* Brand Value

Posted on May 21st, 2014. Filed under Brand.

Consumers are smarter than ever. They get bombarded by thousands of messages and are pretty good at tuning them out. So how can you make your brand perform better?

1. Add Value. Give your customers more instead of touting how great your are. They don’t care what you think about yourself. Give them helpful tips (see this email), give them tools, help them use your product or service. The more value you give the more loyalty you get.

2. Encourage Participation. Let them submit ideas and opinions. Invite them to participate in contests. Have them post pictures of them and your product or service. It will make for a feeling of ownership and a more memorable experience.

79% of sales are a combination of word of mouth and personal experience. Consumers ask their friends and family, read reviews, check social media and so on. The fact is that an opinion from a user of your product or service can carry more weight than what you try and spoon feed them. So try and help manage your community of supporters rather than shouting messages at them. Your customers will actually help you sell more!

Now get out there and look good!

Chris Motley
Motley Creations

©2014 Motley Creations. All rights reserved.

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* What is VoC?

Posted on September 21st, 2013. Filed under Brand, Websites.

Ever been on a website and been asked to take a short survey? (If you have a pulse and a mobile device or computer than you most certainly have.) So what’s the story behind this?

It’s a growing trend in marketing called VoC or Voice of Customer. As social media and networking use has grown, companies have found out that the level of data they can gather to help them market has grown. VoC allows your customers to give you direct feedback regarding your online presence, your products, and a host of other information. This new level of information gathering allows you (your business) to react and take direct action to engage your customers.

Information is king in marketing. Integrating this information with analytics; e.g. tools like UserZoom and Google Analytics, gives you a more complete picture. These tools allow you to import your VoC results directly into your analytics to form metrics that help you measure the success of your online presence and where there might be opportunities for improvement.

You can find out things like who the users are, why they visited, was their visit successful, and would they recommend your site/products to others. All of this becomes invaluable in painting a bigger marketing picture that allows you to make smart choices with your marketing budget.

Now get out there and look good!

Chris Motley
Motley Creations

©2013 Motley Creations. All rights reserved.

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* Mobile Traffic Facts

Posted on July 19th, 2013. Filed under Websites, strategy.

As I sit watching TV with my wife, I’m constantly tinkering with my tablet. As I stand in line at the DMV, I’m on my smart phone. As I step back into the cart after a golf shot, I’m checking my email and messenger. My 8 year old son was born into this mobile world. He already uses text messaging and video chat. I hate to admit it but I end up telling him the “When I was your age…” stories about how different it was. So do you think he and others like him are more or less likely to use the internet on a mobile device?

Seems like no matter what I do, I always make sure there is a device handy to keep me connected. From the recent articles I’ve read, it appears I’m not alone. The world is changing. You can change with it or get left behind.

Here are some amazing facts I found on Pocket Your Shop:

1. 91% of adults have their mobile phone within arms reach 24/7. (Source: Nielsen)

2. By 2015, 81% of U.S. cell users will have smartphones. (Source: Goldman Sachs)

3. By 2014, mobile internet usage will overtake desktop internet usage. (Source: Nielsen)

4. 95% of mobile users use their devices for local search. (Source: Nielsen)

5. 9 out of 10 mobile phone searches result in a purchase or visit. (Source: Nielsen)

6. 75% of mobile users use their mobile device for shopping. (Source: Nielsen)

7. 39% of instances where a consumer walks out of a store without buying were influenced by smartphones. (Source: MarketingLand)

8. 46% of consumers will NOT return to a mobile site that is not working properly. (Source: Nielsen)

9. 18% of all web traffic in the U.S. is mobile traffic. That number skyrockets to 24% in Africa, and 30% in Asia. This is up 192.5% since 2011. (Source: Pingdom)

If you are like me and were blown away by this, maybe it’s time your business addresses this trend. It’s not so expensive to add a mobile module to your website so that you only have update content once and it will display it in one of two templates - either the regular template for desktops or a mobile template for devices. AND, your site figures what device the user is on automatically.

Now get out there and look good!

Chris Motley
Motley Creations

©2013 Motley Creations. All rights reserved.

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* New Entrepeneur

Posted on May 24th, 2013. Filed under Giving Back, Mentoring.

I recently had the pleasure of speaking at a college to a group of students taking a class on learning to run their own business. While I may have covered some of this before, it still bears repeating.

1. Find a Mentor: Weather your a new business or an old business, a mentor is invaluable. Find someone that is successful in your field. Perhaps someone who is in another city so you won’t be competition for them. You’d be surprised at how owners, once they hit success, be come more altruistic. They will be flattered by your attention and will be willing to talk to you about your issues and give advice.

2. Skill Sets: You can’t do everything. Therefore be honest with yourself about your skill sets. Are you good at providing a service but not so good with numbers? Maybe you have an issue with selling? Do a SWOT analysis to find what you need help in and either hire or contract someone to help with these items.

3. Branding: Many people have a firm idea what they will do when they start out. My experience is that your main revenue stream may come from a completely different area than you first thought. Be general in your naming and branding until you have a couple years under your belt. Sprint’s name says nothing about cell phones. Target says nothing about retail sales. Remember that branding is way more than just your logo or name, it’s the service you provide, how you deal with problems, and how you treat your clients and staff as well. Your name and logo need not convey exactly what you do. If it does and your main revenue stream is different than you thought, you now have to go back and re-brand yourself.

4. Marketing: Develop a strategy that includes budget, who your target audience is (NOT everyone with a wallet), how to reach them, intended outcome, and how to measure. One size does not fit all when it comes to marketing. Most people put the cart before the horse in that they use tools their friends are using even though they are in an unrelated industry. This is a case where your mentor could come in handy.

These are just a few ten thousand foot ideas to help you get started or to help you grow. These are the biggest mistakes I see new business’ make on a daily basis. Lastly, remember to take time to work on your business, not in it.

Now get out there and look good!

Chris Motley?
Motley Creations

©2013 Motley Creations. All rights reserved.

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* A DIFFERENT KIND OF NEWSLETTER

Posted on April 4th, 2013. Filed under Giving Back.

Here it is April of 2013 and this is my first newsletter. Shame on me. I hope this finds you all well and that business is better than you expected.

First, I want to let you know that my father recently passed away. My courageous wife let me bring him into our home and helped take care of him to the end. I cannot say how wonderful she is to me. I say this not for sympathy, but to let you know that while business is important, family is more so. Take some time to make up with an estranged family member. Tell someone that you love them. Don’t wait until it’s too late.

Second, I want to introduce the newest member of our team. Mr Andy O’Hare is a graduate of KU and a current student at JCCC. He is currently working part time until his graduation this spring. We are so very pleased to have him on board and look forward to many productive years working together.

Finally, I want to encourage you to be the best you can be in this new year. Marketing and advertising only generates interest. It is you that your clients buy. You consist of Mind, Body and Spirit and all are equally important. Make them part of your business plan. Take care of you as you are an integral part of your business. Growth in these 3 areas will generate insight and cause growth in your business.

And now back to your regularly scheduled program - get out there and look good!

Chris Motley
Motley Creations

©2013 Motley Creations. All rights reserved.

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* TRANSFER INFORMATION WITH A WAVE OF YOUR HAND

Posted on October 19th, 2012. Filed under Brand, Social-Media.

A while ago, we’d written an article that discussed QR Codes (you remember those little crossword puzzle looking blocks that you see everywhere), but there’s a new kid in town that makes them look just so 2011. And this newest bit of tech for your smart phone is called Near Field Communication or NFC.

If you’ve seen one of the latest Samsung Galaxy 3 (smartphone) commercials, you’ll notice two people touching their phones together and swapping a music playlist from one device to another – That’s NFC. That’s kind of a fun idea, but there’s a lot more potential uses than two hipsters sharing their jams. NFC doesn’t necessarily have to be between two phones – There are products called NFC Tags.

Think of NFC Tags like mini disks that can be written with data and then scanned by anyone with an NFC capable device. So what you ask? Imagine the applications for that neat little ability. Imagine we have a first time business meeting and at the end, instead of holding out my old paper business card, I hold out my NFC Tag. You wave your phone over it and viola … Now my information is instantly added to your contacts list. Within a second, you’ve got my email address and my website at your fingertips. The applications for NFC go on and on. Why print brochures if your perspective clients are savvy enough to grab a digital copy from an NFC tag? Think of the experience a user could have in a museum that featured NFC tags; each providing streaming links to videos and articles related to the exhibits. Ok, how ’bout something a little less heady … What if that great new restaurant you’ve found has an NFC tag by their register and in less than a second, you’ve got their menu scanned and at the ready for the next time you get the urge for a late night nosh on some Hungarian-Thai food… Well, you get the point.

Obviously, NFC won’t fit every demographic or business, but it’s the kind of technology that can be applied in so many creative ways.

Now get out there and look good!
Chris Motley
Motley Creations

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* LOCAL SEARCH HELP

Posted on September 26th, 2012. Filed under Advertising, Social-Media.

There are a lot of companies out there who work primarily locally. And while SEO is very important, local search can get you high up in listings faster than you can get there on organic search. If you set up local search you will be cutting your competition substantially and, best of all, it’s free.

On a search results page you will see sponsored links up top and to the right. These are what’s known as Pay Per Click campaigns. Next will be the local search, showing a map, and then finally will be the organic search. If you can show up on local search, you are only competing with the companies in your city rather than the rest of the world.

So how do you do this?

1. Set up a gmail account here: mail.google.com/mail/signup. You will need this to set up your Google Places account.

2. Next go here: www.google.com/places/ to set up your Google Places account.

3. Put in your gmail information on the right hand side and sign in.

4. Enter your business phone number and hit “find business information”

5. You will either be presented with your business or it will take you straight to a page where you can create an account. If your business show’s up, click the “Edit” button and fill out your information. If it doesn’t show up, then fill out your information on the page it takes you to.

6. Be as thorough as possible. If you go to the consumers home or office to provide your service, select a mile range you are willing to travel. This will determine in what areas of search you will show up in. Be prepared to upload a photo and a link to a YouTube video if you have one. You will also be asked to fill in Description, hours of operation, categories (for search), payment options and the like.

7. Once you do this and submit it, Google will call the number you put in and supply a PIN number to make it active. Enter the PIN number on your account page to activate it.

You can go back periodically and see how many impressions you got in the last 30 days as well as actions taken. It will tell you what search terms people used to bring up your business as well as how many clicked through to a map, driving directions or clicked through to your website. You can check back often and make adjustments to your campaign to optimize results.

Did I mention it’s free?

Now get out there and look good!

Chris Motley
Motley Creations

©2012 Motley Creations. All rights reserved.

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* SOCIAL MARKETING

Posted on August 22nd, 2012. Filed under Marketing, Social-Media.

When you’re considering social marketing strategies, one size does not fit all. Just because one company gets volumes of success from something, it may seem like a magic bullet for your company. Here’s the tough news: There are no magic bullets. What works for a carpet cleaner isn’t going to be the same for a law firm. It’s about who your clients are and where they hang out.

If you are a service based company then you may very well get clients through Facebook. If you are an accounting firm, who only works with businesses, than it’s probably not going to do much for you. It’s probable that you would be better off building up your presence on LinkedIn. Recently, I had a talk with a law firm that wanted to explore the idea of starting up a Facebook page. We drew out a pyramid of their work with small jobs such a wills, LLC’s, name checks, and such, being at the bottom. At the very top of the pyramid, was large corporate contract litigation. After some discussion they realized that they might get the bottom of the pyramid but not the top – so, Facebook wasn’t right for them.

Let’s assume you are a service based business that helps within the home; such as tree trimming, plumbing, or an electrician etc. These types of business can benefit greatly through Facebook; since referrals, testimonials, and personal service can lead to great success.

If you are thinking about developing a Facebook page (or have one already), here are a few basic rules you might want to keep in mind when posting to your account:

1. Discussing Politics: Unless it is part of your business, let’s leave this one alone. No matter how passionate you are, you can lose out big time by stating your views here. You never know who you could offend. It may be a client you already have or one who would have been great for your business.

2. Don’t go on about yourself. Repeatedly touting how great you are will bore people and ultimately lead to them to either ignore you or “unlike” you. While it’s good to toot your own horn now and again, keep it light. Give people something to chuckle about that still has to do with your industry. If you make them smile, they’ll be back. If they come back, they’ll remember you when they need your service.

3. Discussing Religion: I believe this is the first time this has been mentioned in any content anywhere that has to do with Motley Creations. The reason? People always have strong opinions, either positive or negative. It is very easy to push potential clients away for either reason. Tread lightly here folks.

4. Give them content they can use. Either content that will help them educate themselves about your industry or entertain them. I found that photos of staff doing things, such as golf, get a big response as well. People love to comment about people they know. When they do, you are viewable by ALL of their friends. You can have 150 likes but have the potential to reach 65,000 people. Think about that for a minute.

You should have ground rules set out for your Facebook presence. You can view your insights to see what works and what doesn’t and adjust accordingly. I put time on my calendar three times a week to make sure I’m posting. You HAVE to put in the time to see results.

Now get out there and look good!

Chris Motley
Motley Creations

©2012 Motley Creations. All rights reserved.

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* MARKETING SMARTS

Posted on June 19th, 2012. Filed under Marketing.

I’m constantly asked questions by other business owners in social situations about marketing. I’m also asked to speak at events to share some of these same ideas. I thought I would share some of my favorites with you.

1. Intended Outcome

Many people ask about SEO, the effectiveness of newspapers and yellow pages, and various other medias. My answer is always the same. What is your intended outcome. Some want SEO to drive traffic to their site. “Why would you want that?” I ask. After bantering back and forth I find out that they want people to call them, use their service or come into their shop. NOW we’re getting somewhere. If you sell items on your website SEO is mandatory. If your product or service is such that most people tend to ask friends, doctors or other professionals who they use then it might not be a good expense. I’m not saying don’t do SEO, I’m saying prioritize your spending. It’s not a miracle answer. First thing you need to know is what results are you looking for.

2. Targeting

I often hear that business owners want “anybody with a wallet”. That’s not true. Even Pepsi has a target market they go after. You need to focus on who “gets” your product or service and understands the value. If you look at your profit and loss statement along with level of effort to do your work, I’m sure you can find clients that you are actually losing money on. I have done so my self. 3% of revenue and 20% of your time is not a good fit. Find your target demographic and talk to them in their language. Advertise where they live and entertain. This will save you time, effort and money.

3. Choose Wisely

If your target audience is say, 65 years of age and up, then the newspaper is a good option. If it’s 18 to 24 year olds, most of them have never read a paper. They get their news online. I just read an article that stated a large percentage of blue collar hispanics in the US are more likely to use a phone to get to the internet rather than a computer. If this is your target audience you should definitely consider a mobile site. Many people choose their tools based on what others have done in a completely different industry. There are no pat answers. You need to pick the tools that are most effective for your audience.

Now get out there and look good!

Chris Motley
Motley Creations

©2012 Motley Creations. All rights reserved.

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* GO MOBILE

Posted on May 4th, 2012. Filed under Websites, strategy.

So most of us have a smartphone or a tablet of some kind. Nielsen says that about 50% of American’s have a smartphone and Pew Research Center says 29% of Americans have a tablet of some kind; be it Kindle, Nook, or the good ole’ iPad. Because of this, Walker Sands reports that 12.6% of total web traffic comes from a mobile device. And, with the way things are trending, these numbers are only going to rise. Exponentially.

That being said, it might be time for your business to look at producing a mobile website. I’m not saying this is something every business should have right now, but the way things are looking, you should at least be thinking about it.

Here are some ideas to keep in mind when considering a mobile website:

1. Keep it simple - you don’t need to add everything from your current site to your mobile site. Faster is better in both downloading to the phone and finding what you need. People don’t spend the time on their mobile devices that they do on their desktops.

2. Touch Screen - using a device with a touch screen eliminates some of the function of your regular site. For instance, if your site has mouse over drop downs, these won’t work as there is no mouse to move over. Also, flash won’t work on several mobile devices. If your site relies on either of these the mobile experience will not be a good one.

3. Updating - There are Content Management systems that will allow you to update your current site and it’s counter part on the mobile site at the same time. I suggest using one of these when building your site. It cuts your updating time in half. These CMS’s will also allow you to choose which pages to publish to your mobile site so you can remove content to speed up download time.

4. Think Different - If you have a mobile site, you could change from simply displaying your phone number to placing a button that will allow a user to dial your number with a simple touch of the screen. You could also update your print advertising to include QR codes which would drive prospects to relevant content and offers on your mobile site.

There are no magic bullets. At this point, not every business would benefit from a mobile website. With the changing landscape of technology, you might think about planning for the future. Even if people move from a desktop to a larger screen tablet, portions of your website may not function correctly. In my opinion, it’s better to be proactive rather than reactive.

Now get out there and look good!

Chris Motley
Motley Creations

©2012 Motley Creations. All rights reserved.

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