Address goofs or inconsistencies can cost you with the Search Engines

Name, address and phone number. These three pieces of information should be consistent in ALL places. Every time your business is listed on the web, it should come up absolutely consistent, as Google or any other search engines look for “clusters” of information.

Here’s a good example: (512) 658-0094 is NOT the same as 512-658-0094.  Street is not the same as St. And Trail is not the same as Trl.

Get the idea!

Make it a project to take a quick look-see at yours. Simple thing, big importance.

Good quality content always wins...

The winning difference is always the business that educates its customer. Ask questions and find out what they need and want. It is truly all about them and how you can solve their situation or problem.

There are many ways to differentiate yourself from your competitor, but the foremost thing that will make you stand out is build yourself as an authority in what you do.  That is done with quality content.

If you concentrate on delivering value when people arrive on your website (which they all do these days before they buy), then provide them with educational, tutorial-style content. The benefits are exponential. It attracts links, it brings traffic, it builds trust, and it improves your ranking in the search engines – all the while decreasing sales resistance.

Purely and simply, educate with simple, basic content, so that people clearly know what they need to know to do business with you.

Think of it this way: If your perfect customer calls you on the phone with money in hand with a problem or situation, and you have the solution…

What would you say?

Build trust by educating your customer of the benefits of doing business with you.

Positive Reviews in a Google Search is EVERYTHING

Though you may not relish it, Google is “the” main search engine on the Internet. And nowadays, most business is preceded by a Google search first and foremost, if nothing more than to check credibility and read reviews to see what customers think of you.

“To rank well, build a site so fantastic that it makes you an authority in your niche” ~ Matt Cutts, Head of Google Web Spam Team

“It’s quite complicated and sounds circular, but we’ve worked out a way of calculating a website’s importance.” ~ Larry Page, Co-Founder, Google

By nature, people want to follow important, credible people more than others. Google ranks important pages and sites higher than others.

How that translates for you?  The essence is this :   If people think you’re important, so will Google.

The next obvious question would be, how do you get people to think you are important, when they use search engines to find things online in the first place? How are you important if you’re invisible in the search engines to start with?

Now wondering… well, how does Google know people think you are important?

One way is other people linking to you because Google follows links to index and rank web pages. This way requires alittle more work and time to accomplish.

The easiest is you need a content-rich website that demonstrates that you are an authority in what you do.

Your content actually demonstrates your expertise, rather than a website or bio page that claims expertise. This levels the playing field and allows anyone to come along and build authority and importance that outpaces even recognized and credentialed experts in your field or niche.

How is this all possible?

Well, it is due to one essential truth about how people and Google perceive importance:

What other people say about you is more important than what you say about yourself.

Importance is all about perception. Perceived importance can outrank actual importance, because both the general rank and file populace and the most powerful search engine on the planet look to what others ‘say’ to be the most relevant expertise for any given topic, rather than some other method that might give a different result.

Want a great example of how this works?  

It is an amazing strategy that works like magic. Click Mr Smith and Susie to read. 

Make YOU important... and Google will too

Tell your customers 'Thank You' every chance you get.

Every business loses customers, either they get upset, they move away, they outgrow the need for your service – they simply disappear.

You may not be able to prevent any of this from occurring, but there is a preventable reason customers drift away, one that is very easy to correct.

According to a well-publicized survey, one of the biggest reasons that customers stop frequenting a business is that they don’t believe the business cares about them one way or the other.

That basically translates to, they leave because we haven’t said ‘thank you.”

Letting your customers know you appreciate them and care about them is free, so easy and surprisingly rare.

Maybe it’s because we think customers must just know how much we appreciate their business. That they must know we value them as our lifeblood, the key ingredient that allows us the freedom and enjoyment of a successful business.

But they will not know, unless we tell them.

It isn’t complicated or difficult. Take a few minutes right now and schedule some ‘thank you’ time in your marketing communication.

• Send an email message with a ‘thank you’.
• Send them a special promotion for their next visit.
• Use your favorite social media platform (Facebook, LinkedIn etc) to express your appreciation.

And think of ways you can recognize your most loyal customers, those that come back over and over and send you referrals. Make it a habit to show meaningful gestures to say ‘thank you’, I appreciate your business very much.

Find ways to add extra value, to over deliver. Give far more than would ever be expected.

If you’re looking for a fast, free way to make your business stand out – one you can execute today – try a little “Thank You.” You’ll be amazed at how well it works.

Happy customers promoting you.. How cool is that?

Two of our golf team beside the hole we sponsored

Two Old Pros were sponsors in the recent Crime Victims Charity 7^th Annual Golf Tournament held at Falconhead Golf Club of Lakeway in Austin Texas on September 4, 2011.

Kay Proctor with the Sponsor Plaque

Not only was it a great honor for TOPS to be one of the many sponsors that support Travis County Crime Victims Charity, but we were especially honored with this sponsorship as a gift from one of our marketing clients, Rick Hollar of Liberty Oak Farms.  

Lawrence Silva, one of the founders of the Crime Victims Charity Golf Tournament, was the recipient himself several years of a prosthetic leg after an injury took his leg.

Kay with Lawrence Silva, Founder of Crime Vicitms Charity

Paying it forward for 7 years, he has the most generous, beautiful spirit and it clearly shows as he gives it all his has to make this a special event. His team put on a spectacular event. Wonderful food, wonderful prizes and awards. Two Old Pros were honored to participate.

If you would love to participate and help this charity, please feel free to contact Lawrence Silva at 512-845-8360.

Crime Victims Charity

                                                                          ~

For many businesses, especially professional services, networking is an essential part of a marketing program.   We would like to offer some suggestions here to best utilize networking to enhance your marketing.  

Some networking takes place at events organized for that purpose; perhaps a luncheon or after work gathering setup with the intention that those attending will meet new contacts and look for how they can assist or support one another.  They are generally open to pretty much anyone who wants to attend or has been invited by someone in the network.  When attending this type of event, have a strategy before you arrive.   

Here are some possible strategies for open networking events:  

• Understand that others are there because networking is important to expanding their business.  They are hoping that you might be a prospect or alliance or referral source for them.   Be open and gracious and genuinely interested in how you can assist or support them. 
• Are there specific types of businesses or industries you want as either clients or alliances?  A hairdresser might want to meet anyone in the fashion or beauty business.  A financial advisor might want to meet CPA’s.  An employment service might want contacts who own businesses with 20 or more employees.  Locate these key contacts, get a business card and ask if you may call to schedule a time to get better acquainted.
• Do you have a product or service that “everyone” needs like office supplies, natural home cleaning products, a restaurant, massages?   The strategy here might be just to make friendly introductions to as many people as possible, gather lots of business cards, then add the names to a mailing list, Facebook, etc. so they begin seeing promotion for your product or service. 
• Best to avoid “selling” at the event.  Too many qualifying questions aimed at someone whose primary interest is to promote their business could cause them to back away rather than increase their interest.  

The other major version of networking is through groups and associations that meet on a regular basis for that specific purpose.  Here there is more of an opportunity to develop real relationships with a variety of contacts; some you will become a client of, some will become clients of yours.   Of course, all of the strategies for open networks apply.  Here are some additional suggestions:  

• Select one or at the most two of this type of networking group to join.  If you are a serial networker, going from meeting to meeting, you won’t have time for the other suggestions.
• Groups have different tones.  Some are more social, some are more conservative.  Find one where you feel really comfortable and that your natural personality will fit in.  It may take visiting several before you find the right one for you.
• Really get to know the other members.  Start with the officers and committee leaders as they have probably been around the longest and will give you the truest picture of the group.  Set a goal, maybe one per week, and schedule a breakfast, lunch, coffee meeting.  Go to their place of business if that is appropriate.  Thoroughly look over their website, Facebook entry, etc.  This is where you find out how you can mutually assist and support one another.
• Get involved.  Can’t stress this one enough.  By contributing to the group you are also contributing to all the members.  Some people want to stick with their strengths (the marketing consultant producing the newsletter) but this can also be an opportunity for you to get out of your usual routine.  If you spend most of the day writing on your computer, volunteer for a position where you will be calling and making personal contact.
• Participate in all of the activities.  Many such groups have civic or community projects, participate in that.  Attend the meetings plus any happy hour, workshop or other events sponsored by the group. 
• The bottom line here is that the more you put into the organization, the more you will get out of it.  Take some responsibility for its success and the success of its individual members and that will come flowing back to you.  This takes time.  You should commit no less than 6 months of very active participations before you decide that a group is not valuable to you. 

Handled with a little more finesse are groups and associations with some other purpose where networking can occur.  These would include charities, community service projects, and even churches.  Certainly, “informal communication with others for mutual assistance or support” can take place within these groups.  But since that is not their primary purpose the guidelines for networking change a little.  

• Your primary reason for participating with these groups needs to be strictly the purpose of the group.  If you are a Red Cross volunteer, make sure it is because you want to help people in the time of disaster.  If you join Habitat for Humanity, make sure you want to help people own a home.  If you join the ABC Church, it should be for the religious and spiritual purpose.  You may have observed someone in a group with another agenda.  Those people usual are pretty transparent and quickly become unpopular.   It is okay to join such groups (maybe not church) as part of a marketing plan, just double check your personal motivation and make certain you are passionate about the purpose.
• First priority here is to roll up your sleeves and pitch in and help.  Your enthusiasm and work ethic will make you noticed.  Treat the project with the same level of professionalism you would a business situation.  Return calls and respond to emails promptly.  Keep your word and do what you said you would do.  Take a leadership position if your time allows and that is needed.  All the basics. 
• When someone asks “what business are you in”, answer their question simply.  Be careful about launching into an elevator speech.  A simple, “I own an auto repair shop” will do.  No need for “I help families by keeping their vehicles safe and reliable.” 
• The networking comes in when you use the contacts you make.  After you have established that you are there to forward the purpose of the group, start asking individual members for a chance to get to know them better with a breakfast, lunch, or coffee meeting.  At that time, you can find out more about their business, find out if they might be a prospect for you, or just generally how you can assist or support them and you are once again networking.

Elevator speeches: Yes, everybody needs one.  This is the brief statement that communicates very concisely what product or service you offer.  Many networking events include a time to go around the room and introduce yourself.  Some groups expect a polished and clever elevator speech.  We will write a future article on introductions but for now you can just google “elevator speech”.  There are lots of websites with good suggestions on writing one.   Your elevator speech needs to be consistent with the rest of your marketing with a consistent message and a consistent tone of playful versus serious, etc.  

In fact, many elevator speeches have become too polished and too clever for our personal taste.  They are so focused on how they benefit others, they leave out the fundamental of what they do.  “I help people increase their net income beyond their wildest dreams.”  Okay, do you give investment advice?  Do you recruit people for new higher paying jobs?  Do you sell franchise businesses?  I am interested in a little about what the product or service is so I’m not left with a mystery.   Take note of the self-introductions others do and how they are received so that you will learn the standards for this group.   

Finally, it is okay to network just for the sake of networking.  If you are the kind of person who likes lots of interaction with others or if you feel like you need to get out of your shell every now and then, networking may do the trick.  Or, if you get lots of personal pleasure from assisting and supporting others even with no intention to get that returned, you will enjoy networking.   

There you have the nuts and bolts of networking.  Determine if networking needs to be a part of your marketing program.  Plan how you will best utilize networking.  Then get on the internet or start asking around and find your place in the network of business people informally communicating with others for mutual assistance or support.  

Not sure where to start or what 'should' be done...

Rick Hollar, Owner

Kay Proctor is the Ann Richards of small business marketing.

Kay and her partner Yvonne did a complete analysis of our products, market, website, marketing strategy, kicked it in the butt and now we are rocking. We have a new website, great results with search engine optimization, great mentoring and above all honesty and integrity.

These two young ladies, Two Old ProS are on par with all the big local PR and marketing firms.

Awesome Results. They can do it all !! 

               Liberty Oak Farms   *  311 Oak Lane  *  Liberty Hill, Texas     

                                    512-635-5194 / 512-294-0588

Your audience – your potential customer – their core desires never change. They want information and resources that will improve conditions for themselves, their family, their business and the groups they support.

Offer them solutions to some of their problems at no charge. When you genuinely help them with their smaller problems, then they will look to you for help with their bigger issues. If you can multiply this assistance many times over, you will rapidly grow your business.

One way this is done is with content on your website, blog or social media.

Deliver this as engaging ‘how-to’ assistance in the form of something valuable with no strings attached.  It gets the person to thinking “how much more do they have”? Then the question becomes: “If I get this kind of value from them on a no-charge basis, what could I get if I hired them?”

Genuinely provide good content on issues that will help them grow their business, solve some kind of problem in their life, offer a viewpoint shift with solutions that perhaps they have not considered before – keeping it  purely “help” information driven.

Avoid selling. You are educating, you are providing proven solutions to various problems, cite case studies or successes from others.

You become the ‘go-to’ source for answers in your field. Plus you invite questions and the answers to those new questions become your next article for content.

When needed, Two Old Pros help our clients with strategies to accomplish this. With this approach you will gain trust and are seen as a contributing member of their team because you come bringing gifts. What’s not to love about that?

Contact us: Click Here

Step one of any marketing program is a clear definition of the product or service you are selling.  It is often the first question in a business plan as well.  What are we offering to the public.

For a start up or new business venture, it will be necessary to determine who are the potential customers or clients for this product or service and do they really want or need the what is being offered.  Surveys are a valuable tool for determining the viability of a product or service concept and how to position it in the market.  We will discuss using surveys in a future article.

1. The answer to “what business…” starts with the general category; i.e.  the jewelry business, construction, auto service, consulting, chiropractor, women’s shoes, hunting equipment.
2. The next step narrows that a bit to better define the market.  Is it “I own High Design Jewelry store where we retail the finest high end gold and diamond jewelry” or “I create one-of-a-kind affordable jewelry which I sell on the internet”?  “I build high end custom homes” or “I’m in construction and specialize in residential remodels” or “My company builds high-rise condos”.  “My business is a full service auto maintenance shop here in the hometown area”.  “I consult with high tech businesses to develop strategic partnerships”.  “I’m a chiropractor specializing in treating athletes”.
3. This definition and statement will be enough for most purposes.  You can go one step further so that your statement of the business you are in becomes a marketing tool.  Here is where we add what problem you solve for people and how they benefit from your product or service.  “I create one-of-a-kind affordable jewelry sold on the internet that helps women create a high-end look on an ordinary budget”.  “Maxi-Builders build high-end custom homes with emphasis on the special needs of the most discriminating home-owners for flexibility and attention to detail during construction.”  “Joe’s Car Shop provides a full range of auto services with the goal of being the most trusted shop in the area so that we have long term relationships with our customers.”  It includes what sets you apart from other similar businesses.  This isn’t the version that you would use at the backyard party, but is fully expected at the networking breakfast.
4. Work out exactly the definition of your product or service.  Go over this with your marketing advisor and several other business people you trust to give you honest feedback.  Is it clear to anyone exactly what you are offering?  Is it narrowed down enough to give your business focus and allow your prospects to answer if you might be the one for them?
5. Practice answering the question “what business are you in?” for several different situations until you can do it conversationally at the backyard party or you can do it professionally for the banker or you can do it promotionally for the networking event.

Need feedback on your definition of the product or service you are providing so that you can focus your marketing?  Two Old Pros offers a complementary consultation where we can address this issue.

Kay and Yvonne share a heart-felt admiration and respect for the entrepreneurs who, through their hard-work, creativity and sheer guts, bring life to the world of business every day.  It is these entrepreneurs, sole proprietors, independent practitioners, and small business owners we have chosen to serve.

Too many small business owners or sole practitioners find themselves on a treadmill racing to keep up with the demands of running their business and delivering the product or service with never enough time left for sufficient focus on marketing.    Let’s face it you opened the kitchen store because of your love for all things related to cooking and sharing those things with your customers.  Or maybe you offer chiropractic services because you love seeing the smile on your clients face when they feel more relaxed and comfortable than they have in months.  Whatever your product or service, it most likely came from a personal passion.  That passion might not include the mechanics of marketing.  How many of your business ‘problems’ would be solved if you just had more customers coming thru the door or calling for your service?

Few businesses can get by with a weak marketing program in today’s economy.  There is just too much competition.   The internet has created an instantaneous method for consumers to compare business offers at the click of a mouse or touch of a screen.    The good news is that a basic, effective on-line marketing program does not need to be costly.

We have a combined 80+ years of marketing experience and passion for entrepreneurship to help small business owners to attract more customers or clients with minimal investment.   The internet opens a world of low-cost marketing opportunities but requires an almost daily devotion to keeping up with technology – not necessarily the best investment of the business owner’s time and attention.

We promise to keep it simple.  We won’t overwhelm you with technical jargon or a program with an unrealistic budget.  We will make sure that you are getting the exposure you need to put you ahead of the competition and attract more business.

Our joy is seeing you win as a business owner.

We will use this blog to share ideas for small business marketing.   Some will be universal.  Some will apply to one type of business but not others.  Some you can implement yourself.  Some you will want some help to implement.  Some may seem too basic but reveal an opportunity to revisit a basic and “kick it up a notch”.   Do give us your feedback.  Let us know what issues you would like to see addressed.  Email news and Facebook will also be used initially to keep you informed with new ideas.

Our services are geared primarily for small businesses and professionals working independently in a local market.  We can prepare or refine a basic marketing strategy; maximize the use of free or low-cost internet marketing like Google Business Listings, rudimentary websites, and Facebook; generate repeat business through email promotions; improve responses from Google and other search engines; and evaluate the use of traditional marketing tools like brochures, special offers, marketing partnerships, etc.  The “Services” page has a more detailed list of the services we offer.

Please share our announcement with anyone you think could benefit from our services.  We are happy to sit down with any business owner to discuss any difficulty or challenges.  We may not have all the answers, but we may have enough to make the vital difference.

Our best wishes to each of you for your own continued success.