friendly is the best policy when it comes to standing out. Also, make your posts fresh, but not too outlandish. Super Bowl commercials are usually great, but some stand out more than others. Who remembers the Anheuser-Busch Clydesdales? Everyone. What about the “Puppy, Baby, Monkey” ads? That particular commercial was a bit of an epic fail. Why? Everyone was so freaked out by it, that they couldn’t remember that the ad was for Mountain Dew. 


6. Be real. 
 Be authentic, be yourself. Show that you care through your branding. Show that you have feelings through your posts. Remember this: “People don’t care how much you know until they know how much you care.” Part of being real is to show your audience through your branding how much you care.


I hope this helps you in your journey of messaging.

Connecting to the Right People on Social Media

It’s so important to follow the right people while you are using different social media platforms. Doing so will generate more warm leads for your business, and it will grow your business. These are some of the strategies I use to find and follow these people.

1. Start with people you know. 
 This could be long-time friends or someone you just met at a networking event. The idea is to connect with people you could help with your services. Brainstorm ways to find people to connect with. I usually go after former clients I enjoyed working with. This makes for a perfect following.

2. Find strategic influencers in your field. 
 They will help you connect with others. Share their content. Study what they do. Find out who they are following. Learn everything about them.

3. Always build relationships first. 
 You should begin creating a relationship of “know-like-trust” with all your connections. Do this before you start asking them to buy something. Show them that you want to get to know them and you didn’t connect with them solely because you wanted something from them.

4. Be relatable. 
 The more you can relate to your audience, the bigger potential you will have of making good connections and great clients. You can relate by sharing great content that will help them with their solutions. Remember, it’s always about them and never about you.

Finding the right people on social media does not happen overnight. It takes consistency and research. Once you start doing this every day, you will be well on your way to collecting a great number of followers who can help you while you add value to their lives.

CREEPY CONNECTORS

Many of us are open networkers on social media. I include myself in this group. Lately, I’m noticing some really creepy things going on. I thought I would address these and offer tips for dealing with it and/or preventing it.

1. This is not the place for the dating game. 
 I am a professional, looking to connect with other professionals to collaborate with or work for. I’m not looking for a soul mate. I’ve already found mine. It would be better if these daters could use other avenues, not social media. If you ask someone to connect because you want to establish a dating relationship, most people will not connect. In fact, I often report them, especially on LinkedIn.

2. No, I don’t want to read your eight-paragraph sales pitch right after we connect. Seriously, if I met you at a networking event, would you go on for thirty minutes about yourself and how wonderful your product or service is? Do you think people want to read all that? Instead, one paragraph on how excited you are to connect with them would be fine. And then as a bonus, give them an article or something in a link that will help them in their field of expertise.

3. Customize every connection request you make, especially on LinkedIn. 
 If you want to connect with other people who might someday be a good strategic partner or a client, don’t use the generic statement, “I’d like to connect with you on LinkedIn.” This sends the message that you don’t care and there is no reason for them to accept your request. Give someone a reason to connect. I personalize most connection requests. Especially if I meet someone and we specifically talk about a certain subject.

Here is an example of a great reach-out that I did. 


“Hey, John. It was great meeting you at the Chamber meeting this morning. Thank you for discussing your business with me. Here is a great article (ARTICLE LINK) I think might help you. I would love to connect with you because I believe we would make good referral partners. Thanks, Lorraine.” 


It’s that simple. Just make the request personal, and you will have so much success on LinkedIn.

4. I really have no clue who you are. 
 There are so many people out there who try to connect with me who I don’t know and can’t know. You might be saying, “But Lorraine, you said you are an open networker.” That’s true, I am. But I also have a set of best-practices to follow. Here are my rules for connecting:

a. You must have a profile picture and summary because if I don’t know you personally, the only way I can get to know you is through the picture and the summary.

 b. Have a robust profile (complete or nearly complete), so viewers know whether they want to connect with you.

c. You have to have at least two hundred connections so I know you are not a spammer. (Of course, this isn’t a solid rule. Someone may be just starting out and not have many connections. On the other hand, someone may pass all the barriers to entry and still spam you to death.)

5. Fe, Fi, Fo, Fum I smell the spam! 
   

This is not the ham or the blood of an Englishman. This is a spammer! Yikes! Run, Run, Run! These are people who usually have no profile picture or no connections. My encounter with one happened the other day. This person connected with me and then spammed all my connections. Wow, not very nice.

My purpose for writing these points is to help you be a better networker on social media. If you stay away from these creepy things, I believe you will have success.