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Emma Starr started her dream business, pretty much lying in bed…nursing her son. “During that first year every time I put Asher to sleep I would be studying nutrition, online marketing, branding and listening to webinars. My goal was to create a plan B, I love being a RN but I wanted something else, to build a legacy to pass on to my children.
“I am passionate about preventative health products, so I set out to find the best” Emma says. “Living in Hawaii I also knew that I wanted to reach out to as many people as I could. Living on a small island the market can get easily saturated. I delved into social media in conjunction with traditional sales models. I could see this huge shift going on in the online world, and I wanted to be part of it.”
Emma notes that there are hard and soft triggers to influencing behavior, and that web sites are moving to the soft triggers. “Online Marketing seems to be going away from the Walmart model to the Main Street, mom-and-pop shop model. The customer needs to be able to engage in a conversation with the person behind the product. When you e-mail customer support, there is a live person responding to you.”
Emma uses an example of how an undisclosed restaurant increased its business using a simple social media plan.
The restaurant employed attractive hostesses who asked for business cards when they greeted male customers. The next day, the customer would receive a personal greeting from the hostess inviting him to friend her on Facebook. Most did, and their sites often provided birthdays in their profile information. In advance of the customer’s birthday, he would receive a personal invitation from the hostess suggesting the restaurant provide the venue for 10 of his friends to help him celebrate his birthday, noting that he would be personally greeted upon arrival, treated like a VIP, and given bar discounts for the group. The response was extremely positive Emma says, referring to the often-mysterious concept of social media.
“But that’s not what most people teach. They coach that all it takes is to create a Facebook fan page. So it attracts 2,000 fans—you have to ask, How many of those fans convert to money? The process is not just about your fan list, your Twitter list, how many followers your blog has. It’s how you get these people to convert. I know people with blogs that have a quarter million followers and they are still broke. It’s not about the technology; it’s about the emotion.”
Emma advises any company just getting started with social media that a crucial step is to have its people get out there on Google Search or sign up for Tweet Beep alerts, and listen to the conversations going on about the company or the company’s specific market. Doing so can help gauge how people feel about your products, company, competitors—what the sentiment is out there. Evaluate what the corporate trendsetters—Kodak, Dell Computers, Ford Motor Company, and Starbucks, for example—are doing on blogs, with Facebook Fan pages, and on Twitter and YouTube to promote their companies.
“Authenticity and transparency are critical in social media, be authentic and use your best judgment.
Emma warns novices that social media is a commitment.
“You really can’t just dip your toe in and be successful,” she says. “You have to carefully consider it. In a really beautiful way, it’s about leadership: When you have people following you, whether that’s hundreds or hundreds of thousands or a million, you have a great responsibility to provide them with quality content and lead them with integrity.”
For more honest information on how to succeed in social media go to http://emmajanestarr.com/seo-copy-writing/97
