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The 10 Minute Marketer
10 minutes | Jul 20, 2017
Recognizing and Seizing Opportunities With Guest Micheal Farca
What’s Behind the Open Door “When one door closes, another door opens.” We’ve all heard this saying so many times that it’s practically a cliche. Still, the concept remains true in all aspects of life. Most of the time, when someone tells us to take advantage of an opportunity, they’re talking about a potential relationship, applying for university enrollment, and things like that. Many people don’t realize that the same principle applies to starting a business. Business owners are no different from any other person who took a risk: they recognized an opportunity and capitalized on it. A lot of us haven’t taken business opportunities because we didn’t realize that the benefits outweighed the risk. It’s all about learning to identify a strong business opportunity and seizing it when the time is right. How to Spot a Good Business Opportunity Special guest Michael Farca, businessman, and entrepreneur shares with us his personal experiences with learning how to determine useful business opportunities. In his own words, you don’t even have to be a “go-getter” to build this skill. Knowing how to identify a profitable business venture only requires you to know what to look for. Michael will give us a few pointers on how we’ll be able to know if we’ve stumbled upon a good business opportunity. Follow Michael on Twitter @mfarca for more tips on how to get your business started.
11 minutes | Jul 17, 2017
Business Structures with Guest Michael Farca
Summary: When starting a business, it’s important to understand the legal framework you’re working within because not every industry has the same rules. Our guest and owner of three businesses, Michael Farca, has a couple tips for up-and-coming entrepreneurs about how different businesses are structured. What Are the Types of Business Structures? Before you can officially set up a business, you’re required to send some information about your new business with the IRS for tax purposes. One of the things you have to establish with the IRS is what type of business you own. The IRS recognizes five types of businesses: Corporations: Has several shareholders accumulating and trading money and property for capital stock. Corporations are legally viewed as an entity separate from its shareholders. S Corporations: A corporation that passes corporate tax responsibility on to its shareholders for tax purposes. Partnerships: Owned by two or more people who share the profits and expenses. Sole proprietorships: Unincorporated and owned by only one person. Limited Liability Company (LLC): A business with tax liability protection. Depending on state law, the business may be owned by any number of people. Not every type of business is allowed to be an LLC. Liability Protection & Tax Laws It’s essential to know what type of business you’re interested in running because it will affect how the business is run. Most importantly, the business structure you choose dictates how much you’ll be paying in taxes and how liable you are as a business owner. Each structure has its own set of pros and cons. Sole proprietorships and partnerships tend to have high liability risks, but both of them may be eligible to be reclassified as LLCs. Both C and S Corporations have built-in liability protection but will usually require extensive tax services as compared to a partnership or sole proprietorship. Starting your own business can seem like a colossal task, but it doesn’t have to be. Follow Michael Farca on Twitter @mfarca to stay updated on how to manage your business.
10 minutes | Jun 25, 2017
Overcoming Obstacles with Guest Michael Farca
11 minutes | Jun 22, 2017
On the Job Training and Dressing the Part with Guest Michael Farca
9 minutes | Jun 15, 2017
Experiences With Social Media Plus Tips & Advice With Guest Michael Farca
10 minutes | Jun 8, 2017
My “Aha Progression” with Guest Michael Farca
11 minutes | Jun 1, 2017
Personal Financial Management for New Entrepreneurs With Guest Michael Farca
10 minutes | May 15, 2017
From Drift to Shift With Guest Jody B. Miller
Happiness is something we all strive for – at work and in our personal lives; however, a recent Gallup Poll said that about a third of us just aren’t happy and we spend about a third of our lives doing something that we hate. Our guest is a career life coach – Jody B. Miller – and she is known as the Work Happiness Expert she also has a new book – From Drift to Shift. Why are so many people unhappy and unfulfilled? The reasons are many, but most of the time it’s because people don’t take the opportunity to follow their heart – they just go along with expectations which may have started as early as childhood. A lot of times people have deep desires but they don’t follow their hearts and they end up doing something they don’t like - which makes them unhappy. This generation of millennials is starting to break that mold – they don’t care much about money, they are following their hearts. When do you know what you want to do? If we all really think about it – it is deep within us and we already know what we want to do. As one motivational speaker once said “you’re exactly where you want to be” – you have to get up and change your life. We’re all afraid, but we have to embrace change, go with the flow, work at it and embrace every new opportunity; happiness is the end goal. You also need to know that you matter. Stay in touch... Visit Jody’s website at www.jodybmiller.com and also buy her new book “From Drift to Shift.
10 minutes | May 11, 2017
Tips on Keeping an Audience’s Attention When Speaking With Dr. Joyce Knudsen
We all have a fear of speaking in front of groups of people or making a presentation – Dr. Joyce Knudsen, Impression Management Counselor is back to give some tips on how to keep an audience’s attention when speaking – no matter what the topic is. Simple things to help hold someone’s attention The key thing is to talk about something the other person is interested in – especially those in the new generation; millennials and baby boomers have two different listening styles so it’s important to know your audience and speak on topics of their interest. Make your audience is actively listening by asking them to provide feedback. At the beginning, tell them what you’re going to tell them – let them know why you’re you to tell them whatever it is; tell them and at the end tell them what you’ve told them. Humor, short stories, short videos are also good but make sure you know your audience and that they can relate or connect to it. How to make a speech or give a presentation? Everyone in the audience is there to learn something – they’re not there to judge or attack you. Studies show that everyone – even celebrities- get nervous before getting in front of an audience but using humor or short stories to break the ice can make yourself and your audiences feel more comfortable. It’s also great to break the presentation up so it’s not long and boring; it also helps to put your audience in groups to solve a problem. We all at some point have to present a speech, take part in an event and it’s great to be able to hold your audience’s attention and win them over. Stay in touch with Dr. Joyce by following the link to her website. http://drjoyceknudsen.com/
10 minutes | May 8, 2017
Tips on Making an Amazing First Impression With Dr. Joyce Knudsen
We’re always trying to make good first impressions as we try to grow our businesses by gaining new clients and meeting new people all the time. Today’s guest is a regular on the show - Dr. Joyce Knudsen – an Impression Management Counselor; she helps people with creating lasting impressions not only in social media but also in one on one. Key things to making a great impression Whether you’re an entrepreneur or a you’re in the corporate world, these days it’s really hard to make a great impression because people are so caught with doing so many things but the key thing is to be present in the moment, you have to give all of your attention – good eye contact, standing up straight, being ready to listen – and know the accepted personal space in the culture in which you are operating. It also helps to exercise proper etiquette – that helps to make other people comfortable – it’s not about you but rather it’s about the other person and making them feel comfortable to talk to or deal with you. Although it’s hard to be present in the moment – that’s hard, but it’s very important for the person you’re meeting to feel that you are giving undivided attention – so put away your phone. Make a lasting impression and be successful... Another important thing is to be on time because wasting people’s time is disrespectful and will not create a great lasting impression. Once an impression is formed, it’s very difficult change that. You have to engage the person so that they will be willing to give you another opportunity to deal with them again. There are those persons who know how to be successful and those who don’t; successful persons will display proper etiquette – respect people’s time, be present in the moment. Simple rules to live by...to make a great impression. Be present in the moment – turn that cell phone off. Be on time. Be careful of your body language – do not cross your arms, make eye contact and make other people comfortable. Recognize the person you’re with and make them the center of attention.
10 minutes | May 4, 2017
Be the Architect of Your Life with Guest Karen Otis
We all have a passion for something and the question is how does that affect our lives. Today’s guest has a passion for architecture and her name is Karen Otis, and with this passion, she made an amazing discovery -- she created methods for designing and building the perfect life. So in a nutshell, what she does for homes and buildings is what she does for life. Karen will explain the full connection to us in the next ten minutes! When do we know when to rebuild our lives? Karen talks about how she helps change and rebuild people’s lives using these techniques. When we talk about rebuilding -- when do we know when to rebuild our life? To start off Karen says there is a huge epidemic in this country -- only 1 in 3 Americans think they’re ‘happy’ and in terms of the workforce, 52% feel they’re unhappy at work. Those are huge numbers, and you know it’s time to make a change or “rebuild” when one or two things happen: either there’s a social or outside trigger, let’s say a divorce, or you get laid off, or the other one being when you finally get to a point where you think to yourself, “Is this it?” Even David in relation to this point says that he has made some changes in his life in the last couple years to make sure he was following his passion. Life changing experiences There are a lot of people Karen has worked within the ‘life building’ workshop that have somewhat stumbled upon their jobs just by chance or maybe they went into a field that they studied in school. As an example, Karen has a client that was a contractor salesman who lost his job. He instantly thought that he needed to replace it but through some of Karen’s work, he had realized that he always hated the job. So instead of jumping in and replacing it, he did the first step of Karen’s method -- looking at your life and deciding what is fixed, what is stable, and what isn’t working. Karen adds most people get stuck thinking that everything we have now is how it should be -- but sometimes we need to demolish something or move it so that we can make room for a change. David builds on Karen’s point by mentioning how after getting married to his wife from the Philippines and looking at their lives -- they now want to spend part of the year over there His life took a change at this point and he realized the difference between slowing down and focusing on what’s fun for him and enjoy his life versus what he thinks he was told by his parents to do. Karen claims what we do is create a wishlist for our lives that maybe isn’t even our own. Create, don't react For her when it all came to her was during her divorce -- she didn’t know how she was going to pursue anything especially raising her two little kids. Nothing worked for her, therapy sessions, self-help books, etc. But what she realized as an architect is that she doesn’t ‘react’ to anything, she ‘creates’. This means that you need to be the one to get in the lead and create, not just react to what is thrown your way and that’s how you build your ‘perfect’ life -- your life inspired. Other Techniques as an Architect that you brought over Karen goes through some of the steps she uses to design any home or building - Sight-Study: Evaluate what you ‘see’. - History: Everything in your life does affect you. It’s a matter o of looking at the history where you come from. You need to look to your personal history and see what ‘patterns’ are getting in your way - Envision your vision: Keep your logical practical analytical part of the brain aside. Get into what your ‘soul’ is saying -- because once your soul is involved that’s when something magical happens. We can’t let fear get in the way. We need to envision it. Karen has a new book and a website: otisarchitecture.com
10 minutes | May 1, 2017
How to Establish and Improve a Good First Impression with Dr. Joyce Knudsen
Today’s show will look at how customers, clients see you – how your brand is perceived. The guest today is an expert on the subject and a regular on the show – Dr. Joyce Knudsen - she’s a great impression maker. She has worked with entrepreneurs and larger businesses on how to establish and improve on the things that create a good impression. Why is it important to create a good impression? It’s important because once you’ve made an impression it’s very difficult to change it; it sticks in your mind – there are ways to improve the impression but that first impression is always there and you have to have a lot of good impressions after that in order to change it. There’s only one chance to make a good first impression. How do you make a good impression? There are some quick and easy ways that you make and improve on a first impression - the way you answer your phone, can your clients reach you, what does you website look like and what you’re doing on social media. Nowadays, even employers look at what persons are doing on social media before calling them for a first interview and unfortunately, many have already ruined that impression by what they have displayed on social media. How important are web pages or social media? Some entrepreneurs think websites are not important or they don’t have the time but Dr. Joyce suggests that websites are very important – they are like business cards. If you are doing your website yourself and it’s not being professionally done – that’s a bad first impression. Similarly, on social sites – care should be taken to ensure the profile is properly presented and there are no negatives attached to your profile. Other ways to make a good impression You want to be able to control the way people see and perceive you, you want to project trustworthiness and you want to inspire confidence in your abilities; speaking clearly, not joking too much and presenting yourself professionally will also help to make a good first impression. Stay in touch... You may reach Dr. Joyce at www.drjoyceknudsen.com
10 minutes | Apr 27, 2017
How Customer Service Can Greatly Help Your Business with Dr. Joyce Knudsen
Acquiring a customer takes a lot of work but many entrepreneurs just focus on acquiring the customers but they overlook retaining these customers as they consider customer service a great cost – today’s guest is Dr. Joyce Knudsen and she will be talking about the impressions that customer service makes and how they can help to build our business. Customer Acquisition VS Customer Retention Although it costs as much seven times more, many entrepreneurs focus on new customer acquisition than customer retention but while it’s there’s nothing wrong with working hard to grow your customer base, it’s important to know and remember the value of the customers you already have and their brand loyalty. If you have customers who haven’t been active, the cost to reach out to such a customer is zero but this would result in increased sale; Dr. Joyce suggests that a significant portion of the revenue of a stable business comes from returning customers and even mores steady customers help businesses through tough economic times. Retaining customers through Reward Programs A lot of companies offer their customers some kind of rewards for shopping – and customers love this – they love getting something in the mail. Outside of formalized reward programs which offer points or special benefits – find out what your customers like and send it to them – it could be even a box of candy. How do we build or improve our customer service department? You want to sell your customers something that they didn’t think they wanted – find out what it is they like and give it to them. Also, it’s great to feature your fans in your content – there is a computerized tool called Snippet which is really easy to use but it is a good way of including your fans – fans want to be called by their names, they want to feel involved. You want to ensure that you engage your customers and provide a service besides just the initial purchase, so even if your customer service department is just one person – take the time out of your day or your week to reach out to your customers, go the extra mile and follow up.
10 minutes | Apr 24, 2017
Don’t Let Perfection Be the Enemy of Getting Started with Guest Robert McGuire
Today’s topic is “Don’t let perfection be the enemy of getting started” and today’s guest has an agency called The McGuire Content Marketing Agency; Robert McGuire is an expert in content marketing and he wrote a post which was all about today’s topic of discussion. Why do we feel the need to be perfect? We feel a need for perfection because we are worried, we fear that we will make a mistake or that we will fail and a lot of time we fear investing time and resources into something because we lack the confidence up-front as to how a plan is going to work. If you think about digital content marketing - it is really about experimenting, testing theories, optimizing and moving on; if you don’t have a move fast attitude you will send a very long time just digging through data that is already accessible. How to develop a plan that isn’t so overwhelming? David talks about his original plan for his podcast – two shows a week, a hundred and four shows a year, all the topics he would cover, his guests – his plan became so overwhelming he had to just put it aside and say let’s just do it. It all starts with knowing who your audience is, develop a template which cover the basic elements of what you offer, and assign yourself deliverables. Robert’s Logic Model Template... Is that available on his website? Not yet – but very soon Practical steps to keep up with the content Robert’s agency is known for high quality content and, his advice to everyone is to have a niche – don’t try to be all things to all people, don’t worry about leaving money on the table and try to add value to your clients and their business. When do entrepreneurs need an agency like Robert’s? The short answer to that would be when they have a little bit more money than they have time. Oftentimes entrepreneurs know they need to grow and if they have someone focusing on A to Z – content marketing sometimes fall through the cracks and that’s when they end up with an agency. Most of Robert’s clients are typically those with revenues under five million dollars. Stay in touch...a link to Robert’s logic model template will be posted soon.
10 minutes | Apr 20, 2017
The 24 Hour Rule and How Fast We Should Respond to Others With Dr. Joyce Knudsen
I’m sure you’re all like me -- going to websites, whether it be to compliment, get an issue solved, or even just for more product info -- and then they never get back to you. As entrepreneurs, we need to learn how and when to respond to things. Bringing on a regular to the show, Dr. Joyce, David calls her an image maker, but she’s more about impressions, and we’re going to ask her how fast we should respond to inquiries. How long should we wait before responding to people? As chance would have it, right away (if you can) is the ideal answer. Dr. Joyce makes a 24 hours rule for herself for emails, but for social sites, you should get back to people right away -- at least check three times a day -- so that the morning, afternoon, and evening people get their answers. If not, you risk being unfollowed. Even at the chance that someone goes out of their way to compliment you, then you should reply. There are even times when people don’t ask you a question directly you should still reply to them because you may or may not get a follow out of it. Lisa brings up a past experience where one time a follower even asked if she was okay when she didn’t tweet one day. You should strive to build those relationships. Dealing with pests On the other hand, when someone constantly messages or tags you in posts, they become what Dr. Joyce calls a ‘pest’, meaning you don’t need to reply to these people 100% of the time or even instantly. Sometimes Dr. Joyce even mutes their posts -- the best part about this is that they don’t even know you’ve done it! Automation and outsourcing tweets If you’re really busy, is it okay to outsource or even automate some of your Tweets? Dr. Joyce says if you don’t have time to tweet yourself then you shouldn’t be on Twitter, but ideally, you should always get someone that sounds like you to help and if you do automate things then the campaigns should be as genuine and as interactive as possible. If it sounds authentic and legitimate then there shouldn’t be an issue with it. Using an auto-responder for emails We all know about the 24-hour rule when it comes to emails -- especially when we’re flooded with them but a suggestion if you can’t necessarily make it within that time are autoresponders. Regardless of if you’re away for three days or even a week it lets people know how busy you are or that you aren’t dead, essentially telling them that yes, you’ll eventually get to them. You should never build false expectations. Dealing with negativity If someone leaves a negative comment, review, or even just gossip, how do you reply? Dr. Joyce and David both just mute the person (in regards to social media). It’s better to not deal with it at all than potentially lose a follower.
10 minutes | Apr 17, 2017
How to Be a Rockstar at Your Next Trade Show
All of us have probably been to a trade show or two in our lifetime but a lot of us don’t think about what goes into making you a rock star of that tradeshow. Trade shows are one of the greatest ways to build your business, improve outreach, and acquire customers. Find the Best Show for You For example, if you’re a local business then you don’t need to waste money going to a national show -- find the one that’s going to reach your target audience. There are so many shows out there and you can find a show in any industry on any day of the week. Planning Ahead is Key One of the biggest steps is to plan ahead. You should really plan at least two or three months out and we’re going to cover the reasons why. A lot of people try to do everything overnight and rush it. These people fail to go over some very important details. Some of the things you want to think about are things to do ahead of time include: - Labeling boxes. - How many people you need. - How to decorate the booth. What a lot of people forget to do is pre-arrange appointments. Many individuals think a show is solely a way to obtain new customers but it’s also a great opportunity to get with old customers and prospects. Get with some of your prospects or favorite customers and book times for them to come and talk to you. Distractions in Your Booth David often prefers having no chairs and he will not allow anyone to sit, eat sandwiches, or use their phone on their breaks. He says that because you’re pre-occupied, it seems as if you don’t want to be bothered and therefore you will lose a lot of potential customers or clients. Removing all distractions is your best bet -- a crowded or distracted booth makes it less inviting. Giving the Right Gifts Moving on to ‘gifts’ -- a lot of businesses give out gifts at their booths that have nothing to do with their target audience. For example, a company that may never plan to sell a piece of technology would probably be seen giving away an iPad as a prize. Instead, offer them something of value that also relates to your business, whether it be a product or a service Reaching out After the Trade Show You also can’t let the question of how you’re going to reach out after the show be forgotten. Who’s going to be responsible now that you have these leads? You need to set objectives for this trade show -- how many leads are you hoping to get? What show specials are you going to offer? How many sales do you want to get? Without clear objectives it’s like saying “Let’s go on a road trip!” with no map or a final destination -- you’re pretty much just lost running in circles. Have a path where you’re trying to get to and figure out what you need in that booth to make it happen. Elaborating on Gifts Going back to gifts, if you have nice things to give away then people will remember who you are. You should make this a quality item. It doesn’t have to be expensive but you should have put a lot of thought into it. When you give away a cheap product it gives off a bad impression. Wrapping It Up If you’re going to spend your hard earned money and time going to a trade show in order to get leads, then you should make sure you choose the right show for you, plan ahead, pre-arrange appointments, set objectives, also have ‘swag’ to give away. Something a lot of people often overlook is contacting the show to see if you can be a guest keynote speaker -- it’s a great way to have a captive audience and at the end, you can drive them to your website or even back over to your booth to meet with you one-on-one. This positions you as an expert and gets you all sorts of notoriety, being in the brochures and anything advertising the event.
10 minutes | Apr 13, 2017
Proper Meeting Etiquette with Guest Dr. Joyce Knudsen
How you conduct yourself in meetings is a reflection of you. Some entrepreneurs have been in the business world for quite some time now but for many of you out there that haven’t really had a lot of meeting experience, we’re going to share with you a bit of tips you can use when either attending or holding meetings yourself. Today with us we have regular Dr. Joyce Knudsen. Forgotten Rules of Meetings There are a lot of forgotten rules when it comes to meetings. One of the biggest pet peeves for David is being on time. He actually suggests people get there earlier to get settled, but other than that have a timely meeting out of respect for time. Dr. Joyce suggests being there ten minutes early because you never know what sort of unforeseen situations may arise. An image is an impression you make upon others, so if you’re late you are making the image that you are not to be trusted to be on time. Making Introductions You need to know how to make introductions. A lot of people do not know how to make ap roper introduction. A few tips are to name the person of greater rank or authority first -- this is very important and if you don’t do these things it shows that you aren’t polished. Making use of first and last names when introducing people to each other, in addition to any titles like Dr. or Sir. While this may not be of much importance to you, other people do notice it. You should also keep in mind to include any relevant details such as any established relationships or occupations. Business Cards Handing others your business card may be a very casual thing in Western countries, but for many countries in Asian, handing your business card to someone else with both hands is very important and a sign of respect. Dr. Joyce also adds that handing it to them in such a way that they can read it is also equally as important. A bad example would be handing it to them upside down. Handshakes are Important In a lot of cultures much meaning it transferred by the way you offer your hand. You have to know the correct times to do it and on top of that, people actually end up shaking hands the wrong way. Handshakes also shouldn’t last too long -- around three seconds is enough. Cell Phones You should never act as if the time you’re spending with someone else is less important that your cell phone -- especially in today’s society. Agendas and objectives Creating an outline in order to remain on a schedule for a meeting is something you should do as well. You want to have a checklist to make sure all of the information is covered and you want to let participants know what’s being covered in the meeting -- the objective needs to be clearly stated. Even something so simple as posture, sitting, and getting back up are very important when it comes to meeting conduct and creating a great impression. Learn more about Dr. Joyce: http://drjoyceknudsen.com/
11 minutes | Apr 10, 2017
Customer Acquisition Versus Customer Attention
In today’s podcast, David and Lisa talk about customer acquisition and then keeping that customer’s attention throughout the months or years. The cost of getting a customer What a lot of businesses don’t think about is that you have a cost of customer acquisition -- whether it be the cost of a going to a trade show or the cost of advertising. When you’re smaller this is inevitable, you’ve gotta do it, but once you’ve grown a bit bigger you can switch your marketing tactic to more of an offense/defense role in other words, acquisition, and retention. So what you want to do is take a look at your business. Is there something customers can come back for? For tangible goods, is there a warranty? Is there a newer version scheduled to come out? What a lot of businesses are lacking in retention David says that a lot of the companies he consults have a hard good that’s a one-time purchase, but lacks a follow up, so there’s so much money spent on getting that customer, they’re hoping they come back and find another item of interest on their website -- and they often don’t. Planned obsolescence is important In your business you can always look at a new version of something, a new size of something, whatever it may be. This is related to “planned obsolescence”. An example of this is your smart phone, or car. Every year they usually come out with models that have minor changes here and there, but every few years or so a major model comes out -- making the other model “obsolete” usually forcing people to keep up with the newest trends and models. Other methods of retention Another question is, what are you doing to retain your customers? You can set up a bunch of auto-responders, sending information to the client, NOT selling them, but engaging them. Rewards for using your good or service is also extremely effective. If you think about it, a lot of businesses whose services even you use, take advantage of that. Whether it be a restaurant, an airline, your credit card company, or even a pet store. David brings up that for example, if you do skincare, after a certain amount of products is purchased, you could give your customer a free bathrobe -- something you don’t normally sell. Customer outreach A lot of people talk about email and social media, but what many don’t do is actually call your customer. Let them know you’re there. Don’t just call them to sell, but call them from a customer service angle. If you take the time to care for your customer, they’ll build a loyalty to you. The welcome back program Here’s something most businesses don’t think of -- build your database. If you haven’t had a customer that you’ve heard from in 90 days, call them to make sure things are working okay. David calls this a “welcome back program”. Because of this your customer service may potentially turn into a profit center. You’d be shocked to see how many customers you’ve potentially lost. If you can recover 10% or 15% that’s huge.
10 minutes | Apr 6, 2017
The Do’s and Dont’s of Content Marketing with Guest Robert McGuire
Stealing a quote from today’s guest -- “Just because it’s on the blog section of your website doesn’t make it content marketing” introduces us to this very useful topic, and while we all want to believe it does, there’s a lot more behind it. Our guest today is Robert McGuire -- Robert has his own agency called the McGuire Editorial Content Marketing Agency. He helps companies create effective, high quality and authoritative content marketing. Deposits in the Karma Bank One of David’s other favorite quotes from Robert is, “Think of content marketing as deposits in the karma bank.” -- and the idea behind this is giving away the goods for free or in other words, give to get. You need to figure out what people need and develop a plan around that. If u give away good info it’ll pay off down the line. However, it can’t be 100% faith based -- you should have a plan. You give on the principle that you’re going to get but it doesn’t mean you shouldn’t measure and keep track of exactly how it’s going to pay off. What Content Marketing is NOT When content marketing first started to catch attention it was a reaction to a response against older marketing strategies (interruption marketing) such as robocalls or ads on sides of busses. All these did was show how badly i want to get my message to you. The got “in your face,” so now we do the opposite thing which is actually addressing people's needs. Robert’s test for proper content marketing is this: If you took out your brand identity from the content would it still make perfect sense? If the answer is yes you’ve got content marketing, but if the answer is no then you probably have straight up advertising. Content marketing doesn't mean you can't be salesy because at a certain point you do have to have a call to action. It should be an instinct to postpone advertising urges for as long as possible. What You SHOULD Be Writing About and How Do I Come up with Ideas It’s like traditional marketing and it starts with a clear understanding of your target audience. What information are they looking for? What are they struggling with? Examine this and then develop content around what will help them understand the industry they’re working with. What would be some great tags or call to actions to put in the article? Where should we put them? In a way it’s always going to be at the end. Think of it as a traditional funnel. Treat it like a series of micro conversions along the path to a sale. Take small steps. You don't want them to “get married” right away. Once they’re far enough then you can go for the call to action. Does this same rule apply when publishing on other websites? On other sites you’re probably not going t have a call of action like you would on your site. With guest posts you should be trying to raise awareness instead. Always reserve the biggest ideas and use that to publish on other sites that probably have a lot more traffic than yours. You’re probably not going to sell your service or product on another person’s site. Your message should actually be more subtle than asking the readers to check out more content you wrote on your own site. The rule is, if what they read were THAT valuable then they WILL go through the trouble of finding out who you are. We’re going to cover more topics in another podcast because we’re going to run out of time today. Check out Robert’s agency here.
10 minutes | Apr 3, 2017
The Ins and Outs of Direct to Consumer Marketing with Guest Ed Hauck
Direct to consumer expert Ed Hauck is back on today’s show; he will discuss how direct to consumer works and provide answers. How do entrepreneurs make it work? As someone who has been doing direct to consumer for over twenty years, Ed sees direct-to-consumer like a large Math problem because you can go directly to the consumer and get individual buyer behaviors and receive feedback on product – it allows you to test, test and re-test. So, by the time you go to roll something out and invest money - you have already tested the offer, and you have checked whether someone wants your product. To get started The entrepreneur has to think about some things for their customers, and the most important one is to be able to predict your return on investment. In direct-to-consumer, there is the RFM (Recent, Frequency, Money.) Recent -- how recently did the customer buy. Frequency -- the more frequent a customer buys from you, the more likely it is that they will buy again and Money -- the more money a customer spends with us, the more likely it is that they will be a long-term customer. Challenges faced in direct mail and digital On the direct mail side – it’s the availability of a list – if you’re going to mail something, then you can use your list, but you also want to grow that list. On the digital side, using pay per click or Amazon product- sponsored ads – that’s where the market becomes competitive, and there might be a price to pay for that. Do I ever need to consider retail? There are many examples out there of direct to consumer businesses that have grown to the point where a retail chain will reach out to the brand and say – did you know your brand is the most searched term on our internal website and we don’t sell your product – we want to sell your product. There is a natural cross-over point as you build your business to take advantage of certain types of retail to take your business to the next level. Stay in touch If you have missed any episodes with Ed, please go back to past episodes – they are available on iTunes, and they are on our website the10minutemarketer.com/podcasts
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