From The Blog: Digital Marketing Update; Marketing Your Business; 4 Reasons Why You Need Content To Own A Front Page Search, Podcast #27!

While most small businesses and professionals may be seeking local customers and clients, when it comes to marketing your business–image matters, particularly when it comes the a local search.

As we’ve noted in earlier podcasts, this shift of prospects moving to online searches and reviews makes brand perception more critical in the race against the competition.

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Businesses need every advantage they can get to exceed the profile and exposure of the competition.

As noted earlier, over half of small businesses fail to have a website and many don’t even have a Facebook business page.

This lack of online “real estate” can pack a punch in a prospects opinion of the business before they even engage you.

Podcast #27 discusses ways content can build out this important real estate for your business, whether through Facebook business pages, Google My Business, Google Posts, YP.com platform, local chamber of commerce pages, Linkedin business pages, Youtube, blogs, etc.

After five months of launching a website and beginning podcast/video content–the pic below shows how we “owned” the first page of our business search listing–out of 4,330,000 listings.

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Five months after launching a website and podcast/video content, we owned eight links on the first page of our search in Google.

If your local prospects were to search your business, how would it “look” in the listings? This is important because it is part of your branding and marketing platform.

Getting ownership of this page is just the beginning. Consistent and relentless promotion must continue to occur outside of searches to direct prospects to your blog content, which in turn a percentage will check out your website.

It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors.

You may learn more about us and schedule a free appointment.

You may listen to all of our exclusive audio podcasts here.

Now, enjoy the video podcast!

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Marketing Your Company; 4 Reasons Why You Need Content To Own A Front Page Search, Podcast #27

Host: John D. Verlin

Transcript:

Once again, good afternoon. This is John Verlin with On Demand Advertising Solutions, with another Digital Marketing Update, Podcast #27.

I hope you’re having a great week. I was talking to gentleman who owns a digital marketing business this past week. We confer every week or so. He shares with me things about his clients.

He was telling me, he said it’s funny, but I have the same kinds of issues you have had, as far as people you talk to and how a lot of them are having a hard time understanding online presence. The need to have social media involved and things like that.

According to some recent surveys it seems that more and more businesses are realizing the importance of this. It’s a slow process. As we were talking I kept thinking, ok, let’s walk through this.

Let’s say you’ve got a business. You’re a small business owner or a professional. You’re trying to get referrals for new customers or prospects.

So you join a chamber, all right. You go to the chamber meeting. You might meet a few people. Give out a business card or two. Let’s say you meet somebody.

And maybe they are an accountant. And you might need accounting services someday. So you exchange business cards.

You go back to your office, and you’re kind of curious. The guys got what looks like a website. So you Google and search most likely I would imagine the name of that business.

And then, a few links pop up perhaps. You click one of them on, and it’s kind of a partial website you’re going to. The first impression you had of this person is at the chamber meeting. Probably noticed their dress but the business card. The image. Is it cheap? Does it look good? Do they look good? Are they sloppy?

These are all first impressions and that’s usually the first thing in direct contact like that. Now the second impression, you’re going online and you’re not finding a whole lot. And then when you do click through, broken links, not a lot of stuff, content on the website.

And you’re thinking this guy is an accountant, he ought to be good. But now, you have had several different impressions that have been formed, before you even call him.

This is what I call part of the marketing platform. It is the brand perception that is formed online even after you meet someone.

Because we no longer just get in the car and drive over to the office. We do research before we do things and over fifty percent use smartphones.

So doesn’t it make sense you’ve got to have some presence on the web. And yet I’m surprised how many professionals may have a blog post, a little blog and that’s it. You’re an attorney or whatever and you don’t have a proper online presence.

And this is like a comparision here. Let’s say you have a store. And you decide that you’ve got enough customers, I’m not going to fix up the display window. I’m just going to leave it open.Or just through a ladder in there or something.

You’re not too concerned about the image of the business or walk-in traffic, because you’re got enough traffic from direct mailers.

Would you take that approach to it? No, you’ve put some money into this. I highly doubt that you would not be concerned about your storefront and your display window.

Because you want more customers to be induced to come in and do business with you right? So this is the comparision I’m making to this online importance of the marketing platform, because this is where people are going to process and check people out. And seeing things and making decisions even before they even call you.

So I’m calling today’s podcast, 4 Reasons Why Content Will Allow You To Own the First Page of Google Search In Your Business. And this again is image.

Not to mention the content that might be there but the fact that the first thing that people see when they type in the name of your business, what’s going to come up?

Now typically, and there are a lot of people who buy links or paid links or ads, the first two or three might be another entity. And then you might have some show up.

So, here’s why this is so important to have content as a part of your blog and website. The content is going to give people a reason to visit your blog.We’ll, I don’t have a blog. I don’t have much content. Well you can now give people a reason to visit your blog to go to.

The content is searchable on Bing and Google and it will rank your blogpost higher and your website higher in searches. The more content you have, Google likes that and they’re going to rank you higher.

And by creating this content and owning that first page of searches—for example, there are businesses I’ve looked up in my hometown and they’ll have a Facebook business page, they might have a five star review which looks great—and that’s all wonderful.

Clicking on some of the links like a Yelp link show up. This can all come about to and one thing we stress is to have a Facebook business page, a Linkedin business page, every busniess page—a chamber association business page. Those business pages will rank because they’re already associated with Facebook, Linkedin or the chamber.

They’ll rank your name or business higher because they already have a platform established. So these are all things besides your website and blog that you should be involved in. And this is what I call the marketing platform. All of the different platforms, audio platforms for podcasts is a separate platform that’s going to rank you also.

So if you’re listening to this, you can see on this blogpost the first page rankings on my business I started five months ago. I started posting podcast content, video podcast content on Youtube. You’re going to see a Podimatic podcast platform I use for mp3’s only.

And these are all links, you can see some of the video links on Youtube. And that’s after five months. Launched the website five months ago.

You type the name of the business in and this is what people are going to see. Google My Business—all of these platforms because I’ve been doing it and promoting it on a regular basi, every day in five months.

Now there are some businesses I’ve searched in my local community. They have quite a few links. But from an image branding perspective. They’re ok. I’m not excited.

But when you have video content, audio content, you’ll see what I’m talking about if you’re looking right now at the Google My Business.

It makes a branding image difference. Nothing wrong with a lot of links and great reviews, that’s perfect. But when you add content to that mix, it rounds out the impressions is what I’m getting at—and your solid.

This is why it’s so mportant, whether you’re an accountant, or whatever—well I don’t need to have…

But these are impressions. This is marketing. This is…you know, you’re not H & R Block. You don’t have a huge brand presence. And this will help build that is what I’m getting at.

So these are four reasons why content will create a first page search brand impression that you can be proud of and you’re constantly adding to it to increase that impression.

Now, when they click through to those links and they listen to your video podcast and they hear the content—and read it and see the videos you’ve got on there—now they’re getting to know you.

Does this make sense? This is why the marketing platform is so important to get new business and supercharged and turbocharged referrals.

Because now, you’ve checked out this accountant, and seen all the stuff he’s got on there. Maybe he’s got all of these different things there, but now your impressed with him from day one. But now you’ve seen all of the stuff he’s got on there.

It adds a ton of credibility to someone you very well may want to do business with as opposed to a competitor.

The flip side of that is you go and search this person and other accounting firms come up locally—and they have more content and more brand image web real estate so to speak.

Suddenly you’re well…I might want to check these other people out.

See how that works?

It’s no different than a storefront really. It is your storefront. It’s your online storefront but it goes deeper than that because of all of the content to highlight your expertise and credibility.

And we didn’t have this twenty years ago. The capability to show off our capability.

But now they can do it and they are doing it and making judgments, comments on social media one way or the other.

And that you have no control over unless you answer some of those comments and you’re on that platform.

So, those are the four reaons it pays to have content. It pays to promote yourself through social media. And yes, have a credible website, with a blog all tied together.

Because you’re spending money on marketing and advertising or whatever else. And they get to that point from the radio or tv or magazine ads you’re spending money on. And they do some checking on you.

Background checking, research and they’re not impressed. You may have wasted all of that money.

Or at least an opportunity.

You’re going to give people a reason to visit your blog with content, the content is going to be searchable and rank you higher in the search engines they use.

It’s going to allow your first page search with eight or nine different links with content on them that look really good from a brand impression standpoint, and the content engagement standpoint when they click on it and go to it and check it out.

And it’s going to enhance and entertain those people who check it out. And it they like the content, they can forward to people they know.

And you’ve just expanded your influence to unknow people by having that content.

John Verlin, great to have you with us today. If I can help you with anything I’m at jverlin1@yahoo.com. Website: www.OnDemandAdvertisingSolutions.com.

Check out my website, check out this blogpost and see the first page rankings after five months. You can Google my business name, www.OnDemandAdvertisingSolutions.com and see what I’m talking about!

We’ll see you next week!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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From the Blog: Digital Marketing Update, Marketing Your Business; 4 Reasons Why Customer Engagement Is The New Marketing, Podcast #26!

When it comes to marketing your business, a new reality is taking place behind the scenes that is becoming clearer everyday: customer engagement is becoming the new marketing.

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Podcast #26 discusses why this is becoming so important for the future growth of your business and four reasons why it’s happening.

Most important, what you can do to stay on top of your customers needs and engage them for future referrals and upselling.

We discuss this as part of our three-part strategy for small business growth.

You can learn more about our strategy and request a free consultation!

You can listen to all of our strictly audio podcasts here.

Now, enjoy the video podcast!

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Marketing Your Company; 4 Reasons Why Customer Engagement Is The New Marketing. Podcast #26

Host: John D. Verlin

Transcript:

Good afternoon, John Verlin with you, On Demand Advertising Solutions, with another Digital Marketing Update, podcast #26.

How well do you know your customer? Well, customer engagement is the new marketing. That’s what I’m going to talk about today.

And, Sajun Patel had an article or post in July of Inc. I ran across this last week because I was trying to put my notes together doing prep for this podcast as I mentioned last week. He had this post and I think it’s great. You might want to check it out.

He talks about four things of how customer engagement is becoming the new marketing. It’s really what I’ve been saying and trying to say over the last several months since I started this business.

The first thing he points out is to understand how customers are driving revenue. They’re not only driving current revenue but they’re the key to driving future revenue. I’ve talked the last few weeks about getting referrals.

And that’s part of it, they offer up referrals to you to continue to drive revenue in sales and they may themselves continue to buy from you, as well as recommend people.

He says that, the first point is that various changes in business models and trends have shifted alternately shifted power from the seller, you to the buyer, your customer. In general, less commitment is required on the part of the customer.

It’s easier and cheaper than ever before to leave and seek alternate solutions when value isn’t being delivered. And because of this, great customer experience can become a prominent competitive differentiator . Boy, that is an excellent way of saying it.

It’s because of this shift I’ve been talking about to more online experiences, where people can read reviews, comments, whatever, changes things for all of us as business owners in how we treat the customer.

And he talks about that great customer experience. Michael Fallon who is the director of Customer Success at PTC says that “customers have a voice and choice with the power to remain or take their business elsewhere, and to tell others about why they decided to do so.”

Wow, we didn’t have this before. Now you did, but it was word of mouth. But it’s now that times ten because of the social media platforms. And the fact that people are using these so often to state their feelings—particularly if they’ve had a bad experience.

Maybe they go online to Facebook or somewhere else and start spewing forth whatever. So he talks about “happy customers” go under utilized as an asset when it comes to driving acquisitions and increase sales.

He calls them customer advocates that can go online to write reviews, referring prospects, acting as references, driving event registration, giving product feedback, writing testimonials, increasing social shares, engagement with your content and even creating content. He says the possibilities are endless and depend largely on company use and strategies.

That’s another good way of summarizing the value of the customer, of all the things they can do for you if you ask them to. Customer testimonials, you can’t beat that. They’re great. That’s one reason we suggest in content, in podcasts or video or whatever you use, to increase or encourage some of your best customers to be involved

Tell them you’d like to feature them you’d like a testimonial and you’d like to interview them in a podcast. To talk about not only your business but their business. How your business might be helping their business. Or how they use your product or services.

The benefits they get and they’ll be thrilled. Tell them you’re going to put them in the podcast and record them. And they’re going to want a copy of that and send it to everybody they know.

And you just multiplied the potential people exposed to it. That’s why we like podcasts so well as well as written content, even though it’s transcribed as written content. Because people are excited about it and they want to send it out to everybody they know.

Now advocacy he talks about is a proactive process. Relationships must be formed and nutured before customers can be mobilized as spokespersons.

And it all comes back to, who’s going to own that customer experience? He talks about within an organization. Is it sales or marketing? Who’s going to manage that. You’ve got to decide that. But really, as I’ve talked about before, the customer experience starts probably before you even know it.

They’re probably going online checking you out. Reading reviews about you, what people have said. And that’s why I emphasize so much, particularly for small business to get involved with social media. Get online. Get your message out there. Do it not only with daily posts on Twitter, on Instagram, Facebook—but with content on a blog. Like these podcasts.

Why? Because it’s accessible content for people who are checking you out. And they’re getting to know you. You’re listening to this getting to know me. And I don’t even know you’re probably listening. But on down the road you might contact me and say, Oh, yea—I’ve been listening to your podcasts…I like podcast 23, etc.”

That’s why these are important. It’s pre-selling yourself, your brand in various platforms, in various ways before they even do business with you.

This is again, becoming more and more important. Who’s going to own that experience? You can be proactive in starting that. And it must be, he says—continuous selling, you have to constantly be doing it.

Now, fostering this continuous selling, you have to incentivize a sales team to be involved and stay involved by basing part of their compensation on advocacy customers as measured by references they give, referrals, case studies, testimonials, in other words, incentivize your sales team to get that information from these people and then compensate them for it.

So you don’t drop the customer and they leave. You forget about them. So all of this is part of the selling process.

He talks about this, surrounding customer success in advocacy need to shift in identifying nuturing advocacy must become as much of a priority as upselling and renewing.

And the real key here is, he says that customers represent something very real that you can lose. Because they’ve used your product and formed an opinion. Think about that. That’s going to get referrals because they’ve formed an opinion.

And that’s why this continuous selling, this continous communication with them not only might upsell them down the road, it’s going to keep that opinion high.

If it ever changes, and they let you know about it, you can answer them right away. Because you’re engaged with them. And again, this is why customer engagement is the new marketing.

Because you’re consistently out there with them and you don’t forget them.

Now, next question he asks is, do you really know your customer? Confusion he says surrounding ownership is a recipe for customer neglect. Especially as you begin to add marketing automation and technology into the mix. That’s why it’s important to decided who’s going to manage the account so to speak.

Now he says that the problem with technology is that you can remove that humanity from engagement.

But you can use technology to do messaging, emails, videos, social or other mediums. You can collect more personal customer data. Create relavant nuture campaigns based on customer interests, product usages and community building and networking. That’s how you can use technology.

As I mentioned earlier, monthly emails, a newsletter, an occassional survey sent to an email to keep monitoring what your customer needs are.

But it’s understanding that they are human and not a number. You’re using technology to keep them front and center.

So they feel like you’re their friend. And again, I keep coming back to these podcasts, one reason I like them is that they can listen to them at any time and feel like they know you.

This is the magic of repetition of an audio format. You can watch videos about them, but these are easier to engage. They can listen on a smartphone. Sit back and listen and have a cup of tea.

But they feel like they know you. This is all a part of that selling experience of the customer getting to know you and wanting to do business with you.

He points out that when customers make purchases from you, they do it to solve a problem. The value you offer in your solution will be unique to each of those customers. And to make it intregal that you understand each individual need.

Fallon says that “tomorrows leaders in customer engagement will be the ones who truly lead with knowing the customer and their outcomes in a very detailed level.”

It’s really,  getting back to talk about customer surveys. It’s asking them what their needs are. And learning basically, a lot of times we have a group we send emails to. Sooner or later, they’re going to get burned out with our communications.

It’s consistently I would say having a methodical plan to stay in front of them. Whether its a survey, understanding the cost per customer, the cost to keep a customer, the lifetime value…total active users.

All of these metrics of understanding the value of the customer, but then keeping that customer. That’s why I keep saying it’s so critical to stay in front of them.

So basically customer relationships are an incredible way to drive revenue, it’s just knowing where to start.

And that’s why we recommend starting immediately on social media and getting podcasts and content on your blog to start a process with people who you invite in to to read your blog or listen to your podcast or whatever that is.

It’s you taking that step to move forward with your brand by engaging prospects that eventually become customers.

John Verlin’s my name. I’m at jverlin1@yahoo.com. Questions or comments. Website is: www.OnDemandAdvertisingSolutions.com.

Would love to hear from you. We’ll talk to you next week and have a great day!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

Verlin Studios mock up sharp and smooth

From the Blog: Digital Marketing Update, Marketing Your Business; A Simple 3-Part Strategy For Professionals, Podcast #25

Most professional small businesses rely on referrals, and usually don’t need much hand-holding when it comes to marketing your business and promotion.

on-demand-advertising-solutions-newsletter-card-image1In fact, recent surveys show that over fifty don’t even have a website. But that may soon change as we begin to see store shelves in strip malls empty–and leases on buildings being posted.

The shift in online purchases and experiences redefines the customer experience and the relationship businesses have with their clients.

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With a greater emphasis being put by the customer on reviews and online comments in Facebook groups, Yelp, etc., businesses can no longer ignore the impact social media plays in their marketing.

Podcast #25 discusses a simple strategy we developed for professional firms and small business to use in addressing these new relationships in building local business.

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Influencing the customer experience begins with this communication and continues as the business grows.

It’s this three-part strategy that advances credibility and trust to the next level for our clients as we tell their story.

You may schedule a free consultation to see what services may be appropriate for your business.

You may listen to all of our strictly audio podcasts here.

Now, enjoy our video podcast!

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Marketing Your Business; A Simple 3-Part Strategy For Professionals.
Podcast #25

Host: John D. Verlin

Transcript:

Another good afternoon, John Verlin with On Demand Advertising Solutions, with another Digital Marketing Update, podcast #25—we’ve hit a milestone in podcasts. I’ve hoped you’ve enjoyed listening to them.

Today, I’m going to jump right in to this. A couple of things happened this past week. And, by the way, today is the Fourth of July, I wanted to wish everyone a happy fourth! I decided to record this today. It’s a great day to do this earlier in the week. A little rainy where I’m at, but should clear off later for fireworks.

Today I want to talk about a simple three-part strategy for professionals to basically grow your business. Get referrals, thigs like that. It’s really, something every business typically grows from—in fact a recent survey showed that half of small businesses don’t even have a website.

So how are they existing? Well, referrals most likely. And you think about, how do you get them? Maybe it’s from a chamber meeting. A networking thing you have. Maybe you have a good network. An industry trade group. Maybe it’s church-related people and just word of mouth based on clients and customers.

And that’s great. But there’s a shift going on as I’ve talked about before in online purchases and experiences. Which are redefining the client and customer relationship. And the relationship a business has with it’s clients and customers.

And we know this because Amazon recently bought Whole Foods. My girlfriend was at a strip mall recently and noticed the buildings in the area that were leased. Some of the businesses she went into. Shelves were empty. Clothes from last winter were still there. And she told me it was like a ghost town.

She was kind of spooked, like what’s going on here? We talked about this and I said, well, hopefully we’re not preceding a recession. Six months in a row now they’ve announced that auto sales have been down.

But what is going on here? Is this the beginning of moving more retail online? But regardless if that’s happening, it’s addressing these new relationships in building a local business.

Because the consumer-client shift to online is re-defining the relationship. No where, when you first get a referral, where does that relationship begin? A new customer or client—where does that new communication begin?

Well, many times you meet them as I’ve mentioned before. But to realize this, to influence that communication after you meet them is critical for the growth of your business. Whether they buy now or you have them as a client five years from now. You still want them.

So what are you going to do between now and then to build that relationship? And that’s where this whole online relationship experience is moving to. Greater emphasis is being put on this by clients and customers, primarily because of reviews and online comments. From Facebook, on Facebook groups, maybe Yelp for local businesses.

We can no longer ignore the impact that social media is having for the market. I know first-hand, I’ve seen it from a client getting negative comments on Yelp and Facebook group—because of some venting. Some unhappy customers. And they were not even aware that it was going on.

They had kind of turned their back to it and suddenly it came to their attention. And that explained why some customers were leaving their business. It was the online thing going on. Communication between people, commenting about that business.

So this is, the consumer and the client and the customer have changed this. To the online research, commenting, reviews. All those kind of things.

So, a three part strategy we put together to advance your credibility and trust to the next level with new prospects and referrals where you can tell your story.

And that is, number one—doing a client survey is our first step, or a customer survey. We might glean from clients you currently have what’s important to them. (post note: I’ve recently received emails from Amazon and Walgreens to get a $50 gift card for taking a customer survey).

Recently, I was looking at a Nissan website. A Nissan national website for one of their cars. And I noticed in researching the car, that they were highlighting a lot of the new technology. Beeping when you go in the wrong lane. Slowing you down if you go too fast up ahead in front of somebody, or behind somebody.

And i’m thinking, wow, that’s pretty cool technology. When I read the reviews about what people thought about the car, a number of them may have mentioned the high tech stuff. But a number of them mentioned some things that weren’t even addressed on the website of the car company.

And that was, how comfortable the seats were and how smooth the ride was. So this kind of highlighted to me a lot of times the differences we have with our clients and customers. We think we know what they want, in many cases it’s the opposite. Or not even addressed.

I have witnessed that first-hand too with a client. Where the suvey we did that we put together for them for their customers, the answers came back just the opposite of what they thought they would be.

Now how does that happen? Well it’s marketing research. If you don’t believe me, look at what happened with Coke. When they introduced a new formula years ago, they thought, who knows how much they spent on research, they thought they were right and had a backlash.

People wanted the old flavor back. So, they switched. And that must have cost them a pretty penny. So, this is the first step, trying to get to know what your clients and customers want. It’s important so you can focus in on their needs.

Leading from that, the second part, is to create content addressing those needs. We do interview-style podcasts like this for a number of reasons, because of the number of platforms they can be placed on, because you can “feel” how people are to get to know them and feel like you know them because of those feelings and emotions involved in interview style podcasts.

You can also feature your clients and customers on them. And talk to them and they can promote that content as well. This is answering the content-related questions you have from your customers about your business or industry. And then as I mentioned, feature clients or customers on these as well.

This is the creating content part after we learn about what they want in answering their questions about your business.

And then, finally—promoting that content through social media. It can be done through a variety of means through a variety of platforms. Which is what we recommend and do.

To build that online experience and engagement with new prospects and new referrals. As a matter of fact, with Facebook Zuckerberg has already said that smartphones and TV screens will be gone.

He’s already projecting virtual reality and artificial intelligence are going to take over. Robotics and things like that.

So this three part strategy can work beautifully for professionals as well as small business. When I was in radio, we had a number of professional firms, from a couple of contractors who did great to financial service firms, we had a couple of medical related programs.

All of these work beautifully because they lend themselves to interviews. And interview-style podcasting.

Recently, a friend of mine who is the business manager for a couple of radio stations in Knoxville, TN told me that what they’re noticing is, when we talk about this online experience.

When we talk about podcasts for shows, their on air listeners start listening to podcasts—and their on-air listenership goes down. But their podcast audience increases.

When we talked about some of this strategy—he said you’re right on target, because he said we’re already seeing it on podcasts. The influence these new podcasts are having.

So doesn’t make sense, that if businesses ask this and recreate those answers in podcasts, doesn’t that make sense that you might engage referrals and prospects in an effective way, because that is shifting again to more online?

John Verlin is my name, my email is jverlin1@yahoo.com. Feel free to email me with comments or questions. Website: www.OnDemandAdvertisingSolutions.com.

Would love to hear from you. Next week I’m going to be doing some prep work about some of these small businesses I’m reading about and what they’re doing, good or bad, to share with you about how to overcome changes in the economy, etc.

Have a great week!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

Verlin Studios mock up sharp and smooth

From The Blog: Digital Marketing Update, Marketing Your Company; 4 Ways To Make Your Firm A Rock Star, Podcast #24

In today’s Digital Marketing Update, we discuss marketing your company with 4 ways to make your firm a rock star!

Throughout my former radio career (34 years) many professional firms and small businesses viewed advertising as a necessary evil–rather than embracing it with gusto.

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While understandably wanting to save money–they’d invest in storefront, product, print advertising, Yellow Pages,  or even TV–before trying radio.

Particularly ad agencies seemed to be notorious for NOT advertising their services. Same with doctors, lawyers, etc.

It seemed that unless they could get referrals, they were nothing more than ambulance chasers if they advertised.

I remember well, countless law firms I suggested sponsoring classical music symphonies (when I was at a classical station) who responded, “we can’t advertise”, we’re not allowed to advertise”, etc.

Whether true or not, times have changed!

My college years were spent some summers selling t-shirts, etc for the classic rock band, Shooting Star.

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Shooting Star. My brother Ron in sunglasses. Van McClain second from right.

My brother, Ron Verlin, myself, lead guitarist/songwriter Van McClain and his brother Craig and I grew up together.

Our basement was the rehearsal pad for a number of years in the beginning.

So coming from a rock ‘n roll background–I learned a thing or two about promotion, brand image, etc first-hand.

Podcast #23 discusses how the same elements used in promoting a rock band can be used in promoting a small business.

Learn how to build a “fan” base for your small business and create a “rock star” image.

We discuss this as part of our three-part strategy for small business growth.

You can learn more about our strategy and request a free consultation!

You can listen to all of our strictly audio podcasts here.

Now, enjoy the video podcast!

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Marketing Your Company; 4 Ways To Make Your Firm A Rock Star.
Podcast #24

Host: John D. Verlin

Transcript:

Good afternoon, John Verlin with On Demand Advertising Solutions, another Digital Marketing Update.

Last week I talked about how to make your business or firm a rock star.

Now, my background actually…I grew up with the band, Shooting Star. It was a classic rock band in 1980.

They signed to Virgin Records, they were the first American band to sign to Virgin.

My brother was the bass player. I grew up with the lead guitar player, Van and his brother. We all grew up together as kids. They used to rehearse in our basement for several years.

I used to work with them in summers selling merchandise. So I’ve seen a little of the promotional side of what it takes to be a rock star.

I want to apply that analogy to your firm or business. Beause you can do the same thing today.

Everything you do as you probably know in business, you build. It takes time. It doesn’t happen overnight. The same thing is true with those who become famous.

You look at the Beatles, it took them ten years of playing clubs in Hamburg and Liverpool to get honed in their craft. They got lucky. They actually had a producer who produced classical records. Not pop. He had a sound he created for them.

And Paul McCartney said several times there were songs that were terrible. Matter of fact, they had actually released several songs off of their first or second album on a different label, that bombed in the US.

And that’s why they didn’t want to come to America until they had a number one hit, because they ahd already experienced that failure. And then they cam out with I Wanna Hold Your Hand.

But as a rock star, you typically start out when you record a content piece—or a song. You get airplay, it’s promoted. Hopefully people will call in and request it. Other radio stations will pick it up. This is the process, tied into growing your business.

Airplay is shared, as other radio stations want to build listeners—they pick it up and play that music. People go into the stores and buy it. Word of that gets back to the radio stations and record label.

The demand picks up, the group then goes on tour. They start selling merchandise whthey’re on tour.

They even possibly win awards, going to number one, and now they’re becoming famous.

And then you repeat all of that. That’s kind of the process in a nutshell. Think about people in the past. They got famous. Elvis Presley comes to mind. He goes into the army. Gets out of the army two or three years later.

He’s worried and afraid that the fans have forgotten him. Because the Beatles had come on to the scene. He doesn’t know what to do. So the Colonel (Tom Parker), puts together the ’68 comeback special.

That could have bombed—and that would have been the last of Elvis. So you think about these people like Madonna, who have re-invented themselves. And they have to keep doing it. And one who I think is great is Paul McCartney.

Several months ago their was a Tweet, Paul McCartney seen in an airport in Orlando. Is he possibly going to be doing another world tour starting there? There’s a picture of Paul waving, a little video clip.

He’s constantly in the media. Just like the Kardashians. Somebody constantly creating content and promoting it. To keep their name front and center, otherwise they’ll end up like Bobby Vinton or whoever. You forget about them.

And this is the same thing in your business to make you a rock star. Jonathan Long had a piece in Entrepreneur last April that I’m going to some of his thoughts with you because it goes hand in hand with this, of what it takes to get promoted and get known on social media. And this is how to build your business.

He talks about becoming an industry thought leader. And this is where your blog is so important. The blog is your radio station. Businesses overlook this. They think it’s more of a diary. But the blog allows you to post podcasts, video, or written content so you become known for what you’re known for.

Now ideally, and this is ideally, you want another blogger or another online magazine to pick up that post and print it or run with it. Suddenly you now reaching a bigger audience and you’re becoming known as a thought leader in that industry.

Suddenly you start getting other publications picking it up and retweeting it or whatever. And it could possibly go viral because you’re getting a bigger audience.

People start coming in now and now you’ve got some numbers to talk about for the next thing you do. That’s the idea. But it’s hard. And you might even have a partnership where you pay them to feature you.

Years ago and they still call it product placement, you see a Coke bottle in a movie, well Coke paid a big price for that exposure.

So that’s the idea of being known for what you’re known for. And if you’re a rock band, what kind of band are you? Funk? Are you rhythm and blues? You’ve got to be known for what you’re known for. Shooting Star was classic rock. Midwestern classic rock to be precise. So you’ve got to have a genre.

You’ve got to fit into whatever that is. And your blog is your radio station. It allows you to put your content on there to be accessible. To your listeners or your prospects.

Another thing you can do is publish case studies and results. Case studies can be anything you’ve done with your business, successes you’ve had. This could be tied in to your customers, patients or clients.

Talking about how they’ve benefited from what you’ve done. It’s going to go hand in hand with a testimonial that we’ll get to in a minute.

It’s putting that information out and the results it yielded on your blog. Whether it’s in this type of format, a podcast or written. A chart, an infographic. A video testimonial. However you want to do it.

Prospects can go online with your blog and see what you’ve done. And those people that you’ve had in that case study are going to tell other people about the fact that they’re on your blog. Or your podcast or video.

And they’re going to refer that to other people they know. So now you’re getting second or third layers of people coming to your blog to learn about that because they know that person. And that’s a huge asset in terms of future referrals.

So you definitely want to do that. Feature a case study and have the results of that from working with a customer, a client, whomever.

Now, Mr. Long brings up a point—the third one and that is making your client list public.

I have mixed feelings about that because I know a lot of businesses have non-disclosure agreements. A lot of businesses that I know when I was in radio did not want people know what they were doing because they spend a lot of money.

But if you can get people, your customers or clients to be listed on your blog or your website. That helps people who are prospecting to decide if they should do business with you.

If nothing else, have business people who know you, commenting about your character, your professionalism, whatever that is.

Some people don’t want to give testimonials because they don’t want competitors to find out what they’re doing.

Ok, and then focus on your specialty. I know that lawyers have a certain area of practice, doctors may have a certain specialty. Focus on what you do best. Don’t get too broad.

You either make the best cheeseburgers in town. Three quarter pound. With sauerkraut, pickle, onion rings and it’s loaded. Or you just make a hamburger like everybody else.

You have to differentiate by having a specialty.

And then feature your clients or customers in your marketing. Again, this is about the best thing you can do is getting testimonials and then putting that on your blog, promoting those things.

Now that you’ve got your blog with content, and you’re becoming known for what you’re known for, you then promote it through social media or advertising or however you want to.

This is why all of this is so important to work together with hopefully a website you have. Because you’ve got to have the radio station to play the hit, or the music, to get the people to want it. To go in the store to buy it. To allow you to go on the road to become even bigger. Get written up and win awards.

And then you start it all over again. So that’s the analogy to the rock star thing. But it’s the same kind of process.

Content tied in to who you are, what you are. Getting known for that. Getting people referring it.

And this all ties in to future referrals.

This is how you can generate it and turbocharge it. By putting these things on your blog. And then promoting it.

Because of the platforms we have today as I mentioned earlier—you have the radio station, TV station, newspaper, everything to put content on and you can also promote it. Or have somebody do that.

It takes a lot of work. But this is all part of building referrals for the future and getting known. And become a rock star with your audience.

Now they see you and are wowed. You know, this business is really hot! And word will spread, not just the internet but word of mouth too. It all ties in.

And that’s how you can get your small business or firm to be known as a rock star. With the same types of promotion. Same types of elements that are involved. It’s a daily thing. You don’t just tweet out a little bit. You do it all the time.

You’re doing this on-going. That’s why they hire a publicist and promotion people when phones come out or new albums come out. It takes a lot of money and time to be consistent.

In this case today, because of these platforms, it’s much easier for a small business to do these things. But you have to commit to it.

So, John Verlin is my name. jverlin1@yahoo.com. Www.OnDemandAdvertisingSolutions.com is the website.

These are the four things you can do to make your small business a rock star. I encourage you to start doing it and experimenting.

Check out my website literally you’ll see what I’m talking about. You’ll see the blog. You’ll see the podcasts you can listen to. And with podcasts, you can place them on other sites as well to get downloads from iTunes and Google Play.

You’ll get further exposure plus you can get video exposure on other sites like Youtube, and get that type of online exposure.

It all works together. If you have questions, feel free to contact me jverlin1@yahoo.com check out www.OnDemandAdvertisingSolutions.com. We’ll talk to you next week!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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