Embracing social media is key for small businesses hoping to strengthen their customer relationships in an engaging way. But with so many social media platforms across the web, it’s can be overwhelming to maintain a presence on each. A better alternative is to be active on those sites that can help your business most, but how do you know which one is best for your business? We break it down for you here.

Facebook

codemastersnake

On Facebook you create a business page where you can post updates, photo, video, and connect with “fans,” potential customers, and others in your industry.

Audience: Facebook has over 800 million active users, closely split between women (58%) and men (42%). Contrary to popular belief that social media is only popular with younger generations, 54% of users are actually aged 35-54, with 67% making $25,000-$75,000.

Best For:

Google+

ivanpw

G+ works like Facebook in that you can interact more dynamically with your social network. But G+ allows you to compartmentalize your social networks, meaning you can tailor certain messages to certain contacts.

Audience: G+ is still relatively new, however, the majority of early adopters are male (63%) compared to female (37%). The site user audience also skews younger than other social networks with the majority of users being between age 18-34.

Best For:

• Businesses with consumers who are younger/early adopters.
• Creating more targeted social interactions via “groups,” allowing you to send special discounts just to repeat customers, for example.

Pinterest

ohmeaghan

Pinterest is a virtual pin board that allows users to “pin” photos/links they like, then organize them into boards.  Other users can like, comment, and re-pin these links.

Audience: Pinterest’s popularity has exploded. The site’s estimated to have received nearly 11 million visits during one week in December (almost 40 times the number of visits six months earlier). It is definitely female-dominated (83%), and 70% of users make $25,000-$75,000.

Best For:

• Gaining exposure for products, particularly creative or design-specific products (every post requires a photo).
• Businesses with visual goods that also want to engage with their consumers and industry.

Tumblr

joshwept

Tumblr is a simplified blog that lets you post many things, including text, photos, links, music, videos, with the added benefit of being able to post from your phone, browser, email, etc.

Audience: Tumblr is a newer social media platform that is more popular with younger demographics: 72% of users are under age 44, with more women (62%) than men (38%) using it.

Best For:

• Tech-savvy businesses that want to use the highly customizable interface as an extension of their brand (some moderate HTML tinkering is required).
• Those on-the-go — you can update from mobile devices and set posts to publish later.
• Businesses with content that is highly visual — half of all posts are photos.

Twitter

Rosaura Ochoa

Twitter is a social media site that allows you to post 140-character messages to interact with your networks.

Audience: The majority of Twitter users are female (62%), though males (38%) also contribute; 71% of users are ages 25- 54; 63% of users make $25,000-$75,000.

Best For:

• Companies that don’t have a lot of time but want to stay connected.
• Finding out who’s talking about your company, allowing you to engage directly to do things like promote new products, provide customer service, conduct market research by asking questions, get feedback, etc.

YouTube

codenamecueball

This video-sharing website allows users to upload their own video clips, including tutorials and video blogs.

Audience: YouTube attracts men and women almost equally, but notably one of the largest segments of users are those age 45-54 (30%), followed by 35-44 (22%), and 25-34 (18%).

Best For:

• Businesses that provide services or products that are conducive to a visual medium, such as tutorials, demonstrations, etc.
• Brands that can properly produce (and benefit from) quality videos.

Which social media platforms do you use for your small business? Tell us about it in the comments.

To survive in the business world, you must have an online presence. And for small businesses that thrive on local business, ranking highly in search engines is even more vital to your success.

According to research from Webvisible and Nielsen, 63 percent of consumers and small business owners turn to the Internet first for information about local companies. However, 39 percent report frequently not being able to locate a particular known business. This means implementing successful search engine optimization (beyond just a few keywords) to make your company visible to potential customers should be a top priority. The good news: Just a few tweaks can increase your presence and send online customers your way. Follow these 10 tips to improve your local SEO.

1. Get Links From Local Sources

Sites that link to you help bolster your presence in search rankings, and sites associated with your location that link to you will help connect your business in search engine algorithms. Case Ernsting of Search Engine Journal recommends submitting your business info to local directories, community databases, and even your hometown’s Wikipedia page to get encourage links to your site.

2. Work Under One Domain Name

Sure you want to be recognized and use different online outlets for different thing, but having multiple websites for different services or aspects of your business can confuse the consumer—and reduce your overall search engine pull, says the Small Business Administration. It’s wiser to keep all online activity under one name.

3. Encourage Reviews

Though many small business owners shy away from reviews for fear of a bad one, search engines factor online reviews into your ranking. Think of it this way: The more people are talking about you, the more popular you are. Ask friends and customers to review you on sites like Yelp.

4. Add Content to Your Site

Whether it’s a blog, industry news, announcements, or event recaps, adding new content your site is imperative. This creates new pages that can be optimized with new keywords, expanding your company’s reach in the eyes of search engines. You can then encourage links to that content from other sites.

5. Include Content Links on Your Social Media Sites

Post links to your site on social sites like Facebook and Twitter. As Search Engine Land notes, search engines are starting to crawl and track these links back to your site.

6. Title All Web Pages

Many SEO rookies forget to make a separate title for each web page, losing an opportunity to give search engines more content to review. SEO expert Andrew Shotland recommends putting the most important keywords at the beginning of the title and adding your city name to the titles to hone in on local searches.

7. Make All Titles SEO-Friendly

Whether a blog post headline, URL, or file name, use keywords in all titling. Rich Hargrave of Local Search Source notes, however, that a URL with more than three hyphens can look like spam. Keep naming conventions simple but relevant.

8. Add Text to Audio and Visuals

Search engines scan text to determine relevancy.  If your fancy website is heavy on audio, video, or pictures, it may be visually appealing, but search engines won’t recognize anything. Make sure to include text in the form of captions or transcripts with any of this type of content.

9. Input Correct Keywords

Keywords are the lifeblood of your site’s SEO, so make sure yours are accurate and relevant to the type of consumer you want to attract. You can review Google’s Keyword Tool to find applicable terms. Also take the time to target keywords for individual pages on your site. The SBA recommends three targeted keywords per page.

10. Use Google Analytics

Google Analytics is a free analytics software package that offers data about your website traffic and how it’s performing in search engine rankings. Periodic review of this can clue you in to trends or areas you can improve.

Do you use SEO for your small business? Leave us a comment to tell us how it’s helped you.

Good customer service is the foundation of a solid business, and it is often a deal breaker for small businesses. And in this competitive economy, having sub-par or simply run-of-the-mill customer service won’t help you get ahead. Proactively improving customer service (and not just reacting with “token” actions to counter bad press) will endear you to customers, and grow your business. And here’s the best news: You don’t have to be a large corporation to make significant gestures. No matter your industry, you can take inspiration from these large and small business customer service superstars, who go above and beyond to make a name for themselves.

WineLibrary.com

(Jugando con photoshop!)

The Move: Social Media Master

WineLibrary.com founder Gary Vaynerchuk is a big advocate of social media, and has used it to connect with his customers in unique and personal ways. After one customer placed a large order, the company started following him on Twitter. After noticing the customer repeatedly tweeted about the Chicago bears, Vaynerchuk and co. sent the customer a signed jersey from Bears quarterback Jay Cutler as a thank you.

The takeaway: Social media is a fantastic tool for small businesses to utilize. It gives you a personal glimpse into your clients’ lives and interests, allowing you hone in on exactly how you can help them (or how you can show your appreciation).

Nurse Next Door

(whitkae)

The move: A+ Apology

Instead of simply saying sorry, Vancouver, BC-based health care company Nurse Next Door apologizes to customers in a sincere and unique way, with a literal slice of “humble pie.” If they’ve made a mistake, the company delivers an apple pie accompanied by an apology note that says, “We are very humbled by our mistake and sincerely apologize for the poor service.” The company founders John DeHart and Ken Sim estimate they spend about $1,500 on humble pies annually, but it saves around $100,000 in sales.

The takeaway: Not only does this technique follow up with dissatisfied customers (an important step) in a thoughtful way, the unexpected gift reflects their company values and sways customers to give them a second chance.

Airport Fast Park

(deathtiny42)

The move: Giving Back While Branding

Not only does this airport parking service, with locations in 12 markets, endeavor to give customers the best service 24/7 (attendants will even give you tips on the best row to park your car), Airport Fast Park thinks of opportunities to thank their customers in bigger ways. In honor of National Customer Service Week 2011, the company held a week-long celebration at every location in the country, offering complimentary breakfasts and swag bags containing local gift cards at every location, and even giving one lucky customer an iPad. They closed out the celebration with a tailgating party with grilled hot dogs and hamburgers (a fantastic way for a car-parking service to combine business and celebration).

The takeaway: You, too, can think of clever ways to incorporate your business into your celebration—even better if you can other local businesses (as Fast Park did with the gift cards from other companies).

Simply Soles

(claireeyedesign)

The move: Personal Touch

As Simply Soles CEO Kassie Rempel says, “For the last six years, I’ve been owner/founder/CEO/customer service rep/shoe buyer/shoe designer/brand ambassador of SimplySoles.” And just as she’s had her hand in every part of the business, she’s also eager to personally connect with her customers. Her online shoe site sends customers a selection of shoes to try on at no charge. A customer can return the selections (with no charge), but if they buy, Rempel sends a handwritten note, addressing the customer by name and acknowledging the specific shoe they bought, thanking them for their business.

The takeaway: Taking the time to complete such a simple, sincere gesture makes an impact on customers and reinforces the one-to-one connection small businesses thrive on.

Do you do something unique or special with your customer service? Tell us about it in the comments.

Small business owners have plenty on their plates. And though marketing is an important part of the business picture that many owners can — and should — take part in, there are some areas of marketing that are better left to professionals. As Harvard Professor Gail McGovern points out, “The benefits of outsourcing your marketing include cost savings and improved quality, as you can hire experts that can do their job efficiently.” Wondering which marketing tasks to outsource? Here are the top five areas where outsourcing can help you most:

SEO and Internet Marketing

(Maria Reyes-McDavid)

Internet marketing is vital in the digital age, but it requires some expertise to implement the techniques and tools that will get you the most ROI. Tools like Search Engine Optimization and Google Analytics are intimidating to most novices — for good reason. Considering that search engine algorithms and other web practices are constantly changing, this aspect of marketing is best left to experts immersed in the field. If your product or service relies on web presence, you definitely need extra help to gain footing.

Tip: The company you hire should be highly ranked in the any Internet search you perform (it’s their expertise, after all). Also make sure to ask about their practices. Though you want visibility and traffic to your site, there are some online practices that are frowned upon and can hurt your reputation.

Social Media

(Asthma Helper)

Though you can create a Facebook page or Twitter account on your own, using social media to its full advantage takes a little more effort and time than most small business owners have. This specific segment of Internet marketing has great potential if used effectively, and social media marketers know all the tricks of the trade to get the best results from social media campaigns.

Tip: If you plan to outsource this marketing, make sure you ask the right questions to find the right person for the job. And carefully read online reviews of any candidate, particularly on social media sites such as LinkedIn.

Public Relations

(SCA Svenska Cellulosa Aktiebolaget)

PR is an area that small business owners can greatly benefit from when needed. Do you have a new product launch or have you recently attracted some bad attention? Hiring a PR firm to do some damage control or support a campaign can help enormously. Not only do PR experts have more established contacts (and therefore greater reach), they can hone in on exactly what type of support your particular business needs. “Outsourcing gives you access to experienced marketing professionals who can quickly develop plans and campaigns on the tightest of schedules,” says The PowerMark Group President Colleen Edwards. Though you may not need a PR team year-round, it is a valuable tool when necessary.

Tip: Look for a PR firm that specializes in your industry and avoids contracts. This is a sign they’re confident in their ability to service your needs, not your checkbook.

Advertising

(Phil Campbell)

Many small business owners advertise the best they can with the budget they have. But if you’ve found that your current placements aren’t garnering enough sales, consider passing the task on. With knowledge and experience, an ad expert will help you put your resources in the right place to generate the best ROI. They can also help protect your reputation. As Staff Editor CT Moore of Revenews.com points out, a professional will know the best practices for your industry. “For example, the laws might let you make all kinds of claims in your TV ads, but that doesn’t mean that your customers will accept you making those claims.”

Tip: When hiring an ad agency, look for agencies that have crafted effective, long-term campaigns, not just clever one-offs.

Lead Generation

(Daniel Voyager)

If your sales are stagnant and your in-house resources are tapped out, outsourcing your sales lead generation can take the weight off your shoulders. In fact, it may be the better option altogether. According to Marketing Sherpa, outsourced lead generation gives you 43 percent better results than in-house. A professional in this field will help you target potential clients and deliver not just quantity of leads, but quality—and that’s what will give you a competitive edge while saving time.

Tip: There are many lead generation services, so hire one that specializes in your industry or niche. Identify the qualities you want in a lead generation representative, and base your search on that.

How to Find an Expert

If you’ve decided to outsource a task and are ready to find an expert, start by asking friends and professional colleagues for recommendations and searching online. Any talented marketing experts will successfully market themselves, so pay attention to search rankings, web visibility, and customer testimonials and reviews. Look for experts who deal with your particular industry (you can find these by contacting trade associations). Identify the qualities and type of experience you’re looking for, and interview potential candidates who match your criteria. When interviewing, make sure you’re clear about your own goals and expectations, and ask specifically how their services and practices can help you achieve them. Websites such as oDesk, BidModo and eLance, and the Outsourcing Institute can help connect you with industry professionals.

In this day in age, outsourcing is a reasonable and often advantageous tool that should be utilized by small business owners whenever and wherever necessary.

Do you outsource any of your small business marketing? Tell us what kind in the comments.

Using social media to earn your business online visibility is an essential part of marketing in today’s digital world. In order to keep up with the trends, you must utilize every social media platform as it emerges. Google Plus is the latest player in the game, and it’s a great tool for small business owners to use—many consider G+ to be the perfect blend of social networking sites like Facebook and professional networking sites like LinkedIn. And as of this week, businesses can now make their own pages. So what are you waiting for? Follow these tips to market your small business using G+.

Make a Page

(Google)

Google Pages allows businesses to create their own profiles (this long-awaited feature was not available when G+ debuted). Google Plus Pages work like Facebook Fan pages, but G+ allows you to dynamically interact with your customers and larger network more efficiently. Tip: Fill out as much information as you can, including your links to your website, blog, and other social media sites; this way consumers can instantly recognize your business and know how to contact you. You can, and should, also create a personal profile to give you and your business as much presence as possible.

Interact with Your People

(Gavin Llewellyn)

Once you have your page, work on building and engaging your network. Post info, pictures (easy using the Instant Upload), and video to show your network what you’re about and what you’ve been doing. Google Pages is focused on facilitating a genuine relationship between businesses and customers, so use the platform to reach out in sincere ways. Did your bike shop sponsor a charity race? Add photos of the winners. Is your bakery considering a new frosting flavor? Ask your circles for their thoughts. The more quality content you provide, the more response you’ll get—and this can translate to very real results in the form of +1s.

Get +1s

(Google)

In G+, the +1 button is the way to put your stamp of approval on something (similar to the “like” button on Facebook). But these plus ones do more than just give the thumbs up to something. Any time you +1 something, it tells your network—and the Web. Google takes your network’s +1s into account when producing search rankings. The more +1s your content gets, the more popular you are, and the more likely your bistro is to show up when someone searches for, say, local cafés. This is particularly important, considering that Google says 73 percent of all online activity is related to local content. The best way to get more +1s is to provide interesting, engaging content that is relevant to your network. You can do that by using G+’s special features to help you share tips, updates, and interesting finds.

Use the Tools

(MpClemens)

Google has wonderful tools to help you connect to your circles. For example, the Hangouts feature lets you video chat with up to nine people. You can use it to demonstrate a new product to a select group of customers, to do a quick Q&A, or simply to check in with your community. If you activate the Sparks feature, which brings you personalized content based on your interests (and industry, if specified), you can share interesting news with colleagues, helping you provide fresh, interesting, and timely content.

Tailor Your Content

(Iannnn)

The best thing about G+ is that you can control what you share with who, via your circles. Organizing your network into different categories helps you deliver specific messages to specific groups—ideal for targeted marketing. For example, you can create circles for return customers, new customers, professional contacts, etc., and deliver custom messages to each: a return-customer discount to regulars, an introductory offer for newbies, and an industry newsletter for your professional contacts. (Note: Make sure any promotions you’re running comply with the Google+ Pages Contest and Promotion Policies).

Promote Your Page

(Zack Smith)

Create a custom URL for your G+ page, to make it easy for interested parties to find it. And remember to link to your page from all your other online sites: website, blog, etc. The new G+ Direct Connect allows people searching for you on Google immediate access to your page by searching your company name and adding the + symbol, but it’s better to make it as visible as possible. Also add the +1 Button so that users can recommend your content on Google Search and share it on G+. Encourage your other social media followers to add you on G+, and don’t forget to remind your in-store customers to add you, too.

Do you use Google + to market your small business? Leave a comment and tell us how it works for you.

Have you ever looked up your business at SocialMention.com? Does it come up with no strength, no passion, no results, or no results that actually match your business. Would you rather it looks like the profile above?

Then you have to get people to start talking about your business! When people start talking about your business, you’ll see your referrals from social media start to rise, from traffic to your website from Twitter or people walking through your door because they heard about you through their friend on Facebook.

The following are some easy ways you can get people to start talking about your business and sharing your business’s content with their networks on social media.

Create awesome content that people will want to share.

Is your website just one sales page or product information page after another? Then it’s time to look into developing some content that people will be interested in and want to share with their friends online. Two types of content that drive an almost insane amount of traffic and social mentions include:

• Infographics – Infographics are simply the presentation of statistics and information in a visually appealing manner, and almost any business in any industry can make infographics that the masses will find interesting. For example, a medical billing company created an infographic about whether sitting down all day is killing you. It has received over 11,000 tweets on Twitter and over 32,000 shares on Facebook!
• Videos – Old Spice’s YouTube channel has an unbelievable amount of views for a business – over 217 million – thanks to their campaign with the Old Spice guy. It didn’t end with the commercials – they even had the Old Spice guy answering fan’s questions through video!

There are tons of tips on how to create awesome content, but it all boils down to thinking about who your target audience is, and then creating something that will appeal to them!

Hold a social media contest.

Contests are another way to get people talking about your business. It can be something as simple as a weekly contest where a random Twitter user who tweets a particular message to their followers can win a free product to something elaborate like a Facebook contest where fans can win a major prize by liking your page and sharing the contest information with their friends.

Whatever your contest is, the key is to make sure that the prize is relevant to your audience. Tons of businesses are giving out iPads, but the real question is whether those new fans / followers will stick around after the contest ends.

If you want to increase referrals about your business (and sales in the process), give away your own product! Think about it – if an author gives away copies of their book and generate enough buzz with their social networks, then people who don’t win the book will be so curious about it that they will buy it. If a camera store gives away a new DSLR, then the people who entered the contest (or just heard about it) will have more interest now in buying a new camera.

It’s all about putting the seed of “What if I was to win this?” that sparks more talk and sales!

Increase mentions about your business through check-ins.

Does your business have physical locations? If so, then you will want to take advantage of Foursquare check-ins. As people check-in to your stores, restaurants, and offices, there is a good chance that they will be sharing your business with their friends on Twitter and Facebook simultaneously.

Imagine if you were the owner of a new restaurant. Wouldn’t you want people in the area looking at their Twitter and seeing that lots of their friends have been checking in at your restaurant for a meal? That kind of buzz can draw even more new customers through the door, especially if you tie in some great discounts for people who check-in!

Keep updating your social profiles with live updates.

Wonder why more people talk about you on Facebook over Twitter? Is your Twitter feed just regurgitating your latest Facebook updates? That’s probably why. People follow businesses on social networks that have unique and valuable updates. So if you want more people to talk about your business on Twitter, then start tweeting unique messages. The same goes for Facebook.

What can you update your social networks about that will get people engaged? Again, just like content development, you have to think about your target audience and what they would be interested in. Don’t just update about your latest products – update about your industry. Get feedback from your followers by asking them questions.

How does this help, you ask? Each time a person interacts with you on Twitter or Facebook, it shows up in that user’s profile. Hence, anyone visiting their Twitter profile or Facebook wall will see your latest interactions with your business. If a connection really trusts their recommendations, then they will want to check out the businesses and brands that they are interacting with!

How do you increase referrals through social media?

Now it’s your turn. How do you get more people talking about your business on social media in order to boost your referrals? Share your thoughts in the comments!

What is one of the best – and most legitimate – ways to market your business? Get it in the press. Positive publicity is a fantastic way to get visibility, gain credibility, and legitimize your business. And here’s the best part: It’s free. That means small businesses don’t need the pricey services of a fancy PR firm. You can do it yourself, but how do you start? Follow these tips to get your business in print.

Start with a press list

(laughingsquid)

First, identify who you need to contact. Like anything else, pushing for press is about networking. Do some research to find out who is in charge of the local business beats for the local papers, then put your feelers out for people or opportunities to make an introduction. Create a list of contacts, along with their beats or special subject interests, so that you can funnel appropriate story ideas their way in the future. It’s wise to start with contacts at your city’s weekly papers or other publications that specifically cover local stories.

Cultivate relationships early

(usnavy)

Ann Handley, chief content officer of MarketingProfs, encourages small business owners to create relationships with reporters and editors. Introduce yourself to the contacts on your list. Be professional and courteous, and let them know who you are and what you do. Let them know you’d be happy to be a source on any industry-related news or help them in any way with future stories. This expands your reach and potential contributions past a one-off story. Once you have their attention, offer your pitch.

Feed them stories

(joriel)

As social media expert Pam Lawhorne says, ”The bottom line is, if you don’t have a good story, you’re not going to get any coverage.” The best way to get press is to feed the story idea to the writer. You should research the publication and have a pitch ready for its particular audience. Business writers are interested in new or unusual story ideas. Human interest features are particularly compelling: Has this business been your lifelong dream? Did you overcome a challenge? What services do you provide that are unique or different? Frame the pitch as a way to share an interesting story, not a way to profile your business.

Create a story

(mountainbread)

If you don’t think you really have anything original or interesting to pitch, then you have to create the story. Things like fundraising events or new product lines can catch the public’s attention. And don’t forget to mention ways your business can tie-in to larger stories. Has the economic downturn inspired you to do business differently? Is the downtown renovation helping your business? These anecdotes can help a journalist flesh out a story.

Follow up

(mcsdwarken)

Continue to cultivate your relationships with the media, whether or not your story gets picked up. Business Insider suggests attending networking meetings and events journalists will be at. After meetings, send them thank you cards, invite them to events, and let them know you’re always available for comments/quotes, or to be a source. Use social media sites like Twitter, Facebook, and LinkedIn to connect and maintain your visibility and strengthen your relationship. Repost articles that are relevant to your industry to show that you are interested and aware of the editorial slant, and always send any of your story ideas to your media network.

Getting press for your small business may seem like an overwhelming at first, but soon you’ll have established a relationship with your local media representatives. Remember: They are always looking for a story, and you might as well be it.

Have you tried to get press for your small business? Tell us what you did and how successful you were.

Every professional wants their customer base to consider them well-informed and in the know, but there is a fine line between being an over-authoritative know-it-all and being a trusted advisor. The latter territory is what all professionals should aim for. Being a trusted advisor means your clients feel comfortable going to you for their needs because they feel confident you have their best interests at heart. Still, some professionals have difficulty cultivating that type of relationship.

The “Expert” Trap

To achieve success in your field, you must have a competitive edge. And you must, of course, know what you’re doing. But promoting your “expert” status may not be the best strategy. Gaining true expert status takes time – journalist Malcolm Gladwell argues that it takes 10,000 hours or more – and the term is overused in marketing. Not only has it lost much of its prestige, consumers may hesitate to contact an expert for fear of being overwhelmed by facts or numbers. When searching for goods or services, consumers want to go to a source they’re comfortable with. You’d rather take your problem to a trusted friend or a college professor – and consumers would too.

Trusted Advisor Territory

Marketing Consultant Ian Brodie calls being a trusted advisor “the holy grail of professional services,” and it is the ideal role for you to fill. A trusted advisor is reliable and approachable – a person with the perfect combination of knowledge and wisdom. Consumers reach out to these individuals because they feel a personal connection and are reassured that their best interests are in mind. Becoming a trusted advisor is essential for every professional. Creating this type of dynamic with your client base adds to your overall value. If consumers feel confident and comfortable with you, they will be more loyal and likely to recommend your services to others. Cultivate this reputation, and your business will grow.

The Keys to “Trust”

So how do you become a trusted advisor in the eyes of your consumers? Pay attention to the key word: Trust. As writer Doug Hall points out in Businessweek, ”when distrust rules, it’s harder for entrepreneurs to sell customers on the wonders of their new products and services.” Therefore, you must first cultivate a personal relationship with your clients. Savvy consumers know when they’re being treated as a number and not a person. Therefore you must use every opportunity to establish trust by emphasizing your personal commitment and professional knowledge. Remember that maintaining your reputation as a trusted advisor takes constant effort. Here are a few things to keep in mind:

Always listen: Really listen to what your consumer is saying. Showing that you care about and understand their problem validates their concerns. When you can present yourself as the solution to their problem, they’ll feel they are truly being taken care of – and that increases your value.

Be accessible: Let them know you’re eager to help and always available to answer questions. This way they won’t hesitate to contact you first in the future.

Show your knowledge: You’re already involved in your field, so you certainly know what you’re talking about. But make sure to show consumers that you follow the latest trends and news in your industry. Even better, help them understand what’s happening and how it affects them. They want you to talk to them, not at them (a big difference between advisor and expert). If they understand what you’re saying, they’ll feel more confident in their decision.

Continue communication: Luckily, with today’s technology you can continue to strengthen your consumer relationship even when you’re not having one-on-one time. Use social media and other platforms to present yourself as a trusted advisor. Blog about your customer’s problems, address industry news, create resource directories, and reach out to your network to offer solutions and welcome dialogue. Fostering that communication will make consumers more likely to approach you – or recommend you — next time your services are in need.

So, how do you plan to become a trusted advisor?