Everyday Business column: How can social media boost your business?
Saturday, November 17, 2012
You missed some good coffee and free doughnuts if you skipped Tuesday’s social media workshop hosted by the Wenatchee Downtown Association.
Oh, and you also missed some great tips on how to work the web without getting tangled up, how to tweet without sounding shrill and how to use Facebook without losing face.
Mike and Jackie Endsley — they run Endsley & Company, a local marketing and project management outfit — gave an informal but info-packed talk on what the social media scene is all about and how business folks can use it to their advantage.
The couple will be posting soon an abbreviated version of the presentation on their website, endsleyco.com. But until then, here are a few of their key points on how make social media work best:
Think of social media — the whole shebang of email, websites, Twitter, Facebook, LinkedIn, Instagram, etc. — as an extended process rather than a specific tool. It’s more of a conversation between you and your customers rather than a slick in-yer-face sales pitch.
Social media affects you, and maybe your business, even if you snort derisively at the mention of it. That’s because even if you aren’t using it, one of your competitors is probably using it to win new customers. Maybe yours.
Benefits of using social media? It builds awareness of your service or product. Used smartly, it can drive business to your website. With analytics, it provides insight into who your customers are and where they live. Like this morning’s doughnuts, much social media (and connected tools) are free. Yep, free.
Most important thing to remember about using social media effectively? Make a plan and stick to it. The Endsleys recommend: 1. a strategy document that details your mission and goals, 2. a brainstorming document that’s essentially a list of good marketing ideas, and 3. a planning calendar that maps out when you’ll do what — thrice-weekly blog posts, daily Facebook entries, monthly newsletter.
And here’s an excellent tip: Use the 80/20 rule when it comes to content. That means 80 percent of your content should be on broader topics other than your service or product. (Nobody likes repeated, desperate attempts to make a buck.) Only 20 percent of content should be self-promotion, and that’s probably best when it’s low key.
One more thing: The Endsleys say keep plugging away. Using social media to boost business isn’t a short-term process. It’s about establishing relationships with customers and clients, and the best relationships take work.
Details: Endsley & Company, (360) 223-3683.
Skin care with a luxury-spa touch
A lot of local salons offer a spa atmosphere — you know: soft lighting, soothing music, scents wafting — but Seasons Skin Care Studio in Wenatchee comes by it rightly.
Studio owner Debbie Mayer, formerly the lead esthetician (skin care specialist) at the Hyatt Grand Champions Resort & Spa near Palm Springs, offers all that luxury stuff plus 30 years experience in wide range of skin care processes and makeup techniques.
We’re talking about a half-dozen different kinds of facials, tints for lashes and brows and hair removal from face to feet and everything (ahem) in between. “Clients recommend me to friends for Brazilian and bikini waxes,” she said. “That takes special care, and I’ve been doing them for many years.”
She adds, “I like to bring the spa experience to everyone who comes here, to provide absolutely total relaxation and rejuvenation.” That includes accupressure massage using pressure points in the upper body and face. “You can feel youself melt,” she said.
Mayer also offers microcurrent facials, a kind of non-invasive facelift, which uses low-level electrical current and light therapy to firm skin tone and improve texture, reduce puffiness and smooth fine lines.
An on-site hair stylist also offers cutting and coloring at the studio.
Mayer, 57, born and raised in Tonasket, moved to Wenatchee two years ago when her husband had a job offer here. In January, she bought the Seasons studio from former owner Michelle Rosvold.
“It’s such a pleasure to leave the busy, hectic world of a huge resort and open a smaller, more intimate studio,” said Mayer. “I love the one-on-one relationships with clients.”
In September, Mayer began carrying bareMinerals makeup, a cosmetics line offered in only upscale salons and department stores.
“The line has a crystal mineral base that provides flawless application,” she said. “Plus, it’s good for your skin.” She also offers clients lessons in proper application and color matching.
“Everything we do here makes you feel good,” said Mayer. “And even better — it makes you look good, too.”
Details: Seasons Skin Care Studio, in the Exchange Building, 6 First St., Suite 8. 433-4889.
This weekly column is compiled from “Everyday Business,” a blog by World reporter Mike Irwin. You can reach him at 665-1179 or email@example.com.
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