Every Monday, I focus on a person or company doing something cool to promote themselves online. Know a rockin internet marketing campaign? Let me know about it!
A couple weeks ago, I decided to start my own business Facebook page. The same day, my friend Sherry (who happened to attend a talk I did about social media and who I went to high school with) decided to do the same thing for her massage business.
By the end of the day, I had some serious jealousy issues. I had 25 fans and she had... over 100. I figured I could be petty and sulky, or I could ask her what she did and how she's planning on using it. Here's our interview, appropriately over Facebook:
What are your certifications/training and how long have you been giving massages? When did you establish your business?
What certifications? Just kidding!
I went to massage school at the Downeast School of Massage in Waldoboro, Maine for 2 years full-time with courses in the first year consisting of all book work (anatomy, physiology, kinesiology, etc.) and the second year, hands on, fun stuff. (I highly recommend this school by the way.)
I have to also keep my continuing education units up in any massage related areas I choose (like hot lava stone massage, oncology massage, reiki, shiatsu, there are so many).
I graduated in 2002 and have been practicing since, at first working at a day spa in Topsham before moving back to Fort Kent (Maine) when we decided to have a family. I have been doing massage in Fort Kent since 2004.
How were you getting a majority of your clients in the beginning (word of mouth, referrals from other therapist, newspaper ad, etc.)?
At first, I had to supplement my income with a part-time job as a secretary in the public (which was intentional so I could spread the word to everyone I came in contact with). I'm a very social person and love to talk about myself (hehe) and what I do.
Because i live in a small town, which is alternative choice deprived, minds are not easily open to complimentary therapies, so my first years were spent educating and giving free sessions. I spent alot of money in Saint John Valley Times ads. I also printed brochures at home and plastered them all over town (in stores, resturaunts, church, salons, schools, etc.). and soon people got to see that I was back in town and had something to offer.
Then it was more of a word of mouth, which has flourished into something huge. I am currently booked for two weeks and have over 100 gift certificates out in circulation, with close to 1000 sold to date. Gift certificates are a HUGE chunk of my business, and I donate many to good causes - it creates more of a buzz if "Sherry Stedt donated this massage, want to buy a ticket for $5 for a chance to win?", instead of paying $60!!!
What made you decide to create a business Facebook page? It is ridiculously popular. How have you gotten so many fans?
Once it was up and running, I sent out the link to all my email contacts and posted it on facebook, that's it! It was sent to approximately 200 people. I have found some fans whom I don't even know (which is a little creepy, so I'll be careful what to post, like too many pictures of my daughter and/ or personal information - but it's also flattering to have other fans).
I actually set up a personal Facebook account for my business, but then got carried away finding so many friends there that I lost track of that.
My decision to focus back into making my business page was when I ran into a buddy in town who is hip with the college crowd and he said "A friend of mine asked about a good massage therapist the other day and I gave her your name, but when she looked you up on Facebook and saw you only had a private page, she felt weird asking for your friendship just to ask questions about massage, especially since you don't know her..."
I felt a dagger in my chest - that was $60 I would never get because she went to another therapist who was easier to find. That's one thing I love about Facebook, it was so quick and easy to finally get my page going! I was impressed and found myself wishing I had done it sooner.
What is one expected benefit you've gotten from Facebook (increased bookings, suggestions for services you haven't thought of, etc.)?
I'll tell you what, and I have learned this about ANY service type business where our income is at the mercy of the public, people who are interested, will not always directly ask you for your information. They are afraid to be sold or suckered into paying for something they don't really want, because they are not good with confrontation and give in.
With my Facebook page, people can become a fan without my persmission and seek out the information, like my services & rates, without having to speak to me. No strings attached, and that's the key!
How do you plan on using the internet (Facebook, etc.) to grow your business in the future?
I plan on using my Facebook page for my monthly specials, changes of hours, discounted products, events where I will be offering massage, etc.
In the first month of the new year, I want to go through my client list (from day one) and find as many as I can on Facebook. I know this will take some time, but I really want to do this. Then I'll invite them to become fans... then i will have attained my ultimate online advertising goal!
I love what I do and Facebook has allowed me to love it even more!
Breaking Even Communications makes Facebook pages for individuals and businesses. Already have one? Let BEC help you leverage it. Just contact Nicole, she'll hook you up.
Every Monday, it's an example of a business, non-profit, or website doing something interesting to promote itself online. Got an idea? Let me know!
Now I'm not a big fan on national cable companies but I thought how Time Warner is handling their Disney/ABC negotiations pretty interesting.
They are keeping customers informed via email.
I've gotten a few updates about the current negotiations via Time Warner Cable email (and yes, I opted not to receive anything extra). I haven't unsubscribed because these emails aren't frequent. Also in their favor is they tend to be short and all driving customers to another website if they want longer versions of anything: http://www.rolloverorgettough.com/
They are driving their customers to a separately branded website.
Time Warner needs to keep running its day-to-day operations going on their company website, and these cable negotiations are a small part of what it does. So, for this 'campaign' they've set up a different website for educational (and political) purposes. I appreciate how they have their company name in the sidebar (as in they aren't pretending to be some third party group). But it is smart of them to keep their advocacy separate from their business, at least in terms of branding.
I've gotten a few emails. "I miss your blogs!" I miss them too!
Last weekend, I was in a wedding in Massachusetts and, combined with being busy at work in general, updating my own blog often seems like something I want to do and don't have time. Maybe when I get a smart phone in a couple months, it'll be easier to do these things in transit.
Here's what's going on at Breaking Even Communications:
I moved my office into my living room. I was most excited about my move from 220 square feet late last year precisely because I could have a separate office and living area. There was really only one logical choice for my 'office'.
Fast forward to months later. Why is my energy so low? My office had one small window behind me and it was not motivating to work in a cave.
So Imoved my desk to my living room (other office-y things like printer, stationary, etc. stayed in the old office). Yesterday morning, I watched a gold finch hover near a flower. I also got a ton of work done. For the whole separation of work and life, I might eventually get a screen to close off the area in the after hours but for the moment, this arrangement is working, and well.
Every Monday, Breaking Even looks at a business, website, or non-profit doing cool things online. Have an idea? Contact me and let me know!
It's easy to do the whole internet marketing bit when things are going well but what about when you have a PR disaster? How do you handle bad press about your company when you've made yourself very available online?
Jet Blue had an employee freak out on them last week. He's been getting tons of press and I don't feel a need to give him any more.
That said, I do need to say how Jet Blue has handled it seems really great.
They briefly and professionally addressed it on their company blog. It would be weird to completely ignore the controversy but what should you say when you don't want to be libelous or strangely silent? Read the great blog post solution called 'Sometimes the weird news is about us...' They aknowledged what happened and thanked their great employees.
I often get asked, "Why don't you give free seminars?" I've been thinking a lot about it lately and here's my response:
First of all, it isn't true that I don't ever give free seminars. Once a month, I do a free seminar for a business-related non-profit: chambers of commerce, Rotary, and other groups of that nature. If I get two requests the same month, I ask the person who contacted me second if they'd mind holding off. This is because I need to reserve time to do paid work so I can keep going as a business. Also, these free presentations are very general, usually introducing basic concepts as that's what time allows (and usually what the group wants).
Everyone else gets charged, whether it's a customized training session ($75/hour or $500, whichever is more applicable) or as a fee for a Downeast Learning workshop (between $25-$50/person). Am I just a money grubbing jerkface? Well, I might be... but even if I am, I have some good reasons for doing this:
1) It takes time to create workshops. I spend on average of 10 hours preparing slides for a typical workshop. I usually create an outline, get feedback on it from colleagues, make slides, and then get feedback on the slides. If you've ever been to one of my presentations, I hope you can see the thought that goes into them!
In addition to the time making the presentation, I also write a press release, post the workshop on several online event calendars, post it over Facebook and Twitter, update my blog, put up posters, contact all the local chambers, and do other things to get the word out, probably to the tune of a couple hours per workshop.
2) It costs money to present workshops. You'll notice if you go to my workshops, they are held in a space that isn't my home office. Since my house is tiny (not to mention ill equipped to handle 20ish people and their computers comfortably), I have to rent space.
Every Monday, the Breaking Even blog takes on a business, non-profit, or website with a good marketing idea. Have one? Send it in!
This morning, I was listening to NPR (on the Maine Public Broadcasting Network) and heard about former marketer now turned non-profit marketer Sid Lerner talking about the Meatless Monday concept him and his firm started as a way to get people to eat healthier one day a week. According to the story, 20% of the American population was aware of the term. Personally, I've heard about it on a few blogs I read (I do like food) and I was surprised the recognition of the phrase was that low.
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