More than a Few Words

#1068 Use a SWEET SEO Framework | Barb Davids

If you're a player in the digital space today, you need to know what it takes to get the attention of Google and encourage them to drive people to your website. To dive into this topic, I invited Barb Davids, founder of Compass Digital Strategies, to join me.
She started our conversation by emphasizing that small business owners shouldn't panic when they hear about changes in Google's algorithm. The digital landscape is constantly evolving, but immediate drastic actions are unnecessary. Patience is key. Here are a few more tips from that conversation . 
The S.W.E.E.T. Framework: Barb introduces her S.W.E.E.T. framework for optimizing websites for SEO, which includes:
Select a target keyword: Identify what people are searching for and align your content accordingly.
Work on a blog post: Create or update blog content to address the target keyword directly and provide clear, useful answers.
Enhance with summaries: Optimize meta titles and descriptions to attract clicks from search results.
Establish trust: Add elements like bios, contact pages, and testimonials to build credibility.
Tell the world: Distribute and promote your content consistently to maintain visibility.
Content Refresh and Distribution: Barb advises regularly updating old content and continuing to promote it. Content shouldn't just be published once; it needs ongoing attention and promotion to stay relevant and visible.
Handling AI and Search Changes: With the introduction of AI-generated content summaries by Google, Barb suggests that small business owners shouldn't worry too much. Currently, these changes don't significantly impact most small businesses, and maintaining good content practices will still help websites perform well.
Focus on Fundamentals: Despite technological advancements, the basics of SEO—like answering user questions, selecting relevant keywords, and building trust—remain crucial. These fundamental strategies help businesses maintain a strong presence in search results.
 
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#1067 Host a Conference |Jennifer Crawford | From the Archive

Listening to episodes from my archive, is a great reminder of how somethings in marketing don't really change . In 2018, I had a conversation with Jennifer Crawford about hosting your own conference.  Her advice is as relevant today. 
Hosting a conference isn’t as difficult as you think and Jennifer Crawford believes the pay off can be huge.Planning an event for 200 or fewer attendees gives you a chance to meet face to face with people you may only know through online events. The interactions allow you to build deeper connections with your community of customers, prospects, referral partners, and yes, even competitors.
Don’t try to be all things to all people. Keep the focus narrow and you are more likely to attract the right people to the event.
 
About Jennifer 
Jennifer’s passion is helping people grow their businesses. In addition to business and conference consulting, she is also the co-founder of a recently launched company, Sparent–a virtual temp agency staffed by stay at home moms with skills to spare.
She lives with her hunk of spunk husband, Thor and their 140 lb. drool beast, Meatball in Fairfax, VA.
 
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#1066 - Help Your Competitors to Help Yourself

I am sure you think this headline is a mistake, that I meant to say something else, but I really mean this. If you want to build a successful business in a vibrant marketplace, you will grow faster if you help your competitors. Before you decide I am completely crazy, consider the following:
You don’t know everything. Hanging around with other business owners in the same industry gives you a chance to learn a few things in  exchange for sharing a few tips of your own.
Improve the quality and perception of your industry. If a customer has a bad experience with a service provider in your industry, it’s easy for them to assume that all companies who do what you do are the same. Getting involved with trade associations which offer training, professional and business development will improve the overall industry in which you are a participant.
Everyone is not your customer. Getting to know companies who provide similar services to yours in slightly different niches gives you an chance to set up a referral relationship where each company actually gets more of the kind of customers they want to work with.
Customers need education. This is particularly true when you are trying to build awareness and demand for a new or different product or service. Customers may be unwilling to try your product or service if you are the only company talking about this approach, but when multiple companies all tout the same benefits, all of you have an easier time making a sale.
Everyone needs a little positive karma. Sometimes it’s just nice to pay it forward. When I started Roundpeg, I reached out to a few business owners who had been running marketing firms for awhile. They graciously gave me time, tips and tools to help me get started. Today I do the same. I like being able to look around the community and know that I played a role in helping other businesses get their start.
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#1065 Monitize Your Podcast

I've been podcasting for a long time, but if I had to classify my podcast, it's an enjoyable hobby. However, there are ways to make money with your podcast, and that's what I talked with Darren Saul about.
Here are some key takeaways from the conversation
Sponsorship Opportunities:  Podcasts don't need to have thousands of episodes to attract sponsors. Even from the beginning, podcasters can approach companies aligned with their content to collaborate. This approach can lead to mutually beneficial partnerships where both parties promote each other.
Premium Content: Offer exclusive, premium content that listeners have to pay for. While the main podcast episodes remain free, additional in-depth content, resources, or even behind-the-scenes access can be monetized through platforms like Patreon or a subscription model on the podcast's website.  The key is deciding what information to give away, and what to put behind the paywall 
Consulting and Coaching: As podcasters build their audience and establish themselves as authorities in their field, they can leverage this position to offer consulting, coaching, workshops, and even keynote speaking. This not only generates revenue but also enhances their credibility and brand.
The Power of Podcasting as a Marketing Tool: Darren reiterates beyond direct monetization, podcasting is a fantastic way to build trust and credibility. It can serve as an effective marketing strategy that draws people to a business, offering long-term benefits beyond immediate financial gains.
About Darren
Darren Saul is a Serial Podcaster, Strategist, Trainer, Coach, Keynote Speaker and Student of Human Attention.He started using the Power of Podcasting to build his photography business and was so amazed with the results he never looked back!He is now a Podcast Junkie who consults with organizations to help them get serious business results integrating Podcasting into their marketing strategy.
 LEARN MORE: https://suspendedanimation.com.au/
 
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#1064 Your Best Customer | Nick Cavarra | From the Archive

As small business owners, we work so hard to find each client. We nurture them through a sales process and then they sign on the dotted line and we start doing business with them. Often, once we have closed the sale, we turn our marketing attention to the next prospect, and the next and the next. 
Back in 2017 I had a conversation with Nick Cavarra,  who argued that was a huge mistake.  Why? Because the people who already know you are significantly easier to market to than a group of strangers. 
 
We talked about easy strategies small business owners can use to stay in touch with these valuable customers. From simple notes and emails to using affordable tools like Send Out Cards, small business owners can build loyalty, making their customers feel special for a very small investment of time and money. 
 
Just a few of the best tips from the conversation: 
Make it personal. Remember, even in business-to-business transactions you are dealing with people. So use follow-up activities to interact personally. One of my favorite tips from our conversation was to take a picture of the person and include it in a follow-up note. Particularly if you deal with a younger consumer, they are unlikely to print photos on a regular basis, so your note or card will hang around. 
Segment your list. Odds are your customers are not just one large homogenous group. Take the time to segment your list based on their interests, hobbies or the products they use. Don’t send messages about dog food to cat owners, or invitations to a beef barbecue to a vegetarian. Sure this takes work, but the payoff comes when customers who feel valued come back time and time again. 
Send something tangible. If it takes 6 – 7 interactions to make an impression, it helps to switch them up. Send an email, but also call and occasionally send something in print. It is easy to dash off an email, but it is also easy to delete it as soon as it arrives and forget the message just a moment or two later. But printed information, a card, a note or a brochure, is likely to be kept around a bit longer. Just the act of opening the envelope engages your customer with the contents of the message.  Also, there is the perception that mailing a letter took more time than dashing off an email (and it does). Time is a precious commodity and people are impressed when they think you took extra time.   
 
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#1063 The Marketing Closet

Recently, I had to clean out all of my closets because we were replacing the flooring. The process was interesting because buried deep in those closets were things I hadn't used or thought about in years. And quite frankly, I hadn't missed.
Every now and then I ran across something that made me stop and say, "Wow, that's really cool, I should use that again. And it made  me thin about my marketing.
When you look at all of the different things you've done over the years, you've got a marketing closet. From time to time, you need to take it all out and evaluate each piece. Is it still adding value? Is there something you forgot about that you used to do that worked really well? Are there things you just need to let go of?
If you haven't done it in awhile, it is time to clean out your marketing closet. And if you need a little help, give me a buzz. Set up an office hour and we can talk about what should be in your marketing closet. 

#1062 Selling to Women | Robyn Newton

$38 Billion!  Yes that is billion with a "b".  That is the impact women have on the global economy.  If you want a piece of that market, you need to learn how to connect with female consumers. Robyn Newton joined me for a conversation about selling to women.  Here are the key points from the conversation:
Women as Powerful Consumers: Women control over 85% of purchases in the U.S., making them a key demographic for businesses to understand and cater to. They are not just the shoppers but also major influencers in the purchasing process.
Understanding What Women Care About: Brands need to understand the specific values and concerns that resonate with women, such as family, health, mental well-being, the environment, inclusion, and safety. A brand's message should authentically reflect these priorities to connect effectively with female consumers.
Avoiding Common Mistakes: Many businesses fail to consider women's unique buying habits and preferences, often making them feel overlooked or undervalued. It's crucial for companies to acknowledge and respect women's purchasing power and preferences, avoiding outdated stereotypes and practices.
Successful Brand Examples: Robin highlights brands like Subaru and Bumble, which have successfully integrated values important to women, such as safety, inclusion, and empowerment, into their marketing strategies. These brands have built strong connections with female consumers by aligning with their values and needs.
Personal Connection and Storytelling: Integrating women's stories into marketing and showcasing the people behind the brand can create a more personal and relatable connection with consumers. Women are more likely to engage with brands that celebrate and uplift other women, creating a sense of community and trust.

#1061 - Are Your Open To ... | Merit Kahn

In this episode from my archive, Merit Kahn explains how you can transform any sales conversation with four simple words : 
Shift from Selling to Selection: To be selected as the right solution focus on guiding potential customers through their decision-making process rather than pushing a sale.
The Power of "Are You Open To?": These four words help you figure out if the prospect is open to hearing new ideas and reduces resistance, making the conversation more collaborative.
Self-Reflection and Openness: The sales process is about you as well.  Are open to new possibilities. This mindset can positively influence how you present your solutions and connect with others.
Inclusive Decision-Making: This approach makes the customer feel in control. Instead of forcing decisions, asking questions like "What would you like me to do now?" allows the customer to guide the next steps, creating a more comfortable and empowered experience.

#1060 Three Simple Questions

There are three questions you need to answer before you launch your next marketing campaign. The questions are simple, but the answers may not be.
Who is your customer? Too often, business owners try to go really broad as they define their target. If you want to create an effective marketing campaign, narrow in on a specific niche. You can always target a different audience with your next campaign.
Who is your competitor? This is not a time to puff up your chest and say, I don't have any competitors because you do. And sometimes they don't even do exactly what you do, but they're competing for your customer's attention and cash.
What is it that you want to accomplish with this campaign? I know you want to sell more, but do you want to sell more of a specific product? Do you want to sell more high-priced products? Are you trying to attract new customers or get your old ones to come back time and time again? 
Each of those objectives will lead you down a path to a very different campaign. So before you start working on your next marketing campaign, think about those three questions.
And if you need help with the answers, go ahead and set up an office hour appointment with me

1059 Build Your Mailing List | Donna Peterson

Donna Peterson, CEO of World Innovators and I chatted , about the importance of growing and maintaining a high-quality email list. Here are a few key takeaways:
Quality Over Quantity: Donna emphasizes that when it comes to email lists, having a smaller, highly-targeted list is much more effective than a large, unfocused one. A clean and updated list ensures that your messages are reaching the right audience, which can significantly improve engagement rates.
Know Your Audience: Understanding your audience goes beyond just their job titles or industries. It's about knowing where they prefer to receive their content and what types of messaging resonate with them. This insight helps tailor your communication strategies for better results.
Creative Engagement: Donna highlights the effectiveness of unique approaches like LinkedIn Live series to attract new subscribers. By offering valuable, easy-to-digest content, businesses can provide high perceived value without demanding a large time commitment from their audience.
Cross-Promotion and Authority by Association: Collaborating with other entities that serve your target market can be a powerful way to grow your list. Using lists from industry-specific publishers can also lend credibility and ensure compliance, as these sources have already vetted their audiences.
Consistency and Accountability: Regular engagement with your audience, whether through frequent meetings or consistent content delivery, helps maintain interest and accountability, encouraging ongoing interaction and growth.
Look for More than a Few Words, a Marketing Conversation for Business Owners wherever you listen to podcasts https://morethanafewwords.com