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Good morning I'm Joseph link Hank would welcomed at the end live with -- all about small business today we're gonna kick off.
-- with how you maximize.
Your -- -- profile and all a strategy out there to maximize your social media experience.
I this small business -- like to welcome Gabrielle Carol I'm McGuire from foxbusiness.com thank you so much for coming today.
So you are here to tell us about.
The must know tips for FaceBook for small businesses now.
There's been so much change by FaceBook in the recent years on how to promote yourself -- -- as an individual brands.
Or the company when you start right now what's the -- absolutely so only one million of.
The many small businesses in the United States are currently paid advertisers on -- but -- 22 million of small businesses aren't really making the most of this social network.
That can be a huge boon for their businesses so I spoke with a number of Internet marketing expert is -- their best chance.
Perhaps make the most out of FaceBook in only minutes -- -- it.
Because when you're small business owner time is money and I just don't have that time available.
To really delve into FaceBook for hours on -- and all of these tips you can do in just minutes today.
So the first one is that you should creed and age and -- not a personal page.
With many small business owners especially solo entrepreneurs.
Yeah I have this feeling where your business is yet.
So you will occasionally post items about your business on your personal agents all -- that.
So create -- and cage so that all of the business content is perfectly -- this.
-- real hard thing to do you need photos you need a logo you need to do all of this -- -- to make it look professional.
How do you make sure that you have all the elements in place he gives you piecemeal or do you -- senior -- my second test which is -- rape photos.
Our key to a terrific small business it's -- page.
But the great thing is that -- but has integrated in state -- And the filters make it really easy for small businessmen and their owners.
To really -- engaging contact for their profile pictures and their copper -- as one of the tips the experts gave.
Is that you should always have to keep pulling your photos and and make sure that this people are attractive -- -- -- -- But this is your your first but -- lowered -- -- photos are.
Right there at the top of the page you wanna make sure they stand out here hobby it's so even if you're restaurant and it's tempting to have a beautifully -- piece of food now undercover fed up make sure there's a beautiful person eating the food -- -- -- though that still an activity that people are buying into the ground.
Absolutely so what do you do after that once you have the beautiful people on your beautiful face okay what happens next after that you have to actually acquire followers because at any time you spend and it's -- it's -- -- going to be worthwhile if you only have five dollars and sounds obvious.
But it really makes sense there are ways to -- that's the first thing is just ask.
When you have customers coming to -- store front.
How to sign that says like a -- it stuck in another tip the experts -- is to incentivize.
Say here's 10% that will give -- -- -- you can show us on your Smartphone that you just went our FaceBook page and I'll address.
-- really simple and it'll quickly build your filings that and you -- other efforts that you make them get that notice and get that relationship building.
With your followers really -- -- a good way ahead -- and interactivity and also build the community and hope that personal touch as well off FaceBook we'll get back.
Consumer come back and right absolutely OK I think you've got the photos you've got people -- -- -- hope we have a few thousand here Lockheed -- -- not -- what you do next so this is the most important stat all of the experts.
And besides this over and over again is that you need engaging content it's not enough to be a bakery and placed on -- -- that -- today and say.
We have fresh -- hot responds yeah.
Pretty much yeah -- And it just nothing new here.
Not bringing anything specialty -- you're not giving a value add to your followers on its back so instead he want to engage them ask questions.
One of the examples -- -- experts gave as if your hair salon don't just post a photo of Jennifer Aniston's hair -- and say.
Check it out instead say.
Do you like her old hair -- better or this sign that there you know just started getting the conversation go and have -- be a really natural interaction with your customers with her fans.
That they want to see what -- your pets that.
Right thing peak there and -- yeah you get them coming back right exactly this is all about creating a relationship.
With your Brent.
The experts were really careful in saying that.
When it comes to face but marketing don't expect to you make a beautiful page and then all of a sudden see your sales strip out -- not going to happen.
This is about insuring that.
You have built a customer through the lifetime of its customer they're gonna keep coming back to you they're gonna want to go to your story every day.
Because nothing relationship where you're interacting with them on a weekly basis even if they're only gonna -- -- your store.
Every few weeks or -- But that's pretty good if you get -- -- coming back every -- are selling -- checking in.
Some of your status is inadvertently ends up in their knees feet of gas wells -- want you have a customer in games.
What can you do next to really maximize so FaceBook hasn't adds -- -- And all of the experts agree you should be -- it it's a really easy cheap.
Way for small business owners to get their content -- in front of more it's it's really highly targeted.
So whereas Google's ad platform -- It's more based on search would be -- you have all this personal information.
-- at your fingertips so if -- that -- song we just talked about and I you want.
Young women cutting -- you're so you're salon.
You can target women between the ages of twenty and thirty TO.
You are seeing now -- and you -- right up front while it isn't at a -- and you can -- -- an ad that says got a hot date.
Coming to our -- on Saturday some -- -- 8010% off.
The experts agree you have to be on FaceBook ads and you can start with a budget of just seven or ten dollars -- debt it doesn't have to be a thousand dollar investment.
Ford 2.5 million dollar investment with those need FaceBook TV -- that's very accessible yeah -- very accessible very easy to that to act and soon surrounded out the last couple of things that we need to take away at a small business.
How to maximize FaceBook well -- -- so the last thing is that you want to create this very honest relationship -- Customers today are becoming increasingly savvy.
And they don't want this -- picture perfect.
Branded page that they can't relate to you and so one of the things that the experts say -- don't delete anything.
You're always telling and -- lets you customers that.
Didn't have the best experience and -- they'll take to the web to vent their frustration.
Incidental leading that list.
Take this as an opportunity to interact and shallow that you -- the type of business that cares about your customers and is responsive.
So the experts say one thing that's great to do is if there's any negative comments say.
I'm so sorry you feel this way I just message to you privately.
And it shows to the world that your response says but you.
Is an outs in the particulars of that specific complaint so that's one great way to create this really honest.
That your followers and your customers will really respect.
That's been a while engaging publicly when -- -- negative comment I've seen on travel website and -- -- sites that people are there -- that they did they come back may say.
We're so sorry -- you had a bad experience diet we'd done this to fix that event of a risk.
What experts say I'm still in the experts say that.
First -- -- taking it -- means being number one thing because act that way -- -- -- won't -- the customers say well that's just not quite enough.
You know thoughts and experts say take it -- client if possible one of the examples they set was a Tex mex restaurant opened up an Austin.
It had to really -- reviews -- customers weren't happy.
And the restaurant made some changes went to face -- Creating new ads and then offered some discounts using FaceBook ads and today they're filled.
To the -- -- -- -- -- -- great opportunity to rebrand yourself and create that open relationship so.
Don't go posting all the little particulars that you can't.
-- played piano do you show that you are the type a company that cares and that is going to really take feedback consider it and make your offerings even better.
Well I've always gain -- parent you have the best stuff thank you sound -- you crack me -- check out her article on foxbusiness.com.
The best ways to maximize.
-- FaceBook profiles a small business printing a quick break and we'll be back after that's.
Welcome back I'm Joseph link hang welcome back to -- BMI.
Today we're focused on all things a small business I -- talk to a very interesting company that actually.
Was a small business -- and is now part of a larger umbrella company it's palladium -- may have heard of them they have a long history and we're welcoming Barney at waters chief marketing officer.
I have case with global brands any.
Heads up palladium marketing as -- think the -- -- today.
Thanks -- yet.
-- -- REC does boost behind you and I know that.
Palladium come from a long history and dating back to World War II when the French legion.
Certainly some very durable boots I guess -- first question to you is we're talking about small business marketing today.
And this is -- This company has come from very humble roots.
So what is it like marketing for -- smaller brands within a global -- advice do you have for people to starting out may be an issue business.
Well I think the first thing you have to really.
Think about aids a differentiation you know -- their piece that market or consume -- target that you can identify.
That allows you to delete.
And you know that we're -- a business with some very big.
And very successful at competitive so acting boss -- any small business you need to carve out.
Something of a specialty.
Madden that's easier competing against at brands -- companies week.
Huge budgets and resource is much bigger hero and so for us we.
Dialed in to -- to CD terrain is off.
-- -- this -- target for the palladium boots brand.
Figuring that most of other the company's focus on forests that -- the outdoors.
-- whereas most people live in in and around concrete apartment so that's that's how we position ourselves.
Now I see that most of the boots on the website and -- zappos -- lace up takes it a boost which is a very fashionable right now especially here in New York even in the summertime oddly enough.
Yeah I don't know how do you market.
To this market has a small coming -- and compete with big brands I know this is certainly a concern for many small businesses especially in a -- Yeah yes you know I think the other thing is you have to be very.
-- tactical in.
In how you how you spent a marketing dollars you know every dollar you spend as a small business has to compete -- Someone who has a lot more money so every -- has to go further I think -- palladium we spend a lot of energy really trying to.
You know communicate operatic according to say -- the last three feet so we put our resources and in -- Marketing so that we knew that we didn't have the money probably -- draw.
A national audience to us so we figured initially lets you know authority go into a store.
What's the web site to look for shoes that let's catch their attention that so.
I think we probably out shown -- bigger competitors at that lost three feet of the sale.
-- -- -- -- -- -- -- -- Yeah that's exactly and and you know you'll you'll already tried to capture some of the tension and authority into that environment looking to buy something.
You know and maybe they go in looking for a brand they know annual -- you'll something shiny that catches their -- and that's -- that tactic we took.
And it was successful -- you know back then you build the business and the marketing dollars and that can come along and -- with that and then you could stop to look -- ruled.
Tactics such as -- face to frost was then.
Applying some immediate -- is very locally so.
Where we had the best distribution.
You know to start to go out into out of home opportunities on the street we're not in that surrounding area to -- to -- people they and so.
You know over time we we extended the reaches of marketing and so that's that would be my advice for small businesses operate tactically.
And have a separate shocked -- French nation and and group.
From that by how much right now displayed -- spend on its marketing what's the -- -- Well you know it's really a percentage of revenue I think.
We you know we find our industry the average is somewhere between you know eight to 10% of revenue -- apply to advertising and promotion.
And so we -- somewhere in line with -- and obviously would would have -- has Mormon mentioned you can maybe do with less.
For -- it's starting out you may need to -- more -- these days she's you know especially with digital tools it's if it's impossible to.
By having a voice if you really understands.
You know how to reach -- if you have a specific consumer target and then you really figure out how to use some of these low cost digital tools to reach -- so.
The playing field is more.
It's more open for smaller brands as media has changed and -- and the weapons opened things up it's not just you know I have to advertise and NBC at 8 PM.
And you want to hear me that's gone and and then and now where -- -- We're into a new worlds I think -- -- she couldn't maximize that that there's opportunity.
Absolutely social media is certainly -- for all kinds of businesses.
Big -- minding you've taken to social media and it created some very interesting strategy -- you you guys have a documentary also have a celebrity endorsement.
Tell about how you integrate those more traditional forms with social media to make sure that you're hitting your demographic.
We have we we really -- -- this idea that you know young people.
Do not like interrupted appetizing that's that's.
Very widely known at this point.
I'm so you have to weave your brand message through a piece of contents.
And that's really that kind of currency on -- this compelling.
And I think what we decided to do was to create real compelling stories about exploring urban terrain which is -- -- positioning.
And and to make great little short films with dolphins message woven within it.
And you know not put in the work pretty ones -- trying to piece of social let me know what we're trying to trick people being honest about this is -- -- -- consecrated by palladium boots.
And consume -- a fine which brands.
Being the content create says as long as the messages true to who you are and it's you know units.
You know it's not he didn't brand.
Endorsement that was its open and and then what happens is if you could if you create something that that people are genuine interest in out they'll share for you and that -- -- this US social media comes in.
And people are happy to share it and and tell their friends have seen a great film about it we did a grateful about Detroit's.
Early on in this discussion about Detroit.
We took Johnny Knoxville city Detroit and -- says that Detroit and the broken down parts -- -- but actually shows.
The signs of life that would -- with young people and take -- you know really white.
He -- Well certainly it and that is it.
That works because the palladium has gotten a lot more but as of lately it's certainly taken off and in many different departments.
A thank you so much for joining us Barney CMO barring -- CMO about K -- global -- I'm sure you have a lots.
-- Foley is you're dealing with their that they use for joining us today and if you like to check out -- -- -- -- -- aptly named boots.
Dot com we'll be back right after this thank you.
Welcome back back in line I'm Jo Ling Kent for the third segment we have the Dana tighter rice and and she is the founder and CEO of DTR Stiles a personal shopping and styling.
A company here in New York.
And -- we're just talking about how you got off the ground.
And it seems like it's an incredible entrepreneurial opportunity especially as this dial as we know especially -- women in the choices out there.
-- completely different so that are.
-- welcome and am.
Pretty mean stern did I see this is you have a team of seal the -- of all these great.
Partner by -- -- and -- exactly I you know I got started years ago I've always loved fashion I've always loved.
Design and I got started when I was younger.
I didn't my friends' closets and reorganize closet and it is kind of you know fun -- the little -- -- -- -- and -- of the city so.
My -- and you know always see the beautiful united static culture and fashion all the time.
And I and that's going to Parsons School of Design.
And I thought I wanted to designer but -- I decided.
You know the twelve hour is it working -- night and they fabrics and I couldn't get couldn't really wasn't for me so that I am guide to personal shopping I worked at the Americana Manhasset.
For very long time and I loved it and playing -- about six months ago I launched my business so.
So walk through what it's like if I were to become a customer of yours.
What's the first step teen dating style we see on the celebrities have amazing stylist but actually don't know the mechanics of it okay so.
My whole business my whole kind of pitch is that you don't have to be a celebrity or of this wealthy woman on the free side to -- -- -- -- -- -- a personal shop where.
It's really -- -- accessible and I really am passionate about.
Women looking and feeling their -- on the outside as such as much as they do on the inside with all -- that if you exit constant confidants.
Then you will look great.
And I never tried to push people into certain trends if they're not comfortable with them -- -- doesn't fit their personality or body type you know we all different body types and it you know you have to -- -- URI so how much to the cost to get start it right so what usually do -- -- go to someone's closet and I will -- fairway and -- -- things out that needs to be.
You know it donated thrown out or they could.
You know try to sell it and which pieces like you know -- of -- a lot of a lot of value should now and then I will actually.
Sit down with them discuss the style and figure out what exactly they need zone usually a lot of people will tell you personal shoppers -- on average teen arsenal CDU OK it's 101000 dollars -- work for you first six months and this it's not I want -- -- -- completely opposite way and I decided to Cuba our -- -- and I did a lot of research of my competitors.
And I run right on the bottom to low to mid range.
What it costs so I do 75 dollars an hour which is very affordable.
And it's you know and then closets are usually 450 for closet so very affordable on -- -- really Tina -- it's exciting -- -- -- special doing.
So a lot when you're getting started and building DT -- hang you're trying to build a customer base how you get your name out there and what is the most.
Important fundamentals for small business on to viewers to know when they're trying to enter into the fashion.
-- -- -- -- -- Sadly now it is all about.
On -- and social media and it's kind of like a race and he can get that picture up first of you know.
The new bag in new jewelry even existed in that country to compete is a small business yeah I actually -- of -- -- of -- water there it's tough yes absolutely I don't have you know I have one person that I know that I'm -- close to its chief economic social media with me.
And I don't let her Vatican -- but I don't approve far so it's -- I have that.
Back left and you know that -- -- time as well and big companies like you know will be able to put it up like that and right.
So I'm -- you have to like distinguish yourself in a certain way I am going out there -- certain do you folk -- -- -- -- you what -- -- saying basically I I -- -- Yeah I have to focus and that's really shoes and my my pieces I put got up.
Very carefully and I have to kind of make sure they're perfect.
But what it was like in you know because in the competition can kind of meek little bit more mystique and made some more leeway towards their lot closer Twitter posts -- answer -- pictures and I can't because.
And people -- -- Absolutely well it sounds like you are off -- a very strong start I -- you any advice I think that's very quickly what is -- -- fine.
Web site that you shop at fifteen -- My girlfriend actually just started a -- -- let's say it cause shopgirl dot com and it's very attainable on affordable.
Really cute very trendy stuff and then -- of course if you're trying to you know and at a price tag and all right now that was some good traces thank you so much for joining us can't think they had riots you can check -- day at work at DTR -- dot com you know on Twitter of course.
-- TR underscored styles.
And that is and -- and have our small business Wednesday we hope to see you again.
Right here tomorrow how did it.
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