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Local SEO Looks Ahead to 2021 with Colan Nielsen
"Okay let's get ahead okay. Welcome back to the agency ahead. Podcast by project this is garrett sussman. The head of marketing at project really excited today. We are diving into local. Which is always a personal interest. Me you know having more degrade us. I am joined today by calling nielsen now. Colin is the vice president of local search sterling sky. He has an expert. The field been doing it for a while. Really knows the inside and out when it comes to building a local search presence for any industry of small business. Thank you so much for joining me today column. Thank you for having me. I'll man out. So i'm excited because i you suggest that this topic in m really curious. It's really hard to get a sense of the day to day of someone like you working in agency working with local businesses. Tell me a little bit. Just what does your day to day. Look like what does it entail. Yeah yeah. I've been thinking about this a lot lately Especially because sometimes you. Can you know things. Get busy You know priorities can change. You can get lost in the mix a little bit when you're super focused on one part of the business that kind of thing. So everyone's like the kind of sit down and just do a brain Of like what are the core things. That i'm actually contributing. Or what is the value. That i'm bringing to the table And i think they break down into four separate areas for myself The first one is Sued sterling sky. A big part of what i do is actual account management. So i've got Certain number of clients who i'm directly responsible for and You know if. I had to boil down. Really what is building trust And just building. The relationship component with our clients So you know for instance the clients that have been with us the longest A lot of our clients have been since the beginning. I would say of the clients that i would actually consider like a friend We we we've developed a relationship to the point where Yeah they're a friend When we have conversations whether it's on a monthly call or what have you. We're probably talking fifty percent about work related stuff and then the fifty percent is about their personal life. My personal life. What's going on in the world and that seems to be a really important part of What they With the technical rhythm up reporting just retention ratios essentially to a big part of that So so that's a big part of it then. The other another huge chunk is actual quite work so I i'm doing pulling levers i. I'm using websites optimizing. Gmv profiles Doing spam fighting. You know all those kind of groundwork stuff I like to have a certain percentage of my time still doing For if for no other reason just to keep that knife sharp With all the different things you need to be doing. And you're not distanced from the actual work Not to her The next thing would be what i would call like. My role is a leader within the company Or a counselor Which is actually what. I was trying to remember the name of We did the disc personality And my my role was as a counselor which is very true So i've got a few people in our team. who are. actually they report up to me. So we do monthly when i'm one A lot of You know feedback sessions and helping them kind of learn the ropes of of local seo and whatever it is they're trying to do something big part The last like big chunk of what i send my time on is building the brand of both sterling sky but also you know my personal brand is a is a local search optimization expert or whatever you want to refer to it as and then that's things like The google my business forum and spending a lotta time there As a product experts As well as the local search for that we run spending on there helping people out Providing really good answers or or at least trying to be really helpful. and then blogging The sterling sky. Blog is something that i've been trying to do a lot more of Particularly from the perspective of trying to figure out new things that haven't been discussed or looked into or questions that people have always had about a particular thing in local search but it's never been entered with an actual test or data or something like that and then and then two guy. We have a ton of our set aside each month to do actual tests of our own So so that's another big chunk of what i would consider like your personal bill brand building type stuff as well.
Hispanic Business at PepsiCo with Esperanza Teasdale
"Let's talk about the professional path and You are now the vp gm of the hispanic business unit for pepsico. What was your path to get there. Yeah i am studied engineering for college. So i was math and science person in high school and my physics teacher mr adrian nouvelle who actually was so important to my life that he came to my wedding by way and kind of steered me into the space helped me with College application letters recommendation. And so i studied engineering before. You're so i've been in a manufacturing environment for awhile. Bump steel toed shoes uniform union arment. And that's really where i started my career At the same time my company was so gracious that They paid for my mba. So i went to Uconn in stamford connecticut to take classes at night and really got more exposed to concepts of business management marketing research and just really loved it and so then when i asked for a new gig they said finance or sales and unlike okay sales and sales and all i need to go into marketing because marketing guides what we're doing in sales and i think they could do a better job and so i was lucky that my General manager at the time created a job and that was that was the beginning of my marketing career. So very classically trained at unilever and then pepsi around marketing from like you know the analysts all the way through up till now you know a vp gm. Which i'm really proud and excited about and And yeah i feel like i'm in a really great role. Right can make a big impact on the careers of our of our folks drive to mercy inclusion and drive the business results faster than general market because the population is growing so quick so and There's just so many things that are benefiting from being in this role that That i'm really grateful about. But that's kind of the the journey really. It was not linear at all Did not start off wanting to and marketing that side of my brain and that analytical process orientation i think does just a market yeah i think increasing edge to a home maybe ten years ago when you made the original switch i think today it's much more analytically rigorous than it has been in the past But yeah no. That's that's phenomenal. And i've had a few folks on the show. That have transitioned from engineer to sales marketing. And it's it's funny the way you went through that transition in how you described it because a few of them have described it similarly meaning they. They went from engineering the sales and then they realized my words not yours. How bad marketing screws it up. And they need to go help marketing. Try to figure that out because it it comes down to the sales folks at some level whether their marketing is getting it right or not so. It's an interesting learning curve and A pathway that. I've heard before. So what would what drove what drove the creation of the hispanic business unit. And how are you guys thinking about like measuring success. That's a that's a big scene seemingly to me as an outsider like it seems like a big big thing like a big shift in how you're organized. Yeah this was created. I believe in twenty eighteen by out. Carrie who at the time was still pepsi. Co when of are really incredible leaders kirk. Tanner who's our ceo and My current boss. Greg lyons our cmo and they just really realize that you know the hispanic Business is untapped potential and if we have a fixed mindset about it and we're not going to capture that growth and So what's the do different because in the past. Yeah we had a multicultural team. That definitely had A role but didn't necessarily have ownership and so the do different had to be to create an organization that was dedicated to this and have the right resources. And that's what they did and And it's been pretty successful. Ever since the the key measures to the other question you had really is around. Hey can we help grow faster with hispanic consumer than the general market. Can we help build equity with this fan of consumer and And those are some key metrics we look at and so far. We've we've been We've been pretty pretty successful doing that.
MBA1707 The Truth About Viral Marketing + Free Ride Friday
"If you just get your video who get your product your service out there and the right person re tweets it. It's going to go gangbusters. you're gonna explode. You're going to crush it. I'm sorry if you're leaving your success up to luck you're asking for trouble right. You're asking for disappointment. Another version of this is like. Hey if you know how to market your content or market your website or market your business with these growth hacking special viral marketing tactics. Then that's all you need to be successful again wrong. And today i'm gonna just plainly tell you how you go viral in business. You cannot grow rapidly or explosive growth. If you don't have something called product market fit this is ruled number one in any business. What is product market fit. This means that you have a product that the market was once they crave they are willing to give their hard earned dollars away to make it happen to get a piece of it. Your product doesn't have to be a saving cure but it has to be something that people really want. It could be entertainment. It could be for pleasure. You could be something just for fun but it doesn't in a way that people are like man. This is great. This is amazing. I've never seen something like this before or nothing has ever done it this way before. I gotta have it. That feeling of i gotta have it. We all have had it as consumers. We've seen something. Like oh i gotta get that like. When the first iphone came out in two thousand seven everybody was like that's incredible. The pension zoom the scrolling. The huge screen was huge back. Then right apple enough to do some sort of viral tactic or some sort of growth hacking to make it happen. They created a product that people craved. So if there's any advice. I can give anybody in. Business is that you need to create this kind of product. That's where your focus should be above anything else whether you have a product or service any kind of his whatever. You're offering your customers if it solves a paint if a fulfils a need to particular marketplace to particular audience your life. Your business is going to be so much easier and you're not gonna have to worry about tactics. You're not have to worry about. How can i get this in an influencers hands and it doesn't have to be something. Totally innovative let me give you an example Our advisor at weber. Ninja dan martell. He's also my business coach. Now there's a lot of business coaches out there okay. But i don't want any business coach right. The reason why. I worked with dan mortels because he specializes in sas businesses suffer as a service businesses. He's dedicated his life to helping people with sas businesses. He has the number one sas business youtube channel and to be quite honest. I don't really know any other sas business coach. When i heard about dan he was just the guy. He's the guy you got to go to grow your business. So it's nothing crazy but he nisha down and he specialized and he's not worried about all the different kinds of businesses. He's serving ecommerce or worrying about people that are In the services or mom and pop shops he focuses on software companies and therefore when a software company the coach. He's easy to find right and of course his product his services great. His son is great attracts to write clients but the point here is that product market fit. He has a market of a lot of sas companies out there that are looking to move up in their game. They're trying to get better. They don't wanna go to orana mill coach. That really doesn't know the ins and outs of scaling sassus again. Let me give you another example canada. You don't know about canvas. Canada is a graphic design app that anybody can use. Did they invent and graphic design. No of course not had photoshop decades before them but why is canada. A six billion dollar company. Because they're like hey. Photoshop has complicated. A lot of people. Wanna make flyers. They wanna make banners the one crepe powerpoint slides though on the cover are on their facebook page and do them. Photoshop is really hard and complicated. The created an inferior product to adobe photoshop. Right you can do things. The full shop does in canada but the fulfiled a need right people on do some graphic design some quick mockups. They wanna do it. Get in get out. Publish it over. They don't wanna necessarily higher designer and they don't wanna surly wanna learn a complicated software. Product market fit boom. Canada doesn't need to sell anything they don't need to promote anything. The product sells itself. It serves a need. The next thing i would say is that it's not just important. Free to have product market fit but your product has to be good has really be good. You can out market a great product. That's just the truth. Tesla has recently become the most profitable car company in the world. They do zero marketing. They do zero advertising no billboards commercials while other car companies. Spend millions of dollars every month on. Just how could they be the most profitable car company because their product fits the market right. The product is desired. People wanna fast electric car. That looks good. So you can just put aside that you've heard of a viral marketing and influence or marketing election stuff and really just focus on creating a fantastic product that people love that while people that delight them when they use it. They just can't help until the people that's the truth if you don't have a great product you're asking for headaches so what you want to do is focus eighty percent of all your energy in your business on making your product solve a specific pain for your audience really really well find out what your audience hates about the other products in the industry with their annoyed by it and solve those problems in your product. Do it so well that they can't ignore you. Base camp is a project management software. It's a self funded business the do minimal marketing okay. And they're competing against some huge players. Trello asana jira very very well funded companies and yet. They make one hundred million dollars in a our annual recurring revenue. Why because the solve a specific problem. Their product is perfect for an audience. It's built for people that work as synchronised the have remote teams that are businesses like. There's everybody in that. Circle is going to use basecamp. It's a no brainer. Because they solve the problem better than the competition. Don't try to serve everybody. They service specific group and they do it so well the focus on making it simple they focus on making exceptional so the truth of the matter of viral. Marketing is if you want your product to be known and to grow fast and people to talk about it. It's gotta be great and it's gotta solve a specific problem for a specific group of people. Now when i say specific group people on our talking about five people. Obviously the market has a lot of people. So you can take a slice of that market. You don't need millions and millions of users or customers to be a successful company you can have thousands and be amazing and be a market leader in. Your niche is nothing better than creating a business a product. A service that sells itself. I more today's topic but before that let me give loved the sponsor webinars. We know how well they work to generate new business coaches consultants and other creators. We know that online marketing is ten times more powerful and you add webinars cheer campaigns. But what's the right platform to use. What's the easiest which platforms can integrate webinars seamlessly into the rest of your marketing infrastructure. And do it all at the right price. Take a look at our very own webinar. Ninja the user. Friendliest webinar platform ever create live automated series and hybrid webinars. Make them free or charge. For valuable lessons
How to Take the Guesswork Out of Branding
"Leaders of all kinds it has been included on lists the best podcast to listen to and that is because of the guests. these are people who have expertise in particular areas of business and they join me for conversation where they share that expertise with all of you. Today is no different. My guest today is melanie go. L. melania has a brand strategist for small business owners and author of the book. Unique six simple steps to creating a highly effective personal brand over the past six years. She's developed value propositions and brand strategies for multiple startups ranging from small fintechs to giants like tesla. Today she's teaching founders and business owners had a position themselves and their businesses strategically for success. Thanks so much for joining me today. Melanie you so much. Thanks for having me excited. They beat. I'm so glad because i'm excited to have you here now. Let's let's talk about branding. Would you give the listeners. An idea of what branding is. I always feel like there's some misunderstandings about it. Absolutely a i love that you that you hit on that right away because think there is a big misunderstanding. That's due to the sort of weakness around branding So i think that there is not necessarily like everyone knows that branding is important but just a few really know what it actually is. So branding really is a reputation management so If you want to do branding for your business or for yourself what you basically do is do think about what kind of reputation to i want to have. What Do i have to do to get to that reputation that would be the marketing activities. Or the outreach. In general and the third one is what do i have to do to maintain the reputation so these are three things that are or three questions that are essential. And i think if you can answer them than you have like a way. Last week idea of what branding is raid so just by having even by knowing that it's about reputation it's about recognition It already you know. breaks down this very big term. Branding
The Modern Saas Sales Leader Needs to be a Full Funnel Leader
"Be a great time all right. Everyone welcome to manage in summit. I'm here with the suad. Sate president of growth. Zandt i thank you. Yeah thanks for joining us swat. So today we're going to be talking about why modern sales leaders and sas need to be full funnel revenue leaders Before we jump into that tell us just a little bit about zan yourself. Yes sure thank you for having me today. i've been really excited about what you guys doing funnels You you seem to have had found a very very hot part of the market. Everyone is moving into a digital footprint out there and so we're happy to partner with you Yeah we had. Sand are bring to market a product for a price sales engagement. But that what we mean is. We provide technology for sales acceleration. are produced by sales development executives in order to accelerate their pipeline development. The hardest part of the job which is out of i talk to strangers and convince them of my value proposition that i can sell them product and we cover dot portion of the funnel if you may and we do it with our own special secret sauce of artificial intelligence that we called byron intelligence in which we have behavioral dater data about people and who are the right target prospects who are not and how to engage with them effectively. The archaic way of talking about ourselves is that we are the ways for sales a few ways app. You can tell. It's not just a. It's not just a simple map and gps application. It actually has rich data about people who have gone before you went are. -application is the same way for sales professionals that they have lots of data about who to contact them with the right people to talk with setris. Oh so that's why we think we're great partners you help. And we help accelerate that demand into real opportunities to turn into rail revenue so excited to be here. I'm old hack in from the software industry. I've had the pleasure of being all the way from a suffer engineer. To a ceo to a business. You didn't do a business. Unit leader both at startup companies with zero dollars in revenue all the way to a ten billion dollar valuation of a publicly traded company. I if you were to say what. I've done over the last decade. I spent a lot of my time. Trying to hack the code in what makes product distribution the combination of marketing in sales highly effective for companies because my thesis could or indifferent. Is that the difference between a average company and a rocket ship company is really cracking the code on on product distribution and so if you can crack the code on that then you know. Even average products can be great. A case in point is microsoft. They had highly average product with incredible distribution. Dna became you know.
How do I market a local healthcare clinic?
"I want to start with that document under who asked today's question tried. A bunch of things tried a bunch of things before asking. This question tried facebook as as a website. Did some free consultations kind of struggling and not really sure how to market the physical business. The physical clinic in the area in malaysia. So today my job is to help document on d. and everybody else who's listening has a physical business and give you the fundamentals the things you have to do to market that business. This is basically going to help you get people through the door okay. Everything else is kind of window window-dressing it will be sickly. Be adding fuel to the fire but if all some of the things that i mentioned say it's going to give you a good chance to get people to get your business to learn more about what you have and become a customer. First of all dr mandate mentions a website. A website is a must have regardless of physical business or an online business. This is how people find out about you. You want to own the narrative about what your business is. What is it about. You want to tell the story of your business. You want to give the information that people are looking for. I wonder if this business does that. The other thing. You have to answer the questions and you do that with your website. Your website is also a great way to be found when people search now one of the things that you need to understand the physical business. Is that search engine. Optimization is going to be your best friend because this is how people choose where to go for something like an aesthetics physician right to go to a clinic. They're gonna shop around. They're gonna do some research and they're going to do through google so you definitely need a website because google wants to see that you have a presence the second thing. Our argument other than a website is listing. Your business on google. Google will list your business so it's found as a local business that means when somebody searches for your business or searches the keywords in her business like aesthetics physician. Your business shows up on google if they're in your local area. This is incredibly important because you automatically get exposure just by being in that searchers local area just like if i write italian restaurant on google. It's gonna show me italian restaurants in my local area. So how do you get listed on google. Well it's actually a pretty simple process You can fall. The step-by-step process by literally writing list. My local business on google on google right then the in the search box. Google gives the steps. Okay but basically google just verify you are actually a physical business. And they're basically going to send you a postcard to address of your local business that it's going to say in google your local businesses at a certain address. It's going to send that postcard address and postcode will have a code will tell you this website. Enter this code. This will verify that this is actually a real physical business located at this address and once you do that. You can update that information on google and you'll be listed. This is actually rule number. One you gotta do this. You gotta list your local business on google. So people could find you locally. Now that you're listed. Google reviews are really important and they will get you to the top of that list when people search for your type of business in your local area so this is incredibly important. When you have a new business is to get people to review you on google. Now if you're on a clinic you have an advantage of the fact that people are filling out forms. They're going to spend a little time. You're clinic asana fast interaction. So even after their first consultation you hand them an ipad and ask to give you a review on the spot as soon as the concentrations over. It's going to take two seconds and it's okay. They've already spent thirty minutes to an hour. They're not really in a super super rush. Not going to do it but more people than not will do. And you'll get the reviews. You need every time. Somebody comes in for a consultation. I know you need some foot traffic to make the happen but this should be a practice. Should be procedure. Every time somebody finishes any kind of consultation give you google review next. You need to look into your local area and find some partnerships you need to find other businesses that will have similar customers and partner with them. Money you an example. My local burger joint has a deal with The local cinema where they have a dealer you by burger and drink and you get a movie ticket for x. amount of price so it's like a bundle deal so in this case. The theater is benefiting because they're getting free advertising. They're getting free marketing from this burger joint now in reverse. The theater will do a similar bundle deal. Advertising to the theater goers go and grab a burger from this local burger joint now if you have aesthetics clinic you may want to look into the local dentists. People that go to the dentist are often doing it for cosmetic reasons not just for health reasons and you can do some sort of partnerships or sort of deal where you can give them sort of discount. Some sort of bundle With every purchase of something at the dentist like checkup or a whitening and you can do the same for the dentist on your side. The players is that you're not just blanket advertising to every single person these are ideal customers people that are willing to spend money on the same things so somebody who's willing to whiten. Their teeth is going to be willing to do something at your clinic. They're willing to spend money at what you offer. So the deal makes sense for both not only the customer but also you in the dentists next if you want to do a mass offer and get maximum exposure you should look into offering a deal on groupon now. Groupon is not a money maker. You have to see this as a customer acquisition tool often people break-even they don't really make much money on the group on deal the whole point of getting the group on just to get people through the door so they can come back and be a repeat. Customer group demands that you actually have a pretty lucrative deal pretty attractive deal and of course they get their cuts at the end of the day. You probably don't make much money but again it's a customer acquisition tool to get them to really love your experience and then come back for additional consultations next some of us. We tried to get more and more different customers. Instead of trying to get the same customers to come in more often is another way you can grow your businesses. Hey instead of trying to get fresh blood incentivize your current customers even if you have five customers that once a year have five customers. Come once a month. You just went from five to sixty sales and you could use bundle packages. I don't massage therapists do this all the time. Where you they can buy in bulk where they could buy six therapies in one shot. Another method is what is done in the restaurant business. Where when they come in for the first time after the first consultation you give them like a card that entitles them to something for free with their knicks consultation. So for example. If i was running a massage clinic or massage shop. I can give him a card. That says you're going to get a free twenty five minute Foot scrub with your next treatment. So it encourages them to show up and comeback and even though you're giving away a twenty five minute foot scrub they're coming in for a consultation and they're getting another experience another win and it becomes more of a tradition more of a regular staple in their life to come to your shop to come to your business.
Avon Rebrands Amid a Surge in Reps
"Month brought big changes to a beloved brand avon. I made a name for itself by offering housewives away to earn independent income by selling skin-care perfume and cosmetics from home but the iconic american company is no longer an independent corporation or based in america the household name cosmetics company is now to companies owned by two different international corporations south korean consumer products giant elgin household and health healthcare which bought avon's north american business and brazil's largest cosmetic company nature cosmetic os which bought the majority of the company in a deal that closed this month. Lg is also a significant investor in the net. Sure deal. it's another end of an era story which has been a familiar. Refrain of late for nearly a century and a half. Avon's presence has been a constant in the beauty sector. Now you'll say lights from the beginning. Avon was a trendsetter decades. Before american women had the right to vote avon founder. David h mcconnell gave them a chance to earn an independent living. Mcconnell was a traveling book salesman who offered perfume to his customers. As a perk. The perfume was so popular that he soon created his own product line in the late eighteen hundreds. He recruited women. He met during his book selling days. As the first quote avon ladies in the century that followed the company became a direct selling amazon with more than six million home-based representatives at its peak. But the beauty behemoth suffered an ugly fall in more recent years value plummeted from its peak of twenty billion dollars. The company struggled to keep pace with changing consumer tastes one forbes. Report blames the company's decline on a failure to adapt to the changing role of women in the workplace. An ill conceived plan to crack the retail sector in stores like sears in jc penney after well known ceo andrea junks. Ouster in twenty eleven one citigroup analysts said quote. You guys are so totally screwed up in. So many ways that change has to be radical a report in fortune recount. The company also failed to anticipate new competition. Both from companies like amazon and from upstarts like rodin and fields. That's the skin care. Brand behind the wildly popular. Acne treatment proactiv rodin and fields was purchased by estee lauder three years later and converted into a direct selling company. The brand now grosses more than a billion dollars a year. Largely because tech savvy. Soccer moms sell the lotions and serums to their pows by a social media but avon may win the beauty competition and the end. Direct sailings appeal has faded in the us. But it's still a popular concept in many other countries and the new international focus means avon can better capitalize on hot markets like the uk where pandemic job losses led to a one hundred percent surge in new rep sign ups last year and of course avon will still be doing business in its country of origin. So if you need glimmer sticks or skin so soft well fear not. They're still just a socially distanced. Quarter away
How Can You Improve The Effectiveness Of Your Google Ads?
"Hey there eric j olson. I recently reached out to the folks over at rival digital our sister company and asked. Hey is there anything you think. I should address on the podcast and eric thomas. The president arrival digital said. Yeah i think it makes sense to talk about how your quality score in google's ads can improve if you have specific landing pages that are specific to the phrase being advertised in clicked on. This is a lesson learned that we've also taken over from array digital uber to rival digital with no of both companies. Now that you really actually you. Don't you do not want to drive traffic from google at or really any on add to a generic landing page. Ideally and this is what we do for a living here every different kind of message that you have in google or even a facebook ad when you click on it and you go to a web page a landing page you want that message to be carried over to that landing page and the more the better so if a particular specific word is used you know like when someone queries google when they search on google and then they get your ad if they see that word and then when they click on the go over to your website. Nfc that same word again if you can get tight and not only for one word but for loss of different highly variations of the ad. Herff it you want what. They searched for one they see in the ad and what they see in the landing page to all match and make says i mean. Think about it. If you're searching for abc one-two-three an ad comes up. That says something totally different. You're like that doesn't make any sense. But if the ad says abc one-two-three and you click on it and you go over to the landing page. The landing page says get abc. One two three like this is perfect for me. Make sense right what you search for is the idc and the ad dc takes you to a landing page says exactly the same thing. That's what google refers to as the quality score and you increase your quality score by making sure that messaging is consistent between what search for the ad and the landing page. A lot of people. Do make sure that the ad says what the actual query with the person entered. They make sure that it's pretty similar. But oftentimes they
Optimize for Success 2021: Put Storytelling at the Core of Your Marketing Focus
"You can develop so. I'm doing both and it's really exciting. So i'd like you to peel back a little bit on storytelling for those. Who don't understand what that role is. I hosted chief storyteller. Steve clayton to speak to a group of early career professionals. When i was leading that program within microsoft and so i know a little bit more about it but i don't think many of our listeners do can you describe what that role is what the function is. Yeah you know satya. When he came on board a little over six years ago. I think almost seven. Now you know he he. Does this idea of leading with empathy. We were asked you know at microsoft. We were these. I know it all and we were transforming ourselves into becoming learning loss in so that just really was a culture activation that he brought on in. We began to invite people. Such as steve to be he became the chief storyteller. With this idea that we would have storytellers microsoft and we actually today have four thousand worldwide. Four hundred. Hq within these functions. So it's not this. One thing of a storyteller is one person that's communications or branding or marketing. It's truly the activation of culture through telling the stories in so the chiefs storyteller steve. He serves as our hours are ahead guy. He leaves us in the mandate of culture activation and enabling storytellers throughout the business functions. I love that you talked about the activation of culture. I think that a lot of organizations don't get this piece and i coach organizations on mindset. Another one of sasha's principles right a growth mindset but i also talk about branding and i think that we in the tech sector in general and also microsoft partners have a little bit of a gap here and understanding. Branding i know this is an area of focus for you as well. Can you peel back a little bit more with me on this. And how the two correlate absolutely so actually my book is about brand storytelling not just storytelling and into me. What i've learned in my own trajectory is that the brand has a responsibility to continue. Reminding people why they exist at the course that origin story. Why why are we still here. Why is that important to the market. Why are services or products important in relevant in the beyond that is continued to also keep telling them in reminding them how they're getting to the market in what they're doing to continue to stay relevant so it's the approach of the brand's story at the origin level and then the approach of of keeping on top of customers mines that why in that relevancy especially as we move through so many ambiguous environments such as market trends in we have Alpha's coming into the market as well and so there's so many contending trends that continue to evolve in we. We don't have it but together. It's there's this evolution at the story continues to evolve setting that tone with the story for the origin story and then designing stories that continue to remind customers why existed they should care is very important so i'd love to dig into this really terrific book brand storytelling customers at the heart of your brand story. And by the way. Congratulations you just want a stevie award for women in business category. that's amazing. What was the genesis. Just really terrific. What was the genesis for the book. Yeah i was actually. I was in london at the time. Ed talking about what we were doing what we are doing at microsoft. This work began for me specifically in core services engineering. A lot of people got curious. What are you doing as a storyteller microsoft. What does that look like. Especially in engineering. You would think would sit in branding marketing and so. I began to speak outside microsoft and talk top brands about the work that we were doing. The things that i was learning specifically my space in the publisher came was at one of these talks. I was in london and they said while you should really put this in a book format. I don't think i can do that. I was like. I'm not an author and we actually went back and forth. I was not immediately warm to the idea of a buck but you know she really pressed onto. Tell me that storytelling needed to be democratized in. That's when she hooked me as a publisher said while that that's really resonates with me. People leave storytelling. They think it's big for leaders or for politicians or preachers. It's not for me and it is for all of us. So i literally spoke about my own journey of becoming storyteller and discovering we are all storytellers and
How To Use Your Brand As A Sales Tool
"My guest is laura reese. Laura teaches entrepreneurs and small businesses had a used. Their brand is a powerful sales tool and as a way to accelerate the sales cycle over the past twenty years she's worked as brand strategist happy writer and creative director. Supporting some of the world's most recognizable brands some of the world's smallest companies and lots of organizations in between. Thanks so much for joining me today. Laura thank you diana. I'm so glad to be here. I'm thrilled to have you here. We're gonna be talking about Using your brand is a sales tool. And so i think i'd like to start with asking you to define what a brand as well. I hear a lot of people say no well. We have a logo. So we're good as far as branding. But i think that a brand is about a lot more than that. It's about the total experience that your customers have with you with your business. Lagos definitely part of that because it ideally should represent an reflect that that experience. But it's just a really small piece so at a base level and especially for small businesses. Your brand is going to boil down to two things. The first thing is how your company serves customers. So that's how you solve their problems. How you meet their needs how you help them achieve their dreams goals and then the second thing is how you express that externally. Let me think about a big brands like nike. I love that example. Because they're so ubiquitous and everyone so familiar. What their swoosh and their tagline the way that they really serve customers is they provide shoes in athletic. Wear that's designed to enhance performance on. It gives you confidence to play at a high level. Let's not very sexy to stay right. So even though that's the foundation of what they do the way they express that is by showing you ask needs and by saying. Just do it okay. So let's talk about like the. Are there similarities between like the nike brand and a brand for a small business. Are there differences. The tana's definitely so when you think about a brand for any size of business you're going to have a set of foundational things. That are the same so nike knows. Its customer nike knows. What messages resonate. It knows its personality. It has a set visual and verbal tools that it follows in every execution of its brand same holds true for a small business that these are the same foundational elements that i teach my clients. When we go through my branding framework. you know. It's the same thing to finding your customer knowing your messages knowing your personality in how you execute that the biggest differences that you're going to see is the scale at which you can execute your marketing tactics so nike can. We're lebron jeans and serena williams that you probably don't have that kind budget as business. Great okay so that makes so much sense to me now. Oh shoot. I just had a question totally left my head Oh i know what it was when you were talking about defining your client. I find that companies are reluctant. I will stay that business. Owners are sometimes reluctant to engage in that sort of definition. Because they're afraid they're going to leave people out or leave you know companies out customers out that that they wanna be pretty broad. It's so common. And i think that that fear is real. I faced it myself as i've defined my brand for my own business. You wanna make sure that you can help a lot of different people but what you're really doing when you are talking in generalities is you're saying things that are kind of the noah and no one is going to pay attention to so the more tightly you can zero in on your target customer the more you can know that person to know their their pains. Pablo what it's gonna look like for them. If those problems are solved the more that you were gonna stand out to that person and you know if you think about one target client. It sounds crazy because of course you need more than one client business running but when you create your brand and then the marketing that follows from that if you have one specific person in mind that you are talking to. It's just going to be so much more concrete and so much more real have so much more emotion and passion that is going to be communicated to everyone is going to be so much more effective for you Right 'cause the messaging is so specifically targeted to that audience.
Using LinkedIn to build your business and brand with Scott Aaron
"I'd love to do. We're going to deeper into linked jan and how you've been leveraging in using it because what we're saying to people is look leave untapped opportunity on link jin to really take the time now to build those connections because the seeds that you start to so now i going to come as you develop a nurture that just like farming going to seed and sprout and what you do now is going to impact many months down the track which is cost. Scott is what happened she you but before we move on sometimes we do need to plow that field a little bit talk about some of the ways that you overcame some of those obstacles new sites. Actually you'll superpower because sometimes when we are sitting in that situation off want now. Everything feels and seems hopeless. We're not able to take on any new learnings. That really could be the solution to moving forward because what happened to you. of course. it's taken that trajectory in a whole other area. Which now you'll specializing in. So what are a few words of advice some insights maybe around becoming obstacles that that becomes a superpower being resilient and that that can sort of late to successes and then i think jive deeper into to the link. Jim but what are some Insights you wanna share here. Well it actually. It all came about two different things so just four and a half years ago. I filed for personal bankruptcy. And i am i i. I don't believe you can go any lower. The net point now to preface. That i had a successful coaching practice. I had a successful online wellness practice but the gym was failing. It was losing about three thousand dollars a month. I was the personal guarantor of the lease and for business owners. That don't know what that means. When you're the personal guarantor of the lease your financially responsible for every dollar. It's owed on that least whether it succeeds or fails and that was about four hundred and fifty thousand dollars of liability debt. That was in my name. And i met with my business attorney and he said listen. You got two choices. You can continue having your two successful businesses fund. You're failing one or you can file for personal. Bankruptcy have cleaned sate slate and start your life now and when he painted that picture for me. There was no hesitation. A lot of people. That may be here that they're like all my guide. I might be faced with filing for bankruptcy. I didn't hear your life is going to be over. I heard your life is about to begin. Because this emory this was my opportunity over an eighteen year period that i was finally able to start doing things on my own my own way painting the picture that i wanted to paint carving the path that i wanted to carve people think that life is a straight line. Life is not a straight line there. Are you know again. We're in a very unprecedented time rate now in globally a lot of people have. There's been a lot loss. There's been lives lost. There's been Relationships lost there's been memories and precious time with loved ones that are lost but again we've all been through our own form of personal pandemics whether it's divorce whether it's bankruptcy whether it's cutting ties with family member whatever it is but the one thing that always kept me going was knowing that i couldn't control anything that has happened. Can't control it. It's early in the past. And i can't worry too much about the future because it hasn't happened yet and remember reading. A book called the power of now by eckhart totally and he talks about just and and this is m read. This is my the foundation. That i always come back to whenever there's a wall kicking moment whenever there's a hiccup with something that's going on. He says in this book. There's three types of people there's people that live in anxiety there's people that live in fear and there's people that live in peace. The people that live in anxiety are the ones that are constantly replaying the tapes of their past that are keeping them where they don't want to be the people that in fear are the ones that are so fearful of. What has it happened yet. They are paralyzed with what's going on right now. And then there's the people that live in peace and the people that live in peace are the ones that are living in the time period. That is the only time in our life that we can actually control which is the now the present moment which we are in rate at this time so when i started to think about that i knew no matter what was going to be thrown at me. There is a solution for every problem. And you hear it. All the time live in the solution. Don't live in the problem if it's already happened. Okay i'm going to work through this. There's a there's a way to figure this whole thing out and i had to remain grounded. And that is what's really enabled me to continue to thrive whether there's a pandemic or not it's allowed me to overcome those obstacles. I'm not saying that there is no emotional scars. We all have. We always carry around emotional scars. But it's how we process and handle them and grow from them and it's also allowed me to become resilient it's allowed me to understand and take conceptually know that no matter what the universe is throwing at me it's going to propel me to something greater and i look forward to those challenges because we are challenged when something is thrown our way and we are growing. We become better definitely and you being in the background. The jim knight building muscle. When you're lifting you tearing muscle a posh to make wine. You'll crushing those grades. And so to build resilience. You have resilience muscle. Guess what in asia guy challenges and obstacles to be able to learn and grow and because of that you'll now able to share how you you'll leveraging linking because that was something that the kind of apparent to you. Hey i can connect with all of these people. So what i've got. I've got gone in john beforehand. Is i have actually let me. Just see if i can bring this on. Looked you up on lincoln and they guy we've got. Your leak did profile so i'll go. That might be nice to have been. But you know you talk about the best use of linked into build your business and brand. What would you say have been some of the key insights. You've learned through leveraging region. Some of the how. To's that really have made a significant difference in how you have leverage in the outcomes that you and your clients are now getting through using this platform. So i called the layer cake of lincoln and the four best practices or best things that you can understand the way that i call it. A layer cake is because there's a big layer medium layer small layer and then a tiny layer and the big layer is your profile. This is this is where people get to know who you are and what you do and actually if you scroll down a little bit and maria on my profile you'll see under the highlighted the featured information rate. They're on the right hand side. There's an optimize linked in. It's it's a free download That i have where it helps. People start to optimize a pdf. That goes over the specific sections. And i always talk about making sure that you have a clear and present headshot you have a background photo that is branded to you. the about me section which is very very important and the two best tips that i can give you for the about me. Section number one Actually three making sure. It's in first person you don't want it in third person. Make sure it's in first person number to make sure it's two to three hundred words in length that is leading the reader of your profile. No here's what i do. Here's how i do it. And here's what i do for clients and finally a call to action. So is there a website you can direct them to. Is there an email. They can contact you out so if you go to the bottom of that you will see that. I put a call to action. Connect with me here. Reach out to me here. Give people somewhere to go. The experience action is also very important because the experience section. It really allows you to pudding key words and what people don't understand is there's something called seo embedded all over our profile which means search engine optimization so are linked in profile so emory if you open up another window and you just go on google and i i always do this with people and you open up another window and you just type in my name and you type in scott aaron One of the first things. That's going to come up with a google result on the first page is my latent profile. And are you talking. Yes and why. That's so powerful. So that means that you're profiles because microsoft obviously works in conjunction with yahoo with being with google so now when people are searching on google the redirected back to your page. So you can see rate there. My linked in profile is the third result on there.
How Docket is Revolutionizing Meetings Through a Product-Led Model
"Why did you start docket. Like what was the kind of story enter in the company and has your growth been surprisingly accelerated due to the year. We've had so yes to the second question. But i i have been in indianapolis. My entire career been technology mind tire career. I've been a junior developer at an early stage startup of ten people. I've been mid-level manager at a high growth company exact target and i've been a c. Level executive of publicly traded company in the one consistent thing through all those experiences no matter the company culture or the position i was in it felt like to high percentage of the meetings. I was in felt like a waste of time right. Just felt like they were often covering the same conversations the same topics over and over again and so As i started looking around for what. I really wanted to do from a career perspective. I really wanted to build a company. I've built lots of products built. Let's teams And i really wanted to focus all my energy investment into starting something from the ground up and this just seemed like with the technology we have in place today in with these before. Covid the slow move to video conferencing and this was a prime time to really bring the technology to the forefront in a collaborative way and really make this problem. Go away for for the average user so we started that and we saw immediately you meetings or something that people have an almost visceral reaction to when you talk about them and so it's a universal problem and we saw that immediately when we put your just simple website a little bit of of social of campaigns to drive awareness and it was immediate people were attracted to the solution started signing up starting using it and then when the pandemic hit obviously you had this huge focus on the need to find these collaboration tools. These tools now suddenly every conversation. You're having is a meeting right to make sure that you're being as productive inefficient as you can. Because it's very obvious on on a remote setting if you're wasting people's time and much more so than in local setting in fact so we've seen that huge ramp up and that lift and we early on identified zoom as a strategic partner for us. We wanted to make sure that we were in lockstep with what their road roadmap wasn't what they were doing. And that's paid huge dividends for us. Yeah i really wanted to get into. Because i think at marketplace is going to spawn simply the successful companies coming back to a couple of things on docket. You mentioned. I think you had fifteen thousand users and you mentioned kind of product lead so looked of dive into how you got your first kind of thighs and customers and then just get into how you the founder strategically thought about your go to market from the outset in how you thought about product lead so i kind of dive into customers or users High did you get from zero to like five customers or your fifteen thousand users in such a short amount of time for productivity growth company the user acquisition just has to be incredibly cost efficient right so we started out even before we had a website we started generating content that we would host on the website around just meeting management topics that focused around have productive meetings different types of meetings. That type of thing so seo is our kind of long term play. They're just generate content generate Organic users to the site and that's been working very well for us another aspect of what. We're we do. Obviously is meetings are naturally collaborative in nature so if one person finds dockets signs up starts using it for their team meetings. The other people in the meeting notice that the meetings of ran much better. There are artifacts out of docket agendas. Recaps that are branded docket. That are sent to people and they naturally click start signing up and start using it themselves so we have a very high percentage of of users that come through that viral aspect of the product Outside of that we did start playing with social ads in social campaigns. Just to see if we could drive interest and that was immediate it was. It's very easy to track people to this solution. Because the problem is almost universal. I think it was one of the finest bloom talked about the fact that they would if they had to create another company they would never create a company that didn't have inherent virality the the product like. They've they've learned the lesson that if the product itself is inherently viral things become a lot easier thing what. What's actually hard is not growth. It's monetization into a couple of things that that i was reading. Great tweet from david stocks just by sas companies and that also companies should try to think about teams and versus users. And this is like a good Thought exercise here and just hearing how you think about it because meetings could be a individual user tool and you could upgrade based on number of meetings. I actually don't know what your price is finite or you could try go for like large teams in large companies. How do you think about that as a user team till we Initially focused on the end. User your individual pain and our roadmap in our overall growth strategy is moved from individual team to business enterprise right. I mean just have have the natural growth that you're going to see from adoption of of the product itself lead into the roadmap and support large larger organizations. And so with that the way we've built docket as there's limitation on the number of meeting participants there's no limitation on the number meaning. You can have in the free version. It's use it as you can as best as you can to get more and more people onto the application and then we have a features in the first paid tier which is really for the small teams to help drive that conversion into that paid tear. You get more value out of it as you begin. Use it in team aspect you get some more consistency around the usage of the product and then the outcomes of your meetings are more productive overall Drives natural adoption. What are the interesting things that i love to get your thoughts nece. 'cause you're innocent under space I'm sure always trying to figure out your price packaging. So we had joe thomas. He is the co founder of loom. That was some time ago. Actually when they were earlier stage and they actually were going at a similar path. 'cause we were early. Adopters dot used loom at spread within a company. And it was they were basically trying to get as many individual used products as possible many users and they were then trying to upgrade your team based features recently at they switched the price and to monetize of the core value which is just anyone who's creating a video you can get five minutes or you have to upgrade to get any amount of minutes and so it seems like you're kind of going on the path. They initially went down. Which is like the is the core value for me actually immediate and then you wanna try to price team based kind of features and did you ever think about what kind of business it would be. Just kinda monetize the core value which is the need for the user. Absolutely it is one of those that we're still very early stage and we plan to rate quite a bit on pricing and packaging to learn. Because you you have hypothesis is you start out. But you really don't know We're seeing Good conversion rates On the paid tier as is but there is a large opportunity to to experiment with that especially as we move especially from a small teams into the large organizations where we now have organizations that have hundred seats four hundred seats. That type of thing is what's the value to the organization as a whole it had to be priced to make sure you're giving the premium
You Should Brand It For Those Who Don't Understand It Too
"Normally. When we think of branding we think about something. That helps differentiate al product from another for people who know what they want. So you know you want a laptop computer. You've got the choice between lenovo brand or an apple. Mac book brand for example. But today when i was out on my walk on the street and not in the park because close my park. I saw an example which i think explains why you be branding things for people that don't understand it because coming towards me on a car. I saw one of those rooftop storage box things. And i'm thinking to myself what they actually call. That was a long walk a couple of hours so your mind starts to wander and you see something like that. You start to think. And so i'm asking myself. What was that thing called. I couldn't actually remember what it was called. And then as i'm having this thought as this cargoes passed. I can see the brand on this thing. Takeuchi aka and it's very well branded along the side and also along the back and so now when i want to go and find out what that thing is instead of just searching for car rooftop storage box thing i'm gonna typing the word taka the brand and so now that brand is cemented him my place. Even though it's not a product that i've really thought about buying and it's not a product that i've really seen very much around and the idea of having your brand on stuff not just for people who know what they want for people that don't is i think something that sometimes escapes us and as if to prove my point about twenty minutes later a naveh compost having another one of these storage boxes and i still can't remember the brand all met box. It wasn't very well branded. Eat some i think it was. J moti 'em or something but it wasn't very clear branding. They really hadn't thought much about the branding for passing by traffic for example and for people who didn't really know the difference between the brand and another so. I think the listening that that i picked up at least was that when you branding things don't just think about branding it for market. Who understand you'll product. Think about you'll branding for those. That don't understand it. Because if i don't understand it and you branded then all of a sudden your brand is the one that i recognize and your brand is the one that i will go back to
What is a Golden Toilet Website and Could you Possibly have One with Steve Brown
"What is a toilet site. And why i i mean. Everyone is listening rather listening in watching. It may have one of course. So some brian. I you know in the years that i've done this. I would have all these business owners come in today and say steve. I think we need help with our website. We need to redo our website. We need to show. I think we need show on social media. And and then i. I think we got to show up at the top of a search somewhere. Though what i realized was what they're really saying is look steve. My customers are expecting me to have a good online platform. I see a competitor's other brands really killing it and i feel compelled. I need to step up and transition from traditional marketing in the modern market. But i don't know where to start so being an entrepreneur. What's an entrepreneur. they're gonna do it anyway. They're gonna figure it out right and they were using the words. They had to tell me what the subtitle was on that on that foreign film they say website. But what they're really saying. Is i need figure out its platform thing because that's where a world is going but every day when you're called and someone calls and promises you that they can get you at the top of search and they're calling every day and you're seeing social media post your being brainwashed. Are you being framed. June the your perspective and expectations are being framed and one day. Just hit me that. I in a forty five minute conversation. You know when they say you gotta tell someone seven times before they hear what you're saying like what. I have seven minutes here and i can't have time. So how can i reframe their expectations. And so i would go brian. Look your website. Is just the toilet in that boston home of yours. You wouldn't buy home if it didn't have one right but when people come over where do you guys hang out in the kitchen around the fireplace around a patio. Look it's important but it's just one piece in an overall it makes a home and so the most absurd universal iconic somewhat humorous example of reframing your expectation of your website was to call it a golden toilet and it's it's the internal fuel fear that every business owner has is wasting money on something that won't work and you think of golden toilet golden toilet doesn't make flush any better. It doesn't improve the user experience. It's just a waste of money and so that's what we're wanting to avoid as business owners. So let's i want to get into this question. Because i had for the dance list but let me let me get into more d what you're talking about. So tell us the horror stories of holding onto the website. What do you mean by this concept where you're diving into like money. What what are the cost of holding onto that. Tell us about that so that people who who just maybe dive enter into website or people are telling them you know you didn't website. You know what what does that all entailing when we talk about cats. Yeah number. One would expect expectation right if you do ride the here's people are evaluating and judging you based on the information they find out about you. There's a a quote that says people have to buy you first before they buy what you do kate so a lot of people put a lot of focus on that website but the messaging could be all wrong. You remember that time you went and checked out a website and is like this clock's ticking down like a clock. That's that mom that's going to explode if you don't defuse it cape well that's what's going on your brain. Your brains go and brian how much longer we gonna waste here. Let's go don't and you're like no give me a minute. I gotta find it. It's around here somewhere. I know they have finally grain says. No we're out of here. Well you can have a pretty website but if it's A user experience adds frustrating. We've walked away from great websites ruthless without even caring and went to the competitors. Because we couldn't find something got frustrated. That's what's at stake here.
Im a travel blogger. How do I pivot my business during COVID?
"The travel industry has taken a major hit because of covid nineteen and today's listener. Today's qna wednesday question from jim is spot on. How do you pivot. How do you change how to make something happen. When you took such a blow. I recognize the truth of the matter. The truth of the matter is because of covid. people can't travel or at least depending on the country. You're on the can't travel easily or safely. This is a suction we all say to ourselves. But it's partly true. Can't travel maybe internationally but people can do some traveling like a road trip even if you're in a country like australia where they really are super super strict when it comes to the covert restrictions where the close the borders between states like. You can't leave the for example. New south wales which is a stash rilya when there are a few cases pop up. You know the borders get close but you can travel within new south wales. So let's just define the problem. You can't travel internationally. travel blogger. the world's your choice ter- and there's so much material out there but this is an opportunity for you to create a different stream of income a different Chapter in your business career. Local travel road trips exploring. What's in your backyard. And of course you could start with your own local area but just because you can't go somewhere. Let's say for example. You can't go to australia and Help people in their local area to do some local travel you can curate some content curate. Some ideas from other videos other blogs and serve your audience for example in new south wales in australia. You can go to beaches. You can go to the blue mountains. You can go skiing. In the winter. In kosciusko mountain you can go to byron bay which is scored like a yoga hippie. Beachie vibe you can go. There's so many options within the state and people are hungry for break right so this is another option. Just kind of pivoting your business. Creating maybe books guys videos courses live. Coaching calls summits events where you help people or guide them to travel. Locally is easy for us to focus on problems and not think about. What can i do rather than i can't do. So yes you can't travel internationally but you can locally or you can help people travel locally another thing that comes to mind when it comes to travel blogging. It's like hey. I usually do. Exotic locations like how to go to vietnam for two weeks under three thousand dollars or backpacking around europe. And these are not really options anymore for your target audience. Yes they can't travel now but any of these trips will require planning and planning can be done anywhere. For example nicole took eight weeks and did a bit of traveling in europe and that trip took about nine months. The plan we did with some friends of ours. Jason and carolina zuck with a lot of fun. But there's a lot of coordination especially you want to many countries the different modes of transport. Those flying this train. There's renting cars there's accommodations their sites. They wanna see in each city. There's downtime there's beaches there You wanna shop so it takes time to plan a trip like that and for most people. They're not going to go on a trip. Like i gotta go to europe every day or go to vietnam every day or go to costa rica so they want to make the most and planning is a part of that and in my opinion planning is a big part of the fun of going on a big epic journey. A big trip is a travel blogger. You can really hone in on the planning part the preparation part of actual travel. And that's from the bag of tricks. Of rick steves He really focuses on the planning. You can do the same and you can even do A little bit of a niche thing like budget or luxury and you can even just down a little bit and either do luxury travel or budget travel or to travel in a big group that type of thing and this is actually a good time to do it because you know people are starting to see. Hey maybe we are on the other side of cova. The vaccine is how maybe in six seven nine months. It's possible to travel somewhere. Maybe in a year and that's just enough time to get the planning going to have everything sorted out so when you can't travel it's all planned out. You're all set. You're all excited. You're all packed and you're ready to go so planning is a big part of that so maybe spend some time focusing on that on your block. What to pack Luggage what to buy beforehand. What about travel insurance. These are all ways for you to really have revenue streams where you can do amazon associates and get commissioned when you recommend certain products items. I always say when it's downtime in your business for example in the software world and the bbc world december january notorious for being slow. So when it's slow when you're having a downtime it's a great time for you invest in content. So if right now things are a little slow in your travel blog. This a chance for you to really invest the time in building a youtube channel in writing a book on your travels and why you should travel or where you should travel to travel guides because it's going to take some time for you to create this content publish it put on the world market and by time it's all set and done people will start thinking about traveling again and it's an asset that you can use forever. It's not like you write a book and you only can sell it tomorrow. You could sell it for years to come. and of course it's trout guide. You can use as a basis to sir. Updating it year after year the other day our team at women ninja were running. Some webinars get. We like to use their own software and one of our team members. Cj she sharing some photos from our last Team retreat in bali and we were reminiscent with these photos. And who's just reminding is a how much of a great time we had on that trip. I thought to myself how many people take all these photos when the epic trips and they never look at them they never reminisce. They never really looked at it. And say wow what a great time. Those are ray positive feelings and more people should do that to remember the good times. remember the travels. So that's something you can lead that something that you can create for your community a weekly webinar where somebody can share their last trip. Share the photos share what they learn. Share their favorite memories. Everybody in the webinar can experience that plays virtually and get really excited about when they're going to go and see that place and of course if they're doing the sharing gives them a chance to rekindle their love for travel.
The Most Common CRO Blind Spots
"Someone approaches conversion rate optimization their first instinct is to do what the first instinct to syrup off everyone else. Okay see things that they think work. They think everyone else's smarter than them and so they take these ideas. No doubt looks interesting. They hear about a blogger. Doing something like oh. That's interesting and then or this this worked for this other store our competitor and they they take that and they run with it and it doesn't work for them and they're like line and this work well. There are a lot of reasons why it might not have worked. Main thing is that you didn't think about what really worked for you right. You didn't go back to first principles and think about the customers. That are coming into your store. I think it's a huge problem. So you it's it's shiny toy syndrome. It's the grass is always greener. So i go outside. And i see. Oh well this across the street. This other store has this way cooler side than me. And i perceive them as being more successful reality i have no idea what their businesses like it all but i just perceive them as being more successful for whatever reason and i say all right well then i just attribute that to whatever thing i notice unlike yeah and thus we have some shiny toy syndrome action happening and i think that is where people get in trouble yeah. I think that's right like what ends up happening. I had this conversation with a client a few months ago where they were like our biggest competitor is doing this. We should do this. I'm like well. How do you know that they're doing it right. And they were just like just like shocked. And what do you think they're conversations were internally that led them to this decision and then the response to that was they. Didn't yeah exactly right. What you don't realize is that everyone is a group of smart people on a zoom call trying to figure it out in the dark like everyone else. Yes we're all in a cave with a candle and maybe there's eight people with candles. They might do slightly better but we still. It's such a young industry and it evolves so quickly that i literally. I don't think anybody knows what they're doing. No one knows what they're doing right. What i'm doing to go back to as we're firestone at a series. I think he's still has a series. This is called now right. And that's wildly popular because it gives you clarity and safety and a sense of strategy for cheap right like you can. Just go and look at this without works okay. Great and a lot of it actually does work because the problem with conversion rate optimization is that in many ways it's like getting to just basic first principles getting some best practices in place getting something that's familiar for customers and that makes sense to people right but then when it comes to doing something that's more like custom tailored to the specific needs of your customers. Everybody just like. I do what they don't know what to do with it. And that's where i come in So what should people be doing instead. So we've established that like the shiny toy syndrome. The grass is always greener. that is problematic. And you're just kind of when you're doing that you are. You're blindly throwing stuff against the wall which there could be. You're gonna get success some of the time but we need a. We need a framework. We need a better approach here. So how should i be approaching it and then we'll get into the most common pitfalls or missed opportunities. Yeah i'll tell of an anecdote that i like to tell my clients especially when they first come in the door if you ran a physical store right assuming those still exist. I don't even know but if you ran a physical store people come in right and there's some about a foot traffic and you. The owner of that store are behind the counter. And you can observe right or you can talk to them. And so the problem is twofold number one. You can't. you aren't observing them and the second is that you can't talk to them necessarily can be like hey. Do you have any questions. And what happens in that. Process of observation conversation in a physical store is that you understand the customer's needs a little bit. Better you may not close the first few sales but eventually understand. Oh people are coming in for this. I should be making a couple changes to the store. Changing the way that i'm marketing myself or putting the this stuff over here or whatever it is right and so there's something that's observable that you can see right now. How do you take that process and apply to e commerce. Well i think that you can actually look at what customers are doing and ask them. What motivates them. I don't think that's difficult the problem that when you're stuck behind a computer all day and your as nerdy as i am you. It's not your default to go out and talk to customers. It's not your default to go out and observe what customers are doing. And when you try to do that you're stuck in an application like google analytics which is bad so the process of understanding what customers say and what customers do is a little bit more slippery and difficult but no less essential right. So how do you go about doing that. Well a lot of the tech industry has figured this out and it's using a lot of unsexy terms like research analytics and data right. I like these things. I'm getting excited. I like these things. Because that's why i get up in the morning i get up to research customers right and you may not. You may be if you're listening to this in your store owner. You're probably waking up to ship product to customers grow. The store grow the business. You might be thinking about stuff. If if i'm lucky and you're my client and i think that for me like the fundamental answer is that you need to go out and understand what your customers are doing. And you need to be a little bit more proactive about it. And it doesn't come naturally in retail as an industry right because normally the people come to you and you can just look at them and that's the research. The research already just happened because people were shopping with you and you understood what made them really light up and buy your stuff and you got that feedback on a daily basis but really all you're getting feedback as people complaining about that where their order is and occasionally anecdotes from your friends about the products. That's like your research process. And maybe if you're lucky you go in and look at g. nathan. Conversion rate is bad today. That's it but nick. I'm my best customer. I know what they want. I don't don don don right. I know what i want in my world view has quickly been wildly warped by being so close to everything. Yes the business owner. Yeah exactly like you are. Actually it gives me no pleasure to report that you are maybe the worst example of a customer. The storm okay. You're yeah and once we accept when you're starting out and you have no customers like you don't have a choice but like at some point you have to move beyond that and then that's where you start you need to start figuring out your customer and you're right online. It is so impersonal divorce that it gets strange. And so you need to go through and do the customer research talked to your customers on the phone. Oh my gosh. Pick up the phone call and try and uncover okay. How do they see themselves. Why do they buy and then also do it at a larger scale through customer surveys and what they have heard you say that i love and because i have found exactly the same thing to be true. Is you do a customer survey and often you could find that like that one magic phrase that suddenly becomes the headline on the website. And that's the thing that really increases conversion rate
Succeeding in PR during a pandemic with Victoria Kennedy
"Today we are talking. Pr i am so excited. I am joined by victoria. Kennedy who is. Ceo of victoria's pr and she works with a range of different entrepreneurs getting published a mentioned in top publications. Thank you so much for joining me. Today victoria thank you so much for having me gary. It's a pleasure to be here. It is so good to have you back. You are my first episode in twenty twenty one. Hopefully twenty twenty s behind us now twenty twenty was the weirdest year ever and it's impacted the pr world so right out of the gate. I wanna just talk to you. About what the last nine months twelve months have looked like since kovic started. How have you adapted your pr firm. And how has pr kind of as an industry had to adapt to cove it and this virtual world. That is a fantastic question in one about to say goes against industry. Standard occurs won't be on the show otherwise so the last nine months have been the best nine months of my entire career. Be best. I am so grateful for twenty twenty now really i mean because no no not but yes i am. Let me explain by that because it wasn't just good for me. I want to explain to you. Why now twenty. Twenty one is the best time if you're a digital marketer if you have a digital business to get into it because what we're seeing right now is a paradigm shift. That is what happened when covid been a lot of businesses went under and a lot of big businesses were too big to fail quote unquote realize. They can't do business the same way they were doing it before. What does that do. What does all disasters do. Destruction brings creation guys. This is our time for creation. Ice started my pr business. During this pandemic time it was doing real estate marketing. Okay had my agency agency owner marketer riot. I hit it during this time. My background is. Npr's it wasn't like. I learned something new however it was a it was a different business altogether and i took advantage because what a traditional pr companies doing right now. They're struggling the old ways to get into publications. Where you go to networking events and you smooth and you drink and you take people out to coffee in lunch and expensive. You know restaurants blah blah blah. You can't do that anymore in that is not coming back okay. Which is fantastic for people like us who work from home. You can work from anywhere in. The world is a matter which country in we can still network. Fine editors find journalists make real realize connections and then use those two to establish our pr business dwelling pr. I've used digital marketing to my advantage and hoping we can talk about that today but guys. It's never been better. This has been a great year in two thousand twenty one even better that i'm love your perspective. And and that's the hardest thing with a lot of businesses. Like you know it is an adapter die sorta situation and it sounds like you are agile and ready and kind of trying and figuring things out. What has the playbook look like in how. How has it tied into digital marketing for you in the firm. Yeah well it's funny that you should say that. But i'm i'm giving a tedtalk in two weeks in my talk is all about reinvention. Cool about how you must. Reinvention is like the new superpower being able to adapt is what is going to save. You especially now technology's moving at such an exponential rate jobs are becoming obsolete those who can adopt the quickest or the ones who are going to reap all the words not the ones who are. I'm so sad. Everything is turned out horribly. But there's always opportunity anytime. There is like in the great depression that produced the most millionaires. Ever i don't know that i don't know most people know that but you think about all this hardship. There's also so much opportunity guys in. This is our time to get that opportunity as far as digital marketing goes for pivoting. You know these big organizations are having a hard time catching up. So what did i do. I went in and snuck and got the market share. You know. i'm reaching out to people on twitter. i'm reaching out to editors on the platforms that they like. I'm messaging them on following up with things at big corporations don't do because they're too good for it. I'm not too good to comment a funny meme on. Somebody's tweet because i find it funny right. I'm not too good for that. And that's the thing. Those are the people who win. I was able to start mike. pr company. We went from zero to six figures in three months. And there's a couple of reasons why but one is. Because i wasn't afraid to work hard and to it's because i had already established my personal brand as an authority in the marketplace. We'll talk about the power personal brand how this plays into it but number three because there's a door open in the pr world reese's usual is not happening anymore. I took advantage of that by using my digital marketing. Spills skills in marketing and i transferred that to pr. So if you're in an agency like a dog maybe a dog trainer. Did you ever think about you can do that online. You can train other dog trainers online. Course right there's so many different creative ways we can think now guys think digitally because that is the future.
Complexity Is The Enemy of Revenue: Why Its Time to Shave The Marketing Dog
"Another mindset that i like is to ask yourself rigorous ruthlessly with every execution. Does this whatever this is this ad. This press release this webinar this this new product. Whatever this is does this materially multiply our chances of achieving the outcome we want does this component of our plan our execution materially multiply our chances of achieving the outcome. We want from this marketing activity. And if it doesn't shave doggy down. Why are we doing it now. I also know that Marketing gets pushed around a lot. We're one of the functions in a business that gets more help than most others because everybody thinks they're a fucking marketing expert and so of course. The ceo has an opinion and the head of sales as it opinion often. The head of arnie or engineering or product has an opinion The cfo sometimes as everybody has an opinion. And sometimes we end up Marketing can end up feeling like a service bureau doing shit to make people happy. Be very careful about this. On one hand keeping some folks happy might not be a dumb thing on the other hand. This is a slippery slope. Most marketers are doing too much shave. The dog shave that dougie down practice getting everything out. Consider getting even more radical one of my friends and mentors a legend in silicon valley named rick bennett He was the one of the original ad guys ad. Copy guys for. Larry ellison as well for Mark bank and many others. He is known in silicon valley as the marketing assassin that entrepreneurs and marketers turn to when they wanna make a legendary outcome happen and he is a very interesting perspective. And i'm paraphrasing him. he's been on. Follow your different. And i'm hoping to have him back on lock on marketing soon. But he's a very interesting perspective he says. I want to treat my clients dollars like their their last dollars. And they're hiring me to run an ad. Can i create one ad. That makes this business. Go with one ad. Could it be the tipping point for success for the company. And you may argue. That isn't possible. maybe it is. Maybe it isn't. I think rick would argue. It is but what i do know is. It's a great mindset. Imagine we were going to do one thing and one thing only and the entire future success of the company hinged on that one thing if that was true. Here's what i know we as marketers. We would focus fucking hard on making that one thing legendary and so adopt this mindset. You probably can't make forty th forty-seven legendary but you could make one. Maybe two maybe three maybe five or six but be ruthless I'd also encourage you for inspiration. There's a company that i have A fallen in love with lately called thousand helmets and their pioneering. A new category of fashionable functional about obviously a highly capable helmets. Eh focused more on the mobility. The new emerging mobility market and less on the traditional biking market. Anyway check out a thousand helmets website. It's tight super tight. You could tell they shaved that dougie down. It's simple powerful clear compelling and differentiated. This is what we're looking for. Simple powerful and different is hard often as marketers. Not only do we do too much. We say too much that is to say we agree to too much internally from our people from other folks etc and i would occur. You remember every yes comes with a massive time energy creativity and financial cost. Everything we agree to do comes at a focus cost. That is to say we're moving focus from one area to another practice saying no practice saying no shave the dog get it down. Simple tight shave that complexity is the enemy of revenue and on our next episode. We're going to dig into a marketing execution. Called the multiplier effect. How we take the small number of things we're gonna do and use each one of them. Multiply the value of the next
Driving conversions with bottom of funnel content with Marlon Glover
"So let's talk about what most marketers would consider getting people across the finish. Line you know. We've talked about building awareness. Getting in front of people that are in our personas talked about helping them build credibility and get educated on our class of products or services. And now this week. We want to talk about the bottom of the funnel. How do we get people to buy something. Whether it be a product or service talked me a little bit about the strategies behind building your fiscal your product content. Yeah well this is actually a really fun topic because for me. I can quickly point out. Look clyde the value and importance of building continent the other stages because if you have an expectedly talk clients earlier in that process then is going to be very difficult for them to decision to choose. Us supplier or someone solve their problem and incensio. They're neat so First and foremost that is critical. I mean i know we see in the car. By processors typically nine hundred or so digital interactions. This was from another study from google is not hundred interactions and is court eight hundred of them. Are emails that you didn't subscribe to but go on is true but you know i think that kinda helps us validate this point and and that point is you know if you are present throughout many of those interactions that you want present when they're looking to learn lines then you have less credibility when they're looking at the determined if your solution is right there so that's the importance of some of earlier content. If you're not teaching them then someone else is in there likely leading to their solutions so s person forms. You know there's a dating metaphor. And i'm going to try to say this without being crass vulgar or rude but you know I will turn it back into a product conversation. If you're trying to get across the finish line and you haven't put in the legwork over you know a multiple series of date and you haven't sort of shown in our case that you're Gentleman it's a tall ask and likely something that's going to be turned away and aggressively turned away if you go directly to the sale You know people are gonna think that you're being pushy or aggressive. So i totally understand what you're talking about building the relationship building that credibility starting the customer journey earlier through awareness and education. But once you're building the relationship the right way What are some of the tips in terms of the types of content that you need to have on those product pages to make sure that they're visible showing up and that they're converting so i been I'm impressed that you manage to keep that analogy. Pg great job. Odd done could go sideways at any boards. So let me say this. I think we spend a lot of time talking about e commerce. And i do want to talk about some traditional ecommerce approaches types of content that align with this this kind of purchase and buying stage But you know a large part of my background is in the bbc's and and the beat obese space there's typically multiple stakeholders involved in the buying process certain individuals get involved earlier on other men visuals megan in sort middle stages me may have some unknown stakeholders that tend to come into the mix at the later stages and so what we found. A b side is that there's very unique and civic content. That may be needed for. Let's say a cfo that hasn't been involved in the earliest stages the process at may not care about the the solution per say that you're solving for you know the head of marketing. Right you know. In those instances we're looking to create pieces of content. That uniquely address the questions that they're asking later on in that process so maybe that's a calculator to show the value of the roi of your solution. You know maybe some other type of downloadable content that your internal champions can leave on the desk of a cfo as a leave behind the help sell the value of that with an organization so on the bbc side with that looks like and i only bring that up because i think that there is some parallel that we can draw in the well so for customers and are looking to to make a purchase at the later stages. They're looking to answer this question of Which solution is right for me right. So i've learned all of these things earlier into consideration. Stage you address all of my questions on you. The ba- helped me concussion things. I wasn't considering and now looking to determine if you as a provider are actually helping me saw for those things. Are you actually providing Those needs that you helped me identify. And so i think based off of does the civic needs those solutions on. We should really take careful consideration around the type of content that we create to how answered those latest as questions Sometimes that concept can come in the form of video. So i've told you And i think we've used this example in the past that the blender example right. I told you the things that you should be thinking about. When you're choosing the right blender so let me show you the blenders that we have and the unique features and specs that we offer that aligns the things that told you before that you should be considering right so that type content may be in a form of video where we show you. How how that blender blends how this type of blade performs when you're cutting up this type of vegetable that we talked to you earlier on in this recipe content so this is at this stage. Were looking to understand. Odds answer the question of which solution is right for me. And that should be unique to every product that you offer is directly linked to the unique problems that you address earlier on in that consideration concepts
2021 Global Marketing Trends with Deloitte's Ashley Reichheld
"Let's let's talk business. We want to talk a little bit about this report. That deloitte has released the twenty twenty one global marketing trends report. What drove the report in went into it. Well this is our second annual report. But this one was really characterized by the challenges of twenty twenty and that level of uncertainty that we're seeing has really impacted all of us in some way myself my mom of three old trends and well. I thought i was a master at balancing working kids. I've learned a whole new set of work from home. Sales gotta really speedy mute. Button trigger finger pilot fisher price toys under my desk that bear testimony and this year. We really use the study to kind of help explorer and break down some of that uncertainty. We use subject matter expertise. We voices smithfield and two overarching surveys. From consumers up twenty five hundred and executives up just about four hundred of them to help break down that uncertainty in the report a believe it's unified seven trends overall and you go In detail on each of them. But can you tell me kinda just at a high level. Were the the major trends seven themselves are purpose agility human experience trust participation fusion and talent and i think in general agility trust talent participation are fairly straightforward largely those companies without. Do you trust them to do with the say they're gonna do. They have the talent to do it. Do they nibble participation with their stakeholders in the customers. The ones i usually get questions about not understanding are the other three so purpose and that's a company that knows what they exist and therefore can make choices a little bit more rapidly. That sense of purpose helps them particularly in times of uncertainty. Actually because they can they can make tough decisions right away. The second human experience and i often get asked. Hey so white you just call that. What is call it. A spur ends called employee experience. I'm sure we'll talk about this. But the reason we call it human experiences because you don't wake up as customer employees. You wake up as a human being. And if we want to elevate experience we have to understand you as a human and then fusion of course which is that art of bringing together new business partnerships early in the report. You identify this drop in confidence across the c. suite. And just curious. What do you feel drove that drop and this is the second time i've seen this question i guess from deloitte is working with the loye. The cmo team within delay and the cmo club on some prior research. We looked at confidence. Drop or confidence levels. I should say of cmo's in general and while this most recent snapshot shows the drop in confidence. I'm kind of pleased that cmo's aren't last on the list now. A small bright spot in the foreseeable ceelo's but tell us a little bit about this dropping confidence. Well at the start of our chat. I talked about this notion of uncertainty that feeling and basically the research suggests that c. suites are humans to and no exception to that rule so on a percentage basis. Cmos aren't last but they are second to last Within a percentage point of and you actually see the biggest declines with. Cio's an nco's. And i think really what you're seeing is that lots of executives have gone into survival mode and you see them by the way prioritizing things like improved efficiency and productivity over more human centric initiatives in that that instinct is is very common but unfortunately it does run counter to some consumer expectations. When we did this research. We learned that as times. Get tougher consumers. Expect more connection. Not less said consumers are really looking for companies to step up and you have c. suite executives who are uncertain and lacking confidence today. And not really sure the world is heading and it's making it very difficult environment. Operate them in these uncertain times to us over over used phrase currently but one of the other two data points stuck out. I think is a sign of the times potentially i'm gonna stay kotei stats and then we can discuss what we think they mean but fifty eight percent of respondents could recall at least one brand that quickly pivoted to better respond to their needs and eighty two percent said this led to them doing more business with that brand. Seems that these factors kind of together talk about one the agility that you've you mentioned before is one of the trends to this human experience component like are we actually delivering what people really want and value and purpose. I think alignment potentially of those two things like what's going on in the world and what do people really need am i. Do you think. I'm interpreting that right just based on the data and what the trends that you're seeing i do although. I think i'd argue that. The each of the trends has an impact there. If you think about an organization's ability to co create with people so fusion for example if your co creating with people rapidly you're able to respond to create address needs more rapidly if you're encouraging participation from your customers than your doing a good job or hopefully a better job at least of hearing what it is. They need to be able to adopt if customers trust. You more likely to tell you what they need a believe you when it comes out and then of course talent is critical. All these things without talent. You can't do any of them
Is Apples New Ad Tracking Block The End of Paid Ads?
"Wanna start by explaining. What exactly is happening. Technically and what the user experience will be now with this new ios fourteen update. I this affects anybody on ios. That means anybody using any kind of mobile or tablet device from apple iphone. That's ipad any mobile device. That has iowa's now. You might be saying well. Is that a lot of people. In most western countries. Apple has half or more of the market share when it comes to mobile devices so that means anybody who's visiting a website or a facebook ad. That's using an apple device. They're gonna get this prompt. This prompt is actually asking your users. Feel the vizier. Website visit Let's say facebook for example because they're running ads or using the facebook app. Hey do wanna be tracked around the internet because these websites these Entities these apps have tracking pixels. The allow them to track your whereabouts retarget youth. Throw ads at you. That's why if you go to a website and then go to facebook later on. You'll see ads for that website. So many people are starting to see these pop. Ups says hey. Do you want to be tracked or not and most people going to be. No i don't want to be tracked hate ads or at least they hate the idea of ads on top of that allowing for you set up in your preferences that you block all tracking on all apps and websites so you don't have to answer that prompt every single time. That means that we'll never see an ad from you. So why is apple. Doing this will. Apple is really doubling and tripling down on privacy and security. This has been their main game for a very long time. A lot of people. Choose to use an iphone because of it security. I do that. I mean there are a lot of advantages to iphone. But that's the number one advantage is that it's very hard to hack because of the privacy And all the security that they put into the hardware and the software now many people from tech crunch to forbes have said this is going to greatly affect facebook's actual business google's actual business because their whole business is serving ads. That's how they make money so if you a customer of a product won't be served ads or can't be tracked then the business trying to attract you or try to serve is not going to see the benefit of running ads. They're going to be like. Hey i can't track conversions. i can't Serve these adds to the right people. What's the whole point of digital marketing. If i can't do that for everybody who's on ios. It's such a big deal that i saw propped inside my facebook ads account recently explains hey by the way. Your are just not gonna performance. Well you're not going to see conversions for all the people you're serving and in fact you can't even target the right people because of this new apple up and go head to head and say we are not happy with apple now in true apple fashion. They're going to double down right. In fact there are even whispers that they might baloch apps that actually track users and serve them ads because of it like actually blocked the app from the app store. Meaning you won't be able to use the facebook app unless facebook changes the app so doesn't track you anymore. Obviously facebook is now going to be like. Hey forget it. We're not going to change it. Deal with the apple. No they will not deal with that concept. They can't afford not being in the apple app store and have all the high. Os users have facebook on their phones. That's never going to happen. They're going to have to change their business model in some way. So what does this all mean for you. As a business now for many businesses they grow with a marketing strategy called. Pay dad's right. You pay facebook as facebook. Show these ads to people that look like this that visit my website that are lookalike audiences and i want you to track if they actually convert they actually sign up for my newsletter if the by product that's how a facebook ad works and essentially. That's how google ads work as well like you have to be able to track a conversion which means you're putting a tracking pixel in your website on the in the code of your web site now. Guess what if you have these tracking pixels on your website. Apple will know and when people visit that site. They'll get prompt more so fewer blocking tracking when they go to facebook to see or ahead very. You're paying france and focusing on facebook. Right they won't see a big they blocked tracking and therefore you will not be able to see conversions target the right people and essentially for ios users paid advertising is going to be equivalent to a billboard on street where you know. It's out there. You know people can see it but you really can know who seeing it or see if people actually saw it or converted later on so the appeal of pay dance as really dropped since this news has dropped now. I believe that there will be a shift in pay dance. There will be a different way to do it. It's not going away. Marketing will never go away. And the most part large companies will still dump money into facebook and google ads because hey it's exposure it's awareness. It's cheaper than tv or radio or billboards but facebook and google. We'll see a significant hit. A will pull their money out because small businesses. That's their bread and butter. And it's just not gonna make any sense small businesses. Now you might be saying. Hey omar this is just iowa's devices what about everybody else well. The problem is that apple tends to go first. They tend to lead people. I the do something. And then the market follows maroon. The iphone removed the headphone jack from all their mobile phones. Well guess what. All the other manufacturers followed suit a year or two later just now in the latest iphone. Twelve release apple sorta shipping their phones without a charger. People thought this is ridiculous. A few months later samsung l. g. y. Alway all these other manufacturers have announced that their new phones will not come with chargers they own so much of the market share that the influence so much of the market so if they make a major move most likely others will follow. So should you pull your money off pay. Dan's won't. I'm not gonna tell you to do this. Because everybody's paid advertising strategies a different. How well you're converting You should monitor ads for sure super super closely to see for converting as high for spending more money. If it's going to be harder for you to target the right people that's rule number one number two. You should definitely think of a longterm strategy to spend more resources on content marketing. Were you own the traffic versus where you borrow the traffic with pay dance. This means you know starting a youtube channel. Starting a podcast Really growing your blog investing in seal so people are coming to your website. Coming to your resources you make investments With time and energy and talent but then you reap the benefits in the long run and then you really own that whole ecosystem now. of course you're building upon some platforms like youtube. You know you don't own youtube. But they have such a good distribution channel. It's worth that risk. Same thing with podcasts. In fact podcasts role. Safer because you own the actual feed you own. The files You just distribute your Your actual episodes on feeds like apple or spotify with youtube. Actually upload the video straight to youtube so That's why a lot of people are actually building their own channels on their website using something like with cs channels so. There's a lot of things you can do. But you should start now because things will start rapidly changing in the paid advertising space. Now if you're asking hey what are you going to do. Well we're definitely going to be taking a little bit of a break from paid advertising. We're going to ease up a little bit. Because for us we really need to see the conversions in order for us to build optimize these ads and be able to make them effective. And if we can't do that for people on ios is gonna be really hard to make sure we're spending our money wisely now having said that you definitely still can use paid ads. We'll still use paid dance. Four awareness for driving traffic to our website for launches the steel is going to be careful. I don't need to track anybody. I don't need to put tracking pixels for this. I can just create an ad and drive traffic to my site. I'm not really worried about conversions. More for i wanted to get awareness about my product my services my new thing my new feature or a new blog post were you can use adds to drive traffic to your content. Your content marketing.
Why You Need Start Doing Video with Cheryl Tan
"Why don't you unpack. This no fell video formula. Because i think this is really going to draw the picture for people. I think this is going to put it a little bit more concrete structure for them. So as i mentioned earlier i have been in front of the camera for many many years. I was a long time tv journalist. I've made all of my mistakes. Live in front of a lot of people and when i started working with business owners when i started my company. I realized that the things that i did for. Tv for the news for my job. It was the system. I just didn't put it into words. Just i didn't have to. I was under a deadline. I had multiple deadlines a day and so focused on any of those pieces. I wouldn't get my job done. So i had to create this system to help explain to business owners. I was working with the path to creating video so zero video is to me a five step process and all laid out right here is five peaks. It's prepare position process publish and promote and again when i was in the newsroom when i was working under deadline i did all of these things. Just did them all at the same time and i did not wittingly. Didn't like think about it. I just did it. But then since then i've had to really break it down to help people who are not used to a deadline. Who are not used to being in front of the camera to really see how to make this work for them. So the one thing. I want to say before i kind of go through my five. Ps is that being on camera is comfortable uncomfortable for everybody for most everybody. Most people i work with. They don't feel comfortable. They don't like the sound of their voice. They don't like the way their hair looks right. Now i don't love the way my hair looks but you just push through knowing that the information that you're sharing the value you're giving is more important than anything else and the first step of my no fill video formula is to prepare. Unfortunately being on video needs a little bit more equipment than like logging or even podcasting. You kind of need a camera so most of the time a camera that you have that you're using to text with to check your stocks with is good enough. The smartphone that you have in your hand will have a camera that is good enough and preparing is just that preparing that preparing and making sure you have a camera preparing your audio to make sure that you're in a quiet place if you don't have an external microphone and then also making sure that people can see you so i do have a light on me right now but if you don't sitting by a window and making sure you're facing the window so that the light is shining on you is really enough. There doesn't need to be a huge monetary outlay. If that's where you want to start which is using what you have right now. And i know a lotta people kind of get stuck in the prepare mode. I know it. Because i hear all the questions. Oh you know. Should i get this camera. Should i get that an icee. Let's wait until we figure out how you're going to use video in your business and if you continue with it sure get the next level. Dsl our share. A picture with me. Because i love to stay ahead. I love a good camera just like anybody else but until you get to that point. Let's start with what you have. And then the next part is the next part that dumps people is the positioning that you have in your space. What are you going to say on camera. How are you going to connect with people who want to hear what you have to say and so positioning is really just figuring out who want to talk to on camera and giving them content. That will help them create value in their day so that could look very different for many different people when i do videos from youtube channel. I know that people are asking me questions about equipment. They're asked me questions about scripts and they're asked me questions about backgrounds and things like that so my videos are focused on giving them those answers. So i have a script template that i share. I have all kinds of equipment guide that people can download for free and if you look at your content in that way you can do the same thing for your audience. It's really funny. You know. I'm glad you brought that up. It's funny because i have. I think i have over one hundred videos on my youtube channel. And i would bet that eighty percent of them. The topics of eighty percent of them were questions. The people had asked me either. They asked me over social or by email or maybe it was in another video alive. I was doing. They had asked this question in the comments. But i take a lot of my content. The topics from questions people are asking me because after all i'm here to serve them. It's not about what's interesting to me. It's about what they wanna know. So i love that as a tip. I think that's a simple easy tip on how to start creating ideas of what you're going to talk about. I love this tip to is more more so in the last few months i've been on a lot of virtual call like summits and webinars with organizations with a lot of people who are on the call and they ask you a bunch of questions and so i'll take the questions that come in through zoom and i'll just save them a click save on the chat and take those questions and turn them into videos knowing that if one person is asking that question most likely someone else is asking it somewhere that i can figure out. Seo wise how to put that on youtube. But then i also have a piece of video that answers the question that i know that at least one person has so i can even send that video to that one person but it's not so much that we don't have content in her head or that we even have trouble organizing it is sometimes. We just don't know where to get started and to me. That's a great start. If people already asking you questions save it. Save it somewhere safe so you can refer to it over and over again. Just keep a running list. I actually have google. Doc and i actually have a note in my iphone. Wear whenever a topic comes up whenever a question comes up. I always just keep rolling index of topics and i usually put them in kind of title format. And then i use that as kind of the framework of what i'm going to create the content about whether it be a podcast episode or a video or blockbuster. Whatever it's just a habit that i've developed over the years so i think that's a great idea. I love that and my problem. Unfortunately i have a lot of ideas and a lot of different places. I put them in. So don't do that. Note to self right. Do not do that. If you're going to have a google. Doc have one not like five where things are difficult to find. And that's the other thing is sort of creating for yourself. A process that you will follow. I was just talking to a client. Just a bit ago and i said to her. What if you started a weekly facebook live to your audience. They ask you questions all the time they ask you all the time. All kinds of questions you have answers to that for them relate and you have answers for them that are related to your business. Maybe add some sort of product is out of stock. Or you're getting a new shipment of this or your hours changing. Why don't we have a weekly update like wednesdays at ten. Am that you can share all of the updates for the week and your audience knows to check in on that every single week at the same time and if they're not there live they can catch the replay. What i find is that me saying that is one thing but actually having them feel comfortable enough to do that is another so we just wanna give one tip dennis and you know. I know you probably didn't have to do this in the very beginning. But some people don't necessarily feel comfortable talking on camera so what you could do is just turn on your camera like turn on your phone. Swipe up put the camera on selfie mode and start recording yourself every morning after you get up. Maybe after you've had some coffee record yourself giving like a one minute tip of the day. It won't go anywhere it won't unless you wanted to won't go anywhere. Just have it on your phone and try that for seven days and then take a look at them. See how you feel about them after. You've recorded them. What you'll probably see is it wasn't so bad and then you're kind of building that muscle memory. You're like oh. I can do this. I can record this on my phone. I can share this tip. I can share that tip and it can be succinct. It can be valuable and once it's on my phone. I can share it.
Website Conversion Rate Optimization with Chris Dayley
"You start working with the company what's your process like if you're gonna come in and you're gonna start running split test where do you look i For things to start working on. Yeah so i've got a three step process the to your quickly. The great thing is the principles that will chat about are equally applicable to e com and beat a and bb or early But because the process of conversion rate optimization is about figuring out what does our audience wants to see on our website so usually in stepped one of my testing process I call it the existence phase. Basically what you wanna do just phase of terry is you wanna figure out. Do we have the right stuff on the website to begin with nothing. Sucks worse than you start doing testing with a bunch of assumptions. In your mind thinking that everything on your website is working well already when in reality most of the stuff that's on there either shouldn't be there or isn't dial didn't so instead of the process what i do. I typically will go through. Intest removing things from the site This usually makes. Seo people dervis because we might just removing content and go. What's going to happen to our seo results if we remove contact and i always respond to that with. Don't worry i'm not saying that we're going to remove this content. What we're trying to figure out step one of the process is what are the things that matter to our audience because there's one of three results that you can get from from split test you either have a winner. Which is great. You'll lose which is also great or you have no impact. No impact means the thing that you tested doesn't matter at all to your audience and so these are the things that we want to figure out early on in the testing process. What does and does not matter tried it. So if we remove a paragraph of contact from the page do conversion rates. Go up down or nothing happens. If conversion rates go up then that means that that content should be there in the first place right so don't should probably just get rid of it and usually if removing content improves conversion rates. It will also improve your organic rankings. So so that's great. If removing content decreases conversion rates than we know that content should be there. And then guess what our next test is going to be refining that concept art we know this content is useful now in step to. Let's make it better. Let's see what happens if we take our turn it into a bowl pointless. Let's see what happens if we take that paragraph and turn it into three paragraphs. Let's see what happens. If instead of focusing on the benefits of our service we focused on The pain points that you're experiencing is a customer right so step one is about figuring out you. We have the right stuff step. Two is about refining stuffs that we have and then step three. We're gonna test adding new stuff to the site is where we might just new features New designs that kind of stuff and so again. I don't come in with any presupposed ideas. i don't come in my clients. Oh we've gotta get that video off the page or hey. We need a video bates were coming in. And we're trying to learn what the audience wants
Three Marketing Trends to Look Out For in 2021
"So what are the top three trends. I believe you should look out for and twenty twenty one and how to really utilize each of them. So your business can reap the benefits in two thousand and twenty. Many industries are a surge in online shopping online purchases buying things whether it's products or services or tools online. And here's some data for you. Depending on the industry of various from one industry or the other but the minimum growth of online sales was twenty. Five percent in some industries saw up to five hundred percent growth if there was any apprehension of ever buying things online or being reluctant to put a credit card on a website. Those as are totally over cove it has obliterated those objections or the hesitation. And it's been a year. It's been at least nine months for most people in the world who have had adopt to buying things online with grocery whether it's renewing their insurance with our buying coaching or therapy online. The point here is is that this is now. This was a short thing. At least nine months of this was going on so people are in the habit. They're comfortable with checking out online. Now you might be saying. Hey omar that's great But i've been online for years. What does that have to do with me. Well this means that your checkout process has to be on point acid efficient. It has to be fast. Many industries are really upping their game when it comes to check out. This is one of the focuses. We have in our business whether ninja some of the things that you can do to improve the checkout process. So people are having a more pleasant experience and they come back to buying your products and services is a more options for payment. One of the options Haven't adopted yet but we'll be adopting in two thousand. Twenty one is incorporating apple pay into their checkout process. over sixty percent of the internet's traffic is on mobile. That means people are going to be on your side. They're you buying things with their phone and a smooth transition to check out without pulling a credit card out of their wallet using apple pay is going to put you ahead of the game. It's gonna make it easier faster. Simpler for your customers already been predicted that apple pay is going to see a huge jump in twenty twenty one. Many studies have shown that by the end of twenty twenty one. The ten percent of all transactions around the world will be with apple pay. That's a huge slice of the pie. You can tap into that you can increase your checkouts by offering an easy way to check out if you're using a stripe for example checkout already have apple pay built in. You just need to make sure that your interface or checkout process has apple pay a shop affi- store they have apple. Pay already in there so you can really just this on. It's going to take you a few minutes or maybe an hour to set this up on your site and you're good to go trend. Number two people have been watching videos for a very long time but twenty twenty has saw the most significant jump in video consumption ever in history forbes recently published an article showing that in twenty twenty people watched five online videos a day whether it's to whether their videos on people's websites these platforms are designed to keep them watching again. This is a habit. This is a new normal. the has been established. People are watching more and more online. Video is becoming. The medium of choice for communication on top of that youtube tubes algorithm for search engine optimization has gone bonkers. It's incredibly incredibly sophisticated. If you search a term on youtube not only does it search for you know the titles and the descriptions and the comments for those terms it actually knows when somebody actually says those words on the video and will give you a result of based on that. So if you're asking me you should go bullish on video this year. Two thousand twenty one. You should have a video content strategy whether it's a weekly series whether you're running webinars whether you're doing live or recorded video with youtube channel the players that you wanna tap into what people are already doing instead of force people into something that you like doing her new like consuming you're like producing it's never been cheaper. To produce videos now you can get a you know hd or four k webcam for under one hundred dollars get a ring life for fifty dollars and a decent mike for about sixty dollars and you got a home studio. If you're on a mac you have free editing software with movie. Even if you're not on a mac you can always Go with adobe subscription service which you can get their dobie premier Video editing software for like thirty dollars a month an indispensable tool if you're going to get serious about video and twenty twenty one highly recommend you start thinking about what video content you want to produce. It doesn't have to be talking heavy. It could be interviews. You could be reaction videos. It can be collapse as long as it's entertaining. It's engaging it's informative. People will watch trend number three and this one's a big one and it's gonna affect a lot of businesses and you really should start looking into how you can adjust your business to your website. Accordingly and that is privacy and security. This has been something. That's been percolating in the news for some time. This is particularly important when it comes to the way you are going to be advertising to your customers typically if you want to run facebook ads for example you have to put what's called a tracking pixel on your website this facebook to know when somebody's on your website so they can serve them ads on facebook and also allows them to track conversions. The issue is that data gets an owned by facebook. And a lot of it is some information that a lot of gonna wanna share like we'll computer browser on their location. If they're signed into facebook they know a whole lot more. Even you know who they are their likes are wants. All the interactions. They've had on facebook and basically facebook contract this person as they're moving around the internet and this is becoming more of a problem is becoming more of an issue because feel realizing wow. I'm being tracked We started to see this a couple of years ago with the cookies. Message that you see for gdp are people say. Oh the cy has cookies. And it's a way for us to track and people just ignored it and they're just click. Okay things are going to get a little bit. Hotter apple has already announced that in their next ios update for was fourteen. They're going to have actual pop-ups actual System messages from the operating system telling the user telling the person with the iphone. Hey this site has a tracking pixel. Do you want to be tracked. And it's actually quite a statement. It's actually something you really can't ignore. You have to say yes my movements or no. I'm paraphrasing of course. But the point here is that the privacy issue of tracking people is becoming more and more a- battle and obviously apple is going because their brand is all about privacy and security and boy do they have a market share so a lot of your users a lot of people that use iphone. You know if they're use. Iphone are going to see this message on your site. This means you can't have a tracking pixel and you're gonna have to think of ways to market your business you can. Of course run ads without attracting pixel. But you can't track conversions. Which makes it really hard for you to be able advisor ads. Which then begs the questions. Should you run ads. So this is something you need to keep an eye on and you need to plan ahead already in our business. We're trying to move away from paid advertisement or paid acquisition where customers into long term long tail content marketing whether it's a blog whether it's videos whether it's youtube whether it's partnerships with as their affiliates. The point here is that we want to own the traffic. We ought to be able to rely on our own content to bring us a traffic and not use. Third party apps to advertise. This is a big shift. It's not easy. It's not just facebook. Google or anybody else that has any kind of pixel on your site or requires a pixel so that you can track conversions so if you use paid. Acquisition us paid ads on lincoln on facebook on google. You may want to think of other ways to bring in traffic at least wean yourself off of the a bit because it's not going to be as effective as it used to emmy even get more expensive so there you have a guys three trends to look out for twenty twenty one. Get on top of this and be ahead of the game.
Why SMS Marketing Works
"Is the founder of converse smart. He is served in the us army. He's a smart guy. He knows more about sms. Marketing than anyone else. I know and so what i did. I posted on my facebook group. And i said hey. What are your questions. And i got a whole list. Great questions here to ask him. But the thing i want to start with ari is the the fudd around. Sms fear uncertainty in doubt. People are well merchants anyway. Seem terrified of s marketing. But like don't think twice about sending an email blast to got an email list right at least based on the sheer number of newsletters. I know i didn't sign up for but still somehow am on but s. They're afraid of it. So someone The question i want to open with you acuna. Hurry is a gentleman who said. I don't do any sms marketing presently because personally hate it as a consumer. But that's really the only research i've done it. I find it incredibly intrusive and kurt. Gosh this poor man. And so what he that was his. That was a setup. He's tortured by sms. text him. he'd like just wants to die and his name is jeff and his question there is are there any stats tracked about loss of customer finicky. Like fewer repeat orders unsubscribe. It seems like the financial is there in the short term. But i worry about the long term loss of goodwill. Please put this to rest. Yes let's do it so first of all. Thank you for having me on your podcast. Super excited to talk about sms out and this is one of the things that i hear all the time so every time i talked to marketers. Either someone is really pro. S other really against sms. That's kind of what we've seen Talking to many direct consumer e commerce marketers or people have received calls from telemarketers. Sean sell them something. So people are very reluctant to give away their phone numbers so a lot of the time as more of like a personal thing where people have had that experience like. We've all experienced. As i remember when i was in new york and got like a puppy like ten different messages from president trump. I never remember ever opting in for any presidential campaigns ever. But i guy like ten for once So this is probably like people who have experienced things like this and they never like ogden. So it's like okay like them. Doing it now feels like they're kind of like doing what the spammers are doing. Like you said it's the same people who would go and email a full list That probably opt in. That are still scared of sending those messages out via texts. But the thing is we've done the research we have tons of data on it We've lunch twenty twenty state of text marketing report. Move lot of information and what we found out is that there is no reason for someone to be scared of texts marketing. And here's why. The average consumer spending more and more time on their mobile device over ninety percent of americans can be reached via text and demographic demographics between ages of eighteen and sixty two prefer text over any other communication method. And if you really think about it when we communicate with friends family coworkers. Use messaging apps. Right and sms is probably one of the primary use and it doesn't matter who it is. Everybody opens or text message like obscene. Like people who have never like open their emails but when it comes to tax they always open every single text message. And that's the first thing that we need to know. That consumers are on that channel and the thing about marketing is that like businesses have to go where the consumer is at so. It's the same thing here where personally you might think that may not work or it's invading and no one should ever sign up for it but the data shows otherwise the consumer are signing up to get these text messages. They're receiving text messages. From presidential campaigns two factor authentication order delivery confirmations customer service