by Scarlett Darbyshire

How to Ensure Your Business is a Social Media Success

Checklist

How to Ensure Your Business is a Social Media Success

Social media can be a goldmine for businesses—or a frustrating void where your posts disappear into the digital abyss. But fear not! With the right strategy, a dash of creativity, and a sprinkle of consistency, you can turn your social media presence into a success story. Here’s your guide to making it happen:

1. Set Clear Goals (And Actually Stick to Them)

If you don’t know what you’re aiming for, how will you know when you succeed?

  • Define Your Goals:
    • Are you looking for brand awareness, more sales, or customer loyalty?
    • Be specific: “Increase Instagram engagement by 20% in 3 months” beats “Do better on social.”
  • Why It Matters: Clear goals keep you focused and help measure your progress.

2. Know Your Audience Like Your Best Friend

Social media isn’t a one-size-fits-all game.

  • What to Do:
    • Research your audience’s age, interests, and online habits.
    • Use analytics tools to see what content they love (and what they scroll past).
  • Pro Tip: Don’t waste time creating TikToks for a crowd that lives on LinkedIn.

3. Pick the Right Platforms (Less is More!)

You don’t have to be everywhere—just where your audience is.

  • Where to Focus:
    • Instagram for visual content.
    • LinkedIn for professional networking.
    • TikTok for snappy, trend-driven videos.
  • Bonus Tip: It’s better to excel on 2 platforms than flop on 5.

4. Create Scroll-Stopping Content

In a sea of endless posts, yours need to stand out.

  • What Works:
    • High-quality images and videos.
    • Clear, compelling captions.
    • Value-driven posts (think tips, humor, or inspiration).
  • Experiment: Mix up your formats—Reels, polls, carousels, or behind-the-scenes sneak peeks.

5. Be Consistent (But Not Annoying)

Posting regularly builds trust and keeps you top-of-mind.

  • How to Stay Consistent:
    • Create a content calendar to plan posts in advance.
    • Post at optimal times when your audience is online.
  • Warning: Don’t post so much that people mute or unfollow you!

6. Engage Like a Human, Not a Robot

Social media is a two-way street.

  • What to Do:
    • Respond to comments and DMs promptly.
    • Like and share user-generated content.
    • Join conversations—don’t just broadcast messages.
  • Pro Tip: Show some personality! People follow people, not faceless brands.

7. Use Hashtags Wisely

Hashtags can help new audiences discover your content—if you use them right.

  • How to Do It:
    • Use a mix of popular and niche hashtags (e.g., #SmallBusinessLove and #CustomCandles).
    • Don’t overdo it—5-10 hashtags are plenty.
  • Test & Learn: Check which hashtags bring the most engagement.

8. Leverage Analytics (AKA, Don’t Guess)

Data is your best friend when it comes to social media success.

  • What to Track:
    • Engagement: Likes, comments, shares.
    • Reach: How many people see your posts.
    • Conversion: Clicks to your website or sales page.
  • Why It Matters: Analytics show what’s working—and what’s not.

9. Stay on Top of Trends (But Be Authentic)

Jumping on trends can boost visibility, but don’t force it.

  • What Works:
    • Participate in challenges or use trending sounds (if they align with your brand).
    • Add your unique twist to popular content.
  • Warning: If it feels awkward or inauthentic, skip it. Your audience will notice.

10. Invest in Paid Ads (Smartly)

Organic reach is great, but paid ads can supercharge your efforts.

  • How to Start:
    • Use boosted posts to target specific audiences.
    • Test different ad formats like carousel ads, stories, or videos.
  • Pro Tip: Start small, analyze results, and scale up successful campaigns.

11. Collaborate with Influencers or Partners

Teaming up with the right people can expand your reach.

  • How to Do It:
    • Partner with influencers who align with your brand and values.
    • Collaborate with complementary businesses for cross-promotions.
  • Why It Works: Their audience becomes your audience.

12. Adapt and Evolve

Social media changes fast—what worked last year might flop today.

  • How to Stay Agile:
    • Keep an eye on new features (like Instagram Threads or TikTok SEO trends).
    • Test different strategies and learn from failures.
  • Mindset Tip: Treat your social media as a living, evolving project.

Final Thoughts

Success on social media doesn’t happen overnight, but with a clear plan, engaging content, and genuine interactions, you can make it work for your business. Remember, social media is about building connections—not just posting for the sake of it.

What’s your top tip for social media success? Share it below—we’d love to hear from you!

by Scarlett Darbyshire

How to Make Your Social Media Presence More Accessible

Facebook Notifications

In an age where social media connects millions of people daily, inclusivity should be at the heart of every online presence. By making your social media accessible, you not only show respect and care for your audience but also expand your reach and engagement. Here’s how to ensure your social media is welcoming to everyone, including disabled users.

1. Add Alt Text to Images

Alt text describes an image for users relying on screen readers. It’s easy to add and makes a big difference.

  • Why it matters: Users with visual impairments can understand the context of your post.
  • How to do it: Platforms like Instagram, Twitter, and Facebook allow you to add alt text when uploading images. Keep descriptions concise but informative, e.g., “A bowl of spaghetti with tomato sauce and basil leaves.”

2. Use Closed Captions for Videos

Captions aren’t just a convenience; they’re a necessity for many users.

  • Why it matters: Captions benefit people with hearing impairments and those who prefer to watch videos without sound.
  • How to do it: Most platforms support auto-captioning, but editing is often needed for accuracy. You can also use tools like Kapwing or Rev for custom captions.

3. Write Descriptive Hashtags

CamelCase hashtags improve readability for everyone, including screen readers.

  • Why it matters: #AccessibilityMatters is easier to understand than #accessibilitymatters.
  • How to do it: Capitalize the first letter of each word in your hashtags. It’s a simple yet impactful change.

4. Avoid Overloading with Emojis

While emojis can add personality, overusing them creates challenges for screen readers.

  • Why it matters: Screen readers read out every emoji, which can disrupt the flow of your content.
  • How to do it: Use emojis sparingly and place them at the end of your message rather than mid-sentence.

5. Use High Contrast and Readable Fonts

Visual clarity is key for users with low vision or colorblindness.

  • Why it matters: Poor color contrast and fancy fonts can make text difficult to read.
  • How to do it:
    • Use tools like WebAIM’s Contrast Checker to ensure text and background colors meet accessibility standards.
    • Stick to clean, simple fonts.

6. Keep Text Posts Concise and Structured

Organized content is easier for everyone to consume, especially users with cognitive disabilities.

  • Why it matters: Dense or overly complex text can be overwhelming.
  • How to do it: Break up long paragraphs, use bullet points, and avoid jargon or overly technical language.

7. Offer Multiple Contact Options

Not all users can navigate a contact form or make a phone call.

  • Why it matters: Inclusive options empower everyone to engage with your business.
  • How to do it: Provide email, direct messaging, and other contact methods.

8. Test Your Accessibility

Put yourself in the shoes of your audience.

  • Why it matters: Accessibility tools can reveal issues you might not have noticed.
  • How to do it:
    • Use screen readers like VoiceOver (iOS) or NVDA (Windows).
    • Simulate colorblindness with tools like Coblis.
    • Check your captions and alt text for usability.

9. Stay Educated and Open to Feedback

Accessibility is an ongoing effort.

  • Why it matters: Best practices evolve, and feedback from users with disabilities is invaluable.
  • How to do it: Follow accessibility advocates on social media, read resources, and encourage your audience to share their experiences.

10. Lead by Example

Your commitment to accessibility will inspire others to do the same. By making small, consistent changes, you’ll create a more inclusive space for everyone.

Conclusion:
Accessibility on social media is more than just a moral obligation—it’s a way to connect meaningfully with a diverse audience. By incorporating these tips, you can ensure your presence is inclusive, engaging, and impactful. Let’s build a social media landscape where everyone feels welcome.

How do you ensure your social media is accessible? Share your tips in the comments!

by Scarlett Darbyshire

A LOVEly Valentine’s Day Social Media Marketing Plan 💘

Valentine’s Day is the perfect opportunity to engage your audience, promote your products or services, and spread love through creative campaigns. Here’s a step-by-step social media marketing plan to make the most of this romantic holiday.

1. Define Your Goals

  • Increase brand awareness.
  • Boost sales of Valentine’s Day-related products or services.
  • Engage your audience with themed content.
  • Grow your following with interactive campaigns.

2. Understand Your Audience

  • Singles: Focus on self-love and self-care.
  • Couples: Offer gift ideas, experiences, or services.
  • Friends/Family: Promote “Galentine’s Day” or thoughtful gestures.

3. Plan Your Content

a. Themed Content Ideas

  1. Promotions: Announce Valentine’s Day sales, discounts, or limited-time offers.
  2. Gift Guides: Share curated lists for last-minute shoppers.
  3. Self-Love Campaigns: Encourage followers to treat themselves.
  4. User-Generated Content: Create a branded hashtag for customers to share their love stories or how they use your products.
  5. Giveaways: Host a “Share the Love” giveaway for followers.
  6. DIY Tutorials: Post videos for Valentine’s crafts, recipes, or gift wrapping.
  7. Love Quotes: Share romantic or inspiring quotes with eye-catching visuals.
  8. Countdown: Build excitement with a Valentine’s Day countdown.

b. Content Formats

  • Videos: Share heartfelt stories, behind-the-scenes footage, or Valentine’s Day-themed reels.
  • Stories: Post polls, quizzes, and Q&As about Valentine’s traditions or preferences.
  • Graphics: Create visually appealing posts with red, pink, and gold color palettes.
  • Carousels: Showcase multiple gift ideas or customer testimonials.
  • Interactive Posts: Ask followers about their favorite Valentine’s Day memories or plans.

4. Schedule Posts in Advance

  • 2–3 Weeks Before Valentine’s Day:
    • Announce campaigns and promotions.
    • Share gift guides and planning tips.
  • 1 Week Before:
    • Post reminders for last-minute shopping or booking.
    • Share testimonials or reviews to build trust.
  • Valentine’s Day:
    • Post celebratory messages and encourage followers to tag loved ones or share their moments.

5. Engage with Your Audience

  • Respond to comments and DMs promptly.
  • Repost customer content using your branded hashtag.
  • Use Valentine’s Day-themed stickers, GIFs, and filters in your Stories.

6. Run Ads to Boost Visibility

  • Target ads toward couples, singles, or specific age demographics based on your audience.
  • Promote Valentine’s Day offers or events.
  • Use retargeting ads to reach visitors who viewed your website or products.

7. Collaborate with Influencers

  • Partner with influencers to create authentic Valentine’s Day content featuring your products.
  • Run joint giveaways to expand your reach.

8. Measure Your Results

After Valentine’s Day, evaluate your campaign’s success:

  • Track metrics like engagement, sales, and website traffic.
  • Analyze the performance of different content types.
  • Use insights to plan for future holiday campaigns.

Example Campaign Timeline

DateActivity
2–3 Weeks BeforeAnnounce promotions, create gift guides, and schedule content.
1 Week BeforePost reminders, highlight last-minute deals, and run ads.
Valentine’s DayShare celebratory posts, Stories, and user-generated content.
Post-Valentine’sThank your audience, recap the campaign, and share post-event promotions.

Would you like help designing content or ads for your Valentine’s campaign? ♥️

by Scarlett Darbyshire

How to Use Social Media for Business When You Absolutely Hate Social Media

YouTube Photo

Social media: it’s everywhere, it’s necessary, and it’s… not your thing. We get it. The endless scrolling, the pressure to post, the hashtags—it can feel overwhelming, shallow, or just downright annoying. But when it comes to growing your business, ignoring social media isn’t an option. Luckily, you don’t have to love it to make it work for you. Here’s how to use social media for your business without losing your mind (or your soul).

1. Embrace the “Set It and Forget It” Approach

Who said you have to be online 24/7? Automation tools can handle most of the heavy lifting.

  • What to do:
    • Use scheduling tools like Buffer, Hootsuite, or Later to plan and post content in advance.
    • Batch-create content once a week or month and let the tools do the rest.
  • Bonus: You can “post and ghost,” leaving social media to work while you focus on things you actually enjoy.

2. Focus on One or Two Platforms

You don’t need to be everywhere at once. Pick the platforms that make the most sense for your audience and business.

  • For visual content: Instagram or Pinterest.
  • For professionals: LinkedIn.
  • For bite-sized updates: Twitter (or whatever it’s called now).
  • For avoiding social media entirely: Google My Business and email marketing are your best friends.

3. Outsource the Pain

If you truly can’t stand social media, let someone else handle it.

  • Options:
    • Hire a social media manager or virtual assistant.
    • Collaborate with freelance content creators to craft posts and captions.
    • Use influencer partnerships to promote your brand (they do the posting, you reap the benefits).

4. Quality Over Quantity

You don’t need to post every day. A few high-quality posts that truly resonate with your audience are far more effective than daily filler content.

  • What works:
    • Share meaningful updates about your business.
    • Post behind-the-scenes content or customer stories.
    • Highlight your expertise with tips or tutorials.

5. Repurpose Everything

Create once, use everywhere. Maximize your effort by recycling content across platforms.

  • Turn a blog post into a carousel or infographic.
  • Use video snippets for Reels, TikToks, and YouTube Shorts.
  • Share the same content with slight tweaks across platforms (nobody’s keeping score).

6. Make It Fun (or at Least Tolerable)

If you hate social media, try finding ways to make it less of a chore:

  • Gamify it: Challenge yourself to create one great post in 15 minutes.
  • Use humor: Don’t take it too seriously—people love authenticity.
  • Experiment: Try formats like memes, GIFs, or polls to see what sticks.

7. Let Data Be Your Guide

You don’t have to guess what works—let analytics do the talking.

  • Check platform insights to see which posts perform best.
  • Focus your efforts on what drives results, and ignore the rest.
  • Celebrate every win, no matter how small.

8. Engage on Your Terms

Social media doesn’t have to consume your life. Set boundaries to avoid burnout:

  • Check your accounts only once a day (or less).
  • Turn off notifications.
  • Dedicate 10-15 minutes to responding to comments or messages and then log off.

9. Be Authentic

Hate social media? That’s okay—embrace it. Your honesty could actually resonate with your audience.

  • Post something like: “Not gonna lie, social media isn’t my favorite, but I love connecting with all of you. Here’s what we’ve been working on…”
  • Being real makes your brand relatable and approachable.

10. Remember the Bigger Picture

At the end of the day, social media is just a tool to grow your business. Focus on the results it brings rather than the process itself. Think about:

  • Increased visibility for your products or services.
  • Connecting with potential customers or clients.
  • Building credibility in your industry.

Conclusion:
You don’t need to be a social media superstar to use it effectively for your business. By setting boundaries, focusing on what works, and outsourcing when necessary, you can make social media work for you—even if you secretly (or not-so-secretly) hate it.

What’s your least favorite thing about social media? Share in the comments—let’s commiserate together!

by Scarlett Darbyshire

50 Ways to Market Your Business When You Have No Money

The first thing a business normally cuts when it has no money is the marketing budget. You know this, and I especially know this. The problem with this is when you cut marketing, you in turn cut the chance of getting any new customers. You’ve all heard that wonderful quote from Henry Ford – “Stopping advertising to save money is like stopping your watch to save time.” – and it is absolutely true.

We have just had a pandemic and are now knee-deep in a a cost of living crisis. Businesses are going to go, redundancies made… it’s just not a nice time to be a business owner, or worried employee for that matter. I’ve tried my best as a business owner to help with businesses with little budget for social media marketing, there’s a 400 page guide you can download for free, ideas on how you can get in touch for free help and i’ve made a lot of one-off services cheaper so you are not worried about getting tied into a monthly contract. This is all well and good, but sometimes there are times when a business has actually no money whatsoever to spend on marketing. If that’s where you find yourself now then you’re going to be on the lookout for free marketing tactics to boost your business and get some more business through the door. As if by magic, here they are! These fifty inexpensive marketing strategies will help you engage and leverage your customers, build lucrative relationships, and ultimately keep your brand at the top-of-mind when it comes to people searching for the product/service you have to offer.

Learn How to Ask for Referrals: You’re much more likely to get something if you ask for it! Don’t just assume your clients will pass along the good word-of-mouth about you. So do you want to get more clients? Get over the fear of asking and force yourself to get in the habit of asking for a referral from every satisfied customer.

Learn the Most Likely Places to Find Clients – and go to those places: Think of the obvious places your target audience will be and go to those places to drum up new business in person or simply just leave a stack of your business cards there.

Host a Workshop, Event or Class Related to Your Products/Services: People love to learn so classes on topics related to your products and services can bring big gains. Plan an event or class to host, then print out flyers and post them in your local community and areas where target clients will see them. Bulletin boards, libraries, coffee shops, and adult education centers etc.)

Create a Brochure: Brochures can be great sales tools as they are relatively cheap, give you some in-hand marketing material when you’re discussing your products or services and also give potential customers who want to think over your pitch to have something to take away with them.

Get Free Publicity for Your Business: Do this by involving the media (including social media!) in your big business events such as grand openings, new products launches, moves, or charity events. Don’t have one of these happening in the near future? You can always get involved in someone else’s charity event by becoming a sponsor.

Create a Website for Your Small Business: If you don’t already have one, it’s a vital necessity nowadays for a business to have a website. Even if it’s a basic one that simply presents the who, what, where and why of your business at least it gives you a home on the web and a chance of coming up in local search – critical for getting your business found nowadays. There are lots of great website building platforms out there, with WordPress being one of them.

Create a Blog for Your Business: Blogging can create a bigger market for your products or services if you share valuable, regular and engaging content consistently. You should also cultivate your blogging community by visiting and commenting on other relevant blogs regularly. (Be smart; pick the ones your customers are likely to be visiting too.)

Develop a Social Media Marketing Plan and Implement it: Developing a presence on social media is a great and vital low budget marketing strategy. Download my free eBook that has a great social media strategy template (if I do say so myself!). Or if you have a little money in the bank and you would like one professionally done for you, I have an offer on at the moment!

Spend Money on Social Media Advertising: All the major platforms offer forms of inexpensive advertising, often with incredible targeting options. Learn about Facebook ads and Twitter ads in the free eBook download too.

Become a Radio Guest: Radio can be a very effective way of targeting your potential customers and is a much more inexpensive form of advertising compared to other channels such as television. Get in touch with your local radio for potential deals on airtime ads/interviews.

Develop Business Partnerships: Cross-promotion is a great way to tap into a wider audience, cut down on the cost of advertising and can create valuable relationships that benefit all the partners involved. This can be done locally offline through some kind of special event, or online with a webinar or promotional giveaway

Send out Promotions with your Invoices: A no-brainer that’s often forgotten! You’re sending out a document anyhow so why not include a promotion?

Learn How to Write a Killer Sales Letter: Whether it’s direct mail or email, once you’ve written one, be sure to learn how to maximize the response to your sales letter.

Create an Email Newsletter: This gives you a great opportunity to stay in regular contact with your customers, sharing business news, latest offers etc.

Join a face-to-face Networking Group: There’s no faster, easier way to make contacts and get known in your local community.

Participate in Local Business Trade Fairs: While trade shows are far from easy, they can be one of the most rewarding forms of marketing when approached with the right strategy. Your attendance will be rewarded with rapidly expanding your database of sales leads, meeting and connecting with prospective customers and learning about new developments in your industry.

Apply for Business Awards: Getting a business award under your belt is a great way to build credibility and generate positive PR. There’s nothing wrong with a nomination from a friend or even nominating yourself – just make sure you’re entered!

Advertise Your Business on Your Vehicle: Be seen whilst you’re out and about by putting a vinyl wrap on your car with your logo, business name and contact detail and/or place a plastic business card holder on the side of your vehicle.

Pamper Your Existing Customer: Make sure you’re not neglecting the people who already know and trust you, as typically it’s five times as expensive to make a sale to a new customer as it is to an existing one. For example you could take your best customers out to dinner using the opportunity to ask them about how to improve your business or write to your customers to reward them with exclusive benefits such as a new loyalty program or an invite to sneak preview your latest product.

Utilize Your Business Setting: Your building and surrounding land or sidewalk are great places to put up signs and banners.

Push For PR: A media story is much more valuable than an advertisement because of the credibility it gives your business. Journalists’ are looking for a compelling story to tell so help them by letting them know about an interesting story of yours involving an innovative product, unusual customer contact or gamble that paid off.

Turn Employees into Ambassadors: Your employees are part of the community and have all sorts of contacts that could help you so think of ways you can keep them motivated and utilize them.

Give Back: Channel into your inner good by sponsoring your local lads football team or having a charity collection jar by the cash register. You’ll feel good by doing your bit for the community but will also benefit by generating goodwill with customers. As an example for less than the cost of a 1/4 page ad in a local paper, you can buy team uniforms for your local sports teams and not only will you get the team, and their friends, family and fans attention but it will show a very wide audience that your business is a genuine part of the local community.

Create Instructional Videos: Video content is really valuable, but it needn’t be costly to get quality YouTube videos produced. You can research the plenty of guides out there to help, or you can get others involved on a budget by using sites such as Fiverr.

Get Ad Promo Credits: Big ad campaigns may be out of your budget but there are often discounts and coupons floating around out there for paid Facebook Ads or Google ads.

Create DIY Infographics: Infographics are very powerful marketing tools as they’re visually appealing, easy to digest, and people love to share them. All in all they’re a great way to drive up referral traffic and links. There are plenty of free vector kits out there for Adobe Illustrator. Check out Visual.ly for inspiration, they have many examples for you to browse through.

Recycle Your Content: Breathe life into your old content by turning them into new creations! For example, you could turn a collection of blog posts into an eBook.

Develop a Customer Referral Program: Word-of-mouth is a powerful tool, so encourage your existing customers to spread the word by offering a free product, free month of service, or some other reward for referring new customers.

Hold a Contest: Contests are an inexpensive, effortless and exciting way to grow your business and increase online engagement as you often only need to worry about the costs of monitoring the contest and prizes.

Guerilla Marketing: An advertisement strategy designed for businesses to emphasize the creativity and promote their products or services in an unconventional way with little budget to spend. Take a look at these successful examples.

Business Card Draw: This simply idea involves you putting a big glass bowl at your place of business with a sign asking visitors to drop their business cards in for a chance to win something. At the end of the month when you’ve collected loads of business cards, you draw a winner. The real winner here is you however as there’s no reason those other business cards you’ve collected have to go to waste! Use the email addresses provided to let users know that while they haven’t won this time, they are more than welcome to join your mailing list, which will notify them of future giveaways and special offers.

Email Marketing: A great way to get new visitors engaged with your business and maintain relationships with your existing customers. The key to success is to get new website visitors to sign up for your newsletter by offering a bonus content piece for subscribing (e.g. free ebook) then slowly nurture your subscribers via email until they are ready to become paying customers. MailChimp is a great free email marketing service.

Give Away Balloons at Local Events: For a few hundred quid you can rent a helium tank and get a few hundred custom balloons printed with your business name. This is great as a summer imitative at a fair or community event as you’ll have a bunch of happy people marching around with your brand floating above their heads.

List Your Company on Google Maps/Google My Business: Google Maps/Local presence is important for many reasons as It directs customers to your establishment when they are in the area, and your business typically appears higher in Google search rankings.

Use Google Products: Google has provided businesses with a toolbox of marketing goodies (Analytics, Google+, Google my Business etc.) that will only help your business grow. By following their terms of service and best practices, you can help your business gain recognition.

Learn From What Your Competitors Do: It’s important to look at what your competitors are doing as you can get a good sense of how they have become successful, and where they are lacking in their marketing efforts. Both of which you can apply to your own efforts.

Revisit Your Landing Pages: Landing page design can have a huge impact on your conversion rates. If you’re doing any kind of advertising or email marketing, your landing pages are where people who are interested in your offerings decide to “convert” into a lead or a customer or not so you need to regularly update and maximise them to make sure they are fit for purpose.

Make Reporters Come to You: Instead of always sending boring pitching reports with story ideas, go straight to the horse’s mouth and schedule a coffee meeting with the local relevant reporters in your market. Start the conversation by genuinely attempting to make their lives easier without trying to sell them your story and you will become a valuable resource.

Freebies: Everyone loves a freebie and there are many ways to produce freebies that cost next to nothing. For example: a free eBook on a topic of your expertise, small samples of your product, or discount coupons people can obtain in exchange for their email address.

Be Active in Forums: Join discussion forums where people are actively talking about products and services like yours, topics in your industry, and businesses relevant to your brand. This will help spread the word about your expertise, gain credibility in your industry, and build your network.

Get on Online Directories: This is one of the most efficient and inexpensive forms of marketing your brand. Many of these directories are free to register, and enable users searching for your products and services to quickly find you.

Give a Speech: Many organizations are actively looking for qualified, subject-matter experts who can present to their groups. Get over your fear of public speaking, think of the benefits and volunteer. You don’t have to be a pro as long as the information you share is helpful to the audience. Make it easy for people to associate you and your business with expertise in your field.

Be Generous: To keep customers loyal to you, don’t make the mistake of thinking that promotional items are only for conferences and tradeshows. Send your customers small “surprise” gifts as they always work to instill loyalty and retention. They don’t have to be expensive, consider items such as tea bags, pens and pads, small flashlights or things very target specific to your industry, like small packets of flower seeds for a gardener.

Team up With Larger Firms in the Industry: Find larger companies, or more experienced businesses and invite them to lunch with the intention of asking them to consider referring their smaller cases or business they don’t have time to handle, to you. With every successful referral they give you remember to send them a genuine thank you. This will help you easily build your customer or client base.

Feed Them!: Anything involving free food gets attention. Partner up with local businesses and a restaurant/ Café to throw a special event, complete with free food. Combining your database with other businesses will expose you to an entirely different segment of people for a fraction of the price.

Write For A Trade Magazine: If you want to get people’s attention and have them call you, there’s nothing like writing an article for a trade or local magazine to gain credibility and get the exposure you want. Demonstrate your expertise and position yourself as the go-to person for your product or service with this service and it will make you appear credible because a recognised publication is publishing your content.

Write A Book: The status of being a published author provides you with unprecedented access to media, speaking gigs, and other opportunities like nothing else can and the best part is that it costs nothing other than your time.

Online Reviews: Online reviews are a critical component of your business’ reputation and can do wonders for converting new customers. Let your fans review your business, then incorporate their reviews in your blog post, on your website, promote them on social media and anywhere else that is relevant and will be seen.

Host Educational Events: Partner with businesses that target the same audience as you to host “educational” events. Split the cost and the work that goes into creating the event, including inviting prospects and clients. It’s a cost-effective way to market to the other firms’ clients, to prospects, and to build a relationship with these other partners in order to gain future referrals.

Join in on Weekly Hashtag Hours like #ThrowbackThursday: To build your social media following, you need to be an active participant in the community. A great way to get your content seen by many eyes is to join in on a relevant fun weekly social media hour that already has a loyal audience. There’s a hashtag for almost anything, check which ones you could join in with here.

Go Back to Basics: In an online age, there’s still something to be said for going back to basics and conducting some ‘real life’ marketing. For example you can go old school with flyers and poster in local cafes etc.

BONUS! Get on Social Media and get posting. Social media is one of the most valuable marketing tools out there. And it’s free!

by Scarlett Darbyshire

A Message to Business Owners Struggling With What to Charge

Know Your Worth Quote

Us freelancers, business owners, mumtrepreneurs, those with a full-time gig but trying to get their dream business of the ground in their spare time.. whatever you are and wherever you are in the world… it all begins with valuing and believing in yourself – after all, how can you expect others to value your work, if you don’t by underselling it.

Remember, you don’t get paid by the hour, you get paid for what you bring to the hour. This is your Monday reminder about the awesome work you do!

HERE’S THE ORIGINAL ARTICLE ON LINKEDIN 👉

💭 Thought of the day!

So, i’ve just finished at a lovely networking event, with the same burden troubling a lot of the business owners in there. They say ‘Am I charging too much’ or ‘I really need the money even though I know the budget isn’t near enough’ or commonly, ‘The client says they can’t afford me and want it cheaper, what are you supposed to do then.’

✊ I said to them, stick to your guns, YOU ARE WORTH IT. You should never base your rates on what you think the client can pay. Base them on your experience and the value you’ll bring to their business. If they think it is too much, show how your work will have an big beneficial impact for them now and in the future and communicate why the cost is what it is. If they still ask you to come down in price, then move on. Otherwise it sets up an expectation that you will always charge so little.

No one will ever give you more money than what you ask for, so don’t undersell yourself.

I had a client “negotiate” a rate for an package once. I gave in and every added job after that he tried to nickel and dime me down for a lower rate. When I called him out on it he said “he was negotiating… that’s just how business worked” 🙄

I finally got the courage to say no and just walked away.

Luckily, us business owners have come to learn the early red flags that show a client will be hard work – with brash negotiating of fees one of them.

Having said that, I get it. If money is being offered and you have nothing in the bank, with bills piled up to your eyeballs, it can be so tempting to take the money and do the work. Albeit unhappily. If that’s the situation you find yourself in, then if you have to lower your rate, lower your offering to match. Client wants to pay £XXX less, then do less blog posts, write less articles per month, lower the word count, don’t include the touch-up package from your shots, post less social media posts on less channels… or whatever you deem appropriate for your industry.

If you are in a position to be firm and say no to lowering your rate, be professional and just saying something like, “I’m sorry I’m out of your budget. I’m always happy to work on it later if you’re able to meet my rates.”

Just make sure you’re happy to do the work on YOUR terms. You are your own boss, choosing who you work with and for how much for is one of the benefits!

Saying no to bad clients who don’t respect you, your work or your time, only opens up your time to work with ones who do! And there are plenty of lovely businesses out there!

I hope you enjoyed this article! Why not join me on LinkedIn? I’d love to connect with you! 👉 http://www.linkedin.com/in/scarlettdarbyshire/