When it comes to marketing your small business to consumers, promoting business to business to get clients or using social media marketing to advance engagement; learning from others mistakes can help you minimize the risks of failing.
This is one reason having a mentor–someone experienced with running a business and knows the way around building and sustaining it is so important at the beginning.
Today’s Digital Marketing Update
In today’s Digital Marketing Update, Video Podcast #82, host John D. Verlin discusses Four Reasons Why Businesses Fail And How To Minimize The Risk.
We can be fooled into thinking critically about our new idea or product but getting another set of eyes upfront can offer ways to maneuver growth and pitfalls along the way.
On Demand Advertising Solutions Three-Part Strategy
It’s all a part of our services and three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!
The Extended Marketing Platform
We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.
(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)
Key Podcast Take Aways
You have to look long-term and be consistent with your marketing.
Establish a business and marketing plan and work your plan, making minor adjustments along the way.
Consistently strive to get feedback from prospects and customers. They see your business for what it is.
Invest the majority of your time marketing and networking to grow your business.
Amazon has set the bar on great customer service and customers will expect the same from your business. Stay on top of it.
While it might seem too early to see your idea or hobby as a business early on (prior to getting any real customers), take it seriously and believe in yourself.
Give your self a time frame to succeed–and then fold up rather than repeating something that’s not working.
Realize that getting your online marketing platform is just the first step in establishing your brand image–networking, farmer’s markets, traditional and digital media all work TOGETHER to create success. One isn’t inclusive of the other.
All podcasts are recorded by Verlin Studios / Gardner, Kansas
When it comes to marketing your small business, differentiating your business from the competition can be difficult with consumers’ short attention spans and online platform threats with low-cost options.
Today’s Digital Marketing Update
In today’s Digital Marketing Update, Podcast #56, host John D. Verlin discusses 5 Tips To Stand Out in 2018.
John responds to concerns from an accountant in Overland Park, Kansas about online services taking away his business prospects.
A very real concern with today’s digital app/online platforms. The Uberization/Upworking of service firms and freelancers.
He discusses points that Steve Strauss mentions in a USA Today post from December, 2017 about how to grab a prospects attention as a memorable brand as more content and media choices reduce attention from just several years ago.
On Demand Advertising Solutions Three-Part Strategy
It’s all a part of our services and three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!
The Extended Marketing Platform
We do this through an extended marketing platform–the perfect compliment to current advertising campaigns!
When it comes to marketing your small business, which media should you use to promote it?
Facebook ads? Google Adwords? Radio? TV? Print? The decisions aren’t easy–particularly in light of the shifting of media channels and content that prospects are consuming.
Today’s Digital Marketing Update
In today’s Digital Marketing Update, Podcast #55, host John D. Verlin discusses What Media Should I Use To Promote My Business?
He discusses the various media options today–the pro’s and con’s and refers to the below quote from British advertising influencer, Thomas Euler–with regards to advertising in today’s on-demand economy.
On Demand Advertising Solutions Three-Part Strategy
It’s all a part of our services and three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!
The Extended Marketing Platform
We do this through an extended marketing platform–the perfect compliment to current advertising campaigns!
When it comes to marketing a small business; getting a side-gig or part-time job to make extra money is always important. As more Americans struggle with debt and having to take on second jobs to make ends meet, this becomes increasingly necessary.
Whether it’s Uber ride-sharing, lawn cutting, baby-sitting, painting, handyman or woman—a number of side jobs may be just the ticket to earn enough for holiday gifts, vacations or paying down debt.
In today’s Digital Marketing Update, Podcast #52, host John D. Verlin discusses 8 Great Ideas For Making Extra Money!
It’s all a part of our three-part strategy to drive SEO and web traffic and to make your business exceed the profile and exposure of your competitors!
We do this through an extended marketing platform–the perfect compliment to current advertising campaigns!
I’m probably the worst artist I’ve ever seen. I’m not even able to pen a good signature.
We all have various talents. However, I was determined to give the art side of my brain a workout.
I never really felt so much pressure on my brain, to render me into a semi-translucent haze.
In podcast #45, John D. Verlin discusses three bizarre business marketing lessons he learned from an art class the pushed him to the brink!
Thus began my journey into taking pastel art lessons at the Kansas City Art Institute in 2010.
This was one of the later logo’s after it moved from 96.5 FM to 1660-AM.
While I advertising sales at Kansas City’s classical station, KXTR, I was always looking for a new idea or promotion to pitch to prospective sponsors.
I contacted the marketing director at the Kansas City Art Institute (Walt Disney was one of the founders), to see if they would be interested in a promotion.
How one person views your brand may be something totally different to another. Some ideas on how to keep it on a growth trajectory.
It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors with an extended marketing platform–the perfect compliment to a Google Adwords campaign!
My theater director was Dr. Lewis Fulks, who himself studied under Cecil B. DeMille of Hollywood fame.
I originally was introduced to theater by my high school theater director, Gerald Snider to portray one of the three murders in Shakespeare’s MacBeth.
John D. Verlin, high school senior pic.
After two years in theater–I went on to finish my BA-Mass Communications degree (Radio-TV specialty) at Abilene Christian.
I worked for a Christian radio station, KCAD (located in the basement of a shopping mall) at the Sunday morning (graveyard) shift, then eventually took over the all night slot at Top-40 leader, KRBC one year later.
Cary Grant, Rosalind Russell, Ralph Bellamy–always loved theater and movies!
The life of a college all-night DJ did give me some exposure to fame (I had my share of groupies) as well as getting to meet KISS and other celebs.
But I began (out of being bored most of the night) doing some impersonations that I worked up.
After a while–I began to realize how powerful radio was–not only for information, music and entertainment, but in forming emotional connections to the audience.
In podcast #44, John Verlin delves in to the magic of audio (one reason he does podcasts) and how they can emotionally connect with his audience.
And yes–he does do his Jimmy Stewart and Jerry Lewis impersonations!
Jerry Lewis
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!
A survey taken in 2016 by Wasp Barcode Technologies, the State of Small Business Report tracked 1,102 small business owners–highlighting fifteen challenges many of them faced last year and beyond.
In today’s video podcast, John Verlin discusses these fifteen challenges and some possible solutions for small business owners to consider.
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!
As obvious as it may seem–in my experience in radio advertising, I was always surprised how many small business owners never had an actual marketing plan.
It seemed like they were always shooting from the hip, when it came to their advertising.
In today’s podcast, John D. Verlin discusses five key reasons it’s important for every business to have a marketing plan.
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!
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.
In 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!
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!
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.
In today’s Digital Marketing Update, we discuss marketing your company with 4 ways to make your firm a rock star!
Throughout my former radio career (34 years) many professional firms and small businesses viewed advertising as a necessary evil–rather than embracing it with gusto.
While understandably wanting to save money–they’d invest in storefront, product, print advertising, Yellow Pages, or even TV–before trying radio.
Particularly ad agencies seemed to be notorious for NOT advertising their services. Same with doctors, lawyers, etc.
It seemed that unless they could get referrals, they were nothing more than ambulance chasers if they advertised.
I remember well, countless law firms I suggested sponsoring classical music symphonies (when I was at a classical station) who responded, “we can’t advertise”, we’re not allowed to advertise”, etc.
Whether true or not, times have changed!
My college years were spent some summers selling t-shirts, etc for the classic rock band, Shooting Star.
Shooting Star. My brother Ron in sunglasses. Van McClain second from right.
My brother, Ron Verlin, myself, lead guitarist/songwriter Van McClain and his brother Craig and I grew up together.
Our basement was the rehearsal pad for a number of years in the beginning.
So coming from a rock ‘n roll background–I learned a thing or two about promotion, brand image, etc first-hand.
Podcast #23 discusses how the same elements used in promoting a rock band can be used in promoting a small business.
Learn how to build a “fan” base for your small business and create a “rock star” image.
We discuss this as part of our three-part strategy for small business growth.
Last week I talked about how to make your business or firm a rock star.
Now, my background actually…I grew up with the band, Shooting Star. It was a classic rock band in 1980.
They signed to Virgin Records, they were the first American band to sign to Virgin.
My brother was the bass player. I grew up with the lead guitar player, Van and his brother. We all grew up together as kids. They used to rehearse in our basement for several years.
I used to work with them in summers selling merchandise. So I’ve seen a little of the promotional side of what it takes to be a rock star.
I want to apply that analogy to your firm or business. Beause you can do the same thing today.
Everything you do as you probably know in business, you build. It takes time. It doesn’t happen overnight. The same thing is true with those who become famous.
You look at the Beatles, it took them ten years of playing clubs in Hamburg and Liverpool to get honed in their craft. They got lucky. They actually had a producer who produced classical records. Not pop. He had a sound he created for them.
And Paul McCartney said several times there were songs that were terrible. Matter of fact, they had actually released several songs off of their first or second album on a different label, that bombed in the US.
And that’s why they didn’t want to come to America until they had a number one hit, because they ahd already experienced that failure. And then they cam out with I Wanna Hold Your Hand.
But as a rock star, you typically start out when you record a content piece—or a song. You get airplay, it’s promoted. Hopefully people will call in and request it. Other radio stations will pick it up. This is the process, tied into growing your business.
Airplay is shared, as other radio stations want to build listeners—they pick it up and play that music. People go into the stores and buy it. Word of that gets back to the radio stations and record label.
The demand picks up, the group then goes on tour. They start selling merchandise whthey’re on tour.
They even possibly win awards, going to number one, and now they’re becoming famous.
And then you repeat all of that. That’s kind of the process in a nutshell. Think about people in the past. They got famous. Elvis Presley comes to mind. He goes into the army. Gets out of the army two or three years later.
He’s worried and afraid that the fans have forgotten him. Because the Beatles had come on to the scene. He doesn’t know what to do. So the Colonel (Tom Parker), puts together the ’68 comeback special.
That could have bombed—and that would have been the last of Elvis. So you think about these people like Madonna, who have re-invented themselves. And they have to keep doing it. And one who I think is great is Paul McCartney.
Several months ago their was a Tweet, Paul McCartney seen in an airport in Orlando. Is he possibly going to be doing another world tour starting there? There’s a picture of Paul waving, a little video clip.
He’s constantly in the media. Just like the Kardashians. Somebody constantly creating content and promoting it. To keep their name front and center, otherwise they’ll end up like Bobby Vinton or whoever. You forget about them.
And this is the same thing in your business to make you a rock star. Jonathan Long had a piece in Entrepreneur last April that I’m going to some of his thoughts with you because it goes hand in hand with this, of what it takes to get promoted and get known on social media. And this is how to build your business.
He talks about becoming an industry thought leader. And this is where your blog is so important. The blog is your radio station. Businesses overlook this. They think it’s more of a diary. But the blog allows you to post podcasts, video, or written content so you become known for what you’re known for.
Now ideally, and this is ideally, you want another blogger or another online magazine to pick up that post and print it or run with it. Suddenly you now reaching a bigger audience and you’re becoming known as a thought leader in that industry.
Suddenly you start getting other publications picking it up and retweeting it or whatever. And it could possibly go viral because you’re getting a bigger audience.
People start coming in now and now you’ve got some numbers to talk about for the next thing you do. That’s the idea. But it’s hard. And you might even have a partnership where you pay them to feature you.
Years ago and they still call it product placement, you see a Coke bottle in a movie, well Coke paid a big price for that exposure.
So that’s the idea of being known for what you’re known for. And if you’re a rock band, what kind of band are you? Funk? Are you rhythm and blues? You’ve got to be known for what you’re known for. Shooting Star was classic rock. Midwestern classic rock to be precise. So you’ve got to have a genre.
You’ve got to fit into whatever that is. And your blog is your radio station. It allows you to put your content on there to be accessible. To your listeners or your prospects.
Another thing you can do is publish case studies and results. Case studies can be anything you’ve done with your business, successes you’ve had. This could be tied in to your customers, patients or clients.
Talking about how they’ve benefited from what you’ve done. It’s going to go hand in hand with a testimonial that we’ll get to in a minute.
It’s putting that information out and the results it yielded on your blog. Whether it’s in this type of format, a podcast or written. A chart, an infographic. A video testimonial. However you want to do it.
Prospects can go online with your blog and see what you’ve done. And those people that you’ve had in that case study are going to tell other people about the fact that they’re on your blog. Or your podcast or video.
And they’re going to refer that to other people they know. So now you’re getting second or third layers of people coming to your blog to learn about that because they know that person. And that’s a huge asset in terms of future referrals.
So you definitely want to do that. Feature a case study and have the results of that from working with a customer, a client, whomever.
Now, Mr. Long brings up a point—the third one and that is making your client list public.
I have mixed feelings about that because I know a lot of businesses have non-disclosure agreements. A lot of businesses that I know when I was in radio did not want people know what they were doing because they spend a lot of money.
But if you can get people, your customers or clients to be listed on your blog or your website. That helps people who are prospecting to decide if they should do business with you.
If nothing else, have business people who know you, commenting about your character, your professionalism, whatever that is.
Some people don’t want to give testimonials because they don’t want competitors to find out what they’re doing.
Ok, and then focus on your specialty. I know that lawyers have a certain area of practice, doctors may have a certain specialty. Focus on what you do best. Don’t get too broad.
You either make the best cheeseburgers in town. Three quarter pound. With sauerkraut, pickle, onion rings and it’s loaded. Or you just make a hamburger like everybody else.
You have to differentiate by having a specialty.
And then feature your clients or customers in your marketing. Again, this is about the best thing you can do is getting testimonials and then putting that on your blog, promoting those things.
Now that you’ve got your blog with content, and you’re becoming known for what you’re known for, you then promote it through social media or advertising or however you want to.
This is why all of this is so important to work together with hopefully a website you have. Because you’ve got to have the radio station to play the hit, or the music, to get the people to want it. To go in the store to buy it. To allow you to go on the road to become even bigger. Get written up and win awards.
And then you start it all over again. So that’s the analogy to the rock star thing. But it’s the same kind of process.
Content tied in to who you are, what you are. Getting known for that. Getting people referring it.
And this all ties in to future referrals.
This is how you can generate it and turbocharge it. By putting these things on your blog. And then promoting it.
Because of the platforms we have today as I mentioned earlier—you have the radio station, TV station, newspaper, everything to put content on and you can also promote it. Or have somebody do that.
It takes a lot of work. But this is all part of building referrals for the future and getting known. And become a rock star with your audience.
Now they see you and are wowed. You know, this business is really hot! And word will spread, not just the internet but word of mouth too. It all ties in.
And that’s how you can get your small business or firm to be known as a rock star. With the same types of promotion. Same types of elements that are involved. It’s a daily thing. You don’t just tweet out a little bit. You do it all the time.
You’re doing this on-going. That’s why they hire a publicist and promotion people when phones come out or new albums come out. It takes a lot of money and time to be consistent.
In this case today, because of these platforms, it’s much easier for a small business to do these things. But you have to commit to it.
These are the four things you can do to make your small business a rock star. I encourage you to start doing it and experimenting.
Check out my website literally you’ll see what I’m talking about. You’ll see the blog. You’ll see the podcasts you can listen to. And with podcasts, you can place them on other sites as well to get downloads from iTunes and Google Play.
You’ll get further exposure plus you can get video exposure on other sites like Youtube, and get that type of online exposure.
In 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!
