Category Archives: Entreprenurial Marketing Advice

Anne Orfila
2018 Social Media Marketing Plan and Recommendations

Has the New Year brought a new focus to your social media marketing plan? 

Image via Pixabay.comIf you are sticking to the same-old 2017 social media marketing plan, than this blog post is for you! As the world wide web is constantly shifting and changing, so is social media. Some changes are little, some are big, but all should be paid close attention to if you want to keep your marketing strategy at the forefront. Read on for highlights from some of the major platform players and our recommendations.

Facebook – There will be a shift in the 2018 Facebook newsfeed to focus on organic posts that friends and family share to maximize “meaningful interaction” amongst users. Live streaming popularity will grow more. In terms of advertising, stricter “codes of conduct” were enforced in 2017 and will continue moving forward (Facebook hired more staff specifically for “content monitoring”).

Facebook Recommendation – If you are doing organic posting, keep it up. The more “spontaneous” and the less ad-like, the better. These types of “real life” posts tend to generate more “likes” and comments. Don’t be afraid to include questions to engage your audience. If you do not advertise with Facebook, consider it. As the Facebook feed begins to show more posts that are friends/family oriented, your business posts might get seen less. So the one way to get posts shown is to pay for them. In some cases, money does talk! Also, any ads that you pay for on Facebook will get shown on Instagram too. This is huge because Instagram is huge (see next point).

Instagram – Instagram announced that approximately 800 million people use Instagram every month. It is popular across the generations and not going away any time soon.

Instagram Recommendation – Keep your marketing up on Instagram. Post more frequently than you did in 2017 (which may be daily for some businesses or three times a week or four times a day; whatever you did last year, try to up it). Create a unique hashtag for your brand or business and use it on every post. Post a wide variety of content including videos, tips, quotes, and pictures (that you took, not stock photos). Utilize Instagram stories (which is more popular than Snapchat) to highlight photos or videos. These are highlighted at the top of the page in a bar that people can scroll through so they have great visibility and they expire after 24 hours, creating a sense of FOMO (Fear Of Missing Out) which makes people “want” to view them.

Twitter – Twitter was the slowest growing social media platform in 2017 and will most likely continue to struggle. They increased the character count (to 280) but may switch things up in 2018 to get the audience excited again.

Twitter Recommendation – Keep an eye on Twitter but if funds or time is limited, focus more efforts elsewhere.

Google+ – Although not as widely popular as other platforms, it is a powerful search engine tool for companies because the content gets indexed and shows up in search results. Only 70% of companies have a Google+ profile.

Google+ Recommendation – Don’t have a Google+ profile? Get one! The benefit of indexing and appearing in search results in the world’s most popular search engine is worth it, even if your Google+ audience is small.

Pinterest – Pinterest has over 200 million monthly users and they have some unique features – such as Pinterest Lens, Buyable Pins, and Rich Pins – that keep users on Pinterest and, more importantly, keeps them coming back. 2018 will see more advancement in their in-stream buying options which makes it easy for users to move from a pin to a purchase without leaving the app.

Pinterest Recommendation – Keep your Pinterest account current and robust. Post to your account but also follow and re-pin content that is valuable to your brand or business. If you sell items online, try Buyable Pins. You have nothing to lose and only revenue to gain.

LinkedIn – Here’s a secret about LinkedIn. This platform is not just for connecting business people. Many businesses have a LinkedIn company page to increase their company’s visibility and credibility. Recent research shows that LinkedIn is 277% more effective at lead generation than Facebook or Twitter and members are 50% more likely to purchase from a company they engage with on LinkedIn.

LinkedIn Recommendation – If your company does not have a LinkedIn page, you need to add this to your social media arsenal ASAP. Note that the LinkedIn page needs to be separate from your personal page. If you do have a LinkedIn company page, keep it current with advice, educational information, inspirational quotes, and updates on your company. Don’t forget to invite your LinkedIn connections to follow it.

Blog – A blog keeps your website “active” and provides useful up-to-date information to your readers. It also gives your brand or business a “voice” that is more intimate than the content on your website which can create (or further) relationships and trust within your audience.

Blog Recommendation – Some people find that it’s hard to write or hard to find the time to write something lengthy. All blog posts do not have to be novellas! If you are struggling with blog writing, develop a strategy that is easy to stick to (perhaps three posts a month to 1) promote a product 2) highlight an employee 3) post your favorite motivational quote). Or if blog writing consistently is too intimidating – or time consuming – hire someone who can do it best for you!

When you are planning your social media marketing plan, keep in mind: 

The 5 top reasons people follow brands on social media are for:

  1. Promotions and discounts
  2. Information and updates
  3. Customer service
  4. Entertaining content
  5. Ability to offer feedback

Final recommendation – 2018 social media marketing is going “back to basics”. Posts should be more relatable on a personal level and less like an ad (unless you are paying for ads!).

We wish you happy, healthy marketing in 2018!



Katherine L. Garcia
The Importance of Good Customer Service

I did a business trip from Los Angeles to New York and on the way back, I decided to fly with Southwest since I had points that would make my flight cost only $5. When I landed at the airport, I went to grab my luggage at baggage claim, and waited and waited and waited. My luggage never came. They had lost my luggage – for the third time!! I felt frustrated and ready to abide to never to travel on that airline again. I was disappointed and took it to social media to express my thoughts.

On Twitter I shared:

On Southwest’s Facebook page, I wrote:  My Website


What Southwest Did Right

Southwest heard me out and respectfully replied on Facebook. In a private message, a Southwest employee, Warren, told me this:

Perfect! That’s all I need, Katherine. I want to start by offering our most sincere apologies. We move thousands of bags each day and a very small percentage of those bags wind up delayed. On the other hand, it sounds like a high percentage of your flights have experienced the opposite statistic and that gives us no degree of satisfaction in the least bit. I am documenting this report for our Senior Leaders and I would very much like to send you gesture of goodwill to offset the cost of a future flight. We take keeping our Customers satisfied very seriously and I believe that entails ensuring that you can fly with the expectation that you’ll be able to collect your bag before you leave the airport. I fully expect for you to have a more typical Southwest experience on your next flight and improved memories going forward. We appreciate your patronage and are always here if you have any questions or concerns.

As a customer, I want to be respected, feel heard, and valued. Yes, Southwest Airlines did a major eff up by losing my luggage (again!), but they did their best to fix it. They found my luggage that same day (it got left behind during my layover in Dallas), delivered it to my home, and the next day I woke up to a $100 Southwest airfare voucher in my inbox.


The negativity I felt towards them dissipated. I felt heard and valued as a Southwest Airlines customer.

What is Good Customer Service

Good customer service involves being helpful, and making the customer feel heard and appreciated. A report commissioned by RightNow, stated that customers want:

  • Employees who are friendly
  • Able to get info or help easily
  • Custom and personalized experiences
  • Companies and brands that have a positive reputation

And when a company performs poor customer service, people are willing to do business with a competitor!

People want good customer service and are even willing to pay for it. The report stated, “86 percent of consumers will pay more for a better customer experience.”

We take customer service very seriously here at Web Marketing Therapy. Our goal is not to only be helpful and friendly (and awesome!) – but to go beyond that. Lorrie (the CEO of WMT) says, “Customer service is more than taking care of a client’s needs – it is anticipating their needs and delivering them before they think to ask.”

Good customer service starts with you. As a business owner, are you being friendly, helpful, and making the customer feel appreciated? Problems arise with customers, but it’s how you handle them that can make you triumph in the situation or not.

Ten Reasons for More Humor at Work

lol-706869_640 copyA sense of humor is part of the art of leadership, of getting along with people, of getting things done.– Dwight D. Eisenhower

It’s way more fun to work in a culture and environment that encourages humor. It’s also a useful and productive marketing strategy. An article by Forbes “10 Reasons Why Humor is a Key to Success at Work” shares why allowing people to be more open with tasteful humor in the workplace can help a business flourish.

The ideal workspace involves balancing the art of allowing respectful humor, taking yourself too seriously and just plain having fun.

Below are Forbes’ 10 reasons why humor is a key to success at work:

  • People will enjoy working with you. This is especially true when you are enjoy what you do.
  • Humor is a potent stress buster. According to Forbes, laughing creates a cognitive shift of stressors in the body.
  • It is humanizing. All sides can seek common ground using humor (properly).
  • It puts others at ease. Humor is a great tool for easing tension especially when conflicts arise.
  • It encourages creative thinking. Studies show that humor is a major factor in creative thinking.
  • It helps build trust. Effective use of humor lets your authentic-self shine through.
  • It boosts morale. Humor can lower retention at work if employees are laughing and having fun!
  • People who use humor tend to be more approachable. Honest and open people are often surrounded by the same people.
  • Humor can allow your company to stand out. Using humor as a strategy, businesses can leverage brand loyalty.
  • It can increase productivity. Humor creates an upbeat culture that can increase “out of the box” thinking, camaraderie and the sharing of ideas.

At Web Marketing Therapy, we knows how to get the humor flowing – heck, we have to!  Web work involves tech challenges, difficult clients (we love our clients, but sometimes we deal with behavioral issues!)

It’s not uncommon for the entire team to chuckle through email (we joke in hashtags and send a lot of videos and photos amongst each other) and via social media (especially on Funny Friday)! Laughing helps us relax, have a good belly laugh and get on with our day with a smile.

Please share any humor at work stories here. We would love to hear them.


Forbes article:

Stop Business Stress and Anxiety – Start with Exercise

Jim Rohn healthy-quotes-1Running a business has great rewards; it can also be very stressful! If you are stressed, chances are so is some aspect of your business. March is National Nutrition Month, a perfect time to remind business owners that controlling their stress with good nutrition and exercise can help ease business stress!

The effects of stress on a person’s life are quite harmful – personally and professionally. Statistics from the Anxiety and Depression Association of America (ADAA) show nearly 40 million adults are affected by stress and anxiety. Studies taken around the world show solid evidence supporting the health and wellness benefits of consistent, regular exercise.

Here’s some stats from those studies:

  • Exercise can elevate depressed mood in many people and relieve anxiety and depression.
  • Exercise improves mental health by helping the brain cope better with stress.
  • Exercise can help physically active people have lower rates of anxiety and depression than sedentary people.
  • Regular exercise can work medication for some people to reduce symptoms of anxiety and depression.

The good news for busy entrepreneurs and working professionals is that it really takes no time at all to reap the rewards of daily exercise! According to a recent study cited by the ADAA, a 10-minute walk may be just as good as a 45-minute workout and deliver several hours of relief akin to taking an aspirin for a headache. Come on, we can all do that!

The best way to stay on track is to schedule daily exercise into your calendar. If you are just starting out remember to take one step at a time and perhaps begin with a 10 minute walk a few days a week. Just like your marketing efforts the only way to get good results is to be consistent. Exercise is no exception so get up, get moving and release the stress from your body and your business!

While we tout HEALTHY MARKETING = WEALTHY ORGANIZATIONS®, we also care enough to want to remind you that HEALTH = WEALTH.

If you aren’t taking care of yourself, you can’t give the best to your family, friends, coworkers or company.

So get off your butt, ok!?? 🙂


Academy of Nutrition and Dietetics article:

Anxiety and Depression Association of America article:

Shape Up Your Marketing Efforts in 2015

The stars don't align for those who just dabble image 10376089_10155089531745268_8366638418436921466_nI recently noticed that the gym parking lot is emptier. Sadly, according some sources, only 59% percent of the Americans who made resolutions to get fit in 2014 kept their word. The problem is that making changes takes a plan (goals), making exercise a priority, being consistent and willing to stick to it no matter what to get the results.

The same is true for marketing. Busy entrepreneurs and small business owners are so overloaded. “Bettering marketing” projects dive to the bottom of “to do” lists where most things never get done….just like fitness resolutions. You don’t have to be a statistic – start small.

Want to shape up your marketing efforts this year?  Start by STARTING. If you are ready and determined to change your marketing to get it up and running better, follow these three marketing tips for success:

1) Determine marketing goals. You probably don’t need an entire overhaul, but perhaps just to focus and tighten up your efforts somewhere (i.e. social media or website optimizations). Whatever ideas of what needs to get done pops into your head, write them down and prioritize their order.  Need to have’s first, nice to have’s later.  It’s like cutting soda as a start to fitness – you aren’t working out 10x/week, but you are making a small step that will be part of making a big difference in the long run.

2) Delegate the workload. Determine who will be the marketing “person” in your company if there is not already one. Consider one of your employees for social media posts if applicable. You can also hire an online marketing agency to help share the workload.  With fitness, it would be like joining a fitness class, hiring a personal trainer or a healthy cook to help so your future efforts are done more strategically.

3) Set a realistic budget and timeframe. Most companies spend 5-10% of their budgets on their marketing efforts every year. This is the point where the goals list (Step 1) is necessary to determine the importance of the tasks at hand so you are clear to help get estimates to to the work and plan time to complete them. This is also an opportunity to audit current marketing spend. Cut things that don’t work – it will free up budget to use towards things that support your goal list.

Creating a road map implementing that strategy and measuring results are the simple keys to healthy marketing. If you feel overwhelmed with it all, reach out for help! Creating a solution for that problem may be easier than you think.


The Comfort Zone is No Place for Marketing

It’s unhealthy in marketing to get comfortable. As the web evolves (and it does often), we must evolve if we want to keep up and remain relevant. Get motivated! Here’s to healthy marketing decisions in 2015.