Photo opps are everywhere… just take them

Photography is easier than ever for small businesses today

Digital photography has transformed the way that businesses market their products and services.  What was once a costly process involving rolls of film and expensive cameras is now a relatively low-cost endeavor.  There’s no longer a cost for images and decent quality cameras are built right into the devices that we use everyday.

Here at Terrapin, we have digital cameras, smartphones and tablets that we use on a regular basis to document the people, places and things that define the business.  The quality on each device is very good with sizes large enough to be useful on blogs, social media, websites and more.  

What qualifies as a photo opp?

With access to so many portable, mobile devices, there’s no reason why you shouldn't be documenting the things that happens at your business.  But what should you be looking out for?  What qualifies as a “photo-opp” at your business?  Here are some examples from a few of our clients....

1.  Photograph products to demonstrate their use

If your business sells a physical item, you should invest the money to have professional photos taken of your products*.  But with that being said, there’s nothing that says you can’t take candid photos of the product in use so that your audience can get a better understanding of how it works.  These additional photos (or videos) can paint a fuller picture of the item and help guide visitors toward a buying decision.  

Sneak peek from our latest collection! Hand & body chains are coming soon, we can't wait to wear this baby out... pic.twitter.com/JL0GVPpaPW
— Whiting & Davis (@WhitingandDavis) August 4, 2014

2.  Photograph the people associated with your business

As I had mentioned in a prior post about Facebook, consumers want to connect with businesses on a personal level. So given them what they want and post photos of the people who make the business run.  These can include employees, customers, vendors, etc.  The idea is that you want to present a public face for your company - one that your audience can identify with on a more personal level.  

Post by Dave's Marketplace.

3.  Photograph events that you’re attending

If you’re business is active in the community, endless photo opportunities await.  Sponsoring a local baseball team?  Take photos of your logo on the uniforms.  Exhibiting at a trade show?  Take photos of the booth and sales team in action.  Team building exercise at an off-site location?  Take photos that show teamwork in action.  Summer party for the entire office?  Take photos of attendees enjoying the day.

Food, family & passion... Stefano & daughter, Lucrezia, accept @RIMonthly’s #BestOfRI 2014 Best #Local Charcuterie pic.twitter.com/SZo4qlJrUK
— Daniele, Inc. (@DanieleInc) August 12, 2014

Today’s cell phones, tablets and cameras make it easier than ever to create great visual content for your business, so take your opportunities when they arise.  Once the moment has passed, you’ll never be able to get it back, so take photos and figure out how to use them later.  



*Professional photographers are an extremely important part of marketing.  When you need solid, high resolution images that involve a high degree of lighting proficiency, a pro photographer is the only answer.  We offer photography as a service here at Terrapin and know the value that it can provide when marketing a product or service.  

Become a friend to your customers on Facebook

At it’s heart, Facebook is a way to connect with friends and family.  Log onto your own FB account and you’re bound to find selfies, baby photos, birthday reminders, links related to healthy living and exercise, check-ins at local bars and restaurants, etc. These are all things that are centered around our personal lives and are shared with the friends and family who matter most to us.  

So it’s no wonder that it’s difficult for small businesses to break into the FB game.  We aren’t family members.  We’re kinda friendly, but not enough to be FB friends.  So how can we change things and get people to start thinking of us differently?  It’s a tall task, but one that can be overcome with a good plan and some focused effort.  Here’s what we’d suggest...

1.  Share interesting photos on Facebook In reviewing my own page, it’s clear that photos and visual content are a huge part of what makes Facebook tick.  Take a lesson and share interesting photos related to your business.

Every business is built on people, so make sure to include them in your postings.  It’s always interesting to see who makes the engine go, especially at a small company.  Get candid shots of what goes on behind the scenes and followers will begin to see you as human - not just a company.

2.  Grow your follower list with a good deal

People love to feel as though they’re saving money.  Kim, a friend of mine on FB, will often ask for Kohl’s coupons when she’s ready to make a big purchase.  

Small businesses can learn from this, so sharpen your pencil and figure out a coupon or collection of seasonal promotions that draws them in and keeps them friendly. It doesn’t have to be a huge savings - just something that says you value their business and would enjoy their support in the future.  It may be just the nudge that they need to become a Facebook follower… and a customer for life.

3.  Help followers discover new things

Whenever I see friends at different locations like restaurants, concert venues and vacation spots, a part of me always says  “I’d like to check that out, too.”  Or if there’s an event coming up and Facebook tells me that friends are going, I’ll probably want to be a part of it as well..  The point here is that Facebook can very often be a way for users to find out about places to go and things to do.  

If you’re a small business with a strong local customer base, be sure to share area news and interesting events with your followers.  You’ll begin to paint yourself as the local expert and a resource for people who want to know more about what’s happening in the area.  As an added step, visit these locations and be sure to post photos. Two birds, one stone!

4.  Tease new products to build interest on Facebook

I have a friend named Vern.  We’ve been friends for a long time and have very similar tastes in music, so whenever we get together, our conversation goes like this… “Dude.  Have you ever heard of XYZ band?  They’re kinda like ABC, but with 123 on vocals and a heavier sound.”  Since Vern knows that we enjoy the same types of music, he’s betting that I’ll like XYZ band as well.  Once my interest is piqued, it’s more than likely that I’ll soon join him as a fan.  And until I actually listen to their music, I’ll have to trust Vern’s recommendation.  

In this example, you’re Vern.  You know that followers already like your existing product or service.  So one way to build interest in new offerings is to tease them on your FB page.  Post exclusive photos and talk about how this new product will be different and better.  Until the product or service is launched, followers will be hanging on your every word because you know exactly what they like.  

5.  Take a controversial stance on an issue to start a dialogue

During the last election, I got to know a lot about the people that I’m friends with.  They felt so strongly about the candidates and issues that they couldn’t help but share their opinions.  

Personally, I would avoid political issues because it can be somewhat polarizing.  A better approach would be to ask questions on topics related to your business.  By creating an open forum for followers, you can get input on your own product or service, trends in the industry and more.  Throw in a question or two about things unrelated to your industry just to keep things light.  

REMEMBER: People like to do business with other people

When considering your strategy for Facebook, it’s most important to realize that people like to do business with other people, not just a corporate machine.  As small businesses, we have the advantage of being able to bring a human element and personal touch to everything that we do, including Facebook. By following these 5 tips, you can start building a relationship with your followers and start utilizing the power of your Facebook friends.

Delete your Facebook page

Delete your Facebook page.  There.  I’ve said it.  

I’ve been going around and around on this issue for quite a long time and for good reason.  

I’ve read posts from the top Facebook marketers and they all praise the new targeting tools that allow you to reach potential customers with pinpoint accuracy.  Their metrics show great success when you can filter your audience down to the most minute detail.  

I’m also following marketing experts who criticize Facebook for forcing businesses to pay to reach all of their followers.  We all work extremely hard to build the number of Likes, but in the end, Facebook only displays our posts to 16% of those people.  Inorder to reach the other 84%, you need to pay to use Facebook advertising and all of those fancy new targeting tools.  

So I guess in the end, Facebook has the potential of working if you’re willing to invest money into their advertising platform.  But as a small business, your marketing budget is probably small.  What we use to compensate for small marketing budgets is time, another valuable commodity that can help a business grow when used effectively.  With that being said, is Facebook an effective use of your time?  

Wasting time or time well spent?

I get caught up in saying that Facebook time is time well spent, but upon closer inspection, I’m not so sure.  I’ve been deluding myself into thinking that it’s productive time because 1. I’m using social media and staying abreast of what’s new and 2. I’m posting content that relates to the work that we do here at Terrapin.  

But when I look back at the time I’ve spent, I can’t say that any of it has generated a new lead for the company or resulted in a sale.  I’ve been chasing “Likes”, hoping that as that number grows, the number of interested parties seeing our work will also get in touch.  That really hasn’t panned out.  And as I spend time trying to grow the number of Likes, I’m still not going to reach all of those people because I’ll only reach 16% of my fans organically.  Are you kidding me?!?

Alternative uses for Facebook time

I’ve decided to refocus my time onto other marketing activities that I think will be a more direct route to increasing sales...

1.  Website content pages

The Terrapin site is our primary marketing tool, so it only makes sense to spend time here to keep it current.  As our company has grown, our service offering and portfolio has changed and grown, but our site hasn’t kept pace.  My goal is to comb through our extensive site, update the content and ensure that every page is optimized for search engines.  The bottomline is that our website needs to be doing everything possible to generate new leads.  

2.  Email marketing

Our email list has been growing slowly, but steadily over the last few years, so I think it’s time that we put more time into the message that we’re sending out.  We have a direct link to potential customer’s inboxes and have a great open rate, so it’s time to tweak our message to maximize effectiveness.  Generating new content for the website should also provide great topics to promote through email.

3.  Blogging

I enjoy writing, but with so many hats to wear as a small business owner, I rarely allow myself the time to do it.  I’m pledging to double my output and write multiple blog articles a month, each with a targeted focus that’s replete with keywords that search engines love.  

But blogging isn’t just about pushing out content… it will be important for me to read other blogs and create connections across the blogosphere.  Commenting and sharing related blogs for small business and marketing in Rhode Island and Massachusetts will help to get the Terrapin name out there and hopefully build our expertise as one Southern New England’s premiere marketing companies.  

Should you delete your Facebook?

I know that a lot of small businesses across Rhode Island and Massachusetts are probably in the same boat as we are.  Facebook keeps us busy, but is it really time well spent?  For most businesses that we encounter, I do not think that FB makes sense.  But if you can answer “Yes” to any 3 of the following criteria, I think you can tap into the power of FB marketing:

1.  You are a B2C company

2.  You offer a tangible product that photographs well

3.  You have marketing budget to spend on FB advertising

4.  You have time to dedicate to generating content

5.  You have time to build Likes and interact with Fans of your page

Making the best use of Terrapin time

Full disclosure:  I am not going to delete the Terrapin FB page - we’re just going to balance the time that we spend on it as a marketing tool.  It won’t be our first priority in terms of time and money.  It’s merely another tool in the marketing bag that we can use to get our message out.  Our focus moving forward will be creating valuable content that we can promote through all of our marketing channels:  website, email marketing, blogging, LinkedIn AND Facebook.  

The top 3 social media platforms for small businesses in Rhode Island and Massachusetts

Social media marketing can be a difficult thing for small businesses in Rhode Island and Massachusetts.  Everyone is talking about it, but it can be hard to see through the hype and understand which options really are right for your small business.  After careful thought, these are what we here at Terrapin see as the top choices for small businesses in the area to consider.  

LinkedIn

Many consider LinkedIn to be Facebook for business people, and it's a good analogy.  You can expect to find business people here networking, trading ideas and learning about all facets of business.  We use LinkedIn here at Terrapin for a few different reasons...

1. Research new potentials, vendors and employees

LinkedIn provides insight into the skills, work experience and specialties of new people who may interface with your business.  Prepare for the initial contact with common interests by looking these people up in advance.

2.  Gain prominence as an expert in your industry

LinkedIn allows you to write recommendations and endorse connections for certain skills.  Input from other professionals like this can add a lot of credibility to your name and open up new opportunities from people researching you or your company.

3.  Learn new skills and follow trends

LinkedIn Groups allow you to meet other business professionals who share your interests, passions and goals.  Bounce ideas off of these people to get a new perspective on a challenge or opportunity, and arm yourself with more business building skills.

Google+

Google's social network doesn't get the same respect as Facebook or Twitter, but it's not something your should ignore for a couple of reasons...

1. Rise up in the Google search rankings

Evidence suggests that posts on Google+ get priority treatment in Google search.  With so many companies competing for search engine visibility, it makes sense to take advantage of everything that you can to raise your natural rankings and be seen.  

2. Uncover new ways to market your business

We've found Google+ to be a great source of information on the latest trends in marketing, namely content marketing, social media and, surprise!, search engine optimization.  It seems as though the thought leaders in marketing have all adopted Google+ and are happy to share ideas with other users there.  

3.  A playground for Google lovers

A fringe benefit for Google diehards is that Google+ is chock full of news surrounding all of the Google products and technology. First look at the latest Android powered phones and tablets? Check.  New developments in Google Glass? Check.  Great new apps in the Google Play store? It’s all here for Google lovers.

YouTube

If videos aren't a part of your marketing strategy, you might consider making them one in the near future.  YouTube is the second largest search engine in the world, allowing millions of users to bring information to life in video format.  We’d suggest these topics for compelling videos:

• Product demonstrations and reviews
• Guided tours of your facility
• Introductions to key team members at your company
• Video testimonials from satisfied customers

It's also important to note that YouTube is incredibly popular with the younger generation of internet users.  In a recent poll, 68% of users aged 14-34 reported that they frequently visit YouTube for its video content.  So if you’re trying to reach these younger users, or think this market will become an important base for your clientele in the near future, you need to consider YouTube today.

In Conclusion

We know that these 3 choices may not be the most popular selections for small businesses in RI and MA.  You may already be in engaged in Facebook, Twitter or Pinterest, which is OK.  Obviously tour business needs to evaluate each of the options based on your particular industry or niche and an understanding of where your customers can currently be found.  

But with some focused effort, we feel these 3 social media tools will allow your company to participate in the social media revolution in a way that creates real growth in your organization in the form of networking, education, sales and marketing.  

Not sure where to start? Contact Terrapin Art & Design to learn more about our Social Media Mentoring and Consulting services. This could be just what your business needs to jumpstart a successful social media marketing campaign.

Missing Links in Your Search Engine Marketing Strategy

Back before the dawn of Google, backlinks ruled the web. Through internet natural selection, the search engine evolved into the dominant species. Despite its authority, the search engine has yet to phase out backlinks; they are a crucial tool for small businesses.

Background on Backlinks

A backlink is any link that is directed toward your website from another website. Examples:

• A blogger raving about and linking to a newly discovered site
• A link posted to Facebook or Twitter

Backlinks lost their corner office, but are still an important cog in Google’s grand scheme. The more quality backlinks your site has, the more popular Google considers it, improving your search engine rankings. Think of backlinking as a petition for Google to recognize your site. Quality links are the signatures.

Digitize Your Networking Efforts

You’re always in networking mode for your business. This means a steady stream of business cards flowing from your wallet. Backlinks are digital business cards leading back to your company.

Research and interact on popular blogs or forum sites relevant to your industry. Contact the blogger and let them know about your business and the quality, relevant content you can add to the conversation. This tactic can get the link train moving.

Keep it Relevant

Like with their paper counterpart, be conservative in distributing your backlinks. You don’t pass your card to everyone in sight; you strike up conversations to see who might want your services.

When working the room that is the web, seek out blogs and forums related to what you offer. Like chatting it up with potential customers in person, you’re seeking quality business interactions, not a saturation bombing of your company information.

When playing the good cop, “quality” is Google’s favorite word. If you blindly unload a dumptruck of links (known as linkspam) on irrelevant sites, they send in the bad cop. This side of Google could slap your site with the “spam” label for snubbing their quality guidelines. Even if you’re sharing your link to a relevant site, don’t get carried away; over-linking can also incur Google’s wrath.

Lean Toward Natural Links

Actively backlinking your site is useful, but can become a crutch. These backlinks are lab-grown; focus on the organic equivalent. Cater to your visitors with your site content . This includes filling your site up with:

• Well-written, detailed content
• Attractive photos, layout and visuals

Work toward a site with a strong base of visitors. This will spur organic link-building through these dedicated traffic drivers. Web devotees post at every opportunity, EVERY day. Whether it’s to their own blog, Twitter, Facebook etc, if they like your content, the links will be there. 

Beware the Black Hat

At this point you might be saying, “This sounds time-consuming, I’m gonna farm it out.” Not a bad idea, but be careful.

Many SEO services offer backlinking, but some known as “black hats” will build yours with spam. Google’s spam bloodhounds will sniff out these links, blow them off the web and impose punishment on your site. 

Market, Market, Market!

In the end, you win with a good website. Refine and perfect your content marketing techniques, and with quality web content comes quality backlinks. Inject content into the web that demands interactivity and the backlinks, and improved Google rankings, will come.

Avoid the Social Media Boneyard

Your small business started a Google+, Facebook or Twitter page; now what? What do you do with it? What do you put on it? Little to nothing is the popular trend.

Too many small business social media accounts are neglected and/or abandoned. It is all too common to see half-baked company Facebook pages with 20 likes, mostly friends and family, last updated 6 months ago. Social media is a business vehicle; it needs a driver. 

What Are Your Goals?

You likely started your social media campaign because everyone else was doing it. Avoid thinking of it as a formality or some “keeping up with the cool kids” trend. Business social media is not going anywhere and is still in its infancy, so you don’t have that much catching up to do. Use social media to your advantage. 

Think about what you want for your business. Is it increased sales? Maximum buzz surrounding a new product or service? Social media is your partner in these efforts; it can grow your business if you let it. Valuable uses of social media include:

·         Starting conversations with customers

·         Building your brand

·         Social media-exclusive promotions

Read up on more social media content ideas from Terrapin >>>

Instant Gratification Doesn’t Exist

The psychology of the failed Facebook or Twitter page seems to be “If you build it, they will come.”  You posted a few photos and status updates, nothing happened, so you threw up your hands and deemed the service useless.

Approach the process with some patience. Sit down with your team and build up your social media ideas. Encourage anyone with a campaign concept to bring it to the table. Look into what your competition or industry leaders are doing on Facebook, Google+ and Twitter. It’s a classic team effort applied to a modern forum.

Consistency Wins in the Social World

Business growth is an inherent benefit in starting and sticking to a social media campaign. There are other factors to consider. Inconsistency can hurt your social media presence down the road.

If your Facebook or Twitter updates sputter and disappear from user feeds, then pop up again, you’re not going to be taken seriously. Users will think you’re only interacting with them when it’s convenient for you, or when you need something. You wouldn’t ignore a customer on hold or in your office; don’t overlook them online.

Slow & Steady

Doing the bare minimum in social media will yield minimal or no results. On the flipside, applying effort to a social campaign will pay off in time as you build your audience and determine what piques their interest. You didn’t give up on your small business after a first trying month; don’t abandon social media because it doesn’t provide a quick fix.