The Ground Up Online Entrepreneurial Summit

Virtual Event By Entrepreneurs FOR Entrepreneurs

ground-up-summit-michelle-mcculloughYou are not going to want to miss this if you are serious about growing your business this year. You’ve probably been in business long enough that you can pinpoint the fluffy speakers. You know the ones. They are fun to listen to and get people really excited, but they really don’t have anything to say that will help your bottom line. Well enough fluff, we say! That’s why I have decided to join forces with The Ground Up Online Entrepreneurial Summit. They have gathered some of the best rising entrepreneurs in the country that are bringing you their best tips for business growth. This isn’t theory and this isn’t motivation. These are people with years of solid expertise and they are going to share with you what has worked and not worked for them so we can all take our businesses to the next level.

Here’s the best part. The summit is FREE! And it’s online, so you can watch the trainings when you have time. Whether you are needing expertise in social media marketing, scaling your business, creating systems, branding, or sales, you are sure to find some valuable takeaways for your business. Click here to see the line-up of speakers and their topics and to get registered.

Is SEO dead?

This is one question I get asked the most...So I reached out to my friend and expert Eric Chang to weigh in.

Eric and I were eating lunch a few weeks ago and I asked him the question that I get asked all the time, “Is SEO dead?”  I know it’s not, but I really wanted his take and I talked him in to creating this content for you.
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Here’s what Eric said:
I always thought it’s kind of funny and inclined to chuckle a bit when people ask me the question: Is SEO dead? [In case you don’t know what SEO stands for, it stands for Search Engine Optimization.]
Why? Well, typically with my experience, the people who are asking the question usually don’t have a good understanding of how SEO works and/or have been struggling using SEO as an online marketing strategy to grow their business.
I’d like to take this opportunity to present some facts on what SEO is and why so many people are not seeing successes with SEO. After reading this, I’ll let you decide for yourself whether SEO is dead or not.
According to InternetLiveStats.com, Google now processes over 40,000 search queries every second on average, which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.
Whoa! That’s a ton of searches. With that stats in mind, with over 3.5 billion searches per day, that’s a massive amount of traffic to websites generated through the search engines along. I can confidently tell you that SEO will live as long as people are doing searches on Google.
Search Engine Optimization is a practice by optimizing the contents of a webpage, along with establishing authority of the page, to increase the placement or position in the search results.
The reason why many people claim that SEO is dead is perhaps because of their focus on wanting to get ranked high in the search results with competitive keywords. That my friend, I can tell you it has nothing to do with whether SEO is dead or alive. It has everything to do with competition! The number one reason why many has failed in doing SEO is because they take on the wrong challenge.
I don’t know about you, but I like to win. Personally, I much rather compete in a junior high track and field than in the olympic game. I know that I stand no chance whatsoever in competing and winning in an olympic game, however, I’ll stand a great chance of winning if I’m running in a 400 m junior high track and field competition! You may think it’s really not fair, but when it comes to SEO, I much rather win than lose in this game.
How do I do that with SEO? I simply focus on competing against the less competitive keywords. This is where “Keyword Research” comes in. Keyword research is the essence of SEO. If you are not spending at least a third of your time doing keyword research, your efforts with SEO will likely be DOA.
The reason why the keyword research process is so important, is because it is similar to laying the foundation of a house. If the foundation is not solid, the house will likely crumble after it’s built. The keyword research process should help you reveal the following information for every keyword:
– competition
– search volume
– related keywords
Knowing these information will help you narrow down the type of games you can compete in. For example, if I am starting a new e-commerce store selling watches online, trying to get my website ranked for the keyword “watches” is basically suicidal. However, after doing keyword research, I’ve discovered that a keyword such as “watch strap color rules” has waaaaay less competition. Getting one of my web pages to rank high for that keyword will be a bazillion times easier than popular keyword “watches”.
That’s it! That’s how I do SEO every day for my clients and my own e-commerce websites.
P.s. I know this may not mean a whole lot to some people simply because anyone can make any kind of outrageous claim on the internet, but in case you are still not convinced, I’ve been able to generate over $1 million dollars in sales online just for doing SEO for my own e-commerce websites. Yes, you read that right, it’s websites with “s”, meaning I’ve done this in multiple industries and I can guarantee you that SEO is definitely NOT dead 😉
P.P.s. I have partnered with Michelle to put together a Private Mentorship Group on SEO. In 2 weeks, you will learn not just how SEO works, but being mentored by Eric and leave with actionable SEO tips for your own website. One of our previous members, Brandi wrote and tell us this: I’m so glad I joined in on the mentorship…!! It’s been very helpful being able to ask questions and to hear everyone else’s questions and your answers!
The Private Mentorship Group is limited to 10 members max. If you are interested, reserve YOUR spot today: http://airau.com/michelle-mccullough-mentorship-seo/

Eric Chang is the Director of Marketing at Airau Marketing. Airau Marketing is a full-service marketing agency serving clients from United States to Canada in a wide array of industries: E-commerce, Retail, Entertainment, Food & Beverage, Education, Non-profit, and Technology.

In addition to running Airau Marketing, Eric also operates several online businesses utilizing the same marketing strategies he teaches in his Private Mentorship Groups.

Eric was recognized as the Top 40 Under Forty by the Lethbridge Chamber of Commerce and BDO in 2016.

Plan: The 4 Letter Word in Business

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Plan.  For some of us it’s a four letter word.  Though some parts of my business, I’ll admit,  are a little fly by the seat of my pants, I’m pretty serious about my yearly planning.

Here’s how I do it (This is how I plan for my businesses, in another post I’ll talk about how I handle my personal annual planning through an exercise I like to call New Years Roles & Goals):

I start with a look at financials and see if I’ve met my money goals.  I dig deeper and then look at how many new customers I acquired the previous 12 months and look especially at the percent of repeat customers.  I look at customers that have been previous customers but didn’t order at all last year.  This provides me a whole lot to look at and spend most of my review time here.

Next, I look at where I spent my marketing dollars and track my return on investment for each of my ads, events, networking groups, etc, individually.  (If you don’t currently track your return on investment for your marketing dollars I suggest you make this a priority this year.  It’s very enlightening.)  When I was studying marketing back in college, I learned that your marketing efforts over time should yield a four times return on your initial marketing investment.  In today’s marketing, you should be excited if you can get a two times return on your investment.  That’s why it’s so critical to see if your marketing dollars are, in fact, turning into qualified leads and customers.

Then, I review my processes and see what can be streamlined, outsourced or delegated.  This is my favorite part.  I get serious about what I want to focus on and what I can have someone else do.  This is where I get empowered in my personal goals and what I want to spend time on in the coming year.

Finally, I set some goals.  I make a vision board, and I post both where I can see them everyday.

This quarter, I’m rewriting my business plan from start to finish.  When I started Doodads 15 years ago the internet wasn’t nearly as beneficial as it is now.  The internet has completely changed how I interact with suppliers, place orders and involve employees (who work from home!).  So, I’m starting with a clean slate to see what I come up with.  I’m excited and scared at the same time.   Send chocolate. ;)

If you haven’t done so already, you’re probably saying, “This is too much work!”  Planning isn’t meant to be daunting, but it’s meant to be thorough.   And it’s meant to provide you a clear view of the past so you can move forward with confidence.   In time, your planning will become something you crave instead of something you curse.

I believe in the adage (that some credit to Benjamin Franklin, though the internet wasn’t clear on final credits) “If you fail to plan, you plan to fail.”  So my charge to you: it’s not too late.  If you haven’t already done your annual review, make plans to do it now.

I know that this isn’t the only way to plan.  How do you do it?

Until then, happy planning!

Creating Effective Marketing Systems – Where Time Management & Marketing Management Intersect

Creating Effective Marketing Systems with Michelle McCulloughWould you like more business?  Would you like your marketing to be more effective? Unless you’re lucky and you landed a perfect word-of-mouth, self-sufficient campaign – chances are, your marketing takes a lot of work.  For most busy marketing professionals and small business owners, those marketing efforts look a lot like elaborate and detailed to-do lists – or worse, they are just ideas in your head, not tracked anywhere.

Have no fear, I have some ideas for you.  But before we go there, I want to set a foundation for marketing.  There are a LOT of definitions of marketing out there.  I agree with a lot of them, but here’s mine:

Marketing is getting the right MESSAGES, through the right MEDIUMS, reaching the right MASSES so you can make MONEY.

All too often, I get phone calls from entrepreneurs across the country saying, “My marketing efforts aren’t working.”  or “Facebook doesn’t work for me.”

As I dig deeper, it’s not that the efforts aren’t working it’s that they either:
They don’t have enough lead generation activities going at once, and as a result the pipeline is only dripping business instead of pouring business or
B. They aren’t giving marketing the time, routines and systems needed to do an adequate job.

As long as your marketing efforts are a “To Do List” item instead of a regular routine on a daily, weekly and monthly basis, you won’t see the sustainable results you desire.

Here are some suggestions for regular marketing routines:

DAILY
– Strategic social media posts (If you need more support with social media, I suggest you watch this video about Focus and Connection in your social media efforts.)
– Relationship building – Though marketing is about mass exposure, building relationships is key for small business relationships.  I have “to do’s” to send thank you cards, make calls (actually picking up the phone, not just email, text or facebook) to check in, etc.  We’ve all heard the phrase, “People do business with who they know, like and trust.” That happens in one-on-one connections.

WEEKLY
– Content creation and posting on your blog or site (at least weekly!)
– Networking meetings – EVERY industry can benefit from personal connections and relationships.  I’m a big fan of my BNI group for Doodads, my promotional products company.  Other people see success with the local chamber, NAWBO and other association meetings.  Make them part of your marketing plan.
– Sales connections/calls – Do you have routines around your cold and warm calls?  Generally speaking for every 50 calls you make you’ll have 10 conversations and make 3 appointments.  It’s a numbers game.  What routines do you need to create (or have your team create) for your outbound one-to-one marketing efforts?
– Exposure through Paid Advertising – Pay Per Click Search Engine and Social Media ads, where appropriate for your business.  A lot of these track on a weekly basis.

MONTHLY
– Exposure through third party marking outlets like print, broadcast, etc.  Most advertising contracts through publications and sites are for monthly contracts.
– Evaluation of the month’s activities – This is a key part of marketing.  Ask yourself, “What worked?  What didn’t?” for every marketing activity you do. What mediums are working best for you?  How do you track it?  What MESSAGES are working best for you? Pay careful attention that you could be using the right medium, but the messages are wrong and vice versa.  Test messages by using different approaches to see what gets the best results. Social media is great for this.  What tweets are retweeted the most?  What Facebook posts are being shared the most?  How can you duplicate those in the coming months without saying the same thing?
– Creation and brain storming time – Schedule time each month to brain storm new ideas and work on detailing and mind-mapping your ideas.  Don’t just have ideas, make them happen!

ANNUALLY/SEMIANNUALLY
– Experiential marketing like events, booths, sponsorships, etc.  Your clients and prospects want to experience you.  They want to test your product or get to know you as the subject matter expert.  Whatever your business structure or if you’re B2B or B2C, you need to create experiences.
– PLANNING – It’s in all caps because I feel so strongly about, and I’m surprised how few people are actually doing it.  Do you know your marketing objectives for the year?  Are you trying to grow your email list, increase the page views on your website, IN ADDITION to your sales goals?  If I’ve said it once, I’ve said it a thousand times, “If you fail to plan, you plan to fail.”  Marketing is no exception.
Create a marketing funnel.  If you don’t have one, or if this sounds foreign to you, check out this video.

Of course, this is a simplified list, but I think you’ll agree that that the routine and schedule is just as important as the “what”.  You’ll have different tasks that are important to you specific to your industry, your business culture, and your current business challenges and success.

What else is on your list?

Once you’ve made your list, SCHEDULE them into your calendar.  Your marketing activities are just as important as a meeting with a client or lunch with a friend.  If you make time for your marketing, you’ll find you’re a LOT more effective.

Try putting your weekly items on the same day each week. For example, I create my podcast every Monday afternoon and I’ve scheduled time to create and produce each episode. I create videos most Tuesdays.  For many years I attended a networking group every Tuesday and I knew that my hair and makeup would be done on those days.  (Sometimes as an entrepreneur that has a home office, that’s not always the case!)

For most small business owners, it’s not that they don’t understand marketing, it’s that they don’t make the right time for it.  I believe anyone can learn and master marketing, if you just make it a system and prioritize it.  (If time management is a bigger challenge for you even beyond marketing, you may enjoy my quick Amazon Kindle read, “The Time Blueprint for Entrepreneurs.”)

Hopefully these ideas get you thinking about marketing in terms of routines and systems that are ongoing and keep your pipeline full.  I would love to hear the routines you have in place in your marketing plan.  Share your thoughts ideas through our Make It Happen in Marketing Group on Facebook!

Michelle McCullough & Tony Wilkins on the Tonya Hofmann Show – Video

It was a pleasure to be on Tonya Hofmann’s show!

More about Tonya Hofmann:

–CEO & founder of the Public Speakers Association & Career Speaker Academy

-Globally Sought After Speaker

-Host of Tonya Hofmann’s Fabulousness TV Show

-Best Selling Author of 6 Books

-Winner: International eWomenNetwork ‘08 Business Matchmaker of the Year

-Winner: 2015 Females are Fabulous Award

-Finalist 2015 Central Texas Women of Influence

-Winner: 2015 The Sip & Chat Movement Empowerment Award for Best Speaker

-Cover of the National Speakers Association/CAPS April 2015 magazine “Speaking of Impact” w/ Featured Article

-Cover of the “Be the Boss” Magazine February 2015 with Featured Article

-Cover of the “America Let’s Talk” Magazine June 2015 with Article and on the “America Let’s Talk” Houston TV Show

-Contributing Author in the Podium Monthly Magazine

The Campaign Blueprint

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yellow_buy_nowI’m excited to share with you:
MODULE 1: MISSION & MESSAGE
Creating your mission & campaign message that will resonate with your audience.
MODULE 2: CREATE GRAPHICS
Creating brand consistent graphics without an art degree.
MODULE 3: MARKETING MEDIUM MATRIX (That makes money!)
Choosing the marketing & media outlets that are right for your audience.
MODULE 4: MEASURE, RINSE, REPEAT
How do you know if a campaign works? You’ll learn what metrics to track so you can improve your next campaign

You’ll also get the Getting Started Guide, Assessment and step-by-step checklist to create your first campaign.

Plus for ELEVATION attendees (live and livestream) you’ll get these bonuses.

– Marketing Playbook (a planning tool for all of your marketing activities) – Includes both the audio tutorial and the digital files.

– Social Media Blueprint (four steps to a stronger social presence, includes the 4 different types of social media status updates) – Digital downloads of the audios, videos and presentation slides.

– One ticket to my live MARKETING BLUEPRINT WORKSHOP in December.  Attend live or livestream.

All this for only $197.  I have NEVER made an offer like this before.  yellow_buy_now

 

Why New Year's Resolutions Don't Work – Video

Why New Year’s Resolutions Don’t Work

Thank you for watching  I’m committed to providing you with quality content and valuable resources.  If you’d like more content like this, be sure to sign up for my newsletter list to the right!

I’m passionate about helping you achieve your personal and professional goals.

Also, if your a Utah local, come to my “The Life Balance Myth Workshop” that is on November 30th from 6:00 to 8:30 PM.  We’re going to talk about how to make 2012 your BEST YEAR YET.  Register here.