Monroe Business Symposium attendees get marketing tips

Coastal Community Bank's first Monroe Business Symposium attendees received a host of information relevant to small business development, including facts about business lending, employment counseling, using social media and the small business services available for free through the Sno-Isle Libraries system.

Coastal Community Bank vice president Katy Woods spearheaded the symposium, helped coordinate the speakers and served as the emcee during last Thursday's event at the East County Senior Center. Topics included employee retention and acquisition, social media best practices, financial planning and the basics of business loans. The free event was catered by the Dashing Dutchman's Deli.

Tracey Warren of Ready Set Grow Marketing gave a presentation on how to use social media successfully. She eschewed social media activity structured on a constant barrage of product-based advertisement posts, recommending business owners use their accounts to actually be social.

She outlined her four-point plan for social medial success; be social, engage, listen and leverage.

Being social and engaging with customers is not about broadcasting your message as often and as loud as you want, Warren said. It's about building relationships and demonstrating that you, the business owner, are human.

"People want to do business with people,GÇ¥ Warren said. "Bar none.GÇ¥

In order to be social and engage, she recommended convenient, interactive Facebook posts that people can respond to quickly and easily.

"It's about really getting them involved,GÇ¥ Warren said. "And getting them involved has to be easy.GÇ¥

Warren gave some examples of potential Mother's Day posts a business owner might use to engage customers. Posing a question is a great way to start interaction, said Warren, but a question like "tell me your favorite story about your momGÇ¥ is overly complicated and difficult for people to answer quickly. She recommended using questions and other interactive strategies that are convenience-based. A question like "Tell me one word you would use to describe your momGÇ¥ is much easier for customers to navigate while they're on the go.

"Ask a yes or no question. And then when they get involved, you need to reply, because 90 percent of the time when somebody writes on a business page, no one is responding,GÇ¥ Warren said. "No one. And you just lost an opportunity to connect with someone. So be social and engage.GÇ¥

She recommended listening to customers and letting customer interests dictate what is spotlighted on social media. For example, a chiropractor might ask clients how many hours a day they sit at their desks or recommend an exercise to help prevent carpal tunnel. Once they gauge customer response, they can tailor future social media interactions around that topic.-á

"Let your audience determine what you post on your page,GÇ¥ Warren said. "Find out what they believe is relevant and then respond accordingly, and then they'll stay and engage with you more. But you have to listen.GÇ¥

Leverage has to do with working smarter, Warren said. It has to do with building relationships, and then cultivating those relationships through regular maintenance and care. A happy customer will likely respond generously to a request that they share a particular Facebook post, she said. Additionally, entrepreneurs and small business owners can multiply themselves by repurposing content across different social media platforms. It's not about recreating the wheel, but using different social media outlets to connect with different customers, Warren said.

She recommended business owners leverage their communities, and choose to highlight other local business owners and activities.-á -á

"So when you're social, when you engage, when you listen and you leverage, that's when you sell on social media,GÇ¥ Warren said. "It doesn't have to be that hard, but by being just a teeny, tiny bit different, it can make you remarkable and completely unforgettable on social media.GÇ¥

Monroe Library managing librarian Phil Spirito introduced Sno-Isle Libraries staffer Kassy Rodheaver, who gave an overview of the free services for businesses available at the library.

"We can save you $2,714 in just one hour, and I will tell you how that is possible,GÇ¥ Rodheaver said. "It's all available on the Sno Isle's business and finance research page.GÇ¥

Rodheaver highlighted numerous resources that can be accessed for free at the library, including targeted mailing lists, industry research, company reports and detailed compilations, such as customer lists that reflect what products customers are buying, purchasing patterns and more. Reports reflecting current economic conditions throughout different regions are all free to access through the library's databases.

"These reports would literally cost you hundreds of dollars if you went online to try and find them,GÇ¥ Rodheaver said. "We're providing them to you free with your library card.GÇ¥

She reminded symposium attendees that librarians are research professionals, and their knowledge can be accessed for free; all a business owner needs is a library card.-á -á

"We are experts in information research, so you can contact us by email, chat, phone or coming into the libraries,GÇ¥ Rodheaver said. "So remember, your Sno-Isle library card equals money.GÇ¥

Monroe Mayor Geoffrey Thomas attended the event, along with members of the Downtown Monroe Association, the Monroe Chamber of Commerce, the Monroe City Council and numerous local entrepreneurs.

"The purpose behind the symposium is to bring together the Monroe business community and create a collaborative environment where we can look for guidance and help each other grow,GÇ¥ Thomas said in a new release. "We are fortunate to live in an area with economic opportunity and by networking and supporting our common goals, we can all flourish ' together.GÇ¥