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5 Effective Goal-Setting Tips for Small Business Owners To Save Time And Money

5 Effective Goal-Setting Tips for Small Business Owners To Save Time And Money written by John Jantsch read more at Duct Tape Marketing

There’s a constant, niggling question that haunts every small business owner: “Am I doing enough in my business?” This is often followed by: “Is my marketing strategy hitting the mark?” If you’ve found yourself pondering these questions, you’re not alone. The complexity of marketing today often leaves us wondering if we are doing too much or too little. It’s a balancing act, trying to keep pace with the evolving digital landscape without squandering precious resources.

As the founder of Duct Tape Marketing, I’ve watched the scene evolve, with businesses trying to navigate the maze that is modern marketing. Often, I find entrepreneurs trying to be everywhere at once, which, in my experience, leads to two things: wasted time and wasted resources. A scattergun approach might cover more ground, but it rarely hits the target.

The Realities of Entrepreneurial Marketing

There’s no sugarcoating it: today’s entrepreneurial world is complex, with an array of marketing channels at your disposal. Social media alone offers a plethora of platforms – Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat, TikTok… the list goes on. Add to this email marketing, SEO, content marketing, PPC advertising, influencer marketing, affiliate marketing – and you’re facing a veritable buffet of choices.

With so many options and so little time, it’s easy to feel overwhelmed. But rather than throwing your hands up in defeat or jumping haphazardly from one strategy to another, it’s critical to devise a marketing plan. A well-thought-out, strategic approach helps you focus on the strategies that work best for your business.

5 Effective Goal-Setting Tips

5 Effective Goal-Setting Tips for Small Business Owners to help them stop wasting time and start focusing on high-impact activities that drive business growth and enhance customer engagement.

To help you create a more efficient and effective marketing plan, here are five goal-setting tips to consider:

1. Focus on Key Marketing Strategies

Don’t fall into the trap of following every new marketing trend. Instead, focus on the key strategies that align with your business goals and customer needs.

2. Prioritize High-Payoff Tasks

All tasks are not created equal. Identify those that offer the highest payoff for your investment. This could be SEO optimization, targeted email campaigns, strategic partnerships, or another high-impact initiative.

3. Avoid Non-Productive Marketing Channels

It’s essential to know where your ideal customers spend their time. If they aren’t active on a certain platform, there’s no point in wasting resources there.

4. Allocate Time and Effort Wisely

After identifying the most effective channels, invest appropriate resources into making them work for you. This could mean hiring a social media manager or spending more time developing high-quality blog content.

5. Consistently Evaluate and Adjust

Lastly, remember that marketing strategies should be fluid, not static. Continually track and assess the performance of your marketing efforts and be ready to adjust your strategy when necessary.

Are you wasting money with your marketing efforts?

Embark on a journey to uncover your business’s untapped potential with our Gap Analysis. Turn chaos into clarity and see your vision come to life, driving your marketing strategy and propelling your business toward success.

Why You Can’t (And Shouldn’t) Be Everywhere

As a small business owner, you might feel pressured to have a presence on every available marketing channel. Resist this urge. Instead, identify your ideal customers, find out where they hang out, and focus your resources there. By being strategic and selective, you can maximize your marketing impact and save valuable time and effort.

The Power of a Marketing Strategy

A well-crafted marketing strategy not only guides your efforts but also informs you of what not to do. It’s a map that helps you navigate the vast marketing landscape, avoiding unnecessary detours and dead ends. This strategy-centric approach allows you to build momentum by focusing on key areas and tracking your results, which is essential for growth.

If you’re feeling overwhelmed or stuck, it might be time to reevaluate your current marketing strategy and learn about the components to create a good one. Remember, it’s not about doing everything—it’s about doing the right things.

To aid you in your marketing journey, consider our Gap Analysis. This tool helps you uncover untapped potential and inefficiencies in your current marketing strategy, transforming chaos into clarity. It’s a powerful first step towards a more efficient and effective marketing approach.

Remember, in marketing and in business, focus is key. Instead of scattering your efforts across every platform and strategy, hone in on what truly works for your business. Stop wasting time and resources, start maximizing your marketing strategy today. Your future self will thank you.

4 Goal-Setting Tips to Stop Entrepreneurial Overwhelm and Guide Growth

4 Goal-Setting Tips to Stop Entrepreneurial Overwhelm and Guide Growth written by John Jantsch read more at Duct Tape Marketing

Have you ever felt as though managing a business is a perpetual climb or that you are spinning too many plates, constantly working to keep all the various projects and responsibilities moving without letting anything fall apart.

If you find yourself nodding in agreement, know that you’re in good company. The path of an entrepreneur often resembles a never-ending checklist that can become burdensome. Managing customer expectations, staff, finances – it all adds up. So the question arises: How do we steer through this with success? It’s a challenge, but with the right strategies and a clear mindset it is certainly possible.

The overwhelm problem

Overwhelm is like a hidden enemy. It doesn’t just take away your calm and happiness; it stops you from moving forward. It can make you rush decisions, change paths, and lose faith in yourself. Without a clear plan, you can feel stuck, always reacting instead of acting. It’s like drowning in tasks with never enough time. But with the right approach, you can get through it.

The potential of a marketing strategy

Here is where the magic lies – a potent marketing strategy. This strategy does more than dictate your to-do list; it helps decide what not to be done. A strong marketing strategy permits you to establish weekly, monthly, or even quarterly priorities. It plots a route from your current position to your desired destination.

When unforeseen circumstances, customer complaints, or employee-related challenges arise, your marketing strategy will keep you grounded. Clear set priorities will keep you on track, preventing minor distractions or crises from knocking you off course. Here you can find out if your business needs a marketing strategy.

Are you overwhelmed with your marketing efforts?

Embark on a journey to uncover your business’s untapped potential with our Gap Analysis. Turn chaos into clarity and see your vision come to life, driving your marketing strategy and propelling your business toward success.

4 goal-setting tips to stop entrepreneurial overwhelm

1. Set SMART Goals

Make your goals Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of vaguely aiming to “increase sales,” target a 15% rise in sales over the next quarter. This framework lends structure and clarity to your goals, steering clear of the overwhelm that can accompany vague and unachievable objectives.

2. Prioritize

Not all goals carry the same weight. Discern which ones will make the most significant impact on your business and channel your efforts in that direction. Keep the 80/20 rule at the forefront of your decision-making process.

3. Develop a Marketing Strategy

A well-crafted marketing strategy serves as your roadmap, helping you make sense of the chaos. It helps you to discern what needs to be done to move your business forward. It’s a decision-making tool, a constant guide, and a source of reassurance that your efforts are focused on the right places.

4. Break it Down

Large goals can be intimidating. Make them more manageable by breaking them down into smaller, actionable tasks. Say you want to expand your retail business into a new city; you can break this down into tasks like researching locations, securing financing, and hiring local staff. Each completed task becomes a milestone, making the goal feel more achievable and keeping overwhelm at a distance.

Growth without the overwhelm

By incorporating these four tips into your business routine, you can transform your approach to goal setting and dodge the business overwhelm. If you’re ready to make this shift, the Duct Tape Marketing Gap Analysis is a perfect guide. It helps you identify your priorities, highlight your growth drivers, and scale without multiplying your stress.

With the right plan, you can say goodbye to the confusion and mess that marketing overwhelm brings. It’s time to replace it with clear thinking, confidence, and growth. Let’s remove the chaos from your business and put in place a focused strategy that really works.

Four Actionable Goal-Setting Tips to Stop the Overwhelm and Guide Growth

Four Actionable Goal-Setting Tips to Stop the Overwhelm and Guide Growth written by John Jantsch read more at Duct Tape Marketing

Have you ever felt as though managing a business is a perpetual climb, constantly battling with overwhelm? If you answered yes, rest assured, you are not alone. The entrepreneurial journey often feels like juggling a sea of ever-increasing tasks – from managing customer expectations to dealing with staff, finances, and more. In the midst of these, business overwhelm can sneak up, affecting momentum, causing waste, and instilling confusion. So, how do we successfully navigate this?

The Overwhelm Conundrum

Overwhelm, a sneaky adversary, robs not only your peace and joy but also your ability to foster progress. The pressure can lead to hasty decisions, shifts in direction, and a general lack of confidence. In the absence of a clear plan or strategy, we find ourselves caught in a perpetual cycle of reaction, which can quickly lead to a sense of drowning in tasks with too little time to execute them.

Harness the Potential of a Marketing Strategy

Here is where the magic lies – a potent marketing strategy. This strategy does more than dictate your to-do list; it helps decide what not to be done. A strong marketing strategy permits you to establish weekly, monthly, or even quarterly priorities. It plots a route from your current position to your desired destination.

When unforeseen circumstances, customer complaints, or employee-related challenges arise, your marketing strategy will keep you grounded. Clear set priorities will keep you on track, preventing minor distractions or crises from knocking you off course. Here you can find out if your business needs a marketing strategy.

Are you overwhelmed with your marketing efforts?

Embark on a journey to uncover your business’s untapped potential with our Gap Analysis. Turn chaos into clarity and see your vision come to life, driving your marketing strategy and propelling your business toward success.

Four Goal-Setting Tips to Combat Business Overwhelm

1. Set SMART Goals

Make your goals Specific, Measurable, Achievable, Relevant, and Time-bound. This framework lends structure and clarity to your goals, steering clear of the overwhelm that can accompany vague and unachievable objectives.

2. Prioritize

Not all goals carry the same weight. Discern which ones will make the most significant impact on your business and channel your efforts in that direction. Keep the 80/20 rule at the forefront of your decision-making process.

3. Develop a Marketing Strategy

A well-crafted marketing strategy serves as your roadmap, helping you make sense of the chaos. It helps you to discern what needs to be done to move your business forward. It’s a decision-making tool, a constant guide, and a source of reassurance that your efforts are focused on the right places.

4. Break it Down

Large goals can seem daunting. Make them more manageable by breaking them down into smaller, actionable tasks. Each completed task adds to a sense of progress, keeping the feeling of overwhelm at bay.

Forge Forward with Focus

By incorporating these four tips into your business routine, you can transform your approach to goal setting and dodge the business overwhelm. If you’re ready to make this shift, our Gap Analysis at Duct Tape Marketing can be your guiding compass. It helps you identify your priorities, highlight your growth drivers, and scale your dreams without multiplying your stress.

In conclusion, with a clear plan, you can bid adieu to marketing overwhelm and inefficiencies, and welcome clarity, confidence, and growth. Let’s take the chaos out of your business and replace it with a focused, effective strategy.

Charting Profits: How a Clear Vision can Amplify Your Marketing Results

Charting Profits: How a Clear Vision can Amplify Your Marketing Results written by John Jantsch read more at Duct Tape Marketing

A company’s vision is its roadmap for the future. It encompasses the organization’s long-term goals and aspirations and lays out its desired destination. Experience tells me that a successful vision is more than just an aspirational concept. It’s a practical, actionable plan that should guide every decision and action within your business, including your marketing strategy.

Understanding the Role of Vision in Marketing Strategy

In the realm of marketing, your vision takes on an especially significant role. It provides the framework within which your marketing strategy operates, informing decisions about audience targeting, channel selection, messaging, and more. If you’re a small business owner, it’s vital to grasp this connection and ensure your marketing strategy is steeply aligned with your overall business vision.

Charting Profitable Growth Goals

Armed with your vision, you can begin setting realistic and profitable growth goals. This requires translating your vision into tangible, measurable objectives. It’s not enough to say you want your business to grow. Make your goals SMART – Specific, Measurable, Achievable, Relevant, and Time-bound – to increase your chances of success.

Maximizing Impact with a Robust Business Vision

Your vision also defines the kind of impact you wish your business to have. What image do you want to project in the market? How would you like your customers to perceive your brand? The answers to these questions should be reflected in your vision. And this vision, in turn, should shape your marketing strategy, guiding you to attract the right customers and establish a strong brand identity.

Tips for Crafting an Effective Vision Statement

A vision statement encapsulates your aspirations and paints a picture of your company’s future. It’s more than just a series of words, it’s a communication tool that tells your employees, shareholders, and customers where your company is heading.

For crafting an effective vision statement, keep the following tips in mind:

  • Keep it succinct: The best vision statements are concise yet powerful.
  • Make it future-oriented: Your vision statement should look ahead, projecting where your company aspires to be.
  • Ensure it aligns with your values: A good vision statement is in sync with your company’s values and culture.
  • Make it inspirational: Your vision statement should inspire and motivate, both internally and externally.

Making Your Vision an Integral Part of Your Business

Your vision shouldn’t be a statement you craft and then forget. It must be a living, breathing part of your everyday business practices. From product development to customer service, every aspect of your business should be guided by your vision. The more consistently you align your operations with your vision, the more powerful your marketing strategy will be.

 

Is your vision driving your marketing efforts?

Embark on a journey to uncover your business’s untapped potential with our Gap Analysis. Turn chaos into clarity and see your vision come to life, driving your marketing strategy and propelling your business toward success.

Having a clear, well-articulated vision is not a luxury—it’s a necessity. It’s the compass that steers your marketing strategy, helping you navigate the challenges of the business landscape and stay on the path to success.

The Emergence of Fractional CMOs: A Powerful Shift in Marketing

The Emergence of Fractional CMOs: A Powerful Shift in Marketing written by John Jantsch read more at Duct Tape Marketing

As businesses evolve and competition increases, the marketing landscape is changing significantly. Traditional marketing agencies have long been the go-to solution for businesses seeking marketing expertise. However, a new model is emerging that offers more strategic value: the fractional Chief Marketing Officer Plus (CMO+). 

In this blog post, we will explore the differences between traditional marketing agencies and fractional CMOs, the benefits of the fractional CMO model, and how to succeed in this role.

The Shift from Traditional Marketing Agencies to Fractional CMO+

Traditional marketing agencies have primarily focused on implementing marketing campaigns and tactics. They often act as vendors who execute specific strategies but do not necessarily delve into strategic planning or brand management.

In contrast, the fractional CMO+ model combines the strategic expertise of a CMO with the implementation skills of a traditional marketing agency. Fractional CMOs offer a more comprehensive service, including strategic planning, brand management, data analysis, budget management, and team building or management. They are also responsible for designing and executing marketing campaigns.

The Benefits of the Fractional CMO Model

Attracting the Right Clients

The fractional CMO model appeals to businesses seeking long-term growth and strategic planning. These clients understand that investing in strategy today lays the groundwork for future success. By positioning yourself as a fractional CMO, you can attract clients who are looking for a strategic partner rather than just a vendor. If you’re interested in learning more about generating leads and attracting the right clients, check out our post on the 5 funnels every agency consultant needs.

Establishing Trust and Authority

As a fractional CMO, you become a valuable member of the client’s team rather than a high-priced vendor. You are seen as a trusted advisor who can help guide the company’s marketing strategy and achieve long-term growth. This trust enables you to influence decision-making and have a lasting impact on the business.

Premium Pricing

The comprehensive and elevated service offered by fractional CMOs justifies premium fees. Additionally, because you are in charge of executing a plan that the client has already asked you to create, you can charge a premium for implementation as well. This allows you to maximize your revenue and build a successful business.

The Emergence of Fractional CMOs: A Powerful Shift in the Marketing Landscape

How to Succeed as a Fractional CMO

To excel in the role of a fractional CMO, it’s essential to have a defined, measurable, and repeatable system that can scale beyond just selling your time. Here are a few steps to help you succeed:

1. Develop a Strategic Marketing Approach

Create a unique approach or system that encompasses all aspects of your fractional CMO services. This includes strategic planning, brand management, data analysis, budget management, team building, and marketing campaign design and execution.

If you’re feeling pressed for time and need help developing your marketing strategy or your client’s marketing strategy, you can check out our free guide on how to develop a marketing strategy using Chat GPT and AI. This guide provides helpful prompts that you can customize for your business. To access the guide, just visit our page on AI Prompts for Building a Marketing Strategy.

The Emergence of Fractional CMOs: A Powerful Shift in the Marketing Landscape

2. Define Your Scope and Offer

Clearly outline what you are offering as a fractional CMO, specifying the services you will provide, the expected results, and the associated fees. This transparency helps set expectations and ensures that both you and your clients understand the value of your partnership.

3. Focus on Measurable Results

As a fractional CMO, you must demonstrate the impact of your strategic marketing efforts through measurable results. Develop Key Performance Indicators (KPIs) to track your progress and share these metrics with your clients. This helps build trust and reinforces the value of your services.

4. Continuously Improve Your System

Always look for ways to refine and enhance your strategic marketing approach. Stay informed about the latest marketing trends, tools, and techniques, and incorporate them into your system. This ensures that you remain at the forefront of the industry and continue to offer exceptional value to your clients. By following the advice and experiences of other marketing consultants, you can learn from their successes and avoid common pitfalls. Be sure to check out our page on marketing consultant stories for more insight.

The rise of the fractional CMO model is a game-changer for businesses looking to differentiate themselves and thrive in the competitive landscape. This powerful shift presents an exciting opportunity for marketing professionals who are ready to take on a more strategic and comprehensive role in their client’s success and scale their agency. 

Fractional CMO Benefits: Transform Your Business Marketing Strategy

Fractional CMO Benefits: Transform Your Business Marketing Strategy written by John Jantsch read more at Duct Tape Marketing

Discover How Fractional CMOs Are Transforming Marketing Strategies for Businesses and Why It’s Time to Jump on Board

The idea of the fractional CMO has been gaining traction recently, and it’s easy to see why. A fractional CMO is an experienced marketing executive who offers expertise to multiple clients on a part-time basis. Instead of hiring a full-time CMO, you get the strategic guidance and management of a seasoned marketing pro at a fraction of the cost. 

While the concept of the fractional CMO might seem like a relatively new idea, it’s actually a service I’ve been offering for quite some time. It’s just that now, this approach is being thought of and packaged differently to better cater to the evolving needs of businesses.

Many CEOs or business owners say they just want customers from their marketing relationships, but I think a lot of them are starting to realize that there’s a bit more to the equation. You know, little things like clarity around messaging or identifying an ideal customer, the confidence to know which marketing idea to pursue, some level of control over what’s working and what’s not, and then, of course, some actual customers.

The CMO vs. The Fractional CMO

This shift in mindset has made the positioning of the fractional CMO increasingly important. In a traditional business, a CMO would handle strategic planning, brand management, marketing campaigns, data analysis, and budget management. They’d also manage the team responsible for implementing these strategies. Yet most traditional marketing agencies often focus solely on marketing campaigns, leaving many of the crucial CMO duties untouched. 

This is where the hybrid approach or a fractional CMOs plus implementation team comes in, offering a more flexible, cost-effective solution that combines the strategic guidance of a CMO with the hands-on expertise of an implementation team. Ultimately providing businesses with the marketing strategy and support they need without the hefty price tag of a full-time CMO.

The Financial Advantages of Fractional CMOs

Fractional CMOs make sense financially as well, especially for small business owners. In contrast to hiring a full-time CMO and a team to implement marketing strategies, the fractional CMO model allows businesses to bring in experts on demand. 

According to salary.com, the average CMO salary ranges from $208,000 to $375,000, which does not include implementation costs. In contrast, the fractional CMO model costs around $60,000 a year, and implementation costs can be managed according to demand. This approach allows businesses to control their implementation costs and only pay for the expertise they need. 

For providers such as agencies and consultants, the average retainer for a fractional CMO is around $5,000 a month. While some may charge more, this provides a general idea of the cost of hiring a fractional CMO. Ultimately, the financial benefits of the fractional CMO model make it an attractive option for many businesses looking to streamline their marketing efforts and an attractive income source for agency owners who want to sell strategy.

How to Scale Your Agency or Practice Without Adding Overhead In 7 Steps

Taking the time to invest in scaling your business can feel overwhelming. This workbook will break it all down for you in 7 easy steps that have helped our Duct Tape Marketing Certified Agencies grow and scale their business to 7, 8, 9 figures and beyond.

The Scaling Challenge

The role of a fractional CMO can be quite lucrative, requiring only a small number of clients to earn a salary comparable to that of a full-time CMO. However, the challenge lies in scaling the business. 

Typically, fractional CMOs sell their time, dividing it among their clients’ needs, such as attending meetings and strategic planning sessions. Unfortunately, this model lacks scalability. As they sell more and more blocks of time, they quickly reach their limit and become drained. While fractional CMOs may make a decent living, the lack of scalability can be a significant drawback. Our unique approach allows fractional CMOs who use our system to adjust for the issue of scalability, giving them more freedom and time to actually run their business and long-term viability.

Fractional CMO Benefits

Our Fractional CMO System: The Solution

By offering a clearly defined scope of work, our model allows for better scalability and more sustainable growth. We also start every new client engagement with our Strategy First service offering. On average, agencies that license our system charge a monthly retainer of about $5,000. They typically have 15-18 clients at any given time, and these clients have an average retention of about 19 months. 

The fractional CMO model is a game-changer for both businesses and marketing agencies. If you’re interested in learning more about how our repeatable, scalable system can help your business or marketing agency thrive, it’s time to start a conversation with us. Let’s discuss how embracing the fractional CMO trend can transform your marketing strategy and drive success for your company.

Find out more about Duct Tape Marketing and the people who work here.

Rethinking the Recruiting Journey

Rethinking the Recruiting Journey written by Shawna Salinger read more at Duct Tape Marketing

Small businesses need to rethink the way they are recruiting employees today. In good times, companies thrive by being in the right place at the right time. But in tough times, organizations grow by being important in the lives of their customers. The same is true for recruitment, retention, and the hiring journey. 

Recruiting as a Marketing Function 

Marketing is not a one-time event. It’s an ongoing process that requires commitment and patience. Ad buyers often think of marketing as a vending machine—you put some money in, and out pops customers—but that’s not how it works.

Recruiters do the same thing when they go to job boards like Monster or Indeed and just buy and run ads. You can’t just throw money at the problem; you have to build a repeatable system that lasts. That is how you build a full-proof recruiting system.

  • Fewer than 15% of all jobs advertised on popular job boards are filled by candidates who apply through those boards. (Empire Resume)

  • 50% of candidates say they wouldn’t work for a company with a bad reputation, even for a pay increase. (Randstad)

  • 79% of candidates use social media in their job search (Glassdoor)

  •  92% of consumers will visit a brand’s website for reasons other than making a purchase. (Episerver)

  • 71% of employees would accept a pay cut for a better work experience. (Hays Recruiting)

  •  80% of employers think employees leave for more money, but 12% actually do. (Gallup)

These statistics show that people in the market for a job have very similar experiences to consumers looking for a product. Their search for a job is more than one event or one moment. It is composed of a complete end-to-end journey. 

Example:

Someone might first see your ad on a job board, but they will also verify your online reviews, look through your social media accounts, and visit your website. 

People aren’t candidates or consumers; they are both. People are just people and they can be marketed in the same way. So you need to take the systems you use to attract consumers to your brand and start using them to help you attract employees to work for you. 

The MOST important thing to figure out if you want to GROW your business…

Rethinking the Customer & Employee Journey Workbook

 In this post, you will not read about “quick hacks you can do find people” or “easy fixes.” Instead, I will focus on the strategies behind your hiring process. These are the strategies you need to know, and this is what will help with your recruitment strategies in the long run.

Three Steps to the Perfect Recruiting Strategy 


Narrow your recruitment focus to your top ideal 20%  

I preach this to our clients to help them attract customers. It is vital that you fully understand who makes a completely ideal customer for your business. The same is true about who makes an ideal employee for your organization.  

Consider the top 20% of your employees, and ask yourself: Who drives the most profit? Who is the most productive? Who is the most committed or satisfied in their work? Who has the most comments, reviews, or shoutouts? Then make a list of common traits that you see among these people.  

Create Three Lists

After identifying the common characteristics of your top 20% of employees, you’ll want to create three lists. The first two are: “nice to have” and “ideal to have.” What are some things you’ve found that are nice to have in an employee? And what are some ideal things? This information will help you create a culture fit.

Then take note of any experience or technical requirements needed. Try to only let this part sway your opinion if it is absolutely necessary.

This exercise will certainly help you determine who is an ideal fit for your organization. In addition, going through these motions will teach you how to market to your ideal candidate and give clarity on what to look for during the recruiting process.

Tip
When recruiting you should focus on creating diversity but aligning culture. Somebody who believes in your company’s mission has ideal behaviors that will better serve your organization. Which, in turn, will better serve your customers compared to all the experience, background, and technical training.  

Promise to solve a problem 

Nobody wants what you sell, they want their problem solved, period. The best candidates for employment usually have a job already, but they want to find a better one. They want to get out of an environment that is not right for them. So you need to market that your business solves the problems they have in their current role.

What is the problem that your organization solves for employees?

How can you find out what your company’s unique hiring proposition is? Or what problem can you solve? First, survey your current employees. Then build an employee branding strategy based on their answers.

Here is a list of sample questions to ask employees when recruiting;

  • Why did you come to work with us?
  • Why are you still working with us?
  • What factors were involved in your decision to work for us? 
  • What do you like about working at this organization? 
  • Is there anything you don’t like about working at this organization? If so, how can we fix it?

The information received from this type of interview will offer valuable insights and better prepare you for your hiring journey. Therefore, it is crucial to keep the employee survey anonymous in order to collect the most accurate and authentic answers.

Focus on your employee branding strategy 

Take a look at your main marketing message. Does it focus on your product or the service your people provide? Customers experience brands through direct contact with employees. So, unless you are just flat out selling a product, your main marketing message should highlight the people in your organization and how they help your target audience solve a problem.  

Then you will want to see what your customers are saying online about your employees. Mine online reviews or feedback surveys. Are there any employees that customers mention by name? What are those employees like, and what are they doing that customers love? Promote those people and promote what they do for your customers and your brand through social media, newsletters, and your site.

These actions will help you figure out the problem you solve for your employees and double down on it during your recruiting and hiring process. It will also show that you value and act on your employees’ feedback and appreciate their work through public and personal recognition. 

All these things working together help you build a customer base that wants to do business with you, a dedicated staff that wants to work for your company, and new hires that want to join you.

Create an end-to-end journey  

The cold, hard truth is that customers and employees don’t change companies; they change experiences. Your recruitment strategy should not be a one-time hiring event. You have to build a pipeline and create an end-to-end journey or a complete experience.  

I use a model that depicts the end-to-end customer journey called the Marketing Hourglass. Customers first have to know about you, and then they need to decide if they like and trust you. Next, they actually buy from you. Then, if they have a good experience, they hopefully come back and buy again and maybe even refer you to others. 

You can apply the overall customer journey strategy to the recruiting or hiring journey. Today, people learn about businesses through several different avenues, and it is not always a straight line. Many times, it is just the opposite. How people come to know, like, trust, and ultimately work for your company is inherently out of your direct control. As a result, you must be intentional about how your business shows up at each stage. Actively guiding the experience candidates have with your organization.

The stages of the recruiting journey hourglass are; know, like, trust, try, hire, retain, and refer.  

The first three stages create employee relationships through awareness and relatability; know, like, and trust.  
Know

This is where employer branding comes in. Is your organization referred to as a great place to work? And if so, are you talking about it?  

Do you share that you are hiring on places other than job boards? Do you mention it on your social channels or during interviews? 

Advertising and posting on job sites is an obvious way to attract candidates, but there is no reason to be on these sites if you do not have a clear path to conversion.  

Like

When potential employees come to your site or social profiles to check you out, what story do they find? Do they see that you value your employees through your content? Who is the first point of contact in the hiring process? How fast is the follow-up? How easy do you make it for them to find out more? 

Trust 

At this stage, candidates want to know what other people say about your organization. Take stock of your social media mentions and online reviews. This is also a good opportunity to take control of the narrative and have your employees share their experiences with your target audience.  

You must intentionally implement these steps as part of your brand’s marketing and recruiting strategy.  

The following two stages are the bridge to long-term employee success: Try and Hire 

It can be extremely costly to have a lot of employee turnover, especially short-lived employee turnover, not to mention bad for your business’s image and culture. So that is why it’s essential to get these stages right.  

Try

Take a look at your application process. Does it attract the best candidates or just eliminate the ones applying? Are there long surveys, or is it a rigorous phone screen? Is follow-up more than a week after applying? Do you set clear expectations at every stage of the hiring process? 

Hire

Don’t let your organization be a victim of hires-remorse. Have you evaluated your onboarding process? What does the training process look like? Don’t just put systems in place that check off boxes; put the effort in and make these experiences exceptional.   

The main takeaway is to hire people with the same care that you put into customer acquisition. For example, you would not have an extensive pre-qualifying questionnaire for your customers or not follow up with them after they purchased, so you shouldn’t do that to your potential hires.  

The last two stages are the keys to growing with your team: Retain and Refer. 
Retain

Year after year, the number one reason employees leave companies is a lack of respect or investment in their personal development. Growing with and investing in your team is how you build a stable business.  

Refer

If your employees trust the hiring process they went through, they are more likely to refer others for open positions. They are also more likely to refer people they know if there is an excellent incentive. The incentives for referral hiring should be creative and benefit both the referrer and the new hire to be effective.  

People don’t change jobs they change bosses. 

Solve for the issue of respect. What if we came to view our customers and employees more like members. Guide people from where they are to where they want to go. 

What else can be impacted in your business by doing this?  

Investing in your recruiting journey will bolster your mission, solidify the messages you share with your audience, help in sales and training, increase services and help grow your business. It will also help with your hiring process.  

What can start doing today today?

Go through each Recruiting Journey Stage of the and ask yourself, “What am I currently doing to build a pipeline of people interested in my organization? How am I nurturing that process?” 

I use this workbook every day with clients. It has all of the tools described in this post. It is also a great planning document that you can use to create your customer and your employee journey.

15 Chrome Extensions Every Marketing Consultant Should Employ

15 Chrome Extensions Every Marketing Consultant Should Employ written by John Jantsch read more at Duct Tape Marketing

Chrome extensions are incredibly useful (and often underrated) tools for marketers. They allow you to tailor your daily online experience to your specific needs, your job, and your productivity. As a marketing consultant, there are plugins out there that can help you, your clients, and potential prospects.

There are many extensions that can help you do things like: gain more competitive insights for your clients, quickly audit and report on a prospect’s website performance, instantly record a short personalized 1-to-1 video to send in a cold email, analyze SEO, security, and design flaws on a website, the list goes on.

There’s a huge library of plugins out there, and it’s easy to become overwhelmed when looking through the extension store. So which ones are really worth adding to your stack?

I want to share some of the best extensions you can add to your marketing consultant toolkit. These tools will help you focus, find new customers, and make informed decisions about your marketing strategies (The links below are all for Chrome versions but many also have Firefox and Safari versions.)

1. Similar web

SimilarWeb can give some basics on traffic to a site including the breakdown of traffic channels and similar websites. It’s a competitive digital intelligence tool for a complete 360-degree view of your industry, competitors, and customers.

2. Quick SEO

Quick SEO checks backlinks and few other handy things. It provides you easy access to important SEO signals and data like PageRank, Backlinks, Alexa Rank, and Traffic estimate.

3. METASEO Inspector

METASEO Inspector is useful to inspect the meta data and schema found inside web pages that are usually not visible while browsing. The extension shows you alerts when the meta data is not within certain ranges, for example when the description tag is too short, or too long.

4. Built With or What Runs

These tools are website profilers. Either of these tools can give you a pretty quick analysis of the technology behind a site like WordPress and what plugins are present with a click of a button.

Above: Built With

Above: What Runs

5. MyWebAudit

This is a paid tool that runs a complete analysis of a site and produces a pretty report you can brand and use. MyWebAudit runs automated checks that provide a done-for-you audit system. It identifies the major design, SEO, security, and performance issues that cost businesses money.

6. Lighthouse

This is Google’s site speed test tool that can quickly produce some ideas about what might be slowing a site down.

7. WhatsMySerp

WhatsMySerp shows related search volume and CPC data right in the browser for most search phrases. You get unlimited on-demand keyword research data inside Google search results.

8. Facebook Pixel Helper

This tool shows if Facebook Pixel is installed. The extension works in the background to look for conversion or Facebook pixels and provide real-time feedback on the implementation.

9. Loom Instant Video

This allows you to launch Loom from any web page and is handy if you’re doing site reviews to capture what you are seeing on a site. You can record your screen, voice, and face to create an instantly shareable video in less time than it would take to type an email.

 

10. Email Hunter

This tool allows you to find email addresses associated with any website. Along with the email addresses, you can get the names, job titles, social networks, and phone numbers. All the data has public sources detailed in the search results.

11. Color Picker

This tool makes it easy to identify web colors, saving, and editing them on a given site a quick and simple job.

12. What Font

What Font helps you discover the fonts used on a website. It allows you to know the font name, its family, color, style, size, position.

13. Video Speed Controller

Fast-forward, rewind, adjust playback speed on any video. This video speed adjuster adds controls to web videos that allow to increase or decrease playback speed.

14. Grammarly

This tool checks your grammar in email and any other online app. You’ll get real-time feedback from Grammarly on Gmail, Google Docs, Twitter, LinkedIn, and nearly everywhere else you find yourself writing.

 

15. Calendly

If you use this scheduling tool, the extension makes it easy to drop your calendar links into any doc or email.

There’s my list, but hopefully, you’ve found at least one Chrome extension that can help you become more effective at your job. Are there any essential or obvious ones I missed? Let me know in the comments.

5 Trends That Impact Consultants and Coaches in 2021

5 Trends That Impact Consultants and Coaches in 2021 written by John Jantsch read more at Duct Tape Marketing

In addition to working with thousands of small business owners each year, I also work very closely with coaches, consultants, and small marketing agency owners. These folks are, of course, small business owners in their own right. Still, this work gives me particular insight into the challenges, workings, and characteristics of this specific niche of business owners. (You can learn about the Duct Tape Marketing Consultant Network here)

With that in mind, I present the 5 biggest trends that will impact coaches and consultants in 2021 and beyond.

However, I need to add the 2020 disclaimer – I have no idea what 2021 will bring, and anyone who claims they do is delusional, lying, or just guessing. So, when all or none of what I’m about to share happens next year, please do not request a refund.

As much as anything, 2021 will be about re-evaluation, rediscovery, and a whole lot of recovery.

And that leads me to my first trend, which is pretty meta in a post about coaches and consultants.

1) Coaching and consulting practices explode

Good news, this is the business to be in next year. As corporate giants reassess their business models, some current staff will jump into the consulting world. These small, nimble firms will compete with the giant, slow-moving, expensive consulting options.

You can expect a lot more personal development going on next year and open the doors for wellness, mindset, and skill coaching practices of all shapes and sizes. (In fact, we created a Certified Marketing Manager Program for 2021)

Of course, look for coach certifications, coach training programs, and “coaches” coaches to follow this growth trend.

2) More and more firms crowdsource talent

Very related to trend number one is the continued shrinkage of siloed departments for everything. Marketing departments of the future will get very lean and depend upon quick-strike teams that can be assembled for specific initiatives and campaigns.

Look for freelancing sites such as Upwork to get in the game of assembling teams.

3) Social media engagement gets more specialized

Almost every social media platform got a little more complex last year. To stand out and grow market share. Features like reels, stories, and stitching enable content creators to produce in multiple formats that require shorter, attention-getting tricks to compete.

The simple fact is that for anyone other than the full-time social media influencer with a team, it’s become too crowded and too complicated to attempt to compete on multiple platforms.

Look for consultants to specialize and splinter into platform-specific tactics and look for businesses to rein in their social media participation in the same way.

Social media will continue to get more transactional, but only if done to near perfection.

4) People crave faster consumption

Spending eight and nine hours a day in front of a screen doing “work,” laced with video calls, has pretty much killed the appetite for anything streaming that is not full-blown entertainment.

Does the world need that streaming video of you driving in your car talking about how real the struggle is? Um, that’s a hard no. (If I cursed in my writing, this is where I would do it.)

Do we want short, punchy, maybe even a little funny, but to the point content? Can I have an amen right now? It’s a little ironic but consider this; we can consume about three times the amount of content reading than listening.

I’m from the Midwest, so I don’t talk very fast, about 150 words a minute. But I’m a speedy reader, about 600 words a minute. So, don’t assume that audio and video content is all people want. What we want is something that entertains or provides value quickly. (Although I’ll give a major plug for audio content due to its portability – you can listen while doing many other things.)

5) AI get very practical

I wrote about this idea in my general 2021 Small Business Trends post, but it certainly crosses over to anyone who produces or content or helps others produce content.

Almost every trend article you encounter this year will talk about AI in some fashion. While I mention it here as a trend, I do so for some of the practical things it now brings rather than the futuristic promise of the technology it implies.

Without getting too techie about the workings, the mid-2020 roll-out of Generative Pre-trained Transformer 3 or GPT-3 made AI a useful tool for many applications.

No longer confined to those pesky bots on website help desks, AI is now being embedded in our basic typing functions. Maybe you’ve noticed that the application keeps suggesting finishes to your sentences as you compose an email in Gmail.

This isn’t simply a feature added by Google; this is AI at work powering routine tasks.

This fall, I wrote my latest book, The Ultimate Marketing Engine (HarperCollins Leadership Sept 2021), entirely in Google Docs. I was amazed how often the suggested AI helped me write better or at least easier sentences from a simple suggested start.

Look in 2021 for a host of tools, services, and websites aimed at making writing easier. Tools like HeadLime, Lately, DeScript, and MarketMuse will change how content is created.

AI applications can already write an article based on a handful of fed keywords. Now, is this award-winning prose? Well, no, but is that blog post you paid someone $15 to write near as good as AI – probably not. AI writers can get you 80% of the way there, and then you, the brilliant content strategist that you are, can spend your energy on making it sparkle and getting it read by others.

This will shake up the content creation, social posting, and freelance industries dramatically.

This crystal ball stuff is fun, but more than anything, stay curious this coming year, and you may indeed discover a new and exciting chapter in business and life because the only thing that I know for certain is that change is gonna keep coming.

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How to Accelerate Your Marketing Consulting Business

How to Accelerate Your Marketing Consulting Business written by John Jantsch read more at Duct Tape Marketing

Free course teaches new and existing marketing consultants how to accelerate their growth and profit. – Enroll here – https://ducttapecoach.com

Certain practices go into creating a highly profitable marketing consulting or coaching practice.

Most people focus on the doing part – Doing the work to get a client, any client, and then pivoting to the doing part of getting all the stuff done.

Those are essential elements to be sure, but more focus on building a practice in a systematic way – one that starts with defining your business strategy and launches quickly towards building systems to attract and serve your best clients is the ticket to long-term success.

We’ve created a free course that takes advantage of our thirty years of business building and working with and collaborating with hundreds of marketing consultants around the globe.

The course is video-based and broken into the four key practice areas below.

The marketing consulting model

There are countless ways to deliver your services ranging from pure coaching to full-on “done for you” implementation. The key is to choose the model that fits your strengths and experience.

How to generate more ideal clients

Well, as most know, leads and clients are what makes a business a business. The key is to attract “ideal clients” rather than merely landing work from anyone. There’s a precise methodology for doing just this.

Business building basics

Packaging, pricing, and proposing your services – this is the stuff that sidetracks and ultimately derails most consulting businesses. Get this part right, and you’ll find it much easier to sell and service your clients.

How to better serve your clients

To create an exceptional client experience, you must develop and operate a repeatable client service process. Every client is onboarded, oriented, and served in the same manner – not because it’s more efficient for you that way (although it can be) but because that’s how you get good at serving ideal clients, and that’s how you generate referrals!

We invite you to access our free marketing consultant accelerator course in hopes that it gives you a great roadmap should you just be starting out on your own or helps you refine an element of your already existing business for more profit and better client results.

There is no opt-in, but you do need to create a log-in to access the course – ducttapecoach.com