Successful Blog

Guess What? Customers Really DO Respond to Online Ads

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A Guest Post by
Diana Pohly

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If you’ve been getting new customers by running online ads, here’s some good news for you. New research from Google (http://www.youtube.com/v/Xpay_ckRpIU?hl=en&fs=1) has shown that the online ads you place on websites really do work. In fact, they work better than most people imagined. You can see it in this YouTube video.

For its test, Google saturated specific test market areas with online ads for specific company products, then measured consumers buying in those regions against buying elsewhere. And the ads worked. Here are some highlights:

  • Online ads attract customers and sell more. In the Google study, a national retailer ran online ads in 59 target markets for products in one product category and saw a 2 percent increase in sales in that category, compared to sales in other markets where no ads were run.
  • Online ads create a “halo effect.” Companies that ran online ads achieved an across-the-board increase in spending for a range of products, not only for the products that they advertised online.
  • Online coupons deliver results too. Coupons improved sales 2.5% for the products they promoted and thanks to that “halo effect,” resulted in a 1.6% increase for all product sales.
  • Online advertising offers a significant return on investment. Companies that participated in the test earned as much as a $10.00 return for every dollar they spent advertising online.
  • Offer something that is attractive, desirable, and free in exchange for contact information. For example, let visitors enter their email addresses to get a discount coupon for one of your products, a free sample, a chance to win an iPad, a free yoga lesson in your studio, or a complimentary technology training session from one of your consultants. Be generous! Remember, you may never have a chance to win that customer again.

So let’s say that you are running those online ads and people are visiting your website to either buy or investigate.
How will you make the most of the fact that they are there?

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Diana Pohly is with StepbyStepMarketing and she’s happy to offer you high-performing strategy recommended in this free downloadable report

Thanks, Diana!

–ME “Liz” Strauss
Work with Liz on your business!!

How to not get burned out

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by Patty Azzarello

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Business is Hard

Sometimes business opportunities, challenges, activities, and responsiblities become overwhelming. You get tired.

And as your business grows, things don’t tend to get easier or less busy!

Pick your pace

It’s important to find a pace that you can maintain, so you can keep making forward progress and not get burned out.

I am a cyclist.Â

There are some tough hills that can challenge a rider to the point of total system failure — you can’t breath, your heart races, your legs are on fire.  The only problem is that that happens after 10 minutes, and it may take 30-60 minutes to ride up the thing!

“I can do this all day”

So I force myself to pick a pace, one where even though it is still really hard, I can say to myself “I can do this all day”.Â

When I get my thinking, my legs, and my heart rate and lungs calibrated to “all day”, when I finally reach the top I have accomplished the task, and I am still not at the absolute end of my energy.Â

If you know the how long the hill is, you can push yourself to get to the top faster. But you don’t always know how long the hill is.

So you need a strategy to make sure you don’t burn out on the way.

What is your pace that you “can do all day”

If there is no end in sight to the craziness or turmoil, how much physical and mental energy can you invest over an indefinite amount of time so that you can make it to the top no matter how long the hill is? and still have energy to go forward after you get there?

Get ahead of the competition

When the market gets easier and there are more opportunities, you want to have the energy and the resources to use another cycling term “jump”— to go really fast, right away — while the competition has burned out, given up, or failed along the way.Â

Don’t let you head give up before your legs

Part of the “I could do this all day pace” it to make sure you don’t talk yourself into stopping before you really need to.

I compare this to miserable tough jobs I have had. It is always interesting to note how much of the misery I put on myself, compared to that which was strictly imposed or required by the job.Â

You can actually make a pretty big change in how you feel about your job, by deciding how YOU will manage your energy, and not letting your head give in.

Some ways to get up the hill:

It is your job to keep making forward progress in uncertain and challenging times.  Otherwise you end up just working really hard, and not really moving the business forward, or getting anywhere personally.Â

  • List all the things you are worried about.  Are they all equally worthy of worry?  Budget your worry.  Don’t burn yourself out worrying about things that are not worth it.
  • Stop something. Identify at least one thing you will negotiate “away” and stop doing.
  • Pick a single area to ensure success. Choose one thing that you won’t fail at no matter what – and don’t let the uncertainty throw you off course.  Complete that, then do the next one.
  • Talk to your team. Let them tell you what they think is hard about the current state.  Don’t underestimate the value of letting them talk about this.  Acknowledge the difficulty openly, then focus everyone on something they feel they can control and do well.
  • Build your Personal Brand.  How you act in difficult times does a lot to show the world your brand.  Are you positive and in control, or are you changing your mind all the time, uncertain, all over the place? When you are stressed, are you treating people with respect or are you nasty?
  • Don’t give up on your aggressive brilliant plans.  I do some of my best problem solving on a long hill.  Keep learning, keep thinking, keep building so that you are ready to jump when the obstacles clear.
  • Think. No matter how over-scheduled you may be, schedule some time to think every day.

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Patty Azzarello is an executive, best-selling author, speaker and CEO-advisor. She works with executives where leadership and business challenges meet. Patty has held leadership roles in General Management, Marketing, Software Product Development and Sales, and has been successful in running large and small businesses. She writes at Patty Azzarello’s Business Leadership Blog. You’ll find her on Twitter as @PattyAzzarello. Also, check out her new book Rise…

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Hunter S. Thompson and Which Is Easier: Learning the Tools or Leading the Team

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Writing and Leadership

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A couple of weeks ago in a meeting with Tim Sanders, (@SandersSays) Carol Roth (@CarolJSRoth) and Mark Carter (@MJCarter), Tim brought up a writer I hadn’t thought about in the longest while — Hunter S. Thompson, the King of Gonzo Journalism.

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Hunter S. Thompson, Miami Book Fair, 1988

Hunter S Thompson has been haunting me since.
In 2005, I wrote about the night my husband and I watch a television rerun of an interview with Hunter S. Thompson. . . .

It doesn’t happen often, but it does happen. That someone says something so profound. So true. That it’s your own truth. Even though you’ve never put the words together, you’ve known their meaning deeply for what seems all of your life. I can’t tell you anything about the interview with Mr. Thompson, except one question and his answer.

The interviewer, who sat off camera, asked the reporter/writer which he thought was easier — writing or researching?Thompson, sitting on the back porch in what was his work area and speaking in a writer’s frugality with words, said without hesitation, “Researching is much easier, because no one can help you write.”

I’ve spent years working with young writers. I could coach them. I could say what wasn’t working. I could make suggestions on how to approach the problem. But at the end of the day, I couldn’t help them write. I had to stand back and watch them struggle.

A writer is a batter standing at home plate waiting for the pitch, a tennis player waiting for serve to come over the net. A coach can watch and report, but the coach can’t hit the ball. Comments marked in whatever color I choose are meaningless if a writer can’t interpret or internalize them. I can suggest technique, but I can’t teach heart. I can’t fix the writing. If I do, I become the writer.

It takes heart, soul, intuition, understanding, and flexibility to be a writer. It takes practice, persistence, and patience. It takes trust. It takes an artistic ability to blend structure with expression in the way a composer brings notes together to move people to feeling. It takes tears. Writing is hearing the music of the language and the nuance of how words come together to make meaning. Writing is talent teamed with trial and error. Writing is more than putting words on paper. It is experience and problem solving. It takes life to make a writer.

I wonder at how we have the same experience with so many things, yet we reach a faulty conclusion about writing. We drew in school, yet few of us say we are artists. We played ball, yet few of us say we are athletes. We did mathematics, yet few of us say we are mathematicians. Still so many of us say we are writers.

It’s no wonder that I am so aware of my differences.

I know that no one can help me write.

No one else can be the writer I am.

As I sit here today, reflecting on this, I realize that precisely same is true of leadership.

It takes heart, soul, intuition, understanding, and flexibility to be a leader. It takes practice, persistence, and patience. It takes takes trust. It takes an artistic ability to blend competence with compassion in the way a composer brings notes together to move people to feeling. It takes years.

Leadership is hearing the music of work that reaches into people’s hearts and the nuance of work that reaches out to make meaning in the world. Leadership is talent teamed with trial and error. Leadership is more than pulling people together. It is experience and problem solving. It takes life to make a leader.

I keep thinking that Hunter S. Thompson were asked which he thought was easier learning the tools or leading the team, he might have said,

“Learning the tools is much easier, because no one can help you lead.”

Do you see what that means?
No one else can be the leader you can be.

Be irresistible.

–ME “Liz” Strauss
Work with Liz on your business!!

How to Speak or Write for Beginners, Experts and Forgetters Alike

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An airplane traveling from New York to Chicago is off course 98% of the time. Still it gets there. Why? The pilot is always adjusting with the destination in mind.

For a writer, a speaker, a teacher, or a presenter, the audience is the destination. Connect with your readers and you’ll be home free. It may sound obvious, but it’s worth stating — if you don’t know where you’re going, you’re not going to get there.

How to Speak or Write for Beginners, Experts and Forgetters Alike

Ever loved a blog one day and didn’t know why you went there the next? That’s a blogger who hasn’t picked an audience? Ever sit through a presentation in which the speaker brought a canned speech written widely and given to every group? That’s a speaker who doesn’t realize that different groups come to listen for different reasons.

It’s always important first to know what we want to say.
Without that, our ideas will be unfocused — like an airplane off its flight plan.

Equally important, we need to know who is tuning in what we’re saying.
Without that, the message sent may not be the message they receive.

So before you write, speak, teach, pr present, take time to reflect on the people who’ll be listening to what you have to say. Here are some questions to help with that. Take a shot at answering them all in a single sentence.

  • Who am I writing for?
  • What do they want to know?
  • Why are they tuning into what I have to say?

Write down your audience profile. Revisit it every now and then as you write. Revisit every time you speak to a group. Adjust it as your readership grows or as the group you’re speaking to grows and changes. Use it as a guide to choose your ideas, your presentation style, and the stories and examples you use.

See if you can describe your audience in one sentence every time. Fine tune the sentence by considering the group and how they’re like you.

Most audiences are mixed with beginners and experts. Most of us are beginners on some things and experts on others. And we have forgotten some of what we once knew.

Our audience is likely to be a lot like we are — people tend to be attracted to people whose minds work alike. (We think people who think as we do are intelligent and and to think of those who don’t ,as not so intelligent or being difficult.) So as think about your text or live audience — beginners, experts, and forgetters alike — see them as intelligent people who simply need a refresher on what you are sharing.

With a clear destination — a message and an audience in mind — the minor decisions of communicating get a whole lot easier. It’s a matter of adjusting direction and timing to land it safely where you want it to be.

How do you know when you write or speak that you’ve chosen right for the audience you’re trying to reach?

–ME “Liz” Strauss

Bid for the Presidency…Tweeted? What Does that Mean to YOU?

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Guest Post
by Riley Kissel

On May 11th, House Speaker Newt Gingrich announced he’s running for President of the United States. According to CNN, he officially announced his intentions to run via the popular social networking site, Twitter.

Anyone who takes their online marketing seriously needs to pay attention to the 2012 election starting now. Political action at the national level was always executed with the intent to cast the biggest net possible, similar to business advertising, but those tactics are changing. In traditional politics the customers transcend all market “types”. There’s a particular focus put on the means to reach everybody all at once through television or radio, because votes can come from anyone, kind of like how money can leave anyone’s pocket and go into your business. But today’s political arena is focused on strike force access to niche markets through social media, with the expectation that these strikes will go viral and the effort will be more cost effective than alternative mass-media means. Your entrepreneurial arena is undoubtedly the same.

President Barack Obama is estimated to raise $1 billion dollars for his re-election campaign. This number is unprecedented in presidential politics, but it won’t be for long. President Obama’s comparatively enormous war chest is the result of his presidential efforts back in 2008. Obama was the first national politician in American history to utilize the power of social media and social networking effectively. Nearly half of that figure was attained through donations of $200 or below made online. It wasn’t that Obama pulled the right strings, it’s that his team saw the possibilities of these online marketing techniques when opponents hadn’t yet. Never again will a serious presidential contender not have Twitter and Facebook accounts.

What about You?

Consider then, what this says about the future of social media marketing as it applies to your business. I’m assuming you don’t have presidential ambitions, but you can still relate. If no competitor is Tweeting or updating a Facebook status, why aren’t you? If they are, you need to right away. It’s going to be hard to compete against someone who can instantly notify their customers of sales when all you have are weekend coupons. Find an online marketing consultant who can help you get started. Once you’re active in social media, it’s time to utilize it effectively. Big announcements need to be made on it. Subscribe to competition and do a little (perfectly legal) espionage. These are important tasks to achieve when you’re getting your social network foot in the door, and consultation will help.

Television was perhaps the most important communications invention of the last century. People often forget that it wasn’t until the Nixon-Kennedy debates of 1960 that the world began to understand the potential of its power to influence and persuade. The Internet will no doubt be the most important piece of communications technology for at least the first half of this century. Don’t wait to let its power start working for you.

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Riley Kissel is a freelance writer who covers many industries with style. You can find out more about him at RileyKissel.com

Thanks, Riley, for simply showing how great thinking has built great success.

–ME “Liz” Strauss
Work with Liz on your business!!

How To Socially Date Customers.

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A Post by Matt Krautstrunk

We all know how important customer service is to your long term success as a business. You probably don’t need a briefing on that, so I’ll spare you the lecture on why the “customer is always right.” However, what you probably haven’t realized is the fact that customer relationships are becoming more fragile.

 

We all remember the days, going to the local grocery store with our parents, and having the employees greet us by name. Loyalty is a wonderful thing; however something seems to have changed since the 50’s. Customer relationships aren’t what they used to be, they are becoming more fragile than ever. As businesses strive to create relationships it seems one negative experience can cause a breakup, according to Social Media Paige, “negative online shopping experiences result in brand abandonment. Smart consumers are very unforgiving.72 percent said they would share a negative online experience with friends and family. Another 70 percent said they would turn to a competitor as a result.”

Many managers also fail to realize how important social media is to their customer service. Whether you are trying to attract new customers or keep existing customers engaged, having a social presence gives your company a platform to reach your audience. I think businesses who try to “date” their community are able to retain a higher percentage of customers for life.

Link Multiple People To Your Businesses Social Account. Putting your PR, customer service and sales people on the same account, not only improves your reach but integrates your customer knowledge. Say for instance you only have one PR professional running your Twitter, he/she may not realize who they are actually speaking with. Having an integrated internal social media account improves your communication strategy by leveraging knowledge across multiple units. A good idea would be to add email contacts to your social networks from multiple accounts within your business. You can use your salespeople’s, marketing department, and anyone you deem fit’s email address book to upload their contacts and follow them.

Although it’s important to integrate your internal departments on social networks, make sure they understand their roles. Have your sales person answer all sales inquiries, and all customer inquiries be handled by customer service.

Build Loyalty. Building loyalty is essentially taking your customers on dates. Keep your community engaged, active and excited about your brand. When the spark dies, you are much more willing to have a tragic breakup. Do this u

Solve Simple Problems Transparently A major advantage of conducting your customer service on social media is the fact that everything you do is transparent. Other followers will see your activity and you generate good PR for every issue you’ve solved. Don’t limit yourself on these platforms; figuring out how to work in social in to your strategy will help you keep your date for longer.

Keeping a customer for life is one of the most valuable things any business can ask for. We all know that 80% of business comes from 20% of your customers, so it makes sense to make sure that these people are happy to the fullest extent.

Matt Krautstrunk is an expert writer on postage meters based in San Diego, California.  He writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions at Resource Nation.