Posted By Amanda Collins on August 27, 2012

Did you know that the posts that get the most traction on social media are pictures and videos? This should come as no surprise since Facebook has now switched everyone to Timeline, and Pinterest gains more users daily. We are in, what I like to call, a “Twitter society.” People want to get their information in 140 characters are fewer — and since a picture says 1,000 words, it’s like you get a huge bonus by including one!

I conduct the social media marketing for a number of clients, and I recently posted a simple picture of a new employee for one of my clients. That little picture garnered 15 likes and 7 comments, hitting the views of 308 people. You may not think that’s a lot, but it’s more than anything else that I’ve posted for this particular client, and when this company only has 226 likes, that’s a pretty big deal.

Why is that? No real information was shared, there wasn’t a link, and we didn’t really educate anyone… so what gives?

The reason this one little picture resonated so much is that it was personal. Social media marketing is all about creating a social experience, yet that’s what most people miss on Facebook, Twitter, Pinterest, etc. These are people-powered environments, and people like to see pictures of other people or something that makes them smile or giggle. Those things that “go viral” are the things that touch us. Most of the times, they are not links and boring status updates.

So how do you tap into this social aspect of social media marketing? Share what happens in your office! Birthdays, events, silly jokes, and even a picture of that half-eaten donut you’re enjoying may all resonate with your audience. The trick is to try a few different things and see what happens. On The Grammar Doctors’ Facebook page, pictures of spelling and grammatical errors are what have the most traction. I didn’t plan it that way, but that’s what people shared and liked, so I followed their lead.

Listen to your followers. See what they want. That’s how you’ll keep social media marketing efforts truly social.

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Posted By Amanda Collins on October 25, 2011

Do you remember when social media really caught on? At that point, we often spoke in third person, leading with the name and starting the sentence from there: “Amanda Collins is getting ready for a trip to Europe.” Since then, however, we’ve taken first-person ownership of our posts and really found a voice in social media updates. Well, at least most of us have.

One of the most important components about social media status updates that many people forget is that they are social. The goal is to engage your audience in conversation and get them excited about what you’re saying. If you’re only saying something about what you’re doing—and in third person, no less—you won’t have much engagement.

Social media, whether Facebook, LinkedIn, Twitter, or Google+, should spark a conversation. Try a picture, a link, or a question. Tap into what’s happening in the news. If you think of social media updates as part of your complete marketing and media relations campaign, you may find that you’re more likely to think about them in a broader sense. You wouldn’t just put out a press release to say that you showed up for work on time; instead, you’d share something that would capture an editor’s eye. Take the same approach with your social media.

Of course, sometimes it is good to show that you’re human and let people know what you’re doing. You may find some commonalities with the fact that you share the same favorite restaurant or are at the same event. Just don’t let that be your driving message.

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Posted By Amanda Collins on May 28, 2011

I’ve been talking to a lot of people lately about the power of the blog. Thankfully, some understand how important it is to get yourself out there and talk up the fact that you’re an expert in your industry. But some wonder, “Now that I’ve blogged, do I have to go to Facebook, Twitter, and LinkedIn to post them all up there?” NO! There is a much easier answer. If your blog is on WordPress (and why wouldn’t it be?), it’s extremely easy to connect it to your social media world in just a few clicks.

For Facebook and Twitter, go to your Facebook account and look up NetworkedBlogs. Click the button to register your blog and then just follow the steps. You either need to install a bit of code on your site or have a handful of  friends verify your blog to make sure it’s from you, so content won’t feed right away. However, once you’re verified, this will automatically pull your blog over to Facebook. It can take anywhere from one to five hours for it to populate, but it will. When you’re linking to NetworkedBlogs, look for the link to post it on Twitter as well. This one app actually posts to two outlets.

Then head over to LinkedIn, and in the edit profile mode, add the application for WordPress. Instantly, your blog posts will populate on your profile.

Within 15 minutes, you can make it so your WordPress blog will show up in your feeds on Twitter, Facebook, and LinkedIn. It’s as easy as that! If you get a little stuck, let me know; I can set this up for you quickly and easily.

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Tags: post blogs to social media

Posted By Amanda Collins on March 22, 2011

Regularly, I can be heard “pitching” newsletters to audiences: when I give my 30-second commercial or talk to people in one-on-one meetings. I’m sure they think it’s because I will make money off their business, and while that’s part of it, the benefit to the client is HUGE!

If you’re not familiar with Constant Contact, you should be. They were one of the first online newsletter services. One of their best speakers is Ron Cates, based here in Phoenix. Ron speaks to audiences around the country on social media and email marketing, and he always shares amazing success stories using the medium. Businesses that do this right can drastically improve their profits, sometimes with just one email.

Each time I send out an email, I see nearly immediate results. Because I include a number of links (to blogs, social media, and my websites), I can track my click-throughs on Constant Contact. My website hits spike for a couple of days after I send a newsletter. I also get responses to them, usually about the monthly picture of Patrick or something personal I’ve shared. For instance, my January newsletter went out as Patrick and I were driving to Disneyland for my 40th birthday, and I received a number of birthday wishes from my clients and prospects.

Newsletters don’t always turn into immediate business, but because people are hearing from me regularly, I remain top of mind. In January, two prospective clients who had been receiving the newsletter for a year or more called and became clients. Then, in March, the newsletter was shared by a prospect—and the person who received it became a client.

If you’re not putting out a monthly e-newsletter, you’re missing an amazing opportunity to connect with your client database. I see results monthly in the form of new business, repeat business, and referrals. It’s a cost-effective method of marketing, and you can create a number of lists with unique content and calls to action. If you’re confused on how to get started, let me know! A monthly newsletter written, designed, edited, and sent is just $99 (plus the cost of your Constant Contact subscription).

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Tags: constant contact, cost-effective marketing, monthly newsletter

Posted By Amanda Collins on March 9, 2011

I love Facebook. I’m on it all day long when I’m on my computer, and I check it when I’m on my iPhone outside of the office. However, the quick updates sometimes make for lazy typing. But wait…is that laziness or ignorance? I’m starting to think it’s the latter. I’m talking about how commas are just ignored on Facebook.

Poor commas. They used to be one of the most OVERused punctuation marks with people using them way too often. These days, though, it seems as if people are forgetting these little hooks that add clarity to your sentences and make reading easier. Nowhere on Facebook is this more evident than on the wall of your friend who’s celebrating a birthday.

One of the best things about Facebook is its ability to connect us with friends far and wide. With that, we get these great reminders of upcoming birthdays. This is where I see most of the issues with commas. Here are two examples where the comma is MIA:

Happy birthday Joe!
Thanks Amy!

In each instance, there should be a comma prior to the name. Why? These are fragments, meaning they’re lacking a subject, verb, and object—which add up to a complete sentence. If you read them as if the missing part is replaced, you may get:

I say happy birthday, Joe! (correct comma)
Joe thanks Amy! (still no comma and incorrect)

Unless you’re speaking in third person (“George is getting angry!”), you probably won’t speak the way the second is written. Instead, you’ll say “Thanks, Amy!” which is correct.

Grammar is confusing; there’s no doubt about it. But if you just remember that a name in a fragment like this typically requires a comma, you’ll be good. One way to do that is to put the name first, which is pretty clear (kind of as in a letter):

Joe, happy birthday!
Amy, thanks!

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Tags: commas, grammar

Posted By Amanda Collins on February 14, 2011

If you’re holed up looking at your computer for six, eight, or ten(!) hours a day, you’re bound to come across some stumbling blocks from time to time. Who among us hasn’t experienced writer’s block? In fact, too much of beating your head against that immovable wall and you may be edging closer to the dreaded burnout!

So how do you combat those blocks that are bound to rear their ugly head and get in the way of your writing process? Well, one great way is to monitor yourself. If you’ve been writing for more than an hour, take a break. Get up, walk the dog, make a cup of tea, or call someone. Do something that doesn’t involve writing for a bit.

There are definitely here-and-now fixes to clear your brain and get you back on track, but also consider the long haul. If you find that you’re experiencing writer’s block more often than you can count, it might be time to really clear the cobwebs and reboot your system. A vacation seems like the obvious solution, but not everyone has the resources or free schedule to just drop everything and go. When you have to work, here are a few hints to keep the wheels turning productively.

Take One Day Off Each Week
If I’ve done it, I know you have too: we end up working so consistently that we find ourselves asking, “Weekend? What weekend?” Deadlines, demanding customers, and paperwork can keep us in the office way too long to be healthy. Do yourself a favor and take off one full day each week. Whether you just veg in front of the TV or do something fun with family or friends, do something other than work (or thinking about work!).

Spend Three Hours Each Week with Your Partner
If the label “workaholic” seems like a good description for you, chances are you’re not the only one who’s affected. Look to your significant other and check in. He or she will likely concur that some down time as a couple would be a great bonus. And this time together has two benefits: it improves your relationship while clearing your mind! And if you’re single, use those three hours to hang out with a good friend or try to meet Mr. or Ms. Right!

Spend Three Hours Each Week with Children
Just as your marriage/relationship can suffer when you’re experiencing work burnout, your relationship with your children can take a big hit. Plan a three-hour block of time to do something special with the younger members of your household. Go for a hike, visit the park, or do anything that would be considered playing. As adults, we often forget to take time to play, but your kids will get you back in line! If you don’t have any kids of your own, borrow some. I’m sure most parents would be more than willing to give up theirs for three hours a week! You’ll be the most popular person in your neighborhood!

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Posted By Amanda Collins on November 17, 2010

Recently, I’ve been seeing a lot of misused words—on websites, emails, and social-media status updates. Writers have been using premiere (the first) in place of premier (the best) or then (a time) in place of than (comparison), just to name two misused words. Simple mistakes that could have been avoided had the writers only proofread their materials.

So that got me thinking…. We’re all writers to some extent, yet how many of us don’t take the time to either proofread our projects ourselves or have an editor take a second look? I’m the first to admit I’m not infallible, and often my brain moves more quickly than my fingers can type out the words. We all make mistakes. In most businesses, though, those mistakes may cost us opportunities.

Of course, if you actually hire a proofreader to look at every document you write, you might rack up quite a bill, not to mention pushing back your delivery date by a day or more. It is certainly one option, though, and you may consider it if you have a team. Perhaps one member of the team can be the designated proofreader.

Another (free) option is to proofread your materials yourself. It’s not quite as easy as giving everything a second read right after it’s written. Our eyes tend to see what our brain tells them is there, so they may miss something if you reread the project immediately after completing it. Instead, work into your schedule an additional day to step away from the project. Here’s how it works:

If you finish writing a proposal or other important document on Monday, put it away. On Tuesday, open it again and read it with fresh eyes. It’s a good idea to read it aloud—slowly—so you’ll hear any errors. Look at things you might normally miss, such as punctuation and capitalization. Some proofreaders read from the end to the beginning because misspellings tend to be more apparent then.

Although it may add a little more time to your schedule, putting in some quality assurance will pay off dividends for you and your clients. Remember, YOU are the expert and should catch any errors before your clients see them. They will thank you for it.

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Posted By Amanda Collins on October 19, 2010

When it comes to sales, statistics say that it can take seven or more “touches” until a prospective customer is comfortable with a brand and is ready to buy. It’s easy to achieve that number of touches when it’s a big-name brand and ads are everywhere, but what if you’re running a small business out of your living room? What is your strategy for creating a system of touches?

There are various ways to interact with prospective customers: in person or via postal mail, the Internet, e-mail, social media, or phone. Each of them can work independently, but they can also work together to build a system. I used to work in college admissions, and I remember that on my first day at one job, I was tasked with creating and implementing a system of touches to push applicants down the sales funnel to become students. This is the the same thing I do now for my clients, and I do that through creation of a comprehensive communications strategy. Usually, my part consists of ghostwriting social media updates, e-mail newsletters, Web copy, press releases, articles, or blogs. The idea is that the brand stays in front of prospects so it remains top of mind.

Not all methods will work for all businesses, so be sure you know who your target is. One prospective client told me he was looking to reach small businesses with storefronts in one tiny town on the outskirts of Phoenix—through social media. I told him social media may help reach others, but it won’t be a good way to connect with his target. For that, direct mail, cold calling, and visiting those sites would be best.

So sit down and determine first:

• Who is your target market? Be specific.
• How long is your sales cycle? Keep in mind that big-ticket items usually take longer to close.
• What is your goal? Do you want to increase sales, visibility, or something else?

All of these things together (and perhaps a few more, depending on your business) will determine how, where, and how often you need to be in touch with your prospects. Before you know it, you’ll have built your communications strategy, and then you’ll start to see results!

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Tags: marketing communications

Posted By Amanda Collins on October 7, 2010

Today I sat down for a one-to-one appointment with a fellow networker, and he naturally asked about my business and what I do. As I was sharing the litany of things The Grammar Doctors provides, I realized again that most people have no clue what I do. As another one-to-one appointment today pointed out, there is a clear distinction between what one sells and what one buys, so let me explain it two ways.

What I Sell
Copywriting, copyediting, proofreading, ghostwriting, and communications strategies. This amounts to sharing clients’ message through Web site content, articles, blogs, social media posts, press releases, résumés, and bios.

What Clients Buy
Time, expertise, and a consistent voice in their marketing efforts. Some clients want to create results for a specific campaign. Others are looking to maintain top-of-mind awareness. But all of them regain time to focus on other strengths (since writing isn’t at the top of most people’s talents), a strategy focused on results, and a marketing communications flow that makes sense.

So I hope that this clears it up for all of you. If you have questions, perhaps we should have a one-to-one conversation….

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Posted By Amanda Collins on September 29, 2010

While I was attending the Scottsdale Society of Women Writers meeting tonight, the members went around and introduced themselves. A few people said they had been writing since they were 10 or 12, which is what I always say because when I was in fifth grade I wrote this great story about the last moments of a piece of gum (At least I thought it was fun when I was a kid). But one member mentioned that she had been writing in a journal since she was 10—and that got me thinking. Although I ditched my old journals years ago, I started keeping a diary when I was 7 or 8. I used to write all kinds of crazy things about my friends, school, and my life. So, by that account, I’ve been a writer for more than 30 years.

It’s funny when things don’t hit you until they nearly knock you out of your chair. Well, at least that’s the way it is with me. Within the last few months I realized that what I say I do (corporate communications strategies and implementation) is what I did for years at both Prescott College and Arizona State University. In my first week at PC, my boss told me to create the full communications strategy, which is what I spent the next 4 1/2 years implementing. But I didn’t really see that until this summer, five years after I left that position.

So tonight I was hit so hard that I fell out of my chair one more time. I have three decades of experience as a writer doing at least one aspect of what I do for my clients: blogging. I’ve also been published and I’m currently working on a book. I’m not sure why it takes me so long to figure these things out, but in case anyone else was curious … I’m a writer.

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