Local search can be the difference between you being the only logical choice or being ignored, or even worse, being kept in the darkness of obscurity. What can you do to be found by the right clients, at the right time (when they're actually searching for your product or service)? What are the differences between PPC and SEO, and how can you use these tools profitably? What factors help you become dominant in your local area? On this episode, we are joined by the Dental Marketing Guy, Justin Morgan, who shares insights on optimizing reputation and presence when people are searching online for what you have to offer.
When you offer value and really good content, Google recognizes that. -Justin Morgan
When you advertise on Facebook you have to disrupt people, but when you do SEO, people are already searching.
Adwords advantages: more control, ability to ratchet it up with your data
Your reviews can very often determine if you’re going to be at the top of the results.
At the start of the show, Justin Morgan shared how he got started and why he specialized in marketing for dentists. We talked about the keywords and phrase formats that show buyer intent, and the importance of determining what your ROI will be on the backend. We also talked about how reviews and photos play into search rankings. Towards the end, Justin shared some of the more technical details that affect your search ranking.
We also discussed:
How to get more granular and perfectly geometric accurate data
SEO vs. Adwords
The advantages of having a good SEO ranking
If you want to really dominate your space, you have to have an arsenal of well-sharpened tactics. If you want to build a solid recession-proof business that thrives in and out of season, you need to have multiple engines to feed your business with quality clientele. SEO and PPC are two powerful strategies that can completely change how many people come to your site and buy your service. Keywords are important, but so are things like reviews, pictures and details like H3 tags, links and website usability. These things will do a lot of selling for you, so it’s critical that you optimize them.
What are the most important components each business should have, regardless of industry? Why is it important to know your numbers? How can you increase your chances of getting more clients? In this episode, Coach Burt shares the tactics he uses to help businesses grow their revenue to new heights.
When I’m coaching a small business owner, I’m looking at where they are deficient. Do they have the knowledge or skill they need? -Coach Burt
Most businesses are missing one or two fundamental structures. In most cases, it’s either knowledge, drive, or the confidence to go after what they want.
Once you figure out where you are deficient, you can start articulating your services better, making phone calls, and creating a follow-up system.
As a business owner, your job is to increase the probability of winning. You can’t be 100% sure of the outcome, but you probably already know how many phone calls it takes to get a client.
In the beginning, we talked about how a business needs to get a diagnostic before it begins fixing its deficiencies. Next, we talked about some universal principles that apply to all types of businesses: the importance of having a selling cycle in place, a clear explanation of the product or service, and a nurturing program.
We also covered:
How clearly defined time blocks can help your team become more productive
How to take control of the probability of making sales
Why a little bit of training every day is necessary
Most small businesses have a deficiency that prevents them from escaping survival mode. In most case, it involves not knowing how to articulate what they’re selling, failing to dedicate a few hours every day to marketing purposes, and not having a system in place that turns clients into evangelists. When you don’t know how to describe what you sell in a persuasive manner, you become a commodity. And when you don’t have a marketing machine put in place, finding and retaining clients is nothing more than a game of luck.
Coach Burt is the founder of Michael Burt Enterprises, where he coaches companies and individuals in highly commoditized and competitive markets to increase their revenue.
A lot of people in sales are struggling to close the gap between where they are and where they want to be. What are some of the biggest myths and misconceptions getting in their way? How do you learn to ask the right questions and transition without awkwardness? Why is a growth mindset so important in this business? On this episode, sales veterans and podcast co-hosts, Jon Dwoskin and Scott Fishman give us insights into winning in sales.
The more specific and measurable you can be in your plan and how you attack your business, the more you accelerate your growth. -Jon Dwoskin
A key to sales and retention is under-promising and over-delivering.
Telling is not necessarily selling.
The best questions come from what was just said and layering one thought on top of the other, keeping it fluid.
If you don’t have a growth mindset, you’re going to hit the ceiling very quickly.
At the start of the show, both guests gave us a background on how they got into sales, and how they got to where they are now. Next, we talked about some of the most counter-productive things people in sales do and how to fix them. We also discussed the importance of having a growth mindset, and building positive rituals into your day.
We also discussed:
The importance of listening to your prospect
Why a coach is so necessary
The importance of being specific and measurable in all your plans
As a salesperson, it’s crucial that you commit to the growth of your sales skills. That starts with not only prepping, studying, and roleplaying on a daily basis, but also treating your business like a business. Commit to tracking your metrics and course correcting when things go wrong, and get a coach to help you clear the mental clutter and work towards your calling. You have to take your mindset and your own self-leadership to the next level, and build positive habits into your daily life. Bookend your days with rituals that make you productive, and learn to be specific and measurable in all the plans that you make.
Most salespeople are all about instant gratification to make a quick sale or convincing someone to buy a product or service that gives them a bigger commission. Isn’t this a kind of “sales malpractice”-- to sell something your customer doesn't need or can’t afford? Is a quick sale worth a stained reputation? How can you sell in a way that better serves the customer and transforms them into an evangelist for your business? In this episode, Wes Schaeffer shares a different path to reaching success in sales.
Do what successful entrepreneurs do, and you will become one.
The biggest mistake made by new people in sales is to attend workshops, take notes, and daydream of success instead of going out there and putting everything they learned to the test.
In order to be a successful entrepreneur, you need to do what a successful entrepreneur does. This applies to any career path.
Selling is a calling for those who use the doctor-patient framework. You don’t just sell the most expensive product or service. You sell what your prospects need and what they can afford.
In this episode, we covered the predictability of human nature and how hard it is for some salespeople to make the switch from the quick sale to actually listening to the needs of their prospects. We also covered how asking questions puts you in the control of the situation, and learning not to criticize the situation your prospect is in.
We also discussed:
How to practicing active listening and diagnosing the problem
The power of downselling if it’s in the interest of your prospects
Why you should never wing it and always know what you are going to say next
Whoever asks the questions is in the control of the conversation. Don’t try to sell anything before knowing what the problem is. Criticizing or pointing out obvious mistakes your prospects are making only annoys them. Let them speak about why they came to you. Let them criticize their own situation. Look at being a salesperson as like a doctor. After you hear the symptoms, you give a diagnosis. You don’t try to sell the patient on the meds, because they already know what happens if they ignore their issue.
Guest Bio -
Wes Schaeffer is the CEO of the Sales Whisperer, author, speaker, and a Hubspot partner. But most of all, he’s known for his expertise in CRMs and wild success in sales. He also shares his knowledge and expertise in sales athttp://www.thesaleswhisperer.com/
Many local businesses tend to only get negative spontaneous reviews even though they have many fans. How does human psychology influence this and how can you solve it? How has SEO changed over the last few years? What are some of the key things business owners miss when it comes to getting reviews? On this episode, SEO expert and educator Dr. Jason McDonald talks about how to improve your reviews and search engine ranking.
You have to do something proactive to bring those people that like you to the surface. -Jason McDonald
Reviews are important-- they help you with social, but they also help you rank on search.
All search engines and social platforms are getting better at filtering out spam, manipulation, and fake news.
A lot of the services that we consume don’t get spontaneous positive reviews, so you have to proactively find them.
At the start of the show Jason shared how he got started in the very early days of the internet. Next, we talked about changes in SEO and how the human factor is becoming more important. Jason also spoke about how search engines and social media sites are becoming smarter at identifying manipulation and fake news.
We also discussed:
How to get authentic positive reviews
How to deal with the irrationality of human behavior
The importance of consistency and persistence
As search engines continue to create the best user experience and work to deliver relevant search results, the human component is going to become more central. That means things like reviews are more important than ever in how well your business ranks. For many service providers it seems that only negative reviews pop up spontaneously, so the only way to counter this is to be proactive about getting reviews from your fans because they won’t think to do it on their own. Psychology is a mission critical piece in the whole equation so you don’t give up. Keep pushing forward and being persistent about reaching out for reviews. It will pay off.
Most local businesses are services that consumers only look for when the need arises. What kind of strategy does this type of lead require? What are the different Google search listings and how do you optimize your online presence for them? Why are review sites so necessary to your SEO success? On this episode, we are joined by SEO expert Alex Genadinik for high level tips and tactics to make your business more searchable.
It’s a much better lead when someone finds you when the timing is right and when they are searching. - Alex Genadinik
Common mistakes: 1. Focusing on Facebook when you should be doing search. 2. Hiring bad general freelancers.
It’s not enough to be on Yelp and YellowPages. You need to be #1, or close to it.
You must have a system that seamlessly and consistently gets you reviews.
At the start of the show, we talked about the two biggest mistakes people make when it comes to their online strategies. Next, we talked about when and how you should be capturing leads, as well as the rise of voice search and how to optimize for it. Towards the end of the show, we talked about how to hack your Google business listing to be more searchable.
We also discussed:
How to engineer your local search results
The different types of Google search listings
The different types of voice searches
It can be difficult to talk with people about what your business can provide if they don’t have an immediate need for it. It’s better to capture them when they’re actually looking because they’ll be a much higher quality lead. Google search listings include Adwords, map listings, review sites and your actual website. If you can optimize all of these, you will outcompete your competitors.
Alex is a marketing expert, author and coach who helps entrepreneurs plan, start, and grow their businesses through apps, books, courses, and 1-on-1 coaching. Go toproblemio.com or email email@example.com for more on his coaching and courses.
Community involvement marketing is often overlooked because people think it’s old school. Why is now the best time to bring it back? What are some community initiatives that a small business can do right away? How do you get involved without breaking the bank with sponsorship? On this episode, we are joined by contracting expert Tony Booth who shares pearls of profit-producing wisdom for helping your community while you help your business.
Why not dig in and help the community in a way that actually impacts your audience and target market? - Tony Booth
Community involvement is not a stand-alone strategy; you have to put it in with the rest of your marketing.
Know who your target audience is, so you can create an initiative that caters to them.
As a small business, you can’t afford to just throw sponsorship dollars at everything. Consider how you can trade goods and services.
At the start of the show, Tony shared on how community marketing can be better than spending money on ads. Next, he explained how this strategy doesn’t have to take up a lot of your time. We broke down how to collaborate with other businesses and how to get started with community marketing now.
We also discussed:
The importance of knowing what events your target market attends
How community involvement can generate free publicity
The most common and costly pitfalls of community initiative marketing
Marketing for local domination is all about building awareness and getting name recognition in your community. Through community involvement, you can effectively build awareness and give back to the same community that supports your business in the first place. It’s a powerful addition to your existing marketing, and an opportunity to collaborate with complementary businesses.
As a start, don’t try to do your own event right off the bat. Check local community boards, and see what events are happening. Approach the organizers, and tell them you want to donate your time and resources. Remember: it’s all about building that relationship and trust, and adopting strategies that can drive your customer back to you in the future.
Tony Booth is a business coach, writer, and podcaster who works with small business contractors to help them grow and improve their businesses. Tony helps his clients through education, encouragement and access to resources. For more info, go tocontractingcoach.com,facebook.com/contractingcoach or follow @AnthonyBooth on Twitter.
Many people fail to grow their business because they don’t have leverage and automated business systems. What strategic structures should you put in place to build a sustainable and scalable business? How do you create systems that help you create revenue by working smarter, not harder? How can you put your marketing on autopilot? On this episode, we do a crossover with Level Up podcast host, Greg Harrelson to answer these questions.
We take strangers, make them acquaintances, and turn them into advocates. - Greg Harrelson
Takeaways + Tactics
When thinking about referral partners, consider: Who has the highest capacity to send you the most leads most often? Who is working with your ideal clients before they start working with you?
Always carve out time to work on your business, not just in it.
The contacts in your phone are a database already.
At the start of the show, we talked about the 3 buckets of business success, and the importance of remembering that you’re in the marketing game. Next, we talked about finding referral partners and how to build a database if you don’t have one. Towards the end, we talked about how to focus less on putting out fires and more on creating a long-term vision.
We also discussed:
Strategic objectives every business owner should have
Working “on” your business vs. working “in” your business
How to mine leads from your social circle
The Holy Grail of any business is having structures, systems and follow up sequences in place to nurture people and generate inbound calls. You have to be able to attract a lead, convert it, and capture repeat and referral business. It all comes down to ascending the level of trust with that person through marketing.
Greg Harrelson has been in the real estate industry in Myrtle Beach for more than 17 years, and is in the top 1% of Realtors nationwide. He has trained under the top coaching organizations for as many years, and now uses his knowledge to teach his own agents at Century 21 The Harrelson Group. Go to http://www.c21theharrelsongroup.com/ for more information, or email firstname.lastname@example.org
Internet marketing can seem overwhelming for small businesses. There are just a lot of options out there. What are the fundamentals that you should master and be consistent with? How do you make your content more valuable to your prospects? Why is it so important to “nichify” yourself? On this episode, our guest Daniel Decker shares his expertise for small businesses who want to expand their reach.
It’s all about relationships, communicating your story, and building a network. - Daniel Decker
If everyone is your prospect, no one will be your client.
Don’t create a newsletter based on what you care about, you should be creating value. Think video tips or blog posts that are relevant to your prospects.
Treat the content creation process as a non-negotiable.
At the start of the show, we talked about the importance of having a niche and how Daniel got started helping lawyers. Next, we talked about formulating internet marketing strategies when there are so many options. Daniel shared the marketing fundamentals that any small business can execute as well as the importance of committing to content creation.
We also discussed:
Creating content that generates repeat and referral business
Why the word newsletter is misleading
The power of giving away a free resource
Every small business should have an internet presence that makes it clear who they are, who they serve and tells the market why they do what they do and why they are passionate about it. You also have to have systems that maintain top of mind awareness, and forms of communication that remind people of your presence. The true secret is that you don’t have to work harder, you just have to work smarter by systematizing your content and repurposing what you have. The more you can repurpose things and multiply the return you get with minimal effort, the better off you’re going to be.
Guest Bio Daniel Decker is a Partner and co-founder at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines. Go to http://spotlightbranding.com/ for more information.
Most entrepreneurs aren’t good at targeting a specific market. Why is the “spray and pray” method such a bad and costly business move? Why is it so powerful to build strategic partnerships and relationships? How can LinkedIn help you expand your referral pool? On this episode, Jason Bay is here to share some powerful marketing skills to expand your reach on LinkedIn.
The goal on LinkedIn is to amass a following of people who connect with you and see what you have to post. -Jason Bay
Your LinkedIn profile headline should explain the benefit of your service.
When you do outreach of any kind, treat the person like they are human. Think of how you would like to be approached.
Find a valuable way to start the conversation: learn what that person’s problem might be and offer valuable content or information.
Every business should have go-to referral in every category.
At the start of the show, Jason shared a bit of his backstory and the marketing lessons he learned very early in his career. Next, we talked about the importance of knowing exactly who you’re trying to reach out to for business. Towards the end of the show, we talked about the value of following up with your prospects.
We also discussed:
Why LinkedIn is such a powerful marketing tool
The power of strategic partnerships
The “do’s” and “don’ts” of your LinkedIn profile
LinkedIn is a powerful tool because it has so much data on the people you want to reach out to, and it allows you to learn more about them and their needs. For your marketing to really get you the highest return, you have to be clear on who wants your service before you even reach out. Once you’ve found your ideal prospect profile, figure out where you can find those people online and reach out to them with value, something that can improve their lives or their business. There are all kinds of upsides when you start executing!
Guest Bio Jason has helped dozens of small business owners build a stellar online presence, and create sustainable revenue growth in their business. Go tohttp://jasonbay.com/ for more information orhttp://jasonbay.com/subscribe to subscribe to his Small Business Ninja newsletter.
Featuring interviews with local marketing and lead generation experts who will show you exactly how to attract your ideal local client so you can dominate your market. Past guests include Toby Salgado, Bernice Ross, Pat Hiban, Michael Hellickson, Roger Beaudoin, Bruce Irving and many more!