Tag: small business

The Seven Critical Questions You Must Ask Yourself Before You Get Started on Social Media

The Seven Critical Questions You Must Ask Yourself Before You Get Started on Social Media

Using social media can be extremely beneficial to you and your company.  However, it can be challenging, time consuming, frustrating and disappointing if you do not have an actual implementation strategy.

There are seven questions I like to ask a small business owner before they embark on their social media you journey. They provide the opportunity to think about the path you want to take and what you are hoping to accomplish for your efforts.  They also lead the way to providing you with a level of success if addressed properly.

  1. Do you have a content marketing strategy that is clearly documented? If you don’t, then you may be missing the majority of your opportunities to increase your revenue through this method.

2. Do you have different content for each stage of the Buyer’s Journey? You can think of it this way: The Buyer’s Journey is a “map” that helps you understand the “journey” that a buyer goes through before they make a purchase. There are 3 main stages: Benefits of Ownership, Objections to Ownership, and Vendor Selection.

Each stage of the journey requires a different marketing and sales approach, and therefore, a different social media approach.

In the Benefits of Ownership (sometimes referred to as Awareness) stage, a prospect has a specific need but is unaware of your company and the benefits you provide to meet their need. In this phase, you’ll want to lean heavily on educational content.

In the Objections to Ownership (Consideration) stage, the prospect is now aware of your presence and the benefits you offer, but various objections now enter the picture such as price, selection, timing of the purchase, financing, etc. You’ll want to overcome these objections through the use of marketing material such as expert courses, eBooks, case studies, live demos, comparison white papers, webinars, and videos.

In the Vendor Selection (Decision) stage, the prospect is trying to decide between you and your competitors. The number one way to compel a prospect to contact you is through a compelling CTA (Call to Action). Use testimonials, trial offers, comparisons against competitors, free reports, Idea Guides, and possibly coupons or discounts when appropriate.

  1. To what extent does your content target the hot button issues of your prospects? “Hot buttons” are essential to understand how to grow a business. They are the key considerations that customers think about when they process whether or not they should buy your product or service. Here are some examples of hot buttons:

For a mechanic, the hot button issue is trust.
For a coach or consultant, the hot button issue is results.
For a pizza delivery company, the hot button issue is speed.
For an auto parts supply company, the hot button issue is having a broad selection.

  1. Can you describe your sales cycle? What’s the usual Buyer’s Journey? You’ll not only want to understand the Benefits (Awareness), Objections (Consideration), and Vendor (Decision) stages, but also the typical timeframe for each stage.
  2. What are your goals for your content, besides making sales? You might think that’s all you need. However, when you see the possibilities, you’ll be so pleased that there’s always more that you can achieve. Perhaps you want:
  •  To be known as the source of innovative ideas.
  •  To have clients respect you at a deeper level.
  •  To become the trusted authority for your profession
  •  To be known as a business of the highest integrity.
  •  To be known as the experts in your industry.
  •  To get people to share your information and thereby generate referrals.

 

There are many other strategic objectives you might consider. The point is that if you’re not thinking this through, and deliberately building strategy into all your tactics, then your tactics will not maximize on the opportunity you are presented with. However, if you systematically build in 4 or 5 strategic objectives each time, your tactics work harder for you and you get massive influence.

  1. What are the hot button issues in your target market? What keeps your prospects awake at night? What problems, frustrations, questions and concerns keep coming up? If you aren’t sure what those are, you can ask your customers, your front line sales staff, your receptionist, and your

customer support division for their input. Finally,

  1. What’s your Market Dominating Position? A Market Dominating Position is basically a distinctive advantage targeting the hot buttons of your market. This is the foundational element of marketing. It’s the “position you take” that allows you to dominate the market so that your business is the natural or logical first choice for buyers. This will need to be clearly and carefully articulated in your content marketing assets.

You Can’t Do It All

What follows in this course are the exact steps you need to take to roll out an effective content marketing initiative for your business. Be aware that you won’t be able to do it by yourself. You’ll need help.

You’ll need to understand your approximate budget for a comprehensive content marketing initiative before you can decide how to move forward.

If you’re a small business on a limited budget, then a single individual with dedicated time might be able to tackle this for you. Alternately, a digital agency might help you.

If you’re a larger business, a small team of people might be necessary to be effective. You might need a Marketing Manager to oversee the project. You’ll also need a writer, an editor, a designer, and a publishing coordinator (aka Social Media Manager).

Yes, in a bigger business, one person could do 2 or 3 jobs, but certainly not all 5 jobs, or at least not effectively. It’s possible to outsource some of the roles, but there are still costs for production and design. You also need to take into account the time and expense that you’ll incur for testing ideas. All marketing involves testing, and some content promotions will outperform others, but you won’t know which ones work until you test.

In this course, you’ll learn the exact questions you need to ask, in the right order, to both find the breakthroughs and the actions that need to be taken.

You’ll learn the steps to perfect implementation.

You’ll be able to create a plan that will actually bring you results.

And if you’re not able to do the work yourself, you’ll have the necessary knowledge to hold others accountable. Talk to your business coach about whether this information is right for you and your business. If you’re going to ask your business coach to help you implement a winning social media program, you’ll now have a playbook so everyone can remain on the right track.

 

 

Episode Fifty Three – Teresa Klyawasew, Kiy HR Services Inc

Some small businesses do not understand how important it is to have someone experienced in  Human Resources addressing the needs of their company until they have made a significant error or have a challenging employee situation.  But the Wonderful Wizard of HR understands.

My guest is Teresa Kiyawasew and she shares her experience working in Human Resources in the corporate world and her story of building her own HR business.  She helps small businesses with an easy, done-for-you cost-effective, and streamlined way of approaching and managing HR.  She also assists them in finding, keeping and  offboarding employees.

To learn more, click https://www.kiyhr.ca/.

Episode Fifty Two – Tarek Hossain, Double Space Moving and Storage

My latest guest is definitely on the move.  He is Tarek Hossain of Double Space Moving and Storage in Toronto, Canada, on-demand moving and storage service that prides themselves on their transparent pricing and easy process.

 

Tarek shares how he launched his moving company and the different ways he has marketed and scaled the business and grown it to be a leader in their local market.  He goes in-depth about their experiences during the Covid lockdowns and how they have tested the waters marketing online.  His is a story about seeing opportunities and taking chances, entering an industry that he had no experience in but saw a need for a better service provider.  He also shared his value of the customer and how they focus on the entire customer experience.

 

You can learn more at https://doublespace.ca/

Episode Forty Nine – Natasha Velez, NVS Strategic Solutions

For our latest episode, our guest, Natasha Velez, shares her knowledge of the government contract sphere and the companies that bid on contracts to help serve our country.

Natasha is an industry expert with over 10 years of DCAA accounting and compliance.  Her managed business services company uses that extensive experience with government contract accounting to connect her clients with the solutions, resources, and contacts that they need to succeed in an ever-changing government landscape. With a reputation for candor and the ability to get to the heart of any issue, her clients rely upon her straightforward answers to complex business issues and to make sure they are addressing their finances correctly.

She shares her journey as a business owner and how she had developed a strong reputation and robust relationships in the industry to continually be referred by her clients to other business owners in need of her services.

To learn more about NVS Strategic Solutions, click https://www.nvsstrategicsolutions.com

 

Episode Forty Eight – Judi Moise, Skin Fetish, LLC

“Be good to your skin. You’ll wear it every day for the rest of your life.”    – Renee Rouleau.

Caring for your skin similar to caring for your business.  Success does not just just happen.  You need to have a strategy that you are able to implement and incorporate daily routines that can generate success.  You need to monitor these routines to make sure they continue to be beneficial and add additional tactics as your business, and skin, matures.  Our guest, Judi Moise, knows all about both.

 

Judi’s business, Skin Fetish, is a Jacksonville, Florida spa that specializes in skin treatments, body treatments, makeup and waxing.  They perform an analysis to determine skin types and conditions to customize a skin regime that is beneficial for their clients. She has successfully built a successful business and successfully navigated through the challenges of Covid.  She shares her experiences on launching her business and the successful methods she has used to market herself.

 

To learn more, please click http://theskinfetish.com.

Episode Forty Seven – Ani Papazyan, Last Stop 4 Pain

One of life’s challenges is the aches and pains that come with activity, accident and just growing older.  My guest for this 𝐒𝐦𝐚𝐥𝐥 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 – 𝐓𝐡𝐞𝐧 & 𝐍𝐨𝐰 episode is Ani Papazyan, a pain specialist who helps her patients take control of their health, enables them to live pain-free, and achieve their health goals.

 

In our conversation, we discuss her journey as a professional athlete in Armenia and developing an understanding of pain and pain care and her eventual path as a pain relief specialist.   She is an expert in determining the root causes of neck pain and teach the techniques  to get you back to vitality so you can resume the fun activities you’ve always enjoyed.

She is also featured in the book Guerrilla Marketing.

To learn more about Ani, please click https://laststop4pain.com/.

Episode Forty Six – Tina Baxter, Baxter Professional Services LLC

My guest for the newest 𝐒𝐦𝐚𝐥𝐥 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠𝐓𝐡𝐞𝐧 & 𝐍𝐨𝐰 episode is Tina Baxter who is a legal nurse consultant.  In her business, she helps attorneys and agencies organize, decipher, and analyze medical records with an understanding of current clinical practices and standards of care.  She also serves as an expert witness for their medical malpractice or product liability cases.

The main purpose of Baxter Professional Services LLC is to assist attorneys and insurance professionals by collecting, reviewing, summarizing and analyzing medical records and providing consultation on nursing standard of care.  In this conversation, she discusses her development of her business, how she has become top-of-mind to attorneys and companies that regularly use her services and how she researches each situation to come to a clear understanding of what happen and how all those involved are actually affected.

To learn more about Baxter Professional Services LLC, click https://www.baxterprofessionalservices.com.

 

Are You On The Right Path?

Are You On The Right Path?

There are a number of factors to take into consideration when prepping yourself and your company to approach the largest clients you’ll ever work with.

Today we’re going to start with a brief look at the three paths every business faces and show you which one is the path to success. Then we’ll talk about the mindset it takes to attract the big fish.

There are three major paths a business can take:

  • Snail Speed
  • Shooting Star
  • Catch the Big Fish

Snail Speed

Most business owners ended up working themselves into the ground without much reward or success. This is what happens when you fool yourself into thinking you will find quick success. You may also find yourself following this path when you are afraid of change.

Shooting Star

This describes a business that shoots to the top so fast you are overwhelmed and don’t have the right resources in place to adapt. This can also happen from being overwhelmed by small clients and not taking the time to find large clients, which will sustain your business after the small client sales slow.

Catch the Big Fish

This is the path that allows you to build at a steady pace that you can manage by not allowing your customers to outpace you. You can do this by putting these tips to work:

  1. Attract, keep and lock in big clients.
  2. Integrate “big business” culture into your company and employees.
  3. Acquire the expertise you need to grow.
  4. Have the courage to make changes as you grow.

Now we are going to transition a bit and talk about the “big fish” mindset. It may sound easy to just find and catch that big fish, but if you are stuck in the small business mindset, you may find it harder than you think.

Think of all the benefits of aiming at bigger clients:

  • Inexpensive
  • Highly Profitable
  • Longevity
  • Security

In order to catch the big fish, you need to believe your company can make a difference with theirs. It’s easy to get into the thought that a large company doesn’t need anything from a small business like yours, but this is entirely wrong!

Once you take a look at how big companies operate, it’s important to know which ones are the best fit with your company. One of the best ways to get in the door is by knowing someone on the inside who can put in a good word for you.

If you’re not sure where to start and feel a little intimidated about catching big fish, try our GUIDED TOUR to get help from our amazing business coaches.

Mortar Makes it Happen

Mortar Makes it Happen

Today I’d like to talk about the three keys to business development and how you can put the right bricks in place to build a solid foundation.

There are three main areas of business development:

  • Innovation
  • Quantification
  • Orchestration

If done well these three areas will help you build a solid foundation for you business. Let’s talk about each one of these for just a minute.

Innovation

Innovation should not be confused with creativity, which is the expression of ideas. Innovation is taking these ideas and putting them into action. This is where a large amount of your focus should be in the beginning and even throughout your business’ entire lifespan.

Quantification

This, of course, refers to the numbers. We are talking about the value of your innovation. The best way to gauge this is by your customer response. Look to positive responses for what you are doing right-and keep doing it. Look to your negative responses to find out what you’re doing wrong-and fix it. This will enable you to keep growing and progressing with the needs of your customers and business climate.

Orchestration

Once you’ve had a chance to find what areas are working, you can narrow down those areas and concentrate on making them the stand out ideas. You shift your focus here to get the most out of your business and to meet the needs of your customers.

We can help you work through these three areas to put together your franchise prototype during your GUIDED TOUR.

In the next few lessons we are going to transition to the 7 specific areas you need to consider in your franchise prototype process:

  • Primary Aim
  • Strategic Objectives
  • Organizational Strategy
  • Management Strategy
  • People Strategy
  • Marketing Strategy
  • Systems Strategy

These 7 areas will fine turn your plan for the ultimate level of success.

Telemarketing is NOT the Anti-Christ

Today you’ll learn how to use direct mail marketing and, yes, telemarketing to your full advantage. I know, the word “telemarketing” might as well be four letters, but there is a way to help customers feel like they are getting personal attention and keep them from blocking your number!

With the success direct mail marketing has had and the availability of computers, these can be used as a powerful marketing tool for your success. Telemarketing is best for high priced, high margin products/services.

Here are the key steps to putting together a highly effective direct mail marketing program:

  1. List all benefits customers will get from the purchase of your products and services.
  2. Pick the single most powerful benefit out of that list.
  3. Build an attention-getting headline around that benefit. Remember to use emotion-fulfill the desire to be young, wealthy, desired, popular or successful.
  4. Develop a sales letter using the headline you created to grab attention, provide information and motivate customers to act.
  5. Put together supplementary items, such as a brochure, order form, reply envelope or note that encourages them to read the letter.
  6. Rent or purchase a mailing list.
  7. Compare cost of mailing vs. cost per order.
  8. Continue to test and refine your direct mail marketing plan.

You can see how direct mail marketing can help you find a local or even country-wide target market to send letters or postcards to and draw in new clientele and customers. Fine-tuning your marketing campaign will bring better results and therefore lower the overall  cost of the campaign.

To be successful in telemarketing you need to:

  • Put together a plan, so you know exactly what you want to accomplish during the call.
  • Develop a list of topics to discuss and the questions you want to present around these topics.
  • Input verbiage checking to see if you are calling at a good time.
  • Include enough questions to keep the conversation interesting, but not too many to sound like you are interrogating.
  • Start with broad questions and narrow your focus as the conversation continues.
  • Offer feedback to show them you are paying attention and appreciate their time.
  • Don’t insult their intelligence or manipulate them.
  • Listen first, talk second.
  • Be relaxed and conversational.

Telemarketing doesn’t have to be the trauma it’s made out to be. You can put together an honest, personal and effective telemarketing campaign that is endearing, informative and gets the job done. Think of how you would want to be treated on a marketing call. Ask your friends and family what they hate most about the telemarketing calls they get and work hard to craft your plan in a better way.

When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want and why the prospect should listen.” Jay Abraham

It’s easy to see how direct mail marketing and telemarketing can positively affect your business by bringing in new customers and increasing the level of awareness about your products, services and company branding. Our GUIDED TOUR offers the resources and tools you need to work through these processes and put together the best marketing plan you can.