Four Biggest Marketing Mistakes

Avoid these common pitfalls and watch your profits grow

Is GROWING Your Paycheck On Your 2020 Goal List?

In the twelve years that I have been working with marketing teams small business owners all over the world, I’ve seen a tragic statistic unfold right before my eyes: 50% of businesses fail in the first five years. Sad and true all at the same time.

Another thing I’ve noticed is that the businesses that are committed to a marketing plan and willing to change with the trends often succeed a lot faster than those who try to apply old school marketing tactics year over year. Don’t get me wrong, traditional advertising still works when done strategically, but you can’t ignore online and social media any longer. Here’s a list of three more of the biggest mistakes small businesses make in marketing.

Mistake #1 They don’t have a plan. As I say to my clients, “P-L-A-N is the four letter word for success!” Take time to write out your strategy for 2020, even if it’s just sticky notes on your wall. However, if you can give it a little more time, you might see greater results. Schedule some time in the next couple of weeks to create a strategy for next year, so that after the holidays are over, you’re ready to hit the ground running. I have a resource for this: learn more.

Mistake #2 They wait for everything to be perfect. I hate to see businesses who aren’t marketing because they’re waiting for the perfect logo, or the website to be updated for the 900th time, or they need to get more feedback from friends before they feel like they can more forward. I’m not suggesting you put out half baked ideas on a regular basis, but identify where perfectionism is paralyzing your business. Get some feedback, make some changes and then LAUNCH, don’t wait. It will never be perfect. ALL businesses and ALL marketing is a work in progress.

Mistake #3 They aren’t consistent. Do you want regular paychecks? Then WHY do you do sporadic marketing? I see too many small businesses who run campaigns when they need the money, but then they don’t have money so they don’t market effectively. Marketing is fuel for your business. It’s like food for the body. You wouldn’t survive on sporadic meals- a month here and a month there, your body needs regular nutrition. Your business needs regular marketing. When you’re creating your 2020 plan, make sure you include regular marketing efforts for regular results.

Mistake #4 Their target market is too broad. It sounds like generic marketing advice, but this year, more than ever we’ve been helping our clients create narrow focused niches and their sales are skyrocketing. If you want better results narrow your marketing and start sharing better messages that meet their needs.

If you’d like help creating your 2020 marketing plan, I have an event coming up November 21 & 22. You can join via LIVESTREAM from anywhere in the world. If you can give me two days, you’ll have a greater understanding of the latest marketing trends AND you’ll have a marketing plan for 2020. This is the seventh year I’ve done this event and each year it gets better, and each year we cover trends that can’t be missed. I’ve created this event to be VERY hands on. The activities we complete in those two days walk you through everything from niching your target market, to choosing your marketing outlets to creating a marketing budget, to connecting your audience on social media  AND I show you how to track and measure your results. I only host this event once a year, so don’t miss it!

Happy marketing!

47 Tips To Be A Better Boss

47 Tips To Be A Better Boss

As you all know I speak frequently on leadership. As I was preparing to speak a few months ago I reached out on social media to ask people what tips they had for being a better boss. All of the responses I received were great and I thought that I would pass them along to you.

 

Michele Vercimak Set clear expectations with established timelines.

Kenna Vallejos Listen and acknowledge “good ideas”. This doesn’t mean all are implemented it does however build productivity and connection.

Breaelle Eddington I like a direct boss. Some one that can gives me constructive criticism on how to be better at my job.

Kami Orange Find out how people like to be acknowledged. Some people really love to be applauded in front of the whole office. Some people really love an email saying they did a great job that they can print off and keep forever. Some people like more time off and perks.

Just because you like a particular type of acknowledgment does not mean the people that work for you also like that type of acknowledgment. They might actually dislike the exact same kind of acknowledgment that you personally prefer.

If you really want to acknowledge people for doing a great job, find out what is meaningful for them and do that as much as possible.

Jeri Mae Rowley I want my boss to take good care of themselves–take a lunch break, exercise, go home to their family, laugh, ask for help, gather a good support group. Bosses burn out and singe the whole organization.

Ashlee Houghton Listen to the employees!!!

Jocelyn Harris Listen to your employees and not just think you have all the answers.

Heather Heslington Snyder Lead by example. Be the type of professional your subordinates will want to model themselves after.

Linda Joy Slagowski Not threatening emails with consequences if things don’t get done. Owning their limitations & mistakes. No favorites

Hollie Case Baxter Know how to do the job of the people you are in charge of.

Julie Phillips Shepherd Listen to employees and take appropriate action when necessary.

Kirsten Klug Trust. Don’t stand over my shoulder to watch me work

April Saunders Anderton Learn about different personality or energy types and recognize specific traits in your employees. Use that knowledge to assign tasks and to manage and motivate your employees.

Amberly Moon Kariuki Don’t ask for ideas or suggestions if you already know what you’re going to do and are not really open to ideas.

Jennifer Bottema Hinton I have always worked for small business owners. Do not complain about how tight money is or the lack of it (therefore eliminating employee raises an bonuses) and then spend excessively on personal life style. It destroys employee morale. If you want to spend on you, you earned it, but do not minimize your employee’s contributions by saying you are financially strapped/struggling.

Debra E Andrew Reward for great ideas, don’t just steal them as your own and keep the profits for yourself. Give room for growth, advancement, and pay increases. Don’t expect 5 times work for the same pay. If you add to responsibilities increase pay.

Whitney Lee Geertsen My advice is provide at least some training, listen to employees especially when they have particular skill sets, hire and accommodate disabled workers, and provide safety equipment and protocols for work hazards.

My first job in a seasonal grounds maintenance crew, I was dropped off alone at the cemetery and told to make it look pretty. All I had were hand tools and it wasn’t until halfway through was I shown were more efficient tools were. The third year same city different boss I had no tools (they would disappear over winter) and broke my own shovel. In horticulture, I knew more than my boss, but he was there because of his knowledge of sprinkling and lawn maintenance. During my three years, I had little help and was placed in charge of 40+ flower beds. I was inadequately trained and equipped for herbicide application.
(Note: I am autistic and struggle getting work. After my time with the city I developed a barrage of health problems. )

KyAnn Betz As an executive level leader with hundreds of employees here are mine:
1. No favorites, love them all and treat them all the same
2. Have a clear escalation plan, my employees know when and how to ask for my help, they are all amazing but even Superman needs the Justice League occasionally
3. Have a written employee handbook that covers roles, responsibilities, code of conduct, and expectations, make sure it’s on everyone’s desk
4. When there is praise it’s them, when there is punishment it’s me, I am ultimately accountable for everything and everyone
5. Don’t hire a watchdog and then do the barking yourself, this makes me NUTS when leaders do this
6. Have a suggestion box and actually answer the suggestions or implement them. I message my employees in the bathrooms through a Restroom Reader that I write every 10 work days, I answer their suggestions and tell them what’s coming up. They LOVE the Restroom Reader, I’m hilarious and I give it to them straight.
7. Calm down, your demeanor and energy becomes infectious, I work in nuclear weapons so this might be more important in my job, calm down as a leader, think it through, my employees know it’s not the 9th inning unless I say it’s the 9th inning, if everything is a crisis, nothing is
8. Rewards don’t have to be big, each of my hundreds of employees gets a hand written birthday card from me, I give a ton of high fives, and I paint “You Rock!” on regular rocks and give them out
9. Don’t be afraid of crucial conversations, if someone needs to be disciplined or dealt with do it fast, sometimes with shock and awe, but don’t delay it, there’s a reason they call me The Kraken behind my back, I deal with it head on and while I’m not always nice, I’m fair and morale is high because I prune the non performers.
10. Leaders take care of yourselves, sleep, eat, use your vacation days, unplug on weekends

Cindee Leavitt Jessop Listen. Don’t just talk. Listen.

Janet Thaeler My pet peeve is when bosses call you into a meeting and it’s not normal timing so you feel like you’re in trouble. Also I had a boss give me a glowing performance review in person but turned in a different version that wasn’t as stellar. Didn’t love that. I always appreciate honest feedback, well delivered, even if it’s to improve something. It’s hurtful when you find out about negative feedback from another source. The thing I love is when a boss has my back and I know there’s mutual trust.

Patti Merrill Cook Always appreciate, people who are appreciated work harder. Be clear in directions and expectations. Offer flexible schedules when possible so people can work at their best pace.

Suzanne Mulet The kind that drive to make you feel so inadequate that you fall apart. They get the smug look, like, “Finally broke her. I win.” And then cry all the way home. #TrueStory

Tammy Joy Lane Don’t have it so the only time you talk to your people is when they are in trouble. Don’t micromanage, Do appreciate, Don’t be shady

Stacy Bernal Don’t send a text on Friday that reads: “We need to talk on Monday.” Thus ruining my entire weekend. (Actually, that’s not true– I was in Nashville with friends to run a half marathon so I didn’t LET it ruin my weekend. But still. Pretty D-bag move.)

Jolene Griffin Durrant Don’t ask your employees to do anything you wouldn’t do

Shauna Light Talking to others about me when I can hear them. Such passive aggressive communication. Blaming everything in the office on a fall guy.

Cindy DeHart Check in with your team individually regularly, listen, provide feedback, learn from each other. Team members that feel acknowledged and input is valued are better individual members of a team, and produce stronger workloads. Don’t use examples of anyone we know. Ha! That part is a joke!

Adrienne Thomas Acknowledgement is key.

Laura Jeffs Be able to communicate with your employees and handle conflict between them professionally. Know how to delegate!!

Tori Christensen Nathan has pretty awful bosses: don’t hover, don’t put off payday until you feel like saying, don’t schedule meetings Friday at 5pm because that way it isn’t taking up “work time.” Pay people fairly, not just according to what their degree is, but to how they serve the company. Don’t make salaried people punch in and out. And did I mention not hovering?

Laura Jeffs Don’t micromanage!

Tambra Puro West Don’t be a boss, be a leader. Get engaged with your employees and get to know them (echoing comments above about praise, rewards, work and personality types). Not everyone works the same and everyone has a life outside of work. Don’t over-react and jump to conclusions from hearsay. Try to get the full story before making changes or taking action.

Madeline Faiella Treat people as a team, with respect. Not as underlings. Life can change in an instant.💖💖💖

Becky Ruths Dont ask your employees to do something you are unwilling to do.

Julie C. Hatch Quit micro-managing.

Jentrey Potter See people as people. I’ve never worked in the corporate world but I’ve seen enough of what my husband has gone through and it’s sad how often they forget that they’re dealing with real humans.

Kim Kauffman Everybody wants to be somebody… Imagine that everyone has an invisible sign on their chest that says.. MAKE ME FEEL SPECIAL!! Recognition is important. The best bosses are the ones that love to give recognition.. no matter how big or small! People work hard when they feel appreciated!!

Three Tips for Getting More Done

TV Interview on Fox 13 The Place

I loved being back in the studio with a Big Budah and the rest of the team at Fox 13s The Place
Enjoy this segment on how to coach yourself to getting more intentional about what you do in the day.
https://fox13now.com/2019/10/14/3-ways-to-eliminate-distractions-and-get-things-done/

The Marketing Trifecta

Featured in Speaker Magazine

I was thrilled to be asked to submit and article to Speaker Magazine, the publication for the National Speakers Association.  I submitted it last year and it was published in the spring.
I get asked all the time what the best marketing outlets are:
Should I be on Facebook?
What magazine would you recommend for my company to advertise in?
Do billboards work?
This is what I call reverse marketing: choosing the medium before you’ve carefully considered your masses (target market) and your messages.
Some messages don’t work on billboards – even if they would be great for your company.
A billion people may be on Facebook, but is that really your target market?
Marketing is getting the right MESSAGES, to the right MASSES, through the right MEDIUMS, so you can make MONEY.
THIS is the marketing trifecta.  Consider your market first, then the messages you want to share and THEN choose your mediums last.  Once you know the first two, the last is pretty easy to figure out.
Happy Marketing!

Spreading Joy – The Story of the Pimples and Zits

Mustache Power Productions Video

We’re all contagious. If we’re sick, someone else could it. What are you spreading? In this video I share the story of the pimples and zits (don’t worry it’s not a gross story!) and I also share the whys and hows of spreading joy wherever you go!

What if I hate my job?

Mustache Power Productions Video

In working with professionals and organizations all over the country I have heard one thing that has surprised me (or maybe it shouldn’t).  All types of people that I come in contact with will pull me aside and say, “What if I hate my job?” I’m starting to talk more about this when I consult with the leadership team. In this video I share the two choices you have if your truly hate your job.

Supercharge Your Goals for Increased Results

KSL Noon News Segment

Is there a goal you want, but your current efforts aren’t helping you get the results you desire? In this KSL segment we are talking about for strategies to supercharge your goals and your results.

Here’s the segment

 

Three Ways to Find and Share Your Voice in Your Organization

KSL Browser 5.0

This segment on KSL Browser 5.0 is for all the women professionals who don’t feel “heard” in their organizations. In this few minutes, I share three things you can do to speak up and make a difference at your place of business.

If you want to learn more about our High performance leadership event for women, go to http://www.PowerWomenLead.com

 

How to Use IGTV in Your Business

Q&A with Michelle McCullough

Every day 500 million individuals across the globe log onto Instagram. And while the social media landscape seems to be changing by the minute, businesses and brands are getting more organic engagement on Instagram than any other social media platform. To stay relevant businesses large and small should take advantage of Instagram’s latest feature, IGTV.

Question: Before we dive into your tips, why is IG TV so hot right now?

Michelle: IG TV rolled out in summer of last year. The beauty of IGTV is that you have longer form videos AND the ability to keep them long after the 24 hour period previously offered by Lives or videos in your feed. In February this year they started to put IGTV videos in the news feed which is huge because now those videos show up as content while people are scrolling. IG TV is relatively new and currently NOT encumbered by ads (though that may come soon) so businesses should jump on getting those channels loaded and providing quality content so people will watch them later when ads do come.

Question: It sounds like this is something companies need to jump on quickly. What’s your top tip for quick implementation?

Michelle: YES, now is the time. Don’t call your videographer and don’t stress about creating new things last minute, load videos you already have and create videos over time. Yes, you have to be careful about things getting cut off, but many videos you already have will work in the format and some businesses are even getting away with loading horizontal videos vertically and people can watch by turning their phone.

Question: What types of things do you think people should be posting and how often?

Michelle: Great question and it totally depends on the brand, but I would recommend that you decide as a team (or if you’re an entrepreneur, make it a party of one). The biggest thing to remember is that you create a content plan that you follow consistently. Of course load your best videos but think of your channel like a television channel. What “shows” will you have consistently? You can post the random content videos, but if you think of it like a show or podcast you’ll likely be better able to keep it up. And also, think of your content in three main categories, Informational, Behind the Scenes and Commercials. 80% of your videos should be Informational or behind the scenes and 20% of your shows can be commercials or salesy. Provide good content first and make sales secondary, even if you’re tempted to make it all commercials.

Question: Do you have any tips for how to increase views to your videos on Instagram and IGTV?

Michelle: YES, make sure you have a killer headline that makes people want to click on it and watch it, but also utilize your description for additional details that may be helpful to someone choosing between all of your videos. ALSO, IGTV is Hashtag friendly, but it’s recommended only to use up to 3 hashtags in your description. As always, content is king so provide good content people will talk about and share. If a picture is worth 1,000 words, then video has a lot of potential! Don’t miss this opportunity to tell the story of your business!