Get Your Business Liked Outside Facebook
February 28, 2011 by Mary Ellen · Leave a Comment
The “thumbs up” interactive Facebook “Like” is one of many top-of-mind business strategies. If you’ve yet to make the leap to Facebook, relax. Other top-of-mind strategies exist.
Today’s post focuses on an oft-overlooked traditional visibility opportunity, the op ed. What is it?
According to Wikipedia:
An op-ed, abbreviated from opposite the editorial page (though often believed to be abbreviated from opinion-editorial), is a newspaper article that expresses the opinions of a named writer who is usually unaffiliated with the newspaper’s editorial board.
Timing is essential. The op-ed gives a CEO the opportunity to make a point around a news event or situation, a topic of interest or some trend affecting the population.
Op-ed pieces offer tremendous advantages. Your opinion prominently displayed in a print publication is credibility. It is good publicity for you and your company.
There are a couple of disadvantages, however. Lead time is important. Even though your submission may be tied to news of the day, most publications have a longer deadline imposed on op-ed pieces.
The preparation could prove daunting if you are not a good writer. The New York Times receives thousands of op-ed submissions weekly, so getting to the top of the list involves more than mere chance.
You’ll need to present or pitch your idea to the editor ahead of time. Such a presentation ensures the work involved is not in vain. If the editor likes the idea he/she will likely give you a green light and outline requirements for the piece. Local editors often prefer op-eds submitted from their region.
If you believe you have the perfect topic, draft an article of 750 words or less.
- Make a single point. The op-ed gives voice to your opinion on how to improve matters.
- Use a personal voice and define why readers should care.
- Write with active sentences.
- Tie the opening and the conclusion together.
- Make your most important point first and use the balance of the discussion to support it.
- Call for action. Offer solutions or ask for support.
Good writing is important to your effort. If your writing needs work, find a freelancer who can help. The end result could be well worth the investment.
Once published, here are six ways to use your op-ed for further visibility:
- Get reprints from the publication and send them/offer them to your present/prospective clients.
- Link to the article from your website.
- Tweet your success and link to the article; post an update on Facebook about it as well.
- Write an introductory paragraph about your op-ed and link to it from other sources.
- Revise and expand the op-ed for a white paper for your company.
- Publish information about the op-ed in your company newsletter.
These suggestions leverage content to reach multiple audiences. It works. Try it for yourself.
When did you last approach a newspaper editor with an idea for a column?
Facebook Pages Offer Business Marketing Opportunities IF
February 13, 2011 by Mary Ellen · Leave a Comment
Facebook Pages increase by some 50 million per day. Virtually every business is intent on getting aboard the Facebook bus.
It seems half the planet now has a Profile on Facebook. Fifty percent of those with a Profile check in daily.
Of course business wants to be in line with those eyeballs. Facebook eggs them on, luring the unsuspecting into a trap of yet another marketing channel without a strategy.
Business Pages (formerly Fan Pages)
Since August 2010, local businesses have added Facebook Pages at a faster rate. Local businesses now make up 17.6% of the social media giant.
Funeral homes, storage places, restaurants, real estate agents – every kind of local business is investigating Facebook.
Yesterday I received an invite from someone I did business with five years ago. It’s the first time they’ve communicated with me since that time.
Like many, I get daily requests to “Like” business pages. Of course, it’s good karma. I’m happy to show support. One problem: most of these businesses never tell me why I should care when I look at their site.
So, why should I care? How do you communicate your unique business personality through Facebook?
NOTE: At least once a day I get “friended” from a local business. This is actually NOT a good strategy. Profiles are personal and Facebook can shut you down if you don’t observe that rule.
E-commerce stores now integrate with Facebook to make it easier for me to never leave Facebook. This explains why my inbox is flooded with hypey esssages about “why you should buy my widget now.”
For success, a Facebook Page must be integrated with a marketing plan. Thought and strategy must precede launch.
Pre-Launch Questions
Answer these qualifying questions prior to launching your Page to increase your chances of success:
- What is your #1 goal for the year for your business and how does Facebook fit in?
- Can you, in nine words or less, give me your core marketing message?
- What three ways will you consistently use Facebook to get the word out?
What were your answers?
Good luck. Enjoy the new responsibility of your Facebook Page.
Got Social?
February 1, 2011 by Mary Ellen · Leave a Comment
Social? Or, socially adverse? Or, prefer not to say?
Do you pump out message after message inviting people to buy?
Seriously. Describe your last five social messages.
Many businesses who previously engaged in traditional media now shout out in social channels. You’ll spot this in their posts/status updates:
“Buy my book…”
“Don’t have time to tweet? _____ will do it for you.”
“New listings at my ___ shop.”
We do (fill in the blank). Learn more at our website”
What do you do?
Have you stopped to assess your social strategy?
No worries if you choose not to answer that question. A report by Harvard Business Review Analytic Services says only 12% of the companies they surveyed felt they were currently effective users of social media. We’re all learning as we go.
In a post for Victor Lopez at NMSmallBiz.com I highlighted ten simple ways to increase your social quotient:
- Set goals
- Involve your employees
- Integrate advertising and social media channels
- Converse
- Provide timely information
- Make some rules
- Avoid overwhelm
- Not just on Facebook
- Develop a core message
- Measure results
Read “Drowning in the Social Media Pool.”
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