"Small businesses need to manage their growth to avert disruptions that
can bring business to a grinding halt," said Mike DeHetre, vice
president of product development at Travelers, a small business
insurance provider. "For example ... the theft of employee data,
customer records and product designs can destroy a small business,
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generating significant costs and eroding customer confidence and
loyalty. Not every business owner's policy covers data breaches or other
cyber losses. Small businesses should be prepared by seeking insurance
products that help them recover, including those that cover the cost of
remediation and lawsuits." As small businesses grow, they may add space
or equipment, create new products or services, or increase their
operating and distribution footprint, so DeHetre advised periodically
reviewing your policy to ensure you have the right coverage.
Guaranteed Ways to Increase Social Media Reach
For most businesses, generating leads is the ultimate benefit of
creating and maintaining a social media presence. But first things
first. In order to make social media an effective lead generation
machine,
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you first need to generate a following -- fans for your Facebook page,
followers for your Twitter account and LinkedIn company page, etc. The
more fans and followers you have for your social media presence, the
better reach you'll have. And better reach means the potential to
generate more leads! So at the very core of social media for lead
generation, you must take steps to increase your reach. To help you get
started, here are 8 guaranteed ways to expand your social media reach.
Create awesome content for social media brands
Every brand has a story to tell. What does your brand represent? Truly
define your brand's identity and use it to create exclusive and
captivating content, like GoPro or Red Bull. Social media is full of
brands trying to keep up with the conversation. Let your competitors
weigh in on what everyone else is talking about, but your goal should be
to find authentic ways that tell meaningful stories. It doesn't have to
be about your product or your company; in fact it probably
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shouldn't be. People are naturally skeptical of businesses on social
media because of the perceived agenda so remember to dial back the
marketing speak. Aim for evergreen topics that benefit and educate your
entire industry, including journalists, customers, and even competitors.
Your content should be designed to captivate viewers within the first
few seconds and engages them on an emotional level. Sometimes it can be
helpful to change your metrics. Instead of making every piece of content
about a purchase, try producing content that's surprising, beautiful,
or just goofy (if appropriate to your brand).
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