All posts by Mike Cerra

Uncategorized

Marketing Matters: Is SEO Overrated and Outdated From A Customer’s Point of View?

Leave a comment

Business owners and companies around the globe are constantly looking for ways to attract customers and reach out to people. One of the most popular and well-known forms of marketing and advertising over the internet is by utilizing SEO and Google Adwords.  But are the days of customers or future buyers using Google and being lead to a website that used the correct words to be at the top of search results coming to a close? The answer is yes, but many companies and even marketing consultants still preach SEO as if that’s the only way to draw in views and potential customers.

Having recently bought a car, and currently reading Youtility that was co-written by Jay Baer, I’m beginning to see that there is a flaw in how businesses market and rely upon SEO.  When it comes to the automotive world, think from a customer’s point of view, and apply it to other sectors of the economy.

After a few weeks of research and narrowing down the list of potential vehicles, the first step I had taken was to visit Cars.com because of their reputation and history as being a place to find a wide variety of new and used vehicles. While they advertise on television, the years of it’s existence and it’s simplicity made it the perfect resource to see what my choices were. Next, once the decision came down to three vehicles, I didn’t go on Google searching information on the car so I could read endless pages and reviews, I went to YouTube to visually see, hear, and in some cases watch the reviewer drive the vehicle. Whether these individuals make money off of these 5 minute videos or not, it’s a form of marketing; video advertising.

Once the decision was made and I found the dealership where the car I wanted was, I went to that dealer’s website, or the source that contains the product I want to buy. When I saw that it was available, I made the trip to go see it and later bought that car.

The three steps that were taken to buy the product weren’t the traditional SEO or Google search that has been taught for years as the most affective form of marketing. While this was and sometimes still is the case; visual advertising, reputation, and the source itself didn’t require SEO to get me to view, research, and later buy.

So now let’s tie this into other examples and products or services that can use other forms of marketing that aren’t directly related to SEO. For instance say you’re a plumber, carpenter, electrician, or anyone who works on houses. You have the skills and the demand in the industry, but how do you establish yourself and break away from the rest of the other private contractors out there?

Create YouTube videos, especially those that are simple tutorials that inform and help the viewer install an item or how to use a certain tool to fix a problem. This may seem counterintuitive, but most of the viewers won’t install or fix these things by themselves, they will call a professional and pay someone to do the work. By putting yourself out there, saying a quick blurb about who you are  or what company you work for and your experience in the field, that pays immediate dividends over other forms of marketing because that viewer can personally see you.

One thing to remember is that in this day and age with social media, marketing has to become personal. The customer or client must have a connection with the contractor, business owner, or the company before they buy into a service or product.

The days of SEO are ending. The days of the customer using these Adword searches are ending. Helping these potential buyers visualize, answering their questions and concerns, and giving them the feeling of trust is the best and most affective way of marketing and advertising.

There is a lot more that needs to be covered regarding other avenues that attract clients and customers in all industries. Over the next few weeks and months I will take an in-depth look at new ways companies are trying to reach people. Hopefully I can persuade you to take the next step into a new era of marketing and advertising that hasn’t been explored or used by many businesses and even marketing consultants.

Blogging

Getting Ahead in the Sports Journalism Industry

Leave a comment
The Coal Face 2007
jontangerine / Foter / CC BY-NC-SA

 

Having been an editor for HardwoodHoudini.com and writer and creator of Bostonbball.com for over three years, I’ve picked up and learned a few things about the sports journalism industry from a blogger’s point of view. In those three years, changes in the way sports news was being distributed really evolved into something more, as Twitter became the best way to report trade rumors, free agency signings, and injury updates. While social media was a godsend for smaller blogs and websites, it did hamper the effectiveness of the individual blogger and diminished his or her chances of being noticed.

For those of you who blog about your favorite team or sport, you’re competing with news outlets, bigger blogs, and the other individual blogger or writer who is following you on Twitter. You’re just one in a million and can easily get lost in the crowd as there will always be someone who can write better than you and post more articles in a 24 hour timespan. The biggest challenge that you face is standing out and getting ahead of your competition. But how can this be accomplished, especially when you’re dealing with hundreds of other bloggers just like you?

Had I known about the power of social media and it’s ability to reach a broader audience, I would have employed a marketing strategy. Yes, marketing isn’t exclusive to business, advertising, and commercials; we constantly market ourselves, our brand, and who we are as a person on a daily basis. So let’s start asking ourselves a few questions. Why am I not standing out or getting noticed? How can I be seen as an experienced professional, one who knows the sport better than any other blogger on the internet, and show news outlets such as Bleacher Report that I’m the real deal? What must I do to make my dreams to become a reality?

Most bloggers stick to what they know, which is writing. While the safe road can lead to bigger and better opportunities, it’s always the ones who innovate and think outside the box who do something special in their lives. What form of sports journalism hasn’t been exploited yet by small blogs? Video content and podcasts.

Think for a second about your favorite sports writer. Being from Boston, writers such as Bob Ryan of the Boston Globe and Steve Bulpett of the Boston Herald come to mind, but they do more than write articles. They appear on radio talk shows and local and national television. So how can you replicate them on a smaller scale? The answer lies within YouTube and podcasts.

Creating a YouTube account and posting a weekly video is enough to attract viewers and readership. Not only hasn’t this been used by many freelance bloggers, but this gives your current reader base an opportunity to see you and understand you more than if they just read your latest article. Appearing in front of a camera and talking about your favorite team or sport isn’t a skill many bloggers in the sports journalism industry have, leaving the door wide open for someone like you.

Start a podcast. This can be your radio show; once again giving you another avenue for attracting potential readers and lifelong followers. Some of the bigger blogs have already ventured out into this sector of social media, but it still hasn’t caught on to the point that you’re competing with hundreds of other individuals and bloggers.

When it comes to sports journalism, don’t be a carbon copy of everyone else. Readers and viewers want someone who is not only unique, but very informative and down to earth. There is no better way to accomplish this than by going the extra mile and posting weekly videos and podcasts. This is the best way to be found, and the more you post on all social media sites, create videos and podcasts, and consistently post on your blog, the higher you’ll be on all the search engines.

Remember, make yourself irreplaceable and valuable. Blog sites and news outlets can always find another person like you, but if you stand out and do what no one else is, you’ll reap the rewards.

Marketing

Marketing Matters: Is Old School Marketing Still Worth The Investment?

Leave a comment

Recently I had read an article on Entrepreneur.com discussing why old school marketing shouldn’t be forgotten when getting the word out about your business and services. It’s a very interesting topic as some businesses still use the old-fashioned marketing approach while others have completely gone to social media, and there are some individual companies who have incorporated both into their marketing strategy. But is it worth the investment of time and money to advertise your business as if it was still 1999 by creating radio ads and having your business’ information published in the yellow pages and newspapers. Probably not, and here’s why.

The writer of the article even acknowledged that 73% of people ages 18 and older use social media, leaving the remaining 27% who either don’t use social media sites such as Facebook and Twitter, or aren’t regular users on these sites from a day-to-day basis. While many of this 27%, and even some of the 73%, still read the newspaper and listen to the radio, both of these marketing outlets are a dying breed. As we’ve seen over the past decade newspapers have shrunk as the same information that can be printed on paper is published on the internet and social media sites, where it can be read on a laptop or smart phone.

When it comes to the radio, there aren’t many small businesses advertising, and that’s never been a primary marketing strategy for these smaller companies to begin with. Along with social media and websites, small businesses are more apt to advertise on podcasts as that is becoming the new form of AM and FM radio. While social media marketing is constantly improving and growing, podcasts and other forms of information and entertainment haven’t reached their potential yet. It shouldn’t be discouraged to advertise the old-fashioned way, but is it smart? No. Potential customer numbers are dwindling, marketing in newspapers, yellow pages, and on the radio are expensive, as opposed to social media marketing that is free, or at worst a few dollars out of your pockets.

Another reason to explore different marketing options other than newspapers and radio ads is because of the new generation of customers and potential clients. These 20 to 30 somethings are on Twitter, Facebook, and Instagram; they’re not sitting at a table during breakfast reading the newspaper before the entire family goes off to work or school. Looking at marketing from a 20th century perspective will neither grow your business or your clientele, leaving you in a tough spot as you’ll be spending more money on advertising than bringing in revenue and profits.

One of the biggest issues with marketing the old way is that it’s hard to track what forms of advertising is working, as it’s more difficult to track ROI. To say that a company should invest any amount of time with this older approach might be a stretch, as it isn’t cost effective and these marketing strategies aren’t targeting a growing audience.

What makes social media marketing unique is that it can be personal. The business owner or company can talk to the customer directly and in a timely manner.  By doing this they’ll know what the consumer wants and what attracts them. Many small businesses still haven’t converted over to social media marketing, and not only are they wasting $2000 or more a month, they’re not seeing any fruits from their marketing labor.

If companies want to go the traditional route, the most effective form of old-fashioned marketing is the E-mail newsletter. Even today that is still the most effective way of reaching customers, both new and current. I recommend that all businesses have this in their arsenal, as e-mail subscription lists are a goldmine and a great opportunity to expand the customer base.

I want to know what you think. Should businesses still look to the old ways of marketing and spend endless amounts of money on a form of advertising that has no guarantee of working in 2014? Should newspaper ads and radio commercials still be on the back burner for businesses and companies? Or are there other ways of marketing that haven’t been exploited yet that these companies can get into before the rush? This is definitely an important topic and one that every business owner should think about and discuss.

Marketing

Marketing for the New 2015 Jeep Renegade: How to Attract Buyers

Leave a comment


It is no secret that Jeep and Chrysler are owned by the Italian car manufacturer Fiat, who has slowly changed the face of the two proud American car makers. Fiat has pushed their own models in marketing and advertising as the 500 and 500L are a new concept to the United States as smaller, European style vehicles that aren’t known to post strong sales figures in America. Yesterday, Jeep unveiled their new Renegade, which will be the newest model and crossover the car manufacturer has released. However, being small and based off the Fiat 500L, what is the company’s marketing strategy for this vehicle?

Unlike all the other models such as the Wrangler, Cherokee, Liberty, Patriot, and Compass, the Renegade doesn’t appear to be the traditional Jeep that can tackle different types of terrain that mother nature throws at it. To go along with tradition, Jeep owners want an SUV that is dependable, can go through snow and dirt, and is built like a truck. The Renegade on the other hand, is based off of small Italian cars that are primarily used in the city, which then raises questions about the fuel economy it gets, as other Jeep models aren’t the most fuel efficient in the city on the market today.

With the Renegade making it’s debut at the Geneva Motor Show, we’ll get a better understanding about the vehicle itself, it’s benefits, fuel economy, type of engine, and more importantly, the price.

From the limited pictures that have been released the backdrop is the woods or areas that aren’t the city or suburbs. But could Jeep tailor to a broader customer base, and how could they achieve this? Seeing that the Renegade is small, it’s likely that it will get decent gas mileage and is easier to navigate in the city, making this vehicle perfect for all conditions. This Jeep is perfect for the adult who works and or lives in the city, the badge that it carries on the front and back of the car is from an automaker who’s known to build the best vehicles for winter, and it should have the carrying capacity that rivals other crossovers.

With this vehicle in particular, it should be marketed in a city environment as well, not just in the outdoor setting that only refers to the owners who take their Jeep on camping trips. This is a great opportunity for the manufacturer to subtly change their image with the Renegade by making it city friendly, especially with it’s size. Because Fiat already holds this reputation with their 500 and 500L, the same can be done with this very small Jeep when it hits the showrooms across America.

This crossover may also appeal to the younger generation as it’s sporty and shouldn’t be too expensive.

With any company or product, making even the smallest of changes can be risky, and for a car manufacturer such as Jeep, this is a new look. Priority number one is to market this vehicle to those who prefer smaller crossovers and vehicles that can navigate through city streets. The Renegade could definitely be a hit with younger drivers, especially since they’re the ones who will be future consumers and car drivers.

Jeep is moving in the right direction and it will be exciting to see the reception the Renegade gets from the public. Fiat’s influence is certainly visible, but let’s see if that’s what the American consumer wants.

 

Business, Marketing

Marketing Matters: The Sales Pitch – The Deal Maker or Breaker

Leave a comment

In marketing and advertising the crucial element that either makes or breaks a deal is the sales pitch. This can take the form of a presentation in a board room, a face-to-face conversation, email newsletter, online advertising, or a commercial on television. The presenter must lay out the benefits of the product and or service that the company or the individual is providing, along with the cost and comparison to the competitors. Most products don’t sell themselves unless they’re an absolute must have for every household, but even then, the sales pitch is what introduced the customer to that product which in turn creates sales.

Needing a new shade after years of being weathered and worn down, a local shade repairer and installer had to be called. He explained the differences between the shades that were available, their benefits, the costs, and which one would serve a better purpose. The shade that was chosen blocks sunlight to reduce glare, keeps the warmth in during the winter due to it’s depth and the material it’s made from, and keeps the cool air in during the summer. By reiterating the benefits of the shade it made his sales pitch stronger, and the price that came along with it closed the deal.

As an experienced professional in his field he knew exactly what worked and sold it to his customer. That is successful marketing, and while the decision to go with the heavier shade was already agreed upon before he arrived, his sales pitch would be effective for someone who wasn’t sure what they wanted and needed the differences and benefits laid out on a table for them to see.

For this business owner, face-to-face conversations and presentations is the only form of sales pitching he does. There’s no Facebook or Twitter account, and no website. However, because shade repair and replacement is still in demand, he’s fortunate that his lack of social media presence isn’t hurting his sales, but they could definitely increase dramatically and help grow his business.

All business owners must pitch their products or services where potential customers can see them. I use this business owner as an example because of his strong sales pitch in a verbal conversation, but he hasn’t taken that next step and marketed to a broader audience that could increase clientele and income.

As I’ve said before, contractors or anyone who has a  product or service that can be presented in pictures, should get on Instagram and start posting right away. For example, what my living room looked like with the old, worn out shade and now with the new, more durable shade that keeps the sun glare out. Facebook and Twitter can also have a positive affect. Even for a small company that provides a service that gets forgotten about, many people would switch to a shade that keeps the warmth in during the winter, and cool air in during the summer for one reason; to save energy.

The same goes for all the other small businesses out there. Just because you offer a service or product that only reaches a limited amount of people at one time, don’t confine your business to this number and get on social media if you aren’t already. In this day and age, clientele can grow at a much faster rate than in previous decades, and that can be credited to websites, blogs, and social media. If you’re a small business owner who only makes sales pitches in face-to-face conversations, I suggest to set some time aside and broaden your business’ horizons. There are probably many potential customers out there, and they’re waiting for you to approach them.

Marketing

Hyundai and Volvo Village of Danvers Is The Epitome of Great Customer Service

Leave a comment
Volvo logo
Foter / Public domain

 

We’ve all heard of, or have experienced buying a car at some stage in our lives, and depending on who you talk to, it was either great or extremely horrible.  For the past few weeks I was looking at getting a vehicle due to the amount of driving I do on a weekly basis. Opportunity came knocking on my door as Hyundai and Volvo Village in Danvers Massachusetts had a car that was perfect and exactly what I needed. An hour and half after I had taken a test drive, the car was mine. However, the customer service is what really made the difference.

Before going up to see the car, I was focused on paying attention to the dealer and customer service itself more than the vehicle that I was interested in. Seeing everything from a marketing and business perspective, I wanted to understand the industry on a local level. Just from a customer service standpoint, I was impressed and still haven’t ceased raving about the experience I had at Hyundai and Volvo Village.

After the test drive and negotiations my dad and I were offered bottles of water, which surprised me since other car dealerships didn’t show that same friendliness. Small acts of kindness definitely goes a long way, and as a consumer, it created confidence is this dealership. The night I picked the car up everything went smoothly, the dealer thoroughly went through all the details about the car itself and even filled my car’s tank to full before I drove it home.

Hyundai and Volvo Village of Danvers really is the epitome of great customer service. Everyone who works there is friendly and welcoming, making it a comfortable environment to buy a vehicle. Needless to say, I’m so impressed with my experience there that I will drive the 31 miles to have my car serviced, and hopefully purchase my next vehicle there.

This is how customer service should be across the board, whether car dealerships or small businesses along a main street. If you treat your customers with respect and give them a sense that you really care about their well-being when they’re purchasing your product, they will return, guaranteed. If your clients or customers have to sit at a desk and fill out paperwork or sit in the waiting area, make them feel as close to home as possible. Waiting to pick my car up, the receptionist said that we could change the channel on the TV and help ourselves to coffee and cocoa, which again, isn’t seen or heard of in many places.

The friendliness and engagement of conversations also eased the apprehensiveness of buying a first vehicle. When customers enter your store, be friendly and interact; not only does it make them comfortable, but it shows that your business is warm and open. What I experienced last Saturday was the perfect example of a quality brand, and as I’ve said in previous articles, that alone can be your best form of marketing.

No doubt I’ll be telling my friends and relatives about Hyundai and Volvo Village of Danvers, and I’m sure other customers have too. Marketing can take many forms, and if your customers are that satisfied with your service, you’ve already succeeded in drawing in clientele. For the small business owner, this is how you should run your store and customer service. Add that to marketing on social media and starting a blog, and you’ve mastered the art of advertising and customer relations.

 

Marketing

Marketing Matters: Learning From ABC’s Shark Tank

Leave a comment
In The Blue
sharkbait / Foter / CC BY-NC-SA

 

Shark Tank gives it’s viewers a preliminary look at how business discussions involving investments take place, and what may persuade business decisions. From equity and royalties to the products themselves, there are multiple aspects of business that can be taken away from this one hour show. There are many factors as to what the investor wants to hear; current sales and monthly and yearly income are two. Always taking a look at business from a marketing standpoint, some of the sales figures for the products people want the Sharks to invest in, could be improved if they marketed and advertised correctly.

On last week’s Shark Tank episode, two sisters who created edible cookie dough pitched to the Sharks to invest in their company. Sales weren’t all that impressive, and one of the sisters said that they don’t market or advertise. It’s a major mistake that both experienced and inexperienced business owners make, and for a company that sells edible cookie dough, it’s crucial that they spread the word on a product almost every human being wants more of. However, to go from 7 to 50 stores in a week is incredible, especially for a company that isn’t asserting themselves in the market.

 

 

A lesson can be learned from this segment for all businesses both big and small. How did Walgreens find out about this product? In the store. While that could have happened regardless of whether they advertised or not, there is a possibility they would have been found much earlier, helping them get into more stores at a faster rate. As the sisters mentioned, the offer to get into Walgreens depended on a distributor, which is where the Sharks came in to make that possible. With proper marketing and advertising in the beginning stages of their company, they may not have needed the money and lost equity as sales and recognition would have been much stronger.

For all the local small businesses who are in the same boat, start by marketing on social media, Facebook, Twitter, Instagram, and create a blog. If you have a food product, a website or any form of marketing that gives the viewers a visual at what you’re selling is important. You may have created the equivalent of the Fountain of Youth, but if you don’t market or advertise no one will find you, even in the 21st century. For these two sisters, they were lucky to not only get interest from bigger stores, but to have a product that has major selling potential.

It can’t be said enough, you must advertise. It can be the difference from having a good year in sales to having a great one. Marketing does take time out of your day, and for these ladies, if they hadn’t sold their pitch to the Sharks, they would have had to explore advertising options or they’d be in some trouble. Let the world know who you are, what your company does, and what you sell. This message has been reiterated countless times, but if you don’t go public, you’ll find that you’re business has stopped growing and may even shrink.

Shark Tank isn’t just a learning opportunity for investing, sales pitches, and how to distribute a product. Listening to these entrepreneurs individually, understanding why they’re in the Shark Tank, and what they’re doing wrong in marketing strategy and business planning is essential to not making the same mistakes these business owners are making. That’s why this show becomes addicting after you fully understand all the pieces that are on the table.