Quick Tip
What was I thinking?
Several years ago, I started doing some very irrational things.
I would make 3 trips take out the trash when I could have carried everything in one.
If I had a plate and a cup to take to the sink, I would make 2 trips.
One for the cup. One for the plate.
Unloading groceries took forever, one bag at a time.
I was LOOKING for ways to be as inefficient as possible.
Why the Looney Tunes behavior?
I had just bought a FitBit like device (I can't remember the actual brand).
Now that I could easily measure my steps, I did nutty things to maximize "my number."
I'm not the only one.
Around 2010-2011, Wells Fargo emphasized opening new accounts. In addition, they provided monetary incentives for employees to make their numbers.
Boy, did they.
Fast forward to 2016. Wells paid a $185 million settlement because their employees did crazy things to meet their numbers. Like opening about 2 million unauthorized accounts.
I'm not saying you are going to commit fraud to make your numbers. But every day, small businesses do themselves a disservice by focusing on short-term KPIs that don't match their long-term goals.
For example:
- Increasing email open rates without increasing sales (or moving people towards a sale)
- Increasing gross sales by giving away most of their profit (think Groupon)
- Increasing click-throughs with sensational headlines only to have readers immediately bounce because "the steak didn't live up to the sizzle."
- Growing your email list with a "free offer" that attracts the wrong audience.
- Sending out more proposals without first qualifying the lead
Managing your KPIs is a great way to grow your business. Just make sure the ones you pick align with your long-term goals.
Yours for smarter marketing,
Bill
913.962.9261
News, Tips, & Tricks
The only constant in life is change
Heraclitus wasn't talking about Search Marketing, but his words certainly apply. Here are 5 recent changes to search marketing along with some tips for leveraging them.
Expect more videos on LinkedIn
LinkedIn recently bought Jumprope - an app for creating video tutorials. It's part of LinkedIn's plans to expand its creator tools. The purchase is expected to expand video posting options and lead to monetization options.
Hybrids - Not Just For Cars
COVID accelerated the adoption of online/hybrid conferences and events and they're here to stay. That's if they can deliver the right attendee experience. If hybrid events are in your future, you'll want to read this post.
What's good for the lawyer...
These tips are rock solid. If you're not a lawyer, just replace all those law terms with your profession/industry and you'll have a great foundation for marketing your business.
And this...
If you hurry, you may be able to grab a piece of Charles and Dianne's wedding cake. Estimates say it will cost you between $400 - $700. No mention of free shipping.
Book of the Week
Bluefishing: The Art of Making Things Happen
From the founder of the luxury concierge service, Bluefishing contains simple and effective ways to sharpen your mind, gain a new perspective, and achieve your goals.
Get your copy on Amazon (affiliate link)
Tool of the Week
SiteChecker.pro
SiteChecker.pro is a website SEO audit tool that can help you monitor and improve a site’s SEO performance.
If this looks interesting, make sure to check out this in-depth review on QuickSprout https://www.quicksprout.com/sitecheckerpro-review/
Like This Newsletter?
Let me know. Reply, email me at [email protected], or find me on LinkedIn to hit me with some feedback. I’d love to know what you think.
Thanks for reading.
Bill
913.962.9261
P.S. - And whenever you are ready, here are 3 ways I can help you grow your business:
1) Get a copy of my new eBook - Break Free From Your Inbox - Spend less time writing emails and more time serving clients. Simply reply to this email with "Inbox" and I'll shoot you a copy.
2) Try the Marketing Mindset Scorecard - See how each mindset is helping to grow or slow your business. Click here
3) Get more leads from your website - If your website isn't delivering enough leads, reply to this email with "website leads" and I'll send you the details about my Website Leads Audit.