Announcer: Balance Business Coaching. More time. More control. More
growth.

Anthony here. This is just a very quick post to talk about how do you
select the right keywords for your business if you’re competing online. I’m
just going to cover three things: what are keywords, how do you choose the
right ones, and what tools can help.

I’m just going to do a little demonstration while we go, but first I have
to explain what they are. To give you an example, let’s just say I’m
interested in selling, I’m a clown and I want to get hired to go to kids
birthday parties. The first thing would be I’m in the business of
children’s entertainment, and that’s really the top end seed keyword,
rather than a keyword, a keyword that you would target developing content
for. But if you’re thinking children’s entertainment, is it party hire or
else I could go singing lessons. Really down in where my business is, it’s
entertainers. But there’s lots of different entertainers. There could be
fairies. There could be clowns. It could be magicians or it could be the
farmyard pets that come along to kids birthday parties.

Keywords are the ones down at the bottom here. What do people actually type
into the Google search bar when they are looking for someone? Are they
looking for a clown for a kids party, or is it a clown for a children’s
party? It’s a different keyword phrase. Or is it a children’s party clown?
There are lots and lots of different keywords, and you need to know which
are the right ones.

Let me just hit the Generate Keywords button here for my seed keyword,
which was “kids entertainment.”

Let’s talk about how do you choose the right ones. First of all, they have
got to be relevant. If you’re attending children’s events, you don’t want
to go to, say here on the Gold Coast, there’s a Gold Coast Convention
Centre that has lots of events, but they’re business events. They’re trade
shows. So, if you’re targeting anything that’s to do with trade show
events, then you’ve got the wrong thing. It’s just not relevant to your
market.

The next thing you want to think about is competition. Which of the
keywords have the least competition? You’ve got to have a look. If there is
a fair bit of competition for your keywords that you choose, what is your
expectation in being able to take that competition down? You want to choose
the ones where you have a good chance of success beating the competition.

Then commerciality would be, if people are searching for free
entertainment, that’s not going to be as commercial as, say, a clown for a
children’s birthday party. They are already looking for a low-cost/free
search term. So the value of the people searching there is not going to be
as high as other ones. Which of your keywords have higher commercial value?

Lastly, about the traffic. How many people are actually searching for those
keywords? You want to, obviously, have as high a traffic as you can get, so
that you’ve got a much higher chance of success.

Just to give you an idea, I’m using a tool to the right here called Market
Samurai. For just that one seed keyword, which was “kids entertainment,”
I’ve come up with 801 different keyword phrases down here at the bottom
end. There are lots and lots as you can see. Just to make the point, kids
entertainment in Michigan is not going to be relevant if you’re in
Melbourne or if you’re in Sydney. You’ve got to knock out things that
aren’t relevant.

Just to speak on tools a little bit, I think a couple of free ones that you
should look at. Let me just roll through these. First of all, Google has
its own keyword tool that comes back with different search terms. That list
of 800 comes from Google’s AdWord tool. There’s also a couple of ones here.
YouTube has a different keyword tool, because what people plug into the
Google search bar might be different into the YouTube search bar. So be
aware of which ones are right there.

For the keywords that you’re picking, you want to know are they trending up
or trending down. Are they seasonal? Google Trends can tell you what’s
going on with certain search terms. You can also compare different search
terms. How do they rate to one another in terms of traffic over time as
well?

There’s a couple of free tools. The one that I use here is fantastic, and
it does a whole lot more than just keyword research, is Market Samurai and
that’s a paid tool. I’ll put the link below the post so if anyone is
interested in having a look at that, they can explore more there.

I hope that gives you an insight into keywords, what are they, how do you
choose the right ones, and what tools can help. I’ll look forward to
talking to you soon. Thanks very much. Bye-bye.

Announcer: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899 or email Anthony@balancecoach.com.au.

Announcer: Balance Business Coaching. More time. More control. More
growth.

Anthony: Hi, Anthony here. In this post, I want to talk to you about how
do you justify your services to your client. I want to talk to
you about the conversations that go on in people’s heads, who
they’re talking to, and I really hope that by watching this
video that you’re able to stop competing on price alone and
value becomes part of the conversation, and hopefully that leads
you to win more deals.

So, first of all, in terms of the conversations that go on
inside people’s heads, they’re rehearsing already who they’re
going to justify the purchase to. Are they justifying it to
their wife, their husband? Or are they justifying it to their
peer group, their friends? Or do they have financial backers? Do
they need to have a conversation with their accountant?
Potentially their customers and their employees, and you need to
think about what those conversations are and how you might shape
them beforehand.

Look, just to give you an example, for business coaching, I’ve
got a couple here on the board that I’m just going to run
through. Look, the first one might be to your business partner,
if you’re a partnership. And it might be, “Look, we really need
to get the business coach on board because our competition are
using them, and I want to match the competition. I also want to
accelerate our program so that we can get ahead of our
competition, and I think the time is right.” So that’s how I
might justify it to a business partner.

To your life partner, you might be, “Look, I’m working so hard
in the business that I just don’t ever get the time, and I
really think that I’m missing out. I need some help, and I want
to give this a go so that I can re-establish some balance back
in my life and reengage back with the family.”

For the customers, it might be, “Look, we’re constantly looking
for new ideas to bring better service to you. At the moment,
we’re going through a change process to find new ways to deliver
service to you and create better products, and that’s why we’re
engaging a coach.”

To an employee, it might be, “Look, we’re engaging a coach
because we really want to engage you and bring out your best. So
we’re going to have a look at ways that we can use your talents
to the best effect to help the business, and that’s a good thing
for all of us.”

And lastly, the last one there is about yourself. You might want
to justify it to yourself. You might say, “Look, I’ve been
working so hard. I’m always helping everyone else. I think
everyone else gets a far better deal out of the business than I
do. It’s time that I step back and I did something for myself.”
So that might be a justification for yourself.

One last point is about these conversations that go on inside
people’s heads, that they rehearse, none of them are really
about your financial reasons. No one really gives rats about how
you justify, I guess, the price that you offer. Sure, they’ll
think your price is too high, too low, but it’s not a
justification. Like a financial justification might be, “Oh
look, for business coaching it’s $350 an hour. Oh that’s so
expensive.” But in reality, there’s an hour before, there’s two
hours in the session, there’s about an hour’s worth of work
afterwards. So it actually works out to less than $100 an hour.
But no one cares. It doesn’t matter. That’s not the conversation
that goes on inside someone’s head, and it isn’t part of the
conversation that goes on with all the peers that people
[inaudible 3:58].

So you might want to think about how you stop, if you’re always
just giving financial justifications, you’ve got to consider the
broader range.

I hope that’s been of some help, and it gives you something to
think about. Could you please leave me a comment down below and
let me know what justifications you’ve used for your services.
Thanks very much. I’ll talk to you soon.

Announcer: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899 or email
Anthony@balancecoach.com.au.

Anthony: In this short video series, I am going to talk to you about low
cost local marketing. Welcome to video #6 in our series of low cost or free
local marketing tips. Now this one is all about in-store competitions, and
I guess why I am jealous to talk about this, I don’t have a store. I am
actually a home-based business. So I don’t get the traffic that comes into
my workplace.

But if you do have a business that does get lots of walk-in
people, think about, if you go to Facebook or a LinkedIn site,
then you might run a competition across there for people that
come into the store. If they happen to like something on your
Facebook page or if they comment on one of your LinkedIn posts,
then there might be a prize for that.

It could be something fun. The whole point of running a
competition is to stimulate some interaction and have a bit of
fun with your customers, so that you are not get set boring and
stiff upper lipped-type supplier. You want to be liked, and you
want to do something fun. Maybe if you can create that chatter
that goes along with it, that is really important.

A lot of times, with prizes, you don’t need to be giving away
$70 million worth of lotto draws. Although, I have seen on
Facebook a really good idea was a business that buys a lottery
ticket and they say, “If they win first prize, I will give that
to you.” Anything other than first prize, they keep. That was a
really good idea. I think I am going to use that one myself.

Anyway, have a think about what competitions can you create some
fun with your clients. I hope that has given you an idea for
something that you might be able to do in your business. If it
has helped you, please leave me a comment down below and let me
know how you get on.

Thanks very much.

Announcer: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899 or email
anthony@balancecoach.com.au.

Anthony: In this short video series, I’m going to talk to you about low
cost local marketing.

Hi, and welcome to video number seven in our low cost or free local
marketing tips. I want to talk to you about sales calls in this video, and
it’s not really I guess what you’d call marketing, but it is. Past
customers are much more likely to buy from you than new ones. In fact, in
the research from my university days, I used to talk about how it costs 12
times as much money to bring on a new client as it does to sell to a past
client. I guess if you think about it, the cycle of leading up to a new
sell is that you need to know me. You need to then like me. Then you might
actually trust me, and then eventually you might want to buy from me.
There’s this whole ramp-up to get to the point of becoming a customer.

If you’re a past customer and you, as a supplier, have given good service,
they will already know you, like you, trust you, and have already bought
from you. Those barriers and that ramp-up is gone. It’s much easier.

The point is have a think about who are your priority customers. If you’re
going to segment up your existing customer base, you might want to think in
terms of I like to talk a lot about the net present value of customers. Who
are your loyal customers, high, medium, or low? Also, what’s the profit
potential of customers? Is it high, medium, or low? You can come up with
different classes, and I classify A through I.

Try to work out a service, a call frequency to suit the existing customer
class. For my A class customers, very much I’m going to get face-to-face.
I’m going to have a conversation about finding out about your business.
What’s your biggest challenge, and how might we be able to help you? I’m
not trying to sell anything, but I want to make sure that we give you as
much service as I possibly can.

Have a think about doing sales calls based on that way of thinking, and if
that inspires some sort of action for you or gives you some sort of ideas,
please leave a comment for me down below, and I’d love to talk to you.
Thanks very much. I hope you’ve enjoyed the series.

Announcer: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899, or email anthony@balancecoach.com.au.

Anthony: In this short video series, I’m going to talk to you about low
cost local marketing.

Hi. Welcome to video number five in our free, low cost local marketing tips
series. In this short video, I want to talk to you about DIY flyers and
newsletters. I love a good newsletter, one that’s short and succinct but
makes a good point. Really I think the real key measure of any newsletter
is does it add value to the customer.

When you’re writing articles, stories, videos, whatever, make sure that you
have the customer in mind and what would they value. Put them first before
you put your products. If you’re going to send me a newsletter that’s just
completely about your products all the time, I don’t want to read it. I’m
going to unsubscribe. I’m going to be out of there. But if you tell me how
I might be able to create more value using your particular product in ways
that I didn’t know, that help me get the most from what I might currently
be using, then that would be of value to me.

Industry insights are fantastic, and again, I love videos and images, so be
very liberal with the use of imagery, because you want it to look good. If
you’re going to make something cheap, photocopy it and car park and
windscreen-wiper bomb it, please try and make it look good. Think about the
benefits that you’re trying to talk about, but really it’s about value for
the customer, not for you.

A couple of things: If you make something up on a desktop publisher, think
about your space. If I can just do this diagramatically, think about people
read in an F shape. Is this making sense? So they scan in an F or they do a
Z type read. Think about the primary entry and exit points on your page,
and see if you can create a call to action down at the bottom and a good
headline at the top that makes them want to read more in to the body.
Picture, picture, call to action, headline.

If that makes some sense to you, I hope that gives you some tips. Please
leave me a comment if that inspires some ideas for you. Please leave a
comment down below. Thanks very much.

Anthony: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899, or email anthony@balancecoach.com.au.

Anthony: In this short video series, I’m going to talk to you about low
cost local marketing.

Hi. Welcome back. This is video number four in our local marketing low cost
or free business tips. In this video, I want to talk to you about YouTube.
Really, to me, YouTube is about videos and so is more about blogging. The
reason I want you to create a YouTube account and start doing exactly what
I’m doing here is so that you can provide the marketplace in Google with
relevant and fresh content for them to engage with and talk about.

Videos are really an emotional connection. You can hear my voice. You can
hear the tone, pace, and style of my communication, not to mention you can
see my body language. You can make a connection that you can’t across
words. Just black and white text on a page doesn’t convey a smile.

So I want you to get into YouTube. I want you to start creating videos.
Think if you were an advertising agency, what videos might you make for
your own business, because that could be a lot of fun. You can really get
out and do something creative and different. When you’re posting that,
either across your Facebook or your LinkedIn social media channels, people
will respond to it and have a bit of fun with it. It’s nice to make those
connections.

I really enjoy YouTube. There’s a lot I could talk to you about in this
area, particularly about converting it into a blog and how to optimise. For
now, please create a YouTube channel, and just get the video recorder out
and start going for it.

I hope that’s of some help to you. Please leave me a comment down below if
that’s given you some ideas to action. Thanks very much.

Announcer: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899, or email anthony@balancecoach.com.au.

Anthony: In this short video series, I’m going to talk to you about low
cost local marketing.

Hi, and welcome to the third video in our local marketing free and low cost
ideas series. In this one, I’m going to talk about Facebook and LinkedIn
social media. You need to make a decision about is Facebook right for your
business or is it LinkedIn? There’s a website called Is Facebook For Me,
and I’ll put the link down below so that you can have a look on here. If
you get a score say of 6, 7, 8, 9, 10, then Facebook is definitely for you.
The lower the score, the less likely it is that you should be on Facebook.

Alternatively, if you have more of a business-to-business type of service,
then LinkedIn might be the place that you need to do your social
networking. The trick is, which one? Have a look at that website and then
go to the others. Think about who’s your ideal customer, and then try to
create a business page for each one.

LinkedIn has the ability to create business pages. Facebook has the ability
to create business pages. Separate your personal from your business social
networking so that you can put your best professional foot forward. Think
about what types of content would people like to view from you. What
insights can you give them in your industry that you’ve learned from
dealing with all of your customers? Share those insights across your social
media stream.

Facebook or LinkedIn, depending on are you B2C, B2B. Check out Is Facebook
For Me, and leave me a comment down below. Let me know if that’s of any
help to you. Thanks very much.

Announcer: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899, or email anthony@balancecoach.com.au.

Anthony: In this short video series, I’m going to talk to you about low
cost local marketing.

Welcome back to the Low Cost Local Marketing ideas video. This is number
three, and I’m going to talk to you about Google Places.

Google Places is a free directory listing on Google, and they’ve already
created an account for you or a business listing if you’re an existing
business and you need to claim that. So if you go to Google.com/places,
you’ll get to Google Places, and you’ll be able to do a search on your
phone number so that you can replace the dear old Yellow Pages, which is no
longer this thick and no longer this useful. So throw that one away and get
on board.

Optimise your listing. Make sure that you get five photos. You can put up
five videos, and make sure that you fill out all the products and brands
offered with the keywords that you actually sell. So make sure you try and
put up as much detail into that listing as possible.

The reason that you want to do that is when people do a local search for a
product, say, accountant in Tween Heads, that met by search result will
come up on top, and it’s the Google Places listing that will be served up
well before the organic listing. So you can get on page 1 of Google using a
Google Places account and it’s free. So that’s Tip #2.

I hope that’s been helpful. Please leave a comment down below to let me
know if that’s good for you. Thanks.

Announcer: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899, or email anthony@balancecoach.com.au.

Anthony: In this short video series, I’m going to talk to you about low
cost local marketing.

Low cost marketing tip is all about the four Ps of marketing, and I’d like
to talk about seven Ps. I’ll explain that. I’d like you to get a pen and
paper out, and I want you to create a table. The headings down the first
column are product, place, promotion, and price. Then the other three are
people, process, and packaging. I’ll just explain those very quickly.

Product is obviously the ideal products that you want to sell in the
marketplace. Place is about where you’re going to sell them and really
covers all three. Promotion is how will you promote your goods and services
to your ideal clients. Price is all about how much would they be willing to
pay for something of your quality of product.

From there we go across to people. How should you train up the people? What
sort of people would your clients like to buy from, and how should you
train them to match their needs? In terms of process, how could you make
their buying process as easy as possible? The next one is about packaging.
How could you possibly bundle up your services or package them to make them
more appealing to your ideal clients.

Get out a pen and paper and have a think about those four Ps of marketing,
which are really for me the seven Ps. See what ideas you come up with for
making your marketing a lot more effective.

I hope that’s been of some value. Please leave me a comment down below to
let me know what you think of that. Thank you very much.

Announcer: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899, or email anthony@balancecoach.com.au.

Business Announcer: Balance Business Coaching. More time. More control. More
growth.

Anthony: Just going to run through some low cost local marketing ideas
for you. I want to give you seven marketing ideas that you can
try for free. Just to show you what I’m going to go through,
there are going to be seven quick videos about two minutes long.
Going to talk about marketing, 4Ps which I really think is 7Ps.
Talk about Google Places. Going to go through social media, talk
about Facebook, LinkedIn, but we can also talk about Google+, or
Twitter, YouTube, and it’s really important in blogging. I want
to talk about newsletters, setting them up, how you can create
free newsletters. How you might use competitions to stimulate
some interest. I love good old-fashioned sales calls and just
love, love, love selling.

So in the next seven videos you should get some deeper
understanding of those seven points, and I really hope that you
will leave me some comments as to what ideas they inspire you to
try and let me know how you get on. Thanks very much. Bye-bye.

Announcer: Thanks for watching. Why not call Anthony from Balance Business
Coaching now on 0400 639 899, or email
anthony@balancecoach.com.au.