Clients

How You Measure Client Success

Garth Beyer

Showcasing engagement on Twitter is nice. Reaching 150,000 people with one Facebook post is amazing. Highlighting a Pinterest board that a lot of people are following must mean you’re doing something right… right?

There is meaning in measuring what people are doing for or on behalf of your client. It gives you talking points, it proves you’re stirring the pot for them and getting people to interact with the brand.

I think we can do more. We can go beyond what customers, tribes, fanatics are doing for our client and notice, share, and appreciate what our client is doing for them.

The best way you can measure client success on (and off) social is by recognizing and shining the spotlight on what the brand has done for them. Sometimes this is represented by a gracious tweet or a shoutout on Facebook, but gets lost in all the examples of what the buyer is doing for the brand.

Metrics like click-through rates and subscriber numbers matter, but no one starts a business for the sake of getting engagement on a social platform, they start a business to make a real life impact on someone. Don’t you think we would want to show that’s being done on social?

 

Stay Positive & Let’s Start Measuring Results, Not Impressions

A Riff And Reward For Reading (Self-Promotion On Twitter)

Garth Beyer

I use Twitter to interact with people and it peeves me when people use it to spam. I can deal with the links and self-promotion in my feed. What I can’t stand is when I get a direct message that is so obviously programmed. There’s a picture of a person, but the message is robotic. The latest is from Alex Mathers who is exceptionally smart and produces really sweet content, but his promotional methods are…questionable.

So impersonal

Occurrences like this remind me of my post about Pandora advertising its alarm option even after I had set the alarm up.

If you’re going to promote, then quit promoting once your customer does or buys what you’re promoting. Think of the last thing you sold to someone. Once the exchange was made, you didn’t keep telling them that they should buy what is now in their hands. Right?

Anyway, to thank you for reading this rant, I’ve taken the common questions asked by working creatives that Alex answered on his blog and have answered them in my way here.

1. How do I find my first clients if no one knows me?

Try making a better product or service first. If that doesn’t work, then you need to create something different. Skip all this hassle by figuring out what people in a tribe want before you establish a product or service.

Getting clients isn’t hard. Creating something people want is.

2. Should my style appeal to what is in demand or be about what I enjoy?

You know the answer to this. Both.

3. How do I earn more?

Easy things aren’t scarce. Hard things are scarce. Scarce things have value. By doing something hard, you’re creating something of value. The more value, the more you can earn.

4. How do I know what to charge for my creative work?

Charge what you would pay for it. It’s damn difficult to sell something for $1,000 if you don’t believe it’s worth that much.

5. How do I move from full-time employment to going freelance?

Slowly. But that doesn’t mean you don’t need to work your ass off for it. Wake up earlier. Go to sleep later. Cut the little things out of your life until you make the transition.

6. How can I sell more of my stuff without being too pushy and ‘salesy’?

Read one book on sales. That’s all you need. They all say the same thing. After you read it, go take a job in sales. I did for a month and practiced what I read in the book. The only reason you don’t know how is because you’re not forcing yourself to figure it out.

7. I don’t have any time to spend on my creative career. What do I do?

Quit lying to yourself. We all have 24 hours in the day.

8. How do I network with people if I’m introverted?

 Watch this

9. Do I need to understand the basics of running a business to succeed?

Do athletes need to understand the basics of their sport in order to perform at the Olympics? That’s where you want to go, right? To the top?

10. How long do I need to spend working to become an expert at my craft?

If you simply won’t move forward without knowing, they say 10,000 hours. How long isn’t important though. What matters is how well you work to become an expert, not how many hours.

11. How do I balance my job, social life and creating in my spare time?

Understand that you’re on a teeter-totter and you’re on it with someone who weighs a bit more than you. No one consistently balances. Prepare for the constant give and take. It’s what makes it worth it.

12. Why can’t I get motivated about what I do?

You’re afraid of something. Figure out what it is and proceed to dance with it. (Also search “fear” on my website, I write a lot about it.)

13. How do I freelance without getting lonely?

By creating something that makes people feel less lonely.

14. I never get any jobs through social media. What am I doing wrong?

You need to use social media to make connections and meet people. It’s when you meet people that you get offered a job. More people get jobs from people, not tweets; they get them in person, not online.

15. How do I get more likes on Facebook?

First ask yourself if that’s where most of your revenue is coming from. If it’s not, then spend more time where the revenue is coming from, likes will follow from that.

If you do get most of your revenue from likes on Facebook and want more likes, then offer more on Facebook, showcase people who use your product or service by giving shout outs or uploading photos (people love sharing photos that they are in) and be entertaining. Most Facebookers go on to escape the real world. Ask yourself what you have to offer.

16. I have disrespectful, crappy clients. What do I do to change this?

Fire them.

17. I lack the confidence to share my creations with the world. How can I increase belief in my work?

There’s no solution to this. Don’t listen to people who say there is a solution, all they are setting you up for is an uphill battle. What you can do is start by not caring who believes in your work – so long as you do. Build it and they will come.

18. How do I get more traffic to my blog?

Ads work. More content works. Multimedia helps. Getting content published elsewhere will guide others to your blog. The two best steps you can take, though, is to connect with more people outside your blog and to wait (but don’t stand still, that’s not what I mean by waiting. People die standing still).

19. Is it better to be a jack of all trades, or a master at one?

People will ask you what you are an expert at or what your superpower is. Have one. Then know a little about everything else. Enough so you can make friends with people who are experts in all those other things. Now you’ve built a team. Now no one will ask what you’re good at. They will see you as a leader.

20. What is your single biggest tip for succeeding as a solo creative?

Know what success means to you.

21. How do I develop a unique style?

It’s a pain, but writing as much as possible helps. And try caring just a little bit less on whether people approve of your unique style. I laugh when someone calls someone else weird. They make it sound like it’s a rare thing. We are all weird.

22. Do I need a university degree to succeed in this game?

Not exactly in this game. But, in the game of life, it helps a ton.

23. There is so much competition out there. How do I stand out?

You don’t need a million followers to make a million dollars.

24. Why does no one follow me on social media?

Well, I would follow you if I’ve heard about you and like you. If this is the same for others, then either they haven’t heard about you or don’t like you.

 

Stay Positive & Follow Me @thegarthbox (but don’t expect spam messages)

Death Of Spectating In Sports

Garth Beyer

Quickly, don’t be confused. I didn’t say death of “spectator sports.”

1010648_10201588067809783_1465580148_nLast night at Miller Park I watched the Brewers shut out the Cubs. Victory for the Brewers meant that the Cubs are officially the worst team in the league right now. Given that they were tied with the Brewers for that title before the game, victory was not as great to the Brewers as, say, it was to the Chicago Blackhawks.

What I realized though, was that the sport itself didn’t make the game. My great experience was not fueled by the talent and flare of the players. Heck, I could have watched a little league baseball game and been more impressed. That aside, place me in any stadium, field, or rink and what makes it remarkable is everyone in the stands.

Previously called “spectators,” that’s a dying phrase in sports.

A spectator is someone who looks on or watches. Simple as that. But when I scan the stands, I don’t see any spectators. (Worth noting, to be a spectator also implies being silent, taking it all in. It’s difficult to be a spectator when you are texting someone the score, high-fiving those behind you, making noise, and shouting “Let’s Go Brewers.”)

What I see is people connecting, relaxing, cheering, and making the most of their ballgame experience, not just the ballgame. “This spectator sport” and “that spectator sport” are simply categories for people to meet up with like-minded people, not to watch players pitch a ball or hit a puck.

The reason for this post is to note that it is easy to turn a business into a baseball game. The part oft forgotten is that you still need to build a stadium that certain types of people go to. This may mean that there’s a seating limit, certain concessions, and a place for people to purchase matching clothes.

The players/clients don’t make the game/business,                                                                          the game/business makes the players/clients.

BallParkFood for thought: Maybe we don’t go to sporting events to watch them play. Maybe they play sports to get us (the audience/fans/families/superfans) to go crazy, interact with each other, and connect on what I consider a personal level.

 

Stay Positive & Take Me Out To The Ball Game

Garth E. Beyer

Keep Your Client (Squaders)

Garth Beyer

Back in the day, if you were sitting in a room with friends and you had to go to the bathroom, you would hold it. After all, if you got up, someone would take your spot!

Then an act of seat reservation was adopted. It was called “squaders.” Before getting up from your spot, whether it’s a log around the campfire or the one of few fancy chairs around the dinner table, you call “squaders!” and no one can take your spot while you are away.

Sitting with friends the other night, I got up and before walking forward, asked, “do we call squaders anymore?”

Of course we don’t. More people, specifically clients, are naturally mobile and resourceful. (If they are not, then maybe you don’t want them as a client.) We have to understand that the client can shop around, that they are okay not staying in their chair, that, sometimes, they go off and build their own chair.

Squaders is about attachment – and attachment is about vulnerability – and vulnerability is what the chair maker should feel, not the one sitting in it.

 

Stay Positive & Since We’re Talking About Chairs And Success

Garth E. Beyer

If You’re Creating Something That Takes Time To Process

Garth Beyer

It might be worth considering to drop it.

It’s a given that we’re in a world of next day delivery, instantaneous email confirmation after you click “submit,” and immediate Tweet/email/txt/snapchat back. We’ve built our interactions (purchases, connections, and outreach) on the idea of instant feedback.

Overall, it’s a positive change. A constant stream of feedback allows the creative class to correct what doesn’t work before too many people notice, to be thoroughly bathed in motivation (thanks Zig) with positive reviews, and most importantly, the stream of feedback gets you in the habit of dancing with your fears (negative reviews). No more ups and downs. You’re either on or your off.

Processing time? It’s a dying strategy. It used to be the norm. It used to lead clients and consumers to anticipate the result. Beyond all else, it used to be something worth waiting for.

Processing was an art. It gave the creators time to interact with the buyer while they were fulfilling their orders. Thing is, now the connecting is the two pieces of bread sandwiching the purchase.

And boy do people love to have their sandwiches.

 

Stay Positive & Note, Consumers And Clients Never Get Full

Garth E. Beyer

10 Lessons About PR You Won’t Learn In School

Garth Beyer

Last night I was honored to listen to John Mose, Senior Vice-President of Public Relations at Cramer-Krasselt in Milwaukee, give a presentation to PRSSA Madison Chapter. The next few posts will be highlights of the presentation with my own commentary for an added texture.

1. Writing is important. Really.

You can land a position by presenting writing examples. You can get promoted by writing up proposals. You can get honored by writing the best press releases. You can be respected for writing media pitches. You can have the advantage of knowing what writers want to write about by being one yourself. Writing is everything.

2. Clients care about details.

You can skip the details when you are writing a plan out because you know them. You can skip the details when you pitch to your boss because your boss knows that you know them. You can’t skip the details when you pitch to your client because regardless of any title or background you have, your client won’t care. They want the details.

3. Understand and consume media. Read!

If you’re like me, reading all the articles in a newspaper is hard. The idea of opening a magazine to have my eyes blasted with absurd and uninformative ads repulses me. One word: literature. Other than that, I love reading articles online, but my eyes can only stand looking at the screen for so long. I’ve written about adaptation and this is when you have to get used to consuming all that you can. I’m making progress, you can too/need to.

4. At an agency, you are the product on shelf.

“Companies don’t cut the product that makes money.” – John Mose

5. PR can’t solve everything.

I’m leaving this up for debate. I have yet to meet a PR Professional other than John to say this. PR Specialists – being one myself – live by the adage If there is a will, there is a way.

6. Better to be fast than perfect.

My spin off of this that I have tweeted a few times, and rarely do I ever tweet something twice, is Be first, but be right first.

7. Be ready to sell some aluminum siding.

Similar to the next lesson; you never know what you may have to sell.

8. Know difference between a good-looking horse trough and an ugly one. You have to go out and be, do, or buy some crazy things.

You never know what you may have to do.

9. It’s okay to have non-traditional experience if you can make it interesting.

Took a year off? No problem, make the reason why fascinate me. Spent that last six years working a job that has no respective value? No problem, find and share what value it did hold. Every topic that you believe will work against you on your pursuit of becoming a PR Specialist, find how to make it interesting.

10. Study something else.

It’s time to confess something to you.

Everything you have read so far on this blog has come from experience, self-learning, or books and classes that are not directed at PR. I have to say that any and all future posts will be of the same context.

John advocates that you study something else, something you are passionate about, because the real world is the education center for PR. I couldn’t agree more.

(HT to John Mose)