business

How To Market Your Business During A Global Crisis

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I’ve had a lot of real estate agent clients ask me if and how they should continue marketing their business during the global crisis.  

The answer is yes.  Continue to market your business, but your messaging and tone should change.  We need to be sensitive to the times we’re in and meet our customers where they are.

But how do you know where they are?  Pay attention to current events and what your customers are saying.  Social media is buzzing with your customers sentiments.  If you are in touch and tuned in, then you will have all of the information you need to succeed.

Refer to a traditional buyer’s journey for guidance.  For those of you who aren’t familiar with this journey, it comprises a few stages.  The first is awareness, the buyer becomes aware they have a problem.  Second is a consideration, they look for a solution to their problem.  And, the final stage is a decision, they are ready to purchase a solution.

Here’s what it looks like applying this journey to the global crisis:

  • Stage one – panic and uncertainty. Your messaging will be sympathetic.  You will craft posts to help put people at ease.  Whether it’s about food, working from home, hygiene, or how your industry is adapting to uncertain times.
  • Stage two – Finding balance working from home, homeschooling, productivity concerns, or curbside pickup for just about everything.  Put adaptation in motion.
  • Stage three – Most people have adjusted to change and now want to know how they will ease back into civilian life.  What will dining out look like?  How will they buy and sell real estate or experience other in-person service-oriented industries?  The future of schooling?  Travel?

If you create content relevant to your customer and MEET them in the stage they’re in, you will lead with empathy and become a resource for inspirational and valuable information.

I feel the best thing any small business owner or real estate agent can do now is pick up the phone and just be a friend to their database.  Ask them how they are doing.  If they want to talk shop, share information that will benefit them.

For example, at the time of writing, mortgage rates are hovering around 3%, now is a good time to refinance their mortgage and reduce their monthly payment amount.

Please share this post with anyone you know in need of marketing guidance.  Be well!

3 Best Ways To Promote Your Business And Show Your Value As A Business Owner

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The online world moves fast, like a freight train barreling down the tracks! And, it’s pretty congested too.

How can you cut through the noise?

I will show you three of the best ways to maximize your reach and exposure. Then, you can repurpose these ideas across your various social media channels and website.

#3 – Check out HARO – That stands for Help A Reporter Out. It’s an online resource for journalists to get feedback and input from business owners like you. A little-known fact is it started out as a Facebook group in 2008 and quickly grew to a 100,000 person email list. Now it’s a tremendous opportunity for you to position yourself as an authority in your industry.

You can sign up for free or get a paid subscription, and up to three times per day you’ll receive an email digest of inquiries from journalists looking for your input on your preferred topics.

#2 – Interviews – They offer you an opportunity to tell your story, add credibility to your business, and help you develop a relationship with the interviewer.

Collaborate with other industry service providers. You can interview each other and then repurpose the interview to reach a broader audience online.

Bonus Tip: When you receive the audio file from the interview, add it to your website. Transcribe it for SEO purposes. Google crawls through text more efficiently than video or audio.

#1 – Public speaking – In the form of hosting a class or a workshop. There’s no better way to let people experience the person they are considering hiring than getting in front of them and showing your value.

Unlike social media, you won’t have to worry about who hears you because you’ll have an audience who made a conscious decision to come and hear you speak.

 

Create Better Videos For Your Business With This 7 Part Framework and Productivity Tip

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If you’re a business owner you probably already know by now that video is the essential tool for marketing your business but you might also be intimidated by the thought of putting yourself out for public display. You’re not alone.

 

When I began working with video a few years ago I had a fear of public speaking and I didn’t like the way I look at certain angles. The way I worked through my fear was pushing myself to record videos. 

 

I forfeited a chance to go on a family vacation and locked myself in the house for three days. I recorded about 20 videos but it took about 350 takes to get to the finished product.  I had poor lighting I didn’t have a microphone but I had a good message.

 

What I learned from this experience is the more I do this the more I push myself, the easier it becomes. I began to realize that it’s not about me it’s about you, the people who I’m trying to deliver a message to. What’s your take away?  The more I was able to put you first the easier it got for me. 

 

The top 3 reasons people tell me they don’t record videos are: 

#1 They don’t know what to say.  

#2 They hate their voice or the way that they look, and

#3 I’m not interesting.

We all just start somewhere but start we must!

The trick is to organize your thoughts before you hit record. Writing out a script will help you deliver a clear message but when you do hit record don’t sound scripted. 

Remember, take a deep breath and make it about your viewer the more you take yourself out of the equation the quicker your critical self will disappear. 

Here’s a 7-part framework that you can use to create better videos for your business.  

Part 1 –  The Opener, dive right into your topic from the beginning, in

the first five to ten seconds your viewer is going to decide whether they

want to keep watching your video or not. Plus it shows that you value and respect their time. 

Part 2 –  A branded bumper – this is a 5-15 second animation of your logo that you place after your opener. If you don’t have any creative skills or know any graphic designers you can go to fiverr.com and get one made for about 5 or 10 bucks.

Part 3 – Welcome your viewers. This helps build loyalty and everybody likes to feel special (Clapping)

Part 4 – Jump into your content. Let’s get into why we’re all here. 

Part 5 – Add a micro call-to-action (optional). A call-to-action is what you want your viewers to do and how you want them to do it. The reason we add one here is that we want viewers to make it to the end of the video. If they don’t get there they won’t be able to hear your final call-to-action. An example might be, at the end of the video I’m going to offer you a promo code or something special. 

Part 6 – The Closing. Wrap up and recap some of the important points from your video, and

Part 7 – Your final call-to-action. Remember, this is what you want your viewers to do and how you want them to take action. This could be subscribing to your channel, connecting with you on social media, or visiting your website.

If you’re struggling to find the time to record videos I get it. First, you have to record, then make edits and distribute your video across all your various social and other online channels. It’s a lot of work but the payoff is

well worth it if you’re consistent. I like to take a day of the week where I can commit 4-6 hours and batch record videos. If I can get 3 or 4 videos in that one session and I do that once a week, or even every other week, I will have anywhere from 8 to 16 videos in the bank for future use. You can also batch produce thumbnail images for your videos in that session as well.

 

Create a schedule and stick to it. Consistency is key. Your viewers are going to want to know when to expect your next video. By doing so you’re training them to come back to your content and that is what builds loyalty. If you have questions about video or you need some help with coaching you can send me an email at [email protected].  I respond to everyone.

About Me / The One Video Every Small Business Business Owner Needs

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A compelling “about me” video could be all a potential customer needs to determine whether your product or service is right for them.

In this 60-second video, I will demonstrate how to incorporate the key elements listed below.

* Who you are.
* What you do.
* Who you help.
* How you do it.
* What makes you different from others.
* Call to action – add one mid-roll and at the end.

The optimal length is 30-60 seconds.

I recommend writing a script to organize your key points. Your finished product will serve as your elevator pitch as well. If you are clear others will be clear when they talk about your business, especially at networking events.

The next time someone asks “what do you do?”, you will have a compelling response!

How To Make The Most Of A Networking Event

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Christopher Pagli Think Local networking event

 

Have you ever wavered on going to a networking event and left feeling glad you did because it was incredibly productive? I have.

I know how hard it can be to walk into a room full of people you do not know and introduce yourself. My top six personal tips will help you make the most of your networking experience.

 

1) Have a plan before you go. – whom do you want to meet?

Make a list of five targets and reach out before the event, so the face-to-face introduction is a little warmer. Most events have Facebook or LinkedIn groups so you can see the guest list beforehand. Join these groups and add value, videos are a great idea. If your content is excellent and makes an impact, you may be approached by some people at the event.You are setting the stage and will feel more comfortable entering the room knowing you have a plan in place.

How do I start a conversation with someone I have not met? Look them in the eye, shake their hand and introduce yourself. You are at a networking event; we expect it.

2) Arrive early, get acclimated, and dive right in. I have found this is an excellent way to stay grounded, break the ice, and greet others as they arrive. It is easier to have conversations with fewer distractions in the room.

Have you ever had a conversation with someone and noticed they are listening to you with the side of their head and their eyes are roaming the room to see who is there? Not a great way to show you care.

If you cannot arrive early, survey the room; see who is there.

  • Identify people you may already know
  • Look for the popular people. These are people who can’t walk two feet without being stopped or have a large crowd around them. Make it a point to find out who these people are and meet them. Chances are you will engage with other people in the immediate area.
  • Find your targets. They will introduce you to others in the immediate vicinity, and the conversations flow from there.

 

3) Make a statement. – Are you an average Joe? What will you do to make a statement once you enter the room? I am not only talking about how we look but our confidence level. Why do you think fashion models wear their clothes so well? Confidence. It makes the outfit.

Everything we do or don’t do sends a message. Every interaction is a potential job interview.

  • Dress to impress
  • Be well-groomed
  • Smile
  • Have a firm handshake and look the other person in the eye as you shake.
  • DON’T skimp on your business card! Make sure it is high quality and depicts who you are and what you have to offer. I know business cards can be costly, but it is an extension of you and their takeaway! Check out www.Moo.com.
  • Look at others business card before stuffing it into your pocket; this is a sign of respect.
  • Make notes about your conversation on the back of the card or your phone.
  • Be a good listener and ask open-ended questions that give you more information about the person. Celeste Headlee said it beautifully in her TED Talk “You do not have to show someone you are listening if you are listening.

If you present yourself as an expert, the best, or a professional, everything else needs to match your words. Unfortunately, people judge. We want every aspect of how we present ourselves to align.

4) Keep it moving – acknowledge your friends and existing connections, they may introduce to people you do not know, but don’t hang out talking to them the entire time. You are there to make new connections and nurture existing ones. I have a goal of meeting at least 5-10 new people at each event. The more I do this, the easier it gets.

5) Know how to talk about your business – Your elevator pitch should be clear, concise, and give the listener a compelling reason to take action or learn more. I always end with what makes me different. People want to know why they should refer or do business with you, especially in a room where there are many others in the same industry.

I highly recommend spending $5 on a copy of “This Book Will Teach Your How To Write Better” By Neville Medhora. In just 50 pages you will know how to write copy that sells and talk about your business in the least amount of words.

People tend to remember the first and last thing you said. Avoid industry jargon that most people will not understand.

 

6) Send a follow-up email right after the event. It shows interest and will help you stand out. Too many people do not do this. We need to stay fresh in others minds. If you took notes about while speaking with them, reference something in your follow-up email.

We meet many people at these events and what we choose to do will make or break our experience.

Please share your tips in the comments below. I look forward to hearing them!

How To Boost Your Google Business Listing

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Google business listings are a great way to maximize your presence and allow potential customers to experience your business.  This free tool will increase your visibility on Google and help you manage your business across the search engine.

In this post, I am going to walk you through the various sections and show you how to complete them.  I will also touch on the psychology behind specific features, so you understand why they are essential.

Before we begin, please conduct a Google search for businesses like yours.  Look carefully at the results.  Familiarize yourself with what their listings look like and if they are utilizing all of the features.  Take a screenshot of the results for reference later on.  

We will discuss the importance of this in a few minutes.

Have you created or claimed your listing yet?  If not please take a minute and create one or follow the steps to claim your business.  Mobile users can download the app from the Google Chrome Store.

 

Otherwise, log in to your google account, scroll down to “My Business,”  and you will see your new homepage that looks like this:

google my business listing screenshot

Posts

This feature debuted last year and is similar to what you would create on Facebook and other social platforms.

Between 100-300 words, you can create offers, promote events, provide a sneak peek behind the scenes, a day in the life of your business, or write microblog posts to engage your audience effectively.  Think about how you can give potential customers something of value here.  

I like to educate them on a specific topic.  The more you do this, the better your audience will get to know you and your expertise.  Delivering valuable information is how you position yourself as an authority in the marketplace and reinforce your value.

Try to avoid over-promotion.  The 80/20 rule is always an excellent guide.  Share 80% informative and educational content and 20% promotional.  Give more than you ask.  

As we shift more towards a mobile-first world, you will notice that the posts are in card form and optimized for mobile viewing. The jury is still out on whether or not these posts will help your SEO, but anything that gets more eyeballs on your business can help in my opinion.

The jury is still out on whether or not these posts will help your SEO, but anything that gets more eyeballs on your business can help in my opinion.

You should note that your post will expire after seven days.  It will still show on your page but not won’t be prominently displayed when your listing comes up in a search.

Here’s what it will look like:

 

Info  

Input all the details about your business and be specific, especially with the hours of operation and category.  You can add more than one.  If you have special holiday hours, include them as well.  

Add your phone number, website URL, and an appointment URL if customers can book time with you online.  You can add photos in this tab or choose to later.

NOTE: the public can suggest edits on your listing, and these changes may appear without you knowing.  Check your listing regularly to make sure the information is accurate.  You can always make corrections and submit them for approval.

Insights  

There isn’t anything you need to do here aside from connecting your Google Analytics account, so your results appear on your dashboard. Pay close attention to the numbers on a regular basis.  This data will help you make better business decisions based on factual information.

You will see how many unique visitors, page views, and new visits you had in a specific period.

I added a screen recording so you can see the various sections and what they mean:

 

We are transitioning into a data-driven world, and these insights help us understand what actions our potential customers are taking on our page, how they found us, and how we stack up against our competitors.

If you perform a search for your type of business in your target area on maps, you will see a list of your competitors.  Click on each listing and see how you compare.  

Look at the completeness of their page.  How many photos and video did they add?  Are they utilizing the posts feature?  Do they have any reviews?  If so, are they publicly responding to them?

By completing every inch of your page and taking advantage of all the available features, you will already be ahead of many other businesses in your area.  I know this because I have searched for thousands of companies and was amazed to find how many are not.  

Reviews  

Feedback is there for a reason.  It tells us what is and isn’t working in our business.  I know it can hurt when we hear negative feedback, but this is an opportunity to turn things around and possibly create a relationship that leads to more business and referrals.

Here are a few tips for soliciting reviews:

  • Ask people who have experienced your product or service.
  • Craft an email.  Ask your customer if they would take a minute and write a testimonial about their experience with you.  This next step is critical.  Include the link to your Google Business page (and any others you want a review on).  You are making it easy for them to write the review.  The more comfortable, the better.  

You won’t solicit all reviews.  Random users can leave one any time they like.  I find that most people write an unsolicited review when they have had a bad experience or an amazing one.

Some people think that too many five-star reviews will negatively affect you.  I disagree.  Anybody who takes the time to read yours can usually tell whether they are real or not. If you provide exceptional service, you deserve a five-star review.

Every time a review shows up, publicly respond and thank each person who left one.  This action shows you value what they have to say and others will see that you care about your customers.  

Remember, we want to build a word-of-mouth business and reviews are one of the best ways to do this.  

You are making a relationship with your customers, and this process sets the stage. Your happiest customers are your best customers.  Make them feel special.

Check out the 2018 Customer Service Benchmark Report from Super Office to see some eye-opening statistics.  

So, how can you provide exceptional customer service all of the time?  Respond to everyone quickly with a relationship building mindset.  If you get a negative review from a customer, don’t immediately take the offense.  Sit with it for awhile before responding to them.  I learned the hard way in my early days by reacting rather than responding, and it never goes well.

Messaging   

This feature is a game changer for customer service.

A customer can message you directly from your listing on a Google search.  All you have to do is turn the feature on, add your phone number, and customize a greeting.  Similar to the Facebook messenger, Google will calculate your response time, and it will show in your listing.  

If you answer quickly, you are more likely to receive a message from them.  

If you take a day or more guess what happens?  The majority of them will probably look for someone who will get back to them faster.  

People want answers, and they want them quickly.  In today’s world, we expect everything fast!

Photos and Video

First, add your logo, a cover image, and profile photo.  They will also show on your Google+ profile.

Compile some of your best at work or behind the scenes images to give customers a taste of what it is like to be you and do what you do.  If you sell a product, demonstrate it through video.  Produce video tips or updates to educate the consumer.  Remember that our goal is to be an authority in the marketplace.

I recommend putting as many photos and videos as you can but make sure they are a good representation of your business.  By humanizing your listing and engaging with people you are making it easy for them to relate and get to know you.  

When people are comfortable, they make better decisions.

Under the insight section, you will be able to see how you compare to your local competitors for the number of unique views on your media

Website

Google offers you a free template website at no charge.  It’s more like a web page and consists of the images and information you plugged into your listing.  If you don’t have the resources and budget for a professionally designed website, then this might be a good option for you.  

Ads

Create ads quickly with this feature.  Google will walk you through the process.  If you don’t have much experience with Adwords and how they work, do some research before creating your first ad.  Check out the Keyword Planning Tool in your ad account and learn how to choose the best keywords and phrases for your ads.

Conclusion

We covered the various features and why they are essential. Google is the most significant search engine on the planet and isn’t going anywhere anytime soon.   Even if this isn’t a game changer for your SEO, it shows potential customers that you have your hand on the pulse of your business and care.  That is indicative of how you run your business.

What you learned here today applies to your website and social media accounts as well.  If people like what they see in one place they will click through to your website and other profiles.  We never know where our next customer is going to find us.

 

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