Podcasting is one of the fastest growing yet often overlooked ways to do content marketing. The key to good content marketing is educating potential clients and the main reason people listen to podcasts is to learn something new. Three out of four podcast listeners tune in to learn and be inspired.
Another good reason to be podcasting is that people who listen to podcasts are more likely to buy products advertised than other forms of content marketing. They are interested in the podcast and if the products being sold are relevant to the audience they are very likely to at least take a look at the website.
Being a guest on a podcast builds credibility as well. Just talking about what you know and how you can help people will drive traffic to your website if you are speaking to the right audience. Conversion rates are also higher, in fact 4 times higher than regular brand advertising.
So get out there and podcast, or find the right podcast to be a guest on. Most podcasts (including ours) are looking for guests to help create great content and talk to their listeners. Get podcasting!
LinkedIn is a little different than other social media platforms because it is more formal. If you treat it like Facebook or Twitter you won’t get good results and my end up standing out in a bad way. Here are some tips and tricks to successfully navigate the world of LinkedIn.
1) Complete your profile Personally, I would hope this goes without saying, but fill out your profile as completely as possible. There should be very few things on your profile that are blank. It’s not always possible to fill everything out, but you should make the effort. • List all the jobs or positions you’ve held, along with descriptions of your roles. • Have 5 or more skills on your profile. • Write a summary about yourself. • Fill out your industry and postal code. • Add where you went to school.
2) Add an updated profile picture Profiles without pictures seem sketchy. Even when it’s someone I know I am very cautious about connecting if there is no picture. Also, make sure your picture is up to date or within a few years. It is unsettling and unprofessional to have pictures on Linkedin that don’t look like you.
3) Network. Network. Network. This is the key to making Linkedin work for you. There are two strategies here. Connect with everyone or connect with only the people you actually know. Both have advantages and disadvantages.
4) Personalize connection requests. Don’t send the standard Linkedin connection request. Personalize the request to the person you are sending it to. It is more professional and it shows you care about connecting professionally with that person.
5) Grab your name Courtesy: Ken Krogue, Forbes Writer. Did you know you can get your own name as your linked in profile instead of the alphabet soup you were randomly assigned? This makes it look more professional on your emails and resumes. It also makes your Linkedin page easier to remember. Go to the profile edit page and an edit button is available at the end of your Linkedin URL.
6) Never SPAM! Another no brainer. It is possible to spam and get one or two leads, but at the cost of potential relationships. No one likes being spammed. Just don’t do it.
7) Edit or Remove Endorsements. Your endorsement section is out there for everyone to see. Sometimes we are endorsed in ways we don’t want. Sometimes we are endorsed and it looks biased. You can remove endorsements on your profile edit page. Trim up your endorsement to keep your best foot forward.
8) Freely give and receive recommendations. Someone asks for a recommendation, give it. Don’t have a recommendation, ask. This is a way to let others know what to expect from you. People like a second opinion.
9) Join industry and local LinkedIn Groups. Groups are a great way to learn information about subjects that interest you professionally. Many industry leaders post in these professional groups. If you have some insight, post it. It gets your voice out there and could lead to some great connections.
10) Vet a group before you join. Groups are great in general, but some are just ads in disguise. Pay attention to who the members are and what topics they are discussing.
11) Use 3×3 analysis when connecting with people. Courtesy: Steve Richard of Vorsight Meeting someone you can find on Linkedin? Spend 3 minutes and learn 3 things about them you can use as talking points. It shows professionalism and attention to detail. People like talking about themselves so it helps you build rapport quickly.
12) Use InMail strategically. Don’t use Inmail like your regular email. A good practice is to only use it for business that is being facilitated on Linkedin. An example would be asking for an introduction to another Linkedin connection. Use your email for normal correspondence and Inmail for Linked in business.
13) Use Follow effectively. Follow industry leaders. Follow businesses that interest you within your industry or related industries. This will get your profile more exposure and you can meet interesting people in your field.
14) Use “Tags” to categorize your connections. This is especially useful when you have a lot of connections. You can keep track of where you met each person and how you know them.
15) Ask for referrals through LinkedIn. Looking for a new job? Looking to connect to a company? Find out who you know and ask for a referral. Make sure you follow good business etiquette so Linkedin remains a great place to get your referrals.
16) Browse LinkedIn privately. If you are looking at a lot of peoples profiles and businesses, browse privately. This way you don’t seem like a stalker. It is the polite thing to do.
17) Add media. Put up your blog posts. Link articles. Post videos. In general, get yourself on the Linkedin feed. This can create top of mind exposure and help with your other Linkedin business.
LinkedIn is a powerful tool to use in the B2B (business to business) world. It can be used for networking, sales, research, and getting answers to your business questions. LinkedIn isn’t Facebook so you can’t use the same tactics to get noticed, you have to think a little different. Here are 5 ways to get noticed on the worlds #1 B2B platform.
Put a head shot in your profile. This should be a no brainer but I see a ton of profiles without a head shot or even worse with an unprofessional head shot. A profile with a professional head shot gets 21 times more profiles views and also makes it 36 times more likely you will receive a message. Make sure it’s just you, not you and your team or you and your significant other. Business attire is preferred but depending on your industry you could get away with a work uniform. This is your first impression so make it a good one.
Add your skills. Get noticed by adding your skill set to LinkedIn. If you add your skill set your profile views increase 13 times. That’s a big jump for such an easy thing to do. If you list 5 or more skill that jumps to 17 times more views. This is the place to let people know what you do, it’s what LinkedIn is about. It’s even better when you can get colleagues to endorse your skills. The best way to make that happen is to ask.
Talk about what you know Get noticed by posting content, unique content is best. The LinkedIn algorithm loves unique content and content written specifically for its users. Influencers average 130,000 post views when they write on LinkedIn and you don’t have to be an influencer to get going and take advantage of this. You should write about things you know so people understand you can help them when the time comes. Get your posts out with proper tags and people will start to follow you for more information.
Join groups Do a little research and find the groups relevant to your interests or that contain the people you want to talk to. Ask questions, provide answers and be useful in the groups you join don’t just look for the sale. Hard selling tactics backfire on LinkedIn, you should be trying to show expertise without pushing for customers..
Personalize your connection requests Tell people why you want to connect with them or where you met in person so they know who you are and why they should click yes. A personalized invite makes you stand out. Most people will connect with you on LinkedIn and even more will connect if they know why you sent the request.
Pro tip: Don’t connect with someone then start selling, it is a good way to loose a valuable contact. Even if they don’t disconnect with you they will remember that first interaction and decrease the chances they will help you or buy from you in the future.
I’ve said it once, I’ll say it again….and again, and again… You have to have a blog if you want to be effective in Content Marketing. There are so many reasons to have one it just doesn’t make sense to skip this important piece of a marketing strategy. For one, it builds trust. 81% of U.S. online consumers trust information and advice from blogs. It shows you are an expert and a leader in your industry.It also generates leads, which really is why you are marketing right? A small business that blogs gets 126% more lead growth than a small business that does not blog. Once you write 21-54 blog posts, blog traffic generation increases by up to 30%. Not to mention one blog post can generate a ton of other content that is meant to drive traffic straight to you. So why aren’t you blogging? Oh, right, it’s intimidating….fair point. Here are 4 infographics to help. The first is the step by step guide to getting your first blog off and running. The other three are daily, weekly, and monthly checklists for running a blog. Not all the items will be relevant to you but it at least gives a full view of what’s possible. Now get out there and BLOG!
LinkedIn is a great tool especially when your target is other businesses. Besides Facebook, it’s the other social media platform I believe every business and business person should be on. It has its own culture and ways of doing things so don’t use Facebook tactics over on LinkedIn. I will help you figure out if you should be spending time on LinkedIn and if so what you should be doing. Some businesses just need a presence there as it denotes legitimacy and confidence in your business. Other businesses should be more active on LinkedIn than on Facebook.
First, let’s look at the statistics of LinkedIn and why it is important. What do you want to know about using LinkedIn to increase your business? Your question could be the inspiration for the next infographic!
How Can Your Business Survive the Covid 19 Economic Crisis? We are at the beginning of the economic impacts of the Covid 19 pandemic. Business is going to get worse before it gets better but agile and innovative entrepreneurs can survive if they have a strategy to get through the crisis. Keeping your business open is crucial since 75% of businesses that close in an economic crisis never reopen.
In an economic crisis, entrepreneurs tend to bear the brunt of the negative impact but if they keep their eyes open and prepare to take advantage of opportunities that open up, they can not only survive but thrive. They can take market share from less agile competitors and become more profitable as they become leaner to fit the economic environment.
It’s difficult, but entrepreneurs must spot opportunities and be aggressive in capturing them. Look to the future and see how your business can take advantage of the new business landscape.
Here are 13 specific recommendations to get your business through the downturn.
Keep a close eye on your cash flow. Conduct monthly forecasts and daily checks to make sure you have the operating cash to see you through. You should project where your business will be in 3 months as well as daily, weekly and monthly milestones. Negotiate with suppliers, landlords, and contractors to get a better price. They are feeling the pinch as well and might cut you a deal to keep cash flowing into their pockets. Look at bartering for goods and services you need. Take advantage of discounts for prompt payment and don’t pay other invoices until they are due. If cash flow is already a problem, talk to your creditors about payment extensions and don’t wait until the last minute.
Get aggressive with collections (you don’t have to be mean to be aggressive). If a payment is due in 30 days, try and get it paid in 25 or 20. The cash is better in your pocket than theirs. Make sure your payment terms fit your business model and cash flow needs.
Keep your inventory in check. A lot of cash can be tied up in unneeded inventory. Look at what inventory can be reduced, liquidated or sent back. It takes time and money to store products you don’t need right now. Keep enough on hand to keep orders fulfilled but try to switch to a just on time model for greater efficiency and less overhead.
Build up your capital reserves. Become closer to your best customers and see how they are doing. This helps keep competitors at bay, keeps you informed if they can pay or not and puts you in a position to see opportunities. Set up calls and video conferences with as many customers as you can so you can win back customers who are unhappy and sell more to the ones who already love your services. Get as many long-term contracts as you are able and offer early payment discounts to get the money in the door sooner.
Take a good long look at any capital spending. Delay long term projects and high-ticket items until the economic climate shifts. Tying up your resources now could spell our doom.
Maintain a good relationship with your bank. Keep them informed of how you are doing. Banks like knowing where things stand so they can prepare. During economic times it isn’t advisable to get more credit. Increasing your debt load can put an undue burden on your business.
Eliminate nonessential expenses as much as possible. Before spending any money ask if it is really needed. Do the same with your personal budget. Keep it simple and inexpensive.
Try and reduce the cost of rented space. If you have too much room consider subletting the part that you don’t need at the moment. This reduces overhead and generates a little income as well as potentially helping another business out that needs space. Extra space that you rent takes away from your bottom line.
Now is the time to reevaluate staffing, but don’t skimp. Service quality can suffer and your competition could earn business away from you. You may even consider hiring new sales staff during this time. If you are smart you can be aggressive in going after new business and expand while others contract. If you absolutely have to cut staffing do it early and cut deep. If you cut once then have to cut again (or suggest you may have to) then your staff will be worried about their job and not about doing their job. Put your company on stable footing so your employees aren’t worried and can concentrate on getting you more business.
Concentrate on customer service to entice your current customers to spend more with you. As your customers buying power and interest in spending decrease, your customer service should increase to keep them coming back. Customer service is primarily viewed as a time issue by customers. Waiting time to get service, delivery time and how long it takes to help them all play a part in how they perceive they have been treated. People will abandon purchases if they believe the time it took to get help or get a delivery was unreasonably long. Look at your system and eliminate flaws that create time delays.
A related issue is training. Sometimes the slow down is the perfect time to conduct training. Costs go down and there is more time between money-generating activities. Look at what skills will give you the advantage during the downturn and get the proper training for your staff.
Make policy decisions alongside your employees. They are impacted by this downturn as well an being involved not only gives them ownership, it gives you a large pool of knowledge to draw from. “None of us is as smart as all of us” -Ken Blanchard. If workforce reductions are needed they can help figure out how to reduce hours and increase efficiency without having to go through the pain of layoffs. Meet with staff regularly to talk about how to reduce cost, increase production and get through this lean time. When times get tough, get the team together and put your collective minds to work.
When a financial crisis hits most businesses decrease their advertising spend and that can be a mistake. Studies have shown that keeping the same advertising budget or even increasing your budget during a downturn will get your company in a position to outsell your competition. Good marketers can boost sales numbers and market share even when your industry is in decline. Usually, they concentrate on short term tactics like promotions and sales and using marketing targeted at the uneasy situation.
Here are some key guidelines to marketing during a downturn:
Keep track of your competitor’s advertising. When they cut back may be the time to increase and get a bigger market share.
Don’t use gimmicky advertising. Use your benefits and advantages to drive your advertising. Clear solid statements rather than appealing to emotions.
Direct-response advertising is important. Simple and clear language with impactful copy and a crystal-clear call to action. The other advantage of direct-response is you will see the results (or not see them) quickly.
Try to avoid regular looking ads. Position your ads as important messages offering them great value.
Present value and dependability. In a downturn, people want the most bang for their buck. Avoid clichés by showing the value rather than telling about the value.
Perception is key in a downturn. If people think things are bad financially, they will act like things are bad. Present your product or service as a smart investment.
Be ready to pivot and take advantage of the economic opportunities presented to you and your business will survive the economic crisis just fine. Keep your eye on the bottom line but not to the detriment of growth activities. Take advantage of your competition’s missteps and bring your whole team along with you. Together you can succeed, if you do it alone you won’t. Today’s difficulty is tomorrow’s triumph.
If you need help or guidance putting together your survival strategy I am just a phone call or message away. (435)554-8209 Jason@Jasonmporter.com
I have heard it said many ways, that you cannot grow unless you leave your Comfort Zone. I call BS once and for all. I know for a fact you can grow and develop while staying quite snug and safe in your Comfort Zone. I think it can be damaging to some people to be forced out of their comfort zone for the sake of growth and short-sighted to believe those who stay in their comfort zone can’t grow. So let’s explore this a little deeper.
What is a “Comfort Zone”?
It’s a place, situation or state of being where you feel safe, at ease and not stressed. This is typified by the image of sitting at home, in your favorite chair snuggled in a warm soft blanket. Everyone is different and people can feel safe in many types of situations. Some love to be surrounded by people, others prefer to be alone. It really depends on your own life experiences as to where you feel the safest. In the business world the comfort zone generally is described as the work and tasks you feel most comfortable with and you have the most skill at. Whenever you are at ease while working is your comfort zone.
So why does everyone say no growth occurs inside your comfort zone?
Doing new things can be scary and usually it is a learning experience. When we are in the comfort zone we are rarely trying new things and therefore it is assumed we aren’t learning. The thinking goes that change and growth must accompany risk and risk is being outside our comfort zone.
It’s a Myth!
I say it’s a myth, that we can grow inside our comfort zone. Are you comfortable reading? Reading creates growth and even reading new things is rarely outside our comfort zone. If we are going to try new things, read about them first, that reduces the stress and anxiety new things can cause. If it’s still scary, read more. Keep exploring the subject until you are an expert before you even try it for the first time. You have permission to be comfortable trying new things. This may not work for everything but it can work for most of the things we do in the business world. It’s slower, maybe even less efficient but it keeps us in our comfort zone as we explore new things. We can also make changes incrementally, changes so small that they don’t cause us stress. If we keep making those changes we will eventually get to where we want to be. Manufacturers use this all the time. They can’t afford a big change so they make hundreds of small changes over time until the same result is achieved.
Why is growth within our comfort zone important?
For some of us, running around outside our comfort zone is fine. We exist on the edge and love taking chances. Others hate going outside the comfort zone and just the thought of it paralyzes them. So that’s the main reason. Small changes within the comfort zone are better than no changes because of fear. Even those who love being outside the comfort zone need a break but they refuse to quit improving. Growing inside the comfort zone is a great option for them as well. Moving forward and giving yourself a break at the same time.
So there you have it. Don’t let the myth of the comfort zone hold you back. Grow, change and improve inside or outside your comfort zone, what ever way suits you best.
Sometimes you see opportunities to go into business for yourself. Sometimes those opportunities come out of the woodworks and you are overwhelmed. Maybe you have 100 ideas about a new business to start and don’t know which one to pursue. When that starts to happen I recommend you conduct a personal SWOT analysis. SWOT is an analytic tool to determine strengths and weaknesses, usually, your business versus your competitors. In this case, it’s just you so the SWOT stands for Strengths, Weaknesses, Opportunities, and Talents (as opposed to threats in the original SWOT). We will go step by step through a personal SWOT analysis and get you on the road to figuring out what business you should be going after. Remember, this isn’t the only step, if you decide on a business you still need to do a Market Analysis to determine if it’s a viable business.
You are going to examine what advantages you have that others may not. What education have you received, what certifications? Are there skills you have that you do better than other people? What have you accomplished that sets you apart? What kind of a network have you built?
This is examining your weak points. Failure to understand where we need help can sink us fast, so be honest with yourself. What don’t you like doing or aren’t very good at doing so you avoid it? What skills do you still need to work on? Where are your education gaps? What are your negative work habits? Are there personality traits that limit you?
Looking at the business and personal opening that might be available to you. In what industries are you connected? How extensive is your network? How is your network constructed, as in what types of people? What equipment do you own or have easy access to? What are your capital resources?
These are your inherent abilities rather than trained or learned skills. What are you naturally good at? What do you do that feels good? What kind of tasks give you a sense of accomplishment? What do you get compliments on that isn’t something you learned?
Once you have all of these written down a better picture of what business you should be involved in will come to light. The more strengths, talents, and opportunities that align the better your chances of sticking to it and making something a viable business. Get a couple of ideas together then start your market analysis to see where your efforts should go. Keep in mind you don’t have to start at the top, get a minimally viable product and start from there.
It’s amazing how many things Magicians and Marketers have in common. They both need to get their audiences full attention and usually have a very small window to do so. Missing that golden window can cost them dearly so they develop techniques to draw in a crowd and keep them paying attention. Because of these similarities, they can both can teach the other new and different ways to hone their craft. Here are a few ideas on what Marketers can learn from Magicians.
Look at the End Result, Then Figure Out How to Get There.
Professional magicians start with the end in mind. They look at what the desired outcome is and what the restrictions and working conditions they will have to deal with are before they set up a plan. This planning stage can take up the bulk of the time. There may be some trial and testing, but planning is the most essential part of it. Look at the end result you want, list the pros and cons of each method to get there, find a way to make it happen that fits the parameters.
Think Outside the Box.
I hear this phrase a lot but what does it really mean? For both the magician and the marketer I believe it means to explore new ways to get to your goal despite the limitations. Placing limits on your resources inspires creativity and outside the box thinking. People get stuck thinking about what they can’t do or what resources they don’t have and forget to look at what they do have. For example, if you have no money find ways to counteract that. Propose a trade. Do it yourself. Collaborate with someone who can help with the project. There is almost always a way around your limitations if you put enough time into figuring it out.
“Sometimes, magic is just someone spending more time on something than anyone else might reasonably expect.” Teller
Focus on the Feelings You Want to Create.
As it’s been said, people don’t remember what you do they remember how they feel. Use this emotional memory to make a real connection with your audience. Magicians exploit this human tendency in many ways, through script, audience participation, music, or a host of other methods. Use your marketing to bring out emotions whenever you are able, through music, pictures, well-written copy, or any other method you can come up with. Keep the message consistent as you evoke the emotions, going for what your core message is trying to be and getting people to feel it rather than think it.
“Magicians have done controlled testing in human perception for thousands of years.” Teller
Learn the Basics, Then Combine Them to Fit Your Style.
Magicians have certain move the must learn even if they find better ways to do the magic later. There is no getting around the grind of learning the basics in magic or in marketing. Take classes, watch videos, read blogs, but most of all, learn! As you can produce consistent results you can start to adapt the basics to fit your style and ultimately the style of your brand. Hard hitting and journalistic or lighthearted and fun? They both have their core in the fundamentals. Don’t neglect the basics once you have them figured out. Almost every marketing campaign that fails can trace the bad results to ignoring the basics.
“You have to be creative. It’s the basics. You can’t be Picasso unless you know how to draw a real face; then you can turn it upside down.” Diane English
Clip the Script.
This one is easy. Don’t say 25 words when 5 will do. Even in long form blog or video content make sure each sentence adds to the whole and there are no fillers. The best magicians in the world make sure every word is in the show for a specific impact it has on the audience. The same is true for the best marketers. Keep it short, sweet, and to the point for maximum impact.
“Most of the scripts performed needed a great deal of editing. Sometimes for grammar and sentence construction but always for length. Too many words! Too many words before something happens and, especially, too many words after the magic has happened.” – Eugene Burger
There you have it. Some tips and tricks you can steal from magicians to make your marketing better and create a more lasting impact on your audience. Add in a little showmanship and a surprise and you will have a marketing campaign that is truly magical. If you have any questions, feel free to contact me. http://www.MyBusinessAdviser.com
I didn’t see many stores this year for Black Friday because I was in the trenches with a client as usual. My wife, however, was out and about enjoying the sales and battling the crowds looking for some fun gifts. One problem? Several stores she went to were closed. During normal business hours. On Black Friday! She said she saw several other cars pull in, check the door and leave as well. Of course, she reluctantly went to their competitors and spent her money with them as I’m sure the other people did as well. Money just walked out the door and no one was even around to know. If you are in retail, you are open Black Friday, it’s just the nature of the beast. I cannot imagine why a retail store would be closed during normal hours on Black Friday. Meanwhile here are some tips for the rest of you who were open to increase your sales over this holiday season.