Compassion in Business

In today’s polarized political and social climate, people are often unkind and sometimes downright nasty to each other, if you ever doubt this, just spend some time reading the comment section on most news articles or social media posts. It’s probably prudent to note that at least a small percentage of the unkindness online is generated by bots and trolls who simply want a reaction from people.

All too often businesses see their customers or clients merely as numbers on their financial statements or fractions of their profit margins, this is a big mistake. If 80% of customers returning are needed for a business to thrive, it would serve any proprietor(s) or board of directors to think of their clients as Human Beings, as people. Empathy and compassion not only make the world a better place but can pay dividends in the world of commerce. Something as simple as remembering a customer’s name can mean a great deal to them and it may end up being what makes them choose your business over a competitor’s the next time they intend to spend money on a  product or service that you offer. Remembering a small detail of a conversation with them, whether it be something about their job, their family, a medical issue, a philanthropic cause important to them, a hobby, a political or social position they hold, an opinion expressed about a current world event, a pop culture reference etc.. could end up being a what endears them to your company and ultimately earns their loyalty. With top economists projecting an impending recession the likes of which will make The Great Depression pale in comparison, great customer service may be what keeps you in business when the bottom drops out of the economy.

Over the last 15 years and 16,000+ clients, we’ve learned of our customer’s engagements, marriages, births of children, divorces, bankruptcies, arrests, convictions (1 for murder) graduations, career achievements, personal growth/milestones, surgeries, health-related struggles, legal woes and victories, tragic losses of loved ones and yes, even their deaths. Many of our representatives have had clients share deeply personal things, both good and bad and many of have formed long-lasting and deep Human connections with them. Obviously, making money is the ultimate goal in business, but if you can make friends, connect with people emotionally, intellectually, impact someone’s life or just make someone’s day with a kind word, why not? We are all just people, life can be wonderful and life can be hard but a little kindness goes a long way.

Ditch the Real Estate Mega-Sites and Promote Your Own.

Most real estate professionals I speak to these days seem pretty high on sites like Homes.com, Zillow, Trulia, Homefinder, etc. just like they were a few years ago with realtor.com but before you sell the farm for a spot on these monster sites, there are a couple of things to consider. You may realize that you are better off promoting your own website than jumping on the real estate mega-site bandwagon.

The #1 complaint web surfers have with visiting sites on their smartphones is the loading time, in fact over 50% will back out and move on to another site if a page/site takes more than 2 seconds to load. People have short attention spans and little patience for slow-loading sites. There are several factors that can lead to slow load time, including the user’s own phone/connection but it makes little difference to most as they just want an easy, convenient experience.

You have a small window of time to capture and respond to a viable lead so why would you leave that to chance? Why put your faith in a slow, heavy, cumbersome, unreliable website? Your website, if built properly is far more likely to perform when it needs to than these behemoths. If using these sites is preferable to you because you can remain “anonymous” while you search for real estate, ask yourself if you would rather have your information collected and used by a singular individual, a small, local brokerage or a giant, multi-national corporation who is likely to sell your information to anyone willing to pay.

Ideal Positions has worked with literally thousands of real estate professionals all over North America for the last 15 years and at one point had to turn away testimonials because we simply had too many to process. We worked exclusively with Real Estate pros for the 1st 3 years we were in business so, we are more than qualified to speak to the efficacy of placing individual agents, brokers and agencies at the top of Google. Aside from standing alone above the competition at the top of the page, being associated with the big sites also on the page can’t hurt, it lends itself to the perception that one is a legitimate player in the industry by being in the company of branded, recognizable, well-funded and successful real estate companies. Credible by association, if you will.

Why get lost in the mix of thousands of other agents, why be just a face in the crowd when you can stand, head and shoulders above the rest? Stand out. Be recognized. Brand yourself. Sit at the top of Google. Don’t leave your success, your sales and your income in the hands of sites that aren’t reliable on mobile devices, who promote themselves and not you, that have no vested interest in your success. You are a dime a dozen to these sites, don’t join them, beat them. In most cases, within 24 hours or less we can have your site above everyone else on the page and we give you a 100% free demonstration of this with no obligation and no commitment. I triple dog dare you to call us 866-609-3483 and see for yourself.

Financing For Digital Marketing Now Available!

One of the single biggest reasons businesses fail is undercapitalization, many new business owners simply underestimate the cost of starting and sustaining their company until it becomes profitable. Marketing budgets are often the first fiscal cut made to free up capital but it’s a serious and sometimes catastrophic mistake. Now, with financing, you don’t have to sacrifice this crucial component of running your business.

If you could build your company’s credit and generate revenue at the same time, why wouldn’t you? If the idea isn’t at least interesting to you, I’m guessing either you already have something that works for you or you’ll be one of the 40,000 American-based businesses a month that close it’s doors permanently.

PayPal is a well-known and trusted financial organization and is the institution providing this amazing service, you would set up your arrangement directly through them, at this link. https://www.paypal.com/us/webapps/mpp/promotional-financing

We encourage you to check out the details as they are quite attractive. Whether web development, Google ads, Local SEO, display ads, Youtube ads, bing ads, radio or digital video commercial production or content writing, securing this financing will enable you to take advantage of any and all of our digital marketing services.

There aren’t many companies within our industry that offer such an opportunity, if there are, we haven’t found any yet, certainly, none promoting it. If you are a good candidate for this service, there are more reasons to go for it, than not.

Follow these steps:

Step 1: Speak with an Ideal Positions consultant to develop and finalize marketing strategy

Step 2: Contact PayPal to secure funding

Step 3: Call Ideal Positions to move forward with the marketing plan.

Digital Marketing For The Layperson

By this point I shouldn’t be surprised but, these days I often find myself dumbfounded by some people’s struggle to comprehend the simple nature of our industry. Fear of the unknown seems to be driving much of the confusion and I suppose a lot of it comes from generations with little to no exposure to computers in their youths but, it amazes me nonetheless.

I am a “Gen X’er” so, I was a part of the very first generation to have computers in the classroom and the first to have video game consoles in the home. Growing up in what is now the Silicon Valley might have given us an advantage over other schools throughout the country but I am grateful for the early start.

I know some very intelligent, capable, successful people who simply cannot wrap their heads around digital marketing and, I know some folks with below average intelligence who oversimplify what we do and as a result, are equally impossible to talk to. Even though there are plenty of books, blogs and video tutorials dumbing down what we do for mass consumption, I am going to attempt to explain the basics of what we do, in my own words. Bear with me.

Search Engines

Unless you’ve been in solitary confinement at a C.I.A. black site, you’ve probably heard of Google so, let’s start there.

Think of Google like an interactive phone book but, instead of flipping through pages, you type in keywords (relevant to what you’re looking for), into a search bar. After you click the search button, you’re going to see a list of results, some consisting of names, numbers, and locations of either people or businesses (non-business related searches will also pull up the appropriate results). If the information you are seeking displays on the page(a business’ phone # and/or address) you’re golden, if not, you may have to click on links to be taken to a page that has the information you’re looking for. It’s really that simple. On most search engine result pages there are 3 sections: Sponsored ads, local results and organic results, to the untrained eye, they are all the same but there are some important differences.

Sponsored Ads:

These are PAID ads but that doesn’t mean you shouldn’t click on them. I have heard countless people say something to the effect of “everyone knows those are paid ads so I don’t click on them”. Really? That is one of the most absurd arguments I have ever heard. Do you also refuse to buy anything you see in a tv commercial, radio ad or print ad because the advertisements are paid for? I didn’t think so. Nobody is trying to “trick or deceive you”, sponsored ads are clearly marked and they are placed in positions on the page that search engines know to get the most activity.

According to the Securities and Exchange Commission, Google makes 97% of its revenue from sponsored ads (Billions) so, they are going to position those ads in most strategically advantageous places, the same way advertisers choose certain audiences, programming, publications, markets and time slots when advertising on T.V., radio, and print.

Example:

Local Results:

The “Map Section” as it’s commonly referred to, usually only consists of local results based on a geo modifier used in a search query (name of a town, city, county, state, province, country or continent) or based off the users location, as it’s perceived by the device being used to search with (laptop, tablet, phone. etc). Improve your ranking in this section with a service called Local SEO, a valuable and affordable service we offer. Listings in this section are not pay per click.

Example:

 Organic or “Natural” Results:

These results are not paid for and appear where they do through a number of factors, mostly outside of your control. Google’s always changing algorithm ultimately decides how the results are ranked but there are things you can do that will help over time. Keeping the same URL helps, having updated, relevant content, blogging regularly and having a current, mobile and user-friendly site will go a long way. Although usability is far more important than appearances, good aesthetics certainly don’t hurt.

 

Display Ads:

Google Display Network is a group of more than 2 million websites, videos, blogs and apps where your ads can appear. Display Network sites reach over 90% of Internet users worldwide*. With the Display Network, you can use targeting to show your ads in particular contexts (like “outdoor lifestyles” or “cnn.com”), to particular audiences (like “young moms” or “people shopping for a new sedan”), in particular locations, and more.

 Here are some examples of ad shapes you might recognize:

Large Rectangle 336×280

 

 

 

160×600 Skyscraper


 728×90 Banner

 

 

 

Feel free to email us with any questions about digital marketing.

 

Cheesy marketing joke of the week:


A SEO copywriter walks into a bar, bars, tavern, pub, pubs, public house, Irish, bartender, drinks, beer, wine, liquor…

Sorry, that was not fair to SEO professionals My apologies, apology, apologize, best apology, how to apologize, really sorry…

 

 

 

 

 

 

 

 

Ideal Positions Honored as One of Five North American Finalists for Google’s (Global) Premier Partners Awards

This May, Google invited Ideal Positions to enter the First Annual Premier Partners Awards.  This contest of the best advertisers in the world would be segmented into several different categories, and go through several rounds of judging to find the Best of the Best.  We pushed hard to meet the deadline- staff members pitched in to write essays, develop case studies, shoot video, etc…     Today we learned that we made it to the shortlist!  Ideal Positions is 1 of only 5 agencies in the US and Canada in the running to win the category of “Growing Businesses Online”. Of all the agencies in the world, Ideal Positions is 1 out of 95 agencies who made the shortlist. That’s really something!

Below is one of the 6 essays written for the contest. We think you’ll agree, Ideal Positions has what it takes! We find out by late August if we have made it through to the next round.

_______________

An online advertising agency doesn’t thrive for 13 years in this industry just by being adequate. Ideal Positions is something special. We’ve been able to anticipate and adapt to changes with ease and stability. One of the biggest things that supports this and what keeps us different than the rest is our sincere desire to do right by our employees and our clients. We hear a lot of horror stories from clients about their previous experience with other agencies, and we feel a sense of pride knowing that we’re going to do our best by them and operate with transparency and integrity, be helping them to grow their business and be successful.

We have many stories of clients who came to us ready to close their businesses and decided to try advertising with us as a last attempt to keep their doors open. There’s a surfing instructor in Santa Monica, CA who was going to give up and move his family across the state to live with his parents and teach stand-up paddleboard lessons on a small lake in an underpopulated area. We convinced him to try our service, and starting with a very small budget, we were able to bring him enough clients to keep his business in Santa Monica and then grow it enough to allow his wife to start her own Children’s Event business (which we also advertised for)!  There’s also the electrician in Texas who was working for himself, gave us a chance and soon was able to hire additional help, buy more trucks, expand to service other cities, and continues to grow! Another is a father and son Law Firm, also in Texas, who were about to close their doors, but through working with us for several years, were able to open several other offices, hire many additional lawyers, expand their practice areas from bankruptcy, to family, and also criminal law, and even expand into other areas of advertising such as television and radio.

Ideal Positions’ employees try harder. Maintaining an employee base with over 60% having been with the company more than 6 years allows us to provide a level of service that other companies without that kind of employee tenure can’t compete with. The teamwork and expertise that comes from years of experience watching both our accounts and the industry change and grow gives us an edge over our competition, which is reflected in our clients’ success. This industry can be a challenging but exciting one, requiring flexibility and frequent adjustments- our staff are used to that, and thrive on it.

In our time as a small company, we’ve met the challenges brought by the evolution of

Google’s advertising platforms head-on.  As a company that does all of our work by hand, by our employees, and doesn’t outsource any of our account structuring, optimization, copy-writing, bid management, etc., it takes us more time to adapt to Google’s changes. We put in the extra blood, sweat, tears, and hours, so that we can be confident that the service we’ve provided our clients has been executed by experts. Our clients appreciate this level of service, and in an age of automation, it makes a difference to many of them to know that a real human being is looking after the well-being of their business. Automation and the application of machine learning is important to move toward, but the current climate of small business is that the owners still want to know that there are real people they can trust who are running their accounts.

Ideal Positions’ analysis of client acquisition and retention has shown that over 20% of new clients are actually returning clients. We feel this reinforces that we’re doing something right. In an industry where the competition continues to grow year after year, knowing that clients keep coming back time and time again is a strong argument that Ideal Positions deserves the Growing Businesses Online Award.

 

For more information check out our Facebook post!