by Fred Brewer | Mar 30, 2019 | Client Tips
In my time here at Spark Marketer, I’ve written website content for over 100 chimney sweeps. In other words, if there were an award for “most chimney-related websites written,” I’d quietly (okay, okay, and proudly) accept it.
You may think that writing a website for the same type of company only gets easier with time and experience, and while that is true to some extent, it also gets harder.
Why is that?
Well, I’m always trying to find new ways to write about the very same things: chimneys and all the maintenance, repair, and restoration services that go along with them. And the truth is — I’m usually working with the same exact information, nothing more.
But who cares? If you know the topic, writing the site should be easy, right? Yes, and no.
I’ve sat in on CSIA certification trainings and classes. I’ve spent so much time on chimney product websites that ads for chimney caps show up on every one of my personal devices. I’ve spent more time secretly judging people who fire up their fireplaces without scheduling an annual inspection than I’d like to admit. But none of that knowledge helps me when it comes to making your business stand out. To do that, I need information that only you can provide.
Trust me, I have more dictionaries, thesauruses, and creativity fostering books in my office than I have fingers. But fancier adjectives don’t make for higher on-site conversions: interesting stories and customized information do. And in order to communicate your interesting and unique story and really show your customers who you are as a company, I need your help.
So, what types of things should you share with me or whoever will be writing your website to ensure your website is better than the rest? Great question! Here are a few things that should get you started:
- The Basics. Let’s start with the basics. Let the writer working on your website know when your business was founded, how long you’ve been in the industry, what certifications your team has, what groups and associations you’re a member of, what products you use, and what services you provide. These are all things that matter to and build authority with your customers, and they’re all things that should be on your website.
- The Bios. Without bios, you’re just another faceless company in a sea of chimney sweeps. So please, send me some bios! Not just the bio of the business owner, but the bios of your employees as well. After all, these are the people who will be serving your customers, and they’re the people your customers care most about. They want to know who will be coming into their homes, what kind of people they are, if they have families, etc. Share qualifications, yes, but also share things that aren’t related to work; things that show the humanity of your team and make you relatable and likable to customers and potential customers. People do business with people they like, so give them a reason to like and trust you by properly introducing yourself.
- FAQs. A lot of companies simply copy the FAQ pages of other companies, and while looking at others in your industry can provide a good guide, go further than that. Talk with your techs and customer service representatives to find out what questions your customers frequently ask. Then share that information with me. This will allow me to think of ways to provide value on your website and address the hesitations, concerns, and obstacles of your customers before they even call you. If your website is a helpful resource for those searching for the services you offer, you’ll have their trust, and they’ll be more likely to call you when they’re ready to schedule an appointment.
- The Details. Let’s say you offer the same 15 services as your top competitors. When a potential customer sees those 15 services on your website and on your biggest competitors’ sites, how will they determine who is the best choice? The best way to win here is to differentiate yourself on your service pages, not just on your About page — and in order to do that, I need to know how you’re different and what’s important to you. By providing me with the details, you’ll equip me to answer the questions your customers may have about how those services are performed or why/when they’re needed. I’ll be better able to address the things that matter to your customers, like cleanliness, punctuality, etc., and communicate that you care about the same things they care about. Tip: If you’re not sure what they care about, check your reviews and the reviews of your competitors. You’ll definitely find some hidden gems there. You can also ask your customers!
Together, We Can Make You Stand Out
Chances are, your competitors have websites, and the more competitive your market, the more crowded the search results will be for someone looking for the services you provide. Make yourself and your website stand out by partnering with your marketing company and providing them with the info they need to really differentiate you and tell your story.
And quick note: just because I’m using our chimney clients as an example, don’t think this information doesn’t apply to you because you’re in the HVAC/plumbing industry, decorative concrete industry, wildlife control industry, or some other industry! No matter what type of industry you’re in, if you take a little time to give the writer of your website a little extra information, you’ll get a lot more out of your website.
In the words of Jerry Maguire, “Help me, help you.” Not just because you’re paying me to, but because I really want to! I love my job and I love the clients we work with — but knowing and being able to tell your story makes my days a lot more fun, and a lot more meaningful. So, do it for the both of us!
Psst! One last thing, on behalf of designers (my creative siblings) everywhere: Please provide photos of your team, service trucks, work you’ve done, and anything else you can that will make your company stand out. Do you need to hire a professional photographer? Not always. Sometimes all you need is a steady hand, some good lighting, and that camera you keep in your pocket, a.k.a. your smartphone. For more tips, check out 3 Tips for Getting Good Photos for Your Website.
by Fred Brewer | Feb 28, 2019 | Client Tips
If you’ve watched any of our Power Business Minute videos or read any of our articles in the past, you know that we strongly believe that your employees make or break your company. They’re the face of your company, an extension of you, and if they’re overworked, under-appreciated, and unhappy in their work, that will come across in their interactions with your clients.
Not only that, but the research shows that the number one reason most American workers leave their jobs is that they don’t feel appreciated. Finding good employees is hard enough — wouldn’t you rather keep them once you find them? We thought so. And that starts with appreciation.
March 1st is Employee Appreciation Day, which means now is a good time to sit back, reflect, and assess if and how you make your employees feel appreciated. What can you be doing to make your employees feel appreciated March 1st, and every other day of the year?
#1 Buy the team lunch.
The saying is, “The way to a man’s heart is through his stomach.” But as a foodie myself, I can confidently say that saying doesn’t just apply to men. After all, who doesn’t like being treated to a delicious and free meal? By treating the team to lunch, you’re saving your employees money, making them feel cared for, filling their bellies, and encouraging fellowship. It’s a win across the board. In fact, the only way this can backfire on you is if some of your employees have special dietary restrictions and you don’t take that into consideration.
For example, if you’re ordering BBQ for the office, you need to make sure you have something tasty for the vegetarians, pescatarians, or vegans in your office (if you have any). Are a lot of your employees riding the Keto wave? Don’t bring in a carb fest as your “reward.” In other words, be thoughtful. It doesn’t have to get complicated, especially not if you know your employees, which brings us to our next tip.
#2 Get to know your employees and take interest in their lives.
One thing that will make your employees feel especially appreciated is if you take interest in them and their lives outside of work. Ask about their family, their pets, their hobbies. Yes, it requires some extra effort on your part, but it communicates something to them: that you care about who they are and how they’re doing.
A lot of bosses think of their employees as cogs in a machine, and they make it abundantly clear. They have no interest in getting to know the people doing the work, they just want the work done. How loyal do you think an employee will be to a boss like that? How satisfied do you think they’ll be with their job when they’re viewed as a cog in a machine?
This type of mindset may have worked for managers past, but that’s not the way to build a loyal, happy, and productive team in this day and age. Millennials and Gen Zers won’t put up with it. So if you want to have a business when the older generations age out of the workplace, you need to take interest in the people working for you.
#3 Recognize good work regularly & publicly.
Hard work has its own rewards, but one thing that can make your employees feel appreciated all year long is being recognized for the hard work they do for your company. Some studies report that nearly 70% of employees would work harder if their efforts were better appreciated.
“Global research conducted by the Cicero Group shows that employees receiving strong performance recognition are much more likely to be highly engaged at their job, and as a result, likely to perform at their maximum output and develop innovative ways to improve their company.” Cicero specifically found that “well-recognized employees have more drive and determination, better work relationships, improved personal standing, and stronger connections to their company.”
In other words, by recognizing good work regularly and publicly, you can boost the morale, productivity, culture, and loyalty of your team.
Here at Spark Marketer, one way we show appreciation and recognize people for their hard work is through Slack, which we use for internal communication. We have a channel called“#FTW,” which stands for “For The Win.” In this channel, anyone can publicly recognize a “win” or a job well done at any time. There’s no need to wait around for a specific meeting — recognition is given immediately, publicly, and regularly. The recognition in the FTW channel can come from peers and leaders in the company, which trains us all to be more appreciative of each other and to recognize quality work when we see it.
It’s really a win for everyone.
#4 Give gifts and awards for a job well done.
We also have monthly meetings, during which we give out awards: the “Do Epic Sh*t” award and the “Not Today, Satan” award. The employee receiving the award is recognized for the work they’ve done, and given a trophy to keep on their desk for the entire month. This award acts as a public symbol and reminder that their work does not go unappreciated or unseen. It’s motivation to continue doing good work, day in and day out.
Trophies aren’t the only options for showing appreciation. You can also give out small gifts, like lottery tickets, gift cards, and of course, time off. Get to know your employees, figure out what would have the most meaning to them, and budget it in. Don’t think of it as “just another expense” that you’d rather not have; keeping your employees happy will have serious ROI, so make it a priority.
#5 Ask for their input.
We’ve all had that one friend who seems to love talking about their problems, but never wants or heeds any advice. Sometimes being in those kinds of friendships can feel like being asked to step into a boat that’s full of holes, without being given the option to first plug the holes. Maybe this allegory is a stretch (my mom says mine usually are), but your employees might be feeling like they’re in a boat filled with holes they know how to plug — if only someone would ask them.
The truth is, when we’re asked for our opinions, it makes us feel valued and, you guessed it, appreciated. How often do you ask for your employees’ opinions and feedback? When they provide it, do you really listen? Consider adding a company-wide suggestion box or having 1-1s or lunch meetings with each of your employees. Hear them out, ask them what they would change or do differently, and find out how they see the company growing.
It may not make sense to implement every suggestion they share with you, but just being asked, being heard, and being considered a valuable member of the team with valuable contributions to make will go a long way towards making your employees feel appreciated and invested in the company. Whether you’re looking to improve every day operations, make big changes, or plan the year ahead, take the time to involve your team.
#6 Get together for company-wide events and celebrations.
Just because we work together, doesn’t mean we necessarily get to spend much quality time with our coworkers. So how can you foster a sense of community and celebrate your employees at the same time? By organizing company-wide events and get-togethers.
Here at Spark Marketer, we fly our remote employees in at Christmas time for a company holiday party. We just hang out, play some games, do some sort of gift-exchange, share food and drinks, and have a grand, ol’ time. There may not be a clear-cut ROI in terms of profit for the company, but it’s worth every penny.
The sense of community, appreciation, and purpose that these types of events foster is one of the biggest drivers for Millennials and Gen Zers, and it reminds them that they’re a part of something bigger than just the tasks they perform from 9-5. It reminds them that they’re part of a team, working towards the same goals, and that together, we can all do some pretty epic sh*t.
by Fred Brewer | Oct 15, 2018 | Client Tips
Determining whether or not it makes sense to offer health care to your employees is a big decision, and by no means a one-size-fits-all decision. Obviously no blog post can make the choice for you, but here are some of the perks of offering health care benefits in the workplace:
- It’s attractive to those looking for a career. When people are looking for a job, pay is often the most important factor. But the best workers — the ones who are looking for a career — want a place that offers them more. Health care is expensive, and when thinking about where they want to stay and build their career, potential hires want to make sure they’ll have what they need to provide for themselves and their families. Yes, pay rate is still important, but without our health, what good is that extra money? When it comes down to it, if another company is offering a similar pay, health insurance can be the difference between you getting that great employee or someone else getting him or her.
- You can lessen the financial worries and stresses of your employees. Even if you can’t cover all costs, providing some help with health costs can really make a difference in the lives of your employees. Things happen — we get sick, we add on to our families, our kids break limbs — and because we have nothing if we don’t have our health, we can’t just save up or wait to take care of ourselves. We won’t get into how broken our health care system is here in the U.S. or how absurd costs are, but it’s important to remember that our health is not a luxury. By providing health insurance to your employees (and their families), you can lessen their financial worries so that, should they ever need to go to the hospital or have emergency surgery, their only concern is getting healthy, not whether or not it can wait or how they’re going to pay for it.
- Healthy workers are more productive. When health is poor, it’s all-consuming. Your employees can’t think about how to streamline a process or how to do their jobs better if their head is pounding or they have chronic bronchitis or a serious back injury. But when health is good, it’s not something we even think about. We feel good and we are freed up to focus on getting work done. By providing health insurance to your employees, you can help them maintain better health and get the treatment and medication they need so they can focus on daily life. And healthier, more content workers have less sick days and are always going to be more productive, period.
- You may be eligible for tax advantages and credits. While the government doesn’t do a lot to benefit small business owners, it does offer some tax advantages and credits to businesses offering health insurance to employees. For example, you can deduct your employees’ health insurance costs (as well as your own insurance costs), and if you have fewer than 25 employees, you may be eligible for an additional tax credit. Head here to learn more.
So should you offer health care to your team? That’s a decision only you can make, but we hope we’ve given you something to think about during the consideration phase.
by Fred Brewer | Sep 15, 2018 | Client Tips
So you thought you were hiring someone with the grit and confidence to tackle it all head on, but now the hire that seemed so promising is caving under the stress. Here are three questions to ask yourself so you know what changes you need to make to prevent a repeat:
#1 Do you know the personality types of each person you hire?
You may not give much weight to personality assessments and tests, but they’re oftentimes spot on and can provide some value to you as the leader in your business. The DiSC behavior assessment tool is a very popular option and it essentially breaks people down into four personality types using a number system. With the DiSC assessment, you’re left with a snapshot that shows where your employees score high and where they score low, which can help you identify what they like and don’t like in regards to, not just the tasks they’re performing, but the environment in which they’re performing those tasks, and the way they’re being told to carry those tasks out.
The four personality styles that make up the DiSC assessment are Dominance, Influence, Steadiness, and Conscientiousness. Why would knowing which traits are highest in your employees help you prevent overwhelm and burnout? Because when you know which personality types you’re leading, you’ll know how to adapt your management and communication style to better fit each employee. You’ll be able to craft your interactions to each individual in a way that speaks to and supports their needs and preferences.
For example, an employee with a high C score likes to have all of the details before getting started and has a fear of being wrong. Knowing this, you could ask that employee if they have all the details they need or if there’s anything else they need from you before they can confidently move forward with the job or project they’re working on. Someone with a high D, on the other hand, may become bored by all the details and just want to jump right in. How you present a job to each would and should differ so you can be a more effective leader of each individual.
#2 What expectations have you created?
No one wants to screw up, but for some personality types (like high C’s, for example), the fear of failure can be paralyzing and prevent them from taking any steps or actions. On top of considering the innate traits and levels of pressure that are self-induced by each personality type, you need to consider the type and level of pressure that you’re consciously and subconsciously placing on your employees.
Ask yourself what your attitude towards failure is and what you’ve expressed to your team regarding failure. Have you presented failure as something that’s undesirable at all costs and apocalyptic in nature or as something you can learn from? Failure often leads to innovation and improvement and teaches us more than our successes. But no one wants to be the one to fail or take risks that could lead to failure if management portrays failure as something to be avoided if you want to keep your job.
Yes, put systems in place to prevent mishaps, but don’t make mistakes the unforgivable sin in your business. How you approach failure will largely determine how your employees do, and without that big lurking F hanging over their heads, they’ll be freed up to focus on the task at hand.
#3 Do you encourage open communication?
When an employee is overwhelmed, you have to consider whether or not it could have been avoided if you had a culture in place that encouraged open and honest communication and mutual support. If your employees can come to you when they first start to feel overwhelmed, the escalation that leads to breakdown and burnout can likely be avoided and you can get your employees the support they need to do the job with confidence.
Is transparency a word or a practice in your business? Do you encourage teamwork and support? Can your employees come to you or another person in management when they’re feeling overwhelmed, burnt out, or in need of more support? Even if it’s not you, make sure your employees have someone they can go to to talk it out and get the support they need.
Better leadership is within your control
Look, HR stuff can be frustrating and time-consuming, but knowing your employees and creating a culture that encourages transparency can help you better lead your team, provide a better work environment, get more value and productivity from every employee you manage, and prevent burnout, overwhelm, and other common workplace problems. Take the time to understand your employees and adapt your leadership style and culture, and you’ll find it saves you a lot of time and a lot of frustration in the end, which is what we all want, isn’t it?
by Fred Brewer | Aug 30, 2018 | Client Tips
When you think of pop, do you immediately think of whatever off-brand your grocery store sells? No, you think of Coca-Cola, Pepsi, or their products, like Sprite. That’s market domination, and it didn’t happen overnight. It happened as a result of consistent efforts to get the Pepsi and Coca-Cola brands out in front of people and into their homes.
You may think that a product is very different from a service business, but in this respect, it’s not. You need to become the Coca-Cola or Pepsi of your industry for your local market, and it starts with simple brand awareness. So how do you dominate your market and become the local Pepsi or Coca-Cola of your community?
Local Radio & TV
While more and more people are getting their news and music from places other than TV and the radio (like Facebook and Spotify), TV and radio aren’t dead and they can be great places for you to meet your potential customers. These media outlets have demographics of their listeners and viewers and you can use that information to figure out which stations, channels, and even times, your target customers favor.
Maybe the majority of your target audience watches the local news segment in the evening or the weather first thing in the morning. Maybe they listen to a morning show or traffic report on their way into work. Use that knowledge and get radio ad and TV commercial slots around the same times and on those same channels and stations.
But it goes beyond advertising. Keep your eyes and ears opened for opportunities to provide value and establish yourself as a local, trusted expert through these mediums. Journalists are always looking for a story, so tie your business in. Are chimney fires happening a lot in your community? As a chimney sweep, that’s a great opportunity for you to educate your community on how to prevent fires, what to look for in a chimney sweep, and the importance of chimney inspections and sweepings. Offer to share your expertise on air and get your local community familiar with your company.
Magazines, Forums & HARO
Magazines and forums are great outlets for establishing your authority, educating your community, and building brand awareness. With trade magazines, local magazines, consumer-focused magazines, and forums like Quora, the opportunity to answer the questions your customers and potential customers have, find out what they want to know and what’s important to them, and get your name out in front of consumers has never been easier. Spend a little time each week writing and looking for opportunities to answer questions, educate, and inform. Once you identify which publications you can add value to, reach out to the editor-in-chief or a particular journalist who seems to cover related topics, and pitch a story or article. HARO (Help A Reporter Out) is another great option for getting your name and knowledge out there. Sign up for emails and respond to opportunities that are a good match for your company and area of expertise.
Blog Posts
Like magazines, forums, HARO, local radio, and TV, blog posts are a great way to get your name out there and provide value to customers and potential customers. The more you blog and the more value you provide with your blog, the more opportunities you have to show up in search results when customers and potential customers are looking for expertise and answers to questions related to your industry. Think of questions you’re commonly asked on the job and use your blog to answer those questions. Talk about industry trends and products. If it’s something you think your customers would find interesting and helpful, blog about it!
Social Media
Facebook, Twitter, Instagram, Pinterest, and YouTube offer more avenues for expanding brand reach and establishing trust and expertise. Within Facebook, you can join local neighborhood groups and keep an eye out for anyone who is in need of your services or dealing with a problem that you can solve. Don’t get pushy or sales-y or you could be removed from the group, but look for opportunities to help those in your community and build familiarity. Of course, Facebook Ads are another great option because they allow you to target and retarget a highly defined group of people, so they get familiar with your business and offerings.
Instagram and YouTube are great for sharing quick videos that educate consumers and show what you do. How-To videos are sought out by everyone from Baby Boomers to Gen Z, so if you can provide instructional videos that solve problems for your customers or educate them, do it! Explain problems, when and why they require professional resolution, and when and why they’re an easy fix. You may think that these types of videos will cause you to lose business, but they actually establish you as an authority and give your customers a glimpse into the knowledge and expertise that goes into troubleshooting and solving the issues you solve for them.
Last but not least in the social media realm: Pinterest. A lot of people leave Pinterest out of the conversation, but it’s still a powerful and popular social platform, so if your work is very visual (if you’re a house painter or a fireplace installer, for example), Pinterest is worth spending some time on. Post before/after pictures of your work, share trends, and make sure you use the right tagging and description info so your images have a chance of showing up in search results.
Print Ads & Traditional Advertising
We can’t discount the effectiveness of print ads and other traditional advertising, but some traditional print advertising opportunities will provide more value than others. Circulars aren’t always the best route when you’re still building brand awareness, because they primarily engage price shoppers, and price shoppers, in our humble opinion, aren’t all that loyal. They usually go where the best price is and they’ll only use your services when you’re running a special.
Another reason circulars are probably not the best route when you’re working on brand awareness and getting your business name out there is that we’re all used to getting so much junk mail that many of us don’t even look at circulars anymore — they immediately go into the recycle bin. So spend some time thinking about the types of customers you want, what they’re reading and paying attention to, and which types of traditional advertising might provide you the most value and get you out there in front of your potential customers.
And don’t discredit traditional advertising that isn’t direct mail related! Is there a great local diner that’s slammed with business every weekend? Consider paying for a spot on their laminated placemats or coffee cups. When people are sitting there sipping their coffee and waiting for their breakfast, they’ll see your business name, and the more frequently they’re exposed to your business name and logo, the better. Local event and sports team sponsorships can be great advertising options as well. Be creative and think about what type of print and traditional advertising makes sense for your business!
Networking & Local Chambers & Associations
Even with the Internet, networking and involvement with local chambers of commerce and associations are still among the most lucrative forms of advertising, in terms of building brand awareness and dominating the market. So join your local chambers and community groups, introduce yourself to others in related service verticals, and pass out your business cards. The more you introduce yourself to those in your community, the more opportunity there is for others to share your business card or recommend and refer you to others in the community. Groups like BNI and industry group events are perfect opportunities to network.
When you take the time to network and establish yourself as a trusted expert with others who are plugged into your community and out and about meeting your potential customers, you create a network of people who act as an extension of you, and do a lot of your brand awareness marketing for you.
Get Started!
There are countless ways to spread brand awareness and dominate your market, but you have to implement them to really see the benefit. So choose a few of the suggestions here and get out there and be the Pepsi or Coca-Cola of your industry and market!
by Fred Brewer | Aug 15, 2018 | Client Tips
Have you ever walked into one of your kids’ rooms and thought (or said aloud) “It’s a wonder you can find anything in here?” Teenagers are notorious for having rooms that look more like war zones than habitable places. But aside from the anxiety it causes you to see a room in such disarray, your teenager’s messy room probably isn’t going to do much harm. Sure, he or she may waste a lot of time looking for matching socks, but it’s not the end of the world.
The same can’t be said for business — in business, disorganization can lead to a loss of time, money, and productivity and an increase in stress.
The Warehouse
Imagine you’re the owner of a service area business and you’re trying to get all of your service technicians in their trucks and out on the road. Time is money, and whether your team is on their way to their first appointments of the day or still running around back at the warehouse, you’re paying them for their time. Is everything in your warehouse organized so your team can get off to a stress-free and productive start or will they waste time trying to find what they need to start the day? 
As business owners, we brainstorm ways to cut costs and raise profit, but many of us forget just how important organization is to that cause. When your technicians have to hunt down a part or tool or weave through a messy and disorganized warehouse before hopping in the truck and heading to an appointment, time is wasted and stress is heightened.
All it takes to ruin the attitude and day of a service professional (or anyone for that matter) is a late start and a frustrating morning. Why not take the time upfront to make the start of every day easier, less stressful, and more productive for your team by organizing your warehouse in a streamlined, logical, and easy-to-maneuver way?
How do you do that? Analyze and observe a typical morning, ask your employees for input, and determine how things could be better organized. Even a few extra steps add up, so consider layout and figure out the smartest setup.
Of course, if you’ve ever organized your closet, you know all it takes is one day when you’re too lazy to hang that sweater or fold that shirt to undo all your hard work. To prevent this from happening with your warehouse, take a few minutes at the end of each day to make sure everything is neatly put back in its right place and ready for the following day. You can make this the responsibility of one of your team members or all of your team members — it’s up to you.
The Service Trucks
Time waste and frustration don’t just happen in a messy warehouse — it can happen in a messy truck as well. Our friend Chuck Roydhouse, a former firefighter and the recently-retired owner of a chimney service company in Anne Arundel County, knows just how important a clean and organized truck is. His service trucks had a place for everything and he put in the effort and time to build shelving and organizational compartments to reduce time waste and frustration for his techs and his customers. Not only will an organized truck allow your techs to easily find the tools they need and get the work done faster for your customers, but it also communicates something to your customers. If you think I’m crazy, listen to this quote from a review of an actual service business:
“His work truck was neater than our family vehicle — and that is saying a lot.”
We often forget what mess communicates: it communicates that you don’t care. Your customers will start to wonder what else you don’t care about. So make organization a priority in your company. Everyone — from you to your employees and customers — will benefit.
