Client Profile: Pellé Medical Spa

Pellé Medical Spa is a premier medical aesthetics center located in Manchester, NH. They specialize in state-of-the-art laser and light-based treatments for wrinkle reduction, skin resurfacing and hair removal, among other things. The spa also offers beauty solutions such as dermal fillers, Botox®, and facials performed by medical professionals. Pellé aims to offer the latest in skin care products and therapies tailored to each client’s needs.

Pellé Medical Spa

I came to know Pellé’s President, Charlie Morgan, through another client of mine, June Trisciani of j. ellen Design, LLC. Charlie Morgan is an accomplished businessman and has an impressive track record. He has aided in the development of several subdivisions in Northern MA and is the owner of Morgan Self Storage and Founder/CEO of Morgan Records Management. Charlie was intrigued by the role of laser technology as a key component in tattoo removal. This lead him to discovering the broad applications of lasers today and lead to the creation of Pellé.

Charlie’s goal was to make Pellé a destination medical spa in the heart of Manchester, but having a luxurious facility, the latest technology and experienced staff wasn’t going to cut it. Pellé needed a web presence to reach a wider audience and to build it’s clientele. hasOptimization helped Charlie and Pellé every step of the way. We built Pellé a sleek and elegant, easy-to-navigate website from the ground up. Our graphic designers worked to give the website a calm, relaxing feel, while we worked to write optimized content for each webpage on Pellé’s site. We’ve also helped Pellé write and edit their blog content, so that their clients can stay up-to-date with the latest in skin care news.

Screenshot of Pellé Medical Spa website

In addition to this, hasOptimization has gone beyond the website to help develop Pellé’s online presence. We actively manage their email marketing program and their social media accounts on Facebook, LinkedIn and Google+, interacting with customers and developing their client base, as well as managing online advertising and other efforts to expand awareness of Pellé.

Charlie Morgan and the rest of the Pellé team have been a pleasure to work with. If you want to look and feel great, please consider a treatment at Pellé!

Q&A: How to Get Your Facebook Reach Back

Q: OMG Facebook changed things and my reach has gone down the toilet and no one is seeing my posts and Facebook wants me to pay for Promoted Posts but I can’t afford it and this is killing my business! How can I get my Facebook Reach back without paying for Promoted Posts? –Posts Aren’t Getting EdgeRanked

a status message from a page owner complaining about promoted posts and reach declines.

This business owner would have done better at keeping her reach if she had used the time she spent writing this status to instead craft a post that would be highly engaging.

A: Okay, PAGE, calm down–it’s going to be okay. This article does an excellent job of debunking the issues surrounding Facebook’s latest changes. Here’s a quick recap:

  • Facebook has historically NOT shown you all the posts of all the things in your news feed, even if you select Most Recent (with some exceptions).
  • Facebook did not artificially restrict Page Reach in order to sell advertising. That would be a bad move on their part for many reasons.
  • Rather, the EdgeRank algorithm changed such that less-popular posts were less visible, and posts with high interaction from Fans were made more visible. This should ultimately be good for users. (Unfortunately, this happened concurrently with the launch of Promoted Posts, leading to a lot of confusion). EDIT: The date of the EdgeRank change has been confirmed to around September 20, 2012.

This new update to EdgeRank means that for businesses like PAGE’s, the game has remained the same, but the bar for entry has gotten higher (and I’m not talking about money). As a business Page Manager, your job has always been “Create and share content that users will want to see, interact with, and share.” Keep in mind that Facebook is less about selling and more about visibility. This is similar to the philosophy espoused by top networking organizations like BNI, which suggest you follow the mantra ‘Visibility, Credibility, Profitability’; that is, be present, be high quality, and the business will follow. In this example, your primary use of Facebook for the majority of brands is in building Visibility.

So bringing it back to EdgeRank and Promoted Posts and the ‘new reality’ of Facebook marketing for businesses. You know, what PAGE came here for: to learn how to get your Facebook reach back, how to get more views on Facebook without paying for Promoted Posts. I’ve done some casual experimenting, and lots of reading, and here’s what I’ve determined:

  • As a Fan, the way to get a given Page’s posts to show up consistently in your NewsFeed is to Like, Share or otherwise interact with that Page’s posts. 
  • Therefore, as a Page, the way to get more Reach or ‘get your reach back’ is to create and share content that encourages users to interact, Like, Share or comment on your Page’s posts. 
  • Share your appealing content, users interact, and your future posts are more likely to show up in the NewsFeeds, increasing Reach with no need to pay.

Once the user has interacted with your posts, they are going to see more of the rest of your posts in their News Feed. Now you have your Facebook Reach back, you are getting more interaction on your posts, and ‘Ooops!’ you have created better content. 

Have a question for the Q&A section? Ask it here or email me.

Positivity Week

AKA: Self Induced Cognitive Behavioral Therapy. Sorry, is my psych degree showing?

I noticed today that I haven’t updated my blog in well over a week, which I try to avoid doing. I like the exercise of writing, if nothing else. Anyways, I haven’t updated recently because, as usual, I’ve been insanely busy. However, I have been doing something unusual: I’ve been making a distinct effort not to complain about my level of busyness.

A positivity week Facebook status

I will fully admit to being the person who uses Facebook as a personal venting space (and there’s a good reason why my personal Facebook is carefully set to be very friends-only!). My regular postings tend to run the gamut from “OMG busy” to “Ack so many unfinished things!”. And people around me tend to comment that I seem stressed or upset by my work pretty often, which tells me I probably rant a bit more than they feel is reasonable.

Now, the truth of the matter is that I do actually enjoy my work, and I’m not nearly as stressed as people seem to think I am (which is not to say I’m not stressed at all, because that would be a lie). So I have to draw the inevitable conclusion that I’m expressing negativity more than I ought to be, either out of proportion to positivity or simply in excess volume. In turn, I’ve started to feel that expressing the frustrations that are inevitable in my (and anyone’s) work is actually leading me to dwell on the negatives, rather than cathartically relieving me of them.

In an attempt to rectify this situation, I embarked on what I’ve been calling “Positivity Week”. The principles of Positivity Week are simple:

  • If you don’t have something nice to say, don’t say it. Ie, no negativity, no rants, no complaining.
  • Do not worry about how much work you have accomplished; focus on what you HAVE accomplished.
  • When given an opportunity to have fun, take it! (As an independent contractor, I don’t get vacation time, and burnout is a real risk. This week I’m blowing off Friday to ride a horse on a beach, and no one is going to convince me otherwise!)
  • Express something positive about your workday each day.

That last one has really been key for me. I think if I were denying myself the Right of Rant alone, I’d probably be getting really frustrated. Instead, I’ve replaced my negativity habit with a sort of forced positivity habit. Each day, I’m making myself sit down and come up with about three positive things about my day. And strange as it may seem, it’s actually making me FEEL more positive as well. Pretty cool, actually.

At any rate, it’s now Wednesday and I’m three days into Positivity Week. So far, I’m feeling pretty positive (ha!) about it. I might go ahead and make May Positivity Month! We shall see.

Q&A: Do I need to be on Facebook?

I recently launched my business and I’m working on building social media profiles. I don’t have a lot of time and I’m worried that having many profiles will spread me too thin. I sell mostly to business professionals. Does my brand need to be on Facebook?

–Facebook Is Necessary?

Let me preface this with the following: I’m a product of the Facebook generation. I got a profile back when you had to have a college email to join. Social media helped shape my college experience, and therefore has had no small influence on my career. I love Facebook.

That said, FIN, you DO NOT have to have your brand on Facebook. Facebook Logo

Some brands need Facebook. Some brands will do wonderfully on Facebook. But some brands have no business even attempting to be on Facebook because it’s simply going to be a waste of time and money.

How do you know which of these your brand is? Should your brand be on Facebook?

Ask yourself the following:

  1. Am I selling to a Facebooking demographic? If you are trying to reach anyone under 30, women up to around 50 (Facebook is full of moms), college-educated folks around 18-30+, or social media addicts (this is a real demographic if you’re marketing games or apps), you need to be on Facebook. If you are targeting an over-40 demographic, especially males, Facebook might not be the place for you. FIN is targeting business professionals…FIN, are you on LinkedIn?
  2. Do I have the time needed to create and maintain a presence? Having a poorly maintained social media profile can actually damage your online reputation, especially if you are trying to cultivate a very professional appearance. It can be better to not have a Facebook profile than to have a bad Facebook profile.
  3. Following on #2: Are there other channels that will suffer if I put time into Facebook? In the case of FIN, time might be better spent on LinkedIn, or even Twitter (which can itself be time consuming in the extreme!). If FIN can’t keep up with all the profiles, he should focus on those that are the best options for him.

So for FIN, I’d probably recommend Facebook only if he has the time/bandwidth to maintain it. If he wants to ensure he’s ON Facebook but doesn’t have time for it, he can create a profile, lock it down to prevent people from making a mess of it with comments, and let it sit until he has time (or interns), but he should put in at least the time required to build a search-friendly, professional Page and make sure it’s set up to email him important updates so he doesn’t ignore potential business. Otherwise, though, FIN is probably better off putting time into LinkedIn and possibly Twitter and/or Google+, depending on the specifics of his business.

Have a question for the Q&A section? Ask it here.


Search Plus Google+

Google’s latest revision to search has created a small uproar in the online marketing and SEO communities–not to mention annoyed Twitter to no end (Facebook’s probably irked as well, but Twitter needs the publicity–complaining loudly is a bid to stay relevant that Facebook doesn’t need).

Here it is in a nutshell. Google has always personalized your search results, tailoring them to location, previous searches, and a whole host of other things. It’s the reason why your “ranking”–where your link appears in the search results–is not as cut and dried as many people believe. I don’t see the same results you see, and your Aunt Maggie sees a different set of her own.

The latest update to Google Search, however, is adding a whole new element of personalization, bringing in socially syndicated content from your friends, contacts, family and professional circles. Great, right? Okay, but the kicker to this is, it’s only bringing in Google+ information, not social data from Facebook, Twitter, etc. That’s why Twitter’s so annoyed.

So what does this mean for your business or brand? It means, that while Google + is still a fairly new social network with relatively low adoption, and despite the fact that the ability to have brand/business pages is still pretty new, you need to be on it and sharing your content via Google+, or you’re missing out on a newly-important way to get your name in the top of the personalized, individual results that Google is dishing out.

Marketing agencies are jumping on this train for all their clients. You can certainly set up and manage your own Google+ profile, but an experienced online marketing professional can be a big help in getting that profile set up to give you the greatest benefit in search results.

Want help with your Google+ or other social media profiles? Contact me.

For social media, marketing, usability and other tech news, you can follow me on Google+, Facebook, and LinkedIn.