Archive for Marketing Blog

The Ask Amanda Show | Episode #6

If you’re an entrepreneur, then you know: You’re not an island – no matter how much time you spend trying to operate like one.

It’s one of the toughest lessons for business owners to learn.

As visionaries with big missions, we can’t accomplish all of our dreams without the right team of people to help us get there.

That’s why this conversation about building, growing and retaining a strong team is so crucial.

Don’t miss this powerful look at teamwork, as Amanda Benson-Tilch, host of The Ask Amanda Show, sits down with industry-leading fitness coach and consultant Rachel Cosgrove, who co-owns Results Fitness and Results University in Santa Clarita.

Together, Amanda and Rachel discuss the key decisions that helped Rachel build two successful teams. They also share their secrets to success in this comprehensive team-building guide that covers everything from hiring the right person, to growing and keeping them.

Let’s dive in.

 

Growing Results With The Right Team

The power of teamwork has driven Rachel’s business ventures from the very beginning. In fact, when Rachel and her husband, Alwyn Cosgrove, opened their gym, the industry approach to teamwork was one of the things they wanted to change. They got so good at it that today their second business teaches other fitness professionals to harness the power of teamwork through coaching, coursework and more.

Their two businesses are a perfect example of how you can grow your business with the power of teamwork.

 

Building Results Fitness

“Over 20 years ago, my husband and I opened Results Fitness to create a new standard in the fitness industry,” Rachel explained. “We had worked at a number of different gyms and been part of a number of different teams. So we pulled what we liked and learned from what we didn’t like.”

With their past experiences and future mission as their guide, the Cosgroves set out to build a gym that felt comfortable and gave people a great experience, even if that meant doing things a little differently.

“We wanted to change the way fitness is done – for our clients and for our team,” Rachel explained. “We knew we wanted to do that from the beginning.”

They didn’t just want to change the way their team worked; they wanted to change the way the world saw their team … and the industry altogether.

“Twenty-five years ago, there wasn’t a career in fitness, and now it’s a career path. That’s really exciting. And that was part of our vision as we built Results Fitness,” Rachel explained. “At the time, personal training wasn’t taken seriously. It wasn’t a ‘real job,’ but we wanted to give them a career. We wanted our team to set a new standard for the professionals in our industry.”

And that they did.

In fact, they got so good at it that they eventually opened a coaching business to teach other fitness professionals to do just that.

 

Building Results University 

“Every business comes out of a solution to a problem,” Rachel explained. “We started getting a lot of other fitness trainers reaching out to us and asking how we’re running our business and if they could come and watch.”

Rather than being afraid of the competition, the Cosgroves recognized an opportunity and turned it into a business. Today, Results Fitness University teaches other fitness professionals how to run a successful business using the same principles the Cosgroves put into practice with Results Fitness.

“It grew out of our first business. We started speaking at conferences, consulting, and really building a name for ourselves in the industry,” Rachel explained.

Once again, their team was vital in their second business.

“Getting that first key person on your team is so important,” Rachel explained. “We hired an administrative manager, and getting her on board was a game-changer for us. She’s still with us after 21 years.”

 

How To Hire The Right Person

 

Hire For Your Weaknesses

“A lot of people make the mistake of hiring someone who’s just like you as your first employee. If you’re a personal trainer, the first thing you do is hire another personal trainer. But pretty soon, you get stuck doing all the stuff you’re not good at – and you don’t like it. Really, you’re better off in your sweet spot,” Rachel explained.

Many entrepreneurs make their first hire based on their own strengths, when they should really be hiring based on their own weaknesses.

“We made that mistake. I found myself in the office calling people whose credit cards had been declined, while our trainers were out on the floor having fun,” Rachel said with a laugh. “I was doing an entry-level job, while I could be billing at a much higher rate if I was working in my area of strength, as a personal trainer.”

Before you hire your next person, first figure out where you need to be in your business to make the most money and have fun. Then find the people you need to support you in that role. It’s going to be someone who’s good at things you’re not good at.

 

Identify & Own Your Core Values

The first step to finding and hiring the right person for the job is to know what you’re looking for. That’s why it’s absolutely crucial to identify your core values.

What do you stand for? What does your company stand for? What’s the mission of your business and your team?

If you can’t answer those questions clearly and definitely, then you won’t be able to identify those traits in the person who applies for the job either.

As Rachel says: “A successful business runs off of your core values.”

Here are three tips to creating powerful and authentic core values:

 

1. Put some heart into it.

This is not one of those business exercises that you can check off your list and stick it in a drawer somewhere. For your core values to work, they have to mean something to you. They have to set the course for success, by your definition.

So do what you need to do to create a list of core values that actually resonate with you. If that means you invite your friends and mentors over for wine and brainstorming, then do it. If it means you reach out to your network with some questions, do that. If you just need an hour of uninterrupted time and a view from the front porch, then give yourself that moment.

Remember: You actually have to use them to direct and manage every aspect of your business. So mean it.

 

2. Make it a team effort.

Once you have your core list, you might want to consider opening that list up to the existing members of your team.

When the Cosgroves asked their team, a personal trainer with 15 years under his belt suggested: “Be we not me.” It was so good that they still use that core value in daily conversation at the gym.

“Invite your team to be part of it, so that list of core values is ours,” Rachel explained. “Then they take ownership of it, too.”

 

3. Make them memorable.

“All of our core values are very short and memorable,” Rachel said.

Why? It’s easier to incorporate them into every aspect of business if you can remember them all first.

To help your team remember your core values, use them whenever you can: on the wall, on your website, as part of your team language, even in team meetings. The Cosgroves focus on one core value during each team meeting to make sure the conversation is top-of-mind and constant.

 

Turn Values Into Culture

Once you have your core values in place, you can use them to guide your company culture, from your hiring process to your management to your leadership skills.

 

1. Let them guide your hiring process

“Our entire hiring process is designed to see if you share our same core values, and if you’ll fit well with our culture,” Rachel explained. “I don’t actually care whether you can do the job from the very beginning. I care if you have the right attitude, share our core values and will fit in well with our team.”

For both businesses, the Cosgroves’ hiring process and interview questions are designed around their core values.

“For example, one of our core values is: Have fun and a sense of humor. So one of our interview questions is: Tell me a joke,” Rachel said with a laugh. “Sometimes it really catches them off guard and they freeze. So we’ll tell them a joke and see how they respond to the whole situation. We’ve even had people email us afterward with a really funny joke.”

Though it might seem unconventional, this approach helps the Cosgroves clearly understand one thing: Does this person fit with our company culture? Can they help us accomplish our mission?

“Once we got our core values dialed in – and built our hiring process and interview questions around that – it was a game-changer,” Rachel explained. “Then you get the right people on board, and they understand who we are and what we expect right up front.”

 

2. Let them guide your team.

Once you’ve hired someone who shares your core values, it’s crucial to manage them with the same guiding principles.

“We joke that we speak in ‘core value-ese.’” Rachel said with a laugh. “Any decision or question that comes up, we answer it with a core value. It becomes part of the language and creates a sense of ownership. Everyone becomes invested in making the team and the culture as great as it can be. So the team starts to manage itself because they know their core values match the culture from the very beginning.”

 

3. Let them guide your leadership.

If you ask your team to work by a set of core values, it’s crucial that your leadership and work ethic reflect those same core values. Leading by example is mandatory for this to work.

“You have to be the exemplary example of your core values,” Rachel explained. “You can’t have core values and not live by them. As a leader, you have to take total ownership.”

 

How To Grow The Right People

 

Systematize To Grow

A happy, growing team is not a frustrated one. If you want to harness the power of teamwork to grow your business, your systems and processes have to support your team. They can’t perform their best if they’re not given the best support. Otherwise, it works against both of you.

“It’s happened to all of us before. You hire a team, and you still end up doing all the things,” Rachel said. “Why? We’re entrepreneurs, and we want to be in control of what we’re creating.

The easiest and quickest way to solve that is with systems.”

You have to have systems in your business if your team is going to operate well without you. That’s why every system and process should be broken down into a series of: checklists, templates and/or scripts.

“For example, if a team member comes up to me because they don’t know how to cancel someone’s membership, that means I don’t have a system in place. So as I’m teaching them how to cancel a membership, I’m creating a checklist. That way, next time, the system is already in place. Then, as you’re talking to the customer who wants to cancel their membership, write down what you’re saying to create a script. And on it goes.”

Any problem or situation that you find yourself being repeatedly brought into needs a system of checklists, templates and scripts.

“If you create one system a week in your business, you’ll have 52 new systems after a year. That will get you to the point where you don’t have to be there – and it will still run – because you have systems in place.”

 

How To Retain The Right People

 

1. Give Them A Mission

“In the book ‘Good to Great,’ Jim Collins talks about getting your team on board your company bus, which is moving toward a mission. I’ve always used that analogy because, when you have really good visuals, it can be very powerful for people,” Rachel shared.

The bus can be an analogy that becomes part of the language and culture – but it needs a mission.

“At Results Fitness, everyone is on the bus heading toward the mission of changing the way fitness is done. Everyone has a different seat on the bus, but sometimes those seats can change. And new seats will open up.”

Once the team understands the analogy, it can make tough conversations clearer because everyone is communicating from a place of shared understanding.

“If I feel like someone is drifting away from the mission, all I have to say is: ‘I feel like you’re kind of looking out the window. Do we need to pull the bus over? Is everything ok?’ Right away, they understand and can say: ‘No, I want to be on the bus.’ And we’re back on the same page.”

And it all comes back to the shared mission.

“If you don’t give them a mission, they’ll come in, clock in, clock out, and stay a while. But eventually, they’ll leave because they’re not a part of something,” Rachel explained. “If you show them they’re contributing to a bigger mission, they’re going to be with you as long as they can be.”

 

2. Share Your Vision

Once you’ve figured out your core values and given the team a mission, you need to give them a clear picture of how you’re going to get there. And keep them updated on their progress.

“They know the shared mission. Now they need to know the shared vision,” Rachel explained. “How are we going to get there?”

This means sharing your goals and updating the team on your progress. Make this a regular part of team meetings.

Again, your systems are important here, too. Proper systems give your team a clear, achievable process to follow, so they’re set up for success. They have everything they need to share your vision and help you get there.

 

3. Discuss Compensation Together

Once your team is on the bus riding toward their mission, and has clear directions for how to get there, they need to feel like it’s an equitable exchange. It’s time to have the compensation discussion.

“Obviously, part of hiring and retaining good people is paying them. It has to be enough for them to pay their bills and live the life they want to live,” Rachel explained. “That’s definitely a discussion you need to have with each team member. Ask them: Where do we need to be so you’re not worried about money?”

 

If a team member is worried about money, they’ll have a hard time focusing – and they’ll likely be looking elsewhere.

“You have to look at your resources and figure out what you can afford, but once you figure that out, then you can have the conversation together.”

 

4. Motivate With Rewards Not Incentives

With a solid foundation for your team, the next step is to maintain motivation. Rachel suggests motivating your team with surprise rewards rather than incentivized programs. Her strategies are based on lots of research including a favorite book, “Drive” by Daniel Pink.

“There’s a lot of research around dangling a carrot and if it actually works,” Rachel explained. “They found that having an incentive is actually a distraction. Instead of having a team that’s focused on the mission, now they’re focused on the carrot.”

Instead, the Cosgroves motivate their team with unexpected celebrations and rewards.

“If you know your team well enough, you can do something personal. Does your team love Disney? Take them all to Disneyland. Stuff like that means the most to them. So talk to them to find out what’s important.”

 

5. Make Team Building Meaningful

Finally, one of the best ways to grow and retain a good team is to simply have fun together. Create team building experiences that are fun and meaningful by getting to know your team. You can also create opportunities to get involved in the community together. Results Fitness will occasionally host fundraisers, or they’ll form a team in local races.

“We do a lot of mud runs and local races as a team. We train for them together and run them together,” Rachel explained. “We figure out a shared interest and bring everyone together that way.”

 

Meet the Experts

 

Rachel Cosgrove – Fitness Coach & Consultant

For over 20 years, Rachel Cosgrove has been the co-owner/operator of Results Fitness, a gym she owns with her husband, Alwyn Cosgrove. Together, they lead their team on a mission to change the way fitness is done. The gym has quadrupled in size since it opened and was voted one of the top 10 gyms in the United States by Men’s Health Magazine three years in a row.

Rachel also works full time in their second business Results University, a business consulting firm where they help entrepreneurs create successful businesses. She’s made her mark on the industry by authoring two books – ”Drop Two Sizes” and “The Female Body Breakthrough” – and writing for numerous professional publications including Women’s Health, Men’s Health, Precision Nutrition and more. Rachel is a Strength and Conditioning Specialist (CSCS) certified by the National Strength and Conditioning Association.

 

Ready to commit to your fitness in an environment that understands teamwork from every angle? Check out the gym and meet the team at Results Fitness with this special offer

Keep up with Rachel on Facebook and Instagram, or visit her at results-fitness.com.

 

Amanda Benson-Tilch – Small Business Consulting

While you may notice her first by her wit and second by her infectious sense of humor, the next thing you’ll learn about Amanda Benson-Tilch is: She’s a problem-solver. Owner and Growth Strategist of Ask Amanda Consulting, she offers the skills, tools and network it takes to get the job done — no matter the task.

Working with each client differently, she helps identify blocks, present solutions, implement them, and execute. And if she can’t execute, she’ll connect you to someone who can. She’s helped past clients improve their branding, operations, customer service, marketing, company culture, and more. She’s organized a company-wide rebranding and restructuring after it was bought out. And she’s helped local small businesses increase their growth without increasing the headache. From consulting to full-scale project management, Amanda steps in to help your business level up with ease.

In addition to her work with Ask Amanda, she’s also the Director of Business Development for Thomas Realty Co., a property management company in Burbank, where she oversees the growth of select tenants. Currently, she’s serving as the Managing Director of both Burbank Fitness Club and Burbank Center Apartments. Over the last year, she helped completely rebrand, renovate and rebuild the gym, and she recently started the same process with their luxury apartments.

Follow Amanda on Facebook and Instagram.

 

About The Ask Amanda Show

On any given day, small business owners and entrepreneurs spend most of their time putting out fires, solving problems and asking themselves questions like: “How do I brand this? How do I reach more people online? Why can’t I break through my revenue ceiling and reach the next level of business?” They often feel like an island – holding it all together without support, clarity or feedback they need to finally achieve their vision. That’s exactly why Amanda Benson-Tilch created The Ask Amanda Show. As a small business consultant, not only does she have the answers to the questions you keep asking, but she’s also created a podcast community that reminds you: You’re not alone in this journey.

Tune in once a month to get access to small business experts, nuggets of inspiration and answers to those burning questions preventing you from growth. Enjoy powerful guest interviews as Santa Clarita small business experts share their stories and provide actionable steps to help you grow your business. Whether you’re a business owner, aspiring entrepreneur, or someone looking to get more involved in your community, this is your show!

The Ask Amanda Show | Episode #5

Whether you’re raising a family, business or nonprofit, it’s crucial to give back with intention if we want to set a good example for those around us.

That’s why Amanda Benson-Tilch, host of The Ask Amanda Show, sat down with philanthropy expert and consultant Michelle Rey, owner and founder of Power of Philanthropy (POP).

Together, Amanda and Michelle discuss the importance of philanthropy in the home, office, and boardroom – plus they share their best tips, tricks, and stories for building successful relationships at each level of philanthropic work.

Let’s dive in.

Philanthropy Starts in the Home

“Philanthropy starts in the home with the decision to raise children who are caring individuals toward everyone, regardless of where they come from, what their background is, or anything else,” Michelle explained. “That’s what it means to our family.”

Once you make the decision to make philanthropy one of your core family values, the next step is to simply lead by example.

“It starts with the realization that your actions are being witnessed and mirrored by your children,” Michelle explained. “They are watching everything you do, and if you make philanthropy a focus in your life, they will pick up on that, too.”

How do you bring philanthropy into focus in your own home? Start with Michelle’s simple tips.

Tips for Raising Philanthropic Children

  • Be intentional about how you share your time. Lead by example.
  • Be vocal when you get involved. Share your experiences.
  • Let them see you give back – your kids will take notice.
  • Explain the why behind your everyday acts of kindness.
  • Demonstrate that you don’t have to be wealthy to be giving. Pull up your sleeves!

Philanthropy for Small Businesses

“Whether you’re a small business or large corporation, giving back should be a line item on your budget,” Amanda said. “It’s good for the community, and it’s good for business – win-win.”

While nonprofits always appreciate a donation, they also value building relationships and lasting engagement.

In fact, giving back financially is just one way businesses can get involved. Especially if your philanthropy budget is tight, business owners can create employee engagement programs. Some companies might give employees 16 or 24 hours of time for volunteer work each year, while others might provide rewards for time spent volunteering. It can be something as simple as a $5 gift card for coffee – or an extra vacation day if they accumulate a certain amount of hours.

“These are great ways to help support your employees’ passions while also helping your brand become more engaged with the community,” Amanda said.

Tips for Building a Philanthropic Small Business:

  • It starts at the top. Encouraging philanthropy in the office is a lot like how you would start philanthropy in the home: The parent-figure, or manager, has to say: “We’re going to volunteer, and we would love it if you did, too.”
  • Provide incentives. Financially, you can match employee gifts, dollar-for-dollar or 2-for-1, or you can incentivize milestones of volunteer time with small gift cards or free lunch or vacation day.
  • Share about it. Don’t forget to let the community know you’re getting involved and why you’re doing it. It’s not about bragging that you gave away money; it’s about making a statement to the community about who you support, what you stand for and why.

Find the Right Nonprofit To Get Started

If you need a little help figuring out how to get started, take a look at the local nonprofits in your area. It’s about finding the right one for you – and then seeing how you can help.

  • Start with your mission. Take a look at your core values, mission statement and vision statement. Research the organizations in your area, and try to find a close match that also inspires a spark of passion.
  • Do your due diligence. Every nonprofit has a 990 form, which discloses how they spend their money. Most are available online.
  • Go with your passion. When you find a nonprofit with a mission that’s aligned with yours, you’ll feel the biggest reward from your volunteer work. When you make the final choice, go with the one that fills you up the most.

Philanthropy in the Boardroom

Like love languages, everyone has a different philanthropy language.

“Everyone gives their best when they’re engaging their strengths,” Michelle explained. “That’s why it’s so important to help both board members and volunteers find their philanthropy language.”

How do you encourage your team to tap into their strengths and discover their favorite ways to give? It all starts with Michelle’s top tips for board members and volunteers.

Building a Strong Nonprofit Board

“The most important and influential relationships in a nonprofit are the board members, major gift donors and management. Your board members represent the health of the organization and are essential to its success,” Michelle explained. “You must involve your board members in some stage of the philanthropic process. It’s all about information, communication and engagement.”

Philanthropy Process: 7 Stages of Solicitation

One of the best ways to engage your board is to find out which stage of the ask each board member feels most comfortable with. Their interest might even change over time, so it’s important to stay engaged and continue the conversation.

  1. Identification: identifying individuals to engage
  2. Research: researching your candidates
  3. Cultivation: building the relationships
  4. Planning: proposing personal giving plans
  5. Solicitation: making the ask
  6. Stewardship: saying thank you, showing the good work of the organization
  7. Repeat: get ready to repeat the process

3 Common Board Member Fears

It’s important to remember that board members are humans just like us, and that means they have some pretty common and understandable fears. One of the best ways to support them, beyond finding their strengths, is helping them work through those fears.

Some of the most common philanthropy fears are the fears of rejection, begging and reciprocity. We face these feelings all the time, but board members face those feelings in an amplified way when they make the ask.

  1. Begging: feeling judged or pressured
  2. Rejection: feeling worried they’ll say no
  3. Reciprocity: feeling like you owe something in return

To help your board members identify and work through these fears, try offering ways to reframe each one. For example, begging can be reframed as inviting someone to be a part of a purpose. You can see rejection as discovery: A ‘no’ can simply be a ‘not right now,’ or an opportunity to get involved in a different way. Finally, they can look at reciprocity as the natural give and take of relationship building – instead of feeling like they’re stuck in obligation.

2 Critical Board Member Mistakes

While building a strong board is vital, being a valuable board member is equally important. From a board member perspective, there are two cardinal mistakes you can make.

  1. One of the biggest mistakes a board member can make is signing up to have their name listed on the board – but they don’t actually contribute any of their time, talents or treasures.
  2. The second biggest mistake is not giving. As a marker of the health of the organization, it’s crucial to have 100% board participation when it comes to giving.

Building a Strong Volunteer Base

Building a strong volunteer base is also a vital factor for the success of an organization. And it’s always best when there’s a real connection between the volunteer and the organization’s mission or purpose.

“When my son was 4 months old, he had to have his skull reconstructed,” Michelle shared. “Cranio Care Bears sends care packages to babies who are about to have surgery for craniosynostosis, and it costs the family nothing. So this beautiful care package just showed up to our room with toys, pajamas and rattlers, as well as toiletries and snacks for Mom and Dad.” Michelle continued: “They did something for us during a really difficult time in our family, so today, we love to give back to them. I’ll do anything for them in a heartbeat because I care about what they’re doing. It made a difference in my life, so there’s a strong connection there.”

3 Ways To Be a Good Volunteer

  1. Be honest with yourself about how much you have to give and how you want to give.
  2. Choose an organization that you have a personal connection to, from its mission to its programs. If you have a personal connection, your work will feel so much easier and more rewarding.
  3. Volunteer around your strengths. Try to choose activities based on your personal gifts.

The Bottom Line

The part of the brain that lights up when you receive a gift also lights up when you give a gift.

“That’s why it actually feels good to give,” Michelle explained.

“So go do good, people!” Amanda added.

Meet the Experts

Michelle Rey – Philanthropy Consultant

Michelle Rey is the owner and founder of POP – The Power of Philanthropy. As a Certified Fundraising Executive (CFRE), she has met requirements including 3 years of professional fieldwork, at least $1.4 million in fundraising, a certain amount of hours of professional development and a final exam. She is one of only 7,000 CFRE professionals in the world, and she’s Santa Clarita’s very own nonprofit matchmaker.

With expertise in nonprofit fundraising and corporate giving, Michelle Rey is uniquely positioned to understand both sides of a powerful philanthropic relationship. She helps nonprofits find givers, and givers find purpose. In the process, she develops a lasting partnership that makes a difference for everyone. As the founder of Santa Clarita’s brightest nonprofit consultancy firm, she connects the nonprofit and for-profit worlds by showing everyone the Power of Philanthropy (POP) by Michelle Rey.

Need guidance for your nonprofit’s development? Need help structuring an employee giving program? Book a complimentary consultation with Michelle Rey to discover your goals and create a plan to achieve them.

Keep up with Michelle on Facebook and LinkedIn, or visit her at popwithmichelle.com.

Amanda Benson-Tilch – Small Business Consulting

While you may notice her first by her wit and second by her infectious sense of humor, the next thing you’ll learn about Amanda Benson-Tilch is: She’s a problem-solver. Owner and Growth Strategist of Ask Amanda Consulting, she offers the skills, tools and network it takes to get the job done — no matter the task.

Working with each client differently, she helps identify blocks, present solutions, implement them, and execute. And if she can’t execute, she’ll connect you to someone who can. She’s helped past clients improve their branding, operations, customer service, marketing, company culture, and more. She’s organized a company-wide rebranding and restructuring after it was bought out. And she’s helped local small businesses increase their growth without increasing the headache. From consulting to full-scale project management, Amanda steps in to help your business level up with ease.

In addition to her work with Ask Amanda, she’s also the Director of Business Development for Thomas Realty Co., a property management company in Burbank, where she oversees the growth of select tenants. Currently, she’s serving as the Managing Director of both Burbank Fitness Club and Burbank Center Apartments. Over the last year, she helped completely rebrand, renovate and rebuild the gym, and she recently started the same process with their luxury apartments.

Follow Amanda on Facebook and Instagram.

About The Ask Amanda Show

On any given day, small business owners and entrepreneurs spend most of their time putting out fires, solving problems and asking themselves questions like: “How do I brand this? How do I reach more people online? Why can’t I break through my revenue ceiling and reach the next level of business?” They often feel like an island – holding it all together without support, clarity or feedback they need to finally achieve their vision. That’s exactly why Amanda Benson-Tilch created The Ask Amanda Show. As a small business consultant, not only does she have the answers to the questions you keep asking, but she’s also created a podcast community that reminds you: You’re not alone in this journey.

Tune in once a month to get access to small business experts, nuggets of inspiration and answers to those burning questions preventing you from growth. Enjoy powerful guest interviews as Santa Clarita small business experts share their stories and provide actionable steps to help you grow your business. Whether you’re a business owner, aspiring entrepreneur, or someone looking to get more involved in your community, this is your show!

The Ask Amanda Show | Episode #4

Creating a personal brand – one that showcases your personality, skills and beautiful face – is one of the most engaging and effective ways to capture the attention of your digital audience. But for many of us, it’s hard to step in front of the camera to create photos and video content that puts us in the spotlight. What most people don’t know, however, is that it’s totally possible to create high-quality visual content that showcases your brand value and makes you feel good.

That’s why Amanda Benson-Tilch, host of The Ask Amanda Show, recently sat down with the business-minded photographer Lindsay Schlick, co-owner of the Santa Clarita visual marketing company, SchlickArt Photography and Video.

Together, Amanda and Lindsay discuss the importance of visual marketing in a digital world, how consumer behaviors are changing, and how you can grow your business with the same simple strategies SchlickArt used to build it’s lasting local brand.

Let’s dive in.

What’s Visual Marketing?

Visual marketing is a segment of marketing that has grown rapidly over the years, and it includes the visual elements of a brand:

  • Logo
  • Website
  • Graphics
  • Marketing Materials
  • Banners & Signage
  • Photography
  • Video
  • And more …

“These pieces are so key when it comes to marketing in today’s world,” Lindsay explained. “So much of business is conducted online, and it’s predominantly a visual experience. That’s why it’s vital to create a consistent and professional visual brand if you want to remain relevant.”

At SchlickArt Photography & Video, Owners Brian and Lindsay Schlick are a video/photographer team who specialize in visual marketing for small businesses in Santa Clarita. When it comes to marketing photography and video, they have a few tips on what to create first.

Marketing Photography

When it comes to visual marketing, your photography should be as professional as possible. Yes, it’s great to have those candid moments to add personality and spontaneity to your digital presence – to add rawness when appropriate. But the foundation of your photography should be professional, branded and as engaging as possible.

Not sure how to capture your brand? These classic and versatile shots are a great place to start:

  • Professional portraits (headshots) of each team member
  • Group portraits for the executive team and entire staff
  • Location photography of the interior and exterior of your offices
  • Lifestyle portraits of you working in the office, in the field or with clients
  • Lifestyle portraits of your team collaborating
  • Lifestyle portraits of you in your day-to-day routine
  • And more …

Marketing Video

The same general rules apply for marketing video. Yes, you want some live video, as well as some candid clips, to create variety among your visuals. But the majority of your video – especially the foundational pieces – should be as professionally produced as possible.

This is especially true if you’re uncomfortable on camera or overly critical of your performance. The right lighting and editing can make all the difference when it comes to building on-camera confidence, and after all, without confidence, you’re much less likely to stick to it.

To get you started, here are a few foundational marketing videos we suggest for any small business in Santa Clarita:

  • Introduction – Tell your story
  • Your Why – Why you started your business
  • Your Services – What you do and how you do it
  • Your Unique Value Proposition – Why they should choose you over the competition
  • FAQs – Answer your most common consumer questions
  • Testimonials – Let others do the talking for you
  • And more …

BONUS: Check out The SchlickArt Blog for a comprehensive Visual Content Strategy.

How Consumer Behaviors Are Changing Visual Marketing Practices

We live in a world where everything is moving so fast. Life and business happen online, and the digital world is updating quicker than we can keep up with. Today, nearly all of our communications with leads and clients are conducted through screens.

Then 2020 happened. And overnight, we evolved five years. Digital marketing is not going away. It has become increasingly more common and important throughout the pandemic, and it’s not going to take a backseat as the world opens up again. Our behaviors have changed.

You can no longer ignore the move to digital because it’s already here. Every brand must have a strong, consistent and engaging digital presence to remain relevant in today’s market.

Here are the consumer behaviors we’re noticing – and how you can expect them to affect the visual and digital marketing spaces.

From Convenience to Qualification

Before business was digital, there were fewer choices, and most day-to-day purchasing decisions were based on location and proximity. Today, however, consumers have the ability to do extensive research into products, services and brands before they buy. They want to make sure they’re going with the right brand, one that aligns with their values and needs.

“People are looking for answers online,” Amanda explained. “They’re looking for information and solutions that are the best fit for them. That’s why it’s so crucial to have branded, helpful visual marketing that engages your customers and keeps them on your website and social media longer.”

From Stock to Personalized

Even a few years ago, small businesses could get away with using generic or stock images to fill space when they needed a photo for social media or an email blast. Very few brands had personalized, authentic marketing photography and video of their business.

“You can’t get away with stock photography anymore,” Lindsay explained. “You’re misrepresenting your brand.”

If you own a boutique hotel, for example, and post a stock photo of a pool area, your guests are going to expect that exact pool area. That may have been the reason they booked with you in the first place. Right off the bat, your brand did not deliver on its promise.

From Sales to Storytelling

“Marketing has changed drastically over the years. The in-your-face ‘buy me now’ approach to marketing doesn’t work the way it used to – because people don’t want to be sold to anymore,” Lindsay explained. “We’re almost immune to it now.”

Telling someone’s story, however, speaks volumes. As people and as consumers, we love to listen to a good story.

“Think about how many stories you hear about a small business owner or a large corporation with a philanthropic mission,” Lindsay continued. “We listen to these stories all the time, and we love them – how their business works, how they got started, their professional experience, their challenges and victories. It’s how we get to know, like and trust a business through visuals.”

Get the Most From Your Visual Marketing

Once you have a clear understanding of visual marketing and how the latest trends might affect your market, it’s time to start producing excellent visual content. Here are our top tips for visual marketing that captivates.

Stop Hiding From Your Brand.

“Some of the most common fears we hear are: ‘I’m not photogenic.’ ‘I hate the way I look on camera.’ ‘What if I sound dumb?’” Lindsay shared. “But most people don’t realize that it’s bigger than that fear.”

In a world where content is king and digital is queen, business owners and professionals can no longer avoid the marketing spotlight. Effective strategies now require that you put yourself out there. That’s why the task of creating visual content for your brand is bigger than your fear about being on camera.

“We’re so busy with running the business that we bury ourselves and hide away from the world, thinking that it’s ok,” Lindsay said. “But if you don’t put yourself out there, you’re not adding anything to your brand – you’re invisible in the marketplace.”

Proudly Represent Your Brand.

“What’s the number one thing that’s missing from most brands today? YOU,” Lindsay shared.
Personal branding – adding you to your marketing – is a huge part of doing business online and in person. You give your brand personality. You make it memorable.

“You are your brand, and when it doesn’t truly look and feel like you, you’re discounting your brand,” Amanda explained. “If your potential customer can’t recognize you from looking at your visual marketing – either because it’s 10 years old or it’s off brand – then that could be a missed connection.”

Embrace Video.

“You can’t avoid video,” Amanda stated. “83% of marketers who have used video said it helped with lead generation and led directly to sales. That’s huge, you guys!”

The beauty of video is that it solves a lot of common problems in a very powerful way. It’s extremely engaging. It’s versatile enough for all your platforms. And it’s an impressive, polished way to share information with your team or your customers.

Video marketing remains one of the most powerful, engaging and effective uses of your marketing dollars. When one of the few ways to communicate with your customer base is through a screen, you might as well give them something good to look at, right?

“By hearing someone share their own story, you learn so much about that person,” Lindsay explained. “You really get to understand a professional’s depth of knowledge, and it creates a lasting sense of authority for a brand or professional.”

Meet the Experts

Lindsay Schlick – Visual Marketing 

As the Lead Photographer and Co-owner of SchlickArt Photography and Video, Lindsay Schlick’s eye for beauty is only matched by her mind for business. After leaving her hometown in Lancashire, England, Lindsay got her start as a photographer aboard Princess Cruise ships, where she met her future husband and business partner, Brian Schlick. In 2012, the lovebirds launched SchlickArt, a boutique media company in Santa Clarita. From that moment on, Lindsay has been dedicated to growing a community-driven business that makes people feel good. And the community has recognized her efforts. Lindsay has been awarded the Entrepreneur Award by the SCV Business Journal, the Ultimate Photographer Award by élite Magazine, Santa Clarita’s Best Photographer by The Signal and more.

Need to update your headshots and create visuals that make you look as good as you feel? The first 20 people to contact Lindsay at SchlickArt Photography & Video – and use the code AskAmandaSchlickArt10 – will receive 10% off a headshots purchase.

Keep up with Lindsay on Facebook and LinkedIn.

Amanda Benson-Tilch – Small Business Consulting

While you may notice her first by her wit and second by her infectious sense of humor, the next thing you’ll learn about Amanda Benson-Tilch is: She’s a problem-solver. Owner and Growth Strategist of Ask Amanda Consulting, she offers the skills, tools and network it takes to get the job done — no matter the task.

Working with each client differently, she helps identify blocks, present solutions, implement them, and execute. And if she can’t execute, she’ll connect you to someone who can. She’s helped past clients improve their branding, operations, customer service, marketing, company culture, and more. She’s organized a company-wide rebranding and restructuring after it was bought out. And she’s helped local small businesses increase their growth without increasing the headache. From consulting to full-scale project management, Amanda steps in to help your business level up with ease.

In addition to her work with Ask Amanda, she’s also the Director of Business Development for Thomas Realty Co., a property management company in Burbank, where she oversees the growth of select tenants. Currently, she’s serving as the Managing Director of both Burbank Fitness Club and Burbank Center Apartments. Over the last year, she helped completely rebrand, renovate and rebuild the gym, and she recently started the same process with their luxury apartments.

Follow Amanda on Facebook and Instagram.

About The Ask Amanda Show

On any given day, small business owners and entrepreneurs spend most of their time putting out fires, solving problems and asking themselves questions like: “How do I brand this? How do I reach more people online? Why can’t I break through my revenue ceiling and reach the next level of business?” They often feel like an island – holding it all together without support, clarity or feedback they need to finally achieve their vision. That’s exactly why Amanda Benson-Tilch created The Ask Amanda Show. As a small business consultant, not only does she have the answers to the questions you keep asking, but she’s also created a podcast community that reminds you: You’re not alone in this journey.

Tune in once a month to get access to small business experts, nuggets of inspiration and answers to those burning questions preventing you from growth. Enjoy powerful guest interviews as Santa Clarita small business experts share their stories and provide actionable steps to help you grow your business. Whether you’re a business owner, aspiring entrepreneur, or someone looking to get more involved in your community, this is your show!

The Ask Amanda Show | Episode #3

Consistency is a muscle we all need to develop, especially as business owners. Your brand is built upon your ability to remain consistent – in your products/services, your customer experience, your promise and your results.

As a brand, one of the best ways to communicate your consistency, reliability and trustworthiness is to develop a strong foundation for your brand identity.

By defining the look and feel of your brand, you will always have a set of guidelines to return to. It gives your team and your marketing partners firm ground to stand on as they help you share your brand with the world.

That’s why Amanda Benson-Tilch, host of The Ask Amanda Show, recently sat down with the super-talented Hillary Broadwater, owner of Santa Clarita’s full-service graphic design and branding firm, QM Design Group. Together, Amanda and Hillary outlined a strategy to establish a consistent brand identity. It all starts with a firm foundation – and a few tips from the experts.

Creating a Consistent Brand Identity

Your brand identity includes your logo, website, marketing materials, digital presence, verbal messaging, visual assets, original content and more. But the glue that holds all those pieces together – and creates one cohesive brand – is an intentional, well-designed foundation.

1. Know your brand promise.

A brand is a promise – the promise of what your customers and network will receive when they work with you.

When you’re creating your brand, the first question to ask yourself is: What does my brand promise? If your brand promises a happy, energetic, uplifting experience, then the look and feel of your visual content should match that. On the other hand, if your services are calming and clarifying, then your colors and fonts would be different.

Let your brand promise guide the look and feel of your marketing.

But don’t forget – once you make that promise, it’s your job to deliver. And that goes back to consistency.

“Consistency is your greatest asset here,” Hillary explained. “By changing the font in a flyer or adding a new color to your social media graphics, you’re creating inconsistencies.”

2. Map out your brand touch points.

A brand touch point is, as it sounds, any time a customer or potential customer comes in touch with your brand. This includes your customer experience, storefront, digital presence, marketing materials, original content and more. All of these moments say something about your brand.

Let’s take a look at some examples:

  • When a potential client visits your website or social media
  • If a new lead picks up a flyer or drives by a billboard
  • How the person at the front desk answers the phone
  • How the staff communicates a brand’s values
  • How the staff presents themselves with a logo, nametag or uniform
  • The perks your long-time clients receive

To design your client touch points with intention, map out a potential client’s journey from the beginning to end. Look at each interaction and ask yourself if you’re fulfilling your brand promise.

3. Create a style guide.

Once you know what you want to promise and how you’re going to fulfill that promise, it’s time to decide what that looks like. Your style guide is the foundation of that process.

“A style guide is a document that defines your brand and how it can be used,” Hillary explained. “It can be one page or 500 pages, depending on how much you want to include. It’s primary purpose is to create consistency across all your marketing pieces – so that no matter who you share your brand with, they have the guidelines needed to remain cohesive.”

Hillary always suggests using a simple trick to get started: When you lay out all your marketing pieces on the table, they should all look like they go together and come from the same family.

“That will set you up for success because you at least have visual consistency with the major branding pieces,” Hillary explained.

How To Use a Style Guide

Share your style guide with anyone who is involved in creating your brand. That could include the professionals/staff members who help create your:

  • Digital Marketing
  • Website
  • Social Media Content
  • Business Cards
  • Print Marketing
  • Signage
  • T-shirts
  • Nametags
  • Email Templates
  • Email Signatures
  • And the list goes on …

 A Basic Style Guide Includes:

For a small business of 1-10 people in size, Hillary suggests creating a basic style guide that includes:

  • Your logo, in all its formats and file types
  • How the logo can and cannot be used
  • Fonts, in all their weights and sizes
  • Color codes including CMYK (for print), RGB (for screens), HEX (for websites)

Expanded Style Guides Can Include:

Now, that covers only the visual brand. Some brands will even expand the style guide to include sections on the:

  • Verbal Brand – messaging, keywords, tone, writing style, etc.
  • Photography Guidelines – composition, color, crop, etc.
  • Templates – email, memos, call scripts, etc.

4. Develop a branded marketing campaign.

A campaign means your marketing is distributed across multiple platforms. That could include a brochure, direct mail piece, ad in a magazine, email blast, social media posts and more. You might run the campaign for 8 weeks and distribute each piece multiple times. With all those different aspects running at once, everything still needs to work together to achieve a common goal.

“You’re building brand recognition and awareness,” Hillary explained. “When people start to see your brand over and over again, in multiple different places, they’re going to recognize who you are.”

If your messaging is on target, it should get a response. The point of a marketing message, really, is to provoke the question: Do I need that? Will that product or service fix my problem or add to my life in a meaningful way?

5. Invest in a full-service design firm.

“One thing a lot of business owners don’t know to look for is a design firm that can do everything in one place,” Amanda explained. “A full-service graphic designer can create the foundation of your brand, and then any time you need something, they can create it easily, quickly and with very little of your time or energy.”

QM Design Group is a fantastic example.

“We’re turnkey; we handle everything from concept to completion,” Hillary explained. “You can come sit down with us, and we’ll design your logo. Then we turn that into a full brand identity with letterhead, business cards, brochures – whatever you need. We can also print it all for you and mail it for you.”

QM Design Group can create anything you can think of from the little things like pens and nametags to large-scale projects like full installations, trade show booths, canopies and more.

“The biggest benefit, really, is that it allows me to keep control of the project and the brand’s consistency,” Hillary explained. “I know the printers I work with personally. If it’s a big or complex job, I’ll personally go on press to oversee the job and make sure it’s consistent. We’ll do what we need to do to make sure it gets done – and it gets done correctly.”

Get a Brand Evaluation

The first step in creating, or recreating, a consistent brand identity is evaluating where you’re at right now. QM Design Group is offering a full brand evaluation to all Ask Amanda referrals.

Hillary will help you lay out all your marketing materials at once to see where the inconsistencies are, and together, you will create a plan for more consistency across the board.

Meet the Experts

Hillary Broadwater – Brand Identity

As President and Creative Director of QM Design Group, Hillary Broadwater has turned a passion for art into an award-winning graphic design and branding firm in Santa Clarita. Hillary’ earned her bachelor’s degree from Art Center College of Design and spent 10 years as Art Director for AIMS Multimedia, the leader in K–12 educational media. During this time, Hillary revitalized a classic brand – thoroughly updating the look and feel of the company’s marketing collateral. She went on to design for Discovery Education, a division of the Discovery Channel. Considered by her peers as one of the nation’s top graphic designers, Hillary’s objective is to assist clients in establishing a strong “visual voice” for their brands. She’s currently the Chairwoman of the Board of Directors for the Valley Industry Association (VIA) and is an active member of the American Advertising Federation (AAF), as well as Soroptimist of Greater Santa Clarita.

Need a full-service design firm that can help you design and execute a consistent brand identity? Contact Hillary at QM Design Group for a comprehensive brand evaluation.

Keep up with Hillary on Facebook and LinkedIn.

Amanda Benson-Tilch – Small Business Consulting

While you may notice her first by her wit and second by her infectious sense of humor, the next thing you’ll learn about Amanda Benson-Tilch is: She’s a problem-solver. Owner and Growth Strategist of Ask Amanda Consulting, she offers the skills, tools and network it takes to get the job done — no matter the task.

Working with each client differently, she helps identify blocks, present solutions, implement them, and execute. And if she can’t execute, she’ll connect you to someone who can. She’s helped past clients improve their branding, operations, customer service, marketing, company culture, and more. She’s organized a company-wide rebranding and restructuring after it was bought out. And she’s helped local small businesses increase their growth without increasing the headache. From consulting to full-scale project management, Amanda steps in to help your business level up with ease.

In addition to her work with Ask Amanda, she’s also the Director of Business Development for Thomas Realty Co., a property management company in Burbank, where she oversees the growth of select tenants. Currently, she’s serving as the Managing Director of both Burbank Fitness Club and Burbank Center Apartments. Over the last year, she helped completely rebrand, renovate and rebuild the gym, and she recently started the same process with their luxury apartments.

Follow Amanda on Facebook and Instagram.

About The Ask Amanda Show

On any given day, small business owners and entrepreneurs spend most of their time putting out fires, solving problems and asking themselves questions like: “How do I brand this? How do I reach more people online? Why can’t I break through my revenue ceiling and reach the next level of business?” They often feel like an island – holding it all together without support, clarity or feedback they need to finally achieve their vision. That’s exactly why Amanda Benson-Tilch created The Ask Amanda Show. As a small business consultant, not only does she have the answers to the questions you keep asking, but she’s also created a podcast community that reminds you: You’re not alone in this journey.

Tune in once a month to get access to small business experts, nuggets of inspiration and answers to those burning questions preventing you from growth. Enjoy powerful guest interviews as Santa Clarita small business experts share their stories and provide actionable steps to help you grow your business. Whether you’re a business owner, aspiring entrepreneur, or someone looking to get more involved in your community, this is your show!

The Ask Amanda Show | Episode #2

Digital Marketing Best Practices for Small Businesses in Santa Clarita

Digital marketing is the growth strategy every small business owner knows they need to implement – even though they have no idea how to make it happen.

Search engine optimization, pay per click advertising and social media marketing are just a few of the powerful strategies national brands are using to reach their target clients with an excellent return on investment. But when small businesses try to implement those strategies on a local level, it can get overwhelming quickly. Plus, if you don’t know the ins and outs of this ever-changing world, then you could spend your time and hard-earned money on a strategy that doesn’t produce the right leads – or any leads at all. That’s why Amanda Benson-Tilch, host of The Ask Amanda Show, recently sat down with Santa Clarita’s savviest digital marketing consultant, Alison Lindemann of WSI Internet Consulting in Valencia, to discuss effective online strategies for local small business owners. If you have ever wondered which digital marketing strategy is best for you, then let’s start by setting a strong foundation.

Set the Foundation for Powerful Digital Marketing

Before you implement any digital marketing strategy – whether it’s a Facebook ad or a geo-fence – it’s crucial that you set a firm foundation if you want to experience any kind of success. If you’ve been experimenting with digital marketing to no success, then you probably skipped one of these vital steps.

1. Do your research.

Whether you do your own research, or you hire a consultant to do it for you, a detailed analysis of your digital presence, competitors and search strategy is crucial to the success of a digital marketing strategy, Alison explained. Here are a few places to start:

Digital Presence

Start by looking at your numbers. Check the analytics of your website, social media pages and email lists. Take a snapshot of your digital presence and look for patterns or insights about your audience’s behaviors.

Competitor Research

“I’m not a fan of copying another brand, but you should know what your competitor is doing. That way you can offer something different or provide added value in a new way,” explained Amanda Benson-Tilch, owner of Ask Amanda Consulting in Santa Clarita.

In digital marketing, your competitors aren’t necessarily the other shops in town; they’re the other websites that show up on the first page of a Google search you want your business to rank for.

Search Strategy

A successful “search strategy” helps you show up in targeted Google searches, but in order to work, it needs to be validated by real data. To find the right search terms, learn the language your target audience uses to search for your products or services. Try out different search phrases in Google, and if the businesses that show up are similar to what you offer, then you’re probably on the right track.

2. Understand your marketing personas.

If you want any digital marketing campaign to be successful, you need to know who you are marketing to. Most businesses have a number of different buyer personas.

“A heating and air conditioning company, for example, might target homeowners, property managers and realtors,” explained Alison Lindemann, owner of WSI Internet Consulting. “Your marketing strategy would vary based on each persona.”

With each buyer persona, it’s important to understand the unique demographics, psychographics and search behaviors, as well as how that affects your marketing. For example, if you were targeting the homeowners, you might look for homeowners in a certain age category, who live in an expensive yet older neighborhood.

“You really want to plan this out before you start your marketing strategy if you want results,” Alison said.

3. Know the value of a lead.

Knowing the value of your leads is a crucial factor in determining your budget for a marketing campaign, and it also gives you a structured way to judge the success of a campaign. If you sell gift baskets, for example, and you make a $50 profit on each sale, then you can decide how much one lead is worth to you: $20, $25, etc.

You also want to consider the value of a lifetime client. If you’re targeting the right people with effective content – and you have the proper systems to receive new business – then you’re more likely to turn a lead into a lifetime client. If a new client requests a simple AC unit service call, for example, then with good customer service you’ll get the next, bigger job, too. Now you’ve increased the value of a single lead because you’re considering the lifetime value.

4. Create lead management systems.

Before launching a marketing campaign, make sure you have the systems in place to receive new business with the same level of customer experience. If the goal of your Facebook ad campaign is to get the phone to ring, for example, then make sure you have well-trained staff to answer the phone and take the next step to convert it into a sale. Otherwise, you lost the lead and the money you spent to attract it.

5. Get your (digital) house in order.

Just like it’s important to set up physical systems to manage new leads, it’s just as important to have a clean, updated, consistent digital presence. If your website isn’t converting, then you’ll get a bad return on investment (ROI) no matter what digital marketing strategy you try.

Updating your website on a regular basis is so important because it affects your search engine optimization, as well as the user experience. Websites need to be adapted to fit the screen sizes of all our different devices and the ever-changing compliance regulations. If your website hasn’t been updated in a couple years, many of these things have drastically changed.

In addition to keeping your website updated from a technical standpoint, make sure your digital brand is consistent and on point. Set a strong foundation with an updated headshot, high-resolution logo, consistent messaging, clear brand voice, updated staff photos and hours, and a simple call to action.

6. Create high-quality content.

When you launch a digital marketing campaign, it’s important to have clear and convincing content that communicates your value and gives users an easy way to take the next step with you. If you don’t know where to start, use your client’s journey as your guide. Create content that speaks to each stage, from fun and interesting videos for new leads to informative blogs for your longtime customers.

This is an easier task when you can take each piece of content and repurpose it to use in other areas. A blog, for example, can be broken down into social media posts, email newsletters or direct mail pieces. The bottom line is: You have to have content. You can’t avoid it in digital marketing, so get the most out of each piece whenever you can.

7. Establish power partners.

A power partnership is when two like-minded business owners who share an overlapping target audience come together to strengthen their collective marketing reach, Alison explained. A good power partner should share similar core values, and it helps to have experience as clients of each other’s businesses.

In traditional marketing, a power partner can give you warm, high-quality leads through referrals and work-of-mouth. In digital marketing, power partners can expand your audience by sharing your content, linking to your website or featuring you in their content. Social proof is a great way for a power partner to encourage their audience to get to know, like and trust you. You’re setting up your campaign for success by creating a digital network to support it.

Choose the Right Digital Marketing Strategy for You

Once you’ve done the strategic research and set up the necessary systems, you’ll have a clear understanding of the digital marketing strategies that will work best for you.

Search Strategies

Search engine optimization, or SEO, is the process of making changes to your website that will cause your site to show up on the first page of a Google search. This approach is considered organic because you don’t pay a search engine like Google to obtain results through advertising. The benefit of organic SEO is it lasts a long time, and you can rank for many more search phrases than just the handful you can afford. Organic SEO, however, doesn’t happen overnight because it takes time to build a history of credibility with Google.

Pay per click advertising, on the other hand, positions your website at the top of relevant searches for as long as you pay for the privilege. Once you stop a pay-per-click strategy, however, you lose all optimization. The advantage here is it’s fast and works well for seasonal or cyclical businesses. Based on your goals, you can determine which search strategy is right for you at any given time.

Social Media Marketing

“People misunderstand social media because they think you can publish a post and tons of people are going to see it,” Alison explained. “In reality, even if you have a bunch of Facebook friends, that doesn’t mean they consumed your content.”

To reach the right audience, it’s important to know where your target audiences hang out on social media. Each platform has its own demographic, and you need to match your strategy to the right digital community. Quality content is also a major factor if you want your efforts to be effective. Social media advertising is most likely going to give you more exposure, as well, by allowing you to target specific people by location, age, occupation, interests and more.

Email Marketing

Getting real people to subscribe to your email list because they are genuinely interested in learning more about your services is a really powerful digital marketing tool. That’s why building your email list is so important.

“People think this is yesterday’s marketing strategy, but it still has one of the highest conversion rates if you have the right list and content,” Alison explained.

Segmenting your list makes it even more effective because you can contact specific marketing personas with an offer, without bugging other personas with an offer that’s not right for them.

Other Highly Targeted Strategies

Geo-targeting is a hyper-specific way of getting in front of people in a certain location. For example, a realtor in a competitive metropolitan market might set up a geo-fence around the condo they listed – especially if it’s an area where there’s a lot of foot traffic. When anyone walks into that geo-fence, they’re targeted with an ad. This is a great strategy for events, too.

Meet the Experts

Alison Lindemann – Digital Marketing

After 17 years in the corporate management world, Alison joined WSI Internet Consulting in 2004. She has a strong business background including 17 years with Farmers Insurance as the Director of Service Operations as well as Director of Sales in their corporate office in Los Angeles. She completed the Farmers Executive Training Program and was the recipient of their Management Excellence Award. Alison has expertise in both traditional and digital media, as well as strategic planning, competitor analysis, persona development, social media, customer experience, conversion optimization and particularly search engine optimization. Alison holds a BSBA degree from the Washington University in St. Louis Olin Business School, and she holds the CPCU Designation, ARP Designation and numerous digital marketing certifications. She has co-authored two books, one that was published in October 2019 and includes chapters from digital marketing experts worldwide. She is also the recipient of three Web Marketing Association Awards in 2019. She speaks regularly on digital marketing best practices and strategies.

Need a digital marketing consultant who can help you design and execute an effective new strategy? Contact Alison at WSI Internet Consulting for a consultation.

Keep up with Alison on Facebook and LinkedIn.

Amanda Benson-Tilch – Small Business Consulting

While you may notice her first by her wit and second by her infectious sense of humor, the next thing you’ll learn about Amanda Benson-Tilch is: She’s a problem-solver. Owner and Growth Strategist of Ask Amanda Consulting, she offers the skills, tools and network it takes to get the job done — no matter the task.

Working with each client differently, she helps identify blocks, present solutions, implement them, and execute. And if she can’t execute, she’ll connect you to someone who can. She’s helped past clients improve their branding, operations, customer service, marketing, company culture, and more. She’s organized a company-wide rebranding and restructuring after it was bought out. And she’s helped local small businesses increase their growth without increasing the headache. From consulting to full-scale project management, Amanda steps in to help your business level up with ease.

In addition to her work with Ask Amanda, she’s also the Director of Business Development for Thomas Realty Co., a property management company in Burbank, where she oversees the growth of select tenants. Currently, she’s serving as the Managing Director of both Burbank Fitness Club and Burbank Center Apartments. Over the last year, she helped completely rebrand, renovate and rebuild the gym, and she recently started the same process with their luxury apartments.

Follow Amanda on Facebook and Instagram.

About The Ask Amanda Show

On any given day, small business owners and entrepreneurs spend most of their time putting out fires, solving problems and asking themselves questions like: “How do I brand this? How do I reach more people online? Why can’t I break through my revenue ceiling and reach the next level of business?” They often feel like an island – holding it all together without support, clarity or feedback they need to finally achieve their vision. That’s exactly why Amanda Benson-Tilch created The Ask Amanda Show. As a small business consultant, not only does she have the answers to the questions you keep asking, but she’s also created a podcast community that reminds you: You’re not alone in this journey.

Tune in once a month to get access to small business experts, nuggets of inspiration and answers to those burning questions preventing you from growth. Enjoy powerful guest interviews as Santa Clarita small business experts share their stories and provide actionable steps to help you grow your business. Whether you’re a business owner, aspiring entrepreneur, or someone looking to get more involved in your community, this is your show!

The Ask Amanda Show | Episode #1

The Why & How of Starting a Podcast

Have you ever considered starting a podcast to support your small business – or simply because you have something to say? In this episode, your host Amanda Benson-Tilch sits down with podcast coach and consultant Jackie MacDougall, host of Forty Thrive, to discuss the why and how of starting a podcast. Amanda and Jackie share the story behind their podcast launches and uncover the most important elements of starting a show. Learn how to identify your ideal listener, nurture an online community, market your content, and monetize your podcast – all in the first episode of The Ask Amanda Show: The Why and How of Starting a Podcast.

Why Start a Podcast?

“First and foremost, start a podcast because you have something to say,” Jackie explained on The Ask Amanda Show. “Whether you’ve had a passion project sitting on the backburner for years, or you’re looking for a unique way to support your business, a podcast is most powerful when you’re sharing your unique voice.”

That’s why, before starting a podcast, it’s crucial to find your why. Tap into the reason you’re doing this and reflect on the purpose of your show – then you can dive into the how.

For a little inspiration, let’s look at why Jackie and Amanda started their podcasts.

Jackie’s Story

After decades working behind the scenes in the entertainment industry, Jackie discovered podcasting while working for Warner Brothers in 2008. Enamored by the medium, she launched BROADScast, a pop culture podcast, with Kim Goldman of the SCV Youth Project. However, she eventually started craving discussions about a different topic.

Through her work in broadcast television, Jackie worked with many experts in personal development, health and wellness. She loved learning from them but often noticed their extremely valuable expertise wasn’t being shared with audiences in a consistent, branded way. Yet she knew lots of women who would benefit from being connected to these experts. That’s when she saw an opportunity to share her unique voice in a purposeful way.

“BROADScast was more of a passion project than a business, and I was ready to do something that was more of a business,” Jackie said. “So once Kim and I finished our project together, I decided this is going to be my thing: personal development and creating a community where women can thrive together.”

Amanda’s Story

Amanda’s passion for podcasting started with a powerful why that most people can relate to.

“It really came down to: because I have something to say. Go figure, right?” she laughed. “I just want to make a difference for people in their businesses and in our community.”

As a small business consultant in Santa Clarita, Amanda works with entrepreneurs and executives to assess what’s holding them back and implement a plan to move forward. She’s also connected to some of the brightest minds in the Santa Clarita business community. Together, she knew her platform and their expertise could all provide value to anyone who was interested in growing their small business.

“I wanted to create an extension of what I do that would help people see the possibilities,” Amanda explained. “But my biggest fear was the how of it all. I didn’t know how to put the pieces together – until I went through Jackie’s course.”

How To Start a Podcast

Once you’re clear on the why, the how can feel more daunting.

“Fear is often the thing that holds us back from doing something big like launching a podcast,” Amanda said. “But that’s what I really loved about Jackie’s Start the Right Podcast course. The goal of that course is to get you past the fear.”

Throughout the course, you’ll answer questions that help you identify your ideal listener, marketing strategies, monetization model and more.

“I realized I already had the answers to all those things, but I just hadn’t mapped it all out. Writing it all down gave me confidence,” Amanda shared. “You were that voice in the back of my head that said: ‘Trust me, you can do this!’”

“After you get through the fear,” Jackie replied, “it’s all just tasks.”

Here are the most important tasks when diving into the how of starting a podcast:

1. Find Your Ideal Listener

In the Start the Right Podcast course, you create a character who represents your ideal listener. Like a buyer persona, your ideal listener can be based on a client or listener you already have, or it can be designed from scratch. There are a lot of people who are teaching this, but there are not a lot of people who are doing it. And it’s so important.

When you know who your dream listener is, you’ll keep your conversations, guests, offers – everything – on track with your brand and your purpose.

To identify your ideal listener, think about who she is: her pain points, where she’ll listen to your show, how she’ll tune in, what her goals are, what she needs and wants, how she’s getting stuck, etc.

“My ideal listener is named Carol,” Amanda explained. “She’s between age 25 and 50, and she’s a mom with a passion for her business. She goes to Starbucks too many times a week, but just can’t break the habit. And she’s actually a real client of mine.”

Jackie agreed: “When you start a podcast you’ll have so many people reaching out to you with a potential guest. That’s when you think about Carol. Would this guest bring value to Carol? Because this show was created for her. It keeps you from getting distracted by the bright and shiny.”

2. Market Your Podcast

Before Jackie started Forty Thrive, a podcast for women over 40 and beyond who are ready to kick things up a notch, she spent a year building a Facebook community – without any strategy. But she did have a purpose.

“I’d been working with these television experts for decades. You’d think they go home to their mansions and their millions, but they don’t,” Jackie said. “There are a lot of people out there who have an expertise but are not branding themselves or sharing their information in a consistent way.”

At this point, Jackie had cultivated a community of more than 3,000 women over 40. These women were often looking for the answers Jackie’s experts provided.

“I could help these experts and serve my community in a valuable way – and eventually build a business out of it,” Jackie explained.

Even though Jackie started building the community without a plan, eventually, the community began telling her what they wanted to see from her. By starting a community first, she unknowingly created a loyal audience for her podcast, coaching business, online courses, affiliate relationships and more.

Jackie’s purpose organically became her strategy.

Like Jackie demonstrates, marketing a podcast doesn’t have to feel like self-promotion – because that doesn’t really work, anyway! If you act as the facilitator who’s connecting listeners to the answers they seek, then marketing a podcast can actually feel authentic.

Other great podcast marketing tips and tricks from Jackie include:

  • Ask your audience questions, take polls and learn what they’re looking for. Then find the answers and share them with your audience.
  • Email is a great way to share information because email subscribers have committed to you on a deeper level than just following you on Instagram.
  • A podcast audiogram is a social media visual that depicts a moving sound wave while an audio clip from your podcast plays in the background. They are super powerful little tools for capturing your audience’s attention on social media. Make sure to include captions, too!

3. Monetize Your Podcast

“When it comes to monetizing your podcast, I suggest creating multiple revenue streams,” Jackie explained, “because each monetization model has its own advantages.” Here are a few of Jackie’s favorites:

Products & Services

One way to monetize your podcast is to create products and services in alignment with your show and your audience’s needs. You can offer a course like Jackie, or create a coaching program that provides next-level support to your community.

Sponsorships

Sponsorships are great when you have a targeted audience that you can pair with appropriate advertisers. If your podcast talks about home design ideas, for example, then home decor companies would make great sponsorships, which become more lucrative with the more listeners you gain.

Affiliate Relationships

What’s an affiliate relationship? The affiliate brand provides you with a unique, trackable link that you give to your listeners. Then you make a cut from every purchase through that link. These relationships are excellent for brands you love and truly stand behind. You can also get an affiliate link from guests on your show, especially if you really believe in what they do.

Crowdfunding Sites

Crowdfuning sites like Patreon allow show hosts to give their audiences added value for a small membership price, such as $5, $10 or $25. As the host, you decide how to add value for your members. You can offer a monthly coaching call, exclusive affiliate discounts, downloads, etc.

Why & How I Started A Video Podcast: The Bottom Line

Starting a podcast or video podcast could be a smart move for your business or your audience, depending on how it fits into your overall strategy. (Not sure how it would fit in? Ask Amanda!) But it’s also an extremely rewarding endeavor if you feel like you have something to say. Regardless of why you want to start a podcast, you should at least explore the how. Someone out there might really need to hear your unique perspective and style. Plus, the how isn’t hard to figure out if you’ve got the right team on your side.

Meet the Experts

Jackie MacDougall

As a broadcast professional for over two decades, Jackie MacDougall has been the driving creative force on major projects for NBC, Warner Brothers and Disney. She has served as the go-to person to help A-list talent, experts and other personal development thought leaders establish a unique voice and build community.
As a podcast coach and consultant, Jackie has been guiding experts, entrepreneurs and influencers through the launch and growth of their popular podcasts. She provides one-on-one coaching, in addition to small group coaching sessions, that gives you the support, accountability and expertise you need to accelerate your success and grow your audience.

If you’re interested in starting your own podcast, Amanda highly recommends Jackie’s online education programs. Her online podcast course, the Find Your Voice Academy, provides a step-by-step program custom-designed to help you get super clear on your message and reach that special audience waiting to hear what only you can provide.

Are you ready to launch your own podcast? Start here with Jackie’s free guide: 4 Steps to Start the Right Podcast.

Keep up with Jackie on Facebook and Instagram.

Amanda Benson-Tilch

While you may notice her first by her wit and second by her infectious sense of humor, the next thing you’ll learn about Amanda Benson-Tilch is: She’s a problem-solver. Owner and Growth Strategist of Ask Amanda Consulting, she offers the skills, tools and network it takes to get the job done — no matter the task.

Working with each client differently, she helps identify blocks, present solutions, implement them, and execute. And if she can’t execute, she’ll connect you to someone who can. She’s helped past clients improve their branding, operations, customer service, marketing, company culture, and more. She’s organized a company-wide rebranding and restructuring after it was bought out. And she’s helped local small businesses increase their growth without increasing the headache. From consulting to full-scale project management, Amanda steps in to help your business level up with ease.

In addition to her work with Ask Amanda, she’s also the Director of Business Development for Thomas Realty Co., a property management company in Burbank, where she oversees the growth of select tenants. Currently, she’s serving as the Managing Director of both Burbank Fitness Club and Burbank Center Apartments. Over the last year, she helped completely rebrand, renovate and rebuild the gym, and she recently started the same process with their luxury apartments.

Follow Amanda on Facebook and Instagram.

About The Ask Amanda Show

On any given day, small business owners and entrepreneurs spend most of their time putting out fires, solving problems and asking themselves questions like: “How do I brand this? How do I reach more people online? Why can’t I break through my revenue ceiling and reach the next level of business?” They often feel like an island – holding it all together without support, clarity or feedback they need to finally achieve their vision. That’s exactly why Amanda Benson-Tilch created The Ask Amanda Show. As a small business consultant, not only does she have the answers to the questions you keep asking, but she’s also created a podcast community that reminds you: You’re not alone in this journey.

Tune in once a month to get access to small business experts, nuggets of inspiration and answers to those burning questions preventing you from growth. Enjoy powerful guest interviews as Santa Clarita small business experts share their stories and provide actionable steps to help you grow your business. Whether you’re a business owner, aspiring entrepreneur, or someone looking to get more involved in your community, this is your show!