Emilia Andrews Blog

Maximize Local Marketing & Local SEO: Leverage Google Business Profile

emilia@beholderagency.com (Emilia Andrews) — Wed, 18 Sep 2024 16:54:54 GMT

Outperform the competition with Local Marketing, Local SEO and Google Business Profile.

The Importance of Local SEO

Local SEO (Search Engine Optimization) is crucial for businesses that rely on attracting customers from their surrounding area. By optimizing your Google Business Profile, you increase your chances of appearing in local searches, often termed "near me" searches. These are searches from users looking for services or businesses in their immediate vicinity—think restaurants, gas stations, healthcare providers, or home maintenance services. Appearing in these searches not only drives foot and web traffic but also builds trust within the community. With a solid local SEO strategy, including a well-maintained Google Business Profile, you're positioned to convert searchers into loyal customers.

Essential Steps to Stand Out in Local Searches

Now that we understand that showing up in local searches is crucial for business growth. As a business owner, you need to ensure your business appears when potential customers are looking for services you provide. This isn't just about being visible—it's about thriving in today's competitive landscape. Understanding and implementing local SEO strategies can significantly boost your business's reach and engagement within your community.

A key highlight shared by Sales & Marketing Playbook Unleashed podcast guest, Emilia Andrews, emphasizes the importance of tools like Google Business Profile. This free tool allows you to improve your local visibility effectively. Updating this profile with accurate and engaging information helps potential customers find your business. Moreover, it provides valuable insights through data on customer interactions—how many visited your website, called your business, or engaged with your content. Ignoring such tools means missing out on a lot of potential local traffic and business growth.

What Can You Do to Enhance Local SEO?

Start by claiming and updating your Google Business Profile with essential details like your business hours, address, and contact information. Make it easy for potential customers to find you.

For example, if you own a restaurant, you’ll want to include the menu, food options like gluten-free or vegan, add the dress code (if you have one), and other details that set you apart from other restaurants. Also, be very specific… don’t just say restaurant, but Mexican or Greek or Italian restaurant. If your customer is searching for sushi, let them know you have it.

Same goes for service providers, if you have a law firm, be specific about the types of cases you serve. Divorce, injury, or employment rights? They are all attorneys who service their customers… just each has a separate search query based on your potential client’s needs.

But it doesn't stop there. You’ll need to consistently add photos, request and respond to reviews, and provide insights (FAQs) into your business. This enhances your credibility and visibility in local searches.

You’ll also need to ensure your marketing provider matches your website content with the specifics found on your Google Business Profile. Google is looking for consistent and relevant information. If you’re vague on your website, or it doesn’t meet the technical specs required of SEO, it won’t connect the dots. Meaning, if it doesn’t make sense to Google, the algorithm assumes it won’t make sense to a potential customer.

Plus, don’t get us started on building citations and boosting up your local heat pack beyond your 1-block radius.

The Importance of Strategy and Data in Local SEO

Having a strategy behind your local SEO efforts is essential. As Emilia explained, many businesses might have a great-looking website or social media presence but fail in local searches because they don't tie their marketing efforts to their business goals. It's not enough to just have pretty graphics or posts; it's about driving traffic and conversions. The correlation between your sales objectives and marketing actions defines your success in local SEO.

Do you know how many customers you need to hit your revenue or growth goals?
Do you know what marketing activity is making the most efficient means of getting those customers?

Analyzing data from Google Business Profile and Google Analytics can help pinpoint what works and what doesn't. For instance, if your restaurant's beautiful website isn't drawing in customers, the data might reveal issues that need addressing. This analysis helps us in tweaking the strategy to better attract the right audience, ensuring that those visiting your business are more likely to convert into paying customers. Thus, having a data-driven approach not only increases local visibility but also optimizes the entire customer journey from awareness to conversion

FAQs - Google Business Profile

What should your business do?

Claim and verify your profile is the first step. You don’t want competition to claim your business or spread wrong information.
The consistency of online information is crucial. Often, business owners have conflicting information about their hours, addresses, and services across different platforms. This causes confusion and mistrust among potential customers.
Many businesses overlook the importance of local reviews. Encouraging satisfied clients to leave positive feedback and promptly addressing any grievances can immensely improve your local search rankings.

How important are online reviews for local SEO?

Online reviews play a crucial role in local SEO. Positive reviews can improve your ranking in search results and build credibility with potential customers. Responding to reviews, both positive and negative, also demonstrates active engagement and customer service.

Can inconsistent information affect my local SEO?

Yes, inconsistent information such as differing business hours, addresses, or phone numbers across various platforms can confuse customers and reduce your visibility in local searches. Always ensure your information is up-to-date and consistent.

Is it necessary to hire an expert for local SEO?

While some aspects of local SEO can be managed independently, working with an expert can provide a strategic advantage. We bring knowledge and expertise to optimize your online presence effectively, saving you time and increasing your return on investment.

Our clients get to the top 3 of Google Places of their Google Business Profile within 90 days. If you’ve been managing your own and haven’t seen these results… contact us ASAP.

Start today by implementing these tips, and watch your local business grow and thrive!

Conclusion

Investing time and effort into maximizing your local SEO strategies can bring significant growth to your business. Investing in an expert local SEO marketing team will boost your ROI and revenue quicker than doing it on your own. Bottom line… you want and need to get to the top of the search list as quickly and efficiently as possible.

Start by claiming your Google Business Profile, maintaining consistent information, and actively managing your customer reviews. Then, contact Beholder so we can do the rest of the work to get your business to the top. Through thoughtful and targeted efforts, you can ensure your business stands out in local searches and appeals to the right audience — driving both foot traffic and online engagement.

Contact me to get to the top 3 of Google Local Listings in 90 Days... Guaranteed.

Your Fractional CMO,

Emilia Andrews

Google Faces Challenges in Shifting iPhone Users from Safari to Its Search Apps

emilia@beholderagency.com (Emilia Andrews) — Wed, 10 Jul 2024 18:19:11 GMT

Google Faces Challenges in Shifting iPhone Users from Safari

According to a report by The Information , Google's attempts to reduce its dependence on Apple’s Safari browser have been sluggish. As Google awaits the outcome of the U.S. Department of Justice’s antitrust lawsuit, its existing arrangement with Apple is at risk.

The current agreement, which designates Google as the default search engine on Safari for iPhones, could be jeopardized if the ruling goes against Google. To mitigate this risk, Google has been urging iPhone users to switch to its Google Search or Chrome apps. However, these efforts have seen limited success.

Modest Gains in App Adoption

Over the past five years, Google has only managed to increase the percentage of iPhone searches conducted through its apps from 25% to the low 30s. Although this represents some progress, it falls short of Google's internal target of reaching 50% by 2030.

The company has utilized various marketing strategies, including campaigns highlighting features like Lens image search and improvements to the Discover feed. Despite these efforts, Safari’s preinstalled status on iPhones remains a significant obstacle.

Financial Stakes and Market Dynamics

The financial implications of this ongoing struggle are considerable for both Google and Apple. In 2023, Google reportedly paid over $20 billion to Apple to remain the default search engine on Apple devices. By increasing the number of users on its apps, Google aims to reduce these payments and gain leverage in future negotiations.

Antitrust Lawsuit and Potential Consequences

The ongoing antitrust lawsuit poses a threat to Google’s business model. If Google loses the case, it could lose access to approximately 70% of searches conducted on iPhones, which account for about half of the smartphones in the U.S. This outcome could significantly impact Google’s mobile search advertising revenue, which exceeded $207 billion in 2023.

New Initiatives and Leadership

In response to these challenges, Google has brought in new talent, including former Instagram and Yahoo product executive Robby Stein. Stein is now leading efforts to attract iPhone users to Google’s mobile apps, exploring innovative ways to enhance the apps, potentially using generative AI.

Looking Ahead

With the antitrust ruling looming, Google’s ability to attract users to its apps will be crucial in maintaining its search market share. It remains to be seen how Google will navigate these challenges and whether it can reduce its reliance on Safari.

The coming months will be critical in determining the future landscape of mobile search and Google's place within it.

Source : SEJ

Claim Your Google Maps & Enhance Your Google Business Listing

As a marketing leader deeply invested in the success of local businesses, I cannot stress enough the urgency for enhancing your Google Maps, Google Business Listings and Google My Business (GMB) profiles - often times you can do this all at the same time. These tools are not just optional enhancements but critical components of your online presence that directly impact your business's visibility, reputation, and ultimately, your bottom line.

Google Maps ranking should be a top priority for local businesses aiming to attract new customers and enhance their online presence. In 2021, the app was downloaded 25.5 million times by U.S. smartphone users, far surpassing any other app in the category.

As more people rely on Google Maps to find local businesses and the use of voice search continues to rise, understanding how to improve your ranking on Google Maps is a vital skill for your local SEO strategy.

Investing in your Google Maps ranking can yield significant benefits. The difference between ranking first and fourth can be crucial for your online visibility and overall success.

Note: If you rank 20+, Google doesn't even recognize your business. Customers will never find you; and you will never be able to establish the trust and credibility needed to grow your business.

The biggest Google Maps ranking factors

According to Google , the three most important Google Maps ranking factors are relevance, distance and prominence .

Relevant results are those which closely match the search query. This is why it’s so important for your Google Business Profile to have complete, accurate and detailed information about where you’re located and the services you offer.

A user’s distance from your business also factors heavily in your profile’s ranking, as does whether or not your business address falls within the borders of a local search area (as delineated on Google Maps). For example, a restaurant located within the boundaries of Glenville is more likely to rank higher for “restaurants in Glenville” than one just outside the town limits.

Prominence is a combination of a business’ reputation, online presence, star rating, SEO… essentially any signal that tells Google Maps how aware people are of you. This is where local map SEOs tend to focus their efforts, because there’s plenty that can be done to actively influence the ranking factor, such as campaigning for reviews, posting content and building links.

Managing review generation campaigns is far less time-consuming when you use the GMB Top 3 Listing Management tool . For a 5-mile location radius, you can further strengthen your prominence and boost how you rank in the map pack (also called the “local pack”, “snack pack”, and “Google 3-pack”), so you can reliably track the results of your optimization efforts.

I encourage you to learn more about the GMB Top 3 Listings Management, schedule a call on my calendar .

It's one of the most efficient, affordable, and effective marketing investments you can make.

Your Fractional CMO,

Emilia Andrews

Loyalty Program + Ulta Beauty

emilia@beholderagency.com (Emilia Andrews) — Thu, 28 Dec 2023 19:17:37 GMT

Loyalty Program + Ulta Beauty

Ulta Beauty uses Growth Marketing initiatives to expand Loyalty Program

Ulta's loyalty program was launched back in 2014 and has since amassed an impressive 42.2 million active members over the past decade, as reported by the company.

Kelly Mahoney, Senior Vice President of Customer and Growth Marketing at Ulta, emphasized that the enhancements made to Ulta Beauty Rewards go beyond just a name change. They have been tailored to cater to the desires of their most loyal customers, demonstrating the brand's appreciation for them. She expressed excitement for both new and existing members to explore the revamped program.

The existing benefits of the loyalty program include earning points with every purchase, additional perks for platinum or diamond status members, accelerated earnings with the Ulta Beauty Rewards Credit Card, and the ability to redeem points for beauty products and salon services.

Mahoney highlighted that while some loyalty programs are scaling back, Ulta Beauty Rewards remains committed to delivering outstanding benefits and an improved birthday experience to its members. The program continuously evolves to meet the ever-changing needs of beauty enthusiasts, aiming to capture the hearts and minds of the beauty community.

Ulta's recent performance also speaks to its success, with Q3 net sales rising by 6.4% to reach $2.5 billion. Comparable store sales showed significant growth of 4.5%, building upon the impressive 15% growth from the previous year, while net income increased by 10% to $249 million.

CEO Dave Kimbell has underscored the significance of Ulta's loyalty program, describing it as a crucial element of their business and overall success during recent earnings calls. The program's strong performance is attributed to both retaining existing members and attracting new ones, with healthy spending per member driven by increased shopper frequency.

Furthermore, Ulta is expanding its product and brand offerings, with skin care brand OleHenriksen set to launch in 700 select Ulta stores and online in January. This expansion includes a range of OleHenriksen's best-sellers, along with new product launches and exclusive items scheduled for release throughout the upcoming year.

Source : Marketing Dive

Loyalty Program Benefits

A well-designed loyalty program can offer several significant benefits to a business:

Customer Retention: Loyalty programs encourage repeat business by rewarding customers for their continued patronage. This helps retain existing customers and reduces customer churn, ultimately increasing long-term revenue.
Increased Customer Spend: Loyalty program members often spend more on average than non-members because they are motivated to reach certain thresholds or earn rewards. They might choose to buy more frequently or buy higher-value products/services to accumulate more points.
Data Collection and Analysis: Loyalty programs provide valuable customer data that businesses can analyze to gain insights into customer behavior, preferences, and trends. This data can inform marketing strategies, product development, and customer segmentation.
Personalization: With access to customer data, businesses can personalize marketing messages, offers, and recommendations. Personalization improves the customer experience and can lead to higher conversion rates.
Brand Loyalty: Loyalty programs create a sense of attachment and affinity to the brand. Customers who feel valued and rewarded are more likely to become brand advocates, recommending the business to friends and family.
Competitive Advantage: A well-executed loyalty program can differentiate a business from its competitors. Customers may choose to shop with a particular brand due to the enticing rewards and benefits offered.
Enhanced Customer Engagement: Loyalty programs foster ongoing engagement with customers through email marketing, app notifications, and other communication channels. Engaged customers are more likely to provide feedback and participate in surveys, helping businesses improve their offerings.
Improved Marketing ROI: Targeted marketing efforts directed at loyalty program members tend to yield a higher return on investment (ROI) compared to broad, non-targeted campaigns.
Cross-Selling and Upselling Opportunities: Loyalty programs can be used to introduce customers to new products or services within the same brand, increasing the chances of cross-selling and upselling.
Feedback and Customer Insights: Loyalty programs often include mechanisms for gathering feedback and reviews from customers. This feedback can be invaluable for refining products and services and addressing customer concerns.
Competitive Differentiation: A well-structured and rewarding loyalty program can set a business apart from its competitors, attracting customers who are looking for added value and incentives.
Customer Advocacy: Loyal customers who have positive experiences with a business are more likely to become brand advocates. They may actively promote the brand, refer new customers, and defend it in case of criticism.

Overall, a loyalty program can contribute to increased customer loyalty, higher revenue, and a deeper understanding of customer behavior, which can drive sustainable business growth and success.

If you're interesting in implementing or revitalizing your company's loyalty program, speak with a marketing consultant that has years of focus on growth marketing.

Your Fractional CMO,

Emilia Andrews

Maximizing Revenue: The Power of Sales Automation and Data Insights

emilia@beholderagency.com (Emilia Andrews) — Fri, 22 Dec 2023 21:14:55 GMT

Maximizing Revenue: The Power of Sales Automation and Data-Driven Engagement Insights

The Need for Adaptability in Modern Business

The business landscape of today is marked by constant change and disruption. New technologies emerge at an astonishing rate, opening up new avenues for growth and innovation. However, they also pose challenges as companies must adapt quickly to remain competitive. Additionally, the global economy means that businesses now operate in a larger, more interconnected market than ever before.

Social and cultural shifts further compound the complexity of modern business . Consumer preferences and behavior evolve rapidly, requiring companies to stay attuned to these changes to effectively engage and retain their customer base. In such an environment, traditional approaches to sales and marketing are often inadequate. To thrive, businesses must embrace change and leverage the right tools.

Sales Automation: A Key to Efficiency and Productivity

Sales automation is a transformative tool that can significantly enhance the efficiency and productivity of sales and marketing teams. Research findings reveal that up to 30 percent of sales tasks can be automated, allowing sales representatives to focus on their core responsibilities: talking to customers and closing deals.

Let's delve into the key benefits of sales automation:

Time Savings: By automating routine tasks such as data entry, lead nurturing, and follow-up emails, sales teams can reclaim precious hours that would otherwise be spent on administrative work. This newfound time can be channeled into meaningful interactions with prospects and customers.
Consistency: Automation ensures that processes are executed consistently and without errors. This consistency can enhance the customer experience by delivering uniform and high-quality interactions.
Scalability: As businesses grow, sales automation tools can scale alongside them, accommodating an increasing volume of leads and customers without a proportional increase in manual effort.
Data-Driven Insights: Automation platforms generate valuable data that can be used to refine sales and marketing strategies. Insights into customer behavior and preferences can guide decision-making and lead to more effective campaigns.
Lead Qualification: Automation tools can help identify high-potential leads and prioritize them for immediate attention, improving the overall efficiency of the sales pipeline.

Sales automation is not just about reducing manual labor; it's about empowering your sales and marketing teams to focus on tasks that require human expertise, such as building relationships and understanding customer needs.

The Missing Piece: Data-Driven Engagement

While sales automation offers incredible advantages, it's not a standalone solution. To fully harness its potential, businesses must integrate data-driven engagement technologies into the mix.

Here's why:

Personalization: Effective engagement requires a deep understanding of your customers. Data-driven engagement platforms utilize customer data to tailor interactions, making them more relevant and personalized. This personalization can significantly increase conversion rates and customer loyalty.
Targeted Marketing : Leveraging data, you can segment your audience and deliver targeted messages and offers. This approach minimizes wasted effort on less fruitful targets and maximizes the impact of your marketing campaigns.
Real-time Insights : Data-driven engagement platforms provide real-time insights into customer behavior. This allows your teams to adapt and respond swiftly to changing customer preferences and market trends.
Multichannel Engagement: Modern customers interact with businesses through various channels, from email to social media to chatbots. Data-driven engagement platforms enable seamless communication across these channels, ensuring a consistent and integrated customer experience.
Predictive Analytics: By analyzing historical data, these platforms can make predictions about future customer behavior, helping your teams proactively address customer needs and concerns.

The synergy between sales automation and data-driven engagement is where the magic happens. Together, these technologies empower your revenue teams to engage with customers at the right time, through the right channels, and with the right message.

Need to integrate sales automation tools to your business infrastructure? Click here .

Best Practices for Implementing Sales Automation and Data-Driven Engagement

To successfully implement sales automation and data-driven engagement in your organization, consider the following best practices:

Define Clear Goals: Start by identifying your specific objectives, whether it's improving lead conversion rates, increasing customer retention, or shortening sales cycles. Having clear goals will guide your implementation strategy.
Invest in Tools and Training: Ensure that your teams are well-trained in using automation and engagement platforms. Provide ongoing training to keep them updated on new features and best practices.
Data Quality Matters : Data is the lifeblood of these technologies. Invest in data quality initiatives to ensure that your customer data is accurate, up-to-date, and compliant with data privacy regulations.
Integrate Systems: Seamless integration between your sales automation and data-driven engagement platforms is crucial. It ensures that data flows smoothly between systems, enabling real-time insights and automation.
Test and Iterate: Continuously monitor the performance of your campaigns and automation workflows. Use A/B testing to optimize email subject lines, content, and timing for better results.
Compliance and Privacy: Stay vigilant about data privacy regulations and ensure that your engagement practices are compliant. This builds trust with your customers and avoids legal issues.
Collaboration between Sales and Marketing: Foster collaboration and communication between your sales and marketing teams. Both should be aligned on goals, strategies, and lead-handling processes.
Customer-Centric Approach: Always prioritize the customer experience. Your engagement efforts should add value to the customer journey, not disrupt it.

Conclusion: Embrace the Future of Revenue Growth

Modern business moves at an incredible pace, and success hinges on adaptability and the right tools. Sales automation, when combined with data-driven engagement, unlocks new levels of efficiency, productivity, and revenue growth. By automating routine tasks and delivering personalized, timely interactions, businesses can thrive in today's dynamic environment.

As a Fractional CMO / Chief Marketing Officer, I am excited about the potential that sales automation and data-driven engagement offer.

They enable us to focus on what we do best: connecting with customers and closing deals.

The synergy of these technologies is not just a competitive advantage; it's a necessity in the modern business landscape. Embrace the future of revenue growth by harnessing the power of sales automation and data-driven engagement, and your business will thrive in the face of rapid change and uncertainty.

Your Fractional CMO,

Emilia Andrews

Growth Strategy: 10 Tips to Scale Your Business

emilia@beholderagency.com (Emilia Andrews) — Mon, 13 Nov 2023 19:50:11 GMT

Growth Strategy: 10 Tips to Scale Your Business

1. Learn Everything About Your Target Audience

Successful business growth starts with a deep understanding of your target audience. A target audience, also known as a target market, refers to a specific group of individuals or organizations that a business or marketer aims to reach with their products, services, or marketing messages. This group is selected because they are more likely to be interested in and benefit from what the business offers. Identifying a target audience helps in tailoring marketing strategies, messages, and advertising efforts to be more relevant and appealing to that particular group.

Key characteristics of a target audience may include:

Demographics : Factors like age, gender, income, education level, marital status, and geographic location.
Psychographics : These are more about the psychological characteristics of the audience, such as lifestyle, values, interests, attitudes, and behaviors.
Behaviors : Understanding how the audience behaves, including their purchasing habits, online behavior, and interaction with products or services, can be crucial.
Needs and Challenges : Knowing the specific needs, problems, or challenges that the target audience faces can help in addressing those issues in marketing messages.
Preferences : Understanding the preferences and tastes of the audience, including what they like or dislike, can guide product development and marketing strategies.
Buying Intent : Recognizing the stage of the buying journey the audience is in (awareness, consideration, or decision-making) can help tailor messages accordingly.

Identifying and defining a target audience is a fundamental step in creating effective marketing campaigns.

Moreover, it helps build stronger connections with potential customers, ultimately leading to increased sales and business growth.

It allows businesses to allocate resources more efficiently and increase the likelihood of reaching the right people with the right message at the right time .

Who are your ideal customers? What are their pain points, challenges, desires, and preferences?

What are their dream outcomes? Conduct thorough market research to gather valuable insights that will shape your marketing efforts. By knowing your audience inside and out, you can tailor your products, services, and marketing messages to resonate with them.

2. Set Clear and Measurable Goals

To scale your business, you need clear and measurable goals. Define what success looks like for your company. What is your Dream Outcome? Are you aiming for a specific revenue target, market share, or customer acquisition rate? Having quantifiable goals provides focus and direction for your growth efforts, allowing you to track progress and make informed decisions.

For instance, if increased sales and revenue is in your business growth plan, be sure to include a sales cookbook. A sales cookbook refers to a systematic and documented approach to sales processes, strategies, and best practices. It outlines the steps and benchmarks needed to achieve successful sales outcomes.

Consistency in Sales Approach: It ensures that all members of your sales team follow the same processes and procedures, which can lead to more predictable and reliable results.
Efficiency and Productivity: By having specific targets and benchmarks, your sales goals can be achieved more efficiently. You'll know how many of each line item you'll have to sell on a monthly basis. This efficiency will lead to increased productivity and the ability to handle more sales opportunities.
Improved Customer Experience: You want to ensure that customers receive a consistent and high-quality experience when interacting with your company. This can lead to improved customer satisfaction and loyalty.
Adaptability and Continuous Improvement: Over time, you can refine your sales processes and strategies based on real-world results and changing market conditions. This continuous improvement helps you stay competitive and aligned with your business goals.
Goal Tracking and Measurement: They typically include key performance indicators (KPIs) and metrics that can be used to track progress toward your business goals. This allows you to monitor the effectiveness of your sales efforts and make adjustments as needed to stay on course.

3. Develop a Comprehensive Business Growth Plan

A well-structured business growth plan is essential to scale your business. It should assess current evaluations and give an outline of your business's mission, vision, goals, and strategies.

These strategies include sales and marketing plans that covers customer acquisition, retention, and expansion. Your plan should serve as a roadmap that guides your business through each growth phase.

The business growth plan should include:

Sales Cookbook and Growth Metrics
Growth Marketing Plan
Content Marketing
Brand Positioning
Web & Digital Marketing
Social Media Marketing
Email Marketing
CRM & Automation
Lead Generation
Repeatable Processes

The Business Growth Plan will be your Playbook to help you achieve your monthly goals. Need help getting a Business Growth Plan done for you? Click here .

4. Invest in Digital Marketing

In today's digital age, an online presence is crucial for business growth. Invest in digital marketing channels like SEO, content marketing, social media, and paid advertising. Create a cohesive online strategy that attracts, engages, and converts potential customers. Regularly analyze your digital marketing efforts to optimize and refine your approach.

The Business Growth Plan will highlight all areas of Digital Marketing that will best serve your company goals and attract your target audience.

5. Build a Strong Brand Identity

Your brand is a valuable asset in the growth journey. A strong brand identity sets you apart from competitors and fosters trust with customers. Ensure that your branding is consistent across all touchpoints, from your website and social media profiles to your marketing materials.

A well-defined brand personality and message will resonate with your target audience. Stay consistent with the colors, imagery, tone, voice and so much more.

6. Focus on Customer Experience

Exceptional customer experiences drive loyalty and referrals. Prioritize customer satisfaction by offering top-notch support, personalized interactions, and user-friendly products or services. Collect feedback, listen to your customers, and continuously improve your offerings based on their needs and preferences.

Your company's online reputation is vital to your success. When potential customers read reviews and testimonials, they'll find comfort in knowing they made the best choice for themselves.

7. Expand Your Product or Service Offerings

Diversifying your product or service offerings can open new revenue streams and attract a broader customer base. Consider expanding your product line, introducing new services, or targeting new market segments. Make sure these expansions align with your core values and brand identity.

It may not always be a "new" product or service, but a "new" way customers can do business with you. For example, I implemented a monthly recurring revenue service option for a pest control client. The sales team was able focus on selling top 4 package options - making the customer happy that they have a consistent payment and service so that their property is protected from the area's most common pests.

However, the benefit was far greater for my client, the pest control company, because they were able to grow from $2MM to $6MM in just 2 years!

Internal sales had a focus on achieving their sales goals. And my marketing team was able to highlight the packages as we focused on sharing messages for all the pains and concerns of the variety of pests in that region. They were able to sell the company for a $12MM valuation and successfully scaled the business.

Explore expansion opportunities and be creative!

8. Leverage Data and Analytics

Data-driven decision-making is essential for growth. Implement analytics tools to track key performance indicators (KPIs) and gather insights into customer behavior. Use these insights to refine your strategies, identify opportunities, and address weaknesses. Regularly analyze your data to stay agile and responsive to market changes.

9. Nurture Partnerships and Alliances

Collaboration can accelerate growth. Form strategic partnerships and alliances with complementary businesses in your industry. These partnerships can lead to joint marketing initiatives, expanded distribution channels, and access to new customer segments. Building a network of supportive partners can provide your business with valuable resources and opportunities.

10. Plan for Scalability and Sustainability

When you plan to scale your business, it should not compromise its sustainability. Develop processes, systems, and infrastructure that can handle increased demand without sacrificing quality. Hire and train staff effectively, automate repetitive tasks, and invest in scalable technology solutions. Ensure that your business growth is both profitable and sustainable.

In Conclusion

Scaling a business is a complex and rewarding endeavor that requires careful planning, dedication, and a strategic mindset. By understanding your target audience, setting clear goals, and investing in digital marketing, you can lay the foundation for sustainable growth. Building a strong brand identity, focusing on customer experience, and leveraging data analytics are essential for long-term success. Expanding your product or service offerings, nurturing partnerships, and planning for scalability will help you navigate the challenges of growth effectively.

Remember that growth is a journey, not a destination. It requires ongoing adaptation and a willingness to embrace change. With the right growth strategy in place, you can take your business to new heights and achieve the success you've always envisioned.

Your Fractional CMO,

Emilia Andrews

Role of a Digital Marketing Consultant in Your Online Success

emilia@beholderagency.com (Emilia Andrews) — Thu, 02 Nov 2023 02:29:27 GMT

The Role of a Digital Marketing Consultant in Your Online Success

1. Helps Develop a Comprehensive Digital Marketing Strategy

A digital marketing consultant is a professional who possesses a wealth of expertise in digital marketing. They have in-depth knowledge of the best marketing techniques, strategies, and trends to use in the digital age. Therefore, they can help you develop a comprehensive digital marketing strategy to achieve your online business goals. A digital marketing strategy is a roadmap that outlines the specific tactics that will be used to reach your target audience successfully. A digital marketing consultant can help you create a customized, data-driven strategy to reach your target audience, engage them, and turn them into loyal customers.

2. Identifies Key Performance Indicators (KPIs)

An experienced digital marketing consultant helps you identify critical key performance indicators (KPIs). KPIs are metrics that measure the effectiveness of a digital marketing strategy. They include but are not limited to conversion rates, engagement rates, click-through rates, bounce rates, and time-on-site. A digital marketing consultant will analyze your website data and user behavior to identify the most critical KPIs to measure success.

3. Creates Targeted and Effective Marketing Campaigns

Digital marketing consultants understand that a one-size-fits-all marketing approach is not effective in today's business environment. Therefore, they help create targeted and effective marketing campaigns that resonate with your target audience. They use data to identify your target audience's behavior, preferences, and demographics, then craft a message that appeals to them. The targeted campaigns they create result in higher conversion rates and a better return on investment (ROI).

4. Optimizes Your Website for Search Engines (SEO)

Search Engine Optimization (SEO) is a critical component of a successful digital marketing campaign. It is the process of optimizing your website for search engines to increase its visibility and rank in search engine results pages (SERPs). A digital marketing consultant can help optimize your website by identifying the most relevant keywords to target, improving your page content, and creating high-quality backlinks. With better SEO, you can generate more organic traffic and increase brand awareness. And fun fact, improved organic rankings reduce PPC so your paid media budget can even be reduced, offering greater ROI.

5. Provides Regular Reports and Analysis

A digital marketing consultant provides regular reports and analysis to help track of progress, performance, stay within budget and enhance ROI. It allows you to make data-driven decisions and adjust your strategies as needed. The reports and analysis provide valuable insights into your business's online activities to help you make informed decisions.

In Conclusion:

A digital marketing consultant is an essential partner in your journey to online success. With over 15 years of growth marketing and digital marketing experience, Emilia Andrews can help you develop a comprehensive digital marketing strategy, identify critical key performance indicators, create targeted marketing campaigns, optimize your website for SEO, enhance PPC campaigns, and provide regular reports and analysis. This wealth of experience and expertise in digital marketing can help your business achieve its online business goals. If you are looking to grow your business online, don't hesitate to contact me and request a digital marketing consultation. Let's help you attain online success.

Your Fractional CMO,

Emilia Andrews

Importance of Storytelling when Building Your Brand

emilia@beholderagency.com (Emilia Andrews) — Mon, 09 Oct 2023 19:24:12 GMT

Importance of Storytelling when Building Your Brand

In today's world, building a brand has become more important than ever before. A strong brand can help your company stand out in a crowded market, attract new customers, and ultimately grow your business. One way to build a strong brand is through storytelling. Storytelling is the art of using narrative to communicate a message. It helps to create an emotional connection with your audience, which can be more effective than simply presenting facts and figures. In this blog post, we'll explore the importance of storytelling when building your brand.

1. Tells Your Company's Story:

Every company has a unique story, and it's important to tell that story to your customers. Storytelling allows you to communicate the values that your company stands for and why you started the business in the first place. This can create a sense of connection with your customers, who may share your values or appreciate your vision. By sharing your story, you can differentiate yourself from your competitors and build a loyal customer base that identifies with your brand.

2. Makes Your Brand Memorable:

People don't remember facts and figures, but they do remember stories. Storytelling can help make your brand memorable and stand out in a crowded market. A powerful story can create an emotional connection with your audience and make them feel more connected to your brand. This can create a sense of loyalty and make it more likely that they'll choose your brand over your competitors.

3. Creates Brand Advocates:

When people feel a strong connection to your brand, they're more likely to become advocates for your business. They'll tell their friends and family about your brand, share your content on social media, and recommend your products or services. This word of mouth marketing can be incredibly powerful and cost-effective. Storytelling can help create these brand advocates by creating a strong emotional connection with your customers.

4. Demonstrates Your Expertise:

Storytelling can also demonstrate your expertise in your industry. By sharing stories about your successes and how you've helped customers, you can establish yourself as a thought leader and expert in your field. This can help to build trust with your customers, who are more likely to choose a brand that they perceive as knowledgeable and trustworthy.

5. Drives Customer Engagement:

Finally, storytelling can drive customer engagement. By creating interesting and informative content, you can attract a loyal following on social media and increase website traffic. This can lead to more sales and help to grow your business. Storytelling can help create content that is interesting, informative, and shareable, and will help your brand to be seen as one that values their customers.

In Conclusion:

Storytelling is a powerful tool when building your brand. It can help to differentiate your brand in a crowded market, make your brand memorable, create brand advocates, demonstrate your expertise, and drive customer engagement. When done effectively, storytelling can create an emotional connection with your customers, which can be more effective than simply presenting facts and figures. If you haven't already, start incorporating storytelling into your brand strategy today!

Your Fractional CMO,

Emilia Andrews

How to Increase Conversion Rates on SEM Campaigns by using Effective Growth Marketing Strategies

emilia@beholderagency.com (Emilia Andrews) — Mon, 02 Oct 2023 17:39:17 GMT

How to Increase Conversion Rates on SEM Campaigns by using Effective Growth Marketing Strategies

Search Engine Marketing (SEM) campaigns are an effective way to reach out to your target audience and drive traffic to your website. However, merely getting clicks and visits is not enough; the ultimate goal is to convert these visits into actual leads and sign-ups/sales. In this post, I'll review how to increase your conversion rates on SEM campaigns by using effective growth marketing strategies.

1. Effective Keyword Research: The foundation of any successful SEM campaign is effective keyword research. By targeting the right keywords, you can attract the right audience interested in your products or services. Conduct extensive keyword research to identify target keywords and phrases that your audience is searching for and then optimize your ads for those keywords to get maximum clicks and improve your conversion rates.

Notes:

In-Depth Analysis: Conduct a thorough analysis of industry trends and customer behavior to identify valuable keywords that align with your business goals.
Competitor Insights: Study your competitors to identify keywords they're targeting successfully, providing insights into potential gaps or opportunities.
Long-Tail Keywords: Don't overlook long-tail keywords, as they often yield more targeted traffic with higher conversion potential.
Negative Keywords: Implement a strategy for negative keywords to filter out irrelevant traffic and maximize ad spend efficiency.

2. Ad Design Optimization: To increase the conversion rate on SEM campaigns, it is vital to design ads that resonate with your audience. Your ads must feature compelling headlines, strong call-to-action, and captivating images to capture the visitor's attention. A/B test your ad designs and continuously optimize them to maximize conversions.

Notes:

Compelling Headlines: Craft headlines that grab attention and convey your unique selling proposition (USP).
Engaging Ad Copy: Develop ad copy that speaks directly to the needs and desires of your target audience, highlighting benefits and solutions.
Eye-Catching Visuals: Use high-quality images or graphics that are relevant to your offering and visually appealing.
A/B Testing: Continuously experiment with different ad variations to identify the most effective combinations of elements.
Mobile Responsiveness: Ensure ad designs are mobile-friendly for a seamless user experience across devices.

3. Landing Pages: Your landing pages play an essential role in converting clicks to sales. Your landing pages should be optimized for conversions by featuring persuasive copy, clear call-to-action, minimal distractions, and fast loading times. Ensure that your landing pages align with your ad copy and offer a seamless user experience to improve your conversion rates.

Notes:

Message Consistency: Ensure that the messaging on your landing pages aligns seamlessly with the ad copy that brought visitors there.
Clear Call-to-Action: Make the desired action crystal clear, whether it's making a purchase, signing up, or requesting more information.
Load Time Optimization: Optimize landing page load times to reduce bounce rates and improve user experience.
Trust Signals: Include trust-building elements like customer testimonials, security badges, and privacy assurances.
Multivariate Testing: Continually test different landing page layouts, elements, and content to identify the highest-converting versions.

4. Email Marketing: Email marketing is a powerful tool that can boost your conversion rates on SEM campaigns. After visitors have shown an interest in your products or services, lead them to a targeted email campaign. Use email campaigns to offer exclusive deals, promote limited-time offers, and communicate product launches to increase sales and grow your customer base.

Notes:

Segmentation: Segment your email list to send highly targeted and relevant content to specific customer segments.
Personalization: Personalize email campaigns with recipient names and tailored product recommendations.
Automation: Implement email automation workflows for onboarding, abandoned cart recovery, and post-purchase follow-ups.
Value-Driven Content: Offer valuable content in your emails, such as educational resources, exclusive offers, and relevant product updates.
Monitoring and Analysis: Regularly analyze email campaign performance to refine strategies and improve conversion rates over time.

5. Retargeting: It is vital to keep your brand in front of your audience's minds, even after they have left your website. Retargeting visitors who have already visited your website reminds them of your brand and opens up the chance to get them back to your site. This can significantly increase conversion rates by targeting prospects who are already interested in your products.

Notes:

Pixel Implementation: Set up tracking pixels to monitor visitor behavior on your site, enabling precise retargeting.
Segmentation: Create custom retargeting audiences based on specific visitor actions, such as product page views or cart abandonment.
Dynamic Ads: Utilize dynamic ad content that showcases products or services previously viewed by the user.
Frequency Capping: Control the frequency of retargeting ads to avoid overwhelming users and maintain a positive brand perception.
A/B Testing: Experiment with different retargeting ad creatives and messaging to optimize conversion rates for returning visitors.

These high-level growth marketing strategies encompass various facets of SEM campaigns, from keyword research to retargeting, all aimed at enhancing conversion rates and maximizing the effectiveness of your digital marketing efforts.

In conclusion, SEM campaigns are a powerful way to drive traffic and sales to your website. By using effective growth marketing strategies, you can improve your conversion rates and drive significant revenue growth. Remember that effective keyword research, ad design optimization, landing pages, email marketing, and retargeting are fundamental to increasing your conversion rate on SEM campaigns. By implementing these strategies, you can achieve success in your SEM campaign and maximize your ROI.

Your Fractional CMO,

Emilia Andrews

10 Growth Marketing Tips to Skyrocket Your Social Media Presence!

emilia@beholderagency.com (Emilia Andrews) — Fri, 02 Jun 2023 17:19:02 GMT

"10 Growth Marketing Tips to Skyrocket Your Social Media Presence!"

In today's fast-paced digital landscape, social media has become an indispensable tool for businesses looking to expand their reach, engage with their audience, and drive growth.

To help you make the most of your social media marketing efforts, I curated a list of 10 invaluable growth marketing tips. Whether you're a startup, a small business owner, or a seasoned marketer, these strategies will empower you to harness the power of social media and take your brand to new heights.

Discover how to define your target audience, choose the right platforms, and craft a compelling content strategy that captivates your followers. Learn the art of visual storytelling and engagement, and explore the potential of collaborating with influencers. We'll also delve into the world of social media advertising and provide insights on analyzing and optimizing your performance.

In this blog, you'll find actionable advice, expert insights, and real-world examples that will inspire you to elevate your social media game. Embrace these growth marketing tips and witness the transformative impact they can have on your social media presence. Let's embark on this exciting journey together as we unlock the full potential of social media marketing!

GET THIS FREE DOWNLOAD: SOCIAL MEDIA PROFILE CHECKLIST

Here are 10 growth marketing tips to help you effectively utilize social media for your marketing efforts:

Define your target audience: Clearly identify your target audience and understand their demographics, interests, and online behavior. This will help you tailor your content and messaging to resonate with them.
Choose the right platforms: Select social media platforms that align with your target audience's preferences and behavior. Focus on platforms where your audience is most active to maximize your reach and engagement.
Develop a content strategy: Create a content strategy that aligns with your marketing goals and audience preferences. Plan a mix of informative, entertaining, and engaging content that adds value to your audience's lives.
Leverage visual content: Visual content, such as images, videos, and infographics, tend to perform better on social media. Invest in creating visually appealing content that grabs attention and encourages sharing.
Engage with your audience: Actively engage with your audience by responding to comments, messages, and mentions. Encourage conversations, ask questions, and seek feedback to foster a sense of community and build relationships.
Utilize hashtags: Research and use relevant hashtags to increase the discoverability of your content. Hashtags can help expand your reach and attract new followers who are interested in the topics you cover.
Collaborate with influencers: Identify influencers or industry experts who align with your brand and engage in collaborations. Influencers can help amplify your message and introduce your brand to their followers, expanding your reach and credibility.
Run targeted ads: Take advantage of social media advertising features to reach a broader audience. Utilize targeting options to display your ads to users who match your target audience criteria, increasing the chances of conversion.
Analyze and optimize: Regularly monitor and analyze your social media performance using analytics tools. Identify what's working and what's not, and make data-driven decisions to optimize your content and campaigns for better results.
Encourage user-generated content: Foster user-generated content by encouraging your followers to share their experiences with your brand. This not only increases engagement but also serves as social proof, building trust and credibility.

Remember, social media marketing is an ongoing process, so stay consistent, adapt to changes in algorithms and trends, and continue experimenting to find what works best for your brand.

Your favorite CMO,

Emilia Andrews

GET THIS FREE DOWNLOAD: SOCIAL MEDIA PROFILE CHECKLIST

Advice from a Marketing Consultant to Entrepreneurs

Fri, 11 Nov 2022 16:28:27 GMT

Dear Entrepreneur,

Here's a love letter I wish I received 25 years ago when I first started my businesses.

You see... It’s inevitable. As a small business owner, you will wear many, many hats.

Product or Service Specialist
Technician (aka Worker Bee)
Bookkeeper
HR Manager
Receptionist / Assistant
Technical Support Staff
Marketing Manager
Customer Service Rep
And most importantly... Sales or Business Development Rep

But while this type of task juggling is to be expected, you have to be aware that not

all of your hats are created equal. Sales outweighs bookkeeping, for example, because without sales, there will be no cash to manage.

Not only that, but you have to consider how much time you’re spending in each area as well.

If you spend all day tweaking the design on your website and put off sending an email to your list, what have you gained?

Sure, you might have a prettier website, but you lost an opportunity to drive traffic to your offer.

And what if you don't have the right offer? A pretty website doesn't matter if it's not connecting with your target consumer.

In an ideal world, you’d simply put on your CEO hat and delegate the rest , but here in the real world, we don’t always have that option. Instead, we have to work smarter, and take care how we’re spending our time.

Don't Just Wing It - Have a Plan for Everything

Start with Sales - what are you selling? What are your monthly revenue goals?
Next? Finance based on operating expenses. Break down the expenses per each product or service you will sell. Per unit, per month - whatever that may be.
Then... create a net revenue model to determine your sales cookbook.

The Sales Cookbook will help guide your marketing strategy - including who you should target, when and how. This strategy will outline your consistent monthly marketing tactics.

Then be consistent. Work the Plan!

Prioritize Your Daily Tasks

We all have different skills and sweet spots when it comes to the tasks we WANT and NEED to do. You might love customer support and hate bookkeeping, while someone else enjoys the numbers game and doesn’t like dealing with the help desk. But regardless of your personal preferences, one thing is certain: money-making tasks should be at the very top of your to-do list.

That might mean learning a good sales process for your business. Because sales is NOT marketing. Many confuse being busy with blog writing, emails, social media and tweaking a website with effective prospective and lead generation. Being busy does not mean you're being productive.

Identify those money-making tasks in your business and be sure to prioritize them every single day.

Know the Difference Between Important and Urgent

In his classic book, The 7 Habits of Highly Effective People, Stephen Covey recommends prioritizing tasks based on a time-management grid. Every task is assigned to a quadrant of the grid, based on whether it is urgent, important, both, or neither.

Once you know where a task falls on the grid, you’ll immediately know what you should be working on. For example, content marketing and social media are important but not urgent. A ringing phone is urgent, but not important. The promotional email or Google Ad to boost lagging sales, is both urgent AND important.

So before you prioritize your daily to-do list, think about where each of your tasks falls in the quadrant, and schedule them accordingly.

Will you always be working on the best task for right now? Probably not. Nor will

you always use your time as wisely as you could. But by making a conscious effort to

organize and prioritize your days, you’ll find it’s a lot less stressful and overwhelming to manage your small business.

Know Your Role and How to Delegate

Most business owners know they need resources offered only through an expert. It's easy to understand, that just as you can use Quickbooks Online , doesn't make you an accountant. And access to IncFile doesn't make you a corporate lawyer.

However, because many marketing tools are easily accessible and doesn't require a master's degree - many believe they can just do it themselves. But here's the thing... you can also buy a hammer and nails, but it doesn't mean you're qualified to build a house with electricity, plumbing, secure structure, etc.

Here's what I want you to focus on:

Why did you start your company? What exactly about it? Only you can answer these questions.

Say you started a voice acting business because producers like your tone of voice.
You became a real estate agent because you love finding people's dream homes.
You are an exceptional hair stylist and love making your client's look amazing.
You opened a food truck because everyone loves your smoothies.
And what started as a hobby became a successful boutique candle company .

About Emilia Andrews - Marketing Consultant

These are examples of the types of clients I work with. All of my clients are looking for answers to problems. Because consultation isn't therapy - it's a solution to your challenges.

We work together to determine what parts of the business you love to do.
We work a plan to make your DIY (do-it-yourself) part of the business efficient - like spending an hour a week doing your bookkeeping and writing a blog a week.
Then we assess what you can delegate with a team - either staff, virtual assistant or service providers like a marketing consultant.

If you're looking for a safe place to vent frustrations, get answers and solutions to your challenges and a way to improve business growth, let's talk.

I'm here for you...

Emilia Andrews

Marketing Plan: How to Create a Marketing Strategy

Fri, 15 Jul 2022 19:59:59 GMT

After a long period of pandemic uncertainty, executives and entrepreneurs in every industry are getting back to the process of business growth. A new marketing plan is essential to achieve your goals. Learn how to create a marketing strategy for your business in a post-pandemic world.

According to marketing benchmark surveys, marketing budgets were up 24% in 2021. As budgets climb, however, results are wildly inconsistent – mostly because what worked pre-pandemic will not work post-pandemic.

What many are discovering is that when it comes to marketing, spending without strategy is a lot like trying to drive to a new destination without your GPS navigator. You want a clear path to success and a marketing strategy for business growth will help you achieve this.

Every business should start the planning process by identifying goals, target clients and building a comprehensive marketing plan to achieve them. You should stick to the same formula when marketing your business, while following each target customers journey. This is essential to determine effectiveness.

Identifying Your Goals

Begin by pinpointing goals. These goals should be concrete and defined in measurable metrics like new contacts, clients and assets, or higher prospect conversion rates.

It’s best to begin with a Revenue Strategy or Sales Cookbook . What is the average revenue per client per year? Do you have multiple pricing strategies – that need to be segmented for better outcomes?

For example, if half of your clients bring in revenue of $500 per year; while the other 50% are at $5,000 per year - You’ll want to address the reality of your sources of revenue and plan accordingly. Then, work through the sales cookbook to define how many clients you need (per each pricing model). This will tell you how many prospects and contacts you need to reach on a weekly/ monthly basis to make your projected sales goals.

Projections should be close to accurate as possible. For example, if you want 100 clients, but have traditionally only had 30 – you will need to make a significant investment to your marketing efforts to reach the other 70 clients you’ve never had before.

Create a Marketing Strategy for Business Growth

Next, it’s time to create a strategy to achieve these goals. Although marketing strategies don’t have to be complicated, they should include at least the following three components:

1. Defining the target audience
2. Mapping the prospect and client journey
3. Optimizing digital tactics to engage, nurture and convert prospects into clients

Adopting a more granular segmentation strategy makes every aspect of marketing more effective and less wasteful. Take, for example, a website and social media presence—two critical aspects of the digital persona. Those who target a relatively narrowly defined universe of based on their specific target audience will have an advantage over rivals.

An example could be a legal collections law firm that focuses on Banks, Credit Unions and Commercial Real Estate Property Managers and Landlords can create effective content and attract the ideal audience that will become a better lead and client for the law office. Or a financial advisor who chooses to target small business owners nearing retirement would make far better engagement opportunities than generic content that wouldn’t attract the specific business owner the advisor would prefer.

They can then more effectively utilize search engine optimization to become more visible online to in-bound prospect searches, and thus attract more of the right prospects. Because the content on the website and social media posts will be consistently targeted to the needs of this narrow audience, they stand a much better chance of engaging those prospects than competitors who take a more generic approach.

Our research suggests that the average timespan for this first stage of the conversion journey is between three and four months. Unfortunately, it is rarely a straight path.

As you consider this process, recognize that control has shifted from sellers to buyers—especially in the early stages.

Today, individuals have access to huge amounts of information to not only identify products or service providers, but to compare quality and results based on online ratings and reviews. For that reason, it’s imperative that businesses understand how individuals find, evaluate and hire/buy, and develop a deliberate process to move prospects along the continuum from awareness to consideration and conversion; but recognize how to shift the client along the most important phase of the journey which is becoming an advocate of your work.

Employ The Right Marketing Tactics

Finally, the process must identify the right tactics to move individuals from one phase to the next on the client journey. In almost every case, businesses will have to build a digital presence that starts the process by getting their name in front of individuals thinking about working with your products or services.

Tactics include but are not limited to: social media, content (blogs, articles), email marketing, digital marketing, website, SEO, advertising, video, graphics, infographics, newsletters, print collateral, PR, and more. And they all must work together – in unison – to be effective while reaching your ideal target audience.

Just a few years ago, businesses could create this awareness by posting high-quality organic content on popular social media platforms like Facebook. Today, Facebook minimizes the visibility of organic content to drive demand for paid advertising.

As you work through your marketing strategy, identify the best social media accounts for your business. Although that’s a challenging shift, do not underestimate the power of social media to reach your ideal target customer. If they’re on LinkedIn and Facebook, focus on those 2 social media accounts – and be very active.

Budget for advertising - on Linked In, Facebook, Instagram, YouTube, Google advertising, etc. Facebook and Linked In can deliver a specific paid posts to individuals based on your criteria to target your ideal consumer. For example, financial firms can target not just to individuals looking at information on financial advisors, but to people in that group who are parents in their 40s in the greater Boston area in a specific income bracket with kids approaching college age. That type of precision is a powerful weapon for breaking through the clutter and noise to reach prospects.

Despite that potential, ad dollars can be wasted if you don’t have the right techniques and tools to sustain the relationship. This process of “nurturing” prospects must be automated to at least some extent. The easiest way to do this is through email campaigns that deliver customized content to prospects in a scalable and efficient manner.

Communicate with Your Prospects

Fortunately, there are now many high quality and affordable third-party solutions businesses can use for this purpose. Not only do these solutions help you communicate to clients and prospects, they also allow you to see which prospects open emails, who clicks on attachments, and how long they spend watching or reading. Using algorithms, these applications can pinpoint the best channels, format and even time of day to reach prospects. Does the prospect use LinkedIn more than Facebook? Does the client prefer video to text? Does the prospect prefer certain articles or information over another?

In this day of shortened attention spans, even the best prospect that is ready to buy what your selling - doesn’t necessarily want to read a hard-copy Economist-style treatment of some complex issue. To build relationships, you must be able to deliver the right type of content through the right channel at the right time. The only way to achieve that goal is by starting with a clear marketing strategy that defines the audience, maps the journey and secures the tools needed to move from prospect to converted clients. By approaching marketing with that type of strategic mindset, your business will get the most out of your marketing budget and open the door to new levels of growth.

Self Sabotage That Keeps You From Earning What You're Worth

Mon, 02 May 2022 17:20:10 GMT

We all do it. No matter how successful you are, at one time or another you’ll fall into the self-sabotage trap, and the price of admission is high.

Your income will suffer.
Your self-esteem will plummet.
Your confidence will find new lows.

The end result? Frustration. Burnout. Resentment (of your clients or your business). And yes, even more self-sabotaging behaviors. This downward spiral can quickly turn devastating, but stopping it is easy when you learn to recognize the symptoms.

Procrastination

Were you going to send a proposal to a potential new client, but waited too long?

Did you mean to apply for that training program but missed the deadline?

Or maybe you simply waited too long to take advantage of a sale price on a tool to help production.

These and other missed opportunities can often be blamed on simple procrastination, one of the most destructive habits we suffer from. Procrastination is what keeps us working late at night to make a deadline, costs us money in late fees, and even costs us business.

If you’re prone to procrastination, try these techniques to put an end to it:

Recognize your fear. What often keeps us stuck is simple fear. We’re afraid that even with that amazing coach or consultant we still won’t reach our goals, so we put off signing up. We’re afraid we’ll look bad when compared to other proposals, so we just don’t send one. But if you want to be successful in business, you must learn to recognize and face your fears, then do the work anyway.
Visualize the life and business you desire. Imagine what it will be like to have that amazing business you’ve been dreaming about. Picture your ideal workday, daydream about that fabulous vacation you’ll take, and imagine VIP days with your ideal client.
Reward yourself. It’s okay to give yourself a little incentive for getting things done. Take yourself out to lunch; buy a new pair of shoes; take an afternoon off. Do what’s most likely to motivate you to power through your fears and take the next step.

Failing to Complete Your Projects

Be honest. How many half-written workflows, partially planned emails, and unfinished products are cluttering up your hard drive right now?

If you’re like a lot of entrepreneurs, the answer is probably several.

You started all of them with great enthusiasm.You planned out a new menu, or wanted to reach a new region, and maybe even outlined a new pricing strategy. And then...you just stopped working on it.

Maybe you tell yourself that you’re too busy. Maybe you “need to do some more research.” Or maybe you simply lost interest. But the truth is, none of those are the real reason. For a lot of business owners and managers, this self-sabotaging habit is actually

a symptom of a lack of confidence, and it’s keeping you from the success you deserve.

Consider this: You cannot know the actual success rate of a program you’ve never finished, and you cannot improve upon something you’ve never completed. So rather than filling your hard drive with half-finished projects, power through and start releasing them—even if you believe they’re not perfect, and even if you think they’ll never sell.

You may surprise yourself and succeed!

~~~

Emilia Andrews offers a clear path to business growth and success by providing effective marketing strategies, services and solutions. Sign up to learn more about her marketing consultation, marketing strategies and services.

Efficient Systems & Automation Tools are Key to a Stress-Free Business

Tue, 05 Apr 2022 17:46:56 GMT

Who doesn’t love automation?

Recurring invoices that go out on time to your customers.
Shopping carts and membership sites automate your sales and content delivery.
Email systems and autoresponders automate relationship building.
And calendar apps automate your schedule, putting an end to the frustrating back and forth of setting appointments.
Social media schedulers that allow you to login to ONE portal to keeping track of all your posts.

Not only does automation save you time, but it helps ensure quality and consistency as well. Remember how frustrating it was to book a call with someone. Coordinating schedules was a virtual email ping-pong match until you could settle on the best date and time. Now, you can simply go online, pick the date and allow the automation to book it on both of your calendars. Or what if your invoices had to be sent out by hand each month, compared to having a recurring system in place to ensure they were sent on time. We're talking about some serious time management savings here!

Now some make common sense, but this is why automation tools exist—

to keep everything running smoothly and as expected.

Can you automate everything? No. But you can implement this same level of efficiency and consistency by creating systems and workflows. Yes!

Document Everything

What would happen if your project manager or assistant were no longer able to work? Could you easily (and quickly) train someone else to take over? For too many small business owners, the answer to that question is a definitive NO.

When all the instructions for completing a task reside only in one person’s head, you’ve set yourself up for catastrophe. Sure, in the event that someone becomes ill or wins the lottery, you would probably recover, but how long would that take?

Rather than risk struggling with logins and procedures, make it a point to document every task in your business, from how you manage your email to how a new product is launched. That way, if your best VA decides to elope with her Prince Charming, another team member can step in and cover for her.

Seek Out More Efficient Systems

Just because grandma always kneaded her bread by hand doesn’t mean that’s still the best way to do things today. Now that new stand mixer takes all the work out of bread making, while still keeping the flavor in.

Where can you make your business more efficient, while still keeping the personality and brand your clients love and trust?

Consider the following:

A hosted help desk solution with “canned responses” to the most common questions. Click a button and answer in seconds instead of typing out a 3-paragraph response.
Document templates - ensure everything is formatted in a way that matches your brand, and will save you hours on every worksheet, resource guide, and even sales pages and blog posts.
Duplicate your repeatable projects inside your project management system, change the dates and key details, and instead of spending 30 minutes assigning tasks to your team, you’ll spend 30 seconds.
Rather than invoicing clients, set up an e-commerce platform that allows clients to sign up for subscription services. This way they manage their accounts, change credit card info if it expires; and you get paid without the frustration of monthly invoices.
Use a calendar software system that links with your existing calendar to book calls and meetings without you having to actually set it up.

It might also be time to upgrade your tools, if what you’re using is no longer as efficient as it could be. For example, if your autoresponder can’t move customers from your website form to your email lists. Consider upgrading to a CRM or

email system to make your customer relationship processes more automated.

Take a look at your business and the tasks you and your team perform every day.

Where can you be more efficient? What tools would help you maximize your time?

Making changes in these areas will add hours to your day, and greatly reduce your overwhelm and stress levels as well.

Now you’re on the path to making the business work for you – rather than you working for the business.

~~~

3 SMART BUSINESS INVESTMENTS YOU’RE PROBABLY NOT MAKING

Tue, 26 Oct 2021 18:29:30 GMT

I get it. You’re an entrepreneur. A micro-business. A start-up. You’re proud of the fact that you’ve bootstrapped your business from the ground up, tackling every task that comes your way. You built your first website, dove in and learned how to edit and upload videos to YouTube, figured out how to format your email newsletter, and even wrestled your shopping cart into submission.

But that feeling of pride that comes from doing the work yourself comes with a price. Too many small business owners are working too many hours, suffering from burnout and frustration—not because they’re not good at what they do, but simply because they’re unwilling to truly invest in their business.

They’re letting a scarcity mindset prevent them from taking the steps—and making the business investments —that will have a massive impact on their business. And maybe you are, too.

Outsourcing

By far the biggest objection to outsourcing you’ll hear is “I can’t afford it.” Perhaps you’ve heard—or even said it. But the fact is, if you’re a serious business owner, you can’t afford not to outsource.

The time you free up by not doing those mundane, everyday tasks is time you’ll spend more profitably, by:

Increasing your sales.
Focusing on your business growth.
Connecting with new prospects.
Building a referral network.
Working with clients.
Or just enjoying your life!

Outsourcing should never be looked at as an expense. In fact, if you’re not getting a return on your outsourcing investment, take a hard look at what you’re outsourcing and to whom, because there is likely plenty of room for improvement .

Automation

Most business owners start out using low-cost tools with limited features. For example, you might be using PayPal exclusively for product sales, and manually adding buyers to your mailing list each time you receive a payment. While that’s an acceptable solution when time is easier to come by than money, you’ll quickly outgrow it. The problem is, too many entrepreneurs fail to recognize the benefits of true automation .

Not only is trying to “make do” with a pieced-together system costing you sales, but it costs actual dollars, too. You (or your VA) will spend extra time simply getting it all to work, rather than letting the tools do the heavy lifting.

Imagine if your web forms automatically were entered into the right email list, with an automated email drip campaign that was sent to them to encourage a sale or to a book a call with you. That’s at least 3-5 steps you don’t have to physically do.

Recognize when it’s time to level up your marketing to include true funnel automation,

and watch your income and opportunities increase dramatically!

Coach or Consultant

It is possible to build your business solely on your own. You can pay attention to what others are doing and reverse engineer their systems. You can read books and blogs and maybe invest in a few carefully chosen training programs.

But there will come a time when your growth will flat line, and you’ll struggle to reach that next level. That’s when it’s time to invest in coaching or a quality consultant . And yes, even consultants have (and need) coaches. A marketing consultant can help you see past your own blind spots, work through the blocks that are holding you back, and build a business you love—on your own terms.

Growth Strategy

Some businesses think if they just buy a lead list, they’ll grow their business. But if you’ve ever bought a lead list, you know how much work goes into vetting those contacts. Are they even real? Wait, they’re not even in the category I asked for? Why is this contact in North Dakota when I asked for Maryland.

Then who’s going to vet the list, start cold calling, keeping track of progress and more. You could have a virtual assistant help with this. But that’s so much time wasted on a “what if.”

We recommend the following:

Get a unique growth strategy and marketing plan for your business. Each industry has specific needs. Wise business investments means you are ready to take your business seriously and you'll reap what you sow. Farmers don't just throw seeds around some patch of ground and "hope it'll grow." They have a guide, a plan and the tasks needed to know they'll have a great harvest.

Every business, entrepreneur or solopreneur needs to have a unique growth strategy for their unique business needs .

Wise business investments such as a marketing consultant, automation, growth strategy and outsourcing will pay for themselves many times over. If you'd like to learn how and what - contact me today .

3 Money Mistakes That Keep Your Business Broke

Mon, 30 Aug 2021 08:43:42 GMT

Poor money management has been the cause of more business failures than any other single issue.

And it’s no wonder. We aren’t born knowing how to manage money. Most of us aren’t taught how to handle it either. We figure it out along the way, through much trial and error. Those same mindset issues and bad habits that wreak havoc in our personal finances can plague our businesses as well if we’re not careful.

1. Catching Shiny Object Syndrome

Some things are just hard to resist—especially when your friends and colleagues are all jumping on board! New tools, training, group coaching programs and even business models can all have a strong pull, and if you aren’t careful, these shiny objects can

quickly distract you from your current goals.

If you find yourself catching shiny object syndrome frequently, try this two-step plan instead:

For “too good to refuse” offers, make a plan for achieving a positive ROI before you purchase. If you cannot find a (realistic) way to make the purchase pay for itself, don’t buy it.

For exciting new business ideas, create a “someday” list. Jot down your idea and a basic outline, then get back to the task at hand. Now that great idea won’t be lost, but it also won’t join the ranks of half-finished business plans that litter the

internet.

2. Falling for the Sunk Costs Fallacy

If you’ve ever said to yourself, “I’m not using this subscription, but I can’t give it up! I’m still paying the launch price and now it’s much more expensive!” Then you’ve fallen for the sunk costs fallacy.

This common mistake is famous among economists, and we all fall victim to it from time to time. Simply put, the sunk costs fallacy is what makes us justify investing more money or time in something—even though we’re not seeing results—because we’ve already spent so much. It’s what encourages us to repair the car one more time (after all, you just put new tires on it), eat a meal we don’t enjoy (simply because you’ve paid for it), and yes, continue to pay for tools and resources you’re not using.

Take a few minutes and examine your current business expenses. What are you paying for month after month that you’re not using? Either make a plan to put them to work for you, or cancel them. Stop falling for the sunk costs fallacy.

3. Too Much Penny Pinching

You thought this was all going to be about overspending, didn’t you? Here’s the kicker: Spending too little is just as bad for business.

When you’re constantly on the lookout for free and low-cost tools or working 16-hour days because you “can’t afford to outsource,” you’re not doing your business any favors.

Sure, it looks like you’re bootstrapping and working really hard to make something from nothing, but what you’re really doing is digging yourself a rut it will be nearly impossible to climb out of. Not only that, but you’re reinforcing a scarcity mindset that will

continue to plague you for years if you let it.

Rather than pinching pennies, learn to spend money strategically. Buy what you need, when you need it. Invest in top-quality products, services and programs rather than settling for the low-ticket, half-baked plans. Just like quality clothes, cars and furniture, quality services and software last longer and work better. And unlike that car, good quality business tools will pay for themselves.

Be aware of the ROI and know that it may not happen immediately. Give yourself at least 3-4 months on marketing services and be sure to celebrate the wins along the way!

How Often Does Your Audience REALLY Want to Hear from You?

Mon, 03 Aug 2020 15:04:03 GMT

How Often Does Your Audience REALLY Want to Hear from You?

When it comes to relationship marketing and building solid business relationships with your audience, a certain amount of interaction is vitally important. But is there such a thing as TOO much interaction?

Let’s compare three different scenarios and audiences.

Almost everyone has a long-lost cousin, friend, or acquaintance who you only hear from once a year in the form of a holiday card. Sure, it’s nice that they reached out, but communicating just once a year doesn’t give you a chance to stay up to date with their family news.

Then you have your college roommate, who lives out of state but you only hear from him/her when there’s drama in their life or they need to vent about something. These are the people who are in touch more frequently than your cousin, but only when they need something – not because they have an interest in what is happening in your life.

And lastly, you have the mother who dropped off her 18-year-old daughter at college for the first time and who texts and/or calls every day, just to check on how things are going. Did she get to class on time? How’s the food at the dining hall? Do you like your roommates? What do you mean your books cost $800? Do you want us to come visit for Parents’ Weekend?

Each of these real-life scenarios can translate to a business situation.

Small business owners and entrepreneurs who don’t create and/or use their email list to communicate with their past customers more than once a year won’t create name recognition among their customers. They run the high risk of getting their emails deleted or marked as spam. One possible exception: seasonal businesses.

Business owners who only use their social media accounts or email accounts to promote their products and sales are only interested in making money from their audience. They don’t necessarily care about what their followers need at that moment in time. One possible exception: big box stores who offer coupons and other discounts.

Internet marketers like those Lead Generation “experts” and big box stores or companies who email every single day run the risk of annoying their audience and causing people to unsubscribe from their lists. One possible exception: business owners who follow leaders in their industry or who look forward to daily tips and/or affirmations from these leaders.

The bottom line is you must know your market to know how often you should interact with them to build a solid relationship. There are always exceptions to every rule, and even within the same industries different businesses will experience different responses to their communications tactics. Research your market, understand their pain points, and create a solution for them.

Relationship Marketing Consultation

We’re very excited to share our Relationship Marketing Consultation services. We’ll cover how to be social with your audience, what to share with them, and how to listen to the needs of your audience. But that’s just the start! We’ll also discuss authenticity, how to create a flattering image, how to set aside your fears, and how to live your brand every day. It’s chock full of information, plus we’ll have time for a Q&A at the end of every session. Hope you’ll join me! Check this page now...

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How To Prepare To Build Your Brand

Mon, 03 Aug 2020 08:43:42 GMT

Successful entrepreneurs are used to bootstrapping their business. They (and you) are good at it.

HOW TO PREPARE TO BUILD YOUR BRAND

Podcasting? They’re on it. Blogging? They get it done. Social media? It’s not just a distraction (most of the time, anyway).

If there’s marketing to be done in any form, business owners are well aware and are doing their best to get the word out. But there comes a point of diminishing returns. Your website has all the traffic you feel you’re going to attract through organic (and

even paid) methods. Your mailing list growth has slowed to a crawl. Your income has leveled off.

You may want to consider bringing in a pro to help you get some much needed local and national media attention. But before you do, be sure you have a good foundation in place, or all your time (and money) will be wasted.

Solid, Consistent Branding

This goes a lot deeper than just your logo, colors and fonts. Branding is your message, identifying your ideal client, your unique area of expertise, and even how you speak about it. It’s everything that makes you instantly recognizable to your fans, helping you to become a resource – dare I say – an influencer. And it’s what helps media outlets know you’re exactly the person they need, right when they need you.

While you’re updating your branding, be sure to consider how it will impact your:

Website & blog
Products, services or packages
Facebook profile, business page, and groups
LinkedIn profile
Pinterest boards
YouTube channel
Sales and Promotional Materials
Podcast artwork and message

Media-Ready Swipe Files and Photos

Imagine for a minute that TV network or social media influencer called you to ask your opinion about an important news happening. How quickly could you respond with a bio and headshot? If it would take you more than 5 minutes, you’re not ready.

A key component of every PR campaign is having an accessible, easy-to-find media page from which you can instantly pull the information any journalist or producer needs. Unless you have this page in place, you’re not yet ready to jump into the mass media space.

A Crystal-Clear Message & Ideal Client

While it might seem more marketable to have a wide area of expertise and varied clientele, the opposite is actually true. Experts are tightly focused. As one content marketing strategist puts it, they delve “an inch wide and a mile deep.” By focusing your

efforts, you are able to dig deeper than simple surface issues, and serve your clients better.

The same is true of your ideal client. When you try to help working moms, new dads, college students and empty nesters, you wind up serving none of them very well. Instead, you should have a very specific client you strive to attract, and venture outside

of that mold only rarely.

For instance, I focus on entrepreneurs. The mindset that comes with being an entrepreneur is so vastly different than an employee. The inquisitive spirit, ability to multi-task and drive to reach business goals and dreams are just different. And that’s

good – for me.

Once you have these 3 pieces in place, you’ll have a solid foundation that will support you in your branding and media outreach efforts. More importantly, you’ll be able to make the most of every opportunity that will come your way.

BUILD YOUR PERSONAL BRAND COURSE BUNDLE

4 Automated Systems to Scale Your Business

Mon, 03 Aug 2020 08:43:42 GMT

4 Automated Systems to Scale Your Business

There comes a time in every entrepreneurial venture where you realize you simply

cannot do it all yourself.

Sure, when you’re just getting started you really are the “chief, cook and bottle

washer.” But as your business grows, it becomes painfully obvious that trying to do

everything is only going to lead to:

Frustration (when critical tasks don’t get done and deadlines are missed)
Burn out (when you’re working yet another 12-hour day)
Overwhelm (when your to-do list is longer at the end of the day than it was at the beginning)

There are many ways to combat this business-growth hurdle, but one of the best is

automation. Imagine a completely hands-off system that works for you even when

you’re chillin’ on the couch, hiking a nature trail, or lounging by the pool.

But here’s an even better reason to automate: it lets you scale your business. Think

about it, the less manual work you have to do, the more time you have to do the

money-making tasks such as networking, finance, and client support.

So what can you automate? Almost everything, but start with:

Paid Traffic

Chasing organic traffic is an exercise in frustration. You’ll spend all your time

creating content for your blog, other people’s blogs, YouTube, social media, and

other web properties. All that content creation leaves you little time to actually

work with the clients you’re trying to attract.

Instead, invest in some quality paid traffic, and get off the endless content creation

train. You’ll be glad you did.

Email Funnels

What happens when a new subscriber joins your mailing list or someone buys a

product? Do they just sit in waiting on your list until you have time to send an email?

While broadcast emails have their place—especially in time-sensitive promotions—

be sure to also set up an autoresponder series to:

Welcome new subscribers and help them find their way around your site

(and your offers)

Nurture buyers so they know they’re in the right place
Encourage them to book a call or schedule an appointment with your virtual master calendar (youcanbook.me or Calendly are great)
Make additional offers based on what someone has already purchased or shown an interest in
And the best thing? Once your autoresponder emails are set up, it will continue to work even when you’re not.

Social Media Management

Yes, it’s important to be personable and engaging on social media. But that doesn’t

mean you have to log in to Facebook just to post a link to your latest post, blog or

video. Automate your social media posts and save yourself hours of time each and

every month. Not only that, but you won’t have to worry about missing an update,

either!

This will also help stay on track with your social media strategy. Often when you

post daily, you miss the nuances that planning gives your audience. Strategically

plan your social media and you’ll save hours each week.

Calendar Management

If you have clients, partners, a team, or are often asked for interviews, then an

automated calendar is a must. Rather than endless back-and-forth emails trying to

find a mutually available time slot, simply send your calendar link and let your

client, prospect, project manager, partner or anyone else choose a time that works

for them. Your appointment will automatically appear on your calendar, and you’ll

even get reminders (if your calendar supports that).

Growth Strategy – Organic & Paid Traffic

Chasing organic traffic is an exercise in frustration – especially when you’re waiting

months for SEO to kick in. You’ll spend so much of your time creating content for

your blog, YouTube, social media, and other digital properties. All that content

creation leaves you little time to actually work with your clients and the prospects

you’re trying to attract. Most entrepreneurs often stop doing it altogether... which is

also not good for your business.

Balance is key and so is getting a few easy wins! Invest in a social growth strategy or some quality paid traffic. You’ll be glad you did.

There are dozens of options for automating every aspect of your small business. As

you grow, you’ll find new and better tools and small business marketing pros like

Beholder to make everything run more smoothly. For now, though, implementing

these ideas alone will save you hours of time every month.