Business growth is always top of mind for me. Bringing it to the forefront is the fact that I am 2/3’s of the way through my Goldman Sachs 10,000 Small Businesses Back to the Classroom program. Back to the Classroom is an opportunity for 10KSB alumni to reconnect with the lessons and concepts of the 10KSB program as we navigate the current economic situation and our next business opportunity.

Each week of the four part series addresses the key learnings from program modules. For each session, we are required to attend webinars and growth group meetings.

In between sessions, we have homework. We continue to refine our new business opportunity.

And, unlike my last 10KSB experience, this one is national. Every section of 10KSB Back to the Classroom includes alumni from across the country. I engage with small business owners from Alabama, Maryland, Missouri, New York, North Carolina, Ohio and Oklahoma every few weeks. This is probs my favorite part.

Key Takeaways Thus Far From Back to the Classroom

1. Networking, even virtual, is a good. Even though this group might not be my buyers, they are inspiration. They know people who may be buyers.
2. Brainstorming with other small business owners who work in other industries is priceless. This group is energized and excited to help each other. The ideas shared and problems solved big and small help refine and shed new light to the strategy and execution.
3. Run the numbers. Work the scenarios. It is painful, like stick a needle in my eye, torture for me. However, with help from my business advisor, the time spent doing this was invaluable. The financial exercises are proof of my concept. The numbers less daunting than I expected.
4. Keep reading. Even if you don’t have the time, make time. I have four new books on my desk suggested by this group. Three I have never heard of.

Lastly, don’t undervalue the power of collaboration. I collaborate with my team on the daily. And, for that, I am blessed. But, collaborating with this group reminds me how valuable that is.

For business growth, you need lifelong learning. You need motivation. Small business owners are equally interested in positive outcomes for other small business owners. Keep calm and collaborate on.

As the leader of your brand, it is up to you to determine the vision for your business, you are also the business leader. You are mission-control to successfully making that vision materialize. Be responsible for recognizing – and deciding how best to overcome – the barriers to your brand’s success.

One of the most powerful (and responsible) things you can do as a business leader is to get out of your own way.

The business leader and/or business owner holds a tremendous amount of power. You can be your brand’s greatest asset and its biggest backer. Critical to your mission, however, is not to become a barrier yourself.

During a conversation with a business owner and CEO of a $50M+ company, the CEO relayed that his largest client could not implement the programs offered to them because the necessary departments were not communicating with each other.

To overcome this hurdle, the CEO stepped in to facilitate meetings and interactions between his client’s departments. However, he was not getting paid for that time and taking on that role took him away from his own responsibilities.

When asked to provide my advice to this dilemma, my answer was simple: Don’t attend the meetings. If he did not attend the meetings, others would be forced to take on rightful ownership of their responsibilities, freeing the CEO to focus on his own responsibilities.

Here are four things to consider as a business leader in order to get (or stay!) out of your own way:

1. Build boundaries and bridges. Don’t put yourself in situations to be the point person when it is not your role. If you consistently play a role not meant for you lines become blurry and you increase your risk of burnout. You also risk not having the time and/or resources you need to be successful. Build a good team – in-house and/or through outsourcing. Then take a step back and let them fulfill their own roles.
2. Do it, delegate it or delete it. Does your to-do list continue to have the same thing on it week after week? Yes? Figure out why. If it is something that requires YOUR attention, do it. If it needs to get done but someone can or should complete it, delegate it. Maybe circumstances make completing a task unrealistic, undesirable or unnecessary – then, delete it. Procrastination is a barrier to productivity and to creativity.
3. Find your joy. Focus on the good contributions. Perhaps you work with a client who is abrasive. Understanding that he or she has a difficult job can help you avoid taking things personally. Look at the good things you are doing in your own role and the positive things the company is doing. If you focus only on the negative or get upset over the same things on a weekly basis, you prevent yourself from seeing the positives of your own – and others’ – contributions.
4. Celebrate success and forget failure. Failure is a necessary part of the process. Expect it. Embrace it. Learn from it. As a leader, failure should be empowering. Don’t let it get you down. Stop and acknowledge when you overcome it.
   

If you can get out of your own way, you may be your brand’s greatest asset. We have built a strong team and could be a powerful ally. Give us a call.

Digital marketing continues to win this marketing season as digital marketing spending continues to rise. This is not new. In 2016, eMarketer.com projected digital spend would exceed television by as much as 36% by 2020. 

According to WebStrategies, the following are earning their spots on marketing budget rosters:

• Email marketing – Email marketing continues to be the best player to generate ROI.
• Social media marketing – A solid first-round pick. In that category, Facebook continues to hold the top spot and Instagram comes in 2nd.
• Search and display marketing – Search and display marketing still earns the largest share of digital marketing budgets. In 2018, 78% of those surveyed indicated a plan to increase their Google Ads budget. Online display (banner ads, online video, etc.) takes the second share.
• Live events – This is another competitor making a comeback. Two thirds of marketers plan to increase spending on live events in 2019. This is not a surprise as the digital world faces fierce competition and privacy challenges.
• Video Marketing – The MVP for growth in digital marketing budgets goes to online video. Investment in this category is expected to more than double 2016 numbers by 2021.

With the rise of Facebook Live, live events and video are teaming up (think megachurches with pastors appearing on screens, political candidates announcing intentions via live video and the use of video as part of the in-home sales trend in the beauty and cosmetic categories).

Regardless of your industry, here are 4 tips for video marketing:

1. Mind your audience. Take care to advertise to your target, not yourself.
2. Don’t complain just for the sake of complaining. You can sell your brand without negativity.
3. Keep it short and simple. The clock starts running as soon as your audience clicks on your link. Don’t fumble around. Have a solid plan and stick to it.
4. Be clear in your play-calling. You are the quarterback for your brand. Run or pass, assist your audience by clearly telling them what you want them to do and how they can do it.

To score with any marketing campaign begin with the end in mind to increase your opportunity for success. There are still significant advantages to veteran players such as traditional media (now referred to as “offline”) in terms of building awareness, extending reach and driving your brand message.

It is important to find the right balance between online vs. offline spending. That ratio will vary from brand to brand. Let us be your marketing coach and manager. We can help you find that balance and manage that content.