Grow Your Business By Turning Away Customers
In the Indianapolis metropolitan area, there are 65,000 companies with sales under $1 million. 65,000! The reality is I can’t serve all these small businesses.
To use my time well, and do the right thing for my clients, sometimes the best thing to do is to turn the project over to a competitor. I know that sounds crazy, giving up a project especially, in a tough economy, but when it isn’t a fit, I have learned it is better to walk away.
Seth Godin had a great post recently on this topic. He argued passing a project to someone else better prepared to handle it will actually raise your image with that client. He said:
This is when you earn the right to be seen as a trusted adviser, not a self-interested shill. Two months or two years from now, when you interact with that person or organization again, he’ll remember that you were the one who spoke up on behalf of the competition, the one who helped us find a better fit, the clearly disinterested adviser who helped us choose between the two remaining good choices.
To make good suggestions, I work hard to get to know my competitors. I understand their weakness and their strengths so I can pick the best candidate for my client. I have good working relationships with companies like SpinWeb, Miles Design, and Deep Ripples. Each of these companies are best in class, and beyond their skills, I know they will treat my prospect the way I would have .
I am in this business for the long haul. So if I miss one sale, but in doing so, I establish my self as a trusted adviser I know it will be worth it in the long run.
Want to Boost Sales? Give Stuff Away!
Whenever I go to the mall, and walk by the food court, there is always that guy, handing out samples of the Chinese chicken. Why? Because if you don’t know what you are hungry for, very often a little taste is enough to convince you to buy an entire plate.
That same try before you buy strategy works in many industries, particularly when the product or service is really unique or radically different from competing products.
For example networking: Today, after more than eight years in the market place, most people are familiar with Rainmakers. That was not the case, eight years ago. Our model was so different, it was almost impossible to explain on paper or on-line. It is one of those things you had to experience to understand. To overcome the low understanding of our model, we started offering “free passes” to our events.
The result of our free trial program – We lost some revenue at the door, since guests no longer had to pay the first time they attended, but we had significantly more guests. the average event had an increase in guest count from 5 to 15. Since our closing percentage (guests who became members) remained the same, we tripled the number of new members each month.
That’s the key.. use free trials to introduce the product, build a loyal fan base, and offer an option for more services of a reasonable fee. It the value is there, you wil have no trouble earning the fee.
FREE TRIALS! Have you figured out how to use them in your business?
Redesign for Recycling
One of the things I enjoy about my job is the chance to stretch my skills to achieve ideal results for my clients. Recently, I had another an opportunity to do just that, as I constructed a web site for Karle Enviro Organic Recycling, an industry leader in bio solids management.
The majority of our clients are comprised of companies offering consumer products and business services. As an industrial company, Karle Enviro presented some interesting challenges. We couldn’t fall back on the same sources for stock photography since IStock doesn’t have a wide assortment of images of industrial waste so Taylor stepped up to the challenge by building attractive banners which brought a bit of life to each page.
Karle Enviro has locations in both Indiana and Florida. While they are part of the same parent, the two units operate independently, with slightly different service offerings. They wanted to be able to benefit from a single primary domain to improve their search visibility, while still presenting distinct faces to their clients. Our solution was to create essentially three sites in one. The primary URL drives visitors to a landing page with a brief overview of the company and two large buttons driving visitors to either the Indiana or Florida sub domain. All three sites have a similar look and feel as visitors move seamlessly from one to the other. However the banners have been modified to feature local phone numbers and contact information.
Beyond the look of any site, are the words. Karle Enviro’s work requires such a high-level of expertise and we needed to support that image with intelligent, factual copy. Luckily, the client was patient as we worked together to formulate strong, engaging copy. I was lucky to have Allison around in this regard.
Karle Enviro is proud of their new robust, functional site, and so are we. This project gave me the opportunity the think in new ways and discover new tricks in web design. I couldn’t be happier about that (or my newly-acquired organic recycling knowledge).
To see the new site, simply visit the Karle Enviro Main Page.
Life Comes At You Fast
Since I have been out of school and employed at Roundpeg for a little over 7 months, this is an appropriate time time to look back on my first experience in the real world. I learn something new almost every day, but some lessons stand out far more than others. Without further ado, here are the top 3 things I’ve learned in my first 7 months as an adult:
1. Assignments don’t come one at a time-As luck would have it, the real world doesn’t care if you’re already busy doing something. At RoundpegI have the chance to wear several hats (sales, web design, customer trainer) and so I’m involved in several different projects at the same time. Learning to handle several projects at once was probably the greatest challenge I’ve faced in my first 7 months on the job. Day by day, I’m improving my project and time managements skills and my ability to set priorities and established realistic timelines. I can’t wait to look back in December at how much I’ve improved these skills over the year.
2. Nothing’s possible without the team-I can’t think of a single project since I arrived which didn’t require the support of my team. Taylor, Allison, and I each bring different talents to Roundpeg. This diversity is what allows us to work so well together. For example, when I begin a web design for a client, I know I will NOT be able to produce what Roundpeg is capable of without Taylor’s graphic design talent and Allison’s copy-writing genius. In this business, it’s pretty tough to do anything on your own. Luckily, I don’t have to.
3. Never Underestimate the Power of Relationships-Many of the most rewarding experiences I’ve had since hanging up my cap and gown haven’t occurred in my office. My job allows me to meet some of the coolest people and visit some of the coolest places in Indianapolis. Those relationships (and experiences) have helped grow Roundpeg’s business interests, while helping me create lasting relationships with some amazing individuals. Many I would never have met otherwise. Being part of a community is fun.
What about you? What’s the biggest lesson you learned during your first year in the “real world”?
What Makes You Exceptional?
According to Seth Godin, what was once conidered incredible, is now run of the mill. The challenge to small business owners in finding new ways to surprise and delight your customers, particularly in competitive markets.
My favorite eye doctor, Dr. Jeremy Ciano at Revolution-Eyes always has fresh coffee and Godiva Chocolate. He has a play area for kids and computers in each exam room so you can check your email while you wait for him. I go to Dr. Ciano because he is the best at what he does; a contact lens specialist, he is routinely the first in the city to offer new treatments and products.
I value his expertise, but it is his service which I talk about. .
What do you do that is exceptional?
Boys (and Girls) of Summer
This has been one wild and crazy summer at Roundpeg. I can’t believe it’s already August. In just a few days our interns will be back in school and things will change all over again as we move into the fall.
As my first summer (as a Vice President) at Roundpeg draws to a close, I wanted to look back at the last three months and reflect. I have learned so much about this job, myself, and the people I’m in the trenches with every day.
This summer started off with a bang. The company is growing so fast, we brought on an unprecedented four interns, each with their own unique talents:
Emily Beck was our PR intern, and a great counterbalance to all of our worrying all summer. In addition to interning here, Emily took several classes at IUPUI. Her ability to balance work and school really impressed me.
Heather Ousley, our graphic design intern, came onto the team as a highly sought-after free agent in the middle of the summer. Since joining Roundpeg, Heather has seamlessly integrated herself into the fiber of the company. She has done a fantastic job not only assisting Taylor with graphic design work, but also never being afraid to branch out and learn new things or ask questions. (We are excited she will continue part time through the fall semester as well.)
Dan “Baby D” Lipson was a great addition to the team this year. Even though he’s only in high school, Dan was able to spearhead both video and Facebook fan page marketing efforts. We couldn’t have asked for a better “first high-school intern”.
And finally, my pride and joy, Kelly Rogers, was our marketing intern. Kelly showed up in May excited and willing to do whatever we asked, and hasn’t stopped since. She’s has take on each challenge with a positive attitude and even branched out and worked directly with our Vice President of PR, Allison, on public relations projects.
I would like to think we taught the interns a thing or two, but in the end, I think I learned much more from them than they learned from me. I learned how to teach, how to manage, and how to levy criticism with praise. I think Taylor and Allison learned some of the same things. Neither Allison or I had much management experience before the summer, but Taylor-the consummate professional was always there to show me better ways to lead.
There were times this summer that things got crazy…really crazy. Whether it was the overwhelming amount of projects, technical failures, or growing pains which come with being part of a fast-rising company…everything brought us closer.
When my back was against the wall, Allison was at my door offering words of encouragement. When I got stressed out over a deadline, Taylor would never let me lose perspective. And that, folks, is the very definition of a team.
We’re wrapping up the summer next week with a company trip to Bub’s Burgers. Bub’s offers a one-pound burger I will tackle in an attempt to become a Carmel legend. I’m looking forward to ending the summer with a bang. Whether it was Adventures in Dining, a Facebook fan contest, or designing a photo reenactment of Taylor’s close encounter at the State Fair, I’ll always look back fondly on this summer. And I hope the rest of the team will, too.
5 Reasons Your Social Media Isn’t Working? Try Marketing Basics!
The more I learn about internet marketing and effective use of social media the more I am convinced it isn’t really any different then traditional marketing. Amanda Brooke writing for Drop Ship News identified five reasons a social media campaign might not deliver the results you seeking.
Take a look at her list and ask yourself this question – Is there anything on this list which doesn’t apply equally to the off line world?
- Targeting the wrong demographic – This needs no translation
- Failure to use good SEO – In the off line world it would translate to: Failure to use good advertising strategy, placing media in the wrong places
- Your content and contributions were substandard – Offline: Your ads are cheesy, poorly designed or uninteresting
- You came across as shady and untrustworthy – Again, no translation needed
- You spread yourself too thin – On or offline, you can not be all things to all people. Decide where you can be most effective, and commit!
Do you have other examples of how the rules on and off line are the same? Share them here.
Mayor of Roundpeg?
Let me start with full disclosure…I’m not really “good” at anything.
I’m not trying to be self-deprecating or anything, I’m just saying that I am part of the majority of average folks. I don’t have trophies or awards lined up along my wall, I don’t have fans or a ton of recognition…I’m just a regular guy.
But I can be Mayor.
Work hard enough, and you can, too.
The latest trend in social media has been Foursquare, which its developers call a “tool of social discovery.” It’s an application which allows users to “check in” when they visit different venues throughout their city in an attempt to become the most frequent patron of each venue. Once you’ve visited a location more than anyone else, you become “mayor.”
The first thing anyone should know about Foursquare is how large the backlash has been. Trust me, people who think Twitter is dumb are NOT fans of Foursquare, and it’s understandable. In the end, Foursquare can be seen as a dumb game/social experiment. You know, just like Facebook was.
While Foursquare has a ton of impractical uses, it also has some practical ones…especially for businesses.
Every time I check in to Scotty’s Brewhouse, I get 10% off my bill. SEO Expert, Michael Gray checks in at one Italian Ice Shop over any other just for the possibility of winning a free cone. Even Starbucks has hopped in the Foursquare bandwagon. I guess the only thing to take away from this is….ignore Foursquare at your own peril.
At it’s core, Foursquare is a game you can play with your friends. It’s all about where you’ve been, where you’re going, and most importantly, where you are.
Where am I? Well, I’m firmly entrenched as the reigning Mayor of Roundpeg.
…..
And if you’re worried you may be addicted to Foursquare, use this check list by Louis Gray t to find out for sure.
Taking SEO Into Your Own Hands
Every once in a while, we get a client who doesn’t just talk about wanting the best ranked website in their field, they are committed to going the extra mile to stand head and shoulders above their competitors. Dr. Jeff Yoder of Meridian Chiropractic is one of those clients. Dr. Yoder understands the importance of measuring each and every marketing effort he puts forth when trying to reach clients.
When we build sites in WordPress, we do several things to improve the overall search rankings of a site. We use All-In-One SEO to title pages. We work with the clients to develop a list of key words to be used in their posts. And then, after we build the site we train our clients how to manage their sites. Once complete, the responsibility is theirs to continue creating fresh, relevant content to maximize their SEO efforts. It’s important that clients create new blog posts and use the tools we give them to put their websites in the best position to be successful.
Often, our clients adopt a set it and forget it attitude. However, Dr. Yoder has continued to challenge us to find additional ways to help increase his visibility on the keywords he wants to build his SEO strategy around.
He caters to busy professionals who need a chiropractor located in downtown Indianapolis. For him, the words “Indianapolis chiropractor“, “downtown chiropractor“, and “Meridian Chiropractic” are keywords Dr. Yoder wants his site strongly associated with.
Dr. Yoder has been tracking his progress from obscurity to visibility on search engines. He has seen progress and we now as he continues to ad fresh content and optimize each new post for search engines, his rankings will continue to improve.
We always love when clients take an active role in their marketing success. It’s that drive that separates most successful business owners from the pack.
Marketing with a Purpose: The Summer of Lebron
As a marketer, I tend to examine the marketing aspect of things in popular culture. If something’s going on in the world, odds are I find a marketing angle. I can’t help it, it’s habit.
For example: I’m a huge sports fan. This has been a GREAT summer for fans of sports. The World Cup, a Celtics-Lakers NBA Finals, and-of course-the Summer of Lebron.
If you follow professional basketball ( at all) you know Lebron James, the reigning two-time MVP and consensus best basketball player on the planet, became a free agent this summer,. He can write his own ticket, and go anywhere to play basketball.
About six teams have a legitimite shot at landing him, and wherever he decides to go will alter the course of professional basketball for AT LEAST the next 10 years. Each of the teams courting him offers something unique: good weather (Miami), an opportunity to win immediately (Chicago), or superduperstardom and the chance to become a billionaire (New York).
At stake are millions of dollars in taxable revenue for the city which lands Lebron. The media frenzy is so great there’s actually more NBA buzz during the offseason than during the actual season. Has that ever happened before? (Checking)….no, no it hasn’t.
On Tuesday we learned Lebron was even given his own 1-hour TV special on ESPN tonight to announce his decision. And, predictably, advertisers are lining up to buy commercial time during that hour. LeBron stands to make even more millions off of this shrewd business move, right?
Wrong!
Right after news of the TV special was released, Lebron announced he would donateg 100% of the advertising revenue to the Boys & Girls Clubs of America. James was smart enough to understand both the impact he could make while the eyes of the world were upon him, as well as the positive goodwill the act would generate. And that’s what fascinates me as marketer.
Is LeBron James enjoying the spotlight? Yes. Is he milking it for all it’s worth? Definitely. Is he coming dangerously close to narcissism? Apparently.
But is he a brilliant brand manager? Without a doubt.
