On Demand Advertising Solutions Blog: 9 Business Marketing Tips To Help Your Business Grow Online In 2018, Podcast #49

It’s a challenge that all businesses face as online credibility continues to affect brand image with new prospects, clients and patients.

Who would have thought just a few years ago that having a five-star rating would make any difference in the doctor you chose, the car dealership you went to or even the restaurant you dined at?

But more and more of us are using online ratings, social media comments and search rankings in our decisions as to what business we would do business with.

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In today’s Digital Marketing Update, podcast #49, host John D. Verlin discusses key marketing tips professionals and businesses need to use in order to grow their brand online in 2018 to stand out from the competition.

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

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns!

You may learn more about us and get our risk-free offer!

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  • On the go and in the know–successful entrepreneurs use the latest business and maketing information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow, sent to your inbox each month!
  • Get all the latest entrepreneurial tips, business trends and marketing information tailored to the small business owner as our gift to you!

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Now, enjoy the video podcast!

(To read closed-caption transcript, please click on the “gear” icon, then turn on “CC” in the above Youtube player)

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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Blog: How To Drive Small Business Traffic Using The Latest Search Engine Change, Podcast #48

Once again, we go down that magical entrepreneurial road into the Emerald Forest. Only to discover, lurking behind the trees are more changes in how Google analyze’s relevant search content.

Regardless of how much marketing investment you’ve made–these changes affect how your business listing will show up in the search engines.

What do you do?

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In today’s Digital Marketing Update, podcast #48, host John D. Verlin discusses the latest changes that Google has made to focus on “voice-requested”, rich-content methods in achieving favorable rankings for small business owners.

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

We do this through an extended marketing platform–the perfect compliment to current marketing campaigns!

You may learn more about us and get our risk-free offer!

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  • On the go and in the know–successful entrepreneurs use the latest business and maketing information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow, sent to your inbox each month!
  • Get all the latest entrepreneurial tips, business trends and marketing information tailored to the small business owner as our gift to you!

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Now, enjoy the video podcast!

(To read closed-caption transcript, please click on the “gear” icon, then turn on “CC” for in the above Youtube player)

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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Blog: 8 Important Lessons To Learn In Marketing To Millennials, Podcast #47

Is your target prospect 18-34 years old? Has your business begun reaching out to them with your marketing–and if so, how are you doing it?

Millennials have changed the way business is being done via “side-gigs”, “ride-share” and renting vs. owning.

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In today’s Digital Marketing Update, podcast #47, host John D. Verlin discusses eight lessons to know about when you reach out to this coveted consumer group.

millennials

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

We do this through an extended marketing platform–the perfect compliment to a Google Adwords campaign!

You may learn more about us and get our risk-free offer!

woman with phone shake

  • On the go and in the know–successful entrepreneurs use the latest business and success information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow, sent to your inbox each month!
  • Get all the latest entrepreneurial tips, business trends and marketing information tailored to the small business owner as our gift to you!

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Now, enjoy the video podcast!

(To read transcript, please click on the “gear” icon, then turn on “CC” for closed-caption in the above Youtube player)

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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Blog: 5 Powerful Reasons Your Business Needs Social Media To Grow, Podcast #46

I never really understood the power of online marketing, Googling, searching and social media until that day in 2009, when a colleague of mine in radio sales began writing online content for a radio show.

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Since then, social media and online content have been co-conspirators in luring unawares to their blog or site, and engaging them.

mystery woman
Beware the online lure!

In today’s Digital Marketing Update, podcast #46, host John D. Verlin discusses the outcome of this tactic and how it changed his view of online content, engaging trust and social media exposure. Not to mention the Millennial Shift.

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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 with an extended marketing platform–the perfect compliment to a Google Adwords campaign!

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

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

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  • On the go and in the know–successful entrepreneurs use the latest business and success information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow–sent to your inbox each month!
  • Get all the latest entrepreneurial tips, business trends and marketing information tailored to the small business owner, FOR FREE!

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Now, enjoy the video podcast!

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Marketing Your Business; 5 Powerful Reasons Your Business Needs Social Media To Grow, Podcast #46

Host: John D. Verlin

Transcript:

Good afternoon once again John Verlin,  On Demand Advertising Solutions, Digital

Marketing Update, podcast number 46.

This is the day after Black Friday, which I understand there were quite a few people out

still buying. Doing a lot of that, and a lot of that had to do with the influence

companies had and businesses had with their social media platforms announcing to

people all the Black Friday deals which leads into what I want to talk to you about today.

and that is that really five great powerful reasons your business should be using

social media to grow.

I first kind of got wind of all the power of this social media and online branding for

businesses about seven or eight years ago in radio advertising.

I worked with a  gentleman named Andrew who had previously been at Bloomberg in

marketing so he  was way ahead of the game to begin with.  But he had created a radio

show for an  interior designer.

Now imagine an interior design radio show on radio. But it worked great. People called

in.  It was a weekend show.  Lady named Karen Mills hosted it. In a nutshell, he created

this show and I noticed he kept typing all the time.

And I remember he would mutter,  content is King. And he’d have three thermoses of

coffee and worked his tail off.

And I kept thinking,  what is this guy doing? Well one day,  an email came in I noticed

addressed to him,  or it was a listener who said I would like to talk to you.

Andrew, who is the executive producer of this show.  And I’m thinking executive

producer?

Well he was branding himself as the creator of this radio show because we started selling

sponsorships.

It started getting traction. But he was taking content from the show putting it in written

form like a transcript like I’m doing with podcasts promoting it on the web,

And it was a beautiful Media mix of online content with podcasts of the show promoting

the upcoming new show,

And then they get to hear it on radio but they also have the podcast to listen to if they

missed it on radio.

It all worked together is really what it comes down to. And this is the same reason today

that when you do a podcast interview, it’s engaging people.

They can hear it on the platform of your blog 24/7,  but they also can read the transcript

whenever they want to.

They can share it and you promote it on social media that reinforces everything else

you’re doing with your marketing.

Say direct mail, TV, radio. It all goes back to your branding or marketing platform where

they can access content. No different than as I mentioned in post last week this is the

same thing that Netflix and Amazon do when they create their originals content,

You’re creating original content for your business and that’s why it’s acting like a

Hollywood studio. My involvement,  if I’m involved with your business is to help

promote it, produce it, create it and then promote it.  So it’s no different,

It’s a smaller version but you’re creating original content for your target audience which

is your customers. Which is all measurable and this is exactly why everything is moving

to a digital format online and streaming devices mobile devices.

It’s accessible 24/7 with anybody. This is the new branding that starts the customer

experience with your brand online and on mobile devices particularly when 50% of

people today are using those mobile devices.

So five powerful reasons and this is actually I’m I’m gleaning this from an article that

Peter Roesler wrote who’s the president of Web Marketing Pros.

This was in Inc. magazine.  He had some great points here about social media

marketing and why it should be done by all businesses. It’s still confusing I think to a lot

of small businesses as to why do I even need it well here’s why one it increases your

brand awareness okay this whole idea like Field of Dreams he talks about you’ll build

that they will come. But research is showing that seventy-eight percent and this is

relevant. It reported this, seventy-eight percent of small businesses attract new

customers through social media. Research shows just how valuable this brand

awareness can be.

According to Android Digital, seventy five percent of online Americans said product

information found on social media influences their shopping behavior and

enhances brand loyalty. Seventy-five percent.

He goes on to break down the fact that Millennials learn about new product.s Twenty six

percent responded that they did just three percentage  points behind TV advertising

which is twenty nine percent.

There’s this,  I’ve mentioned this before, but this whole shift of media usage in our

country it’s moving to online and mobile devices.

Of watching movies, TV streaming. Sporting events. Listening through streaming on your

phone.

This is why the content creation for promoting on social media is so critical because it’s

accessible 24/7 just like Netflix and Amazon movies.

Just think about that. That’s really what you’re creating is content for your audience.

Now why do you need content to draw them in, to pay attention to your brand?

Why? Because seventy five percent of people find out about products and enhance

brands in their mind through social media.

And they can find, they can go to in this case a video podcast and experience your

brand.

And this is what it’s all about. This is where it’s all headed, is managing that customer

experience from day one through your branding and your social media.

Number two it legitimizes a brand. Now this is a big deal if your lawyer a doctor a

dentist, architect, any kind of business-to-business type of market you’ve got to be

legitimized.

You got to be legitimized with consumers too if your retail. That you are a valid business.

But this further is more importance because this is the online stamp of approval.

And this social media marketing helps establish a brand is legitimate.

A lot of time people don’t even know anything about your brand. But when they go it

says they often check social media pages for the brand.

To learn more about it. Many small businesses have static websites that change little if at

all, after being initially set up by the designer.

And that’s real typical. Social media pages on the other hand should be constantly

updated with new posts new comments.

A website establishes that a brand exists but a social media page establishes that the

brand is active.

And by adding a blog that’s continuously updated, as I mentioned on the previous

podcast.

Producing content on a regular basis keeps it fresh, and the overall branding

platform image that you’re alive and well and functioning and exciting and

whatever else.

So a website establishes that a brand exists but a social media page establishes that

the brands active.

And research from Bala who found that 63% of consumers who search for local

businesses online are more likely to use businesses with information on social

media sites.

Now he also indicates that poor social media marketing can de-legitimize a brand.

If a new customer goes to the site and found that you have made a post in a few months, they may assume you’re defunct now.

You know, we never used to think about this.

You know it’s kind of like not being listed in the Yellow Pages. Twenty years ago they

would assume you’re out of  business.

Maybe you weren’t, you just didn’t want to pay the 20 grand to be in the Yellow Pages.

That’s why everybody did it.

It’s the same thing here. It’s really important here because it’s the devices mobile devices,

tablets, phones, online.

People can check instantly to say hey Google or Alexa and boom it can be pulled up.

Number three, increased sales where brand awareness and legitimizing the brand

helped increase sales.

Business owners can write posts and link to product sales. Marketers can use promoted

content and advertisements to sell products to target audiences who haven’t become fans

of a brand yet.

Thus the whole point of what I do with video podcasts and promote on social media.

Part of that can be new products and introducing products and services to

legitimize them and people, make people aware of them.

Social networks know a lot about consumer interests and demographics so even though

there are hundreds of millions of fans, marketers can accurately target the right people

with the right message.

Okay, number four, improve customer service.

Now you may have a customer service person or you yourself answer the phone or take

the email or the chat. But it’s interesting, because even if a business has a dedicated

customer service department, a telephone number or email, it’s important to handle the issues through a method of communication that consumer prefers,

The fact that people use social media to ask customer questions is reason enough for

businesses to ensure their ability to help customers through social media.

Now, this goes back to establishing a brand basically. And one of the key

concerns consumers have when they shop online, is the responsiveness of customer

service. People want to be assured if they have a problem that can get help easily

and quickly and by being receptive to their needs business owners can increase

their customer loyalty to a brand.

And finally, number five. Distributing content. Social media should be a part of any

content marketing distribution.

He says social media accounts for a huge portion of referral traffic on the web. People

are  looking for content that interest them and they want to share it online.

Now a joint  study by AOL and Nielsen found that people spend more than 50% of their

time online with content and an additional 30% of their time on social channels

where content content can be shared.

So,  if you want to get customers through content marketing, you need to use social

media and promoted content to make that happen.

All of this increasing brand awareness, establishing your legitimacy as a brand, that

social media marketing can affect the bottom line of business by increasing sales.

Learning about social media for marketing, should underscore why these

efforts need to be continuous and the harm it does when social media marketing

isn’t up to consumer expectations

It’s something every business needs to do and do well.

And you can see from the studies that I just mentioned how much people are now

engaging in all this and how critical it is for your business.

JohnVerlin12@att.net. You can get hold of me with questions or comments or anything.

Check www.OnDemandAdvertisingSolutons.com the website and we will talk to you

again next week

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Blog: 3 Bizarre Business Marketing Lessons I Learned In Art Class, Podcast #45

I’m probably the worst artist I’ve ever seen. I’m not even able to pen a good signature.

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We all have various talents. However, I was determined to give the art side of my brain a workout.

art palette

I never really felt so much pressure on my brain, to render me into a semi-translucent haze.

In podcast #45, John D. Verlin discusses three bizarre business marketing lessons he learned from an art class the pushed him to the brink!

Thus began my journey into taking pastel art lessons at the Kansas City Art Institute in 2010.

kxtr logo
This was one of the later logo’s after it moved from 96.5 FM to 1660-AM.

While I advertising sales at Kansas City’s classical station, KXTR, I was always looking for a new idea or promotion to pitch to prospective sponsors.

I contacted the marketing director at the Kansas City Art Institute (Walt Disney was one of the founders), to see if they would be interested in a promotion.

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How one person views your brand may be something totally different to another. Some ideas on how to keep it on a growth trajectory.

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 with an extended marketing platform–the perfect compliment to a Google Adwords campaign!

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

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

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  • On the go and in the know–successful entrepreneurs use the latest business and success information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow–sent to your inbox each month!
  • Get all the latest entrepreneurial tips, business trends and marketing information tailored to the small business owner, FOR FREE!

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Now, enjoy the video podcast!

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Marketing Your Business; 3 Bizarre Business Marketing Lessons I Learned in Art Class, Podcast #45!

Host: John D. Verlin

Transcript:

[Music]

And once again good afternoon,  John Verlin with On Demand

Advertising Solutions happy Thanksgiving. we’re doing this right before

Thanksgiving cutting out a little early today. I want to wish everybody

a happy and safe Thanksgiving.

Three bizarre business marketing lessons I learned in art class,  podcast

number 45.

I want to share with you a fun promotional story, this is all true by the

way I couldn’t make this up.

Years  ago, if you’re looking on this blog post you see a logo of a classical

radio station called kxtr in Kansas City.

I worked in advertising sales for 20 years there, got to be good

friends with the program director. His name is Patrick and we were

always goofing around and cutting jokes.  And you know I getting

involved in a lot of things in the community the arts things like that.

And I was always because I was in sales looking  for a sponsor of any

kind of promotion I could come up with some an angle a creative angle.

And I would use these for a lot of the small business owners

I worked with said you know what we did a promotion a

month agothat dah dah dah dah dah.

I like that idea,  let’s do that. And you never knew what would work

or wouldn’t.  Well,  one idea we had, this was actually kind of selfish

on my part.  Actually Patrick’s more so. Neither one of us could draw

worth beans.  I mean literally my handwriting

looked like a horror story.  And he couldn’t draw either.

So we decided, let’s contact the Kansas City Art Institute.

We had worked with them before.  A prominent art school in

Kansas City adjacent to the Nelson-Atkins Museum.

Walt Disney I believe was one of the founders of the Art Institute.

So we knew the marketing director called her up and had this idea.

And she loved it.  And here’s the idea.If she would let Patrick and I

take pastel classes for 13 weeks at the Art Institute and let us put

those up on our radio station website, we’ll talk about it the day

after in the morning show what we learned. And let listeners go

view what we did.

And at the end of 13 weeks, we’ll  have a contest we’ll have them

vote on who the better artist is. We’ll have them draw a name of

those who voted,  And they would end up winning pastel classes.

They loved the idea. But Patrick didn’t want just any old pastels no

he wanted Sommelier pastels.

These were the French pastel Sommelier,  whatever his name was,

that were in mahogany cases, like a suitcase.

Where there were 500 of them. Chalk, gorgeous silk everything.

And they’re $500. I said Patrick let’s just get 20.  I mean we’re

not Monet.Well no no I want  these these nice pastels.

So we go to Keith’s Coldsnow  art supplies.  They were leading

art supplier for years in Kansas City.

Told him the idea. He goes oh I love it. I’ll give you whatever

you need. So these two dufusses go to art class the  first night

carrying about $700 worth of art materials.

And they’re about ten other artists in this class. Some were sculptors,

some were oil painters some were just regular moms and dads.

And they told them what we were doing, you know what Patrick and

I were doing. And we had to look ridiculous. I mean,  we had no

clue what we’re doing.

We actually each bought handwriting 101 or drawing 101.

Might as well have been hand draw. I mean literally, I had no depth

perception.

I mean,  I could do photo you know,  poetry and photography

and writing and all that.

But this was way out of my league.

Same with Patrick. So it was a perfect stooge set up so to speak.

So, anyway we take these classes first night.  We draw a bowl of fruit.

And technically,  my brother said that was my best thing that I did

in the 13 week course.

But it was hard. I mean literally, this is this is like giving an elephant a paint

can and stepping all over a canvas and see what shows up.

Literally I mean I had no clue what I was doing. I had no depth perception.

no drawing experience. All my drawings and doodles were terrible.

They were geometric headaches.

I mean they were you know, nightmares actually.

So we did this class. We talked the next morning, on the morning show

about what we learned.

Had listeners go to the website to see what we posted there.

I was embarrassed to post them. But we did, and at the end of each

class we would put them up on the wall and critique each other,

which I didn’t expect. Well, they didn’t tell us by the way

we were gonna be doing nudes.

So we did one lady, very attractive.

Shocked me but this is an art institute. Right, it’s higher art.

So we did our nude. Several weeks later, we did a second nude.

Unfortunately,  this woman was rather large. And unfortunately I didn’t get

the perception quite right. I made her look like a gorilla actually.

I made her look like a local restaurant owner somebody

said that looked like a gorilla. I don’t know.  So we do these

things right,  in there every week we’re critiquing.

And, finally the thirteenth week I’m exhausted. I mean literally,

three hours a week in the evening of hard concentrated effort,

squeezing that side of my brain to try to be creative in that medium.

That realm. and by the way,  some of these other artists weren’t

that great either. Even though they were good in sculpting

or something.

So that taught me you don’t necessarily transfer one talent of a medium

to another. Now if you look at Paul McCartney and guys like that

who can do or John Lennon you know. Songwriting, singing, art

poets you know. They’ve got multi talents. They play instruments you

know.

But I could not draw okay so I thought okay now we’re getting to

the lessons. Here are the bizarre business marketing lessons I learned

in this art class.

Alright, so final night they had a bowl of cookies you

know with icing on them. And little faces on one.

I’s a yellow iced cookie and I drew that thing.

And I am telling you folks. I felt like a, it looked like a five-year-old

in kindergarten literally. I was so humiliated. I started to wad it

up and the teacher goes no no no no no don’t throw it away.

put it up put it up.

And I’m like,  ma’am I’m sorry but I am the worst artist in this room.

I’m humiliated. I just can’t finish I no no no no put it up so they

put it up  several of them liked it, really.  Well then it dawned on me

later, years later.

if an elephant can sell why can’t I?

You know. cause they sell these elephant paintings, stomping on whatever.

So we end up with 13 weeks over. We finished the deal. We

put all of our stuff up on the website.

We now have listeners vote. Now, before I tell you what the outcome

was I’m gonna go ahead and tell you the lessons I learned.

Three lessons, bazaar business marketing lessons I learned in this art

class.

Number one, beauty is definitely in the eye of the beholder.

Think about applying these quote lessons that I paid for in sheer

terror and sweat and exhaustion.

I’m just kidding. Well, I’m not kidding but think about these lessons

how you apply to your business in marketing because your perception

of what you think is something may be just the opposite to somebody

else.

So it’s definitely in the eye of the beholder.

Testing ideas, number two and retesting can possibly help confirm

your suspicions of what is good or what is bad.

What will work, what won’t work.

Marketers do this all the time. If you’re a new business or you’ve not

had a lot of marketing experience, the secret is testing you’re like a scientist.

You’re testing different combinations. Maybe if you put the word free in

that ad it’ll change everything. These are things I’ve learned over the

years.

That it could it could be a phrase, it could be an image

anything. Because if you have the best product or service in

the world and no one knows about it it doesn’t really matter.

That’s why marketing is so critical. It’s easier now in a way with

these new platforms to measure and to get the word

out to targeted audiences.

But just still got to go with the regular marketing principles of testing and

retesting and all.

And finally the third observation or lesson I learned in this class was that

gut instinct is still needed in spite of the data big data small

data artificial intelligence.

There is still that human gut instinct, the intuition something that

feels. That’s what I learned of my artwork in this class.

There was a feeling that was conveyed to people through that cookie

believe it or not.

And I didn’t know this. I didn’t guess it. I I presumed of what my

image of beauty was.

And believe me, it was bad. But okay the results of what happened

with the survey or the contest.

The listeners who judged our artwork at our website including some

wrote emails. I knew who had heard about us or

heard us talking about this and went to the website.

Said John, I figured I want to see what you guys did.

Because I figured if you guys could do that anybody

can do it. and he was right.

50/50 of who the better artist was right down the middle.

We counted the votes. I forgot. A hundred of them or so.

But a number of these listeners,  now these are this is a

classical music audience.

These guys these folks are sophisticated. They’re educated.

A number of them said quote I really like John’s whimsical

cookie. Whimsical cookie. I never thought of it that way.

I saw it as a five-year-old’s artwork in kindergarten or

an attempt at art and they liked it. They really liked it.

So three bizarre business marketing lessons I learned in that art

class.

And by the way,  they ended up they doubled the

size of the class the next semester from our promotion. They

loved it. The art people loved it.

Matter of fact the winner got 13 weeks plus free pastels and supplies

by Keith’s coldsnow.

And they have all had a great time with it and we did – now this was

three months long so it gave us some shelf space and some leverage

with the listeners.

Well I hope you got something out of this to apply towards your

marketing.

A true life experience with this that goes for

marketing as well. Gut instincts,  it’s still alive.  Beauty is

not always in the eye of the beholder, of what you may presume.

To keep testing and retesting ideas. That’s exactly what Thomas

Edison did.

All the great inventors. Nobody came walking out

of the box going oh I got this. Well maybe Steve Jobs did but

he had some experience I guess.

At any rate,  John Verlin On Demand advertising Solutions.

Get hold of me at JohnVerlin12@att.net, or go to our website

OnDemandAdvertisingSolutions.com

And by the way,  we’ve got a Digital Marketing Update

special newsletter you can sign up for to follow that

we’ll be sending to your inbox every month.

These are going to be a little bit different than these podcasts

as far as information, tips,  ideas entrepreneurial

thoughts of what has worked what will work suggestions

things like that.

That are coming from entrepreneurs I’m

talking to and also then gaining data things like that. Go ahead

and follow it.

We’ll talked again

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Video Podcast #59: Marketing Your Business; What’s The Big Deal About Content?

When it comes to marketing your small business, providing your prospects and customers with pro-active advice is one of the best ways to engage them, educate them and endear them.

And that can be done beautifully, through good content.

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Today’s Digital Marketing Update

In today’s Digital Marketing Update, Video Podcast #59, host John D. Verlin answers, What’s The Big Deal About Content?

John answers a recent listeners’ question (Tammy) about the value of investing in content for their small business bakery.

Doesn’t it make sense to invest strictly in advertising with coupons, offers, specials, etc in local newspaper?

On Demand Euler shot

On Demand Advertising Solutions Three-Part Strategy

It’s all a part of our services and  three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!

marketing platform infographic cropped

The Extended Marketing Platform

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns!

Learn more about On Demand Advertising Solutions and get our risk-free offer!

Check out our strictly audio podcasts here.

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  • On the go and in the know–successful entrepreneurs use the latest business and maketing information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow, sent to your inbox each month!
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Enjoy The Video Podcast

(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)

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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Blog: The Magic Of Entertaining Podcasts, I’m Finally Doing My Jimmy Stewart and Jerry Lewis Impersonations, Podcast #44

Ever since I was a DJ in college–I have always wanted to entertain people.

on-demand-advertising-solutions-newsletter-card-image1

That’s one reason I spent two years in theater at Abilene Christian University my freshman and sophomore years.

My theater director was Dr. Lewis Fulks, who himself studied under Cecil B. DeMille of Hollywood fame.

I originally was introduced to theater by my high school theater director, Gerald Snider to portray one of the three murders in Shakespeare’s MacBeth.

john v high school pic
John D. Verlin, high school senior pic.

After two years in theater–I went on to finish my BA-Mass Communications degree (Radio-TV specialty) at Abilene Christian.

I worked for a Christian radio station, KCAD (located in the basement of a shopping mall) at the Sunday morning (graveyard) shift, then eventually took over the all night slot at Top-40 leader, KRBC one year later.

cary-grant-rosalind-russell-ralph-bellamy-actor-53370
Cary Grant, Rosalind Russell, Ralph Bellamy–always loved theater and movies!

The life of a college all-night DJ did give me some exposure to fame (I had my share of groupies) as well as getting to meet KISS and other celebs.

But I began (out of being bored most of the night) doing some impersonations that I worked up.

After a while–I began to realize how powerful radio was–not only for information, music and entertainment, but in forming emotional connections to the audience.

In podcast #44,  John Verlin delves in to the magic of audio (one reason he does podcasts) and how they can emotionally connect with his audience.

And yes–he does do his Jimmy Stewart and Jerry Lewis impersonations!

jerry lewis.jpg
Jerry Lewis

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 with an extended marketing platform–the perfect compliment to a Google Adwords campaign!

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

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  • On the go and in the know–successful entrepreneurs use the latest business and success information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow–sent to your inbox each month!
  • Get all the latest entrepreneurial tips, business trends and marketing information tailored to the small business owner, FOR FREE!

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

Now, enjoy the video podcast!

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Marketing Your Business; The Magic Of Entertaining Podcasts, I’m Finally Doing My Jimmy Stewart and Jerry Lewis Impersonations, Podcast #44!

Host: John D. Verlin

Transcript:

[Music]

Once again good afternoon John Verlin, OnDemand Advertising Solutions and another

Digital Marketing Update. I’m gonna try to make it through this podcast today because

I’ve been looking forward to doing this. But I want to start out with a answer to an email

I got from a lady named Janine in Lenexa,  Kansas. She basically has some really good

questions here but I want to try to explain this quickly and then move on to today’s

podcasts about the Magic of Entertaining Podcasts and how you can do things

emotionally with them,  like do impersonations of Jimmy Stewart and

Jerry Lewis. Which I want to do and I will do that here in just a minute.

She says John,  I’ve been listening to some of your podcasts checked out your

website question I’ve had people in content marketing as well as search

engine optimization suggest various programs for me to do. It’s quite expensive to

optimize this that the other. Why do you use podcasts over blog post and why not

why shouldn’t I just put more money into other media that’s gonna draw quicker

response?  Good question. I need to thank you for asking it. Well,  I’ll give you

sort of a short answer here but basically if we go back to what I talked

about yesterday in the forty-third podcast about 2018 marketing and the

projections of how important it’s going to be to tap into Millennials for future

growth of businesses. What they are looking for. What they are engaged with

is the emotional connection and authenticity. This is something

that’s it’s it’s a pretty big deal. But basically it’s the experiences sharing,

expert experiences is what a lot of people now are saying you need to

really connect into for customer engagement. These are the buzz words

going on in marketing right now. But it’s really important now because there are so

many options as you know. But you got to engage the customer somehow.  Maybe

have a party. Maybe you know you know you’re doing. Maybe direct mail or whatever.

But how effectively are you engaging them? That’s kind of what it’s coming down to.

What I have found that by recording content as a podcast, you’re gonna stand out if you

make a video podcast out of it. Which is what we can do.  You can include pictures

about your business. You can include video but you can also include your

voice like I’m doing now. And that has emotion and this has all come about

primarily from my radio background. Seeing what I saw as a DJ back in

college. I worked at a Christian station that was 500 watts in the basement of

the mall–about his graveyard shift as you can get. Then went to a top 40 station.

Had an all-night radio show for a year and in Texas. And it was great. I

mean I learned a lot. I had a lot of people call in.  I got to go out and meet

people and you begin to see that engagement when they meet you for the

first time and they’re like wow you’re a star.  That kind of thing.

That only happens I mean it’s you can do that as an author and print may in a

definitely in television but there’s some magic there. And these are very

cost-effective. okay it is one reason. It engages emotionally. You can do

10-minute versions of podcasts and dive deep so to speak in them more than you

can do with a blog post. You know you can do that it and it just may be not as

engaging,  not as interesting. And by the way,  speaking of blog posts. We transcribe

these podcasts. If you look on my blog you see there’s written content

as well of what I’m saying. So that is a blog post. It’s doing

double-duty content but it allows people to access it 24/7. You can be

listening right now to me from my website and working out on a bicycle or

walking or whatever. So it’s engaging constantly. It’s very simple to

engage. By recording this content,  you do connect that 

emotional element and that’s hard to do. It’s just like old-time radio. If you

listen to the old radio shows you start laughing or whatever.  That’s the

entertainment side of this thing. It’s hard to entertain in,  in writing so to

speak to get the same effect with the content. Like I said,  you can be doing

other things and engage other activities while you’re listening and you may be

doing that right now.  You can do a combination of things. You could be

ironing,  walking, whatever you’re doing while you’re listening to this. I‘s why

people buy CDs and talk-related content you know for for learning and education.

Now basically,  what the whole deal is,  is that by using these you have

more flexibility to get your content. Engaged, I guess what I’m trying to say.

When you’re doing this with your employees or your prospects you have

your own little radio show. Guess what? You can interview them. Maybe you have a

loan officer you’re a bank president and you can put them on a podcast take

pictures of them being interviewed by you. Or you have your employees.  So you’re

engaging your prospects, during your little radio show. And doing

segments and getting the employees involved, your staff involved. All of this

is fun. That’s a key thing here. Not sitting,  writing laborious notes and

posting. This is engaging in various snippets of education, entertainment and

information.  So if you go to look at my website now. This is the front side of

this thing. The entertainment side. The education side of content. The

back end side if you google my business, On Demand Advertising Solutions you’re

most likely gonna see not only my Google my business site page. You’re gonna see

some links to my video podcasts. Now if I hadn’t done these, you probably

wouldn’t see those. Matter of fact, you probably may not see a lot of links

from other businesses if they don’t do a blog. They’ll just have your

yellow pages maybe. You’re linked to Facebook, Twitter maybe.  But this is read

by the search engines on YouTube. YouTube’s owned by Google. So this

is the back end benefit as you get ranked higher. It’s also something that I call part of

the marketing platform. You can promote this content. There’s a reason

now you can tell people to come to your website. Now think about that. If you

don’t have something for them to come see, what are they gonna do? Why would

they want to come see it? So what I do by doing these video podcasts for clients, I

give their prospects and customers reason to come to the site. And that’s

what this is all about. Getting people to your website. Having a first impression

to follow through and follow up and call you, or come into your store.

Does that make sense? I’m trying to do this in a hurry kind of because I want

to spend some time here. But that’s why this is going to be really

important for future growth of your business is engaging customers. Getting

emotionally involved with them somehow. And I found, through my experience in

radio, you can make these emotional connections through podcasts. You can hear my

expression. You can feel my passion or whatever. Well that’s the same thing when you do

podcasts discussing your expertise. People can listen and go wow I didn’t know that.

And guess what? They’re sucked into your podcast on your website, which is

linked to YouTube. All that’s being searched by Google and you’re

being ranked higher. Does that make sense? I hope it does. Because that’s the short

answer to all this. Now, I want to talk about the entertainment side of

podcasting to follow up on my podcast yesterday about connecting emotionally.

When I was in college, I got into theater and I was in a number of productions.

I learned an awful lot. It was a great experience. If you’ve ever been in

theater, to learn for public speaking. The first two years of college got in

theater at Abilene Christian University. Studied under a man named Dr. Lewis Fulks,

dr. Lewis fulks who actually studied under Cecille B DeMille or his brother

I believe, in Hollywood. So had a great experience. The last two year of college, got into

radio and did an all-night radio show at a top 40 station. Learned a lot. The key was–a lot

of times,  when I would go on remote broadcast and you know young girls would come

up and–I listen to you all the time! And they would get all excited and they’re just all

bent out of shape about this. So they would get all worked up over meeting me

because they had listened to me all the time. This is the emotional connection. They felt

like they knew me. They felt like they knew me. John, how are you?  Oh I’ve been

listening to you. You know, I’m their best friend. Well, that is the emotional connection

you can draw to your prospects and customers through these podcasts. How do I

know this? Well, I’ve experienced a bit at the same time when I was in radio. We had

advertisers, we had talk-show hosts, all post podcasts of ads they did by themselves or

that they were being interviewed during a radio show. And they would post those

podcasts on their website and their customers could go in to the website and listen to

them. And that formed a powerful impression. Not only that they heard them on a

radio station but they actually got to experience that on their website. Now,  if

you’re going to buy your product or service and I’m a customer and I go to

your website and I see and hear that, how is that going to compare that if I go to

a competitor and I don’t see that at all? Think about that. That’s what this does–

to separate you from your competition. And in the back end,  it elevates you in

the search engines because you’re providing good content, relevant content

and you’re having fun. you’re having fun. You can feel that excitement. That’s why

podcasts,  I love them because they’ve got so many multiple benefits to doing and

their transcribed just like a blog so you’re getting the benefits of pretty much

everything. Now, why do I offer this? Why do I focus in on this? Why am i pretty much

the only one doing this with animated videos? Well, animated videos, they test well. You

can get it in 30 seconds. You can put them on your Facebook page. You put them on all

platforms if you want. They’re fun. They’re different and unique. The same with

podcasts. Fun. Different and unique. And what are we looking for today to stand out

from the competition? What are we looking for to lure people into our web sites,  to our

content. To pay attention to us! That’s why I focus on them and because I produce all this

for you and promote it. I could charge really reasonable fees because it’s basically

my effort and my experience and that sort of thing. So entertaining podcasts,

they’re great to get engaged people. They’re one way to interview, as I

mentioned your staff or customers. Great clients. Say, I want to put you on my

podcast. Would you be willing? And they would be thrilled to have you interview them.

You then send them or I do the mp3. I tell them, go ahead and send this out to

all your customers. Let them know you’ve been interviewed by so-and-so. Now you’ve

got a whole another market of their customers getting exposed to your

podcast. Do you see how this builds out? It’s an extension of your marketing

platform. Okay,  so anyway I got into theater and loved acting. Loved all the

stuff. Started doing impersonations and radio because I was bored. I had a

midnight to 6:00 shift and by the way, if you haven’t noticed–I’m telling you a

story. Storytelling is one other aspect that’s going to be really important and

has been. But it’s becoming more so, because people want to hear

about somebody.  It’s like when your grandpa, grandma said,  let me tell you a

little story. Then, you would just be grandpa, how did this happen? Now you’re engaged.

It’s the same thing. So, I started doing impersonations because I

was bored in college. There, in the radio show playing American top 40. This is

actually about the time of the Bee Gees and Donna Summer and that sort of thing.

Actually, I judged a disco dance contest in a Methodist Church of all places. So, I

started doing impersonations and had a lot of fun doing it. I had listeners call up

laughing wanted me to do them again. Uh , you may or may not like them but here

we go. Alright here’s Jimmy Stewart as I promised. This is Jim, Jim… Jimmy

Stewart. You know,  John gets excited when he talks about don’t doing podcasts. And I

can see why he might because you can there’s so much you can do when you’re talking to

somebody like this. And you get right up on the mic like this and you can talk very softly

and get a lot of emotion. Like I did when I was in It’s a Wonderful Life. I yelled out

Merry Christmas you old building  and loan. That’s why I think what he’s talking

about makes some sense. Okay,  now I learned years ago how to

do Jerry Lewis through watching David Frye an impersonator on a TV interview.

He said the way he would do impersonations is, he would get in front

of a mirror and make facial expressions of that person and then suddenly the

voice would came. So what, I’m in junior high and I go in and I go to a mirror

and I start doing this. I know you can’t see this, but I’m imitating Jerry Lewis’ face and

the voice just came just like he said. And I would do it in junior high

and high school. Call people up. Get girls laughing at college. Whatever. So here’s my

Jerry Lewis. Oh hello. oh I’m  Jerry. Who’s your little whoesy? Who’s you

turtle dove? Who’s your little whose it?  Who do you love?  ha Oh,

John I don’t feel so good. Lady,  would you help me? Anyway,  you’re either gonna tell

people–you got to hear this guy,  he’s terrible! But it the key is– they’re listening!

John Verlin at johnverlin12@att.net My cats are coming up to me on

the table. Want to know what happened to me. They probably think I had a stroke or

something. johnverlin12@att.net or

visit www.OnDemandAdvertisingSolutions.com

we’ll see you again next week have a great day

[Music]

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Blog: Marketing Trends For 2018–How To Take Your Brand To The Next Level, Melding Your Business Brand Into Heartfelt Emotion, Podcast #43

For business owners, 2018 may be a disruptive year in marketing trends.

In podcast #43, John D. Verlin talks about how customer engagement may be enhanced by melding your brand into experiences–causing emotional connections with prospects.

on-demand-advertising-solutions-newsletter-card-image1

Podcasts and animated videos are surefire elements to enhance both.  This is based upon an article in Forbes by Billee Howard, published November 12, 2017.

smiling girl

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 with an extended marketing platform–the perfect compliment to a Google Adwords campaign!

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

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

woman with phone shake

  • On the go and in the know–successful entrepreneurs use the latest business and success information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow–sent to your inbox each month!
  • Get all the latest entrepreneurial tips, business trends and marketing information tailored to the small business owner, FOR FREE!

Digital Marketing Update Tan Cover

Now, enjoy the video podcast!

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Marketing Your Business;  Marketing Trends For 2018–How To Take Your Brand To The Next Level, Melding Your Business Brand Into Heartfelt Emotion, Podcast #43!

Host: John D. Verlin

Transcript:

A pleasant good afternoon to you.

This is John Verlin with On Demand Advertising Solutions and another Digital Marketing Update.

I want to talk to you today about some cool new trends for next year, 2018 from a marketing standpoint.

This was in Forbes last week, written by Billee Howard.

She kind of hits on some trends for next year to be thinking about.

As far as moving your business ahead and what you should be looking at.

One of the concepts she comes off with is, you know it used to be you’d focus on your brand.

And it…I guess you could call it cause marketing. To some degree.

But you want to tie your brand into it. Good corporate responsibility perhaps.

This notion of it’s, it’s more than buying something and come up with a price point.

It has something of relevance to make the world a better place.

The brand purpose needs to be thought out about what is it trying to accomplish.

But she is saying that the cause marketing idea, for marketers particularly, it focused on this corporate responsibility.

You give back to the community. That sort of thing.

And it’s this idea that an organization comes up with a mission statement.

Today, that needs to be tied to your day to day offerings.

In other words, it’s the experiential, the experiences that your brand can offer, to make the world a better place.

Is sort of the central part of the marketing strategy.

Moving forward.

Be thinking about how your brand an be tied in to make something more than just we have a cheap price.

This will change your life.

This will make your experience with our brand so much more meaningful. And for the greater good of society.

That kind of concept. These should be, all of these experiences, again the word is experience.

Not just price point. These are all going to tie in to a customer experience.

And we’ve talked about it in the past, the customer engagement is the new marketing.

This whole idea of engaging customers.

And this is becoming more important as baby boomers age and value –and this has been known years.

People over say sixty–they start traveling.

The value these cruises, these new experiences.

It seems as you get older you don’t need the things as much–you want the experience.

I know I’m more mature. I like a nice cup of coffee on a beautiful morning. And I appreciate that more.

Stop and smell the roses.

That’s experiences.

The wafting of the cinnamon roll on this trip to the bed and breakfast to enjoy that leisurely experience. With our coffee, our cinnamon rolls, with the beautiful mountains in the background.

Come to our bed and breakfast. That kind of thing.

So, they’re tying in an experience with the brand in with a better, enjoyable part of your life as well as, when you come to our bed and breakfast, we believe in helping nature.

The environment–so we’re going to donate ten percent of your bill to the Nature Conservancy.

Because we want to keep our mountains, our streets beautiful.

And our rivers, gorgeous. That kind of thing. So it’s tying in social consciousness to make the world a better place.

But tying your brand in with that experience on a regular basis.

She indicates that this brand purpose, putting that at the fore of the brand strategy, can be a lever of growth to both internal and external audiences (customers and employees, vendors, etc)

This is also, the second point she makes is a drive to the engagement of the heart.

Emotional engagement, is a sister to rational engagement. And the rational stimulates the mind–whereas the emotional engagement is based on stimulation of the heart.

Today with the brand experiences we have.

The emotional engagements are proving to be more critical than just winning results and effective storytelling and digital marketing.

They’re actually at the heart of this whole idea.

Think of it as, when I was in radio–this is huge.

This is the reason many times people purchased products and services from our clients, because of the emotion they felt from the radio ad.

I think of a number of contractors we had advertise at the Christmas season.

And the ads were almost like Andy Griffith. Looking back on the year, how thankful they were.

This time of year, I encourage to help the children getting clothes and coats. Support the coats for kids project. That kind of thing.

Tapping the emotion. Radio has always done a great job of that.

Because of the emotion of the voice. As with podcasts and other types of communication.

You get that emotional feeling.

So, it’s tying in your brand with an emotional element--and not just a rational element.

But emotional.

And the reason I think this-is what she’s referring to, is that the focus we’ve talked about is more on interacting with your customer.

The social media interactions, the brand interaction.

This focus–if you haven’t thought about this in your business. I think a lot of this has to do with the Millennial generation and younger people, where they value not things as much perhaps, as experiences.

The emotional connection through technology of these brand experiences is a good thing.

So to woo those younger people, plus in general, our society is tied in more with all of this technology.

But, the emotional engagement of the heart so to speak just may get them want to buy or feel better about your brand, is what the key to this is in stimulating it.

And it’s all because of these interactions with customers. It’s a unique thing that we’re switching technology–but we cannot forget how people feel.

So, engaging your brand, tying it in to your marketing to get an emotional response, and that’s a big thing.

Think about ways, how to do that moving forward for next year.

Because you can’t just be complacent. It’s also tied in to storytelling.

These are effective ways and one reason we like doing these podcasts. Are the fact that you can tell stories.

That’s becoming–the storytelling concept, the tying into the emotion–all that is becoming the new marketing.

Engaging with your customers. So, if you have a direct mail piece, an email, whatever it is–somehow getting an emotional element in them.

And that’s why I like podcasting–because it can bring those emotions out.

As you describe the benefits of your products and the organizations you’re going to be working with.

This year, who you will donate to on behalf of your brand.

And maybe even having a representative on a podcast talking about this and why they’re so thankful that you’re brand is helping them out.

They can transform through emotion through storytelling those benefits, to get people to feel good about your brand.

And finally, and again we just mentioned this–the customer doesn’t really buy into things anymore, they buy into stories that are kind of brought to life with a mix of creativity and technology.

I just kind of pointed this out a minute ago because these whole story things are becoming a big influence in business, she says.

And it’s, it’s been that way in radio for years.

That has sort of been the secret–that and repetition to getting businesses to get results. It’s the emotional connection.

Because the listeners feel, that’s the key word, they feel like the know the brand.

Whether they do or not, totally different story.

It’s hard to feel for something that’s in writing perhaps.

Unless you really read it.

And today, we know attention spans are small, many times they don’t.

But, it’s creating emotion. A feeling–this is nothing real new that she’s pointing out.

In the marketing–to be thinking along these lines, and this all ties into what I talk about using various marketing elements.

Like animated videos–you might chuckle and get your attention.

Podcasts–again, ties into the emotion. You hear it. You feel it.

And then part of–making your brand part of that emotional experience for your prospects and customers.

John Verlin, On Demand Advertising Solutions. Great to have you with us.

Email me at johnverlin12@att.net. Website is 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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On Demand Advertising Solutions Blog: 7 Things Small Business Owners Want From Marketing Technology, Podcast #42

New digital technology is making the shift of marketing resources more apparent for small business owners. Particularly when it comes to future growth and reaching Millennials.

man with phone laptop

In podcast #42, John D. Verlin discusses 7 Things Small Business Owners Want From Marketing Technology. 

on-demand-advertising-solutions-newsletter-card-image1These insights were summarized and commented on, originally published in April, 2015, from an interview in Streetfight Daily by Liz Taurasi and the vice president of public affairs for the National Small Business Administration, Molly Day.

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 with an extended marketing platform–the perfect compliment to a Google Adwords campaign!

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

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

woman with phone shake

  • On the go and in the know–successful entrepreneurs use the latest business and success information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow–sent to your inbox each month!
  • Get all the latest entrepreneurial tips, business trends and marketing information tailored to the small business owner, FOR FREE!

Digital Marketing Update Tan Cover

Now, enjoy the video podcast!

podcast cover

Marketing Your Business; 7 Things Small Business Owners Want From Marketing Technology, Podcast #42!

Host: John D. Verlin

Transcript:

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

This is the 42nd podcast.

And today, a great, great article in Streetfight Daily, from April of 2015.

Actually, a couple of years old.

But it’s very pertinent today. If you own a small business, you’re going to want to hear this.

Liz Taurasi wrote this, she interviewed Molly Day, the vice president of public affairs for the National Small Business Association.

And she’s talking…basically she’s talking about seven things small business owners want from marketing technology.

And that stands to reason.

She says there’s over $50 billion being spent, two years ago in 2015 in local media.

Now, if you’re using local magazine, TV, radio or whatever, that’s what she’s talking about.

And small business contributes one out of every three dollars in local marketing.

Now, she’s talking to Molly Day about the still mixed relationship with the tech industry.

What they are looking for in marketing products, for small business merchants are looking for in the tech end.

The first question she asks is help us understand the psychographic, demographic shifts that are happening in the small business community.

Some argue that small business owners are getting younger as the older generation retire. Are you seeing this?

And Molly says it’s real similar to some things I’ve commented on She says, yes–we’re definitely seeing a drop off in entrepreneurship.and new small businesses.

There’s definitely newer, younger businesses coming in to the market.

With those baby boomers aging in place so to speak and step out of it.

But it’s not what we’ve seen previously. And that’s just based she says, on births and deaths. And that’s just in the past two years.

And as the economy has been growing, I’m sure we’re going to see younger millennial and younger people starting businesses.

I know i worked with a bank for small businesses, and we had a lot of different people age thirty, thirty-five starting checking accounts for small businesses.

The second question that she has, small business has had a mixed relationship with the marketing tech industry–and given your research, how has that relationship evolved over the last ten years?

What’s driving the criticisms with Facebook, Yelp and others? Molly says, she thinks it’s two-fold.

A lot of business owners look to those companies to help get the word out for expanding their customer base.

But today, the majority of small businesses, even ones a little older, not always tech saavy are overwhelmingly joining Linkedin and more and more, Facebook and Twitter.

I see that too.

I’m older, over fifty let’s say–two weeks ago I had a seventy-three year old relative talking about a new smartphone he was going to get. He’s got a dated smartphone.

And he was looking at some of the latest models, asking my opinion. A seventy-three year old man wanting to get a smartphone.

Nothing crazy about that, but I thought that was interesting. Although, he admitted his use was primarily texting grandkids, Facebook, searching…for things.

Amazon’s changed everything when it comes to shopping on their smartphone.

And I keep pointing this out on these podcasts–the technology has changed, of what people are doing with the technology.

And businesses, particularly small businesses need to be aware of this. That whole thing has shift. I call it the Millennial Shift.

Now, she–Molly also said that business owners were learning and that being engaged is really the best way to do this.

Perhaps if you get a negative review on Yelp or on Facebook, to respond back to that person.

She says I think learning if you’re going to be involved with these online tools on social media that you really have to commit to it.

You have to be all in or not at all. And I agree with that. That’s been my experience in talking to small businesses.

And a lot of them are just learning this, to be on social media.

Well, you’re either all in or all out.

But, what’s going to drive them to become all in?

I think it’s going to be the fact that customers are going to be saying something to them.

They’re saying, I couldn’t find you.

Or, I went to a Facebook page and you didn’t have one.

That again, comes down to the marketing platform we’ve talked about.

The perception, the brand perception.

All of the things I’ve been talking about on these podcasts. Talk about building that marketing platform and promoting it.

This is one of the major things. Particularly in getting future customers.

Millennial customers. They’re savvy to all of this. More savvy than I am. So this is why this all in on social media.

You need to rethink this if you’re not doing it.

Because it’s where it’s headed, it’s where it’s been going and it’s one way of insuring that you’ll have future customers.

The third question, small businesses evolve as buyers of technology and marketing tools.

And, she basically says it’s one of those areas where putting money into will make the business cost-effective.

But certainly putting money into it but not as much as hiring another person to do the marketing like they did twenty years ago.

She says this is another variant too. This is no different than using ecommerce, internet solutions, to expand their growth.

But, again this is one reason I started this business seeing that need for small businesses or businesses to expand or hire a marketing person just like they did twenty years ago.

It comes down to their experience, savvyiness with technology.

What I like to offer is to freelance it so they don’t have to commit to a long term plan unless they want to.

Because I can do that too.

That and one thing she said it is cost-effective if they’re considering various options, when it comes to the marketing, accounting, taxes.

What do small business owners want from technology? Is it easier to run their businesses? More customers? A better way to interact with their existing ones?

Molly basically indicates that bottom line total is important.

I think second is responsiveness, and that is a really key thing for small businesses.

Because they often don’t have people to take care of HR, somebody else for taxes, accounting.

It’s all on that one person, the business owner.

They want systems, they want responses that are quick and efficient, that doesn’t take a lot of their time.

As far as what is driving them to technology–yes, I think reaching out to their customers is certainly the biggest driver.

And again, this comes back to what I have been talking about. Getting involved in social media.

It’s, this is a whole new–you can see on my website on the bottom–Mr. Patel in Inc. magazine.

A quote from him saying that the customer experience is the new marketing. User experience, this is the new marketing.

Engagement of customers. This is the new marketing. I’ll repeat that. Customer engagement is the new marketing.

That’s what she’s talking about. You have to get engaged with your customers.

How are going to do that? Direct mail? Coupons? Social media?

This is why I’ve been talking about social media so much because this is where customers are engaged in.

You may have a neighborhood Facebook page.

My community has one. About 9000 members. And every day I’m seeing posts on Facebook about, I’ve lost my cat. I’m looking for a used mattress.

Used furniture. Or, has somebody tried the new Dairy Queen?

Or I want to shout out and thank, the Walmart locally for helping out when my car was stalled in the parking lot.

Whatever it is, is they’re engaging on my Facebook.

Good or bad and there have been some bad.

And some local businesses that if they had not known, and I know of a few, that were not engaged on that platform and there were some negative comments, which they found out about it after the fact.

You don’t want to be in that position.

So number five–do you believe technology in the internet has made small business more or less competitive to large brands from say a decade ago.

She says, technology has probably made small business brands more competitive, but it’s also made them more vulnerable.

Again, you’ve got one person doing HR, CEO, Accounting–all of that. It’s up to you that you assist with tech.

It’s kind of a middle ground with cyber security issues.

It’s made things a lot easier but again, it’s making sure that a cyber security investment is a good idea.

Number six, what are the biggest threats to the growth of small business today?

Well, she says the members of the Small Business Association says they’re most concerned with economic insecurity.

And this is two years ago.

Now, I doubt that’s changed.

There’s this looming fear based on the Great Recession that the economy could go that way again.

That biggest fear, some of it’s driven by policy makers, government shutdown. Whatever.

Lack of confidence in elected officials.

And she says that might have something to do with the economic insecurity.

There’s also the geopolitical situation. Today with China, it’s tied to elected officials. It’s also reality with trade. NAFTA, Pan Pacific trade agreement.

So, she says she’s seen some parallels a market drop off in new start ups, tax code is too complex. You get a tax break now. But two years from now it will go away.

Then it will pass retroactively. And you have two weeks to make a decision on a $25,000 purchase–and mountains of regulations.

It’s contributed to more hurdles which she thinks has contributed to the decline of startups.

Finally, the seventh question, the seventh thing that small business owners are wanting from marketing technology, what do you expect to see as contributing to small businesses in the next year or two?

She said, we’re going to see more and more small businesses looking to expand their social media interaction.

Right now, it’s about half that are actively engaged in social media, but we’re going to see an increase.

Plus, they’re going to focus on marketing to a younger generations.

Not only expand their customer base, but expand the continuity of that base.

As well as alternative financing options for small businesses to get loans.

Thirty-one percent cited they couldn’t get adequate financing, six months ago when this was taken.

I know the bank I worked at, they were starting to offer micro business loans for small businesses, for this very reason.

So, seven things that small business owners want to from marketing technology. I hope you’ve learned from that.

John Verlin, On Demand Advertising Solutions.com is the website.

Reach me at johnverlin12@att.net.

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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On Demand Advertising Solutions Blog: 15 Challenges Facing Small Business Owners, Podcast #41

A survey taken in 2016 by Wasp Barcode Technologies, the State of Small Business Report tracked 1,102 small business owners–highlighting fifteen challenges many of them faced last year and beyond.

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In today’s video podcast, John Verlin discusses these fifteen challenges and some possible solutions for small business owners to consider.

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Now, enjoy the video podcast!

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Marketing Your Business; 15 Challenges Facing Small Business Owners, Podcast #41

Host: John D. Verlin

Transcript:

[Music]

Wonderful good afternoon to you today,  John Verlin once again with On-Demand

Advertising Solutions. another Digital Marketing Update this is number 41 the

podcast number 41. There was a survey taken that I thought was great and it

was done April of 2016. This is a post from All Business.com author’s Brian

Sutter, and it’s really good summary of basically the top 15 challenges facing

small business today. Now this was taken April of 2016, little over a year ago. But

I was about to say, well it should be so much. But I think in general for small

business owners, you’ll like this information. It’ll glean

possibly some of the things you’re things that you suspected. We’d love to

be able to interview your prospects or your customers right? Well this is what

they did, they actually took 1,100 small business owners and were able to get

answers from them. I was a little, I don’t want to say I was surprised or

shocked–but I was a little bit, because of my experiences talking to Chamber

members, Small Business Development Center instructors who work with a lot

of small business owners particularly the new businesses and startups. And they

you know, it’s pretty much in agreement with what I’ve discovered. But a few of

these areas I was surprised because this pretty much documents from an actual

survey things I’ve been suspecting–the challenges small business owners in

this survey were having issues with. More than half said they were hiring new

employees. That’s not terribly new because of the labor shortages as the

economy has come out of the recession. More and more people obviously are going

to be needed as companies grow. However you know we’re seeing maybe

not salaries growing as much. More stagnated and a number of things I’ve

read on blog posts about freelancing side gigs, part-time work things like

that. That’s probably going on as well and maybe one reason why people can’t

hire people because the job opportunities may not be paying what

people want and or their side businesses or side gigs that just don’t have enough

hours for people to work. The second challenge is employee health care and

this of course was done in 2016 referring to 2015 healthcare which was

beginning and 2016. The numbers jumped from like thirty percent of the small

business owners were concerned about it up to forty three percent and my guess

is today 2017, it’s even higher because of uncertainty. Even though we’ve got you

know the u.s. gov or US healthcare.gov is you know still offering an enrollment

right now. As a matter of fact, health care it’s been changed and Congress is

still battling with all that how they’re gonna do and whatever they’re going to

do. The third challenge, I guess you could call it is the confidence in the economy

has dropped. Now again, this is a year old but small business owners

have less confidence according to Mr. Sutter from this survey in the economy than they

did in 2015. Now this year, my guess is that’s it was a 25 percent bump compared to 21

percent in 2015. So you know it’s better for 2016. My guess is it’s even better

this year. Small businesses want to hire according to this–50% want to but they can’t

find qualified applicants and again that could come down to wages. It could come

down to new skills, new software, new platforms this whole shift we’ve talked

about in past podcasts of the new media. The new experiences, the customer

experiences. The focus on customer experience why this is you’ve got technology shifting

to smartphones and searches and artificial intelligence now and all this sort of thing.

There’s Alexa and Siri or what used to be Siri. I guess so yeah, things are changing and

you got to have people with skills to be able to do that. The fifth challenge is growing

revenue Seventy-one percent of small businesses expect revenue growth in 2016 more

than they did in 2015. That’s 57 percent and that’s great. It shows that you know

we’re coming out of the recession. Consider the boom I guess you want

to call it of entrepreneurial boom is still going. So they expect to increase revenue. The

sixth one is they don’t have a lot of love for government and they wanted a Republican

president which they got one. But fifty percent believe the government didn’t do

enough to support us small businesses and only 24 percent believed the

government did. Now we have I believe it’s Linda McMahon who is a Small

Business Administration’s new director and she had a you know obviously a small and

very successful wrestling type business. She sounds like a good person in the right place

at the right time to help small businesses grow. Number seven challenge they want

government completely out of small business One in ten said they didn’t

want any government involvement–well that’s pie in the sky probably, but at

least that was a desire that showed up on the survey which was interesting.

Number eight, they favored a Republican presidential win, which they got. And

number nine, now this I talked about this before folks but most marketing

budgets are small. Nine percent invests nothing in marketing, 25 percent invest

one to three percent of their revenue and 29 percent invest four to six

percent. Think about this, 9% don’t have any investment in

marketing. And 25% just put 2-3 percent of their revenues in. 29% do four

to six percent that’s the biggest amount you know 30 almost 30 percent put four

to six percent but what about the other 70 percent? What’s going on with them? Why

are they not investing in marketing? Now you would say well John, your marketing

background yeah you’re expecting that.

But think about okay what if they had to buy a building or building

insurance for their business. Would they skimp on that? Would they skimp on

financial advice? Accounting? Taxes? I mean, what makes marketing so different?

Because I think you know businesses as they grow or not grow they begin to

realize wait a minute–we’ve got to figure out what we’re doing for

marketing here. And they try to play catch-up rather than having as we talked about on

our last podcast, having a marketing plan in place so you can adjust it. Just like

any other plan part of your business. And again, I refer back to my experience in

advertising over the years and how shocked I was. This agrees with what I

experienced so you didn’t put any revenue aside to advertise what are you

gonna do six months from now? Well we had a really successful Christmas season.

okay, its February. What are you gonna do? I’m saying it’s the planning

aspect, in the budgeting aspect you know. Hey we are definitely putting aside you

know 10 grand a month to do social media, TV ads, radio. Having a definite plan with

a definite budget in mind and not just shooting from the hip. Because

that’s a guarantee. And I’ve seen this happen over and over where okay we got

to go out have a store closing sale or almost a going-out-of-business sale to

survive. And why did that have to happen? Well, my guess is you know lack of

planning. But the business environment changed. They didn’t anticipate. They

didn’t plan. I mean we can’t have a crystal ball but at least you know and

I’ve talked about this quite a bit–the competition. I don’t hear a whole lot of

marketing firms talking about competitors, not only their competitors but competitors

for their clients. The competition can sneak right in and just

steal your customers. If you don’t have a marketing plan in place and a

budget. What do you do when a new competitor comes in town? They’ve been checking

you out and your industry and your market and you had no idea. They just come moving

in here from San Diego. Opened up a whole new athletic apparel store right across the

street or a mile from yours. What do you do? That’s why this is important to plan

and budget just like anything else you would do. The tenth challenge was that

the top four marketing tools used by small business were email, company

websites, social media and word-of-mouth. Not terribly surprising but I’ve commented

on this before. First of all, to get the emails you’ve got to have customers or have them

sign up for something to legitimately get that email to send email blasts to them. It could

be a newsletter, it could be a free ebook, or anything you know. But you have

to get their email willingly and they have to agree to that to receive emails

from you. So email marketing yes, if you do it properly you know by getting

permission not spamming that kind of thing. Company websites. That’s huge. We’ve

talked about this quite a bit also, how small businesses so many of them I found

do not have that. And again, I’m shocked. That is your online presence. Social

media. More and more. So yes, you’re having to because that’s where your customers

and prospects are hanging out. And word-of-mouth–that kind of goes hand in

hand a little bit as more and more people are communicating. Particularly

younger people. I’ve heard yeah, they’ll be standing ten feet away and they’re

texting each other. They’re not even talking. That’s why these devices are becoming so

important. The 11th issue that a lot of small businesses have our challenge says

social media is not Universal. One in five small businesses did not use social

media. Sounds like most of them do but some don’t. And if you don’t, that again it could

affect your customer relationship with your prospects your business relationship.

Because they expect you to be up on the latest things. If they are, why aren’t you? And

they can look down on you for that. Number 12 it says, websites are missing key parts.

Only 50% of small businesses provide company locations, phone numbers, and email

addresses on their website. And only 35% give website visitors the opportunity to

apply for a job. 68% do not conduct e-commerce. Don’t even have phone numbers,

addresses or email addresses. Fifty percent! What is wrong with that? That surprises

me. You got a website. You’ve put 10 grand into or number, your address or your email

for crying out loud! I’m sorry. I just thought that shocked me. All right, number

13 of the challenge is small business owners faced in this survey inventory

information is not up-to-date. Only 16% use inventory control software systems.

56% used excel pen or paper or other systems that cannot be updated in real time. As

your business grows yeah you probably need some sort of accounting system or

inventory system to track everything to make you more efficient. The 14th

challenge information about their assets aren’t current. Asset tracking system

again like Excel or an accounting system again that will make you more productive

and efficient as your business grows–to track your assets. And creative and technical

work, number 15, gets farmed out more than other tasks. 54% of small businesses use

outsourced firms or contractors for graphic design and web design. 44%

outsource their tax preparation. Now, as a marketing freelancer guy as I am–I could

see the need for that. You can you know. That’s that’s part of my pitch as to save you

money by not going to a 20 member marketing firm. Where you don’t need a whole lot.

You just need specifics. ala cart so to speak. You know, I just need social media

yes I could use some video graphic or animated video or some podcasting or

whatever. That’s one reason I targeted some of those because I felt there was a real need

for that for small business owners. To have some options in addition to the larger firms.

But again,that the outsourcing–yes it can save you money, just make sure it covers what

you need. Because you want to include a good web designer to include your phone

number in your email. Top 15 challenges small business owners faced questionnaire

done a year a little over a year ago. We’ll see you next week. John Verlin is my name

with On Demand Advertising Solutions.

Johnverlin12@att.net.

On Demand Advertising Solutions.com is the website. Have a great day and 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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