Reputation Marketing with Phil K. James

Google Reviews...matter. But it's difficult to get them. The usual way this works is that the business asks for a customers email. Sometimes you get it but far too often you don't.  If you do get the email that results in the business sending out a note asking for a positive review. You might get it but more than likely not because it's not "in the moment".

So, let's fix that and allow your customer to leave you a positive review moments after they have raved about the service, the food or the job.  How does that happen? Meet Phil K. James my friend and the owner of Good Milkshake Digital who for nearly 15 years has been helping businesses, mostly restaurants, with some great creative the drives customers.  Now, he has a system that allows your satisfied customer to instantly create a positive review which in turn moves you up the chain in a Google search.  How does all of this work?  Listen to our conversation from a recent segment of Insight on Business and learn. It will blow your mind...and it works.

Thanks for Listening!

The award winning Insight on Business the News Hour with Michael Libbie is the only weekday business news podcast in the Midwest. The national, regional and some local business news along with long-form business interviews can be heard Monday - Friday. You can subscribe on  PlayerFM, Podbean, iTunes, Spotify, Stitcher or TuneIn Radio. And you can catch The Business News Hour Week in Review each Sunday Noon Central on News/Talk 1540 KXEL. The Business News Hour is a production of Insight Advertising, Marketing & Communications. You can follow us on Twitter @IoB_NewsHour...and on Threads @Insight_On_Business.

Adding Value That Lasts

Recently a non-profit client that we've worked with for nearly twenty years began asking their members for donations that would go toward various programs at their upcoming Conference and Trade Show. It's sort of a new thing for them. In discussing all of this with the staff we asked the question, "What value added opportunities are you offering the donors?"

We were told there would be signage, mention in their printed magazine, social media notices and, perhaps, even a "thank you note" sent to the member company. 

All good and proper but in our mind much of that is fleeting. (However, we do know that a written thank you is something many people hang on to...simply because it's such a lost art.)

Our next thought was, "What can we do that will really ad value to that companies brand? What can they use over and over again to boost their business and explain to others who and what they are?"

It's here that we suggested doing recorded interviews with the higher level donors and adding video to the interview. Then packaging all of this up and sending the video interviews to the company following the event. They, in turn, could use those on their website, in their social media or their video platform.  No additional cost but done in such a way that our "thank you" lasts and lasts.

We got the "go" and so looking forward to adding real value to these corporate donors.

Thanks for reading! 

 

 

Why Not Both?

Recently I was visiting with a client who is considering a website.  I know...it is 2023. It's a story...believe me. Anyway we were talking about how a website works, content and search engine optimization. For years these folks have had a weekly blog and he was asking why, if they have a blog out there, would they need a website.

The answer is pretty simple but often hard to understand for some folks. 

I explained that a website could offer some history of the company, what the mission is, how to make contact with decision makers, offer a calendar of events, etc.  He asked me, "So can't we just put that information in a blog then we would not need a website?" Trouble is, that a blog is...rotational. Yes, we could put that information in a blog but in a matter of weeks we would have to do it again because that particular blog would drop several issues down and many people are not going to scroll through several editions.

So, Why Not Do Both?

It's important that information on a website change from time to time otherwise The Google, or other search engines may not pick up the site because there is "nothing new".  When you incorporate a blog on the front page of the site you are actually changing content and, for a host of reasons, that's important.  In other words "static" can be bad for search engine optimization (SEO).

Of course there are additional SEO tricks and tools but if you are already doing a blog why not incorporate that on your site?  Or, conversely, if you have a website why not add a regular blog?  You don't have to do it weekly...maybe twice a month?  Not only will it refresh your website but you are now giving voice to what you do.

So...why not do...both?

Thanks for reading! 

Know Your USP?

For decades we’ve told our clients about the importance of staying on message. And, it’s one of the most difficult strategies to employ. So many times we see advertisers go off message because they pick up a hot new topic. While that’s not a bad idea if it collides with your USP you’ll end up confusing consumers.

So, what is a USP?  It’s your Unique Selling Proposition. In other words, what is it that your company does better than anybody else?  To be sure, this takes some real thought and that takes time.  Let me give you several examples of very successful USP ideal.

Sam Kreamer is not only an attorney but also a CPA. His USP is this: “We get things done!” It seems that in his line of work many attorneys’ take so much time doing their job that often clients complain. He thought so much of his USP that it is also trademarked. (You can click on the image to enlarge.)

Von Maur is a regional high end department store that traces its beginnings back to 1872 and in 1928 became Peterson, Harned & Von Maur. Today, 37 Von Maur stores are scattered across 15 states: Alabama, Georgia, Illinois, Indiana, Iowa, Kansas, Kentucky, Michigan, Minnesota, Missouri, Nebraska, New York, Ohio, Oklahoma and Wisconsin; and still expanding.   For decades their USP has been, “Our only interest is you.” The firm does not charge an interest fee on their credit cards and when you visit the store the staff makes you feel like their only interest is in serving…you. Brilliant.

So, what is it that you do better than anybody else in your field and can you distill that activity into just a few words?  Do that and the rest of your marketing/advertising will be easy.

Asking For The Order...

I remember attending a sales meeting at one of my first broadcast jobs. It was a little odd because the "on air" people usually didn't mix with the "sales people" but I was curious as to what they did to keep us...paid.  I'll never forget his wise words that ended the meeting, "Never, ever leave the sales meeting without asking for the order."

So simple yet so profound. Both the sales person and the client know what the meeting is about. I mean I've had sales people take me to lunch, have a nice chat but they never actually asked for the order. 

But this post isn't so much about sales as it is about marketing. Ready?

I'm not sure how much time you spend checking out the various reviews a business gets, say on Google. My Bride always checks the reviews before she buys anything.  And that's where this story goes:

Not long ago I did some business with a printing company for a client.  We had created eight large posters for an event and sent them to our commercial printer who we've used for years for that sort of thing. They did a nice job, they turned the project quickly, we were satisfied and our client was blown away.

Then something interesting happened.

Weeks later I got an email from the owner of the printing company asking me my thoughts about their work and if I would recommend them.  I answered that I was impressed with not only the quality but also the pricing and the turn around.  He then asked me if I would rate them on...Google.

And, of course I did.

He asked for the order.

There is plenty of competition out there for whatever you are selling so, how can you stand out? Ask for the recommendation and make it public.  There are folks out there, like my Bride, who will dwell on those reviews and how many "stars" a product or service has. And it often makes the buying decision easier and more informed.

And, the best news is your cost is practically zero.

Baby, I'm Amazed...

The ability to connect with customers, clients and co-workers has never been greater. Go ahead, pick a platform from traditional media use to podcasting to a host of social media platforms. Never before has there been so much opportunity yet utilization, real utilization, and the understanding of how to make it all happen tends to rest with just a few of us. I'm amazed.

Last week I joined Clubhouse (thank you Ben McDougal) and was involved in a deep dive into journalism. From how people are consuming the news to the many platforms that are available to a deep concern about an aging population that still relies on print and what happens when that goes away. We talked about news silos where people only get their information from a source that aligns with their personal/political view. We chatted about independent writers and journalists that are freelancing and publishing on Substack or on their blog or in an electronic newsletter. Baby, I'm amazed...

If everything that I wrote in that second paragraph reads like some sort of techy gibberish you would not be alone. Think of that entire ecosystem as a layer of knowledge and activity that is going on in what would seem like an alternative universe. And, to a point it is.

While the vast majority of people and businesses survive on some traditional and "old school" models of marketing, advertising and information gathering you need to know those old models are quickly going away or being replaced with other means of connecting. And, that...can be a blessing our a curse.

It all depends on your target market...the people that really matter to your business.

I was watching "Better Call Saul" the other night (If you've not seen it...go...you will not be disappointed.) when the main character Jimmy McGill, a down on your luck attorney and the person who later becomes Saul Goodman, recognizes an opportunity to do something called "elder law". You know, doing wills and trusts for older citizens.  In one scene we see what appears to be a long-term care facility day room with dozens of elderly people talking, playing cards, doing puzzles and the staff is handing out Jell-O Cups.  As the people eat the Jell-O there is a message printed on the bottom of each cup that says, "Need a Will? Call Jimmy McGill" and an image of McGill's face.  And, of course, McGill is in the room glad-handing each person and giving some really over the top complements.

Brilliant...  You see Jimmy knows his customer base and it would be a waste of time and money to try to reach these folks with traditional media and so he does some inventive "direct marketing" on a personal scale. Now, the show doesn't tell us how successful this method is but if he gets just eight people, out of the sixty there, he's made a good return on his investment.  But, the key was he KNEW who and how to connect.

So, where is your key customer? They may be consumers of local radio or television. They may be die-hard print subscribers or they may be digital consumers or early adopters of various communication tools from Clubhouse to Twitter. The question to you is, "Where are my customers/clients/co-workers spending their time gathering information?"

Figure that out and you...win.

 

 

 

Why Discount When You Have Peter Children?

I've had the pleasure of knowing, and liking, Peter Children for several years. Here is a guy who, in his mid-80's, works his business, Universal Products, every day. And I know because Peter calls or sends me an email almost daily asking about his ideas, sales efforts and more.  Some time ago he was on my radio show talking about sales and sales marketing. That's where the photo comes from.

Recently Peter has been working on several opportunities for major businesses to use what he is calling the Swarovski Incentive. It plays like this:  Rather than sell a product be it clothing to flowers at deep discounts why not hold the original price and offer a really amazing incentive like a pair of Swarovski studs?  And, the cost of the incentive is way lower than what the retail store would lose by selling at deep discounts AND (this is the best part) the word of mouth marketing from the effort will be huge.

Here is a quick 20 second video of the studs and a neat tennis bracelet so you can get an idea of the quality.

 

Nice huh?

Full disclosure: Peter didn't pay me a dime to write this or create the video. I am simply in awe of his work ethic and his ideas. Now, should you wish to connect with him (nope, he doesn't have a website) you can call 641-423-0184 or shoot him an email [email protected].

Thanks for coming by.

 

So, You Want to Add a Podcast for Business?

Back in the day we were early adopters of the business blog. It's a great way to tell your business story outside of somebody else doing the work for you. And, we've always believed that organic is much better than hiring outside help...unless you don't have the time or interest.

It's the same for business podcasting.

Let's be clear, with more consumers being mobile and listening to "spoken word" on their devices the business podcast makes sense. And, while you could invest in radio or television why not become your own broadcast facility?  But, we get it. You may not have the equipment and or experience to create the content or edit the finished product.  Totally understand and that's why we've launched our new business podcast service.

If you've followed our work you know we've been in the broadcasting and podcasting world for over a decade. Recently we added the equipment necessary for us to assist our clients in creating their own branded podcast. Our work includes the recording, editing, dubbing in your branded music/jingle and more. We'll even help you create your social media channels to distribute your content. Just like we're doing for a new Minnesota based client.

OK, so let's say your business isn't using social media (which, we think, is a mistake) perhaps you've been doing email marketing or direct mail marketing. Did you know that you can use those tools to also distribute your business podcast? 

There are many ways a business podcast can be helpful in telling your story. And, if you've been doing a business blog for some time turning those stories into a podcast gets even easier.

So, let's visit. That conversation won't cost you a dime and you may come away with some great marketing ideas.

Thanks for reading! 

 

Random Marketing/Advertising Thoughts

Every so often stuff happens that business people need to better understand when it comes to marketing and advertising. Here are just two items that should get you to think about your approach to consumers.

Pepsi Wins

Even in light of downward pressure on Wall Street Pepsi this week posted some impressive gains as the company posted third-quarter gains that beat expectations. Analysts had expected revenue of $16.93 billion however Pepsi turned in revenue of $17.19 billion. What does the company say contributed to the unexpected increase in revenue? Advertising. Pepsi CFO Hugh Johnson said, “The increased advertising that we have is causing consumers to shop us more aggressively, and our customers are rewarding us with that [grocery] space because they know that we can help them grow."

Yeah....advertising.

Podcasting

Remember when people said social media was a fad? Sure you do. I remember traveling around the country giving presentations about the power of social media and many times attendees came up to me and told me, in no uncertain terms, "Social Media is going to go away. It's a fad and we'll get over it."  And, to be honest there are still some folks out there who believe that...even though social media platforms continue to grow.

Now it is podcasting that some say is a fad. However, consider this piece of news: "The Interactive Advertising Bureau/PwC forecast predicts $678.7 million will be spent by advertisers on podcasts this year. And revenue will top $1 billion in the next two years." And that, my friends, comes to us from the publication Inside Radio.  So if radio is paying attention to podcasting...shouldn't your business?

Marketing and Advertising thoughts...it's what we do...every day.  And, if you want to check out our Insight on Business the News Hour podcast you can find us on your favorite podcast platforms:  Google Play, PlayerFM, Podbean, iTunes, Spotify, Stitcher or TuneIn Radio. And you can catch The Business News Hour Week in Review each Sunday at 2pm on News/Talk 1540 KXEL.

Thanks for reading...now go sell something!

 

Twitter for Business - It's Frustrating

This summer marks the 10th year our agency has been doing Insight on Business the News Hour a daily business newscast which first appeared on the web, moved to terrestrial radio and now is a combination of both radio and podcast. (Photo from 2011 with a younger Ben McDougal from our studios at Webcast One.)

During that time I've interviewed thousands of business people about the who, what, where and why of their business. Each long-form interview is then placed on our Radio Blog and shared across several social media channels multiple times over the course of several weeks or months...depending on the story.  We also send out the interview link along with a one-page "How To" so our guest can then share their story on their own social media channels.

In other words, we have a long and proficient history when it comes to social media, especially Twitter.

I tell you that because, over the years, I have searched for and found hundreds of Twitter Profiles connected to the businesses we've featured. We do that so we can link our story to their feed and help them get more traction.  

However, more often than not, those business Twitter feeds have been abandoned or, worse, so sparsely cared for that I see one or two Tweets a month...if that. And, what is even more incredible is that even if our guest has a fairly active Twitter stream they may fail to retweet their own story and the content we have freely created for them.

Often I'll reconnect with a business we've profiled and ask the question, "I see that while we've shared your story a dozen times on Twitter over the past two weeks and tagged you. Yet, your Twitter stream has never carried your content. Can you tell me why?"

Crickets.

They don't know. Or worse yet I get, "Gosh, I'll have to ask our social media specialist about that..."

In other words they simply don't understand the power of Twitter. They may have relegated it to an outside source or have an internal person who simply doesn't understand how the platform works. Finally, I believe, they think..."Hey, it's free. How valuable can that be?"

It's frustrating.

Business has, in front of them, their own media company that, if they work it, can pay huge dividends in the form of referrals and sales and building a positive brand.

It's time to re-tool your thinking. Let's start with this piece, "Giving Up On Twitter" from 2015. 

More to come....