Finding Trigger Events
one of things that John talked about was the idea of triggers milk. And I think that all of our businesses we have to think about what's gonna trigger someone to actually buy from us. So Yoko, he was mentioning triggers when people get married or when people get born, do you find that that's when people are more likely to listen to you? And so then the question goes back to in sales and marketing. How do we find out when people have those life events? Right. So some people even do silly things, like they go through their local newspaper. They want no. When the weddings are right or when the birth of various Children are, you can also find an Facebook or things like that. So what do you think the trigger events Karen for you would be in your business where someone says, Oh, you know, now I've gotta do do yoga People who have something happened with their health or trying to recover from an injury, and the doctor tells them that yoga would be good for them or their physical therapist sai...
d, Well, if you get some stretching that would help. Those would be some of the things that would get people to come to us, people who may be moved somewhere where they can't access yoga. And they used Teoh. And now they can't anymore because of a job. Transfer something along those legs. So keep thinking I'm gonna put this word up on the border, this word trigger because there's always something that triggers people to want to make a change. Most consumers we have to understand, and I include myself that we're pretty lazy, right? We don't really. We don't think change easily, But there is something that says, God, I'm gonna go do something differently because we'll talk about tomorrow. People really only remember their peak experience are many times their last experience. So that really make those change with rain. And we talked about the trigger experience. Maybe. God, I see this guy up in the media and that that really could be me. What do you think? For Tiana? For you? What do you think that trigger experience usually is? When do people come over and start buying from you? Um, a lot of times out of need or desire. So So what usually happens if they need something. They're going to come right away because there's, Ah, immediate satisfaction. I want it right now. I don't want to wait for it. Um, and if it's a desire, it's usually money burning a hole in their pocket. They want a new guitar. They've been dreaming about it for weeks or months or years, and now they have the money and they're ready to buy it. They have the shiny object syndrome, right? Something, something like that. So think about if you're listening out there, what it really trigger events training. People either switched to you or they're going to go and buy from you. Let's go back to the workbook here. Were in part to you can learn all about how to jump start your business. But if you want to think about how you jump start your own business and apply it to you, you've got to go through the workbook. So one of the questions here we talk about search engine optimization, search engine marketing. Ah, lot of us play lip service to search and in optimization so caring when you're launching your website, have you done specific things to make sure that your website can get found. We do a lot of tags in the difference between what a tag is causing. Some people may not know what a tag is when we've written a blawg or when we've posted something will put the tag. So then, if people are going on Google and look up yoga or health and wellness fitness, right, hopefully then we'll start a period in that Google search. So with Chad's air like so tags, it's like how you're gonna identify how they're going to find that particular article. So you might tag it with words yoga? Or you might tag it with the instructor's name if this doctor is somebody famous right or something like that, or you might tag it with, uh, you know, if your remote or yoga on TV or something like that live or something along those lines, and that's how people might find it. And then the search engines actually pick up those those tax So right has it. Has anybody else done that on their website? So this is something that we do not revisit often enough. We have to make sure that those tangent they has anybody tried search engine marketing where where we use like Google, AdWords or things on Yahoo. Right here is another area that a lot of people say. I'm gonna get many, many more people by buying AdWords doing search engine marketing. And I will tell you a lot of those people waste a lot of money trying to do it themselves. And this is one area where you really need to find find expert. What about we talked? Discussed how many searches air being done on mobile websites versus desktop websites. And remember the number over 50%. Right? How many of you have specifically a mobile website mobile optimized Web site. You do, Sally. And so, Sally, why did you set that up? Why was that important? Well, I said I'd actually been to a conference in Australia. It was saying that I'm one particular company was saying that they registered 70% of their searching was being done on my boat. And I realized that my website looked for my product and also my personal looked super dodgy on IPhone. And I was like, Wait, everyone in this room has an IPhone, so I could press the button on my website and it would turn it into my balls. That was great. It for those of us who understand what dodgy means, right dodging it didn't look slip right. There was what wasn't pretty and so many people that will get frustrated with mobile websites. They just won't use them. And so you have to make sure that you can do it with, as they say, there should be only be three actions where they have to get where they want to go, pinches or pokes. Or they have certain kinds of, you know, you know, types of things. So we have to make sure it's very, very inexpensive to go do that right. You just did it with a simple tool. That's great. Yeah, it's really It's really wonderful in that area. What do you do about my managing your online reputation for me? I track it through what John saying about, um, you know, talk Walker through Google Alerts. Do you guys track what people are saying about you online? How do you do that? Well, one with yelp, because that's that's kind of a big one, but it's a little bit controversial in some ways because you get some people who go out of their way to post something negative, and you don't necessarily have a way to immediately remove that if it's completely false. Um, so you have to go through a process with Yelp to do that. But where is a positive reviews? That's a really great way, Teoh, you know, see what people are really saying about you and get really sincere reviews from people. But then again, the negative side is is the part that you can't control. The negative people who are just, you know, kind of got burned in some way. They're upset, sort by their own fault. And you don't really have a way toe correct that. So Well, we have to remember is that this is a very important point. People are gonna talk about trash about you on the Web. If you put yourself out there, there's some people there just aren't going to be satisfied. So remember, you can't control what they say or do. You only can control what you say and you do so that's why it's really important to find out where they actually saying and respond, as I said before, with empathy and solution, you know, we have to slash their tires and delete it. But I believe I do a lot of following when I travel around the world on trip advisor and there are some people that have really good stays, and there's some people have really bad states. But I noticed the general managers that respond and say, Hey, I'm really sorry that you had a bad stay. I would contact me at this number. I realized that if you're gonna have thousands or 100,000 customers, you can't possibly please everybody all the time. So the other, the other secret is If you get a negative review, make sure you have your customers go on there and post positive views so it sinks that negative route to the bottom, right? So if it's harder to find people really wants, you know really won't won't see it. But let's face it, people want to know if I go by an Amazon or I go by and eBay. The first thing I'm looking at is what is that sellers or buyers rating and what people think about the products that's of critical. That's a critical importance. We had a question come up. This may be a good time to address it. This is from Jerry and Denise in the chat room. Now you were talking a little bit about listening to the conversation on social media and AdWords. Now they want to know where some places to go to find those branding buzzwords to stand out from the herd. And people in the chat room have been charming in, and some of them have been recommending Google AdWords or using these social media tools just curious to get your take. There are Google that there are Google tools out there and I don't know it right off what the name it is. But there are Google tools, maybe someone those in the chat room where you can see when you when you put a certain word and how many times it actually gets searched it in a certain period of time. And so that's really where I would start. But think about your own behavior when you're looking for things. What words do you put in there? Now remember, you're whatever you tag it with, really should be as focused as possible because members sometimes when you have your stuff is too broad, like I would tell you that with Karen, she's probably never gonna come up if she just puts tags of yoga. There's just too much of that stuff that's really out there. Try to say exactly what your articles really about and make sure you don't do what they used to call keyword stuffing right? Things that have nothing do it. Just put keywords don't relate because the search engine will get really get penalized. Um, but also, what you can do is look at an article that you think is really good about your industry or about your service, what you do and look and notice what the keywords are. Within that article, you'll be able to come up with and then put those articles those tags into a search engine and see what comes up. One of the areas that John was talking about is this idea of relevant content and a lot of the concerns that I have from people. I'm so busy, Where am I going to find the content? So where do you think that you confined content for information that you want to send out either through email or to post on your website? Where would be a good place to start. Yeah, National Association of Music Merchants is Sam. Of course. I spoke in front of Nam twice a great organization and what kind information they provide. They provide all sorts of links about the benefits of music for your health for, you know, therapy for Children, for school as well. Asses, you know, just related content of Hey, look, Slash is doing this new thing. Check out this video or this particular drummer or a new companies coming out with something really amazing, and they're sharing about it. So right, were new technology things in those areas? What do you think you could find? Information? Arena. I actually look a lot for businesses on Lincoln. Um, so that hasn't help you. While a lot of the owners will put on their own articles on LinkedIn or refer Teoh are narco that they wrote somewhere else in the no going on, looking to see, know what they were posting. And I even still, I still read newspapers and and, you know, print magazines and things like that just toe to see where the rest of folks that aren't online are finding in discovering media and tapping into those things and putting those things online so that it's spreading it around. You know, I find a lot of people. If they find something to be good to share with their their audience, they put into a special email folder. Although use Evernote and just kind of tag it, where do you find information? I know there's no information about yoga on the Web today, right? And narrowing it down is what's hard in a lot of ways that's beneficial to us because we don't really have to go reinvent the wheel because the benefits of yoga is out there. And so we can look at places like Yoga Anonymous and Yoga Journal, where so much has already been written. And we can just continue to forward that content to people and try to show them the benefits of them participating in Yogi Stream so they can have these benefits. The key is really to find the niche that you really mean no for. So where do you find information? Um, load off times from crying meetings, just the questions that comes up and the case scenes, and I don't provide advice on the Web site, but I will provide some questions to ask, was things to consider so that they can do a better job like getting to the right decision, right? That's very interesting, because if you keep hearing the same theme from customer, customer or client a client, then it's probably something that you really should, uh, really should talk about and this kind of build that that that that content up. So that's really important. So I know we're coming towards the end of this segment. I was really thinking about the question we had, you know, in the chat room, because finding content is really one of the biggest problems that we all that we all have, right, because we think that it takes a lot of time. But during your day, you come across all sorts of things. Remember, as I said before, content can really be pictures that could be videos. It could be customer experiences. It could be quiz er's And again, the more that you vary that kind of content, we have to really understand Christmas, Alex that people really learn in many different plant ways. Some people are gonna wanna watch videos. In fact, great people watch courses on Creative Live right? But some people want to watch videos. Some people want to listen. Some people want to read. Some people wanna learn through contest. You really need to have a variety of content or figure out how people actually learn. So it's a great point barium. And even during this course, you know, to take quite you or to quote John, take a little chunk of court and throw it out to your audience and your wrapped in your take on it, and then go. You know we're watching. This is content. You know, every little thing we do. You can create content that other people are interested in that because I always say people say much more fantastic things and I ever do right. I just tried to pass on other people's wisdom, and a lot of folks like that, if you if you prescribed to ah, handful of Bloods like one of them. I'm a big fan of Seth Godin, and he comes out every single day with a small business block. He's got great gems in there, and many times it also generates a lot of great ideas for yourself in your own mind. Yeah, so we can just build off each other