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What Is A Sales Funnel?! – Awkward Marketing


– So I got this funnel. Gonna tell you right now it’s a scam. I got no new leads. I’m not making anymore money. Thing doesn’t even come with a USB. I don’t know how I’m supposed
to hook it up to my website. What a waste. – If this is you, worry no more, because you’ve just entered the shame free funnel de-mystification zone
and I’m gonna explain exactly what a funnel is and how to
implement one in your business. (bright music) Hey, hey. It’s RKA. This is another episode
of Awkward Marketing, because marketing your small
business can feel awkward, sometimes awful and I
help you make it awesome. (bright music) Yeah, I hear it all the time. A small business owner calls me up and they’re like, okay RKA. I need a website and a new
brand looking feel and a funnel. And by the time they’ve
gotten to the word funnel, there is so much panic in their voice that I know that translates into, I don’t know what a funnel
is but I know I need one, and I really wanna impress
you but I’m freaking out. Well, if this is you or
if this sounds like one of your clients and you’re
always finding yourself explaining and re-explaining
what a funnel is, I made this video for y’all. So to those of you who think
you might know what a funnel is but you’re not really 100% sure, and it’s kinda keeping you up at night, I have good news for you. You probably already have one. Isn’t that a load off? Because a funnel is not
really as complicated as we often make it in
the marketing world. At its core, a funnel
is how you move people from being total strangers
to your customers to your die hard, buy anything
you offer, cheerleader fans. That’s it. That’s a funnel. So let me give you an example. Imagine you’ve got a
brick and mortar store. You sell sweaters. And you send a guy out with a
sandwich board onto the corner to say hey we’re holding a
fire sale at the sweater store. Come on down. Somebody’s driving along and they’re like, hey I never even knew there
was a sweater store there. I might go inside and check it out. Boom. You’ve just moved people down your funnel from brand awareness, somebody
who never knew about you has discovered your store,
and now they’ve decided to come in and check
it out for themselves. So they walk in. They take a look around. See what it’s all about. A sales person walks over and says, hey nice to have you here. Why don’t you come on in and check out some of our amazing discounts? So they amble on over to
the red sweater section, and see something they really
like and decide to try it on. You hear that? That’s the sound of them going
even deeper into your funnel. They ask a sales person if
they can get them another size. Now they’re really professing
interest in your product. This is a qualified prospect. This is not just any window shopper. This person has come in. They’ve stayed awhile. They’ve tried on the sweater. Now they’re asking for another size. This is a real candidate for a sale. So, the sales person happily obliges. Gets them another size. It fits. It looks great. They compliment them. And they say, hey, I’m gonna take this sweater with me home today. And that’s where people often
think that the funnel ends. They’ve made a sale. I bought the red sweater. Now I’ve got a customer. Bing bang boom. My funnel worked. But there’s still a few
things left in the funnel. At the checkout my sales person offers this customer a loyalty card, so that every time they come
back and buy more red sweaters, they rack up points and
eventually they can get a whole red sweater for free. This person comes in again and again. Brings their friends and family. You reward them for doing so
by giving them extra punches on their loyalty card for
every referral they bring. And now they are your sweater
loving customer for life. How’s that for a funnel? Now I know what you’re thinking. This is all well and good, RKA, but how do I actually apply
this to my online business? I can’t very well hire a
guy with a sandwich board to stand outside of my house and be like, go to my girl’s website. It’s real cool. So let’s break down how you can implement this on your website. I’ve got eight steps for you. Let’s walk through them. And I’m gonna encourage
you to keep it simple. Think of one thing that
you wanna sell people. Just start with that one thing, and you can build out
your funnel from there. So the very first thing on your funnel, number one is brand awareness. Taking people from total strangers to knowing who you are and what you offer. Now one of my favorite things to do to build brand awareness is content. Creating amazing content. Let’s imagine you create a blog. The cool thing about creating a blog is that you can do so much
with this one piece of content. Distribute it and promote
it on social media. You can optimize it so it
gets found in search results. You can put ad dollars on it, so you can fuel the amount of eyeballs that are seeing that content. All this and more. Let’s start with content. That is your brand awareness driving tool. Somebody sees your article
posted on social media, and they decide to click
on over to your website. And that’s step number two. The website visit. Yeah, we’re always gonna be driving people back to your website, folks. That is where the magic happens. So then once they’re on your website, it’s time for your value proposition. That’s number three. This is where you educate
people about what you do, what you offer, who you
serve and how you help them. This is your website’s time to shine. This is where your website
needs to clearly, simply, and quickly educate people
about how you can help them, and what is the next step. And this leads us to the
number four step in the funnel, which is lead generation
because let’s be real. The very first time someone
comes to your website, they’re not gonna be ready to buy, but we still want to invite
them into relationship with us, and this is where lead
generation comes in. This is where we get
the relationship going. And how do we build the relationship? Email. Email’s a huge way we’re gonna do it. So this is where our lead magnet comes in. We’re gonna give them something, and they’re gonna give us
something, their email address. Now I just did another
episode of Awkward Marketing all about lead magnets and my favorites, and I’m gonna link to it below. But I’ll tell you one
of my favorite things to offer as a lead magnet in
exchange for email is a quiz. Who doesn’t love a good quiz? So the person gives you their email. They take the quiz. They get their results, but that’s not it. Now it’s time for the number
five part of the funnel, which is lead marketing. You’re not gonna leave them hanging with just with this quiz result, you’re gonna keep
nurturing that relationship that we’ve just started to
build and the best way to do that as I said already is through email. So you’re gonna followup to that quiz with a nurture sequence. This is where you’re
nurturing that relationship, so typically you’re gonna
send them several emails over the course of a few days or weeks. I know what you’re thinking. RKA ugh, I don’t wanna
clog up people’s inboxes, but this is why you wanna
space it out really nicely, and here is the trick with email. From the very first time
you send someone an email, you wanna train them
to expect amazing value from you every single time
they find you in their inbox. This is not an opportunity to just spew sales pitches at them. This is a time for you to
offer them extraordinary values so they are excited to open up each and every email from you. And this is really what it
takes to nurture a relationship, and if you do that step right, you’ll lead them to the
sixth step in the funnel, which is conversation otherwise
known as making a sale. Boom, you got their dollar bills. Congratulations. But that’s not all. That’s not the last step in the funnel. Number seven. This happens after you make a sale. This is loyalty building. This is where you continue to surprise and delight your customer. This is where after you’ve made the sale, you show up with an incredible
customer experience, and then you continue
showing up with new offers, new content, new value
you’re adding to their lives based on what you already
know that they want and need. So don’t forget this step. So many people think that
funnel ends at the sale, and that is not true. You wanna continue to
delight your customer, even long after they’ve
spent their money with you, so that they keep coming
back again and again. And number eight. The final step in the
funnel is client advocacy. In other words, you wanna
make it as easy as possible for your happy customers to
send other customers your way. So you might offer affiliate, or referral kickback incentives. You might do contests to reward them for sending their friends
and family to you, because of course the easiest
sales to close are the sales that come from a referral,
come from word of mouth. So often in the digital marketing world, we kinda discount and downplay
word of mouth referrals, but no this is the type of marketing. This is the best type of
sale because it’s a sale that’s already half closed
when it comes our way. So discount the power of client advocacy, the last step in your funnel. The last little nugget
I wanna leave you with when it comes to funnels is
that it’s not just something you buy at the store, put on
your website, set and forget. Once you set up your first funnel, you’re gonna tweak it, test it, see what works, see what
doesn’t work, play around. It’s not a one and done thing. And if you need some help,
that’s what the friendly folks at RKA Inc are here for. How’s that for awkward marketing? Well remember, you can’t
spell awkward without RKA. I’ll leave it at that. (bright music)

DIAL IT UP Hosts Discuss Marketing Fundamentals | Scorpion Studios


(rock atmosphere music) – Hello hello hello, and
welcome to Dial It Up where we’re talking about all things franchise, marketing, and business growth. I’m your host Jamie Adams. To my right, Jordan Wilson. – Slappa da bass! (laughing) – Yes he is, yes he is. To my left, Miss Julia Cook. – I’m in charge. – That’s true. – That’s very true, yeah. To my far left, Mr. Patrick Crawford. – Thank you for letting me into your home. It’s beautiful. – So today we’re gonna be talking about marketing fundamentals, so you can think of this as our version, Dial It Up’s version, of marketing 101. – Yeah. – We’re gonna hit on
some very basic things, we’re gonna tell some stories, right? But I guess let’s start
with a basic definition, actually a scholarly definition– – I was gonna say, yeah,
and I’m ready for it. – Scholarly definition
of what marketing means. Our resident scholar is of course… – It’s not you, so. – It’s definitely not Patrick. – Cool, okay. – It is in fact Julia. – I have notes. – So Julia, why don’t you lay out a very scholarly definition of
what marketing means. – We’ll go with the
expert definition here. – I love that, let’s do it. – [Julia] The expert
definition of marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. – [Patrick] That’s a lot of ings. – [Jordan] A lot of ings! – That’s a very in-depth,
scholarly, expert definition. – You’re welcome. – Yes, thank you. – We’re all thankful. – Now Jordan. – Yup. – I’m gonna need you to break
this down for the laymen. – You need the resident layman. (laughing) – I do, yeah I do. Our audience needs the resident layman. – Luckily I’m here. It’s making sure
consumers know who you are and know what to buy, if they’re trying to buy what you’re selling. – Okay, I can get on board with that. – Yeah, that makes sense. – I’ll get on the board with that. I appreciate it. – Okay, so I wanna ask another question. Patrick, what was your first experience that you can remember
as a kid in marketing? – Lemonade stand. – Yes. – [Jordan] Of course. – [Patrick] 10 years old. – [Jamie] So you actually
had a lemonade stand. – I had a lemonade stand,
ran it with my sister. Co-owned, you could say. – [Julia] Had fun. – [Jordan] We will. – [Julia] Smart move. – We had a marketing problem. – You did? – [Patrick] Yeah. – Let’s hear it. – This is gonna be good. – We got some professionals. – We were on a cul-de-sac. Which for you non-English
majors is a circle. (laughing) So we were in a
cul-de-sac, and when you’re in a cul-de-sac you don’t
get a lot of traffic. That’s a problem. – [Julia] True. – You don’t get a lot of traffic, you don’t get a lot of business. That’s marketing 101. So what we had to do is get some posters. – [Jamie] Okay. – [Patrick] My sister. Better handwriting, better creativity. – [Jamie] Smart. – [Patrick] Beautiful posters. Took them down to the intersections coming into the neighborhood, coming out of the neighborhood,
telling them where it was. – [Jamie] Yup. – [Patrick] Advertising the price and what they’re gonna
get when they get there. – [Jamie] Okay. – Lemonade. – Revenue through the roof. – Of course. – Through the roof. I’d say 100 X just from that move. – Wow, that’s, okay. – So posters? – Posters. That was it. – All right. – In the right places,
during the right day. – Listen, listen, I had a little bit of a different approach
in Julia’s lemonade stand. – [Patrick] Oh is that what you called it? – No, but that’s what I’m calling it now. We didn’t have a name,
we had a similar problem. We’re not on a cul-de-sac, which actually is French for bottom of
the bag, but that’s fine. – Cool. I guess you’re a French major too. – Wow. – Anyway, so what happened
was we didn’t have enough traffic, so we actually moved our stand down to the big street there. – [Jamie] Smart. – [Julia] So we did that where there’s a lot of traffic, well we noticed people were driving kinda fast
and are they actually gonna read the sign,
I don’t know, so I had the idea to make the sign
the shape of a lemon. So with yellow paper in
the shape of a lemon. – [Patrick] That’s better than mine. – But Patrick, I was 12. – Yeah, that’s two years on me. – [Jordan] That’s true. – In dog years that’s 14. – Basically I was an adult compared to, so that was what got us… – All right, so we got posters. – Yup. – You can think of that as a billboard. – Yup. – You moved real estate. – I did. – Which is a key of
marketing for some people. There are a lot of franchise businesses where the location of your business is key to getting traffic, right? – Yeah. – And you did billboards. – Yeah. – And then you got a
really specific kind– – Better billboards. – Wanna make sure you
know this is lemonade. Lemon. – Okay, all right, Jordan. – Yeah, so I did a lemonade stand, but I won’t tell that story. – Oh okay. – He’s still traumatized. – I mean who hasn’t, right guys? (laughing) – [Julia] Wow. – So we did car washes, right? So when you’re in high
school or middle school and you had either a church event that you’re raising money for, or your local soccer
team, all those things, you had to find a way
to get cars to come in, so you’d go to an empty
lot or find some McDonald’s that would let you in
the back just wash cars. So you always see the kids right? They’re standing on the one side trying to get people to come in. Well I figured out this is a problem. Because there’s another side of traffic. – [Julia] It’s true. – [Jordan] Maybe they don’t
know about what we’re doing. – Missing out on market traffic. – So we took the posters,
went to the median, both sides, making sure
that both sets of traffic are coming in, and can I
say something real quick? – [Jamie] Yeah. – If you are that guy
or gal that’s driving by a car wash, and you honk the horn, but you don’t drive in to give them that $5 donation, you’re wrong. (laughing) – You’re a bad person. – I gotta be really
honest, I can’t remember the last time that I saw any kids waving flags to pull in for a car wash. – Oh brother, I saw it
last, school was out. It was summer. That’s why– – Did you get a lot of traffic in? Did you bring them in? – Have no idea, but it felt like I did. – [Patrick] Yeah, good. – Couldn’t measure it. – That’s all that matters. – So your marketing was just the signage. – Signage. – Plus good ol’ feet on the street. – I think feet on the street. Making sure I knew exactly where the consumers were gonna be. – Literally, feet on the street. – Almost died. That’s fine. – [Julia] We’re good. – Okay, for a very short
stint I mowed lawns. – [Jordan] Okay. – Not a target audience problem. ‘Cause I lived on a street in a town of a couple hundred
people, but there were only seven or eight houses on the road– – Huge lots too. – Big yards. – That’s a lot of mowing. – My lawnmower was a tractor. – Oh wow, okay. – That’s not a lawnmower,
that’s a tractor. – You had to sit and drive? – [Jamie] It didn’t have a canopy on it. – [Jordan] Oh, you got sunburned. – [Jamie] I got sunburned, yes. – [Julia] This does not
build character at all. – Hang on, hang on, the only marketing I could do was just go knock on doors. I couldn’t sustain a healthy business. – Seven houses. – [Jamie] With seven potential customers. – Makes sense. – Was just not big enough for me to keep my business alive, therefore
I had to shut the doors. It was unfortunate. – Tough break. – Okay, so moving on from that, let’s fast-forward to today, right? What would you do different? What would you do different today? In 2020 you’re starting a lemonade stand as a 10 year old, 12 year old, you were in college washing cars. – Yup. – No I’m kidding, high school. (laughing) – Maybe college too. – Let’s talk a little
bit about what we may do different from a
marketing perspective today. – Well I think easy, at least right off the bat, it goes to social. I would go to Facebook and let everybody that is friends of mine know where we’re gonna be, what we’re doing, and the why behind why we’re doing it. – [Jamie] Okay. – To have that draw into why you need to come to our car wash. – Okay, cool, cool. Good ol’ status update. – Status update, post that out there. – What about Instagram? – You might as well. – Gotta get the ‘Gram! – I’d selfie it, I’d also do a story of me in the median
saying please come help. – Love that. – Or else. – [Jordan] Yeah, exactly. – Okay. Patrick, what about you? What would you do differently? – I think social’s really key. I think also, look, hearing Julia’s story, a better sign. At a certain point I think my signs would stop making a difference. Probably go out there and
refresh them, you know? Probably make better signs. Better usages, put them
in more intersections, get more traffic in those other places– – [Jordan] Would you give them a deal? Would there be incentive to come to yours rather than Julia’s? – 100%, yes. – Don’t drink Julia’s
lemonade, drink Patrick’s. – Wow! – Calling out the competition? – It’s different in a way. – It’s extra sugary. – Oh. If that’s what you like. – Okay, Patrick, would you
do anything on social media? – [Patrick] Yes. – Would this draw you into social media? – 100%. That would make me– – So what would you do? Give us an idea. – I think video would
be a big play for me. – Okay. – I’d give a nice little
user generated content video of where I am, what I’m up
to, the situation at hand. Probably showing somebody drinking and awesome, refreshing glass of lemonade. That’s good lemonade. – That was actually not very good. – I liked it. – I thought it was pretty good because– – I bet Julia can one-up you though. Julia, what would you do differently? – Okay, so I know exactly what I would do. – She’s got a plan. – Yup. – She always does. – So as a parent, as I
am, people are worried about sugar content, they’re worried about your kids are gonna get
all, they’re gonna go crazy. Well not with Julia’s Organic Lemonade. – Wow, she went with a great word. – Organic. People love organic. – So I’m gonna market to moms. You want your kids to
have that same experience that you had growing up drinking lemonade, but you don’t want all
that bad stuff in it. – [Jamie] Okay. – That’s why you need to come
to Julia’s lemonade stand. ‘Cause we have only the
finest quality ingredients. – So you would go all the way down to the heart of the value proposition. – Yes I would. I’d go after those moms because I’m a mom and I only want the best for my kids. That’s all parents do. I want my kids to enjoy the summer, I want them to stay
hydrated, it’s gonna have a nice electrolyte balance in it as well. It’s not just lemonade, folks. – You asked for a one-up
and you got a one-up. – Yeah, that was a big one. – I sure did, but how would
you reach those people? What would be different? I gotta believe that you just wouldn’t draw another picture that
looks like a lemon right? – No, I’m not gonna draw a lemon but just says organic on it, no. – [Jamie] What would you do? – What I would do is I’d make sure that I’m posting in the mommy groups, local mommy groups, the
school Facebook groups. – [Jamie] Okay. – Say like hey, we have
this new fun thing, you can have your kids come
and make lemonade with us. It’s a great family activity, so I’m all over social media right now. Especially on Facebook and Instagram because that’s where the
moms are being right now. They’re on their phones,
they’re looking around, they’re gonna get their
kids some Julia’s Lemonade, it’s gonna be a great family activity. – People searching lemonade near me? – They’re not probably searching that, but if they were to search that– – My neighborhood does. – Lemonade, oh god, lemonade near me! (laughing) – So that’s a good, your near me deal is actually very relevant
to what I would do. I didn’t really have access, I couldn’t just jump in my car
and drive through town, but what I could have
done today is I could have launched a search campaign on Google. So that anybody in the town of Coushatta, Louisiana that went– – Shouting out. That’s a Cou-shout-out. – But people in Coushatta
that search for a landscaper or someone to mow their lawn on Google, they’re gonna get an ad to my website. With my picture on it,
with my tractor on it. Not mine, it’s my dad’s tractor. – [Julia] They don’t know. – Me on a tractor, targeting those people. And then I do the same
thing, I get out on Facebook, I post updates, I probably start a business page on
Facebook, start some ads. – Yup. – Right? It’s crazy to think
though that just 25-ish, maybe 30 years ago for a couple of us, me, that these things we’re talking about, these new ways to market,
did not even exist. – Right. – Right? The difference between
what you could do now, if you owned a lemonade
stand, or if you were running a car wash, or
if you were mowing yards, the way that you can reach people now relative to what we had access to then is just completely, it’s mind-blowing. – Yeah. – Right? So that begs another question. With all these places to
market or advertise today, because you could still
throw up the posters, you can run out in the
street like you did. – Yup. – Then you got these others hundreds, maybe thousands of other places on the internet that you
can market and advertise. With all these choices, and
probably a limited budget, how do you figure out what to do? Where do you start? Julia. – Yeah, you need to start at the bottom of our friend the marketing funnel. – Okay, the marketing funnel. – Yeah. – So for a quick
refresher, if you’ve never heard of the marketing
funnel, hopefully you have, but if you haven’t, the marketing funnel starts at the top with awareness, the very top of the funnel, right? That’s making people aware of
your product and your service. Moving down into the consideration stage where people know who you are. They may be thinking about buying your product or service. And then finally the bottom of the funnel, the purchase stage,
where people are actually in the market actively looking to purchase your product or service. – I put a little dollar sign. – [Jamie] Okay, so you’re
saying you would start targeting people when
they’re ready to purchase. – So, right, so if I
have a limited budget, and I’m a small business, this is where I need to be living
right now because I wanna make sure that, okay, it’s not to say that people shouldn’t
be aware of who I am, of course that’s all
important, but if I have limited funds, I wanna
make sure I’m putting those funds in a place where people are ready to buy right now. – [Jamie] Okay. – So I’m gonna put that into maybe some paid search because that’s usually the place where someone’s typing in, you know they’re ready because they’re typing in that they’re ready. That’s where I’m gonna put my money if I have a limited budget to spend. – [Jamie] Limited budget,
you start with paid search. – [Julia] Yes I would. – [Jamie] Okay, all right. Patrick, what about you? – I mean look, you’re
exactly right on that, but there are some free things, you’ve got a limited budget, there
are some free things that you can do to build awareness. Especially you’re coming into a market where people don’t know who you are. You can build an audience through social like we were just talking about. Your car wash, your lemonade stands. Going out there, putting content, what you’re doing, who you are, and putting it out there,
creating that yourself. Without having to put a lot of budget. You can put a little budget behind it if you wanted to kinda boost that. – Okay, so everybody’s clear on what that means when we’re talking about it, what do you mean when you say boost? – Yeah, so you can post things, right? Anything online. Facebook, Instagram, whatever it is. – Okay, yeah. – But if you want more people outside of the ones that you’re just friends with, or those that are following you to see it, you can put a little bit
of money behind that. – Little advertisement? – They’ll see that outside of the group that already knows who you are. – Okay, yup. – You build out a little further, hopefully they like it,
they’ll then follow you, then you start to build that audience a little bit organically at that point. – Okay, so hypothetically then, you would go to maybe Facebook or Instagram and you would post some content first. – Yup. – You post an update or two. – Yup. – You would boost that post, targeting people in your neighborhood. Probably cost a little bit of money, you could probably do
that for 100, 200 bucks. – It really can be pretty inexpensive. – Very cost effective, yeah. – And then everybody that lives in your neighborhood on Facebook or Instagram is gonna get served your ads. – That’s right. – Okay, cool. Okay, Jordan. – Yeah, so I think those two are the main. I think those two are the main things that you have to go do, but we’re talking about feet on the ground? – Yeah. – I think it’s something
that gets neglected still that is a huge thing,
being a new franchisee out in the community, they
need to know who you are, what you’re doing, why you’re doing it. I don’t think that means going and passing out fliers all the time, but it does mean to go be
involved in the community. Understanding different organizations that are in your community. Putting yourself there,
sponsoring certain things that you can with your limited funds. People wanna relate you to your brand. I met that guy, so even if I don’t need his or her service yet, I know that he sponsored my kid’s baseball team. I think that that’s something
that we forget about. – Yeah. – Having feet on the ground. Something you can do that
doesn’t cost any money. – Okay. – And I think with franchises especially people are always a little bit skeptical when a chain or a
franchise comes in, right? – True. – That’s true. – When you do those
things at a local level, it brings that authentic piece to it. – No, I think that’s right. Consumers feel sometimes
that it’s a corporation. What they don’t realize is that franchisee lives in your neighborhood. – Yeah. – He’s a local owner. – It’s your neighbor. – Exactly right. – You’ve got to, as a franchisee, I think it’s so important, you’ve gotta go let those people know in your community that you’re there and that you’re a part of them in this neighborhood. – Yeah, and it doesn’t cost you anything to do that except for your own time. – That’s right, that’s it. – And it’s time well spent
because that’s, look, we’re going back to our friend the funnel, you’re getting that
awareness and that leads directly down to the dollar sign. – Which is what you want! That’s why you got a business! (laughing) – All right, so listen
guys, we talked about some things that we would do
if we had limited budgets. Where we would start with our
marketing and advertising. So I think everybody’s
pretty clear on that. But what are some common
things that we see in the marketplace specifically around the franchise community? – Yeah.
– I have one. – Oh go ahead. – Oh no. – No no, you. Julia! – No, I insist, all right. (laughing) – [Patrick] I was wondering
who, I was getting tired– – Everyone knew here that I was losing. – Anyway, the thing that
always comes to my mind is, a big pitfall mistake that you can make is thinking that cheaper is better. – [Jamie] Okay. – [Julie] And your marketing is your foundation for your growth. – [Jordan] That’s right. – So I don’t know about you, but I’m not building my house on that
quicksand puddle over there. I’m not gonna do that. – Because it’s cheap. – Yeah, it’s like oh well
you could get this lot for five cents, but it’s
a pile of quicksand, hey! It’s like I don’t want that from you. Patrick, stop trying to sell it to me. – I will. – Yes, okay, thank you. But point being, if you
do that, you may end up having mistakes that are
created along the way, things that aren’t set up correctly and it’s just gonna hurt you in the end. You’re gonna have to spend
that money again to fix it. Now that may be worse
case scenario, but there’s that saying that people say,
you get what you pay for. – Yeah, yeah. – And same thing for your marketing. – Yeah, there’s this
misnomer that businesses sometimes think they can
save their way to growth. – Yeah. – And you just can’t do that. – No, you can’t. – It’s not a mindset
that will work for you, will pay off for you in the long-term. – Yup. – Maybe one out of 100
businesses will figure out a way to do that magically,
but most of the time– – [Jordan] Not sustainable. – It’s not sustainable, right? It’s not Field of Dreams. If you build it, they’re
not gonna just show up. You’ve actually got to invest. – Yeah you do. – Sometimes you gotta spend
more money than you’re comfortable spending,
to be honest with you. That’s just the reality of the situation. But more times than not, if you find the right marketing channel, you find the right partners to
work with, they’re gonna deliver value relative to what you spend. – That’s right. – Except one thing, okay,
I got an issue here. – Okay guys! Is it that time? – [Jamie] I got an issue. – It’s that time, let’s hit it. – Yes, here’s my issue. Here is my issue. My issue is guarantees, right? So I told you there are lots of ways that you can spend money in good ways, and sometimes spend more
than you’re comfortable with spending, to market
and advertise your business. – [Jordan] Yup. – But when you hear about guarantees, if you ask someone hey, can you guarantee that if I invest this money with you, that you’re gonna deliver
X result, and they say yes, I guarantee it, run to the hills. – Hills. Get out of there. – Bye! – Listen, here’s the thing. It is stunning to me today, it’s stunning, the number of times I see business owners make that decision, they
listen to that sales pitch because they wanna believe it to be true. – Yup. – Right? They don’t wanna take on the risk of having to market their business and maybe not have a guaranteed outcome. They gotta take a little bit of risk. They don’t wanna do that. They wanna fall for the guarantee. It happens all the time. You guys see that? – Yeah, you’ve gotta take the risk. In every decision that you’re doing there’s a little bit of
risk that’s involved. – Yeah. Marketing is, in essence you could look at it as almost like a gamble. There’s a risk involved. You’re putting this in there, there’s no guarantee necessarily that you’re gonna get it back, you can set things up to be as good as possible, if you start your mind in the terms
of guarantees, absolutes, must have this, really all you’re doing is you’re setting yourself
up for disappointment. And we don’t want that for any business. – But it doesn’t mean you can’t have expectations, goals, all of these things that need to happen, because somebody should be guiding you into those things. – Yes, yes. – But they can’t promise you those things. – Expectation talk should be happening, but guarantee talk
should not be happening. – We should unpack that for just a second ’cause I don’t wanna mislead a business and say that you shouldn’t go into any marketing or advertising decision and not have some level of expectation on what the outcomes you’re gonna see are. Because look, in 2020,
especially when you talk about digital marketing,
people that you’re talking about should be able to give you some good guidance on if you run this type of campaign, you should
expect some results in this range, over this period of time. – [Jordan] Yup, that’s right. – So you should expect that, you should have those conversations, but the moment that words like guarantee
start floating around, more times than not if you gamble on that you’re gonna get burned. – I did a 30 day weight
loss guarantee once. – (laughs) How’d it go? – And you look great. – It, well, it didn’t work. But you know what I thought? They guaranteed me, but what I realized is it was all on me. It was my own program. (laughing) – Yeah, I mean you gotta eat the food. – [Jordan] Exactly. – That’s right, that’s right. – Didn’t eat the food. – Didn’t follow the meal plan. – Had Papa John’s last night. – I ate all the Cheetos. – [Jordan] Exactly. – So guarantees, bad idea. – Guarantee’s out. Bad idea. Jam Drop, don’t follow– – And that’s a Jamie Adams guarantee. (laughing) – Touche. Touche, all right. – [Julia] That guarantees are bad. – Okay, so let’s move on,
so we talked a little bit about cheaper is better, that’s not true. Don’t fall for guarantees. What are some other things,
some other traps to avoid? – Yeah, I think this one happens a lot because it’s easy,
especially a new franchise coming into a territory, to
look at your competition. – Okay. – And say hey, they’re
doing this, this works for them, and I’m gonna
do the exact same thing. – [Julia] Right, yeah. – So it is a good idea to
look at your competition and know what they’re doing,
but to copy it exactly is the wrong move and we
see it happen all the time. Take our lemonade stands. Let’s say, you know… – I can see this is gonna get heated. – We’re both in Canada, okay? – Oh, my homeland. – In the neighborhood, I don’t know what we call them, probably a province. (laughing) We’re both in your province. – In province, British Columbia. – We have our lemonade stands, okay? I put my signs up, you come out with your beautiful lemon sign. – My lemon sign, lemon sign. – The worst thing I could do is go hey, here’s also a lemon sign, okay? ‘Cause I’m gonna lose out to you. But I should take that
concept and go okay, look, she really did
something better than me, and I can look at those
things and try to do something even more creative
than you at that point. – Yeah, but that’s your– – That’s exactly how you
should look at the competition. Learn from them, don’t copy exactly, really take that, improve upon it. There’s lots of, we’ve talked about there’s tons of options out there. Choose any of them and
really try to top it. – There’s only one Julia. – [Patrick] There’s only one Julia. – I will say this. I think for our generation and younger, authenticity is massively
important to them. – 100%. – They wanna see something that’s real, they don’t care about, they can sense fake so quickly, and you’re not
gonna get it past them, and once they think your brand, or what you just put out to them, is in any way fake, you’ve lost them. You’ve probably lost them for good. – Yeah, like every brand,
right, has some level of natural authenticity to them, right? You can’t, a franchise, when you start selling franchisees, you’ve developed your business enough to have some level of authenticity, something
unique about your brand. – Sure. – The worst thing that
a franchisee can do, like you said, is get intimidated or try to copycat exactly whatever it is. – Competitors. – Now you did make an
interesting point though. There are some things, there
are some perhaps methods. – Yeah. – Some different types of
marketing and advertising, maybe channels, that you see competition having success with, and you should take advantage of those things. – Of course, yeah. – We’re not saying if Julia’s running a successful PPC, paper clip campaign– – Well that means don’t do… – You should be running that as well. – Yes. – Yeah. Don’t duplicate the ad copy. – No, don’t just copy and paste. – So along the same line,
talking about impersonations, and making yourself look like your competition, I’d like to see Patrick do his best impersonations of us. – Oooooh! – Wow! – Would you? I don’t know if I want that. (laughing) – Oh we definitely are doing this. – Yeah, yeah. This is obviously something
that we’re advising not to do from a marketing
and advertising standpoint. – And we’re about to show you why. – Yeah, we are gonna show you why. – Exhibit A. – Exactly. – That felt bad. (laughing) They’re just setting me up for failure. – I think we’re the ones
who are gonna miss out. – I think this is gonna be good. This is gonna be a great lesson on why this doesn’t work. – Yeah. (laughing) – And I’d love to be that example. I can’t wait for this. – Good. – So Patrick, who’d
you like to start with? – Just honestly, the closest one to you. – Julia? – Yeah.
– Yeah. – Oh my god. – Did you have to think
about that for a second? – Yeah, okay. All right. – Let’s do it. – Hi. I’m from Canada and I’m scholarly. Listen to my big words. Califragilisticexpialidocious. That was pretty good right? – [Jordan] Six out of 10. – I’m laughing, so. – [Patrick] Good, that
makes me feel better. – I gotta be honest with you, I’m gonna give that a
two and a half out of 10. – Thank you. – I wasn’t proud of it. I’m not gonna lie to you guys, I didn’t feel good about it. – It wasn’t very good, so
demonstration number one of why impersonating your
competition does not work. – Yeah. – Patrick, let’s see your
impersonation of yours truly. (gasping) – [Jordan] Jam Jam! – Jamie? – Do a Jam Drop, Jam Drop. – Oh, you wanna see a Jam Drop? – I do. – Okay. Okay guys, listen. We’re talking a lot of things here. Fundamentals, which has
fun, which has funds, but don’t get it confused,
this is not easy. And nothing makes me
angrier than when these guys make jokes when I’m trying to be serious. (laughing) You guys understand that? – That was pretty good. – [Julia] Oh my god, oh my god. – I’m going nine out of 10. – Yeah, okay, I felt good. Also I have a beard. – Okay, he actually did it, okay. – I’m gonna give eight
and a half out of 10. That was pretty good. – [Julia] That was good. – Now let me end it with Jordan’s. Hey guys. I got a lot of stories. I’m Jordan. And look, yeah, the camera adds 10 pounds. Who cares? Scoo-ba-de-doo, boo
doo, ba doo doo ba doop! (laughing) – Okay, all right, okay. All right, this is good. – I loved it. (laughing) – I’m gonna give him a
solid nine out of 10. – [Jordan] No doubt. – He’s doing a great job,
I’ll give him an eight. – I gotta tell you
guys, that is very nice. And I’m so sorry, I should
have done yours better. – Yeah, but it’s hard. – It is, you’re the hardest one to do. – I know. – Yeah, it’s true. You wanna take a stab at Patrick? – Now listen, now listen. Hey, hey, hey. Cool cool cool, cool, cool. (laughing) – Oh very good. – So I’m gonna make
some jokes and I’m gonna make some 80s and 90s music references. – Oh yes. – And what I’m gonna do is I’m gonna talk about Louisiana, and then we’re all gonna make Louisiana jokes. – Oh Ryan Phillippe, Cruel
Intentions was great. – Patrick goes at it like
a combo of all three of us. – That’s definitely Patrick. – It sounds like an attack on all of us. – I think we’ve all learned a lesson through this exercise. – Is that we shouldn’t do that. – [Jordan] Correct. – Because it’s bad all
around and everyone’s sad. – Live audience loved it. – So here’s the key, here’s the key, let’s bring this back in,
let’s bring this back in. While some of the
impersonations were better than others, I think
we can all agree there. – [Jordan] We would. – None of them were the original. And you don’t wanna fall
into that trap as a brand. – No. – That’s right. – You don’t wanna fall into the trap of impersonating your competition. As close as you may come, and you may even get some short term gains from it. We got some laughter
from what just happened. – Sure. – Right. – But the payoff in the end, if you’re not just being yourself and
you’re not figuring out your own path, it’s not gonna serve you and your business, or your
customers for that matter. – No. – That’s right. – So guys, couple quick wrap-ups. Again, lots of places
that a business today can choose to market and
advertise their business. There are the things that were around that we talked about, what are called traditional marketing and advertising. TV, print, radio, maybe newspapers. There’s the good old
getting on the street. Getting connected with your neighbors. – [Julia] Yeah. – Getting out in your neighborhood, getting involved in other organizations. – Going local. – Then there’s all
these other newer things like the internet where there are hundreds if not thousands of places that you could choose to market and advertise. So do your research, understand where the pro and cons of all those things are, and then based on your
budget, make a determination where’s the best place to start. – That’s right, there’s no excuse for you as that franchisee, even
with a limited budget, not to be marketing yourself in some way. – [Jamie] You gotta be. You gotta be. – Don’t be in a marketing cul-de-sac. – No. Don’t do it. – Stay out of the cul-de-sac. Look, reach out to your franchise, reach out to your franchise or reach out to other franchisees, find out what’s been successful for them, what’s served them, and go try to model that
in your own unique way. – And remember who your customer is, remember who your client is, and you know what that journey is, so think about what that journey is,
where they’re gonna be, and make sure you’re there too. – Yup. Couple things to avoid,
just on the quick wrap-up. Cheaper is not always better. As a matter of fact cheaper is most of the time not better, right? You can’t save your way to growth, you gotta invest, sometimes it’s gonna make you uncomfortable,
but you gotta do it. Avoid the guarantees, all right? – [Julia] Don’t do it. – [Patrick] That’s a guarantee. – [Jamie] Don’t (mumbles),
avoid the guarantees. And be authentic, don’t
impersonate your competition. Find your own path and
chart your own course. – [Jordan] Perfect. – [Jamie] What else guys? – Back to the basics, I think we did it. – Back to the basics. – Putting the fun in fundamentals. (laughing) – You did. – Putting the fun in funnel. Marketing funnel. – Wow!
– Boom! – Wow, I don’t have anything there. (laughing) All right, so until next
time, thanks so much for tuning in to Dial It Up. On behalf of Jordan,
Julia, Patrick, and myself, we appreciate you watching, we look forward to seeing you next time. Until then, have a great day. – Peace! -Thanks for letting four strangers into your house. I don’t know how often you do it We’re not judging. but if you liked it hit the subscribe button hit the bell and get notified for future episodes

Rachael Kay Albers – Funny Keynote Speaker – Marketing, Branding, Business Comedy


I’m Rachael Kay Albers. I am a designer and business comedian. Hey! This is RKA And this is another episode of Awkward Marketing I founded RKA ink, which is a branding, web design, and marketing studio 10 years ago. And, so I help thought leaders And visionary entrepreneurs create epic, unforgettable brands This little lightbulb kinda went off for me The very thing that I teach my clients How to harness the things that other people love most about them in their brand and bring that to the forefront is what
I kind of keyed into with my show Awkward Marketing, because I’ve got this
background in theater I have a background in comedy, I’m a stand up comedian And I was like, “Wow!” Okay, this is a way to teach people about marketing and business in a way that feels really accessible, really relatable it kind of breaks away how dry and boring marketing can be People who watch my show
started asking me “Can you bring this or that character to my podcast?” “Can you bring this to my event?” “I feel like my audience is really gonna love this And so I started bringing the show on the road “I got 17 Lamborghinis and I work only 4 minutes a week.” Think of me kind of like the one-woman
SNL of business comedy, right? I come into an event…I often bring characters, sketch, humor And use it as a starting point to discuss these topics How do you grow your audience? How do you create content that makes people feel seen? How do you write copy so people say “Wow! I feel it’s like you read my mind!” Humor is the gateway to that and I love bringing the passion that I have for it to the marketing phobic. And when we laugh, it opens up the pathways in our brain to find new, creative solutions So I’m diffusing the negative energy around the things that frustrate me, the things that frustrate my audience, turning it into something that pulls the right people towards me makes people feel seen, helps to create new creative solutions And I am being the difference
I want to see in my industry I like the say, “Complaining is boring! What are you going to do about it???” When I am able to come in and help
them see it in a new light, help them laugh about it, suddenly we’re breaking through their discomfort and helping them access tools and skills that are going to help them reach more people, make a bigger impact. I think comedy
really is this way of getting people to sit up, pay attention, and start taking
notes. you

Five Terrible Marketing Habits to Drop in 2020


My name is Cyndee Harrison and I am the
facilitator of the Marketing idea Exchange and I want to share with you
Five terrible marketing habits that should be dropped in the New Year of
2020. Now, before we get started, I just want to issue a really big disclaimer
that nothing in this quick online workshop should be construed as judging!
This is not a “nannie nannie boo boo” kind of thing. It is so easy to fall into
really bad marketing habits. You don’t have to be an archaeologist to be able
to know that marketing today is really really complex. If you are a small
business owner or a small business marketer or leader and you were running
the same business that you are running today just 20 or 30 years ago (not even a
full generation ago) then your marketing would have looked entirely different.
While you focused on the day-to-day operations of your business. One or
two times a year the Yellow Pages representative would pop in, you would
sit down and plan out your Yellow Pages ad for the year and then you check that
box. Depending on your business size and scope, you might also repeat
that same process with representatives from the local newspaper or radio and
television stations. You might even have billboards out on the highway. But what
you wouldn’t do is … you wouldn’t drive out to that billboard on the highway and
take notes of every car passing by and try to determine the ratio of how many
cars passed versus how many people actually stopped and slowed down and and
read your billboard. The surrounding environment the conditions that you were
running a business in just dictated that you kind of had a “set
it and forget it” model for your marketing. It was just naturally a lot simpler and
a lot more straightforward as compared to today when our marketing toolbox is
filled with really complex tactics. Like a real toolbox so some of these
tools work better if they can work independently and they have unique jobs
but others, they work better when they work together like a pencil and a level or
maybe there are some tactics who don’t work very effectively at all unless
they’re paired together like a nut and a bolt. And it is complex and it is
overwhelming and for each one of these tactics that we are presented with there
are all sorts of gurus and experts and we even have peers and people that we
know who will try to get us on board. They’ll say “Man you’ve got to try X! It
really really helped me grow my business” But that may have depended on a ton of
different factors, and so it’s easy to see why business owners and leaders and
people who are responsible for telling a brand story in the marketplace tend to
just find and continue taking that path of least resistance. I mean think about
it, when you find something that works you really want to stick to it. We
forget that unlike the Yellow Pages or a newspaper ad or even a television spot
that once we set it and once we did all the work to think about it, we could
count on the results being consistent whether they were good or bad or
otherwise. We could count on those results based on the way we built the
thing. Nowadays, marketing is very very different and the results for doing the
exact same thing can ebb and flow over time and it just becomes overwhelming.
Facebook is a perfect example. At one time, a business could
post something to their Facebook page and expect that the vast majority of
their followers would see it and consume it and then those folks would tend to
like it which would help other members of their community see it. Now,
Facebook’s own reporting tells us that around 8% of our followers are seeing
our organic content. Think about that! So that is why the habits that we formed
while we were trying to set it and forget it with our marketing need to be
changed and need to be addressed. And I’m gonna share five of them with you here
today. First is getting bogged down with the data. Now we in business all hear
about the importance of data-driven decision making and I’m a fan myself I
say this to my team all the time, that we need to make business decisions based on
the data, so I’m a big believer in it! But what happens all too often is that we focus
on the vanity metrics because the other stuff can just be so overwhelming.
Thanks to Insights for Facebook and Google Analytics we have ready access.
Even the most novice user has ready access to a ton of data, organizing it
and putting it to use in our business is very very complex and difficult. So it
can be really easy for us to just look at those likes and follows. Likes
and follows are critical because they need to lead to revenue growth. But
marketing only matters if it leads to revenue. So ‘likes and follows’ are
only important if they convert to dollars and cents … and they will, but not
by accident! Not without a plan. For that reason,
getting bogged down with the data is the first habit that I want to encourage
small businesses to drop in 2020. Instead, I would encourage you to focus
in on a very short list of key performance indicators or KPIs that you
can monitor and track and, here’s the thing, TAKEACTION as a result of what
you learn. Here’s one simple example that you can do in probably less than 10
minutes. Go to business.facebook.com and access your business page. You’re
going to find the tab for ‘Insights’. Now, full disclosure
once you click insights you’re going to open up a wealth of data and give
yourself permission to come back and revisit it all because there is a
treasure trove there. But let’s stay laser focused go to business.facebook.com access your business page click on ‘Insights’ and then click on
‘Posts’ and what you’re going to be able to tell very very quickly are three
important things that you can take action on today. First, you’ll be able to
see what times of day your followers are online and the action that you can take
as a result is from now on instead of just posting when it’s convenient, you can upload a post when it is convenient for you and schedule it
according to the times that your followers are going to be most likely to
see it and engage with it. That’s number one. You’re also going to be able to take
a look back at the posts that you’ve already shared to the page and be able
to see which ones get the most engagement, the most response. And then,
finally, what are followers in your community engaging with on
other pages? This is a really important exercise that is data-driven but it’s
laser focused and it helps you to actually take action based on the data
that you have access to. Next, video for the sake of video. That is the second
tactic or bad habit that I would encourage small businesses to drop in
the new year and here’s what I mean– the studies and statistics are
overwhelming: video posts to social media get about 120 times more
engagement than a regular text post, so why wouldn’t we go live early and often
on behalf of our brand? But the problem is that because it is so easily accessible we
tend to do so without a real plan. We don’t have a good plan for the beginning,
the middle, and the end of our video. We don’t always include a call to action. We
don’t have a clear purpose. And we can just sort of end up blathering and
that’s going to turn off our audience and really not reflect very respectfully
back onto our brand. It’s going to run counter in the long run to what we’re
trying to build as a brand. Instead, it’s really important that you
take on a video strategy. Live video shouldn’t comprise all of the video that
you share. While it is super important to go live from time to time
on behalf of your brand, it’s also important to share videos that are
optimized for soundless viewing. There is a growing number of people who are
consuming your content who aren’t listening with the sound on for whatever
reason. So it’s really important that you take a break and produce a video and
go ahead and take advantage both YouTube and Facebook (and other social media channels)
have really easy and free ways that you can add subtitles and captions. You can
edit them pretty easily and having those sound off video capabilities is really
going to express that you have a video strategy that’s more well rounded
instead of just hitting the ‘go-live’ button because it
easy. Because trust me, it’s always easy. Now, the third terrible …I keep stumbling on the word “terrible” it sounds so harsh. But this third bad
marketing habit that I really encourage you to drop in the New Year …
let me put it this way: I want you to think of the people that you most enjoy
spending your time with. They probably have a few common traits. But I’m willing
to guess that one of them is that they don’t spend the whole time that you are
with them talking about themselves. They lean in, they ask questions, and they
really communicate to you that they want to know ‘how are you?’ They want to see the world from your view. It’s pretty basic of a concept. And yet, we see small
business owners prattle on and on about themselves endlessly. And some of the
small business owners that I know who are guilty of doing this are the least
narcissistic most kind, humble people that you’d ever want to meet. So why do
we do that? Well it’s important that we shift, because the truth of the matter is
it wasn’t so long ago that communicating our experience–our credentials, our
expertise, was a really important part of marketing. So it’s easy to understand why
we’re doing it, but nowadays you really need to build brands, whether they
be personal brands or organizational brands, that are reflective of your role
and your soul. It’s really important that you tell the story of your business and
your brand from the perspective of how you serve your customers, your clients,
your patients, your audience. It’s also really important that you continually
give value. Your customers today have so many messages and so much noise coming at them from all directions that it’s really important that you add value that
is really going to answer a question that they already have.
It’s also important that when you do storytelling, you make your customer the
hero of your story. This is something that we really cover extensively in the
MIX platform, our coursework spends a lot of time on positioning the customer as
the hero of the story because it’s really not, frankly, something that comes
naturally to us as marketers all the time so it’s something that we have to
work at and grow as a habit and a practice. Finally, just make sure
that you’re constantly communicating ways that you can make their life easier.
Again, you need to center in on what is the burning question that they have. What
is their burning desire and how can you help them address that? Finally, you
just need to convey to them how happy they’re going to be after conducting
business with you. Now the next marketing habit that
needs to be dropped for 2020 is prioritizing Hacks over Humans. I see it
all the time. I see small business owners run a campaign where they’re going to
reward their employees for getting Google reviews. Or I see small business
owners buying followers … I mean there’s just an endless supply of hacks but the
fact of the matter is good marketing is centered on making the human connection
and if you’ll do that and build in digital best practices as part of your
standard operating procedures then the marketing becomes a whole lot more
smooth and natural. Here’s an example of what I mean, I want you to ask yourself
if a member of your team no matter what your business model, if a member of your
team failed to complete the sales cycle and collect a new customers payment
information, how long would you tolerate that? What would your response be
if a team member said to you, “ya know I’m sorry, I just got so busy I let them
walk out with the product and I just didn’t get their information. I don’t
know who they were and I didn’t get their credit card.” How long would you
tolerate that? Most small business owners would not tolerate that for a minute!
And yet, we asked our employees to please pretty please ask customers for
google reviews and then when they don’t when they’re too busy, we just accept
that. We just accept that as being okay. Citibank had a study that they released
that talked about their call centers. The incoming calls to their call
center had been recorded for years and all of their team knew this and it was
disclosed via recording at the beginning of the call. So the incoming caller knew as well,
so it was no secret this call is being recorded. But they made one simple change.They stopped playing the recording to incoming callers alerting them that the
call would be recorded. Instead, they required their operators, their customer
service people, to say aloud “Hi, this is Joe, thanks for calling Citibank I’m on a recorded line.” And as part of their script they had to disclose that
they were on a recorded line. Their customer complaints dropped dramatically
just by that one thing. Just by that one simple change in scripting. You know why?
Because that was a repeated reminder to their customer service representatives
of how important it is that maybe this recorded call will be later
reviewed by a member of my management team. This is a recorded line and so it
is going to change the interaction if I’m in a grouchy mood or whatever.
I better pull myself together and make sure that I take care of this customer
because I am being reminded that it’s on a
recorded line. Similarly, when you make asking for a review a standard part of your every
transaction operating procedure, it is not only going to … listen you’re probably
gonna have to ask 10 maybe 20 folks for a review before you get even one so
don’t hear me say that’s the only reason … but it is going to improve the
level of customer service of every single interaction every single day. It
is so worth it! So focus on the humans not so much to hacks. Finally, the
fifth terrible marketing habit that needs to be dropped in 2020 is “Posting
and ghosting”. So many small business owners are increasingly limiting their
marketing just to Facebook and they are missing so many opportunities.
They are leaving so much money on the table. They post it’s something that’s
easy to access, they can do it from their phone while they’re waiting in the
carpool line or standing in the grocery store and they can post something and
they feel like they’re checking a box. They just feel like you know what ‘I did
marketing today’. I did marketing! I’m good. And it’s easy to understand why. Like I
say, it’s easily accessible, it’s familiar to them, while you’re “doing marketing” you
can also touch base with your kids’ soccer coach or your cousin from
Albuquerque and and it’s just the greatest thing. But let’s look at it a
different way. I want you to consider that fact that I shared with you just a
moment ago that every time that you post something to Facebook only 8 percent of
your followers people who have raised their hand and identified ‘hey I do want
your future content’ only 8 percent of them are going to be served that post.
Now if you’re lucky and it goes viral then obviously that number goes up but
on average that number is still a tiny fraction so when you post to Facebook and you just stop there, then you are denying the
majority of people who have expressed interest in your business the
opportunity to consume that content. It’s terrible.
So instead, let’s look at it this way — I want you to instead begin thinking of
your website as the rock this is the foundation of your brand this is a brand
asset that you own. We could argue the smaller points about where the thing
lives or whether or not you’re holding it in your hand, but for the sake of this
conversation your website is a brand asset that you own and I want you to
think of it as a rock. And being a rock it’s down on the ground it’s not
terribly visible. So I have to do a couple of things — we have to always be
mindful of how this rock is going to show up in search engines so that’s
search engine optimization or SEO, right? There’s all kinds of things we should and could
do to get that rock a lot more visible. But we can also raise kites up into the
air so we take a kite we raise it up into the air and then we tie it down to
that rock now that’s going to get a whole lot more visibility because it’s
way easier to see it up in the air and then the string is going to lead
right back down to that website. Does that make sense? So your website needs to
be the repository of all information about your brand not your Facebook page
because the last thing you want to happen (and this happens all the time in fact you’ve probably experienced this) is I you the last thing you want to happen is
a customer sees something appear in the Facebook feed … maybe you’re having a sale, maybe you’re listing a product that they’d like to look at and they see it
on your Facebook feed but for whatever reason they just don’t really concentrate on it. Later, they go “Ah, what was that?
When is that sale? I’d love to go!” And now they have to hunt and peck. What we
know about customer behavior is they’re likely to go to your website and see if
it’s listed there. And it’s unlikely to be if you are using
Facebook as your primary marketing tool. Facebook is absolutely essential … don’t
hear me say it isn’t! I spend a LOT of time either working with customers or
training members of the Marketing Idea Exchange on how to optimize their
Facebook presence. I am not discounting its impact. It is critical depending on
your business model. But it cannot be the one true source of all information. So if
it’s worth posting to Facebook, you need to ask yourself — is this also worth
updating with a little blog post? And if it’s worth posting to Facebook is also
worth pushing out to our Instagram audience? And if so we need to tweak
those messages (nothing’s worse than just you know cut and pasting or
automatically posting one from another, it’s very obvious to any discerning user).
And then we need to ask ourselves is this content relative to our business
community? If so, then we need to consider putting it on LinkedIn!
If it’s a video then should it be posted to YouTube. We should be considering
these things asking ourselves these important questions. If this content
contains valuable information that has a link or URL is this something that we
should be posting to Pinterest? Listen if you sell products at your business and
you’re not posting them to to Pinterest, you are losing money all day long. And
then Google My Business. Now Google My Business is not
new, it’s been around for a long long time. And you should have claimed your
Google my business profile by now, but the capabilities of Google my business
are increasing all the time. If anything that you are posting to any of these
social media channels you really need to also be posting to your Google My
Business profile because there are increasing opportunities. Word is getting out a little slowly and it is only slowly
being adopted by most of the peers that are your local competitors. I would
really encourage you that anything that you post to social media, be sure
that you are also posting to your Google My Business page. And then finally email
marketing. It is so surprising how many small businesses don’t have a robust
email marketing system in place they’re posting posting posting to social media
and they’re just overlooking the statistics that tell them that they’re
missing the bigger audience. It is remarkable to me how commonly overlooked that is. If you only had to say 20 minutes a day to spend on your marketing,
then I would recommend that you skip … use that insights exercise that we just
talked about a little bit ago, find out what days your audience is most active
and just post on those days … invest your time on the off days into growing
things like your customer database. Because remember, your customer database and your website these are brand assets that you own (and again, own is a funny word
when we’re talking about digital assets) but they are assets that belong to you.
Facebook, social media channels, Twitter all of these all of these other channels
they do not belong to you and you have zero control over how your content is
delivered there. So spend some time investing into building your house
on the land that you own so that would be, instead of posting and ghosting,
instead of looking at Facebook as the be-all end-all, see it for what it is: It
is a tactic. In summary, use the data that you that you have available to you only
when you are going to commit to taking an action that leads to revenue. Always
post, whether it’s video or other content, when you have value to share. Posting for
the sake of posting is so 2019. In your storytelling, aim to answer questions
like how it’s going to feel and how glad you’re going to be that you did business
with us. Make sure that your customer is the hero
of your storytelling. Focus on connecting with humans instead of hacks. Don’t waste
your time on workarounds or tricking the system. Make sure that strong digital
tactics are a part of your regular standard operating procedures and again
Facebook may be critical but it is not a free-standing marketing strategy. It’s
like that bolt and the nut in your toolbox
they really need other tactics to work together to maximize your outcomes. I
have a free ebook that covers each of these five terrible marketing habits in
greater depth and I would really encourage you to download your copy of
it and share it with your team. It’s going to help you keep all of these
things at the very front of your mind throughout the year and then if you have
questions or comments want to explore these further then I encourage you to
join our private Facebook group. It’s easy to find, just go to Facebook and
explore groups. It’s called mix daily inspiration for
telling your story in the marketplace. I’ll tell you just really briefly a
little bit more about the Marketing Idea Exchange about our community we are a
membership-based group of like-minded business owners and leaders. 70% of small
businesses manage their own marketing and so if yours is one of them then you
may be one of us. The Marketing Idea Exchange is really really
straightforward. We are a membership. It costs ninety seven dollars per month to
be a member. This gets you access to all of our content. We have coursework, we
have calendars, that again are aimed at helping you make the most effective use
of your time. So we have calendars that have social media prompts some of them
have the wording and the graphic already prepared for you so you don’t have to spend any time thinking
“I’ve got to make this up as I go” we are a very strategy-focused organization and
so we try to streamline and remove obstacles for you. Effectively telling
your story in the marketplace so you can grow your business and transform your
life so you have access to our community, our coursework, our calendars, you have
access to coaching — we have a help desk. So anytime that you get stuck on
something, then you can just reach out to us and it’s our job to help you overcome
that hurdle or connect you with a resource that can. And then if you’re
wondering well who the heck is Cyndee and why does she speak with such
authority? What gives her the audacity to talk to me about marketing? She certainly
doesn’t seem like one of these online gurus that I’m always getting fed ads
for in my newsfeed. I’ll tell you a little bit about me. When I was a little
girl growing up in East Tennessee, all I wanted to be was a mama and a
schoolteacher. I am proud to share that after marrying my college
sweetheart, I was able to achieve both of those goals. We met at school. We lived in
Atlanta, Georgia for some time and then we moved our family to Detroit, Michigan
convinced that we would absolutely hate it and only live here a year. And that
was 20 years ago and I don’t want to live anywhere else!
I started as an educator and got a project really just by a friend of mine.
Ahe had just launched and an electronic medical records business and this is
about 25 years ago so it was it was very much like trying to sell a microwave to
a caveman — there was a lot of misunderstanding and people just didn’t
have any idea of what this was. The concept of having a medical record on a
computer was entirely foreign. And there was a lot of opposition and and of
course my summer break was coming up, I didn’t have children at the time, and she
says to me “I just need someone who can come in and help break down this very
complex product into smaller more digestible pieces. I need somebody to
help tell the story of what it is we’re trying to do.”
So that was my introduction into marketing. And it was also the beginning
of the end of my career as a teacher. And I have worked in some capacity in
marketing ever since. I’ve spent a lot of time in marketing agencies I have also
spent some time in Director of Marketing roles and throughout that time I have
also owned a couple of small businesses on my own including the one that I own
now as a marketing agency here in Metro Detroit. I’ll tell you a couple of projects
I’ve been involved with. I’ve worked with nonprofit foundations — this was a project
that I managed everything from a logo redesign and website launch
to collateral, we even produced a hardcover book. I worked with an
organization that had an entirely new concept in senior living this was such a
comprehensive project. I oversaw the team that
implemented the logo all the way up to hosting and facilitating townhall
meetings where we explained this new opportunity for this community. It was a pretty unique situation I spent a lot of time with auto dealer marketing. At one time I
was heavily involved in that market. You talk about learning a lot of fast and
furious lessons for best practices in marketing, just go work in an auto dealer
because the competition is insane and always a lot of fun.
Of course, I’ve done a lot of digital marketing. I still am heavily involved I
have several projects, in fact, and I’m so excited because one of the projects that
is a client of mine has Google Ads that my team has been overseeing for
them for several months was just selected to be a part of the Google
Acceleration Program which is only offered to just a tiny select few of the
many many many countless advertisers who are a part of Google’s platform. This is based on performance — t’s like performance and possibility. So the
awesome thing is … I am out there. I am doing this every single day. Every single
day, I am connecting my clients traditional and digital and PR in order
to get results for them and then I am able to bring all of those lessons
learned back to the MIX community and share them as best practices. Now I am a
big believer in the importance of good community relations and one of the
things that I really enjoy teaching as part of our Marketing Idea Exchange
coursework is media training and how to build that rapport with the local media
and then of course what to do if you find yourself in the unlikely but also
really really intimidating situation of having a negative media experience my
heart is in training and that’s why all of the coursework that’s a part of the
Marketing Idea Exchange is supported with resources and templates and case
studies. I cite my sources, I offer books, and insights, and you never
have to feel like this is one “gurus” approach or this is one person who was
successful in one experience and this this is all just all of your eggs
are in this one gurus or expert’s basket. It’s not that way at all. I offer you
what I know, and then we collaborate and we share
from our peers because all of these marketing tactics are shifting and
changing and the results are are moving all over the place it’s a constantly
moving target and it always has been, but that is increasing at an
unprecedented speed I really don’t know any other way that anyone could
singularly claim that they are keeping abreast of all of these things. I’ll tell
you really quickly just about the Nexus of the Marketing Idea Exchange it was
2008 and I had a large book of business full of small business owners and
leaders a lot of those auto dealers and we were terrified. Metro Detroit was hit
first and particularly hard by the economic conditions and I just wanted to
help. I knew that the advertising tactics that
we were doing were working, you know, in large part, but it was a
terrifying time. Nowadays, being an entrepreneur is like almost a cult
hero. But in those days, it was a terrifying seat to find yourself sitting
in. So I invited some folks to lunch and I just wanted them to connect with
one another and to feel that they weren’t alone. And that was the beginning and end of it, or so I thought. But once we got in that room, and people started sharing their
stories and sharing the simple … a lot of a lot of cheap and free and easy tactics
that had helped them. Then we began to work together and as a group, we survived
those terrible economic conditions and we thrived. And actually … this is the only
I can’t believe it, but this is the only remaining invitation that I could come
up with, but it was a reminder that we did this for four years and you
know, it was the most meaningful thing and I loved every minute of it. And
then one business that is local to Detroit needed some help.
I was actually between client meetings and I was with a colleague and we drove
past a pawn shop and he goes “Whoa!” He’s running the car off the road
and he’s like “I didn’t know where this place was! We have to go in!” And I
have never heard of this reality show that’s being filmed in Metro Detroit. I
have never been in a pawnshop, what the heck? So we walk in and that was how I
met American Jewelry and Loan and the Gold family. And Les, in this picture
here was in the midst of writing what would go on to become a New York Times
bestselling book. My colleague, by the way, was so
starstruck we walked in and he turned to me and he says “Get their business!” and so I start attempting to do exactly that. So I start reaching out to them and
little could I have predicted that I would end up
spending almost six years with them! In addition, to I was able to be
involved in his New York Times best-selling book tour including his
appearance on Good Morning America in the middle of Times Square which was an
amazing project to be a part of. I also was responsible for just the day-to-day
marketing and advertising on behalf of their three local stores and we did some
incredible things. We were regularly on Good Morning America, CNN, The Today Show, and then of course there were limitless international opportunities. It was a
wild wild scene and it was so wild, in fact, that my local hometown paper wrote
I wrote a news story about my wild job and I loved every single minute of
it … including this minute. Now this is a picture of me having walked onto a live
set in Italy. This is the number one morning television show in all of Europe
and it was live streaming to millions of people and I walked right on, thinking
that they were on commercial break and actually it’s a pretty casual set so it
probably would have been just fine except for the fact I have no poker face.
And so I always have to laugh that’s one of my most embarrassing moments! But all
good things must come to an end and of course that includes reality television
shows. And so, I started thinking… you know … What’s next for me? And so, on February
6th 2019, I launched MIX: Marketing Idea Exchange in a new forum. It’s online, now
the technology is obviously a whole universe ahead of what was ever
available to us back in its original form. And it has been incredible! Our
founding members have been so helpful and we have really tested and proven our
approach so that we can build something that is an unprecedented value to our members and the people who take a
chance on us and become a member of our community. Speaking of community, I just
added Nicole to the MIX and should you become a member of Marketing Idea
Exchange! I’ve known Nicole for years and have
loved her and you’re gonna to grow to know and love her too. And then another
thing that’s coming up for me in the year 2020 is I’m also going to be
involved in the editing of a magazine for the pawnbroking industry (so see, I
still get to have a lot of fun with that industry that I spent so much time in!). That’s the Marketing Idea Exchange in a nutshell and I guess what makes me …
I am the facilitator as I’ve mentioned and unlike most small business owners
learn marketing that really works as a part of running their business for me
it’s all I’ve ever done. When you market on behalf of
yourself (this is true for my own business too) when you market on behalf of yourself, you’re pretty forgiving when things
don’t go so well. But for me, my experience in marketing is that my success is my paycheck. And if I put together marketing campaigns that fail for my clients either today or over the past 20 years, then that is the end of that client
relationship for me. That’s the end of my paycheck. And so when I talk about
measures of success for marketing tactics, it’s because I really know that
has paid my bills. I have helped raise my family based on the results that I’ve
been able to get for clients. So I take these things very very seriously. That’s
not to say that MIX is the right fit for everyone. In fact, I invite you to visit MarketingIdeaExchange.com. I’ve got a whole list
here that I know you can’t read right now but there’s a whole list there of
who it is and it’s not a fit for. If you want to learn more, it’s easy to get in
touch with us just schedule the time and we’ll very happily take you on a tour of the
platform and answer any questions that you have and then of course there’s
always a 30 day free trial money-back guarantee. There’s never any questions
asked. So that’s a tour of Marketing Idea Exchange, a little bit more about our
history, and about me. I invite you again to download the e-book I really
hope you enjoy it. I’m so grateful to spend this time with you today and I
will look forward to seeing you in the MIX!