Category: Business

Short Term Marketing Doesn’t F***ing Work

Carl Setzer

I just stumbled on Chris Chalmers (via this video, of all things). Chris was a DJ on a couple of local (Seattle) radio stations. Having helped many folks with their digital presence, I fully get what he’s talking about in this video. Short-term marketing, much less short-term thinking, doesn’t work. Not in the long run at least.

Marketing should be a well thought out and well planned element of your business. Strategic thought, analytics, and deliberate execution all play a part in building the long-term business.

I’ve seen too many folks expect a website, Twitter/Facebook/Instagram account to come in and rain money. 9 times out to 10 (99 times out of 100?) it’s not going to work. Regular focused posts, thoughtful interaction and the well timed/placed promotion are what gets you there. You should consider this to be a multi-year long initiative.

 

A Job Search Update

Carl Setzer

Last week I wrote about my transition from my current job to my next thing (see Transitions and Next Steps). The process of exploring what’s out there, what I’ve done, what I’m good at and a number of other things has refined my focus. Instead of “communications”, my focus will be on business administration (things like Executive Assistant, Business Administrator, Office Manager, Administrative Assistant roles). I do love this kind of work. And one of the things I did a few days ago was pull out a career assessment that Keller Williams runs on all their staff. And those administrative roles are ones I got 100% alignment with. Most of my career was focused on this kind of work. Mainly because I’m good at it, and like being good at it.

My focus right now is finding a role that I love. I want more than just to like my work, definitely more than tolerate it. No, I want to love it. As I know what work I’m good at and want to do, this next step is to figure out where. There are solid elements of the where. I want to work in a positive environment. No passive-aggressive dysfunction, thanks. Nor rage. Nor convoluted and confused leadership. I’m terrible at confrontation, and have no interest in putting up with unpleasantries for the sake of a paycheck.

I also want to work in a aesthetically pleasing space. Sunlight! It may seem shallow, but it’s important to me. It shows a deep commitment to staff, for starters. Anyway, I don’t need to be right next to a window, but lots of natural light. I’ve worked in many spaces like that over the years. Starbucks, Microsoft to start with. I’ve enjoyed what I’ve seen from my meetings at the Snohomish County Admin Building.

My focus currently includes many local powerhouses:

  • Boeing
  • Starbucks
  • Microsoft
  • Premera

I’m also considering local government, Snohomish County, Cities of Lynnwood, Edmonds, Everett, Mountlake Terrace.

Anyway, that’s where things stand. If you have any advice or counsel, please leave a comment below.

Thanks!

Some Thoughts On Followers: “Fake followers are hard to shake”

Carl Setzer

I just read “Fake followers are hard to shake” over at AdAge. Yeah, buying followers is tempting. Sure, it might look good on the surface, to have hundreds or thousands of followers. I’ve had many, many people ask me about buying followers. I think is a waste of money.

  • First, why? If your social media efforts are for a business, fake followers aren’t going to come to your store. They don’t engage. They don’t add any value.
  • Then there are all the recent efforts to purge fake accounts. If your follower count drops massively after one of the follower purges, you’re outed
  • Lastly, as this article points out, there are fairly straightforward ways to determine how many fake followers you have. If your goal is to become an influencer, or gain business leads, tools are coming that will out the buy followers tactic.

I expect that, in the not too far distant future, the various algorithms will easily detect copious numbers of fake followers. And I expect that will hurt you, whether via SEO hits from Google or Bing, or social media feeds devaluing your content. I firmly believe this is coming soon.

So, don’t opt for the lazy and fast. Build your brand slowly, carefully and organically. Engage other folks, post good content, and be your unique self.

F***ing Annoying Robocalls

Carl Setzer

Gads! Yet another robocall on my office line. This one was about our “vehicle warranty expiring”. Massively annoying.

I, interested as I am in things marketing, I had to wonder what kind of ROI these provide. How many people bite on these schemes? How much money is made?

I expect that the investment for most of these comes in the acquisition of the spoofing software and the list of phone numbers to use for the fake caller-id. Either time, or a few bucks on some dark-web server. So, like spam email, a very low follow through rate is fine. The software probably sends out hundreds of calls a day (thousands?), so one or two folks responding and closing does, in the end, pay off. This calculus doesn’t include jail time, fines, etc for law violations. If these folks are offshore, they might be lacking.

My main thought: if you’re a legitimate business, I urge you to use caution with these bots. Confirming doctors appointments, is, I think, fine use of these technologies. For cold calling clients: no…dear god, don’t do it! Invest the time and resources to do this right. Research your contacts, know who you’re calling, and how you will make their life better.

What do you think? Let me know.

Some fun with Mailchimp

Carl Setzer

An interesting evening.

I inherited a Mailchimp account. I needed to update the website, organization name (slight name change), address, phone number, etc. My goodness! There were 4 different forms that needed informatio.

Make sure you’ve updated all elements at this section of your account:

  • https://us14.admin.mailchimp.com/account/contact/#

It’ll save you aggravation later.

Please note: I’m still a fan of Mailchimp and their business model. I love how it’s free to start while designed to grow with you and your business. It’s a powerful tool that will help you market professionally with minimal effort. And will scale as you grow.

Let me know if you have any questions. I’ve deployed Mailchimp for multiple businesses and organizations. It’s one of the best investments you can make for your growing business.

Should I Become A Real Estate Mogul? 

Carl Setzer

I’ve had my real estate license for several years. However, last December I let it lapse. Over the years I held my license I closed no transactions…as an agent. My company sold bank and government owned homes. That was my focus. So I didn’t work with clients exactly. I worked with asset managers, on behalf of the institution that owned the house in our portfolio. I needed my license, but I never needed to go out and generate leads and such that’s part of being a real estate agent. Buy I know about the local market, how to price a home, how to market it, and I know the contract process better than most agents. So, though I haven’t a single transaction officially tied though, I’ve closed hundreds.

So, I’m trying to figure out what to do next. I’m nearing the end of my grace period with the state of Washington. After December, I’ll need to retake my real estate course work from scratch to renew. Right now, I just need to take a few hours of online course work and then pay the renewal fee. It’s very tempting.

In my current role, I manage the construction process from getting a contract signed around to having permits in hand. I believe that my understanding of the construction process coupled with my understanding of bank and government owner homes gives me a unique skill set in the real estate world. New construction, custom homes as well as real estate flipping and investing are things I understand well.

But, is it enough to make the investment worthwhile! Would I make back the investment in time and energy? I’m just not sure. What do you think? I’d love to hear your insights and recommendations.

Not sure I want to become a mogul. But I think I could make a positive impact on the world.

My analysis of “Papa John’s founder resigns as chairman after using N-word on conference call”

Carl Setzer

Reading this article stunned me: Papa John’s founder resigns as chairman after using N-word on conference call

A simply mind blowing story. Over the years I’ve seen plenty of people make horrible public gaffes.  It’s hard to imagine coming up with something worse to say. By a man who worked really hard to build a company into something huge. 

Psychoanalyzing people based at a distance is ineffective. However, reading this, and looking over his list of other public faux pases, I wonder if he subconsciously wanted to be fired. It explains a lot, really.

Endings and Such

Carl Setzer

A business I helped form, build a website for, manage social media…Well, it’s gone out of business. The doors locked,  website shut down, and now, adding a weird  sense of finality, we’re shutting down the Facebook page. I guess I should deactivate the google business page, but I digress.

Facebook was the business’s best performing community engagement tool. Well over a thousand likes. Lots of liveliness, vibrancy and connected people.

But the project is done, and it’s time to let go, sad or not. Letting these sorts of things go, and moving forward; tis quite the challenge. I’ve given so much of myself. But, the past needs to be laid to rest so that the future has room to move. No matter my ego’s misty eyes

There’s always something new my give attention too.