• Selling Your Intangible Services

    Most of your services are intangible! Much of the selling (or attempted selling) done by sales people today in the disaster recovery industry involves offering an intangible service. Intangible in the sense that you are trying to get an agent or adjuster to refer you to the end-user (policyholder) when they have a disaster. Even the actual “benefits” of your service are often intangible as well, so that makes the challenge even greater. Some of the intangible aspects: The speed in which you get to the loss Skill level of your technicians How quickly you can get it dry How great you “dry in place” How little tear-out is done How good you are a communication How happy the policyholder Read More
  • Is Your Marketing Program Automatic?

    The Automatic Marketing  Program, (AMP) is a 20 step strategy to ensure you are maximizing every possibility to get more leads, more customers and more jobs. Since the AMP class is an intense 7-hour training seminar, I’m not going to cover all twenty critical steps in the process. It would take fifty pages or more to cover it with any detail and I know you are not going to read fifty pages!  I will, however, touch on some of the initial concepts to get you thinking about this in a more attentive manner. CRM Database (and Maintenance of CRM).The first one (a CRM) should be the foundation of your sales and marketing efforts:  If you are not actively using a Read More
  • Low Price Strategies Usually Fail

    Price higher, add real value, then learn to sell value. Everyone wants to know they are charging the right price.  (Nobody wants a loss, and we don’t want to “leave money on the table).  The right price should fall between your actual cost and the value you offer to customers. Within this range, your prices should be closer to the value of what you're selling.  Corporate customers often won’t buy from small, unproven businesses even when the price is substantially lower.  They want dependability, capability (as in being able to delivery everything that’s promised), and stability (being there when you’re need); and they usually want high touch service.  Generally, they are willing to pay accordingly. Many entrepreneurs start with costs Read More

    A PREP (Priority Response Emergency Planning) certified company (or individual) is required to attend and participate in 24 hours (3 days) of intensive training.  In addition, they must meet additional criteria to qualify for the PREP program.     Why Should I Choose a Professional PREP Certified Contractor? Our experts understand the pressures you face as a business owner. Our business is to get your business back in business as quickly as possible. Working with certified and licensed contractors is always a safe bet for a number of reasons. Contractors who have passed the PREP (Priority Response Emergency Planning) process have had formal training, and know the requirements for proper protocols and procedures to do the job correctly.   This is even more Read More

    PLUMBER - HVAC SPECIALIZED COURSE THIS IS A PRIVATE - BY INVITATION ONLY  PROGRAM Highlights of this specialized course: SOARING WITH EAGLES - Specialized Plumber Course Teaching technicians how to make a good first impression. Creating customer cheerleaders How to sell your excellent service - not price! What to Say and What NOT to Say! Ways to pre-sell on the phone, before the tech arrives! > The Morning is specifically designed for Technicians & Managers > Afternoon portion is much more in-depth and ideal for Owners and Managers & Sales HELPING OWNERS BECOME MORE PROFITABLE TODAY’S MARKETING & SALES STRATEGIES WHAT TO SAY & WHAT NOT TO SAY! BRANDING AND DIFFERENTIATION USING SOCIAL MEDIA TO GET MORE BUSINESS   By Invitation Only:  $995  SPECIAL Read More
  • 1 Selling Your Intangible Services
  • 2 Is Your Marketing Program Automatic?
  • 3 Low Price Strategies Usually Fail
  • Commercial Marketing and Training

    Commercial Marketing and Training

  • Social Media Marketing Classes

    Social Media Marketing Classes

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  • 2

Your Social Media Program - Is It Perfect?


altDriving around aimlessly, or in lazy circles may seem “fun” to some people, but the reality is you never end up at the right (or any appropriate) destination.

With the advent of smartphone apps, GPS devices and satellite mapping, trips become much more efficient and much less costly since we know exactly where we are going and what route we will take.

Many companies using social media have inadvertently become lost drivers – unsure where they are going and even less sure how to get there. Often, they start using social platforms with the goal of reaching a certain number of Likes, Retweets or Shares, but just as often, they begin the trip of social media strategies experiencing a disconnect between the Content they post on their Blog or in Tweets. Even more frustrating is the methodology they use to measure their success.  It isn’t about how many Likes on the Facebook business page!   It IS about the level of engagement, interaction, participation and two-way communication you are having with these social media “friends.”  Absent this, it simply means you are driving without a roadmap; you probably just don't know it. 

When you finally determine social media isn't working for you, your social media approaches are likely missing one or two fundamental components: an effective content strategy and making it about THEM, not you.

Here are three ways a solid content strategy can improve your company's social media success:
How Important is a Like?
You probably have learned that all social media engagement is not created equally. To realize success with social media activity that you generate, it must support your marketing goals - whether you want to boost customer conversions, build interest in a service, or simply engage customers so they can feel connected to you and your company. (People like to feel involved)!
Developing an appropriate and effective Content strategy before you get involved in social media will help your business clarify the specific marketing goals you want to achieve. Well thought-out Content  enables you to communicate effectively to reach thosealt goals. This process will ensure you get the right likes, shares and retweets from social interactions.

Social is a Channel.
Social media is a channel for sharing compelling Content with your audience, and it doesn't work if you don't know what issues, topics and trends your audience finds compelling. Learning how those you are trying to reach want to be talked to, is a key part of developing a content strategy. Those on Facebook will expect something different than those on Twitter or Pinterest. Where do they go for the information they need at that moment? How much time do they spend online searching for the info they want? What kind of content are they looking for from your industry?

By getting to know the pains, issues, challenges, and interests of your audience (customers and potential customers, etc.), you can develop specific campaigns to reach your online audience more effectively, saving you time and enhancing your company's social influence.  Remember, the primary reason to be social, is to be a part of your community and customers.

Relevant Content Should be of Substance.
Rulers of social content don't become that way by luck. They use strategic procedures and methods to connect with their audience through the right channels at the right times. More importantly, they make these connections meaningful and memorable by posting and sharing strategic, relevant content that their audiences desire.

altBeing successful in the world of social media means you have to create a detailed roadmap, identifying all the "places you want to visit, and how you will get to those places."   A well planned, well thought-out, well implemented Content strategy is not only an important component of any social media strategy; it's the key to driving the results your business wants. 

Your audience members enjoy your valuable or interesting social content when you deliver social content that rewards them for sharing your content, engaging with your business and, ideally, helping to promote your reputation as a thought leader in your business or industry.  The right, methodically planned content strategy allows you to do just that when you have a clear and concise roadmap for your social media trip. Providing informative, helpful, educational, creative, and even humorous content makes it far more likely that you will have meaningful interactions.

Author: Dick Wagner - nationally renowned expert on Social Media for Service Businesses   419-202-6745