Simple and Effective Marketing

Effective Marketing of your business can be an extremely simple endeavour if you allow it to be. You already have all you need to get out there and make it happen. The best way to approach your business marketing is to think about the problems your potential ideal customers face and provide educational content around that to help. That’s it.
You already know these problems. You come across them every day through the customers you are already dealing with. And you have the knowledge and expertise to solve them, I mean that’s what your business does right? Now just incorporate this into your marketing.
Start listing out those problems and the subsections within them. That way you can start to see where the opportunities for helpful content lie.
Now think about how you want to produce content to help with those problems. You’ve essentially got three options:
  • Writing
  • Audio
  • Video
Writing can take the form of a blog (easiest and quickest), white papers or books (from simple e-books to full published works). You then have the opportunity to re-purpose your written content. For example, a blog article you write could also be an article you submit to publication (e.g., magazine) or post on your LinkedIn profile.
In fact, all content you produce, you’ll not only post on your website (helping with your sites SEO) but you can and should share through as many platforms as you can manage or are active on.
Audio content could also be blog posts, however in audio form. Or it could be a podcast published through iTunes. You can also have your audio content transcribed if you want to have it written but don’t want to do it yourself.
Video is pretty self explanatory. This would be hosted on a YouTube channel and then posted on your blog and other social media channels/pages.

 

Making Your Marketing Happen

What does all this cost? Just some time. And yes I hear you saying “but I don’t have any time!!”. If that is your response, then you should have money to pay others to help you create the content. The reality is, if you don’t have the money or the time, then somethings wrong. You are most likely spending time on the wrong things, and that is a subject for another post. On the other hand, if you need to know how to get “unstuck” and free up your time, reach out and we’ll be happy to chat with you about it.
If you’ve never done some of these things then getting it all setup and working can seem daunting. And when you first get started it might feel clumsy and inefficient. Stick with it, because the more practice you get, the easier (and more effective) it will become.

 

More Resources for Effective Marketing

A great book that can help you in this area is The Boomerang Effect by Tim Reid. Tim also hosts the podcast Small Business Big Marketing which is well worth a listen. It’s a quick read and will give you great ideas.
Keep your marketing simple. Focus on the problems your customers and potential customers have and find ways that are true to who you are, to help them.
Now get out there and make it happen!

How to Create a Profit Model

Time to Watch: 5:56 well-spent minutes

Do you have a current profit model? Have you ever wondered about which changes in your business will make the biggest impact on your bottom line? Is so, you’re not alone – and this is the right place to be to find out the answer. This video tells you, with real-world examples, how to determine the level of profit you’ll be able to realize through different changes to sales and growth patterns.

If you’re interested in some related training, see our video “How to Create a Profit First Budget”  for a step-by-step guide that goes into a bit more detail.

Look, I get numbers are not the most exciting part about business ownership, but they are one of the most important. To see what I mean, have a look at Vol. 28 of our Business Nutrition Newsletter which exclusively deals with putting yourself in a strong financial situation, so you can sleep at night.

If money is where you’re really struggling as a business owner,  read this and then do this.

Now go out there and get amongst it!

Cheers,

 

P.S. Don’t forget to stay in the loop with our latest rapid training videos on SalesUp!TV

5 Ways to Make Better Business Decisions

When we started working with Adam he told us he didn’t have the time to measure stuff, let alone the time to compile and analyse the results.

Adam’s situation is typical of many small business owners.

While not all our clients say it to our face, we can see the anguish on their face when we start talking about metrics and reporting.

Here’s how we got Adam excited about numbers to the point where we had to put the brakes on him measuring too much.

We started by asking Adam, “What would you say to an athlete that was trying to run a record time but was not timing their efforts?”. Predictably he said he’d tell them they were crazy.

Next, we asked “How comfortable would you be flying on a plane whose pilot could not read the controls?” Again came a predictable response “Not very”.

“Or what about a doctor who prescribes medication without measuring any of your vitals like blood pressure, cholesterol, etc.” … Adam could see the theme.

Bringing it closer to home we asked “What about a business (not yours) that you invested your life savings into and the CEO didn’t know the profit margins on the work they were doing. They also didn’t understand the numbers behind their marketing so had no idea how to grow the business. How safe would you feel about your investment?” This one made Adam sit up a little straighter.

He knew where we were going, and we probably didn’t have to ask him the next question, but we wanted to drive the point home. You see Adam was not doing nearly as well as he wanted to—and on this point of measuring—he had his head in the sand.

Last question … “Adam, what’s the difference between all these examples and you and your business? If it’s important for all these other people to measure and read the results, what do you think might be good for you and your business?”

He got it.

There’s a business mantra “What gets measured gets managed”. And while we are huge proponents of this mantra, there’s another quote by Einstein that we also like. He says “Not everything that counts can be counted, and not everything that can be counted counts”. 

For small business owners, both of these quotes need to be taken into account. When you are short on time and possibly lacking easy access to data (although this is rapidly changing with cloud accounting and other apps), starting simple is the key.

Follow these four steps to gain some meaningful data which will enable you to start making better businesses decisions.

  1. Brainstorm a list of possible things to measure (here are some to get you started)
    • Marketing (lead sources, retention rate, website performance, referral rate, social media stats, campaign results, cost per lead, etc.)
    • Sales (conversion rates [dissected by lead source and salespeople], pipeline stats [how many fall off where], average quote value, average job value, margin, sales activities, discounts, new vs. existing customers)
    • Operations (major costs/sales, project completion duration, Work In Progress, quality stats, bottlenecks, scrap or waste)
    • People (turnover, absenteeism, survey responses, revenue/employee, etc.)
    • Financial – AR Days, AP Days, Inventory days, Gross Margins,
  2. Identify top 5 that will give you meaningful information for your business. Things to consider:
    • Which number, if measured, will make other numbers less important (e.g. an employee survey may give you way more insight vs. measuring absentee days, and it requires fewer resources to measure)?
    • Which numbers can we measure easily?
  3. Take the top 3 from this list and commit to measuring them for 90 days. If 3 is too hard, make it less. Your primary goal here is to develop the habit, make it easy to be successful and see the value from having some accurate numbers. Note: Allocate accountability for each number.
  4. At the end of 90 days, review what you’ve accomplished and do 1 – 3 of the following:
    • Amend what you are measuring – you may have found out that was not the best thing to being measuring
    • Add to what you’re measuring. Over time you’ll want to have a more robust scorecard than just 3 numbers. Gradually add to it as it makes sense.
    • Develop a wish list of other numbers to measure. Having numbers on your wish list lets you know they are not forgotten and can forgo the temptation to try to measure too many at once.
  5. Be sure to look at the numbers at least weekly. The more often you look at them, the more beneficial they will be. The exception here is, of course, numbers that require long periods of time to change, though these are usually few. Also be sure to display data in a format that is meaningful. (i.e. sometimes you need to see trends vs. stand-alone numbers.) For example. # quotes mean more when there is something to compare it too.

How Strong is Your Network?

It’s been said that your net worth is a reflection of your network, and when it comes to the sales and marketing of your business, a good network is an extremely valuable tool.

However, it’s important to note that a network is not just the sum of the people you know.

It takes strategy and intention to create a network that will help grow your business. Watch to discover what makes a healthy network, and how to make it happen for your business.

 

Roles and Responsibilities Made Simple

Every employee should be crystal clear about the roles they play in your organization, right? Well, why does the majority of the world rely on outdated and confusing job descriptions to convey that message? It’s a flawed system, and there is so much you can be getting from your employees when their role is communicated in the right way.

How to Make Yourself More Referable

This video is NOT about how to get more referrals (well, not directly anyway) It’s about how to boost your level of trust with your clients or customers to become more referable. By identifying your best possible sources of referrals and building those relationships you will see a boost in both the quality and quantity of your referrals.

How to Get More Free Time

Time is a scarce resource, and when it comes to growing your business, where you invest your time can make a critical difference to your success. Here are some strategies you can begin to use immediately, which will allow you to free up at least 15% of your time.

Can you free up 15%+ of your time immediately? When I ask people this question, the answer varies widely from ‘for sure ‘ to ‘probably’ to ‘no way’. Stick with me and I’ll show you how you can do it with 100% certainty. Sounds bold, doesn’t it 🙂

Have you ever reacted without thinking?? Stupid question right. Well, the truth is most of us go through our days reacting and not even realising it. Right now you have patterns and habits in your life that you do subconsciously without thinking. This is actually a good thing because if you had to think about everything, you’d be exhausted. Habits help us operate our lives and are fundamental to being human.

And this is where your opportunity lies.

Just like you get up, get dressed and have breakfast (or not) out of habit, you are making continual choices about how to invest your time (out of habit) each and every moment of the day. Notice my language here …. “choices about how you invest your time”. Time management is not about managing time, it’s about managing habits and choices. Yes … choices. This is the critical principle – you and only you are in control of how you invest your time. Not your customers, employees, your kids or your spouse. In this country, no one can make you do anything … it’s all 100% up to you.

Of course, all decisions about how you invest your time have consequences, nonetheless, you are in control.

Now on to freeing up that time – I’m going to share four strategies with you. Before you embark on using these strategies, be sure to completely buy into the notion that you are in 100% control of your time. That must be step #1

Strategy #1 – Parkinson’s Law. Parkinson’s law states that a task will expand to fill to time allocated to it. In other words, if you don’t give something a time limit, it will grow widely in inefficiency. Set a time limit for all major tasks and meetings – and experiment with making that time limit 15-20% less than you normally would. I.e. instead of 1hr meetings, make them 40mins. This will force you and those attending to be focused and effective. It will prompt you to stop people who waffle and encourage you to be more clear with your thinking.

Strategy #2 – 80:20 Rule – 80% of your results come from 20% of your activities. Key question “If you could only do 3 tasks in your business, what would they be?”. Answering this question should guide you towards what your most valuable activities are. When you guide your time choices to invest more time in those things, you’ll find a way to take care of the minutia that is currently filling/wasting your time.

Strategy #3 – Learn to say no – this one plays in line with the 80:20 above. Once you are clear on what activities you ‘should’ be doing, it becomes easier to say no to those you shouldn’t.

Strategy #4 – Time Blocking – once you are clear on what you want to invest your time doing, create blocks of uninterrupted time to get them done. Being interrupted can decrease your efficiency exponentially. What should take 30mins can often take hours if you allow yourself to be interrupted. And if you find your mind coming up with elaborate excuses of why you can’t create interrupted blocks of time, recognize it for what it is … an excuse. Be creative and dedicated … it is YOUR time … no-one else’s.

Have some fun with it. And I’d love to hear about your success stories … or challenges ????

Jamie Cunningham

Team Alignment: Profit Sharing

Your employees don’t have to be owners to share in ownership thinking – in fact, ownership thinking can be critical to the success of your company. Profit sharing can be a good way of creating transparency and ownership – but it’s not for every organization. See when and how this tool can work for you – and when it won’t.