This past week was a pretty big week in the world of social media.  First of all, my Facebook account finally updated to the Graph Search version (yay!) and second…and I’m thinking this might be the REALLY big news…Facebook unveiled hashtag (#) capability for real time conversations (BIG yay!)

So what does Facebook’s embracing hashtags mean for small businesses?

I think we need to talk about what hashtags are first before we begin to understand the implications of their use on Facebook.

What are hashtags?

A hashtag is a word or phrase prefixed with the # (pound sign).  Hashtags provide a means of grouping phrases or words, so that one can search for the hashtag (#) and get the set of messages that contain that phrase or word within it.

Prior to Facebook’s adaptation of hashtags, Twitter was the social media platform that really introduced and harnassed the power of the hashtag to it’s users.  By placing the hashtag in front of a word or phrase, you could easily search for others that were also making use of that word or phrase.  This proved extremely valuable when creating lists to target for businesses, when creating “chats” on Twitter on various topics, and just in general to see what might be a trending topic.

Until this week, Facebook was only as good as the number of followers that your business page had.  You could post something from your business Facebook Page and hope (if not encourage) your followers to share your post so that your post would be seen by others.  Now, by utilizing strategically created hashtags within your Facebook post, you have now allowed for the possibility of countless new viewers if they search for the hashtag that is embedded in your status update.

In other words…

Let’s say you write a blog post on teeth whitening for your dental office and post it to Facebook.  In the past, you would post the article to Facebook and your followers would (hopefully) see it.  And, if they liked your post, they could help create additional visibility by “liking” the post and “sharing” the post.  That done, you now became visible to your follower’s friends.  Now, if you post that same article on teeth whitening to Facebook and write a description of the post in your status that includes hashtags such as #dentist #whiteteeth #bleaching #teethwhitening, if anyone in the world does a Facebook search for #whiteteeth, your article will be among the search results.

While I am absolutely head over heals in love with this capability, I know that there is a bit of a learning curve with regards to the creation of effective hashtags.  For example. If I use the hashtag #socialmedia each time I post a Social Media DDS article to Facebook, you can imagine how deeply buried my post would be in a search for #socialmedia as this is a very common hashtag phrase.  If, however, I were to create the hashtag #socialmediafordentists , I may get fewer search results but, the results would be more focused and, in a perfect world, generate the desired outcome.

So, play with this new feature on Facebook.  Create some clever hashtags in your status updates and see who else posted the same hashtags.  Also, try to do some hashtag searches.  In Facebook’s search bar, type in #socialmedia and see all of the results that pop up.  Over time, you can learn to finesse the hashtag words or phrases that you use in your updates to fine tune the results that you are trying to achieve.

If you have any questions about Facebook’s latest (and really fun) feature, send me an email to Claudia@SocialMediaDDS.com  and I will be happy to help you!  Meanwhile, I’ll see you on Facebook under #socialmediadds .

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Pull out one of your business cards right now.  No, seriously, pull one out and lay it out in front of you.

Wait…you don’t have one of your business cards on you?

Well then, let’s start with some Business Card 101.

Your business is a brand and, as a brand it should have a logo…something that identifies your business with that logo.  You need a “golden arches” for your business.  You want people to think of your business whenever they see your logo.  And this logo…it should be on every piece of business material that leaves your office…your letterhead, your envelopes, your website, your social media site, the signage for your office and…your business cards.  Consistently.  Because that is how people are going to start recognizing your business…by your consistent and memorable logo. 

Once you have created your logo, you need to have business cards.  Your business cards are mobile and handy reminders of you and your business…of your brand.  Each time someone looks at your business card, it is a gentle tap on the shoulder that says, “Hey, remember me?  I’m that great dental office with the great staff!”  The receiver may not need you today, they may not need you tomorrow but, when they or an acquaintance of theirs suddenly needs a dentist, they have your card to remind them of who you are.  

There are many sites out there where you can design your own business cards by simply uploading your logo and adding the contact information that you want to appear on your cards.  You have the ability to make the card boring….

OR

you can make your card creative and memorable…

Vistaprint is a popular site to create business cards that is user friendly, reasonably priced and fairly good customer service.  I have used them in the past and have been satisfied with the results.  Vistaprint has templates for those of us that are not overly creative and it is pretty easy to get some nice results.

My personal favorite when it comes to business cards is Moo.  Moo has a number of size options and their luxe cards are thicker and more substantial…making them an automatic standout for anyone receiving them.  For Social Media DDS, I opted for the mini cards (long and skinny) with my logo on the front and my contact information on the back and I am always receiving positive comments about how clever they are!  And, if they are clever, chances are they are memorable!  And that works for me! 

And finally, it wouldn’t be Business Card 101 without reminding you to carry your cards with you everywhere you go.  And, pass them out.  Give people a few of them.  Be proud of your business.  Spread the word about your awesome brand.  I love receiving people’s business cards.  I love to see how creative and inspiring some of them are.  Do the world a favor…share your cards!

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Piggyback marketing: A cost effective marketing strategy where two or more companies represent the other firm’s non-competing product in various promotions or through referrals.  (Urban Dictionary)

You’ve probably heard the term piggyback marketing and you have some idea as to what it means.

But…have you tried piggyback marketing for your business?

I have and not only is it fun and helps you to think outside of the box, but…

it works!!

Here’s how.

Remember how I suggested that once we remove our protective suit of ego, it turns out that most of us that are in the same industries are probably providing very similar outcomes for our patients/clients/customers.  So, a solution is to think outside of the box.  And piggyback marketing is absolutely an opportunity to think outside the box and create tons of good will.

As dentists, we can offer some attractive promotions but, for the most part, they are limited to discounted services or whitening specials.

BORING!

Peruse your neighborhood’s local businesses.  Put on your creative glasses and look around.  It doesn’t have to be a business that is similar to yours.  In fact, the more different from yours, the better.  Let’s say that there is a bakery down the street from your business.  And let’s say, as a very simple start to piggyback marketing you buy a couple of dozen cookies from the bakery.  And let’s say that you package the cookies individually in cute little bags tied with a ribbon that has your business card and the bakery’s business card attached.  And let’s say that you declare Tuesdays to be Chocolate Chip Cookie Day from Amy’s Bakery.  And you post it all over Facebook and whatever social media platforms you haunt and you write a blog post about how unbelievably fun Tuesdays are at your office because every patient gets a delicious chocolate chip cookie from Amy’s.

THAT is piggyback marketing at it’s simplest.  You are promoting your business along with another business in the hopes of gaining the attention of two streams of customers…yours and Amy’s.  It’s almost always a win/win.

You can create more detailed promotions with different local businesses that include contests, coupons and so much more.  Use your imagination.  Think outside the box and create your first piggyback marketing campaign.  

And let me know how it works for you!  I’d love to hear your thoughts! 

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This is, perhaps, my favorite business mantra.

Think outside the box.

I do realize it is overused and has become a business speak buzz phrase (see this ABC News article from September 2011 and you’ll see what I mean). But that does not make me love it any less.  It says exactly what we, as small businesses, must do to succeed.

In any industry, you are going to have “competitors” that do essentially the same thing as you do every single day.  And, chances are, you all pretty much do it with the same results.  In the dental industry, most of us do fillings and crowns and bridges and implant restorations and, with some minor variations here and there, I am  pretty sure the results are very similar.  It is the ego that we put on every morning as we get ready for work that doesn’t allow us to see past the sameness in our industry’s products.

And, it is our ego that we need to unzip and take off so that we can see the value in thinking outside the box.

I know it sounds crazy, but I get giddy when it comes to thinking of ideas that are outside the box…outside of the realm of expectation for my industry.  As an example (and, feel free to borrow this one), this week I am having our office providers meeting at Lynfred Winery in Wheeling.

I know…right?!?!?

It’s too easy…too predictable…to have the meeting at our office.  The environment doesn’t lend itself to thinking of anything but dentistry.  And, we need to think outside of dentistry.  I think it’s brilliant to take office staff away from their comfort zone and put them in an entirely, but not necessarily uncomfortable, new surrounding.   We can relax and relate in a new and liberating way.  And, the bonus???  Chances are that the ideas that we will come up with for our office will be fresh…outside of the box themselves!

So, look around.  Be brave.  Unzip that protective and limiting ego that you comfort yourself with and think outside the box.  Do the unexpected.  Make yourself, your business and your brand stand out!  Once you take that first step, you’ll be hooked.

Think outside the box…you won’t regret it!

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A world of word-of-mouth marketing without brand evangelism is like chocolate cake without frosting…they can stand alone but, really…what’s the point?

Are you a brand evangelist?

Are you YOUR brand’s evangelist?

First, let’s get some definitions out of the way.  What is brand evangelism?

According to Wikipedia brand evangelism is an advanced form of word-of-mouth marketing  in which companies develop customers who believe so strongly in a particular product or service that they freely try to convince others to buy and use it. The customers become voluntary advocates, actively spreading the word on behalf of the company.

I believe we  need to take brand evangelism a step further.  I think by assuming that your customers are the only ones to become your brand evangelists, we are overlooking a very powerful resource…you and your team.  Because, after all, it is your business.  Isn’t it intuitive that you and your team would be the very best brand evangelists around?

So how can you and your team get motivated to be awesome brand evangelists?

• Never leave without plenty of business cards with you
• Encourage family and friends to spread the word
• Get involved in established communities locally to put a face to your brand
• Find one or two team members that speaks in the voice of your business to be your brand evangelist by proxy

 To me it seems logical that we, as owners, be the most enthusiastic and genuine brand evangelists for our business.  We can only expect our customers/clients/patients to be our brand evangelists if they can see how passionate we are about our brand! 

Here’s to brand evangelism and getting the word out there about your awesome business!

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Sometimes we get all wrapped up in our businesses and hyper-focus on a narrow field of vision…it happens to all of us.  We temporarily lose sight of possibility and vision in an ironic twist as we put all of our energies in one endeavor…to make our business more successful.

It’s time to step back.  Take those hyper-focusing glasses off, take a look around and re-acquaint yourself with possibility.

Host an event!

You heard me….host an event.

It doesn’t have to be a big event.  It doesn’t have to be expensive.  It doesn’t even have to take a lot of planning.  What it DOES have to do is broaden your vision.  

Here’s what I learned from hosting an event.

• More people than you would ever imagine will be willing to help
• People love coming together for food, beverage and enthusiasm
• Decide who your audience will be
• Share what you are passionate about
• Keep it simple
• Keep it relevant
• Keep it fun

If you choose to host an event, you are opening yourself up to new possibilities and new connections.  Creating valuable connections will serve you well and improve your credibility.  A simple event can create lasting connections and provide community good will, all the while generating fun and engagement.

So, pick a topic.  Pick a date.  Pick your audience.  Ready…set…GO!

If you have any questions about how your business can put together a community event, email me.  I would be happy to help.  

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You know you should post something to your social media platforms.  You understand the logic behind the strategy.  You even see the results.  But,you have a business to run and you just don’t have the time.

Understood.

How about doing the delegation dance?  Share the fun.  Get others involved and enthused.

You’ve already done the vetting when you put together your awesome work family.  You know their strengths and you know their weaknesses.   Now you need to figure out how to best use your internal resources to get your social media tasks under control.

The most obvious place to look for help is with your most digitally adept team member. Who knows the ins and outs of Facebook and Twitter?  Who is constantly pinning new looks on their Wishlist Board on Pinterest? Who checks in on Foursquare when they go from one operatory to the next?  There is your internal resource.  Here is the person who is going to find the fun in taking on your social media challenges!

How do you rein in all of the social media energy so that it stays focused on your business?

• Create a posting plan for just one day at first until your evangelist gets the feel for what you are looking to achieve
• Consider third party apps like Post Planner for Facebook or Hootsuite for the advanced poster so that posts can be created ahead of time and scheduled.
• Share your business “voice” with your evangelist.  Make sure that your voice stays consistent for your business no matter who is posting
• Stay aware of what is being posted on your businesses behalf and make any necessary adjustments or suggestions
• Gratitude, gratitude, gratitude.
• Engagement, engagement, engagement.

Sometimes the answer has been sitting right in front of you all along…sometimes delegating is the name of the game!

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In the business world, I get excited by really geeky things.  When it comes to technology that boosts business, I get absolutely crazy happy.

So, you can imagine how I felt when I saw this article in SteamFeed… Adding the Send to Kindle Button to Your Blog or Website!  I’m pretty sure that I didn’t even finish the article before I logged into my WordPress dashboards to install this amazing button.  

You can see what the button looks like yourself by scrolling down to the bottom of this post.  Go ahead…click it.  See how simple it is to add posts you love to your Kindle app on your iPhone or iPad!  

Here’s a screen shot of my last post as seen from my iPhone!   

My post is on my Kindle!!

How cool is that?  And, more importantly, how cool is it that the visitors to your website to be able to upload a post that they enjoyed right onto their Kindle?!  

So…why should this excite you?

With the Send to Kindle button available to WordPress users, you have just increased the chances of staying in front of your reader.  Because, let’s face it…we typically don’t delete anything from our Kindles!  I have a few hundred books on my Kindle that have either been read and I don’t have any intention of deleting, are in the process of being read or are on my “to-read” list.  If I start adding posts that I have enjoyed onto my Kindle, chances are, it’s going to have a permanent home there to be read and re-read at my convenience.  

If you blog regularly, you probably have accumulated enough content to be able to consider sharing the relevant wealth on Kindle with interested readers.  By adding the Send to Kindle button, you are “training” your audience to start using their Kindles for more than just books.  Eventually, you may feel ready to put your valuable content into an E-book format that is available on Kindle.

The possibilities are endless!

So, when you have finished Tweeting, Facebooking and Google +ing this post, please add this to your Kindle.  

It will be the beginning of a wonderful relationship! 

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Like many, I find Seth Godin’s blog to be well written and consistently relevant.  His style of writing is no-nonsense.  He cuts to the chase.  Gets to the point. And time after time, he knocks it out of the park.

I don’t know why, but I thought of Seth today as I sit watching the news about the horrific bombings in Boston during the Marathon.   The word that came to mind was “perspective”.  Seth’s gift for cutting to the chase so often helps his readers to keep things in perspective.

Today, we all need a huge dose of perspective.

Understanding what really matters.  Being mindful of the fragility of life.  Caring about each other rather than competing with each other.

I realize that in the ensuing week between today’s tragic event and the posting of this article, perspectives will have changed.  Information will have been obtained.  Timelines will have been made clearer.  And, sadly, the horror of this event may have faded ever so slightly.

But, the gift of compassion, love and understanding…the gift of being human…needs our attention now more than ever.

So, when the dust settles with uncertainty and our lives go back on auto pilot,  in the chaos of your day to day activities, stop once in awhile and try to put things into perspective.  Give thanks for the people in your life.

Perspective.

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At the risk of revealing my age, I was struck today by how many things had changed in the course of my lifetime when it comes to marketing.  As a little girl, one of my favorite days was the day the mailman (and they were ALL men delivering the mail back in the day) delivered the Sears Christmas Catalog.  It was a catalog sure to make children’s eyes grow huge with wonder and anticipation.  My siblings and I would argue over who got to read it first and, once that was determined, a time limit was set so that we each had an equal amount of time to pour through the shiny pages with hope.  Visions of sugar plums dancing through our heads and all…

The the day that the huge White Pages and the equally gigantic Yellow Pages were delivered were eagerly anticipated days as well.  When the brand new versions of the phone books were delivered each year, it was a ritual to look up your own family’s name as if to reassure yourself that you did, indeed, exist.  Our family had an added bonus by having a Dad who was a business owner (dentist) so his name would appear in the Yellow Pages!  On the day that the phone books arrived, we would ceremoniously take the tattered year-old books out of the front closet and throw them away.  They had always served us well.

Those days are gone.  It is a sign of the times that we no longer anticipate the arrival of these iconic symbols on our doorsteps.

It is a sign of the times that children can access the shimmering and glimmering toys that capture their imagination at any time via the internet.  It is a sign of the times that I can’t remember the last time I received a White Pages or Yellow Pages at my doorstep and that every connection I need to make is easily found by a few keystrokes.  It is a sign of the times that we, as small business owners, need to embrace the digital world as part of our ever evolving marketing strategy.

It is a sign of the times.

Helping businesses take control of their digital presence is what makes Social Media DDS passionate…it is what we love.  The nostalgia of old Christmas catalogs and frayed telephone books is a pleasant place to visit…but we are so glad we don’t live there any more.

If your small business need help entering the digital world, let us know.  We would be only too happy to help!  See that Contact SocialMediaDDS  box in the upper right corner of this page?  Just click on it and fill in the necessary information and leave the rest to us!

It’s a sign of the times…

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