Tirelessly working to make your business the best it can be...
ALL YOU NEED
IS LOVE I was in the car last week when the Beatles’ classic “All you need is love” came on the radio. I caught myself inadvertently singing along and I was a bit shocked when the DJ announced that the song was 45 years old! 1967 – Where do the years go?
Take a look at your Business
Even now, after so many listens, it’s a song that I defy anyone not to feel uplifted when they hear it.
Tip of the month
So I was in a particularly perky mood when I arrived at my destination to see one of our existing Members. There were two main reasons for my visit, firstly to help crystallise and clarify a super powerful offer that we could put out on our newsletters and on the website to pull in more business for him during a specific campaign that he had lined up and, also to present him with a certificate, officially recognising his business as one of the very best in town.
The people behind the business New members this month
an d M ore...
We don’t give these away lightly, but when the number of positive, glowing reviews from customers reaches a certain threshold, it’s entirely appropriate that we confer genuine ”Best of” status on our fab Member businesses. On this occasion, the response I got when I produced the framed certificate from my bag was somewhat unexpected. “That’s amazing” he exclaimed, “no one’s given me a certificate since I was swimming at school in the 1960s”. And that’s when I realised that, just like Paul McCartney and John Lennon said, “It’s easy…all you need is love…” People need to be appreciated and told how good they are yet, as a society, we shy away from it.
Continued... Bestof-Salford-Jan2013.indd 1
We’re much quicker to complain than compliment. We don’t hesitate to pick fault, yet miss oodles of opportunity to congratulate and commend on a job well done. That’s why I’m on a mission over the next few weeks to sprinkle my own particular type of love to everyone I meet. Don’t worry, I’m not going all hippy and bohemian on you – and I certainly haven’t been smoking anything – but wouldn’t it be just fab if we all collaborated and focused our efforts, for just a couple of weeks, on spreading the love around and making people feel great? I’m going to become expert at catching people doing things well, so I can tell them how fab they are – because I know, in a small way, it’ll make them feel better – just like I did when I was listening to that song on the radio and, just like my customer did when I gave him that certificate. It was an awesome feeling and I want more of it and I want to spread it around. Will you help me? Imagine what damage we could do to the gloom, doom and misery if we all got together on this one.
run up to Valentines Day. I’m going to work my little socks off to get as many people as possible in our area to “Show some love” to their favourite local businesses. I want to encourage people to fill in a postcard, or log on to our website and leave a nice comment about a great local business that’s done something well - including yours. So many entrepreneurs labour tirelessly day after day, month after month and, often for little reward. Well, over the next few weeks I want at least part of their reward to be the feeling they’ll get when lots of their customers tell them just how appreciated they are for what they do. Come on, join in. You can log on now and leave a review on any of your fellow businesses on thebestof. “Love, love, love, all you need is love…love is all you need…”
Have a great month...
As part of that, we’ll be running our 14 Days of Love campaign from 1st to 14th February, in the
Sa ra h
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Give the team at Ladies Workout Express a call today on 0161 401 4694 to start your free trial membership!
Update January 2013
The People Behind The Business Martyn and Joanne Price, Craft Bakers Extraordinaire! Situated in Walkden, family-run Pryces the Bakers have been making delicious baked goods for the people of Salford since 1993. Historically, there has been a bakery on the site for almost 100 years, and with over 30 years experience, Martyn, a skilled baker and confectioner, is proud of Pryces’ local reputation for fresh quality baked goods and excellent customer service. ‘I come to Pryces the Bakers often. The service is excellent and their prices are very good. Food is always so fresh. Would recommend to everyone wanting a tasty breakfast or lunchtime treat!’ - Carla P
Mrs Price, The Baker’s Wife Ensuring the smooth-running of the business is Company Director, and Martyn’s other half, Joanne. Wanting to encourage all ages to learn how to bake, Joanne set up a Bake-It-Yourself range with regular blogs and step-by-step guides on how to create your very own taste sensations! ‘Despite being married to a craft baker, and being co-owner of Pryces the Bakers, my baking skills are sadly underdeveloped. I now feel that it is time to harness the skills and knowledge that my husband has amassed over his 30 years of professional baking. Martyn – whether he likes it or not! – is going to share with me (and by extension, anyone who reads my blog) various baking tips, skills and recipes. We will also be filming our baking adventures and producing a series of ‘how to’ videos for fellow bakers to watch.
ou! be y
A further motivation for doing this stems from The Great British Bake Off (as an aside, does anyone know why it is filmed in a glorified tent in the middle of a field?). Our viewing is regularly interrupted by my husband’s noises of exasperation and frustration, accompanied by comments such as ‘Why on earth are they doing that?’ and ‘Why don’t they do it this way instead?’ Basically, Martyn is of the opinion that The Great British Bake Off overcomplicates baking and makes it seem overly difficult. My husband believes that baking is inherently reasonably simple, as long as you master a few basic techniques and follow a few rules.’
Working Well... TESTIMONIALS If a customer ever tells you how much they value your service or asks what they can do for you, ask them for a testimonial. In fact, even if they don’t, ask anyway! Testimonials are that valuable. Businesses with lots of testimonials get more new leads and our Members know that they help to position them clearly as one of the best. They’re also a free resource so collect as many as you can!
your e r a h “S d let n a s e ss succe now what k Sarah thebestof f bits o orking are w u.” for yo
A great example of why testimonials are essential was demonstrated by Passage to India who have been members of TheBestOfSalford for over a year. They recently told us about the increase in customers through their restaurant doors due to having regular and up to date testimonials featured on TheBestOfSalford website.
BLOGGING If you’ve got something you want to share with local people get it over to us! Our Members are realizing how helpful blogs are for search engine optimization and an effective way for their name and website to reach the first page of Google. ‘We’ve been with thebestofSalford now for coming up to 6 months. What we have noticed in the time that we’ve been with Sarah at thebestof is a massive improvement in our Google search rankings. The number of customers finding us through Google now has increased dramatically. I attribute that really to all the work that Sarah’s been putting in for us helping to promote the business, including links back to our site and blogging about what we’re up to at Redline, all of this to help raise the visability of the workshop. It’s been a massive improvement in our sales and marketing effectiveness over this 6 month period.’ - Trevor Jenkins, Redline Automotive, Eccles
At thebestof Salford we are on the lookout for other great members. This month we are looking for....
• Accountants • Plumbers • Chinese Restaurants If you know a business that fits the bill please contact the team...
07917 671 983
Awards, events, new products, news concerning your business etc can be blogged about. We optimise our blogs for Search Engines before we upload them and they’re a powerful way for you to get new customers and raise your profile.
BANNERS Banners are one of the best ways to market your business. They are a strong visual tool seen by the public that gives your business a presence within the local area. Check out these examples of how TheBestOfSalford have been teaming up with their Members to increase their awareness…
Update January 2013
We’ve uncovered more hidden gems over the last few weeks. A big welcome to the following businesses who have joined us recently:
Give them a call & make them feel welcome BeRightHR
If you are looking for professional HR Support and Consultancy, contact the Human Resource Consultants at BeRightHR Limited in Salford - they provide expert HR advice and consultancy to businesses of all sizes.
Education Matters is a tutoring company with a reputation for achieving results! Call now for tuition in a variety of subjects. Individual learning programmes are tailored to meet the learning needs of each child and will involve computers, handouts, work books, practical activities and more! Call today to arrange a FREE assessment!
Call 0161 956 2540
Call 0161 452 4980
Every Last Pixel Every Last Pixel specialise in web design, web development and brand identity. Call the dedicated team today to discuss your requirements - they offer a friendly and personal service and pride themselves on maintaining good working relationships with their clients.
Call 0161 451 0823
Scissorspaperstone Quality printers who will bring your printing to life! Are you starting a new business? Then why not contact Scissorspaperstone in Salford - they offer various design packages to help you get off to the best possible start, call now for more information.
Call 0161 785 7820
Ed’s Hair & Beauty Ed’s Hair & Beauty offers a wide range of hair styling for men, women and children, along with a huge selection of cost effective beauty treatments. Ed’s Hair & Beauty has state-of-the-art facilities, including free WiFi access, and a friendly, laid-back atmosphere where everyone is welcome to come and relax, guaranteed to leave looking and feeling their best.
Call 0161 452 4979
GREAT SERVI CE
wh compat a any
VERy helpf ul
Your Facebook page -
flying or a flop? You don’t need me to tell you how important social media is becoming in business – and here at thebestof we’ve been ahead of most over the last few years at understanding how to utilise social media to drive a business forward. Facebook, of course, is the daddy at the moment, especially if your market is B2C and the two questions I get asked most about Facebook are;
What on earth do I write on my Page? and…
How do I get people to respond? Now, they’re both good questions so I thought I’d help you out this month and share the answers with you... Who are you talking to? If you don’t know who you’re talking to on Facebook then how can you possibly know what’s going to interest/ engage/ entertain/ challenge them? So – some proper thought around WHO your audience is please (or rather – who do you want them to be?) What is their lifestyle? What family do they have? What motivates them? What do they want to achieve? What do they love and hate? How can you help them achieve/ avoid key things? If you have already created an avatar of your ideal customer then you will be able to utilise this here.
makes you special, your ‘category of one’. It’s also intrinsically linked with talking to the right type of client, of course, so not surprisingly, points one and two are inter-dependent. You wouldn’t believe the number of people who just set up a Facebook Page and dollop out some stuff and then wonder why social media doesn’t work for them.
What do they want to hear?
So just taking into account these 2 steps will raise you head and shoulders above a sizeable chunk of businesses on there. If you want a good example take a look at the Entrepreneurs Circle page. Great levels of involvement and I know from the guys behind it that it works really well to bring in new business for them.
Now you know who you’re talking to, you need to think what you’re going to talk about. This will be grounded in and reflect the positioning of your business, your brand, your core values, your USP, what you offer that
Don’t forget also that your Page can, and really should, reflect the style and personality of your business. Forget the bland and the beige - make it stand out from the crowd!
www.thebestof.co.uk/salford Bestof-Salford-Jan2013.indd 6
Update January 2013 21/12/2012 08:57
What’s your sales pitch? Can you describe what you are offering to the people who ‘like’ your Page? You should be able to give a little sales pitch for your Page describing the benefits of ‘liking’ it to someone who hasn’t yet done so. Not only is this a great exercise in its own right to get you really thinking clearly about the focus and goals of your Page but it’s also a useful thing to have ready for when you’re out in the real world meeting people face to face and asking them to like your Page, maybe at your premises, or theirs, or at events. There’s endless research on what makes audiences like Facebook Pages – a couple of the best are getting offers and exclusive vouchers, and connecting with the business and finding out more about them. What incentives are you offering to ensure people like your Page and are you articulating this message effectively?
What makes people respond? Rule no. 1 – remember that real people want to respond to real people. So don’t be afraid to show your personality. There’s nothing worse than a Page that’s full of posts just about that business. Put yourself in your audience’s shoes – what would you respond to? You want to be working at getting a response – a ‘like’ is good, a comment is better, a ‘share’ is better still – as this is what gets your post and content seen by the friends of your fans and gives it the potential to go ‘viral’.
Remember that your posts are now more likely than ever to be seen via the ticker feed on Facebook, rather than by people going to look at your Page directly. That means quick, attention-grabbing posts that are crying out for a response will win over long, wordy paragraphs, Think short questions requiring short answers that tap into your audience as people – ask about their opinions, what they dream of, what their favourite is, etc. Always try and talk to your audience in a very personal way. So If you post offers on your products or services, remember to describe the benefits to them, or when sharing a testimonial, try and make it relevant, so readers can imagine using your service or product themselves.
The best way to capture people’s attention? Pictures! Images are huge on Facebook! But this is not a place for stock photos - think again about the personal angle – how about pictures of real people using your product, or novel uses for it, people at an event, or your staff or suppliers, for example? Tell your behind-thescenes business story. Pictures will need a catchy headline or point made with them to really max the impact – this could be a link back to your website for the full story or just an engaging comment or question.
If someone does come across to look at your Page in all its glory, a good sprinkling of pictures will make it look really appealing and easy on the eye. Remember to both highlight pictures and pin to the top of your page to add some real impact and variety. Facebook now lets you reposition your photos as you post them, so you no longer have to suffer shots of headless colleagues!
And finally… When you do start getting responses to your lovingly-crafted posts, make sure to respond back. You’ll get the most out of the connection if you mention the people who have commented by name. And try to encourage the conversation to continue, as the more of a community feel that builds up around your Page by it being the host for interesting discussions, the greater the chance that people will come back for more!
thebestof Salford is run by Sarah Clough.
Our aim is to provide the best businesses in Salford with a
world class marketing service. We’ll raise your profile, connect you to new contacts and customers - and maximise your business potential. We really do care about every one of our Business Members and we are there every step of the way to ensure that thebestof works for you.
1. Testimonials 2. Dual-branded postcards 3. Mix and match 4. Commercial photos 5. Certificates 6. Brand Awareness 7. Campaigns 8. Call Tracking 9. An Evening with 10. Social Media 11. Blog 12. Events 13. Video 14. Special offers for members 15. Quote me
Our 17 marketing tools
16. Mobile Website and App 17. Website feature
Here at thebestof Salford, word of mouth just got louder! Every business we feature has been checked out by us AND recommended by other local people so you can use them with confidence knowing they truly are one of the best at what they do…
Call Us: 0161 839 7019 or 0791 767 1983 E m a i l : email@example.com
Coming Soon Hairspray
Mon 11 February - Sat 23 February The West End’s favourite musical comedy, Hairspray, is coming to The Lowry! Hairspray tells the story of Tracy Turnblad, a big girl with big hair and an even bigger heart as she sets out to follow her extraordinary dreams, inspire her mum and win the boy she loves. It is the musical with everything - the ultimate feelgood show which has played to sold out houses in London, on Broadway and theatres around the globe. Big Hair, Big Heart, Big Hit - Book Now! ‘The most happy, funny, sunny show in town’ Sunday Express Visit www.thelowry.com/event/hairspray to book your tickets!