March 2015 - Kara Lambert

Monthly Archives: March 2015

Social media use in Australia & which platform to use.

For businesses moving online or looking to expand online, the big question is which social media platform to use. With so many options available, Write to Right has examined the statistics on social media use based on age. This allows you to target your ideal client by their social media platform use. Why is this important? It means that you can focus your time and energy on the best platform for your business and receive a bigger return for your investment.

In Australia, in 2012-13, 83% of the population aged over 15 used the Internet, 97% of these people had internet access at home. As at June 2014, there were 12.4 million internet subscribers  and 20.6 million mobile phone handset subscribers. (It is interesting to note that at the time of writing this article the Australian population was 23.7 million) On average those mobile phone subscribers downloaded 0.6Gb of data each month.

Moving forward and more specifically, businesses can use these figures to help focus their online presence.

When looking at Social Media usage, Australians participate (in the more common sites) as follows:

  1. Facebook – 13,800,000 users (steady)
    2. YouTube – 13,500,000 UAVs
    3. WordPress.com – 6,100,000
    4. Tumblr – 4,700,000
    5. Instagram – 4,000,000 Monthly Active Australian Users (Facebook/ Instagram data)
    6. LinkedIn – 3,300,000
    7. Blogspot – 2,850,000
    8. Twitter – 2,791,300 Active Australian Users (see calculation)
    9. TripAdvisor – 2,000,000
    10. Tinder – 1,500,000 Australian users (my estimation)
    11. Yelp – 1,500,000
    12. Snapchat - 1,070,000 Active Australian Users (see calculation).
    13. Flickr – 700,000
    14. Pinterest – 350,000
    15. Reddit – 160,000
    16. MySpace – 1200000
    17. Google Plus – approx 60,000 monthly active Australian users (my estimation *revised*)
    18. StumbleUpon – 50,000
    19. Foursquare/Swarm – 25,000
    20. Digg – 18,000
    21. Delicious – 16,000
    Statistics compiled by SocialMediaNews.com.au for February 2015.
    Stats courtesy: Vivid Social Research DivisionFigures correct as of 28/02/15.

These results are useful when businesses are starting out on social media, trying to decide where to focus their attention, or looking to expand their presence. There are extra considerations other than uptake. For example, your business may not be suited to the visually dense Instagram, but quite comfortable in the B2B environment of LinkedIn (or vice versa).

At this stage I can not find Australian age based usage rates for the different social media, however there is recent data out of the US, which can be used as an indication of what is likely to occur in Australia.

http://www.statista.com/statistics/274829/age-distribution-of-active-social-media-users-worldwide-by-platform/

http://www.statista.com/statistics/274829/age-distribution-of-active-social-media-users-worldwide-by-platform/

What I encourage business owners to do is to look at their definition of their ideal client and match that to the chart above. The next step is to look at the take up rates in Australia.

For example, my ideal client is aged 30-44, I am already on Facebook, Twitter, & Google+; looking at the above chart I should also be on Pinterest. However, the uptake on Pinterest in Australia is actually less than 10% of Instagram or Tumblr. So, my next step is to build my Instagram following, where I am likely to reach up to 30% of users; followed by having a look at Tumblr.

Another interesting consideration is the amount of time each group spends on each of the platforms. Looking at the time spent, I should be on Pinterest. As I said previously, there just isn’t the uptake in Australia to warrant me being there. It shows that the majority of my efforts should be on my Facebook campaign. Of interest is that my ideal client group spends slightly more time on Instagram than Tumblr and a lot less time on Twitter. Once again, I will focus my efforts where they like to hang out, taking into consideration just how many Australians use that social media platform. (Facebook, Instagram, Tumblr, Twitter)

Time spent on social media

If your client base resides outside of Australia (particularly the US), then I would recommend either beginning with a focus on Australia to hone your skills on a smaller market, or to target your efforts per the US statistics quoted herein.

All too confusing? Write to Right offer consultancy on how to define your ideal client and target them so as you can leverage your online business. The package includes valuable worksheets (which can be used when engaging any other marketing professional) and up to three hours of one on one consultation. Would you rather spend your time generating actual income in your business than on social media? Let Write to Right manage your social media presence. Book now as places are limited.

Competing with the competition

Stop it; stop competing with your competition, stop looking over your shoulder, stop playing second fiddle to someone else’s dreamTweet this That’s what you are doing when you constantly compare your business to your competitor’s; you are devaluing your business.

I admit I used to do it. I used to watch, stalk, track, and follow. I used to compare, observe, and compete. I used to worry! I used to worry that they were earning more, that they had more customers, that they were selling more, and that they were taking what could have been mine. Yes, there were times where customers and ideas were taken from my business and used by others, and boy did that drive me crazy!

The thing is that the obsession was driving me crazy. It was taking a lot of my time and energy away from my business and family and handing it to them. I was empowering them. While I made certain that I didn’t like anything on their Facebook page, just me giving them the ‘time of day’ was enough. That time I could have spent improving, developing, or just enjoying life in general.

And if wasting your time on something that isn’t getting you closer to your goals isn’t motivation enough, here is my clincher. They aren’t my business. Huh? Read it again. They aren’t my business. Let me explain.

If you are watching your competition and worrying about their moves, do you know what goes on behind the scenes? You might think you do, but do you really know? I quickly found out that my competition was operating without business insurance, without declaring their earnings, and were working day and night to keep up with demand for their under-priced goods. I was trying to compete with a business who didn’t have the same business expenses, was taking risks I wasn’t prepared to take, dodging tax, and working twice as much as I was. Why would I want to compete with someone who wasn’t even playing in the same ballpark?

Here’s the other thing I realised, they were aiming at a totally different customer. While they were happy selling unlicensed merchandise and cheap, imported items, I was selling bespoke, classic pieces. Her customer was never going to want what I sold and I was wondering why she had them? It’s illogical why I even worried in the first place.

Still not convinced? Consider what happens when you are walking around your house, constantly looking backwards over one shoulder. I don’t know about you, but I quickly trip up or hit a wall. It’s no different in business. If you are constantly watching what is happening behind you, you’re not focused on where you are going and you will ‘trip’ up.

So how do you stop? Unlike their business page from Facebook, unsubscribe from their Newsletter, unfollow them on Instagram. Cut those ties! If you are concerned, ask a trusted friend or your partner to keep an eye on them for you. Otherwise, cut them out of your life!

Go back and look at your goals, revisit your ideal client, and refocus your energies on how you are going to make it all happen. Set some timeframes, set out steps you need to take/achieve to get there. Move yourself forward. Don’t waste any more energy looking over your shoulder to someone playing a different game, with different rules to your own. Tweet this

Would you like to learn how to make more of your business online? Would you like to know how you can reach more of the 13.8 million Australians with active Facebook accounts. Then fill out this form so we can discuss how to get your business moving and you empowered online.

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8 Fake Facebook Profiles

Fake facebook profiles

Big new this week is that the axe will fall on fake Facebook Profiles and deactivated Facebook Profiles. As a result, business pages, on 12 March 2015, will see a decrease in the number of Facebook followers. Don't stress, it's not all doom and gloom!

Before you star sobbing into your favourite beverage, there are a few things you should consider.

What these likers were never going to be!

Customers
Fakers were never going to spend money with you. Obvious right? The thing is as Facebook Business Page owners we get caught up chasing the next big milestone figure, rather than chasing the ones we already have. these fake profiles certainly got you closer to the next big number, but they were never going to help put food on the table.

Build Reach
These fakers were never going to like, share, or comment on ANY of the posts you put your time and effort into. They weren't going to help you to reach their friends. They weren't going to help you to expand your actual customer base.

Reviews
These fake Facebook profiles were never going to write reviews for you. They were never customers, so you had no hope of getting an honest third party perspective on your product. These reviews are becoming increasingly important as new customers seek out information about how your product or service performs, how you meet your customers' needs, and the service you provide.

Build relationships
2015 is the year of social media relationships, reaching out to your fan base, sharing, and getting interactive. The fake Facebook profiles were NEVER going to help you achieve this hot trend.

What the fake Facebook profiles were doing!

Energy Vampires
I think we all know an oxygen or energy thief, well these fake Facebook profiles are no different. If you are aiming to get out to as many of you fans as possible (and you should be), then you are wasting time and energy on these 'people'. Businesses are rightly concerned that they aren't achieving a high enough Reach, compared to the number of likers they have. Thing is, if they are fake likes, then you are worrying over spilled milk and chasing shadows.

Showy peacocks
Here's the thing, Facebook is not a popularity contest. The business with the most likers doesn't win a prize. If you don't engage and meet your customer 'where they are' then you will never see a sale from them and you won't put food on the table. I am yet to meet a business who has set out to forgo profit for likers.

The fake Facebook profiles might look impressive, bolstering your numbers, but what real value do they add to your bottom line? Tweet this

fake facebook profileWhat you need to do NOW!

Focus
Forget the fakes and refocus on your ideal client. Who are they and what do they want from you. You are bound to have them in your likers already. Reach out to them.

[button-blu text="Define your ideal client" title="Download workbook" url="https://www.karalambert.com/product/defining-ideal-client-avatar/"]

Sell the benefits
It doesn't matter if you are selling the sizzle or if you are selling the what's in it for me. So long as you are selling the benefits for your customer. Remember, they are time poor and you need to make it easy for them. There is a whole internet sea of information out there and you need to stand as their beacon and guide them your way. The easiest way is to make it about them, for them, and show them that you understand.

Be sociable
I keep banging on about being sociable. Don't just post on Facebook, interact with your fans. It's a two-way street. Don't expect them to like and comment on your posts if you don't extend them the same courtesy when they do. Customers love to know that they are special, that you 'hear' them. Facebook IS social media, so do it!

Drive traffic
Gone are the days where businesses sell on Facebook. It doesn't matter if you use your own website, Etsy, Ebay, or some other hosted solution. GET YOUR CUSTOMERS OVER THERE. Show them the benefits of what you have on offer and get them over there. Quick smart! Don't just link to your page, that doesn't help explain to your customers why they need to be there; you will be penalised by Facebook. The January 2015 changes saw Facebook penalising salesy posts to websites. I have addressed this previously, so take some time to revise what I wrote.

Reach out
Let's face it, counting likes is so 2013, engagement was 2014, 2015 is the year of the Reach. Reach is how many people, saw your post or page either in their News Feed from liking your page/posts or a friend liking your page/post. That front of mind presence is invaluable these days. It is another chance to touch your customer, and opportunity to reach a new customer, and a way to build those relationships.  You can learn more about how I consistently have a Reach of 60%+ by ordering my Facebook Workbook.

Finding Facebook all too hard? Find keeping on top of the changes daunting? Rather spend your time making money in your business? Would you rather keep your evenings and weekends for your family? Write to Right offer tailored Facebook Management packages for your business. Let us handle your page, Reach, Likes, Interaction, and go off and enjoy life!
[button-blu text="Sign up for Facebook Management" title="Social Media Management" url="https://www.karalambert.com/contact/"]

Selling

Golden rule of sales - Write to RightThere are two parts that businesses need to grasp about selling to a customer.

You need to either be selling the What’s In It For Me, or selling the sizzle. Neither of them are from your perspective. You know how brilliant you are, you need to tell your customers what you know. Remember the example I had about assuming!

Why is it important to sell the benefits?
- It spares the customer the job of trying to work out how the item or service will fit a need, want, or other hole in their life.
- Most importantly, it shows the customer that you understand them. It shows you have been listening. It builds your relationship with your customer. It engenders trust in you and your company.

What’s In It For Me (WIIFM) and selling the sizzle are flip-sides of the same thing. One is a push sale (WIIFM) and the other a pull sale (sell the sizzle). By having the ability to define both and to do both you will meet the needs of customers who either shop for a need (WIIFMers) or are aspirational shoppers (sizzle shoppers). You need to be able to identify, attract and cater to both.

The thing is that the core to being able to do both lies deep in their psyche and can be answered by asking one simple question, ‘so what?’

The hard part is removing the answer from describing the features of the product/service and talking from your customer’s perspective. Though, you can make this easier on yourself if you have defined your ideal client.

Go back to your Ideal Client, look at their fears and their goals. How does your product answer those? Where do you meet them? Where do you exceed them? Now look again at your product and ask yourself ‘so what?’

You can keep asking yourself the question a number of times for the same feature and benefit. The further you dig the closer you are to hitting your customer’s touch point. Remember those? You need, on average, seven to ten to make a sale. The better your touch, the fewer you will need.

So go on, sell me! Give me your elevator pitch! Tell me your business name and the three reasons why I should use your business. Tell me your ‘so what’!