Marketing

How to take time off from your small business during the holidays!

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Depending on the type of business that you run, your business can either be super crazy during the holidays, think retail, or it could experience a bit of a lull. Many service providers, especially small businesses, often see a drop in business during the holidays. But just your potential buyers have checked out and gone on autopilot and decided not to decide until after the New Year doesn’t mean you put your marketing on hold for the last 2 weeks of the year.  Even if your business and customer engagement levels slow to a crawl this time of year it doesn’t mean it has to stay that way. And don’t worry – you can still enjoy some time with your family during the holidays too!

Reach out to top prospects before they check out for the season. Before the calendar rolls over to January, many businesses evaluate current contracts and services that they are using. Make sure you check in with your top prospects to stay front of mind, BUT you need to also make sure your current clients are happy and will continue to stay loyal to you. A little extra love during the holidays won’t hurt and may increase your sales.

Embrace the season of giving. Make sure that your clients know that you appreciate them. Sending them a holiday card or even a small gift will remind them that you care and take their business serious. At Red Barn, we bake cookies for our clients and we share the wealth with any top prospects that we are looking to woo as well. 😊

Optimize your email. Whether you plan to take a few days off or a few weeks, making sure your customers don’t feel neglected or ignored should be top of mind. Create an out of office message that lets people know when they can expect to hear from you, additional ways to reach you if it’s urgent, and when you may be checking emails while away. You should also list any special products or services with links to more information to help increase sales while you are away. You can also link to an FAQ page on your website that may be helpful to some common questions that you may receive. Be proactive!

Schedule, Schedule, Schedule. Just because you are going to be spending time away from your business, it doesn’t mean that all marketing and content comes to a halt. Create a bunch of content in advance and pre-schedule those weekly emails and blogs, and daily social media posts. Of course, you’ll need to check emails to see if you get any responses, and monitor social media for any messages and comments, but it takes a lot of the burden off when you automate and schedule in advance!

Don’t allow the demands of running your business overwhelm you to the point where you don’t know if you can take any time off for the holiday break. Everyone needs some down time and the holidays can be both stressful for your business and personal life. There’s no reason to miss out on a sale or lose customers just because you want to recharge and enjoy some family time – just set yourself up for success before you unplug!

How to take time off from your small business during the holidays! Read More »

The Askers: Non-Profit Etiquette with Small Biz Owners

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I was chatting with a friend and client the other day about what one of her biggest struggles and/or pet peeves is when it comes to running a solo-operation retail store.  Emphatically she said “The Askers”. I replied – “The Askers?”  She shook her head, and proceeded to tell me she gets inundated with donation requests from every Tom, Dick and Hannah out there.  It drives her nuts.  Ok….I get it, I think?  We continued….

I know this woman well, she is a giver, a lover and not a fighter – but I saw flames in those eyes.  Wow!  After calming her a bit – we continued on.  I had my marketing hat on, so I’m thinking to myself “She understands the importance of brand expansion and for consumer goods, it’s all about the touch, the feel the experience – so shouldn’t she want to share her love a bit.  Get her name out there?  And help someone at the same time.  I didn’t say anything – remember, flames in her eyes.

But then I got it…she is being taken advantage of and that is NEVER a good thing.  (Sigh)

So many of us sit on non-profit boards or have children/grandchildren who are constantly having an event to raise money.  All noble, all worthy – but there are rules of engagement when it comes to being an ASKER.

Don’t be this person (as told by my client)

\”I had someone walk into my studio as many do asking for a donation for their silent auction, raffle, blablabla to raise funds for their \”thing\”. None of these people have ever met me, never asked about my work, never partook in any conversation other than to ask if I can give them something. While I would like to be a generous soul, I am increasingly put off by this and others who simply think I\’ll just poop out a piece of art at whim because they don\’t think I am worth being paid for it.”

OUCH!  I felt her pain immediately.  It was an aha moment for me.  I get asked to sponsor every event known to man in my area – so on some level I get it, but I’m surely not hit up as much as a retail shop with a store front.  Double Ouch.

After much pondering with my now much calmer friend – we developed the rules of engagement.  So here goes…

  1. Never ask a business owner for a donation unless you shop there.
  2. Never assume a small business owner NEEDS to spread the love of their brand and therefor you are doing THEM a favor by asking them for a donation.
  3. YOU Spread the love – don’t ask your favorite store each and every time you need something. Your ASKING will get old, quite quickly.
  4. Make sure you give them LOTS of credit at your event – not just a name in a book. Woop it up, announce it, give them love.
  5. If you WIN something at an event and like the product – go to the store and tell them, buy something more. That’s what it’s all about.

Quid Pro Quo.

So that’s my friend’s story I promised to tell. Be nice to retailers – they need to make a buck too!  And by all means, if you support them and spend your money there, SURE ask them for a donation every once in a while.

Happy shopping!

CD

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It’s 2018 – why aren’t you using email marketing!

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I’m sure we’ve written several blogs, emails, social media posts, and talked about the importance of email marketing, but it’s 2018 and there are still people who aren’t taking advantage of the amazingness of it so, it’s time to share some remarkable statistics with you.

  • The return on investment is MASSIVE! There are many reasons to use email marketing but if you are honest with yourself, the end goal is to make money. And for every $1 spent on email marketing, you get an $83 return on your investment. That is huge!
  • It’s bigger than social media. Yes, Facebook ads are big right now, but email marketing is the most direct way to reach and interact with your clients and prospects. People are twice as likely to sign up for your email list as they are to interact with you on Facebook.
  • People prefer to communicate via email. Let’s be honest, very few people like to pick up the phone and call people these days – and even fewer like answering – especially with all the spam robocalls these days. 72% of consumers prefer email as their source of communication – they can learn about your business and make informed buying decisions.
  • Your customers WANT emails from you. Surprised? Well, 61% actually enjoy receiving promo emails and 38% want more frequent emails!
  • Consumers who purchased products via email spent 138% more than those that didn’t receive email offers.
  • The conversion rate for men and women on a desktop is about equal, but women are more likely to purchase on a tablet and men on a smartphone.
  • Wonder why Red Barn predominantly sends plain text emails for our weekly newsletters? Because although people SAY they prefer HTML emails, the open rates are higher for plain text.
  • Don’t have a segmented email list – you might want to create them. Segmented lists have a 14% higher open rate and 100% higher click thru rate. WOW!

    • It doesn’t matter the size of your business, but when it comes to email marketing, you can’t afford NOT to invest in it. From a limited budget to a hefty one, you can still accomplish great things using email as a business tool. With so many awesome platforms out there, it’s easy to find one that can meet your needs and your budget. Not sure where to get started – give us a call. We love talking about email marketing!

    It’s 2018 – why aren’t you using email marketing! Read More »

    Marketing – it\’s a TEAM effort!

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    As the saying goes – there is no “I” in TEAM. I wish the word Marketing didn’t have an “I” in it so I could carry the saying over – but I think you know where I’m going here.  You can spell team using the letters in Marketing though! Marketing is a TEAM effort – that is, if you want to have the biggest ROI (Return on Investment).

    About the TEAM in MARKETING.  I get some pushback on this, especially if I have a client paying me to handle marketing for them, or if they have an in-house marketing person or group.  Why do the rest of the employees need to be involved – what gives?

    In fact – a lot gives. Here’s why.

    1. When you build a culture of inclusion making everyone part of the process and therefore the story, magical things happen.  It creates a powerful place of employment, more importantly, the team not only drinks the proverbial Kook-Ade – but they also share it.  WORD of MOUTH Marketing is powerful.  When employees brag about your brand – what does that say about you?  Ps – A Lot.
    2. You get the REAL STORY. Back to #1.  When you have team members posting work selfies on Instagram, Facebook & Twitter – or FB or Insta Live videos they tend to get far more engagement and will tend to become viral over a standard – hey here’s what we do post.  More importantly, you are getting a behind the scenes look at what makes the company tick aka “The Real Scoop”.
    3. Your buyers don’t want to be sold to. When you get that real behind the scenes story, buyers can see what’s real and then make a decision based on that reality.  Far more powerful than an advertisement telling someone why they should buy from you.
    4. The team includes your customers! We all strive to have brand evangelists, so why not encourage your employees to find those evangelists and engage with them on social.  Salespeople are your ideal target for this since they are often client facing – or perhaps even a service team.  Having an employee and a happy customer in an Instagram Story or in a picture on Twitter is PRICELESS!  You can’t beat that kind of advertising.
    5. Consistency, Authenticity, and Transparency. The holy grail of marketing.  When you have your team involved this becomes far easier.  You will have more engagement, you will see the real behind the scenes story from real people – not actors, not stock photos and not a stagnant social feed or website.

    So….that’s why I encourage CEO’s to have a flexible yet monitored social media policy.  Yes, you have to have training and controls especially in compliance driven fields such as healthcare, financial services, and insurance – but trust me, it can be done and done well.

    That’s my story, I’m sticking to it.  Go Team is the answer to this one. 100% hands down a winner!

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    Marketing – it\’s a TEAM effort!

    Leave a Comment / Featured, Finance, Fun Stuff, Healthcare, Insurance, Marketing, Must Read Blogs, Sales, Small Business, Uncategorized / By / / , , , , , , , , , , , , ,

    As the saying goes – there is no “I” in TEAM. I wish the word Marketing didn’t have an “I” in it so I could carry the saying over – but I think you know where I’m going here.  You can spell team using the letters in Marketing though! Marketing is a TEAM effort – that is, if you want to have the biggest ROI (Return on Investment).

    About the TEAM in MARKETING.  I get some pushback on this, especially if I have a client paying me to handle marketing for them, or if they have an in-house marketing person or group.  Why do the rest of the employees need to be involved – what gives?

    In fact – a lot gives. Here’s why.

    1. When you build a culture of inclusion making everyone part of the process and therefore the story, magical things happen.  It creates a powerful place of employment, more importantly, the team not only drinks the proverbial Kook-Ade – but they also share it.  WORD of MOUTH Marketing is powerful.  When employees brag about your brand – what does that say about you?  Ps – A Lot.
    2. You get the REAL STORY. Back to #1.  When you have team members posting work selfies on Instagram, Facebook & Twitter – or FB or Insta Live videos they tend to get far more engagement and will tend to become viral over a standard – hey here’s what we do post.  More importantly, you are getting a behind the scenes look at what makes the company tick aka “The Real Scoop”.
    3. Your buyers don’t want to be sold to. When you get that real behind the scenes story, buyers can see what’s real and then make a decision based on that reality.  Far more powerful than an advertisement telling someone why they should buy from you.
    4. The team includes your customers! We all strive to have brand evangelists, so why not encourage your employees to find those evangelists and engage with them on social.  Salespeople are your ideal target for this since they are often client facing – or perhaps even a service team.  Having an employee and a happy customer in an Instagram Story or in a picture on Twitter is PRICELESS!  You can’t beat that kind of advertising.
    5. Consistency, Authenticity, and Transparency. The holy grail of marketing.  When you have your team involved this becomes far easier.  You will have more engagement, you will see the real behind the scenes story from real people – not actors, not stock photos and not a stagnant social feed or website.

    So….that’s why I encourage CEO’s to have a flexible yet monitored social media policy.  Yes, you have to have training and controls especially in compliance driven fields such as healthcare, financial services, and insurance – but trust me, it can be done and done well.

    That’s my story, I’m sticking to it.  Go Team is the answer to this one. 100% hands down a winner!

    Marketing – it\’s a TEAM effort! Read More »

    Is Face to Face Networking a thing of the Past?

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    I’m a huge fan of social networking and platforms such as LinkedIn to make new business connections and garner new clients. The internet has shortened my sales cycles, opened me up to opportunities I once would never had – but what about old school connecting?  Has face to face  – “Hey, let’s meet for a coffee” – strategy gone by the way side?

    In my world, that’s an absolute no. The real magic happens for me when I can get in a physical room with someone.  Sure, I’ve closed deals with people I’ve never met face to face. I’ve used Zoom and Skype and the good ole phone, but there’s nothing like sitting across the table from someone and having a conversation.  When you can be in the physical presence of another, you learn more, you absorb more.

    I also believe that mass networking events such as Chambers of Commerce and other peer group association events warrant attention.  To be honest, I’ve scaled back on these over the years but I launched my business based on a lot of those relationships from my local Chamber of Commerce.  In fact, I kind of miss being in the “know” of what’s happening, so I just signed up for a few after-hours events.

    The answer isn’t either or, but a combination thereof.  Yes, make sure you have an online brand that tells your story, but don’t discount the local face to face opportunities.  People that already know of you and perhaps even know what you do and what you offer.  Being in the right place at the right time is always priceless.  I can’t tell you how many clients I’ve gotten over the years just because I was at an event sipping a glass of wine with someone talking about “life” when they said – “You know, you and I really should talk – give me a call tomorrow and let’s set something up.”

    The best clients are often the ones you aren’t searching for, but the ones that serendipitously appear before you at that “right time”.

    If you are in startup mode, especially in a service based industry, I strongly advise you to join some type of local networking group.  Get your name out there, get comfortable with your story, meet some master networkers who will spread your proverbial love around.  Don’t forget – it’s all about who you know.  Why not give the good ‘ole networking thing a try again – add it to your online repertoire!

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    “ME” Time – You Need It!

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    It’s SOOO easy to get caught up in the demands of everyday life – working extra hours to meet a deadline, rushing to get the kids off to school and activities, keeping up with household chores, and if there’s any time or energy left, a social life. But the madness must stop! Taking time for yourself is SUPER important to not only your health, but also your mental wellbeing.  Ever notice you get sick at the worst time – when you are uber busy? If you don’t have your health, you can’t run a strong business or do your best work.

    Let’s start with a simple task. Look at your calendar right now. How many of those appointments, meetings, etc. are dictated by others – coworkers, bosses, or family members? Could it be that every time you add a new task or meeting into your schedule, you’re sacrificing your productivity by handing control of your day over to other people? Of course, compromise is essential when it comes to structuring your day, BUT you can’t sacrifice your “me” time.

    Did you know “me” time helps you do the following:

    • Reboot your brain
    • Help you unwind
    • Self-discovery
    • Deep thinking
    • Improves concentration
    • Helps with problem-solving
    • Makes you more productive
    • Helps with relationships

    Here’s some important tips to keep you, your health, and your “me” time in check!

    1. Be Realistic. Set goals and work to achieve them. Don’t set goals that are unrealistic and unattainable, it’ unhealthy and stressful. Set larger goals as stages so you show progress.
    2. Figure Out Your Schedule. What are you doing that you don’t need to do? What can you outsource? What can you cut back on? You can’t create more “me” time without understanding how to get it and what you are doing on the daily to eat up your free time. What are non-negotiables – sleep, gym time, kid pick up, etc. Block those into your schedule now so others can’t take up that time.
    3. Try Meditation or Just Being. These can help manage stress and improve your mental health. Morning, night, or during a stressful time are all great times to take a break and center yourself.
    4. Implement and Keep Healthy Habits. This means eating good food, limiting your coffee or soda intake, and even making sure you take the time to eat and drink water when you are busy. Avoid reaching for a candy bar at 2 pm as a pick me up and eat some fruit and nuts instead! Also, get into an exercise routine. Walks in the morning or at night, going to the gym, or even doing a workout video at home – whatever you like doing, do it. Keeping your body in shape will do wonders for your mental health too!
    5. Take Breaks. Seems counterproductive if you are busy but trust me, it works. It can keep you focused, help you retain info, and prevent frustration. And you should NOT feel guilty for taking a break – you deserve it! Take that lunch break, get up, move around, leave the office – for a few minutes, just unplug from what you are doing.
    6. Get a Hobby. Doing the same thing over and over is boring – even if your work varies from day to day, you’re probably still repeating the same schedule. Find something creative to do as a hobby to break out of the rut. Painting, knitting, drawing, reading, even listening to music can help recharge and refresh your brain. Make a list of things you want to do or try and pick 1 or 2 and do them. You might love it, you might hate it, but you won’t know unless you try.
    7. Work/Life Balance. This one is a hard one. When you clock out for the day, leave your work behind. Stop checking emails at 8 pm when it’s bedtime for the kids, or time when you should be hanging out with a spouse. Being a workaholic and constantly connected is detrimental to your mental health.
    8. Make a Change. If you are on the verge of a burnout, and you don’t like how you feel, make a change. It doesn’t even have to be a big change, but if certain aspects of your workday are draining you, see how you can improve on it. Remember, you aren’t stuck in your job forever. Find a new one, start your own business, you have options! You need to be happy with what you do for 40+ hours a week.

    No matter what you do for a living, don’t neglect your mental health in favor of a job or a career. You and your mental health are more important than any job. The more time you make for yourself and what you want to do, the happier you will be.

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    What’s it REALLY like to be an Entrepreneur?

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    Funny story. For several years I was a teacher for the YEA! Young Entrepreneur Academy.  It was an amazing experience – I helped middle school and high school students launch legitimate businesses.  After 9 months, they created a legitimate DBA in the State of CT, asked for money from investors and launched.

    On the first day of the class I always asked the students what they thought an entrepreneur was – I wanted to see their vision.  Here are some very real answers:

    • I get to have an office with a chair that spins around
    • I get to be a millionaire
    • I get to have a ton of money
    • I get to do whatever I want
    • I get to take vacations whenever I want
    • I get to be the boss

    These were children, but I can tell you that many adults see entrepreneur life through rose colored glasses as well.

    Being an entrepreneur IS amazing.  To be honest – I’m not employable – really.  I like being the boss, I like taking vacations when I want – but I also am down for working 80 hours in a week if that’s what needs to happen.

    The fantasy driven view of what owning a business is all about is probably one of the biggest reasons many fail – they aren’t prepared for the tough spots.  I absolutely love launching businesses – it’s FUN.  Creating the business plan, designing logos, creating the marketing message, gearing up for the launch – all that is super cool and fuels my soul and creative side.  The rubber hits the road the day after the launch – because that’s when it gets real. You have to run the business, live the business and for most, you ARE the business.

    When I was working with the kids and started fleshing out their business ideas – we honed in on what they loved to do and what they were really great at.  When you can combine the combo it works.  Many had hobbies such as sewing, baking, and animal welfare that they felt would make great business ideas.  When I asked them:  Would you like to bake dog treats (or whatever their hobby was) 40 hours a week and spend another 20 working on sales, marketing, and administrative “stuff” – they stared at me in disbelief.  They ASSUMED they would hire other people to do the manual work and they would be sitting in that chair twirling around.

    To the children’s credit, they quickly realized that just because you have a hobby doesn’t mean you would want to flip that into a full-time business. Why?  The absolute joy of that hobby could be gone after the first 60 hour work week AND just because it’s a hobby you enjoy doesn’t mean others will pay you for that product or service.

    The last point I want to touch on is the money.  You need it and often times lots of it.  I’ve seen many entrepreneurs drain their savings, tap into family and friends, and launch without a solid game plan, solid market research and a long-term vision. The money is gone and the family and friends are far from happy.  Yes, you need to be a risk taker when it comes to money – been there, done that.  You also need to realize there will be many weeks you as the owner will not get a paycheck so you can pay staff and invest back into the company.  Be prepared to be poor.  Some businesses take off immediately and sure, they make millionaires within year one. That is rare – very rare.

    To wrap up, entrepreneur life is grand.  It’s hard, it’s easy, it’s frustrating, and it’s rewarding all at the same time.  I wouldn’t have it any other way.

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    You are more successful than you think

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    In a world where information is constantly being thrust into your face, it’s hard not to feel like you aren’t as good or successful as your friends, family, co-workers, or even celebrities. It doesn’t matter what you are trying to achieve, someone out there is already doing it, and it looks like they are doing it better. Want to lose 10 lbs.? Your friend Jane who just lost 20 lbs. is posting her wins on Instagram, cute gym clothes included. Want to start your own business? Your former coworker Bob just shared his new consulting website on LinkedIn. Don’t even get me started on the success of celebrities. You are a failure, everyone is doing things that you are trying to do and doing them before you and better than you!

    If you compare yourself to certain people it\’s easy to feel like you\’re unsuccessful, moving too slow, a failure. That\’s the problem with comparisons. No matter how successful you may be, there will always be someone who is more successful. There will always be someone better, or smarter, or wealthier, or who appears happier. But don’t get discouraged, you are more successful than you think!

    • You have a few close friends. Even with the popularity of social media and the hundreds or thousands of connections you make online, if you have more than two or three close friends, be glad, because the positive effect of relationships on your life span is double what you get from exercising. Who knew! Having a few close people in your life to be social with, talk about your goals, and who know the real you are more than most people have. Not only does this get harder to manage with age, but the more successful you get, the harder it is to weed out the real from the fake.
    • You look at mistakes and failures as a learning tool. Yup, there is something to be learned every time something doesn’t turn out as expected, and if you realize that and grow from it, that’s success! There will always be trials, challenges, and obstacles–but perseverance always wins in the end.
    • You have a purpose. This doesn’t mean you have to find the cure for cancer (although that would be amazing) but you’ve found something that inspires you. It feeds your soul, motivates you, fuels your passion, and you are excited to get up every day and work on it. That’s real success – doing something you love, regardless of how much money you make or what other people think. You\’re living life your way–and that\’s the best sign of success there is.
    • You give – not take. There are so many people out there with the “what’s in it for me attitude.” But real success is finding a way to help those around you. It can be offering your opinion or suggestion on a problem area for a business connection or even helping an employee or coworker with completing a project. You don’t seek the spotlight and enjoy when others around you succeed.

    There are many ways to be successful – it’s not just about how fast you accomplish something or how much money you make. There’s a lot to be said for just being happy with your life, having a purpose, and having good people to share it with. In a world with so many smoke and mirrors, and Instagram filters, you never really know the truth behind other people’s “successes.” Trying to compare your life to others will leave you miserable and feeling like a failure.

    You are more successful than you think Read More »

    Biz Launch: It’s not Field of Dreams

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    Starting a business is a lot easier than it used to be 20 years ago.  With the invention of technology, the internet, and the acceptance of virtual companies, you can start a company in a couple of hours including tossing up a website.

    So, what’s the inside skinny on the success story?  Why do some win and others fail?

    For starters, it’s not “Field of Dreams” as in if you build it they will come. Even if you have the most amazing UNIQUE never been done before product or service, you need to let people know you are in business.  Many people think if they have a website, a Twitter account with a couple posts, and a Facebook page the phone should be ringing off the hook and orders/jobs rushing in.  That’s not how it works.  It takes sales, networking, sharing.  It takes TIME – typically 3-5 years before you work out all the kinks, show a real profit, and settle in.

    Toss in the towel too Early. Back to the above, you’ve got to give your business time to grow, you have to nurture it, change it, be passionate about it and devote many many hours to its soul.

    Knowing it won’t always be easy, but it will be worth it.  Many entrepreneurs aren’t prepared for the FAIL.  Suck it up Buttercup because you will have more than one OMG, WHY! moments in your business.  From staffing issues to product delivery issues, to cash flow issues (this is a biggie) to simple brain burnout issues.  Prepare yourself for them, but don’t dwell on them.

    Look forward not back.  Speaking of dwelling, you can’t can’t can’t overthink all of your mistakes and failures – they are simply learning opportunities.  It isn’t easy.  Not my first rodeo and I still have to remind myself of this.  When I or my team make a mistake it keeps me up at night.  When cash flow is tight I get anxiety. I need to remind myself that this is simply a bump in the road, I address the issue – come up with a solution and look forward.

    Know that innovation is King.  You will change your business multiple times, what you start with is not what you will end with.  That includes products, services – hell even your brand and your name.  Be flexible and know that change is good.

    Manifest your Destiny.  This too is about looking forward.  I always coach my clients on mindfulness and focusing on WHAT YOU WANT versus what you do not have.  Sounds new agey, but it’s true. When you dwell on what you don’t have it consumes you and freezes you. When you focus on what you want and can picture yourself as a success – it happens because you easily can overlook the bumps in the road.  Read “Think and Grow Rich” #gamechanger

    Be Grateful.  Don’t focus on the money.  Trust me, this is so incredibly important.  People who focus on the almighty dollar sometimes make choices they shouldn’t.  Plus if you focus on all the above, the money will come.  Sure – determine what you want to make, have some goals but don’t let being a millionaire blind you.  Be grateful for what you have, your clients, your family, your possessions, your senses, your ability to be an entrepreneur. So many others don’t have nearly what you have.  Focus on that – think deeply on that.

    When I see entrepreneurs struggling, I go over this list and try to identify where the roadblock is.  Once identified, I can coach them through it.  Looking in the mirror is the first stage of acceptance that something needs to change – it isn’t easy but the results are AMAZING!

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