Archive for the ‘Mondays with Mike’ Category


Mondays with Mike: 7 Tips For Making Your Employees Marketing Superstars

?????????????????????????????????????????????????????????????????????????????????????????Wouldn’t it be wonderful if you had a team of enthusiastic marketing superstars who promoted your brand everywhere they went?  Here’s a secret:  You can make it happen!  Consider the fact that every one of your employees interacts with dozens and dozens of people everyday, and you’re missing your opportunity if you don’t enlist them in your mission to promote your brand.  Here are some sure-fire strategies for making your employees part of your marketing strategy:

  1. Speak their language.  Every single member of your staff is motivated in a slightly different way.  Take the time to figure out what’s important to your employees, and you’ll be able to tell your story in a way that matters to them.  If you can sell your staff on your vision, they’ll sell it to your customers.
  2. Create the right climate.  Make sure that your staff understands that you’re not just in business for the bottom line.  Show the ways in which you enrich your community, whether it’s by providing necessary services or through your investment in community programs.  If your staff feels good about the work they’re doing, they’ll share their enthusiasm.
  3. Provide awesome wearables.  The key to this tip is making the wardrobe genuinely cool – something that your staff will actually choose to wear.  Your tagline or logo on a t-shirt becomes a walking billboard.  If you make sure your staff actually likes their company togs, then you’ll be sure that they won’t end up in the trunk of the car, where – let’s face it – they’re not doing you any good.
  4. Use social media.  Whether your run a caption contest or share pics of your staff wearing your logo in interesting locales, make sure you leverage the powerful tool provided by the various social media apps.  Folks love that fifteen minutes of fame – so why not use it?  Turning your brand into one that people have fun sharing increases your visibility and strengthens brand loyalty.
  5. Provide Halloween costumes.  Create a character that suits your company climate and offer your staff the chance to celebrate without having to stress over what to wear.  Whether you create a superhero – think something like Uber Geek if you’re an IT company or Grammar Nazi if you’re a PR firm – you’re injecting a little fun into your corporate image.
  6. Use every opportunity to advertise, no matter how small.  One of my favorite, often overlooked examples of an underused means of getting your company’s name out there is to make sure that your company wi-fi and your employees’ mobile hotspots are all branded with your company’s name.  The next time your sales rep is working and sipping a latte at Starbucks, everyone who logs on to the free wi-fi will see your company’s name.  Never miss a chance to make in impression.
  7. Don’t forget the hardware.  Don’t send your staff out with laptops that advertise for Apple; slap your awesome logo on everything that sits still long enough.  Your staff can make countless impressions just by toting gear that advertises for you.

Be open, and be creative!  Brands are built one impression at a time, and you have more opportunities than you realize.


Mondays with Mike: 8 Ways You Can Accomplish More By Going Old School

I love gadgets as much as the next guy, but I had an experience recently that made me realize that sometimes, putting all your technological eggs in one basket isn’t a good idea.  My phone died while I was traveling (long story) and I was left without my clock, directions to the hotel, or even the name of the hotel that my assistant had reserved for me.  I was paralyzed until I could get some juice for my phone, and I realized that sometimes, old school is best.  Here’s a list of devices that you should always have in reserve.

  1. Calculator.  Yes, I know your phone has one, but have you ever needed the calculator while you’re on the phone?  Happens to me all the time.  A pocket-sized solar calculator with a battery backup can be a lifesaver.
  2. Typewriter.  Don’t roll your eyes.  I’m serious.  If you’ve ever needed to fill in a form that you can’t edit online, then the typewriter is a godsend.   Print the form, type your entries, and you’re all set.  I don’t use mine often, but when I need it, it’s the perfect solution.
  3. GPS device.  Sure, most phones have this function, but again – when you’re on a call and you simultaneously need directions, you’ll be glad you have the separate unit.  The bonus is that prices have come way down, and you can get a great GPS for very little.
  4. Alarm clock.  This item’s about redundancy as well, but if your phone battery dies or the power goes out, you’ll still be on time for that important meeting if you’ve packed a battery or wind-up alarm clock.  No need to make excuses for oversleeping.
  5. Compass.  Yes, really.  It never fails that the very moment that I need my GPS the most – like in the middle of Manhattan – the buildings keep my GPS from working properly.  If I know I need to head uptown, my pocket compass saves the day.
  6. Watch.  I may be old fashioned, but people who constantly check their phones drive me crazy.  If you just need to check the time, you’ll look much more engaged if you glance at your watch, rather than checking your phone and incidentally seeing the twenty new emails that need your attention.
  7. Pen and paper.  Inevitably, every time I try to use my phone’s notes function, I get distracted by a text message or a calendar alert and frequently forget what I needed to jot down.  Pen and paper in my pocket solves the problem.
  8. Polaroid camera.  I tell people that I keep a Polaroid camera just for fun, but it’s actually a fantastic leave behind.  Physical pictures are becoming so rare that they’re a brilliant way to remind a client or a friend of a momentous occasion.

I increasingly hear folks making excuses for why they haven’t managed to get something done, usually blaming their shortcomings on technology.  It’s far better to be the one person who always delivers, every time, rather than being the person whining about a dead battery and a failure to plan ahead.  Don’t be caught unprepared.  

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Mondays with Mike: 7 Crazy Ideas To Turn Your Customers Into Raving Fans

The far reach of social media has fundamentally altered the way in which we interact with one another.  Things happen lightning fast, and it’s commonplace to get moment-to-moment updates on what your friends are doing.  While you may believe that it is – in fact – possible to OD on never-ending selfies, the prevalence of digital photos and tweets that reach millions of followers is a huge opportunity for savvy entrepreneurs who are able to enlist their customers in building their brands.  Here’s how to convert your customers to your biggest fans:

  1. Have your clients do some of the work.  If you can find a way to let customers make doing business with you a unique and personalized experience, they’re far more likely to tell their friends about you.  The best recent example of this principle are the number of business popping up that provide detailed art instruction for a group of people to gather at a bar or restaurant and paint their own picture.  You see Facebook posts of smiling faces and proud amateur artists.  They’re selling the experience to their friends.
  2. Play hard to get.  The American Express Black Card is the best example bar none.  It’s obscenely expensive, but people fall all over themselves, coveting an invitation to open one, and only a few customers ever receive that invitation.  Creating a sense of exclusivity makes your product that much more desirable.
  3. Deny your own existence.  One of the reasons there was so much buzz about the Amex Black Card when it was created was because Amex refused to confirm the card’s existence.  They relied on the excitement of gossip and speculation to generate interest.
  4. ????????????????Encourage tattoos.  I know this tactic may sound extreme, but when folks start permanently applying your logo to their bodies, you’ve officially arrived.  Associating your brand with a lifestyle and developing a great logo is a good start.  Think no one would ever ink a logo?  Look around you at the beer labels, band logos, and Harley Davidson tattoos that are out there.  It’s possible.
  5. Go underground.  Throw exclusive parties for your very best customers – parties that they must be invited to attend.  Offering special perks for invitation only rewards clubs makes customers crave that favored status.
  6. Put your customers through boot camp.  The idea here is to have a series of steps that customers have to go through in order to achieve a special status.  Give them special status and reward them with exclusive offers that are available only to the elite customers who’ve been dedicated enough to reach your upper echelon.  Give customers a shirt or a car magnet that boasts about their status, and you’re generating interest everywhere your customer goes. 
  7. Create an annual event.  Start a tradition that anchors your company as a valuable member of your community.  Whether you sponsor a fall festival or a public Easter Egg hunt, giving your community something to look forward to creates lasting, positive associations for your company.

So the real secret of all of these techniques is what happens afterwards.  By creating loyal, dedicated fans of your brand, you’re inevitably creating brand ambassadors who will Tweet, Instagram, and Facebook about your company, spreading the word with every like, share, or comment.  That’s why these raving fans are so valuable – they become your cheerleaders and enthusiastically help build your brand.  


Mondays with Mike: Experts and Minions

????????????????????????????????????????????????????While entrepreneurs strive to staff their companies with superstars, we all know that there’s usually one person who stands out – you know, the person that everyone (including you) calls when you’re stuck and need expert advice.  Since cloning people isn’t legal – and probably not cost effective, either – it’s easy to feel frustrated when there’s simply not enough of your expert to go around. 

After all, an expert can only be in one place at a time, right?

Wrong!  The solution to your expert cloning needs is to provide your experts with minions.  Here’s an example of how it works:

Let’s say that you own a security company, and you provide installation and monitoring services to your clients.  You have technicians who work out in the field doing the installation and making service calls when something goes wrong.  These technicians are trained, but you’ve got one guy who can always troubleshoot any problem and devise intelligent solutions.  But he’s only one guy.

You can’t send him out on every service call, but what you can do is keep him in the office.  No, I haven’t lost my mind.  You keep your expert in a single location, and you set up a way for him to communicate with everyone out in the field.  When a technician encounters a problem, he gets on the phone with the expert, and the expert talks him through the solution. 

The single most important component of this model is a consistent, reliable, and flexible means of communication, because if your communication goes down, the system falls apart.  Many VoIP (Voiceover Internet Protocol) providers offer all the services you’ll need.  My team uses Skype, but there are other companies who provide similar services.

So your minions can connect to your expert via phone, but if they need to share files, Skype also facilitates that.  If your minion has a particularly sticky problem and needs to show the expert what’s going on first-hand, Skype lets you use a webcam to virtually put the expert on-site.  Think about it … if your minions are connected to your expert, then your expert can be virtually anywhere.  You’ve essentially cloned your expert.

The hidden benefit of this model is that while your technicians are out in the field, relying on the expert for support as needed, they’re also getting additional training when they implement your expert’s solutions.  They have a model for troubleshooting that they can begin to implement in their own work.

This model is surprisingly versatile, as well.  Any business that has to send trained staff out to work with clients occasionally has employees who encounter unexpected circumstances and find themselves out of their comfort zone.  Whether you make service calls to repair copiers, or whether you have a team of sales reps in the market, you never know when your staff will need quick answers from your expert.  Setting up an expert-minion structure and protocol ensures that you have enough staff to get out to your clients, without the expense of hiring a dozen experts.


Mondays with Mike: 4 Steps To Taking Your Business On The Road

I’m a self-taught mobile business evangelist.  When I made the decision to convert the way I did business from the traditional, office-based model, I literally never looked back, at least not fondly.  Now, everything I need to conduct business is in my backpack, and I can work – quite easily, in fact – from anywhere in the world.

Getting your business ready to go mobile isn’t without its pitfalls, though, so I’ve compiled a game plan for getting there with minimal hassle.

  1. Communication is key.  The single most important component of your mobile business strategy is ensuring that you can communicate reliably with your staff, clients, and key contacts.  Skype is the solution for my company.  It lets me talk by phone, conduct video conferences, and it even lets me send messages.  When you’re on the road, you can’t afford to be out of touch, so it’s worth it to research your options and make the choice that meets all of your needs.
  2. Use the cloud to store and share data.  In addition to being able to talk to clients and employees, you’re also going to need a way to store and share your data securely.  Google Drive works for me, and I simply can’t overstate how critical it is to be able to access, edit, and share files from the road.  Even if you end up paying for your cloud storage, you’ll end up saving money in the long run when you factor in the savings in both time and money.  No more searching for a fax machine or waiting for documents to arrive.  Being able to share files – even large ones – by pointing and clicking is critical.
  3. Create contingency plans.  Ask yourself what you’d do if your laptop battery died.  What would you do if you couldn’t find reliable wifi?  What if Google Drive stopped working in the middle of a negotiation that relies on sending and receiving files?  Think through the problems that could arise and start developing solutions.  Whether it’s a backup battery or a second cloud storage account, you’ll save yourself huge headaches if you do some troubleshooting before you need it.
  4. Take a deep breath and jump right in.  Force yourself to go mobile.  Even if you start with a single day, making yourself actually do it will help you identify problems with your systems and give you the confidence that you can, in fact, survive outside your office and outside your comfort zone.  As you start going through your regular tasks from a mobile office, you’ll start to realize all the benefits.  You’ll appreciate the flexibility, and you’ll quickly see that you’re actually more efficient.

Much of working outside the office relies on technology, but one of the things that I love most about working from my backpack is that I’m free to schedule more face time with my important clients.  Rather than being tied to a desk, I’m free to actually go seal a deal with a real handshake.  Your laptop doesn’t distance you from personal contact; it simply lets you keep tabs on your business while you go forge those important face-to-face connections. 

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Mondays with Mike: Make Micro Employment Work For You

Gone are the days of offices packed wall-to-wall with full-time employees pretending to be busy when the boss walks by.  It’s too expensive to keep a staff waiting around for your busy times, and savvy entrepreneurs are increasingly turning to micro employment to handle their fluctuating needs for staff.

Micro employment is employing contractors on an as-needed basis, and it works best for companies who have varying needs, based either on fluctuations in work load or based on shifting expertise requirements.  IT services is the perfect example:  from time to time, every single company is going to have technical difficulties and need the services of an IT professional.  But think about it … do you need one every day?  Every week?  If your needs are occasional, then you may be better off outsourcing your tech support.

Your first step is assessing your needs.  Do you need occasional articles written for your blog (and spend three days dreading the writing and another half day slogging through it?)  Find yourself a freelance writer.  If you’re an accountant and need additional help during tax time, you can find freelance help to help you get through the busy time.  Is your customer service department overwhelmed at the end of every month?  Find a temp to help ease that crunch. 

One important tip:  always, always try out your new contractor with a small sample job.  Hire your writer for a single article before you commit to a larger project, or bring your temp in during your slow time so that you can assess their abilities.  The point is to line up your freelancers before you need them so that you know you can count on them in a pinch.

It’s a big old world, and you may find that the contractor who best suits your needs lives on the other side of the planet.  While you can find good folks without having to meet them in person, I strongly advocate a virtual face-to-face via Skype.  There’s no substitute for spending a few minutes getting a feel for your micro employee.  You create a connection that’s impossible to forge via email.

Stocksy_txp28c9325ayB7000_Small_210944The key to finding – and keeping – good contractors at the ready is to pay them well.  The rule of thumb is that you’ll always pay more per hour for a good contractor than you would for a full-time staff person, but in the long run, it’ll almost always save you money.  How?  You only pay for the hours that your contractor is actually working, and you save on the benefits package as well.  I’m not advocating that you strip benefits from deserving staff, but I am suggesting that you have a responsibility to your company to staff it according to your needs.  In the long run, if you’re paying a highly hourly wage to a skilled contractor, they end up with the flexibility to work when they choose, and you end up with high quality work at a relative value.  Another tip:  always, always pay your contractors promptly.  You want them eagerly anticipating your next call, rather than looking for excuses not to work with you again.

At the end of the day, micro employment provides both you and your contractor with flexibility; you have the option to scale your staff up rapidly, as needed, and your contractors earn a higher hourly wage than they would if they were full-time, and they can schedule their work to suit themselves.  Micro employment works for everyone.


Mondays with Mike: Improve Your Client Relationships With Social Media

In the olden days – you know, before Facebook – the success of a marketing campaign was often simply a measure of how much money you had to spend.  After all, we know that if you repeat something often enough, then people will believe it. 

My, how times have changed.

People consume information so differently now, that the weight of a single television commercial or magazine ad is often diluted by all of the impressions that we get from other forms of media, and that’s a huge opportunity for small businesses.  You can build your brand without investing tons of money, if you’re willing to invest a little time.  Consumers are looking for a genuine connection and a way to interact with a company, and you can give them what they want by using social media.

There are lots of serious minded folks who dismiss Facebook and Twitter as frivolous fads – wasters of time and energy.  What those folks don’t know is that their company is most likely already being discussed on social media.  Whether you run a restaurant or a carpet cleaning service, chances are good that there are online reviews of your business.  If that doesn’t scare you, it should.  The conversation is happening.  The only question is whether you want to participate and start to shape that conversation into one that presents your company in its best light.

Responding to reviews on Yelp or Trip Advisor is a great opportunity to thank happy patrons for their business, and it’s also a chance for you to see what your customers didn’t like about their experience.  If it’s appropriate, a public acknowledgement of their complaint and a promise to make it right shows that you value your customers and are invested in providing excellent service.

??????????????????????????????????????????????????????????????Social media also gives you a chance to invite prospective customers in for a virtual visit.  You can post pictures of your daily special at the restaurant, or you can write a quick blog post about why you’ve chosen a particular brand of environmentally safe cleaners for use in your customers’ homes.  You can run silly little contests on your Facebook page, inviting folks to provide suggestions for your newest drink creation or offering a freebie for the 1000th person who likes your Facebook page.  The idea is to get your customers involved on your social media platforms.  Invite them to share pictures of your business on Instagram, and make sure you monitor all of the possible sites that might have reviews of your business.  It’s possible that you’ll luck into some great, unsolicited free advertising, but if you carefully cultivate your social media presence, you’ll end up interacting with far more consumers.

Your company’s reputation depends on your relationship with your customers, and you can manage that relationship – in part, anyway – by using the free social media tools available to you.  Whether you’re in love with Facebook or not, you’re missing out if you don’t acknowledge the powerful opportunities that it provides you.


Mondays with Mike: Keep ‘Em Coming Back – Rich, Relevant Content

???????????????????Even if you don’t have a product that you sell online, nearly every business benefits from having a website.  It’s how you build your brand, reach new consumers, and share the important details about your business.  Whether you build it yourself or hire a web designer, though, getting the site up and running is only the first step. 

If you want repeat visits to your website, you have to give folks a reason to come back.  Especially if you’re not using the site for online sales, you’ll find that providing articles or blog posts with fresh and interesting content is one of the best ways to get consumers in the habit of coming back.  If your customers look forward to the new content you post, you have a much better shot at creating a lasting impression of your brand.

The key is to make your content fresh and relevant, though, and that’s no easy task.  Entrepreneurs with new websites often worry that they’ll have trouble continually coming up with a new story to tell.  Here’s the secret:  you don’t have to tell a new story with every post; you simply have to tell the same story in a fresh way. 

Technology is your friend.

Let’s say that your family owns a farm – you have orchards, a bakery, a produce stand, and wagon rides so that customers can pick their own fresh fruit.  You want your website to tell your story and to encourage folks to support your small local business.  But what will you write about in your blog?

You start out with blog posts about what’s in season, but it doesn’t have to end there.  You can include recipes that feature your fresh produce, and move on to other topics.  Take your website visitors on a virtual tour of your bakery, or of the farm, using Skype.  Interview your visitors and get their permission to include their favorite parts of their visit in a video collection.  Show off the new water recycling system you’ve installed and take the opportunity to talk about sustainable farming and how important it is.  Invite a local chef to feature your produce in their restaurant and post the menus on your website.  Create an infographic that talks about the nutritional value of fresh fruit, or that shows a breakdown of all the crops you raise and where you have them planted on the farm.

You’re telling the same story about a hardworking, family-owned business, but you’re using technology to share that story in fresh and interesting ways.  Your website analytics can give you valuable information about which pages get the most views and are shared with others, and you can use that feedback to tailor future content.

Search Engine Optimization (SEO) is an important tool – so important that lots of websites simply hire someone to spin (rewrite) articles to fool Google into thinking that the site is materially different from the last time it was crawled.  The benefit of creating genuine rich content is that you don’t have to fool a search engine – your site actually has new, relevant, and engaging content.  There’s so much more to building a vibrant, successful website than simply securing a web address and slapping up some graphics.  If you’re not using the incredibly power of your site to tell your unique story, then you’re missing the boat.


Mondays with Mike: Great Meetings In 4 Simple Steps

We’ve all had to sit through them – big old snoozefests of meetings full of buzzwords and BS.  Hell, I think I even conducted a few of those before I figured out how to get the most out of the times when I bring my staff together.  Meetings shouldn’t be a chore; they are an opportunity to share ideas, devise solutions, and inspire better performance from your whole staff – but only if you run those meetings right.  Here’s how it’s done:

  • Outline objective as a group.  My meetings start with a blank whiteboard.  I kick things off by establishing the reason for the meeting, and then every member of the group contributes an objective they want to accomplish in that meeting.  I write the objective down or designate another staff member to record our objectives, and the amazing benefit is that every single person is immediately engaged.  They have a stake in the meeting, and they know their priorities matter.  Don’t worry if you have more objectives than time … you’re about to refine and focus your list.
  • Consolidate your objectives.  Combine and condense your list of objectives into a manageable number – three to five is a perfect number for a brief meeting – and list those goals for everyone to see.  Tackle each objective – collect information, collaborate to find a solution, and move on through your list.
  • Confirm that you’ve achieved each objective.  Not only does this step ensure that you’ve accomplished the meeting’s goals, but you’re also modeling a thoughtful, efficient approach to problem solving.  Focusing on measurable progress sets a good example.

Not every problem needs a major meeting, and my next and final step lets you address smaller issues by holding a meeting with an appropriate scope.  These micro meetings can be held on short notice and should only involve the essential staff. 

  • ???????????????????????????????????Hold a stand-up meeting.  When you sit folks down for a meeting, they tend to settle in.  There’s no hurry, and there’s little excitement in a room full of people looking at their watches.  I like the stand-up meeting, and I keep ‘em brief.  We use raised tables for standing note-taking, and I always appoint a timekeeper, with instructions to cut the meeting off at fifteen minutes.  Giving yourself a brief window means that you have to prioritize your objectives, and you’re eliminating unnecessary fluff.  You have to be prepared, and you must be efficient.  Training yourself and your staff to stay on topic in these quickie meetings will pay dividends when you discover how much you can accomplish in a relatively short period of time.

A meeting should always, always be the means to an end.  The point of holding a meeting is to accomplish an objective, not to appear to be busy and engaged.  If you’re meeting just to have a meeting, you’re doing it wrong.  If you see your staff propping up their eyelids to stay awake in your meeting, then you need to examine and improve your meeting protocol.   Your objective should be efficient, effective, goal-oriented gatherings.  




 
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