New Podcast Corporate Charity Ideas – Tampa Online Marketing

 

 

 

 

 

 

Transcript of Podcast:

Companies engage in corporate philanthropy for a variety of reasons, including a desire to build an image as a company that cares and gives back. Some give to impact the social issues that affect business, such as health and transportation, or to encourage social change. Many view corporate philanthropy as an important element of social responsibility. Although many large corporations simply donate money to causes or charities, corporate philanthropy can take a more hands-on approach for small businesses.

Volunteer

Organize event days where employees can earn comp days for helping out. Get everyone t-shirts to wear and make it an event. Seven out of ten co mpanies that provide charity support offer paid time-exchanges. This is a great way to foster team building. If you are a sales organization, and you have enough people, you can even create competitions for help (most boxes boxed, etc). Expect about 30% of your organization to participate. If you get to 50% participation, you are in the top engagement tier.

Employee Giving campaigns

If you have a larger organization, you can arrange corporate giving programs. Make it easy for employees to give.
One of the first rules when it comes to holding a successful workplace giving campaign or fundraiser is to make it fun. How do you do that? Host a kick-off party, charity fair, or similar type of networking event.
Create a theme and get the boss involved. The upper management needs to be the evangelist in this case.
Keep it up and have regular events like pizza.
Sponsor “paid” casual days, “paid” days off and even “paid” breaks. There are many employees who would love to give yo u some money for extra family time or to leave early around holidays to get some shopping done. There are also employees who would love to unwind for an hour with a video game.
Make sure that when employees take advantage of these, that their managers not only embrace but celebrate their contributions. Th e email should read, “Hey, Jenny is out for the rest of the day paddle boarding for her contribution of $20, woo hoo!”. You also must realize that these contributions may not actually cover their pay, so work with your hr and accounting to track these hours so you could deduct them as charitable contributions. Additionally, doing this allows you to say you gave x number of dollars and include the salaries in the total, making you a boss in your community for giving lots.

Organize charity events

This is one where you don’t have to go it alone. If y ou are in a chamber, work with them. If you are in any business groups, they are a great resource. Do some searches on whatever type of charity you want to support and results will pop up with organizations that list contributors. Reach out and see how everyone can help together.
Charity auctions and special events are great money raisers with many places offering up their services free for mentions and promotion.

Donate Technology

Have computers that need updating, donate the old ones. Have your IT person help set them up on the clock. It’s all deductible. One computer can make a lot of difference. Maybe you even purchase some inexpensive computers and donate those. Remember, it is deductible.

Local Grant Programs

If you don’t have a huge staff, you may want to look into a grant program. Small businesses also can design grant programs in communities where they have business locations. Local grant programs let companies target specific needs in their communities or focus on issues of interest to the business owners. The corporation establishes eligibility criteria, grant limits, focus areas, application periods and deadlines. A committee of employees and community representatives reviews grant requests and make decisions. The corporation can operate the program itself or have a charitable trust fund with a local community foundation manage the fund and administer the grant program.donation

Being involved with your community is critical to your business. If your community improves, so do your prospects for clients!
Our marketing firm donates 10% of all profits to organizations that support mental health initiatives for kids and veterans.
What can you do for your community?

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Tampa Charities and Why We Give – Hint: It’s Not Charity – Tampa Online Marketing

In Tampa, Charity is thrown around as a word a little loosely.

businesses that give to charity in tampaWe donate 10% of all our profits to “charities” around the Tampa Area. However, we feel that the word charity lessens the value of the organizations that do the hard work of helping other.

Charity it somehow optional, but the work helping organizations do is critical to the health of our surrounding communities.

This summer we sponsored a mental health facility that held a summer camp for kids with issues that didn’t afford them the ability of attending a “regular” camp. This camp had all the stuff that summer camps do; games, water, fun, kids running around. GracePoint helps kids live better lives.

As a business, when you give back to your community, you not only help others, but let the community know what you care about and what you support.

This can often help others understand who you really are.

I have some clients who are about the most aggressive attorneys you can meet, yet the charities they give to illustrate just how big their hearts are and how much they are committed to the community.

If you have a business, helping others can be a great way of bringing teams together. There’s nothing like showing your staff and others you are putting your money where your mouth is by having them take a paid weekday and get out and help others in need (oh yea, their salaries for the day are likely tax deductible as part of your contribution as well).

help tampa mental healthAs an organization, we stand for fairness and compassion in our community. We support mental health initiatives, especially for kids. We support the LGBTQ community and their initiatives. We support our veterans both in uniform and after service. We support working towards ending the elements that drive homelessness.

Our efforts are not just support, we’ve given up weekends, nights and written checks. We’ve marched, we’ve attended memorials, and we’ve organized events to help organizations.

If you would like help with your organization, please contact us and let’s chat.

Video SEO Can Give Small Businesses An Edge – Tampa Online Marketing

Many of us in the online video advertising space have been encouraging small businesses to deploy video to stand out in search results and level the playing field with larger competitors. Some colleagues and I have been working with select clients to test, learn, test again, and learn again from placing video in search and other distribution points. The early learnings have been interesting and reinforced some tips outlined further below.

Big picture search marketing that leverages video will be among the most effective ways to market, specifically when video gets decent placement in search results and can show that it drives action.

Video SEO in Tampa Florida

Let’s take a look at a video seo test case:

For several months, one law firm we work with has been testing video on the agency’s web site, in ad networks, and in both search engine marketing and organic video search.

For some FAQ videos on the agency’s web site, we’ve seen views-to-impressions ratios as high as 70% and conversions to consultations of almost 40%. We believe these amazing ratios reflect the value of keeping video relevant to what viewers expect to see when they view it.

On Google local search (like what you would type in from your phone-where Google knows your location), the law firm videos have achieved six of the top ten video search returns on some pretty broad search terms related to their specialty in their market. Pretty impressive results, considering the cost per click in their local sector ranges from $8 – $61.

However, when you type the same broad search terms in Google universal search, the agency’s videos appear on the sixth search engine results page—as the 45th result. Results, on universal search, of course vary based on a number of factors, including the tags, keyword competitiveness, and in paid search, the bid.

What does it all mean to small businesses or local law firms? We believe it signifies both the promise of online video and the still-early nature of video used in organic search.

Some video-related tips to keep in mind in 2018

Relevance is key. We’ve said it before—it’s all about relevance. The higher the relevance of the video to the information that surrounds it, the better the results.

Use focused keywords. The tighter, the better. For the attorney, we can track what keywords people type to locate video ads. We’ve seen specific questions, called “long tail” terms like “how do I stop my ex from getting visitation” return video ad landing pages toward the top of universal search results pages.

Create useful content. We are often asked, “How long should a video be?” We have deployed video ads for a number of clients and are finding that viewers watch an average of 70% of an ad, regardless of video length. If content is useful, people will watch it.

Some video-related things to avoid:

Redundant multiple postings. Posting to every video sharing site does not necessarily result in higher placement on search engine results pages. This makes sense, because video search sites don’t want a high duplication of results in their returns. Several months ago, we would see our client’s videos “stacked” on search engine results pages because of all the sites to which we’d submitted. We’re seeing less of that today.

Irrelevant content. Get to the point. The more targeted the keywords, the more focused the video must be. We have seen that less relevant videos tend to lose viewers in the early part of the video – often with high abandonment at the less than 10% of video mark. We often help clients with scripts to “re-arrange” what is said and see viewing improvements.

Online video is still very new and its power in search is still based on the promise of both the discoverability of the video and what happens when someone sees the video. In the early stages of a medium that holds so much promise for marketers, it’s most important to test, test, test and learn, learn, learn. The search algorithms are constantly changing and, consequently, so is the game. But advertisers who stay true to consumers are bound to come out on top.

If you would like a free strategy session to talk about if video might work for your Tampa Bay business, contact us here!

5 Videos You Can Make Right Now – Tampa Online Marketing

You might think you have a business that doesn’t lend itself to making videos. You might say, “my business is pretty boring so I can’t use video”. Not true!

You likely can make some great videos, but just need some ideas on how to translate your type of business to what people want to see.

This week’s podcast features 5 types of videos you can create that will make your business pop!

 

Why your competitors show up for local searches and your business doesn’t – Tampa Online Marketing

Don’t you hate it when you offer better service, products or prices and your competition still outranks you online!?

If you’re not showing up as well as you feel you deserve, you want to check out a couple of elements that will affect you online presence:

  1. Is your business verified on Google and do you have all your information filled out as completely as possible on your listing?

This information should be an EXACT match the information on your website.  Google looks at the Name, Address and Phone number (the NAP) of your company to make sure it is real.  Many companies, though moves or business changes, have missing or incorrect information all over the web and this negatively affects ranking. Additionally, you business listing should include images of what you do, your store, or the main people a customer might see or hear when they first interact with your company.

 

  1. Check if your website is optimized for search engines to understand what your business is all about.

While your website’s’ visitors might “get it” when they visit your site, search engines use some different methods to help them understand what your site offers visitors quickly.  Search robots check out if you have content, content quality (yes they can tell), keywords and keyword saturation, and even the language surrounding the keywords. They also check technical factors, like speed and how you look on phones, the titles of pages, and internal errors occurring that even visitors typically won’t notice. Many times, even newer sites can benefit from changes that help the search engines see your value.

 

  1. Do you have any content on your site?

A great way to get noticed by search engines and prospective customers alike is to give them information they find useful.  A blog can help you boost rankings and let customers know why you might be the right choice for goods or services. However, just writing something about yourself and sticking it on your blog page, then waiting for something to happen doesn’t cut it anymore. There is actually a term for it called “post and pray”, and it’s not effective!  You’ve got to write around what information people are searching for, optimize the posts for the search engines and distribute it on social media, email your lists, and even think about running ads to get readers. Also, you should be adding a reason that people want to engage with you more deeply.  This can be a free e-book, call or evaluation depending on what you do.  Put the offer with a form for capturing their information. This will allow you to follow up with them later.

 

  1. Does your website have many (or good) links to other sites?

The search engines operate a little like a high school popularity contest, in that the more people talking about you favorably will help your rankings. Reviews, comments and stories about your business will impact your rankings. You might have heard the term “backlinks”.  The more good links back to your website from other websites, the better.  The search engines understand that you are relevant and should get featured more prominently.  However, there are bad backlinks as well.  Back in the old days (like a couple years ago), SEO companies could just put you on tons of high-ranking random sites that would give you links and you would rise in the search engines like magic. Google put a stop to this with their Panda algorithm update and some companies that were using this technique literally went out of business overnight.   The search engines are really good at understanding who is giving you links and will even penalize you for lots of bad links.  Useful links come from good connections.  Write a guest article, be interviewed on someone’s popular podcast, or get featured on your local news for doing something good.  These all provide great links back to your site.

 

In conclusion, if you are not showing up in the local search engines, these four elements are what you should be investigating first.  Most of these items you can actually do yourself with enough time and patience.  Fixing these elements is a little like going on a diet, it won’t miraculously change your situation overnight, and it does take work and discipline to keep producing content and following up on site changes.  However, in the long run, it will pay off in new prospects and profits.

Want a free evaluation of your web presence and a roadmap on how to fix it yourself?

Let me help…  Click here to get one and spend your time running your business!
We’ll talk for a minute and I’ll get to work. No sales pitches or wasted time.

 

 

8 SEO Elements You Can’t Skip To Rank Number One – Tampa Online Marketing

This weeks Podcast features 8 things you can’t skip if you want to rank number one.

I’ve got a great guest in the studio from Moz and can’t wait to share information with you!

Please find the transcript below:

 

Welcome to the plain white t shirt marketing show with award winning marketing expert, Eric Scott, your free resource for helping take your business to the next level. Here’s your host, Eric Siu.

No, we have an article that we’re discussing today called the eight major google ranking signals and see how major they really are. Maybe a little foreshadowing. Matter of fact, they start off by saying it’s no secret that Google’s ranking algorithm is made up of over 200 components for signals. They also say, look, in the seo isn’t about getting every tiny thing right. It’s about getting your priorities right, but we’ve put a list of the top together based on industry studies. He’s absolutely right. I could really stop the article right there because that was probably the most important thing. He said if you were to focus on all 200 plus signals that Google is looking for, there’s no way you would have the time to actually do it or the resources to actually do it affectively and so, so it’s important that you pick out what you can highlight and then use those.

Right. And so he picked out the top eight when that he feels are the top eight, which you should be working on 2017. I went through the article pretty thoroughly and I pretty much agree with his eight. He starts off, now he did. He did break down these eight factors into four different categories, right? So we got eight different factors for categories. Those categories are backlinks content, a tick Seo, a Ux you’ve experienced, right? So, so he starts off with backlinks number one, what your link score, not your quality score, and that’s your link profile, your link score. He goes on to say the score is made up by every incoming links, individual quality score, and the number of links to the site. Right? So this is really like an link evaluation. He’s saying that one of the biggest, one of the eight major factors for ranking in Google this year is the importance and the, uh, the how good your own links he is, right?

And so you want to make sure that your lead score is actually scoring pretty well. Oh, how do you do that? He said, is this made up of, um, of every incoming links, quality score, right? The page rank affected by that link that’s coming in. So you want to make sure all the links that you’re building, right, the links that you’re trying to get inbound to your site, well, you want to make sure that they are coming from a reputable place first, right? So that way you kind of start off, right? And then once you do that, then you want to increase the number of links you have and that, oh, the, your score right now, how do you do that? Oh, one of my recommendations is to go after the highly valuable, a low hanging fruit. Right? So, so I tell people all the time, maybe maybe you are in a service business and you provide a certain product or service, a build links from your manufacturers, build links from your partners, build links from your distributors.

Any of these people who have sites with pretty big domain names, you should have a profile on their site, like if you were an AC guy and you sell American Standard Ac. Then on American standards will site. You should be listed as a distributor, as a reseller, as a go to person for this with a complete profile that includes a link to your website that’s a really low hanging, easy to get high quality link, and you rinse and repeat that for whatever industry you’re in, right? If you’re, especially if you’re in retail then and you’re just retail and products, I’d be trying to get links from every manufacturer of whatever product I sold A. Yeah, find your higher quality links, manufacturers and distributors. Number two, two, he says, anchor texts, relevance, or he’s still talking backlinks. He says, anchor texts, relevance, but not too much of it.

He goes on to say anchor text is another part of the backlink concept that matters for rankings. He says, your backlinks anchors tell Google what your page is about and what it should rank for. And so he’s right, but the reason he put in parentheses, but not too much of it was because we know that there was an exact match algorithm penalty for that. So you don’t want a whole bunch of links that all use your target key phrase, right? You really kind of need to find mix. You need to find a mix of, um, target key phrase, maybe literally anchor text that says website, maybe some anchor texts that says click here, maybe some anchor text that says company or, or things like that. Or maybe even host all phrases like, uh, the top position snatchers would be anchor text Nikki to our podcast, right?

And so he says, make sure you have anchor texts, relevance. What I’m adding to that is make sure you have that, you, that you carefully have a variety of different types of anchor texts. Some of the most popular ones again, or would be the domain name would be click here, it would be company, and so get a good mix of those within the content so now you won’t be penalized for having too much of a exact match anchor text. He moves on to the next section which was content and number three, three. I’m a three years a keyword usage. He goes on to say, uh, using keywords or variations in the title tag is still important in 2017. He says, the Meta description can also boost relevance, though it carries this weight. Then it says, keywords in the pages body have the most weight in these right?

Like it’s important that you use these keywords. There are a lot of theories out there that talk about keywords aren’t being important and it’s all about contextual, this and that which is true. Like you do have to have some contextual stuff in there, right? Use the right keywords, topics and synonyms and things like that, but don’t get it twisted. You must have your target key phrase in this content, preferably in the title, in the header. Enter description in the content, he’s absolutely right, and what does that really mean? Optimizer page that sufficiently what you’re saying, once you’ve identified what that phrase is, take the time and actually do the Seo work, the actual on page seo work because it’s apparently one of eight major google ranking signals in 2017. Yep. Number four, look for the lit and we’re talking about the content. The lift of your content.

Yeah. He says as Google puts it, the amount of content. So first off he says clearly there is no ideal amount of content you need to have, which is true. Matter of fact, Google book goes on to put it and says the amount of content necessary for the page to be satisfying depends on the topic and purpose of the page. And so that’s, that’s from Google’s mouth, right? So they’re literally saying, no, it’s not 500 words. No, it’s not 800 words. It’s whatever is a monk necessary to get your message across. Right? And so I think what that really means is it just take your time and write DC content and if it’s 500 words, great. If it’s 1500 words super, but the key is the content is it has value. Now what I will say is I like to give a number. I think that 800 words has been our target between six and 800 words for a page of content and frankly if you me more than 800 words to describe it, then it probably shouldn’t be like a straight page of content is you’d probably be like a blog post or a guide or something else, and so when you consider your kind of main landing page, main target page content, I think that 800 words just works due to presentation really is not.

No really long. It don’t take five or six scrolls to get to the bottom of the page. Right? It’s a better user experience. Now that is with the caveat that we haven’t mentioned in the article because they’re one of us. One of the factors is depending on the industry and at the end of the day it goes back to what we say in our podcast all the time. If you’re providing a good experience for did you Google user exactly. Then Google’s going to look favorably upon you on the industry, so for example, maybe this is healthcare right now you’re talking about diabetes or whatever it is and some new whatever. That’s should be a long article just by the nature of the industry and the subject matter. This would probably be 2000 words. You got some new healthcare article and this 400 words is probably spam. It’s probably do and it probably has no value.

Yeah, Google understands that and so yeah, you want to make sure that the lift is consistent with what you’re talking about. I can dig it. Number five, the comprehensiveness he’s talking about the content. He goes on to say one of rankbrain. Rankbrain was an attitude to Google’s algorithm to help you index sites faster for it to easily understand what are all these sites about and what the content is about. Artificial intelligence. Yeah, exactly. And so basically he says, one of rank brain functions is analyzing the results with good user satisfaction metrics and identifying their common features. Right? And so, so this is literally speaking to the, to the quality of your content that you’re writing. He called a comprehensive comprehensiveness. Dude’s your content. Make sense essentially is what disease are you? Is your content trying to prove that the sky is not blue? That is orange, right?

Then, then it’s not. It’s not comprehensive. It’s your content tilt that everybody that two plus two is really five point four. Then your contents not comprehensive and Google’s rank brain understands that is what he’s saying and so we’re telling you that it’s important that when you write this content that it makes sense. It makes sense for your industry. It makes sense for for the topic you’re talking about. Make sense from a perspective that your users who actually read it comprehend and understand what it is because they, if they can’t write, brand surely won’t and you won’t rank well for it, and so it’s important that the content you do develop, it’s comprehensive well and that it’s appropriate to the subject matter. Right? I mean that’s really what you’re saying does it, does do, do they read the article and then go back to the search result page and find another article because your article was a good one, man.

Check your bounce rate. Yeah, absolutely. Yeah, I was number five, so number six, six, page speed, and I switching categories. Now we’re going to tend to quit Seo. Page speed is number six. He says Google is pages to load in two seconds or less and they’ve officially confirmed that speed is a ranking signal. This is pretty straightforward. Your site most load fast, period. No, the ain’t no reason why there is no valid excuse for slow loading page. There is no, no, no, no reason that Google will give you a pass and say, this page is so, but it’s okay because it’s contents. Awesome. Figure it out and they ain’t going to happen. If your page is slow, no matter how often they’re constantly is, no matter how great your images are, no matter how much greater customer services, no matter how good your product or service is, how great your company page is, slow down your pace just so and it’s not going to write for a disadvantage.

You’re at a disadvantage and so they say two seconds, that’s. That’s probably about right because when you consider on a mobile device, right? When you click a link and I’m on android and so the little boy starts going, yeah, I’m like 1001 needs to be making significant progress. Bar needs to be moving for me not to hit the back button. And so, and that’s just on a mobile device or desktop or probably less patient. And so, um, so the key is making sure you have the right pace. Speed. Now let me say it is obviously the easiest way or the most recommended way to check the page. Speed is to um, check page, speed insights through Google, right? So just keep in mind that if you know what I’m saying, there’s two to right and we’ll talk about the weaknesses of page insights from Google.

And then another one we’re going to do that just keep to just keep in mind that that data is really informational, right? Because a lot of the things, what I’ve seen, we’ve had sites where we’ve built what we’ve like literally compressed all the images, minimize the javascript, minimize the CSS, did all of those things and they load faster and they load fast. And then Google says, hey, this is poor because you didn’t compress images, you didn’t minimize the CSS when we actually did do that. And so my point is, when you check google page speed insights, take with a grain of salt, right? Because at the end of the day is just kind of giving you best practice and then you know you need to execute a tool. We use Pingdom, go to Pingdom and I’ll give you a really good analysis of what’s what, how long each component of your web pages taken top on the header, took the load. How long do you further took the load? How long his image, this video, so you can understand the way you need to go fix it. That’s number six was pe speed number seven, seven mobile friendliness. He says, if your pages are optimized for smartphones, they won’t rate in mobile search at all. Right?

Enough. Said jail. Just going to let that marinate for a second. You know what’s interesting? It makes me think about. We had a client in in California, bear with us for about three years now, two years. And so anyway, when they came on a great surface, a great company, great content on their site, especially now we’ve been rewriting and doing all of this stuff. But when they originally came on, no mobile readiness at all, right? And we rebuilt the site, put it on wordpress, made it responses, made it quick and fast, and they literally saw double the amount of traffic like two weeks after site launch. And it was because now you’re mobile friendly. I remember they couldn’t even believe they didn’t. They were in the monthly results called right. We have a month and results call with all of our clients and they’re like, so are you saying that because we’re now mobile friendly, that’s why our traffic is up.

And I’m saying they did not believe exactly. That’s exactly why your traffic is up. And so it’s that important. And just consider the fact that Google is gradually shifting over to a mobile first index and so you want to make sure that your site is mobile friendly. At the end of the day, out of the, out of the 10 clients that I looked at reports in the last two weeks, I can literally tell you that 60 percent of them had a significant increase in mobile traffic. Yeah, right. Mobile is going to keep growing and they will only continue to keep growing. There are lists and lists people using desktop devices. You have to be mobile friendly, that if there’s no, there’s no excuse. There’s no caviat. There is no alternative. You know what I’m saying? You just have to be mobile friendly. Absolutely. Oh, his last one. Number Eight, eight is the click through rate and he switched his last category about user experience and number eight is the click through rate.

He says a Serp as the search engine results page click through rate. Your ctr is the ratio of the number of times search listing was clicked through the number of times it was displayed to the searchers, right? That’s your. That’s your ctr. And so he’s saying your click through rate is a ranking factor. Yes, it is. Google wants people to click through to your site. If they keep showing you and the number two position and and no one’s clicking on your ad, then you’ll probably be in the number three position and officially number five and eventually number eight and off to page two and beyond because with the dead body, with the dead bodies, because nobody’s clicking on your ad. However, maybe you’re in position three and you’ve been hovering there for awhile, but you get a lot of clicks. People are clicking this, your, your listing. You probably move up to number two and eventually one because people are engaging, they use experiences there. You actually have content that people want to absorb. Wanting to read

what I would add to that, right, so yes, one, you gotta get them to click through, right? So that’s incredibly powerful. But if they land on your page and bounce literally back then you could have an adverse effect, right? Because Google knows, okay, you’re on the search engine result page. You’ve gone somewhere in your, your audience has gone. Some gone to your website and they’ve come back to that search engine result page and clicks something else. Now Google says, well, they didn’t stay there very long. It’s not been good content. I would even argue that’s more important than the initial clifton. Right, so maybe your your Meta descriptions not that good, but when people click through, they stay a long time and they never come back to the search and result page and clicks something else. That’s value.

So what I added to this was adjustable Sissy alluded to adjust your middle, your metatags, but just your description of just those titles because you want to increase clickthroughs. You may have to be a little bit promotional in the title. You may have to include a cta in that description, but whatever you do do that so they can click through and then more importantly, yeah, make sure that there is continuity after they click, if they, whatever you put in that description should be what they see on the page. So when they do click, you don’t run the risk of them bouncing immediately. They’ll actually hang around and absorb the content. So click through rates are definitely one of the eight major google ranking signals. That was number eight. Number seven was a girl’s number seven, number seven was mobile friendliness. Number six was page speed, number five, and comprehensiveness.

Number four was the length of your content. Number three was the key word, usage, or number two was the anchor texts, relevancy, and number one was the next score. Dude, I can dig it up. Oh yeah. He didn’t mention anything about video on here. He didn’t mention anything about social strategy. Um, and so those are some things that I thought would have kind of made a top eight and in reference to Google ranking factors, but the ones that makes sense, but, um, I would’ve liked to see something extra. Also something social, I would think there’s social has had a bigger impact. Social and video. Absolutely. So that could, could have made it 10 easily. He made a tan easily. Yeah. Um, but, but I just want to thank you. Thank you all. You podcast listeners, all those reviews that say love the content. They lead the engagement. It means a lot. That’s what keeps us going. And so, so just from the bottom of my heart. Thank you for your retweets, for your shares, but your likes for your comments. For all of that.

I’m going to add you to one right now. This is from Catherine, and it is. I hope it all works out for everybody. You deserve success, so thank you so much. Absolutely. Absolutely. All right, so you have been listening to the best Seo podcast on itunes. Until that you guys have made us the most popular us, the most popular podcast on Itunes, we’d really appreciate it. Thank you guys for tuning in. We’ll see you again.

 

Get More Customers with a Simple Story – Tampa Online Marketing

Get More Customers with a Simple Story

 

Want better customers? Then tell a better story.

No, not about you. You don’t have to tell everyone about that embarrassing thing in fourth grade at school.

Tell a story about the customer you really want.

This story can be written or a video.

Tell a story about your ideal customers’ journey from problems and pain to a better life and how your service or product helped them get there. This story has to be about THEM.

It’s not a generic story about an “any person with similar problems” “Sally” who had their air conditioner break them and then you fixed and then Sally was happy and then end of story please call us to book an appointment.

No, these won’t work and you will wonder why it didn’t.

Why Generic Stories Suck

Because we love ourselves and we want to be acknowledged. Reading a story or watching a video should cue emotions, trigger memories and give us a “that’s me” tap on the shoulder.

We might not even be able to explain why this resonates with us, but it does. A great story engages.

You have to REALLY know your best customers. You have to know why they really called you specifically and chose to do business with you. You have had to have conversations with them about it after the job you did for them is done and not an emailed survey.

You also have to know what kind of customers you actually want more of, so you can duplicate the message that resonates with them.

 

How Do You Make A Compelling Story?

There are a few elements to a good story and one of them is being specific without being specific. WTF, right?

It’s kind of like a horoscope in that there are general elements that are specific enough that you can have a prospect say, “oh, they are talking to me”…

Pain

Within different groups of people, pain points are usually the same.

Just remember, the pain is what THEY are feeling BEFORE your solution, not how your features will make their lives better, you are not there yet. You need to get their attention. These are not general demographics like; white people making 100,000 a year that live in Miami Beach (that’s just a mail list).

General pain: Feelings of not being heard. Lack of community. Lack of perceived prospects.

Specific pain: Lack of access to credit. Lack of money. Need for better food, clothing, shelter.

The Most Specific Pain: What problem do you solve for people? They are too hot-AC repair. They are having legal problems-Attorney. They need are wet – plumber or roof repair! They want to be perceived as successful-a new expensive watch.

Pain points should be specific enough that they can be on video. What were your customers doing right before they called you (yes, this should be a question you ask them)? What did they do after you solved their pain? This might look like sitting on a bed crying transformed to playing with their kids on the beach at your resort.

My agency asks new clients customers questions to find these pain vignettes. This resonates so much differently with targets than a sheet with benefits on it you push on prospects.

Everyone Needs A Villain

It’s not your fault you don’t have customers lined up at your door.

There, you just relaxed a little didn’t you? When things are outside your control, you can separate yourself from the pain your situation is causing.

Politics (no matter what side you are on) show that if you can create a force that your service or product  can “overcome”, you can help take pain away.

“It’s not your fault, it’s the big banks that want to keep your money”. “It’s not your fault, it’s the corporations that don’t want you to make more money”. And, so on.

People don’t want to hear they are lazy, or reminded they made bad decisions, or don’t eat right. They already know this in their heart and are going to great lengths to protect themselves from feeling pain. They want to save face, then use whatever you offer to fix their pain and let them pretend the history is different.

It’s your job to make your story bring up the pain, make them feel it, but offer them a fast escape.

 

Real World Example

Let’s say you sell education. You want to target workers who graduated high school at least 2 years ago who are working full time and who are single. The people you are looking for are not happy with their life but are not very motivated and could be categorized as “wanters” of better but lacking action taking.

Here’s an example of a story for a school that created the highest enrollment semester in the history of their school.

It’s Tuesday and you just got home from a long day of not being appreciated. You commute hours out of your day just to get to work and back but nobody cares. You eat what you have in the freezer or some carboard box box for dinner, but if you had the choice you would be eating better. Some days are better than others, but you still feel trapped in this life. You sometimes even wonder if you even deserve a better life like you see all over the place, nice cars, better living, not struggling with money…

It’s not your fault! Even with unemployment at it’s lowest rates in decades, companies are still pushing the same lie “you are lucky to have this job”. Corporations are pushing legislators to make it harder to afford to go back to school full time.

What if you could get paid to do something you liked doing? What if there was an easy way to change your life. What if you didn’t have to give up the things you actually do like about your life while you do it? What if you could afford to do it no matter what you make now?

Call xxx-xxx-xxxx right now and start the easy three step process to getting the job you want and having the money that gives you the freedom to do what you want, live where you want, and get the respect you deserve from the world.

Conclusion

Sort of negative? Yes, only to start. Remember, this could be a commercial showing the successful things that a person did after their pain stopped.

Find a story, make it about the customer. Make it about helping your customers stop the pain. Make them happy.

If you want help writing your story, contact us and we can help or answer questions about storytelling, especially with video.