Blog for Small Business Owners

Making use of Infographics in your small business

4/12/2021

Small business owners if you are looking to spice up your content for your social spaces and your email content then take a look at creating and sharing infographics.

An infographic is an ideal way of presenting information visually, particularly if the subject is heavy and complex. An infographic that contains a good mix of design, text and research, can bring the driest of topics to life. They say a picture paints 1000 words, and an infographic is a perfect solution, especially when words alone can be difficult to process.

What are they helpful for?

Presenting survey data
Explain how something works
Comparisons
How to
Simplifying information
CVs
Media/Press kits
Illustrated lists

Where can you create infographics?
I am a great fan of Canva, and as an experienced user, I have found Canva to be the perfect place to create them. There are plenty of infographic templates, or you can create your own. There are other platforms such as Venngage, Infogram, Visme.

To demonstrate simplistic use of use of them. I wrote an article for a local magazine about social media platforms here in France https://www.etceteraonline.org/april-2021/. The content was quite wordy, but the content lent itself perfectly to an infographic.

How to get eyeballs on your infographic?
Once you have created your infographic, you want to get it out as far and wide as possible. If you have created one that includes data, you will need to cite where that data has come from [this is an excellent way of linking back]. Have you created it for download purposes, in which case your website will be the ideal place to put it? [especially if it helps expand your email list]. As well as your website, it needs to be shared across your socials, included in your email marketing.

Each business has its own story and data that can convert to an infographic.
Business owners have a story for sure. You know your customers, and you know their needs, habits and desires and patterns. You know what goes on in your business better than anyone. An infographic is ideal for sharing that knowledge and bringing data to life with a bit of fun and creativity.

Example: You are a mover of goods.
How many customers have you helped move? What are the destinations? What are the loads?

Example: You are a wedding planner.
How many weddings have you planned? What is the favourite wedding destination? What have been popular themes? What’s the fav honeymoon destination?

Example: You make delicious cakes.
What are your customers favourite? How many have you baked? Include a quick recipe.

Example: You are an independent estate agent.
How many people have you helped move? What type of property is popular? What are key drivers? Pics of dream homes.

When topped and tailed with your information and how to get in touch with you, they make for great content to garner sales – think landing page – download this info – get in touch.

Yours socially
Micala

Promoting your business locally

2/25/2021

There’s nothing better than having a thriving business in your local community. And communities change over time, people come, and they go. With online searches at an all-time high is your business showing up locally? As well as community landscapes changing, how your business gets seen has also changed.

Whether you are a start-up or a seasoned business owner, your business needs to be seen. The methods used ten years ago may not function at their best now, or as we have seen in recent times, some more traditional face to face methods are non-existent. The worldwide web is a hectic space. A digital market full of all sorts of businesses, some like yours, all jostling to be seen. So how do you strive to stake your pitch on your local patch digitally?

Google My Business An ideal way to appear in local search is to create a free listing with Google My Business. Having a business profile helps attract customers when they are searching on google. Regular postings to your GMB profile lets Google know you are still active and contributes to you showing up in map searches and local search results. To create an account and maintain an account is FREE.

If you are active on social media, then some of your posts should include appealing local content and where possible have relevant hashtags and locations on your posts. The more active you are, the better, as Google searches for social media activity. Consider a more targetted approach through ads where you can be specific about the demographics.

If you have a website, this too should be optimised for local keywords. Add in some educational and informational blog content with relevant local keywords. Blog content is ideal when the majority of your website is static. It keeps it fresh and lets relevant search engines place you. If this kind of activity phases you or depletes valuable time, get someone in who knows what they are doing.

Connect with other local businesses. Can you collaborate with complementary but non-competitive businesses through email marketing, joint digital campaigns?

While most people will actively search online, we must always be mindful of those who do not use technology but are quite happy flipping through the local rag or magazine. Consider a listing or a regular advert in a magazine that covers your demographic.

“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.” - HubSpot

It's easy to stick to what you know when it comes to marketing. However, it pays to invest in adapting and innovating to be where your customers can be found.

Yours socially
Micala

Why Tradespeople should engage more with social media

1/15/2021

In my last blog about marketing makeovers, I mentioned that many business owners rely on ‘social networking’ for referrals and new business. The pandemic and quashing of face-to-face interactions have meant that many tradespeople have had little or no other means of promoting their services.

I am married to a tradesman and right from the off put in place a cohesive plan of promotion that has seen us through feast and famine when it comes to workload. A holistic approach to marketing that includes social media and email marketing and offline advertising has kept his name out there for more than eight years. So I know having a consistent approach works.

The very least that a tradesperson should be having right now is a Facebook Page and one that is kept busy, and that means content on it each week. With more and more people flocking to Facebook groups for recommendations, this is perfect to share your page with loyal customers and encourage them to talk about you. As let’s face it, you are out working during the day and you can join in on the conversation when you get home and see that you have been tagged.

I also know for a fact that tradespeople are working hard hours on the tools. They come home, and the day is not over. There are enquiries to deal with, research and devis to prepare, and general administration that comes with running a business here in France. You have families, and you also need downtime, to get up the next day and go to work. Preparing content for your social media platforms is very likely to be the last thing on your list of priorities. But marketing has to be a priority. To get a consistent flow of enquiries people need to know that you are out there through a variety of marketing channels, whether through social media or having a dedicated website.

My husband is very fortunate in that he has me to do all of this for him. Is this something that a partner or trusted person can do for you? If this is not an option, think to outsource this, particularly if you cannot maintain your page consistently for the long term, not just when work is quiet but also when you are busy.

I have helped several small business owners, including trades set up their pages and continually work with them to guide what they should be promoting on their pages. There is plenty that can be shared to your page other than just the latest installation. Social media is as much about being social as well as using the space to promote what you do. So next time there is a shout for a recommendation on a Facebook group – some of your customers can do their bit and recommend you. Plus potential customers who do their research on search engines such as Google, have a better chance of seeing you as a Facebook page is one of the first things that shows up.

I know for a fact that social media and email marketing has a positive effect on business. Both serve to educate and remind people that your business is out there.

If you are a tradesperson who needs help and guidance in attracting more enquiries please get in touch.

Why me?
I have been working within the social media and marketing arena for nearly 10 years. I have set up pages, created campaigns, and have consulted and contributed to my clients plans for growth and those same principles have been applied to my husbands trade business.

Yours socially
Micala

How a marketing makeover can significantly improve business survival

1/9/2021

Marketing is a necessary business activity for your business's survival. We have all experienced challenges during 2020.

For example, social networking, often not mentioned as a marketing avenue. We have all been in social interactions and heard or been asked – "do you know so and so", or "I'm looking for someone to". Social networking provides hot spots for sharing who you know and making referrals. Many business owners, such as trades rely on this traditional marketing style and cannot resume until it becomes safe to do so.

Business owners have had to adapt, fast, to marketing online. Unfortunately, some businesses owners are still lagging, but there are plenty of opportunities to develop other avenues. 2020 was a year that many small businesses had to buckle up and paddle like mad to get their businesses seen, and ramp up their sales. Every business owner markets based on their know-how and what they have time for and tend to stick to what they know best. Throw in a global pandemic, and suddenly many are floundering because they have not enhanced their marketing skills for 2021. Fear not there are marketing channels that you can explore and develop to gain some visibility.

Here in France, many Facebook users connect through a diverse range of open and closed groups, and I have seen a vast increase for recommendations. The downside to this is that not everyone is on Facebook when those requests are made and can quite often business owners miss out.

Alas, Facebook alone is not enough. In the same way as relying solely on social networking is not enough. Having an advert running in your local magazine is not enough. Having just a website is not enough. Business owners need to look at several marketing channels and integrate those that will work well for their business.

What other Marketing channels can you explore?

Website
Print
Google My Business
Social Media
Email
Referral channels
Word of Mouth
Video
SEO
Direct Mail
Paid

The start of a New Year is always a good time to revisit and review your business and marketing activity. As you take your business forward, now would be a good time to look at what worked last year. Did last year’s marketing work for or against you?

Your business success in 2021 will require marketing more than ever. If you have only adopted one or two marketing methods, what new channels do you need to explore? If social networking and word of mouth referrals were your main inquiry drivers, think about creating a Facebook Page or a website. If you have a website, consider setting up a Google My Business account and social media profiles. How are you retaining your existing customers? Potential customers are now more than ever flocking to the internet for information and services, and if you are not showing up, you stand to lose out to a competitor who is. 2021 should be about selecting relevant activities that you gear to not only new growth but customer retention.

And when we can resume with social interactions and word of mouth recommendations over a cheeky apero our future customers will have plenty to refer to rather than just taking someone's word for it.

If you are not sure that your marketing is ready for 2021 please get in touch.

Micala

Why are testimonials effective for your business?

11/26/2020

Word of mouth plays an important part in your business, whether it is realised or not. If happy customers are telling friends and neighbours about you, and you get business from it, how wonderful is that? It is one of the most cost effective ways of your business being marketed.

If customers are saying good things about you then you need to get that to work for you in the form of testimonials.

Testimonials help build a good reputation with your existing customers and community. By using testimonials you are helping new and potential customers make a decision about you. People are influenced by thoughts and feelings of others, and seeing what others have to say, helps them feel secure. Excellent testimonials convey trust and when people trust you they buy from you.

Don't be shy in asking customers for a testimonial. If you explain to them that they are an important part of your marketing, the chances are that they will be keen to help. Always seek permission to quote names or places, if in doubt, leave it out.

You should never create and share or post fake testimonials. You are in the business of building trust and a fake testimonial just doesn't do that.

Get into the habit of asking for testimonials regularly. Factor this activity in at least once a month from customers who have used your services or bought from you.

When you get them, promote them!

Update your website.
Update your Facebook page if you have one.
Create a portfolio that you can carry around with you. When you are out and about seeing new customers you will have this to hand. Think of the places you have visited or stayed at and there is a guest/visitor book to complete.
Create a link to your testimonial area on your email signature
Update your business cards and have one printed on the back of them
Flyers and brochures should not be overlooked either. Sharing your testimonials is a perfect and appropriate way to market your business.
Include them in your regular newsletter

Business owner Paul Wilkins of Paul Wilkins Electrician is a good example of how creating a trail of testimonials helps win him new business. One client researched him for 3 months before engaging his services. Having heard about him through word of mouth, they then searched for him online, visited his website, read through the trail of testimonials and blogs, asked about him locally and decided, yes, he was the man for them. Another client had spent ages doing google searches for electricians to find that many of those recommended through forums and closed groups had nothing beyond those forums or groups. No website, no reviews, nothing. Having come across Paul's site they felt at ease, they knew what he looked like and what others thought of his work, consequently helping them make an informed buying decision.

When a homeowner is looking for reputable trades to work on their home, many will want to see proof of reputation and credibility. So they will look online. They will look for your website, they will look at your socials, they will look for reviews on the web. It pays to have your happy customers sharing their perception of you as they help contribute to buying decisions for the next happy customer.

Once you get into the habit of requesting them and sharing them you and your customers and potential customers will start to see consistent patterns. If your testimonials are saying that you are trustworthy or professional and that is exactly what you are giving your customers, then the power of the testimonial will certainly work in your favour.

Yours socially
Micala

Get ready for some serious online Christmas Shopping

10/26/2020

This year has made us all think about what we spend our money on and where we spend it. Many of us have become more aware of those who make and bake and create things. Having tapped into nature more and more this year, it certainly has given me food for thought. And no doubt the creators and makers have been busy making more too.

However, with COVID lingering the opportunity to sell face to face has become more diminished. I am a member of a massive ladies business group here in France and every year we have an ‘in house’ Christmas Market so that those who have spent time and energy creating and making can sell directly to a ready made audience. And while these talented ladies have their own Facebook pages, Etsy shops and websites it never hurts to give a helping hand and get their details in front of others.

Please take this as your very extensive catalogue of hand made crafts and gifts. Grab yourself a pot of tea and a cake and peruse through. There’s something for everyone. Appreciate the time and energy and love that has gone into many of these wonderful items. And if anything takes your fancy, please do help a small business where you can. You will be pleasantly surprised at the choice and variations and compelled to make a purchase or two! And please do feel free to share this article with others who are also looking to be inspired by authentic and creative makes.

Happy shopping!

How to effectively use Facebook Live as your route to market

10/20/2020

Having recently been invited to help plan a virtual summit via Zoom, this got me thinking of how small businesses can make the most of digital/online events to help ramp up sales as we head toward the festive season. With less and less face to face events for sellers to attend, it makes sense for small business owners to consider creating their own sales party directly from Facebook. If you can’t get in front of people offline, get in front of them online! Don’t lose out on sales, step outside of your comfort zone and do things a little differently!

Now is the time for small business owners to take the bull by its horns and start planning virtual parties. I have mapped out a few things to get those Facebook Live Virtual Product Parties rolling. Start now and get a series of sale dates on your calendar and your Facebook Page so that you have plenty of time to prep.

OK so you can’t physically pack up your wares and head off to a market or fayre, so take the market to Facebook. Facebook loves live video so it makes sense to take advantage of this platform. While Covid has us using a variety of platforms, Facebook Live is where a lot of people feel familiar and comfortable using. There is no need to give your fans another link to click when you can interact with them directly from Facebook.

Planning is key for a successful event like this, so here goes with the preparation.

Getting Facebook Live ready

Now going live in front of a camera can give many people palpitations, but relax! Think of it as being no different to being at a trade show, fair, market or networking event. YOU know your products better than anyone else. Share that passion and let your personality shine through.
Plan your broadcast [introduce yourself, your business, what the Live is all about, your products, how people can buy them? Explain postage/shipping costs how can people get in touch with you after the Live etc]
You can practice beforehand by operating only me mode. Do this as many times as you need to, so that you are comfortable with what you are saying and what you are doing.
Get a tripod for a more stable stream, so that your hands are free for your products
Check your connection speed and use your Wi-Fi whenever possible
Pick date/time when you know your audience is going to be around

Some useful links to read through to help you get Facebook Live ready!
https://blog.hubspot.com/marketing/facebook-live-guide
https://www.wordstream.com/blog/ws/2017/07/31/facebook-live-guide

Get promoting

Create invitation posts on your page. Give them as much pow wow as you can! Don’t just post once, repeat, using different visuals – save the date, Launching Live Party with Me!
Maybe do a pre-live Live, let people know through an Facebook Live when you are hosting.
Share to other group pages and your personal/professional networks
Include in any email newsletter that you send
Add to your email signature

Getting your product pitches ready

The idea is to showcase your wares and give them as much ‘air’ time as you can.
Have product knowledge to hand: what order will you present them, colour, sizes etc
Have some products ready as giveaways
Have a background that is festive so your participants can feel festive too
You know your products better than anyone, let this shine through.

Useful link in prepping your wares
https://cuttingforbusiness.com/how-to-host-a-facebook-live-sale-event-in-your-craft-business/

The big day[s]

Be ready as if you were going to a market or fayre
Get space set up phone fully charged and stable for the duration of your Live. Your products at the ready. Time to Lead your Live!
Allow time for people to join in. Don’t zoom straight in, have a bit of hello/welcome and for fans to give a thumbs up or ask questions or let you know where they are tuning in from.
When you are ready - Do your thing – walk/talk through your wares – new products.
Let people know how to purchase from you and how they can connect with you after the Live
When all is done end your Live thanking everyone and reiterate how people can buy, keep in touch/follow up with you.
Follow up on messages etc, process your orders and confirmations
Most definitely Celebrate!
And possibly think about doing it again [if you haven’t done so already].

Next Day
Create a visual/post for your page to thank everybody for joining you, [and share advance notice of your next one]. Wear a permanent grin on your face, be proud of doing this especially those who have stepped into new territory with Faceboo Lives!

Now the beauty of hosting your Live from your page is that you can use the permalink to share across other platforms. [My clients regularly use them to upload to YouTube and include in tweets and newsletter updates]. So make use of your link and share.

Idea
And you needn’t do it alone. Several of you could team up for a Facebook Live Fest. Working with the formula above, each host having their time to pitch and wrapping up by tagging in details of the next Facebook Live Party and making sure everyone heads off to the next one.

Some more useful links
https://www.cinchshare.com/how-to-setup-successful-facebook-parties-a-guide-for-direct-sellers/
http://savvynetworkmarketingwomen.com/blog/use-virtual-parties-facebook-sell-products-recruit-leaders/
https://postcron.com/en/blog/how-to-host-a-facebook-party-techniques/

If you need help in planning and creating your own Facebook Live event, or simply want ears and eyes to to scan your plan, please get in touch.

I am looking forward to seeing lots of Facebook Live invitations coming my way!!

Yours socially
Micala

Understanding the power of community in your business

10/12/2020

No business is an island. Not one single business owner can say that they are not part of a community. By being in business you are 'community', you create them, you are surrounded by them.

You participate in communities numerous times a day, a week a month, from your suppliers, interactions with other local businesses and your own professional and personal interactions within your local and extended communities. You are part of an industry community, a customer community, your local community. The longer you are in business, the more enriched these communities become. They are all interconnected like a solar system.

There is none so important as being part of a community of fellow business owners, where you can bring ideas, concerns and questions that other communities that you participate in need to know nothing about. After all, it is not always plain sailing running a business and it’s easy to think that you are alone in your situation. But that is not the case.

When you are head down focused on work and external things knock you sideways, it might seem that there is no support and no one will see it how you see it. Or you simply don’t have time to raise your eyes above the parapet to breathe, as so much is going on, that’s when a business community can serve you. To help pull you up, see what you don’t see, offer wisdom from a variety of experiences and let you know you are not alone. By chewing the fat and listening to others, there is usually a real gem or word of wisdom that enables you to move forward with an idea or issue. The more time you spend within a business community, the more you grow, you start to be able to impart your own words of wisdom and knowledge and therefore able to help others.

A community’s survival and strength rely on everyone doing their bit. While communities are great spaces of resource and support, everyone needs to put in just as much as they take out. So don’t forget to give back where you can.

“Alone we can do so little; together we can do so much” - Helen Keller

And maybe being part of a ‘business community’ is not your thing, preferring to muddle through and not divulge what’s going on in your business. But if COVID has taught us anything during this year no business is an island. We all need to be aware of and participate in the communities that we find ourselves in.

Yours socially
Micala

What you need for a simple business plan

9/23/2020

Running a business here is in France is not easy. Knowing what your business is about, how you are going to get business and understanding if you are running at a profit or loss are vital components whether you are a start up or established business. A business plan is your map throughout the working year. It helps you prepare for opportunities and helps you prepare for the negatives that could strike your business. And let’s face it 2020 has been a year! Not only have many had to navigate through Covid19 but many of us need to adapt to Brexit!

Here are a few essential elements to include in your business plan. If a yearly business plan is not something that you have done, create a quarterly plan that you can work too. Many pay bills quarterly, so you an align your business plan alongside your quarterly payments. A regular review enables you to adapt sooner rather than later. The plan should not be set in stone, change is inevitable, so expect change. A short one or two page document is more than adequate to review on a quarterly basis. Then at the end of the year you will have information ready and available for a more in depth review to prepare for the following year.

Your business
Why have you set up in business? How have you set your business? Where do you want to be in 5 years, 10 years time? What is your product or service? How are you different from the competition? What is your USP? What is the focus this year? Who are your customers? Why would they need your product or service? What is your pricing? Is your pricing sustainable?

Customers
Customers are important to your business, without them you have no business. Who are your ideal customers? Where are your customers? Where do you need to be seen? Where should you be spending money in promoting your business? What activities do you need to budget for? Are they working? What enquiries/business has been generated? Are you retaining existing customers?

Financials
What are your costs? What do you need to run your business? What are your regular outgoings? Insurance, equipment/tools, petrol, supplies, business tax? What do you need to live on each month? What do you need to put to one side to buffer a downturn? When you see what your outgoings are you can see what you need to be earning each month. Do you need to prepare for major costs in the future? I.e a new vehicle, or equipment that you need for your business.

If 2020 teaches us one thing in business it is keep an eye on the plan and try to at least buffer a downturn should the inevitable happen so that we have time to either pivot our businesses and weather the storm and at the very least survive!

Yours socially
Micala

How to promote your business without using social media

8/16/2020

The recent pandemic has certainly got the world flocking to the internet. During the pandemic 6 million google searches take place every day!! And social media platforms, as forward moving as ever, have become the driving force for keeping humans connected.

It is likely that this will be the new norm. We will adapt to an ever increasing use of digital technology for both professional and personal reasons. Could we see a demise in face to face connection? On researching this topic there are pages and pages of articles geared toward why your business needs to be seen online, and how to stand out in the Internet ocean.

But what if social media did not exist? What if for whatever reason, platforms were banned or stopped. What if the internet just couldn’t withstand any more data upload [never likely to happen] and buckled. How would you continue to promote your without social media? As someone who works within the world of social media, I am responsible for managing and creating content that enables clients to have a consistent presence, I cannot imagine a world without social media. Those clients also have a healthy mix of activity that support and weave with their digital efforts.

Many business owners create profiles and then struggle to maintain their presence on them. And not all businesses need or want to grow massively via social media. And not everyone uses social media. The reality is that social media is here to stay. But a well rounded healthy mix of activity and not just relying on digital methods means that your business is seen offline and on. Should the insane ever happen and social media was not accessible, the suggestions below will serve your business well.

By far the best method is actively working your word of mouth activity. If you have a product or service that others can rave about, let them. And then support those ravers by introducing loyalty or referral programs so that these ambassadors can continue to support you.

“Advertising brings in customers, but word-of-mouth brings in the best customers.” - Jonah Berger

Which blends nicely into picking up the phone to speak directly to your customers personally. In a world where communicating is done online, your customers will appreciate the human connection via this medium.

“The best marketing strategy ever: CARE.” - Gary Vaynerchuck

You yourself have to get out there and use opportunities to talk about your business fluently [and hand out your business cards] whether that is professional or social networking [of course, be covid conscious].

A business card is a time served favourite, so don’t leave home without them. Plus well curated succinct flyer with a bonus discount to boot always goes down well too.

Stay at the forefront of your customers minds by sending a freebie now and then. You don’t have to spend a fortune in putting a smile on a client’s face.

Remember there are guidelines and protocols around using client data, but when used properly and regularly, connecting via email marketing and newsletters enriches the relationship that you have with your client.

Advertising your business through a reputable and regular magazines create communities, that become a source of advice. Ads in magazines are not as intrusive as ads that pop up on your computer screen and people still love to flick through at their leisure and take their time reading a magazine as opposed to reading something online.

“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” - Steuart Henderson Britt

Never underestimate the power of visual reach of a sign written/wrapped vehicle, it’s a moving advert!

Yours socially
Micala

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I am a business owner, just like you and my advice and article comes from experience and knowledge having run my own business in the UK and here in France. I have mentored dozens and dozens of small business owners. Sharing knowledge and experience as we all experience similar concerns and issues along our self employed journey. I am passionate about helping fellow business owners create valuable presence in their business, online and off.

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