September 2015 - Kara Lambert

Monthly Archives: September 2015

Psychology of social media – Introduction

Let’s get this out there off the bat, at the other side of your social media activities is a person. You are educating, entertaining, & enticing a person. If you want your efforts to be effective then you are best served by understanding their psychology & the psychology of social media. Why? Because at the end of the day, in the main, it is what drives their actions – be it like, comment, share, heart, prop, buy, or endorse.

With growth in social media platforms & use, websites increasing, & the ready access we have through smart technology, information is quite literally at our finger tips throughout the day. Now this has meant that many businesses will see it as an opportunity to continuously market to their clients, however, many do not realise that in doing so they can contribute to the feeling of information overwhelm and analysis paralysis.

So how can you lift your business above the noise?

Many social media specialist talk about ‘Like, Know, & Trust’, but do you/they know the psychology behind it? Do you know why it’s important and how you benefit? Quite simply, people will look for information, they will buy from a person.

To convert a person, researchers say that it takes between 7-10 ‘touches’ (times they see you or your brand mentioned). However, psychologists (and marketers) know that when you get someone face-to-face or one-on-one your ability to convert increases. Why? It gives you a better way to build rapport and fulfil the ‘like, know, & trust’.

The tenet of ‘Like, Know, & Trust’ comes back to relationships & using them. It’s why selling to ‘low hanging fruit’ (people who already know you) is easier & important. This leveraging sees you bypassing the relationship development stage & making conversations and conversions easier.

Here’s a little more on the topic from one of my Periscopes. What I want to know from you is; what leaves you scratching your head when it comes to your clients. Let me dig into their psychology & help you to fulfill your visions as a business owner.

Authenticity

Authenticity is quickly becoming the next big thing online. With a mass of marketing coming at us everyday through our phones, computers, tablets, radios, & televisions – it’s not surprising that businesses are looking to new ways to influence buyer behaviour.

Authenticity is, according to the Oxford Dictionary, is something that is made ‘in a way that faithfully resembles an original’ or denotes ‘an emotionally appropriate, significant, purposive, and responsible mode of human life’.

Why is authenticity important for customers, particularly online?
With the amount of information consumers have to access, they are drawn to authenticity. They want to know that businesses will deliver as they state & to some degree we like to be able to have a connection to those who sit behind the brand.

How can small business use Authenticity?
Small businesses are in the enviable position that authenticity is easy to show, as you are the owner of the brand and generally the one carrying the online presence. It is easier for you to show the personality behind the brand; in doing so you build connection & rapport with the potential customer, moving you closer to the sale.

Why is authenticity important?
Customers will buy from businesses that they ‘like, know, & trust’. Using authenticity will give you the mechanism to build the ‘know & trust’ parts of the relationship. This relationship building will help you to not only sell, but to build a strong selling partnership, brand advocates, or strong business partnerships.

How do you show authenticity in your business?
While I find live streaming the quickest and easiest way to show authenticity, it’s not for everyone (apparently). Some people say that the best way to show authenticity is to show up, of course it goes deeper than that. You can show authenticity by showing behind the scenes of your business, you can show it by being candid, you can show it by sharing things that inspire you & your business, you can show it in the language you use. It’s about imparting your personality into your actions & business. In small business, so much of ourselves go in to what we do, it’s a shame to hold it back from public view. Remember, people buy from brands that they ‘like, know & trust’.

Words of warning!
While rants are authentic, they aren’t suitable for public consumption. Ranting on your social media profiles about competitors, suppliers, or worst of all customers is a ‘no go’. When your customers read your negative emotions, they take some of it on board & in turn they feel negatively. You don’t want your customers to have negative feelings when they experience your business online. Read more …

So, how will you be showing your authenticity & growing sales online? Leave a comment below or join the conversation on Facebook.

Why I love live streaming

Live streaming is moving on from Google Hangouts to either one-to-many (Periscope, Meerkat, MyEye) or many-to-many (Blab.im, Appear.in). This shift has come with the adoption of mobile technology and the inability for Hangouts to start from a mobile device. Why is this important? The mobile (cell) phone is now more like a proxy computer than a phone. It is now a more popular way to shop and connect with people & brands. It’s convenient, and people have been looking for new ways to share experiences.

I moved to live streaming at the end of May 2015. I first jumped on Periscope as a way to connect with my favourite business coaches. From there, I saw how powerful it could be as a way to connect with and educate my own followers.

Connections

Through live streaming, I have gained three joint ventures, one social media client & exposure to an amazing collection of people and influencers. These business benefits have only come about through live streaming. These connections have resulted in ongoing income opportunities.

I have been able to build a group of friends that I can draw on from around the world. It means that I am likely to have someone to reach out to, face to face, at any time of the day. It removes the sense of isolation that business owners can have.

Further to that, the sense of community that exists is uplifting. I have found that the people I stream with are incredibly supportive & the incidence of trolling is low and not tolerated within the community.

Personal growth

Don’t worry if you are not extroverted either, as you are working from an area of comfort, you control your interaction. You feel like you are chatting to your camera, or chatting to a friend. In fact, you can do private Periscopes to help you overcome any nerves.

With practice I have become more forthright in all aspects in my life. I have learnt how to hold and project an opinion without being rude or opinionated. I have learnt how to become comfortable with talking to no-one or a lot of people.

I have learnt to love my voice and see the beauty my videos that people see in me every day. Personally, this personal growth has been worth more than the ongoing income. My growth in self-esteem & self-worth has allowed me to push myself & my business further than I have ever anticipated. By having to turn the camera on myself, I am now better positioned to notice self-sabotaging thoughts and behaviours; in turn allowing me to grow quicker and further.

Show you walk the talk

Other than building connections, my biggest take away from others is showing that you ‘walk the talk’. I said earlier that I joined Periscope to watch and connect with some of my favourite Facebook influencers, I learnt very quickly that to succeed you have to be able to walk the talk. While there will be businesses who prosper regardless thanks to their following, more will fail on live streaming because they can not walk the talk. On live streaming, you will be seen if you read a script, you will be caught out for inconsistencies, and if you pass of the ideas of others at your own – watch out. Not to say that this is the ‘Wild West’ of social media, but the platforms are true communities and they value authenticity.

You will flourish on live streaming if you stay true to yourself and engage with the community.

And that’s why I love live streaming.

Spring clean your business

It’s Spring here in the Southern Hemisphere and I know I am clearing out the clutter around the house. But have you ever thought to Spring clean your business? Clear out the cobwebs, peak under the couch, and shake out the rugs. But why & how?

You make New Year’s Resolutions to lose weight, save money, exercise more, and you track those goals. If you go off course many will jump back on and work out what went wrong so it doesn’t happen again. How many of us do it with our businesses? We are often so busy looking at the end goal or caught in the daily grind to look back at what did or didn’t go well.

September is the start of the Spring selling season here in Australia. It leads in to the holiday selling season and as such it’s a good time for businesses to take a quick check of where they are and where they are headed.

Watch the following video to learn how to spring clean your business and then following the specific links in the remaining blog to dig deeper or kickstart your clean.

I’m a bit of a traditionalist with this. I’m a first principles kind of gal. I look at what has happened, look at my goals, review my client avatar, and plan my activities.

Let’s start with your why and what.
Look at your goals. Did you set them at the start of the year? Are you on track? Are they still relevant? Are they still realistic? Do you have non-financial goals in there too? I had to do a lot of soul-searching through the Telstra Businesswoman of the Year awards. This process cemented my belief in the necessity of not just a financial, but also an operational review of business. You can read more about the questions I was asked and the process in the following blog post.  If you would like some more solid direction on reviewing and goal setting, I do have a workbook available for instant download.

Looking at the big ticket goals, let’s talk financial. Do you know how many products, clients, hours you need to achieve your financial goals? Alternatively, have you been putting off reviewing/reducing your costs to increase your profits? When did you last raise your prices? Do you have any wholesale customers you can approach? What about new leads? Let’s get analytical on your finances and serious about achieving these goals. You should be able to answer these questions. If you need help, please message the page and we can discuss options for you.

Speaking of analytical, do you know who your ideal client is? (Please don’t say ‘anyone’) Knowing who you are targeting will give you the ‘what’ to your discussions. It will direct your media presence (social & traditional), it will help build & guide your relationship, but best of all … knowing your ideal client will remove your overwhelm. See, if you know who you are aiming at you remove any guess work. You will always hit your mark & you will get results. Yes, you can have different ones for different arms or products, but I recommend one overarching definition. If you want to read more about ideal clients, have a look at this blog post.  If you would like to know why they are important, you then grab a cuppa because this one’s a long one.  If you would like to read about how my client benefited from knowing their ideal client, then this post is for you. If you’re more action and cut to the chase oriented, then you can download the ebook now.

I hope this has left you feeling more on track, empowered, and educated on how you will move forward in to the major selling season. If you would like to chat further about your goals, you can always book a free initial consult. (I get a buzz out of seeing businesses succeed)