I recently recorded a video on taking action to make it happen. Take a look at the video and also my Business Growth YouTube channel, where there are many more videos are like this.
Hi there I just wanted to share a quick story with you, I have just come out from my morning networking which I do and following that I’d arrange to do a one-to-one with one of the guys from the group.
It is amazing what comes out of those meetings which I can talk about from my side finding out what each was do when working out how we can help each other in business things we talked about was the mastermind group that I have been asked to Mentor over in Manchester which am starting in the couple weeks time.
Well he said he was really interested in doing that but on a less formal basis at the idea of locally as well so what we do we put a date in the diary we decide to make that happen it just happened that there was also something else in the room who said what a great idea I want to be involved.
Great about power of association and secondly taking action we could have talked about that for weeks but no took action and we put a date in the diary so with your business don’t procrastinate. Take action make it happen.
I recently recorded a video on marketing automation and my thoughts on using it. Take a look at the video and also my Business Growth YouTube channel, where there are many more videos are like this.
Transcript of Business growth video about how marketing automation can grow your business
Hi there so here I am in my car again I’ve just come from a really interesting meeting I wanted to capture what happened in that meeting and what I want to put that across to you because actually this was about creating more business for the business without creating more demand.
It was about converting more enquiries into customers for the client, he’s already got a system whereby what he sends out quotes automatically.
So has a conversation with people he talks about the price for a service and then it follows that with an automated email which gives them was a really great reasons why you should buy et cetera et cetera and confirms the price if the customer doesn’t buy what happens is that email is followed up with another email and then another email et cetera he’s got this drip campaign for following people up.
Now what’s important here is that actually what it’s doing is making best use of the enquiries he’s already got.
What he’s not doing is spending money generating more enquiries to generate more business you imagine if you spend a certain amount money to create that those enquiries if you can convert more of those enquiries into business his business will grow without spending any more marketing at all
Okay so what we are looking to do in the conversation I had with him is how we streamline and make that conversion process even better so I’m going to do some work with him in terms of looking and testing at the optimum time frames he sends an email
One with the quote one day he follows it up the next day and the next the next day for me I think that’s a little bit too much what I’m wanting to do is that I wanted to send the quote out straight away but I want to restructure and rewrite that email to make it work harder and send it two days than 5 days then a final one in 7 days.
But the big point that I wanted to make to you here is that don’t do that process manually there are processes in place you can get them for a few pounds a month set systems in place so that you automate that process and then your leveraging technology to give you back time and to convert more deals for you so first thing’s marketing automation second one is don’t necessarily look at creating more demand look at how you can convert more of a demand that you’ve already created into paying customers.
Hope that is useful as a business growth short if you want to know anymore about it please don’t hesitate to get in touch thanks a lot and I will see you again soon
I recently recorded a video on search engine optimisation and my thoughts on using it. Take a look at the video and also my Business Growth YouTube channel, where there are many more videos are like this.
Hi there, my name is Michael Stewart and I’m not Tom Volpe. What does that mean? Why Am I saying that? Well you might not know the story you might have been there, you might not. But last week at the North-east expo at Newcastle falcons, I was asked to step in at the last minute to do a session on search engine optimisation.
Unfortunately, the guy who was going to be doing it Tom Volpe, wasn’t able to make the session and so the organisers asked me as I was about and not doing anything, whether I could step into his shoes and do a quick seminar presentation on search engine optimisation.
Now I’m not a search engine optimisation expert, my name is Michael Stewart I’m a business growth and marketing specialist that means I help businesses by sitting on their side of the table helping them to grow and get marketing communications that will help them to get a bigger and better business.
So, search engine optimisation is certainly one of the tactics that I think is crucial for a lot of businesses. Now its important that you recognise that I said there a lot of businesses, not all businesses.
So I didn’t know the content of what Tom was going to talk about so I took the opportunity to give my perspective on what search engine optimisation is and I’m going to give you a very quick summary here, it’s only going to be a few minutes long, remember I was talking for 30 minutes at the north east expo but I hope some of these points will be useful for you and if you want me to expand on them or want me to talk about how search engine optimisation might fit into your business by all means get in touch.
Okay so, search engine optimisation the first thing to understand about that is search engine optimisation along with a number of other things you can do in your business is a marketing tactic. It’s something you can do to create demand in your business.
It’s the same as email marketing, it’s the same as advertising on the back of a bus, it’s the same as TV advertising or doing social media.
These are all tactics and channels you could employ to build you businesses and get your message out in front of customers. But here’s a few things you need to consider before you can make the decision that search engine optimisation is for you.
I want you to think and make sure you’ve answered some strategic questions before you start answering the question on whether something is the right tactic for you to employ.
So, the first question you need to get to the bottom of is what are your business objectives? Now lots of people say I want to grow my business, yes but we need to know by how much?
If your business was half a million pounds let’s say and you want to grow to six hundred thousand, you would think that marketing has to grow your business by one hundred thousand pounds’ worth of customers, well that might not actually be true.
It may be by growing your existing customer base they are going to deliver you five hundred and fifty thousand pounds anyway, that means what the marketing gap and marketing has to deliver is only fifty thousand.
What’s important now is that you understand how many customers that is and what the pipeline and conversion of that looks like.
So, if you need £50,000 worth of sales, is that one customer that spends £50,000 or 50 customers that spend £1000?
I don’t know what the dynamics of your business are, but you should know. You should know what your average customer spend is on an annual basis. Which will give you an idea on how many customers you need.
What you should also know is what your conversion rate is. So how many proposals convert into how many pieces of business won. How many meetings do you need to do to get so many opportunities to quote? To get so many pieces of business.
The third element of that is how many enquiries do you need to get? How many meetings to get so you get so many proposals to get so many pieces of business? And maybe then how many visitors do you need to go to your website to create so many enquiries, to create so many meetings, to create so many proposals and finally to create so many pieces of business?
That’s about understanding what the dynamics of your business are, and what your business objectives are. So that is crucial that’s question number one.
Question number two is what does a good customer look like to you? Define if you could only choose one customer the best customer you could possibly have, what would they look like?
Tell me where they live, tell me what kind of business or person they are. Give me all the information about what a good customer looks like.
Because its crucial you talk to the right people. Because if you don’t talk to the right people what chance have you to get them covert and buy your product?
Because you should have designed that product to suit a certain person and that’s the kind of person we need to be speaking to.
So, we need to understand and define that. So, if you don’t have that very tightly defined, that’s a piece of work you need to do.
The third question is why are you different and better? Lots of people will tell you when you talk to them is why they are the same as your business.
It’s not about why you are the same as your competitive business it’s about why you are different. Because people will finally make the decision whether to buy from you or from them by what makes you different.
It could be a difference in your product or your service or the difference on how you supply the product to them. But that difference is the criteria that they make the decision.
So, you need to understand why you’re different from your competition and more crucially the benefit of what that difference is.
So, if you don’t have that defined already, you’re probably sat in front of people or in the marketing materials you’re doing, you’re probably saying the wrong things. So, think back we have already talked about talking to the right people now we are on about saying the right things.
Okay so if you imagine no wonder your marketing doesn’t work if you are saying the wrong things to the wrong people. Nobodies marketing is going to work under those sorts of circumstances. But what has this got to do with search engine optimisation?
That’s a big question absolutely, well when we know who we need to be talking to and we know what we need to say, then we can look at our array of marketing tactics and make a decision on whether to go about the best way to get that message in front on those people is search engine optimisation, advertising on the back of buses, doing email marketing any number of things that you could do.
So, with a business objective and an audience and with an understanding why you’re different and better, you’re in a position then to sit down and talk to someone about search engine optimisation and give them a really clear brief.
Remember we have talked about how much business you need to win, £50,000 for example, you’ll have defined whether that is ten customers or a hundred customers or whatever number it is. That’s the brief we want to give your search engine optimisation expert.
Now we come onto the next part about search engine optimisation and my belief on how you should be using it. Now I don’t know about you but I don’t do DIY dentistry, I go to the dentist and I’m sure you do the same.
Search engine optimisation is like dentistry. I wouldn’t try doing it myself, not in any serious way. If it is a tactic that can deliver you lots of business value, then hand it over to an expert.
Now experts range from a one-man band sat at home and right up to an agency that could have 150-200 people. But beware there are hundreds and thousands of people in search engine optimisation space who do not know what they are doing and certainly don’t know how search engine optimisation fits into the bigger picture.
The great news though is you do. Because you know it’s about them understanding your business objectives and your target audience and then being able to define then for you what your opportunity is.
If the agency or expert you talk to doesn’t talk to you in those terms and start to quantify those opportunities for you, and what you will get in terms of a return of an investment on search engine optimisation then I would walk away from them.
So that’s my number one tip. Get yourself an expert, it is like dentistry, don’t do it yourself.
Remember now they’re a massive range of people. Large agencies are going to charge a lot of money for search engine optimisation but it might be the right solution for you and the size of business you are and the size and volume of customers you need to drive to your website.
The other end of that scale is a one-man band doing search engine optimisation. But I recommend to you that you only talk to that small agency if it’s got someone that understands to have a proper strategic conversation with you about where search engine optimisation fits into the business and the bigger picture.
Once you sit down and have that conversation and I would recommend you have a conversation with three or four or five of them until till such time you’ve got three that are really understanding about what your business is about.
Then you in the position to ask them about a proper proposal and about what the opportunity is and how they can help you. Then it’s a case of choosing one of them and starting to work with them.
I would suggest that you work with them to work with them for 3 months and then you set a review on that 3 months and you start to make a decision whether this is working for you and its starting to deliver for you.
I know it’s not going to optimised completely so its marathon rather than a sprint for search engine optimisation but equally you can’t keep on pouring good money after bad.
You need to know that we at least making progress and they should be able to demonstrate that to you. If you’re not comfortable and confident that you are getting a return on that investment and what they are telling you is correct, then you need to think about walking away from that.
The third element I want to talk to you about with search engine optimisation is that it’s about creating great content. When we say great content, I just want you think about one thing when talking about great content.
The content you create when you’re doing blogs or vlogs or whatever it may be is, your website with great news etc. I want you to put yourself in the shoes of your visitors. Those great customers you want to attract.
What you want to be thinking is what questions have they got in their heads and there are websites that can help you with that. Go and have a look at askthepublic.com.
You can put in any search term there and it can give you some suggestions of the questions that people are asking, that are search related. Remember it’s about creating content for answering those questions for those people. If you do that, you’ll be creating juicy content that search engines will recognise is very valuable for you.
There are all the technical elements of search engine optimisation but I won’t go into that because that’s what your expert suppliers will be able to help you with and should deliver for you.
But equally they should be talking to you about content you need to be creating, the terms you can win on which will drive you the traffic you need and you can start to pull together a search engine optimisation strategy and get some real value that can be a very powerful channel for some people.
It’s not for everyone. You need to make a decision the money you invest is wisely invested.
So, I hope that’s been useful for you and I hope you understood why we need to answer those strategic questions which is important for all your marketing.
I hope that’s useful in how I view search engine optimisation and what the role of it is in businesses like yours.
If I can help you with anything else don’t hesitate to get in contact with me, my contact details are in the notes below this video.
If you enjoyed the video what would be great is if could hear from you in the comments and any questions pop them in the comments too and if I will try and answer them for you.
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Hi there welcome to this business growth short video. Today I’m talking to you about drift and I’m here at the side of the river in beautiful Ripon. We have had a lovely day out and I wanted to tell you a story about drift.
Michael Hyatt the American broadcaster wrote a book called drift and he tells the story about when he went snorkeling he ended up a long way from the beach and it took him ages to get back, using his flippers to get back to the beach. The concept he talks about when he is talking about life planning and getting what you want from life is that if you’re a long way off course, getting back to where you want to get to, it tends takes a lot of effort.
What it also talks about is that if you follow the current and let the current take you wherever the current wants to take you it’s very rare you end up in the destination you want to get to. So, have a think about your business, because I want to talk to you about drift in relation to your business.
Is your business just drifting along? Do you think you’re steering the course and aiming for the destination you want to get to? If you feel like you’re just drifting along, how do you get out of that?
Well it’s about business planning, it’s about setting in place a plan to work out how you can get to the right result so you can have the business you want.
That doesn’t necessarily mean profit, it might be about having a business that’s sustainable or the amount of time that you want in your life that you can spend with your family.
Whatever your business ambitions are , you need to write a plan you need to set and put together a business plan because when you have a business plan you have so much more chance getting to the destination that you want to get to, don’t drift along make sure you’re in charge and you’re dictating where you go.
So here I am Newcastle falcons doing you a business growth short today, so what am I talking about at Newcastle falcons? Well what I’ve been doing here is the north-east expo, really interesting business expo lots of small businesses all set up doing exhibition stands all telling us about their business.
What I want to talk to you today about though is about asking questions, you would be amazed I’d say 90% of the people I walked past on their stands just stood behind their stands never asked me a question and never engaged me in conversation and if they did they ended up talking about themselves instead of asking me questions about what I do.
What’s important in business is that you ask great questions, now if I’ve got a stand like this I’m going to be asking a question I need some reason to stop people in their tracks and ask something about their businesses.
So, it might be why are you here today? What they might say is I’m here to see the seminar sessions. What you then need to do is engage them in conversation and open questions are a great way to do this.
I use the moniker TED to help drive my own questions. So I start all my questions with tell me, tell me more about the seminars you’ve come to see or explain, well they tell me about the seminars like search engine optimisation, explain what the guy was talking about will you please.
Or describe and describe is a great way, describe about what it is that makes your business different to other people. So TED, tell me explain describe, great ways to ask open questions that gets people talking and when you ask questions about their business then they’re going to tell you so much more about what’s going on and you can then look to fit whatever you’re doing to fit to their problems that they’re telling you they’ve got.
So business growth it’s about asking questions it’s about finding out about peoples businesses. I hope this has been useful for you here I am at Newcastle falcons we have had a good day I don’t know about the people in there but I hope they got some business out of it.
If you like why don’t you subscribe to the channel by clicking the button below and feel free to contact me using my email address which is down below I’d love to hear what you thought of this leave a comment for me and like it please because it would fantastic to help me promote my business I’ll see you again with another marketing short.