On Demand Advertising Solutions Blog

On Demand Advertising Solutions Blog: Digital Marketing Update; Getting Accurate Market Research, The Road Map To Business Success, Podcast #36

One of the main reason’s business fail is not having a market for their particular product or service.

Taking a hobby and making a side-gig then a small business,  requires knowing whether or not customers will be interested in your idea and are willing to pay for it.

Today’s podcast discusses research basics (a reminder) that all business owners need to implement–as customer needs, desires, trends, etc are changing at lighting speed (think Amazon’s purchase of Whole Foods and the disruption it’s causing in the food industry).

When we work with clients in marketing their business, one of the first things we discuss is the need for a customer survey to glean this research in forming a marketing platform.

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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.

Now, enjoy the video podcast!

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Marketing Your Business; Getting Accurate Market Research, The Road Map To Business Success, Podcast #36!

Host: John D. Verlin

Transcript:

And a pleasant good afternoon to you this John Verlin with On Demand Advertising Solutions another digital marketing update, podcast number 36.

And today, I wanted to talk to you about a post I saw an Entrepreneur Magazine from September 2010 and it’s written by a lady–it was great post by Leslie Spencer Pyle about marketing research.

Kind of the basics,  but I thought I’d be a good time to do a review of this because it’s a mistake a lot of small business owners make. 

And even new startups are making–you go from doing a hobby to a side gig and then you just want to morph into whatever you’re doing and try to make a few extra bucks on the side.

But you don’t really know if there’s a demand for your product or service.

This is a big reason a lot of businesses fail– because they haven’t found a market for the product or service.

I want to go over these points because I think this will help in evaluating if you are getting ready to launch a new business or if in fact you have one that’s struggling right now and you’re trying to figure out from a marketing standpoint where to go with it.

Marketing research will give you a picture of products and services that may be profitable for you.

Businesses are facing this constantly in their search for what customers want and need.

It’s kind of like having she says, a trip from Texas to New York without a road map. It gives you that road map to be successful in your business.

Two types of research are primary research–analyzing current sales and the effectiveness of the current practice and it really takes the competitors plans into account giving you information about your competition.

Collecting primary research include interviews either by phone or face-to-face with them either online or by mail questionnaires online or by mail and then focus groups of gathering a sampling of the potential clients or customers getting direct feedback.

That’s primary research and that’s important because this will help get that information to give you a better idea of what is needed.

Some important questions might include you know what factors do you consider when you buy this product or service what do you like or dislike about the current products or services currently available.

What areas would you suggest for improvement and then what it would be an appropriate price for this product or service?

You may be able to lower the price.

So we think about the phone companies as an example and how they offer 3 gig of data download with talk and text for free for $30 a month and then a competitor has 5 gig of data.

You know that these pricing things change constantly and this is why finding out currently what people are willing to pay but you got to stay on top of it obviously because they can change overnight as competitors move in.

So collecting this data–there’s really two categories of data collection,  that’s quantitative and qualitative.

Quantitative is mathematical analysis and usually require a large sample size.

She gives an example, that is your website.

You can analyze the web analytics the kind of people coming to your site. Where they’re coming from, how long they are staying, which page they are visiting or exiting and that’s a critical to find out how effective your promotions are and your post and things like that.

How effective they are in and getting people to your website. These help you find a quantitative research method and they can help business owners.

And so is she talks about the quantitative methods besides your website qualifying these kind of results.

There are three really common marketing mistakes that small business owners make.

The first was using only secondary research. Relying on published work of others doesn’t give you the full picture.

It may be a good place to start but the information you get from secondary research can be outdated.

You can miss out on other factors relevant to your business using only web resources and search engines to get information may not be totally accurate.

You can go to your library college campus or small business center and I use those locally.

Small business centers are a great resource, and I’ve gone to several symposiums at mine, talking to instructors there who are meeting with small business owners on a regular basis to kind of gauge where I’m at in my business and the services I should offer to my clients.

In my case,  I conducted my own little face-to-face interviews with chamber members at different chambers to determine the need for small business marketing services.

One reason I wanted to do podcasting was because it hadn’t been used that much, same with animated videos or video in general.

I saw a need in the market among small businesses for a range of things–and again I’m tweaking my business as I go along.

So this will at least give you some basics to consider as you move forward and build your business or launch an idea.

Love to hear from you. You can email me at johnverlin12@att.net.

Visit  www.OnDemandAdvertisingSolutions.com.

We’ll 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: Digital Marketing Update; How Your Content Will Make You King, Podcast #35

So many business owners invest in marketing to stand out from competitors– yet overlook a proven concept that’s been around forever.

And that is content. Ever since paintings were drawn in caves, man has used content to create, educate and inspire.

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Today’s podcast discusses three ways your creative content will make your business KING and rule over the competition!

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.

Now, enjoy the video podcast!

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Marketing Your Business; How Your Content Will Make You King, Podcast #35!

Host: John D. Verlin

Transcript:

Good afternoon. John Verlin once again with On Demand Advertising Solutions, podcast #35.

And today I want to talk to you about three ways your content can make you king.

And the reason I want to do this—and we’ve talked about this in the past, about how important content is.

Recently I’ve talked to a number of business owners, to have been hesitant to invest in good content.

Whether they pay someone or do it themselves, or whatever.

Now, if you’re listening to this. This is content, ok? I’m going to give you three reasons today why this is so important in your business.

And content has been around since cavemen were painting pictures of animals on caves. They’ve used it to educate, to entertain, the enlighten, to give insights. To promote themselves. To position themselves. All of this is why content is important.

You may think, we’ll I’m just relying on word of mouth. I don’t really need a website, or I don’t need a blog, I don’t need any of these things. And if I do have them, I don’t really need content. Well, you really do.

Here’s three reasons why.

And if you’re looking for ways to build your business.

We’re in a digital world, whether you like it or not. The web are the way things are getting done today. Whether you use your phone to make purchases, or searches or whatever you’re doing.

This is what the web is doing today. And so this is why it’s so important to have this online presence we’ve talked about and why content plays into this so well.

Because it didn’t used to be this way. Think about it. You used to have a store, you used to have to advertise in the paper for a sale, or whatever you were doing. You may have given out business cards or brochures.

You’ve got all of that now and more as an opportunity on the web to promote yourself, to form images, to provide offers to get people to come by, to call—to do whatever you need them to do. You have the tools today.

Now the question is—A–are you going to invest the time and money to do this? One reason I like podcasts, and I’ve mentioned this before—and if you’re listening to this—you’re seeing what I’m talking about.

You don’t have to go find tons of content to make you stand out. Podcasting allows you to just wing it. Like I’m doing, sort of. I have notes and I’ve done this for quite a while.

It allows you to state who you are and come across to your listeners, who you really are—and they get to know you! See the difference?

If I write something, you kind of get to know me after a while—but you don’t get to hear the inflections, the pauses, the nuances. And that’s what podcasting does.

Now, the beauty of this is—this is content! Believe it or not. And this is why I do this with clients—because, #1—a lot of people aren’t doing it. They don’t think about it. This is an extension of my radio background. This is a natural.

I kept thinking, why aren’t more people doing this? They’re coming of age now. We’re seeing more and more podcasting. Video—all of that. I’t one reason why I’m including it in what I do for my clients.

It’s sort of cutting edge even, because not everybody is doing it. And with businesses, small businesses—they don’t even have a website.

So do you see that website—all of this is an extension of your business.

Whether you’re doing it online, or you have a brick and mortar business. Or whatever. And just look at Amazon and what they’re doing. They’e wiping out brick and mortar right and left on the web. Through their platform.

This is why all of this is so important. Ok, three ways your content and make you king—and make your business king.

First of all—it highlights your expertise. Your knowledge. Your credibility. Your believability.

Whether you’re doing it like I’m doing it, I’m doing that right now as we speak. I’m doing it through a podcast. I could write this out. Which I will do in transcribing. So I can get found on the web.

But you can do this to—whether it’s a video or a podcast—or whatever it is. This will highlight your expertise.

It will separate you from your competitors. How do I know that? Because they’re probably not doing podcasting.

They haven’t thought of it, they don’t want to take the time. They don’t know how to do it. That’s what I’m finding in businesses that I work with and talk to. They like the idea. It’s different.

You can do that or you can go search the web for written content—or write your own four thousand word blogpost every week. But I don’t want to do that.

I like to talk and I like to do it in this format to highlight expertise. And transcribe it so it’s in written form. And it gets searchable, searched on the web.

Which leads me to number two—your content will be searchable on the web! It will rank you! If you don’t believe me-just put out some every week.

Fifty-two weeks a year, you’re going to have fifty-two podcasts, fifty-two posts. Whatever you’re doing and guess what—all of that new content is going to be seen by Google and Bing, the search engines. And they’re going to rank it.

And don’t get bogged down on finding keywords, and doing all of that sort of thing. You can do that, and pay a lot of money for it. It’s not that necessary like it used to be. The algorithms have changed. They are looking for a good customer experience—Google is, for their customers.

That’s all you have to worry about. Give good content basically—it will get ranked.

So the second point is, you will be searchable on the web. It’s going to highlight your expertise and credibility against the competition.

The third one is—it’s part of your website, on a blog.

Now, if you put together a website for your business, you may have different, what do I want to call it, products, services. And that’s fine.

But once you list all of that—it’s sort of static. I mean, how many qualifications do you need as a hygenist? Once you’ve listed that—it’s right there on the web. And that’s content. But if you have a blog—and every week you post something new about yourself.

Like I—I talk about experiences about myself that I’ve had with clients. About chamber people I meet. Things I read. Things I hear and watch.

You can do that too. Share your experiences. Share your insights. All of that is content which will make a difference in you vs. your competitors.

See how that makes you stand out? But it’s also part of, in a blog format, your website.

And that is all something I’m going to call a mechanism, a promotional mechanism.

It allows other media, if you’re doing radio, TV, print, direct mail, email marketing, whatever you’re doing. It allows you to direct that back to your website.

Your’e giving them a reason to come there. It’s not just a coupon, this is content that they can see everything you’ve done. And that forms impressions.

Ok, and it’s something of value.

Your content should be something your prospects or customers are looking for or want to know about. Just like I’m doing write now.

If you’re listening to this—you’re doing exactly what I want you to do and why I’m doing it this way.

Because, I want you to come to my site, my blog, listen to my podcast.

And you probably know about it through something I sent on social media. Or a link somewhere. Or you were on my WordPress website and found a link to it.

Something intrigued you to want to find out more.

That, is what all content will do to make you king!

You’ll stand head and shoulders above your competition. Because a lot of them aren’t doing it. And how do I know that?

They don’t want to invest the money as I’ve mentioned or the time.

A lot of businesses, they don’t see value in this. You can get a high search ranking by buying tons of ads, but just putting out good content—it’s automatically going to happen.

It takes time—but it’s a great way to accomplish three or four things with one thing.

And make you stand out and make your content king. So try that. If you have questions, I’ll be happy to answer them.

Once again, you can email me: johnverlin12@att.net or visit our website: www.OnDemandAdvertisingSolutions.com.

We’ll talk to you next week. 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

 

 

On Demand Advertising Solutions Blog: Digital Marketing Update; Seven Ways Your Business Can Change & Thrive Against The Competition, Podcast #34

When it comes to marketing your business, business is constantly changing. More so, in times of uncertainty–change is inevitable.

What can a business do to stay ahead of the game and grow?

Today, Podcast #34 discusses seven ways your business can overcome change and thrive against the competition.

The time is now to begin to prepare as the competition will waste no time.

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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.

Now, enjoy the video podcast!

podcast cover

Marketing Your Business; 6 Ways To Market Your Business Outside Of The Box, Podcast #34!

Host: John D. Verlin

Transcript:

Good afternoon. John Verlin once again with On Demand Advertising Solutions, podcast #34.

I want to start off today by talking to you briefly about a gentleman I talked to last week, who owns a business in the town I live in.

He said, “you know, John, we’ve been talking a little bit about what you do for your business, what you have to offer—and I’m interested”.

He said, “really, what you’re doing is complimentary to what I’m doing with Google Adwords.

“It reinforces what I’m trying to accomplish in search engine optimization, getting my name on lists, everything.”

And I said, “well, that’s a good point. Everything should be complimentary. Whatever you’re doing, radio, tv, print, email blasts, direct mail”. Whatever it is.

Particularly when it comes to content and your expertise—promoting that content and expertise. All of that should compliment one another, because that’s your marketing platform.

That’s the impressions that are formed when people visit your website or see you online. And when they bring up an ad in search in Google Adwords and get to your website. They’re going to see the different links, the different posts you’ve made on your blog.

The video’s, everything, all of that is going to agree with it and yes compliment the money you’re spending on Google.

Because now you have something to show them. It shows your value, shows your expertise. And shows how you’re in touch. And this all leads into what I want to talk about today.

A great post written by Martin Zwilling in Inc. Magazine at the end of September. Seven Ways Company’s Of Any Size Can Achieve Growth In Today’s Turbulent Market.

This could have been written twenty years ago—I mean when isn’t there a turbulent market?

He talks about some really great ideas that we have been talking about in these podcasts.

It goes right in line with what I’ve been trying to share with you about why these various elements about content and promotion are so important.

He’s basically saying that every opportunity today is global, and so is the competition.

How customer expectations are evolving and technology is changing, which is normal.

That has been the case, but it’s forcing companies from little ones to big ones to innovate quickly despite fear of change, uncertainty and doubt.

Evolving customer expectations and technology are forcing these changes.

There’s nothing we can do about it. We either lose customers or stay on top of things and gain them.

Basically we’ve got to capitalize on uncertainties in the market. Instread of letting these unknowns slow you down, get everybody on your team to make a commitment to respond quickly and effectively to these opportunities we’re now having.

He basically says seven things that are great.

Number one he says is embrace uncertainty and risk, rather than repeatibility.

Business have always been consistent to know their costs, their profits, everything.

They’re very consistent. But today, we have to have the ability to anticipate and adapt to change to beat competitors and excite customers.

Number two, he says is to get in sync with customers. How? By customer interaction. Seek direct customer feedback he says via social media and personal interactions rather than old market research.

Products and services should be updated continuously—not just a major annual upgrade. This is fast.

This is why all of this is so important. It’s why I’ve been emphasizing, if you’ve never done any content promotion or marketing or social media promotion—or social media interaction, you need to change with that and adapt.

Because, your methods of marketing have changed.

The print advertising you may have used to have done, or direct mail or email—all of that has changed.

Look at the postal service. You know, almost went out of business. What would that do to somebody who relied on direct mail? It forces you to change rapidly. Faster than your competitors, or they’re going to overtake you.

Number three—continually look outside for talent and technology.

We see that leveraging the capabilities outside of your organization can grow opportunities and reduce risk faster, rather than increasing risk.

Again, it’s keeping those antennas up and leveraging ideas and capabilities outside of your business. Because of these fast changes we’ve got to stay on top of things.

Number four he says, connect with and strengthen your customer ecosystem.

He suggests and talks about a lot of growth companies like Salesforce.com have leveraged value by hosting events and have their customers learn from each other, as well as channel partners and complementary host providers.

So, host events. Have, I guess—parties.

Whatever you feel to get your customers to share with one another.

To interact—and you’re hosting it.

You’re in front of your customers, which they’ll like—but you’re also providing a network—a means of education and learning. You’re the person behind it. And they’ll appreciate it. That’s part of the customer ecosystem.

Number five, create cross-functional teams to create opportunities.

This really is opening up the creativity of your employees. Enabling them to choose their own job, grant them leeway to get the work done.

They need that spark, particularly we’ve read a lot of stories about millennials and how to keep them involved.

This is part of the big thing. Giving them the tools to let their ideas jump out and expand, to get things done. To make them happy. It’s huge…it’s huge keeping your employees happy.

You can get learning, change—all of these things they can be involved with, and it gets them involved.

Number six, pursue growth opportunities outside of your comfort zone. Really, it’s learning new skills, make it a prime thing for every employee to learn a new skill.

Maybe it’s social media. Maybe it’s copywriting. Maybe it’s accounting. I don’t know, but whatever that is, let them cross-train, learn new skills, new talent. So they can be aware and on top of things to help you in this time of rapid change.

And finally he talks about, number seven—recognize the impact of trust on efficientcy and speed.

Take deliberate action to build trust. Be a personal role model. Encourage and develop healthy conflict, debate and dissent. The result is better discussions, more consensus and accelerated business growth.

And, show appreciation, on-going for each employees contributions. It’s huge.

They’ve got to trust you as a leader. But, how many times have you intervened in a brainstorming session? Or cut people off, not letting them finish their sentence?

Or not let them throw out their ideas? No idea is a bad idea. Not ridiculing what they say. Things like that?

You need to encourage debate. You need to encourage dissent and healthy conflict. That’s the only way to get new cutting edge ideas out and on the table. Because you’re allowing each individual persons’ values as well as their learning. And what they see.

It may only take one idea to change everything. And again, showing appreciation is huge. Whether it’s a weekly lunch, a gift card—whatever. That’s a huge thing. It’s a small price to pay to keep your employees happy.

And the objectives of these imperatives is to continuously stimulate fearless growth even in turbulent markets by staying more competitive, fostering innovation and dominating your space.

And…if you haven’t already done it, start.

That’s what I’ve been sharing with businesses I’ve talked to. People who have not only emailed me about these podcasts, but network events I’ve attended. It’s not too late to start, and it should’ve happened yesterday.

I had a prospect call me this week and I asked him, OK, what time frame are we talking about getting started and he said, “yesterday”.

I talked to him eight months ago and he didn’t have a website. This should have happened a year ago. Because of these turbulent times and how quick thiings can happen.

John Verlin, On Demand Advertising Solutions. Love to hear from you. Email: johnverlin12@att.net. Website: www.OnDemandAdvertisingSolutions.com.

 

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

Verlin Studios mock up sharp and smooth

 

Digital Marketing Update; Marketing Your Business, 6 Ways To Market Your Business Outside Of The Box, Podcast #33

Most businesses rely on referrals and word of mouth advertising. But when it comes to getting new prospects–it’s not always easy to find them.

on-demand-advertising-solutions-newsletter-card-image1In Podcast #33, John Verlin discusses 6 Ways To Market Your Business Outside The Box that will build customer engagement and provide an on-going online presence for good or bad times!

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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!

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!

podcast cover

Marketing Your Business; 6 Ways To Market Your Business Outside Of The Box, Podcast #33!

Host: John D. Verlin

Transcript:

Good afternoon. John Verlin once again with On Demand Advertising Solutions, podcast #33.

I wanted today to talk about a good article I saw last week in Entrepreneur magazineonline by a guest writer named Dan Stalco about 6 Ways To Think Outside The Box in marketing your small business.

And what I’ve been saying over the last six or seven months in these podcasts is similar to what he’s talking about.

He has a couple of other ideas I’d like to share with you.

Before we get started, I wanted to bring up a quick question to you. How do you use the media today?

How do you use social media? Well, the reason I’m asking is I want you to think about this, because today my girlfriend and I are going to a Ciderfest.

And we knew about it, found out about it on our smartphones.

It had a map of how to get there. It dawned on me how often we’re using this. She saw it advertised on social media from a post.

Had that not happened, I never would have known about it. It was on Facebook in her city.

So, had we not been following or liking social media, we would not have known about this event. So we’re looking forward to go to it.

And I’ve also started, well I’ve “liked” my sister in law’s daughter. It sounds kind of funny—but she has been posting on Facebook almost everyday. And this isn’t just, “oh, here’s a picture of my daughter and I”.

It’s “oh, how do I get over this headache?” What do I do about this? She lives her life through it. Now I don’t do that.

I will post every now and then on Facebook or something personally. Photo’s of my cats, some place I’ve been, whatever.

But there are—and I don’t know how many under forty year olds, post regularly. And they live their life through it. I know that sounds crazy but that is the reality. And if you’re younger—it’s just he way it is.

I actually came back from a walk out in a park today. Two girls were sitting on a rocky trail I was walking on, in the shade, looking at their smart phones. Checking stuff. I didn’t say this but I’m thinking, shouldn’t you guys be out walking getting some exercise instead of sitting under a shade tree on a walking trail on a park looking at your smartphone?

That shows you how engaged people are with these things.

So, six ways to think outside the box in marketing your business. First one Dan says is to get personal.

Everyone loves to hear there name. We all know this. Sometimes we forget about it. Let me give some examples—like personalized M&M’s. Like, John—here’s your M&M’s.

Or Coke will have “America” or the name of a sports team or something to get personal to target who they’re trying to reach? And that is always there.

You know, high school football teams, basketball teams. They associate with the name of the team. Because it’s the name of their team.

Well you can do the same kind of thing with your products or services for your customers.

You know, to the Kansas City Missouri Chamber folks—welcome!

Get a 10% discount. Whatever that is, the more personal you get the better? And I think this has gone back for years. Everyone wants to see their name.

If you can do that. Maybe get a birthday cake—Mary, happy25th birthday! She’s thrilled because her name is on it. So that’s the concept.

The second one is to promote customer engagement.

Now this is what we’ve talked about with social media. He talks about having a “selfie” campaign and you can encourage people who are following you or liking you to tag your business.

Or post it or re-post it. You can add a prize component. Do this, enter a hashtag and you’ll be entered in our drawing, raffle or a hundred dollar gift certificate. Whatever you want it to be.

Promote that type of engagement so that they will want to forward it or share it with fifteen of their friends.

To get more mileage out of your social media. And it ‘s great for marketing. It doesn’t cost anything and it makes them feel instant worthy.

Photo ops—I think of the CEO, John Legere I believe his name is with Verizon (oops, T-Mobile!)

He’s got a picture of him in all of his social media posts travelling around the world from meetings and different things. He’s with mascots or whatever.

He’s always wearing that magnata—or pink I guess. But that’s an example.

He’s using social media to promote a selfie in all of these things so you remember.

The third thing he talks about is saying thanks.

We forget about this sometimes but thanking your customers. TD Bank found that 17% of consumers like when brands demonstrate their appreciation.

Well, it’s not real hard to figure that out. We sometimes forget them.

And if you’re a small business your customer base is huge—meaning it’s very important. They need to be thanked.

You can do that in a variety of ways obviously. Send them a gift card. A discount on their birthday. I think about Baskin-Robbins.

I’d get a free ice cream cone on my birthday. As a kid I’d go there everyday (year) and I was looking forward to that.

What a great opportunity maybe to do that.

We’re going to give you a free something. Buy one get one, whatever on your birthday. Personalize it like that to thank them for being a good customer.

And guess what? Is the competition doing any of this? That’s something to keep in mind.

The fourth thing he talks about is to develop a loyalty program.

And particularly if you’re losing customers, you’ve got to establish a way to cultivate repeat business.

He says that 80% of Gen Z consumers are willing to sign up for a loyalty card in exchange for deals and discounts. It could be anything like a punch card, an app—I happened this past week to download a McDonalds app. I felt kind of silly but I did it to get a free sandwich.

I’ve yet to see the free sandwich on the app (I eventually found it). I fell for it. That’s an example. Download your app, give them a punch card. It could be a membership in a reward program to keep them coming back.

McDonalds is actually a great example. Buy five frosty’s get one free.

Utilize Linkedin—that’s the next one.

Linkedin is probably not used as much as other social media but it is for small business. I use it everyday along with Facebook and Twitter. Occassionally Instagram for posting my business.

I post everyday on Linkedin. Because again, it’s going to be small business owners who might need my services that will see what I’m posting.

And you don’t need a who lot of return on that.

I had a lady earlier sent me a message wanting to be in my network, my group.

And that’s another thing he talks about on Linkedin is creating groups where you can reach out to other small business owners and prospective customers in your area to get involved in your group.

And you’re posting things of interest. Maybe its an art group or a marketing group.

And finally, the last thing he says is—and this should go without mentioning…but survey your current customers.

Ask them, what do they like? This again, it all comes down to the customer experience. Enhancing that.

What is it they like. What is it they want more of? This is all critical. To be able to get in front of them with your marketing to make an impact.

So just survey them. Again you can include like a raffle type component in your survey.

You’re going to give away a $100 gift certificate or whatever and they’ll be entered in that. But that’s really critical.

We’ve talked about this in the past but it’s all about getting to know the customer, staying in front of them, communicating with them.

I sent a post out scheduled for a couple of days. And this really is true. You think about your business.

How good are you in your business or products in compared to your competition, in your mind, number one. Number two, how good are you?

Well, you may be great. You may be number 1. But guess what? It doesn’t matter if nobody knows about it.

And that’s why all of this is so important. They have to know.

They have to know what you’re offering.

They have to know why you’r so good.

That’s why you have to build a marketing platform. To establish your credibility. To establish your trust. They feel better about you.

Then all of your marketing and advertising zero’s in on that to build that experience with them so they’ll want to do business with you and come to you not the competition.

John Verlin, On Demand Advertising Solutions. Email me at johnverlin12@att.net or visit 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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Digital Marketing Update; Marketing Your Business. I Just Took A Swipe At My Phone Carrier With A Four-Paragraph Rant, Importance of Social Media In Your Business. Podcast #32

In this new day and age of social media–one of the most important aspects for business owners is to pay attention to customer issues posted on the likes of Facebook, Twitter, Instagram, etc.

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

Case in point. In past podcasts I’m discussed the importance social media plays in small business (even though many owners haven’t adopted it in the marketing yet).

Today’s Digital Marketing Update podcast discusses a real-case scenario albeit with a large phone carrier why this is becoming more critical for all businesses to pay attention to with their communication.

Most customers when satisfied with your service or product may never really tell you, or even rate you (unless you follow up and ask).

But when they are unhappy–they now have more than just a backyard neighbor to go to in venting their frustrations and dissatisfaction.

yelling

After cancelling a 24-month iphone 7 lease contract after it was paid up—and returning the phone to my carrier, I was charged a full months service+lease fee on my credit card.

This didn’t really surprise me, but I was only three days into the new billing cycle–but was billed for the entire month. So I thought I would go the social media route after I had talked to two people who said they would credit me back $53.

Here’s the original post I made on Facebook and their response. Now, imagine this is one of YOUR customers and you have over 1000 likes on your business Facebook page.

How would you feel and what would you do?

That’s the subject of today’s video podcast.

Here’s a screenshot of  the post and their comments:

sprint post

TEXT:

John David Verlin to Sprint
21 hrs · 

Sprint using deceptive billing practices, charging for a full months usage even though only 4 days were active in new billing cycle prior to cancellation? 
\
Here’s my vent.

Sprint has an opportunity to do the right thing with a KC customer.

Ended my two year iphone lease with them after lease period was paid up.

Was told I needed to pay anotehr $143 to “own” the phone.

Battery was dying otherwise I would have stayed with them especially since they were going to go with $35/mth free talk/text and up to 2G data plan rather than $60/month.

All I really wanted was to spend $100 or less on a new phone and a $35/mth plan (which I did get with a prepaid carrier and up to 5G data)! Many of these prepaid phones are Android perform similar to my $650 iphone 7s.

However, I noticed that after four days into my new billing cycle, i decided to cancel and go with a cheaper phone on prepaid. Then i saw an $87 charge on my credit card. when I call to talk to a rep–I told them that i cancelled after four days but they still charged me for a full month.

I was passed upward to another person who said that they would credit my card on Sept. 10 (today) for $53 (which is still not enough because prorated it was $2.90 per day or $13, not $33). I was told they needed my “phone” approval before they’d credit my card and i would be called today at 10:30a CST per my request.

It’s now after 10:50a and no word from anyone–which is leading me to post this.

IF THEY JUST WOULD HAVE TOLD ME UPFRONT–“sir, we’ll pro-rate your bill and only charge you $13 since you cancelled after four days into the new billing cycle and returned your phone two weeks ago…”

THIS WOULD NOT BE NECESSARY! SHAME ON YOU SPRINT!

This action would separate you from your competitors when it comes to how you treat customers.

Now, over 3.5 million “likes” are reading this on social media and my guess is others will chime in.

Is this how you want to be seen by customers?

This is why it’s crucial in this day of social media to be proactive in treating customers right!

I will UPDATE this post once I hear back from them.

 
 
 
Comments
Sprint
Sprint John David Verlin – Apologize for the inconveniences, we’d like to take a look at the situation, please send us a Private Message for further assistance. -Paola C
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 · Reply · 20 hrs

Manage

John David Verlin
John David Verlin Would appreciate getting my credit card credited back the last month pro rated fee. Thank you
LikeShow more reactions

 · Reply · 19 hrs

Manage

Sprint
Sprint John David Verlin – We’d like to review the status of the situation. Please send us a Private Message so that we can further assist you. Just click ‘Message’ at the top of our profile. -Paola C
LikeShow more reactions

 · Reply · 18 hrs

In the first hour, there were 38 responses to my post. They have over 3.5 million “likes” on Facebook that were exposed to this message.
Most of those comments were angry at Sprint and I just opened up a small can of worms. I realize this is small potatoes for a huge corporation–but competition is fierce among carriers–no different probably for your business.
The key is to answer it swiftly and turn it into a marketing/sales opportunity.
 

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 Business; I Just Posted A Four-Paragraph Rant With My Phone Carrier, Importance of Social Media In Your Business. Podcast #32!

Host: John D. Verlin

Transcript:

Good afternoon, John Verlin with On Demand Advertising Solutions with Digital Marketing Update, podcast #32.

I’ve entitled this—I just posted a four paragraph rant against my phone carrier, the importance of social media.

Today ironically is the day Iphone 8 came out and the Iphone X at Apples big event and announced their new products. Which ties in to my rant basically with my phone carrier.

I’m kind of looking at this as a “teachable” moment.

And I’m seeing myself as more of an educator to business owners as well as a marketing individual, consultant.

But I’m having to educate as to why all of these elements tie in together in marketing, social media, your regular advertising, PR—all of these facets work together to create your branding platform, your marketing platform.

I had recently ended a twenty-four month lease on an Iphone 7 with Sprint.

No problems with the service, but the battery on the phone seemed like it started to hold less of a charge for what I needed.

I began to think maybe it’s time to trade up but I didn’t want to spend $700. So I decided, you know what, I don’t need all of the bells and whistles.

My actual usage has gone down than it was a year or two ago.

And I began to highlight like most of us do what the real features are that I really wanted.

So, bottom line is, I contacted them and they said, “yeah, your $87/mth fee is no longer applicable. It’s now down to $60/mth since you’ve finished your lease.

But, if you want to buy the phone, you pay $143 more and you own it.”

Or, “you upgrade to a new Iphone and that’s another $33/mth, on top of the $60/mth for up to 2gigs of data.

So, I thought about it and after 2-3 days, I decided I’m just going to turn it back in. I’m gambling on how long that battery is going to last cause the phone is sealed.

I’m just going to go ahead and get a $100 phone.

And that’s exactly what I did. And I love it! I actually got two phones. A $100 one and a $50 one to play around with.

Both have Android, same apps, same everything.

I kept the other one as a backup when this one dies, because I can change the battery in it, which a lot of these you can’t anymore.

But this is an older phone.

Brand new though. I went through a prepaid carrier. Virgin Mobile which I believe runs off of Sprints tower.

Basically I’m going from what I had to a lower cost plan, $35/mth for 5gig data which is four times more than I was using.

That was what I decided. I went ahead and sent the phone back to Sprint. Three weeks later, I see a $87 bill on my credit card.

I’m a little baffled, because I had paid everything off. I had sent the phone back and now they’re charging me for another month.

So I contacted them. Talked to somebody for twenty minutes.

They shifted me to someone else who, after waiting thirty minutes said, “we’ll go ahead and credit you $53 of that $87 because you were actually three days into the new billing cycle.”

And I thought, oh—ok. On September 10th, we’ll go ahead and credit your account. So, I’m waiting. Two weeks later I’m thinking I’ll be I won’t hear from them. We’ll guess what—I didn’t hear from them.

So I put it on my calendar and I thought—you know what, this irritates me. It’s not the money as much as the principle.

I came up with a four paragraph rant. I was going to wait to 10:30a CST (when they said they’d call). Then I was going to post it on their Facebook page.

And I have this as you can see on this blogpost. You can see the rant that I posted. After I posted it—within five minutes they responded.

“Please contact us through private messenger”. Standardized message. But there were 38 responses to my comment. I don’t know how many there are today.

It’s a few days later, I’m sure there are quite a few more.

People were going off on them, all this kind of thing. But I want to talk about why this is important for your business.

We sometimes overlook social media. We think, I’ll get around to it. I’ll post every now and then.

The problem is—if you have a guy like me who is not happy.

And I went ahead and conjured up a four paragraph negative post—basically accusing you of account misrepresentation and possibly fraudulent billing practices.

And that gets in print in front of their 3.5 million likes on their Facebook page, what do you think that’s going to look like? Do you think they really care? Maybe, maybe not.

But with that many people viewing that kind of commentary, from customers, that can get around.

That opens a can of worms. It could open a can of worms. And probably, realistically, they know most people are in debt and don’t looks at things, and they can go ahead and slip in that $87 charge.

Nobody is going to notice and they’ll pay.

And that irritates me.

Because I think that’s exactly what happened.

And particularly they say they’ll get back with you and put that back on your credit card.

Never heard a word. That irritates me even more is why I did this.

Why is this important?

Well, if you’re opening yourself up to not knowing what your customers think about you, your products or services.

And you don’t have some sort of engagement on social media.

You’re doing a couple of things in my opinion. You’re not able to get feedback from them. Good or bad.

But you’re not engaging them early on as we’ve talked about on other podcasts for future for growing your business.

Now, yes, you are going to get people upset—they’re going to rant.

But guess what? This gives you a chance to get back with them.

Find out what went wrong. Correct it. And this is all part of your marketing platform, because people will see that you’re engaged.

They see that you care about them. They see that you’re wanting to make an attempt to correct things.

And that’s all a part of your brand image.

Now, if you don’t have a Facebook business page, or a Twitter page or any way for them visibly online to get in touch with you, they’re still going to make the rounds.

At a chamber meeting or over a fencepost. At least by having some sort of engagement with them, you can prevent these kinds of things from having a backfiring effect on your business.

And you know that Sprint and all of these phone carriers are out there spending money to compete and bragging about how many new people they just got.

Well guess what.

If Sprint were to have read what I said. What I really wanted. They could take what I’m saying and turn that around and make it part of their marketing.

Well, the guy wants a $100 phone with a $35/mth plan—well, we already have a $35/mth plan. We can go ahead and match that with the competition.

Maybe we offer another type of phone or whatever—not to cannibalized prepaid businesses or whatever, that we let them run on our service.

Maybe we offer another option. If they get enough of these.

People saying I don’t want to spend that much.

I have a feeling we’re going to see more of that in spite of this Apple new release with the higher price tag.

I have a feeling there maybe some pushback or kickback to that.

They start to say, well the customer is telling us what they really want.

That’s how you can use that negative feedback you’re getting to turn it around. Maybe you don’t even have to do a survey anymore.

Just monitor your Facebook page.

The comments people are making. Answering them and getting back with them. Then turning that around to make it a marketable opportunity.

That’s what I’m talking about.

Now, Sprint can make this right.

By simply getting back…”we saw that you only used three days into your new plan cycle. We apologize (which they already said) for inconvenience.”

And what if they were to take that as a part of a marketing campaign?

We will not charge you for a full month usage—and we will prorate usage into the time, prior to cancellation if you ever do. We’re making it right with you.

What comes to mind is this big Wells-Fargo fiasco.

Where they made up accounts.

Charged customers for unknown accounts they didn’t even know they had. A huge, gigantic, fraudulent…I can’t even imagine anything worse.

As big of a bank as they are to stake their trust, reliability and reputation with their customers to so mislead them. To brag about it. I don’t quite get it.

At any rate, here’s four things why this is important for you to consider for your business:

Engage in a Facebook business page oer Twitter page. Start that engagement process with prospects and current customers.

Monitor the pages on a regular basis.

See if there are any questions or comments that you can respond to.

That’s again, part of your marketing platform. It shows people you care, you are engaged and you are alive.

You’re not hiding behind a website. Or hiding behind an unknown phone number. That you are for real.

You are answering them.

In answering questions and complaints, try to make it personal.

I know if you have a big business and a lot going on—well maybe it’s time to hire somebody in-house, or freelance it to a social media marketing person or agency. Because you need to answer these.

If you let them hang out there, and people see they were never answered, and it’s over a month old—a day old, two days old, three days old—that’s unacceptable.

That forms the brand impression on the marketing platform I’ve been talking about. And they are going to assume things about you and your business.

And finally, learn from this and incorporate this and what they’re saying into the marketing to enhance the customer experience.

This is what everybody is spending money on with artificial intelligence and data and all of these things is to enhance the customer experience.

That’s what it’s all about. I guess if you’re a big CEO and shareholder value and all.

It all comes down to that bottom line, the customer experience.

And you can use social media with the positive and negative comments on it from your customers and prospects to enhance that experience with them in a positive way to grow your business.

So, read my rant.

You can see what I was upset about. I spilled it out.

People jumped on my rant comment to respond and they were angry about other stuff. It opened a can of worms.

In the big scheme of things with all of the customers that they have it doesn’t really count much.

But, for a small business, you have a couple of customers doing this—this could effect your business.

So those are four things I wanted to leave with you to consider starting a Facebook business page or Twitter page. Start engaging prospects and customers.

Build a relationship with them by consistently posting. Responding to the questions and complaints.

Learn from these comments, questions and complaints. Incorporate it into your marketing to advance the customer experience.

John Verlin can be reached at johnverlin12@att.net.

Website: www.OnDemandAdvertisingSolutions.com.

And we’ll talk to you next week about more on demand thoughts, ideas and comments! Have a great day!

 

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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Digital Marketing Update, Marketing Your Business; Is Your Business Ready For Voice-Enabled Shopping? Podcast #31

It’s the future of customer purchasing as foretold by Google, Amazon and Samsung.

In this video podcast, John Verlin discusses why an online presence is so critical for businesses to take advantage of voice recognition ordering–think Google Home and Alexa on Amazon Echo.

on-demand-advertising-solutions-newsletter-card-image1Getting listed in search engines with an online presence is more critical for service businesses on sites like Google My Business, YP.com, etc.

Without a web listing–voice recognition purchases will not be feasible as there will be no data for search engines to find your business.

Quality content can help you get found in the search engines as well as engage your customers and prospects.

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!

podcast cover

Marketing Your Business; Is Your Business Ready For Voice Recognition Orders? Podcast #31

Host: John D. Verlin

Transcript:

Good afternoon, John Verlin with On Demand Advertising Solutions with another Digital Marketing Update, our 31st podcast.

I’m kind of excited about today’s topic. I noticed a post last week by a gentleman named John Swanciger, he’s the CEO of Manta.

I’m entitling this “Is Your Business Ready For Voice-Enabled Shopping?” It’s sort of he’s predicting the future. Because Walmart, Google and Amazon are changing the way we shop.

And he’s sort of defining what this will mean for small businesses. Or businesses in general.

In the past I’ve talked on various podcasts the importance of being searchable on Google and having a web presence.

And again, I’ve talked about too how a lot of small business owners aren’t really keen on
even having a website.

Well, what he’s talking about it’s pretty much where it’s all headed. And why you need to have not only a web presence, but a searchable presence that can be accessed through voice.

Three things he’s talking about. He’s saying that we have now and Google Home. These are voice assistants. Where you ask Siri about the weather. It’s all voice-enabled software but it’s getting better and better.

This is where it’s all headed with Amazon Echo, Google Home speakers, even Samsung is coming out with a home smart speaker.

Well, we’ll be ordering products by just saying, “Hey, Alexa—get me a plumber”.

You better hope your plumbing business is listed in the search engines to come up when I throw that out by my voice for Alexa to pick it up.

This is why an online presence is becoming more and more important for small businesses.

He goes on to talk about now how smartphones are pretty much everywhere. Touchscreen, keyboards not a great way because you have to input that in text.

But also the fact that if you’re driving hands free—it’s all moving towards voice-activated searches. And ordering through voice-activated.

Twenty percent he says of mobile searches on Google are now done through voice. I just recently got a new, actually older smartphone through a prepaid servce—and I just clicked on the Google mic and said, “hey Google, find me a pizza place”. And boom—five pizza places near me. Fast!

So, I’m already experiencing what he’s talking about just on my own little phone. In the past, he brings out that the voice recognition was limited by the accuracy of that software. Maybe seventy-five percent accurate.

I suppose Siri had issues. Or Google’s assistant had issues when you tried to say something they didn’t understand it.

Voice-enabled shopping is the next logial step. Don’t bother writing a grocery list he says, just shout out what you need and Alexa or Google will do the rest.

They’re getting better at recognizing voices. So, how can you as a business owner benefit from this?

The first thing he talks about is be familiar with the technology.

Start using Google Home or Amazon Echo so you can understand how that interface works. He suggest to start syncing your calendar to get voice reminders of appointments.

There’s a Rhino Fleet Tracking Skill to follow locations of drivers for deliveries. Or use Shopify Skill to track inventories and orders.

Again it’s voice recogntion technology that you can become familiar with. Now to use voice-enabled shopping, you need to become an Amazon Marketplace seller. This is for selling products.

Because listing your products on Amazon will give you access to Amazon’s consumer data and their distribution muscle. It’s also going to allow your customers to place orders with a simple verbal request on their Echo devices.

So, that’s why if you’re selling products in general, get listed on Amazon as a marketplace seller. Even with local businesses.

You can be listed on Amazon and people can vocally order. And they will recognize that local business for them to order.

You’re taking advantage of their data and their distribution.

Now, if you’re a service, like I am—plan to have your business listed on online directories used by the search engines.

For example, I am on Google My Business. There’s Bing Places, Foursquare, City Search, dozens more. I’m on Yellow Pages—YP.com.

Consistently having this type of information, your name, address and phone number on these sites that you’re a local business, you’re legitimate and you’re alive.

And I brought this up a few podcasts ago about being listed in search engines and owning that first page.

Google My Business was one of the top things on my search that came up for my business. If you’re a service or you’re selling a product—whichever, make sure you’re listed on these directories.

These are used by the search engines. You may say, well, I really don’t need a web presence—well–it’s going in that direction—you really do.

Because, when this voice-enabled ordering takes place—you better be thankful you’re on that search engine and showing up, otherwise you’re going to be left in the cold.

And he talks about the future of shopping is ready to be “heard” .

He even suggested about how, in his family last Christmas season—all of them sat around talking to the Amazon Echo.

And every one from kids to grandparents knew how to use it. It’s intuitive.

You just blurt out whatever it is…tell jokes—whatever and it recognizes things. So it’s moving from computers and mobile devices to voice.

And completing a purchase he says from Amazon is as simple as saying a few words.

And that Walmart and Google are catching up with this. To stay competitive, you as a business owner need to pay attention to this trend.

This is what I’ve been talking about of where all of this is going through online searchable content to be listed highly on search engines.

It’s why we recommend a three-point strategy to be noticed locally but also in the search engines. Because it’s all part of the marketing platform.

John Verlin, On Demand Advertising Solutions.

I’m keeping it short today. I wanted to just cover this and we’ll be talking more about this technology as we move forward and how you can implement this into your business.

Great post, it’s in Inc. magazine for September 7th, 2017 and I hope you get some benefit from that.

If you’re not on the web—have a web presence. A simple website.

Mine is on WordPress. You can do a simple site on WordPress. I’d recommend going beyond just a Facebook business page.

But again, that’s great, but see where this trend is heading.

Pay attention to the trends. Because if you don’t, guess what? Your competition will! And they’ll be one notch ahead of you. And that’s why this is so important.

Get hold of me at johnverlin12@att.net.

Website: www.OnDemandAdvertisingSolutions.com.

Send me questions, comments, whatever—love to hear from you. 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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Digital Marketing Update; Marketing Your Business, Is Your Business Marketing Prepared For A Disaster? Podcast #30

As you pursue and plan the marketing of your business, ask yourself this question: is your business marketing prepared for a disaster?

In this weeks video podcast,  the week of Hurricane Harvey gives all business owners pause to play “what if” scenarios and how their business will respond to customers.

on-demand-advertising-solutions-newsletter-card-image1John Verlin discusses why this is so important with a case study of a financial institution facing a venting customer due to a systems upgrade fiasco.

Prevention and planning are the best medicine for keeping your prospects and customers aware and engaged.

It underscores the need to provide regular updated content, monitoring and engagement.

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!

podcast cover

Marketing Your Company; Is Your Business Marketing Prepared For A Disaster? Podcast #30

Host: John D. Verlin

Transcript:

Good afternoon, John Verlin with On Demand Advertising Solutions with another Digital Marketing Update, this is our thirtieth podcast.

And today I wanted to talk about, is your business marketing prepared for a disaster? Now I know that that is a pretty dismal subject, I touched on this idea about a month ago in another digital podcast.

Preparing for crisis and things like that. Today is the Friday before Labor Day. And last week, Hurricane Harvey hit Houston. Massive flooding, massive loss.

So I thought I would address this a little bit because several things I experienced this past week reiterate the importance of it.

I talked about in my last podcast about when Voyager I and Voyager II were sent out by the Jet Propulsion lab in Pasedena—they had to come up with a lot of “what if” scenarios in planning before they sent them out.

And this is part of planning. Every business as far as I’m concerned has to have some sort of plan. An evergency plan. OK, what do I do if such and such happens? Such as a flood, or a tornado? Or a natural disaster? Political uncertainty? Whatever.

This is important as you’ve got to have some sort of plan with your marketing. How are you going to respond? What’s going to happen if your database or customer accounts are breached? How do you respond to that?

A whole scenario of things could happen. But it’s good to have some basic rules to live by so to speak as far as how you’re going to respond in your marketing.

Now case in point, one of my clients, financial institution had an upgrade to their systems. They didn’t send out any heads up so to speak.

And unexpectedly I guess there was a two or three day delay and their online banking was down. While they’re an online bank and naturally customers were concerned because they couldn’t access their accounts.

Now this possibly could have been prevented with a little forsight in communicating with their customer base and prospects through not only with secure messaging, but emails and social media posts. But it was done after the fact.

And there were several negative comments on their Facebook page which were correctedly answered by their social media person and compliance person.

But one comment is all it takes indicating that this is unacceptable. And suddenly, you have people they are trying to get as customers by spending money, read that and form an impression and an opinion.

But that’s just one example of one issue that came up which wasn’t really planned for. Well now they have a complaint scenario when they get issues upfront that they may suspect might cause problems.

They can go ahead and make posts on social media, on their website, on their online banking, in secure messaging, through emails to their customer base. And pre-plan this in case something might happen.

Now, why do you need social media? And this is kind of what it’s coming back to. Because that’s real time communication. And you can get on it right away to get to your customers and prospects with updates. Now you may think, well millennials use a lot of social media.

When the Houston flood hit, my 73 year old cousin went on Facebook, thanked everyone he’s connected with about their concern for him. And he said “my back yard hasn’t flooded yet, but it doesn’t hold water well, but it could. And I’ll keep you updated.”

Perfect example of staying in touch, putting an update on social media in real time. And this is why businesses needs to be engaged now, before an issue arises that you have to do something.

See what I’m saying? And this is why I’m advocating for all small businesses to start a social media program, whether you see tangible results right now or on down the road. But you should.

Well, you might say—and I did get an email from a listener last week—and I’ll just call him George. George, I want to respond to your email.

He had asked me as a small business that he didn’t have money to spend even part-time to do his social media, etc. And that’s fine. If you have a referral base where you’re getting customers and doing well—there’s no point in changing anything unless you need to in making an investment.

But know that—and this was the point I was trying to make in several podcasts recently—it’s moving in this direction with smartphone techologies. More and more people are doing social media and responding to it.

It would behoove you to not put it off basically. And this hurricane situation is probably a really good example. A lot of people stayed in touch on social media. Letting relatives know how they were doing, asking for help. A lot of things like that.

So, it’s probably a good idea George to go ahead and make some investment, whether it’s your time, a family member just to get something going on whether it’s Facebook, Twitter, Instagram, Pinterest, etc. to have a presence.

Now, you may not have a website—and you can maybe do that ok for a while. But this is where kind of the rubber meets the road. And you have to make that decision.

Do I need to go there yet and start a program with social media? Or should I wait until something does happen? It’s kind of up to you.

I understand the investment issue and all of that. But this is a good example of what can happen—and there are businesses that have had damage done because they couldn’t respond quick enough to customer complaints on Facebook or perhaps Twitter.

That’s the point.Is to engage your customers and prospects prior to any issue happening.

And the moral of the story is that you’re going to build your business. That’s the whole point of it. To build your business by engaging consistantly with them.

Because we’ve never had this capability before without doing some sort of customer survey, phone calls or a party…or something to get in front of our customers.

Well now we can do it through social media.

So this whole idea of changes going on that could reflect your relationship with your customer. Whether you’re advertising in print right now, or radio, TV, direct mail. Great, keep doing it. This is all part of your marketing program.

It’s just one more element that you can access quickly. And change quickly if you have a person in-house handling your social media and content—or you’re doing it yourself or you freelance it or hire an agency of some sort. This can turn on a dime and that’s why it’s so important.

Because not only can you engage people on a regular basis, but when you really need it—and upgrade happens and you didn’t warn them and you get complaints. You can pre-empt this. A little planning, a little forethought and you continue to build your business without facing any damages so to speak.

So, that’s kind of the story I wanted to talk about today and that is the idea that preparing your business, your marketing or issues such as a disaster that come out of the blue.

Now once that passes, if you have an engaged platform—a marketing platform that I refer to—you can get back in touch with your customers, thank them for their business and I’m sure they will respond.

Glad to know your opening again soon. Felt terrible about the tornado that hit your area…thanking you for keeping in touch, that kind of thing.

That’s worth a lot. Because you’re still engaging your customers. You’re also staying ahead of the competition by letting your prospects and customers know through your social media platform that you’re still in business.

Because your competition can jump on this and say, we’re still open! And they can wreak some havoc if you’re not in touch with your prospects and customers.

So my point is, it’s just a good, common sense business decision. And from my perspective George, in answering your question, I know costs are involved, but pre-planning your marketing should be involved too.

And whether this is involved or you’re doing direct mail or whatever your planning is, I’m sure you’ve thought through that and made investments and budgets. Well, this is a great example that this probably should be included fairly soon.

Particularly as more and more people are moving to these smartphone devices to access websites, Facebook, Twitter, Instagram, Pinterest. More and more people are doing this. So, probably a good idea to do that.

John Verlin, On Demand Advertising Solutions. Email me like George did at johnverlin12@att.net. Website: 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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Digital Marketing Update; Marketing Your Business, As In Boxing–Can Your Business Go The Distance To Defeat The Competition? Podcast #29

When it comes to marketing your business, as in boxing–can it go the distance to defeat the competition? (on the aftermath of Mayweather vs. McGregor bout)

Today’s podcast discusses 3 questions you need to answer in planning for your victory:

  1. Do you have a game strategy to defeat or upend your competitors, or are you winging it month to month?  (Mayweather’s–use defensive tactics with jabs to wear out opponent then attack in later rounds)
  2. If price isn’t a valid differentiator–what will you do differently to stand out from the competition?
  3. Are you relentless in promoting your business with your value proposition?

on-demand-advertising-solutions-newsletter-card-image1It underscores the need to provide regular updated content, monitoring and engagement.

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!

podcast cover

Marketing Your Company; As In Boxing–Can Your Business Go The Distance To Defeat The Competition? Podcast #29

Host: John D. Verlin

Transcript:

Once again, good afternoon, John Verlin with On Demand Advertising Solutions and another Digital Marketing Update. This is podcast #29.

This is the day after the Mayweather-McGregor fight. I had several anologies come to mind that I was pondering thinking about the fight, the hype and everthing afterwards.

And that is this—and I’m entitling this, As In Boxing, Can Your Business Go The Distance? 3 Questions You Need To Identify To Defeat Your Competition. You need to answer.

And that is this—number one, do you have a strategy? A plan of attack? Mayweather’s was to be very defensive, wore out the opponent which is what happened and did happen in all of his fights.

But, do you have a strategy?

Have you actually sat down—and I say this because a lot of small businesses, when they go to get a loan have somewhat of a strategy.

The banks typically demand a pretty thorough market analysis, competitive analysis…things like that.

A lot of times that can get pushed aside in day to day situations. Do you have a strategy? Are you working it? Implementing it?

Another question is—ok, so what if price doesn’t really matter?

What are you going to do? If you’re competing say on price with your competition, what if the market says that price isn’t that much of a factor?

And the third one—and I’m going to give you some examples of these, how relentless are you in promoting yourself against your competition?

Or do you just give up? Or do you just assume the good times will continue to roll?

Ok, first one, do you have a strategy?

And as I’ve mentioned in other podcasts, a lot of small businesses I talk to and professionals, really don’t have—and I guess it comes down to is measuring the market. What the market is demanding?

Recently, there was a great post by Elon Musk’s ex-wife. She talked about what it takes to succeed (and be a billionaire). She really gave a great answer I think.

She said to find two areas that you’re really passionate about and good at. She mentioned business and engineering of her ex-husband I imagine.

And then in those categories you’re interested in—your expertise is in, find a missing area that people are in demand for. That they want passionately.

And then merge those two categories together to create new industries. And I guess that’s what Elon Musk has done.

Who would have thought or even planned on a new business and develop a new space suit to go to Mars?

Now that takes some vision in my opinion! How do you know there’s a market for that today in 2017? Or you just put some money behind a hobby because you have some interest—or you’re raising some.

So, do you have a strategy for your business? And put it in writing of course.

A lot of businesses, I saw recently an infographic that said that success is this vertical or this angular straight line upward. But it’s really a mish-mash of lines cris-crossed, etc.

And a strategy at least gives you a written plan of attack to to speak. Just like a boxer. They have to have a strategy as to how they’re going to go after this person’s weaknesses. How am I going to manipulate it? Work it, whatever.

Now, the second point I want to make here is that if price isn’t an issue, what are you going to do to be different?

A recent case in point—I bought a smartphone, a pre-paid smartphone because I was tired of paying for a lease that ran out. I just wanted to keep it simple.And I paid $100 for a new ZTE smartphone. One that I actually really like. Very functional just like my iphone.

But there was an LG, a little smaller for $50, half of what I paid for this new one. As I read the reviews which I saw on cnet and pcmag.com—I saw that it has an 8mg camera and 5mg front facing.

The one I have has a 13mg camera back facing and I think 5mg front facing. The review said that the camera shots were ok—but a little fuzzy. And the battery had some issues.

The one I have as a large one and the battery is great. So even though I contemplated spending half, $50 rather than $100—it doesn’t really matter if it’s not giving me what I want.

So, if you can’t really compete on price because you’re not giving the market what it really wants, the value, what good is it? So these things have to be thought out and thought through. Because price isn’t always an issue.

And a lot of businesses think, well, I’ll just offer a dollar off and get more business.

Not if you’re not meeting a need and offering value. Another thing to consider in trying to defeat your competition.

And finally, how relentless are you? Just like a boxer. Going in, weighing the situation. Having a strategy and going at it and not giving up.

They take a beating and get worn out and all that.

Again, it’s sort of a similar thing.They’re being scored on how many solid punches they’re getting. And their score can outscore the competition in the long run if they don’t knock them out, they can win by a better score.

It’s kind of that way with business. You may not defeat the competition, but you may get greater market share. Because of the strategy, how you’re implementing things. How relentless you are in going after business and promoting yourself to get that business.

So, it’s just interesting. And another thing I was watching over the weekend was a special on PBS about the Voayager mission.

And they had these rocket scientists say that once we send that Voyager spacecraft out to Jupitor, Saturn and Neptune—what happens if? Something does not work?

And they talked about these “what if” scenarios they were constantly contemplating.

What if this happens, what are we going to do? Well, they did face an issue—several actually.

And one of them was that in order to get out to Uranus—we have to go really close to Saturn.

But what if the radiation from Saturn burns out the electronics and wipes out the spacecraft, what do we do?

And these were what if scenarios before launch. Well they came up with a real simple fix and that was to buy a whole bunch of aluminum foil and wrap everything in aluminum foil.

And sure enough it worked and they didn’t fry out the systems. And they did go really close to Saturn.

But that’s just an example of running these “what ifs”.

What do I do if my competition does such and such? How am I going to…and the reason all of this is important is that and this just happened yesterday.

Whole Foods which is owned by Amazon is going to be cutting prices. Now you may say, well there’s only 500 of those stores, what difference does it make?

Well 38,000 grocers and Walmarts worry because of Amazon’s platform.

And they can not only put in their stores Amazon Prime lockers to pick up food or pick up items.

Couponing, whatever. But they have this huge internet platform to offer those products at a discount—organic food products on Amazon Pantry.

That’s what is worrying the 38,000 grocers because of Amazon’s huge web platform.

Again, that’s why this—having a strategy, being relentless and determining what to do differently to avoid a price issue to compete and defeat your competition.

I can tell you right now, I’ll bet you those grocers are real nervous because what do you do, your margins are already thin.

Amazon is moving in—what do we do? So, these are things to consider. Some questions to answer. A strategy. If price isn’t an issue, what are you going to do different? How relentless are you and I talk about being relentless in your marketing?

And I’ve mentioned this before but I’m amazed how many busineses don’t actually have a marketing plan.

They shoot from the hip. And the only reason I can think of that is because they already have business. They were an older business when they started. They’ve got a good referral network.

Whatever. But what happens when that changes?

And that can change drastically as we have seen with Amazon buying Whole Foods and who knows what they’ll do next?

Suddenly you have all of these grocers nationwide worrying. Did they contemplate that a year ago? Two years ago? Who would have thought?

So, these are some things to answer to compete and defeat your competition.

The relentlessness comes down to, and I’ve mentioned this over and over—targeting online prospects and customers using social media, email marketing. Test everything. And be relentless.

Why? Because your competition is out there like a lion ready to chew you up. And they will. So, be proactive. That’s the message I wanted to share and answer those three quesitons.

John Verlin, On Demand Advertising Solutions.

Great to have you along today. I have a new email: johnverlin12@att.net.

Or you can visit the website: www.OnDemandAdvertisingSolutions.com. to learn more about our solutions for your business!

Have a great week and we’ll talk to you next 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 Business, Are You Aware When Your Customers Vent? What Can Kill Your Business, Podcast #28

When it comes to marketing your business–it’s bad if a customer vents against your business.

It’s worse if you’re not aware (and don’t respond) and it’s on an open platform for thousands to see (like Facebook).

on-demand-advertising-solutions-newsletter-card-image1Podcast #28 discusses how a bad customer experience shared on social media can kill your business.

It underscores the need to provide regular updated content, monitoring and engagement.

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!

podcast cover

Marketing Your Company; Are You Aware When Your Customers Vent? What Can Kill Your Business, Podcast #28

Host: John D. Verlin

Transcript:

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

I’m calling this Are You Aware When Your Customers Vent? What Can Kill Your Business. A couple of observations here in general and then a major one.

This past weekend, now this is the first part of August, 2017. I attended a seminar for a Small Business Development Center at a local community college. It was about buying and selling a business. I talked to an attorney who was an instructor.

I asked him to tell me in general about how he’s seeing small businesses today and how they’re doing.

Are they doing well? Are they not dong well…so-so? And he said, well, they’re doing all right. But nothing to scream about. He talks to a lot of small business owners who coming to the college courses.

I talked to him about what I do and he pretty much agreed with me and said a lot of small business owners doing understand social media, content marketing, podcasting—they don’t understand a lot of it and they don’t use it.

But, he said they need to because its moving in that direction pretty quick.

And if they aren’t doing it, their competitors will. He pretty much agreed with everything in that statement. So it’s something to be aware of. This is from a community college that teaches small business courses on building a business.

And his observations of talking to people who are coming to those courses. So, it’s kind of a heads up on being aware of this. Either have someone freelance and do it for you. Or hire someone to do it for you. Because it is going to be impacting businesses large and small and already has and will continue to do so.

Now, another example I had over the weekend was a lady who lives in the town I live in does machine quilt making. And my girlfriends sister wanted to get a baby blanket made.

So, we ended up driving by, we found out from a yard sign that she did this, and we met with her. She was going to need measurements and everything. I asked her do you have a website?

She said no. Oh, ok. So do you just have the yard sign. And she said yea. I said I’m curious how that’s worked for you.

She said it’s worked OK, but the city is probably going to make me take it down. So in the back of my mind i’m thinking you don’t have a website. She obviously has some quilts made and probably getting business word of mouth I imagine.

And yet, what’s going to happen when she has to take the sign down? What is she going to do? And she doesn’t have a website.

This is kind of what I’m talking about, the dilemma. She’s probably getting referrals, which is great. She may continue to do that and she may not want anymore business too.

But this is a scenario I’m seeing time and time again, and they’re not prepared for when suddenly their market changes. Or a competitor comes in and does it better, or cheaper. These are things to be aware of.

One glaring example I wanted to talk about was a large national bank. Multi-billion dollar bank. I was talking to another social media person about some of the implications of social media impact.

Why business needs to be doing constant content marketing and engaging their prospects and customers.

This is a huge bank. Has been around over a hundred years. They have over 37,000 followers on Twitter and 16,000 likes on Facebook.

Quite a bit of activity. A lot of their posts were tied into community things they’re sponsoring or good things. But as I was reading through some of the posts, a couple of them stood out.

Basically, how dare you charge my elderly mother a fee because of blah blah blah. And it was pretty glaring. And they responded, we apologize we tried to call you numerous times. Please call us at this number. So at least they responded.

That was the first thing. And I was showing this to my girlfriend to get her opinion. And then we see a second post.

Somebody wrote in, you people went after my dying father…and we were behind because of medical bills, this and that and the other. How dare you charge us this and that and threaten to do this and that. And it was pretty cutting.

I was really shocked. And they responded, please call us, we’ll work through this together. But why do I mention this?

This is an example of what can happen and why social media in doing these things I’ve been suggesting in podcasts. Getting your content and expertise out in podcasting. Getting it online. Building relationships with your prospects and customers.

Because these are customers of this huge bank. That’s been around forever that are venting. In spite of all the other posts about the community service and other things they’re sponsoring. Suddenly, these two posts cut to the bone.

Made them look like a terrible, evil bank that’s going after their customers.

I looked at my girlfriend and she’s like, whoa! Now she’s never even seen that Facebook page or been exposed to that bank.

Let’s say she was a prospect. Suddenly read that on their Facebook page. Now they are aware because they’ve been doing social media for five years it looks like on their Facebook page.

This is my point in all of this. Your customers and prospects whether you know it or not, maybe venting on if you do have a Facebook business page.

If you have a personal business page or Yelp. Or Google +. Or any other social media platform whether you think you need to be involved or not.

They may be involved and they may be saying nasty things about you. So it’s critical that you’re aware and that you’re answering.

Now the bank did respond. Hopefully they’ll rectify everything that happened. But the point is this is why this is dangerous.

Social media is here and as that lawyer I talked to indicated, it’s moving in this direction. So much so that you can’t sit on your duff and not pay attention to it. But because people can now use it, it’s not a bad neighbor telling a neighbor something.

This is venting to thousands and thousands of people who are following or liking those posts, or pages.

And just remember, all marketing ties back in to the customer experience. Whether it’s Facebook posts, Twitter posts, blogging content, podcasting, you name it.

TV ads, radio ads, email marketing…all of this ties in to that end customer experience. That’s the critical thing, because that is where we are headed.

And it’s going to be mandated or dictated at some point through automated, not saying robotics but artificial intelligence.

It’s getting smarter and smarter to know what customers want. And providing that will be the differentiator between you and a competitor.

But getting a customer mad and not responding or not being aware and i’ve seen this happen quite a few times. Could be a black eye and it didn’t have to happen is what I’m saying.

So, this is why all of this is important of recognizing the online threat if you want to call it that, from a competitor or prospects or customers who are engaged.

And if you’re not. That’s a judgement call. That’s a judgement call to when they are searching and looking for who to do business with.

So anyway. I’ll get off my soapbox. Just some observations from this past week of people I’ve talked to, things I’ve witnessed.

To keep in mind when you’re growing your business. If you’re not doing social media, be thinking about that. Be understanding.

Your customers are critical. And they maybe engaged on social media one way or the other.

If you don’t have a website, again it’s all part of customer perception and branding of what I call the marketing platform of who you are and about your business.

John Verlin, I’m at jverlin1@yahoo.com. On Demand Advertising Solutions website: www.OnDemandAdvertisingSolutions.com.

Have a great weekend and we’ll talk to you next 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 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.

athelte running
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.

Google Search On Demand screenshot
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!

podcast cover

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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