How Bad Publicity on LinkedIn Can Be Your Business Downfall

As entrepreneurs, how can you grow business yet still stay under the radar? I answer this question on Mike Michalowicz's blog, The Toilet Paper Entrepreneur.  I weigh in on why negativity can hurt your reputation on LinkedIn. A big thanks to Mike for including me as a guest contributor. 

As I have mentioned in previous posts, online reputation management is one of my favorite topics. I've had my share of negative comments and attacks on LinkedIn. I just shake my head when I read these insulting, catty diatribes. How can these people possibly have clients? Why hasn't their competition snatched away business? Based on their comments alone, I wouldn't want to do business with them - not with that kind of negative, disrespectful attitude. It's sad that people resort to such immature behavior in the professional world. LinkedIn is about sharing and helping each other - not cutting down fellow business professionals every chance you get. If you wouldn't say it to your mother, then don't post it on your social media! 

How do stay under the radar while still growing your business? Check out Mike's blog - he offers great business tips including helpful social media information. 

Word of Mouth Marketing Pays Big For Small Businesses

Word of mouth marketing...what would we do without it? Especially in these tough times as small businesses close their doors, word of mouth marketing pays big for business owners who compete daily for new customers just to stay ahead.

I live in a small town in the foothills of northern California. We have a few "box" stores here, but I try to support my local businesses as much as I can. Word of mouth marketing goes a long way in a small town and it pays (especially if I am your customer!)

My laptop took a nose dive last weekend, and I ended up buying a new laptop with upgraded 2011 technology. I could have easily bought the laptop online or at a box store, but based on 'word of mouth' from my mom (she bought the same laptop from a local computer store) I took my laptop into their store for a repair. First, they didn't charge me an arm and a leg just to look at my computer, and they figured out it was a failing hard drive. There was no hard pressure sales to upgrade my laptop (another plus in their favor), but they were running a sale this month on the exact laptop I wanted to purchase - great timing!

This local store gets an A plus - they understand the importance of word of mouth marketing and they practice what they preach. And my mom's "word" goes a long way since she used to teach college computer classes and has been around computers for a long time. As a result of my mom telling me about her great customer experience with this local computer store, I turned into a new customer who bought a laptop from them. That sale was based strictly on word of mouth marketing. Sure, I know about the store since I've had other family members take their computers there, but my purchasing decision was based on the positive experience my mom had with the store.

I'm not putting down box stores, but I've had less than favorable experiences with the larger corporate chains. If anything, these bigger chains could take a page or two from smaller businesses who know how to effectively market via word of mouth.

As a business owner myself, I am really busy so It's nice to know I can go to a local store if I run into any problems with my laptop. Not to mention, they threw in a discount card for their store.

As a result of my positive experience, I plan to write favorable online reviews about this local computer store to help spread the word. As important as social media marketing is for your small business, don't forget about your customers and word of mouth marketing. Look at your reviews online and remember to thank your customers for favorable reviews (and thank them in person too!) Word of mouth marketing could pay big for you in the near future.

I've been fortunate to receive referrals from past clients and landed new clients in the process. 

What has been your experiences with word of mouth marketing? Did word of mouth help land you new customers? Sales?

Why Reactive Marketing Could Shut Down Your Business

I chatted this morning with a colleague who works with local small businesses. We compared "marketing" notes and discussed how small business owners are missing the boat with their marketing strategies. They don't worry about their marketing until AFTER they are forced to reduce store hours or cancel promotional events. Reactive marketing is not the way to go - especially in this economy. When I hear businesses, especially small Mom and Pop stores, complain that they don't have time to market it makes me shake my head. With the powerful and easy social media marketing tools right at their fingertips, small business owners don't have any excuses NOT to be proactive marketers.

I'm a huge fan of a local pizza parlor in my small town (a shout out to Old Town Pizza in Auburn, Calif.) They are on the ball with their email marketing. I received their St. Patrick's Day email last night that listed their specials which included discounted prices on pizza with pesto sauce - now that is clever (not to mention green beer). The email was simple with a festive St. Patrick's Day theme and caught my eye right away. They are a great example of how small businesses are staying on top of proactive marketing.

There are times when reactive marketing is beneficial and necessary. When you spot negative comments from disgruntled customers on your Facebook, then you definitely need to react and take care of the problem immediately.

How can you take the bull by the horns and be a proactive marketer?

Understand Your Markets


Conduct market research and customer surveys. What do your customers and clients want and need? Don't wait until they have blasted your company social media accounts with nasty-grams to figure out they are unhappy campers. Be aware of what's going on in your industry - what and who influences key decision makers and leaders? What does the projected forecast and trends look like this year? In five or ten years? Stay on your toes.

Be Open to Networking Opportunities

When you meet someone online or offline, think about the potential marketing opportunity with the person you just met. I don't recommend spamming them or hitting them up to buy your product, but take the time to get to know them - do you share common interests? Maybe the woman standing next to you in line is the CEO of ABC Company and her daughter attends your son's school. You never know who will cross your path, so don't shut out networking opportunities when you're outside the office.

Don't Use Lack of Time & Money As Excuses NOT To Market

I understand how difficult it is to schedule time to market your business, but it's crucial. Create a solid online marketing plan and stick to it. Schedule time for your social media or hire someone to do it for you. Don't use the excuse that you don't have enough time or money to put into your marketing. You don't have to break the bank with your marketing either. There are many cost-effective, free tools available to help save time with your social media marketing. Here are a few time-saving automation tools to get you started:

www.hootsuite.com

www.socialmention.com

www.postling.com

www.twitterfeed.com 

www.ping.fm

www.tweetdeck.com 

Don't wait until you have to hang a "Going Out of Business" sign on your door. Schedule the time today to be a proactive and NOT a reactive marketer.