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August 2022

Using Existing Facebook Groups to Grow Your Business

150 150 Lauren Finamore

Written by: Christina Metcalf

If your town is like most, there are several Facebook groups that have formed around living, working, and/or playing in your area. Some are private and you’ll need to request to join. Others are public. Some groups are loosely veiled business generators for community leaders or professionals (often real estate agents) who recognize how important it is to insert themselves into conversations about the community.

Facebook groups are an excellent way to grow your business. Here are a few ways to do this in an existing group.

Grow Your Business Through Existing Facebook Groups

Do Your Research

First, do your research. As mentioned previously some groups are owned by people with their own agenda. It’s important to know who’s behind the group you want to join. For instance, if you’re a real estate agent looking for more clients, it doesn’t do you any good to join a Facebook group started by another real estate agent. Chances are, if you offer your information in a salesy way, you’ll be kicked out of the group. Knowing the organizer behind the group is essential to your success. When it comes to local groups people start them for a host of different reasons.

Understand the Rules

Some groups let you post about your business 24/7. Other groups have a specific day designated for business posts. Finally, other groups have a no solicitation policy. If you want to be successful in your Facebook group of choice make sure you read and understand the group’s rules.

Update Your Bio

Before interacting on any Facebook group, you want to make sure that you’ve updated your bio on both your business page and your personal profile. It used to be that you could only join a group from your personal profile. That’s no longer the case. In some instances, you can join from your business page. If both are allowed, you’ll need to decide which one works best for you.

Since people do business with people they like there’s a benefit to joining from your personal profile. However, if you choose to do this, you need to make sure that your company is referenced on your personal profile’s bio. Otherwise, people won’t make the connection between you and your business.

One point to consider when deciding between joining from your personal profile or your business page is that if you share a lot of things on your personal profile that may get in the way of you doing business, don’t join this way. If on the other hand, you decide to join from your business page, make sure your business page is congenial and welcoming. Because if people find your posts helpful and they’re in need of your services or products, they can click on your response and go to your page directly. For maximum lead potential, your page must be ready to welcome potential customers.

Do Your Research (Again)

Spend some time reading over posts and get a better understanding of what people in the group are looking for. Pay close attention to the types of posts that get a lot of positive engagement. While you may be joining the group to increase sales for your business, if you find out that sunset posts, for instance, reign supreme from an engagement perspective, then start there. (How about a picture of the sun setting from your business?) Post what people love and as they get used to seeing your name they will make positive associations with your business.

Educate, Entertain, or Inspire but Never Sell

OK, never might be a little too heavy-handed, but most people aren’t on Facebook because they want to hear how amazing your business is. If someone specifically asks for the kind of products or services you offer, join the conversation, and explain what makes you unique. Or better yet have a local friend who is on the group provide a referral to your business.

But for most posts you’re going to want to refrain from speaking about your business. Instead, showcase your knowledge in a helpful way, point people in the right direction, refer people to other businesses in town that you enjoy, and do your best to be a part of the conversation.

In addition to refraining from being overly salesy, you also want to stay away from jumping on the bandwagon when someone puts another business down even if it’s your competitor. Especially then. Nothing good can come out of your name being associated with negativity about the community.

Finally, just have fun. Let people get to know you, share things about the community that you love, give positive reinforcement and suggestions, and show up on a regular basis. People get to know you that way and are more likely to do business with you in the future. Remember, social media is about relationship building. That takes time. You don’t want to join a group and immediately start talking about yourself, your business, and only the things you care about. You’re there to add to the conversation, not to appear with a megaphone announcing yourself. Consistent, helpful participation is the way to get interest in your business. And interest is the first step toward eventually landing the sale.

Stop Procrastinating Tomorrow

150 150 Lauren Finamore

Written by: Christina Metcalf

The title of this article is supposed to be funny, but procrastination isn’t a laughing matter. In fact, procrastination can be severely impacting your business. It can affect sales, revenue, and employee happiness. But when work is tough and no news sounds good, it’s easy to tell yourself that you’ll handle the hard stuff on a better day. The problem is there will never be a perfect day to do the hard things. So, here’s how you can tackle today, what you could put off for tomorrow.

6 Ways to Stop Procrastinating

Procrastination is an excellent way to miss opportunities, and no one wants that. If you’ve found yourself procrastinating a lot recently, it’s time to get it under control. Take back your tomorrow, and get things done today with these tips and mental shifts.

Get Control

“I just don’t feel like it” is a common nagging feeling for many people these days. Feeling overwhelmed by the level of work, the high cost of living, and a dozen other worries, it’s easy to put things off. But most of those things won’t go away. You need to shift your mindset from one of passivity to one of action. Tackling the hard stuff will give you a sense of accomplishment and make you feel like you are back in the driver’s seat again.

Make a List of What Needs to Be Done

Make a list of the absolutes—the things that cannot be put off any longer. Use whatever format you love, whether that’s a paper to-do list or an app. For me, there’s something rewarding about using a highlighter to cross off what I’ve accomplished. But some people like the convenience of having the list on their phone.

Figure Out How You Work Best

Next, decide if you are the type of person who wants to start your day off accomplishing several small tasks quickly or the largest/hardest one first. I like to gain traction in the morning by tackling a few easy wins. I also go for the easy wins when I know I have a hard stop like a meeting. I don’t want to start something large knowing I’ll get interrupted.

However, you may find you like to tackle the big things when you are fresh. You may also come to realize that you like working on a big project when you know you have a hard stop because you enjoy a break and the distraction of doing something else. Learn these things about how you like to work and implement strategies around them.

Recognize Your Self Deception

Why do you put things off most often? Do you put off big tasks because you feel overwhelmed, or do you put off small tasks thinking you shouldn’t be wasting your large chunks of time now and will do them later? Some people put off small tasks because they figure they don’t need much time to complete them. They tell themselves they’ll do the small tasks in front of TV in the evening or multitask while in carline, running errands, or attending a function.

Determine your most common excuse and address it. Stop giving yourself outs. For instance, if you shy away from large projects because they’re intimidating and tell yourself you’ll do it when you have more time, know that there is no time like the present. You can only speak to the amount of time you have currently. Tomorrow’s time may be spoken for. It’s not guaranteed, after all. Also, you may realize after starting the project that it is not nearly as daunting as you expected.

Take One Bite at a Time

Since most of us tend to procrastinate the big projects, another way to combat that is by breaking big projects into smaller segments or bites. As you check off each of the smaller segments, you’ll feel more accomplished and build momentum. Plus, smaller bites provide you with natural stopping points so you can switch gears or take a break and come back refreshed.

Give Yourself a Deadline

It’s easy to table things that don’t have a deadline, especially if most of your work is deadline-driven. When that happens the pieces that don’t have deadlines get lost in a pressured environment. Whether you are assigning the task to yourself, or someone is assigning it to you, make sure everything in the pipeline has a deadline. That way, it is less apt to be set aside.

Procrastination can make you miss out on a lot with your business, but it can also make you feel plagued by guilt, anxiety, and a feeling of underperformance or underachievement. Conquer what you are putting off today so that you can feel more empowered and closer to your goals.

What’s Your Biggest Marketing Challenge?

150 150 Lauren Finamore

Written by: Christina Metcalf

When a business operator finally decides they need someone focused on their marketing, and they resolve to hire for the position, it usually goes something like this:

“This position will be in charge of posting to our social media channels.”

But if that’s all you’re doing, you can put that in the hands of the nearest thirteen-year-old.

If you’re contemplating stepping up your business marketing, you need more than a scheduler. You need someone who understands the different kinds of marketing, your audience, and how to nurture prospects.

Successful marketing looks like this:

As you can see from the diagram, there’s a large area of information you want to share with your audience and there’s a large amount that they want to know or are curious about. But the area that overlaps between the two is considerably smaller. That means you must be deliberate and strategic in what content you choose to share. Too many topics or posts that aren’t of interest to your target audience, not only means a lack of engagement on their part, but also a drop in organic rankings and visibility on social media.

While the center of the Venn diagram is marketing gold, that does not mean you can’t share things that are important to you too but keep it at 80-90% of what your audience wants and 10-20% of what you think they need to know about your business.

So, how should you prioritize the smaller percentage about you and what you’d like to share?

Since most of what you share should be of interest to your audience, when you share the content you want to share, make sure it addresses your largest marketing challenge so you get the most return.

Addressing Your Largest Marketing Challenge

To keep a good content balance, you want to ensure you’re not speaking about yourself too much. That also means using your most important content strategically on the rare times you talk about your business. Since you shouldn’t be monopolizing the conversation, you want to be sure that when you do post about yourself, the content tackles your largest marketing challenge.

Your largest marketing challenge is personal. What is a challenge for you and your business, may not be a challenge for others. You must address it individually. Plus, your marketing challenge today may not be the same a year from now. Choose one challenge and use content to solve for it.

Your marketing challenge may be one of restoring reputation damage or conversely, not being well known in your community. Ask yourself and your staff what is holding you back from achieving that next level of success.

I spoke with a business owner recently who does a strong business between 10 am and 5 pm. But even though he operates a wine tasting room, located in an ideal tourist area with great pedestrian tourism traffic, he struggles after 5. Why? Because this terrific location he has is surrounded by businesses that have closed before 5 for decades. It’s the type of place that makes a nice day trip but because of the history of early business closures, no one thinks to stay around for the nightlife.

His Biggest marketing challenge is telling people he’s open late and convincing them to stay around or come to visit in the evenings. He has a lot of positives on his side when educating his audience. Things like no crowds, better parking, a laid-back atmosphere but he also must create top-of-mind awareness that his business is an evening establishment as well as a spot for day drinking.

Publishing his hours isn’t enough to get people to take notice. He’s going to create content that speaks to the fun things he’s doing at his wine store in the evenings. He’s going to incorporate some evening events and work with a few restaurants in the area (he doesn’t serve food) to act as overflow when the restaurants are on a 4-hour wait (yes, seriously. It happens.).

What are you doing to identify and address your greatest marketing challenge?

If you want to increase your marketing prowess, you need to solve for your greatest marketing challenge through content creation. After all, on the few times you post about yourself, you want it to be meaningful and help move you toward your business goals.

Labor Day Ideas for Your Business

150 150 Lauren Finamore

Written by: Christina Metcalf

Labor Day is fast approaching. This unofficial end of summer is largely ignored by businesses partly because a holiday surrounding working doesn’t seem like much fun. However, you can use this day for more than planning a backyard BBQ or trip to the beach. Here are some engaging social media and activity ideas that you can work on over the next month to drive interaction and get employees and customers excited about this much overlooked holiday.

Labor Day Content Ideas

  1. Honor your employees for the hard work they put forth every day. Showcase them individually or as a group. Make them feel appreciated.
  2. Thank the laborers who have made our country what it is. Call out the quiet efforts that go unnoticed. Do a series of shoutouts to people who are essential to our lives.
  3. Call out the efforts of your vendors and suppliers. Name them. Tag them. Their audience will see your accolades.
  4. Feature local laborers in images like people working on the roads or construction nearby. Highlight a new project you’re excited about that wouldn’t be possible without their hard work.
  5. Send a Labor Day weekend message to everyone telling them you hope they enjoy this special time.
  6. Share a few funny pictures of your summer vacation or summer at your business. Say good-bye to summer.
  7. Ask your top performing employees to post about what person inspired them to be a hard worker.

Labor Day Activities

Posting to social media isn’t the only way to celebrate Labor Day. Here are a few ideas for your business.

  1. Treat employees to a BBQ and bring in lunch or let the managers cook for them in a parking lot cook off.
  2. Write a note or email to your staff about the year you’ve had so far and what you expect for the remainder of 2022. Keep it uplifting and inspirational.
  3. Close a few hours early to allow employees to get a jump on the weekend.
  4. Host a food contest such as a chili cook-off, best BBQ sauce, or best apple pie. Let employees and/or customers vote. Create a badge for the winner(s).
  5. Bring in an ice cream truck as a treat for your employees.
  6. Give a limited-time discount to all laborers like people in construction and other manual labor positions.
  7. Throw an all-white party (or invite employees to wear all white for the day) in honor of the old fashion rule of “no white after Labor Day.”
  8. Serve apple pie to customers.
  9. Run a contest for employees to see who can get the most positive business reviews.
  10. Ask customers to vote for their favorite employee. Let that employee go early the Friday before Labor Day weekend.

Labor Day Quotes

If you love inspirational quotes or you don’t want to come up with something on your own, that’s okay. Here are a few quotes from brilliant people that you could easily match up with an image or design it out for maximum impact.

“All labor that uplifts humanity has dignity and importance and should be undertaken with painstaking excellence.” – Martin Luther King Jr.

“It is labor indeed that puts the difference on everything.” – John Locke

“Before the reward there must be labor. You plant before you harvest. You sow in tears before you reap joy.” ―Ralph Ransom

“There is no substitute for hard work.” ―Thomas Edison

“All wealth is the product of labor.” ―John Locke

“Far and away the best prize that life offers is the chance to work hard at work worth doing.” ―Theodore Roosevelt

Take these ideas and incorporate them in what works for your business. Labor Day is a great way to celebrate summer and your company’s efforts thus far. Have a safe and enjoyable Labor Day.


Are You Ready for These 3 Workplace Trends?

150 150 Lauren Finamore

Written by: Christina Metcalf

Workplace trends come and go like snack carts, but these trends may very well revolutionize the way we work because they are just so darn appealing to most employees.

But before we go into these workplace trends, know that they are not for everyone. Your business may not be able to function if you put them into operation. There are some businesses that simply require employees in seats, seats that are customer-facing in a central location. But if you do have the flexibility to adopt some of these, you may see very big changes in productivity and morale. These things may be what the employee of tomorrow is looking for.

Asynchronous Office Environments

Say good-bye to 8-5 or even shift work. Now, there’s something leaner. Asynchronous work environments don’t have set schedules. They allow employees to work an agreed upon number of hours a week but that work can be done whenever the employee wants to do it. That means Employee “A” could work 8-11 AM and then again 5-10 PM, while Employee “B” works her 32 hours in only three days out of the week.

Some asynchronous office environments have employees in different time zones, but some are in a central office that simply pays no heed to time, only product being moved/created or duties getting done. This is no different than how you might work with a freelancer. You know they’re doing the work and you know the deadline for deliverables. You’re just not in control of when it’s worked on.

Flattening the Pyramid: welcome Holacracy

Some companies adopted flat leadership environments (or Holacracy) when it was new to the scene in 2007 or shortly thereafter (including Zappos in 2014), but we’re starting to see a resurgence in it embraced by large companies like UBS bank, which got rid of all titles above managing director last year. A flat leadership environment tasks leaders of projects, not leaders of people. It does away with top-down managing and 1-2 people at the top of the company giving orders to everyone underneath them in pyramid formation.

Instead, Holacracy focuses on how leaders can lead from every level and gives younger people a way to lead on individual projects, not through titles. With younger people desiring leadership roles and contributing to a work environment from their first day on the job (they don’t feel the need to earn seniority before sharing suggestions), this idea could become the new trend in work.

Devout Work/life Balance

With more discussions about the importance of mental health and wellness, employers can expect to make changes based on employee expectations. Managers will start weighing the importance of productivity over “time in seat.” With work from home and hybrid work environments, we’re starting to see the time clock punching mentality lessen its hold on business. Employees are starting to notice that if the goals are being met, where employees are, and when they’re working, is less important.

As of this writing, businesses are trying to recover from the Great Exit, where employees left the workforce in droves. To reestablish trust again, employers are going to have to create environments that are as appealing as the freedom in working for oneself. That requires flexibility and good benefits.

The next decade will have a great impact on how/where we work and how that shapes the workplace. After all, efficiencies in manufacturing ushered in the industrial revolution. We might just be seeing an employee-led revolution leading into 2030.