Writing (& More) for Small Businesses Delivers Big Opportunities

I’ve always loved to write.

While most kids were playing with blocks or dolls, I was publishing magazines or newspapers with feature articles, ads, sports box scores and all.

In college, I majored in Journalism and Mass Communication, but I took every writing class I could—business writing, media writing, creative writing, copywriting. I wanted to be well versed in nearly any writing discipline, so I could pursue numerous avenues in my career.

I Jumped at Every Opportunity to Write

As I started my career, I jumped at the opportunity to handle any writing opportunity. While I was pursuing my love of writing, I was also gaining more attention at work and building my portfolio (unknowingly at first).

Before long I was ghost writing for my manager and members of our executive team. As I continued to write, I developed a reputation throughout our company (a $350 million company with around 115 employees) as a go-to writer and editor. Eventually, I was published under my own byline in our company newsletter, which was a thrill.

You Can Pick Up a Lot By Asking Questions and Listening

As my career progressed, I started to think about my future. What did I want out of my career? A corner office and impressive title? Or something else?

I worked at the corporate headquarters of a franchising company, so my job involved interacting with and supporting small business owners around North America.

Every day, I was learning more about running a business, even subconsciously. I’m naturally curious, so I would ask questions while communicating with our franchise owners. People like to talk, especially about themselves, their businesses, and their accomplishments, so you can pick up a lot by paying attention, asking questions and listening.

Guess Who Some of My First Clients Were?

While I was helping our owners, I noticed some of them were looking for affordable marketing and writing services beyond what our company offered. They knew they needed help in these areas but couldn’t afford to hire large marketing agencies.

After nine years of honing my skills and building a professional network in corporate America, I left that company and struck out on my own. Guess who some of my first clients were? The same people I had been helping.

Starting My Own Business Seemed Like a Crazy Dream

While it was a long road, the idea to start my own business came during an aha moment 15 years in the making. (I realized I wanted to write for a living while I was in high school, although I couldn’t see myself—a country kid from an unincorporated village—as a writer.)

One day at work, I realized that so many small business owners don’t know how to market themselves and couldn’t afford traditional agency fees. With my diverse background in marketing, I could start a business offering professional marketing services and experience at affordable rates.

I could give brands a voice via marketing, writing and social media services, so business owners could focus on the reason they’re in business, and not struggle with marketing decisions, writing copy and developing social media strategies.

After I realized I could start my own business, it still seemed like a crazy dream. But I did start thinking about it a lot. The next day, I began thinking about business names and what would make my business unique. The more I thought about it and talked about it, the more it became a real possibility.

At a company event, I finally made the decision: I had to go out on my own. A year later, I left and never looked back. On May 15, 2012, Clearly Conveyed Communications (CCC) was born.

You Learn a Lot About Running a Business When You Jump Out On Your Own

When I started my business, I never dreamed of today—eight years down the road. I was just trying to get through each day. Eight years later, I’m still trying to get through each day, but I can’t imagine doing anything else.

You learn so much about running a business when you jump out on your own. (I know I did!) As much as I researched and planned (and you should research and plan), at some point you have to jump in and learn as you go. (Here’s some lessons we’ve learned over the years.)

To get started, I focused on the professional network I had spent the previous nine years building. I reached out to contacts I had made and relationships I had built over time to let them know I was in business. Not only were these people potential customers, but they were also connectors.

In addition, I worked out an extensive transition plan with my former employer. It helped them maintain their services as we hired and trained my replacement, and they were my first paying client. It was nice to have income as I was building my business and looking for more clients.

I Didn’t Foresee that Businesses Would Want to Outsource Their Social Media Management

While I planned on starting a marketing company that focused heavily on writing services, I didn’t foresee the interest in businesses outsourcing their social media management. I started receiving so much interest in this area that I added a new page to my website.

Today, social media management and content creation is a significant part of my business. In turn, they’ve led to additional writing opportunities.

Offering an array of services as a marketing company allows me to present a full-service front to my audience.

The inaugural Tweetup we organized for the firefighters.

For example: We partnered with a fellow marketing company, owned by a volunteer firefighter, to handle FDIC’s (Fire Department Instructors Conference) social media for six years. (See picture above.) We developed a year round social media presence for them, so firefighters could connect, learn and train virtually, too.

A Trend in Content Marketing: Long-Form Content

While my company creates a variety of content, we’ve noticed a trend in content marketing for long-form content, and we’ve jumped on it. It seems counterintuitive to our short attention spans and the constant state of information overload we live in today. However, quality long-form content performs well online, draws traffic and gives you a lot of content to repurpose.

The key is to make it readable (and skimmable) with appropriate visuals, short paragraphs and different sections, or headings. White space and proper formatting are your friends on screen.

SEO is important, but remember to write for people, not search engines, because they’re the ones actually reading it. You can still include keywords and appropriate tags and code while making your writing readable—by humans.

While we enjoy creating long-form content, CCC pursues all types of project-based work and programs. For example, we love writing all the copy for a new website or managing a company’s entire social media presence (as opposed to only creating content). These projects and programs pay more, so we can devote the time and resources to producing our best work. They’re also easier to schedule in advance, so we can utilize our time as effectively as possible.

Putting Our Clients First Helps Us Grow Our Business

Having said that, we will take on small programs, including minor content editing and distribution, or some one-off projects, to make more contacts and build more relationships.

Doing good work for people and helping them with their needs, however minor, can result in referrals.

We’ve been fortunate to be referred several times, resulting in new customers and opportunities.

That’s why we always put current clients first. It may seem better to focus more on business development, because small business owners usually don’t have the resources to wait for new customers.

However, we’ve found that by putting current clients first, we’re their first call—for any marketing activity. As we continue to help them with their needs, they continue to come back and refer us to their clients, business associates and friends.

In fact, we work with some businesses through our clients. They can expand the services they offer without hiring full-time employees or making a significant investment.

For example, a company who sells branded merchandise and printing services can add writing, social media and additional marketing services to their service offering to truly become a full-service marketing agency. As long as we work closely together, it’s a win for all three companies—CCC, our client and our client’s client.

Marketing: What to Consider Before Expanding Social Media Platforms

How do we market our marketing and writing services? We practice what we preach—although sometimes we’re a little slow to take our own advice.

We always advise clients to consider their resources before jumping into social media. It takes time and dedication to build an active, engaged community on a social platform. You don’t need to be on every social platform available or jump on the latest trend.

While social platforms all have their own strengths, they tend to copy each other. Has a new platform grabbed your attention? What features do you like? Wait a minute, and they may appear on a platform where you already have an engaged community.

For example, Snapchat become a darling in the social media world, and then Instagram (and later Facebook) added ephemeral content, or Stories. TikTok has exploded in popularity over the past year, but Instagram has recently announced that it’s rolling out a new TikTok-like feature, Reels, to new markets and expanding its capabilities.

This feature isn’t available in the U.S. yet, but we’ll probably see it eventually. There may be reasons you want to expand to new social platforms, but think about it first and make sure you have a strategy.

When CCC started, we jumped on numerous social media platforms and overextended our resources. Slowly, we reassessed and cut back to where we are today. That has allowed us to focus more on original content creation and distribution for ourselves instead of mainly curation.

Curation is important, because it introduces you to new people and delivers a wider range of voices to your social media communities. However, original content will help you stand out and bring on new clients.

Why Writers Should Have a Blog

If you’re a writer, you probably have a blog, or at least you should. Your blog serves as a place to showcase your writing, and it can lead to partnerships or business opportunities.

Try to set up a consistent publishing schedule based on when the most readers are stopping by your blog. While it’s important to be active, only commit to what you can do. If you’re on your own and spend a lot of time on client work, then you may only be able to publish once a week or twice a month. Don’t try to publish too often for the sake of publishing; your content will likely suffer.

House your blog on your website. It will be easy for your readers to learn more about your services, and your fresh blog content will help optimize your site’s search performance. While I’m not a big fan of consistently removing content (which is a trend today), updating older content helps boost your blog’s performance. Fix any broken links or missing videos you come across, and add any relevant, new information on the post topic to inform your readers.

Don’t Publish Your Content and Wait for People to Find It

Producing quality blog content can be time-consuming, but there’s even more work ahead after you publish. Distributing your content is important, so it’s seen by a larger number of potential readers.

Don’t publish content and wait for people to find it. You have to actively and consistently promote your content, because there’s such an overload of content today.

Don’t just blast your content across various social platforms in one format at the same time. Share each article in a format best suited for each platform. Repurpose your content so you get as much mileage as possible out of it.

Write a long-form article? Share bite-sized tidbits on Twitter, each time driving more traffic back to your article.

Record a video sharing highlights of the article, and post it on your LinkedIn profile or Page.

Share your article as a link preview post to your Facebook Page or group.

Share behind-the-scenes content while you’re writing to tease a new blog article in your Stories and to let your audience know when it will publish.

Content is king, but distribution is queen—and she rules the roost.

Meet Your Readers Where They Are

Some readers will prefer to read your content on these distribution channels instead of subscribing to your blog. We’re living in the age of assistance, so you need to meet people in the moment—where they are.

Building active, engaged communities on social media takes time, but these communities are full of potential readers and people who will share your work.

Use your social presences to interact with your audience and request their feedback. Instagram Stories has numerous stickers you can use to interact, while Twitter offers polls and the ability to have conversations with people around the world.

Facebook Groups have become increasingly popular, as you can offer a smaller part of your community first access to your projects, advice in a specific area (i.e. non-fiction writing tips) or a community of peers for fellow writers to bounce ideas off of. Depending on how you utilize Facebook Groups, you may be able to monetize them.

While CCC receives most of our work through referrals, social media and content creation are crucial in our marketing efforts. Even when you are referred for an opportunity, people will often look you up online first.

Do you have a strong presence on LinkedIn? Is your website up-to-date? What comes up when people Google you? Make sure you have a strong digital presence, so people actually contact you when you are referred to them.

What To Do When Your Writing Business Slows Down

If business has slowed down, spend more time creating and distributing content. Be even more active in your social media communities and work on growing them. Genuinely engaging with others will help you grow your community and may lead to new opportunities.

One of our larger clients watched our social efforts for some time before reaching out to us. Everything you do online is visible, so make sure you’re being your best self. Setting aside 10-15 minutes per day on a platform, including reading and commenting on other blogs, will help you make new connections and grow your communities.

We’ve had success utilizing these tactics, even though they take time. Social media is a long-term game; don’t expect success overnight. Instead of trying to create content that will go viral, focus on building and delivering value to your audience one day at a time.

This year, we’ve focused on creating more original content and distributing it more. By cutting back our overall social presence, we have more time to focus on our current communities and how we can help them.

By doing so, we’ve landed a few new, smaller clients. We’re excited to continue helping them, so we can grow these accounts into larger ones. You never know where an account or new opportunity might lead.

How Writers Can Expand Their Services

Speaking of opportunities, expanding your services or collaborating with fellow writers, editors and marketing agencies (or even fellow small or local businesses) can help you grow your business as well.

Are there additional services you can offer that make sense with your current business? Or maybe you already offer them, but people don’t realize that you do. If you see a trend in your industry or notice interest in a particular service, highlight it on your website and social channels.

Working with other companies who complement your services can help you land larger clients and opportunities. If you write copy for the web, look for a designer to partner with so you can offer complete website solutions.

Or look for companies that you can refer your clients to for related services, so they always come to you first. Building relationships with fellow business professionals and owners will make them more comfortable referring business to you, too.

This has been a stressful and trying year, so we hope everyone is pulling through it as well as you can. It may be the time to try a new idea, launch a related service or partner with another company. We wish everyone the best of luck moving forward in 2020 and beyond.

* * *

A version of this post was first published on WriterCEO.com. Thank you to Colleen M. Story for sharing our writing and marketing tips!

How to Connect with Customers in the Age of Assistance

We’re living in the age of assistance. What does that mean for marketers?

Marketing tips in the age of assistance
Customers have more options than ever before today, thanks to technology. Therefore, each buyer’s journey is unique and customers are looking for valuable content to educate themselves before making a purchase.

“Focus on the user and all else will follow.”

Your marketing strategy needs to be focused on your customer or prospect. Where do they look for information? How do they like to shop? How do they like to interact with brands?

If people need help, they usually start with Google. (While the search giant reaches 93% of US consumers, note that your customer base or target audience may use Bing or another search engine. It’s important to know where your customers go.) We’re busy, distracted and always on the go, so people are searching on mobile, including reviews, for information to make decisions in the moment.

Consider this example… Jon is working at home when he hears water running. The problem is that he’s not running any water. After heading upstairs, he realizes that his toilet is overflowing. He lives in an older home, so there’s no shut-off for the toilet; he needs to turn off his water at the main shut-off. Quickly, he Googles shut off water main and finds a YouTube video showing him how to locate his main water valve and shut it off. Jon follows the directions and shuts off his water before suffering any damage. Who does he call to fix the toilet? The local plumbing company who provided the video, of course.

Note that this local company gave Jon the information he needed first. He didn’t have to dig through their website or sit through a sales pitch beforehand. Educating consumers before you ask for a purchase or deliver a call-to-action (CTA) drives business.

 

Meet People in the Moment

People are living in the moment today, so they rarely plan in advance. Jon probably should have known where his main water shut-off valve was, but he had recently moved in and hadn’t gotten around to finding it yet. He’s not alone.

Mobile searches for today, tomorrow or now are up 900%. Our phones are never out of reach, so it’s always convenient to find the information we need—in a traffic jam, at the doctor’s office or at your kid’s ballet recital.

How can you meet your customers or prospects in the moment?

Start where they start: Google yourself.

Google yourself, your category and your business. Do you like what you see?

 

Google yourself, your category and your business (in incognito mode, if you prefer). Do you like what you see? Are you providing valuable content to help your customers and prospects educate themselves and move along the buyer’s journey? Or are you only asking for the buy? Be a part of the conversation along the entire journey, so consumers can get to know your company and form an emotional connection with you. If you just show up at the end when consumers are ready to buy, they’re likely to go with another company who has been there all along the way.

While we’re on this subject, does your business have a Google My Business listing? If not, set one up. This free resource helps you connect with customers across Google Search and Maps, boosting your SEO efforts. Remember to include a phone number too. It allows people to quickly call you, which could be the difference between you getting an opportunity or your competitor.

While Google My Business is an important starting point, don’t stop there. Tracking how your customers first found you is important, but so is measuring every moment that matters to your business. Each buyer’s journey is unique today, so you need to track every interaction with your customer and map out their individual customer journey.

Your customer may have found your company through Google, but then she visited your website, read a few blog articles to learn more about a subject that interested her and connected with you on your Facebook Page. After those steps, she contacted you to discuss a project. If she hadn’t made all of those steps, she may not have ever contacted you to do business. That’s why it’s so important to measure every interaction or touch point with your customers, so you understand how they want to be communicated with and helped along their unique buyer’s journey.

 

Make an Emotional Connection

People are looking for more from brands and businesses today. They don’t want to just buy stuff; they want to support companies who have similar values to theirs and are good corporate citizens.

Tell your brand’s story: how you got started, why you’re in business and the faces behind the brand name. Talk about your charitable efforts and community involvement, so customers can see your values in action. They want to know where their hard-earned dollars are going and what kind of company they’re supporting. Tell your founder’s story and shine the spotlight on your employees with behind-the-scenes content, including how your product is made, a day in the life or following employees outside the office.

Creating an emotional connection with your audience is crucial to your marketing and sales efforts.

 

While customers want to get to know your business or brand, they also want to be entertained. Most people make decisions emotionally and then look for rational reasons to support their decisions—especially when we’re making so many decisions today in the moment.

So, your content needs to educate, entertain and connect with your customer on an emotional level. In fact, advertising campaigns are twice as likely to perform well if they contain emotional content instead of rational content. Buyers consuming your content want to feel a connection with your brand—not think about how your brand will help them.

In 2019, we average a 3-second attention span online, so you need to grab a viewer’s attention quickly. Create joy or surprise right away to keep viewers engaged with your content. Consumers get distracted every 10 minutes, on average, and take three minutes to refocus, so you’ll need to keep them engaged the entire time they’re consuming your content. If you lose them, they may jump to something else and never come back.

3 Key Principles in the Age of Assistance

  1. Be There—Connect with the right people during key moments of intent.
  2. Be Valuable—Give consumers the information they need where they are.
  3. Be Quick—Automatically act on intent. Consumers expect quick responses today!

As marketing professionals, how can you deliver on these three key principles?

  1. Know Your Audience—Go beyond demographics to target consumers effectively. Detailed buyer personas are important!
  2. Know Your Brand’s Story—Tell your story, so your audience can understand your values and connect with your business on an emotional level.
  3. Conceptualize the Space—Understand the marketing domains your customers are operating in so well that you know the best ways to connect and communicate with them in those areas.
  4. Self-Educate—Marketing knowledge is constantly updating today, so you need to always be learning.

Understanding your customers (beyond simple demographics) is so important today, because you need to meet them where they are when they need you. What data do you have on your customers (that you’re protecting)? How can you leverage that data to better serve them (not to sell to them)?

Knowing how your customers first heard of you is no longer enough. Go beyond the first click to measure every interaction or touch point with your buyer. It will change your understanding of how each customer wants to be communicated with and helped along the way.

Follow your customers across social media platforms (however they use them) to email and messaging services to brick and mortar locations. We’re living in the age of assistance where micro-moments and individual interactions matter for your business. How are you making the most of every single one?

Questions? Comments? Leave your feedback We’d love to hear your thoughts!

Are you struggling to connect with your customers in the age of assistance? Let’s discuss how we can help you with your marketing efforts!

Let’s connect,
Jaime

Vlog: Why You Still Need a Website Today

You're invited to the CCC blog!

I recorded this video the day after a massive Facebook and Instagram outage, but its message is relevant whenever you’re watching it. Social media is a powerful marketing tool for your business, but you still need a website today.

Your website is the hub of all your digital marketing activities.

Your website is your home on the internet, your front door to customers and prospects everywhere. It helps visitors learn more about your company and how you can help them. They can find your website via search engines, social media platforms, advertising campaigns and even offline marketing efforts.

A well-designed, updated website improves your search engine optimization (SEO) efforts and works with social media to enhance your online presence and give your business credibility.

Link Building to Success: Optimize Your Website

So, does your business or brand have a website? If so, drop it in the comments, so we (and our readers) can check it out! If not, let us know why you don’t feel that you need one.

What questions do you have about your website or websites in general?

A reluctant Vlogger,
Jaime

Vlog: This Underutilized Idea Will Help Make Your Marketing Memorable 

What does memorable marketing look like? This piece from FedEx.

The shipping company utilizes its new eCom Label Solutions to promote the benefits of its new eCom Label Solutions. That may sound obvious, but it’s not.

Using your new product or service to promote your new product or service is an innovative and underutilized idea in the marketing world.

Watch our first vlog, and let us know what you think in the comments.

Cheers!

The CCC Team

Are You Being Heard? Communication Tips For Your Brand

Local Call by Wes Peck via CC BY-NC-ND 2.0

Communication. It’s so simple, right? We learn to do it at a young age, and it’s second nature. So why is it so difficult to communicate effectively with your customers, business partners and employees?

"The biggest illusion in communication is that it has taken place."  -George Bernard Shaw

Sure, you blast out emails to your customers and employees, blast out promotional social updates and blast out glossy hyperbole in your monthly newsletter. But what are you actually saying?

Before you send another email, post another update or publish another newsletter, read what you wrote—as a recipient. Who are you trying to reach? What would a person in your target audience think of your communication? Even if it’s only an email to a colleague, employee or business partner… would you understand what you’re trying to say?

“Tell me and I’ll forget. Show me and I might remember. Involve me and I will understand.”  -Benjamin Franklin

How do you know what your recipients need and want (two different issues)? Ask them. Observe them (in a non-stalking manner). Put yourself in their shoes. Spend a day in their life handling their challenges and looking for opportunities.

When you take your customers’ needs and wants into consideration, and involve them in your solutions, you stand out in a sea of information overload and tend to be heard. That would make the late, great Gabrielle Bonheur (Coco) Chanel proud. Are you being heard?

“In order to be irreplaceable one must always be different.”  -Coco Chanel

Communicate with CCC

What is your most effective type of communication?

What type of communication would you like to improve?

Do you have “miscommunication” issues often?

Do you have a communication question? Leave a comment or ask us on social media.

p.s. We’d love help you communicate with your target audience(s)! Check out our marketing, writing and social media services, and contact us to discuss your needs. Each project receives personal attention at CCC!

Your Captain of Communication,
Jaime

Join the conversation: 
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Trick Out Your Tweets: Tips to Stand Out on Twitter

Tips to Help You Stand Out on Twitter

Do you tweet? (Or as someone once asked me, “Are you on that Tweeter thing?”) Does it feel like you’re accomplishing anything? Or, at the end of the day, are you just confused what the buzz is about? (When Twitter went public, it was kind of a big deal. As in, it created 1,600 new millionaires big deal.)

Twitter bird

What’s all this buzz over a little bird?

Whether you’re tweeting  for personal or professional reasons, the following tips should help you stand out from the crowd.

Join the conversation! You may notice that CCC is always asking you to join the conversation. What exactly does that mean? Talk to people! Respond to tweets that interest you. Retweet them to share them with your followers. Favorite them for later reference. Thank others for retweeting you, or return the favor if it makes sense. Search hashtags that interest you or your company and jump into discussions that you can add value to (not necessarily with a sales pitch though).

Social media is all about getting social, so talk to people as much as possible. Try not to just broadcast information all day long. People are social creatures; they want to interact with you. I’ve connected with so many people just by thanking them for a retweet and asking a question or commenting on something in their profile. Profiles are dynamite for conversation fodder, which is why it’s so important to have a good one. Profile and cover pictures are another fantastic icebreaker.

What’s in a social media profile? Everything

Forget the rules — Everywhere you look, someone is laying down the law about something on Twitter, or social media in general. Tweet every hour. Don’t tweet more than 5 times per day. Automate. Don’t automate. Schedule. Don’t schedule. Don’t self-promote. You have to self-promote. Respond to people immediately. Unplug once in a while. Send direct messages. People hate DMs.

No Photo on Twitter Profile

Include a picture on your Twitter profile. Don’t be a silhouette!


Honestly, it all boils down to common sense.
Would you contact someone 30 times a day? Probably not, so don’t do it on Twitter. Would you say that to someone’s face? Probably not, so don’t say it on Twitter. The problem with rules is that you can become paralyzed by them. Pay attention, treat (or tweet) people with respect and you’ll be fine. Plus, you’ll start to find your style and settle in. One good rule to follow? Give people a heads up when you’re going to live tweet an event or webinar, participate in a Twitter chat or tweet a lot more than normal. (h/t @kathyyoho)

Be Yourself. Stay true to your self (or brand voice), and do what’s comfortable to you. Let your personality show. People shouldn’t be surprised when they meet you in real life, because you’re really different from your Twitter persona. It’s difficult to keep up a fake persona anywhere online, so don’t waste your time. Plus, when people find out who you really are (positive or negative difference), it can be unsettling and hard to trust you. Would you want to work with, hire someone or recommend someone who’s put up a false front? Neither do other people.

Automation also falls into this category. To automate or not to automate? If you’re going to automate tweets, make sure that you trust the source completely. It’s not that a blog or site is likely to post offensive content (although that happens); they may blog about a topic sometimes that you don’t want to share. Also, if you schedule, it’s imperative that you or someone you trust has access to modify or delete these tweets before they go out. Some brands have gotten into hot water due to pre-scheduled tweets that went out as scheduled when they were no longer appropriate.

Treat (or tweet) others with respect. Don’t say something to someone (or even retweet something) that you wouldn’t say to their face. Remember, everything that happens online affects your life. You can delete a tweet, but you can never really delete a tweet. It’s stored somewhere. That doesn’t mean that you have to avoid sarcasm or never joke around. Just make sure that people understand the situation. If you’re pissed off about something, venting on Twitter isn’t a good idea.

Thou shalt not destroy your reputation online.

Also, don’t smother famous people or standouts on a particular platform. Feel free to follow and engage with anyone (that’s why they’re on Twitter), but don’t ask special favors of or get upset with people if they don’t agree with you or respond immediately. We’re all human; sometimes we miss tweets or are busy in real life. Think about it. Would you want to engage with people when you have 500,000 followers if all they do is ask you to RT them, donate to a cause or recommend them to someone? No, you wouldn’t. So remember to treat others as you’d want to be treated on Twitter and elsewhere. Life usually works out when you do.

Join the Conversation

How do you use Twitter—personally, professionally or both?

What tips would you add to stand out on Twitter?

What other advice would you share about using Twitter effectively?

Tweeting since ’09,
Jaime

Let’s chat (about Twitter, your marketing efforts or otherwise):

What’s in a social media profile? Everything

Utilize your social media cover photos to share your message.

Social media is still buzzing, even as it has moved from a trend to a mainstream marketing activity. (Of course, some people still don’t take it seriously for brands and businesses, but they’ll come around.) So many people still overlook one of the most important aspects—the profile.

Jaime Shine | Clearly Conveyed Communications Twitter Profile

First, let’s focus on the profile picture. This is your first step to legitimacy. It’s hard to take a generic silhouette seriously. Not photogenic? Neither am I, but you need a good head shot. With today’s technology, that’s easier to obtain than ever. Some will disagree, but I see nothing wrong with cropping a candid shot or using a personal picture if it projects the image you want. Yes, you can use your company’s logo, but it’s nice to put a face with a name when possible and help humanize the cold, digital world.

Contact information. It amazes me how often people list no contact information, even a website. People need to be able to contact you to continue conversations, discuss projects or partner on an initiative. Plus, there’s other benefits. Contact information gives your business or brand legitimacy and allows users to learn more about (and promote) your business.

Include your contact information on your social media profiles.

The profile. This is your chance to shine. Think of it as your elevator speech in 160 characters or less. OK, that rule applies to Twitter, but keep it in mind for all of your social networks. Our attention spans aren’t much these days, so you need to be able to capture someone’s attention (in a positive way) before they jump to another profile or task.

Who are you? What do you do? Show your personality. Unless you just invented something that no one else on Earth has, you have competition. Why should a user follow or connect with you (or your business)?

This is where the magic happens. Show people who you are. Intrigue them enough to follow, like, connect, befriend. Spark an interest that makes them want to reach out and say hello. Your profile can be a great conversation starter if done right.

While I do strive for consistency across platforms, I also recognize the unique traits of each platform. As a small business owner, I want clients, prospects, fans and followers to know who’s behind the Clearly Conveyed Communications banner, so they can connect with a real person. That’s why I’ve made the decision to keep most of my social media accounts under my name (with my business noted in my profile) and utilize them for work and play. I believe in transparency, and this is the best way for me to maximize my resources.

Grab attention with your social media cover photo!

Last but not least, the cover photo. More social networks have followed Facebook’s lead and maximized the cover photo on your profile. This is a chance to powerfully convey your or your company’s brand visually. Ask impartial friends or family members to take a look at your photo. What does it portray to them? Make sure you utilize a photo that displays well in the frame provided and follows the platform’s policies. The last thing you want is to have your profile or page pulled down because you’re violating terms. (Remember, it may be your content, but you don’t own your Facebook page. Facebook does.)

Your turn…

What do you focus on in your social media profiles?

Do your profiles accurately represent you or your company?

Do you use the same pictures and profiles across your social network or different ones?

Link to your social media presences in the comments below so we can connect, or say hi on your favorite social network.

Let’s get social!
Jaime

Let’s chat (about your social media profiles, social media marketing needs or otherwise):