7 Secrets my clients learned last year

As Director of Engagement at Excite Media I have one of the best roles in the world. Every week I have the privilege to sit down with hard working business owners, managers and entrepreneurs. Some have created their empire, others have bought into a great idea and the there are those brave souls who have taken a bad business or situation and because of their vision are building it back up through blood, sweat and tears.

What is clear in all these cases is that my clients are intelligent, creative and focused people. Sometimes I meet them at a stage where their focus is on the goal and other times I’ve caught them in the ‘dip’ where their eyes are on the problem. With focus can come the potential for tunnel vision. “I’m going to keep doing this till it works” or “This problem is the reason we’re going out of business”. This strength of focus can also be the reason that they are stalled or spinning their wheels on the way to success.

A great business operator knows the value of taking a step back, reviewing the scenario and looking outside of their circle of influence to find new ways of tackling the goal or the problem. Some refer to it as the “30,000ft view” or the “Helicopter view”.

Here I want to share with you seven secrets from last year that were shared in our strategy meetings with our clients. These were the light bulb moments where our clients were able to release themselves to do something fresh and innovative that can put them ahead of their competition or the moments where they again could see their potential.

1.   Try something new

Let’s start with an over-riding thought that should be on the wall of your office, stuck on your bathroom mirror or painted on the bedroom ceiling. “Try something new”. We know that the definition of insanity is to keep trying the same thing and expect a different result.

When a business comes in to an digital marketing agency like Excite Media, through initiative or desperation they are looking for direction. One of my regular complaints shared by clients is when they go to an agency who only is able to offer “What do you want us to do?”.  That’s not the reason they are in your meeting room. The business owner is wanting advice, direction and ideas to consider within the framework of their business.

On our side of the conversation we want to work with you to discover the ‘real issue’ and then present innovative solutions. The responsibility for you as a business operator is to be willing to keep ‘trying something new’. Never lose sight of innovation. The ability to keep your products, processes, marketing or work environment fresh, will instil morale in employees and excitement in customers.

Not to mention, it will help remind you of your first passion for why you are in business in the first place.

2.   Review your position

It’s too late to test the water depth when you can’t see the lifeboats! Put in place regular calendar items for frequent reviews of your business. Don’t be driven by the bank manager or accountant asking “how did we get here?”.

From websites and staff reviews to marketing results and assessments of the competition, we should have some form of review whether verbal or in writing to ensure we haven’t had our heads down for too long.

Speak to the people closest to the subject and set in place reviews that can give you the temperature of the situation quickly. If the review process is arduous it probably won’t get done so be considerate of the request for your or your staff’s time when compared to the value the review process will yield.

Better to have a five question staff review every quarter than a 30 question quiz each year that looks like a tax form. Look to have a live online marketing results dashboard available that you can check weekly rather than a monthly five page paper emailed to you that you haven’t read in years. And keep refining your measurement KPIs and reports to include only ‘what matters’.

3.   Look under your feet

One of the aspects of my job I enjoy the most is “mining for gold”. My clients will normally have a ‘symptom’ they want to address. It’s often problem related. They see the issue and think fixing it returns everything to status quo, normal!

What I like to do is show them is the pile of gold they are already sitting on. Many have lost track of existing customers as a house keeping headache that the admin and IT people should solve. What has been lost in the ‘busyness’ of ‘business’ is that they have accumulated hundreds or thousands of customer contacts that are now ignored. With even a conservative happiness satisfaction rating of 75% across past customers they have people they could be reselling to, upgrading or utilising as referral business with a little attention.

When it comes to digital marketing I very often find my clients don’t know how to measure the customer attraction of their business online. They may have the free Google Analytics installed but haven’t reviewed it in months or years.

Near the end of last year I dealt with a Brisbane based family business who didn’t have Google Analytics installed but through their web hosting account we were able to tell they had 2400 visits a month to their website. Not only was that good news but we also found 73% of the website traffic was directly to one of their top most profitable products on their website based on specific searches in Google for suppliers in their area. With only around 20 phone calls a month, they had lost vision on the fact their website had become a bottleneck or blockage to new business trying to open the door.

It’s time to put your helmet on and mine or uncover the gold your business is built on.

4.   Coordinate your strategy

Many of the people I meet are busy. And I mean all hours, no lunch or dinner busy. They are trying to get results from their business and they take seriously the responsibility for the lives and the employment of the people who work for them.

In the madness that ensues they often are trying anything that comes along but don’t have the time to evaluate if this a good idea or just ‘an idea’. And sadly these ‘ideas’ just keep building up. Now you may be thinking, “You just told us to try something new”. You’re right, but it has to still fit into an overall plan.

All marketing should be connected and interdependent. Some ideas develop attraction, others are designed to convert browsers to buyers and there are marketing strategies to nurture new customer leads as well as existing customer development programs.
Without a coordinated strategy your offline activity like billboards and radio cant be measured against the activity on your website to see how people responded. If your reception team aren’t taking notes on how new customers heard about you, then you don’t know if that door to door voucher program you paid for has acquired any meaningful results.

One of the common problems we help bring sanity to for new clients is the business that has marketing expense money going out every 6 or 12 months to papers, magazines, directories and local community sponsorship that has never been coordinated or measured.

They may or may not be great ideas for a particular business but you can’t be a leaky boat of marketing activity and expenses without a plan.

5.   Test the theory

One of the current topics flowing in a number of books on the top seller lists is habits. We have them and our customers definitely do. You probably remember the great shampoo instructions encourage us to wash, shampoo, soak, rinse and repeat. Not only does it get results but you use more shampoo and become consumer of the year. The trouble with habits is they can be good or bad and the answer is all in the testing.

When it comes to anything within your business from a new customer on-boarding process to your new email marketing program, we need to test the theory and the process. Some ideas are truly based on too much pizza the night before. Its something in the cheese.

As you embark on a new marketing program its important to sit down and plan the program, consider the actions and outcomes in order to see if you can catch any possible problem ahead of the game. Bottom line is you won’t, but you can minimise the fallout, particularly if you have assigned roles to your team for who is responsible whether an arising problem should be dealt with internally, for example an IT issue or is an external aspect like dealing with a confused customer.

The mantra should always come back to Do, Review, Adjust and Repeat. Even the best of results can be improved with time away from the process and coming back with fresh eyes.

Without the Review and Adjust stages you just have a habit.

6.   Discover the potential

Earlier we talked about mining for gold and our focus was on the potential right under your feet. Sometimes you think you’re just sitting on a hill watching the clouds go by. You need someone with a different set of eyes, or an expert who knows the ‘geology’ of your business to recognise that that ‘hill’ is actually an outcrop that has all the characteristics of a gold deposit.

Take that thought further and you can start to look for potential new customers from outside your business at your suburb, city or the community at large thanks to the online access we enjoy. Today we have more information and profile data on customers, markets, products and seasons than ever before.

You shouldn’t feel that it is your responsibility to know all aspects of how the weather forms or what is coming tomorrow or in a weeks time. That’s for the meteorologist to decipher and deliver. And while we joke about the weatherman getting it wrong, the reality is they get it right more often than not.

That’s why our clients are discovering the power we can bring to their marketing initiatives when we provide the research and data to show where new potential customer audiences can be found. We can show definitive volume of new clients as they search, while they engage in the community of social networks and as they go about their daily business absorbing content.

As our internet experience grows into voice based search and home automation, we will be able to answer the questions customers ask and provide the information they need at the time and place its relevant. Keeping in touch with your digital ‘weatherman’ will allow your business to be strategically in front of these potential new customers for your  business.

7.   Keep the balls in the air

Now this last secret may sound counter-intuitive to everything you’ve been told about running a business. “You’re too busy – take time out.”  “Don’t overwork yourself, it’ll be there when you get back.”

It’s true! If last year, you were near burn out, didn’t take time for yourself or family, then please slice out the days and weeks for the coming year that you will give back to you this year.

In fact if you recognise from the previous ideas in this discussion that you have run out of ‘new ideas’ or the steam coming from your nostrils was from frustration and not passion. Then stop now, book a holiday, an apartment by a lake or beach and go.

You need You!

The key to this closing secret isn’t about the ‘balancing plates’ on sticks metaphor. In that picture it all comes crashing down and that’s no fun unless you’re Greek.

What we want you to have as a focus is that keeping balls in the air can be fun. Dropping them hurts no one. Trying again will develop your skills and most of all its about always having a fresh approach to your business and marketing.

The website you develop for your business and don’t touch for 3, 4 or 6 years is worse than the cracked paint on the outside of your shop or the customer counter not cleaned for six months. It can be a reflection of you, your business and the business mindset you have in place at this time.

Don’t put the balls in a box. Keep the business live and your ideas moving!

Today, decide to be objective and adventurous.

The secrets we’ve talked about today aren’t that secret are they? But like the Wizard of OZ, who was hiding behind the curtain, there was a lot of truth and advice that you may have forgotten about or just needed a bit of ‘New Year’ objectivity to consider.

Take a step back to look at the bigger picture or ask someone who has the ability to see the potential in you and your business to come alongside you.

I would love to hear back from you on which of the 7 secrets had the most value or was an ‘AHA’ moment that will help you dive into this year with more optimism.

Who’s Your Dragon?

Whos Your Dragon

Every great story starts with the Damsel in distress because of a Dragon on the loose. Your brand also has a story that is unique and we want to help you tell it. The first part of creating a marketing strategy that includes a brand story is deciding who are your customers. Defining your customer gives you a target audience and for your business this helps you in deciding what is your business offering. If the customer is a Damsel then what is her need? Is it s Prince, a Ring or simply freedom from the Tower she’s been locked in. Once we know who needs help you can start the mission to rescue the lady from the hot breath of the lizard with an attitude. Who is your Damsel? Continue reading “Who’s Your Dragon?”

Growing Customers in your Business Garden

Growing Customers

Developing a customer base takes many approaches. For the FMCG team its all about volume through the door or ‘bums on seats’. For the non-profit sector it means developing a relationship that takes the constituent through the donor pyramid and for professional services marketing staff it means developing spheres of customer influence for new clients. Whatever your primary focus here are some tips for working in your business ‘garden’ and growing customers. Continue reading “Growing Customers in your Business Garden”

The Flag, The Spy and The Resistance

The Flag, The Spy and The Resistance

If your business is due for a marketing review, or you don’t have a marketing plan then the story of The Flag, The Spy and The Resistance might be the framework you’re looking for. Some business owners know they need to advertise but don’t have the time or inclination. When the salesperson calls with a special to advertise here or there they grab it. They say ‘yes’ not because it fits the marketing plan but because they feel they should be doing something and after all it’s at a price that’s hard to pass up. Now they have to throw together some artwork, an offer and a tagline and just hope it works. Continue reading “The Flag, The Spy and The Resistance”

Ensure you have a Mobile Website

Mobile Website

A Mobile Website is Essential

When you first created your business website you probably were given advice about the size of the average desktop to make sure the design was visually engaging and the text was easily readable. After all who likes reading through pages of small text on a boring page that makes you feel your filling in an IRD tax form. If your website was created anything more than two years ago your site probably needs a tune-up to make it mobile friendly.

Changing Customer Patterns

Keep in mind that the mobile phone you were using 2-3 years ago was unlikely to be anything like the four to five inch hi-res screen smartphones we are moving to today. Many users look up the service or product they need while ‘on the run’. They look up a plumber while waiting for the kids to come out from school or research holiday package prices on their phone or tablet during the ads on their favourite TV show. We don’t run to the desktop the way we used to and for a business to be found they need to be easy to see and easy to navigate on a mobile device.

Responsive or Mobile

As you talk to your web designer they may tell you they’ve made your website ‘responsive’ and that’s a great start. A responsive website means that as the screen size changes at the viewers end the website will try to adjust presentation and layout to suit whether they are on a large screen or small screen laptop or tablet. If you’ve tried resizing your browser screen to test this you will see that a well designed responsive site does half the work and is better than nothing but a full mobile website is really the answer. In fact Google are actually rewarding websites they index if they find they are a mobile website. It means a couple of extra points on the search awards score because Google consider you are contributing to the greater good of the web.

Ensuring you also have a ‘mobile friendly’ or mobile version of your site is an important ingredient in getting your digital strategy to work. Rather than just shrink and reorganise it gives the user a cut down version of the site with the essentials for finding, contacting and viewing key services. It also interacts with your phone so that when you click on the phone number the phone’s phone app starts and when you click on a Google map your phone’s map service starts. If you think of your own experience at not being able to read a site on your mobile. What do you do? Out of frustration you either park the idea for further follow-up or you move on to a readable solution.

Christmas Offer

We now have a special offer for you that will save you creating a new website until you have time for a fresh strategy. This will have your business mobile friendly before Christmas if you act now. We can create a mobile website for you on top of your existing website. Our system works with most current website solutions in the market to create a mobile friendly version over the top of your current website. This can be set-up for $295 (excl. GST) and a monthly service charge that keeps your mobile site in sync with the content on your full website that starts at only $10/month (excl. GST).

[button link=”http://www.andryl.com/contact-us/” color=”orange”] Contact ANDRYL for a FREE Consultation[/button]

Mobile Friendly Website

Joining the Social Media Conversation

Joining the Social Media Conversation

Social Media has become a modern day phenomenon with brands like Facebook and Twitter having a global impact on everything from Business sales to the turn-over of Governments. These are the names of a new form of communication that allows people around the world to share their lives through the online experience of a Social Network. For Business this is a marketing opportunity and learning the social media rules and culture is step one in joining the Social Media Conversation. Continue reading “Joining the Social Media Conversation”

What would Moses and Gutenberg Think?

Back in 2006 Bobby Gruenewald, a Pastor in the US, thought of the idea of an app for the Bible while walking through a security line at the airport. It wasn’t quite the epiphany in the shower environment but this concept has grown from its initial launch as an iPhone Bible app designed by a 19yo in their church to five years later being an app on all phone and tablet platforms including some eReaders.

What is now extraordinary is that the growth of the Bible app is knocking on the door of 100,000,000 app installs. The statistics of what people are using their Bible app for each second is simply amazing and is easier explained by the group’s recent webcast on June 11th available below. Here they outlined the growth of the project and where they see it going.

Whether it was Moses who wrote the first five books of the Bible or Mr Gutenberg and his printing press who took distribution to a whole new level they would both be astounded at what engagement has come through this use of app technology. The question that could be asked is why in the modern age is this activity so successful. Is it the timeless content or the engaging technology?

Rather than keeping the project in house the Bible app has created strategic partnerships with many churches, denominations and publishing houses so that the content available in the app is wide in the range of Bible related activities it provides. The app builds on a personal user experience by allowing individuals to use their own collected versions and languages of the Bible as well as save bookmarks and follow personalised reading plans.

The next step for the group is to see if they can achieve 100 Million installs before July 10th which would be their 5th anniversary since the initial launch. To muster support a number of activities have been created to inspire users to share their app experience. A website has been created at www.bible.com/100million and the app has new features in its menu system to encourage app sharing. What is also unique is the fan base that is sponsoring the app through their advocacy from church leaders to football players.

If you haven’t tested the Bible App here is a link to all the available platforms including iOS, Android, Blackberry, Windows Phone, Windows 8, Java, Symbian, Mobile Web and Kindle Fire.

[button link=”https://www.youversion.com/download” type=”icon” icon=”paper” newwindow=”yes”] YouVersion Bible App[/button]


Seth Godin Explains Tribes

In a recent presentation I did on social networking I referenced author and marketing guru Seth Godin. In this video from Loic Le Meur, Seth Godin explains why you need a tribe and why he is not on twitter.

Seth’s latest book “Tribes” helps us define the need for leaders to come forward because there are communities that need someone to provide direction.

In the area I was working at the time of Christian media, we have a message but are we willing to step to the front of a community and share our direction by saying “walk this way”.

Have a listen to Loic as he presses all the right buttons to get to the heart of the matter with Seth.

Updated: 18 Jan 2018