Relevant Social Media Posts

Making relevant social media posts are the most important thing to remember when marketing your bar or tavern.

Social media posts
Relevant social media posts

The PITH method is an easy way to make sure your tweets and FB posts are the maximized to the most effective way of communicating with your prospective customers. Before I explain the PITH method, there are two things to remember. You are not posting to your customers only. You are posting to the average 250 people they know, and the average 250 people they know. Therefore the post/update/tweet has a reach of 62,500 people and that’s only if it’s somewhat useful. The number could rise exponentially if the social media post is more effective. The point is, just because you may not think it speaks to your followers, it may be of interest to someone they know. It is so easy to pass the information on these days, that if your social media post is effective, it will get forwarded on to someone who may be in need of your services.

Second, the main reason people join Instagram, Facebook and Twitter is not to be marketed to! Most business owners forget that people go on Facebook to check out their friends and what they are doing. So, if you are constantly bombarding your fans with sales pitches, they will just block you and that is the worst thing that can happen. If you have 300 friends but 250 of them block your posts (which you don’t and cannot know) then all of your efforts are for naught and you are spinning your wheels and not getting results. Use the PITH method to make sure you are providing the most effective posts to your friends and followers. Your posts should include one of the four categories listed below and the best ones will have two or more categories satisfied in the same post. Remember, very rarely any of your posts be a direct sales pitch to buy your products. Unless it’s a wildly great deal, for a very limited time, you should never post blatant sales pitches in your post. They should be subtle references that reminds your followers that “Here is what I do, if you ever need it, this is a reminder to remember me if you do, meanwhile I am going to provide you with posts that are P,I,T or H.”

P – Personal / Private – The fact of the matter is that people are interested in other peoples personal and private lives. That is why Facebook grew so fast and why it is what it is today. Same holds for Instagram. No other reason. Therefore you need to make your social media posts of a private/personal nature, for people to engage with you via Social Media. When you make a personal social media post, they see you as part of their Facebook community and allow you in to their circle. Most marketers fall into the trap of thinking, “Oh, I am using Facebook for business so I need to keep in professional.” That is the easiest way for you to get lumped in to the group of people that only get viewed if they are extremely bored. If you want to stay in their feed and have your posts show up on their page on a regular basis, you cannot come across as a business sales person. Of course, you don’t want to put pictures of you acting inappropriately or being crass and rude but your social media posts can be personal things that your followers will find interesting. There are a million examples but you need to let people into your life a little bit if you want them to follow your posts with interest. I follow Lebron James on Twitter and of the hundreds of posts he made since I started following him, the one I remember most, was the night before the season opener. He said he was getting those “First Day of School” jitters, and even laid out his clothes for the next day. It was a simple, yet still professional, insight into his personal life.

I – Interesting. – If you find something that is interesting, go ahead and pass it on. If you look at Twitter page @UberFacts, they only post interesting facts that you might have never known. They are very interesting. They have thousands of followers without having to follow back (which is the key to knowing if someone is truly providing customer perceived value through their Twitter account) and the people follow just to see the interesting tidbits that they share.

The trick is to post things that are of extreme interest to the masses, but have a slight correlation with your product or service. Do not reference articles that are boring and scream “Hey, here is a reference to my product.” I knew a security contractor who sold alarm systems. Anytime a news source reported on a crime, he re-posted it in his feed, because he thought it would entice his followers to do business with him. However, the articles were not interesting, and people see right through that. Eventually, his friend/followers just end up blocking him (I did) because he only posted articles about break in’s and stolen property. Who wants to see that on their Facebook home page every day?

He would have been more successful if he posted a personal tidbit and only posted articles that had maybe a smaller reference to his products, while being more interesting, such as a “5 million dollar painting goes missing from the local museum, police say it’s an inside job.” This would be more interesting to the general public and doesn’t scream, “Hey you’re not safe in your home, buy an alarm from me!” Yes these articles are fewer and farther between but it beats alienating your audience via, boring, sales intent loaded bait and switch articles.

 

T – Timely – Another way to make sure your posts are read and your feed isn’t blocked/unfollowed is to provide timely discussions. I like the example where the police re-opened the investigation of Natalie Wood’s accidental death 30 years after it happened. If at that time you were to make social media posts about Natalie Wood, Robert Wagner or Christopher Walken say a year or two before that, your posts would’ve gone unnoticed. However, the exact same post the day after the announcement would get 100 times the response that it would’ve gotten only a week earlier.

If you are going to make a social media post and it doesn’t meet one of the other three PITH criteria, make sure it related to a timely subject and watch your response rates sky rocket.

 

H – Helpful – Make your posts helpful to the everyday person in their everyday lives. You should be in the business of helping other people if you hope to be successful in business. Zig Ziglar says, “You can get anything you want in life if you just help enough other people get what they want.” If you want to get followed and have your posts read with interest and passed along to others, go out of your way to find things to post in your feed that will help others make their lives easier and less stressful. If you come across an article, webpage or product that is truly helpful to others, by all means, share that with your followers whether it helps you or not.

If your fans/followers see you has someone who consistently provides help, value and assistance, they will associate that type of behavior with your business endeavors as well. They will think, “all of these photographers are the same, except, John Smith. He really goes out of his way to help people,” Now, when they need a photographer, or when they know someone who needs a photographer, they will be your best salesperson because you have provided them with consistent value over time.

So, remember blatant sales pitches should never be used on any social networking sites. You should have a nice rotation of PITH posts, updates, tweets. Also only 33% or less should even have a vague reference to your business via articles or products. If you are a photographer, sure post tips on how to be more photogenic, or how to take a great picture every time, but they should be 33% or less of your overall posts. The others should be of a personal nature or helpful in general. If you would like more help with social media posts and social media management, see my new article titled, 4 Social Media No-No’s: How Most Marketers Are Annoying Their Followers.

 

Using Social Media Can Put You Out of Business

using social media

In today’s social media environment where every person with a smart phone has a voice, good marketing can put you out of business faster than bad marketing. If the customer experience isn’t positive, good marketing will work against you, including using social media. People will find out how bad you suck much faster than if you have bad marketing especially when you are using social media. People will find out faster than ever before.

In years past, for the most part, unless someone was speaking to their neighbor over the fence or standing around the water cooler at work, if a customer of yours had a bad experience, you might be lucky to where no one may ever hear of that event.

However, today, one bad experience can go viral, and seriously affect the longevity of your business faster than ever before. Therefore, if you invest in marketing and build a great, effective marketing system, but do not perfect the customer experience before doing so, you may put yourself out of business faster than if you had no marketing program at all.

That’s why I tell my clients to make sure they have a great product first, then work on the marketing program and begin using social media. Or, even better, I tell them, “You work on the customer experience/product/meal/service and let me work on the marketing.

This is the reason why I am so picky about who I work with. If I don’t believe a client is providing a great product or service, they are just going to go out of business after I start helping them. The last thing I need is word getting out that once a company hires me to do effective marketing for them, they go out of business. How would that look for my portfolio.

The first thing you should do before marketing is take a look at your product and make sure it is world class. A potential client was telling me that he offers incentives to customers to post to social media but he can’t get anyone to share anything. I told him, “You don’t have anything here worth sharing!” Do you think someone wants to share a picture of your soggy chicken wings served on a plate they used in the 70’s?

You need to provide an experience that is worthy of sharing, then people will share it, without incentives. That’s the point. Before you try to do anything to get a new customer, make sure when they walk through the door, they are going to get a great experience every time they walk through the door, then start working on getting more new customers.

 

Instagram for Bars

instagram for bars

Instagram for bars

I love it when I have an answer to a question that my clients ask me. Unfortunately, whenever I get a question from a client, my answer is, “it depends.”

The main questions I get are. . .

  • How often should I post to social media?
  • What should I post to social media?
  • What is the best way to grow my followers on social media?
  • How do I go Viral with my social media?
  • Is social media even worth it?

The list of questions go on and on and unfortunately, the answer 99 percent of the time is, “It Depends.”

Well today I got a question from a client that I could answer.

His question was, “If I could only do one thing for my bar, related to social media, without spending and money, what should I do?”

That answer was simple, you should make, contribute to and emphasize an Instagram account for your bar.

Instagram for bars and taverns is the best (free) way to engage your customers via social media. Now if you had some money to spend, it might be a different answer, in fact, I would immediately go into, it depends (again) but luckily, in this case, I could answer.

Unfortunately, this could change at any minute! Therefore, if you are reading this blog post and it’s been a few months, you may want to call me and make sure it’s still the case. I recently read an article that said “17 Major changes that happened in Social Media in the Last 2 Weeks.” Seventeen!!

So anyway, stay up to date, but for now, check out my Categories and click the one that says Instagram for Bars, there are a lot of ideas there on things you can do for your Instagram account to help grow your customer base, and luckily they are all free.

Better Social Media Posts

twitter for bars

A lot of what I know about social media marketing I learn from watching the main experts in the field currently such as Gary Vee and Tai Lopez. One of the things Tai Lopez teaches is his VRIN method for better social media posts. On my own personal Instagram account I post things from my daily life and I am going to use one of them to explain Tai Lopez’s VRIN method. If you want more info about Tai Lopez, you can just Google him, or open YouTube most likely you will see his video as an ad as soon as you try to watch a video. The idea is to score your social media post before posting it on a scale of 1 to 10.

If your post isn’t at least a 30, you probably shouldn’t post it to your followers if you are trying to build your following and increase customer engagement.

My last post on Instagram was a picture taken at the half way point of a difficult long hike I had just completed. It was a view of a long winding trail down a mountain with a huge lake at the bottom.

The V in his formula stands for Value – I scored this a 2, since it doesn’t provide much value to anyone except maybe some motivation to get out in the outdoors and get some exercise, and it wasn’t very valuable to me, because it gave me a little pride that I had completed the hike, but other than that not much value.

The R in his formula stands for Rare – I give the post a very low rare score because even though it is very rare that anyone has taken a picture here, EVERYBODY takes pictures at the most picturesque spot on their hike. So, while this location and picture was rare, the idea of posting a hiking view pic isn’t very rare so the combination of the two factors compels me to give it a 3 score on the Rare scale.

The I in the VRIN formula stands Inimitable (meaning hard to imitate) – I gave it a little bit higher because not everyone can make or finish this hike. Also very few people know where this hike is, and those that do, may hike a hundred other hikes in the area instead of doing this one. But still, it’s still possibly only a 5 on the inimitable score.

The N in his formula stands for Non-Substitute-able – I give it a 4 on this scale because anyone can go somewhere and take a picture of somewhere they hiked and post it to SM. The only reason I gave it a 4 instead of a 1 is because not everyone can say they hiked this far in extreme conditions. No trail, intense weather etc.

So my total score would be a 14. Not very good. But for a personal account this isn’t life threatening. However, if you are building a business you will want to make sure your posts rate higher on this scale.

A few things I could’ve done to increase the VRIN score and therefore make a better social media post would have been to post myself in the picture, and possibly add some of the gear I was using such as the running/hiking shoes I was wearing or the GPS system I used to find the place. I also could’ve posted my bleeding elbow and empty water bottle from when I took a spill and busted my only bottle of water that I brought for the hike. Had I done the latter, I probably would’ve had a much higher VRIN score and definitely would have had more comments, likes, shares etc. I also could’ve made a short video or flipagram to the music Clumsy by Fergie. That would have really garnered a lot more engagement and would’ve been a much better social media post.

When you are about to make a social media post, score it real quick on this VRIN scale, then try to improve each individual area until you are around a 30 or higher. Then you are good to go with your post.