I get asked a lot of questions about video. I have numerous blogs on what you need to produce video, but once you have it, now what? There are so many platforms out there, where do you begin? Let’s start with some stats:
Inarguably the biggest video platform out there. With over two billion monthly active users, YouTube is the second most popular website in the world. Since it is also owned by Google, your video has an amazing chance of begin seen if you are doing your due diligence behind the scenes with descriptions, tags, etc. Since it is a huge platform, you need to make sure to know your audience and how to properly promote these videos.
Per State of the Screens, 59% of Tik Tok’s audience is between the ages of 13-24, so it is appealing to a younger audience for sure. Only seven percent of users are over the age of 45. However, it is still holding its lead as the most downloaded app in the last 18 months that is a non-gaming app. It definitely has ongoing momentum, and should be at least considered in your digital marketing approach if it makes sense.
Facebook still dominates the overall download trends, and with Facebook Live videos, IGTV, and Instagram Reels, you have A LOT of options for promoting your video. Since Facebook and Instagram are already largely populated platforms, it will be extra important to make sure you are producing relevant content to your audience so they will WANT to watch your videos. Facebook allows up to 20 minutes of view time, although studies show that most users are only watching for 21 seconds. So keep that in mind when you are producing your videos.
This one is tricky. It does not have the functionality to create or host videos within the platform itself, (meaning there is no “Facebook Live” type of functionality), so you have to embed or attach your video links. This would definitely be a place to post knowledge based videos since it is geared toward business and learning and not a place people go to post recipes are funny cat videos.
At the end of the day, the answer to your question is “where is your audience hanging out?”
Since the pandemic when we were all forced to stay home and our only means of communicating was online, we learned quickly of the importance of video. Not only are there many places with restrictions still in place, marketers have found that video can reach people in a way that a lot of other methods of advertising can not. I have said this many times – video is the next best thing to being there in person. It helps to establish a relationship of trust much faster when your target market can see your face consistently. The key word here is CONSISTENTLY. You cannot expect a video strategy to work if you post occasionally or give up after a month or two. A relationship of trust takes time and effort. Don’t give up on it.
I know between shooting, editing, and posting, video can seem overwhelming. LET ME HELP YOU. I have multiple ways we can do this, so just ask. The important thing to remember is to not give up – because video is definitely not going anywhere!
Growing a business takes a village – for every business owner. There simply are not enough hours in the day. Everything needs to be done, and it is so easy to let life get in the way and allow things to get put on the back burner. No matter what stage you are at in your business, money can be tight and your schedule can be even tighter so you find yourself burning the midnight oil to try to get it all done. After all, if someone else is doing it, it will cost you money, right?
Well, sometimes yes, and sometimes no, and sometimes not as much as you think.
So with that in mind, here are my tips on trying to figure out what to delegate and what to handle yourself.
1. Make A List Of What Needs To Be Done
Sit down and write all the tasks that need to be done – in your business and in your home – from Accounting to Yardwork. I mean list everything. Even if you think it is a small detail, put it on the list. I found a helpful list online of tasks you can delegate. This list may help you get the wheels turning of all the tasks you need to do if you are having trouble – which I doubt!
2. Pick The Activities That You Like To Do
This one seems silly, but it is very important. The tasks that you actually enjoy doing are more likely to get done before the ones you don’t enjoy. It is just human nature to put off what you do not enjoy. You may also be in a rush to get through those tasks since you don’t enjoy them and the quality may go down. This will show in the long run and can be very detrimental to your reputation. Don’t let the name of your business suffer just because you don’t enjoy a specific task. So put your name next to all the tasks you actually enjoy.
3. Who Do You Call?
Freelance people are a great option to go investigate. Especially now that working from home is so much easier than it used to be. There are many virtual assistants out there that can take on a multitude of different tasks including bookkeeping, content writing, social media, etc. Look at your list and start investigating local companies or online freelancers that can take on the more professional tasks for you. Ask your local Chamber of Commerce for help. Look at the people you network with on a regular basis. Take a look at the list I have below of just a few options:
- Virtual Assistants – there are many local options, as well as online sources. Do your homework and check references. There is a lot that VA’s can do for you so you can focus on the tasks that make you money!
- Copywriters – Keeping an up to date blog is very important for SEO purposes as well as establishing trust and credibility. Writing can be a daunting task if it is not your favorite thing. Blogs, press releases, any kind of printed material – get a professional to help you if this is not your thing.
- Web Designers – Yes, WordPress and the like is basically simple. But investing the dollars to have someone set it up correctly will go a LONG WAY in the long run. If this is not your skill set – then call someone. You will be glad you did.
- Online Business Presence – This means social media, video, email marketing – anything and everything that happens online. Make sure you are putting your best foot forward. When it comes to video and social media – I would love to help!
- Business Coaches – even the highest paid athletes or biggest millionaires have someone coaching them and holding them accountable. Don’t rest on your laurels – challenge yourself. If you are the smartest person in the room, then you need to find a new room!
I understand this list covers a lot. I am happy to give recommendations on any of the above. Which leads me to point #4…..
4. Don’t Be Afraid To Ask For Help
Sadly, many entrepreneurs are still just too afraid to ask for help. Some reasons may be money, some are confidentiality, some are just plain fear someone will find out they are not Superman. Trust me, no one thinks you need to be a martyr or a super hero. If you do your homework, you will find reputable, trustworthy organizations or people. If you sit down and take the time to plan out who is in charge of what, it will allow you to do what YOU do best – make money!
So, what do you think? What are some services you have used that you can recommend to others that have really helped your company out? Let’s share them in the comments and help your fellow entrepreneur!
DELEGATE – this is a word I have often used in previous blog posts. Prioritizing your time and focusing on doing what you do best and delegating the rest is key to growing your business. When I bring this up with my clients, I often hear a lot of skepticism and fear of turning over certain tasks. That is why I am pleased to bring you a guest post from my friend, Tina Martin, on how to properly choose and vet remote workers so you can rest easy. Let me know your thoughts!
Guest post by Tina Martin, Life Coach and Creator of Ideaspired.com
Unless you’ve been hiding under a rock, you’ve likely noticed that remote work has exploded within the last year. While working from home used to be something solely associated with mass-market cookware and beauty MLMs, today most desk jobs can be done remotely. And as a business owner, there are plenty of perks for you — if you choose your workers wisely.
Why Hire Remotely?
First, having remote employees is part of a smart business strategy. It allows you to have a broader group of talent so that you can bring the best products and services to your clients. The Undercover Recruiter also suggests that a remote staff is happier and more productive, more diverse, and can actually save you money in overhead. Just as importantly, remote work is becoming the norm. Many employees, especially in IT and other tech-centric roles, prefer to work from home. You’ll have a better chance of putting together a solid staff if you don’t limit yourself to only those who can show up for a 9-to-5 job.
How to Protect Your Business
Despite the benefits, there are some inherent risks of hiring remotely. One is that it’s more difficult to establish a meaningful relationship with your employees. This means you don’t really get to know them unless you make a conscious effort to break away from the grind for things like videoconferencing one-on-ones or in-person retreats.
One of the biggest issues with not being able to get to know your employees is that you may overlook issues in their past that might cause problems. Doing a background check can help alleviate some of this worry, but you still have to protect your assets in the off chance your employees — or yourself — run into trouble. You can keep your personal finances guarded against legal action by forming an LLC. Although the rules and regulations vary from state to state, using a formation service can help you get the job done without breaking up too many expenses. Further, there are some tax advantages, and you can grow your business with whatever management structure you choose as an LLC.
Choosing the Right People
Hiring a remote staff is similar to putting together an in-person team. The biggest difference is you must first decide which jobs you are comfortable with not being able to supervise in real time. Next, decide on working hours. Keep in mind that a worker in England won’t have the same daylight hours as your US-based workforce. As a result, this can create lags and stall time-sensitive projects. However, this doesn’t mean that you can’t use online collaboration software to keep everyone on the same page.
When you are writing your job description, make sure to include that the position is remote and note any expectations you have, such as if they must work for a stationary location or if the job is suitable for those who travel. You’ll also want to conduct Zoom interviews; Career Protocol lists several online interview tips for employees which you can use to measure the professionalism of your interviewee.
Always ask for an expected salary range. Your employees may expect a higher or lower paycheck depending on where they live. If you have multiple potential employees with a vastly different dollar amount in mind, it may be time to revisit how you pay your remote workers. Start out with a fair salary based on your location and the experience required to do the job.
Having remote employees is no longer considered weird or impractical. The coronavirus pandemic taught us that many jobs can be done remotely without the expense and hassle of maintaining an office. There are things to consider and legal matters to attend to just as with a brick-and-mortar setting. Although it might still be a new situation, remote workers are here to stay, and getting on board now is the best way to prepare your company for growth in the future.
My mind has already been on 2021. Whose mind isn’t, who doesn’t want this year to end? Even though no one could have predicted this year, it is still time to ask yourself: what can I do better? What did my marketing efforts of 2020 actually accomplish? I ask myself, and my clients, all of these questions as I sit down to prepare what I plan to take on for my marketing content for 2021.
Even though so much has changed in how we run our business, we still need to organize our marketing content. Since less people are getting out and about – your marketing strategy absolutely must include a way to get your face in front of your prospective audience. The best way to do that is to get yourself a video marketing strategy. One of the first things I hear my clients fuss about is: what am I going to talk about?
First step: Get a calendar together. I prefer to keep things simple. I have a very simple spreadsheet that outlines the twelve months of the year and I brainstorm different events or anniversaries that make sense for me to comment on. It is basically a “big picture” approach about the kind of content I feel would be relevant to my readers and clients. I take that information and formulate the various blog posts I want to write about that make sense with certain times of year. I am always open to move topics around to adjust to current events and moments in time that have events where the need for a little shuffling is in order. Always remain flexible and have the ability to capitalize on current events.
If you are not into spreadsheets or documents, another great place to organize your calendar is on Trello. I have mentioned Trello in the past. It is a FABULOUS online tool that multiple people can log onto and all of your team members can brainstorm content for the following year. This is a great one if you have a team, or if you want to share it with your business coach. **hint hint***
A lot of my clients – and other business owners – like to put their topics and ideas on their actual calendar. Having your due dates in front of you when you can glance at it and prepare for it weeks in advance allows you to prepare for it so you are not running around at the eleventh hour trying to meet a deadline. You can either color code your online calendar, but quite often it is even very useful to do it the old fashioned way – with post its and stickers! Below is a the folks at CoSchedule who make a WordPress plugin for an editorial calendar, and they are still using sticky notes! Whatever works for you – do it!
But what does one do when they sit down to a calendar and come up with nothing but a blank piece of paper? One resource is from the fine folks a WeVideo entitled 30 Quick And Easy Video Marketing Ideas.
And if that doesn’t do it for you – here are some of my suggestions!
1. Google alerts – setting an alert with some of your industry’s key words. This can give you an endless supply.
2. Riff on a popular post. Post your reaction and thoughts to a popular blogger’s thoughts, someone else’s video that has gone viral, or any hot topic that can get people talking about your business.
3. Look everywhere for inspiration. Check out YouTube videos, podcasts, or one of MY personal favorites: watch some TV for inspiration. Shark Tank is one of my favorites!
4. Do an interview. Do you have a favorite person you like to follow online or connect with at networking groups? The answer is no unless you ask them for an interview! I am sure they won’t mind the free publicity!
5. Take an entire day off. I love this one. Recharge your brain for a whole day by doing something you love. Go focus on your hobby and enjoy yourself. Giving your brain a break may be just what you need!
6. Do a product review. Is there something in your business you use every day that you just LOVE? Write about it and spread the love with your readers! This is the time of year people are doing product reviews in anticipation for the holidays – why not you?
7. Recruit a guest. When all else fails, call for back up! Schedule an interview of someone you respect that you can feature in your video marketing. Make sure their content is what your readers are looking for and it makes sense with the overall feel of your message. But don’t get lazy and rely on them every month!
Lastly, you will want to set some sort of alert and an accountability system in place so this task actually gets completed. If alarms work for you, wonderful. If you need an accountability partner to make sure it gets done, then set that up. You will be amazed how much you get done when someone else is watching!
Let’s all take 2021 by the horns and show it who is boss! Contact me if you need some help.
Time to wake up: Since Corona took over our lives, everyone is getting their information online. Before this, every year – heck every week – we were seeing massive strides in the way companies were using video to market their business, as well as the platforms making changes allowing them to take their video to the next level.
YouTube traffic expanded more than 60% since last year, and continues to have a billion users watching millions of hours every single day. The thing you have to remember is that these are not super high quality edited videos by professionals. These are quick and easy videos that people are simply using cell phones to shoot in many cases. But that is getting it done. The content is out there, you are creating a relationship by being in front of them and it is increasing your credibility.
Facebook Live videos continue to be a game changer, that include adjustments to make the videos shot vertically look better on mobile devices, the watch and scroll feature that allows you to keep watching the video but allowing you to keep scrolling through your feed, and a new app for watching Facebook videos on TV with the use of an Apple TV, Amazon Fire TV and Samsung Smart TV. Instagram TV is a game changer as well.
Video is really leveling the playing field when it comes to marketing your company. For a small business, video is an inexpensive and relatively quick way to get in front of your target market. It allows you to connect with your audience in ways you never could before. You can answer frequently asked questions, showcase new products, interview happy customers, demonstrate your products, the list goes on and on.
So what are some more ways you can use video to market your business?
- Add video to your marketing emails. Studies show it will boost your click through rate by 200-300%
- Embed videos on landing pages of your website. This will help boost your website’s SEO. Sixty-five percent of people will visit a website after viewing a branded video they find online or via social media channels.
- Start utilizing the Facebook Live video feature. Facebook gives more attention to live video and will therefore make sure it shows up in a person’s feed. For those of you using this feature already, you may have noticed a recent spike in views thanks to this change in their algorithm. Don’t forget to save it to your camera roll on your phone so you can upload it to YouTube for additional exposure.
- Answer emails with a video message. I recently tried this out to a prospective client. I had left phone calls and emails to schedule a meeting and heard nothing. Then I recorded a video and sent that back to their email. They called me back!
Video is the next best thing to being there in person. If you can’t show up in the flesh, do it on video. It makes a bigger impact than just an email or a text. It is amazing what the power of your face can do! I recently wrote several posts on how to utilize video to market your company.
I recently read a quote that said “To not have any kind of video support and/or strategy that lives with and/or complements your existing communications would be a fool’s errand. It’s time to learn to love video.”
I completely agree. Using video to market your business is definitely not going away and I am sure we will see a lot more this year in technological advances that will make it even more simple to do. Time to quit dragging your feet and get started.
Here we are – in the middle of a pandemic, and everyone is on edge. We are surrounded by people being laid off, losing jobs, losing income and almost about to lose their minds. But you have to still have a business to run. And you still have to make money. Obviously, some distractions are harder to overcome than others, such as those of you who have also become your child’s teacher. The fact of the matter is now you have to adjust to what will become your new normal for a while. How long this will be for is hard to say. In the spirit of “quaran-teaming”, I have come up with a list of tips that are helping me, as well as my clients, stay focused. I hope you find these helpful for your business as well.
1. Adjust Your Schedule
For most of you, working hours have already taken on a new meaning, but now that we are all forced into working from home, it is imperative that your working hours be flexible. We are dealing with people who have kids at home, or having to connect with people from different time zones. Not everything is going to work as it did before. The important thing is to access who needs your attention and when, then adjust your schedule accordingly.
This may mean you get up earlier in the day and work a few hours, take breaks for the kids, and then work some more. Maybe you work in the morning and the evening, but take the afternoon off. There are more hours in the day than just 9-5, so use them!
2. Make A To-Do List
I am a HUGE fan of lists. Lists help me stay focused on my tasks. They help me remember every detail. They hold me accountable to the things I know I HAVE to get done. There is something about seeing it on the list that really motivates me to get it done so I can do the best part: CROSSING IT OFF! I know we have a lot of ways to keep lists, but there is something so empowering about physically crossing off an item on your list. I feel such a sense of accomplishment when I do it. It also serves as a reward! A way to do this online is to use Trello. Big fan of this one too.
3. Take A Look At Your Technology
So you want to take a break but you are still waiting on that ever important email. With all of the technology available to us today, you can make your office mobile any time you wish. But you have to have the right technology in place to do it. Take a look at your smart phone, is it up to the task? If not, now would be a great time to upgrade.
How are you saving your documents? Do you utilize cloud based services like Dropbox to access your documents from anywhere? Cloud based systems are often free or low cost so you don’t have to be beholden to your desktop or laptop. Just access them from your smart phone or iPad and move on.
Zoom is offering a lot of their services free right now, so make sure you check them out. Video conferencing is obviously the next best thing to being there in person!
4. Take A Class
Sometimes, a little knowledge will go a long way. I find that taking an online class or webinar that will teach me something renews my goals and helps me focus on my vision. Clients definitely will be thrilled that you are staying current with your craft. Knowledge is power. Take advantage of the time and sign up for a class and learn something new. It will motivate you to stay on target, and who knows? Whatever it is you learn will help you make additions to your current offerings which equals more money! Who wouldn’t want to make more money?
5. Get Over Your Fear Of Video
Video is the next best thing to being there in person. Even though you are stuck in your home for the unforeseeable future, you can still reach your clients and possible new customers with the power of video. Start simple with something like Facebook Live. You can also use Instagram, YouTube, or whatever platform you feel comfortable on. Video accounts for the highest amount of engagement on social media. It is time to lose the fear. Everyone is connecting from their homes. This is the most opportune time to connect – people will be delighted to see your face because they miss you – and they miss interaction. They will be more likely to listen to what you have to say. It is time to drop the inhibition and go for it. If you have more questions, I invite you to read through my blog – I have lots of tips there. You can also reach out to me directly.
6. Get An Accountability Partner
I have talked about this many times, but it is especially important when you have extra distractions going on. You can adjust your schedule, make to-do lists, examine technology and take classes all you want – if you actually DO THEM. Big ideas are great – but the success lies in the EXECUTION. An accountability partner makes sure you stick to your goals and helps you to have skin in the game. I have one – you should too. I would be happy to help you as well.
I would love to hear some of your tips. What is keeping you motivated during this quarantine? What helps you stay on task so you can take some time off and enjoy the weather? Post your thoughts in the comments below!
Having run many video campaigns for clients, and also speaking on the topic of video frequently, the most common question that is asked ever since video became popular was, “How long should my video be?”
You are going to hate this, but the answer is: IT DEPENDS.
Before you go getting mad at me, there is a reason that I say this. It depends on several factors.
- What are you using it for?
- What platform are you posting it on?
- What are you wanting the end result to be?
Since we live in a world where it is almost impossible to keep people’s attention, obviously the shorter the better. The best thing to do is analyze what your video is for, what platform are you going to publish it on, and how you want your audience to engage with you.
What are you using it for? I typically tell my clients that we want to aim for keeping it no more than 2 minutes. However, some videos may need more time based on what you are talking about. For example if you are doing a demonstration, (remember all those cooking videos from Tasty?), it may take longer than two minutes. Perhaps you are running a class, those videos will definitely be longer than two minutes. If your audience is interested in the topic, and you are engaging from the very beginning, they will stay tuned for the entire video.
Now let’s talk platform. In 2018 Hubspot analyzed thousands of videos from different social media platforms and this is what they found:
- Instagram: 30 seconds
- Twitter: 45 Seconds
- Facebook: 1 minute
- YouTube: 2 minutes
This means you may have to film one particular topic several different ways if you are planning on posting it on multiple platforms. But that extra effort is worth it in order to fully cater to your audience and their ever withering attention spans.
What is the end game? Obviously, it should have some sort of call to action. A clear next step of what you want your audience to do. Do you need to add graphics for this? If so, that may take more time. So again, it depends what the end game is as well.
In short, my mentor and video guru, Lou Bortone, says:
Ultimately, your video should never be any longer than it has to be! Keep it tight and respect your viewer’s time. Shorter is almost always better.
Exactly. Well said Lou. Everyone wants it yesterday, so do your best to make it as short as possible while still accomplishing your goals.
Two weeks ago, the unthinkable happened to business owners: Facebook and Instagram went down for several hours. Everyone was scrambling. Building your following on Facebook or Instagram, or any private company’s site, can be a double-edged sword if their system goes down. Now don’t get me wrong, these platforms are the most widely used and you should DEFINITELY keep using them, but what I am saying is don’t put all your eggs in one basket. All business owners need to consider multiple avenues of marketing other than social media. I have put together a list of several that are still useful and should be included in your marketing repertoire no matter what.
You cannot ignore how valuable it still is to have someone’s email address. Compiling a quality list of current emails is pure gold that you have access to whenever you want, which is priceless. You can set up drip campaigns, send thank you emails, special announcements, congratulatory emails, share testimonials, the list goes on and on. It is also an opportunity to showcase some of your best work. Share video tutorials or perhaps some podcast interviews you have done recently. Note: make sure you are optimizing for mobile devices. Fifty percent of all emails are now opened on a phone, so you want to make sure it opens quickly and is easy to read and follow through on whatever call to action you attach to it.
We are starting to see more and more companies utilize the power of a text. It may take people a few days to check and follow up on email, but let’s face it – we are always checking on whatever text has just come in. This is not a service reserved for just big box stores or larger chains. Small business have the same opportunities to utilize this service at very affordable rates. It is always permission based, so you know people are interested, and the message can lead the receiver anywhere you want them to go, allowing you the opportunity to gather more information in addition to making a sale. Better yet – it applies to all ages since everyone texts. Definitely worth checking out.
When I reference snail mail, what I am specifically referring to are cards. HAND WRITTEN cards. I know there are services out there that do it automatically for birthdays, anniversaries, etc., but what I am referring to are “just checking in” cards. How hard is it to pick out two people a week to just say, “Hey, haven’t talked to you in a while and wanted to know what was new.” Who doesn’t love getting a hand written card in the mail? It is not expensive to have some with your logo printed up. I recommend GotPrint.com. They are very affordable and high quality. Just think of the smile on their face when they see you have thought of them. You never know what it could spark.
And of course, nothing beats face to face check-ins. Networking has always been and will always be my favorite form of keeping in touch. The key to great networking really comes down to one thing: consistency. You have to keep putting yourself out there. Consistently showing up proves to people you are a dedicated business owner, allows you to meet new people on a regular basis, and establishes a great reputation for your company. Stay informed of the local Chamber of Commerce events, Meet Ups, and also do a quick scan of local events on EventBrite. If you join an organization, make sure you can actually attend a majority of their events, otherwise it is a waste of time and money. It should also go without saying – but be prepared. Have plenty of business cards so people know how to get a hold of you after the event.
Marketing is a task that needs to be handled every single day you are running your business. We are lucky we live in a world where that can typically – and effectively – be done online primarily, but what happened a couple weeks ago is a good reminder to have a few other forms of promotion already going on so you are still out there getting the job done no matter what happens in cyber space!
I recently picked up a book again that I had gotten away from. It is called Big Magic, by Elizabeth Gilbert. For those of you who don’t know who she is, she is a well-known author probably best known for her book Eat, Pray, Love. In Big Magic however, she was talking about how to have more energy in your life. Although she was referring to someone personally, it made me think: where am I spending all of my energy in my business?
It is so easy to get caught up in what we think we are supposed to be doing. We read articles, blogs, and books. We watch videos and take online classes. We typically listen to whatever catches our eye and spend time coming up with plans based on the latest and greatest promotions and methods. I have a radical idea here.
Stop chasing what everyone says you are supposed to be doing and really evaluate WHAT WORKS FOR YOU.
I know you are thinking, how do I do this though? Sadly, there really isn’t a quick and easy answer. I don’t care what anyone says. In order to know what really works for you, you have to come up with a plan of attack based on what you do best and what your target market really is looking for. Develop a marketing plan on how you will educate people that you are the person to give them what they are looking for, and then TRACK AND MEASURE your efforts. (I recently wrote a post about this.)
That is why this is not a quick and easy answer. Tracking and measuring takes time. You need to be consistent with your approach and your methods at a minimum of one quarter. You cannot try something once and give up. You have to be consistent with how you are marketing yourself, what you are promoting, and then providing whatever that is. When that is all said and done, you do what is commonly called a “Monday Morning Quarterback” recap where you assess what went right, and what went wrong. Once you have this data, you can make a decision on how to move forward. Then you look at the next step.
Did you enjoy it? Was it fun?
Most entrepreneurs start out with excitement and a fire in their belly because they love what they do. But all too often they get caught up in those latest and greatest ways to promote themselves and they start to loose sight of why they started their business in the first place. Running your own business is supposed to be fun! A lot of work, yes, but definitely fun! If you are finding yourself dreading getting out of bed to go run your business, then the time is now to re-evaluate. Just because one method is working like gang busters for someone else does not mean it will work that way for you. Maybe that method is correct, but you just need someone else to carry it out while you focus on something that YOU love to do. My coach and mentor, Michael Port, often says he wants you to have a mad love affair with your business. He could not be more correct. If you don’t even remember why you became an entrepreneur then it is time to stop the madness and focus on where your energy is going and if it is doing you any good. Again, the only way to know this is to TRACK AND MEASURE, and then have a brutally honest conversation with yourself to determine if you had fun. And for heavens sake – if it is a task you hate doing, then DELEGATE. It is not a dirty word!
Just Say NO
In the last two years, I made a conscious effort to step down from every board position I had. As this has been going on, I find myself getting questioned thoroughly as to why. And I simply told them the truth: it was time to say YES to ME. I run my company, I am a Mom of two adorable girls that are in the throws of finishing high school and needing a lot more of my attention to prepare them to leave the nest, and I am wanting to explore new interests and don’t want to be in charge of anything that is not necessary for a while.
The response was amazing to me. Not one, but EVERY woman that heard my response was in awe. They all called me courageous and were so proud of the example that I was setting for other women in business. This made me feel good, but at the same time, made me very sad. At what point did we get labeled “SuperWoman”? Why do we, as women, feel if we are not “doing it all” then we are somehow failing ourselves and our families?
I for one, am not going to let the fear of saying one little word cripple me any longer. I am going to start really looking at my responsibilities and prioritizing better. Of course it is a great idea to donate some of your time to worthy causes, but one of the worthy causes that gets your time SHOULD be your family and your livelihood.
“When you stop chasing the wrong things, you give the right things a chance to catch up.”
So I ask you: what are you spending your energy on while running your business? What can you let go of and do differently? What will make you fall in love with your business all over again?
Helping entrepreneurs get clarity and focus is one of my favorite parts of my business. If you are looking for some guidance and are interested in learning how I can help with customized strategy sessions, contact me today so we can make 2019 your best year yet!
Admittedly, this title is a bit harsh. Sometimes the truth hurts. But even in its semi-extreme “crassness” – it is 100% accurate.
I am referring to your marketing. I know a lot of people tend to groan when I even bring up this word. It is a rather large, all encompassing task. Marketing can mean a million different things and it can be done a million different ways. There are also a million different books, blogs, newsletters, and magazines all about it. But no matter how you slice it, it really all comes back to one thing:
Are you tracking where people are coming from?
If the answer is no, then you are wasting your time and money on all your efforts. You may as well take some scissors to your money.
I wanted to write about this topic specifically this time because I have seen a consistent pattern with my new and prospective clients as of late. None of them are tracking where their new people are coming from. This is imperative to your marketing plan. If you don’t track, you have no idea which method is working. You have no clue where to keep spending your marketing dollars. So I have come up with a short “best practices” list for tracking your efforts.
1. Front Line Personnel
They represent your company. They are your first line of offense when new people walk in and/or call. I have spent countless hours training my own staff as well. Your front line must understand it is IMPERATIVE to their job that they ask, “How did you find us?” Unfortunately, this is often overlooked or simply not done. We all know there are forms to fill out when we go somewhere new. There is always a line on that form asking “How did you find us?” Quite often it is not filled in. Then it becomes your front line person’s responsibility to ASK. Their job is to make sure all the information on the form is filled out. ESPECIALLY THIS LINE. Make sure your staff knows it is a priority. If new people stop coming, so does their paycheck. If you don’t have a front line – then guess who this person is that needs to ask? YOU!
2. Keep Detailed Records
You have to keep the information about who they are and where they came from in ONE PLACE. This can be done a multitude of different ways, but the important thing is to keep up with it and stay current. In the beginnings of my business, I used a simple spreadsheet on Excel. I made tabs at the bottom, one for each month of the year, and typed the person’s name in the first column and then where they came from in the next column. At the bottom, I would list the totals. Over time, I began to see a pattern of where they were coming from. This information was invaluable! I knew exactly what types of marketing were working for me and where to keep spending my time and money. Obviously, this is pretty basic. You can use various CRM softwares like zoho.com or Hubspot for small business that also have other features that will help. But once again – you have to keep up with it. It will pay off, trust me.
3. Code All Your Materials
QR codes are not dead. They are easy to make and easy to link to wherever you need them to go. Just make sure you make one for each type of marketing material you are creating. For example, put a separate code on your brochures, on every ad you send to a newspaper, every direct mail piece or flyer, coupons and so on. If you don’t want to mess with codes, you can also try using email. Constant Contact is what I recommend and they will track how many people are opening your eblast and where they are clicking if links are included. If you are setting up a web based promotion, set up a specific landing page on your website and then use Google Analytics to track who is visiting that page.
4. Measure Your Mentions
There are free tools on the web that will make you aware of when you or your service are being mentioned. Track your company’s name, your product, your promotion, your service, whatever it is and set up a Google Alert. Then any time someone is searching for what you are selling on Google or Twitter, you will know about it.
5. Cost of Conversion
How much did it cost to run that campaign? How many people came from it? How much money are they spending with you? If they are not spending enough to cover the cost of the marketing campaign and turn a profit – then you need to re-examine that method. You have to track not only the amount you spent, but the time, and other ancillary costs like website fees and labor involved.
Bottom line is – you cannot manage what you cannot measure. If you are not doing something to try to keep track of where your new clients are coming from, then all of your efforts are a waste of time and money. Find a system that works for you, and be diligent on keeping up with it.
Got questions? Need implementation help with this or any other marketing? Contact the Queen Bee today!