Running a small business is a whirlwind, isn’t it? You’re juggling everything from inventory to customer service. However, one aspect of running a small business that often gets overlooked is social media crisis management. Social media has become this incredible tool to connect with your audience and grow your brand. But what happens when online interactions become negative? What if a negative comment goes viral, or a customer complaint escalates publicly? That’s where social media crisis management comes in, it’s something every small business owner needs to think about… even if you think “it won’t happen to me.”
We often see big brands in the news for social media blunders, but the truth is, small businesses are just as vulnerable, and sometimes even more so. A single misstep online can have a significant impact on your reputation and your bottom line. A recent study showed that 94% of consumers say a bad review has convinced them to avoid a business. That’s a significant chunk of potential business you could lose!
Now, you might be thinking, “Okay, I get it, it’s important. But what can I do? I don’t have a huge PR team.” And that’s exactly what we’re going to talk about. Most articles on this topic will tell you to have a plan and watch your channels (which is good advice!), but let’s dig a little deeper into some things you might not have considered.
Understanding Social Media Crisis Management Strategies for Small Businesses
One crucial aspect that is often underestimated in social media crisis management for small businesses is the need for clear internal communication. When a potential crisis hits, do your employees know who to talk to? Do they understand the company’s stance on the issue? Having a clear internal protocol is essential. Imagine a customer posting a scathing review. If your sales team, your customer service reps, and your social media manager aren’t on the same page about how to respond (or even if they should respond immediately), it can lead to confusion and a mishandled situation. Name an individual or small team to manage crisis communications and ensure everyone else knows to direct inquiries to them.
Another underappreciated element is the human touch. In the heat of a social media storm, it’s easy to get defensive or rely solely on pre-approved statements. But remember, your audience is made up of individuals. Acknowledge their concerns, empathize with their frustration, and show that you’re genuinely listening. A personalized response, even if it’s just acknowledging their comment and saying you’re looking into the matter, can go a long way in de-escalating a situation. According to Invesp’s recent statistics and trends infographic, 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family. Turning a negative into a positive is possible!
Preparing Your Small Business for Social Media Crises
So, how can you prepare for the unexpected? Here are a few tips tailored for small businesses:
Find Potential Trigger Points: Think about what could realistically go wrong in your business. Could it be a product issue, a service problem, or an employee sharing a controversial opinion, even on their personal social media? Brainstorming these scenarios will help you prepare potential responses and identify who needs to be involved.
Create a Basic Response Framework: You don’t need a 50-page crisis communication plan, but having a basic framework with key messages for different scenarios can save you valuable time and prevent you from saying the wrong thing in the moment. This framework should include guidelines on tone, who should respond, and when.
Practice Active Listening (Beyond Monitoring): Don’t just passively check your social media. Actively listen to what your customers are saying, both positive and negative. Understand the sentiment around your brand and identify potential issues before they blow up. Tools can help with this, but sometimes simply scrolling through comments and engaging authentically can offer valuable insights.
Develop Empathy Statements: Prepare some general statements to have on hand that demonstrate your understanding and respect for customer emotions. Phrases like “We understand your frustration” or “We’re sorry you had this experience” can be incredibly powerful in diffusing anger.
Know When to Take the Conversation Offline: Not every issue needs to be resolved publicly. If a situation is becoming heated or involves sensitive personal information, offer to take the conversation offline via direct message or phone call.
Over to You
At MYOB, we understand the challenges small business owners face in managing their online presence. Our team specializes in monitoring your social media channels, engaging with your audience, and even scheduling posts. This frees up your time to focus on other critical aspects of your business and be prepared for those unexpected social media emergencies.
Remember, a social media crisis doesn’t mean the end for your brand. With careful preparation, a thoughtful approach, and a genuine commitment to your customers, you can navigate these challenges effectively and even strengthen your reputation in the long run. What steps will you take today to better prepare your small business for a potential social media crisis?
Remember when Black Friday used to be just a distant American shopping frenzy? We’d see the ads, drool over the deals, and then head south of the border to snag those elusive bargains. But times have changed, and so has the Canadian shopping landscape. Now, Black Friday is a major event in Canada, with Canadian retailers across the country offering their own discounts and promotions to keep shoppers north of the border.
The Origins and Evolution of Black Friday: A Brief History
Black Friday began as a major shopping event held the day after Thanksgiving in the United States. In the past, retailers used black ink to mark down sale items, hence the term “Black Friday.” Shoppers often wait in long lines outside stores, sometimes for days, to take full advantage of these once-a-year deals.
On Black Friday, stores open early and customers rush in to buy popular holiday gifts and other must-have items before they are sold out or the prices return to normal. More recently, Black Friday traditions have expanded globally as well as online, with retailers offering significant discounts on a wide variety of products, including clothing, electronics, and even services.
A Canadian Take on Black Friday
Canadian retailers have also begun to recognize the potential for increased sales and have embraced Black Friday with open arms. We’ve adapted the American tradition to suit the Canadian market, offering enticing deals and promotions to keep Canadian shoppers’ dollars within our borders.
In Canada, Black Friday started gaining popularity in the early 2000s, as Canadian retailers began to adopt the American tradition of offering deep discounts and doorbuster deals. It has quickly become one of the biggest shopping days of the year, with Canadians flocking to stores and online retailers to take advantage of the savings.
With the rise of e-commerce, many Canadians now choose to shop online on Black Friday, taking advantage of the convenience and accessibility of online shopping. Despite the changing shopping landscape, one thing remains constant: the thrill of finding a great deal and snagging that must-have item at a discounted price.
Leveraging Social Media for Black Friday Success
Social media is a powerful tool to connect with your target audience and drive sales during Black Friday. In 2023, over a third of shoppers relied on social media platforms such as Instagram and TikTok to discover the best Black Friday deals. This trend highlights the growing importance of social media as a key tool for holiday shopping. Consumers are not only using these platforms to browse sales but also to seek product recommendations, reviews, and influencer endorsements.
By sharing posts about their sales and offerings on platforms like Instagram, Facebook, and TikTok, businesses can create anticipation and excitement around their Black Friday promotions. Engaging with customers through interactive posts, exclusive deals, and behind-the-scenes sneak peeks can help build buzz and drive traffic to your online store. Additionally, incorporating testimonials into your social media strategy can help reach a wider audience and increase brand visibility during the busy shopping season.
Here are a few tips to maximize your social media efforts:
Consistent Posting: Ensuring that you are consistently posting on your social media channels in the days leading up to Black Friday will keep your audience engaged and informed. This could include countdowns to your special promotions, teasers of what will be on sale, and reminders of when the sales will start. With a regular posting schedule, you can stay top of mind for customers and keep them excited for what’s to come.
Platform Selection: Choose platforms that align with your target demographic. For example, Instagram and TikTok are great for visually appealing products targeting younger audiences, while LinkedIn is ideal for professional services and B2B products.
Engaging Content: Create compelling content that resonates with your audience. Use eye-catching visuals, persuasive copy, and interactive elements like polls and quizzes.
Targeted Advertising: Use social media advertising to reach specific demographics and interests by using features like custom audiences and lookalike audiences. By targeting your ads based on demographics, interests, and online behaviours, you can increase the likelihood of conversions.
Over to You!
At MYOB, we can help you create and execute a comprehensive social media strategy, including content creation, ad management, and analytics tracking. From crafting engaging content to running targeted ad campaigns, we’ve got you covered. With our expertise and experience in social media marketing, we can help you drive traffic to your website, increase brand visibility, and ultimately boost your revenue. Let us handle the heavy lifting so you can focus on other aspects of your business during the busy holiday season and beyond. Contact us today!
Every year, Canadians come together to celebrate the backbone of our economy: small businesses. Small Business Week—a dedicated time to recognize the countless entrepreneurs who drive our communities—is a testament to the resilience, ingenuity, and hard work of these unsung heroes.
In Canada, the small business sector is significant, with over 1.2 million small and medium-sized businesses and 749,000 entrepreneurs.
A Brief History of Small Business Week
For 45 years, the Business Development Bank of Canada (BDC) has arranged an annual entrepreneurship event called BDC Small Business Week. Over 10,000 entrepreneurs come together annually to network, learn, and celebrate Canada’s doers and visionaries.
This event serves as a platform for small business owners to share their experiences, learn from industry experts, and gain valuable insights to help grow their businesses. Small Business Week also highlights the importance of supporting local businesses and the positive impact they have on our economy. It is a time to celebrate the hard work and dedication of small business owners who play a vital role in driving innovation and creating jobs in communities across the country.
Why Small Business Week Matters
Small businesses play a vital role in Canada’s economic landscape. They create jobs, stimulate local economies, and foster innovation. From mom-and-pop shops to tech startups, small businesses are the engines that drive our communities forward.
Small Business Week is an opportunity to recognize and appreciate the contributions of these businesses to our economy. It is a time to shine a spotlight on the hard work and dedication of small business owners who often face unique challenges and obstacles in their journey to success. By supporting small businesses, we are not only investing in our local communities but also in the future of our country’s economy. It is important to show our appreciation for the innovation, creativity, and resilience that small businesses contribute, and Small Business Week provides the perfect platform to do so.
How Can We Support Each Other This Week?
Small Business Week is an excellent opportunity for us to come together and show our support for local businesses. Here are a few ways you can get involved:
Share posts on social media: Engage with other small business owners by liking, commenting, and sharing their content.
Shop local: We can put small businesses at the forefront of our minds as the holiday season approaches by buying gifts and/or gift certificates for family, employees, and friends.
Give referrals: Recommend local businesses to your friends, family, and colleagues. Online, we can give referrals by tagging small business owners in Facebook groups or connecting through email.
Leave reviews: Take time to share positive experiences about local small businesses online with a Google review or a review on Facebook.
These simple actions will help us support local entrepreneurs and increase awareness of small businesses in our community.
How MYOB Supports Small Businesses
As a small business ourselves, we understand the challenges and rewards of entrepreneurship. We’re committed to supporting our fellow business owners by offering bookkeeping, social media management, and website maintenance and design services. We believe that by building strong relationships with our clients, we can help them achieve their goals and grow their businesses.
Over to You
Small Business Week is a celebration of the incredible contributions that small businesses make to our communities. As we continue to navigate the challenges and opportunities of the modern business landscape, it’s more important than ever to support and encourage these vital enterprises.
So, let’s come together to celebrate and show our appreciation for the entrepreneurs who are making a difference in our lives. How will you be supporting small businesses this week?
You’ve probably heard the saying, “You never get a second chance to make a first impression.” Well, the same goes for your content. Your headline is the first thing people see. It’s the digital equivalent of a shop window. If it’s dull, people will walk right past. If it’s captivating, they’ll stop and take a look.
The headline is what draws readers in and entices them to click on your content. It sets the tone for what readers can expect within your e-newsletter, article, or blog post. A great headline can make all the difference in whether or not your content gets noticed in a sea of information online. It should be clear, concise, and intriguing, sparking curiosity and prompting readers to want to learn more.
Renowned copywriter Eugene Schwartz once wrote: “Your headline has one job: to stop your prospect and compel him to read the second sentence of your ad.” Other than the fact that prospects aren’t only men anymore, this is pretty spot-on—and it applies to your subject line, too. It has one job: to stop your prospect and compel them to open your email. (Source: RingCentral)
The Power of a Great Headline
A good headline is more than just a catchy phrase; it is a strategic tool. It’s a strategic tool that can dramatically impact your business. Let’s break it down.
First, headlines are crucial for SEO. Search engines like Google prioritize content with relevant and engaging titles. A well-crafted headline containing relevant keywords can boost your search rankings, making it easier for potential customers to find you.
Second, headlines are the gatekeepers to your content. They determine whether someone will click on your article, blog post, or email. An interesting finding from Litmus shows that email subject lines (headlines) that include an emoji can boost click-through rates (CTR) by 28%. Imagine if 28% more people were seeing your amazing content!
Third, a strong headline can increase social shares. People are more likely to share content with a compelling title. This free word-of-mouth marketing can significantly expand your reach.
What Makes a Great Headline?
Now, you might be wondering, what makes a headline great? There are many factors to consider, but in a nutshell, a headline should be informative, engaging, and relevant to your target audience. More importantly, it should also be concise, brief, and to the point. Be sure not to include every detail of your email in the subject line. This will lose the attention of your recipient. People have short attention spans, so you need to grab them quickly.
What Headlines Do People Ignore?
Think about the emails you get. What kind of headlines make you hit delete? Probably something vague like “Important Update” or “You Won’t Believe This.” These headlines are like a black hole for engagement.
On the other hand, what headlines make you click? Chances are, it’s something specific, intriguing, or promises a benefit. For example, “Increase Your Sales by 20% in 30 Days” is much more likely to grab attention than “Tips for Business Growth.”
The Importance of Delivering on Headline Promises
We could say, “Free Lunch!” as the subject line of our email and guarantee you’d have sky-high open rates. But let’s be real. First impressions matter. If your email content doesn’t deliver on the promise of the headline, you’ll lose trust. You don’t want your emails to be branded as “click-bait”.
A strong headline is like a good first date. It gets you in the door, but the relationship depends on what happens next. That’s why creating high-quality, valuable content – starting with a robust, accurate headline – is a must.
Let MYOB Help You Create Headlines That Matter
At MYOB, we understand the marketing challenges business owners face. Crafting compelling content, which includes attention-grabbing headlines, can be time-consuming. That’s where we can help. Our team of experts can assist with everything from writing engaging copy to designing stunning visuals.
By investing in professional content creation, you can enhance your online visibility, attract a larger customer base, and expand your business. So, are you ready to take your headlines to the next level? Let’s chat!
Instagram serves a greater purpose than just being a platform for teenagers to share selfies and food pictures (though, admittedly, those can be enjoyable too). For businesses, Instagram can be a powerful tool for reaching new customers, increasing brand awareness, and driving sales. Instagram can help your business stand out and connect effectively with your target audience by using hashtags, engaging with followers, and creating visually appealing content.
With over two billion monthly active users globally, as of early 2024, businesses can use Instagram to expand their reach, increase brand engagement, showcase products, run giveaways, and attract customers from all around the world. Effectively using this platform has become crucial for maintaining competitiveness and distinguishing from competitors and fostering brand loyalty.
Understanding Your Target Audience on Instagram
The era of relying on guesswork in marketing strategies is long gone. Instead, Instagram allows you to laser-target your ideal customer. With a whopping 78% of marketers using Instagram, the platform is teeming with people specifically interested in discovering new businesses, supporting small business and shopping local. Even better, Instagram’s demographics skew young, with a significant portion of users between 18 and 34 years old. This aligns perfectly with many small businesses, especially those targeting tech-savvy millennials or Gen Z.
Paid Ads Are Not Required
The beauty of Instagram is that organic reach, or the ability to get your content seen by people who don’t already follow you, is still very much alive. While paid advertising can certainly boost your visibility, it’s not a requirement for success. The key to success is to create high-quality, engaging content that resonates with your target audience. Consider showcasing stunning product photos, featuring user-generated content like glowing customer reviews, and providing glimpses from behind-the-scenes. Statistics have proven that posts with multiple images are more popular than a single image post.
Decoding Instagram’s Algorithm
Instagram’s algorithm prioritizes posts that generate engagement — likes, comments, shares, and saves. This means that the more interactions your posts receive, the more likely they are to be shown to a larger audience.
To boost your business’s reach on Instagram, focus on creating content that encourages these types of interactions. Encourage your followers to like, comment on, and share your posts by asking questions, running contests, or hosting giveaways. Engage with your audience by responding to comments and messages and collaborate with influencers or other brands to widen your reach.
By consistently producing high-quality, engaging content, and actively interacting with your audience, you can increase your visibility and grow your business on Instagram. Additionally, using Instagram’s features such as stories, reels, and Live can also help attract more followers and engagement:
Stories allow you to share more casual, behind-the-scenes content that can create a more personal connection with your audience. You can also use this space to share content from other creators that aligns with your own or share your own posts to bring additional attention to them.
Reels are a great way to showcase your creativity and personality through short, videos.
Instagram Live is another powerful tool for engaging with your audience in real-time, allowing you to answer questions, host Q&A sessions, or even collaborate with other influencers or brands.
By diversifying the types of content you share on Instagram, and using all of the platform’s features, you can attract a wider audience and keep them engaged with your brand.
Essential Features for Business Success
Instagram offers a wealth of features specifically designed to empower businesses. Here are a few key ones:
Instagram Shop: Turn your profile into a mini online store, allowing customers to browse and purchase products directly within the app.
Shoppable Posts: Tag products within your posts so viewers can seamlessly click through to purchase.
Insights: Analyze your posts’ performance to see what’s resonating with your audience and tailor your content accordingly.
Enhancing Your Instagram Strategy with Professional Support
Although mastering Instagram requires time and dedication, there are resources to support you in navigating the platform effectively. Consider exploring social media management tools or brushing up on your marketing skills with online courses. Remember, a thriving online presence is an essential part of running a successful business today. If you have any questions about getting started or need assistance with your online marketing strategy, feel free to reach out to us for guidance.
Have you ever scrolled through your inbox, excited about a potential customer inquiry, only to find a generic message from an unfamiliar company asking for a follow? We’ve all been there. It’s annoying, feels impersonal, and, frankly, reflects poorly on the sender. However, for many small businesses struggling to gain visibility and engagement, unsolicited messages may appear as a tempting shortcut to boost their follower counts.
Here’s the truth: it’s a recipe for disaster. Let’s explore the reasons why spammy tactics can harm your brand image, lead to legal issues, and discover alternative strategies to cultivate an authentic social media following.
The Impact of Bots: Understanding Their Detrimental Effects
Imagine this: you own a bakery and have spent hours crafting engaging content for your bakery’s Instagram. You post a mouth-watering picture of your latest creation—a decadent chocolate cake. Suddenly, your comments section explodes with generic messages like “OMG, love this cake! Follow for more deliciousness!” When you start seeing dozens of comments like these out of the blue, they are likely from “bots,” which are automated accounts used to inflate follower counts. However, this poses a significant issue: bots lack the ability to become genuine customers and actually detract from authentic interactions. They won’t buy your products, engage with your content, or join valuable conversations.
A recent study found that up to 71% of US and UK consumers will unfollow influencers if they find out they have bought fake followers. Having fake followers can damage your credibility and authenticity as an influencer or brand.
Quality over quantity is key for building your audience. Engage with genuine followers instead of prioritizing high numbers for a loyal and valuable audience in the long term. This will create a dedicated community that will help your brand overall. Keep in mind, authenticity is crucial in marketing.
Laws of the Land: CASL and CAN-SPAM
Canada has strict regulations regarding unsolicited electronic communications, known as CASL (Canada’s Anti-Spam Legislation), which went into effect July 1, 2014. Essentially, you can’t just blast out emails or messages to anyone with a pulse. Recipients need to explicitly opt-in to receive communications from your business. Violating CASL can result in hefty fines, up to $10M per violation for companies and up to $1M per violation for individuals. It is essential for your business (and wallet!) to ensure that all electronic communications follow the guidelines established by CASL.
In addition to obtaining consent from recipients, businesses must also include a clear and easy way for individuals to unsubscribe from their communications. This ensures recipients have control over the messages they receive and helps businesses maintain compliance with CASL regulations. Regularly staying informed about the latest updates and changes to CASL is crucial to avoiding potential fines and penalties. The Canadian Radio-television and Telecommunications Commission (CRTC) website provides valuable resources and guidelines to help businesses navigate the CASL maze and ensure their electronic communications are in compliance with Canadian law.
The U.S. has similar regulations under the Federal Communications Commission’s CAN-SPAM Act. The CAN-SPAM Act requires the Federal Communications Commission (FCC) to issue rules with regard to commercial e-mail and some text messages sent to wireless devices such as cell phones—not just email in general. The Federal Trade Commission (FTC) enforces the CAN-SPAM Act.
You or your business may be subject to fines and penalties totalling up to $51,744 for each email sent if found to be in violation. Moreover, ignoring CAN-SPAM compliance undermines the reputation and image of your brand overall and leaves it unprotected.
Following these guidelines and staying informed about regulations can protect businesses from costly fines and maintain a positive image with customers. It is crucial for organizations to have a clear understanding of the rules and regulations surrounding electronic communications in order to avoid potential legal issues. Additionally, implementing strong internal policies and procedures for email marketing can help businesses ensure compliance with both CASL and CAN-SPAM regulations. Taking proactive steps to stay informed and compliant with these laws will ultimately help your business.
Instagram Guidelines: Adhering to the Platform’s Rules
Similar to CASL, Instagram has clear guidelines on acceptable messaging practices. Remember that frustrating “action blocked” message you may have received after mass-tagging irrelevant accounts? That’s Instagram flexing its muscles. Repeated offenses could lead to account suspension or even termination. So, ditch the automated follow requests and generic DMs.
Instead, focus on creating engaging and personalized content that will resonate with your followers. Building a strong and authentic presence on Instagram takes time and effort, but it will ultimately lead to better results than spamming tactics. Take the time to understand the platform’s rules and regulations, and make sure your messaging aligns with them. For instance, avoiding mass-tagging irrelevant accounts can help you adhere to Instagram’s guidelines and prevent potential penalties. By following these guidelines, you can steer clear of potential penalties and uphold a positive reputation on Instagram.
Newsletters and Eblasts: Building Trust, Not Spam Folders
Newsletters and e-blasts are valuable tools for interacting with customers and promoting your business. But here’s the key: focus on permission-based marketing, which involves obtaining consent from subscribers before sending them marketing communications. This approach ensures that your messages are well-received and compliant with privacy regulations. Encourage visitors to your website to subscribe to your mailing list by offering valuable content, like exclusive discounts or early access to new products. Make sure your sign-up form clearly outlines the types of messages subscribers will receive and how often they will receive them.
While there’s no hard-and-fast rule on when to segment your e-blasts, industry standards suggest sending them in batches based on subscriber behaviour or demographics. This way, your messages stay relevant and personalized, standing out from the clutter in their inbox.
Beyond Spam: Building a Thriving Social Media Presence
So, what steps can you take to build a genuine social media following and foster authentic connections with your audience? Here are a few suggestions:
Prioritize creating high-quality content. Share photos, videos, and stories that reflect your brand and resonate with your audience.
Be authentic. Let your brand voice shine through!
Engage with your followers. Respond to comments and messages, provide answers to inquiries, and organize interactive challenges to boost engagement.
Run targeted ads: Paid advertising can be a great way to reach a wider audience while ensuring your message gets in front of the right people.
Over to You!
Building a thriving social media presence takes time and effort. But by prioritizing authentic connections and valuable content over spam tactics, you’ll attract a loyal following of genuine customers. Keep in mind that genuine followers hold more value than a large number of inactive accounts. Avoid spammy messages and concentrate on creating social media experiences that truly resonate with your audience.
What strategies have you found most effective for increasing engagement on social media platforms?
