Digital Marketing: Don’t Be Afraid Of Change

online-shopping-blog

I recently got the opportunity to attend an amazing session on digital marketing put on by SearchKings in Salt Lake City at the Podium Headquarters. Just when I think I have the whole digital game figured out, I quickly realize I will never be able to keep up with the changes and it’s a good thing I know people who devote all their time and energy to do so.

In my role at O’Connor Company it is part of my job to help our HVAC dealers receive leads and market their business effectively and efficiently as possible. It is a task I can’t do alone so partnering with trustworthy and knowledgeable resources is crucial.

Not having a digital presence today is not an option. If your business does not show up in online search, you are missing the boat. What is the first thing you do when you want to know more about a business or service? You search for it online. You want to go somewhere new to eat, what do you do? You look at the Google ratings.

Word of mouth referrals are being replaced with online reviews. Phone calls are being replaced by text messaging. Going to brick and mortar locations for goods and services are being replaced by online shopping with same day delivery. You have to be where the customers are.

79 percent of people took a relevant action on their phone prior to making a purchase.

– Think with Google

One challenge I believe business owners face when it comes to digital advertising and online reviews is the fear of change. The most common things I hear when I meet with our HVAC dealers is “Well, I’ve always done it this way.” or “If I am not in the phone book, how will people find me?” That kind of thinking needs to be tossed out the window because staying in that mindset will not put money in the bank account. I totally get the frustration of trying or learning something new. It takes you out of your comfort zone. Think about it like this. Back in the day I am sure people swore they would never purchase a TV because radio was the best way to hear the news and listen to shows. Or how about the computer? I bet offices across the country never thought the typewriter would go away. Better yet the landline telephone. How many people swore they would never get rid of their home phones because the mobile phone is just a “flash in the pan” fade, yet now have one sitting next to them on the couch?

Local Search Behavior Stats:

4 out of 5 consumers use search engine to do a local search.

88% of users search on a smart phone.

– Google/Ipsos MediaCT/Purchased

Great things don’t happen if you stay in your comfort zone. You have to get out of the the little comfortable world you’ve created. And don’t let the fear of the unknown scare you. There are good resources out there to help you learn, understand and grow your business online. I read a great quote the other day. “In order to kick ass you must first lift up your foot,” Jen Sincero. It is not your job to know how online reviews and digital marketing/advertising works. It’s your job to sell or service your widget. However, it is your responsibility to be open minded and allow online and digital companies to partner with you to get more business and grow leads. If you’re serious about growing your business, you will find a way. If you’re not, you will find excuses.

For more search statics and research click here.

Communication – WTH, TBH, IMHO

Effective-Communication-Skills

The classes I loved in college were communication focused. I loved learning about verbal and nonverbal communication. Encoding and decoding. Body language. I was super jazzed to give my demonstration speech in front of my classmates. Public speaking was awesome and I was the first to raise my hand to talk. And don’t even get me started on written communication. So….freaking…..cool!

I dabbled in the radio world for a few years and was sucked into the hype of speaking to listeners across the corner of four states. What a fantastic way to communicate. Someone calls in and I pretend to really care about dedicating a song to their girlfriend who just broke up with them. Then I open the mic, say a little spill. The end. Now that I think about it, radio was an early form of social media. You had tons of followers (listeners) who you would never meet. (With the few exceptions of the crazy, stalker listener who randomly show up at the station to chat.) Eek!

10457922_10203332951458537_249975795934854802_n
My radio days.

I do use my communication skills every day in my career. Working in the advertising world, you have to be able to communicate a message to someone that motivates them to purchase your product. Create a problem someone didn’t know they had then turn around and provided them with a solution to the problem. That’s basically marketing 101. You’re welcome.

Throughout my day I have multiple conversations going on at any given time. From discussing a radio spot for one client to deciding what SEO search terms we want to use for a digital campaign for another, (brag time….I have a great team I work with to help keep me on track. Hugs DeeAnna and BCC folks.) I have to be able to focus and shift directions at a moments notice and be able to communicate effectively.

text-messaging-top-20-185x215

Total side note: Where in the world did proper phone etiquette go? It is like no one understands how to communicate over the phone, it’s all emails and text messages. And resumes? I can’t believe people actually write like they text on a job application. I think the technical term is SMS shorthand.  Srsly? OMG! SMH. IMHO. IDK? IKR? LOL! BRB.  Who does that? If my professor, Les Anderson, were still here he would be going crazy. And just so you know, those are the type of applications I send right to the trash. If you can’t take the extra three minutes to write out complete words and sentences, I don’t want to work with you. (It is totally cool if you have to Google the text abbreviations to know what they mean. I had too.)

Ok back to the topic.  How we communicate with one another has changed but communication is still one of the most valuable assets we have. Think about not being able to order your favorite meal in the drive-thru? Or telling your doctor you have a throbbing pain in your foot. Or sweet talk your way out of a speeding ticket? Not being able to communicate would suck!

Whelp, that is really all I have for now. I have to feed my son. Apparently, he is going to starve to death if I don’t heat up his pizza within the next five minutes.  WTH? LOL.

Love, peace and hair grease ~ Deeds.

Communication – WTH, TBH, IMHO

Effective-Communication-Skills

The classes I loved in college were communication focused. I loved learning about verbal and nonverbal communication. Encoding and decoding. Body language. I was super jazzed to give my demonstration speech in front of my classmates. Public speaking was awesome and I was the first to raise my hand to talk. And don’t even get me started on written communication. So….freaking…..cool!

I dabbled in the radio world for a few years and was sucked into the hype of speaking to listeners across the corner of four states. What a fantastic way to communicate. Someone calls in and I pretend to really care about dedicating a song to their girlfriend who just broke up with them. Then I open the mic, say a little spill. The end. Now that I think about it, radio was an early form of social media. You had tons of followers (listeners) who you would never meet. (With the few exceptions of the crazy, stalker listener who randomly show up at the station to chat.) Eek!

10457922_10203332951458537_249975795934854802_n
My radio days.

I do use my communication skills every day in my career. Working in the advertising world, you have to be able to communicate a message to someone that motivates them to purchase your product. Create a problem someone didn’t know they had then turn around and provided them with a solution to the problem. That’s basically marketing 101. You’re welcome.

Throughout my day I have multiple conversations going on at any given time. From discussing a radio spot for one client to deciding what SEO search terms we want to use for a digital campaign for another, (brag time….I have a great team I work with to help keep me on track. Hugs DeeAnna and BCC folks.) I have to be able to focus and shift directions at a moments notice and be able to communicate effectively.

text-messaging-top-20-185x215

Total side note: Where in the world did proper phone etiquette go? It is like no one understands how to communicate over the phone, it’s all emails and text messages. And resumes? I can’t believe people actually write like they text on a job application. I think the technical term is SMS shorthand.  Srsly? OMG! SMH. IMHO. IDK? IKR? LOL! BRB.  Who does that? If my professor, Les Anderson, were still here he would be going crazy. And just so you know, those are the type of applications I send right to the trash. If you can’t take the extra three minutes to write out complete words and sentences, I don’t want to work with you. (It is totally cool if you have to Google the text abbreviations to know what they mean. I had too.)

Ok back to the topic.  How we communicate with one another has changed but communication is still one of the most valuable assets we have. Think about not being able to order your favorite meal in the drive-thru? Or telling your doctor you have a throbbing pain in your foot. Or sweet talk your way out of a speeding ticket? Not being able to communicate would suck!

Whelp, that is really all I have for now. I have to feed my son. Apparently, he is going to starve to death if I don’t heat up his pizza within the next five minutes.  WTH? LOL.

Love, peace and hair grease ~ Deeds.