Social media marketing: business activity. . . or waste of time?
Have you got a Facebook business page? Did you know that, on average, only 1 in 10 of your followers will see a post from your page?
“Social media marketing” may be a popular term, but the impact on the average business has been less than dramatic. Sure, it makes business owners feel good. But bottom line? Little to no positive impact on the business in the majority of cases.
Why? Quite simply, because “social media marketing” puts the emphasis on the wrong thing. Posting updates on social media shouldn’t be construed as “marketing”. In reality, it’s a form of unpaid, vanity advertising.
Don’t get me wrong — I believe there is a lot of potential in a platform like Facebook, LinkedIn or Twitter to help connect you to potential customers. But calling your posts on Facebook or Twitter “marketing” is an overstatement.
I am more and more convinced that most businesses are wasting time and energy on social media. With the exception of a few entrepreneurs who are a “brand” in and of themselves, the majority of business activity on social media, particularly Facebook, is unfocused and ultimately ineffectual.
And until you can track it, and measure the revenue you generate as a direct consequence of it, don’t call it marketing.
P.S. If you’d like to engage in marketing you can measure, get in touch.
If you’re a start-up, chances are you are going to have to get out there and tell people about your new venture. What you say, and how you say it, is a lot more important than you may realise.
When it comes to communicating what you do, you don’t want to make a rookie error, just because your business is new. And the last place you want to miss the mark is when it comes to your pitch.
Preparing a powerful presentation is one of the best ways to communicate your start-up’s mission and vision. Deliver it well and you’ll earn a reputation as “one to watch”. Nail it, and your chances of success will increase exponentially. Using the “Power of Three” will help you to do just that.
Let’s say you’ve been invited to present at a crowd-funding event. This is a golden opportunity to shine in front of an audience of key influencers. Get it right, and you are on the road to funding your start-up. Get it wrong, and, well… you may not get another opportunity.
“Start with the end in mind”
In the words of Dr Steven Covey, “Start with the end in mind.” Deciding what to include in your presentation is crucial. There may be a hundred things you want this audience to know, but you have to be realistic – you can only say so much. Besides, they don’t need to know every detail about you, your partners, or your business.
For your presentation to be successful, it really helps to “start with the end in mind”. What must your audience know before they leave? This will enable you to narrow down the “hundred random things” to a handful of key points.
In identifying which elements are key, you will want to consider answering questions such as: What is your product or service? Are you already trading, or still in development? What expertise do you bring to the table? Do you have any competitors? What makes your start-up unique? How much money are you looking to raise, and how do you propose to get it?
Work out which are the most important points
Once you have got this down on paper – and I do recommend you start on paper – it’s time to decide which points are the most important. You may have five or six things, but there may be some overlap. Work hard to narrow it down, perhaps by grouping related items. Then, decide which are the three most important elements. Be ruthless. These three points will form the body of your presentation.
This is where the “power of three” comes in. It’s the reason there are three wise men, three little pigs, and three Musketeers! Three seems to be the perfect number of items of new information to take in. With your three most important points clearly identified, it’s time to start to construct your presentation.
Use the ‘Power of Three’ to give your pitch a fail-proof structure
The ‘power of three’ gives you a fail-proof structure. Think of a bacon, lettuce and tomato sandwich. It’s made up of three key ingredients – the filling – wrapped between two slices of bread. Those three key ingredients are the three main points that you must convey to your audience for your presentation to be a success.
When assembling your presentation “sandwich” don’t forget the bread! In our sandwich analogy, the “bread” is the introduction and conclusion, and each slice performs an important function. Together, they package your presentation in a format that your audience is familiar with.
When you are introduced, open your presentation by stating your structure. Tell your audience you have three main points, which you will deal with in turn. Knowing what to expect, your audience will relax. Your introduction has let them know they are in safe hands.
Paint clear pictures with facts and examples
Now, tell them your first main point. Support it with facts, or examples. You may want to tell them about your product and what makes it unique. Or you may want to tell the story of how you came to be in this business.
Then, transition to your second main point. For a start-up, it may be your understanding of a gap in the market that your product or service is poised to exploit. Detail this to provide support for your point. Consider sharing an anecdote which is related to this point.
Once you have done this, transition to your third and final point. Remember, you have to support each point with logic and examples. If you are speaking at a crowd-funding event, your third point may be your opportunity to make a compelling case for investment.
With you final point communicated, it’s time for your ‘other slice of bread’ – your conclusion. The best way to wrap up your presentation – both literally, and figuratively – is to use a tried and tested format. Signal to your audience that you are wrapping up by saying, “In conclusion. . .” and then repeat your three key points, briefly.
Make sure you issue a ‘call to action’ to your audience
If you are hoping that your audience takes some action based on your presentation, don’t leave the final step to chance. Ensure that before you conclude, you issue a ‘call to action’: tell your audience what you want them to do. Whether it’s to sign up for your newsletter, or visit your facility for a VIP tour – make it clear what their next step should be. And make it easy for them to comply.
If you want their contact details, collect business cards at the door. If you want them to visit your site, hand out invitations. Either way, ending with a call to action will ensure that your audience not only leaves with a sense of what your start-up is about, but importantly, what they should do with the information they have acquired.
When a business pitch is crucial to the success of your business, you can rely on the “power of three” because it gives your presentation a structure that is robust and flexible.
You can adapt this formula for a presentation of any duration. Just select your three main points – whatever “fillings” you fancy – and wrap your contents in the two metaphorical “slices of bread” that are your introduction and conclusion. Whatever you want to say, the power of three will ensure you say it well.
If you need help crafting a make-or-break presentation, get professional help. It will be the best money you spend this year. Contact Bruce Public Relations for expert advice.
This article was written by Laura Bruce for Bytestart.
Founder of Bruce Public Relations, Laura Bruce has been elected to a leading role at Toastmasters International in the UK and Ireland. She was elected PR Manager of District 71 at the organisation’s spring conference in Manchester on Saturday, 13 May. She will spearhead efforts to raise awareness of Toastmasters, which is the world’s largest public speaking and leadership development organization.
Gerry Dunn, Director of Toastmasters in Scotland said, “I am delighted that one of our outstanding Scottish Toastmasters has been chosen to head up Toastmasters International’s PR operation in the UK and Ireland. Demand for Toastmasters’ communication and leadership programmes is growing rapidly, but in many ways it is still a well-kept secret. Laura is the ideal person to get the message out so that more people can enjoy the fantastic benefits that the Toastmasters programmes offer people.”
Laura founded Bruce Public Relations in 2006, and credits the voluntary organisation with strengthening her business. She said, “With the help of Toastmasters I have become a better speaker and a stronger leader. Since joining, I have also become an ambassador for Toastmasters and encouraged hundreds of people around the world to seek out their local club, and recruited dozens to our club in Inverness. I am delighted our members elected me to this important role.”
Laura has been a member of Toastmasters Inverness since early 2014, and will complete her term as President of Inverness Toastmasters on 30 June. She was the inaugural winner of the Highland Business Women’s “Shining Star” award in 2016, and served as Vice President of Highland Business Women until May 2017.
Since 2014 she has produced and hosted a weekly radio programme, Dessert Highland Discs on North Highland Radio, and she writes a column on communications and networking for Scottish Provincial Press’s Executive magazine.
Toastmasters’ District 71 comprises all of Ireland and all of the UK except London on the south. Bruce is part of a team of four who together will lead District 71. They include District Director Robert Skelton from Cambridgeshire, Program Quality Director Patricia O’Reilly from Dublin, and John Cox, Club Growth Director, from Nottingham. Their one-year term commences 1st July, 2017.
Inverness Toastmasters meets the second and fourth Wednesday evening of each month, and visitors are always welcome. For details visit the club’s Facebook page, or the club website at www.toastmastersinverness.com.
About Toastmasters International
Toastmasters International is a non-profit educational organization that teaches public speaking and leadership skills through a worldwide network of meeting locations. Headquartered in Rancho Santa Margarita, California, the organization’s membership exceeds 313,000 in more than 14,650 clubs in 126 countries. Since 1924, Toastmasters International has helped people of all backgrounds become more confident in front of an audience. For information about local Toastmasters clubs, please visit www.toastmasters.org. Follow @Toastmasters on Twitter.
About Bruce Public Relations Ltd.
Established in 2006, Inverness-based Bruce Public Relations is a boutique PR and marketing firm that helps small- to medium-sized businesses in Scotland and beyond to raise their profile and grow their business.
Like many of you who’ve been working for more than a decade or two, I’ve been serving on boards of non-profits and charities for many years. From the Niagara Symphony Association and the Mackenzie Printery, to Highland Business Women and Toastmasters, it’s given me a chance to help an organisation that typically wouldn’t be able to afford to hire me by sharing my expertise on a pro bono basis.
Two years ago I was elected to the committee of Highland Business Women, as the organisation was nearing its twentieth anniversary. Although meetings — which mixed a social element with some professional development — seemed relatively well-attended, many who attended weren’t members, I learned.
Growing membership became my goal, along with raising awareness. I seized the opportunity to invite the women I knew who should be attending meetings, to come along as my guest. I also put my PR skills to work doing media relations, creating content for the website, and helping with the Facebook page. We got coverage in the local papers, people were interested in joining the group, and I even interviewed a few members on my radio show, Dessert Highland Discs!
In April 2016 I was elected Vice President, and already, the change was evident. Membership had grown, and the buzz at meetings was even greater. Working with a great team, we continued to take turns planning and running monthly meetings and occasionally, we hosted two meetings in a month. Attendance continued to grow, and — for the first time — some meetings sold-out, and we had to turn people away.
A year later, having achieved my objectives, I have stepped down from the board. Now with more than 70 members, my objective of growing the membership through a combination of personal outreach, and public relations has been a success. I also feel it’s important to make room for new people to get a role like this. It’s an unparalleled opportunity to develop new skills, particularly leadership skills.
I will continue to act as an ambassador for Highland Business Women, as I turn my attention outward. This weekend, I’m running for election as a director of the UK and Ireland branch of the worldwide organisation Toastmasters International. If I’m successful, it will be a demanding role, but one where I am sure I will be able to make an impact. Toastmasters has been a wonderful addition to my life, helping me to become a much better speaker, and leader, so it’s time to see how I can contribute.
In many ways, the work I did at Highland Business Women was a great microcosm of the work I hope to be doing at Toastmasters in the UK and Ireland.
I encourage anyone looking to stretch themselves to consider what organisation you feel connected to, that you can become more involved in. How can you put your professional expertise to work to benefit your community? The pay is terrible, but you may nevertheless be surprised how much you get out of it.
Shock. Horror. Outrage. That has been the reaction of people around the world to the brutal images of airport police dragging a passenger off a United Airlines flight yesterday in the U.S.
I am wondering how a paying customer can be brutalised by a business he has contracted with? In what world is that okay? And in what world, can such brutality be justified by claiming, in essence, the passenger had a ‘bad attitude’? Apparently, standing up for yourself is not simply defiant: it’s against the rules.
We’ve been conditioned to believe that “the authorities” can do pretty much as they please when it comes to issues or situations which are even remotely associated with “security”.
Unfortunately, it appears we’ve inadvertently given carte blanche to corporations working in these industries to abrogate basic human rights, not to mention the rules of civil society.
Did it start with the US’s National Security Agency violating people’s physical bodies during airport body searches? In a few short years, we now feel it’s normal to subject ourselves to invasive and at times degrading levels of interaction at airports under the guise of complying with “security regulations”.
And in January, the UK passed the Snooper’s Charter, which enables the government — apparently ‘legally’ — to spy on every citizen, without cause. All in the name of “security”.
I’m fed up. I can only hope that United Airlines’ reputation is so badly damaged by this that drastic measures must be taken to rehabilitate it. Tylenol recovered from the tampering scandal, largely because they were not at fault. United’s agents, in this case, airport police, have done irreparable damage. Indeed, a breaking story from The Guardian indicates United’s share price has plummeted, wiping $1bn from its value in hours.
But there may been good to come of this yet.
What I have observed today gives me hope. The shock and horror of the passengers’ faces as their compatriot was bounced and banged off the plane gives me hope. Ordinary people have not lost their innate sense of what is right. Their horrified reaction says it all.
It’s time we reminded corporations and governments who they are meant to serve.
For more information or to support a challenge of the UK government’s illegal Snooper’s Charter, click here for details from Liberty.
Has it been a week already?
The inaugural BNI Expo took place one week ago, on 9 March, and the response to this new local networking event and exhibition was tremendous.
But first a bit of background. Thirty-four local businesses make up BNI Highland, which is the Inverness-area chapter of BNI. The organisation is a worldwide networking and business referral organisation, and members of BNI Highland meet weekly.
The BNI Expo at Eden Court was an opportunity to showcase our businesses to the wider community, and we each invited our contacts to come along, meet the other BNI members, and find out more about our businesses. I spoke to more than 100 people that day, and thoroughly enjoyed myself. We also used the day to launch our new “Online Profile Builder” and are delighted at the response!
Each week at our Thursday morning breakfast meetings, BNI members each have a 60-second slot to share a bit of information about our business and request a specific referral from the other members. More often than not, someone around the table will be in a position to help make an introduction on our behalf.
I was a founder member of the BNI Highland chapter, and have been the Education Coordinator since we launch all those months ago. In my role, I introduce the weekly education slot, where a member shares a 4-minute presentation on a topic to help others in the room do business better. Sometimes, like today, the assigned member isn’t able to present their slot, so it has been a great boon to my impromptu speaking skills! Recent education topics have included how to make the most of your 60-second slot, what makes a good referral, and how to make the most of your 1-to-1 meetings with other members.
“One-to-ones” [121s] are the core of BNI; these one-hour meetings with another member enable each of us to learn more about our colleague’s business, and the types of referrals they are looking for. We learn to recognise opportunities where a referral would be suitable. And best of all, we get to know each other better.
Beyond the business passed, BNI has been the source of many new friendships for me and for my colleagues in the room.
Today, we got heartfelt thanks from one of our members, who credited the support he received from all of us, for helping him get through a difficult time personally and professionally.
Which was a helpful reminder: the ‘net’ impact of networking isn’t always just evident in the bottom line.
If you’d like more information about BNI, or how Bruce PR can help you to raise the profile of your business, ring me on 01462 216 226 or drop me a line. I’d be happy to chat.
We’re delighted today to unveil details of our new Online Profile Builder. We developed this in response to the digital marketing needs of local businesses — businesses that are too small to have their own PR or marketing person, but too big to ignore the demand for online content.
Our Online Profile Builder is the perfect solution for businesses who want their business promoted but don’t want to do everything themselves. Bruce PR’s Online Profile Builder will solve the problem of having professionally written, high-quality content for your social media channels, and proper news items for traditional news outlets including newspapers — a crucial mix in the Highlands.
To find out more, visit our stand (Stand Number 1!) at the BNI Highlands Expo today at Eden Court. We’ll be able to show you just how our Online Profile Builder can solve your social media and publicity challenges, with one simple package. Click here to book a 5-minute telephone chat to get all the details.
Do you love networking? Event if you don’t, you won’t want to miss this super event. Join Laura from Bruce Public Relations and her colleagues from BNI Highland for informal networking at BNI Highland’s inaugural Expo on Thursday 9th March from 11am to 7pm at Eden Court in Inverness. The event is invitation-only so please drop us a line if you would like a formal invitation. #BNIExpoHighland
Unless you’ve been living under a rock for the past few years, you will have noticed that the popularity of video has grown exponentially.
From Facebook to YouTube, we are consuming more video content than ever before. And the business case for video is compelling: according to Hubspot, after watching a video, 64% of users are more likely to buy a product online.
2017: the year of video?
We’ve seen growing interest in video, but I believe 2017 will be the year that video really takes off across a range of social platforms. By taking a few simple steps, any business can capitalise on the potential that video offers to share your message far and wide.
The power of leverage
For small- and medium-sized businesses with small- to medium-sized marketing budgets, video offers a powerful tool to generate leverage in your promotional activity. Equipped with little more than a smartphone, you can create short videos to bring your website and social media channels to life, and reach potentially millions of viewers online.
What should you say?
One of the best uses of video is to help people to understand what you do, and how you do it. A “value proposition” is a tool to help potential customers understand the benefits you provide, the problems you solve, and why they should choose you over your competition. Your value proposition should be a top priority when developing video content, and it’s something we work with clients to develop before doing any marketing or promotional activity. Once you are clear on what makes your business unique, it is much simpler to communicate this and convince potential customers why they should buy from you. [More on this here.]
Educate clients online, and build rapport
Also, consider the questions you typically respond to from clients or customers. For professional services firms like solicitors, accountants and architects, a video can save time responding to queries about your fee structure or services you provide. Perhaps your video could spec out the path of a typical query, and take a potential client through the process so there are no surprises? One of your team could explain how your fees are structured, and which if any services or advice you provide free of charge. A video will save staff time, and also serve to educate your audience. Moreover, by using an actual member of your team, video can build rapport in a way an email will never do.
Use video to accomplish new tasks online
But your video doesn’t have to be about your products or services. I recently worked with a large accounting firm to develop a video to recruit graduates to become trainee accountants. Shared on their website and social media channels, the animated video truly engaged the target audience — outperforming all other recruitment tactics— and generated a talented pool of ideal candidates!
Get something down on paper first
While some people are talented improvisational speakers, don’t put undue pressure on yourself or your team. Start with a script, outlining your key message and some details you want to include. Scripting your video doesn’t have to be complicated, but preparing a script will ensure you communicate what you intend to. And keep it short. Hubspot notes that 5% of people will turn off a video after one minute, but this figure jumps to 60% by two minutes! And ‘word count’ will make it simple to see how much you’ve got before you start filming: between 120 and 140 words will take about one minute to speak.
The crucial ingredient: a call to action
Don’t forget to include a call to action. Make sure to give your viewers one clear action to take — invite them to visit your website, ring your office, download a PDF, or email an enquiry. And make it simple for them to take that next step, by including a link, an email address, or similar.
What are you waiting for? 🙂
Video can positively impact your business in a range of ways – from increasing sales and driving traffic to your website, to educating potential customers about your products or services. The sooner you start using video, the sooner you’ll experience the benefits.
If you want to use video, but are not sure how to start, drop me a line or ring me. I think every business could be using video, and I can help you make the most of it!
Laura Bruce, Bruce Public Relations Ltd. copyright 2017.
This article is based on my column in the January 2017 issue of Executive Magazine, a monthly publication of Scottish Provincial Press.