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Twitter Chat: 2017 Marketing Makeover - Tips & Strategies for Consultants & Small Businesses - Transcript & Summary

Twitter Chat: 2017 Marketing Makeover - Tips & Strategies for Consultants & Small Businesses - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 21st February 2017.

Madalyn Sklar hosted a Twitter Chat with Rochelle Moulton around the topic of “2017 Marketing Makeover – Tips & Strategies for Consultants & Small Businesses”.

Details of our next Twitter Chat:

Topic: How to Build an End-to-End Social Media Conversion Process
Guest: Ian Cleary – Founder of RazorSocial & Marketing Tech Guy
Date & Time: Tuesday, 28th February 2017, 4.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Rochelle Moulton.

Questions

  1. What is a marketing makeover and how can a small business benefit from one?
  2. How does social media fit into the marketing makeover of a small business?
  3. What are some tips and tricks for energising your content efforts as a solo consultant/small business owner?
  4. What is a “brand voice” and how do I craft an effective one?
  5. How should prospects and customers feel when interacting with my brand and why?
  6. What are some ways small businesses can leverage PR?
  7. How can a small business grow an effective email database and what are the best ways to engage with them?
  8. In your opinion, what social platform is the most important for consultants/small businesses and why?

Q1: What is a marketing makeover and how can a small business benefit from one? #SocialROI pic.twitter.com/VXNnrFomgB
— ManageFlitter (@ManageFlitter) February 21, 2017

Guest Answers

A1. a) Think refresh or top to bottom overhaul: strategy, messaging, visuals #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.1 b) Marketing makeovers are for professionals/small biz owners who are “stuck” and want more. Revenue, influence #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.1 c) Each shift in marketing—positioning, message, platforms, visual—should make strategic sense to your biz and audience. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.1 d) And show positive ROI (or why bother?) #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

Other Answers

A1: Marketing Makeover = Looking great online. Every #smallbiz should look good online to attract prospects and customers. #socialroi
— Mindi Rosser (@MindiRRosser) February 21, 2017

A1 Hit the reset button and think why it isn’t working. You need to focus on telling stories about your business #Connect #SocialROI https://t.co/5nfntPGrAV
— Jade Alberts Consult (@Jade_A_Consult) February 21, 2017

A1: Markting makeover is like spring cleaning for your existing marketing channels and tactics. Eval what works and what doesn’t #socialroi
— James Ellis (@thewarfortalent) February 21, 2017

A1 – What context has changed? What things are no longer true that you made decisions on? Still need that G+ Channel? #socialroi
— James Ellis (@thewarfortalent) February 21, 2017

A1: Should include being honest about which aspects of your marketing doesn’t match up to quality of your products or services. #SocialRoi
— Kevin Garber (@Ke_Ga) February 21, 2017

A1: A marketing makeover is trying to figure out what is going right and wrong and editing accordingly. Best practices, goals. #socialroi
— Jessica Lynn (@JessTheWriter33) February 21, 2017

A1. It includes an audit and a unique plan with solutions that align with the org’s goals in a meaningful and measurable way. #SocialROI https://t.co/XH3IJ7CiBF
— Viamark Carolinas (@ViamarkCarolina) February 21, 2017

A1. A small business can benefit by learning what is/isn’t working and adjusting accordingly. Business is a learning process! #SocialROI https://t.co/XH3IJ7CiBF
— Viamark Carolinas (@ViamarkCarolina) February 21, 2017

A1 Marketing makeover is similar to human makeover…assess the current landscape, keep what works, discard what doesn’t. #socialroi
— Shannon Mouton Gray (@ShannonRenee) February 21, 2017

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Q2: How does social media fit into the marketing makeover of a small business? #SocialROI pic.twitter.com/QxnIRvBzan
— ManageFlitter (@ManageFlitter) February 21, 2017

Guest Answers

A2. a) Mission critical. Your clients/customers under age 40 find you via google search or social media content #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.2 b) Social media is a key distribution channel for #smallbusines content/thought leadership. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.2 c) Plus, getting social right can boost marketing ROI many times over #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

Other Answers

A2: Social media is one of the first places people look up #smallbiz after a website. You must look good, or miss your chance. #socialroi
— Mindi Rosser (@MindiRRosser) February 21, 2017

A2: it allows direct connection to your customers. You can have personal conversations with each one of them. Extremely powerful #socialroi https://t.co/m8U2b4ajqZ
— Evan Schmitt (@evanschmitt) February 21, 2017

A2.2: Marketing makeover can also help small biz figure out what is working w/ their social and what needs to be changed. #socialroi
— Jessica Lynn (@JessTheWriter33) February 21, 2017

A2 – When you are chasing the “next big channel” you might find yourself investing time in things that never played out #socialroi
— James Ellis (@thewarfortalent) February 21, 2017

A2 – A makeover lets you toss junk away: lets you focus on what you excel at instead of spreading yourself thin #socialroi
— James Ellis (@thewarfortalent) February 21, 2017

A2: Social changes so fast, constant assessment of what you are doing & is it working is vital, regular overhauls may be needed. #SocialRoi https://t.co/KrWoeGX5VK
— Kevin Garber (@Ke_Ga) February 21, 2017

A2: The expectation already exists that your brand (no matter how small) is accessible somewhere online! @ManageFlitter #SocialROI
— JMatt (@JMattMke) February 21, 2017

A2.2: But it’s more than just existing, you have to be engaging and provide worthwhile content (aka marketing)! @ManageFlitter #SocialROI
— JMatt (@JMattMke) February 21, 2017

A2) Social Media can play a big role if used wisely. Drive traffic back to a useful webpage that has a clear CTA and purpose. #SocialROI
— Liliana H ☕️️ (@Liliholl) February 21, 2017

A2. Social is often the consumer’s #1 when they want to know about more than just a product. Make an impression and make it count.#SocialROI https://t.co/9V7xng3BLB
— Viamark Carolinas (@ViamarkCarolina) February 21, 2017

A2. It “fits” because if you aren’t using SM you should be. If you are using it you should be asking how can we do it better! #socialroi https://t.co/aECO8x5wbh
— Brandie Peters (@brandiepeters_) February 21, 2017

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Q3: What are some tips and tricks for energising your content efforts as a solo consultant/small business owner? #SocialROI pic.twitter.com/3kD0nFaOIv
— ManageFlitter (@ManageFlitter) February 21, 2017

Guest Answers

A3. a) Take the pressure off yourself—you’re not selling in one exchange, just starting a conversation. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.3 b) Repurpose content for multiple platforms. Blog post can be a video/podcast/webinar/FB Live. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.3 c) Be a real person, even if you represent a brand. We connect with/buy from people we like #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.3 d) Have some fun! Don’t be afraid to experiment—the right audience will love your stuff. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

Other Answers

A3: Create content that you can use on various social media platforms. #SocialROI
— Sarah Romero (@iHeartDates) February 21, 2017

@ManageFlitter A3: Don’t ignore old content – redo it, and also back those pieces of content that do work. Write more of that. #socialroi
— Tim @ Stoneham Press (@StonehamPress) February 21, 2017

A3: You know more than you realise about your industry – write answers to regular questions your customers have. #SocialRoi https://t.co/HopDuRxOef
— Kevin Garber (@Ke_Ga) February 21, 2017

@ManageFlitter A3: You can re-use previous content…just give them some updates. Create your own GIFs, make videos, spice it up! #socialroi
— Dave Zoradi (@davezoradi) February 21, 2017

A3 Don’t try to take on the world by yourself. Pick one platform and become a master before you take on more! #socialroi
— Nicholas Thickett (@NThickett) February 21, 2017

A3: Set a schedule (content/social media) and stick to it. It’s more important to be consistent w/content than epic. #justdoit #socialroi
— Mindi Rosser (@MindiRRosser) February 21, 2017

A3.3: Once you commit to having a presence… BE PRESENT. Engage with your audience. Create share-worthy content! #SocialROI
— JMatt (@JMattMke) February 21, 2017

A3 Be yourself, be original, be active and be authentic. When someone responds engage them ASAP, don’t let it sit. #SocialROI https://t.co/8HiXzhIR9l
— Jade Alberts Consult (@Jade_A_Consult) February 21, 2017

A3. I also suggest interacting w/ more content than you are creating – build your platform that way #socialroi https://t.co/d4rSoyHvBw
— Brandie Peters (@brandiepeters_) February 21, 2017

A3 @ManageFlitter Try some micro content (2 min reads, podcast, video), see how your audience responses. #socialroi
— Alberto Gómez (@alberMoire) February 21, 2017

A3) Approach social as a community… Be thoughtful about what interests members… Pay attention to what they care abt #socialroi
— Amanda Ray (@Amanda_Ray) February 21, 2017

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Q4: What is a “brand voice” and how do I craft an effective one? #SocialROI pic.twitter.com/YGS3TkDT5I
— ManageFlitter (@ManageFlitter) February 21, 2017

Guest Answers

A4. a) Brand voice: how you express the personality of your brand #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.4 b) Your brand voice comes from your “big idea”—how you or your services/products help others. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.4 c) Build in your own communication style. Witty? Warm? Connective? Quirky? #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.4 d) Build your brand voice into EVERYTHING you do—social, website, email marketing, sales. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.4 e) Great small biz example: Pig of the Month @iheartBBQ. “No more cheesy presents. Send him meat by mail”. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

Other Answers

A4 Your brand voice is the personality of your brand. Are you soft and easy spoken, straight to the point, funny, etc #socialroi
— Nicholas Thickett (@NThickett) February 21, 2017

@ManageFlitter A4: It’s the tone of the message your company is communicating. Hopefully what you are intending… #socialroi
— Tim @ Stoneham Press (@StonehamPress) February 21, 2017

A4: Brand voice is like your company’s personality. The way you say/do things, the words you use and how your brand represents. #socialroi
— Mindi Rosser (@MindiRRosser) February 21, 2017

@ManageFlitter A4 A brand voice should be consistent with your goals/mission/brand promise. It should align with that philosophy. #socialroi
— Nancy Casanova (@nancycasanova) February 21, 2017

A4.2: To figure out how your brand voice should look, consider how your target market talks. You want to relate to that audience. #SocialROI
— JMatt (@JMattMke) February 21, 2017

A4.3: It’s okay for your ‘brand voice’ to evolve over time – just as your brand/product can evolve too. You’re never stuck. #SocialROI
— JMatt (@JMattMke) February 21, 2017

.@ManageFlitter A4. I think we overcomplicated “brand voice” – i think what it really means is just being consistent. #socialroi
— Brandie Peters (@brandiepeters_) February 21, 2017

A4⎯Brand voice is the be purposeful, consistent expression of a brand through words & prose styles that engage & motivate. #socialroi pic.twitter.com/pRhohiAP68
— Susanna Conway (@ohsusannamarie) February 21, 2017

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Q5: How should prospects and customers feel when interacting with my brand and why? #SocialROI pic.twitter.com/o1SY3ubDAy
— ManageFlitter (@ManageFlitter) February 21, 2017

Guest Answers

A5. a) Show ‘em some love—demonstrate that you actually feel for them and want to help. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.5 b) Not just by your words, but also your actions: what you share, how you share it, how you evangelize your big idea. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.5 c) Design the experience you want your IDEAL clients and buyers to have and be ridiculously reliable in delivering it. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

Other Answers

A5) Very dependent on the business. Some should feel excited. Others secure. Others inspired. #SocialROI
— Jonathan Payne (@SocialGamePlan) February 21, 2017

A5: When interacting with your brand, customers/prospects should feel like you listen well and are genuinely helpful. #socialroi
— Mindi Rosser (@MindiRRosser) February 21, 2017

A5: people should feel like a part of the brand not just an audience. #SocialROI
— HarvestTrailAgency (@Harvest_Agency) February 21, 2017

A5: They should feel HEARD. #SocialROI
— JMatt (@JMattMke) February 21, 2017

A5. Customers should feel informed, empowered and have a clear understanding of how my brand can benefit their needs. #socialroi pic.twitter.com/7rcyJbByIH
— Eloquent Content (@eloquentcontent) February 21, 2017

A5: They should feel good, happy and like they want to come back. Treat them poorly and they definitely won’t come back #socialroi https://t.co/naj5QkNVYq
— Evan Schmitt (@evanschmitt) February 21, 2017

A5. Confident. In you, your products and services, and even themselves; a business is nothing without its customers. #SocialROI https://t.co/MDalX1Tmk5
— Viamark Carolinas (@ViamarkCarolina) February 21, 2017

A5 They should be comfortable because they came to you for help.
Your service will make their life better! #socialroi
— Nicholas Thickett (@NThickett) February 21, 2017

A5: Some companies we enjoy interacting with, some we interact with only because we have to, work to be part of the former. #SocialRoi https://t.co/Ghrs4kmm1P
— Kevin Garber (@Ke_Ga) February 21, 2017

A5. “If you are a human be a human” – first and foremost / so many brands and biz forget that they are talking to actual “people” #socialroi https://t.co/rDGuGfcpwU
— Brandie Peters (@brandiepeters_) February 21, 2017

A5 We need planes to take off & land safely, drinks & peanuts are optional. Remember your core business & what’s most important #socialroi
— Shannon Mouton Gray (@ShannonRenee) February 21, 2017

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Q6: What are some ways small businesses can leverage PR? #SocialROI pic.twitter.com/FvZwoQHxCx
— ManageFlitter (@ManageFlitter) February 21, 2017

Guest Answers

A.6 a) Easiest way to leverage PR is to commit to owning your own media vs hiring a PR maven. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.6 b) Start by being clear on your sweet-spot audience. Then explore their favorite media haunts #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.6 c) Don’t be afraid to think small—your best connections may be niche players like bloggers/podcasts #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.6 d) Pick up to 10 media folk who cover your beat. Follow them on Twitter, read their articles, learn their triggers. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

Other Answers

@ManageFlitter A6: Build up relationships with journalists, look for potential relevant stories to pitch. #socialroi
— Tim @ Stoneham Press (@StonehamPress) February 21, 2017

A6: Get your product or service talked about by influencers and those with big followings. Leverage their audience #socialroi https://t.co/nR11zM50sH
— Evan Schmitt (@evanschmitt) February 21, 2017

A6 You can be in the conversation & learn the needs of your audience. Then, ask yourself, “how can we solve that?” @ManageFlitter #SocialROI
— JMatt (@JMattMke) February 21, 2017

A6: Start using @helpareporter! It works. Respond to one query every day. Be thoughtful. You’ll get PR. #socialroi
— Mindi Rosser (@MindiRRosser) February 21, 2017

A6: communicate with your community. Uplift other business in and out of your niche. Karma is a beautiful thing! #SocialROI
— HarvestTrailAgency (@Harvest_Agency) February 21, 2017

A6 Don’t tweet crap. Have a goal and purpose to engage people. They won’t come back if you promote garbage, many other options #SocialROI https://t.co/Ck01TV3gAx
— Jade Alberts Consult (@Jade_A_Consult) February 21, 2017

A6. Reviews can either be a goldmine or a landmine. If they are negative, offer some sort of corrective action and be sincere. #SocialROI https://t.co/Dapcnjbqbu
— Viamark Carolinas (@ViamarkCarolina) February 21, 2017

A6 – Great PR can help with free publicity…if done right. #socialroi
— Jennifer Longworth (@JoysOfMercy) February 21, 2017

A6. Remember PR is not just about #mediarelations sharing valuable opinion on various channels can help raise profile for e.g #socialroi
— Lyanna Tsakiris (@lyannatsakiris) February 21, 2017

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Q7: How can a small business grow an effective email database and what are the best ways to engage with them? #SocialROI pic.twitter.com/XMkyh1BSAS
— ManageFlitter (@ManageFlitter) February 21, 2017

Guest Answers

A7. a) First, your content needs to be a must read/see/listen for your sweet-spot. No newsletters! #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.7 b) Build in—your website and social—multiple touchpoints to sign up for your list #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.7 c) Trade something of value for their email. Best bet? Something aligned with your client experience #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.7 d) Build in a 90-day experience using automation. Ask Q’s/encourage them to respond. Be real #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.7 e) Parse your content to tell them a story—and yes, it’s OK to repurpose content here. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.7 f) Reward loyalty—offer them a gift they can’t get any other way. Treat them like a precious asset (because they are) #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

Other Answers

A7: Leverage existing LinkedIn connections and invite them to join your email list. I grew mine by 1500 overnight w/this tactic. #socialroi
— Mindi Rosser (@MindiRRosser) February 21, 2017

A7: Ebooks, templates, free consultations & then send a once a month email. #SocialRoi https://t.co/JSmdIgfuGc
— Kevin Garber (@Ke_Ga) February 21, 2017

A7 Be honest why you want their email and don’t waste their time sending useless information. They will just unsubscribe #SocialROI https://t.co/94tkqiNh8L
— Jade Alberts Consult (@Jade_A_Consult) February 21, 2017

A7 Be tactful, honest and mindful. Don’t sign ppl up just to get numbers up, get them on board bc they can learn from you. #SocialROI https://t.co/81kTIJf6ZA
— Zala Bricelj (@ZalkaB) February 21, 2017

A7 Give something useful in return for email addresses, like white papers, research briefs, your blog subscription, etc… #SocialRoi
— Amanda Ray (@Amanda_Ray) February 21, 2017

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Q8: In your opinion, what social platform is the most important for consultants/small businesses and why? #SocialROI pic.twitter.com/JBljGbzWmy
— ManageFlitter (@ManageFlitter) February 21, 2017

Guest Answers

A8. a) Twitter, hands down. Media, your buyers AND competition are all there having conversations that influence. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.8 b) Twitter is like a giant cocktail party—you just have to find the right “room” for your biz. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.8 c) Twitter is a great place to simply listen. What can you learn? Who might be good social partners for you? #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

A.8 d) It’s also easy to connect to key influencers you might never reach otherwise. #SocialRoi
— Rochelle Moulton (@ConsultingChick) February 21, 2017

Other Answers

A8: I think its still Facebook with targeted promoted posts. Of course it also depends who your audience is.. #socialroi
— Roslyn Wertheimer (@RE_Wertheimer) February 21, 2017

A8: Best social platform for #smallbiz depends on audience. B2B – LinkedIn/Twitter. B2C – Facebook/Instagram. #socialroi
— Mindi Rosser (@MindiRRosser) February 21, 2017

A8: Well, seeing as we’re on Twitter – Twitter. Is customer service friendly and invites the conversation! @ManageFlitter #SocialROI
— JMatt (@JMattMke) February 21, 2017

A8.2: Is your product visually appealing (think Fashion)? You need to be on Instagram! @ManageFlitter #SocialROI
— JMatt (@JMattMke) February 21, 2017

A8 @ManageFlitter Another vote for Twitter. The 2 way communication is simpliest here. #socialroi
— Jennifer Longworth (@JoysOfMercy) February 21, 2017

A8.2: You need to find the platform that shows your value to others. Photographers – Instagram, Video – Youtube, find yours! #socialroi https://t.co/9MJieISVF6
— Evan Schmitt (@evanschmitt) February 21, 2017

A8 – It depends on the business, but it’s a good idea to cultivate social community through more than one platform…. #SocialRoi
— Amanda Ray (@Amanda_Ray) February 21, 2017

A8 ANY platform you know how to use wisely, strategically and a two-way communication street. No shortcuts, put work & energy in #SocialROI https://t.co/IMigxYjuNx
— Zala Bricelj (@ZalkaB) February 21, 2017

A8 I think Facebook is still very relevant and important but people need to adapt to the algorithm and learn how to use it again #socialroi https://t.co/JprV8HshZ5
— Brandie Peters (@brandiepeters_) February 21, 2017

A8: @Facebook for word-of-mouth, @Twitter for 2-way communication, @LinkedIn for credibility, @Yelp & @Foursquare for reviews #socialroi
— Susanna Conway (@ohsusannamarie) February 21, 2017

We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 28th February 2017, 4.00pm EST.

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