On Demand Advertising Solutions Video Podcast #82, Eight Reasons Why Businesses Fail And How To Minimize The Risk

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.

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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.

He comments on a post by writer Matt Ruley with wereallpoorhere.com.

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!

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The Extended Marketing Platform

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

Check out our strictly audio podcasts here.

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Enjoy The Video Podcast

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

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.
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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Video Podcast: Marketing Your Small Business; 5 Tips To Stand Out in 2018, Podcast #56

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.

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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 Euler shot

On Demand Advertising Solutions Three-Part Strategy

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

marketing platform infographic cropped

The Extended Marketing Platform

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

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

Check out our strictly audio podcasts here.

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

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Enjoy The Video Podcast

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

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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Weekly Video Podcast: Marketing Your Small Business; What Media Should I Use To Promote My Business? Podcast #55

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.

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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 Euler shot

On Demand Advertising Solutions Three-Part Strategy

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

marketing platform infographic cropped

The Extended Marketing Platform

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

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

Check out our strictly audio podcasts here.

woman with phone shake

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

Digital Marketing Update Tan Cover

Enjoy The Video Podcast

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

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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

Verlin Studios mock up sharp and smooth

 

On Demand Advertising Solutions Blog: Marketing Your Small Business; 8 Great Ideas For Making Extra Money, Podcast #52

8 Great Ideas For Making Extra Money, Podcast #52

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.

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In today’s Digital Marketing Update, Podcast #52, host John D. Verlin discusses 8 Great Ideas For Making Extra Money!

electician

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

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

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

woman with phone shake

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

Digital Marketing Update Tan Cover

Now, enjoy the video podcast!

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

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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

Verlin Studios mock up sharp and smooth

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

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

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

art palette

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

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

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

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

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

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

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

It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors with an extended marketing platform–the perfect compliment to a Google Adwords campaign!

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

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

woman with phone shake

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

Digital Marketing Update Tan Cover

Now, enjoy the video podcast!

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

Host: John D. Verlin

Transcript:

[Music]

And once again good afternoon,  John Verlin with On Demand

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

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

a happy and safe Thanksgiving.

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

number 45.

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

way I couldn’t make this up.

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

radio station called kxtr in Kansas City.

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

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

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

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

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

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

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

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

month agothat dah dah dah dah dah.

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

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

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

worth beans.  I mean literally my handwriting

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

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

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

Kansas City adjacent to the Nelson-Atkins Museum.

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

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

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

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

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

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

view what we did.

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

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

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

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

he wanted Sommelier pastels.

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

that were in mahogany cases, like a suitcase.

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

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

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

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

art supplier for years in Kansas City.

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

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

carrying about $700 worth of art materials.

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

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

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

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

clue what we’re doing.

We actually each bought handwriting 101 or drawing 101.

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

perception.

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

and writing and all that.

But this was way out of my league.

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

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

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

in the 13 week course.

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

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

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

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

They were geometric headaches.

I mean they were you know, nightmares actually.

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

about what we learned.

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

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

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

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

we were gonna be doing nudes.

So we did one lady, very attractive.

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

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

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

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

I made her look like a local restaurant owner somebody

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

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

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

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

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

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

that great either. Even though they were good in sculpting

or something.

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

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

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

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

know.

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

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

in this art class.

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

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

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

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

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

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

put it up put it up.

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

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

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

later, years later.

if an elephant can sell why can’t I?

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

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

put all of our stuff up on the website.

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

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

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

class.

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

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

terror and sweat and exhaustion.

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

how you apply to your business in marketing because your perception

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

else.

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

Testing ideas, number two and retesting can possibly help confirm

your suspicions of what is good or what is bad.

What will work, what won’t work.

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

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

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

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

years.

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

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

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

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

these new platforms to measure and to get the word

out to targeted audiences.

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

retesting and all.

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

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

data artificial intelligence.

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

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

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

believe it or not.

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

image of beauty was.

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

with the survey or the contest.

The listeners who judged our artwork at our website including some

wrote emails. I knew who had heard about us or

heard us talking about this and went to the website.

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

Because I figured if you guys could do that anybody

can do it. and he was right.

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

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

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

classical music audience.

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

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

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

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

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

So three bizarre business marketing lessons I learned in that art

class.

And by the way,  they ended up they doubled the

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

loved it. The art people loved it.

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

by Keith’s coldsnow.

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

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

with the listeners.

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

marketing.

A true life experience with this that goes for

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

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

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

Edison did.

All the great inventors. Nobody came walking out

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

he had some experience I guess.

At any rate,  John Verlin On Demand advertising Solutions.

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

OnDemandAdvertisingSolutions.com

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

special newsletter you can sign up for to follow that

we’ll be sending to your inbox every month.

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

as far as information, tips,  ideas entrepreneurial

thoughts of what has worked what will work suggestions

things like that.

That are coming from entrepreneurs I’m

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

and follow it.

We’ll talked again

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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

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

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

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

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

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

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

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

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Cary Grant, Rosalind Russell, Ralph Bellamy–always loved theater and movies!

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

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

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

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

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

jerry lewis.jpg
Jerry Lewis

It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors with an extended marketing platform–the perfect compliment to a Google Adwords campaign!

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

woman with phone shake

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

Digital Marketing Update Tan Cover

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

Now, enjoy the video podcast!

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

Host: John D. Verlin

Transcript:

[Music]

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

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

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

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

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

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

emotionally with them,  like do impersonations of Jimmy Stewart and

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

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

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

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

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

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

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

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

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

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

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

is the emotional connection and authenticity. This is something

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

engage. By recording this content,  you do connect that 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

something. johnverlin12@att.net or

visit www.OnDemandAdvertisingSolutions.com

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

[Music]

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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

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

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

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It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors with an extended marketing platform–the perfect compliment to a Google Adwords campaign!

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

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

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  • On the go and in the know–successful entrepreneurs use the latest business and success information to further their business pursuits.
  • Now, On Demand Advertising Solutions is making available our Digital Marketing Update newsletter for you to follow–sent to your inbox each month!
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Marketing Your Business; 15 Challenges Facing Small Business Owners, Podcast #41

Host: John D. Verlin

Transcript:

[Music]

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

hire people because the job opportunities may not be paying what

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

background yeah you’re expecting that.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

affect your customer relationship with your prospects your business relationship.

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

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

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

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

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

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

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

for crying out loud! I’m sorry. I just thought that shocked me. All right, number

13 of the challenge is small business owners faced in this survey inventory

information is not up-to-date. Only 16% use inventory control software systems.

56% used excel pen or paper or other systems that cannot be updated in real time. As

your business grows yeah you probably need some sort of accounting system or

inventory system to track everything to make you more efficient. The 14th

challenge information about their assets aren’t current. Asset tracking system

again like Excel or an accounting system again that will make you more productive

and efficient as your business grows–to track your assets. And creative and technical

work, number 15, gets farmed out more than other tasks. 54% of small businesses use

outsourced firms or contractors for graphic design and web design. 44%

outsource their tax preparation. Now, as a marketing freelancer guy as I am–I could

see the need for that. You can you know. That’s that’s part of my pitch as to save you

money by not going to a 20 member marketing firm. Where you don’t need a whole lot.

You just need specifics. ala cart so to speak. You know, I just need social media

yes I could use some video graphic or animated video or some podcasting or

whatever. That’s one reason I targeted some of those because I felt there was a real need

for that for small business owners. To have some options in addition to the larger firms.

But again,that the outsourcing–yes it can save you money, just make sure it covers what

you need. Because you want to include a good web designer to include your phone

number in your email. Top 15 challenges small business owners faced questionnaire

done a year a little over a year ago. We’ll see you next week. John Verlin is my name

with On Demand Advertising Solutions.

Johnverlin12@att.net.

On Demand Advertising Solutions.com is the website. Have a great day and we’ll talk

to you next week!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Blog: 5 Key Reasons Why Your Business Needs A Marketing Plan, Podcast #40

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.

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In today’s podcast, John D. Verlin discusses five key reasons it’s important for every business to have a marketing plan.

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It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors with an extended marketing platform–the perfect compliment to a Google Adwords campaign!

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

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

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

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Now, enjoy the video podcast!

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Marketing Your Business; 5 Key Reasons Why Your Business Needs A Marketing Plan, Podcast #40

Host: John D. Verlin

Transcript:

[Music]

A pleasant good afternoon once again this is John Verlin with On Demand Advertising

Solutions another Digital Marketing Update this is our 40th podcast.

I started this business February f 2017, here it is mid November of 2017 and boy I’ve

been averaging I  guess one of these a week try to at least.

I hope you’re getting something from them. Love to hear from you if you have

any questions or comments or anything– JohnVerlin12@att.net  is the email address of

course you can go to On Demand Advertising Solutions.com for the website.

Today I want to talk about something that you know when I was in radio for thirty plus

years it always amazed me how many businesses I talked to that didn’t have a real plan

for what they  were gonna do for their marketing or their advertising.

And so today I want to talk to you about five reasons your business needs a marketing

plan.

Now I would think just  like a financial plan particularly if you go to get a loan from a

bank you know you’ve got  to have a business plan and financials and projections and all

sorts of things. 

You would  think a business would have a marketing plan as part of those documents

that you would  need to run a business or to start a business or review for the next year. 

But again I’m really surprised how many particularly small businesses don’t even have one. 

They kind  of shoot from the hip. That kind of shocks me a little bit I guess. 

But there’s several  reasons why you need to have a document. First of all,  it’s a strategic document.

This is like I say it’s like a financial plan only it’s for your marketing you got to kind of

have an  idea of your customer. 

Your positives, your weak spot your competitor, your competition.

What they’re doing,  what they’re doing differently or not and so really one of the biggest

benefits of having this is that you can focus your resources and plan for your business

growth. 

That is very big. I mean you’ve got to have something like a yardstick and this of

course helps you understand different factors that may affect your success. 

So instead of worrying about okay what about next year? 

You can actually kind of have a sense of of  control over your business and livelihood. I

know what that feels like.

I’ve planned my  own and it does give you a sense of empowerment because you’ve got

something in writing that you can refer to and check off as you go. 

Now you’re gonna be tweaking it  but it gives you some place to measure as a starting

point and to continue to measure from it will help you.

By doing this by writing this and in research, your marketing plan

can give you the chance to basically identify your target market.

And understand how your product or your service can meet the needs of your prospects

in that target market. 

It can identify your competitors and what your target customers think about your

competitors strengths and weaknesses pros and cons. This doesn’t have to be elaborate.

This could be a survey. A verbal survey of Chamber of Commerce associates or you

take a group survey of people at your church that might buy your product and

get their feedback. 

It’s really important to do this because I have seen this happen in a

an online survey where every answer the majority of people that took the survey gave

was just the opposite of the business I worked with management what they thought it

would be.

Complete opposite and you’re like whoa we didn’t do our homework you 

know. So it identified your competitors and what the customers prospects may think

about them the good and bad it can help you position your brand,  your products and

your services.

So that your target market sees your business as better than or different

from the competition.

It can help you set specific measurable goals, time frames for your

marketing activities.

Kind of like a project manager so to speak.  Help you map out a

strategy to reach your target audience including the messages to use.  You know there’s a

lot of web-based tools today you can use and this will help you in planning what to

use how much it might cost.

That sort of thing–and again it gives you the second

point I want to make. Besides being a very important document to have.

You don’t just throw this thing away and put it in a bottom drawer. You keep it as

guideline, a measuring yardstick.

It gives you control of your business as we just mentioned. It allows

you to allocate your resources and your budget too.

If you have some employees to  motivate them that you can spell out the vision of where

this is all going.

That is empowering. They can see where their ads or your ads are going to be placed and

they can even be a part of all that to help develop them.

Yeah we’re gonna put these on  Facebook, some magazines locally. We’re gonna do some

direct mail.

They can be a part of this.

That’s really important if you do have employees or a partner or spouse they need to be

in part a part of this a marketing plan.  

Written down,   this document helps them feel like they’re a part of everything and they

should be just  like any other plan you write down.

You know you’re gonna succeed or you’re all gonna  fail together.

It allows you to manage performance of each member of your staff,

and the efforts.

How are we on this you know. These things can be dramatic but again if

you don’t have it just like a financial plan if you don’t have it written down and planned

out you don’t know what you’re doing. Or you have nothing to measure against.

So, second point is a marketing plan gives you control of your business.

The third point is  it’s important to have a marketing plan but also keeping it up to date.

Again, it’s going  to zigzag based on the market environments. If there’s a stock market crash.

If there’s a war breakout or a political turmoil or something happens that could affect

your  business. You have to adjust. That’s okay. You know what?

Business is down 20% this  month. We’re gonna have to cut some things here. 

That document gives you and that  plan gives you a map a road map of where to go

and alternate because you already know  where you came from. I if you don’t know

your history I forgot who said this but I guess I think it was in Glengarry Glen Ross. 

If you don’t know your history, you know how are you gonna go forward and make changes.

So it’s important to keep that up to date as the business grows and changes. And it gives

you a reminder to update it annually just like a financial plan or insurance policy. 

Perhaps you do an  annual review. Okay we did this. We did that. This worked.

This didn’t. Let’s review and  everybody can be a part of it. 

So that’s the third point is you got to keep it up-to-date. 

Change it adjust it. Fourth point I want to make is marketing plans are not just

for some big corporation they’re for small businesses.

Because without customers your business won’t survive.

To attract and retain customers you need to understand  the value of marketing. 

People are unlikely just to wander into your business and buy  something if they don’t

know who you are what you’re selling and why they should choose you over your

competitors.

And again, I mentioned this earlier but a lot of small  businesses I worked with and radio

advertising did not see the value of marketing.

They didn’t understand the importance of it. and I was shocked. And the reason I was

shocked was, I’d say–well okay so what are you gonna be doing? 

Well, we’re gonna try Direct Mail and got to do my Yellow Pages and they put twenty

thousand aside for Yellow Pages for a year. 

Well, what about your other stuff? that’s a directory listing.

What happens  if nobody sees it or what about next month? How are you going to call

attention to the fact that you have a yellow page ad? Hmm, well I hadn’t really. I just

assumed they  would look. That’s a big assumption. 

Why do you have to be in there to begin with?

Well my my competitions there I got to be there.

So they felt they had to do it and that today  you don’t see that.

You see it it’s all online. So the shift into this online. Again I’ve talked

about this in another podcast but this shift in all this online marketing stuff. 

Yeah your competitors are there.

Everybody’s there and they’re all over the world.

You know, they’re there in San Diego or Chicago in  New York or whatever not just in

Hoboken New Jersey.

That’s a whole another discussion about competition ruling online–pushing you

aside because of budgets, content,  whatever. So it’s much more than just fancy

advertising and spending a lot of money.

It’s it’s a lot more than just advertising and sales  and it needs to be taken seriously. So

if you’re considering all this for your business take it seriously. 

Otherwise,  six months from now,  a year from now,  you may not be here.

Because you didn’t plan.  I’m not trying to talk down or anything but these need to be

taken seriously. And it business unique.

It’s building your brand and it’s crucial to  building your business. Some of the questions

you again have to consider to build a foundation of both your business and your

brand. So what are the needs of my  customers, my target customers?

How do the competitors meet the needs of those target customers? 

How can your business or you help your target customers understand why

your product or service is better than from the competition?

And once you’ve considered these questions in putting together a business plan with

the marketing plan. These are marketing fundamentals basically. 

Once you’ve addressed these points, you’ve made the first steps in building a successful

business and brand. 

Again, it needs to be taken

seriously and written down and adjusted.  John Verlin,  

OnDemand Advertising Solutions.

You can contact me at johnverlin12@att.net

Have a great week.

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Blog: Six 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.

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

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Now, enjoy the video podcast!

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

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

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

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

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

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

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

Whether true or not, times have changed!

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

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

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

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

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

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

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

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

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

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

Now, enjoy the video podcast!

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

Host: John D. Verlin

Transcript:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

You have to differentiate by having a specialty.

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

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

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

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

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

And this all ties in to future referrals.

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

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

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

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

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

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

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

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

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

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

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

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

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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