If You’re Not Already Blogging, Now Would Be an Excellent Time to Start.

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Many people fail to realize just how important blogs are to a successful business because they still think about what blogs used to be. In the early days of the internet, many blogs were essentially “live journals.” If you wanted to read about what a trendy high school girl was having for lunch with her friends, she probably had a Blogspot blog that would let you do just that.

But today, blogging has become much more powerful and is one of the best ways to connect with your target audience.

The Power of Blogging: Breaking It Down

It’s been said that an incredible 79% of shoppers spend half of their shopping time researching products on the internet. While it’s true that product pages, technical specifications sheets, and other resources are important, users are also gravitating towards something much more human and valuable – blogs.

Think about the things that the right blog allows you to accomplish. First, it lets you dive deeper into certain topics, products, and services more than you ever could on a traditional product page.

Blogging is also a great way to position yourself as a thought leader in your industry, regardless of what that industry happens to be. It’s a chance for you to show that you really can walk the walk in addition to talking the talk, which ultimately helps build brand loyalty over the long-term.

Blogging, in general, also has a number of clear advantages over other forms of communication when it comes to engaging with your audience, as illustrated by these stats:

An Easy Way to Expand Your Reach

Remember, your blog is not a silo. The content that begins on your blog will ultimately make its way across social media as your users begin to share it, thus bringing more people back to your website over time.

Blogging can also help tremendously with SEO and search engine visibility. One of the factors that Google’s algorithm looks for when determining rankings comes down to how often a website is updated. If you publish one high-quality piece of content to your site every day, guess what? That counts.

Nobody is saying that blogging is the ONLY technique you should be using to connect with your audience. In truth, your long-term success will come down to you employing as many techniques as you can in order to further your quest of reaching the right people at the right point in their purchasing journey.

 

 


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Your Company’s Waste Makes This Man Rich.

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Matt Malone would probably be considered an odd fellow and maybe even mentally ill by those seeing him on the street. However, for those who know Malone personally, they might think that he’s a genius. Malone is, in modern terms, known as a dumpster diver. That involves essentially going into large dumpster bins and rummaging around to see what people have thrown away.

Malone was first introduced to the practice by accident when working in a company that got rid of far too much valuable, working equipment. What he realized at first was that the items were still usable, valuable, and most importantly, functional. However, when he took them home and started making inventions with the items, he realized something more – people wanted what he was finding and were willing to pay real cash for the items.

Diamonds in the Rough

Today, Malone is at an expert level, finding gems in the rough and converting them into sales of hundreds and even thousands of dollars. In fact, he makes more in dumpster-related sales than he does in his regular job.

However, this article is not about Malone’s success. It’s about the fact that Malone’s earnings are possible because businesses regularly throw away thousands of dollars of perfectly fine commodities and equipment simply because it’s not needed, no longer perfect, or no one knows what to do with it in the office. As a result, companies small and large are bleeding expenses daily without seeing the full benefit from what was bought. And that makes Malone a rich man.

Whether it’s security cameras, unused ink toner, or usable furniture, companies move out perfectly viable goods and products to their collective dumpsters every day. And this obvious waste and loss of company money is because there is no incentive within most companies to try to make things stretch further. Don’t need that toner anymore? No problem, buy a new one and throw the old one in the box in the hallway. The janitor will take care of it regardless of the fact we spent $300 to buy it on the last office supply order.

Reuse, Resell, Recycle

People regularly make fun of the TSA and government airport security, but the security agency has one step up on some of the smartest companies. Instead of adding more trash to landfills with all the nail clippers, pocket knives and nail files they confiscate from travelers at the security gates, they bundle them into large bins and sell them on eBay, recouping actual cash from free confiscations. How many companies actively recoup funds by reselling what they don’t need? Not enough, which is why Malone and dumpster divers like him are becoming rich people.

Many parts of the world look at the U.S. and see it as synonymous with waste and laziness. But it doesn’t have to be this way. A simple bit of attention on equipment and inventory can change behavior dramatically in every office and program.

General Motors got smart and now saves a $1 billion a year. By simply making it clear not to waste and to proactively consolidate extra material for reuse or resale, companies can add a small, but valuable additional revenue stream to their bottom line. That may be bad news for Mr. Malone, but he’s likely not too worried. So many businesses are throwing away so much product daily, he’s unlikely to run out of free trash discoveries and supply for a long time.


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3 Signs to Help You Identify if Your Market is Changing.

 

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So much of your marketing success depends on your ability to get the right message in front of the right people at exactly the right time. To accomplish this, you need to know your audience – and the market that they inhabit – as intimately as possible.

But what happens if one day, suddenly and without warning, that market begins to change? Worse yet, what happens if this trend started while you weren’t necessarily paying as much attention as you should have been? The answer is both unfortunate and straightforward: you’ll be stuck playing “catch up.”

This is a situation that you do NOT want to find yourself in. Here are a few key signs that indicate a market change may be taking place.

Product Innovation Is No Longer a Key Value Driver

You’ve worked hard to build a robust and stable business and nobody offers what you do in quite the same way. You’ve had a tremendous amount of success relying on this type of innovation up to this point as a result. However, if things start to shift in the opposite direction, you may be looking at a market change that you’ll want to adapt to as fast as you can.

Simply put, product innovation – that is, the quality of what you do and how you do it – should always be the key value driver for your business. If you start to have to fall back on things like your prices, the reputation of your brand, or simply your ability to “out market” your competition, it’s likely that your audience is reaching a maturity level that will represent a challenge in the future.

Look to Your Competitors

Competitors are not always a hurdle to be overcome. Oftentimes, they can be the “canary in the coal mine,” so to speak, especially in a situation like this one. Take a look at some of the leaders in your industry, especially competitors that are larger than you are. What are they doing? Are they growing or retracting? Are they doing something that nobody else is doing because they can see something coming down the road that nobody else does? Keeping an eye on the health of your larger competitors can be a great way to stay ahead of the larger market trends that may be right around the corner.

Listen to Your Customers

Ultimately, the most important thing you can do to identify signs that your market may be changing requires you to see your marketing strategy as a two-way street. You’re not just communicating with your audience; your audience is also communicating with you. If you’re having a hard time getting solid insight into the direction of your industry and market alone, cut out the middleman and go right to the source: ask your audience what they see as their future needs in the areas you’ve dedicated yourself to serving.

Send out surveys or questionnaires asking for raw, honest insights into the questions you’re asking yourself today. Take a current client or customer out for dinner and ask them what they see for the next five or even ten years in your industry. Never forget that without these people, your business wouldn’t exist – so it’s in your own best interest to listen to them as often as possible.

 


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Maintaining a Work/Life Balance: Why Perspective Is Key.

 

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Work/life balance? No problem, right? But then those daily tasks start to add up and your nights start getting longer. You start going in on the occasional Saturday, then the “frequent” Saturday. Pretty soon you’re so bogged down with your “to-do” list that you can’t even think about taking that vacation with your family.

Maintaining a proper work/life balance is a challenge, sure – but it’s also a lot easier than you might think.

Enjoying Life is a Task, Too

When the pendulum that is your work/life balance begins to swing decidedly in the direction of “work, work, work,” you start to encounter a few key problems almost immediately. You’re trying to do too much at the same time, and the quality of work tends to suffer. You’re also getting burned out, which leads to less getting done because you lack the motivation to push on when you need it the most.

This is a large part of the reason why experts agree that you should look at downtime for what it is: a mission-critical task that you need to preserve your productivity throughout the week.

As you begin to build your schedule each week, make sure to add leisure activities at strategic points when you’ll need them. Don’t be afraid to add “go to the movies” to your calendar for Thursday, or pencil in that lunch with your old college friend on Monday afternoon.

If You Want to Move Up, Plan Some Down Time

Human beings NEED downtime to stay efficient. It’s a way to periodically re-charge our batteries. It’s the reason why people say you shouldn’t cram all your studying into the night before a big test in college and should instead break your coursework down into smaller, more manageable chunks in the weeks proceeding that moment. The former is an absolute recipe for disaster, and the latter supports the way your brain operates.

If you add in leisure items to your list of things to do, you’ll enjoy the added benefit of being able to check them off said list throughout the week. When you do this, it releases endorphins into your brain – meaning that you get a boost of satisfaction from having accomplished something, anything, and you get to take a mental breather at the same time.

None of this is difficult advice to follow – all it requires is some perspective about the things that matter most in life. Yes, work is important, but actually living your life is important, too.

 


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Ways to Protect Your Brand in the Real-Time Information Age.

 

Brand concept. Fresh and green grass on wood background.A brand is more than just a company logo, and it’s bigger than any one particular product or service. Instead, it’s the feeling that people get when they think about your company. It’s what goes into the instinct they have regarding whether or not to make a purchase.

A brand is also massively important in terms of how successful your marketing efforts will be in the long-term. The impression someone has of your brand is something that occurs almost immediately.  48% of consumers say that they are more likely to become loyal to a brand if their first experience is a positive one, regardless of whether or not that experience actually took the form of a purchase.

That means your brand must be protected at all costs, particularly in the real-time information age that we’re now living in. People are being marketed to from nearly every angle. If you don’t work hard to strengthen and hone your brand, you run the risk of being lost in the shuffle. Hope is not lost, however, as there are a few key things you can do to protect your brand as much as you can.

Consistency is Key

One of the most important things you can do to protect your brand is focus on something that real-time information doesn’t provide: consistency. According to one study, 90% of consumers expect that their experience with a brand will be similar across all channels – whether you’re talking about print, in-person interactions, or digital content.

Don’t Wait For Your Audience to Come to You

Another study estimates that, on average, you really need about five to seven positive brand impressions with a consumer before they start to remember your brand in a similar light. This is good, but you need to remember that in a real-time information age, you don’t necessarily have the time to wait for a consumer to initiate those impressions.

Also, consider the fact that brands that are consistently presented are three to four times more likely to experience brand visibility. YOU must be reaching out to your audience by way of consistent, enjoyable and helpful experiences whenever and wherever you can. Increase the frequency of the print marketing collateral that you’re putting out there and focus on being helpful, educational, and informative.

The Unmistakable Benefits

Give people as many opportunities to experience your brand as you possibly can and your entire identity will benefit as a result. If brand visibility is something of a numbers game, you need to play those numbers as well as you possibly can. Don’t wait for someone else to hopefully do it for you.

Successful branding brings with it a wide range of different benefits, from increased customer loyalty to an improved image, to a relatable identity and beyond. But in an age where information is everywhere, your brand is something that you also need to work hard to proactively protect. If you don’t, you run the risk of watching those important relationships with your audience begin to deteriorate.

 


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What Google’s Mistakes Can Teach Us About Leadership.

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One of the things that Google is famous for is data-based decision making. When they want to find the most effective way to do something, they look at the numbers and work from there. However, even a company as married to analytics as Google is vulnerable to lapses and oversights. Recently, their data showed that their process for hiring and promoting the best managers for the job was all wrong.

When you look at where Google made their mistake and what they did to correct it, you could save your company some money and heartache and also create a more effective workplace.

Google’s Error and Assumption

Besides a dedication to data, Google’s other key characteristic is a high regard for technical expertise. Tech savviness was so prized that, historically, it was one of the top factors in whether someone would get promoted to management.

When Google set out to learn whether their hiring and promoting strategy was working, they discovered something interesting: the best managers were not necessarily the ones who were technical experts at all.

After gathering and analyzing data from 10,000 manager observations, they learned that the quality they valued most had almost no bearing on whether someone was a good manager. Instead, soft skills were what made all the difference.

What the Data Says Makes a Good Manager

Google used their large pool of data to identify eight qualities and habits that make great managers. While technical skill was on the list, it was the least important of all the qualities on it. In order of importance, the qualities that make great managers include:

  • Good coaching.
  • Empowering your team to work without micromanaging. A good manager hires good people, then gets out of their way.
  • Interest in employees’ well-being and success. People are more motivated and show greater job satisfaction when they know that the people they work under care about them.
  • A results-oriented and productive outlook.
  • Excellent communication skills, especially good listening.
  • An interest in employees’ career development. Good managers understand that we all do better when we all do better.
  • A clear vision and strategy.
  • Key technical skills. These aren’t important because your manager will be doing hands-on work, by the way. They are important because it allows the manager to advise the team that they’ve assembled for the job.

In addition to the revelations above, Google discovered a lot about the types of managers who make employees happy. The most important quality is a calm demeanor and an even keel. In a high-stress environment, someone who keeps things steady is key. They also discovered that the best leaders puzzled through problems with employees instead of just telling them what to do.

By looking at the real data about good managers, Google was able to improve their hiring practices, improve worker satisfaction, and increase productivity.

The biggest takeaway? Always challenge your assumptions. You may learn that what you thought was effective may be harming your company more than it helps. By taking an honest look at your analytics, you can seize startling revelations. Use them to make your company a better place and to rise above the competition.

 


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You Don’t Demand Employee Trust. You Earn It.

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Corporate culture is pretty much the key to everything in the world of business. According to a series of studies reported on by Forbes, nearly 90% of people who responded said that company culture was incredibly important for their firms. In fact, 92% said that they firmly believed that improving corporate culture would enhance the value of their business, while more than half of respondents said that corporate culture influences everything from productivity to creativity to profitability, value, growth and beyond.

At the same time, only 15% said that their company’s culture was where it needed to be.

It Begins at the Top

At first glance, these numbers may appear to be somewhat at odds with one another – but they really aren’t. Corporate culture begins at the top and, if anything, that 15% statistic can be attributed to one essential little word: trust. Leaders set the tone that affects the entire organization, and if employees don’t trust their leaders, they ultimately don’t trust the direction of the business that they’re devoting so much of their lives to.

Make no mistake: trust is not something that you can demand from your employees. It’s something that you have to earn – all day, every day. It’s also something that requires you to keep a few key things in mind.

Trust is a Privilege, Not a Right

Yes, you worked incredibly hard to become the leader that you are today. You put in long hours. You worked weekends. You devoted the majority of your life to your career and a constant push to achieve bigger and better things for yourself. Now you’re in charge of the proverbial ship, and everyone should just trust that you know what you’re doing by default, right?

There’s an old rule of storytelling that says that whenever possible, “show, don’t tell.” That essentially means that instead of having a character talk about some important development in the plot, SHOW the development instead by having them do something active. It’s why in “Star Wars,” instead of just having people stand around and talk about how bad the Death Star is, we see it blow up a planet to convey the same information in a much more active way.

This is the same mentality you need to adopt if you want to start earning the trust of your employees. If you make a mistake, don’t shift the blame – accept responsibility. Don’t ask any employee to do anything that you would be unwilling to do yourself. If you want people to come in on the weekend, you should also come in on the weekend. If you need your team to work long hours, guess what – you need to work them, too.

Show You Care

Every day, look for new opportunities to show your employees that you not only value what they do but that you’re all in this together. Remember that their productivity, hard work, and excellent performance needs to benefit more than just you and your career – it needs to positively impact them, too. They’re not going to follow you into battle because you tell them to. They have to want to do so.

The only way you can get to that point is if they trust you, and the only way you can get to THAT point is if you’re someone worth trusting. This simple distinction is often what separates a good leader from a great one.


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Send Me All the Shoes You’ve Got!

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A growing shoe company sought to stretch their global influence, sending their first salesman to Asia to set up shop. After several days, he sent this dire message: “Bring me back immediately, you’ve made a terrible mistake. People in this village never wear shoes.” Months later, an enthusiastic associate asked for the opportunity to lead an international sales effort, offering to move anywhere. He packed his things and moved to the Asian outpost. After no immediate feedback, the boss began to wonder if they’d made another costly mistake. Soon, an overseas message rang through with joy: “Send me all the shoes you’ve got. I’ve never seen so many prospects!”

They say delayed hope can make the heart sick, but a dream fulfilled is a tree of life. Wouldn’t you like to experience more of the latter? New dreams can enliven enthusiasm and bring fresh joy for the days to come. But often the drudgery of life keeps our backs bent and our steps heavy. We are slaves to the checklist, struggling to lift our eyes above the tyranny of the urgent to see strategic breaks that might be right before us. Do you notice opportunities that others don’t? Do you have a vision for something that is bigger than the status quo? Would you like to?

Opportunity Isn’t Knocking; It’s Passing

Often opportunity isn’t knocking; it is passing. Many days opportunity doesn’t come looking for us; instead, we need to aggressively seek new ideas and perspectives, banging on the door until we finally crash through. Creativity may come in bursts, but often it is something that happens through our ironclad commitment to grow and evolve. How can you grow in resourcefulness or notice opportunities you are currently overlooking?

Team perspective can motivate enormous momentum. Surround yourself with good people, especially those with gifts and experience different than yours. What may seem daunting to you may be an exhilarating challenge for others! If you work alone, consider contracting a consultant to grow your skill set. Or network with a private coach for problem-solving, brainstorming, and peer advising. Often when you are pigeon-holed in one industry, it is harder to see broad-level solutions.

Extreme Differentiation Turns Obstacles into Opportunity

In stretching perspective, don’t just think outside the box, think contrary to the box itself. This strategy, called extreme differentiation, helps you uncover opportunities hiding in plain sight as you note the current gaps in your industry and brainstorm options that are dramatically different than your competitors.  Extreme differentiation pushes you to address problems that your competitors aren’t even considering.

Commit yourself to being someone who tries to see potential in every person and every situation. When it seems you have reached a dead end, take a hope-filled breath and view it as an opportunity to build something better. Richard Branson, the founder of the Virgin Group, gave this example:

Thomas Edison knew a thing or two about turning an obstacle into an opportunity. When he was in his late sixties, his huge West Orange New Jersey laboratory burnt to the ground. Rather than cursing his luck and panicking, he gathered family and friends to marvel at the fire and immediately began planning for the future. Edison started plans for a much-improved lab, seeing the potential for improvement the disaster had presented. He said: “You can always make capital out of disaster. We’ve just cleared out a bunch of old rubbish! We’ll build bigger and better on these ruins.”

Find the good in whatever situation you’re presented with and you’ll be on your way to finding those hidden opportunities.

 

 


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From Survival to Full Bloom

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Eliza Blank was tired of the gloomy atmosphere in her cramped New York apartment. Eliza began dabbling with houseplants, and her passion quickly bloomed into a budding small business. In 2012, Blank launched “The Sill” to bring color and hope to stale Manhattan apartments, equipping new “parents” by transforming certified plant killers into botanical aficionados. The Sill works to match the right plant to the right space, offering hands-on coaching that helps “aspiring green thumbs (and potential customers) feel at ease.”

The Sill operates both on and offline, recently opening its second brick-and-mortar shop in New York’s Upper West Side. Last year, sales topped $2 million, and a website redesign doubled online traffic and newsletter subscriptions. But the Sill had a few obstacles along the way. In the first year, the company’s co-founder bailed as Blank hustled to handle marketing, orders, and deliveries. “It was me, a desk, and a computer – I was writing the product descriptions, potting the plants, delivering the plants, and doing everything myself . . . I (sometimes) joke that I’m the CEO, but also the janitor,” Blank says. “I’m still straddling those two roles.”

While Blank credits several factors to her success, education as a service was a key component. Since prospects were often daunted by caring for a living product, the company organized sales around blogging, coaching, and newsletters. “Not everyone who comes to the website is there to shop. We believe it serves us to serve prospective customers through helpful content,” Blank says. As clients gained confidence, sales exploded. Even if blog readers don’t come to buy, Blank believes valuable content is a catalyst, because “we are then top of mind when the time comes to purchase – and the trust is already there.”

Blogging That Brings Business to Life

Perhaps you’ve toyed with the idea of business blogging yourself, but you’ve been hesitant to try. With so much to do, why bother with something that doesn’t yield immediate, obvious benefits? Content and social media can be a cost-effective way to not only complement your print marketing but also to promote your company, grow revenue, and enhance your reputation as a trustworthy resource. Check out these tips from blog coach Gary Dek to make your business blogging easier:

  1. Research competitors’ blogs to learn what works or to strengthen your own unique voice.
  2. Identify your target demographic and blog specifically to this audience.
  3. Publish in-depth resources that answer questions, offer step-by-step guides, and solve specific problems.
  4. Promote your content through social media, direct mail, e-mail, or asking core customers to re-post.
  5. Involve everyone on your team to contribute topic ideas, design concepts, or content submissions of their own. Work to humanize the company in a way that’s enjoyable and fun!
  6. Consider using guest bloggers to put your content in front of new audiences and give you greater influence and credibility.

Drive People Online with Direct Mail Marketing

Want to drive people online to your growing content? One of the best tools to increase website traffic is direct mail. A 2015 Direct Marketing Association study revealed that 78% of people react to direct mail immediately, with 44% visiting the brand’s website and 34% searching online for additional product information. Recent research shows that very active smartphone users are reading more print materials than any other target demographic!

As you grow your online AND offline presence, we’re here to help! As your local printing connection, we’re more than just a contracted vendor; we’re an invested partner, committed to efficiency, precise brand matching, and to the customer care you deserve. Stop in and see us today!

 


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Post-Show Followup Techniques You Will Want to “Borrow”

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Trade shows are one of the most exhausting, yet exhilarating, ways to spend your marketing dollars. You not only get to meet with your customers face-to-face, but you can also see what your competitors are up to, get great ideas for the future, and generally feed off the energy on the show floor. However, if you’re not using the time after you return to the office effectively, you may be wasting much of the goodwill that you created at the show. Here are some great tips and techniques from marketers that will help you knock your post-show communication out of the park.

Capture Contacts Logically

Before you even start to pull together samples and brochures for your event, you need to determine the best way to capture contacts for later follow-up. This could be anything from a name badge scanner provided by the event coordinators to the low-tech solution of a giveaway fishbowl where contacts drop in their business cards. Simply gathering the information isn’t enough, you need a solid plan in place of how you’re going to get these new names and their requests into an actionable marketing database.

Create a Specific CTA

Your call to action is just that: a way to encourage your audience to take a specific action that leads to your desired result. Starting with the end in mind allows you to craft a campaign where each step builds towards the logical conclusion — your customer placing an order or asking for a demo. The first step may be a quick email, while the next step could include mailing a sample with a custom printed letter. A final step of a phone call or postcard a few weeks after the show proves to your audience that you’re committed to meeting (and exceeding!) their expectations.

Sort and Assign Leads

If you’re using an automated solution for capturing leads, you may wish to begin immediately by sending an email as soon as you return from the show. If this isn’t possible due to volume, go through your lists and segment your leads into hot, warm, and cold. If you’re able to immediately assign the hot leads to a team member to call and can convert them to customers, great! Most people spend a day or two regrouping after a show, so timing is everything. Call too soon, and you’re likely to get a voicemail recording which is generally a dead end. Call too long after the show, and people have forgotten all about you. This is one of the reasons that a branded, high-quality print piece is a fantastic followup. If you start your print project quickly, your materials can be there soon after your prospects are back in the office.

Nurture Your Prospects

Create a formal and ongoing communication strategy that allows you to continue the conversation with your various audiences. Some people may be very interested in your products or services, but perhaps they don’t have the budget to start a project immediately. Others may be lukewarm in their interest levels, but you can see how you’re adding value to their organization. What’s important is that you tailor your messaging to your audience to convert as many as possible into customers.

Now that you know the basics of trade show and event follow-up, you’re ready to hit the road. You will see the true benefits of growing your audience and communicating effectively with all the new customers and sales coming your way!

 


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