by Kirby Hasseman
It’s time for the 8th episode of the He Said/She Said Podcast with Hasseman Marketing! This podcast is designed to give an inside look at being married and being entrepreneurs and the projects we are working on and the challenges we are facing! We talk about business, family, community and more. So listen in and let us know what you think!
On this episode we talk about…
Trending Topic
This week Kirby and Amy talk about the fact that it’s Election Day. No, it’s not one of the big November election…but a local election and what that means to them. In addition, they give an update on their oldest daughter, Skylar, leaving home to pursue her career in dance. Learn all about that here.
Weekly Whirlwind
This time Kirby talks about all of things swirling around at HMC and trying to get himself out of the way. He doesn’t want to the bottle neck that keeps things from rolling. Amy gives a quick update on what is happening on the building project and how she is filling the time.
Lesson In Life
The goal of the lesson in life is just to provide a bit more value on the podcast. This time Kirby and Amy talk about where they find motivation and inspiration. We all have times where we need a boost. Find out what they lean on here. Oh, and here is a link to a blog Kirby wrote on the subject as well.
Shout Outs
Each week we want to give a shout out to an organization or an individual doing good work. This time Amy circles back to those that are willing to throw their hat in the ring and serve government at a local level. Kirby talks about the City of Coshocton and West Lafayette and a ground breaking project that they are working on together!
So that’s a wrap! We will be back…and we will continue to improve. Any feedback will be welcome as we try to provide you value! If you want to subscribe you can do that where you normally get podcasts…or you can head here to follow on Soundcloud.
Thanks so much for listening! If you have any topics you want Kirby and Amy to cover, please comment and let us know! Oh…and if you like this content, check out this page where you can find all of the content we create!
by Eric Dingler
Today I want to share with you the checklist we have developed that guides us like a roadmap during the design process of each new website we build. And now you can use this checklist to get your own perfect website.
Not every business needs to pay for a web designer. I mean, I don’t go to the doctor for every little medical thing and I don’t get the advice of an attorney before I sign every single document in my life. However, sometimes I need a doctor, sometimes I need an attorney, and sometimes you need a web designer like us. But for the times when a do-it-yourself website works, we hope this article helps.
What is the perfect website?
Before we get into the checklist, let’s define ‘the perfect website“. Website design, like graphic design, video production, or pizza topping preferences is subjective. What people think makes a website “perfect” is influenced by their age, experiences, personality, education, etc. However, there are some elements that are objective that lay a foundation to get you that perfect website.
For example, your website should:
- Be easy to read by humans, search engines, and adaptive equipment for people with disabilities.
- Load fast, people won’t wait.
- Be responsive to different screen sizes.
- Add value to the people who visit it.
The Checklist For An Objectively Perfect Website
So technically, this is going to be checklists inside of a checklist.
First, let’s explore the steps you’ll want to take to get to your finished website. Then, below, I’ll explore each of these in a bit more detail.
Table of Contents:
- Determine your website strategy.
- Develop a plan to market your website.
- Plan for your website’s setup.
- Prepare the content for your website.
- Know how you are going to maintain your website.
- Build your website.
Determine Your Website Strategy
The most important outcome in this step is to determine your primary call to action, also know in the biz as CTA, to meet your website’s goal.
If you get stuck, wrestle with this truth about websites. Every website solves a problem, even your’s. If you aren’t sure of the problem your website solves or should solve, email me and I’ll help you figure that out
Questions to determine your website’s goal.
- What do I want people to know?
- Why do I want them to know it?
- What do I want people to do?
- Why do I want them to do it?
Questions to help you determine your website’s strategic call to action based on your goal.
- What is the most valuable action every website visitor needs to take on my site for them?
- What is the most valuable action every website visitor needs to take on my site for my business?
Now, can you match these two up into one call to action? If so, that’s CTA gold!
Other factors to determine at this step.
- Who is your ideal audience? (influences look and feel)
- Where will they be when they need/visit the problem your website solves? (influences if you should design mobile or desktop first)
- How are you solving the visitors’ problem? (influences functionality and features)
Develop A Plan to Market Your New Website
This might seem strange to put your marketing plan at the top of the list like this, but it’s important to know your keyword strategy before you do anything that follows.
A keyword is a word or short phrase you are going to design your site around to help people find your website in search engines.
You can have more than one keyword. At Hasseman Marketing we are developing keyword strategies around “Video Production“, “Promotional Premiums“, “Graphic Design“, etc. So, instead of putting all of these on one page, we developed our website so each keyword has its own page. Another way to think about this might be to ask yourself, “what are the different services we offer?” Or, “what problem (or problems) are we helping people solve”.
Also, for local SEO it’s important you are consistent with your company name, address, and telephone number. Setting up your Google My Business is a great step to take here.
Additional things to consider at this stage:
- What social media platforms will you be on? (influences functionality and layout decisions for your website)
- Will you have and maintain a blog? (influences layout and functionality)
- Will your SEO strategy be local, national, worldwide, or a combination? (influences the copywriting you’ll want to do, alt tags on your images, etc)
Plan Your Website’s Setup
Now that you know what you are going to have on your website, you are almost ready to start actually building the website.
But first, there are a view things to decide, even if you are about to do a redesign of an older website.
- Domain Name. You want to get a quality and easy to remember URL for your website. The URL is the “www.thisisyoururl.com” that you will promote as your address on the internet.
- Website Hosting. This is where your website will live. You can use a drag and drop builder like WIX or Weebly, in which case they will be your host. Just make sure you check the fine print in the agreement. Sometimes they claim ownership of your content. Or, you could use a CMS (content management system) like WordPress. Which currently is over 30 percent of the internet. Even big brands use WordPress. Target, Sony, Best Buy, BBC America, Disney, Facebook Newsroom, and many many more. We use WordPress for all of our sites and the sites we build for website owners. So for hosting; if you use WordPress, Joomla, or another self-hosted CMS get a good one. We use and recommend Siteground. (just a quick note: that link there is called an affiliate link. That means if you click on it and sign up for hosting with Siteground, we make a small commission. Affiliate marketing is something you might want to research as a way to monetize your new website if that’s a goal you have.)
- Branded Email. Be professional. You’ll look better and be taken more seriously if you have an email that is [email protected] compared to using [email protected]. Most website hosting companies offer an email solution…but we have never found one we like. We use Office 365 at Hasseman Marketing, but we typically set our website owners up with GSuite by Google because it’s a bit easier to use.
- Theme. BTW, If you do use WordPress, you are most likely going to want to use a Theme. We use and recommend Divi by Elegant Themes. (This is another affiliate link like the one we explained above.) At the time of writing this post, over 570,000 websites are built on Divi. It has a robust support network, and you can find thousands of articles and YouTube videos on how to do all kinds of things in Divi. It’s the most popular premium Theme currently on WordPress right now for both do-it-yourselfers and WordPress web designers like us.
- Email List. You are more than likely going to want to gather emails to build a list. We use both Infusionsoft and Mailchimp and we love them both.
IMPORTANT SECURITY NOTE: It is best and safest if you use three different providers for your domain name, website hosting, and branded email. If you get all three at one place and just one of them get’s hacked…then the hackers have access to all three and can really hurt your business. So, use three different providers and three different password for each one. I know, all those passwords are a pain, that’s why we use LastPass.
Prepare The Content For Your Perfect Website
Based on your strategic goals, call to action, and SEO strategy you are ready to start gathering and preparing your content. We strongly recommend hiring a professional copywriter who specializes in online marketing copy. Or at least visit several top quality sites and look carefully at their language.
A couple of tips.
- Write for people first and search engines second.
- Write in a logical order using headings based on a hierarchy. If this point doesn’t make sense, it will when you start building your site. You will have several options for headings. H1, H2, H3, etc. I remember the first couple of websites I built for fun. I thought these just helped me present titles in different formats. So, I would style the H1 and the H2 to look almost the same, except have a different color maybe. Then I learned I was doing it all wrong. The H1, H2, H3, etc helps search engines and screen readers make sense of your website. What you can’t see as you are reading this post is the HTML code that computers can see. The title of this post is “wrapped” in H1 tags. The next subheading is inside H2 tags and then I have an H3 tag, and back to an H2 tag. Think back to writing outlines in school. This is the same idea. Now, these title tags are important in helping search engines see what your content is about but most importantly, it shows the search engine you have thought of the visitor experience.
- USER EXPERIENCE IS QUEEN. Content is King, but the experience of your website users, known as UE or UI in the biz, is queen as it relates to ranking in search engines. BTW, why is ranking important? How many times have you scrolled to the 4th page in Google to find a car mechanic? The ranking of your site is vital if you want to spend less money to get more visitors so you can make more money in the long run of your business.
- Think accessibility. Keep in mind that there are hundreds of thousands of people on the internet with disabilities that deserve to be able to access your website.
- Use common language. If you must use an acronym, explain it. Just because I know what WYSWYG means, What You See Is What You Get, doesn’t mean everyone else in the world does.
- Rename your images before you upload them. Name your pictures with names that tell people what the image, or at least what the page the image is on, is all about. Make sure here you add the “alt description”. That’s an option you will see when you are building your website. It’s found in different places, and its critical for screen readers and search engines. Seriously, this is probably the biggest place do-it-yourselfers miss out on adding a super easy way for people to find your content. If you have a pizza shop in Coshocton. Name every picture a little bit different along these lines. “Best pizza in Coshocton” “This is our award-winning pizza in Coshocton” “Get a Pepsi delivered with your pizza anywhere in Coshocton”. Honestly, if you do this, it won’t be long before your pizza shop is the first result in Google anytime someone searches for “pizza in Coshocton.”
- Resize your images before you upload them into your new perfect website. (notice how I used my keywords “new perfect website” there…and then I did it again here, that’s just a little SEO for ya). Your pictures don’t need to be more than about 1500px wide. And should definitely be under 200 kb in size. If you need help with this, check out this website where you can resize images for free.
Know How You Are Going To Maintain A Perfect Website
Your website will need TLC after it’s built. After all, there is no denying it, the number of people who hack into websites for fun is on the rise. And your website will be a target one day for a hack. Preventative maintenance is the key. Or as grandma always said, “an ounce of prevention is worth a pound of cure.” I mean, my grandma didn’t say it, but maybe yours did.
- Start with good quality hosting. Again, we strongly recommend Siteground.
- Use strong passwords and change them every so often.
- Update your theme and plugins. Now, this may only apply to WordPress. I don’t use other website content management systems (CMS), so I can’t speak into them. But in WordPress, you should update your theme, plugins, and WordPress itself weekly. PRO TIP: Wait at least 24 hours after an update is available before you install it. Sometimes an update can break your site. Let others find out before you do. Also, Tuesdays seem to be the best day to updates.
- Use plugins and third-party security services. Just Google option for the platform you are building your site on, and you will find what you need.
- Once a year at least run a security check on your site. We use Sucuri
Build Your Website
Now that you have your plan in place, it’s ready to give life to your new website.
While building your site, keep referring back to your strategy and marketing plan to ensure you aren’t drifting.
Since you may be using any number of Content Management Systems like; WordPress, WIX, Joomla, or Drupal we are going to close this post here. Building a website on these different CMS’s is going to be unique to that system. And the point of this blog post isn’t to teach you step-by-step how to build a website, but what it takes to get the perfect website…objectively of course.
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by Kirby Hasseman
Even Finn loves the Commonsku SWAG
Creating a Branded Collection Can Elevate Your Brand
If you are a sports fan, you might remember being encouraged to “Be Like Mike.” There was an entire generation who idolized Michael Jordan and wanted to emulate his moves on the basketball court. More recently, if you were a fan of soccer (or football for those of you outside of the U.S.), you might remember trying to “Bend it like Beckham.” Anyone with a soccer ball was trying to spin it so it curved into the net. It was a sight to behold!
Now, if you are reading this blog, I want to encourage you to “Crush Collections Like Commonsku!”
Okay…maybe it doesn’t roll off the tongue quite so easily (I will work on it), but the message is similar. If you want to create a brand that people want to wear, support and be fanatical about, you should pay attention to want the good people at Commonsku are doing!
Building A Brand With Apparel
As I mentioned in this article, there are different ways to create value for your brand using Promotional Products. The first, and most common, is to use the vehicle (whatever that may be) to put your logo, phone number, and contact information on it to give it lasting impact. This has a ton of value when done right. When I first got into the business, I was taught to put the “who, what, where” message of any business on the item. This gives customers and prospects a way to contact you at their fingertips. It’s powerful.
But another way to create loyalty with customers is to create a “collection” of products that find their way into your audiences every day life. When done right, this can back up the brand you are building, the story you are telling and create real and lasting loyalty. Oh, and it makes your customers a walking, talking billboard for your brand too!
Commonsku is a master at this. Let’s take a quick look at how they make it happen.
Think Cool and Comfortable
As I type this, it’s a cool spring day in Ohio. I am a little embarrassed to admit I am currently wearing three different Commonsku apparel items! Why? Is it because I want to run around Coshocton promoting the Commonsku platform? Not exactly. I am wearing them because they are good looking and very comfortable. Your clients will choose their apparel the same way. Your collection should have a fun, cool design and be super soft and comfortable. This is what they will go in their closet and select again and again.
Partner with Amazing Suppliers
There are plenty of people in the promotional world who are very comfortable doing things “the way they always have.” That’s fine…unless you want to create something memorable. As Seth Godin would say, “If you want to be remarkable, you need to make something people will remark about.” Commonsku knows that doing things the way they have always been done will not create a collection that will “crush it.” So they have partnered with some great supplier partners willing to think outside of the box. They created t-shirts that are super soft with T-shirt Tycoon, hoodies that are so comfy with Sanmar, and even an amazing pair of joggers (that I am wearing right now) with Redwood Classics. There are others too, but I only have so much time here. Regardless, when you decide to create your collection, work with people that help you think outside of the box so you can create something your customers will crave!
Cover the Apparel Bases
As I mentioned, I am wearing three different pieces from the Commonsku collection right now. Why? Because they have covered the bases! I don’t just have one item to wear to rep their brand! I have a t-shirt, joggers, and a cool hat (from BamBams). As the weather gets cooler tonight I have a zip up hoodie that I love to wear. And when I want to dress it up on Monday, I have some cool and colorful socks to spice up my outfit. All in all, they cover any and all of the apparel items I might want to wear. When you create a collection for your clients, make sure you think of all of the ways they might want to rep the brand!
Listen to the Audience
One final piece of advice, especially as you get going, is to listen to the audience you want to reach! At a recent Commonsku event, co-founder Mark Graham stood on stage and talked about the term “Skummunity” (now on the shirts for the event) and how the audience coined the term to label the Commonsku community. Mark said, “I wasn’t sure about it. But everyone seems to like it, so here we are!”
So many times, we have ideas about what our customers will love…and we might be right. But sometimes the best feedback for what to do next, or what design might work best, can be right in front of you. Make sure you are continually listening to your passionate group of customers as to what apparel piece will be the next big thing!
When considering what to do next with your brand, think about creating a collection that your customers will love to wear. It might be just the thing that will help to take your brand to the next level!
If you want help with your next Promo campaign, you can always start here. Make sure you never miss an update! Sign up for our VIP newsletter here!
by Kirby Hasseman
When it comes to a successful education, old timers tell us about the 3 R’s of education. The idea is that a focus on “Readin, wRitin, and aRithmatic” would help create a good student.
And though that is hopefully not the entire focus of our education system today, we know that those are the basics for success.
The Three R’s of Business Growth: Retention, Repeat Customers, Referrals
When it comes to business, there are also the THREE “R’s” that are important in any successful, long term business.
We have already spent an entire blog post on one the role that promotional products can have in fostering the first “R,” customer retention. Today I’m going to introduce the next two R’s of Business—repeat customers and referrals.
Why are repeat customers so valuable?
All successful business owners want to have a steady stream of repeat customers. Repeat customers are the backbone of any vibrant business. They are the “holy grail” of business growth.
These customers come back again and again and (hopefully) their loyalty leads them to spend more time and money with us.
(Repeat customers are, incidentally, our best source for the third “R”—referrals—but I will get to that in a minute.)
Repeat customers are great because we have already won them. It takes a great deal of time, energy and money to earn a customer’s trust and business. It’s much harder to convert a non-customer into a customer than it is to sell to one of your current customers. Depending on the study, it’s been shown that it costs up to 6 to 7 times more to capture a new customer than to sell to a current customer.
Insufficiently focusing on their current clients is one of the main mistakes many businesses make. Why do so many spend so much time and money on the clients that are hardest to reach?
So, we have a base of repeat customers. Great! Now, what next? It’s safe to say the goal is to grow that base. But how?
The first way is to get these repeat customers to come and do business with us more often! If we can increase the number of times these customers do business with us, we increase sales. Duh…right?
Well in two separate studies (in 1993 and 1994 respectively) promotional products were shown to improve repeat business.
Research into How Promotional Products Encourage Repeat Business
Repeat Business for a Food Delivery Service
In the first study, conducted by Southern Methodist University, 900 people were divided into 9 groups of 100. These nine groups were broken down by customer type (existing residential food delivery, new residential food delivery, and business/commercial food delivery customers) and what they received (a promotional product, a coupon, or nothing.)
The promotional product and the coupon were both valued at $2. But which one turned out to be more valuable?
- Customers who received promotional products ordered up to 18% sooner than those who received coupons.
- Customers who received promotional products also averaged up to 18% more orders than those receiving coupons.
In other words, the customers that received the promotional products ordered more quickly and more often than those that received coupons…or nothing. Sales more often and sales more quickly = more sales.
Repeat Customers for a Dry Cleaning Business
This study, also conducted by Southern Methodist University, tracked the activity of 300 new customers at two locations of a dry cleaning business.
Customers were randomly assigned one of three groups. Everyone received a welcome letter from the company. One of the groups, in addition to the letter, received a promotional product valued at $5. The second group received a $5 coupon. The control group just received the welcome letter.
After 8 months, the results of the study were:
- New customers who received the promotional product spent 27% more than those who received coupons, and 139% more than those who received only a welcome letter.
- Promotional product recipients were 49% more likely than coupon recipients (and 75% more likely than letter recipients) to patronize the dry cleaner in each of the eight months studied.
Just as in the first study, this second study showed that customers who receive promotional products spent more and were more regular customers than those who do not.
If repeat customers are the “holy grail” to business success, then you need to consider how cementing that relationship with a promotional product can help you grow.
How to Get More Referrals
Another huge part of any successful business is the third R…referrals. As a business friend once told me, “The best way to get referrals is to deserve them!” Obviously, this is foundational. But I am going to assume that you’re already running a business that is worthy of referrals.
So here I’m going to talk about how to get more referrals.
As I mentioned earlier, your current customer base is often the best place to look for growth in your business. It’s also a source of referrals that many business owners and marketers ignore. Your current client base already “gets” you. They understand what you offer, and they love you for it. Repeat customers can be a fantastic source of new customers.
The problem with referrals is that no really likes to ask for them! Admit it. You, like everyone else, don’t like asking for referrals. (Most people don’t.) Nearly every time I speak to a group, everyone agrees that getting referrals is a great way to grow your business. It’s just common sense. And yet, most people admit to failing to “consistently ask” for referrals.
What I’ve found, time and again, is that giving a promotional gift before asking for a referral is a simple way to make asking for referrals easier.
And another study proves it.
In 1993, researchers at Baylor University showed that customers who received a promotional product are more willing to provide referrals than those that don’t.
The study was conducted with 20 Mary Kay beauty consultants, half of whom distributed a promotional gift to their customers; the other half of whom gave no promotional gift.
The results were impressive.
- Customers who received a promotional product were 14% more likely to provide leads than those that did not.
- Salespeople who gave promotional products to their customers received 22% more referrals than the salespeople who did not use promotional gifts.
Providing even a small promotional gift to your customers increases the likelihood that they will provide you with referrals. Combine that with the fact that you have a business worth referring…and you have business gold!
Here’s an Idea: Create a Gift-Based Referral Program
Are you still struggling to ask for that referral? Here’s another approach—create a referral program which does the asking for you.
First, create a flyer to email, mail, fax (or send via smoke signal, your choice!) to your current customers.
The flyer should advertise a nice “referral gift.” Use your imagination. The gift can be anything from a nice watch to a piece of luggage. The incentive gift does not have to break the bank, but it does need to be nice enough to garner attention.
Send your flyer, letting customers know that if they provide a referral that results in business for your company, they will receive this fabulous gift.
Boom. Watch the referrals flow in.
A few tips:
- The gift needs to be nice enough to get your customer to act: Make the new customer’s qualifying purchase large enough that the profits from that sale will cover the cost of the item. This way you might break even on this transaction, but now you have a new customer for life!
- Make it feel “exclusive”: Considering only sending your referral offer to your top 20% of clients. They are the most likely to give you the best referrals anyway!
Setting up a simple program like this—one where you “give first”—takes “the ask” out of the referral. Instead of asking for a referral, you’re giving them an opportunity to receive a great gift. It’s a win-win proposition.
Focusing on the three R’s—retention, repeat business, and referrals—lays the foundation for building a successful business. And the research shows that promotional products can help your business achieve all three goals.
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by Kirby Hasseman
A Good Sales Meeting Can Be A Great Investment. This past week, several members of the Hasseman Marketing sales team (and me) attended an intense, multi-day sales event at the Kalahari Resort in Sandusky, Ohio. It was a “speed dating” style event where we got the chance to meet with a different supplier every 18 minutes. It was fast. It was productive. And…it was exhausting! We left with lots of ideas for our clients and ourselves.
I love to attend sales meetings and events like this because, though they do require time out of the office, they can really recharge your passion. You certainly get new ideas. But sometimes the most powerful takeaway can be an old idea that you have not implemented! Either way, I view these events as opportunities to invest in myself and my business.
But what do you do after the meeting?
One of the challenges I find with events like this is what comes next. We have all been there. After being out of the office for several days, we find that the world did not stop in our absence. As a matter of fact, I sometimes think things get more busy when I am gone! You get back to the office and face a pile of priorities, a mountain of emails and several emergencies. Despite the best of intentions, and tons of good ideas, you get back into the day to day and don’t follow up.
It’s called the Whirlwind…and it’s easy to get lost in it.
That’s why it’s so important what you do after the meeting or event. Remember, the event is an investment. It’s not just about pumping you up (though that’s great). The idea is to create a new and better business that is ready to grow. So here are a few things I try and do to make sure the ideas don’t get blown away in the whirlwind.
Schedule Time for A Debrief
After the meeting, before all of the ideas get lost (or the notes get thrown away) set some time to go over what you learned. By yourself or with the team, look again at some of the ideas that had you excited.
Get Specific Ideas on Paper
This seems obvious, but I often miss this step. I like to get the ideas I want to execute all in one place. Otherwise I spend a lot of time thinking “where did I write that down?”
Schedule Time to Implement
Now that you have gone over the meeting and created a list of “things to do,” put some time on the calendar to actually do them! My role is, if it is not on my calendar, it doesn’t exist. So create the time to make the plans come to life!
I always struggle to get events on my calendar. They cost you time and they cost you money. But every time I take the time to invest in myself and my business this way, I am glad that I did. It’s just important to make sure you take the time to make it worth it!
P.S. Congrats to the OPPA Promotional Group for putting on such a great event! If you want to learn more about us at Hasseman Marketing, check out our About us page.
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by Kirby Hasseman
I am working on a project right now that scares me.
Don’t get me wrong. It’s not a bad project. On the contrary, it’s (potentially) big and exciting. It has generous upside. But it has downside too. In addition, it has lots of moving parts. It is going to make me do things that are new to me. It’s going to stretch the team…and me. It scares me because it’s (just a bit) outside of the norm for us.
But here’s the thing…outside of the norm is where growth comes from.
If you want to grow yourself, your sales or your business, this is the dilemma. You can’t grow (much) by doing the same things you have done in the past. Oh, sure, you can get just a little bit better at the things you already do. But you will never take the big leap that you want to by doing running the same plays from the same playbook. At some point, you need to try something new. You have to try something bigger.
And that’s when the voice kicks in.
The voice kicks in because you are uncomfortable and a little scared. The voice starts telling you all of the things that could go wrong. It fills your brain with worst case scenarios of doom. That voice is fear masquerading as your friend, pretending to keep you safe.
When we hear that voice, we are often convinced to stay where we are.
Here is what I am learning about “the voice.”
The voice shows up precisely when you are doing something cool and new and different. We most often see the voice or the struggle as a sign we are on the wrong path. We have it backwards. The voice shows up when you are onto something! It’s a sign you should keep going…not stop. The thing that has been stopping us is often actually a hint that we are on the right track.
It’s just how we interpret the signals.
As I write this, I am up early on a project that scares me…and I am excited about it.
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