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testimonial from our customers after deck repair project. SEO (2019)

I had holes in my deck and I had water damage in the outside walls, and that was getting to be a problem, because animals were getting in where the holes of the deck were, and I was just afraid it would really demolish from there well needed to Be brought up to date, we couldn’t come on the deck ad work is just getting a little dangerous and surprising.

A chipmunk everyone so, while coming out of the hole, was not a fun thing, but I would also add that in the front on the fascias, where the insect and bird damage that is going to eventually destroy the house when the wood starts to rot away. Because of that kind of thing, I actually I liked you and I liked you, because you were very straightforward with how much it was going to cost. Another company was giving me some estimated this and estimated that, but you gave me a bottom line which is important to me.

Aside from the things that we knew at uncovering a deck, there was going to be some other things that we might find, but I was glad to do that and I just felt you to be trustworthy. The experience was a good one because it was so fast. I mean a week ago I was standing on this awful deck and this was done in two days, which is more than I thought would be able to happen so diligent workers. I have to say, the workers were good and they they came and they didn’t hang out.

They just worked, and so I’m very pleased with the whole result. I don’t think I had any surprises just just happy once I guess well my problem and thinking my house was about ready to with the house. If you let animals get into it in any way, it’s going to be a major problem because they start chewing on things and eventually your house has got to fall down. You got to get it when they’re first started so got rid of the animals.

Out of my deck and the insects and the pileated woodpeckers off the fascia, and from that I’m very happy and by the way you put PVC up so that those nasty critters couldn’t get to that fascia anymore. So it was all good they have to. I warned my neighbors it’s coming your way. If I hadn’t yeah, I really don’t have the experience to say now. I had somebody else that I thought was pretty trustworthy and I probably would have gone with him.

As I said, I really like the way you laid out the proposal and I don’t know this is my first experience dealing with Angie’s List and I’m just very pleased with it. I just just had a good feeling about and talking with you and describe, actually god I felt like after talking to you Justin, you were answering questions. I didn’t have to ask you anything. I would just like to add that I fully recommend emoji improvement because they did a great job for us another 30 years.

They were over here last night, looking on the commission and that’s what you were actually okay. Well, as houses go, I guess in a little while we’ll probably call you for something else.


 

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6 reasons why social media is for food and beverage brand building and not for sales!

Social media is constantly changing. It used to be a one-to-many blog brands would publish links, photos and articles On digg, delicious reddit and later facebook, twitter, pinterest and instagram and could Drive a high number of leads and sales when we first started using social media. There was less content, less noise and people were willing to click on almost everything.

They saw in their news feeds then, like we always do. The marketers showed Up and we ruined a good thing. Sorry, if that offends you social media, marketers Out there, but the truth is the truth. Anytime, we get a beautiful thing. It’s very Often marketers and advertisers that ruin it. There is now way more content on social media. Platforms than folks can consume and a huge amount of that content is sales driven posts.

And ads if a post doesn’t look organic, interesting or useful people now just scroll right past It as traffic sources, twitter, facebook, instagram, And pinterest have become so challenging to drive organic traffic from that it’s now. Rare to find a brand that can use social media solely as an organic source for leads and Sales, the organic clicks are just so much harder. To come by now, social media is now a one-to-few blog.

It’s only the brands who can afford to create Ridiculously amazing content or who cultivate one-to-one relationships with their fans, can Succeed organically: it’s the brands and companies who provide Personalized social media experiences for their fans that are succeeding on social media And please know in this context I am talking 100 % about organic authentic relationships. This has nothing to do with paid promotions.

Paid posts or ads on social media platforms pay to play is the reality on facebook and Instagram now and all the social media platforms have advertising platforms available for those Who can integrate paid into their marketing mix and can afford them? You can still kind of get decent organic growth. On platforms like pinterest, twitter, YouTube and linkedin…, but don’t count on that forever. Either With that said, let’s talk about six reasons: That engagement is the future of social media.

Social media is often seen as a solution to Every marketing problem: it’s fine for certain aspects of marketing; Like brand awareness, but here’s a little truth for you, social Media is not going to help you achieve every business or marketing goal that you have. If you aren’t diversified with your marketing. Mix you need to get on that yesterday. I’m talking about that email list. That’s collecting! Dust in your mailchimp account and that sad SEO consultant who you stopped inviting to Your weekly meetings, because you we too busy working with pseudo-influencers, who don’t Actually move any needles, social media influencers are the fyre fest Of marketing.

.., i’m just going to put that out there and let it fester… Still many people still want to know how Social media relates to driving traffic buckle up. Here’s a little more truth for You organic social media is not going to be a good traffic driver for most brands. Today, Or for the foreseeable future spraying and praying with your marketing messages. Across various platforms might have been an effective way to drive clicks from digg reddit And delicious, but it’s just not an effective strategy anymore with the platforms we’re Focused on and for me, that’s just fine, because I’ve always used social media as an engagement.

Blog, not a lead generation tool. Now, if you can get your head right with this And if you can quit expecting to move mountains in a week, it can open up some great new opportunities. For you, that can give you an advantage over your competition. For instance, customer service is well-served. Via blogs, like facebook, messenger, instagram, direct and twitter direct message, consumers are heading to these blogs.

1St In many cases to be heard by brands, they buy from and you’d be wise to embrace it with Them social media is the first place a lot of people. Turn to for customer support and more and more people are using social Media to get help from brands folks are not only using private social media. Blogs such as facebook, messenger, instagram, direct messages or twitter direct messages, To reach brands for help, people also leave comments on posts on facebook.

& instagram and reply to tweets to get help think about this being responsive on social Media prompts customers to purchase while ignoring customers does what you might Imagine it brings about less brand loyalty from customers. That’s enough evidence to make you care about. How customer service in integral to social media and if it doesn’t well, you might be dead. Inside I think about all the opportunities that have Been opened up to me by just having a conversation with a potential customer, whether they’re Mad sad happy upset whatever it is, there’s so many opportunities to provide more Value, it’s easier to help your customers on social Media, so you have no excuse not to be doing this, and the platforms are aware of this as they Are developing more customer service tools every day to help brands respond to their Customers, you want some examples, you can let customers send you a direct message.

On twitter, without them needing to follow you or you needing to follow them, you can send automated welcome direct messages. On twitter and prompt folks with the best ways to reply, you can manage all of your facebook messenger And instagram interactions in one unified inbox, you can use smart replies to automatically Answer frequently asked questions for your facebook page organic reach on social media has fallen so Low that social media has become a less viable blog for traffic across the board for most Brands brands are reaching fewer folks on social Media and getting less traffic from social media PERIOD, many big brands have seen a huge fall in facebook.

Referral traffic, in particular some by 75 % or more, the amount of content on social media has Increased to a point where it’s well beyond what we can consume, each social media post is less and less likely. To be seen over the past couple years, we’ve seen a 10X Increase in posting from brands because they are trying to break through the noise of all The additional content being posted, but people simply cannot consume more content.

Consider this as a weak example with math If 100 posts are published per day for every social media user, but each user can only consume 10 posts per day, each post has a 10 % chance of being seen now, if the number of posts published per Day increases to 1,000, but each user can only consume the same 10 posts per day. Each Post now only has a 1 % chance of being seen because of… Math. This is, in effect, what Has happened to organic content on social media over the last few years, facebook organic reach fell to about 4 % throughout 2016-2017 and is now well well under 1 % per post, because facebook continues to tweak its Algorithm to prioritize posts from family and friends over brand pages, so social media is losing its potential as An organic traffic blog as more and more content is posted on each platform by brands.

Who are posting more content, so their content can possibly break thru. The additional noise From content being posted by other brands, who are posting more content, so their content, Can possibly break thru the additional noise from content being posted by other brands? Who are posting more content, so their content can possibly break thru. The additional noise From content being posted by other brands, who are posting more content, so their content, Can possibly break thru the additional noise from content being posted by other brands? Who are posting more content, so their content can possibly break thru.

The additional noise From content being posted by other brands, who are posting more content so…, the point is organic traffic from social Media has been going down for years, you’re just not going to get the reach or Visibility, you did in the past as brands and marketers. You have no choice but to adapt. While social media has been the dominant platform. Over the last 5 to 10 years, social messaging apps like facebook, messenger and instagram Direct are growing much faster than social media platforms.

There are now more folks using the top four Messaging apps than people using the top four social media sites, the rise of social messaging signifies a change In folks’ behaviors and preferences towards more personal one-to-one communications, when folks view social media, they are no Longer, just thinking about the posts on their news, feed, they’re, also thinking about reaching Your business for customer support through twitter receiving timely information or ordering Products through a facebook, messenger chatbot and all the other communications that come Through these messaging apps brands that only push out marketing content, On social media will miss out on this massive opportunity to serve customers in meaningful Ways and might be left obsolete on social media engagement is a key indicator of the quality Of your content, does your content elicit positive responses? From your fans for the social media platform, algorithms to prioritize your content to be Seen and heard on social media organically, you must create content that engages your Fans the number of engagements on your social media Posts highly influences the number of people who will see them if lots of folks engage with your content.

The platform algorithm will take it as a sign that your post is interesting and will more Likely show that post to more people, I learned a long time ago that the shorter Path to success is learning what those who you depend upon for your success need to be Successful themselves and to help them get there, so it might help for you to step into the Shoes of the platform for just a second: what do you think they need to be successful? They need attention and eyeballs.

https://m.youtube.com/watch?v=-yEQmoad1nU

They need people to linger on that page where They are displaying ads, they need people to be captive to their platform. Now what keeps users captive on their platform? So they can sell more ad space. I’ll give you one guess…! It’s interesting! Engaging content, if you go look deeper into this and study The search algorithms on these different sites, you’ll get a lot more information, but to boil it down if there are just a few Interactions or a lot of negative interactions on a piece of your content: the social media Algorithms will assume that it’s uninteresting irrelevant or not useful and show it to fewer Folks, so the more positive interactions on your Post, the more people you will reach on social media, ok.

… I feel like i’m beating a dead horse. At this point either you get that or you don’t if, after this explanation, your ultimate goal – On social media is still, traffic leads or conversions. It’s tough for the average brand But if you break it down to what’s going to drive, traffic leads and conversions, it’s still Engagement, that’s your top priority. It’s not rocket science here, folks, the more Interactions, a brands content has overall the higher the traffic to its website.

So how do we get there if you think about The kind of posts that get interactions you can’t be lazy and just post a bunch of links. You have to do everything you possibly can To get those interactions and engagements up and that’s a new article i’ll need to make if there isn’t a strong direct revenue from Social media, why waste your time? The primary reason to be on social media is To build your brand through engagement, brand-building is important because a customer’s Journey with brands is almost never linear.

Most customers rarely go from an instagram Post to your website from the link in your profile, ( by the way “ link in profile”, is A joke cut it out. ) then, to your checkout to purchase it’s more. Like someone hears about your product, Through a friend on the same day that customers sees your facebook, Posts enjoys the content later they reference about you in a blog post, the following week, the customer searches on Google and see your brand via a retargeted ad, maybe they recognize your brand and tweet You a question about your products, you replied to them promptly and then they Decide to order the product from your website now this is a simplified version of an actual Customer journey, but it’s still a good frame of reference next.

… Why else is social media? Important 85 % of folks have to see something on social Media more than once before they will purchase it, but don’t overdo it. They will also unfollow You, if you post too many promotional messages, so that’s a delicate balance there by engaging your customers through timely Customer support one-to-one conversations and interesting or helpful content. You can Strengthen your brand image, then, when these customers are deciding, if They should purchase or continue to purchase from you, this brand equity that you’ve built Up can help win them over social media interactions, increase customer Loyalty, consumers who engage with their favorite brands On social media have stronger relationships with those brands than consumers who don’t Engage at all, they have a better opinion of the brand they Leave more positive reviews, they stay loyal and keep being paying customers longer and Then also they recommend the brands more to others and that third-party validation is gold for A brand when customers trust your brand they’re more Likely to give you their email address, attend a live event or purchase your product when You ask them to Subscriptions stroke, my ego and they also Go a long way to increase my discoverability here on the Youtube.

So if you like this article and you want to Part of making all my youtube dream come true. You should subscribe Beyond that. I want to know what you think: So I can create the content. You want to see, Leave a comment for me or let me know what Questions you have, I check them every day and will be quick to Get you a response. I appreciate you reading I’ll, see ya in The next article

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HOW TO BRAND YOURSELF AS AN INFLUENCER – MAKE MONEY WITH YOUR PERSONAL BRAND

Alright, guys Jesse, unlocked here, welcome to another article, and today we’re going to be going into a massive overview on. How do you become an influencer like what does it take to become an influencer and contrary to popular belief? I know that a lot of people think that you know I thought it that you have to have this massive following, like Tai Lopez like Gary Vee like they are influencers, but there are really really big influencers right.

Just like there can be a band. That is, let’s local, it’s indie right and then there’s major pop sensations, like you know, ariana grande Demi, Lovato, all those people right there. Just there they’re influencers, you know they’re they’re known they have a group of people that follow them, but they vary in size. So you’re going to have a similar experience as you become an influencer and as you find what it is that you’re passionate about what it is that you want to talk about.

What’s your message, what are you trying to share because that all factors into becoming an influencer? So, let’s get into the first thing now. The first thing is really building a following. You know – and this is where knowing yourself and knowing what you’re passionate about really comes in handy, because you’re going to want to know who it is that you want to talk to what’s your message. What are you trying to share? Because, as you realize this you’re going to know that you’re not trying to attract everybody, you’re not trying to like bring in the bringing the world to your doorstep, you’re trying to bring the people that care you’re trying to bring the people that actually, you know, resonate With your message, because, if you you know, if you talk about music, if you play guitar and you make music and you want to show other people how to play guitar and why playing guitar is awesome, you know and the the the variations of ways to play.

Guitar you’re not going to want you first not going to want someone that, like loves the drums, because they’re going to be like nah man drums are way better than guitar and then you’re just going to have somebody fighting with you the whole time. Instead, you want to find other people who are passionate about that thing. They’re passionate about playing the guitar. They want to learn how to play the guitar.

These are the people that you want to bring in your circle and be like hey c’mere. I have some cool stuff to share with you and they’re going to resonate because you’re speaking directly to them, so that’s going to be. The first thing is just to realize that, like it’s, it’s really more of a giving thing. It’s not so much about you! It’s about them and you’re, looking to figure out like how to really craft this building this hub this spot.

For that audience to come to you, so you can kind of bring them in and be like hey. This is a safe spot. Come hang out meet other people who are into this too I’m going to share some cool stuff with you help you accelerate your journey and your it’s going to be a great time right. So that’s going to be the first point, so you’re going to be looking to build a tribe that is into the same stuff that you’re into and we’ll get into it in other articles as to how you can really narrow this down.

But that’s part one. That’s the main focus there now main. I guess part number two is after you really decide who you’re talking to and who your audience is and what that looks like for you you’re going to need to craft some content around what it is that these people need help with, and it’s again this has To come from a very giving place, it can’t come from this ego place because I know when I got started, it was kind of like well.

What do I want to learn? What do I want to share like? What do I feel comfortable sharing and talking about right – and maybe you have this experience too, however, when you’re, when you’re becoming an influencer and you’re you’re, really stepping into this role of more an educator and you’re? Looking to this like okay, this is my tribe. You know when you become an influencer you’re, not to sound intimidating, but you’re, really you’re.

Stepping up you know you’re stepping up and as an influencer you’re coming forward and you’re saying know what I feel like there’s a place that isn’t being done. How I want to do it, you know, I don’t feel like this audience is being served. The way I think they’re being served and that’s why you’re coming up and that’s why you want to be an influencer right. Is it so you can you can help people see the things that you see and understand and maybe find their own passion in what you’re teaching, like that’s the beauty of being an influencer, so in order to really reach out to them and grab them and grab Their attention and serve them, you got to put out content, that’s relevant to what they’re trying to learn and what they want to do and what their goals and dreams are, and the area that you’ll find is the easiest way to create.

Content is looking at what are their challenges? You know what, when you go on, like let’s say forums and we’ll go into more detail, if you guys are having trouble with this part, but you’re going to want to go into like Facebook groups, forums reddit’s like sub reddits YouTube blogs, you’re going to want to See what people are talking about and, more importantly, not other influences, but look to what the people in the comments say, and the people in the forums and people in the groups cuz.

It’s not the ones that are sharing successes, it’s the ones that are asking questions. It’s the people that are in those groups and they’re like how the heck do you do this? How the heck do you do this? How do you do this? How do you do this? I have a problem with this like if you go in there, you’re going to find a ton of people with some unique problems and some problems that you’re going to hear again and again and again – and these are the questions – these are the things these are – the People that you’re going to want to talk to you’re going to want to create content that helps and solves their problems.

So this is really going to help you build that audience that you’re trying to by creating content that’s very relevant to them. So we’re going to go straight into the third thing now. The third thing is: really: you know you have your tribe that you’re building you have the content that you’re putting out and the third thing is going to be engagement and the way that we were going to do this is is multiple ways, but first we’re going To keep it real, real, simple anything you put out that gets some form of likes comments or shares engage with those people.

You know whether it’s just a response and they go hey cool image cool. You know you know PDF whatever it is that you create, like. Oh cool post, whatever they say if they even just like put an emoji face, you put an emoji face whatever the response is just respond to it, because people want to feel understood, people want to feel like you care people want to feel like they belong. If that makes sense – and it’s it’s, it’s really something when and maybe maybe you’ve experienced this too.

It’s really something when you know people respond back to you, you know you you leave a. It does take a bit to write a comment. It takes a little bit of energy, a little mental capacity to stop what you’re doing you know, pull up the keyboard if it’s on your phone and just type something out like it does take energy. But when someone recognizes it and they go, and you say something like oh cool photo and then go hey thanks for checking it out.

You’re, you look at it and you go. Oh that’s! That’s kind of cool. You know not a lot of people do it. So you want to be that person that actually connects with the other viewer or with the other, the the person in your tribe. Essentially that checks out your thing. You know and joins your group and and checks out what you have to say and they leave a comment and you go all thanks for checking it out.

It does something it really kind of creates this. Like this, this gratitude, I don’t know it’s it’s hard to explain, but people want to feel understood. People want to be, you know, noticed, and I’m sure you guys have noticed that, maybe even in school, like you, you know you didn’t really get along with a lot of people. Maybe you felt isolated and what was it like when somebody you know just reached out to you and was like, like hey, you know, cool shoes or hey man, cool shirt like it’s just it’s this feeling of positivity and giving when you can actually like you know, Connect with that person on the other side, because not enough people do it and you will stand out so quickly when you are that person who does it as much as you can you know, obviously, as you grow the following and there’s more people commenting it’s you Know it’s a little harder to keep up with, but do your best like you see a leg, and you see somebody comment on your thing, be like hey thanks man thanks for checking it out, you know really appreciate it.

They’re, just they throw an emoji, you throw an emoji, but just respond to it. You know it makes the other person feel real good, so respond to comments. You know if you’re on Instagram be sure to like a bunch of people’s content and that’ll kind of help engage your audience. You know and they’ll notice that you actually take the time to like their stuff. You know so, if you’re liking some of your followers stuff.

That’s really helpful if you leave comments, that’s at a bonus point right there, but really focus on your hub, because otherwise this stuff gets really overwhelming. So when you post something and people leave comments, comment back, you know like their comments, whatever it is just really maximize that output, so do the same for YouTube articles, if you’re already making YouTube articles we’ll do that in another article, no, no worries there and Facebook.

If you leave a post on Facebook and people, you know respond to it, they share it just make sure to reach out to them and either PM them a private message or on the on the comment thread, just leave them a comment be like hey, thanks for Checking it out, man really appreciate it cool. Well, that’s a massive massive over.You overview of how to become an influencer and and what it means to be an influencer.

So just a quick recap: let’s bring it all back to one you’re building a tribe and this tribe is like-minded people who have a similar goal or they want to improve in the thing that you’re teaching so that step number one is building a tribe step. Number two is putting out the content like what problems is that audience having, and can you help them? What can you put out there? That’s going to be a valuable resource for your audience step.

Three is engagement and you’re going to want to talk to your audience. You’re going to want to respond to your audience and you just want to show them that you care. So that’s the recap. That’s the value and if you guys, are curious about learning more about becoming an influencer, I’m going to be posting more articles, but go ahead and also check the link below we have access to a a chorus buy through familiar with Ryan Hildreth.

He just put out this really kick-ass course called influencer evolution. So if you guys want to learn a little bit more about that, go ahead and click the link below and it will help you out with that so cool guys on that note, Jesse unlocked go! Take some action becoming an influencer and you guys are on your way, so I will see you in the next one bye. You


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Optimize Your Online Presence with SEO & SEM

Here to help Years ago, Martha named her company AAA tuffee To appear first, in the phone book Later, she tried telemarketing to increase Her sales As more people have gone online. Those strategies Have become outdated and ineffective, That’s where we come in With Google Ads. We can quickly target your Potential customers by delivering advertisements as they search for your product or service, We can even create ads that follow them around The web encouraging shoppers to make that purchase.

They were considering the other day. Don’t want to give all your money to Google Content, Marketing and Search Engine Optimization Can get you to the first page of Google without giving them a penny? The first page of Google Better than the first page of the phone book


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4 Ways to Measure Social Media ROI

Also this, I think, determination in small Businesses that they’re like “ There is no way to do this.”, So they love to hear about Roi return on investment. You get asked this too right Right. They end up spending so Much of their time on there, they wan na make sure they’re actually getting something back, Which I totally get right. You’re time is super valuable, you’re doing a million other things and then now social media Is added to your plate? How do you justify the time or the money if you outsource it like GoDaddy Social, You wan na justify that time and money and a way to do that is understand.

Are you getting a return on investment And the good news is there’s a lot of ways to See if you are or not, There’s data analytics metrics, but I’m going to break it. Down into four umbrellas of how to measure ROI, starting with number one brand awareness Cool, how do you Measure brand awareness, So brand awareness can be measured in one way that you’re, probably Already thinking at home, your number of followers How many people are following you More people following you on Twitter, seeing your tweets following you on Instagram Seeing your great photos following you on Facebook and Reading those great captions, The more exposure you have and the more followers you have seeing it that’s brand awareness Perfect And does that count likes and comments, and things like that too Totally So likes comments.

Love shares retweets. That’s just going to help You get in front of not only your followers The awareness there, but your friends and their friends, maybe their family members as well, So the awareness just Spreads like wildfire Spreadin’, the love Spreadin’, the love All right, so digging in On the analytics aspect, It’s easy to see the amount of followers you see the amount of Likes and things like that, is there a step further? We can go to really see the nitty gritty Yeah totally.

So that’s a cool thing. If you have business pages set up, they allow you a clear view of what’s working. What’s not working what time of a day a post works? Well, how many people are seeing It et cetera, et cetera, So with Facebook, you Have your “ Insights” tab And, what’s really cool, is it breaks down a ton of information And they even have a little Information button on each one. So if you’re reading a Metric and it’s like “, I’m not even sure what Engagement rate means.

”, (, laughs, ). You know you click on it. It’ll break down what it is Perfect And Instagram too. You have To make sure you create a or turn your account Into a business profile that way, you can see insights and how many people viewed Your page liked it commented what time of the week you Get the most engagement If you’ve turned your Instagram account into a business page. Let us Know in the comments below Just say, “ I’ve turned It into a business page.

”, So that’s with Instagram Twitter there’s the top tweet. So you can see that in your Twitter analytics as well So go in. There see what Your audience likes, in other words your customers and then have that inform Your strategy moving forward, which will also help you be More efficient with your time and give the customer what they want, Give them what they want, Give them what they want: ( laughs, ) All right, moving on Tip number two: where are we at with that? So tip number two: one Of my personal favorites customer satisfaction And you’re, familiar with This inside your business, whether you have a barbershop Or a car dealership, you can see it on the person’s face that they’re satisfied or not.

I can’t make a frowny face: Aw Darn it I was cuing them up. So one way you can do it. Online with social media is well your reviews. Your customers are going to tell you if they had a poor experience. Or a great experience But make sure you’re Reading those reviews Believe it or not, I still Come across businesses that don’t take the time To read their reviews, I’m like “ Wait. This is a great place “ to see if your customers Are satisfied or not.

” Also what they’re saying when They mention you on Facebook, Right, Especially, you have to Respond good or bad. I know most people will just Respond to the good ones and try to just ignore the bad Ones like they don’t exist, Just give them a response. See if you can make it right, apologize to the situation and move on Totally So again pay attention to What your customers are saying, They’re talking to you online And if you wan na even a Deeper dive into that we have another episode of The Journey on social listening so check it out So cool statistic: I read the other day: actually, a quarter of people who have a positive Experience at a business will go and tell 10 people Both online and offline – That’s pretty awesome.

All right. Tell me What’s tip number three Tip number three is actually Gaining new customers, which is your favorite, I know When I say “ You’re Gaining new customers”, you can picture just dollar Bills in your pocket Make it rain, ( laughs ). So how can you do that with all this social Media and online stuff Couple ways: One: your customers are going to Click on your Google listing for their directions.

I know I do that before Every business I go to because I get lost very easily, But if I’m clicking on the directions, I’m coming to your business and I’m coming to spend Money with intent Also calling Calling you That’s another great way to measure that you’re getting a new customer You’ve already learned. That a lot of customers don’t take the time to call So if they’re calling You they mean business, they are serious about Spending money with you, You got yourself a new customer And so because the Google Listing’s really important Yelp and that “ Click to call” you wan na, make sure I’m sure this obvious that everything is up to date, The right phone number, the right address The hours right.

How many times have you gone to a business? That said it was open, you get there and it’s closed And that’s a bummer Just makes me so sad. So sad, And also besides that, if you have a chance to Speak about your business, maybe “ About You” or add Photos do that as well too and make sure that’s up to date, Maybe you’ve remodeled. Since the last time you had your Yelp photos. Updated or your Google Add that in there spice things up Take some photos, Keep it up to date, so When your customer comes in that new customer, you just gained they’re getting an experience.

That they predicted that they expected Right All right, so we’ve reached The end of our journey, We’re on tip number Four, the very last one: What do you got for us Brand loyalty, Another one you’re familiar With the terminology, but what does it look like online? Well, there’s, don’t worry, It’s not tough math, but well, let’s see how It goes for Justin here All right, engagement rate. How do you measure that? Well, it’s pretty easy.

It’s the number of likes You receive on a post divided by the number of followers times. You guessed it 100 And that’s going to equal Your engagement rate ( mumbles ), Oh no! No! It’s not that hard, So write it down, keep it nearby And when you’re posting Check in do the quick, math And then you’ll determine is that engagement rate Where it should be, And what’s also awesome, About brand loyalty is actually 85 % of customers – 85 %.

I know that’s – almost 100, 85 % of customers will actually Engage with your brand if they’re, loyal daily And when I say, engage they’re going to be liking. What you’re posting commenting sharing on a daily basis And that’s huge That constant, like and That constant, following they’re, going to continue to see their stuff and they’re going to continue. To tell their 10 friends and onward and onward and onward All right, so that’s a wrap.

We just covered four ways to measure ROI when it comes to your social media. Make sure you, like this article, subscribe to the blog and ring that bell. If you Wan na see these articles first, This has been The Journey. Thanks for reading


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How long should a blog post be? – Blogging Tips

Do I am a car starting about the length of a blog post? It’s a really common question that we get time and time again and it’s come in on the QA for this week. Yes, Marissa Jenkins has asked that question. How long should a blog post be and well I’ve decided to take on that challenge because I know a thing or two about size or blog posts, just so what care blog post right? Marissa! Thanks for the question when it comes to the size of a blog post, there’s no hard and fast answer like everything in life, everyone is different.

Everyone is unique, some will be longer than others. Some will be shorter than worse. Some will need to be longer that aren’t long enough and some will be too short that they just can’t have enough energy. So how do you make sure you’ve got the right length of a blog post? It’s a tricky one to wait! Oh well! Let me give you some advice: conventional wisdom around SEO will tell you that anything over 350 words has a better chance of getting ranked well, that is true, but we found that actually blog posts longer than a thousand words get ranked even better.

In fact, only 6 % of bloggers are creating content with more than 2,000 words. So if you’re looking to stand out with a piece of content, maybe it needs to be over 2,000 words to really stand out. So that’s just if you’re looking for an epic piece of content that you really want to impact with. Maybe it needs to be 2,000 words or more now, for your standard, blog post. How long should that be? Well, it depends really on what the standard is again within your niche.

There’s going to be a lot of other bloggers, regardless of what you’re writing in, but you can be pretty sure that a good few blogger is already talking about this company, so maybe take a blog post of theirs copy it and then paste it into word and You’ll see the word count and do that for a couple of bloggers within your niche see what their typical length of blog post comes out like ten people pick 10 because the maps are in okay, kids take a note of how long the blogpost are, and that Will give you an average called the blog post, but most bloggers within your niche are producing.

It will give you an idea what your benchmark should be for standard content. What your benchmark should be for super pieces of content and it’ll also give you an idea as if you wanted to do a short, quick, well postal, a short Creek Road close to you or I could be 3 or 500 words for two people within your niche. A short blog post could be just 100 words, or it could be a thousand words, so understanding where your niche is in terms of the types and length of blog posts that are going out there will help.

You then decide how long your blog post should be for us. For me, in particular, our blog post generally, especially at the moment, are coming in well over 1,500 words, if not over 2,000 words, in fact, I’ve just written a first draft or vocals. Today, that’s two thousand two hundred and fourteen words and that’s like forged wrap, so that will give you an idea of the types of content we create now.

Having said that, most of the content we create will have a kind of help to list element to it. So we’re trying to convey a message, we’re trying to show people how to do something or we’re explaining something. So that does take time to convey in a blog post, whereas if it was a quick bit of news like our fantasy football side, when we report on the news, those articles would probably be just about 350 400 words, no more, no less precise enough to give You the facts, but not long enough to bore you, so that’s what you’re kind of looking at so there is no definitive hard and fast answer.

Look at! What’s going on within your niche look at what other people are doing and then decide. Does this style of blog post, I’m writing soup the length of time I have to write above 4. So if you’re writing a hell, when you’ve only got time, maybe to not go 500 words, you might be able to do one at the time you have. You. May need to read you your schedule to push that whenever maybe write it at a later date, so just think about the style of blog post.

Can you convey what you need to convey within that style within a limit and that’s what it comes down to and really the best piece of advice? I can give you when it comes to how long a vocal should be is a blog post. It always be as long as it needs to be with short enough to be engaged, so don’t try and draw it out just because you’re trying to hit a word count and if you can take out some unnecessary words.

I do suggest you do something. In fact, I linked to a recent article in the description below with nine ending tips for bloggers, and it’s something that I spoke about recently on the blog that will help you wan na, come to editing your blog content and also will have a bearing on how Long, your blog posts are going to be so what I will say is don’t worry about it, really how long it’s going to be, but if you want it to rank well, then it’s got to be over 350.

As we know, I would say it’s got to be over five, at least if you really want to stand out from the crowd. You’ve got to do something bigger and bolder than what’s already out there, but don’t start out creating a piece of blog content with a ward count in mind. Have it as long as it needs to be, but short enough to cover all of the points. So that’s it Marissa. Thank you very much for your question today and don’t forget folks.

If you’ve got a question, you want me to answer, you can leave in the comment section below or you can send me an email. It’s still up content dot Academy, but that’s it for me for this Tuesday and until next Tuesday happy blogging


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How long should a blog post be? – Blogging Tips

Do I am a car starting about the length of a blog post? It’s a really common question that we get time and time again and it’s come in on the QA for this week. Yes, Marissa Jenkins has asked that question. How long should a blog post be and well I’ve decided to take on that challenge because I know a thing or two about size or blog posts, just so what care blog post right? Marissa! Thanks for the question when it comes to the size of a blog post, there’s no hard and fast answer like everything in life, everyone is different.

Everyone is unique, some will be longer than others. Some will be shorter than worse. Some will need to be longer that aren’t long enough and some will be too short that they just can’t have enough energy. So how do you make sure you’ve got the right length of a blog post? It’s a tricky one to wait! Oh well! Let me give you some advice: conventional wisdom around SEO will tell you that anything over 350 words has a better chance of getting ranked well, that is true, but we found that actually blog posts longer than a thousand words get ranked even better.

In fact, only 6 % of bloggers are creating content with more than 2,000 words. So if you’re looking to stand out with a piece of content, maybe it needs to be over 2,000 words to really stand out. So that’s just if you’re looking for an epic piece of content that you really want to impact with. Maybe it needs to be 2,000 words or more now, for your standard, blog post. How long should that be? Well, it depends really on what the standard is again within your niche.

There’s going to be a lot of other bloggers, regardless of what you’re writing in, but you can be pretty sure that a good few blogger is already talking about this company, so maybe take a blog post of theirs copy it and then paste it into word and You’ll see the word count and do that for a couple of bloggers within your niche see what their typical length of blog post comes out like ten people pick 10 because the maps are in okay, kids take a note of how long the blogpost are, and that Will give you an average called the blog post, but most bloggers within your niche are producing.

It will give you an idea what your benchmark should be for standard content. What your benchmark should be for super pieces of content and it’ll also give you an idea as if you wanted to do a short, quick, well postal, a short Creek Road close to you or I could be 3 or 500 words for two people within your niche. A short blog post could be just 100 words, or it could be a thousand words, so understanding where your niche is in terms of the types and length of blog posts that are going out there will help.

You then decide how long your blog post should be for us. For me, in particular, our blog post generally, especially at the moment, are coming in well over 1,500 words, if not over 2,000 words, in fact, I’ve just written a first draft or vocals. Today, that’s two thousand two hundred and fourteen words and that’s like forged wrap, so that will give you an idea of the types of content we create now.

Having said that, most of the content we create will have a kind of help to list element to it. So we’re trying to convey a message, we’re trying to show people how to do something or we’re explaining something. So that does take time to convey in a blog post, whereas if it was a quick bit of news like our fantasy football side, when we report on the news, those articles would probably be just about 350 400 words, no more, no less precise enough to give You the facts, but not long enough to bore you, so that’s what you’re kind of looking at so there is no definitive hard and fast answer.

Look at! What’s going on within your niche look at what other people are doing and then decide. Does this style of blog post, I’m writing soup the length of time I have to write above 4. So if you’re writing a hell, when you’ve only got time, maybe to not go 500 words, you might be able to do one at the time you have. You. May need to read you your schedule to push that whenever maybe write it at a later date, so just think about the style of blog post.

Can you convey what you need to convey within that style within a limit and that’s what it comes down to and really the best piece of advice? I can give you when it comes to how long a vocal should be is a blog post. It always be as long as it needs to be with short enough to be engaged, so don’t try and draw it out just because you’re trying to hit a word count and if you can take out some unnecessary words.

I do suggest you do something. In fact, I linked to a recent article in the description below with nine ending tips for bloggers, and it’s something that I spoke about recently on the blog that will help you wan na, come to editing your blog content and also will have a bearing on how Long, your blog posts are going to be so what I will say is don’t worry about it, really how long it’s going to be, but if you want it to rank well, then it’s got to be over 350.

As we know, I would say it’s got to be over five, at least if you really want to stand out from the crowd. You’ve got to do something bigger and bolder than what’s already out there, but don’t start out creating a piece of blog content with a ward count in mind. Have it as long as it needs to be, but short enough to cover all of the points. So that’s it Marissa. Thank you very much for your question today and don’t forget folks.

If you’ve got a question, you want me to answer, you can leave in the comment section below or you can send me an email. It’s still up content dot Academy, but that’s it for me for this Tuesday and until next Tuesday happy blogging


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How To Create A Great Content Strategy for Your Business

So the first thing I look at isn’t necessarily about strategy, but it’s just a big tip. Most small business owners are really really busy people which I imagine you can probably include yourself within that I know I’m very busy.

So I just ask you to look at the tasks that you’re doing on a day to day basis and work out which of those tasks are essential on which a non-essential tasks. So the likely it is that you probably have to be there to design your products or deliver your services or whatever it might be things like content, marketing, social media marketing, article marketing. I would consider those to be that you do need to do them because you’ve got to market your business.

That’s really important, however, you don’t. Actually. I consider them to be non-essential tasks within your business, because these are things that you can outsource a great deal of the work for so I talk about that a bit later on, so many businesses suffer with look at lack of time and a lot of these. These tasks, non-essential tasks can be outsourced to other people. So, whether that’s a virtual assistant, you could get a PA, you could get an office administrator in you could get an apprentice in you could get whatever you could get.

Somebody else in to do a lot of the grunt work for you, obviously, with things like creating the content itself, so being its standing in front of a camera like this or writing, those blog articles come up with the content of the blog articles. Yet you need to do that bit of the work, but everything else hand over to somebody else. If you can, the second tip I’ve got which is based around is content planning.

Basically, how do you go about creating or planning planning a Content structure that you know that you can easily implement? So I run a workshop called a 52-week content strategy workshop, where I give people a framework which allows them to create 52 blog articles articles whatever it might be over the course of the year. So that’s just one a week so one a week. It feels to me, like it’s achievable if I asked you to make 50 articles, you’ve probably laughed me and say: well, that’s a joke! That’s going to take forever, but if I ask you to make one short article week or all of a sudden that starts to become manageable, so the idea behind the 52 week content strategy is to break it down into really manageable small chunks.

So a simple process open up an Excel spreadsheet across the rows at the the row at the top and put in a number of different topics or categories that you’re an expert in that you could talk about. So for me I might have web design online marketing article marketing branding so I’ll have like I don’t know, half a dozen or a dozen column headings across the top in the rows. Underneath those, then you can start to come up with specific topics within days that you might want to talk about so under branding.

It might be colors color schemes and fonts, and it might be use of use of colors within logos. It might be type typography. It might be DIY logos versus paying a branding expert, so you can come up with a number of different articles. Titles of articles that you are then going to write or talk about during your articles of blog articles and lo and behold so, let’s say, for example, you’ve created six different categories.

You’ve got 8 different topics you can write and about underneath each category. All of a sudden you’ve got 48 different articles. That’s almost a year’s worth of content if you’re going to release one article a week, so that feels to me like it’s much more manageable. The next step is: how do you actually go about implementing Acts? It’s all! Well and good having this pretty, you know 52-week content strategy framework.

If you’re not going to implement it, you know it’s not even pretty enough to stick on a wall and look at this is it’s a useful reminder to actually get a project management tool or put notes into your outlet calendar or use a tool like to doest, Which will automatically send you reminders when, for when? You should be creating your content and when you should be publishing that content? Most of us require a carrot or a stick.

I think, sadly, when it comes to content marketing is it’s a stick and we need that reminder from todoist or outlook on a weekly basis, just to get our minds focused on on the content and the piece of content we’re going to be reminded about, and so Within that is not just a reminder to say, you need to go and make a article. It’s a reminder say you need to go and create a article about branding specifically about typography, and so it’s really clear what it is that you’re going to be making that article about.

So you don’t have to go back and look it up all or whatever you can just get in front of the camera or start typing your blog article image. You know flows, it comes out naturally without and try and make it. So it’s second nature. You know a couple of months down the road. This will become say it will become a bitch rule. You will naturally find yourself waiting for that reminder to come in to tell you what you need to be writing about.

You may even do two or three articles in a row who knows you may do two months worth of content in a row and then you all you’ve got to worry about, then is scheduling it and and publishing it on a regular on the weekly basis that You’d planned one of the reasons why I recommend recording content rather than just typing. It is because most people can only type at 30, 35 or 40 words per minute at the most unless you’re a typist, whereas people who, when you speak, you think at the same pace you speaker and most people speak at about 90 to 100 words per minute.

So not only can you get more content out in the same time when you’re speaking it or recording it? Also, it means that you’re thinking at the same you’re speaking at the same rate, you think and and again like if you have to slow down to type things up, it just doesn’t flow as well. So when you’re talking it displays much better and then upload it somewhere to YouTube or SoundCloud and then pay somebody on rev.

Com to transcribe it for you, so you get your blog articles back out of it. Equally, if you go article first like I’m doing, you’ve then got the article content, publish it to YouTube, then get it transcribed. You’ve got a podcast and you can extract the audio of a today, but a blog article, there’s all sorts you can do do with your content at that point. So how does this link in with social media, for example? So the next thing you’ve done once you’ve created your new piece of content, is you’re going to want to market it and and publicize it so that you can draw attention to it and hopefully draw traffic back to your website.

So what you want to do is share this content, which he published on your website in your YouTube, blog on a slide deck or SoundCloud through through your various different social media profiles. So we’re talking here about the main big for Facebook, Google+, LinkedIn and Twitter. You may also want to if what you do is very visual. You may also want to consider things like Pinterest and Instagram these.

These are other and instagrams growing massively at the moment, I think it’s probably the fastest growing social media platform out there. Just at the moment, and also you may want to choose, to share other people’s insightful content so rather than just writing content from here and look up other people’s content and make make it put your comments against it. You know whether you agree with it disagree with it.

If you’ve got anything, you can add to it, how can you add value to it and then? Finally, you also might want to consider and sort of sharing interesting stats and tips and quotes with with your audience because they may not want to B’s. They may not be sold on your product or your service, but just building trust you’re, giving them useful information. My and might be one way of engaging them so just to summarize those those key points and, first of all, look at what and a recension versus non-essential tasks that you’re doing based around your content structure of content strategy and, secondly, make sure you implement a 52-week Content and content plan so that your content is is mapped out throughout the next next year, find a task management tool which you like we used to do this, but you can set reminders in outlook.

For example, you could also save a bit of time by recording your your audio, your article and then get it paying rev.Com to transcribe it for you and then. Finally, you want to make sure that you publicize that and content you’re you’re pushing out via your social media platforms, so hope you found that and that article useful thanks very much for reading, don’t forget to subscribe. If you want to see some get some more useful tips about content, marketing and strategy, and if you’ve got any questions about this specific article, then please do leave them in the comments box below


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BOOST YOUR SALES WITH AMAZON ADVERTISING DESPITE THE CRISIS

It will be quite a ride, prepared hundred slides in three main topics, so I will switch now to shared screen. So so we kick it off and the latest numbers came out and in Europe, Amazon announced a gross margin of 32 billion euros in Europe alone, and this is kind of I just would blow my mind, because this is kind of the scale will work talking now About – and this is not like because Corona they have an uplift – no it’s because they’re really focusing on digitally are really focusing on marketing they’re, really focusing on the client, and so I thought it’s kind of the good opener.

Yet you can realize and kind of what scare they’re thinking and what we have to think that as well, it’s kind of they’re making 10,000 bucks per second a second. I wish I would earn that money, but this is kind of the competitive landscape. You are working on, and this means they’re growing 200 million per day and that’s just the growth so they’re making nearly a billion per day, and for me it’s important to mention that, because, with that with this growth, a lot of change comes to everybody, who’s listening And reading now, every day, and so it’s not only kind of what we’re facing now in the corona environment, but also everyday, Oh everybody’s, working with Amazon knows that everything is changing, sometimes annoying, but we have to be open for that.

And so what we see with our clients, but also in the market, is that we see like two kind of steps which we need to avoid and the first one is you’re paralyzed, so nothing happens, Media blocked, don’t know what to do. Stores are closing now we’re getting in the next stage, where they opening up in some countries and others not nobody knows, and then we see a lot of people trying to really force it.

So yeah pushing media in it or trying to jump on the track and not really thinking through it with you in this webinar today, I think you’re, none of both, so we today going to discuss how we can analyze the situation and how you can then profit From that, but not only from the situation we arrive in now, because everything we’re doing and did in the past is now just going faster and quicker. So everything I would talk about today – it’s not only important for today, but also for everything you do end it in the past.

This is really about how you define your strategy on Amazon, how you get the most of the KPIs. What is really important right now in the times we have and what you have to check on regular base and maybe automate and then how we can scale that and measure it. So for me important as a start and how we kind of how Amazon works and what is important for us as a marketer. So really that Amazon is not only a ecommerce platform and we just talked about the scales.

32 billion in Europe did going into other services as well, and I like to highlight that, because we as a marketer can use the data, but also in areas where you think you’re safe, there’s a lot of change. So, for instance, the one which right now gets a boost and really kickstart is food online, so groceries online and it’s not only Amazon but all the other ones outside there as well getting a boost.

But it’s not amazon’s here going faster than others again. So when you look at array vivek in order or like some online they’re reinventing it and integrating their offline supermarkets, for instance in the u.S, integrate that together again in the seamless way so that you can do the pick up you can go in, you can even Go in and don’t pay for it with no cashews so pay for it. But do it online over your Amazon account and when you have the chance and go to New York or the yes, and you will see that everything is linked to your account.

And you have a lot of crime discounts here as well. So an integrated program, another example which right now gets boost is pharmacy. Where a lot of brand started one year ago would say they going on Amazon doing a little bit, but here again Amazon bored little startup called pill pack, which is now really big, which organized all the 50 pills you have to take when you’re over the age Of 60 and says, with you kind of one, you have to take what and link that to your Alexa, who reminds you, so this is kind of again where they not only think I’m in kind of how we have to ship this online now or we have A repertory city, but they rethinking how this whole structure works and to link this all together, and this is where it gets really creepy is their own insurance company, so they started their own health care insurance, which I think we’re now really pick up, especially in the Us and linked the distribution, the service and, in the end, the insurance behind it together, and this is important for me for the thinking of what we face as a marketer and how we have to think as well.

It’S not only ads on Amazon. It’S really. What can we do with his experience, and how can we use that? How can we use a twitch one of the biggest streaming platforms in the world, or how can we leverage the possibility that we can now run ads in Emma’s in music or in their in their streams? So it’s going beyond and not only the standard basic. What we do, maybe in the sales department, and then you go the next step, and this is definitely where we’re talking about marketing and not only we have an Amazon and we drive sales on Amazon.

It’S thinking. How do we reinvent that going into skill sets and combine that with the TV screens where Amazon integrate the Alexa thinking further about it? It’S where Amazon gets all the data round and they go and really in the IOT field. So Amazon owns the media blogs. I mean everybody’s – probably right now, looking Amazon, Prime, the the stats going like crazy on Prime Netflix, everything streaming this data again, we can use.

We have IOT with voice where they’re kind of at the forefront peddling against Google, who is the best set up in the end, because this is the look in effect again for the client. And with this we have a lot of data data data data, and this is where it’s getting really cool and we can use that data and today we’re going to talk about how we can use the data in a small package. So how can actually drive sales because, most of us, this is kind of our odds, responsibility newcomers drive sales, but also how we can scale that and Amazon is scaling it like crazy, so they’re now the 3rd biggest advertiser in the world and they just started a Few years back, and so it’s impressive scale, and to underline the importance here, the latest numbers – this is from a report from tribes – is 45 % of the market share in second half of 2019.

So last was in Germany on Amazon. That’S nearly half of the e-commerce! In Germany, in other markets is kind of the same. If you’re, looking at US or UK in more lower in Europe, it’s a little bit different and, what’s most importantly again, is the growth, so the e-commerce overall growth by 10 percent roughly depends on which study you trust, but M of them grow by 35 %. So they outgrew everything and they basically were responsible for the growth in e-commerce.

We have a few other players which are there and they are all marketplaces which drive the rows talking about Zalando going marketplaces or now an auto go into marketplaces so that we see this whole shift. Everything goes in the in the growth goes on the market prices and not the small stores. So this is even without a corona effect, and this is where we have to face and to think about how we work and with our strategies.

And it doesn’t mean that we don’t only have to work the marketplaces. But it has to work long and has to work together so for Amazon, it’s still day, one I’d like to say it: it’s not only shop. Amazon is really an infrastructure of retail, and it’s even more. It’S not only logistics, its its media, its servers, its kind of a part of the the distribution internet. I would say so it’s an interest in interest and what we saw in all over Europe.

It’S a critical infrastructure in times like these, if you think about, if you wouldn’t have had or still don’t have the working ecommerce, we would have had some really big problem or the course of the last two years at two weeks for three weeks. So it’s right now really easy to get on Amazon, but – and this is the part of the hard part – this chef space unlimited. So it’s not! I go in the supermarket and I talk to the cue card manager and show to the supermarket.

I hey. I won’t have to search you get five thousand bucks for me. If I can put my my parts here, it’s the end more complicated on Amazon. They give the opportunity to do that, but you have to do it on your own and it’s not because I like you that you get the stretch. No, it’s all based on numbers, and this is where we dive in because they’re not focusing on b2b they’re, not focusing on you as a brand or manufacturer or seller or reseller they’re, really focusing on the customer.

And this is often annoying for us because they didn’t really care about us, because if they both won’t buy my vacuum cleaner, they will buy vacuum cleaner of another brand, which has the best rating the best stars and the best price. So this is kind of the. Why it’s so tough right now and Amazon just can say: hey we have enough stock right now we won’t take any more stock of of your products. So this is the hard part.

Amazon doesn’t really care. What your part is also really good chance, because, if you’re an underdog or you’re, not the number one brand, who normally I wouldn’t have a chance, you can now dive into it with the right set up to really drive that. I would tap today into a few challenges of yours and focusing really on the advertising parts, and this is if you’re, in the operations of advertising. You know it’s often like most of the times.

You don’t have enough time. You have to take care of everything that Amazon or you have like five other clients which you have to serve, and you have a portfolio which is maybe over a hundred products, and why? How should I manage this? How do I set up campaigns every week? Something is different, and now years is talking about DS P. What is that, and so this whole struggle around it if you feel kind of the same year, if you kind of how should I handle it or how can I get on the next level because the CPC is rising or my a costs? Advertising cost of sale is yeah, it’s rising.

What should I do, and I want to give you a few steps here. Of course, we can’t handle everything in this few minutes, but I want to dive into three challenges. The first challenge is, you have to get rid of all the building and pacing stuff so that you can really focus on strategy and tactics. So I will focus on this part. Pictures is really important for you and to define the right check, ticks and strategies, but also know how to get rid of the basic work here.

The second challenge: how to scale that and make it performance oriented so that you drive incremental sales and not only you have a nice-looking return, elaborate izing spent, but in the end you’re targeting clients who would already have bought the product. And then the third challenge is the advertising and retail cam. Ok, guys to combine that, because it’s nice that you’re the return, elaborate iseman, looks good.

But in the end, if you yeah, you sell under your margin or you have the problem that your campaigns advertise for another seller, because you have a lost by box issue or you’re out of stock or you will run out of stock. So the combination is really important and I cluster that in three different sections and for each section I want to dive into it. But first maybe step back, because I want to stress that I can understand the feeling that there’s too much work right now.

In kind of – and you have to less time so when I started with fact I four years ago, I we were kind of five people and I had to manage really fast 15 accounts and with that over 5,000 days, and I was like what the how should I do that, so I really focused on a few things, which I think it’s are crucial if you grow and how you can get more efficient, which I want to share them with you in the next ya minutes.

It’S really kind of what a painful way for me, and I want to save you, maybe one or two years of these, so how to get to the step to grow you and scale your business and you account, and I think the tricky the most important part Is automation so don’t do any everything twice or three times try to automate it? Second, one is really focus in terms of growth in certain attachment and use these P when it’s make sense and look at the account holistically, and this is kind of how we could grow.

Then, after two years, 250 people and grow the business with that, and I’m quite sure – and this is kind of what we did like. The other way – is kind of refocusing on again automation, automation, but also thinking around the corner. And what really were to really push the buttons? And what not? It’S that? Where we are really where we are right now and we’re really proud of we’re over hundred thirty specialists in eleven age nationalities, because we serve all countries around the globe.

So in native speakers, important notice here, please use native speakers. If you go to Japan for instance, and don’t try to use Google Translate yeah. I can give you some insights because we are managing over eight digits of media budget and have over billion in sellout on the management. So we can see quite some trends. I would say, and this all over works for 250 brands and yeah, even though I’m now managing director it’s for me, it’s still really love working in on account, and I really love to dive into to think kind of.

Where does it go um? So, for me, the core values go ahead and discover and learn a teacher of the most important ones here so be on the cutting edge. And then it’s important also that you’re quickly enough to cope. So we can do five thousand set up all over Europe, but also its small enough to care so that we work with smaller brands and smaller manufacturers as well, who have maybe only three products and just to turn around or 50,000.

So this kind of short, why? I do this and why I do this, maybe now, because I think it’s for everybody important to know that it’s not like this, it’s crazy and let’s pick what you have to only know, but there’s a way to get there, and so I will start with the Kind of basic in two minutes: this is kind of what you see that Verizon Amazon, so you have like spun up brand on top of years from the products.

Those are the few parts, that’s when a basic, so everybody’s aligned. Here then we have. This was on the search page. We have on the normal product detail page. We have advertising as well, which is under the pie box, which is the box here. We have an advertisement for Emma’s and basics so for Amazon’s own products, and we have underneath all the products as well. So basically Amazon’s stuff with advertisement works on the one side.

Annoying because you have to pay a lot of traffic on the other side, really cool, because you can really navigate where you want to go. It may be here. The first Corona related part. Amazon kicked all bought together, free creeks and DVDs to reduce the traffic and the weight on the business. So what they’re doing right now is all over Amazon. You see little different changes so, for instance, in this one is gone or the deal pages are gone and we have less of these twisters here, like all these bars, where we have the advertisement so a lot of changes behind the scenes.

I will dive into that later, if you from the s who maybe have seen something like this, so your article ads so us often had like, has like one year advance, maybe half a year advance different spawn of possibilities. So it’s always interesting to read. What’S happening? Yes, because if it works, it will come over to Europe, but and then we dive into the first challenge here is really: how can I get really focus on and it doesn’t matter if it’s a banner on top or the below or somewhere there? First of all, we have to set up the right strategy and the ride goes, and then this data mines, kind of what of assets you use from Amazon or what products you use.

So the first thing is setting up the right goals and it doesn’t work in email anymore to have one rose goal here and I will dive into the topic now. Let me once again reach check if everything is working right now, if everybody sees everything. Okay, no comments here so okay, so I would dive into this topic here so setting the right goals, most important messages. You can do with everything, with a mother more or less everything.

So it’s not only to push your advertisement for the next month to push your M to push your sales for the next month. It’S also to really think in a global annalistic way. So what you can do is, for instance, you can push your brand awareness this. The easiest talking with the media guys, but you can do into cross selling you can do an app selling. You can focus on really driving only incremental, say it’s.

You can dive into pushing your organic rankings, which is for me most of the time, the most important one, and I have two examples for this. One is the product launch, which is most of the time, the most crucial one to use advertising to do it right and to really focus on the roots right kpi’s. So this is an example from set of five smoke detectors. We did, and I have it in every presentation, because it’s the most important message here is Amazon.

If you bid on a keyword, for instance, smoke detector and you somebody clicks on your product and buys your product, your organic ranking goes up. There are few other factors like margin, but this is kind of the basic principle. How well you click the rate, so people click on the product and your sales on the product on the specific keyword is the cool part. Is Amazon, more or less doesn’t care? If the click is organic so on, if you pay for it or haven’t paid for it, so if you now put an ad on smoke detectors and you product this right now on page seven hundred thousand pickers, there are hundreds of smoke, detectors and click.

On the add your, and so you have a good picture rate, because the ad is fitting and the people brought the product, your organic ranking goes up, and this is what we see here. So at the beginning, we put AB lot of put a lot of made a lot of sales wire advertisement. So you see at the beginning the chair here so 30,000 40,000 of sales, only with advertisement and then afterwards, overtime, because organic rankings went higher organic salesman and this is basically the principle of every product launch and you have to think about that at the beginning.

You’Re not visible, so you have to really focus and using ads in the right way, and that could mean that at the beginning, because you have less star rating, you don’t have the nicest yeah content already you don’t have so much trust. Nobody maybe knows your brand. That you’re a costs, advertising cost of sales, which means costs divided by sales. It’S maybe not that good, so maybe 60 %, so you don’t have a break-even here.

Maybe your breakeven is here with 10 % and at the beginning this is not that important, because our focus is not on the a course. The a course is there for optimization purpose, but the focus is on. How well does my organic ranking goes up, so my ranking improvement is my main KPI here, which you have to measure which Amazon doesn’t give us out-of-the-box solution. You have to measure on your own or use a tool for it, but this is for me the most important KPI on that face, because afterwards, when you’re on the first listing position, second or third, then you get the seeds because people click on the first positions.

We learned that from Google we learn that the best on top of the list for every best seller list, the top is the best, and this is what we buy, especially if it’s such a product. Another example – and this is where it’s gets more sophisticated and if you’re kind of already in the game, it’s how do we get incremental sales and the basic setup is in this may be a little tricky slide, but the key takeaway years, if you bid on your Own brand, the the percentage of people who wouldn’t have bought the product anyway is really low.

To be honest, if somebody is looking for a Dyson vacuum cleaner and it’s pretty sure they want to buy it if they are looking for it, so my incremental factor is not that high, so we often multiply the returner effort ions, and so there was with an Incremental factor, which then would be maybe only 5 %, because we assume that only 5 % of the people would have bought another product. But in this important part here, if somebody else it’s on the Dyson and maybe it’s an AG or Porsche Siemens – and this is product which has five stars as well – cost half of it – they might steal some of that sales, and maybe you don’t want to be Compared to them, because in the store you’re going a different corner, I have another presentation, so you use those brand keywords to show your highlights to protect that other competitors are not bidding on these keywords and link them to your maybe to brainstorm so protect your brand And do a cross and upselling, maybe on the other way around, we could bid on competitors as well, but to be really honest here on Amazon.

This is with search advertising really tricky because, as I mentioned, the click-through rate is important factor and if you click, the rate is really low. Your bits needs to be higher so often bidding on a competitor. Doesn’T work really well, it’s really expensive and you have low traffic because your click-through rate on is really low. But of course, if you want to gain market share – and you don’t have your own traffic, this is a valid option.

So most of the music is in the generic keyword field and for me, the most important field as well, because with that you again, you can push your organic rankings, and this is the field where it’s actually interesting. What is my incremental factory as well? So really focus on if I’m already visible on vacuum-cleaner cable s and I’m on the first position, I already will reduce a lot of sales Organic wise on this first position.

So my incremental effect on that keyword is not that high. If I look on vacuum cleaner in red on that keyword and I’m not there visible on the first page, then I’m putting in my ad ok means you’re 100 % visible now before that you weren’t visible, so there was no sale if you’re, not in the store. If you’re, not in the, if you’re going to supermarket and you’re, not anywhere to find maybe in the last corner at the top right shelf, and then nobody will buy you.

So if you do a net and you’re kind of directly at the counter, you’re doing the cell or Mahseer, so it’s a directly increment effect, so important part is to really measure if your organic, visible or if you’re not – and this is the next step here so For everybody who’s like already in the game for two or three years or knows how it’s going on because they did Google Ads Google Shopping ads. This is kind of where it’s getting tricky and where you get really getting into Drive incremental sales and the rule of a thumb when you’re not able to measure the organic ranking because you’re missing the tools is something I would always in the incremental impact.

Think about what is your general market share right now, because this is a good measurement. If you already have a market share on Amazon, maybe 20 % and on generic keywords, then you maybe your incremental factor is 20 % less. So this works as well as a rule of thumb, but this is where we dive into. I know this is really really complex and if you kind of think what the hell is new, it’s talking about feel free to reach out to me setting up a call and we can discuss it for me – important takeaway.

Here’S please set your right strategy, set your right goals and then we define the KPIs, because for each strategy we have different KPIs and with these KPIs you have to measure the success of your campaign, because when I go back to slides, if I’m only looking at My I’m running animals, an automated campaign, put all my products in there or the keywords together if it’s a brand keyword. Of course, yours is better because if I’m looking for again my working cleaner and somebody’s looking for it, it has a really nice return on effort.

I’Ll spend put one euro in get hundred bucks out, but in the end I don’t do more sales. If I compare two generic where maybe I have to put five bucks in the number looks way worse, but in the end and doing more sales. So this is really important to check it. There’S more your homework. Everything here is also explained in our weight white papers on the website. So it’s like really yeah. Somebody hated me for these speakers to say, like it’s like doing a you’re marketing class at university, but it’s really kind of how it works.

It’S not Mac. It’S not blah blah. It’S really how you can set it up. So when you then think okay setup is done and you’re done, it’s no! No, no! No! No and it’s even more critical now with the Corona effects, because we not only have different life cycles, for instance right now, we have like at the beginning of the crisis or the fitness gear. What you could do indoor was exploring normal. This is something for winter, and this life cycle is important as well, because traffic changes with this budget changes and also the the product itself changes.

So we have seasons, but we have also product life cycles. Then we have a lot of right now, and this is the most important part here: stock and buy books tissues so, for instance, Amazon right now is not shipping in France, any goods other than essential goods by themselves, so they’re moving to F p.M. So for food By merchants, so you really have to check your stock and buy books and, of course, over time they will put for you to changes.

We have like new options for ads and the people are looking in a different way, so moving from desktop search to mobile search and what we have right now in everybody working back home, we see a rise of Facebook of all the networks. Right now have a lot of desktop searches as well and on Amazon as well. I assume because we can’t measure it but because the people sitting at home nobody’s looking over the back and it shifted from mobile to desktop again.

So it’s really interesting what’s happening there and what you have to think about and for me really really important – and this is always when you think wow has real awesome campaign most of the time. It’S not because your bit strategy is the best because you will get on a certain level. It’S really because something’s changed with your price. So often, if you have a discount on it or maybe Media Markt or see discounts change, the price Amazon is matching it and your price.

Louis then, with that o for for a second, you have a really good campaign running and because of all those factors, you have to measure that as well, and this is where you have to work together with your account manager with the Amazon you Khmers responsible person And on the other side, as a responsible person for e-commerce, you have to talk to your marketing people, because if they don’t know that you have out of stock problems or right now in China, the effectors are shut down and you will have a delay of two Months so they should stop their campaigns and then you have an issue, so we use it with our factory suite where you can see actually kind of where you have problems and issues on a on a continuous pace and for me important – and this is one of The takeaways here, if you have a software like this or not, and if you can set rules like this or not, you have to write now check, and this is the first thing you have to do when you’re getting off.

This is in your campaigns. We have a lot of products right now which have a really long shipping window. What does it mean? This means that your conversion goes down with this. Your return will go down on the clicks, because the clicks cost the same most of the times. What we see so your maybe your margin is threatened and you have to react and also, if even if your products are right now low on stock or out of stock, we run into the issue that you, the campaigns, still keep running so, for instance, upon the Brand’S, the campaign we run Amazon doesn’t care if you’re in the buy box or somebody else’s in the Bible.

So you have to act on that. That’S why we integrated that in our software. But if you don’t have something like this, please please check it on a regular base. Otherwise you’re just burning money. So saying you can’t really check everything right now with this, and I have a few example from the current state where we are that AI is maybe not the solution for everything I mean it’s a cool password.

We use machine learning for a lot of stuff, but for only bidding it’s a little bit critical and I have a few examples, see how you can read those graphs from different clients, and so we dive into the numbers a little bit. So what we see here is actually when over the course of the month, so we have the month on the bottom. They start in 2016 and you can see that in in April there clicks went really down.

So we kind of have more or less no clicks left compared to the time before and the a cost went up so we see now we can assume a lot of things. One is mm, maybe the bits were not are high enough. Some competitor went in so we won’t get the placement or it can be. We are out of stock, we lost the buy box. That’S why de-spawn the products weren’t displayed anymore. There can be a lot of reasons behind that where you have to link and talk to your retail team again or look into your cell at County, so this graph here is not only enough, but we see a change here in the second graph underneath here we See: okay: this is over the course of a month really cool with Corona.

We see a really nice click-through rate, so you could assume that we have like done everything right in terms of pointing to the right triggers, but what actually changed here? Amazon, this ticked some of the red placements out of from the website so that they are right now only better placements left above the fold, so the click-through rate over all accounts in general, went up which is really cool.

But – and this is the really cool part here, starting of April – the the impressions went through the roof, so this is obviously a product where a lot of people looking for and where we see more, where we can dive into so again. It can be different reasons where you have to then dive to again two more examples. Just to point that out. We have here an example where we see the click-through rate again going up, but overall, our operations going down.

So in this case it’s a fashion client. So the people are looking less for those products right now we see as a hint. We see that it’s going up again. So just the first estimate, but the quickly right here again had Marla that’s nothing to do with kind of a better at place, but what we did in the bidding. It was really a change of system and one last important information here. They prime, they will be moved.

We don’t know where and if at all. But if you see the impact here and don’t be afraid of the side numbers here in the millions. But this is really the impact of Prime Day, which is a cyber week which is done decently, so having the right setup in terms of deals pointing the right products. They are doing their advertising strategy with this together and you can see in the day they’re doing more sales than maybe one or two months.

So this is a really critical factor. I’M really curious what’s happening here. What Amazon does with it, because it’s for them the most important day to push their devices in the market? So, let’s see as a key takeaway. Please please please talk to each other if you’re responsible for the content in your product team or you have to do it on your own, that’s the first thing. You have to do to drive your conversion rate, but of course, if something is changing, maybe the seasons changing and right now we have like getting a lot of bad reviews.

Review management is important, so all this parts getting and playing together. So when I’m talking only about Emma’s an advertisement, this means you have to get your retail data right and you have to get your conversion later right as well, because this is a lot of crazy stuff as well. Here’S my second perk of today – it’s not the last. If you want, we can check your Amazon account for free, so everybody on the webinar here, please send me an email.

What you’re going to do. We will have a brief chat if it makes sense or not and what you focus is, and then we can dive into it real time or do a quick presentation and check what’s going on and where we can maybe help you in the next step. Now we have kind of setup it up. We have a strategy, we know what’s going on, it’s kind of how we scare that – and this is a really cool part here, and I would try to make it in a way that, besides the technical problems, we had, that we don’t do lots of over on Is is how to scale the funnel, and if you look at Amazon right now, it’s it’s crazy.

They on the start page, they have only digital products right now, so everything you would see right now on Amazon is really they’re trying to avoid that the people buy more when we talk to our clients um most of them, especially in their essential goods. They have like every day a primary and in categories which are beside that we have 50 % growth, 60 % groves. So if you’re not growing right now or you’re, not having stock issues, then something is probably wrong with your visibility, even though Amazon is trying to get rid of, everybody was kind of thinking only buying something only serving people who want to buy something.

So the main ideas right now really focusing on those people and who need stuff so far as it’s a chance, because we can now use their framework right now and besides all the noise which we normally have can work. So we can work in the whole funnel here, which is often a web, so from create awareness and purchases, and this is where what you see when Amazon account executive will knock at your door.

If you big enough, they will talk about what cool things you can do and most of its really cool, but you again have to really think about what is my goal. So you can book the star page if you’re crazy enriched, but you can also do more sophisticated things than doing a pro credit programmatic advertisement, which means using Amazon, stated target the right person. So you sitting in front of your laptop, they know.

Ok, neots is somebody who’s already always buying more expensive products is right now in the category looking for vacuum, cleaner and he lives in Cologne in a in not not Civic apartment, but he’s like right now looking for the product and we can show the yet so Really target it down, but of course it’s not only boring ads anymore. It’S also really cool stuff, which you can do, for instance, especially with article, and we see some really nice numbers here so in terms of awareness, which means they are, they measure, often in kind of first it more important, KPIs kind of cost per Mille.

So how much you pay for to reach the thousand people, but also kind of then in article completion rate, which is then the most important or cost per article completion, and here Amazon can definitely fight against the YouTube or Facebook, especially in terms of quality. So when you want to test this and you’re thinking about doing it even like to drive your sales, I what during mobile article ads, which are doing really well in terms of return and advertising spent.

So we sometimes see like rows of five or four with these ads, even though it’s an awareness, part and also and of course, which is coming now, is that you can dive into the voice part. So if you have something, if you want to do advertisement in Emma’s music or if you right now, everybody’s looking in the fire TV, the the numbers are rising like crazy. You can do sponsorships or everything around that.

But again we want to scale it, and this is the important part with this. The Larry Page has to work together. So when I using an app, this is the net. Nobody sees it. This is the kind of day at how we could do it, but you can also use Amazon enas and for me, it’s important here create the perfect landing page for this as well, and this is the takeaway here is: please focus on the focus on the right Landing page here as well – and you can build your own landing pages now – it’s not like two years ago, where Amazon oMG had to build them, for you can use Amazon stores.

So if you’re going log into your advertising central, you can build your own stores and you can build your own portfolio. Please, please, please don’t show there your whole everything you do build sub planning pages, which are fitting to your campaigns, and I put like a really new image in here now you can do even overlays, so they’re, getting better better every day where you can directly buy On the other pictures, you can build your own, create your own world around this one step back from the landing page, so landing page has to fit through the credit take away here.

You can even go crazier, so you can use those landing pages and create with all Emma’s on a whole, funnel approach. I won’t dive too into this today. It’S just it’s a whole other webinar and it’s really on the management. Slider looks really easy, but in the end, in the technical part, is not that easy. But to give the you the outlook here, it’s possible, you can link an Instagram or Google campaign to Amazon, but what we often uses like your own store as a as a focus, because why sending traffic to Amazon? If you pay the traffic so send it to your own store, if it’s possible, but yen, re-engaging with them or filling the whole funnel with Amazon together again other different topic.

If you’re cussing about it, please ask me, then we can dive into it and don’t fall for the fact that it’s maybe easy and in the store amazon tells you that you can measure traffic. The most important part is, if you send traffic from the facebook browser or linkedin browser to amazon. The mobile browser won’t accept cookies. So, like you can’t track kind of the sales. So when you look into your stats, which are behind those stores and see like okay, what’s going on and you will see more or less no conversion – and this is basically a technical problem – which kind of is the big problem here.

So it’s possible but really tricky. So I would really really recommend you use what Emmas on offers you, and this is besides the search advertising doing advertisement on amazon effort, enemas on, but also outside of amazon and with their own funnel system, which is the smaller brands. One important fun fact here before we dive into how you can actually do it is normally on its amazon biggest client, so 1 billion roughly, I would say they doing in ads on at Google right now that change – and this is really cool chance Emerson, stopped all Ads on Google all ads on Facebook, all the retargeting, all automated marketing, there’s no right now: advertising on price comparison pages.

They drop the affiliate rates again and all the deep pages offline. So, basically, all the automatic marketing you pay as a vendor is offline and for everybody else, the whole retargeting part – and this is especially crucial if you have very expensive product or if you have a product with high involvement where you have to think about its offline. So the main conversion driver and to drive in to your sales is right now offline.

So if you’re, not in a category which has a high demand right now anyway, and where the people buy it on the first glimpse, so they know. Okay, I need a six-pack of water. Yes, people buy a six-pack of water online, they click on it’ll buy it, but it’s maybe the vacuum cleaner. But if we think twice about it, there’s right now, no retargeting and odd. Every marketer knows retargeting works, so we, this is definitely the time and point where you have to dive into right now to look at this as a funnel approach again so people on the top don’t know what we want.

They know they run, they loft run. They don’t know they may be. Wan na have a measure that track the time they run and rather run. They can use their phone, but maybe read so we have to create awareness. This is really top of the fun. You explain them. We have the nicest read which can track the time, and everything is included with this. Amazon gives you all the plenty of options where you can target people who are in that category right now, looking for product, but also on top of that kind of knowing that this, maybe it’s somebody who’s a football fan.

Because for me it’s if the code where I live so then you can target those ads together. So you can use this as well as you, but for us most of the time we start at the bottom of the funnel, because we do go to do sales and this most of the time budget is limited. We start at the bottom, and this is really combining here search advertisement. What we had in the first part of the and then using DS, P Amazon’s demands high platform, which basically means using matching Amazon’s information about you about me with kind of advert advertisement somewhere in the web.

So when you go on the Sun or on beauty or somewhere else, they basically know. Okay, it’s you. It’S needs, and I will show you this advertisement, and this is what we can do here and the nice and the crazy part is. We cannot only do retargeting or quiets, but we also can do retargeting on similar ads so similar products, which means that, for instance, if I again back to my example and have my vacuum cleaner and somebody’s like now on a AG electron Karina and I spot Siemens Or Phillips can advertise those people, so I can directly target my competitor.

My competitor pool of people who have been on the similar product haven’t bought yet, but yeah are in the position of pipe and I can target them and the cool part is, and the yeah a little bit tricky part. So is that the competitor? Doesn’T he realize that so I’m not getting in a bidding war like on such a Iseman? I can really push them here, so the combination of postman is big and keeps it growing without investing more and more time.

So this is really where you can scale it. One example here what we did right now in the in the times like this, you couldn’t mean like okay, right now or the fitness studios are closed. We see a huge drop in the category right now, with protein shakes and everything around and with vitamins. It’S tricky. So we thought about a way how you can actually do that in a way not too pushy, but also how you can build that together.

So what we did here, for instance, is running in the pain on Amazon, DS, P, on Google and on spot of products, which we then run together in one funnel, and this is just one idea how you can think of why you’re right now and where you Can step in next and I’m quite sure we will have a second January after this everybody is allowed to get out again so that the fitness studios then again will profit from this.

But we thought kind of how we can use this in another way, and this is where you have to bit get a little bit creative. So it’s not only numbers but also to combine that and to get that just get those target groups. In terms of timing, I will rough this up a little bit for me. It’S important, it’s not Amazon, doesn’t work in a classic way where you would say: okay. This is neo C’s in between 30 and 40 years old.

He has a net income of X and he has a child and it’s household leader, Amazon works in a different way. Amazon was really focusing on what is your lifestyle? So are you somebody who buys more quality goods? If it’s are you somebody who is a garden lover, what is kind of around there and what you actually do? Where are you surfing right now on Amazon and if you’re surfing on Amazon for product? It’S really like you want to buy it, and now, when Amazon’s, when Google says Google shopping is for small stores for right now for free to fight Amazon in US with Google shopping.

Yes, but if you’re shopping on looking for Google for product, it doesn’t really mean you wan na buy and normally, if you’re looking on Google for product, you will end up on Amazon any way, because the first ranking factor the first SEO optimized traffic is Amazon and Most of the time, the ads as well, so it’s a little bit different here in kind of what information you have first party data – and I already talked about the different – how you can actually target those, but it’s important they thinking about behavioral targeting and not demographic And this is often the fighty of internally when you’re talking to classic trained marketing people.

Thinking about okay, I need to reach in my target group. This is my target group which I set by location, gender or whatever, and Amazon really thinks in a different way. So if a Grammy makes yoga, they don’t care how old she is. If he’s looking on Amazon for yoga gear, then probably she want to have it. So it’s really focusing back. I mentioned that it’s not only doing and sending people to Amazon or, if you you, can use it as well, if you’re not selling anything in e-commerce at all.

So if you’re, for instance, an insurance company – and you want to target new people, you can actually target people who bought really expensive, telly, so TV screen and show them the newest ad for insurance or for an iPhone. You can also target people who have like have business registered on Amazon, so our b2b clients and buying right now, a lots of office good and you could target them with maybe a software which is good for Texas.

So you can use Amazon’s information, also off outside of Amazon or link people to outside of Amazon, because I know a lot of people don’t like Amazon part, they kind of know it’s there and they have to use it. So this is the best CRM in the world which you can use for then, of course, a small fee which is a few pennies or cents per thousand people. So this is another option again, could talk a whole hour about it? So if you have any question here, let’s dive into discussion, one example here how you can compare this, and this is really then more upper funnel.

So this KPI click-through rate is important, then, for the awareness where we don’t look into the returner, let’s spend that much Amazon can often out-compete Google campaigns, because the conversion rate and the click rate and m/l everybody trusts in an amazon, a logo. They click the red of that, because of that is really really good, so that I make you more ads. Often out-compete Google commits, of course, and depends a little bit on the product, and you have to test it.

The tested is a really good point, so you can actually I’m often asked what you can do. We recommend for the first campaign, a budget of 5k doesn’t really matter how long it’s running, if it’s two weeks a month or six weeks. But this gives you enough data to learn to get the algorithm running, to optimize, to figure out if it’s really working and if you go for a bigger setup and one really sophisticated adder or it’s a little bit more complicated the whole funnel then recruitment budget of 10K, of course, this is a kind of rough estimate.

It really depends on what you want to do. For instance, if you want to read through retargeting and only have a couple of thousand people on your product every month, you can’t even spend that much. You can only spend a few hundred bucks. One last word for that for the retargeting here. It’S if you often get asked what can I expect when you look at your email campaigns, so the campaigns on generic keywords on Amazon and you have maybe there are nakos of 50 %, which is roughly in Ross of six that’s upside-down, and you can estimate that You will probably have the same targeting as well just as a rough guest.

Of course, the product should cost a little bit more than 50 bucks or you have to high involvement product. If it’s a toothpaste, retargeting doesn’t really make sense. But if it’s something where you have to think twice of, it always makes sense to integrate that in you’re, always on set up third challenge and last challenge before we having the wrap-up it. So me really important. We saw that in a different analyze, as why, when I showed the different graphs is that everything has to work together and for us it’s always.

You can do more or less everything on Amazon and its first up, getting a status quo done and what we do, and this is where you may be, and it depends on the scale what kind of possibilities you have. What I would recommend to you. It’S in the first step when you know thinking about okay, I know I know in a few months, everybody or a few weeks, everybody has to discuss what is my budget for the next year, which is my course right now really tricky what we do at the Beginning is come going really in the market and license so I’m checking what what is really my market.

It’S not maybe if I have hand her vacuum cleaner, it’s not the whole that communites only for Helmholtz cooking. Looking where I am I right now. What is doing what a surprise point because price and where Emma and my life cycle is really important on Amazon – do have actually changed with my product or can I do it much advertising if I want, but it has only two stars so first to the marketers, Then go in the brand potential, so what is my product, and what can I get so how much in Eric traffic is? There has a general a number in most categories: 80 % of the traffic has no brand involved, so the people are looking for a generic product and they don’t know which brand thing won’t have right now in the first step.

But there are the categories where the brand is really important, so there’s not a lot of to gain there. So this is the second step check. What’S my potential create, and with this you can really easily build your business plan and narrow down how much traffic there’s? What is my market? What’S my potential and then you know kind of forecast, like what kind of you can get out there, and this is really nice, then to get the budget you need by the way we see over all our clients right now compared to last year that they invest.

Fifty to hundred percent more than last year, so the in general overall Cline’s is fifty sixty percent in some categories is even crazier and some clients. Obviously they outgrow everything and they have nine percent more invest. But if your budget, right now for the next year – it’s not thirty or forty or fifty percent more on Amazon, you will lose visibility in the long run. Then we have. Obviously you have to plan a targeted and then measure it down, and we do this.

Every quarter with most of our clients, so for you as a QB, our or working quarters, it really helps you because of the timing, our enough drive to be much into it. But for me it’s important not only to look only on the kpi’s amazon offers you, but also to check kind of what, where I am right now with my organic position. Where do I have my sales? What is correct now we’re have a potential and the only this one example here so where we saw that in this was kind of conditioners we saw that was one year ago.

This was the market share in the category paid visibility and organic visibility, which we had on the slide here and we compared them against each other. So who is over investing right now in the category and so that not Leonor was by far the biggest in organic. So everything was organic lonoa, but they didn’t do really well into in terms of advertisement and Sacre Tran was going in crazy M Donna and doing advertising and one year later.

What we see is this only snapshot of course of a day but to make it show here. One year ago everything was mean or in their career, and now we have two packs of psychotron already and one of sometimes so Lenore lost more or less all. So in that category you can see those shift and how this actually works out, and you can measure with this and I’m forecasted can actually see. What’S what does it do so for me, it’s important to let you create your own dashboards if it’s going crazy on X, M crows or whatever using software like ours, where you have everything salience allowed everything combined or – and this is then the master step which I Would love to talk with you about is really how to build credit, integrated, really dashboards, where you run not only Amazon together, but all your sales data audio advertising later from Google Facebook, everything together to create like crazy dashboards, where you can actually see what’s happening act On it and that on a daily base, so you don’t have to always wait 100 days for a new report, but canned I’ve really enjoyed all of this have broke over 200 Rand and I’m very sure will work for you.

I know it was a lot of a lot of input, so if you feel a little bit overwhelmed, please take a minute, but ask me anything: I I’m here to talk and yeah. If, if there’s any option at me on LinkedIn, then you can have a chat. I’M strike fifth, I’m straightforward there. If you have any question, I’m really responsive or write me an email, yes and otherwise, I’m open for calls as well, which you can sign up on the link, because we have a little bit time difference now.

Of course, it would be a little bit shifted, but I will definitely call you back if you up for chat peace a so thank you very much.

 

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Online Marketing

Keeping Your Business Alive during COVID-19 Webinar – BizHack – Digital Marketing Training Academy

It cannot thank you all enough for coming today and I’m thrilled that we’re Able to have this gathering under these circumstances today we’re going to be Talking about your business alive during Coe bid 19 and we’re going to talk about Different ways in which, in which you guys can sort of cope with this Difficult moment and different tips and tools and resources that are available, To you for helping to deal with this kind of unprecedented crisis, I wanted to Just talk a little bit about what you can expect from today’s session, really Appreciate it, if you can stay till the end, I know this hour of time is Incredibly valuable to you and I’m going to make sure to give you as much as I can.

During this hour, um we’re going to talk with three different businesses to get Some tips from the trenches of what’s working and not for some of these other Companies in town – these are all three of them – are retail or storefront businesses? These are businesses that actually run physical operations. Um not too, unlike Biz hack Academy, which has been traditionally an in-person training, Academy we’ve now converted completely online and you’ll, see some really Creative ways in which these businesses are doing the same, I’m going to share with You three, you know, really simple, but I think important marketing principles.

That, I hope, will help you adapt to this sudden shift in consumer behavior and I’Ll talk a little bit about what that shift is and then what those principles That I would recommend you keep in mind as you’re thinking about what the heck To do with your yourself in your business and then finally um we have Collected a tremendous number of resources to help small businesses Weather the storm we’re going to have a representative from miami-dade County on The call who’s going to share some of the general small business resources.

That the local state and federal government is making available and then We’Ve actually curated a list of digital marketing resources, a lot of Software companies, Google, Facebook, are making available resources and funding To help small businesses – and this is a great opportunity for you to take Advantage of that, for those of you who don’t know me already, my name is Dan Gretch and I’m the founder of busy AK Academy, my background is actually as a Journalist and I was for many years on public radio – I was the news director at Wlr n Miami Herald News, I hosted a show on public radio called under the Sun.

I Was also in marketplace, the national business show. So for me, this kind of Setting is very reminiscent of a hour-long call-in radio show and so in Many ways that structured this in a similar way, We’Ve already solicited through a survey that many of you filled out and thank You for filling that out some of your input on what’s going on and then we Have lined up several special guests: three different businesses, an accounting Representative who we’re going to be hearing from during this hour, so it’s Kind of like a little radio show I was part of a Pulitzer Prize winning team When I was back at the Miami Herald kind of one of the, I call it the award for Being in the right place at the right time, but a highlight of my journalism, Career and then I transitioned more recently into communication and Marketing for businesses, where I’ve worked both at two software startups and A billion-dollar energy company and I’m a proud for instant and FIU graduate go Panthers, so I’ve been in this community for more than two decades and my attempt Here is to give back.

This community has been incredibly good to me to my family To my business – and my hope is that you will get as much out of this next hour. As possible, that won’t be helpful to you, as you guys are figuring out how to Weather this storm, so a little bit more about biz hack business hack, was named a Start-Up of the Year in 2019 by the Miami Herald – and we were part 10,000 small business accelerator program, we’ve partnered with the major Educational institutions in South Florida, including the idea Center at Miami-Dade College start-up FIU and the innovation hub, a Broward College.

We have Dozens and dozens of community partners in the nonprofit foundation and business Space and I think really our signature achievement and what makes me so proud. Of what biz has accomplished, and also the impact that we’re having in this Community is we run a 12-week program, that’s about helping businesses generate Leads and sales online and last year we had more than 100 businesses run through The program they spend $ 17,000 in advertising online and they made more Than half a million dollars for the local economy, this is something that it Drives everything we do.

We are basically here to help you learn how to market Yourself and communicate about yourself online and make more money by doing so. Well and the folks that we’re going to have here, starting with Rafael Sabino of the Sun Dance Studios are all folks who’ve gone through our program and then taken What they learned and used it for their businesses, Rafael Sabino, is from one of Our earliest cohorts of biz hack, he runs a dance studio called a Sun Dance Studios in Doral Florida in Doral and they’ve really been very aggressive.

And creative in turning ascendance, which has always been you, know an in person Dance studio into a virtual one, I’m actually happy to say that my Seven-Year-Old daughter, whose own dance studio here where I live in Surfside Wasn’T offering online classes got a chance to enjoy a jazz class last night. And she was just beaming afterwards, so um, you know here are examples of some of The posts that they’re putting on social media as they communicate about this Change um, one of the things that I think is really cool about.

Rafael, he’s, very Tech savvy is a former Amazon employee and their communications are almost Exclusively text message and through an app and so We’Re going to invite him now to chat and one of the things that he’ll talk about. Is how he’s communicating with his parents so Rafael, Sabina, welcome. Thank You so much for joining us dad. How are you guys doing today? Good Good good so raft: let’s talk about how you have Changed your products and services as a result of Corona 19 Copa dad so so for Us it’s kind of a difficult transition right, we depend on being in person and Massive gatherings to run our business right, Oh, since Miami Papa shut down, there are school programs.

You know we, we kind of Have to the simple thing for us to do was to follow that’s right and at that Point you know you have to way to to to continue delivering. You know, classics. Right and that’s when, when, when we figure well, we will have to move to Digital, it’s going to be a little odd at the beginning, but but if we get people To we did like a little NBP, I caught it right through Instagram live classes.

Right product: yes, yes and quick, quick for those of you don’t know the idea of A minimally Viable Product is spending as little time and money as possible to Test the concept to see if it works go ahead right exactly so so the idea Was to kind of test the concept of online through Instagram live classes; Right and then eventually, if we get with reception, moves some of our classes, Fully online and and obviously it’s not going to be, as you know, as profit, was it Might be to run our in-person classes, but in this time you just have to find a Way to kind of mitigate your losses right, so that was kind of a deployment What has worked and what has not in terms of the new products and services That you’re offering so in general, I think our so we have two different Programs right we have our company, Kitt’s and, and those have been you know, In general, they’re like seven and up I’ll, say seven years old enough and that Has been really successful like since day one you know the kids know the Platforms, they’re very you, know, they’re on Instagram all day, so for them it was An easy transition right now with the when we run into a little bit of an Issue is with the little ones right, because we we did pin on the mom to be Able to manage the technology, so we can deliver the class right now.

So you know We had questions like oh hi. What is Instagram life? You know like what I do. I Have to download to see that right. So so there has been some, even though Instagram is fairly popular. You know some people simply don’t use it as much Right and they’re not as familiar right so so that has been definitely a Challenge and then on the second phase right, where we kind of our Instagram Classes were open for the community, so anyone could join on the second phase of The test we we kind of open our own classes, but only to our customers right So we offer more than a hundred classes every week.

So how do I get people to be In the right, Simca or Chad, row or virtual classroom, you know what, while We’Re running through before classes at the same time, so you know people joining Into the wrong classroom – and you know not showing up on time, not using their Their microphones so a couple questions you know I use so when viz hack, Transitioned online we used zoom, which is what we’re using right now for this Gathering you, who actually were featured by Google in a national ad campaign for Your skilled use of Google AdWords to grow your business.

You guys have chosen To use a different tool, a tool that I wasn’t aware until you told me about it: Called Google meat, which is part of the hangout offering that they have but Specifically geared for like webinars and and online classes, you want to talk About Google meat and as well as the other technology tools that you’re using Like, for instance, your text messaging software, I’d love to hear more About what you’re, using to stay in touch with your your and communicate with your Your customers right so so I think it and you know nowadays are pretty much Two options right: you either go with zoom or you know: there’s Google Meads That it’s not as famous but for us it make more sense because behind Google me There’S an entire product called Google classroom.

Okay and Google classroom is Google’S effort to you know be able to share lessons from any teacher around The world right, so it doesn’t matter if you’re in the US or in the UK, you can Join a class on someone: that’s teaching online right um. So so, since we decided To use Google classrooms right that default, you know, meeting tool will be Google, meat, right and, and then what we do is we we’re hosting all of our Content right, so you know we, we ask our teachers to record themselves and do Their choreography right now, whatever we’re preparing for a recital right, we Have specific articles that we uploaded to Google classrooms right for the little Ones we upload and materials like you know something for them to draw.

Then mom Can print at home and they you know they can. You know, paint you know, be drawing Our butter in our painting, you know those kind of things right and also we We have, you know like messages for them right, like don’t don’t be sad, you know, We’Ll be back like at the end of the day, we wanted to keep the kids asses engage. As possible, right and Google classrooms set up help us out organize all the Content that we have by ages on by different classes – okay right, so your Classroom Google meet for the action, so Google classroom is the learning Management system to manage all the materials Google meet is how you’re Actually doing the live, chats and tell us about how you’re staying in touch via Text message right, so so the other thing you know, basically, we have everyone’s Email, right and and we can just send an email with the link of it to the Classroom from right, but honestly you know email, it’s 5050 right like it.

They May go into their spam box. They might give me their Spam email – because I don’t want to you – know – get emails from us. Whatever you Know like there’s like a Cillian things, I can go wrong with II right However, text messages is more direct. People usually only have one phone Number right and text messages are just you know, very personal right. So what we Do is every day around this time we send them a text message with the link to Their classroom, okay, so all they have to do, is just press on that right and and Open up their classroom and join the class, you know we’re just trying to make It as friction frictionless as possible, such a day.

They joined our online Classes, yeah, and I mean this is not a small task, because if you have a hundred Classes – and I would imagine hundreds and hundreds of parents that are to get them – The right link just in time is not a simple technical challenge, but you have That infrastructure built so that it’s yeah we had it so so every single class That we we have, we teach we group them. You know every student by class right And then we have the ability to message that class.

You know in a heartbeat, so What we do is we in in the backend of our of our software, we assign a link to The virtual classroom for each class and then you know three four hours before The classes system will automatically message them. You know with the location, Of their virtual meeting, on top of that, we we build in our website. We have a Schedule where people can just go in and and click on, you know they can just Filter by program, h or teacher – and they can find now the link to so we have a Couple of ways for them to kind of find that out perfect um lilia there was a Question about what phone number to dial in using! If you could put that into the Group chat that would be great and Andrea.

Richard was asking which text Messaging platform, are you using, so we use Twilio in our back-end to handle all Of our text messages and then we also are Our automation is powered by autopilot HQ Great so autopilot HQ is where the this is just for the for the folks on the Line is is the is where the automation is in the flows and the database of Customers is captain and Twilio is the the technology that actually enables the Text message, and then you also mentioned Google classroom for as an LMS and you Also mentioned Google Hangouts meet RAF, we’re going to move on, but please stay stay.

Close by because we’ll probably bring you into the conversation, you know, I we Have a capacity of a hundred people and we’re up to 96 I’m starting to get a Little nervous because we never expected this many folks to to join us. But Hopefully, hopefully everybody will anyway, you guys are here and that’s what Matters most so here we go, I’m going to just share my screen again, so I wanted To give you guys some data about how marketing has changed during coab in Nineteen, you know I was thinking about this marketing is about meeting your Customers where they are, what do I mean by that if your customers are on Instagram you meet them on Instagram, you communicate with them on Instagram.

If Your customers, like rap, said, prefer text message over email. You text message them And you figure out the tools to do that in an efficient way in a scalable way. That, in its essence, is what communications and marketing and digital Marketing is all about at its core. What makes this challenging in general is That people’s behaviors change with time so tick tock is in the platform that Young people love that wasn’t around even five years ago.

Snapchat emerged and became popular, and that was a little less popular Instagram. Has boomed so the landscape of how you communicate just during normal times, his Con stantly shifting – and this is hard for Resource contains too constrained, not necessarily marketing savvy small Businesses to keep up with koban nineteen Blew up this whole framework. People now have completely changed their behavior Overnight this lockdown in home this quarantine, if you will, has changed how All of us are behaving online and offline, and your marketing must change.

With it, I wanted to give a couple of examples of the profound ways in which People are now shifting their behaviors and how marketing has had to adapt with It so, as we all know, working from home is now the norm. We’Ve actually created a Tools sheet that we’re going to be sharing with you at the end of the Webinar with a list of some great tools that you can use if you’re in the Process of converting to telework that’ll be in an email follow-up for Everybody who registered for this um, not surprisingly internet usage, has Skyrocketed, which is putting a strain an internet download times, are slowing down.

Because of it, Facebook has seen a 50 % increase in messaging across all of its Platforms now remember: Facebook includes facebook, Messenger, Instagram messaging And whatsapp they own all of those and they’ve seen a 50 % increase in Communicating across their messaging platforms, but interestingly their online Advertising has plunged – and I have another slide that will help understand. That email, open rates have spiked people are sitting in front of their computers.

And they’re more attentive to their email and overall worldwide we’re seeing A 5 plus percent spike in email, open rates, so if it was in 20 percent before It’S a 25 percent now, in other words, now is a very good time for you to be email. Marketing the ads spend by in commerce companies has doubled, and I would expect That will increase even faster, so an e-commerce company is simply a company That sells online and obviously, if you sell online and now is your moment, You’Re going to spend even more on advertising to get to that audience that Is stuck at home and can’t go out to buy things now, b2b or business-to-business Companies, companies that sell to other companies um have traditionally relied On things like trade shows in person, meetings and phone calls for their sales.

Process, they’re increasingly now looking to digital marketing to help with that They have not been early adopters by and large b2b companies in the digital Marketing space but they’re now looking to places like LinkedIn and you know, Email marketing phone calls, of course, to start driving more of their sales. Um This is just a tiny slice of the changes that we’re starting to see. Um one point: I just wanted to make is, as with Facebook, while you’re seeing more usage, Of the platform you’re seeing a decrease in advertising on the platform as many Businesses don’t have a product to sell right now or that they’re not Comfortable with selling, during a time when everybody’s in crisis, so you’re Seeing a lot of people putting on pause, there are traditional campaigns and Starting to really promote what community service or resources that They’Re offering to help during this time, Jennifer Hudson mentioned that it’s Really nice news on email, she’s, a marketing and communications specialist So yeah absolutely email marketing is really having its moment right now by The way email, marketing and search engine optimization or the two most Profitable forms of advertising of digital marketing, so those of you who Think that email is dead.

It’S not true at all. It’S actually along with search Engine optimization, which is driving people to your website, the most Profitable form of marketing – and it’s even more so right now it’s getting a Huge boost right now, other platforms that like aren’t doing as well, are Things like and I’m talking now about, traditional platforms. Um, you know radio Which is largely listened to in the car is probably going to see a decrease in Listenership TV he’s going to see a spike in listenership Other types of advertising online through because someone’s called Over-The-Top through things like Netflix and variety, we’re going to see more Advertising on TV is people read more TV because their home all the time, Billboards like physical billboards on the highways – this is not a great time to Have a billboard on the highway.

I think this is actually going to be an Incredible moment for Direct Mail, you know just talking about traditional Marketing now you know people are at home, they’re, probably checking their Mail more closely, I think Direct Mail is going to be a great opportunity and Direct mail believe it or not, has seen a increase in its effectiveness in in the Last few years, because fewer people are using it so you’re in your mail boxes, Are less crowded your physical mail boxes, so Direct Mail is actually a Really great opportunity, by the way I wanted to also mention that you’re going to Be getting a link to this presentation in an email follow-up to everybody who Registered so you can take notes, of course, but you don’t need to you’ll, be Getting these slides shortly now there was a survey of almost 16,000 businesses, And this is a list of those businesses that have been most impacted by Cova That 19 nonprofits and charities, health and medical business management finance Beauty and personal care, on-demand media – that’s like Netflix, also social media, Readings, gifts and flowers, those are the ones that are seeing a boom in their Business there these are, these are industries that are right now, busier Than ever and enjoying a lot more business, the bad is real estate as a lot Of people hold off on big purchases, home improvement, same idea, home furniture, Same idea, so people right now are holding onto cash and avoiding big Purchases, just because we don’t know how long this is going to last Same thing with cars and automotive retail, a lot of these businesses are Shut some of the ideas that we’re going to be Talking about are ways that retailers can move into e-commerce, which we saw Are is having its moment, jobs and education and legal services with legal Services, you know, unfortunately bankrupt ajikko bankruptcy.

Attorneys are going to Have a field day um, my guess, is: divorce. Attorneys are going to probably have a lot. Of business coming up is we’re all stuck with our wives and husbands uh. We might Not have liked that much, you know there’s there, but other types of law: a Transactional law, for instance, litigation which involves having to be In a courtroom, that’s shut down, you know, they’re there different parts of them, What legal practice that are going to be struggling The the ugly travel and tourism they say that Florida is going to be the Most impacted by Koba 19 of any state in the country, and it’s because our travel Tourism industry is such a huge part of our local economy bars and restaurants.

Are shut down, we do have a restaurant owner anna robbins of two to two taco Who’S going to be presenting who’s actually seen a steady, steady flow of Business through her takeout offerings we’ll have her tell us about that. Momentarily, you know, live at entertainment, conferences, events, trade, Shows anything that involves in person is going to be struggling for a good While you know sports its kind of shocking to think about, you know major Sports teams shut down, you know the NBA canceled its season and so forth.

Fitness Um, I think, is going to be more of a mixed bag. You know, I think you know, for those Of us who have kids at home, who love dancing? You know Raphael hopefully, will be able to reach an audience that maybe doesn’t Live in Doral, but is thirsty for those kinds of classes that is now offering Building and construction and industrial and manufacturing so the point here is a Couple things number one: there is not one impact of kovat nineteen, it depends.

Based on the industry and even within industries like we talked about legal Services, it depends on which aspect you’re offering so you know if you’re in The fitness area, you know, as Michael pace, brought up pellet owned the online Platform and the at-home bikes, spin, bikes and other equipment is doing Well, Willie brought up that beauty and personal care or shut down indefinitely. Because we service the public, so beauty and personal care, that’s sold like Products based is going to do well, so if you have products that you’re selling They’Re doing very very well, but if you are like a nail salon, you’re in real Trouble so that’s another example of you know: And they, you know an area where, in the how in the beauty and personal There are some folks doing better than others.

Direct Mail area all brought up a point that it’s work. It works as long as we’re. Still delivering the mail and in some places in Europe, they’ve shut down mail. Delivery, so that is a risk that you might take if you do decide to go to the Direct mail route, but at least for now mail is still being delivered and I Think Direct Mail is definitely a marketing blog. You should be thinking About so I want to bring now Anna Robins from taco and if you could go ahead, And unmute yourself, um taco Anna Robbins, was part of our cohort 12.

The Most current cohort, she runs, and she was one of the she was behind the founding Of Koyo, taco and now her newest concept is a Cali Mexican. Restaurant called Taco it’s in North Bay Village, which is in basically in the north of Miami Beach. But along the barrier, islands and anna has been doing really well. With her takeout service they’re doing curbside takeout in boxes that are Actually, coronavirus safe and one of my favorite things, as I saw on her social Media, oh wait: you’re still you’re delivering margaritas.

Is there a maximum Quantity order so they’re now delivering margaritas to go something they weren’t Allowed to do before and they have a margarita bar and trust me. I think a lot Of people are taking advantage of that. So Anna welcome. Thank you for joining us. Thanks for having me no problem, so talk to us a little bit about the new Products and services that you’re offering to your customers around Takeout and delivery to help meet the demand for your.

You know: Mexican food Well, basically, we had to switch everything over to takeout and delivery. We decided to do an extra level of packaging. Those are the cardboard boxes. You’Re, seeing before we used to just use them for catering and big bigger orders, Now every order that’s placed in house whether it’s through the phone or Whether someone comes in comes in a box right, Oh sealed, with the box, and then we Put it inside the cardboard boxes, so people are feeling secure that their Food is safe, another switch to all to take out in delivery and kind of change.

Up our menu a little bit so items that don’t travel as well. We took off, we made A more consolidated menu to take pressure off the kitchen, because right Now we can only work with one cook at a time because of Labor issues and we are Still in the process of putting together a new menu with all of our larger Offerings with big boxes, big family-style, which we were doing in the Past so we weren’t promoting as much where you can order a box with a pound.

Of chicken and a dozen tortillas and all your sides and kind of build everything At home also working on combo boxes that will begin rolling out, so we can have Special of the week where you get maybe a quesadillas guac and chips and some Rice and beans trying to make it fun and, of course, very visual. What we’ve been Doing photo shoots and shooting articles and trying to get we’re getting ready to Launch all of our online campaigns and then we’ll start running digital ads for All that and also needing to launch online ordering, so all of these things Are kind of in the works with somebody maybe done by today, but it’s kind of a Lot when you have to change everything overnight, So once the online ordering is set up, we’ll run the odds when people see it They’Ll be targeted to our local community and they’ll, be able to click Go straight to our website and from there order their boxes for either Takeout and delivery, and trying to do all this to steer them away from Ordering with ubereats and post means, while we love our delivery partner, they Do take 30 % so right now it’s not the time for that.

So it’s also educating our Clients through messaging that in the most PC way to sway them to order Directly in house, and not order through the delivery partners, you know that That’S actually a really good point, because it brings up something that Marcelo Salib asked, which is: how is this impacting your margins, so you’re selling The piece you broke that protect okay, um. How is this impacting your margins? Your Selling the the same, you know the same price for the food, but You have now the box that you need to deliver it in sometimes post mates to Share the fee with how is this for your margins, so we right now we’re including A service charge that we were, including for table service, that was going mostly To the servers now the service charges being included, some of that is going Back to the house to cover things like extra packaging and just the expenses of Staying open without having the dining room open, I mean this is we’re only on The second weeks, accountant, still in the process of analyzing, all of that yeah It’S going to do you expect the margins to be lower or with the fee you’re going to Basically make the same amount per order.

I think that’d be walk. Well, I’ve said it Right, how much is the fee per order for years or based on is like a percentage Of the price, it’s a percentage of the price yeah to 18 %. Some of that goes Towards the server or towards the team whoever’s working that day and some Because some people come in and they don’t I’ll leave a tip when they get a Takeout order and they’re not realizing right now that my staff, that is actually Coming to work – and you know taking that risk being out in the public when they Are coming to work that they deserve? You know to get tipped like they’re, their Hourly is only as a minimum wage tipped employee hourly at 5:50.

So if people, if People don’t leave a tip for them, then they’re really not making anything that I have to subsidize that again, that’s hitting the margins, so the service Charge is also ensuring that the staff is being taken care of, and there I Haven’T had any complaints, I mean all all take it off. If a customer, it doesn’t Agree to it, but from what I’m seeing they agree, and then they also tip extra And they’re very they’re very grateful that we’re open that were there feeding Them that we have stepped up our packaging, they love the boxes, they feel Secure with this, so I haven’t had any pushback there and if anything, people Are trying to support they’ll come and they’ll order, a shot of tequila or Margarita, while they’re waiting for their for their box, we’re also now Selling the margaritas by the leader, the margaritas we have set up in a draft Machine so they come and they’ll take a leader home and put In the fridge, that’s awesome, you know they Harbor Islands, where you’re based Has been supportive of you know if a village, I’m sorry North Bay, Village, Sorry, North Bay Village, where you’re based is he’s, been very supportive of You could you talk a little bit about the local town is, is being helpful and In turn, because you’re obviously going to be servicing for take-out and pick up The local, exactly I mean from the beginning, the first day when we got the Announcement that we had to close the dining room, the mayor showed up to order.

Food for his family – and I actually mentioned to him that we Actually he he came two days before the whole shutdown happened and said: yeah I’Ll be in your commercial, so if you see the little clip that you would pose it That you showed at the beginning, that’s on Facebook, in a ton Instagram in the First, clip the second, the second scene for bringing food out to an SUV. That’S Actually, the mayor of North Bay, Village, Brad Latham who’s been very, very Supportive yeah: it’s when he’s going to be reposting it that all of North Bay Village has we have a Facebook group for Northland residents, so there’s a Facebook group, the town hall and the mayor, supportive of you, you had also Mentioned that are they making available to you, email addresses as well.

Yes, they Are they’re in angel me that well they I mean this was even before this epidemic. They said that it was just public information if I want the email Addresses of all the residents of North Bay Village so I’ll be getting that so That we can start targeting and now that that’s you know the point here – sometimes Is again no problem? Well, what we’re going to move on, just as we Have a lot to cover, but Anna stick around.

Thank you very much one other Thing I just wanted to mention is that a lot of towns and municipalities are Looking for ways to support their local small businesses, especially ones that do Geographically, based off retail and storefront, and so if you had you can’t Get it if you don’t ask, and so and I was bringing up the fact that they have an Email list, which we know now is much more effective than ever before.

That they’re willing to share that she can then use for her email, marketing, um She also can leverage that for Facebook advertising Google advertising targeted Ads for folks in the local community, Marcelo Salif also asked about geo Fencing so geo fencing just means carding targeting a geographic area, so That only people in that geography who live in that geography would actually See the ad and that’s also another thing – that’s done through Facebook and Instagram advertising, as well as Google, Adwords I sing so you have a tremendous number of tools at your fingertips.

We focus our 12-Week program on LinkedIn, Facebook and Instagram advertising and the geofencing Is a big part of that, so we show businesses how they can do it, but you Can do it in a lot of other places as well, so wanted to now take a minute. You Know I’ve been reflecting I’ve been speaking to a lot of business owners and I wanted to reflect a little bit on some marketing tips and marketing principles.

That, I feel, could be very helpful in terms of thinking about what you’re Doing in this moment, so the first one is, as we discussed earlier, customer Behavior has changed. Fundamentally, people are teleworking, student students, Are home from school and what I’ve heard a lot is people say things like Why, and by the way Chiara, I realize I forgot to get to your question about the Margarita delivery, so I hopefully Ana Robbins, if you could answer in the chat, Chiara was asking: did you have to get any special licensing to be able to Actually do your margaritas for delivery, if you could just put that in the chat That would be great and and angel Gonzalez asked earlier.

About which crm that Raphael used and the CRM he used is called autopilot HQ So we know that customer behavior is changed fundamentally and I put and Maybe forever the reason: why is, for instance, even though you it seems like a Lot of people buy online Walmart is much larger in terms of its retail sales, then Amazon is but what’s going to happen, is more people are going to try Amazon out Online purchasing out for the first time because they have to, and I believe that That’S going to cause a permanent shift from retail to e-commerce because once They’Re on the platform, many that will probably become Prime members they’re Now, locked into that way of buying that many of us quote early adopters have Already done same thing with telework, I don’t think everyone’s going to rush back.

Home rush rush back to the office when this all ends. You know, Teleworking, I think, is now going to become a much more standard practice. Across businesses of all size, it’s more convenient in some cases, if it doesn’t Impact productivity or businesses see ways to have people spend two or three Days at the office and the rest of the time working from home, they’re building Right now, all the infrastructure that will allow for that and they’re building The processes to allow for that, I just don’t see how that that’s going to change.

When, suddenly, you know everyone’s going back to work and rush, I just don’t see. That happening learning online is another one. Many of Us are taking an opportunity now to learn online. Even those of us like me, Who grew up in in-person education, so learning online and the business that I Run which is online education? I think people who are in my target demographic Which is 30 and above but people who do not grow up with digital.

I think they’re Going to become more and more comfortable with digital marketing, with learning Online and learning digital marketing online so because we’re seeing this Fundamental shift that may or may not be a forever shift in customer behavior. You Must change your marketing, so you must look at how you’re communicating with Your customers and make sure that you’re communicating with them to where they Are I would also add that now is not the time for the hard sell? You know most People are still kind of getting used to this new normal, really thinking more in Terms of how can you help and how can you communicate in a way? That’S helpful.

To them, rather than the hard sell tip number two is start with your audience. What your audiences need right now, so, if you’re trying to think about what the Heck, can I talk about online? What how the heck can I avoid just going dark and By the way, no business should go dark, even if you’re not able to do work right. Now, if you’re a you know a retail store that doesn’t have an e-commerce Component, you know when there’s a business in our program right now that Runs malls right, yeah, there’s not a heck of a lot for a mall to do right now that Doesn’T mean that you should not be communicating with your target customer So, for instance, if you’re a mall and you have hundreds of businesses that are Working with you, you could talk to them about tools to move from retail, to E-Commerce or you could talk to them about some resources for retailers that Are available so there’s a lot that you can do to communicate with your Customers that goes beyond just the direct product or service that you sell.

So really think about what is your audience or What are your audience’s need and there are different audiences and then try to Serve those audiences, and one big recommendation I would make – is do not Forget about communication with your employees, even if your folks are working From home, or not working at all, if you want them to come back to you after this You must be communicating with them and a near-daily basis, and for most of you, Everyday, you want them to know that you’re there that you’re thinking about Them and that you’re keeping them abreast of how this larger situation is.

Impacting their individual lives and then finally, you know Ana Robbins Doesn’T right now have a way to take orders online? She had been relying on Post maids and other options because she was primarily a in person. You know sit Down fast casual restaurant now is the moment that Ana can pick up that project. That was probably sitting on the shelf and get a really good online. Her online Ordering system up and running get an app going, get a process and a system to Do it efficiently? This is the moment for those of you who need to revise your Website who want us get started with your social media.

Now is the moment to Do it dust off those plans and get started communicating through these Digital tools, many many small businesses – have tended to be really slow to doing. This kind of thing – and now is the moment to do it, so I wanted to bring Andre inna From post, our Pilates on a hundred, you know was part of cohort seven. She is the Ceo of a international organization called pole star that not only runs four Or five studio hosts Pilates studios in the Miami area, but also is the number One educator worldwide of Pilates instructors and they provide a Certification, so she is kind of two sides of the business.

She has one side: Of the business which is offering classes – and you can see that they’re Offering now Virtual mat classes, but they also are an educator kind of like Biz hack, the does online and in-person education, and so you can see here that They’Re now giving a 50 percent discount on almost all of their Online courses, Andre inna, welcome hi Dan hi guys thanks for having me how Are you good to see you? You know, we’ve talked a lot about you.

Know the how you know a restaurant is transitioning, you know how Rafael is Transitioning to online classes, um, let’s talk about your post, our educational Component, you’ve graduated more than 10,000 Pilates instructors worldwide. How Are you guys shifting more aggressively into online Education well um. Thankfully we have a learning management. System that we’ve had for a couple of years now, and what most of so just to Give a little background on our courses: they’re Pilates teacher training courses, So most of our teacher trainings were used to being on on-site.

We would meet Every month for a weekend a month and have the labs and all of that and what We’Ve done with our current cohorts we’re running around, I want to say 25 Courses of people right now across the USA, what we’ve done is, depending on what Module they’re in right now we meet online to cover the theory, part of the Training and we’ve postponed all the labbing exercises until we can all meet In sight to test out the equipment and work on each other as it as a group, yeah And then what we’ve been doing is we’ve been focusing on our grants, the ten Thousand people worldwide and trying to see types of offering we can give them That’S considered continuing education for them to apply with their client base.

So these people are people who already know their body are know how to Use the equipment know enough about the basic Pilates theory that we can just Through virtual classes and workshops continue to educate them on new new ways, Of working with a population or how to work online or what things they should How do new ways or things that they can apply to this new virtual delivery of Courses, so are you seeing an uptick in the purchase of these courses? What are You seeing more people buying online courses from you.

Yes, so we’ve seen a Little spike on our courses right now we have around 20 virtual courses currently On in stock and what we did, what we’ve been doing is going back to the basics. Of our core curriculum and trying to dissect that and convert those into Virtual training courses to offer them to either new Pilates students or people Who wan na you know have been have had haven’t, had any training in a little While and are now that they have spare time, they can go in and read some Courses online, that’s great.

Another question I had for you is you’ve. Also Moved your student, you, you run one of the studios and you’ve moved your Pilates Reformer classes, reformer is a piece of equipment that you use to do. Pilates to mat classes. How is that going? How is that transition? It’S good. We have Five studios in the US and all our clients have been really really thankful. For our offerings, we are offering two Classes in the mornings and took classes in the evenings, mostly mat classes and Then, for those clients who have a have the equipment at home, we meet depending On it’s a small group, it’s a group of seven people we meet depending on on Their schedule we host a class with equipment online as well, and are these Classes you pay for a la carte, or these are for your members.

We most of our Members have kept their memberships, so we haven’t had to do much there that Were just there they’re happy to continue with their membership and as Long as we hold classes for them every day, another thing that we’ve been doing Is we created a new pricing offering for those people who were currently on a Groupon package, so that they can continue once their wants, their Groupon Is over, they can continue to purchase something that’s more.

It’S a lower cost. And what a regular membership would be right and unlimited for ninety five Dollars a month, so I wanted to take a second thank you. So much under you know. For for that insight, I want to take a second and just make a plug for our Three small businesses, if each of you guys could please in the chat, put your Website and so that people know where to go if they want to do business with you, Um one thing to think about is you know for Andrei Nina and for Raphael um.

They Are right now in a place where they can serve? You, no matter where you are in the County so, like I’ve always wanted to send my seven-year-old daughter to Raphael’S dance classes, and now I can so please support them and everybody else. Who runs a small business in town? Please feel free to put that in the chat as Well, um now is the moment guys to supports our small businesses. This is Going to be brutal, you know for Raps business for Andrea in This business, it looks like you and Robbins might be able to kind of Make it work as long as she’s allowed to continue to deliver, but this is the Moment now to support small businesses to try to do direct business, even if It’S a little less convenient to call versus using post mates.

You know please Do everything you can guys to support these small businesses, because I can Tell you as a small business owner in South Florida. This is a really hard and Scary time and your support is just incredibly important to us um I wanted To now welcome Rachel Cohen, she works with miami-dade, Commissioner Aileen Higgins, from district 5 Eileen was actually a graduate of the biz hack Program she then used what she learned to become an instructor in the biz hack, Program my first lead instructor and then because she’s, a digital marketing, Whiz leveraged that to become elected as a miami-dade County Commissioner, so she Was so generous to send Rachel Cohen and she’s created Rachael has a resource List for small businesses – all of you guys, are going to receive a copy of that As part of the email, a link to it and that list is constantly being updated, I’M Rachel Cohen, if we’re a small business, what message would you want to Send to us about what’s available hello, everybody.

Thank you so much for having Me so what we usually do in our district and district five, if you don’t know, Includes Miami Beach Little Havana downtown Brickell core away a lot of Really small local businesses, we send out a monthly resource, every single Month through email, I’m called strictly business where we put together a list of Classes going on mostly free programming grants loan applications, things like That, because the situation is changing so rapidly and more organizations are Coming forward with resources, we decided that this Google Doc that you’re all Going to be receiving was the best way to consistently update all of our Business owners, what I would say is that our local organizations are doing a Really good job by providing free consultations and assistance.

With loan applications in the resource guide, it’s it’s organized by local state. And federal for our office, specifically, we work a lot with Prospera to help our Hispanic business owners they do a lot of free work, a lot of free consultations, And sessions with people and they’re still open for business Most of our organizations have like most of your businesses adapted and realized. Ways that they can do consultations through webinars or phone or FaceTime They’Re there for you, I have most of their links in the guide and I would Just encourage you, if you’re struggling, if you can’t figure out what to do next, Please reach out to them because their that’s! What they’re there for Other things that we’re working on in our office is just working with the sea.

And federal representatives of this area so working a lot with Senator Jose Javier Rodriguez and congresswoman Donna shillelagh to provide more programs, so I Know on April, first Donna shillelagh is is hosting a town. Hall, where she’ll be discussing the loan applications with a representative from The SBA so we’re going to be promoting different things on all levels of Government that are going on to help you in this in this resource guide, I will Post my email in the chat – and I can add any of you to our normal newsletter list – That will be sending out, but this hold up and you’ll receive after this is Going to be constantly changing and constantly being updated, so please feel Free to send me any suggestions, if you know of any resources that are included, On it, please send them my way and I will update it as I get it.

So, thank you yeah. Thank you so much for the time and obviously for the work that You guys are doing. I wanted to share um, you know, biz hack. Does digital marketing Training, and so I wanted to share a couple of resources that are specific to Digital marketing that could be helpful to you guys so Facebook has launched a Hundred million dollar a small business grant program, I’m Assuming that most of this money they haven’t given a ton of detail around it, Yet, but I’m assuming most of that money is going to be advertising credits, but Facebook is getting a bump in usage, so if you have something to advertise this Small business grants program can help you.

Of course, you do need to know how to Advertise that’s what we teach Facebook also has created a business resource hub Which is a full list of all their resources for small businesses? Google Has done something similar, they call it the resource hub. They have a tremendous Amount of tip sheets and resources for you, I’ve been waiting to see if Google Was going to announce something similar like a small business fund or small Business grants and I haven’t seen it yet so I would expect that that will Come out shortly, it seems like you know.

Google does rely so much on businesses. Like yours for their advertising, I’d be surprised if they didn’t do something. Too um, but it’s not just Google in Facebook, LinkedIn, Yelp, HootSuite, Shopify, Moz we transfer box and more have been offering free reduced-price services in Some cases, funds for small businesses, we’ve been collecting a list of all of Those at Tribeca comm slash Cove at 19, similar to the list of resources that Rachel is doing for state, federal and and local resources for small businesses.

We’Re collecting digital marketing resources – and this is leads to my bonus – Tip of the day, which is if you’re using a software, ask them about their koban 19 Program, though, like if you’re, using a CRM or if you’re using you, know a Technology platform, if you say that then look I’m a small business, I’m struggling Right now, what can you do for me? I almost guarantee that they’re going to come.

Up with something maybe forgiving your fee for a few months, it’s worth the call It’S worth the Google search to see what they’re doing, because just about every Software company is offering something right now and just don’t be Shy to ask it now is the moment I wanted to you know: III, I am just inundated and Overwhelmed with an enormous amount of amazing responses, thank you all of you, Who filled out our survey so many insights and ideas and questions that we Definitely can address in this first webinar, but our plan is to do more.

I did Want to share one thing from Michelle Benesh. I think that that’s the way you Pronounce it from menu men, she wrote hoping I’m the last menu company Standing so we will gain market share. So the point there is that this is a moment. Obviously, of a challenge, but also of opportunity and we’re going to strike that Theme here in a minute as we wrap up so the first thing I wanted to do is I Wanted to announce that we’re going to be doing another community webinar next Week it’s Wednesday at 12:30 p.

M. Brewster Kahle has so generously agreed. He’S a branding expert, we’re calling it what now So, if you’re interested, please click that link and sign up, send it to friends. We actually hit capacity, which I never expected that we were going to do. We had More than a hundred people who wanted to join us and we’ll find a solution for That biz hack is also still in business. We’Ve moved all of our program offerings Online, we have traditionally done in-person classes, we’ll transition back To in-person, when the moment arrives, but we’re going to be continuing our online for Our 12-week program through online – I do not want to be selling right now, but I Do want to say that I am a small business.

I’M scared, like many of you, About what’s going to happen next, if you think, there’s someone that you Know who could benefit from learning how to market themselves online how to build Up their digital presence, that’s a link to our syllabus and our application and Then finally, I wanted to leave with a note our lead instructor for the current Business, a 12-week program which we’re offering online is Alex dr.

, bio, Of IBM and Constant Contact – and he intricate appointed me to this just Amazing quote in this amazing thing from Chinese in when written in Chinese, the Word crisis is composed of two characters: one represents danger and the Other represents opportunity, and I just want to leave by saying now is a moment: When we are all in danger – and we have unprecedented opportunity – and it’s Really a matter of frame of mind if you’re in a siege mentality and you’re Looking at just the erosion of your revenue and you’re, asking yourself how Am I going to survive this you’re, definitely feeling the danger? Part of crisis, but there is an opportunity part of crisis as well.

There’S an opportunity for you to reinvent your business to serve your Customers to think creatively about how to transition your business into an Online setting – and I just want to say that there is also a community of us who Are working on this with you? That’S what biz hack is all about is creating a Community of online marketers and businesses online to help you think, About how to deal with this incredible transition – and so I wanted to leave you With these words, which is focus as much as you can on the opportunity, when I say Thank you guys so much for being a part of this.

I am so grateful to all of you. For being here, thank you, 200 to Raphael and to Anna Robbins. I wish you guys the Best of luck with your businesses and everyone’s business, it’s online there Were a lot of questions that you asked that we weren’t able to get to in this Really packed setting we’re going to look for ways to continue to answer those Whether it’s on social media, on our blog on our website or perhaps in future Webinars stay in touch.

We have your email, Addresses all of you should have in your inboxes now a copy of this presentation. A list of tips for remote work, a list of tips for digital marketing resources, the County resource list of all the different things that you can Do and they link to RSVP for next week’s webinar looking forward to Brewster Kahle next Wednesday, at 12:30, and with that, thank you guys. Please send your Best regards in chat and we’ll see you really shortly.

Thank you.