Connect with us

Business Marketing

Showing Up Is The Easy Part

Published

on

Although this is a frickin’ hilarious video, seriously think about this:

If you’re not online, will the next generation of buyers and sellers find you?

And if they DO find you, are you what they’re looking for? Can they even distinguish that from browsing your site?

Don’t be left on the curb, be clear and concise up front (especially on your landing page) so consumers know what you’re offering. Ditch the “I’m a Realtor” sentence and add “I’m a Realtor specializing in selling Lake Tahoe vacation homes.”

Lani is the Chief Operating Officer at The American Genius - she has co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

Continue Reading
Advertisement
17 Comments

17 Comments

  1. Dale Chumbley

    May 13, 2008 at 3:00 pm

    Lani,

    Cool video and definitely gives something to think about. Now if you’ll excuse me, I have some landing pages to take a look at to see how I’m doing. (Don’t think I’m too bad but worth looking at again)

    Take care,

    Dale

  2. Ken Smith

    May 13, 2008 at 3:05 pm

    That is a great video and you make a valid point. Most agents don’t specialize in anything, they are a “jack of all trades” and a “master of none”.

  3. Ricardo Bueno

    May 13, 2008 at 3:28 pm

    Mrs. Rosales, que mala eres! Lol. Pero tienes “mucha” rason. (Did I spell that right? Hmm..) Bueno…que tengas buen dia.

  4. ines

    May 13, 2008 at 3:39 pm

    Es “RAZON” Ricardo…..pero te lo perdono! 🙂

    Lani ….I am still cracking up!

  5. Lani Anglin-Rosales

    May 13, 2008 at 4:31 pm

    @DaleChumbley– it’s always a good idea. If I were car shopping and there were no cars but a bunch of static hooey about the sales person being a “car spcecialist” I would leave… I could be seeking a new, used, luxury or junk car but if I can’t tell what they can help me with, I’m moving on.

    Ken, often people attempt to BE the jack of all trades and get spread too thinly and know too few things about too few things, you know? 🙂

    @RicardoBueno siempre tengo razon 😉

    @Ines is that not the most hilarious video ever?

    Readers, I want to point out a fantastic example of showcasing your specialty: with both buyers and sellers turning to the Internet in increasing numbers to search for qualified, full-time real estate professionals and quality homes for sale, Jonathan remains in the technological forefront for the benefit of his clients.

  6. Jonathan Dalton

    May 13, 2008 at 4:34 pm

    Wow, did I really write that?

  7. Ricardo Bueno

    May 13, 2008 at 5:31 pm

    Ines: pero no me peges… (Just joking. I need to brush up)

  8. Barry Cunningham

    May 13, 2008 at 6:29 pm

    I think I know those guys in the back of the truck!

  9. Jamie Geiger

    May 13, 2008 at 9:02 pm

    Very funny and how true- great point- I have been thinking a lot about this and my business. Phoenix is such a HUGE city- with many niche markets through out, so it is best to be an expert in just a couple.

  10. Bill Lublin

    May 13, 2008 at 9:42 pm

    Lani; That video is seriously twisted – I loved it! And I agree with your premise, with the caution that the consumer may not want to hear as much about us as we think – We do need to hit their hot buttons though and make sure that what they see is not the generic I am an agent! 🙂

  11. Shailesh Ghimire

    May 13, 2008 at 10:20 pm

    Lani,

    Wow. Very cool and makes a great point. Woddy Allen might have said that 80% of success is just showing up but that 20% makes a real difference. I saw somwhere that less than 20% of people in general are active participants in social media. So, in this business, those that are making headway in the new media will have a lot of success… so that when the guy with the pickup shows up we’re actually helping him on who to choose??? How about that!!

  12. Mike Taylor

    May 14, 2008 at 5:48 am

    Very good point, real estate just like most other industries will become more and more specialized and if you don’t specialize you will be left out.

  13. Thomas Johnson

    May 14, 2008 at 5:11 pm

    Espero que la plaza alli’ esta’ en una “cuidad sanctuaria” para la gente gringo.

  14. Robert D. Ashby

    May 15, 2008 at 8:57 am

    That video was taken down here in Miami, right? Although, I guess it is the same in Texas, California, etc.

    It definitely brings to light that we are in a changing world and if we don’t adapt…well…see ya.

  15. Chris Lengquist

    May 15, 2008 at 8:13 pm

    Hello Lani, I’m working with a 55+ guy in our office and he is struggling so much to get “it” when it comes to online marketing. I really feel for him. It is just so foreign to what he’s done for 35 years. To his credit he’s trying. But he is really learning form “here is the on button” up.

  16. Ken Smith

    May 16, 2008 at 3:48 pm

    Chris why not just have him hire a VA to take care of his online marketing? There is little reason for learning this for someone that has little to no computer skills. Spend a few dollars per listing and let someone that already knows all the sites and how to work them deal with it.

  17. Sue

    May 19, 2008 at 4:35 pm

    Very funny and so true. It takes a while to realize this but specializing is really the way to go, that’s why I specialize in everything! 🙂 Seriously, I’m heading to my landing pages to do some analysis.

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

Spruce up your product images with Glorify (just in time for Black Friday!)

(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.

Published

on

Glorify app lets you create beautiful designs for your products.

Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.

Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.

In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!

Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:

  • background remover tool
  • templates based on popular product niches and themes
  • design bundles for your website/store, social media
  • annotation tool
  • upload your brand kits and organize your projects under different brands
  • 1 click brand application
  • & much more!

“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.

Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.

Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!

Continue Reading

Business Marketing

This new Chipotle location will be fully digital

(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.

Published

on

Chipotle exterior, possibly moving to a fully digital restaurant space soon.

A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.

To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.

The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.

It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.

Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.

As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.

For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.

Continue Reading

Business Marketing

Your business’ Yelp listing may be costing you more than you think

(BUSINESS MARKETING) The pay per click system Yelp uses sounds good in theory, but it may be hurting small businesses more than helping.

Published

on

Man browsing Yelp for his business listing in open office environment.

We all know Yelp – we’ve probably all used Yelp’s comment section to decide whether or not that business is worth giving our money to. What you might not know is how they are extorting the small businesses they partner with.

For starters, it’s helpful to understand that Yelp generates revenue through a pay per click (PPC) search model. This means whenever a user clicks on your advertisement, you pay Yelp a small fee. You never pay Yelp a cent if no one clicks on your ad.

In theory, this sounds great – if someone is seeking out your product or service and clicks on your ad, chances are you’re going to see some of that return. This is what makes paying $15, $50, or even $100 a click worth it.

In practice, it’s not all it’s cracked up to be. When setting up your Yelp account, you are able to plug in keywords that correspond with your business. For example, owner of San Francisco-based Headshots Inc. Dan St. Louis – former Yelp advertiser turned anti-Yelp advocate – plugged in keywords for his business, such as “corporate photographer” and “professional headshots”. When someone in the Bay Area searches one of those terms, they are likely to see Headshots Inc.’s Yelp ad.

You are also able to plug in keyword searches in which your ad will not appear. That sounds great too – no need to pay for ad clicks that will ultimately not bring in revenue for your business. In the case of Headshots Inc., Dan plugged in terms such as “affordable baby photography” and “affordable studio photography”, as his studio is quite high-end and would very likely turn off a user who is using the word “affordable” in their search.

How Yelp really cheats its small business partners is that it finds loopholes in your keyword input to place your ad in as many non-relevant searches as possible. This ensures that your ad is clicked more and, as a result, you have to pay them more without reaping any of the monetary benefits for your business.

If you plugged in “cheap photography” to your list of searches in which your ad will not appear, Yelp might still feature your ad for the “cheap photos” search. As if a small business owner has the time to enter in every single possible keyword someone might search!

In the case of Headshots Inc., Dan ended up paying $10k in total ad spend to Yelp with very little return. Needless to say, he is pissed.

So what does this mean for you if you use Yelp for your business? If you don’t want to completely opt out of Yelp’s shenanigans, try these 3 tips from Dan:

  1. Try searching some potential irrelevant keywords – are your ads showing up in these searches?
  2. Do your best to block the irrelevant keywords. It’s impossible to get them all, but the more you do the more money you will ultimately save.
  3. Keep an eye on the conversation rate on your profile – does more clicks mean more client inquiries? Make sure Yelp isn’t sending low-quality traffic to your profile.

Ultimately, it’s about protecting your small business. Yelp is the latest in big tech to be outted for manipulating individuals and small businesses to up their margins – a truly despicable act, if you ask me. If you don’t have tens of thousands of dollars for ad spend, then either boycott Yelp or try these tips – your company may depend on it.

Continue Reading

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!