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.

Seeing Your Business Through Your Customer’s Eyes

When you’re engaged in running and building your business, sometimes you get caught up in the details of day to day operation.  If you're like most small business owners there never seems to be enough time in the day to get everything done.  This can lead to missing out on the bigger picture – your customers. 

When potential customers search for your products and services, visit your website, and connect on social media, they do not see the intricate details of your marketing efforts. Instead, they see what is at face value – your content, your social media presence, your competition, etc. In order to ensure that your business covers all bases and provides the customer with what they want to see, it is helpful to look at your business through their eyes. 

When was the last time you…

You probably jump on the internet on a daily basis, but how often do you visit your website as your customers see it? When it comes to the customer, the most important aspect of a website is current content. Keeping your content current and regularly updated shows the customer that your company is still active and that you are experienced in your industry. First, you should ensure that the products and services you offer on your site fall in line with the current direction of your company. An obvious mismatch could make your customers more likely to choose one of your competitors. 

Second, you should regularly update any content on your site that is dated, such as news, blog posts, and articles. Having old content may cause potential customers to place less trust in your brand or even assume that you have gone out of business. Finally, you should ensure that the employees featured on your website are still a part of your business. One key aspect of creating a connection to potential customers is by giving a face to your business. Your website should always stay updated with employee changes in the same way that you would update new products or your blog.

Googling your company is a simple and fast way to see what your customers see when they seek out your business. You can easily determine how high you are ranking in search results, what other places on the web your company appears, and whether potential customers are seeing negative or positive results. First, you should ensure that your website and all social media profiles are ranking at the top of a search for your business. Customers should be able to easily locate any and all online presence that represents your business.

Next, you should continue scrolling through the search results to see where else your company appears. Do any other organizations or directory sites list your company? If so, you should ensure that information about your company is correct and updated on these sites. Finally, look further to see if any search results provide negative discussions of your company, such as bad reviews, lawsuits, or product recalls. This can both inform the next steps in your internet marketing campaign and keep you in the know about how your business is viewed by customers. 

Googling your industry and competition is also an excellent way to see how you match up in terms of internet presence. The best way to test this from the customer’s perspective is to type in keywords or phrases that potential customers use to find your products or services. Using keywords that customers search for in your industry will show you exactly what they see.

First, check out what competitors show up in your search results. Because these are the other companies that your customers are seeing, it is imperative that you match up to their online presence. You should also determine if they are local, national, or international players; figuring out the scope of your competition will enable you to tweak your own marketing campaign accordingly. 

Next, see what products or services your competitors are offering, and examine how well your own products and services match up. If your competition is providing an in-demand service or brand new product that your business is not, it may be time to change and update the products and services of your own company. Finally, you should also determine whether or not your SEO campaign is missing out on any keywords that potential customers are using. Your website should be optimized for these keywords to ensure that when customers search for products and services in your industry, they find your company first.

The Importance of Print Design in Marketing

While some may deem print design as outdated in comparison to web design, Terrapin Art & Design views print design as even more exciting. Print design offers many marketing opportunities that web design cannot compete with. Despite the fact that most customers will turn to a company’s website first, no website can replicate the effect of holding an actual object printed with information about a company’s products and services. Print design is often overlooked because it uses materials that blend in with our daily lives, but contrary to popular belief, print design cannot be replaced by web design. 

Print Design vs. Web Design 

Because print design and web design both involve computer generated text and images, they must be the same, right? Wrong. Print design refers to the creation of many elements of our daily lives that may even go unnoticed, such as magazine ads, posters, album covers, and t-shirts. Print design usually involves a few basic components: images, text, layout, symbols, and logos. A good graphic designer will use these elements to create a simple message that informs but does not overwhelm the reader. 

Why Do You Need Print Design? 

• Reaching Your Target Audience: Yes, a good website is the best way to reach most target audiences. However, utilizing print design along with your website will allow you to reach a broader audience. In addition, many elements of print design are important parts of attracting new clients, such as brochures and print advertisements.

• Branding Goes Beyond a Logo: Every company needs a logo, but successful branding goes beyond a simple logo. Both your logo and your website’s fonts, colors, and general layout should coordinate with your printed materials. Presenting a united brand shows customers that your business is professional, and also creates name recognition. 
• Layout is Crucial: We cannot stress the importance of good layout enough. If customers do not understand your layout, the entire message that you are trying to send could be lost. A good graphic designer has the knowledge and experience to structure a layout that will reach customers and bring in business.

Why You Shouldn’t Just DIY 

Many business believe that they can simply take a “do-it-yourself” approach to print design. After all, how difficult could it be to type up information about your company and format it nicely? There are many reasons why having an experienced graphic designer on your team is an invaluable resource. 

• Experience: The most important benefit of hiring a graphic designer is that they have experience. Not only does a graphic designer possess technical skills, but he or she also has industry-based knowledge about what works, and what does not work.

• Details: With print design, it all comes down to details. Successful graphic design will allow your company’s information to stand out while still blending in. Sound confusing? Consider the marketing strategies of successful brands. They engage their potential customers without overpowering them, which is a strategy that visually pleases their audience and attracts new clients.
•  Logo: While branding is more than just a good logo, a logo is very important to begin any successful marketing campaign. Graphic designers are trained to create logos that will lead to brand recognition. This logo should appear on all materials: website, business cards, brochures, advertisements, etc. Your logo will unite any materials connected to your company and send the message that your business is professional and reputable.

Choosing Terrapin Art & Design 

Terrapin Art & Design has much to offer potential clients when it comes to both web design and print design. Not only will we create a logo for your business, but we also offer services to coordinate your website and print materials. We can assist with a number of print material campaigns, such as direct mail, display ads, sell sheets, sales presentation kits, newsletters, brochures, flyers, billboards, signs, and vehicle graphics. Our team can bring your business to life with a consistent design for your marketing campaign.

Preparing for Employee Photo Day

At Terrapin we've always said that people like doing business with other people.  A website and marketing materials provide the perfect opportunity to introduce the team that makes your business unique.  Whether you hire a professional photographer or decide to use a point-and-shoot camera, taking some time to plan an employee photo day will give you a better shot at getting great photographs.

1.  Decide Who Needs to be Photographed -  Typically the management team will be photographed individually.  But don't stop there.  Think of how you can group other employees together - sales team, administrative staff, etc and get photos of them too.  If you have a large number of employees a team photo easily communicates the size of your organization.  Create a list of all the photos (and whose in them) so that you, your staff and your photographer can stay organized.

2.  Select a Variety of Locations - The interior and exterior of your facility can provide unique backdrops for your photographs.  Take a few minutes to look around and see what might work.  A solid colored wall, someone's work area, the main entrance to the building all make great candidates.

Solid Color Background

Inside Your Location

Take Advantage of the Beauty of Nature

 

3.  Set a Dress Code - Whether uniforms, logo'd shirts or just company colors, a dress code will add consistency to the photos.

 

4.  Prepare Your Team - Make sure employees are aware of the dress code, time of photographs and anything else that may be expected of them.  Provide as much advance notice as possible and then remind them a few days prior.  This way they can look their best.


 

5.  Make it a Fun Event - Some people love being in front of the camera.  Others... not so much.  Come up with ideas to help lighten the mood.  Food, music, laughter.  If you're employees are having a good time it will show through in the photographs.

Some time spent planning will save time and stress for everyone come photo day.  Happy planning!