On Demand Advertising Solutions Video Podcast #92, Protecting And Growing A Service Business Brand

If you own a service business like mine–selling and branding yourself needs to focus on a different tack than just selling a product.

While word of mouth is always the best form of credibility–online searches provide a whole new venue for prospects to learn about you, and in may cases–are more believed.

The question is what is your business doing to protect your brand and develop it to get new customers?

ubrecht sword total image
The famed Ubrecht swordsmith logo from Viking fame. Known as the earliest found “logo”.

Above is an example of an early method a Viking-era sword smith used in defining his or her brand in the service of sword making (stamping a “logo” on the blade).

On Demand Advertising Solutions newsletter card image1 cropped

Today’s Digital Marketing Update

In today’s On Demand Advertising SolutionsDigital Marketing Update Video Podcast #92, host John D. Verlin discusses Protecting And Growing A Service Business Brand.

He comments a post by Chidike Samuelson in Entrepreneur.

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.

Check out our strictly audio podcasts here.

woman with phone shake

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
  • Service businesses can be open to legal and customer complaints and requirement consistent monitoring of customer behavior (think social media posts, etc)
  • Since you don’t have a product involved–you become the product/brand and reputation in the eyes of prospects becomes crucial (word of mouth, reviews, perceived image).
  • Because of online venues to provide good or bad feedback–consistently seeking followup customer response is imperative to stay on top of their opinions.
  • Setting up a system of gauging this response may help in future purchases, litigation, etc.
  • Treat data like gold. Your customers trust you to keep their data private (Yahoo data breach, Facebook, etc) and will be angered if not respected.
  • Focus your efforts on personal branding rather than corporate branding. People want to do business with people they trust–not a company image.
  • Humanize your brand (podcasting is one way to do this) as prospects want to know you are real.
  • Understanding the rules of customer attraction and retention (traditional advertising, social media advertising on content marketing).
  • Consistency of your efforts build online brand awareness, image and trust.
  • How you say something is more important than “what” you say (pay attention to tone and method of communication–the presentation).
podcast cover

Need a 15-minute podcast, male voice narration for video, voice impersonation or weekly social media post creation/promotion?

Visit my Fiverr platform to purchase services NOW!

fiverr gig screenshot

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 Video Podcast #70; The Critical Importance Of Content Link Search Results In An Online World

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; gaining content link listings in search results becomes critical every month in defeating the competition online. 

Content links result from regular blog posting that is the nuclear fuel driving your marketing platform.

On Demand Advertising Solutions newsletter card image1 cropped

Today’s Digital Marketing Update

In today’s Digital Marketing Update, Video Podcast #70, host John D. Verlin discusses The Critical Importance Of Content Link Search Results In An Online World.

He points out why small businesses need to take these link results seriously as prospects value these brand image results more and more.

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.

Check out our strictly audio podcasts here.

woman with phone shake

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
  • Search engine results and listings have replaced Yellow Page listings.
  • Credibility is tied to brand image formed from a prospect searching for business information.
  • Greater links and listings make for curious prospects who may subconsciously place your business above competitors.
  • No online presence is psychologically no longer an excuse for smartphone-savvy shoppers and prospects.
 podcast cover

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; When Will My Ads Begin To Work? Every Business Owners Nightmare! Part 1, Podcast #53

When Will My Ads Begin To Work? Every Business Owners Nightmare! Part 1, Podcast #53

Marketing your small business. You’ve worked hard setting up your new side-gig business. You’ve researched, borrowed, purchased product, discussed distribution channels.

Everything is in place–except the marketing. Confusion. Questions remain. Too many notes! The nightmare begins!

Everyone is a genius marketer! $400 per month for this social media….$2000 per month for PR, web design–or at least $500 off our “normal” summertime advertising package special!

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

Today’s Digital Marketing Update

In today’s Digital Marketing Update, Podcast #53, host John D. Verlin discusses When Will My Ads Begin To Work? Every Business Owners Nightmare!

He’ll attempt to answer that question and more as business owners struggle to get clients, customers and make profitable sales.

On Demand Advertising Solutions Three-Part Strategy

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

marketing platform dynamics infograph smoothed
The business engine that could.
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!

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 transcript, please click on the “gear” icon, then turn on “CC” in the above Youtube player)
 

podcast cover

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: 9 Business Marketing Tips To Help Your Business Grow Online In 2018, Podcast #49

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

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

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

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

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

mac and iphone

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)

podcast cover

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: 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.

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

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

business couple

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

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

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

woman with phone shake

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

Digital Marketing Update Tan Cover

Now, enjoy the video podcast!

podcast cover

Marketing Your Business; 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

Verlin Studios mock up sharp and smooth

From the Blog: Digital Marketing Update, Five Key Reasons Your Small Business Needs A Marketing Platform, Podcast #18

There are five key reasons a small business needs a marketing platform.

marketing platform infographic cropped
The new small business storefront.

I’m amazed in talking to small business owners how many either don’t have the money, time or awareness to build a marketing platform for their businesses.

marketing platform dynamics infograph
Why you need a small business marketing platform.

As you can see from the above infographic–the marketing platform is the nerve center for all advertising, marketing, prospect and customer engagement.

It’s the “entity” that you lead radio, TV, print, direct mail advertising to. All roads lead to the marketing platform.

These are what we do for our clients…but it all starts with our three-point strategy to determine your best approach and content.

You may also schedule a free consultation for us to best determine the most effective marketing platform for your business.

Listen to all of our strictly audio podcasts here.

Now, enjoy the video podcast!

digital-marketing-update-podcasts-john-v-square1-1-700-pixel-large

5 Key Reasons Your Small Business Needs A Marketing Platform:

Podcast #18

Host: John D. Verlin

TRANSCRIPT:

Good afternoon, John Verlin with On Demand Advertising Solutions, Digital Marketing Update, podcast #18.

I wanted to get right to it.

I wanted to talk to you today about the importance of a marketing platform for your small business. I know I brought this up before in a previous podcast, but I wanted to go into more detail today.

I was at a chamber coffee this morning talking to a young chiropractor. He was a member of a chiropractic team in the town I live in. We were actually kind of talking about this, and I went in and explained to him why this is so important.

They hired a marketing person. Plan to hire myself or someone to do their social media.

But, as we were talking about what elements make up this marketing platform, and his eyes kind of lit up. When I touched on some of this because he hadn’t really thought of it. He’s on their marketing board.And they weren’t even aware of it.

So, that’s why I want to go in to this. This is something I’m seeing quite a bit, to be honest with you.

Is a lack of understanding of the importance of a marketing platform for most small businesses.

They look at it like, not everybody, but I’m seeing this as an afterthought, a luxury. Ah, I can’t really afford this. It’s kind of a hassle. An afterthought.

So, five things you need to be aware of, of why a marketing platform is so critical to your business.

Imagine that we were out west, and there was an old saloon storefront. Facade. Like in an old western movie set.

And I come running out yelling at people, come on in. Check out our saloon! People come in and they go to the saloon. As they get closer, they realize there are no walls. And, there’s nothing in there!

It’s a facade! It’s a storefront movie set facade. There’s nothing there, except this frame. Well that’s kind of, maybe not a great analogy, but your online storefront is your website.

Now, whether you like it or not, that’s how people are perceiving businesses today. Think about your own experience. When you find a product in print, an email, TV, radio…whatever. You’re interested, what do you do? What’s the process?

It used to be ten or fifteen years ago, you’d get in your car, you might call them. Get in their car, go to the store and check it out. Do you do that today? Probably not.

My guess is, you’re going to grab your smartphone, and say, Hey, Siri—show me where I can get fifty percent off pizzas. Or the closest Pizza Hut.

Because I just saw their ad on TV.

And you can probably order it through your phone. You’re not going to get up and go to the Pizza Hut. Because of the conveniences today. The technology platform

And the same is true of a lot of services. You might end up going to that site. And what are you going to do when you get to that site? You’re going to check them out. Customer testimonials, services they offer. Products featured. Does it match what you thought?

All those sort of things. That’s the online storefront. That’s why a website is so important. And a quality website. It’s got to look good, because that’s your branding.

I talk about the marketing platform, in our three part strategy. But it’s your branding that you’re selling. The image you’re selling. This is why all of this is so important.

If you’re a small business, and you don’t have one, what are people going to do? What are they going to think? Those are the two things that you have to control.

Why do you have to do this? What’s your competition doing? Do you think they’re sitting on the sideline not doing this? Or haven’t considered it?

So, unless you’ve got a line of referrals…banging on the door to come in and give money to you. You need to consider a solid marketing platform.

So the first point, it’s your online storefront. This is how people are doing business today. It starts with searching most likely. Do that or keyword search and they want to check you out, is really what it comes down to.

The second feature of the marketing platform, is a blog. Well, we don’t have a blog. We don’t think it’s important. Well, it’s real important because it’s your sales people. Now again, go back to the saloon.

Let’s switch that to say a general store. A come out and yell, hey come here and check out these axes we have. Great for chopping wood! Blah, blah, blah. They come to the storefront and they see, through the window, beautiful axes, all lined up, all on display.

Beautiful items. Goods. Whatever. Now they want to go in the store. Because it matches what I described and they get to see the product. They see it.

Ok. Well, this is what a blog is. It’s the sales people bringing in the people with stuff you know have to show them.Yes, you have pages about who you are. But not real in-depth.

That’s where the blog comes in. They see one point after another of your content of expertise. And it usually could be, should be through an engaging medium. Like a video, a podcast.

And that’s why we recommend those two things. Because it’s engaging. It grabs your attention. It’s not just one-thousand words to read.

Not that that is not important. Because it is, because Google will search things. But you want to grab and sell them your service or your product. So the blog acts as a sales storefront.

Next point, number three. I’m going to call it—it provides for a resident place to direct media to. When I do an ad on Facebook, TV, print, radio, email marketing. What are you doing? You want to direct them somewhere. Where are you going to send them? Come by our storefront, here’s our address if you get a chance. It doesn’t do a very good job of selling if you just give them a business card.

But if you give them a website, they go visit that and then they can SEE. Yeah, check out blog #5. It’s talking about what you and I were just talking about out at the chamber coffee. Oh! Now they have a chance to be sold. Because they’re engaged in the content you’re offering them on your blog.

And again, they’re going to compare this to who? Your competition. See how this makes you stand out from the crowd? You have a mechanism to direct people through your advertising.

And outreach to them to come in to your storefront and SEE everything you’re all about…and tell your story.

That’s what this is. And how many small businesses don’t have a mechanism with which to tell their story?

Point number four, and this is real important from the search engine standpoint. It allows you to provide fresh content, each week, to highlight your expertise. With engaging content.

I call it engaging…i’m referring to podcasting, videos…things that cause people to want to watch or listen and experience…as opposed to just reading.

Ok? And this separates you again from your competition! Because the probably, may or may not be doing podcasts, or even know how to produce them or even want to produce them. Or even have the resources for them.

Or produce videos. SEE the difference? You’re doing something…yeah, it takes some work. But guess what? It’s permanent.

You just have to do it once a week, and it’s there on your skeletal platform…your marketing platform to constantly promote.

You’ve got meat, flesh and bones.

And the fifth reason, it provides on-going, keyword search relevance through Google search engines.

Not that a website won’t, yeah, you’ve got a lot of words on the website. Relevant words hopefully to what you’re promoting. But the blog extends all of that. Every week you’re adding content.

And you’re doing this so that you’re selling your prospects. But you’re also getting the back end deal here.

Google is searching it…and suddenly, when people type in keywords, you’re pages of the blog start to come up.

And all of this is relevant to what they’re looking for. It narrows it down in their mind of who they should do business with.

Because now, when they visit your storefront on the web, and see your blog and all of the content that you have…they become engaged with you.

Now they want to go. You’ve ignited some passion here of your knowledge and expertise!

Do you SEE the difference? And this is why it’s important to have a good, solid marketing platform. And on-going fresh content.

It’s an on-going thing to market yourself. You’re always selling. What was that line Alec Baldwin said in Glengerry, Glenross? Always be selling! Always be selling (closing)!

Nothing happens until someone sells something! Ok, so that’s why it’s so important to have a good marketing platform.

It’s on that infographic here on the blog. You can see how it all integrates together. And this is new.

This is the new way we’re doing business. It’s critical for small businesses to get this. And don’t just through it out there as an add-on. This is critical to selling yourself for future.

At any rate, I can be reached at jverlin1@yahoo.com.

Website: www.OnDemandAdvertisingSolutions.com.

Look forward to hearing from you! Email me questions if you have any. We’d love to hear from you.

Check out our website for samples of the content on the blog, videos, content that I’m talking about.

Have a great day, we’ll talk to you next week

From the Blog: Digital Marketing Update Podcast #10, How Solid Is Your Marketing Platform?

A house is only as solid as it’s foundation. When it comes to your small business, how solid is your small business marketing platform?

Too many small businesses neglect content and image of their website, social media pages and blogs–and that can affect brand perception!

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

Today’s video podcast discusses the importance a marketing platform has in relation to brand perception and your other marketing touch points (business cards, uniforms, marketing materials, etc).

Small business owners should never overlook how important their website, blog, Facebook and Twitter pages are as more prospects utilize their mobile devices to check them out before engaging the business.

You can listen to all of our strictly podcasts here.

Enjoy the video podcast!

digital-marketing-update-podcasts-john-v-square1-1-700-pixel-large

On Demand Advertising Solutions uses a three-point strategy to develop customer-based content that targets key issues they may be having and your answers/solutions to them.

Learn more about how our small business three-point strategy and services can grow your business–by scheduling a FREE CONSULTATION!

How Solid is Your Marketing Platform?
Podcast #10

Host: John D. Verlin

TRANSCRIPT:

Good afternoon, John Verlin again, On Demand Advertising Solutions, Digtial Marketing Update, Podcast #10.

I wanted to share with you today, a lady I met a few weeks ago at a chamber coffee. I want to follow up more about the marketing platform…why this is so important. And how solid this is for your business.

I want to kind of define that a little more, to give you a better idea of what I’m referring to.

A marketing platform is basically a combination of the things that represent you online, whether it’s your website, blog, Facebook, Twitter, Linkedin, Google Plus, whatever platforms you’re using to promote yourself.

That’s pretty much what I’m when I talk about your marketing platform primarily. Now you’re going to have your customer touch points, like your business cards, uniform, any kind of direct mail pieces, anything outside of the online capability.

But primarily, I’m referring to an online platform. Because this is where people are going to end up at one point or another in doing business with you.

Whether it’s researching you, finding out where you are…communicating with you, getting your phone number, whatever. Finding reviews about your business. This is really, really critical because more and more people now are doing this. Prior to even driving two miles to get a bottle of milk, they’re checking out the supermarket perhaps, depending on the type of business it is.

At any rate, I wanted to point this out because if you’re a small business, be aware of this because it can make or break the fact you may or may not get new customers.

And you don’t know why this is happening, and it very well mean that your marketing platform is not very well built.

And that’s what I’m trying to do to help small businesses. How you can maximize the visits that you get to your website by having a good, solid platform.

Case in point—I was looking up an eye doctor And there was a practice with eight doctors. And the website looked good. Now I had heard about them, based on a referral. But I didn’t know anything about them.

And I had gone to them twenty years ago but they have a whole new group of doctors. When I checked them out online, they seemed to have good reviews. When I went to their blog, they had like four blog posts. And they were about a year a part.

Now that may not sound like a big deal. But I thought, you know—eight doctors and they can’t afford to hire someone to do blog posts? Or something?

That was my first impression. Whether that’s accurate or not, I have no idea. Cause I hadn’t even been there yet. But that’s what I’m talking about.

That was an impression. And we have a short window with which to make an impression in a customers mind before if they decide if they’re valid or not. Trust can also come into that. Do you trust them if you see that haven’t had blog posts, engagement so to speak with customers, comments, whatever that it.

That’s a brand perception. That’s why this is so important. Because it doesn’t matter if you’re a small shoe shop or a practice with eight physicians…you need to have a presence online that says, we are engaged with you, we are mindful of our online presence. We have invested in it because we want you to believe us.

Because that’s really your new scorecard whether we like it or not.

The other thing I wanted to point out, is that I met this woman at a chamber coffee…as I started to say. They repair cars—a car maintenance place. Actually a few miles from where I live.

I had seen them online occasionally on Twitter. And, you know I knew they were around, but I didn’t even see their building because they were behind some trees…and I never really stopped by.

I didn’t have a reason to actually because I wasn’t in need of an oil change or repair. But as we were talking at this chamber event, she ended up getting interviewed by the president for a new feature they were doing—five minute interview about chamber members, that they then posted on the chamber Facebook page.

When I talked to her afterwards I said, you know you did a really good and it’s a great idea of them doing this. To get video imaging of them on their Facebook page. It adds a lot of credibility. Being on the chamber Facebook page.

I told her what I did and she said, yeah—I know. But we aren’t that crazy about social media, and I understand that—it takes effort, but you’ve got to realize, that’s where your customers are in many cases.

We talked a little bit about how she can use this video…and things like that. I ended up going into their website, checked out, they had a blog—but again…there was some sparseness between blog posts…like six months to a year.

They had linked to that video from the chamber Facebook page which was great. I thought she could do a lot more than that by having a blog—or tying that video into their blog. Because they could add content to that which is searched by Google.

And you can promote people not just back to that website where the video is but they can see other content from the blog when you do promote it from the blog.

Great to get them back to your website, but the blog gives you flexibility on your platform to launch that link out so all sorts of media. And it all adds up in the Google search engines to be seen—because you can add written content to that. About what this is, what we talked about, etc.

Several days after I talked with her—I received a direct mail postcard from them, with coupons, etc.

That’s fine—they’re doing direct mail. That’s part of the overall branding. But my point is, after I saw this…I thought she’s got a gold mine with that video that the chamber did for her.

There is where your blog comes in, where you, you can post them on your website but the blog is an on-going platform. It’s almost like a mini-website. To add content to on a regular basis that the search engines will find, that you can use to promote through direct mail through anything really. To get people to learn specifics about your business.

And that’s why I like, whether it’s a podcast like this, or a video…a cartoon video, written content…you name it. They are an extension of your platform. They’re a vital part of it because they add so much credibility, creativity to your brand.

That’s why when people go to visit and they see blogpost after blogpost of not just cut and paste stuff, but this is original content. That’s why I like these podcasts because I not only put these on as a video podcasts for my clients—but I also transcribe it in writing so you can read it as well. This is all original. Everything that I’m saying is original content.

I’m not copying and pasting from anyone. And Google favors that. So that’s why these podcasts can be really powerful and your blog can be really powerful for videos and podcasts.

That’s kind of what I wanted to share with you. The stability and how solid your marketing platform is because you can add so much of this content to it to help promote you and form your brand perception.

My email is jverlin1@yahoo.com or visit my website: www.OnDemandAdvertisingSolutions.com.

We’ll see you next week and we’ll be talking about more digital content and how it can all enhance your brand perception!

 All podcasts are recorded at Verlin Studios / Gardner, Kansas

Verlin Studios mock up sharp and smooth

From the Blog: Frustrated with your small business growth? Get engaged!

At some point in every small business growth cycle–or even startup, growth can slow and stagnate.

In many cases, competition, market conditions and the economy can take it’s toll.

In a few cases “successitis” can creep in and give the business owner(s) a false sense of security!

Depending on your stage of development–either as a new small business hoping to get sales or a more established firm–we can only control those factors that are at hand.

couple-clicking-glasses

At On Demand Advertising Solutions–we have ascertained that many small businesses lack a powerful “engaged marketing platform” of which to do business.

This doesn’t refer necessarily to e-commerce, but to a website platform that demonstrates and promotes their knowledge, expertise and authority to prospects visiting.

It’s the web-based “storefront” prospects usually will discover via supportive efforts, referrals or search engine listings.

But it is crucial in that in forms the initial and on-going “brand perception”.

couple-piggy-back

Thus–we have developed a proven three-point strategy to help small business build out this marketing platform–and also promote it via various targeted channels to get measurable results, real fast!

Learn more about how our small business three-point strategy and services can grow your business–by scheduling a FREE CONSULTATION!

Enjoy the short cartoon video!

From the Blog: Digital Marketing Update Podcast #3, Why podcasting is a good idea!

Podcasting a podcast is a great tool for every small business owner to have in their marketing platform arsenal.

Digital Marketing Update, Podcast #3 lays out the reasons you should do podcasting–least of which they will provide an element of your business many prospects aren’t aware of–and that’s you and your personality!

You can listen to all of our podcasts from the web here!

Learn more about how our small business three-point strategy and services can grow your business–by scheduling a FREE CONSULTATION!

Now–sit back and enjoy the podcast!

digital-marketing-update-podcasts-john-v-square1-1-700-pixel-large

Podcasting a podcast:
Podcast #3

Host: John D. Verlin

TRANSCRIPT:

Well, good afternoon. Welcome to Digital Marketing Update! This is John Verlin with On Demand Advertising Solutions. We’re going to be talking about small business owners content. Basically we’re going to talk about podcasts.

I had a number of people—particularly on that last program asked me about this—and so I thought it would be a topic to talk about. By the way…if you do have a question or want to ask me a question about something you want to talk about—go ahead and email me at jverlin1@yahoo.com.

You can go to my website: www.OnDemandAdvertisingSolutions.com. With any questions we’re talking digital content for small business owners—but since I came from a radio background—should you supplement your digital content with radio, print, TV…the sky’s the limit here.

We want to do the best thing we can to help you with your business. Today, we’re going to be talking about podcasting. Again, people will say “why should I podcast”? With all the new digital things?

Years ago, when I was in radio—thank goodness today we have measurable statistics and analytics with not only video, with social media…blogging—everything can be measured.

And even today—people who are doing traditional media—they don’t have the tools—well, let me back up. They have the tools today that they didn’t have ten years ago to measure results.

But you know what? A lot of small business owners still don’t really know what works and what doesn’t work. But—as far as podcasting goes, why should you do it? Well, it’s kind of simple. There’s several good reasons why.

What I do for my clients—I come to them, in addition to the social media—implementing those for them on a daily basis—if not weekly. Doing blogging for them…cartoon videos…and podcasts—recording and producing them. Sending them to Youtube or Podmatic site for my clients.

All of these are content that will help you with your marketing platform. They are going to get you noticed…enhancing your credibility to improve your brand.

The branding is the crucial thing in all of this. For local business owners particularly. Because people will search you out…they don’t know anything about you. That adds to content for your marketing platform. To give you not only a national or worldwide profile—but primarily local. And that can be promoted locally.

But, here’s why I like podcasting. One—it’s an intimate medium. You can here my voice (softly) right now…I talk to you like a friend would talk to you. And that is something that ever since Orsen Welles and War of the Worlds broadcast—people have gotten emotionally engaged with audio.

Well, as far as small business owners and marketing—people can put this in the ipod, listen in a car, when they sleep….it can register in their subconscious These are really good touchpoints—emotionally to people.

And you can do as many of these as you want. They’re simpler to do than video obviously.

Less production—although I do these for most clients. You can do all of this stuff on your own—do you know how to do it? Do you want to do it? That’s why most people hire me to record and produce things.

And the fun part of this is—you can create your own radio show. We can…I can interview you! We interview your guests…your customers! Think about that! You call your top customers—and this is what I love about a podcast. “Would you mind—Bob, you know you spend a lot of money with me in my business—would you mind if I interviewed you on my weekly podcast? Who me? Really? You want to interview me? Believe me folks—they will love it!

You’re giving your clients a platform to be talked about! Guess what they’re going to do? “yeah—i’ll have my guy with On Demand Advertising Solutions get in touch with you Bob…. He’ll send you the mp3 of the interview. He’ll tell you how to “leverage” it for your customers—on your website, in your email blast!”

Now they’re getting excited Because you’re helping them promote their business. Through something that you’re doing on their behalf and it doesn’t cost them anything!

Believe me folks—this gets the excited. Now you’ve got something that’s an emotional connection and being featured—that they can promote on their website, and their emails to their customer base.

And they’ll ask you how you heard about this guy that you contacted from On Demand Advertising Solutions…etc.

This is all why podcasting is fun because you’re getting them (your customers) engaged in answering their questions that are important to them. That’s indirectly important to you.

So, it’s an intimate medium…it gets your customers involved…it’s less stressful than doing a video…you can re-purpose this content as we’ve mentioned. People tend to be more relaxed when they’re talking in interviews like this rather than video.

People tend to get kind of up tight when they’re being watched. The video takes longer to produce. It’s not as easy to produce. And video can be expensive. Particularly if you have to hire a producer. So podcasts are more portable, cost-effective for content marketing because you can put them on a blog post, tweet it, in white papers…you can actually create a video of a podcast like I do with mine and put it on Youtube.

It stands longer because really doesn’t have a shelf life. And video is really a visual medium. So people have to really watch it and pay attention. Whereas with audio—they can be in the car, taking a nap…and can listen to it.

So it’s for these reasons intimate, simplicity, feature your customers, provide really good content simply, sounds good and people get emotional.

So podcasting is another great way to leverage an arsenal in your toolbox of content marketing.
Again, contact me for anything you want to talk about….at jverlin1@yahoo.com or visit my website at www.OnDemandAdvertisingSolutions.com. I’m John Verlin, Have a great day!

Learn more about how our small business three-point strategy and services can grow your business–by scheduling a FREE CONSULTATION!

From the Blog: Small business need a boost? Rock on!

Social Media Logotype Background

Discover how to increase website traffic and boost your small business prospect/customer engagement with On Demand Advertising Solutions cartoon video #2!

Utilizing our three-point strategy, we customize, target and promote proven elements and platforms to build out your marketing and brand perception.

Learn more about how our small business three-point strategy and services can grow your business–by scheduling a FREE CONSULTATION!