&nbsp;
Brad Post, Create the Movement
Liz Montgomery, Create the Movement
&nbsp;
Brad Post, Create the Movement: All right! This is another addition of Create the Movement podcast. My name is Brad Post. And I&rsquo;m sitting here with Liz Montgomery.
Liz Montgomery, Create the Movement: That&rsquo;s right. 
B: Liz, how are you doing today?
L: I&rsquo;m doing excellent. Thank you.
B: Awesome. Well, we talked last week, kind of about, when a new client comes to us, what we look at. Right? What do you want to talk about today?
L: Well, we talked about what we assess initially with them. So, today we&rsquo;re going to talk about, now that we&rsquo;ve gathered all that research and information from them, and from their online presence we see what reputation they have and so on. Now, we go, &ldquo;Okay. What is the best way for us to create a marketing strategy for them? And what tools do we have to do that with?&rdquo;
B: Okay. Perfect.
L: So, we&rsquo;re going to talk through those.
B: Kind of the marketing strategy. I think one thing about talking about their marketing strategy is there&rsquo;s a lot of services that we can offer. Right? And those are&hellip;we kind of broke it down into seven different services, for the most part?
L: Yes. 
B: Which are: websites (kind of their overall website), and I&rsquo;m looking this up because. So, kind of the way we do business we have seven different things that we look at. We have seven different core values as a business. We have seven different services. There&rsquo;s seven different colors in our new logo. And so, to kind of break down the services we have: search engine optimization, paid advertising, search engine marketing, content (which is blog posting), web design, branding, social media, podcasting, video development. I think that&rsquo;s seven. Right? 
L: I think that&rsquo;s seven. Yeah.
B: And a lot of it depends on the client&rsquo;s budget. Right?
L: Okay. Yes. Definitely.
B: Because, you know, we could offer them all of those services. And the next thing you know they&rsquo;re like
L: &ldquo;I only had $30 to spend this month!&rdquo;
B: Exactly!
L: I don&rsquo;t know if I can cover all of those services.
B: So, that&rsquo;s kind of the first thing we look at is, and you know, let&rsquo;s talk about your marketing budget. A lot of companies don&rsquo;t really have that. Some of them do; some of them don&rsquo;t. They&rsquo;re just like, &ldquo;I don&rsquo;t really know what we&rsquo;re willing to spend.&rdquo; So, I think we just kind of look at that and, you know, offer the services, and base it on what research we did. Right?
L: So, yeah, once we have an idea of their budget, then we can say, &ldquo;Okay. Here are the seven tools that we have that we can apply to your online marketing campaign, or online marketing presence.&rdquo; And then, we want to look at what the business is, and which services are going to benefit them the most. So, like for, get the most bang for their buck.
B: Right.
L: So to speak. Right? Is one type of business going to need more social media services, or is another type need more web design? For example, I think I said the other day, like a, someone who makes dresses for dolls. A doll dress making company. 
B: Okay.
L: They&rsquo;re going to want an Instagram, a Pinterest. They&rsquo;re going to need a lot of image-driven content. So, folks can see what they&rsquo;re creating, and what they&rsquo;re making. They&rsquo;re also probably going to need an online store, if they plan on shipping online. Whereas, like, and I&rsquo;ve maybe used this example before, an attorney, who is like an aviation attorney, okay? And they get all of their business from referrals. So, different airlines say, &ldquo;Well, we only use these ten attorneys for the service.&rdquo; And they&rsquo;re on that list. So, for them, because the CEO of American Airlines isn&rsquo;t going to be looking for their attorney in the search results...

Developing A Marketing Strategy

Brad Post, Create the Movement: You&rsquo;re joining us for our next edition of Create the Movement podcast. My name is Brad Post. And I&rsquo;m here with Josh Rich.
Josh Rich, Create the Movement: Hello everyone. Hello.
B: Josh, how are you doing?
J: Doing good, Brad. How are you?
B: I&rsquo;m doing well. This is our Marketing Tips, and today we&rsquo;re going to be talking about marketing budgets for small businesses. Right?
J: Yeah, so one of the things we kind of run into a lot when we talk with a new client, we ask them, &ldquo;What&rsquo;s your budget?&rdquo; And we always, not always, but a lot of the times we get the response, &ldquo;We don&rsquo;t have one.&rdquo;
B: Right.
J: Or, &ldquo;What do you suggest?&rdquo; Or, &ldquo;We don&rsquo;t really have a defined budget.&rdquo; So, since the new year is kind of approaching, we thought it would be a good idea to kind of to give some tips on how to create a marketing budget. Because it is important to know how much you&rsquo;re willing to spend, and how much you should be spending on your budget for marketing.
B: Yeah.
J: So, the first step that you really want to make sure, just whenever you&rsquo;re focusing on this, is to be defined.
B: Be defined?
J: Be defined. Yeah. Don&rsquo;t have some sort of vague number. Write it down. Make it a part of your company&rsquo;s budget every year, or every month. However, you want to it. So, that way you know how much you can spend, and how much you should be spending. There&rsquo;s kind of five questions you should ask yourself when you&rsquo;re trying to set this.
B: Okay.
J: The first one is what do you need?
B: What do you need?
J: What do you need? So, that&rsquo;s going to depend a lot on your industry, a lot on your company. So, do you need leads? Do you need sales? Do you need just brand exposure? Do you need traffic to your website? So, sit down and think about what you need. Because like I said, it&rsquo;s really going to influence how much you&rsquo;re going to spend, and where you&rsquo;re going to spend it too.
B: Most of the time they might say, &ldquo;All of the above.&rdquo;
J: Right. Exactly. Like I said &ndash; be defined. You have to pick one. And your need will most likely change over the course of a year or so. When you&rsquo;re starting out on setting that budget - be defined and pick one.
B: Okay.
J: The second one is figure out what you&rsquo;re currently paying.
B: Okay.
J: For some people this could be zero. But for some people, they might just kind of, if they&rsquo;ve never really thought about it, they might just spend a $1000 here, a $1000 there, and not really know where it&rsquo;s going, or what it&rsquo;s doing, or how to track it, or that kind of stuff. Just whenever they get an email, or some salesman calls them, they&rsquo;ll sign up for it, but they&rsquo;re not really keeping track of it. Not really sticking to any sort of set plan.
B: Right.
J: And so, go back and see what you did last year. Figure that out. Because that will kind of give you a good starting point. Once you have that number, you want to try to assess how that worked out for you. So, figure out your cost per lead, your cost per sale, or whatever metric you want to use. Find a way to evaluate how well it worked.
B: &nbsp;Okay.
J: And then figure out if that&rsquo;s something you&rsquo;re comfortable with, or not. So then, the next step is to think about how fast you want to grow. Because a lot of us, I mean, as much as we would love to have 10 clients call us a day, and say, &ldquo;Hey, we want new websites, and the most expensive SEO package.&rdquo;
B: Right.
J: We&rsquo;d be in trouble if that happened. 
B: Yes!
J: We&rsquo;d simply cannot scale that fast. You know? And so, try to figure that out. And if you can scale that fast, and you want to, then be really aggressive in your marketing budget. If you can&rsquo;t afford to scale very fast, it&rsquo;s going to be slow growth, then you need to...

Ep. 6 Developing A Marketing Budget

Brad Post, Create the Movement
Josh Rich, Create the Movement
&nbsp;
Josh Rich, Create the Movement: Good morning everyone! Thank you for joining us for another edition of Create the Movement Marketing Tip podcast. I&rsquo;m Josh Rich. I&rsquo;m here with Brad Post. 
Brad Post, Create the Movement: What&rsquo;s going on Josh? How are you, sir?
J: Doing great Brad. How are you?
B: Good, good.
J: Well, Brad, today we&rsquo;re going to be talking about Google Analytics, and kind of the benefits of that especially for small businesses. So, I&rsquo;m going to let you talk about, kind of, getting it set up. And I think the biggest benefit, we&rsquo;ll say, is it&rsquo;s free. 
B: Absolutely, yeah. So, every single one of our websites that we build we include the Analytics, Google Analytics. Just because, Google Analytics, like you said, is free. You can set it up. It&rsquo;s very easy. You get a UA code. You put that UA code on their website. We use WordPress, and usually it&rsquo;s a pretty easy, standard way to put in that UA code. And then, it basically starts tracking, you know, their visits, and you&rsquo;ll probably go into that a little bit more. It tracks, you know, pretty heavily tracks everything that&rsquo;s coming to their website, how it&rsquo;s coming, that type of stuff. And just encourage, just to be able to track that because 
J: Right. Because it&rsquo;s free. It&rsquo;s pretty easy. Just grab that UA code, put it on the home page, and then let it do its magic. Pretty much.
B: Yeah. Right.
J: Yeah. And you can track basically anything you want to using Google Analytics which is great. One really important thing that everyone should be doing on Google Analytics is using Goals.
B: Okay.
J: There are kind of four main areas that you can use Goals to do
B: And you set that all up within Google Analytics?
J: Yeah. Once you put that UA code in there, you kind of get your account set up. All you have to do, is on the left tab there, you just go to Conversions, and that first one is Goals, hit that drop down area, and then go to Overview. And you can just set up your goals right there. 
B: So, our listeners aren&rsquo;t necessarily looking at Google Analytics right now. But, so if they&rsquo;re in there, on the left-hand side they have different areas that you can look at.
J: Right. That&rsquo;s how it is as of today. Two months from now, who knows what it&rsquo;s going to look like.
B: Yes.
J: But, today that&rsquo;s how it&rsquo;s going to go. And so, like I said, there&rsquo;s four main areas that you can set up goals within Google Analytics. The first one is destination. That&rsquo;s basically going to track every time that someone goes to your Contact Us page. You&rsquo;ll set that up there, and it will give you the number of how many people actually go to that page. It will also show you the funnel of where they came from. So, if they went to the Home page, and the About Us page, and then went to the Contact page, it will kind of give you that mapping. You can kind of know how they&rsquo;re travelling. So, the good thing about that is that you can see, if you really want to drive traffic to that Contact Us page, or to, like, the Buying page, or whatever the goal of your website is, then you can kind of see if you have 10 people that go to your Contact page, and the About Us page, and then to the Contact page. And five people out of that 10 get hung up at the About Us page, you know there&rsquo;s something wrong with that&rsquo;s kind of preventing them. Some sort of a roadblock there. So, you can go through and kind of figure that out.
B: Need more of a call to action there.
J: Yes, exactly. Make that destination that you want more clear on kind of that roadblock. So, you can remove that.
B: Okay.
J: The second type is a duration. Which is pretty easy. You just figure out, if it takes 2 minutes for them to read all of that information on the given page that you want to, set that duration...

Ep. 7 Google Analytics Goals for Small Businesses

Brad Post, Create the Movement: Welcome to Create the Movement podcast. My name is Brad Post, and I&rsquo;m here with Josh Rich.
Josh Rich, Create the Movement: Hello everyone.
B: Josh, how are you doing?
J: Doing great Brad. How are you?
B: Good. Good. Today, we are going to be talking about&hellip;
J: We&rsquo;re going to be talking about paid social media ads.
B: Okay.
J: So, it&rsquo;s kind of, I don&rsquo;t know, the wave of the future? Or, whatever you want to call it. But it&rsquo;s kind of a necessary evil, is probably the better word to describe it. More and more, what we&rsquo;re seeing is that just organic Facebook posts and Twitter posts just aren&rsquo;t getting the same reach that paid posts are. And so, if you&rsquo;ve been on social media, you&rsquo;ve seen ads that say &ldquo;Sponsored Post&rdquo; on Facebook. I think Twitter has something else. Or LinkedIn has like &ldquo;Promoted Post&rdquo;. They&rsquo;ve all got their little terms. But, it&rsquo;s just basically when someone&rsquo;s paying for it.
B: Social media platforms are making it a little bit more difficult for business, especially Facebook.
J: Exactly. Facebook, especially, is making it really hard to get the reach out there like you would with an organic post.
B: Right.
J: So, we&rsquo;re kind of seeing, more and more, that you kind of have to pay if you want to get some good results. So, we&rsquo;re just going to talk about, kind of, some best practices of doing paid advertising. Because, you know, whenever you&rsquo;re doing this you&rsquo;re not just investing your time; you&rsquo;re investing money, too. So, you want to make sure you do it the right way.
So, the first thing you want to do whenever you set up a paid advertising account, or a campaign, is you want to make sure you have a specific goal in mind. And, obviously, you want to make sure that coincides with your overall social media goal.
&nbsp;
And so, there&rsquo;s four things you want to consider when you set up this goal. You want to figure out what you want to say. Who you want to say it to. What the call to action is. And then, you want to figure out a way to measure it as well.
And so, kind of going on number three, on the call to action, you want to make sure that&rsquo;s very specific. You don&rsquo;t want to just say, &ldquo;Oh, we want to get, like, get branding.&rdquo; You know? It&rsquo;s like, that&rsquo;s really hard to measure. Now, so, some ideas on that, is like, do you want people to attend an event? Sign up for an email? Buy something? Or just visit your website?
B: Okay.
J: So, you want to make sure that you have that in mind. So, that way, you know if it&rsquo;s effective or not.
B: And that helps with what link you put in there? Or image?
J: Yeah, exactly. I mean, just overall, helps on crafting. And, sort of, after the fact, you want to make sure you can tell if you&rsquo;ve hit your goal or not.
B: Okay.
J: And so, the next thing you want to do is you want to make sure you pick the appropriate network. And that kind of just goes with industry. You know? If you&rsquo;ve got like a very business to business industry that you&rsquo;re trying to sell to, then you&rsquo;re probably going to want to stick with LinkedIn. Whereas, if you have more of, like, kind of, a local shop that&rsquo;s, kind of, more fun, more consumer based, then, you know, you can get away with doing virtually else you would. Whether it be Facebook, or Twitter, or even Snapchat &ndash; if you want too. So, make sure that you&rsquo;re on the appropriate spot. Otherwise, you&rsquo;re just going to be wasted.
So, whenever you start setting up your campaign, you want to match your platform to your message. So, one thing to consider, a little tip is like, on LinkedIn, the overall layout is pretty bland. There&rsquo;s a lot of white space, and maybe some blue. So, like a colorful ad is going to do really well there. It&rsquo;s going to be very eye-catching if you have, like,...

Ep. 9 Paid Social Media Ads

Josh Rich, Create the Movement
Brad Post, Create the Movement
&nbsp;
Josh Rich, Create the Movement: Good morning everyone. Thank you for joining us for Create the Movement podcast. I&rsquo;m Josh Rich. With me is Brad Post.
Brad Post, Create the Movement: How&rsquo;s it going Josh?
J: Doing great Brad. How are you?
B: I&rsquo;m doing well.
J: Excellent.
B: So, today we are to be speaking about inbound marketing. Is that right?
J: Correct.
B: Okay.
J: Inbound marketing. So, for starters, to define the term inbound marketing, seems a lot of people probably don&rsquo;t know what that is. It sounds kind of strange. The biggest difference between inbound marketing and traditional marketing is that traditional marketing is what you&rsquo;d see on TV ads or magazine ads. The advertiser interrupting the viewer&rsquo;s life to promote their product or service.
B: Kind of shoving it in people&rsquo;s faces?
J: Right. Exactly.
B: Whether you want to see it or not.
J: It sounds bad, but that&rsquo;s what it is. They are shouting a message out and waiting for the person to respond.
B: Okay.
J: Inbound marketing is a different approach to that. It waits for the viewer to come to it.
B: Okay.
J: It&rsquo;s not interruptive. This is stuff like blogs, or YouTube videos, or anything that the consumer would seek out for their own benefit, but it&rsquo;s actually marketing material.
B: Would actually click, or press &ldquo;PLAY&rdquo;, or read.
J: Exactly. Anything that they would look at, read, watch, share would be considered inbound marketing.
B: Okay.
J: Email campaigns are kind of a hybrid of inbound and traditional.
B: Okay.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
J: The advantage is that is the consumer is already looking for information on whatever topic or product or service. So, they&rsquo;re coming to you as somewhat of a warm lead.
B: Right.
J: As opposed to just throwing it in their face and hoping something sticks &ndash; as traditional marketing does. That&rsquo;s a pretty big advantage, that they&rsquo;re actually seeking it out, and not just, kind of unexpectedly getting hit in the face with it. So, that&rsquo;s why there&rsquo;s been a pretty big shift, as of recent, toward inbound marketing. It seems to be a little more effective if you can do it. It&rsquo;s a little harder to do. It&rsquo;s harder to create content. It&rsquo;s harder to find the topics that people are looking for. But, it is pretty good. So, that&rsquo;s kind of this fundamental shift. Where we saw the Mad Men-days of advertising, that was very much like telling the consumer what they wanted. Versus now, when we&rsquo;re trying to educate them, as opposed to selling to them.
B: Right. Because people are searching differently than they have in the past.
J: Exactly.
B: They&rsquo;re asking Google questions. They&rsquo;re asking Siri questions.
J: Exactly. That&rsquo;s kind of an overview of what inbound marketing is, and why we&rsquo;re switching to that. As we look at that, there&rsquo;s two major aspects we want to look at when we&rsquo;re considering a strategy for inbound marketing.
First, is knowing your consumer. And so, whatever industry you&rsquo;re in, whatever you&rsquo;re selling, or service you&rsquo;re offering, you need to know why your consumer would be interested in your company. There&rsquo;s a couple of things you can do for that. First, if have a good consumer base already, a great thing to do is to come up with a survey. And figure out what they do, how they tick, why they chose you over a different service. So, that way you can capitalize on that. You need to know different behavior patterns, how they search for things in Google. Or, what they search for. What social media they&rsquo;re on. That&rsquo;s going to be a big part of that. That&rsquo;s the foundation. If you don&rsquo;t know who you&rsquo;re talking to, then you don&rsquo;t know how to talk.
The...

Ep. 10 Inbound Marketing

Brad Post, Create the Movement: Welcome to Create the Movement podcast. My name is Brad Post. &nbsp;And I&rsquo;m sitting here with Josh Rich. 
Josh Rich, Create the Movement: Hello Brad, how are you?
B: I&rsquo;m doing well. How are you doing, sir?
J: Doing great, Brad.
B: Well, we are talking marketing tips today. We&rsquo;ve gone through some social media things. We&rsquo;ve gone through quite a few other, you know, paid advertising, analytics. We&rsquo;re going to be talking about content today?
J: Yeah. Content as a whole. Then, kind of, taking a closer look at blogging today, as well.
B: Okay. 
J: So, just to get into it. Content, when we say content it&rsquo;s a very broad term. It can be anything. It&rsquo;s not just written content. It could be videos. It could be quizzes. It could be infographics. It could be anything.
B: Okay.
J: Just anything that people see, and ingest, as information.
B: Could be audio podcast?
J: Could be audio. Yeah. It could be anything.
B: Right.
J: And so, whenever you&rsquo;re creating content for your online presence, whether that be website, social media, whatever, there&rsquo;s two, kind of, things you want to consider. Two goals you want to keep in mind. Generally speaking, content could, and should, fall into these two categories.
B: Okay.
J: So, the first is to drive traffic to your website. 
B: Right. 
J: The second one is going to be to sell.
B: Okay.
J: Okay, to kind of break those down a little bit more. So, the traffic one, that&rsquo;s commonly referred to as clickbait. Just things that people click on, go to the website, see it. So, it&rsquo;s not necessarily something like a hard sell that you&rsquo;re doing. It&rsquo;s just for people to, like, get to know the brand and what not. It&rsquo;s also, kind of, to rank well, as well, for SEO purposes. To get people to drive traffic to the website. That&rsquo;ll in turn, kind of, increase your SEO. And so, that&rsquo;s kind of where you can put some of your key words, as well. 
And the second one, like I said, is just to sell. So, that&rsquo;s where you&rsquo;re going to be really conversion focused. And making sure that once they&rsquo;re there, they know what you&rsquo;re selling, or what you&rsquo;re doing, so that way they have a clear path to the buying process. 
B: Okay. 
J: So, make sure, like, generally speaking, it should fall into one of those two categories. If it&rsquo;s outside one of those, you might need to take a look at it, and reconsider the strategies there. 
B: You called it clickbait?
J: Clickbait, yeah. So, just a little topic, like &ldquo;5 Things You&rsquo;re Doing Wrong in Your Marriage.&rdquo; Or, whatever?
B: Post that through social media?
J: Yeah, exactly. People are like, &ldquo;Oh, my gosh! What am I doing wrong in my marriage? I need to figure this out.&rdquo;
B: Okay. 
J: And so, it&rsquo;s somewhat of, like, reactionary. Somewhat, kind of, fear mongering. But it works really well. Sadly.
B: Okay. &nbsp;
J: And, so, one of the first things you&rsquo;re going to need to decide whenever you&rsquo;re creating content is, first of all, your topic. 
B: Okay.
J: It seems pretty basic, but there&rsquo;s some strategy behind topic. The biggest thing you want to consider is, &ldquo;What do your customers need?&rdquo; You know? You need to figure out what their needs are. You don&rsquo;t want to just, like, make things they already know, or they don&rsquo;t care about. So, make sure it&rsquo;s geared toward your customer. One easy way to do this, if you have a big sales team, of have any sort of information from sales, is to ask them. 
B: &ldquo;What kind of questions are you getting?&rdquo;
J: Exactly. Frequently asked questions that your sales team get is always the best way to get good content. 
B: Okay. 
J: Because that&rsquo;s what people care about. Because they&rsquo;re asking it. The other way is you can check forums on the industry. You can check social media...

Ep. 12 Content The Right Way

Liz Montgomery, Create the Movement: Welcome back to the Create the Movement podcast &ndash; our next edition here. I am with Mr. Brad Post.
Brad Post, Create the Movement: What&rsquo;s going on Liz? How are you?
L: And I&rsquo;m Liz Montgomery.
B: Yeah.
L: I&rsquo;m good. How are you?
B: I&rsquo;m doing well. Doing well.
L: So, last week we talked about &hellip;
B: Kind of the process of what we look at when we&rsquo;re approaching a new potential client.
L: And the strategy we put together for them.
B: Absolutely.
L: So, now we have laid out all of our tools that we can use. And we think, &ldquo;Okay, these are the things that are going to work best for this particular client.&rdquo; And then, the next step is presenting that to them.
B: Absolutely. It&rsquo;s kind of neat because also, on the Create the Movement podcast, Josh and I, Josh Rich and I just had a conversation on how to develop a marketing budget. That was our
L: Oh! Good.
B: So, it kind of ties into this. So, you know, hopefully the client would know what their marketing budget is, or have kind of a number. And we would do the pre-work. Right? And, so, now we&rsquo;re at the point of where we&rsquo;re proposing the potential new client. So, how do we do that Liz?
L: Well, we would schedule an appointment with them. Or, we probably already have that in place. Letting them know, &ldquo;Okay, we&rsquo;re going to put this together, and then in our appointment discuss all the options that we would have for you.&rdquo;
So, we&rsquo;ll go over that with the client, and answer any questions that they may have. The idea is that we&rsquo;ve already done a lot of the work to make sure we are solving any problems that they were having. Or, you know
B: Any &ldquo;pain points.&rdquo;
L: Any &ldquo;pain points&rdquo; that they have had. Or, things that they wanted to make sure happened in their marketing campaign and their online presence. &nbsp;So, we&rsquo;ve already done the work to make sure our solution &ndash; that we&rsquo;re really presenting a solution for those things.
B: Right.
L: So, we present that to them. Answer any questions that they may have. Even there, if they&rsquo;re happy with the solutions that we&rsquo;ve offered, they could choose to sign on with us there. And say, &ldquo;Okay. Great. This sounds good.&rdquo; Or, if we haven&rsquo;t written up a full proposal or agreement yet, for them, then we would say, &ldquo;Okay. We want to make sure we&rsquo;ve gone over this. We know what you really need. And you&rsquo;re happy with these solutions. We&rsquo;ll put that together in an agreement for you.&rdquo; Send it over. And then they get to be our client.
B: Yeah, and just kind of setting the expectations of what they can expect. You know? And then, I think a huge thing about us personally, and our company, and our culture here, is that customer service. So, if you say you&rsquo;re going to send them a proposal, send it. You know?
L: Right. Right.
B: Or tell them, &ldquo;Hey, if you look at your calendar, and it&rsquo;s four-o&rsquo;clock in the afternoon. Hey, if it&rsquo;s okay, I&rsquo;ll get this proposal over to you in the morning.&rdquo;
L: Right.
B: So, just doing what we say we&rsquo;re going to do. And then. You know me Liz, I&rsquo;m a stickler on time. You know? So, if we have a three-o-clock appointment with a client, then we call them at three-o&rsquo;clock. 
L: Right.
B: Or, we show up at 2:50. You know?
L: Well, you&rsquo;re proving your responsibility to them too. You know?
B: Yes.
L: And building that trust, because we are looking to develop a relationship with them.
B: Absolutely. Yeah. And that&rsquo;s good. And that&rsquo;s why our sales team here is not &ldquo;sales&rdquo;, &ldquo;sales manager&rdquo;, or &ldquo;sales associate&rdquo;. What are they?
L: They&rsquo;re relationship specialists.
B: That&rsquo;s right. Yes. You&rsquo;re establishing that relationship. Right? So, it&rsquo;s a...

Ep. 13 Presenting To The Client

Brad Post, Create the Movement: Welcome to Create the Movement podcast. My name Brad Post. I&rsquo;m just sitting here with Josh Rich.
Josh Rich, Create the Movement: Hello everyone Hello Brad.
B: How are you doing? 
J: Doing great Brad. How are you?
B: Good. We are doing a new podcast today. And what does this podcast discuss?
J: We&rsquo;re going to be talk content.
B: Okay.
J: The right way to approach content &ndash; in terms of your viewpoint on it. And just really how you should assess what you&rsquo;re doing, and kind of the overall goal of what content does.
B: Okay. Great. So, kind of, the right way to do content?
J: Yeah, the right way to do content. So, whenever we&rsquo;re talking on content. We need to focus on three things.
B: Three? &nbsp;
J: Three things. And that&rsquo;s attraction, interaction, and reaction.
B: Did you say traction or attraction? 
J: Attraction, interaction, and reaction.
B: A-I-R. Just no acronyms.
J: There&rsquo;s no acronyms. Alliterations, but no acronyms. Maybe one day, we&rsquo;ll get it down. So, basically, those three things, are three steps in a sales funnel. 
B: Okay.
J: And a sales funnel is just kind of like a general illustration that kind of helps you visuals kind of how your potential customers become actual customers.
B: Okay.
J: And so, you can look at different sales funnels, you know, and you could probably find as many as 10-12.
B: You could probably Google &lsquo;sales funnels.&rsquo;
J: Yeah, I&rsquo;m sure you could find all sorts of ones. And I mean there&rsquo;s going to be different ones for different industries and different purposes. So, for this, for the sake of content, we&rsquo;re going to focus on three steps.
B: Okay.
J: So, at the top of the funnel, where it&rsquo;s the widest, that&rsquo;s where the attraction is.
B: Okay. 
J: So, that&rsquo;s when you&rsquo;re literally just trying to get people to know about your company. To attract them to your website, to let them know you exist, and that you provide X service. Or, X goods.
B: Okay.
J: So, whenever you&rsquo;re writing content for attraction purposes, it&rsquo;s a lot different than anything else. Because, it&rsquo;s a lot more broad, you&rsquo;re not like selling them anything.
B: More information based?
J: More information based. Yeah. So, you kind of just want to stick to your general industry. You definitely do not want to write about directs products that you offer, or direct services that you offer.
B: Okay.
J: It&rsquo;s too soon for that. You just want to get in their heads a little bit. You want to create what we call &ldquo;top of mind&rdquo;-awareness.
B: Okay.
J: So, Brad, if I we&rsquo;re to say, &ldquo;Hey, let&rsquo;s go get pizza for lunch.&rdquo; What would you say? Where would you want to go?
B: I&rsquo;d probably say Mazzio&rsquo;s
J: Exactly. For whatever reason. Whether that just be proximity to the closest one. Or, just, that&rsquo;s your favorite pizza. Mazzio&rsquo;s has established &ldquo;top of mind&rdquo;-awareness in your mind.
B: Here in Tulsa.
J: In your mind, your knee-jerk reaction essentially.
B: Right. 
J: So, that&rsquo;s what the attraction purpose is. You want to establish that knee-jerk reaction that whenever they think, &ldquo;Hey, I need hire someone for this good or this service.&rdquo; They think you.
B: Okay.
J: And so, again, you&rsquo;re not selling them anything here. You&rsquo;re not closing the deal. It&rsquo;s important to understand that the way the sales funnel work is that don&rsquo;t try to close the deal at every step. You try to push them to the next step.
B: Okay.
J: You try to push them to that next phase of content. That next step in the funnel.
B: Okay. 
J: So, to give an example, let&rsquo;s say if you&rsquo;re like a tree-trimming service. I&rsquo;ve got a tree-trimmer coming out to my house this afternoon, so that&rsquo;s why I&rsquo;m thinking about that.
B: Okay.
J: So, if you&rsquo;re a...

Ep. 14 Content The Right Way Part 2

Brad Post, Create the Movement: Hello. This is Brad Post, and I am with my co-host, Josh Rich. 
Josh Rich, Create the Movement: Good morning everyone.
B: We are continuing our Tuesday Marketing Tips. Right?
J: Yes, sir.
B: So, how are you doing, Josh?
J: Doing well, Brad. How are you?
B: I&rsquo;m doing well.
J: Excellent. So, today, we&rsquo;re going to be talking about, really, two main topics. Using link-building software. And, then, we&rsquo;re going to talk about, kind of, what to do if you&rsquo;re going to hire a company to build links for you. It&rsquo;s a little different. 
So, the first one is kind of the DIY version. It&rsquo;s just buying some software, and paying for links yourself. Versus, just paying someone else to do it.
B: Okay.
J: So, there&rsquo;s a couple of things, if you&rsquo;re going to do it yourself, there&rsquo;s some really good tools you can use. For one, whenever you start, you need to have some sort of a link management system.
B: Okay.
J: Because if you&rsquo;re going to be emailing bloggers and signing up for directory listings you need to make sure that you stay organized. Otherwise, you&rsquo;re just going to be all over the place, and you&rsquo;re not going to figure out what you have already done, and you&rsquo;ll end up doing double work.
B: Just like an Excel spreadsheet?
J: Yeah. That&rsquo;s kind of like the basic version. You use an excel spreadsheet. Or, you can just actually sign up for some paid-link building software. That&rsquo;s a little bit better because it will give some analytics on it.
So, the first one you can use is, is what we use, is Raven Tools.
B: Okay.
J: That will tell you, kind of like, what status you&rsquo;re at. And it will give you some analytics, like I said, on the link, to let you know what the domain authority is. To just let you know if it&rsquo;s worth pursuing, or not.
B: Okay, perfect.
J: Another site you can use, it won&rsquo;t necessarily manage link, but if you&rsquo;re just curious if it&rsquo;s a good link worth pursuing or not, is SpyFu. And it will just give you some readouts on how much traffic they get, what the domain authority is, and how much people trust that link.
B: Okay.
J: And then there&rsquo;s another software you can use to kind of just check for new prospects. To just kind of give you some ideas. And it&rsquo;s called Ontolo. O-N-T-O-L-O. Not sure if I&rsquo;m saying that right, or not. Like I said, that will just kind of give you some ideas where to look for links.
And, then, once you kind of figured out what you want to do. You can use a software called Word Tracker. And that 
B: Word Tracker?
J: Yeah, Word Tracker. And that will just kind of give you ideas on how to proposition the websites. On how to go about, like just, sending the initial email to try to get your link on their site. How to just make the &ldquo;ask&rdquo; basically. 
B: Okay.
J: So, those are all, you know, really good softwares you can use. And, so, another way to do this too, is just flat-out buying links. And, today, that&rsquo;s probably something you&rsquo;re just going to have to do if you&rsquo;re going to do backlinking. Unfortunately, just people know about SEO now, so they&rsquo;re going to charge you for it. So, there&rsquo;s a couple of things you should be aware of. A couple of ways you should go about that. First, of all, one good idea to do, is to look up to see if your competitors are using paid links. And again, you can use SpyFu for that. And if you&rsquo;re paid links, then you can probably get away with not doing it too. Especially, if you&rsquo;re already ranking higher than them. But, you know, if you have competitors that are just 10 links ahead of you, and they&rsquo;ve got tons of paid links, that&rsquo;s probably why they&rsquo;re ahead of you. 
B: And you use SpyFu, and also, Open Site Explorer?
J: Yep. Yeah. You can use both of those to figure out kind of what your competition is doing. And...

Ep. 15  Hiring an SEO Company

Our Chief Marketing Officer Dominick Montgomery speaks at Tech Fest at Oklahoma State University in 2015. &nbsp;This is the audio file of him speaking.&nbsp;
The title is Why My WP Services Cost More Than Yours
Six Points

Self Branding
Becoming a Teacher
One Theme
Monthly Maintenance&nbsp;
Referral System
Charity Work

Create The Movement